building audience personas the right way

Building Audience Personas The Right Way

Devan Brown Content Marketing Specialist

devan@anvilmediainc.com

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My Story

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Grew Up In Walla Walla

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Moved To Portland

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Landed At Anvil Media

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Questions To Ask

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Who is my audience?

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What Do They Need?

What Are They Buying?

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Who Is Influencing Them?

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What Are They Reading

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What Are They Reading?

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What Types Of Content Do They Share?

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What Type Of Pictures Do They Look At?

Which Social Properties Are They Using?

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What Keywords Are They Using?

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Keywords (Cred to @quillh for this whole section)

What Is the Goal?

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the language that the brand uses to describe its product or service

the language that search engine users

on the web use to describe the same product or service

and

to align. @devan_brown2

Google Keyword Tool

18 @devan_brown2

19 @devan_brown2

No, you don’t make “ergonomically integrated footwear systems”. You make shoes.  I know, I know; you’ve been so intimately connected with these shoes for so long that they seem like much more than shoes... to you.

20 @devan_brown2

But to the rest of the world, they’re still shoes.

21 @devan_brown2

22 @devan_brown2

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Research Tools

Boolean Search

24 @devan_brown2

BuzzSumo

25 @devan_brown2

Google Trends

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-  Justin Bieber - Miley Cyrus -  Selena Gomez

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Google Alerts

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Social Mention

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Hashtagify

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Social Search

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Record Your Data

Gather Your Data -  Date found -  Content title -  URL -  Audience segment -  Topic -  Behavior -  Content type -  Content platform -  Social platform -  Keywords -  Niche -  Earned and paid access points -  Domain authority -  Competitors -  Buying process

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Raw Data

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Crunch The Numbers

Delineated Columns

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Pivot Tables

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0" 2" 4" 6" 8" 10" 12" 14"

"Research"

"Managed"Care"

"Mens"Health"

"Healthcare"Technology"

"Healthcare"Law"

"Big"Data"

"Pharmacology"

"Health"Insurance"

"Healthcare"News"

"Healthcare"IT"

Content&Topics&

@devan_brown2

Pivot Tables

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43%$

30%$

27%$

Pla$orms)

Blog$

Forum$

News$Publica9on$

@devan_brown2

Data Pivots

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0"

2"

4"

6"

8"

10"

12"

14"

16"

18"

Audience"1" Audience"2" Audience"3"

Pharmaceu5cals"

Health"Technology"

Debt"

@devan_brown2

Best Data Pivots -  Audience X Topic -  Audience X Platform -  Audience X Content type -  Topic X Platform -  Topic X Content Type -  Average DA X Platform -  Average DA X Audience -  Niche X Audience -  Behavior X Topic -  Behavior X Audience -  Content type X Behavior

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Analyze Data -  Audience 1 is very active in the

pharmaceutical space, and are concerned about price, testing ethics, and availability for low-income patients

-  Audience 2 is reading about health technology and innovation

-  Audience 3 is seeking debt advice on forums

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0"

2"

4"

6"

8"

10"

12"

14"

16"

18"

Audience"1" Audience"2" Audience"3"

Pharmaceu5cals"

Health"Technology"

Debt"

@devan_brown2

Refer Back To Questions -  Who is my audience? -  What do they need? -  What are they buying? -  Who is influencing them? -  What are they reading? -  What types of content do they share? -  What types of images to they want? -  What social properties are they on? -  What keywords are they using?

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Develop Your Personas

Define Audience Characteristics -  Description -  Topics -  Content types -  Influencers -  Keywords -  Platforms -  Competitors -  Buying process

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Audience 1 Description The at home workout audience knows the value in working out and is always on the lookout for how to better incorporate fitness into their daily routine. They are busy individuals who need options that are convenient and quick. Topics -  Timed workouts -  Multi-function workouts (ex:

“this workout will do x+y”) -  Personal accountability (ex:

calendar to check off completed workouts)

-  Injury advice and prevention -  Nutrition recommendations (ex:

recipes)

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Content Types -  Infographics -  Videos Platforms -  Facebook -  Instagram -  Blogs

Influencers -  Oprah -  Billy Crystal Keywords -  DIY fitness -  Home gym -  Quick workouts -  #fitness

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Use imagery to define your audience

Use Brand Association

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Use Brand Association

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Map Persona Relationships

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-  Collects information -  Gathers data -  Organizes multiple

solutions

Passes Information to

Audience 2

-  Creates best solutions -  Constructs long term plan -  Gathers ROI -  Calculates implementation

costs -  Creates measurable KPIs

Presents Plans and Strategies to

Audience 3

-  Decides budget allocation

-  Assesses and prioritizes needs

-  Consults with other decision makers

-  Makes final decision

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Audience 1 Audience 2 Audience 3

Diagram Topic Overlaps

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Audience 1

-  Performance Management

-  BPM

-  Analytics -  Cloud Technology -  Big Data

-  Biz Intelligence -  Mergers

-  App Dev -  Software Dev -  Tactical

Deployment

-  Retail Software -  Bottom Line

-  CRM Software -  SAP

-  ETL -  Agile Methodology -  Data Center

Management

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Audience 2

Audience 3

Visualize Side By Side

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Audience  1   Audience  2   Audience  3  

Topics   -  Engineering  intricacies  -  Engineering  and  

product  design  -  In  the  lab  

-  Ease  of  use  -  Installa<on  guides  -  Set  up  guides  -  Apps  and  soIware    

-  Apps  and  soIware  -  Ports  and  cables  -  General  technology  

Content  Types  

-  Videos  -  Illustra<ons  -  Images  -  Guides  

Map Buying Process

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Phase  1   Phase  2   Phase  3  

Topics   -  Engineering  intricacies  -  Engineering  and  

product  design  -  In  the  lab  

-  Ease  of  use  -  Installa<on  guides  -  Set  up  guides  -  Apps  and  soIware    

-  Apps  and  soIware  -  Ports  and  cables  -  General  technology  

Content  Type  

-  Infographics  -  Adver<sements  -  Video  

-  Coupons  and  deals  -  White  papers  -  Compe<<ve  matrix  

-  Coupons  -  Downloadable  fact  

sheets  -  How-­‐to  videos  

Audience   -  Persona  1   -  Persona  2    

-  Persona  3  

Segment Platforms

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Platform Audience Purpose

Twitter -  #1 -  #3

-  Share blog posts, product information, and engage with industry thought leaders. Establish thought leadership.

-  SEO

Facebook -  #2 -  #3

-  Showcase products, share blog posts about the industry. Establish Nautilus as a leading fitness company.

-  SEO

Google+ -  #2 -  Share news and knowledge about products as well as other

trending blog posts related to fitness. -  SEO

Pinterest -  #1 -  #2

-  Share annotated, easily read images. Also share blog posts and other industry related stories.

-  SEO

Instagram -  #1 -  Share images of products as well as well as customer

photos. -  SEO

Create an Editorial Calendar

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February 2014

@devan_brown2

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Research? Pivot tables? Delineated columns?

Ain’t nobody got time for that!

@devan_brown2

Time

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-  10 hour initial project -  Add raw data for 5-10 minutes per day -  Refresh pivots once a month or so

Contact Us! devan@anvilmedia.com

@devan_brown2