personas with personality
Post on 14-Jul-2015
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Portent, Inc. is one of North America’s elite Internet marketing companies. Located in Seattle, WA., Portent is a full-service agency with in-house design, creative, and development teams including experts in paid advertising, analytics, SEO, content strategy/writing, and social media.
Greetings from the #smithtower
Ahead ofThe Horizon
With 18 years in the industry,you can trust our expertise.
Strategy Analytics Content Creative
PPC SEO Social Media
Our VisionTo be the most significant & successful digital marketing agency in the industry.
To be the top trusted marketing partner that drives digital awareness, engagement and revenue for our clients.
Our Mission
Marketing Personas
Marketing personas are detailed descriptions of an imaginary “customer” that encompasses things like:
• gender• race • marital status • lifestyle • age • income level• education level• hobbies• religion
What are they?
Creating Personas
• Keep it simple, don’t get too carried away.
• Bullet points are your friend.
• Narrative should include words that you could see in the copy later.
• Like keywords!
Keywords: Where to Start
• Look at your keyword list.
• Look in your analytics profile on what is bringing quality organic traffic.
• Are these keywords early buying cycle or later? How specific?
• Write down 3-4 descriptive keywords per product/service.
PicturesEverything is easier with a picture!
• Don’t pick someone you know.
• Don’t pick someone famous.
• Use good quality stock photos.
• Use photos appropriate to the persona/reflected in the description.
Name your
People
• Doesn’t have to rhyme or match, but it is easier to remember.
• Don’t get too quirky.
• If you have access to customer first names, peruse them. See what pops up or repeats.
Tools
• Google Analytics (or your handy analytics package)
• Google Search Suggest
• Ubersuggest
• Discussion Forums/Blogs-anywhere there’s a conversation
• Customer reviews (both you and your competitors)
Resources
• US Census
• Customer reviews/forums
• Google Analytics
• Ubersuggest
• Lexicons
• Location
• New vs. Returning Visitors
• Frequency & Recency
• Browser/Device
• Social Actions
• Referral Traffic
Analytics
New vs. Returning Customers
Use this report to learn whether your persona is familiar with your brand or is more likely to find what they need and buy on the first visit.
Frequency & Recency
Use this report to determine whether or not your persona spends much time researching your brand and how often they visit.
Time to Purchase
How many times do they come back and buy? Take this into consideration when writing ads for value propositions, benefits or features.
Browser/Device
You can use this report to see what browsers, operating systems, and devices your persona is most likely to use.
Social Actions
You can use this report to see how engaged your persona is with social media and what social media forum they’re likely using.
Referral Traffic
You can use the referral traffic report to see what other sites your persona likes to visit and how they’re likely to find your site.
Customer Reviews
Customers will tell you what features they didn’t like, colors and price point complaints. Take these into consideration when building your persona.
Putting the Pieces Together
Example client: Natural/Organic Foods Retailer
What we know:• Large selection• Free Shipping• “Green” oriented• Non perishable items• Specializing in gluten free
Gabrielle as a List
• Female• Over 25• Single• Not gluten free by choice, it’s an
allergy• Entry level employment, under
$40k a year as a lab technician• Very cost conscious• College educated• Often feels “cheated” that she has
dietary restrictions
Gabrielle as a List
• Female• Over 25• Single• Not gluten free by choice, it’s an allergy• Entry level employment, under $40k a year as a lab technician• Very cost conscious• College educated• Often feels “cheated” that she has dietary restrictions
Keyword searches for “gluten allergy” and “allergies gluten free
foods”
Most frequent complaint on forums
Previous customer information, 70% were
female
Get Creative
Keyword searches for cheap, discount, coupon codes
Old enough to shop for self, tech savvy enough
to do it online
Common sense!
Gabrielle’s Keywords
Gluten free foodsGluten free recipesGluten free food deliveryGluten free bread mixesGluten free dessertsGluten free cookiesGluten free food couponsGluten free food promo codesBrand X couponsBrand X promo codes
PHOTO
"Quote”
Gender: Age: Education: Marital Status:
Income: Computer Savvy: Occupation:
The story:
Start at the beginning. What is their issue/problem?
What are their likes and dislikes?
What would be their obstacles in purchasing from you? How technical/computer/web skilled are they?
How do they find what they want online?
Name
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