versio2 webinar | supercharge your content marketing with customer personas

© 2012, Versio2 Digital Marketing Ltd.

Supercharge your Content Marketing with Customer Personas

6th December 2012

© 2012, Versio2 Digital Marketing Ltd.

Use the Question Pane in GoToWebinar to Ask Questions.

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© 2012, Versio2 Digital Marketing Ltd.

Doris Edwards @DorisEdwards7

© 2012, Versio2 Digital Marketing Ltd.

Clinton Hailey @clinthailey

Stephan Burckhardt @stephanckdt

© 2012, Versio2 Digital Marketing Ltd.

Agenda

How to create customer personas [20m]

Why we need customer personas? [10m]1

2

3

To whom are you talking? [10m]

© 2012, Versio2 Digital Marketing Ltd.

Why we need customer personas?

1

© 2012, Versio2 Digital Marketing Ltd.

Consumer Behavior Has Changed

© 2012, Versio2 Digital Marketing Ltd.

Focus your content to your personas

© 2012, Versio2 Digital Marketing Ltd.

PERSONAS ARE ARCHETYPES THAT DESCRIBE VARIOUS GOALS AND OBSERVED PATTERNS AMONG YOUR POTENTIAL USERS AND CUSTOMERS

© 2012, Versio2 Digital Marketing Ltd.

Customer Persona =

• An understanding of customer needs/interests

• Knowledge of where customers spend time

• Better quality leads

• Consistency across your business

• More efficient selling

• Better product development

© 2012, Versio2 Digital Marketing Ltd.

To whom are you talking?

2

© 2012, Versio2 Digital Marketing Ltd.

• 22-year old musician• Works part-time at construction site• Not married, no girlfriend• Tech savvy and connects to news,

entertainment and friends digitally, mainly from his iPhone & iPad

• Loves rock music, member of band• Goal: become accomplish bass guitar

player to get hired by bigger band• Challenge: improve his guitar skills!

Andrew Guitar

Marketing Persona Profile

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How does he consume information?

Newsletter

ebook

Podcast

Whitepaper Audio

Video

Blog post ebook

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Where does he hangout?

Google+

ebook

YouTube

Your website

Twitter

iTunes

LinkedIn Facebook

© 2012, Versio2 Digital Marketing Ltd.

Questions?

© 2012, Versio2 Digital Marketing Ltd.

How to create customer personas

3

© 2012, Versio2 Digital Marketing Ltd.

• Professional information• Role (Titles. Responsibilities)• Company• Goals & Challenges• Where do they hang out?

Personal Background (Age, Family Education, Shopping Preferences)

Persona Name

Create a Marketing Persona Profile

Persona photo

© 2012, Versio2 Digital Marketing Ltd.

Persona Profile ChecklistPersona Detail

Role

What is your job role? Your title? How is your job measured? What is a typical day?What skills are required?What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for?What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Where do they hang out? How do you learn about new information for your job? What publications or blogs do you read?What associations and social networks do you belong to?

Personal Background Age, Family (married, children), Education

Shopping PreferencesHow do you prefer to interact with vendors? (email, phone, in person) Do you use the Internet to research vendors or products? If yes, how do you search for information?

© 2012, Versio2 Digital Marketing Ltd.

What is your typical day?

© 2012, Versio2 Digital Marketing Ltd.

Bernard Business

© 2012, Versio2 Digital Marketing Ltd.

Sophie Watch

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CHOOSE 1 PRIMARY PERSONA

OTHER PERSONAS ARE SECONDARY

CONSIDER IDENTIFYING NEGATIVE PERSONAS

Focus on your relevant personas

© 2012, Versio2 Digital Marketing Ltd.

Key Learnings

• Customer personas are a crucial component of successful content marketing

• Customer personas fulfill a cross-functional role.

• Start today by downloading 3 documents

• Persona Profile Checklist

• Personal Development Worksheet

• 2 great examples

© 2012, Versio2 Digital Marketing Ltd.

Questions?

© 2012, Versio2 Digital Marketing Ltd.

Resources

Download slides and free documents

Versio2 Blog - article link will be sent1

2

3

Watch archive webinar recording

© 2012, Versio2 Digital Marketing Ltd.

THANK YOU.

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