developing powerful audience personas: sprint feverbee 2016
TRANSCRIPT
Developing Powerful Audience Personas
For Successful Online Engagement
Influence
The capacity to have an effect on the behaviour of someone or something, leading to a desired outcome.
The use of psychological principles is powerful in
marketing & communications
Mirroring
Social validation
Similarity
Familiarity
Notice a common theme in these?
In order to properly engage, you need to know your audience
Who are you trying to speak to?
What are their interests?
What challenges face them/their industry?
How does your service/product/offer
help them?
Some people use audience segments
They consider things like age, gender,
location, education
They might consider roles such as business manager
or homeowner
This where most businesses start, looking at mass segments such as
‘manager’ or ‘homeowner’
Broad audience segments
Motivations
Personas
impression.co.uk
Broad audience segments
Motivations
Personas
impression.co.uk
This is as far as most businesses go. We seek to understand what
motivates our audience.
Broad audience segments
Motivations
Personas
impression.co.uk
This is where we reach that really deep understanding of who the
audience is and can much better meet their needs.
Broad audience segments
Motivations
Personas
impression.co.uk
This where most businesses start, looking at mass segments such as
‘manager’ or ‘homeowner’
This is as far as most businesses go. We seek to understand what
motivates our audience.
This is where we reach that really deep understanding of who the
audience is and can much better meet their needs.
These can only tell us so much….
Persona
A fictional person that represents the intricacies of an entire audience segment.
Why?
Image: socialdot.co.uk
How
1) Start with your typical audience segments
Workshops
WorkshopsSales people
Customer service
ProductMarketing
Sales Data/CRM
Competitor Analysis
Surveys
2) Focus on what motivates them
Workshops
Surveys
Focus Groups
Social Media Analysis
Influencers
3) Build out a fictional person to represent all these elements
Techniques to build out your personas
Trade/Interest Publications
Conference Agendas
Social Media Engagement
News Stories
Surveys/Questions
Tools to build persona understanding
Google Alerts
Hootsuite for Twitter
Google Trends
Google Keyword Planner
Google Analytics
Use Your Personas.
Display
Discuss
“Is this right for….”
Content Grids
– Influencing customers is one of our biggest challenges
– We can only influence successfully when we know our audience
– Personas are representations of audience groups based on needs and motivations
– Don’t make personas and forget about them - use them!
Summary
6. Google Analytics Affinity Categories
7. Content marketing by Impression
8. Digital PR explained by Impression
9. SEO by Impression
10. PPC by Impression
Want to learn more?
1. About building personas
2. About content grids
3. Google Alerts
4. About Hootsuite
5. Google Trends
Developing Powerful Audience PersonasFor Successful Online Engagement
01158 242 212
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