Personas
www.4imprint.com
Infographic created by www.4imprint.com, based on the Personas Blue Paper®. Download Blue Paper at: http://info.4imprint.com/blue-paper/personas/
Sources:
Eisenberg, Bryan. "Content Marketing Personas." Bryan Eisenberg. N.p., 7 Sept. 2012. Web. 16 Sept. 2014. <http%3A%2F%2Fwww.bryaneisenberg.com%2Fcontent-marketing-personas%2F)>.�
Revella, Adele. "Got Buyer Personas? 44% Say Yes, but 85% Aren't Using Them Effectively." Buyer Persona Institute Blog. Buyer Persona Institute, 6 Aug. 2014. Web. 23 Oct. 2014. <http://www.buy-erpersona.com/2014/08/got-buyer-personas-44-say-yes-but-85-arent-using-them-effectively.html>.
Put your trail knowledge to the test andget started.
You may reproduce and distribute this infographic in its entirety. You may not create derivative works. (Licensed under the Creative Commons: http://creativecommons.org/licenses/by-nd/3.0/)
Walk a mile in your customers’ shoes with
Visual, fictional stories that describe your actual customers
Just as the right hiking boot can help increase performance, personas can help organizations:
To ensure adequate representation of segments, identify and interview:
Measure for effectiveness, refine and update as needed.
GET STARTEDSTEP 1
BRAINSTORMSTEP 2
RESEARCHSTEP 3
IDENTIFY AND PRIORITIZESTEP 4
PUT YOUR PERSONAS TO WORKSTEP 7
MEASURE AND REFINESTEP 8
Segment your target audience by:
Ask interviewees about:
A process for key stakeholder buy-in:
DISCUSS AND FINALIZESTEP 6
8 Steps to
Perfect Personas
WRITESTEP 5
Identify potential personas and choose 3–7 per business line.
North American companies will use personas in
the next year
29% 29%
Connect with the customersyou’re targeting
Create targeted
and response-driven messages
for key audiences
Shift their perspective to the customers’
Gain insight into customer decision-making
Brainstorm traits for
each segment
Group traits
by similar characteristics
Use groupsof traits
as persona foundation
Stamp of approval
Distribution
Team and leadership review
Feedback
Maximize the impact of your personas:
Fully integrate personas into your buyer lists and business processes Reallocate
ad spend with personas in mind
“Hiking is my thing.
I’d give anything to
be outdoors.”
Customer profile
Age: 28
Status: Single
Income: $48,000
Occupation: Outside Sales
Demographics Life�yle BuyerBehaviorLocation
Detail real customer
needs, wants and pain
points
Personas should:
buyers thatmatch keysegments
buyers thatdon’t matchkey segments
steer clear!(of stereotypes)
Jake
Shift people resources to allow for
relevant, engaging communication
