search marketing with personas
DESCRIPTION
Search marketing with personas presentation from SMX West.TRANSCRIPT
Personas in Search Marketing
Ian Lurie
Portent Interactive
Personal
Models?...
“Fictitious characters that are created to represent the different
user types within a targeted demographic that might use a site
or product.”Wikipedia
“Your brand’s imaginary friends.”Ian
Why do we care?
“All good marketing requires empathy.”
David Ogilvy
Using Personas in SEM
1. Research.
2. Brainstorm.
3. Write.
4. Create your campaign.
5. Segment your audience.
6. Measure, adjust, repeat.
Research: Demographics
Geography, gender, income, family, ethnicity
Research: Demographics
Research: Psychographics
Personality, likes/dislikes, ambitions
Data Sources: Free Sites
AdCenter Labs: adlab.msn.com
Quantcast.com
Compete.com
Prizm: Claritas.com
Trellian Keyword Discovery
WordTracker
Google Suggest
AdWords
Data Sources: People
Trainers
Sales Team
Customers (surveys)
Brainstorm & Write: Avoid Like The Plague
The CEO Data Source
Stereotypes
Quest for Perfection
Thesauritis
Brainstorm & Write: Sample Persona
Brainstorm & Write: Sample Persona
Brainstorm & Write: Sample Persona
Campaign Creation: Keywords
Good:
Portent Interactive
Internet Marketing Firm
Internet Marketing Agency
Internet Marketing Consulting
Seattle Internet Marketing
Bad:
Internet Marketing Training
Internet Marketing Tricks
Internet Marketing
Web 2.0
Marketing 2.0
SEO/SEM
Campaign Creation: Ad Copy
Campaign Creation: Ad Copy and Keywords
Campaign Creation: Resolving Conflicts
CEO-itis
“I know my customers.”
Segmentation
The Feedback Loop
Resources
ConversationMarketing.com/Personas
GrokDotCom.com/category/personas/
PracticalPersonas.com
Opposing view: 37Signals.com/svn and search for‘personas’