Thoughtfully defining your online audience enables you to gain critical insights and give laser-like focus to your marketing strategy. To influence your targeted audiences, you need to first understand them - how they think, what they want and how they make decisions. The best way to do this is to define your ideal audience members by creating marketing personae to represent them.

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MARKETING PERSONA WORKSHEET
WHY CREATE MARKETING PERSONAE?
Thoughtfully defining your audience enables you to gain critical insights and give laser-like focus
to your marketing strategy. To influence your targeted audiences, you need to first understand
them - how they think, what they want and how they make decisions. The best way to do this is
to define your ideal audience members by creating marketing personae to represent them.
Use the attached worksheet to walk yourself through the process and to assist you while you
interview existing and prospective customers. If you have multiple target audiences, create a
persona for each. Remember to have fun and feel free to customize your questions based on
where the conversations take you…

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PERSONAL / DEMOGRAPHIC>
Name:
Age: Ethnicity:
Gender: Religion:
Marital Status: Yearly Income:
Number of Children: Location:
Health Status: Political Tendencies:
Hobbies &Interests:
Hopes & Dreams:
Affiliations:
Describe a Typical Day:
Other:

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WORK HABITS >
Commute: Manage People:
Work from Home? Manage Projects:
Describe Professional Roles and Responsibilities:
Work-Related Organizations / Associations:
Work Goals:
Describe Their Customers or Constituents:
What Are the Geographic Boundaries of Their Business?
Professional Subscriptions:

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DIGITAL HABITS>
Daily Email Volume: Web Search Engine:
Email Client: Web Browser:
Mobile Phone: Apps:
Avg. Daily Screen Time: OS:
Gartner Technographic Profile:
http://empowered.forrester.com/tool_consumer.html
(Creators, Conversationalists, Critics, Collectors, Joiners, Spectators, Inactives)
http://empowered.forrester.com/ladder2010/
Social Media Use:
Most Frequently Used Software:

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ENGAGEMENTPROFILE>
What process do they use when making decisions?
When they contact you, at what point are they in the buying / decision
making process?
(Unaware / Recognition / Definition / Research / Evaluation / Consideration / Decision)
What circumstances / problems typically drive their behavior to find a
solutionand engage with you?
What information do they need when making a buying / business decision?
How do they like to consume information?
(discussion forums / networking / social media / RSS reader / books / magazines / blog
articles / reviews / podcasts / whitepapers / ebooks / audio books / newsletters / radio /
television / video / online tutorial / in person classes / online classes / webinars)
Who does this person trust most?
What else should we know about this person?

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PICTURE >
(Insert an image or picture representing this person. We are visual creatures - this image
will help make the persona much more tangible. This step should not be skipped!)