Topics include: Everybody isn't your audience, target market vs. audience persona, creating an audience persona, and top tips for doing audience personas

1. Audience Personas

2. Are we more
Oprah or Ellen?

3. Topics
• Everybody isn’t your audience
• Target market vs. audience persona
• Creating an audience persona
• Top tips for doing it
• Summary of key points

4. Everybody isn’t
your audience

5. or Millenials
or Students
or Canadians
Marketing is the art and science of
exclusion

6. Everybody isn’t your audience

7. Target market vs.
audience persona

8. A target market you actively market to

9. Audience personas bridge strategy to
communication planning
Identify
Personas by
Role
• Start with who
the buyer is
• Then consider
other influential
roles internal
and external
stakeholders
List Needs and
Trigger to Act
• Needs, goals,
frustrations do
they have
• Identify the one
that motivates
action
Set Message
(story, content)
Objectives
• How does your
expertise meets
their needs
• Adjust as you
receive feedback

10. An audience persona is more detailed,
more personal

11. Creating an
audience persona

12. Audience persona template

13. Jill is a frequent business traveller

14. 10 Questions to find your audience
online
1. Who is our audience on website, email and social media?
2. What news sites do members of the target audience go to?
3. What blogs do they read?
4. What social networks are they active on?
5. What sharing sites are they active on?
6. What discussion forums do they participate in?
7. Who is influential on Twitter?
8. Who are the community leaders?
9. Who are the influential bloggers?
10. Are they members of organization with strong online
presence?

15. Top tips for
doing it

16. 1. Just starting? Build out the persona of the most valuable
buyer
2. Goals, frustrations and motivations are in the context of your
market/industry
3. To get answers for things you don’t know ask around or
search online
4. If you really don’t know, remove it (i.e. personality)
Tips for creating audience personas

17. Summary of
key points

18. • Marketing strategy defines who the target market is (and
isn’t)
• Historically, target market was a 1-way advertising term
• Audience persona has emerged with digital and the idea of
permission marketing
• Audience persona bridges strategy to communication
planning and execution–content, advertising and media
• Create it in the context of your market/industry
Key points for audience personas

19. Who the heck are we going to talk to?
Why will they care?
What are we going to say
that’s relevant to them?