American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content. Presentation by: Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5
C3 2015 BREAKOUT SESSION
PERSONA MARKETING
AT SCALE
Search Optimization
Marketing Specialist
Ashley Mortimer

2. #C3NY
1. Personas
– Defining and building out personas
2. Introduction to Scenarios and Buyers Journeys
– Defining and leveraging the buyers journey to improve the customer experience
3. Content Audit
– How to use personas and the buyers journey to inform your content audit and
development
4. Creating Content with a Purpose
5. How American Family Uses Conductor for Personas
6. Results
7. Key Takeaways
8. Q & A
AGENDA

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Personas are a representation profile for a customer (or
prospect) base. It provides a tangible understanding of your
core audience needs and guides the process to ensure the
right experience and message is delivered.
WHAT IS A PERSONA

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Personas can include:
– Demographic Information
• age, education, family status, household income
– Market Size
• External: 92% have auto insurance, 45% carry life insurance
• Internal: 15% auto insurance, 10% home insurance
– Behaviors
• Safety focused, family-centered,
– Digital Preferences
• Heavy users of mobile devices while on-the-go
– Intent to Purchase
• 38% intend to purchase a vehicle, 20% intend to buy a home
– Buyers Journeys
• What are the needs during each step and how do you know when they are transitioning into a new
phrase.
CHARACTERISTICS OF PERSONAS

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• Who
– Are your core customers (or prospects)
• What
– Are the activities they wish to perform
• Why
– Why would they choose your product over a competitors
• How
– How does your product/service fit into their life
PERSONAS

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PERSONAS VS. DEMOGRAPHICS TARGETS

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The buyer’s journey is the active research
process a potential buyers goes through
leading up to and post purchase. It is a
model to help keep the customer needs
and behaviors central to anything
marketing does.
– Buyer Journey Insights (Goals and tasks
related on your site)
• Example 1: Pre-shopping, consideration,
intent, purchase, advocate/loyal
• Example 2: Research, consideration, booking,
staying, post-stay
WHAT IS A BUYER’S JOURNEY

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Awareness/Pre-Shopping:
– First step of the buyer’s journey, your prospect is most likely unaware of your or have low brand
affinity and they many not even know they have a need.
Consideration:
– Once buyers have their choices narrowed down to just a few companies, they’ll return to the
research stage again. Looking for specific differentiators and way to solve their need.
Intent:
– Reviewing the final details that will determine which solution best fits their needs and budget.
Purchase:
– Finally, after days, weeks, or months of research, your prospect selected you and are ready to
purchase.
Loyal:
– Just because your prospects have made a purchase, your work isn’t over. What do you want
customers to do after a purchase/goal?
BUYER JOURNEY INSIGHTS

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What’s included in the buyers journey
– What triggers the experience
– What happens during the experience
– How long is the experience
– What is the outcome?
Focus On:
– Activities/task that have been completed
– Outcomes of those activities
BUILDING OUT BUYER’S JOURNEYS
FOR EACH PERSONA

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BUYER’S JOURNEY
Pre-Shopping Consideration Intent Purchase Advocate/Loyal
Life Stage Content
Make prospect aware
Price research
Answer questions
Price
Value
Tools
Tools
Now What
Now What?
Value
Life Stage Content
Tasks Completed:
• Visited product page
• Tool interaction
Tasks Completed:
• Visited information pages
(checklist, guides, etc)
• Watched videos
Tasks Completed:
• Tool interaction
• Quoting application interaction
Tasks Completed:
• Quoting application
completion
• interactions post lead gen
Tasks Completed:
• Setup Account
Social interaction

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MESHING PERSONAS & BUYER’S JOURNEYS
EXAMPLE 1ST TIME HOME BUYER

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NEXT STEPS: REVIEWING CONTENT

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Assign each persona a different color
then think about their questions,
needs, requirements and objectives
you need to overcome in order for
that prospect to become a customer.
NEXT STEPS:
GAP ANALYSIS

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DIFFERENT CONTENT
DIFFERENT NEEDS

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GETTING STARTED

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CREATE A ROADMAP
Pre-Shopping Consideration Intent Purchase Loyal
Persona A
Content We
Have 15 12 5 2 0
Content We
Need 3 5 10 12 8
Persona B
Content We
Have 3 5 7 12 15
Content We
Need 15 10 0 2 0

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CREATE A ROADMAP
Brand
Awareness
Pre-
Shopping
Considerati
on
Intent Purchase Loyal
Persona
A
Content We
Have 15 12 5 2 0
Content We
Need 3 5 10 12 8
Persona
B
Content We
Have 3 5 7 12 15
Content We
Need 15 10 0 2 0

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SHARE! SHARE!
(AND THEN SHARE SOME MORE)…

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Deliver
The right content,
to the right person,
at the right time.
KEY TAKEAWAYS

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I have more than 8 years of experience
developing and managing digital marketing
campaigns with an emphasis on organic
search, paid search and analytics. I am
responsible for SEO and content
development strategies at American Family
Insurance.
Ashley Mortimer
@MortimerAshley
amortime@amfam.com
www.linkedin.com/in/ashleymortimer
BIOGRAPHY