This document discusses how developing powerful audience personas can help with online engagement. It explains that personas are fictional representations of audience segments that are based on their needs and motivations. The document outlines a process for creating personas that involves starting with broad audience segments, understanding what motivates those segments, and then building out fictional personas. It recommends using techniques like surveys, focus groups, and social media analysis to inform the persona creation. Finally, the document stresses that personas should not just be created but also used across marketing activities like content, discussions, and analytics.

1. Developing Powerful
Audience Personas
For Successful Online Engagement

2. lauralhampton impressiontalk
uk.linkedin.com/in/lauralhampton
laura.hampton@impression.co.uk

3. Influence

4. The capacity to
have an effect on
the behaviour of
someone or
something, leading
to a desired
outcome.

5. The use of psychological
principles is powerful in
marketing &
communications

6. Mirroring

7. Social
validation

8. Similarity

9. Familiarity

10. Notice a common
theme in these?

12. In order to properly
engage, you need to
know your audience

13. Who are you trying to
speak to?

14. What are their
interests?

15. What challenges face
them/their industry?

16. How does your
service/product/offer
help them?

17. Some people use
audience segments

18. They consider things
like age, gender,
location, education

19. They might consider roles
such as business manager or
homeowner

20. This where most businesses start,
looking at mass segments such as
‘manager’ or ‘homeowner’
Broad audience
segments
Motivations
Personas
impression.co.uk

21. Broad audience
segments
Motivations
Personas
impression.co.uk
This is as far as most businesses go.
We seek to understand what
motivates our audience.

22. Broad audience
segments
Motivations
Personas
impression.co.uk
This is where we reach that really
deep understanding of who the
audience is and can much better
meet their needs.

23. Broad audience
segments
Motivations
Personas
impression.co.uk
This where most businesses start,
looking at mass segments such as
‘manager’ or ‘homeowner’
This is as far as most businesses go.
We seek to understand what
motivates our audience.
This is where we reach that really
deep understanding of who the
audience is and can much better
meet their needs.

24. These can only tell us so
much….

25. Persona

26. A fictional
person that
represents the
intricacies of an
entire audience
segment.

28. Why?

29. Image: socialdot.co.uk

30. How

31. 1) Start with your
typical audience
segments

32. Workshops

33. Workshops
Sales people Customer
service
ProductMarketing

34. Sales
Data/CRM

35. Competitor
Analysis

36. Surveys

37. 2) Focus on what
motivates them

38. Workshops

39. Surveys

40. Focus Groups

41. Social Media
Analysis

42. Influencers

44. 3) Build out a
fictional person
to represent all
these elements

46. Techniques to build out
your personas

47. Trade/Interest Publications

48. Conference Agendas

49. Social Media Engagement

50. News Stories

51. Surveys/Questions

52. Tools to build persona
understanding

53. Google Alerts

54. Hootsuite for Twitter

55. Google Trends

56. Google Keyword Planner

57. Google Analytics

58. Use Your Personas.

59. Display

60. Discuss
“Is this right for….”

61. Content Grids

62. – Influencing customers is one of our biggest challenges
– We can only influence successfully when we know our
audience
– Personas are representations of audience groups based
on needs and motivations
– Don’t make personas and forget about them - use them!
Summary

63. 6. Google Analytics Affinity Categories
7. Content marketing by Impression
8. Digital PR explained by Impression
9. SEO by Impression
10. PPC by Impression
Want to learn more?
1. About building personas
2. About content grids
3. Google Alerts
4. About Hootsuite
5. Google Trends

64. Developing Powerful Audience Personas
For Successful Online Engagement
laura.hampton@impression.co.uk
www.impression.co.uk
01158 242 212
www.twitter.com/lauralhampton
www.twitter.com/impressiontalk
www.linkedin.com/company/impression-digital-limited