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Audience Persońas?
We don’t need no stinkin’ audience persońas!
We already know who
our audience is.
Personas aren’t usefu...
#1 Find new segments to target
• Client was targeting repair shops, used car salesmen
and “gear heads”
• There was no cont...
#2 Find existing segments that were hidden
• Client had top-level navigation for “Sports Complexes” including:
• basketbal...
#3 Connect with influencers of a segment
“Funeral director
Caleb Wilde is an
undertaker for
the overshare
generation.”
#5 Uncover Highly-Targeted Advertising & Biz Dev. Opportunities
#5 Uncover Highly-Targeted Advertising & Biz Dev. Opportunities
…Creepy Right?
#5 Find Expert Authors
Don’t ask general copywriters to write for experts!
Think about what you’re an expert at. I bet you...
Amy Milshtein is a freelance writer who specializes in facilities
management topics. She wrote an article about Effective ...
#6 Develop the right content for the right person
and presented it to them at the right time in their buying cycle
Introducing The Persona Topic Matrix!
A handy tool for persona-based content gap analysis
https://goo.gl/h61nBZ
Give it a ...
These folks aren’t cheap!
Fortunately, there are
ways to speed up the
process and lower the
cost - while using data
that’s often more
accurate than ...
#1) Don’t let perfection be the enemy of good, useful, affordable and on-time
#2) Ask the right questions
and focus on what YOU
need, as opposed to what
other marketers think
should be in a persona.
But what was the question?
And why was it so important to ask?
“Yes, I thought
it over quite
thoroughly.
It’s 42.”
#3) Leverage research that has already been done by others.
Where to Get Your Data:
#1 Non-Profits and Industry Trade Groups
Tru Stile sells high-end doors to interior designers.
The...
Remember
these things?
When all else fails: pick up the phone!
#2 Magazines and Other Publications
.
Example Searches:
#3 The Client!
#4 These Folks!
Everett Sizemore – Director, R&D
everett@goinflow.com
www.GoInflow.com
• Slideshare Version of This Deck: http://goo.gl/lHCNc8
• Audience Persona Research Template: https://goo.gl/hwprpy
• Pers...
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
Audience Personas On a Budget
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Audience Personas On a Budget

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Everett Sizemore's presentation for Confluence Con 2015: Audience Personas on a Budget

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Audience Personas On a Budget

  1. 1. Audience Persońas? We don’t need no stinkin’ audience persońas! We already know who our audience is. Personas aren’t useful for the type of marketing we do. They’re too expensive to develop. They take too long to develop.
  2. 2. #1 Find new segments to target • Client was targeting repair shops, used car salesmen and “gear heads” • There was no content for Steve. • Huge segment with a very large combined budget
  3. 3. #2 Find existing segments that were hidden • Client had top-level navigation for “Sports Complexes” including: • basketball, baseball, football, tennis… • There was no category or content for Golf • Golf Course Superintendents Association of America (data goldmine) • Already purchasing, but with low CR due to poor user experience
  4. 4. #3 Connect with influencers of a segment
  5. 5. “Funeral director Caleb Wilde is an undertaker for the overshare generation.”
  6. 6. #5 Uncover Highly-Targeted Advertising & Biz Dev. Opportunities
  7. 7. #5 Uncover Highly-Targeted Advertising & Biz Dev. Opportunities
  8. 8. …Creepy Right?
  9. 9. #5 Find Expert Authors Don’t ask general copywriters to write for experts! Think about what you’re an expert at. I bet you can tell if someone is faking it, right? They didn’t tell me I’d be writing about PBX Phone Systems in Journalism class.
  10. 10. Amy Milshtein is a freelance writer who specializes in facilities management topics. She wrote an article about Effective Exterior Surveillance for Facility Executive’s blog and can probably submit other content to that site as a vetted contributor. Leah Grout Garris is a freelance writer within the commercial buildings industry. She also does ghostwriting, which might make her an excellent fit for the client. Her niche seems to be high-rises. Michel Theriault provides consulting services across a variety of management fields, which includes facilities management. He has written a book on FM called Managing Facilities and Real Estate, and he contributes regular pieces to media outlets like Forbes.
  11. 11. #6 Develop the right content for the right person and presented it to them at the right time in their buying cycle
  12. 12. Introducing The Persona Topic Matrix! A handy tool for persona-based content gap analysis https://goo.gl/h61nBZ Give it a Try!
  13. 13. These folks aren’t cheap!
  14. 14. Fortunately, there are ways to speed up the process and lower the cost - while using data that’s often more accurate than what you might get from Google or Quantcast.
  15. 15. #1) Don’t let perfection be the enemy of good, useful, affordable and on-time
  16. 16. #2) Ask the right questions and focus on what YOU need, as opposed to what other marketers think should be in a persona.
  17. 17. But what was the question? And why was it so important to ask? “Yes, I thought it over quite thoroughly. It’s 42.”
  18. 18. #3) Leverage research that has already been done by others.
  19. 19. Where to Get Your Data: #1 Non-Profits and Industry Trade Groups Tru Stile sells high-end doors to interior designers. The American Society of Interior Designers (ASID) publishes a report each year with various industry statistics and demographics.
  20. 20. Remember these things? When all else fails: pick up the phone!
  21. 21. #2 Magazines and Other Publications
  22. 22. . Example Searches:
  23. 23. #3 The Client!
  24. 24. #4 These Folks!
  25. 25. Everett Sizemore – Director, R&D everett@goinflow.com www.GoInflow.com
  26. 26. • Slideshare Version of This Deck: http://goo.gl/lHCNc8 • Audience Persona Research Template: https://goo.gl/hwprpy • Persona Discovery Call Agenda: https://goo.gl/jsTuVI • Persona Topic Matrix: https://goo.gl/h61nBZ • The Art and Science of Understanding the Person Behind the Visit (Mike King) https://moz.com/blog/personas-understanding-the-person-behind-the-visit • The Persona-Driven Keyword Research Process (Mike King) http://ipullrank.com/the-persona-driven-keyword-research-process/ • How Inflow Does Audence Personas (a little dated now) http://www.goinflow.com/audience-profiles-aka-personas/ Questions? @balibones#ConfluenceCon

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