How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO
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The document provides guidance on developing useful audience personas to guide digital strategy. It outlines a 4-step process: 1) Gather basic audience information through client interviews and data; 2) Understand audience motivations through surveys, research, and site analytics; 3) Identify topics and interests through conferences, social media, and competitors; 4) Build personas by consolidating segments that share motivations. Personas give a shared understanding of complex audiences and can be used to guide keyword research, content, PR, and brand alignment.
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How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO
- 1. How to Build Useful Audience Personas To Guide Your Digital Strategy @lauralhampton @impressiontalk
- 8. It is only when we truly know our audience that we can create content which appeals to their needs and persuades them to convert. @lauralhampton @impressiontalk
- 10. STEP 1: Basic Audience Information @lauralhampton @impressiontalk
- 11. @lauralhampton @impressiontalk ASK CLIENT/TEAM: Who do you sell to? Where are they based? What do they need? Why do they buy? How do they find you?
- 12. Sales Data New leads Closed sales @lauralhampton @impressiontalk
- 13. Sales Insight How do you qualify your leads? @lauralhampton @impressiontalk
- 14. ➢Demographics ➢Job titles ➢Sales insights ➢Desirable attributes @lauralhampton @impressiontalk So now you have...
- 16. It doesn’t stop there… Delve deeper! @lauralhampton @impressiontalk
- 17. STEP 2: Audience Motivations @lauralhampton @impressiontalk
- 18. What motivates your audience? What challenges do they face? What do they think about? What interests them? @lauralhampton @impressiontalk
- 19. Customer surveys can be powerful @lauralhampton @impressiontalk
- 22. Keyword research and related queries Look for the long tail @lauralhampton @impressiontalk
- 25. On Site Search and Popular Content @lauralhampton @impressiontalk
- 29. Now go even further... @lauralhampton @impressiontalk
- 30. STEP 3: Topics and Interests @lauralhampton @impressiontalk
- 31. Conference Topics What is your audience learning? @lauralhampton @impressiontalk
- 32. Social Media What is your audience discussing? @lauralhampton @impressiontalk
- 33. Competitors What else is available to your audience? @lauralhampton @impressiontalk
- 35. STEP 4: Building Personas @lauralhampton @impressiontalk
- 37. @lauralhampton @impressiontalk 1: Basic segments 2: Motivations by segment 3: Consolidate segments via overlapping motivations
- 39. @lauralhampton @impressiontalk Marketing Manager Marketing Executive Business Owner Stay up to date Improve basic understanding Improve basic understanding Learn new techniques Consolidate existing skills Get a strategic overview Find new tools Learn new techniques Find new opportunities Meet other experts Build networks Build networks
- 40. SARAH: The Explorer - Wants to learn new techniques - Seeking new tools - Enjoys testing new ideas - Keen to discuss opinions with others @lauralhampton @impressiontalk
- 41. DAN: The Consolidator - Wants to consolidate knowledge - Compares own ideas with those of peers - Looking to meet other experts @lauralhampton @impressiontalk
- 42. JON: The Strategist - Wants to develop a better understanding - Looking for new opportunities to grow - Considering how this fits into overall strategy @lauralhampton @impressiontalk
- 43. Personas are most powerful when we are able to empathise with them and apply our understanding of their needs to our activities. @lauralhampton @impressiontalk
- 47. Using Personas to Guide Your Strategy @lauralhampton @impressiontalk
- 48. Personas give us a shared language with which to discuss our audience in all their complexities. @lauralhampton @impressiontalk
- 51. Discuss: “Is this right for Dylan?” @lauralhampton @impressiontalk
- 52. Persona driven keyword and theme research @lauralhampton @impressiontalk
- 55. @lauralhampton @impressiontalk PERSONA 1 PERSONA 2 PERSONA 3 BRAND STORY 1 BRAND STORY 2 BRAND STORY 3
- 56. Content and PR Planning @lauralhampton @impressiontalk http://impression.tips/purpose-brightonseo
- 58. 4. Content marketing by Impression: http://impression.tips/content- brightonseo 5. Digital PR explained by Impression: http://impression.tips/pr- brightonseo 6. SEO by Impression: http://impression.tips/seo-brightonseo 7. PPC by Impression: http://impression.tips/ppc-brightonseo Additional Resources 1. About building personas: http://impression.tips/persona- brightonseo 2. About content grids: http://impression.tips/grid-brightonseo 3. Google Analytics Affinity Categories: http://impression.tips/affinity- brightonseo
- 59. How to Build Useful Audience Personas 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