© 2012, Versio2 Digital Marketing Ltd.
Supercharge your Content Marketing with Customer Personas
6th December 2012
© 2012, Versio2 Digital Marketing Ltd.
Use the Question Pane in GoToWebinar to Ask Questions.
• Please select your choice of audio: telephone or computer on your GotoWebinar console
•
• ask questions
© 2012, Versio2 Digital Marketing Ltd.
Doris Edwards @DorisEdwards7
© 2012, Versio2 Digital Marketing Ltd.
Clinton Hailey @clinthailey
Stephan Burckhardt @stephanckdt
© 2012, Versio2 Digital Marketing Ltd.
Agenda
How to create customer personas [20m]
Why we need customer personas? [10m]1
2
3
To whom are you talking? [10m]
© 2012, Versio2 Digital Marketing Ltd.
Why we need customer personas?
1
© 2012, Versio2 Digital Marketing Ltd.
Consumer Behavior Has Changed
© 2012, Versio2 Digital Marketing Ltd.
Focus your content to your personas
© 2012, Versio2 Digital Marketing Ltd.
PERSONAS ARE ARCHETYPES THAT DESCRIBE VARIOUS GOALS AND OBSERVED PATTERNS AMONG YOUR POTENTIAL USERS AND CUSTOMERS
© 2012, Versio2 Digital Marketing Ltd.
Customer Persona =
• An understanding of customer needs/interests
• Knowledge of where customers spend time
• Better quality leads
• Consistency across your business
• More efficient selling
• Better product development
© 2012, Versio2 Digital Marketing Ltd.
To whom are you talking?
2
© 2012, Versio2 Digital Marketing Ltd.
• 22-year old musician• Works part-time at construction site• Not married, no girlfriend• Tech savvy and connects to news,
entertainment and friends digitally, mainly from his iPhone & iPad
• Loves rock music, member of band• Goal: become accomplish bass guitar
player to get hired by bigger band• Challenge: improve his guitar skills!
Andrew Guitar
Marketing Persona Profile
© 2012, Versio2 Digital Marketing Ltd.
How does he consume information?
Newsletter
ebook
Podcast
Whitepaper Audio
Video
Blog post ebook
© 2012, Versio2 Digital Marketing Ltd.
Where does he hangout?
Google+
ebook
YouTube
Your website
iTunes
LinkedIn Facebook
© 2012, Versio2 Digital Marketing Ltd.
Questions?
© 2012, Versio2 Digital Marketing Ltd.
How to create customer personas
3
© 2012, Versio2 Digital Marketing Ltd.
• Professional information• Role (Titles. Responsibilities)• Company• Goals & Challenges• Where do they hang out?
Personal Background (Age, Family Education, Shopping Preferences)
Persona Name
Create a Marketing Persona Profile
Persona photo
© 2012, Versio2 Digital Marketing Ltd.
Persona Profile ChecklistPersona Detail
Role
What is your job role? Your title? How is your job measured? What is a typical day?What skills are required?What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for?What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Where do they hang out? How do you learn about new information for your job? What publications or blogs do you read?What associations and social networks do you belong to?
Personal Background Age, Family (married, children), Education
Shopping PreferencesHow do you prefer to interact with vendors? (email, phone, in person) Do you use the Internet to research vendors or products? If yes, how do you search for information?
© 2012, Versio2 Digital Marketing Ltd.
What is your typical day?
© 2012, Versio2 Digital Marketing Ltd.
Bernard Business
© 2012, Versio2 Digital Marketing Ltd.
Sophie Watch
© 2012, Versio2 Digital Marketing Ltd.
CHOOSE 1 PRIMARY PERSONA
OTHER PERSONAS ARE SECONDARY
CONSIDER IDENTIFYING NEGATIVE PERSONAS
Focus on your relevant personas
© 2012, Versio2 Digital Marketing Ltd.
Key Learnings
• Customer personas are a crucial component of successful content marketing
• Customer personas fulfill a cross-functional role.
• Start today by downloading 3 documents
• Persona Profile Checklist
• Personal Development Worksheet
• 2 great examples
© 2012, Versio2 Digital Marketing Ltd.
Questions?
© 2012, Versio2 Digital Marketing Ltd.
Resources
Download slides and free documents
Versio2 Blog - article link will be sent1
2
3
Watch archive webinar recording
© 2012, Versio2 Digital Marketing Ltd.
THANK YOU.
• Follow us on:• Twitter• Facebook• LinkedIn