Developing Powerful Audience Personas For Successful Online Engagement - Laura Hampton
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Transcript of Developing Powerful Audience Personas For Successful Online Engagement - Laura Hampton
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Developing Powerful Audience Personas
For Successful Online Engagement
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Influence
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The capacity to have an effect on the behaviour of someone or something, leading to a desired outcome.
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The use of psychological principles is powerful in
marketing & communications
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Mirroring
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Social validation
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Similarity
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Familiarity
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Notice a common theme in these?
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In order to properly engage, you need to know your audience
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Who are you trying to speak to?
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What are their interests?
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What challenges face them/their industry?
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How does your service/product/offer
help them?
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Some people use audience segments
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They consider things like age, gender,
location, education
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They might consider roles such as business manager
or homeowner
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This where most businesses start, looking at mass segments such as
‘manager’ or ‘homeowner’
Broad audience segments
Motivations
Personas
impression.co.uk
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Broad audience segments
Motivations
Personas
impression.co.uk
This is as far as most businesses go. We seek to understand what
motivates our audience.
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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.
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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.
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These can only tell us so much….
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Persona
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A fictional person that represents the intricacies of an entire audience segment.
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Why?
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Image: socialdot.co.uk
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How
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1) Start with your typical audience segments
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Workshops
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WorkshopsSales people
Customer service
ProductMarketing
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Sales Data/CRM
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Competitor Analysis
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Surveys
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2) Focus on what motivates them
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Workshops
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Surveys
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Focus Groups
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Social Media Analysis
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Influencers
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3) Build out a fictional person to represent all these elements
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Techniques to build out your personas
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Trade/Interest Publications
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Conference Agendas
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Social Media Engagement
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News Stories
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Surveys/Questions
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Tools to build persona understanding
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Google Alerts
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Hootsuite for Twitter
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Google Trends
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Google Keyword Planner
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Google Analytics
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Use Your Personas.
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Display
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Discuss
“Is this right for….”
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Content Grids
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– 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
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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
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Developing Powerful Audience PersonasFor Successful Online Engagement
01158 242 212
www.twitter.com/lauralhamptonwww.twitter.com/impressiontalk
www.linkedin.com/company/impression-digital-limited