Personas for Outreach

Hola! Me Llamo Zeph Snapp

DemographicsJob: MarketingAge: 30-40Self ID’s as HispanicPsychographicsBasketball JunkieListens to Hip-HopBargain Hunter

ALTURA INTERACTIVESpanish digital marketing

SEO, SOCIAL & PAID SEARCH 

Outreach is in Trouble

Spammers Rule The Inbox

…and the new Gmail Inbox

http://blog.mailchimp.com/how-gmails-new-inbox-is-affecting-open-rates/

Traditional PR Isn’t Great Either

Spanish Internet Is Smaller

No More

We Must Adapt To Survive

DataMarketingPRNew Outreach

So, Let’s Talk About Personas

Personas are NOT Alias

An Alias is:

A fake identity that you create to do outreach

An Alias can be effective…

But they are super shady

Stop It.*

A Persona Is:

A fictional character created to represent your key

audience segments for reference.

http://www.usability.gov/how-to-and-tools/methods/personas.html

Personas Are For Marketing

Campaign PlanningBuilding ContentSocial Media Management

Outreach

Put your Outreach/PR People in the shoes of those they are pitching to.

“The closer your persona

is to a real person, the more insight

you will garner.”

Let’s Build A Persona!

Clarify Campaign Goals

Who are you targeting?Why them?What do they care about?Why should they listen to you?

Essential DetailsNameDemographicEmotional/Need

StateHow they

interact?Why should

they care?Photo

Market Research

For US, There is TON’s of Data

For Latin America?

Not So Much

http://alturainteractive.com/data-for-content-marketing-in-spanish/

Find Demographic Info

Find real people to base them on

Use Social Media

Google PlusTwitter processFacebook process

Followerwonk

Find Publishers in the Vertical

Who Uses Their Hashtag?

What Do They Share?

FB Ad Tool for Related Interests

Gabby Gabriela

BACKGROUND:• Marketing Manager for Shopify • Stable Employee, 5 years at the company • Married with 2 children (1 and 3)

DEMOGRAPHICS:• female• Age 25-30• Language: Spanish• Country: Mexico

Psychographics:• Borderline OCD• Animal Lover

Gabby GabrielaGOALS:• Update the blog more regularly• Publish other forms of content

(video, data viz, etc.)CHALLENGES:• Publishing content with no

support staff • Getting approval for edgy

content initiativesHOW WE HELP:• Provide exclusive content that is

within her approved topic list • Give her tips for improving

website performance • Connect her to other content

creators

Gabby GabrielaREAL QUOTES:• “It’s been difficult getting company-

wide adoption of new content ideas in the past.”

• “I don’t have time to write a weekly blog post AND manage our ad spend.”

• “I’ve had to deal with so many painful integrations with other departments’ databases and software.”

COMMON OBJECTIONS:• I’m worried about linking to sites that

are spammy or irrelevant.• I don’t want to publish anything by

authors who aren’t well known.

Gabby GabrielaMARKETING MESSAGING:• Exclusive content about the rise of

mCommerce in Mexico

ELEVATOR PITCH:• We will provide exclusive research

about the increase in mCommerce in Mexico over the past year. We’ve formatted the data visualization as a map of Mexico with pins for every business that is using mCommerce now. All you need to do is write an intro to the post. If you want us to do it, our already recognizable author will write it for you. Just provide the Authorship credit.

OK, Great. Now What?

Your Personas Will Affect Everything

Separate Projects Into Buckets

http://outspokenmedia.com/seo/content-based-outreach-for-link-building/

Instead of a Generic Pitch…

Find Common GroundIn Uncommon Commonalities

http://www.slideshare.net/Fractl/the-changing-face-of-contentpromotion-pubcon-2013

Creative Outreach Methods

Assign Accounts Based On How They Fit With Personas

Build Better Content

Persona & Outreach Resources

http://outspokenmedia.com/internet-marketing-conferences/use-searcher-personas-to-connect-seo-to-conversions/http://www.slideshare.net/ipullrank/pub-con-personas-for-seo-2012http://www.slideshare.net/Fractl/the-changing-face-of-contentpromotion-pubcon-2013

Gracias!Contact Info:

@Zephsnapp@Alturainteractivezeph@alturainteractive.comhttps://plus.google.com/+ZephSnapp13/posts