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Creating a Marketing Persona -

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Thoughtfully defining your online audience enables you to gain critical insights and give laser-like focus to your marketing strategy. To influence your targeted audiences, you need to first ...

Thoughtfully defining your online audience enables you to gain critical insights and give laser-like focus to your marketing strategy. To influence your targeted audiences, you need to first understand them - how they think, what they want and how they make decisions. The best way to do this is to define your ideal audience members by creating marketing personae to represent them.

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Creating a Marketing Persona - Creating a Marketing Persona - Document Transcript

  • Copyright ArcStone Technologies, Inc. 2013 – Page 1 of 6MARKETING PERSONA WORKSHEETWHY CREATE MARKETING PERSONAE?Thoughtfully defining your audience enables you to gain critical insights and give laser-like focusto your marketing strategy. To influence your targeted audiences, you need to first understandthem - how they think, what they want and how they make decisions. The best way to do this isto define your ideal audience members by creating marketing personae to represent them.Use the attached worksheet to walk yourself through the process and to assist you while youinterview existing and prospective customers. If you have multiple target audiences, create apersona for each. Remember to have fun and feel free to customize your questions based onwhere the conversations take you…
  • Copyright ArcStone Technologies, Inc. 2013 – Page 2 of 6PERSONAL / DEMOGRAPHIC>Name:Age: Ethnicity:Gender: Religion:Marital Status: Yearly Income:Number of Children: Location:Health Status: Political Tendencies:Hobbies &Interests:Hopes & Dreams:Affiliations:Describe a Typical Day:Other:
  • Copyright ArcStone Technologies, Inc. 2013 – Page 3 of 6WORK HABITS >Commute: Manage People:Work from Home? Manage Projects:Describe Professional Roles and Responsibilities:Work-Related Organizations / Associations:Work Goals:Describe Their Customers or Constituents:What Are the Geographic Boundaries of Their Business?Professional Subscriptions:
  • Copyright ArcStone Technologies, Inc. 2013 – Page 4 of 6DIGITAL HABITS>Daily Email Volume: Web Search Engine:Email Client: Web Browser:Mobile Phone: Apps:Avg. Daily Screen Time: OS:Gartner Technographic Profile:http://empowered.forrester.com/tool_consumer.html(Creators, Conversationalists, Critics, Collectors, Joiners, Spectators, Inactives)http://empowered.forrester.com/ladder2010/Social Media Use:Most Frequently Used Software:
  • Copyright ArcStone Technologies, Inc. 2013 – Page 5 of 6ENGAGEMENTPROFILE>What process do they use when making decisions?When they contact you, at what point are they in the buying / decisionmaking process?(Unaware / Recognition / Definition / Research / Evaluation / Consideration / Decision)What circumstances / problems typically drive their behavior to find asolutionand engage with you?What information do they need when making a buying / business decision?How do they like to consume information?(discussion forums / networking / social media / RSS reader / books / magazines / blogarticles / reviews / podcasts / whitepapers / ebooks / audio books / newsletters / radio /television / video / online tutorial / in person classes / online classes / webinars)Who does this person trust most?What else should we know about this person?
  • Copyright ArcStone Technologies, Inc. 2013 – Page 6 of 6PICTURE >(Insert an image or picture representing this person. We are visual creatures - this imagewill help make the persona much more tangible. This step should not be skipped!)