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Supercharge yourContent Marketing withCustomer Personas6th December 2012                         © 2012, Versio2 Digital M...
Use the Question Pane in        GoToWebinar to Ask Questions.•   Please select your choice    of audio: telephone or    co...
Doris Edwards@DorisEdwards7                 © 2012, Versio2 Digital Marketing Ltd.
Stephan Burckhardt@stephanckdtClinton Hailey@clinthailey                     © 2012, Versio2 Digital Marketing Ltd.
Agenda1   Why we need customer personas? [10m]2   To whom are you talking? [10m]3   How to create customer personas [20m] ...
1Why we needcustomerpersonas?              © 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 ARCHETYPESTHAT DESCRIBE VARIOUS GOALSAND OBSERVED PATTERNS AMONGYOUR POTENTIAL USERS ANDCUSTOMERS            ...
Customer Persona =•   An understanding of customer needs/interests•   Knowledge of where customers spend time•   Better qu...
2To whom are youtalking?                  © 2012, Versio2 Digital Marketing Ltd.
Marketing Persona Profile            Andrew Guitar            •   22-year old musician            •   Works part-time at c...
How does he consume information?                                Podcast                                                Aud...
Where does he hangout?                        YouTube       Your                             Twitter      website   Google...
Questions?             © 2012, Versio2 Digital Marketing Ltd.
3How to createcustomerpersonas                © 2012, Versio2 Digital Marketing Ltd.
Create a Marketing Persona Profile                    Persona Name                •   Professional information            ...
Persona Profile ChecklistPersona Detail                         What is your job role? Your title?                        ...
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            ...
Key Learnings• Customer personas are a crucial component of  successful content marketing• Customer personas fulfill a cros...
Questions?        © 2012, Versio2 Digital Marketing Ltd.
Resources1   Versio2 Blog - article link will be sent2    Watch archive webinar recording3   Download slides and free docu...
THANK YOU.•   Follow us on:•   Twitter•   Facebook•   LinkedIn                             © 2012, Versio2 Digital Marketi...
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VERSIO2 WEBINAR | Supercharge your Content Marketing with Customer Personas

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December 6th, 2012 | The first webinar from Versio2 partners Clinton Hailey and Stephan Burckhardt, featuring guest presenter Doris Edwards. The subject was how to create more effective content by better understanding your target audience.

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Transcript of "VERSIO2 WEBINAR | Supercharge your Content Marketing with Customer Personas"

  1. 1. Supercharge yourContent Marketing withCustomer Personas6th December 2012 © 2012, Versio2 Digital Marketing Ltd.
  2. 2. 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.
  3. 3. Doris Edwards@DorisEdwards7 © 2012, Versio2 Digital Marketing Ltd.
  4. 4. Stephan Burckhardt@stephanckdtClinton Hailey@clinthailey © 2012, Versio2 Digital Marketing Ltd.
  5. 5. Agenda1 Why we need customer personas? [10m]2 To whom are you talking? [10m]3 How to create customer personas [20m] © 2012, Versio2 Digital Marketing Ltd.
  6. 6. 1Why we needcustomerpersonas? © 2012, Versio2 Digital Marketing Ltd.
  7. 7. Consumer Behavior Has Changed © 2012, Versio2 Digital Marketing Ltd.
  8. 8. Focus your content to your personas © 2012, Versio2 Digital Marketing Ltd.
  9. 9. PERSONAS ARE ARCHETYPESTHAT DESCRIBE VARIOUS GOALSAND OBSERVED PATTERNS AMONGYOUR POTENTIAL USERS ANDCUSTOMERS © 2012, Versio2 Digital Marketing Ltd.
  10. 10. 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.
  11. 11. 2To whom are youtalking? © 2012, Versio2 Digital Marketing Ltd.
  12. 12. Marketing Persona Profile Andrew Guitar • 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! © 2012, Versio2 Digital Marketing Ltd.
  13. 13. How does he consume information? Podcast Audio Whitepaper Newsletter Video Blog post ebook ebook © 2012, Versio2 Digital Marketing Ltd.
  14. 14. Where does he hangout? YouTube Your Twitter website Google+ iTunes LinkedIn ebook Facebook © 2012, Versio2 Digital Marketing Ltd.
  15. 15. Questions? © 2012, Versio2 Digital Marketing Ltd.
  16. 16. 3How to createcustomerpersonas © 2012, Versio2 Digital Marketing Ltd.
  17. 17. Create a Marketing Persona Profile Persona Name • Professional information • Role (Titles. Responsibilities) • Company • Goals & ChallengesPersona photo • Where do they hang out? Personal Background (Age, Family Education, Shopping Preferences) © 2012, Versio2 Digital Marketing Ltd.
  18. 18. Persona Profile ChecklistPersona Detail What is your job role? Your title? How is your job measured?Role 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 How do you prefer to interact with vendors? (email, phone, in person)Shopping Preferences Do you use the Internet to research vendors or products? If yes, how do you search for information? © 2012, Versio2 Digital Marketing Ltd.
  19. 19. What is your typical day? © 2012, Versio2 Digital Marketing Ltd.
  20. 20. Bernard Business © 2012, Versio2 Digital Marketing Ltd.
  21. 21. Sophie Watch © 2012, Versio2 Digital Marketing Ltd.
  22. 22. CHOOSE 1 PRIMARY PERSONA OTHER PERSONAS ARE SECONDARY CONSIDER IDENTIFYING NEGATIVE PERSONASFocus on your relevant personas © 2012, Versio2 Digital Marketing Ltd.
  23. 23. 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.
  24. 24. Questions? © 2012, Versio2 Digital Marketing Ltd.
  25. 25. Resources1 Versio2 Blog - article link will be sent2 Watch archive webinar recording3 Download slides and free documents © 2012, Versio2 Digital Marketing Ltd.
  26. 26. THANK YOU.• Follow us on:• Twitter• Facebook• LinkedIn © 2012, Versio2 Digital Marketing Ltd.
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