Building Audience Personas the Right Way

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We all know that the first rule of marketing is to know your audience, but that’s easier said than done. In Anvil’s quarterly seminar, learn the right questions you need to ask about your audience, …

We all know that the first rule of marketing is to know your audience, but that’s easier said than done. In Anvil’s quarterly seminar, learn the right questions you need to ask about your audience, which tools and data will you help find the answers, and how to present your polished new personas to your boss or marketing team. This seminar with Devan Brown of Anvil Media will share best practices for researching and building audience personas the right way.

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  • 1. Building Audience Personas The Right Way Devan Brown Content Marketing Specialist devan@anvilmediainc.com
  • 2. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 2 My Story
  • 3. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 3 Grew Up In Walla Walla
  • 4. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 4 Moved To Portland
  • 5. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 5 Landed At Anvil Media
  • 6. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 6 Questions To Ask
  • 7. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 7@devan_brown2 Who is my audience?
  • 8. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 8@devan_brown2 What Do They Need?
  • 9. What Are They Buying?
  • 10. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 10 Who Is Influencing Them? @devan_brown2
  • 11. What Are They Reading 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 11 What Are They Reading? @devan_brown2
  • 12. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 12@devan_brown2 What Types Of Content Do They Share?
  • 13. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 13@devan_brown2 What Type Of Pictures Do They Look At?
  • 14. Which Social Properties Are They Using? 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 14@devan_brown2
  • 15. What Keywords Are They Using? 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 15@devan_brown2
  • 16. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 16 Keywords (Cred to @quillh for this whole section)
  • 17. What Is the Goal? 503.595.6050  //  www.anvilmediainc.com  //  ©  2014-­‐  All  informa<on  in  this  document  is  copyright  protected  and  the  property  of  Anvil  Media  Inc  17 the language that the brand uses to describe its product or service the language that search engine users on the web use to describe the same product or service and to align. @devan_brown2
  • 18. Google Keyword Tool 18@devan_brown2
  • 19. 19@devan_brown2 No, you don’t make “ergonomically integrated footwear systems”. You make shoes.   I know, I know; you’ve been so intimately connected with these shoes for so long that they seem like much more than shoes... to you.
  • 20. 20@devan_brown2 But to the rest of the world, they’re still shoes.
  • 21. 21@devan_brown2
  • 22. 22@devan_brown2
  • 23. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 23 Research Tools
  • 24. Boolean Search 24@devan_brown2
  • 25. BuzzSumo 25@devan_brown2
  • 26. Google Trends 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc -  Justin Bieber -  Miley Cyrus -  Selena Gomez @devan_brown2
  • 27. Google Alerts 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc@devan_brown2
  • 28. Social Mention 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 28@devan_brown2
  • 29. Hashtagify 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc@devan_brown2
  • 30. Social Search 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 30@devan_brown2
  • 31. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 31 Record Your Data
  • 32. Gather Your Data -  Date found -  Content title -  URL -  Audience segment -  Topic -  Behavior -  Content type -  Content platform -  Social platform -  Keywords -  Niche -  Earned and paid access points -  Domain authority -  Competitors -  Buying process 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 32@devan_brown2
  • 33. Raw Data 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 33@devan_brown2
  • 34. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 34 Crunch The Numbers
  • 35. Delineated Columns 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc@devan_brown2
  • 36. Pivot Tables 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 36 0" 2" 4" 6" 8" 10" 12" 14" "Research" "Managed"Care" "Mens"Health" "Healthcare"Technology" "Healthcare"Law" "Big"Data" "Pharmacology" "Health"Insurance" "Healthcare"News" "Healthcare"IT" Content&Topics& @devan_brown2
  • 37. Pivot Tables 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 37 43%$ 30%$ 27%$ Pla$orms) Blog$ Forum$ News$Publica9on$ @devan_brown2
  • 38. Data Pivots 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 38 0" 2" 4" 6" 8" 10" 12" 14" 16" 18" Audience"1" Audience"2" Audience"3" Pharmaceu5cals" Health"Technology" Debt" @devan_brown2
  • 39. Best Data Pivots -  Audience X Topic -  Audience X Platform -  Audience X Content type -  Topic X Platform -  Topic X Content Type -  Average DA X Platform -  Average DA X Audience -  Niche X Audience -  Behavior X Topic -  Behavior X Audience -  Content type X Behavior 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 39@devan_brown2
  • 40. Analyze Data -  Audience 1 is very active in the pharmaceutical space, and are concerned about price, testing ethics, and availability for low- income patients -  Audience 2 is reading about health technology and innovation -  Audience 3 is seeking debt advice on forums 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 40 0" 2" 4" 6" 8" 10" 12" 14" 16" 18" Audience"1" Audience"2" Audience"3" Pharmaceu5cals" Health"Technology" Debt" @devan_brown2
  • 41. Refer Back To Questions -  Who is my audience? -  What do they need? -  What are they buying? -  Who is influencing them? -  What are they reading? -  What types of content do they share? -  What types of images to they want? -  What social properties are they on? -  What keywords are they using? 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 41@devan_brown2
  • 42. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 42 Develop Your Personas
  • 43. Define Audience Characteristics -  Description -  Topics -  Content types -  Influencers -  Keywords -  Platforms -  Competitors -  Buying process 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc@devan_brown2
  • 44. Audience 1 Description The at home workout audience knows the value in working out and is always on the lookout for how to better incorporate fitness into their daily routine. They are busy individuals who need options that are convenient and quick. Topics -  Timed workouts -  Multi-function workouts (ex: “this workout will do x+y”) -  Personal accountability (ex: calendar to check off completed workouts) -  Injury advice and prevention -  Nutrition recommendations (ex: recipes) 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc Content Types -  Infographics -  Videos Platforms -  Facebook -  Instagram -  Blogs Influencers -  Oprah -  Billy Crystal Keywords -  DIY fitness -  Home gym -  Quick workouts -  #fitness @devan_brown2
  • 45. Use imagery to define your audience
  • 46. Use Brand Association 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc@devan_brown2
  • 47. Use Brand Association 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc@devan_brown2
  • 48. Map Persona Relationships 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 48 -  Collects information -  Gathers data -  Organizes multiple solutions Passes Information to Audience 2 -  Creates best solutions -  Constructs long term plan -  Gathers ROI -  Calculates implementation costs -  Creates measurable KPIs Presents Plans and Strategies to Audience 3 -  Decides budget allocation -  Assesses and prioritizes needs -  Consults with other decision makers -  Makes final decision @devan_brown2 Audience 1 Audience 2 Audience 3
  • 49. Diagram Topic Overlaps 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 49 Audience 1 -  Performance Management -  BPM -  Analytics -  Cloud Technology -  Big Data -  Biz Intelligence -  Mergers -  App Dev -  Software Dev -  Tactical Deployment -  Retail Software -  Bottom Line -  CRM Software -  SAP -  ETL -  Agile Methodology -  Data Center Management @devan_brown2 Audience 2 Audience 3
  • 50. Visualize Side By Side 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 50@devan_brown2 Audience  1   Audience  2   Audience  3   Topics   -  Engineering  intricacies   -  Engineering  and   product  design   -  In  the  lab   -  Ease  of  use   -  Installa<on  guides   -  Set  up  guides   -  Apps  and  soIware     -  Apps  and  soIware   -  Ports  and  cables   -  General  technology   Content   Types   -  Videos   -  Illustra<ons   -  Images   -  Guides  
  • 51. Map Buying Process 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 51@devan_brown2 Phase  1   Phase  2   Phase  3   Topics   -  Engineering  intricacies   -  Engineering  and   product  design   -  In  the  lab   -  Ease  of  use   -  Installa<on  guides   -  Set  up  guides   -  Apps  and  soIware     -  Apps  and  soIware   -  Ports  and  cables   -  General  technology   Content   Type   -  Infographics   -  Adver<sements   -  Video   -  Coupons  and  deals   -  White  papers   -  Compe<<ve  matrix   -  Coupons   -  Downloadable  fact   sheets   -  How-­‐to  videos   Audience   -  Persona  1   -  Persona  2     -  Persona  3  
  • 52. Segment Platforms 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 52@devan_brown2 Platform Audience Purpose Twitter -  #1 -  #3 -  Share blog posts, product information, and engage with industry thought leaders. Establish thought leadership. -  SEO Facebook -  #2 -  #3 -  Showcase products, share blog posts about the industry. Establish Nautilus as a leading fitness company. -  SEO Google+ -  #2 -  Share news and knowledge about products as well as other trending blog posts related to fitness. -  SEO Pinterest -  #1 -  #2 -  Share annotated, easily read images. Also share blog posts and other industry related stories. -  SEO Instagram -  #1 -  Share images of products as well as well as customer photos. -  SEO
  • 53. Create an Editorial Calendar 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 53 February 2014 @devan_brown2
  • 54. 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 54 Research? Pivot tables? Delineated columns? Ain’t nobody got time for that! @devan_brown2
  • 55. Time 503.595.6050 // www.anvilmediainc.com // © 2014- All Information in this document is copyright protected and the property of Anvil Media Inc 55@devan_brown2 -  10 hour initial project -  Add raw data for 5-10 minutes per day -  Refresh pivots once a month or so
  • 56. Contact Us! devan@anvilmedia.com @devan_brown2