Personas in Search Marketing


             Ian Lurie
        Portent Interactive
Personal
Models?...
“Fictitious characters that are created to represent the different
user types within a targeted demographic that might use...
“Your brand’s imaginary friends.”
                                    Ian
Why do we care?




          “All good marketing requires empathy.”
                                                   Da...
Using Personas in SEM

             1.   Research.
             2.   Brainstorm.
             3.   Write.
             4. ...
Research: Demographics




        Geography, gender, income, family, ethnicity
Research: Demographics
Research: Psychographics




           Personality, likes/dislikes, ambitions
Data Sources: Free Sites


                AdCenter Labs: adlab.msn.com
                Quantcast.com
                Comp...
Data Sources: People




                       Trainers
                      Sales Team
                  Customers (sur...
Brainstorm & Write: Avoid Like The Plague




                   The CEO Data Source
                       Stereotypes
  ...
Brainstorm & Write: Sample Persona
Brainstorm & Write: Sample Persona
Brainstorm & Write: Sample Persona
Campaign Creation: Keywords


  Good:                           Bad:
  Portent Interactive             Internet Marketing ...
Campaign Creation: Ad Copy
Campaign Creation: Ad Copy and Keywords
Campaign Creation: Resolving Conflicts



                CEO-itis
                “I know my customers.”
Segmentation
The Feedback Loop
Resources

            ConversationMarketing.com/Personas
            GrokDotCom.com/category/personas/
            Practi...
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Search Marketing With Personas

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Search marketing with personas presentation from SMX West.

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Search Marketing With Personas

  1. Personas in Search Marketing Ian Lurie Portent Interactive
  2. Personal Models?...
  3. “Fictitious characters that are created to represent the different user types within a targeted demographic that might use a site or product.” Wikipedia
  4. “Your brand’s imaginary friends.” Ian
  5. Why do we care? “All good marketing requires empathy.” David Ogilvy
  6. Using Personas in SEM 1. Research. 2. Brainstorm. 3. Write. 4. Create your campaign. 5. Segment your audience. 6. Measure, adjust, repeat.
  7. Research: Demographics Geography, gender, income, family, ethnicity
  8. Research: Demographics
  9. Research: Psychographics Personality, likes/dislikes, ambitions
  10. Data Sources: Free Sites AdCenter Labs: adlab.msn.com Quantcast.com Compete.com Prizm: Claritas.com Trellian Keyword Discovery WordTracker Google Suggest AdWords
  11. Data Sources: People Trainers Sales Team Customers (surveys)
  12. Brainstorm & Write: Avoid Like The Plague The CEO Data Source Stereotypes Quest for Perfection Thesauritis
  13. Brainstorm & Write: Sample Persona
  14. Brainstorm & Write: Sample Persona
  15. Brainstorm & Write: Sample Persona
  16. Campaign Creation: Keywords Good: Bad: Portent Interactive Internet Marketing Training Internet Marketing Tricks Internet Marketing Firm Internet Marketing Internet Marketing Agency Web 2.0 Internet Marketing Consulting Marketing 2.0 Seattle Internet Marketing SEO/SEM
  17. Campaign Creation: Ad Copy
  18. Campaign Creation: Ad Copy and Keywords
  19. Campaign Creation: Resolving Conflicts CEO-itis “I know my customers.”
  20. Segmentation
  21. The Feedback Loop
  22. Resources ConversationMarketing.com/Personas GrokDotCom.com/category/personas/ PracticalPersonas.com Opposing view: 37Signals.com/svn and search for ‘personas’

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