Search Marketing With Personas

Slide 1: Personas in Search Marketing Ian Lurie Portent Interactive

Slide 2: Personal Models?...

Slide 3: “Fictitious characters that are created to represent the different user types within a targeted demographic that might use a site or product.” Wikipedia

Slide 4: “Your brand’s imaginary friends.” Ian

Slide 5: Why do we care? “All good marketing requires empathy.” David Ogilvy

Slide 6: Using Personas in SEM 1. Research. 2. Brainstorm. 3. Write. 4. Create your campaign. 5. Segment your audience. 6. Measure, adjust, repeat.

Slide 7: Research: Demographics Geography, gender, income, family, ethnicity

Slide 8: Research: Demographics

Slide 9: Research: Psychographics Personality, likes/dislikes, ambitions

Slide 10: Data Sources: Free Sites AdCenter Labs: adlab.msn.com Quantcast.com Compete.com Prizm: Claritas.com Trellian Keyword Discovery WordTracker Google Suggest AdWords

Slide 11: Data Sources: People Trainers Sales Team Customers (surveys)

Slide 12: Brainstorm & Write: Avoid Like The Plague The CEO Data Source Stereotypes Quest for Perfection Thesauritis

Slide 13: Brainstorm & Write: Sample Persona

Slide 14: Brainstorm & Write: Sample Persona

Slide 15: Brainstorm & Write: Sample Persona

Slide 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

Slide 17: Campaign Creation: Ad Copy

Slide 18: Campaign Creation: Ad Copy and Keywords

Slide 19: Campaign Creation: Resolving Conflicts CEO-itis “I know my customers.”

Slide 20: Segmentation

Slide 21: The Feedback Loop

Slide 22: Resources ConversationMarketing.com/Personas GrokDotCom.com/category/personas/ PracticalPersonas.com Opposing view: 37Signals.com/svn and search for ‘personas’