An overview of the process from strategic marketing segmentation to identifying target market and then creating an audience persona for content marketing and social media marketing. Includes practical how-to create an audience persona tool.

1. Time to Get Personal
Moving from Target Market to
Audience Persona

2. Are we more
Oprah or Ellen?

3. Topics we’ll explore
• Your audience isn’t everybody
• Moving from target market to audience persona
• How to create an audience persona
• Measuring the ROI of audience and community
• Summary of things to remember

4. Your audience
isn’t everybody

5. “Canadians”
“Students”
“Baby Boomers”
“Millenials”
don’t exist

6. The people essential to marketing

7. Moving from
target market to
audience persona

8. You actively market to a target market

9. An audience persona is more personal

10. A bridge between marketing strategy
and communication planning
Identify
Personas
by Role
• Start with who
the buyer is
• Then consider
other influential
roles internal
and external
stakeholders
List Needs and
Trigger to Act
• Needs, goals,
frustrations do
they have
• Identify the one
that motivates
action
Set Message
(story, content)
Objectives
• How does your
expertise meets
their needs
• Adjust as you
receive feedback

11. How to create an
audience persona

12. Demographic, lifestyle, emotional and
psychological inputs

13. How to find your audience online
1. Who is our audience on website, email and social media?
2. What news sites do members of the target audience go to?
3. What blogs do they read?
4. What social networks are they active on?
5. What sharing sites are they active on?
6. What discussion forums do they participate in?
7. Who is influential on Twitter?
8. Who are the community leaders?
9. Who are the influential bloggers?
10. Are they members of organization with strong online
presence?

14. Meet Jill, a frequent business traveller

15. Do 1 well
• Build out the persona of the most valuable buyer
Context is critical
• Goals, frustrations and motivations are in the context of your
market/industry
So is curiousity
• Get answers for things you don’t know ask around or search
online
Stuck?
• If you really don’t know, remove it (i.e. personality)
Getting started with audience
personas?

16. Measuring the
ROI of audience
and community

17. Key metrics for audience and
community
@
🗣
🗣
• Audience growth
• Engagement with content
• Interaction with brand
• Conversion rates
• Brand awareness
• Brand perception

18. A brand has value
beyond revenue
generated

19. Summary of things
to remember

20. • Marketing strategy defines who the target market is (and
isn’t)
o Historically, target market was a 1-way advertising term
• Audience persona has emerged with digital and the idea of
permission marketing
o Bridge between strategy to communication planning and
execution–content, advertising and media
o Created in the context of your specific market/industry
• To build a brand you need customers who start as part of
your audience
Key points for audience personas

21. Because social brands
don’t communicate in
one direction 😳