1.
How to Build Useful
Audience Personas
To Guide Your Digital Strategy
@lauralhampton @impressiontalk

2.
“Hi Sarah”
@lauralhampton @impressiontalk

3.
“Hi Dan”
@lauralhampton @impressiontalk

4.
“Hi Jon”
@lauralhampton @impressiontalk

5.
SARAH:
The Explorer
@lauralhampton @impressiontalk

6.
DAN: The
Consolidator
@lauralhampton @impressiontalk

7.
JON: The
Strategist
@lauralhampton @impressiontalk

8.
It is only when we truly
know our audience that
we can create content
which appeals to their
needs and persuades
them to convert.
@lauralhampton @impressiontalk

9.
HOW?
@lauralhampton @impressiontalk

10.
STEP 1: Basic
Audience
Information
@lauralhampton @impressiontalk

11.
@lauralhampton @impressiontalk
ASK CLIENT/TEAM:
Who do you sell to?
Where are they based?
What do they need?
Why do they buy?
How do they find you?

12.
Sales Data
New leads
Closed sales
@lauralhampton @impressiontalk

13.
Sales Insight
How do you qualify
your leads?
@lauralhampton @impressiontalk

14.
➢Demographics
➢Job titles
➢Sales insights
➢Desirable attributes
@lauralhampton @impressiontalk
So now you have...

15.
@lauralhampton @impressiontalk

16.
It doesn’t stop
there…
Delve deeper!
@lauralhampton @impressiontalk

17.
STEP 2: Audience
Motivations
@lauralhampton @impressiontalk

18.
What motivates your audience?
What challenges do they face?
What do they think about?
What interests them?
@lauralhampton @impressiontalk

19.
Customer
surveys can be
powerful
@lauralhampton @impressiontalk

20.
@lauralhampton @impressiontalk
http://impression.tips/census-brightonseo

21.
@lauralhampton @impressiontalk

22.
Keyword
research and
related queries
Look for the long tail
@lauralhampton @impressiontalk

23.
@lauralhampton @impressiontalk
Price
Location
Price
Application
Application
Flavour
Ease

24.
@lauralhampton @impressiontalk
Answer
The
Public
http://impression.tips
/answer-brightonseo

25.
On Site Search
and Popular
Content
@lauralhampton @impressiontalk

26.
@lauralhampton @impressiontalk

27.
Frequently
Asked Questions
(FAQs)
@lauralhampton @impressiontalk

28.
@lauralhampton @impressiontalk

29.
Now go even
further...
@lauralhampton @impressiontalk

30.
STEP 3: Topics
and Interests
@lauralhampton @impressiontalk

31.
Conference
Topics
What is your audience
learning?
@lauralhampton @impressiontalk

32.
Social Media
What is your audience
discussing?
@lauralhampton @impressiontalk

33.
Competitors
What else is available
to your audience?
@lauralhampton @impressiontalk

34.
@lauralhampton @impressiontalk

35.
STEP 4: Building
Personas
@lauralhampton @impressiontalk

36.
Broad audience
segments
Motivations
Personas
@lauralhampton @impressiontalk

37.
@lauralhampton @impressiontalk
1: Basic segments
2: Motivations by segment
3: Consolidate segments via
overlapping motivations

38.
@lauralhampton @impressiontalk

39.
@lauralhampton @impressiontalk
Marketing
Manager
Marketing
Executive
Business Owner
Stay up to date Improve basic
understanding
Improve basic
understanding
Learn new
techniques
Consolidate
existing skills
Get a strategic
overview
Find new tools Learn new
techniques
Find new
opportunities
Meet other
experts
Build networks Build networks

40.
SARAH: The Explorer
- Wants to learn new techniques
- Seeking new tools
- Enjoys testing new ideas
- Keen to discuss opinions with
others
@lauralhampton @impressiontalk

41.
DAN: The Consolidator
- Wants to consolidate knowledge
- Compares own ideas with those of
peers
- Looking to meet other experts
@lauralhampton @impressiontalk

42.
JON: The Strategist
- Wants to develop a better
understanding
- Looking for new opportunities to
grow
- Considering how this fits into
overall strategy
@lauralhampton @impressiontalk

43.
Personas are most
powerful when we are
able to empathise with
them and apply our
understanding of their
needs to our activities.
@lauralhampton @impressiontalk

44.
Analytics
Affinity
Categories
@lauralhampton @impressiontalk

45.
http://impression.tips/profiler-brightonseo
@lauralhampton @impressiontalk

46.
@lauralhampton @impressiontalk

47.
Using Personas
to Guide Your
Strategy
@lauralhampton @impressiontalk

48.
Personas give us a
shared language
with which to discuss
our audience in all
their complexities.
@lauralhampton @impressiontalk

49.
Document
and Share
@lauralhampton @impressiontalk

50.
@lauralhampton @impressiontalk

51.
Discuss:
“Is this right
for Dylan?”
@lauralhampton @impressiontalk

52.
Persona driven
keyword and
theme research
@lauralhampton @impressiontalk

53.
@lauralhampton @impressiontalk

54.
Brand Story
Alignment
@lauralhampton @impressiontalk
http://impression.tips/stories-brightonseo
http://impression.tips/grid-brightonseo

55.
@lauralhampton @impressiontalk
PERSONA 1 PERSONA 2 PERSONA 3
BRAND STORY 1
BRAND STORY 2
BRAND STORY 3

56.
Content and PR
Planning
@lauralhampton @impressiontalk
http://impression.tips/purpose-brightonseo

57.
@lauralhampton @impressiontalk

58.
4. Content marketing by
Impression: http://impression.tips/content-
brightonseo
5. Digital PR explained by
Impression: http://impression.tips/pr-
brightonseo
6. SEO by Impression:
http://impression.tips/seo-brightonseo
7. PPC by Impression:
http://impression.tips/ppc-brightonseo
Additional Resources
1. About building personas:
http://impression.tips/persona-
brightonseo
2. About content grids:
http://impression.tips/grid-brightonseo
3. Google Analytics Affinity
Categories:
http://impression.tips/affinity-
brightonseo

59.
How to Build Useful Audience Personas
laura.hampton@impression.co.uk
www.impression.co.uk
01158 242 212
www.twitter.com/lauralhampton
www.twitter.com/impressiontalk
www.linkedin.com/company/impression-digital-limited