Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO

7,842 views

Published on

Digital marketing expert Laura Hampton provides her guidance on creating useful audience personas to guide your digital strategy. This presentation was first delivered at Brighton SEO in April 2016.

Published in: Business

How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO

  1. 1. How to Build Useful Audience Personas To Guide Your Digital Strategy @lauralhampton @impressiontalk
  2. 2. “Hi Sarah” @lauralhampton @impressiontalk
  3. 3. “Hi Dan” @lauralhampton @impressiontalk
  4. 4. “Hi Jon” @lauralhampton @impressiontalk
  5. 5. SARAH: The Explorer @lauralhampton @impressiontalk
  6. 6. DAN: The Consolidator @lauralhampton @impressiontalk
  7. 7. JON: The Strategist @lauralhampton @impressiontalk
  8. 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. 9. HOW? @lauralhampton @impressiontalk
  10. 10. STEP 1: Basic Audience Information @lauralhampton @impressiontalk
  11. 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. 12. Sales Data New leads Closed sales @lauralhampton @impressiontalk
  13. 13. Sales Insight How do you qualify your leads? @lauralhampton @impressiontalk
  14. 14. ➢Demographics ➢Job titles ➢Sales insights ➢Desirable attributes @lauralhampton @impressiontalk So now you have...
  15. 15. @lauralhampton @impressiontalk
  16. 16. It doesn’t stop there… Delve deeper! @lauralhampton @impressiontalk
  17. 17. STEP 2: Audience Motivations @lauralhampton @impressiontalk
  18. 18. What motivates your audience? What challenges do they face? What do they think about? What interests them? @lauralhampton @impressiontalk
  19. 19. Customer surveys can be powerful @lauralhampton @impressiontalk
  20. 20. @lauralhampton @impressiontalk http://impression.tips/census-brightonseo
  21. 21. @lauralhampton @impressiontalk
  22. 22. Keyword research and related queries Look for the long tail @lauralhampton @impressiontalk
  23. 23. @lauralhampton @impressiontalk Price Location Price Application Application Flavour Ease
  24. 24. @lauralhampton @impressiontalk Answer The Public http://impression.tips /answer-brightonseo
  25. 25. On Site Search and Popular Content @lauralhampton @impressiontalk
  26. 26. @lauralhampton @impressiontalk
  27. 27. Frequently Asked Questions (FAQs) @lauralhampton @impressiontalk
  28. 28. @lauralhampton @impressiontalk
  29. 29. Now go even further... @lauralhampton @impressiontalk
  30. 30. STEP 3: Topics and Interests @lauralhampton @impressiontalk
  31. 31. Conference Topics What is your audience learning? @lauralhampton @impressiontalk
  32. 32. Social Media What is your audience discussing? @lauralhampton @impressiontalk
  33. 33. Competitors What else is available to your audience? @lauralhampton @impressiontalk
  34. 34. @lauralhampton @impressiontalk
  35. 35. STEP 4: Building Personas @lauralhampton @impressiontalk
  36. 36. Broad audience segments Motivations Personas @lauralhampton @impressiontalk
  37. 37. @lauralhampton @impressiontalk 1: Basic segments 2: Motivations by segment 3: Consolidate segments via overlapping motivations
  38. 38. @lauralhampton @impressiontalk
  39. 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. 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. 41. DAN: The Consolidator - Wants to consolidate knowledge - Compares own ideas with those of peers - Looking to meet other experts @lauralhampton @impressiontalk
  42. 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. 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. 44. Analytics Affinity Categories @lauralhampton @impressiontalk
  45. 45. http://impression.tips/profiler-brightonseo @lauralhampton @impressiontalk
  46. 46. @lauralhampton @impressiontalk
  47. 47. Using Personas to Guide Your Strategy @lauralhampton @impressiontalk
  48. 48. Personas give us a shared language with which to discuss our audience in all their complexities. @lauralhampton @impressiontalk
  49. 49. Document and Share @lauralhampton @impressiontalk
  50. 50. @lauralhampton @impressiontalk
  51. 51. Discuss: “Is this right for Dylan?” @lauralhampton @impressiontalk
  52. 52. Persona driven keyword and theme research @lauralhampton @impressiontalk
  53. 53. @lauralhampton @impressiontalk
  54. 54. Brand Story Alignment @lauralhampton @impressiontalk http://impression.tips/stories-brightonseo http://impression.tips/grid-brightonseo
  55. 55. @lauralhampton @impressiontalk PERSONA 1 PERSONA 2 PERSONA 3 BRAND STORY 1 BRAND STORY 2 BRAND STORY 3
  56. 56. Content and PR Planning @lauralhampton @impressiontalk http://impression.tips/purpose-brightonseo
  57. 57. @lauralhampton @impressiontalk
  58. 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. 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

×