The document provides guidance on developing useful audience personas to guide digital strategy. It outlines a 4-step process: 1) Gather basic audience information through client interviews and data; 2) Understand audience motivations through surveys, research, and site analytics; 3) Identify topics and interests through conferences, social media, and competitors; 4) Build personas by consolidating segments that share motivations. Personas give a shared understanding of complex audiences and can be used to guide keyword research, content, PR, and brand alignment.
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
40. SARAH: The Explorer
- Wants to learn new techniques
- Seeking new tools
- Enjoys testing new ideas
- Keen to discuss opinions with
others
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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
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