The webinar focuses on the importance of creating customer personas for effective digital marketing and content strategy. It outlines seven steps for successful persona creation, emphasizing the need for analytics, team collaboration, and audience understanding, followed by essential elements that every persona should include. Additionally, resources and a follow-up session on mapping the customer journey are provided.

1. How to Create
Personas
© SilverTech, Inc. 2017

2. Webinar Tips
● Presentation will last 30 minutes
● Q&A will follow
● Post questions in webinar chat pane
● Your participation in the personas poll is
greatly appreciated
● The slides, recording, and tools will be
made available after the broadcast.
● Thank you for joining us today!

3. P R E S E N T I N G
CONTENT STRATEGIST
Ian Hughes
As the main content writer for The SilverTech Blog
and the host of the Lead to Loyal™ podcast, Ian
aspires to create content that resonates with
SilverTech’s diverse audience of marketers and
technologists.
YOUR HOSTS
PRINCIPAL STRATEGIST
Samantha Maltais
Samantha is a seasoned digital strategist, marketer,
and project manager that has the innate ability to
combine marketing and operational requirements
while integrating SEO and SEM as well as UI and UX
to deliver top-notch strategies for clients.
@SamMaltais@SilverTech

4. Valuable, relevant digital experiences lead to loyal
relationships with your audience.

5. 01. Why Do I Need Personas?
02. The Seven Steps to Successful Persona
Creation
03. The Five Essential Elements of Every
Persona
Agenda

6. Why Do I Need
Personas?
.01

7. PARTNER INSIGHT
“By 2018, 70% of digital commerce will move
from business-to-consumer (B2C) and B2B
models to models that focus on the individual
customer experience.”

8. The 2017 State of Digital Marketing Report
The creation of well thought out personas will help you identify the problems
you are hoping to solve for your website visitors.
Example: Kentico CMS Content Personalization

9. EXPERT INSIGHT
“It’s incredibly difficult to monetize an “audience
of everybody”. Trying to do so only “reduces the
potential impact of your content and makes it
more difficult for your business to achieve its
marketing goals.”
Joe Pulizzi, Content Marketing Institute

10. The 2017 State of Digital Marketing Report
Website Presence is
mostly or very effective
Website Presence is ineffective or
only somewhat effective

11. ...are the foundation of personalized,
one-to-one communication.
By identifying your persona’s ideal online
experience, your business can create targeted
content, navigate an ever-shifting digital
landscape and surpass marketing goals.
Personas

12. PARTNER INSIGHT
“[Personas] are a representation of the goals and behaviors
of a hypothesized group of users. In many cases they are
captured in a 1-2 page description that include behavior
patterns, goals, skills, attitudes, and a few fictional details
the make the persona a realistic character.”

13. The Seven Steps to
Successful Persona
Creation
.02

14. ● What the user is looking for online
● Why they are looking for it
● What motivations they have to engage
● What barriers they have to interaction
● What solutions (content) will remove
roadblocks and allow the user to engage
with your organization
Personas Answer

15. The Seven Steps to Successful Persona CreationStep 1 - Use Your Analytics

16. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example: Audience / Demographics / Age

17. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example: Audience / Interests / Affinity Categories

18. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example: Audience / Geo / Location

19. The Seven Steps to Successful Persona CreationStep 2 - Include Your Team

20. CRM
The Seven Steps to Successful Persona Creation
Sample Questions
The following are provided as a representative sample of the types of questions we may ask. Every
session is different based on the background, interests, and role of the stakeholder.
● How do your customers perceive quality and value with our product or service?
● Name three of the most common pain points that you hear from customers.
● Name three of the most common positive comments that you hear from customers.
● What challenges does the company face with online communication?
● Do you think the company is portrayed appropriately and adequately online?
● If you could change three things about our website what would they be and why?
Example: Internal Interview Questions

21. The Seven Steps to Successful Persona CreationStep 3 - Social Media Research

22. The Seven Steps to Successful Persona CreationStep 4 - Customer Interviews

23. The Seven Steps to Successful Persona CreationStep 5 - Compile Your Research

24. The Seven Steps to Successful Persona CreationStep 6 - Bring Them to Life

25. The Seven Steps to Successful Persona CreationStep 7 - Introduce Them to Your Organization

26. PARTNER INSIGHT
“For marketers, [personas] can (and should) dictate
the emails you send, the calls-to-action your contacts
see, and the website experience they see. For your
sales team, it should influence the topics and tone of
the conversations they have.”

27. The Five Essential
Elements of Every
Persona
.03

28. 1. Demographics
2. Background
3. Motivations / Influences
4. Frustrations / Barriers
5. Ideal Experience
Five Elements

29. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona

30. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona

31. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona

32. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona

33. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example High Tech Digital Persona

34. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example Travel Digital Persona

35. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example Health System Digital Persona

36. The Seven Steps to Successful Persona CreationHow to Create Personas Template

37. The Seven Steps to Successful Persona Creation
Thursday, March 23rd, at 2pm ET
[Webinar] How to Map the Customer Journey

38. SILVERTECH HEADQUARTERS
The Ash Street Schoolhouse
196 Bridge Street
Manchester, NH 03104
CALL US: 603.669.6600
EMAIL: info@silvertech.com

39. SOURCES & FURTHER READING
● The 3 Big Problems with Personalization in Online Sales and Marketing
● The Complete, Actionable Guide to Marketing Personas
● Personas
● How to create personas
● How to Create Easy, Yet Actionable, Content Marketing Personas
● 3 Cutting-Edge Examples of Website Personalization
● Don’t Start Website Personalization without these Best Practices