The document outlines a webinar hosted by Silvertech on creating personas, emphasizing their importance in personalized communication and marketing strategies. It details the seven steps for successful persona creation and highlights the five essential elements of each persona. The presentation aims to help businesses understand their audiences better to improve engagement and marketing effectiveness.

1. How to Create Personas
© SilverTech, Inc. 2018

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.

3. YOUR HOSTS
Ian Hughes
Content Strategist, SilverTech
Samantha Maltais
Principal Strategist, SilverTech
@SamMaltais@SilverTech

4. 1996
Founded
In 75+
Crew
members
80+
Average Active
Projects

5. Our Work
We believe in the Three C’s
Clients
Crew
Company
CMS
Content Management
Systems
MA
Marketing Automation &
Journey Management
CRM
Salesforce
PARTNERSTECHNOLOGY
SEAMLESS INTEGRATIONS SHARING DATA

6. Agenda
1. Why Do I Need Personas?
2. The Seven Steps to Successful Persona
Creation
3. The Five Essential Elements of Every
Persona

7. Poll
Is personalization a priority
for your organization?

8. Why Do I Need Personas?
© SilverTech, Inc. 2017
01

9. PARTNER INSIGHT
96% of customers would switch brands if the brand promises one thing
and delivers another.
66% of millennials find it highly aggravating when personalized
advertising is off-target.
80% say consistent shopping experiences drive brand favorability.

10. The Seven Steps to Successful Persona Creation
Resources, Challenges, & Top Priorities
Of the following trends, which will be priorities for your organization in 2018?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Personalization One-
to-One
Mobile Presence
Optimization
Marketing
Automation
Social Media
Effectiveness
Large Teams Small Teams

11. The Seven Steps to Successful Persona Creation
Website Presence is “Effective”
Respondents were asked to rate the effectiveness of their website presence toward meeting their
business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize
personas.
Website Presence is Effective Website Presence is Ineffective

12. The Seven Steps to Successful Persona Creation
Email Marketing is “Effective”
Respondents were asked to rate the effectiveness of their email marketing toward meeting their
business goals. Those that rated their performance as “effective” were 1.5x more likely to utilize
personas.
Email Marketing is Effective Email Marketing is Ineffective

13. 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

14. KEY TAKEAWAY
“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

15. PERSONAS
Personas are the foundation of personalized, one-to-one
communication. They are fictitious representations of your audiences -
who they are, what they like, and most important, what they don’t like.
By identifying your persona’s ideal online experience, your business
can create targeted content, navigate an ever-shifting digital landscape
and surpass marketing goals.

16. 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.”

17. The Seven Steps to Successful
Persona Creation
© SilverTech, Inc. 2018
02

18. Personas Answer
• 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 and
• What solutions (content) will remove
roadblocks and allow the user to engage
with your organization

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

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

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

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

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

24. 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

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

26. The Seven Steps to Successful Persona CreationFacebook Audience Insights
Source: “How to Use Facebook Audience Insights to Unlock Buyer Personas”

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

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

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

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

31. 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.”

32. The Five Essential Elements
of Every Persona
© SilverTech, Inc. 2017
03

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

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

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

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

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

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

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

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

41. 11 Ways to Use Personas
1. Write blog content that reads like their favorite how-to
magazine.
2. Post social updates that speak their language.
3. Hang out where your buyer persona hangs out.
4. Customize your SEO strategy to target the phrasing
your persona uses.
5. Use humor that your buyer persona finds funny.
6. Create an offer that solves your persona's problems.
7. Optimize your landing pages for your buyer persona.
8. Use technology that caters to their technical level.
9. Collaborate with partners that excite your persona.
10. Align your campaign timing with your persona's
lifestyle.
11. Mold your sales process to your persona's decision-
making process.
Source: 11 Savvy Ways to Use Buyer Personas…

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

43. The Seven Steps to Successful Persona Creation
Thursday, Feb. 22nd at 11 AM ET
[Webinar] How to Create a Customer Journey Map

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