Persona workshop
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Is content marketing a priority for you this year? Not sure where to really start when it comes to building a content marketing strategy? Join our content strategist who talks through the initial steps you need to take when planning a content marketing strategy and why personas are so important. We take a look at: - What personas are and why you should use them - Finding out who your personas are and how to write them - How personas benefit the success of your content marketing campaign.
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Persona workshop
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- 9. How to build your business personas How personas affect your marketing Personalising your content
- 10. • An personification of your target segment or consumer based on real data • A tool for understanding the wants, needs and limitations of your client base • A vehicle for communicating client needs to business stakeholders
- 11. • Brings the user to life • Appeals to all stakeholders • Helps create a focus on specific goals • Helps teams understand who they are working with
- 12. WHO ARE YOU MARKETING TO?
- 14. How to build your business personas Get to know your current client base! What were their pain points? What products did they buy from you? What did they like/dislike about your communications?
- 15. How to build your business personas Writing your personas…. Address what they need to know to buy Discover trends in your target audience Find out how they like their communications! Look for the common denominator
- 16. Some questions to consider • Who is your ideal customer? • What are common objections your sales team face? • What stops the buying process? • Why do you win/lose to competitors? • What are the most common problems you solve for customers? • How do you justify the price of your product/service?
- 18. 3 tips when writing your persona’s • Characteristics • Needs • Behaviour • Communications 1. Imagine your customers as an actual person 2. Reach out to current customers 3. Get help from your unsubscribed contacts • Why they chose you • What they like about your product • When they reacted to you/your communications • Common denominators • Preference centres • Why they didn’t like your communications
- 20. Create your own! 1. Create no more than 5 persona groups, based on your killer values 2. Download our example template to help you establish the key details 3. Write a one line value proposition that sums up: what your business does, who it helps and why you have value over your competitors
- 21. Send the right people the right content at the right time
- 22. How persona’s affect your marketing WHO YOU TARGET AUDIENCE TRULY IS WHY YOUR TARGET CUSTOMER WANTS YOUR PRODUCT HOW YOUR PRODUCT ADDS VALUE TO YOUR TARGET CUSTOMERS SITUATION
- 23. 1. What questions are they asking? 2. What will they get from reading your content? 3. How will reading your content help them? 4. How can you solve a problem they face every day? Sales Article LinkedIn Can I achieve… How do I…?
- 24. How do you connect with one person when talking to many? • Use the word “YOU” • Use real life analogies • Make it sound like a 1-2-1 conversation • Focus on enhancing your audiences professional development
- 25. Aim to make your audience more productive and successful
Editor's Notes
- They all need the same information about your business, but they all need it in a different way A report with statistics and pie charts A whitepaper A video A graphic design Who are your personas? Do you have 2/3/4 or more personas?
- Do they want blogs? Or how-to guides? Whitepapers or e-books? Interactive content or just a report? It's no good writing a sales best practice blog and sending it to your sales, marketing and MD audiences when only one will find it relevant. If you are on your target audiences usual websites, they are more inclined to interact with your material. For example, promoting marketing blogs on marketing institute websites. There is no better way to personalise your content, then writing about topics that your prospects are actually asking for. Jot down some ideas on their personas now of what they think their personas would want: answer those four questions