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Personas with Personality
Portent, Inc. is a Seattle-based digital marketing agency specializing in various aspects of internet marketing, including SEO, content strategy, and analytics, with a vision to be a leading partner in driving client success. The document explains the concept of marketing personas, emphasizing their importance in understanding target customers through demographic and behavioral characteristics. It provides guidelines for creating effective personas, including the use of analytics and keywords, and illustrates the process with an example of a gluten-free food customer.
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Personas with Personality
- 1. Portent, Inc. Personas withPersonality January 2015
- 2. Portent, Inc. isone of North America’s elite Internet marketing companies. Located in Seattle, WA., Portent is a full-service agency with in- house design, creative, and development teams including experts in paid advertising, analytics, SEO, content strategy/writing, and social media. Greetings from the #smithtower Ahead of The Horizon
- 3. With 18 yearsin the industry, you can trust our expertise. Strategy Analytics Content Creative PPC SEO Social Media
- 4. Our Vision To bethe most significant& successful digital marketingagency in the industry. To be the top trustedmarketingpartner that drives digital awareness, engagementand revenue for our clients. Our Mission
- 5. Marketing Personas Marketing personas aredetailed descriptions of an imaginary “customer” that encompasses things like: • gender • race • marital status • lifestyle • age • income level • education level • hobbies • religion What are they?
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- 9. Creating Personas • Keep itsimple, don’t get too carried away. • Bullet points are your friend. • Narrative should include words that you could see in the copy later. • Like keywords!
- 11. Keywords: Where to Start •Look at your keyword list. • Look in your analytics profile on what is bringing quality organic traffic. • Are these keywords early buying cycle or later? How specific? • Write down 3-4 descriptive keywords per product/service.
- 12. Pictures Everything is easierwith a picture! • Don’t pick someone you know. • Don’t pick someone famous. • Use good quality stock photos. • Use photos appropriate to the persona/reflected in the description.
- 13. Photo Example Good PersonaPhoto Bad Persona Photo Persona: Executive Chef of a Restaurant Chain
- 14. Persona: Mom Good PersonaPhoto Bad Persona Photo
- 15. Name your People • Doesn’thave to rhyme or match, but it is easier to remember. • Don’t get too quirky. • If you have access to customer first names, peruse them. See what pops up or repeats.
- 16. Tools • Google Analytics(or your handy analytics package) • Google Search Suggest • Ubersuggest • Discussion Forums/Blogs- anywhere there’s a conversation • Customer reviews (both you and your competitors)
- 17. Resources • US Census •Customer reviews/forums • Facebook • Google Analytics • Ubersuggest • Lexicons
- 18. • Location • Newvs. Returning Visitors • Frequency & Recency • Browser/Device • Social Actions • Referral Traffic Google Analytics
- 19. Location Use location reportsto get a better idea of where your traffic comes from.
- 20. New vs. Returning Customers Usethis report to learn whether your persona is familiar with your brand or is more likely to find what they need and buy on the first visit.
- 21. Frequency & Recency Usethis report to determine whether or not your persona spends much time researching your brand and how often they visit.
- 22. Time to Purchase Howmany times do they come back and buy? Take this into consideration when writing ads for value propositions, benefits or features.
- 23. Browser/Device You can usethis report to see what browsers, operating systems, and devices your persona is most likely to use.
- 24. Social Actions You canuse this report to see how engaged your persona is with social media and what social media forum they’re likely using.
- 25. Referral Traffic You canuse the referral traffic report to see what other sites your persona likes to visit and how they’re likely to find your site.
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- 29. Customer Reviews Customers willtell you what features they didn’t like, colors and price point complaints. Take these into consideration when building your persona.
- 30. Putting the Pieces Together Example client: Natural/OrganicFoods Retailer What we know: • Large selection • Free Shipping • “Green” oriented • Non perishable items • Specializing in gluten free
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- 32. Gabrielle as a List •Female • Over 25 • Single • Not gluten free by choice, it’s an allergy • Entry level employment, under $40k a year as a lab technician • Very cost conscious • College educated • Often feels “cheated” that she has dietary restrictions
- 33. Gabrielle as aList • Female • Over 25 • Single • Not gluten free by choice, it’s an allergy • Entry level employment, under $40k a year as a lab technician • Very cost conscious • College educated • Often feels “cheated” that she has dietary restrictions Keyword searches for “gluten allergy” and “allergies gluten free foods” Most frequent complaint on forums Previous customer information, 70% were female Get Creative Keyword searches for cheap, discount, coupon codes Old enough to shop for self, tech savvy enough to do it online Common sense!
- 34. Gabrielle’s Keywords Gluten free foods Glutenfree recipes Gluten free food delivery Gluten free bread mixes Gluten free desserts Gluten free cookies Gluten free food coupons Gluten free food promo codes Brand X coupons Brand X promo codes
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- 37. Gabrielle’s Ads Breakdown Convenience Gooddeal Coupons Brand names Fun Not missing out
- 38. PHOTO "Quote” Gender: Age: Education:Marital Status: Income: Computer Savvy: Occupation: The story: Start at the beginning. What is their issue/problem? What are their likes and dislikes? What would be their obstacles in purchasing from you? How technical/computer/web skilled are they? How do they find what they want online? Name
- 40. Lots of Happy Customers .800+companies, in fact.
- 41. Thank Portent, Inc. 5062nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 YOU.