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Persona Development at Top Floor

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Persona Development at Top Floor

  1. 1. + Persona Development Twitter: @topfloortech
  2. 2. + Presenters: Twitter: @topfloortech Denny Yunk Director of Marketing @dennyyunk Cal Fidler Content Marketing Specialist @Cal_Fidler
  3. 3. +Developing Personas What is a persona? Why are personas important? What should a persona include? How do you create a persona? How many personas do you need? Challenges in creating personas
  4. 4. + Content Marketing Step by Step Guide Determine Goals Understand your Audience Select Content Topics Create Editorial Calendar Create/Collect Content Publish Content Twitter: @topfloortech
  5. 5. + Content Marketing Step by Step Guide Determine Goals Understand your Audience Select Content Topics Create Editorial Calendar Create/Collect Content Publish Content Twitter: @topfloortech
  6. 6. + What is a persona? Twitter: @topfloortech A model of a particular type of person who will (hopefully) read and interact with your content marketing which will increase their chances of taking some desired action.
  7. 7. + What is a persona? Twitter: @topfloortech  A model  Based on behaviors, priorities, and goals  Of a particular type of person  Customer  Business partner  Job seeker  Industry expert  Who will (hopefully) read and interact with your content marketing  Which will increase their chances of taking some desired action  Making a purchase  Giving you a referral  Applying for a job
  8. 8. + Why are personas important?  They force us to gain a better understanding of specific types of people.  They help us to create compelling, targeted messages that those people will find valuable.  They clearly define our audiences so that everyone involved with content marketing shares a common understanding of the audience(s). Twitter: @topfloortech
  9. 9. + Persona ≠ Market Segment Persona: Behavior-based  Goals  Influences  Processes  Roles  Responsibilities Market segment: Profile-based  Age  Gender  Income  Geography  Budget Twitter: @topfloortech
  10. 10. + What should a persona include?  Behaviors  Priorities  Influences  Responsibilities  Roles  Processes  Opinions  Preferences Not:  Demographics  Trivia  Fluff Optional:  User story Twitter: @topfloortech
  11. 11. + How do you develop a persona? 1. Start with assumptions  Maybe even use actual people as representatives of a persona. 2. Gather input from customer touchpoints  Sales  Customer service  Human resources 3. Develop a set of interview questions 4. Interview the best examples of each persona from among your current customers, partners, and employees. 5. Revise and refine your personas 6. Make them available to all stakeholders 7. Periodically review, update, and add as needed. Twitter: @topfloortech
  12. 12. + How many personas should you have?  As many as you need.  As few as you can get away with!  Start with one or two.  Pick the highest priorities (customers/prospects)  Add as needs/opportunities arise.  Consider whether existing personas can be split into multiple, more narrowly-defined personas. Twitter: @topfloortech
  13. 13. + What kinds of personas should I develop?  Buyers  Users  Prospects  Job seekers  Industry influencers  Fans  Service technicians  Dealers/distributors  Media Twitter: @topfloortech
  14. 14. + What kinds of personas should I develop?  Buyers  Users  Prospects  Job seekers  Industry influencers  Fans  Service technicians  Salespeople  Media Twitter: @topfloortech • Technical • Economic • New • Experienced • Entry-level • Management • Creative • Technical • Dealers • Distributors • Those that like your product • Those that don’t like your product • Those that know they need your product • Those that use a competitor’s product
  15. 15. + Challenges in persona development  Making stuff up (false assumptions)  Getting out of your head and into your customers’ heads  Not specific enough  Too many personas  The wrong personas  Or the right personas in the wrong order  Irrelevant trivia  Over-thinking Twitter: @topfloortech
  16. 16. + Persona development resources Twitter: @topfloortech
  17. 17. + For further inspiration  Content Marketing Institute’s “Audience” blog:  http://contentmarketinginstitute.com/audience/  Buyer Persona Institute  http://www.buyerpersona.com/  E-book, “The Buyer Persona Manifesto”  Hubspot  Library of persona templates  Pardot  Persona development case study Twitter: @topfloortech

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