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Portent, Inc. Personas with Personality January 2015

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Portent, Inc.

Personas with Personality

January 2015

Portent, Inc. is one 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 ofThe Horizon

With 18 years in the industry,you can trust our expertise.

Strategy Analytics Content Creative

PPC SEO Social Media

Our VisionTo be the most significant & successful digital marketing agency in the industry.

To be the top trusted marketing partner that drives digital awareness, engagement and revenue for our clients.

Our Mission

Marketing Personas

Marketing personas are detailed descriptions of an imaginary “customer” that encompasses things like:

• gender• race • marital status • lifestyle • age • income level• education level• hobbies• religion

What are they?

Creating Personas

• Keep it simple, 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!

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.

PicturesEverything is easier with 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.

Photo Example

Good Persona Photo Bad Persona Photo

Persona: Executive Chef of a Restaurant Chain

Persona: MomGood Persona Photo Bad Persona Photo

Name your

People

• Doesn’t have 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.

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)

Resources

• US Census

• Customer reviews/forums

• Facebook

• Google Analytics

• Ubersuggest

• Lexicons

• Location

• New vs. Returning Visitors

• Frequency & Recency

• Browser/Device

• Social Actions

• Referral Traffic

Google

Analytics

Location

Use location reports to get a better idea of where your traffic comes from.

New vs. Returning Customers

Use this 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.

Frequency & Recency

Use this report to determine whether or not your persona spends much time researching your brand and how often they visit.

Time to Purchase

How many times do they come back and buy? Take this into consideration when writing ads for value propositions, benefits or features.

Browser/Device

You can use this report to see what browsers, operating systems, and devices your persona is most likely to use.

Social Actions

You can use this report to see how engaged your persona is with social media and what social media forum they’re likely using.

Referral Traffic

You can use the referral traffic report to see what other sites your persona likes to visit and how they’re likely to find your site.

Google Search Suggest

Ubersuggest

Forums

Customer Reviews

Customers will tell you what features they didn’t like, colors and price point complaints. Take these into consideration when building your persona.

Putting the Pieces Together

Example client: Natural/Organic Foods Retailer

What we know:• Large selection• Free Shipping• “Green” oriented• Non perishable items• Specializing in gluten free

Gluten Free Gabrielle

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

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

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!

Gabrielle’s Keywords

Gluten free foodsGluten free recipesGluten free food deliveryGluten free bread mixesGluten free dessertsGluten free cookiesGluten free food couponsGluten free food promo codesBrand X couponsBrand X promo codes

Gabrielle’s AdsGabrielle’s Ads

Gabrielle’s Ads BreakdownConvenience

Good deal

Coupons

Brand names

FunNot missing

out

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

Lots of Happy Customers.800+ companies, in fact.

ThankPortent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740

YOU.