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Every potential customer will fit into one of these four personas. Learning about them and what they each expect will help you increase conversions.
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PERSONAS
You Talkin’ To Me?!
This famous line by Robert Di Nero from the movie Taxi Driver has never been more applicable that in today’s online marketing communications. Today’s customer is indeed king and they are an exceptionally empowered person. Attention spans are at an all time low and your competition is no more than a click away. The answer to these obstacles is to make sure that all of your online communication is highly relevant to the person that you are communicating with.
Personas Defined
A persona is a character that represents
a person that is currently or potentially
involved with your company, your
products and/or your services.
These characters are developed to
include all of the details that would be
associated with a “real” person. Personas
are given names, their ages are identified,
occupations and demographic information
are detailed to assist in bringing this
character to life. Then, to increase the
business value of a persona, details of the
persona’s online goals and behaviors are
crated, relevant to the personas buying
personality.
Return On Effort
So...right now you’re probably wondering,
why should I go through all of this work,
where does all of this information come
from and what does a persona look like.
All very relevant points so lets answer each
of these points, one at a time.
The primary reason that you want to go
through this effort is so that the online
communication that you have with your
audience is more relevant to them. And,
you want your communication to be more
relevant because relevancy directly relates
to converting prospects into customers,
and increasing customers (regardless of
how you define customers) is exactly why
you are marketing your company, products
and/or services.
Who & What
The first step in developing your
personas starts with assembling the
appropriate information for each of your
personas. This information will cross
two characteristics; who the person is
that you are attempting to emulate
and how they will engage with your
company. The who part will identify a
lot of the demographic type of
information about each of your
personas. This will also include market
niche information about people’s jobs or
positions such as s “builder” or a “CEO”.
The who information is an important
characteristic that will play a role in what
this persona is looking for, from you.
What type of product, services and most
importantly, what type of information.
The how characteristic identifies the
mode that your persona will be in when
their interaction with you happens. This
how mode is directly related to the
buyers personality and aligns with one of
the four areas within the buyer
personality matrix (Fig 1).
You will notice where a person fits within
this personality matrix will have a
dominant impact on how this person will
look for the product, service, or information
that they are in search of.
Example
Let’s take the CEO of a prospective
company that would have a Methodical
personality. You can see by the personality
matrix that this person is going to be very
deliberate in their actions and very logical
in their thought process. This means that
they are going to visit your website more
than once during their decision process,
they will be on your site for a greater than
normal amount of time and they will visit a
greater than average number of pages
within your website (consequently, your
web presence will have to be of greater
substance for this person).
This persona will be searching out
information that is demonstrable of your
companies experience, knowledge and
skill-set. Evidence will be very important to
this persona to feel comfortable doing
business with you.
What Personas Look Like
There are a lot of ways that you can
present personas, but the best that we
have found is a layout that will allow the
reader the ability to see a picture of the
persona, read their name, gather some
information about their demographics
and then digest a small and quick
scenario about how they will be
interacting with your company. This will
provide you with an at a glance review of
the people that you are going to be
talking to, what they are interested and
how they want to digest this information.
This is the first step in segmenting your
audience and your communications to
those audience members and realizing
the largest single increase in the
relevance of your marketing effort for the
people that you want to be marketing to.
About 3Sixty Interactive
3Sixty Interactive is a professional agency
with over ten years of experience in the
digital world. They offer a variety of digital
marketing solutions that include search
engine optimization, digital advertising,
email marketing, social media, customized
strategy reports, analytics and
maintenance of your marketing plan.
Learn more about 3Sixty Interactive at
www.3sixtyinteractive.com or by calling us
at 1-877-43Sixty.