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Change the way you view your Audience: One Dimensional vs. Three Dimensional

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Cate Conroy
Cate Conroy

Build a relationship with your audience by changing the way you view them. Take your target audience personas from one dimensional to three dimensional.

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Social business and monitoring Building Meaningful Relationships @Cate Presented by Cate Conroy CEO, Concentric Content Marketing @Cate
Real world question How can I help my company’s bottom line without alienating my audience? @Cate
Stop thinking in one dimension. @Cate
Mistargeting @Cate
Understand your audience @Cate
“Audience” @Cate
Now: Wendy Working Mom @Cate
“Audience” @Cate “Smiths”
1 Dimensional Vs. 3 Dimensional @Cate Wendy Working Mom Vs. Smiths
How to get from one dimension to three 1. Understand who they are. 2. Understand what they find valuable. 3. Measure how well you provide value. @Cate
Get uncomfortable @Cate
Personas  Content @Cate • Psychographic • Challenges • Wants • Needs Content Topics Need Help getting everyone organized 10 Checklists That Will Get Your Family Organized Schedule Hacks: Get More Done, Faster
Content Title generators @Cate http://www.portent.com/tools/title-maker/ http://www.inboundnow.com/apps/kill-writers-block/ http://www.hubspot.com/blog-topic-generator#/
@Cate How does this fit into our marketing?
Personas  Content @Cate • Socialgraphics • Platforms • Medium • Device Content Format Large images or GIFs.Pinterest on a mobile device. 
Sales from social 3% 0% 97% Facebook Twitter Pinterest @Cate
@Cate Canva.co m
3D Persona + Journey Visitor Lead Customer Johnsons (Working Moms) Organizational Checklists Personalized Coupons How-to Workshops Murphys (Business Owners) Go green money saving tips Reminder to order holiday customer gifts Discounts on reoccurring purchases Smiths (Startup CEOs) Business Templates Business card coupons Timed reminders to refill needed items @Cate
Ms. Smith’s Questions @Cate
Types of evergreen content • FAQs • How To Guides • Lists • History posts • Resources • Reviews @Cate
Evergreen content • Evaluate existing content. • Repeat what works. • Rework what doesn’t. @Cate
@Cate How does this fit into our marketing?
Get Your team on board. @Cate
Get Your team on board @Cate =
Treat your co-worker like a customer @Cate
Director of IT • What does he or she need? • What are his or her deep dark secrets? @Cate By 2017, CMOs will spend more on IT than CIOs. - Gartner, 2012
Stop thinking in one dimension. @Cate How can I help my company’s bottom line without alienating my audience?
Questions? @Cate Cate Conroy @Cate
Sources • https://litmus.com/blog/mobile-opens-hit- 51-percent-android-claims-number-3-spot • http://my.gartner.com/portal/server.pt%3Fo pen%3D512%26objID%3D202%26mode %3D2%26PageID%3D5553%26ref%3Dw ebinar-rss%26resId%3D1871515 @Cate

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