Search marketing with personas presentation from SMX West.

1. Personas in Search Marketing
Ian Lurie
Portent Interactive

2. Personal
Models?...

3. “Fictitious characters that are created to represent the different
user types within a targeted demographic that might use a site
or product.”
Wikipedia

4. “Your brand’s imaginary friends.”
Ian

5. Why do we care?
“All good marketing requires empathy.”
David Ogilvy

6. Using Personas in SEM
1. Research.
2. Brainstorm.
3. Write.
4. Create your campaign.
5. Segment your audience.
6. Measure, adjust, repeat.

7. Research: Demographics
Geography, gender, income, family, ethnicity

8. Research: Demographics

9. Research: Psychographics
Personality, likes/dislikes, ambitions

10. Data Sources: Free Sites
AdCenter Labs: adlab.msn.com
Quantcast.com
Compete.com
Prizm: Claritas.com
Trellian Keyword Discovery
WordTracker
Google Suggest
AdWords

11. Data Sources: People
Trainers
Sales Team
Customers (surveys)

12. Brainstorm & Write: Avoid Like The Plague
The CEO Data Source
Stereotypes
Quest for Perfection
Thesauritis

13. Brainstorm & Write: Sample Persona

14. Brainstorm & Write: Sample Persona

15. Brainstorm & Write: Sample Persona

16. Campaign Creation: Keywords
Good: Bad:
Portent Interactive Internet Marketing Training
Internet Marketing Tricks
Internet Marketing Firm
Internet Marketing
Internet Marketing Agency
Web 2.0
Internet Marketing Consulting Marketing 2.0
Seattle Internet Marketing SEO/SEM

17. Campaign Creation: Ad Copy

18. Campaign Creation: Ad Copy and Keywords

19. Campaign Creation: Resolving Conflicts
CEO-itis
“I know my customers.”

20. Segmentation

21. The Feedback Loop

22. Resources
ConversationMarketing.com/Personas
GrokDotCom.com/category/personas/
PracticalPersonas.com
Opposing view: 37Signals.com/svn and search for
‘personas’