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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-ser...
With 18 years in the industry,
you can trust our expertise.
Strategy Analytics Content Creative
PPC SEO Social Media
Our Vision
To be the most significant& successful
digital marketingagency in the industry.
To be the top trustedmarketingp...
Marketing
Personas
Marketing personas are detailed
descriptions of an imaginary
“customer” that encompasses
things like:
•...
*From: Interaction Design
*From: Copyblogger
Creating
Personas
• Keep it simple, don’t get too
carried away.
• Bullet points are your friend.
• Narrative should includ...
Keywords:
Where to Start
• Look at your keyword list.
• Look in your analytics profile on
what is bringing quality organic...
Pictures
Everything is easier with a picture!
• Don’t pick someone you know.
• Don’t pick someone famous.
• Use good quali...
Photo Example
Good Persona Photo Bad Persona Photo
Persona: Executive Chef of a Restaurant Chain
Persona: Mom
Good 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 acc...
Tools
• Google Analytics (or your
handy analytics package)
• Google Search Suggest
• Ubersuggest
• Discussion Forums/Blogs...
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
...
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...
Frequency & Recency
Use this report to determine whether or not your persona spends
much time researching your brand and h...
Time to Purchase
How many times do they come back and buy? Take this into consideration
when writing ads for value proposi...
Browser/Device
You can use this report to see what browsers, operating systems, and
devices your persona is most likely to...
Social Actions
You can use this report to see how engaged your persona is with
social media and what social media forum th...
Referral Traffic
You can use the referral traffic report to see what other sites your
persona likes to visit and how they’...
Google Search Suggest
Ubersuggest
Forums
Customer Reviews
Customers will tell you what features they didn’t like, colors and price point
complaints. Take these int...
Putting
the Pieces
Together
Example client:
Natural/Organic Foods Retailer
What we know:
• Large selection
• Free Shipping...
Gluten Free Gabrielle
Gabrielle as
a List
• Female
• Over 25
• Single
• Not gluten free by choice, it’s an
allergy
• Entry level employment, und...
Gabrielle as a List
• Female
• Over 25
• Single
• Not gluten free by choice, it’s an allergy
• Entry level employment, und...
Gabrielle’s
Keywords
Gluten free foods
Gluten free recipes
Gluten free food delivery
Gluten free bread mixes
Gluten free d...
Gabrielle’s AdsGabrielle’s Ads
Gabrielle’s Ads Breakdown
Convenience
Good deal
Coupons
Brand names
Fun
Not missing
out
PHOTO
"Quote”
Gender: Age: Education: Marital Status:
Income: Computer Savvy: Occupation:
The story:
Start at the beginnin...
Lots of Happy
Customers
.800+ companies, in fact.
Thank
Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740
YOU.
Personas with Personality
Personas with Personality
Personas with Personality
Personas with Personality
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Personas with Personality

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Creating personas can be a great way to segment your customer base into marketable audiences. Follow along as we lay out how to create a killer customer persona.

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Personas with Personality

  1. 1. Portent, Inc. Personas with Personality January 2015
  2. 2. 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 of The Horizon
  3. 3. With 18 years in the industry, you can trust our expertise. Strategy Analytics Content Creative PPC SEO Social Media
  4. 4. Our Vision To be the most significant& successful digital marketingagency in the industry. To be the top trustedmarketingpartner that drives digital awareness, engagementand revenue for our clients. Our Mission
  5. 5. 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?
  6. 6. *From: Interaction Design
  7. 7. *From: Copyblogger
  8. 8. 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!
  9. 9. 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.
  10. 10. Pictures Everything 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.
  11. 11. Photo Example Good Persona Photo Bad Persona Photo Persona: Executive Chef of a Restaurant Chain
  12. 12. Persona: Mom Good Persona Photo Bad Persona Photo
  13. 13. 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.
  14. 14. 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)
  15. 15. Resources • US Census • Customer reviews/forums • Facebook • Google Analytics • Ubersuggest • Lexicons
  16. 16. • Location • New vs. Returning Visitors • Frequency & Recency • Browser/Device • Social Actions • Referral Traffic Google Analytics
  17. 17. Location Use location reports to get a better idea of where your traffic comes from.
  18. 18. 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.
  19. 19. Frequency & Recency Use this report to determine whether or not your persona spends much time researching your brand and how often they visit.
  20. 20. 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.
  21. 21. Browser/Device You can use this report to see what browsers, operating systems, and devices your persona is most likely to use.
  22. 22. 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.
  23. 23. 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.
  24. 24. Google Search Suggest
  25. 25. Ubersuggest
  26. 26. Forums
  27. 27. 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.
  28. 28. 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
  29. 29. Gluten Free Gabrielle
  30. 30. 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
  31. 31. 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!
  32. 32. Gabrielle’s Keywords Gluten free foods Gluten free recipes Gluten free food delivery Gluten free bread mixes Gluten free desserts Gluten free cookies Gluten free food coupons Gluten free food promo codes Brand X coupons Brand X promo codes
  33. 33. Gabrielle’s AdsGabrielle’s Ads
  34. 34. Gabrielle’s Ads Breakdown Convenience Good deal Coupons Brand names Fun Not missing out
  35. 35. 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
  36. 36. Lots of Happy Customers .800+ companies, in fact.
  37. 37. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 YOU.

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