Every potential customer will fit into one of these four personas. Learning about them and what they each expect will help you increase conversions.

1. PERSONAS

2. You Talkin’ To Me?! 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.
This famous line by Robert Di Nero from
the movie Taxi Driver has never been Return On Effort
more applicable that in today’s online
So...right now you’re probably wondering,
marketing communications. Today’s
customer is indeed king and they are an why should I go through all of this work,
exceptionally empowered person. where does all of this information come
Attention spans are at an all time low from and what does a persona look like.
and your competition is no more than a All very relevant points so lets answer each
click away. The answer to these
of these points, one at a time.
obstacles is to make sure that all of your
online communication is highly relevant The primary reason that you want to go
to the person that you are through this effort is so that the online
communicating with.
communication that you have with your
audience is more relevant to them. And,
Personas Defined you want your communication to be more
relevant because relevancy directly relates
A persona is a character that represents
to converting prospects into customers,
a person that is currently or potentially
and increasing customers (regardless of
involved with your company, your
how you define customers) is exactly why
products and/or your services.
you are marketing your company, products
These characters are developed to
and/or services.
include all of the details that would be

3. Who & What dominant impact on how this person will
look for the product, service, or information
The first step in developing your that they are in search of.
personas starts with assembling the
Example
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
Let’s take the CEO of a prospective
information about each of your
company that would have a Methodical
personas. This will also include market
personality. You can see by the personality
niche information about people’s jobs or
matrix that this person is going to be very
positions such as s “builder” or a “CEO”.
deliberate in their actions and very logical
The who information is an important
in their thought process. This means that
characteristic that will play a role in what
they are going to visit your website more
this persona is looking for, from you.
than once during their decision process,
What type of product, services and most
they will be on your site for a greater than
importantly, what type of information.
normal amount of time and they will visit a
The how characteristic identifies the greater than average number of pages
mode that your persona will be in when within your website (consequently, your
their interaction with you happens. This web presence will have to be of greater
how mode is directly related to the substance for this person).
buyers personality and aligns with one of
This persona will be searching out
the four areas within the buyer
information that is demonstrable of your
personality matrix (Fig 1).
companies experience, knowledge and
You will notice where a person fits within skill-set. Evidence will be very important to
this personality matrix will have a

4. this persona to feel comfortable doing relevance of your marketing effort for the
business with you. people that you want to be marketing to.
What Personas Look Like About 3Sixty Interactive
There are a lot of ways that you can 3Sixty Interactive is a professional agency
present personas, but the best that we with over ten years of experience in the
have found is a layout that will allow the digital world. They offer a variety of digital
reader the ability to see a picture of the marketing solutions that include search
persona, read their name, gather some engine optimization, digital advertising,
information about their demographics email marketing, social media, customized
and then digest a small and quick strategy reports, analytics and
scenario about how they will be maintenance of your marketing plan.
interacting with your company. This will
Learn more about 3Sixty Interactive at
provide you with an at a glance review of
www.3sixtyinteractive.com or by calling us
the people that you are going to be
at 1-877-43Sixty.
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