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How to Create Personas

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Personas are the foundation of personalized, one-to-one communication. They are fictitious representations of your audiences - who they are, what they like, and most important, what they don’t like. By identifying your persona’s ideal online experience, your business can create targeted content, navigate an ever-shifting digital landscape and surpass marketing goals.

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How to Create Personas

  1. 1. How to Create Personas © SilverTech, Inc. 2017
  2. 2. Webinar Tips ● Presentation will last 30 minutes ● Q&A will follow ● Post questions in webinar chat pane ● Your participation in the personas poll is greatly appreciated ● The slides, recording, and tools will be made available after the broadcast. ● Thank you for joining us today!
  3. 3. P R E S E N T I N G CONTENT STRATEGIST Ian Hughes As the main content writer for The SilverTech Blog and the host of the Lead to Loyal™ podcast, Ian aspires to create content that resonates with SilverTech’s diverse audience of marketers and technologists. YOUR HOSTS PRINCIPAL STRATEGIST Samantha Maltais Samantha is a seasoned digital strategist, marketer, and project manager that has the innate ability to combine marketing and operational requirements while integrating SEO and SEM as well as UI and UX to deliver top-notch strategies for clients. @SamMaltais@SilverTech
  4. 4. Valuable, relevant digital experiences lead to loyal relationships with your audience.
  5. 5. 01. Why Do I Need Personas? 02. The Seven Steps to Successful Persona Creation 03. The Five Essential Elements of Every Persona Agenda
  6. 6. Why Do I Need Personas? .01
  7. 7. PARTNER INSIGHT “By 2018, 70% of digital commerce will move from business-to-consumer (B2C) and B2B models to models that focus on the individual customer experience.”
  8. 8. The 2017 State of Digital Marketing Report The creation of well thought out personas will help you identify the problems you are hoping to solve for your website visitors. Example: Kentico CMS Content Personalization
  9. 9. EXPERT INSIGHT “It’s incredibly difficult to monetize an “audience of everybody”. Trying to do so only “reduces the potential impact of your content and makes it more difficult for your business to achieve its marketing goals.” Joe Pulizzi, Content Marketing Institute
  10. 10. The 2017 State of Digital Marketing Report Website Presence is mostly or very effective Website Presence is ineffective or only somewhat effective
  11. 11. ...are the foundation of personalized, one-to-one communication. By identifying your persona’s ideal online experience, your business can create targeted content, navigate an ever-shifting digital landscape and surpass marketing goals. Personas
  12. 12. PARTNER INSIGHT “[Personas] are a representation of the goals and behaviors of a hypothesized group of users. In many cases they are captured in a 1-2 page description that include behavior patterns, goals, skills, attitudes, and a few fictional details the make the persona a realistic character.”
  13. 13. The Seven Steps to Successful Persona Creation .02
  14. 14. ● What the user is looking for online ● Why they are looking for it ● What motivations they have to engage ● What barriers they have to interaction ● What solutions (content) will remove roadblocks and allow the user to engage with your organization Personas Answer
  15. 15. The Seven Steps to Successful Persona CreationStep 1 - Use Your Analytics
  16. 16. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example: Audience / Demographics / Age
  17. 17. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example: Audience / Interests / Affinity Categories
  18. 18. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example: Audience / Geo / Location
  19. 19. The Seven Steps to Successful Persona CreationStep 2 - Include Your Team
  20. 20. CRM The Seven Steps to Successful Persona Creation Sample Questions The following are provided as a representative sample of the types of questions we may ask. Every session is different based on the background, interests, and role of the stakeholder. ● How do your customers perceive quality and value with our product or service? ● Name three of the most common pain points that you hear from customers. ● Name three of the most common positive comments that you hear from customers. ● What challenges does the company face with online communication? ● Do you think the company is portrayed appropriately and adequately online? ● If you could change three things about our website what would they be and why? Example: Internal Interview Questions
  21. 21. The Seven Steps to Successful Persona CreationStep 3 - Social Media Research
  22. 22. The Seven Steps to Successful Persona CreationStep 4 - Customer Interviews
  23. 23. The Seven Steps to Successful Persona CreationStep 5 - Compile Your Research
  24. 24. The Seven Steps to Successful Persona CreationStep 6 - Bring Them to Life
  25. 25. The Seven Steps to Successful Persona CreationStep 7 - Introduce Them to Your Organization
  26. 26. PARTNER INSIGHT “For marketers, [personas] can (and should) dictate the emails you send, the calls-to-action your contacts see, and the website experience they see. For your sales team, it should influence the topics and tone of the conversations they have.”
  27. 27. The Five Essential Elements of Every Persona .03
  28. 28. 1. Demographics 2. Background 3. Motivations / Influences 4. Frustrations / Barriers 5. Ideal Experience Five Elements
  29. 29. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
  30. 30. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
  31. 31. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
  32. 32. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
  33. 33. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example High Tech Digital Persona
  34. 34. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example Travel Digital Persona
  35. 35. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example Health System Digital Persona
  36. 36. The Seven Steps to Successful Persona CreationHow to Create Personas Template
  37. 37. The Seven Steps to Successful Persona Creation Thursday, March 23rd, at 2pm ET [Webinar] How to Map the Customer Journey
  38. 38. SILVERTECH HEADQUARTERS The Ash Street Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com
  39. 39. SOURCES & FURTHER READING ● The 3 Big Problems with Personalization in Online Sales and Marketing ● The Complete, Actionable Guide to Marketing Personas ● Personas ● How to create personas ● How to Create Easy, Yet Actionable, Content Marketing Personas ● 3 Cutting-Edge Examples of Website Personalization ● Don’t Start Website Personalization without these Best Practices

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