My presentation for the 2013 State of Search conference. I talk about how to create personas quickly and easily that will help you improve the conversion rate of your Spanish outreach campaigns.

1. Personas for
Outreach

2. Hola! Me Llamo Zeph Snapp
Demographics
Job: Marketing
Age: 30-40
Self ID’s as Hispanic
Psychographics
Basketball Junkie
Listens to Hip-Hop
Bargain Hunter

3. ALTURA INTERACTIVE
Spanish digital marketing
SEO, SOCIAL & PAID SEARCH

4. Outreach is in Trouble

5. Spammers Rule The Inbox

6. …and the new Gmail Inbox
http://blog.mailchimp.com/how-gmails-new-inbox-is-affecting-open-rates/

7. Traditional PR Isn’t Great Either

8. Spanish Internet Is Smaller

9. No More

10. We Must Adapt To Survive

11. Data
Marketing
PR
New Outreach

12. So, Let’s Talk About Personas

13. Personas are NOT Alias

14. An Alias is:
A fake identity that you create to do outreach

15. An Alias can be effective…

16. But they are super shady
Stop It.*

17. A Persona Is:

18. A fictional character created to
represent your key audience
segments for reference.
http://www.usability.gov/how-to-and-tools/methods/personas.html

19. Personas Are For Marketing
 Campaign Planning
 Building Content
 Social Media Management
Outreach

20. Put your Outreach/PR People
in the shoes of those they are
pitching to.

21. “The closer your
persona is to a
real person, the
more insight you
will garner.”

22. Let’s Build A
Persona!

23. Clarify Campaign Goals
Who are you targeting?
Why them?
What do they care about?
Why should they listen to you?

24. Essential Details
 Name
 Demographic
 Emotional/Need State
How they
interact?
Why should they
care?
 Photo

25. Market Research

26. For US, There is TON’s of Data

27. For Latin America?
Not So Much

28. Find Demographic Info
http://alturainteractive.com/data-for-content-marketing-in-spanish/

29. Use Social Media
Find real people to base them on

30. Followerwonk
Google Plus
Twitter process
Facebook process

31. Find Publishers in the Vertical

32. Who Uses Their Hashtag?

33. What Do They Share?

34. FB Ad Tool for Related Interests

35. Gabby Gabriela
BACKGROUND:
• Marketing Manager for Shopify
• Stable Employee, 5 years at the company
• Married with 2 children (1 and 3)
DEMOGRAPHICS:
• female
• Age 25-30
• Language: Spanish
• Country: Mexico
Psychographics:
• Borderline OCD
• Animal Lover

36. Gabby Gabriela
GOALS:
• Update the blog more regularly
• Publish other forms of content (video,
data viz, etc.)
CHALLENGES:
• Publishing content with no support
staff
• Getting approval for edgy content
initiatives
HOW WE HELP:
• Provide exclusive content that is within
her approved topic list
• Give her tips for improving website
performance
• Connect her to other content creators

37. Gabby Gabriela
REAL QUOTES:
• “It’s been difficult getting company-wide
adoption of new content ideas in the past.”
• “I don’t have time to write a weekly blog post
AND manage our ad spend.”
• “I’ve had to deal with so many painful
integrations
with
other
departments’
databases and software.”
COMMON OBJECTIONS:
• I’m worried about linking to sites that are
spammy or irrelevant.
• I don’t want to publish anything by authors
who aren’t well known.

38. Gabby Gabriela
MARKETING MESSAGING:
• Exclusive content about the rise of
mCommerce in Mexico
ELEVATOR PITCH:
• We will provide exclusive research about
the increase in mCommerce in Mexico over
the past year. We’ve formatted the data
visualization as a map of Mexico with pins
for every business that is using
mCommerce now. All you need to do is
write an intro to the post. If you want us to
do it, our already recognizable author will
write it for you. Just provide the
Authorship credit.

39. OK, Great. Now
What?

40. Your Personas Will Affect
Everything

41. Separate Projects Into Buckets
http://outspokenmedia.com/seo/content-based-outreach-for-link-building/

42. Instead of a Generic Pitch…

43. Find Common Ground
In Uncommon Commonalities
http://www.slideshare.net/Fractl/the-changing-face-of-contentpromotion-pubcon2013

44. Creative Outreach Methods

45. Assign Accounts Based On
How They Fit With Personas

46. Build Better Content

47. Persona & Outreach Resources
http://outspokenmedia.com/internetmarketing-conferences/use-searcher-personasto-connect-seo-to-conversions/
http://www.slideshare.net/ipullrank/pub-conpersonas-for-seo-2012
http://www.slideshare.net/Fractl/the-changingface-of-contentpromotion-pubcon-2013

48. Gracias!
Contact Info:
@Zephsnapp
@Alturainteractive
zeph@alturainteractive.com
https://plus.google.com/+ZephSnapp13/posts