building audience personas the right way
DESCRIPTION
We all know that the first rule of marketing is to know your audience, but that’s easier said than done. In Anvil’s quarterly seminar, learn the right questions you need to ask about your audience, which tools and data will you help find the answers, and how to present your polished new personas to your boss or marketing team. This seminar with Devan Brown of Anvil Media will share best practices for researching and building audience personas the right way.TRANSCRIPT
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My Story
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Grew Up In Walla Walla
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Moved To Portland
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Landed At Anvil Media
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Questions To Ask
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Who is my audience?
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What Do They Need?
What Are They Buying?
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Who Is Influencing Them?
@devan_brown2
What Are They Reading
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What Are They Reading?
@devan_brown2
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What Types Of Content Do They Share?
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What Type Of Pictures Do They Look At?
Which Social Properties Are They Using?
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What Keywords Are They Using?
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Keywords (Cred to @quillh for this whole section)
What Is the Goal?
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the language that the brand uses to describe its product or service
the language that search engine users
on the web use to describe the same product or service
and
to align. @devan_brown2
Google Keyword Tool
18 @devan_brown2
19 @devan_brown2
No, you don’t make “ergonomically integrated footwear systems”. You make shoes. I know, I know; you’ve been so intimately connected with these shoes for so long that they seem like much more than shoes... to you.
20 @devan_brown2
But to the rest of the world, they’re still shoes.
21 @devan_brown2
22 @devan_brown2
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Research Tools
Boolean Search
24 @devan_brown2
BuzzSumo
25 @devan_brown2
Google Trends
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- Justin Bieber - Miley Cyrus - Selena Gomez
@devan_brown2
Google Alerts
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Social Mention
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Hashtagify
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Social Search
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Record Your Data
Gather Your Data - Date found - Content title - URL - Audience segment - Topic - Behavior - Content type - Content platform - Social platform - Keywords - Niche - Earned and paid access points - Domain authority - Competitors - Buying process
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Raw Data
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Crunch The Numbers
Delineated Columns
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Pivot Tables
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0" 2" 4" 6" 8" 10" 12" 14"
"Research"
"Managed"Care"
"Mens"Health"
"Healthcare"Technology"
"Healthcare"Law"
"Big"Data"
"Pharmacology"
"Health"Insurance"
"Healthcare"News"
"Healthcare"IT"
Content&Topics&
@devan_brown2
Pivot Tables
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43%$
30%$
27%$
Pla$orms)
Blog$
Forum$
News$Publica9on$
@devan_brown2
Data Pivots
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0"
2"
4"
6"
8"
10"
12"
14"
16"
18"
Audience"1" Audience"2" Audience"3"
Pharmaceu5cals"
Health"Technology"
Debt"
@devan_brown2
Best Data Pivots - Audience X Topic - Audience X Platform - Audience X Content type - Topic X Platform - Topic X Content Type - Average DA X Platform - Average DA X Audience - Niche X Audience - Behavior X Topic - Behavior X Audience - Content type X Behavior
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Analyze Data - Audience 1 is very active in the
pharmaceutical space, and are concerned about price, testing ethics, and availability for low-income patients
- Audience 2 is reading about health technology and innovation
- Audience 3 is seeking debt advice on forums
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0"
2"
4"
6"
8"
10"
12"
14"
16"
18"
Audience"1" Audience"2" Audience"3"
Pharmaceu5cals"
Health"Technology"
Debt"
@devan_brown2
Refer Back To Questions - Who is my audience? - What do they need? - What are they buying? - Who is influencing them? - What are they reading? - What types of content do they share? - What types of images to they want? - What social properties are they on? - What keywords are they using?
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Develop Your Personas
Define Audience Characteristics - Description - Topics - Content types - Influencers - Keywords - Platforms - Competitors - Buying process
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Audience 1 Description The at home workout audience knows the value in working out and is always on the lookout for how to better incorporate fitness into their daily routine. They are busy individuals who need options that are convenient and quick. Topics - Timed workouts - Multi-function workouts (ex:
“this workout will do x+y”) - Personal accountability (ex:
calendar to check off completed workouts)
- Injury advice and prevention - Nutrition recommendations (ex:
recipes)
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Content Types - Infographics - Videos Platforms - Facebook - Instagram - Blogs
Influencers - Oprah - Billy Crystal Keywords - DIY fitness - Home gym - Quick workouts - #fitness
@devan_brown2
Use imagery to define your audience
Use Brand Association
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Use Brand Association
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Map Persona Relationships
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- Collects information - Gathers data - Organizes multiple
solutions
Passes Information to
Audience 2
- Creates best solutions - Constructs long term plan - Gathers ROI - Calculates implementation
costs - Creates measurable KPIs
Presents Plans and Strategies to
Audience 3
- Decides budget allocation
- Assesses and prioritizes needs
- Consults with other decision makers
- Makes final decision
@devan_brown2
Audience 1 Audience 2 Audience 3
Diagram Topic Overlaps
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Audience 1
- Performance Management
- BPM
- Analytics - Cloud Technology - Big Data
- Biz Intelligence - Mergers
- App Dev - Software Dev - Tactical
Deployment
- Retail Software - Bottom Line
- CRM Software - SAP
- ETL - Agile Methodology - Data Center
Management
@devan_brown2
Audience 2
Audience 3
Visualize Side By Side
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Audience 1 Audience 2 Audience 3
Topics - Engineering intricacies - Engineering and
product design - In the lab
- Ease of use - Installa<on guides - Set up guides - Apps and soIware
- Apps and soIware - Ports and cables - General technology
Content Types
- Videos - Illustra<ons - Images - Guides
Map Buying Process
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Phase 1 Phase 2 Phase 3
Topics - Engineering intricacies - Engineering and
product design - In the lab
- Ease of use - Installa<on guides - Set up guides - Apps and soIware
- Apps and soIware - Ports and cables - General technology
Content Type
- Infographics - Adver<sements - Video
- Coupons and deals - White papers - Compe<<ve matrix
- Coupons - Downloadable fact
sheets - How-‐to videos
Audience - Persona 1 - Persona 2
- Persona 3
Segment Platforms
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Platform Audience Purpose
Twitter - #1 - #3
- Share blog posts, product information, and engage with industry thought leaders. Establish thought leadership.
- SEO
Facebook - #2 - #3
- Showcase products, share blog posts about the industry. Establish Nautilus as a leading fitness company.
- SEO
Google+ - #2 - Share news and knowledge about products as well as other
trending blog posts related to fitness. - SEO
Pinterest - #1 - #2
- Share annotated, easily read images. Also share blog posts and other industry related stories.
- SEO
Instagram - #1 - Share images of products as well as well as customer
photos. - SEO
Create an Editorial Calendar
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February 2014
@devan_brown2
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Research? Pivot tables? Delineated columns?
Ain’t nobody got time for that!
@devan_brown2
Time
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- 10 hour initial project - Add raw data for 5-10 minutes per day - Refresh pivots once a month or so
Contact Us! [email protected]
@devan_brown2