Download - Search Marketing With Personas
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Personas in Search Marketing
Ian Lurie
Portent Interactive
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Personal
Models?...
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“Fictitious characters that are created to represent the different
user types within a targeted demographic that might use a site
or product.”Wikipedia
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“Your brand’s imaginary friends.”Ian
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Why do we care?
“All good marketing requires empathy.”
David Ogilvy
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Using Personas in SEM
1. Research.
2. Brainstorm.
3. Write.
4. Create your campaign.
5. Segment your audience.
6. Measure, adjust, repeat.
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Research: Demographics
Geography, gender, income, family, ethnicity
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Research: Demographics
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Research: Psychographics
Personality, likes/dislikes, ambitions
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Data Sources: Free Sites
AdCenter Labs: adlab.msn.com
Quantcast.com
Compete.com
Prizm: Claritas.com
Trellian Keyword Discovery
WordTracker
Google Suggest
AdWords
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Data Sources: People
Trainers
Sales Team
Customers (surveys)
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Brainstorm & Write: Avoid Like The Plague
The CEO Data Source
Stereotypes
Quest for Perfection
Thesauritis
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Brainstorm & Write: Sample Persona
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Brainstorm & Write: Sample Persona
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Brainstorm & Write: Sample Persona
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Campaign Creation: Keywords
Good:
Portent Interactive
Internet Marketing Firm
Internet Marketing Agency
Internet Marketing Consulting
Seattle Internet Marketing
Bad:
Internet Marketing Training
Internet Marketing Tricks
Internet Marketing
Web 2.0
Marketing 2.0
SEO/SEM
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Campaign Creation: Ad Copy
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Campaign Creation: Ad Copy and Keywords
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Campaign Creation: Resolving Conflicts
CEO-itis
“I know my customers.”
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Segmentation
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The Feedback Loop
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Resources
ConversationMarketing.com/Personas
GrokDotCom.com/category/personas/
PracticalPersonas.com
Opposing view: 37Signals.com/svn and search for‘personas’