Creating Personas to Increase Relevancy
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The document discusses the creation of personas to enhance relevance in marketing strategies, emphasizing the distinction between demographic data and deeper emotional insights. It outlines the importance of understanding audience needs, motivations, and challenges to improve content marketing and engagement. Best practices for developing effective personas include stakeholder involvement, conducting workshops, and continuously evaluating persona effectiveness against changing industry dynamics.
Creating Personas to Increase Relevancy
- 1. How to Create Personas to Increase Relevancy August 27, 2015 #PersonasWebinar
- 3. Do you know who you are talking to?
- 4. Who will be talking to you today Chris Scavo Digital Marketing Strategist Andrea Zappone Account Executive
- 5. What is a persona? Fictional representation of your different audience types • They have distinct needs • Examples: • Student Members • Vendors • Members with specific jobs • Name, Picture, Description, etc.
- 6. They are not just data A well rounded persona should contain: • Head data – fact, demographics, fields on a database • Heart data – personal, emotional, less tangible People do not make decisions based on head data alone.
- 7. Personas enable us to easily separate constituents based on their needs.
- 8. Personas versus Target Groups TARGET GROUP PERSONA Real people Fictional Segments of data (age, job title, income, etc.) Demographic & Behavioral Data (motivations, goals, ideals) Focused on your company’s needs Focused on humanizing to meet their needs Based on known data (how did they act?) Provide future insights (how will they act?)
- 9. Why are personas important? • Unification of departmental strategies • Increased audience insight and analysis • Personalized content marketing plan for more effective messaging • Better understanding of prospects/leads
- 11. What a persona tells us • Who you want to reach with your message • A clear picture of your ideal subscriber • How subscribers interact with their favorite brands • Identification of individual subscriber needs
- 12. Question everything • What resources do they utilize (web, magazines, blogs, etc.)? • What are their motivations? • What challenges do they face? • What is their organizational role? • What do they need in order to be successful? • How can your organization satisfy that need?
- 13. Better data means better content • Align organizational goals with subscriber needs • Refined content strategy • Design campaigns around member lifecycle • What content elements work best • Personalized images, stories, menu options, etc.
- 14. Better content results in deeper connections • Brand recognition • Speak to the individual • Increased Content adoption • Member retention
- 15. Remain relevant by staying engaged • Personas are not set it and forget it • Evaluate your personas • Review your content – are you still saying the right things? • Stay on top of industry developments • Are there new laws being passed that affect your members? • New actions that could affect subscribers?
- 17. Keys to success • Gain an advocate • Gather stakeholders • Conduct a persona workshop • Actual versus Elapsed time • Conduct interviews
- 18. Best practices • Success is in the details • Do not get hung up on a number • Get to know the Head and the Heart • There is no right and wrong
- 19. Persona Profile Learn Convert Retain AdvocacyEvaluate Bachelor’s, Master’s, and/or Doctoral degree Identify addiction symptoms, diagnose, recommend and direct patient treatment plan, and provide clinical services/therapy through group, individual, and family therapy. Male / Female 22 - 70 All 50 StatesCathy Counselor Cathy is an Addiction Professional working in private practice or at a treatment facility that has direct and indirect contact with clients/patients that may exhibit addiction symptoms. She needs to be able to recognize the telltale signs of substance abuse and be equipped to lead the diagnosis and recommended treatment plan for the individual, as well as provide clinical services. Across the board Information Sources: • Clinical supervisor • Educational organizations such as ourselves • Face-to-face conferences and trainings where colleagues are present Career Motivators: • A strong desire to help people; • Service to the profession because they are also in recovery and feel obliged to give back Motivations for joining Membership: • Need to be current with latest addiction industry knowledge • Need continuous education to keep current with state certification requirements • Need free CE certificates to renew their license/credential so they can keep working. Challenges / Pain Points: • Case work can be stressful and work can be very fast paced • If they attend a training during the workday, they are not seeing clients so they are not making money • Decreased funding support from employers so there is no money available to pay for resourced and education • Need free/low cost resources to make it possible to utilize. Persona Name Overview Gender Age Education Socioeconomic Status Job Responsibilities Location
- 20. Questions? Stay in touch! experts@informz.com