How to Create Personas

How to Create Personas

© SilverTech, Inc. 2017

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greatly appreciated● The slides, recording, and tools will be

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P R E S E N T I N G

CONTENT STRATEGIST

Ian HughesAs 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 MaltaisSamantha 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

Valuable, relevant digital experiences lead to loyal relationships with your audience.

01. Why Do I Need Personas?02. The Seven Steps to Successful Persona

Creation03. The Five Essential Elements of Every

Persona

Agenda

Why Do I Need Personas?

.01

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.”

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

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

The 2017 State of Digital Marketing Report

Website Presence is mostly or very effective

Website Presence is ineffective or only somewhat effective

...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

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.”

The Seven Steps to Successful Persona Creation

.02

● 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

The Seven Steps to Successful Persona CreationStep 1 - Use Your Analytics

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example: Audience / Demographics / Age

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example: Audience / Interests / Affinity Categories

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example: Audience / Geo / Location

The Seven Steps to Successful Persona CreationStep 2 - Include Your Team

CRM

The Seven Steps to Successful Persona Creation

Sample QuestionsThe 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

The Seven Steps to Successful Persona CreationStep 3 - Social Media Research

The Seven Steps to Successful Persona CreationStep 4 - Customer Interviews

The Seven Steps to Successful Persona CreationStep 5 - Compile Your Research

The Seven Steps to Successful Persona CreationStep 6 - Bring Them to Life

The Seven Steps to Successful Persona CreationStep 7 - Introduce Them to Your Organization

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.”

The Five Essential Elements of Every Persona

.03

1. Demographics2. Background3. Motivations / Influences4. Frustrations / Barriers5. Ideal Experience

Five Elements

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example High Tech Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example Travel Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example Health System Digital Persona

The Seven Steps to Successful Persona CreationHow to Create Personas Template

The Seven Steps to Successful Persona Creation

Thursday, March 23rd, at 2pm ET

[Webinar] How to Map the Customer Journey

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CALL US: 603.669.6600

EMAIL: [email protected]

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