How Understanding Personas Will Unlock Your Target Audience

While we focus extensively on messaging, designs, reporting, mechanics and KPIs one area that gets overlooked is understanding who the audience is, what their needs are and is this the right ad format for them.

In this session, Stephen will be discussing how to leverage audience personas to help build out strategies, to know the available scope in targeting and how to layer specific audience needs and outcomes to your campaigns.

This talk will cover how to map out the “who” in a target audience, what types of messages would be suitable and how to wrap appropriate campaigns around, as opposed to the one size fits all approach to digital marketing.

Transcript

1. How Understanding Personas Will Unlock Your Target Audience Stephen McAllister | Absolute Digital @AbsoluteDMedia
2. Uncovering The “Who” Behind Your Marketing
3. Consider Typical Actions Of Marketing
4. In Your Targeting, Ask Yourself, Who Am I Really After & Why?
5. 5 Most Marketers Struggle With Getting Their Personas Right
6. 6 In Trying To Please Everyone, You Please No-One
7. 7 Breaking Down Your Audience
8. 8 You Know The 80/20 Rule Also Applies To People
9. 9 Image You Could Pivot Your Attention To The Right Person
10. 10 Typical 3 Tiers Of Users In Lead Generation
11. 11 C-Level Needs Wants Cost Efficiencies Reliable Solutions Reporting Scale Business Long Term Vision Strong Partnerships
12. 12 Admin Needs Wants Features Training Integration Streamline Operations Security Trust
13. 13 Day To Day Needs Wants How It Works Expert Advice Support Improved Processes User Experience Day To Day Benefits
14. 14 When You Join Them Together
15. 15 We Begin To See The Overlap & The Differences In Value
16. 16 Now Consider Your Proposition
17. 17 How Can I Make My Offer Relevant To That User?
18. 18 1. Map What You Are Offering
19. 19 2. Look At The Industries That’s Relevant (Lets Start Filtering)
20. 20 3. Lets Look At The Roles - The Who In More Detail
21. 21 4. Now What Are The Pain Points - The Need
22. 22 5. What Are The Requirements - The Solution
23. 23 6. Finally - Lets Join Up The Dots With The Right Message
24. 24 Sounds Simple Right Now You Can Focus On Messaging For Your Audience Personas
25. 25 Digital Media - Remember You Are Focusing On Traffic
26. 26 Why Target 10,000 Users When I'm Only After 100
27. 27 Give A Reason For The 100 & You Will Likely Convert More
28. 28 Lets Look At Your Roles In More Detail.
29. 29 CEO Role Going For The Jugular
30. 30 Head Of Department The Gatekeeper
31. 31 Team Leader The One Who Benefits
32. 32 The Day To Day User
33. 33 Notice Any Different Patterns?
34. 34 Remember: In Trying To Please Everyone, You Please No-One
35. 35 Apply Roles To All Stages In Your Marketing
36. 36 From Ads, To Content, To Follow-Up
37. 37 You Will Find That Your Audiences Start To Connect More
38. 38 Now We Need To Test, Test, Test
39. 39 How Many CEOs Will Buy Your Product Or Service From A Single Ad?
40. 40 You’ve Gone All In On The C-Suite - But Did You Have Enough Buy-In
41. 41 Do You Have More Luck On The Mid-Level Users?
42. 42 Or Should You Go In Low & Feed Your Message Up The Chain?
43. 43 By Matching Personas Needs/Wants
44. 44 You Can Assign A Value & Direction To Your Targeting
45. 45 You Can Then Tailor Your Messages For The Right Results
46. @SophieBrannon 46
47. 47 1. Focus On The Who, Rather Than Just The Product Or Service
48. 48 2. Build Out A Journey That Joins The Dots
49. 49 3. Tailor Ideas To Each Profile
50. 50 4. And Remember: In Trying To Please Everyone, You Please No-One
51. Thank You