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Personas.
The aim of marketing is to know thecustomer so well the product sells itself.“
The aim of marketing is to know thecustomer so well the product sells itself.“SEOG
1. Improve seo, marketing& communication.2. Attract ideal customers.3. Reach goals faster.PERSONAS
WHAT ARE PERSONAS• Representation of people• Ideal customer avatar• A targeted demographic,attitude or behavior
MISSED OPPORTUNITIES1. How do they find you?• Are they mobile users?• Which browsers do they use?2. What are their goals?•...
HubSpot.
Searcher Query“keyword”Detection• Who• Where• History• Not personalized• Social• Etc.Action• Sign up• Subscribe• Demo requ...
Human Query“inbound”Profile• Mark• Boston• 3 past visits• Subscribed toblog• B2b• Etc.Recommendation• Display demorequestM...
• First list all the common traits.• Create a full profile : name, age, occupation, haircolor, family, etc.• Give ‘em a fa...
100% PROOFPERSONAS
1. What is their demographic information?2. What is their job and level of seniority?3. What does a day in their life look...
• What keywords would the buyer use to search for a solution like ours?• Where would the buyer look for information on a s...
MARKETING MARKProfile• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketin...
G
© 2007 PTCA PERSONAS’ JOURNEYWhat isit? Whoare you?Consequencesof nothaving it?Why should Ichoose you?Expert and peervalid...
Brilliant
The Online Storage SolutionYouve Been Waiting For.
The Experience of a Lifetime.Prepare to be Wowed!
Ways Not to Stink.
WHY MOST STINK1. YOU are not your persona.2. You think they are real.3. You are too general.4. You don’t target first touc...
Do You Want YourSEO to be Effective?
Do You Want YourSEO to be Effective?BusinessG
• Know your customers’ deepest fears and desires.• When customers feel YOU understand them better than theyunderstand them...
 Role in sales process Each page has goal Each page has a clear conversion path Reinforces your brand, generate leads,...
1. Keep product and company info up-to-date on the websiteWHY: get found by potential customers and analysts.WHY: be a leg...
3. Create tools to attract more people and engagement• Tools include calculators, games, mobile apps, social media apps et...
KEY TAKE-AWAYS• Aligning SEO with business goals• Generating qualified traffic• Generating qualified leads• Shortening sal...
THANK YOU.
SEARCHLOVE13
Q&A.@rchurt
RESOURCES.
ResourcesBlog postshttp://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed...
SAMPLE INTERVIEW QUESTIONSTeam & rolesDescribe the team & rolesYour day-to-dayWho do you work with the mostWhat’s the role...
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  1. Personas.
  2. The aim of marketing is to know thecustomer so well the product sells itself.“
  3. The aim of marketing is to know thecustomer so well the product sells itself.“SEOG
  4. 1. Improve seo, marketing& communication.2. Attract ideal customers.3. Reach goals faster.PERSONAS
  5. WHAT ARE PERSONAS• Representation of people• Ideal customer avatar• A targeted demographic,attitude or behavior
  6. MISSED OPPORTUNITIES1. How do they find you?• Are they mobile users?• Which browsers do they use?2. What are their goals?• What motivates them• What keeps them engaged• Have that drive your content3. Who’s worth it?• Missed attributable ROI for SEOs• Organize around high value personas first
  7. HubSpot.
  8. Searcher Query“keyword”Detection• Who• Where• History• Not personalized• Social• Etc.Action• Sign up• Subscribe• Demo request• Starts a trial• Etc.Who isthis?PERSONA
  9. Human Query“inbound”Profile• Mark• Boston• 3 past visits• Subscribed toblog• B2b• Etc.Recommendation• Display demorequestMy name isMark.WITH PERSONAS
  10. • First list all the common traits.• Create a full profile : name, age, occupation, haircolor, family, etc.• Give ‘em a face.Caution: This is an INTERNAL exercise.BUILDING PERSONAS
  11. 100% PROOFPERSONAS
  12. 1. What is their demographic information?2. What is their job and level of seniority?3. What does a day in their life look like?4. What are their pain points? What do you help them solve?5. What do they value most? What are their goals?6. Where do they go for information?7. What experience are they looking for when seeking out your products or services?8. What are their most common objections to your product or service?START HERE
  13. • What keywords would the buyer use to search for a solution like ours?• Where would the buyer look for information on a solution like ours?• What influencers and thought leaders is the buyer familiar with in the industry?• What type of content would the prospective buyer want to see and use to learn moreabout a solution like ours?• What other companies is the prospect aware of that offer a solution like ours?• What trends does the buyer see in the industry?• What are the typical titles and roles of the prospective buyer?• What is a problem in the industry that our business can solve?INTERVIEW CUSTOMERS
  14. MARKETING MARKProfile• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)Goals• Support sales with collateral and leads• Manage company communications• Build awarenessChallenges• Too much to do• Not sure how to get there• Marketing tool and channel mess• Easy to use tools that make his life easier• Learn inbound marketing best practices• Easier reporting to sales and CEOLoves HubSpot because
  15. G
  16. © 2007 PTCA PERSONAS’ JOURNEYWhat isit? Whoare you?Consequencesof nothaving it?Why should Ichoose you?Expert and peervalidationCreate AwarenessBlogs, Ads, Web Banners, PR(Customer stories), Articles(Industry Trends), AnalystPapers, Case Studies …Be EducationaleBooks (or buyers guide),Freemiums, Blogs, IndependentArticles, Industry White Papers,Webinars, Events …Provide ValidationWebinars, Podcasts, Seminars,Multimedia, 10 Reasons Why,Trials, Customer References …Close SalesPresentations, Topic Sheets,Product White Papers, CustomerStories, Competitive Intelligence …Who needsit and why?What aremy options?EducationAcknowledgementPurchaseVendor&productcomparison SearchingInterestEstablishedProblemAcknowledgedSolutionProvidedExpert&peervalidationProductneutralinformation
  17. Brilliant
  18. The Online Storage SolutionYouve Been Waiting For.
  19. The Experience of a Lifetime.Prepare to be Wowed!
  20. Ways Not to Stink.
  21. WHY MOST STINK1. YOU are not your persona.2. You think they are real.3. You are too general.4. You don’t target first touch.5. You forget about customers.6. You don’t REALLY listen.7. You forget to adapt.8. You only have a primary persona.9. You forget about their needs.10. You confuse personas and job titles.
  22. Do You Want YourSEO to be Effective?
  23. Do You Want YourSEO to be Effective?BusinessG
  24. • Know your customers’ deepest fears and desires.• When customers feel YOU understand them better than theyunderstand themselves - you’ve established a deep level oftrust.• Deep trust = sales, repeat customers and a long-termbusiness.GO THE DISTANCE
  25.  Role in sales process Each page has goal Each page has a clear conversion path Reinforces your brand, generate leads, and supports customers Serves as a storefront for different personas Converts visitors into prospects and customersPersonas + Website =
  26. 1. Keep product and company info up-to-date on the websiteWHY: get found by potential customers and analysts.WHY: be a legitimate company.2. Complete market research and help establish clear value proposition• Keyword and competitor research.• Learn how your personas search and what they expect for solutions.• How do they consume content?WHY: understand your customers and focus on UX.What’s an SEO to do?
  27. 3. Create tools to attract more people and engagement• Tools include calculators, games, mobile apps, social media apps etc.WHY: increase acquisition and engagement.4. Champion content• Includes blog, ebooks, whitepapers, datasheets, videos etc.• Publish QUALITY content.• Test and measure.WHY: attract traffic, leads, and engagement.WHY: thought leadership and branding.
  28. KEY TAKE-AWAYS• Aligning SEO with business goals• Generating qualified traffic• Generating qualified leads• Shortening sales cycles• Understanding customer needs• Knowing where users spend time• Creating alignment and consistency across your business• Gathering closed loop analytics• Improving product development
  29. THANK YOU.
  30. SEARCHLOVE13
  31. Q&A.@rchurt
  32. RESOURCES.
  33. ResourcesBlog postshttp://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/29583/6-Core-Benefits-of-Well-Defined-Marketing-Personas.aspxPersona Template – Free Downloadhttp://offers.hubspot.com/free-template-creating-buyer-personasArticles on Dropbox’s successhttps://blog.dropbox.com/2010/03/digg-day-2-year-anniversary-win-500mb-and-a-t-shirt/http://techcrunch.com/2011/11/01/founder-storie-how-dropbox-got-its-first-10-million-users/Slideshttp://www.slideshare.net/optify/using-personas-to-boost-online-marketing-and-seohttp://www.slideshare.net/ipullrank/pub-con-personas-for-seo-2012Podcasthttp://audioboo.fm/boos/75959-vanessa-fox-interview-search-personas
  34. SAMPLE INTERVIEW QUESTIONSTeam & rolesDescribe the team & rolesYour day-to-dayWho do you work with the mostWhat’s the role of marketing within the greater organizationGoals & plansWhat are the key goalsShort term vs. long term goalsMarketing plansBiggest challengeToolsWhat tools do you useHow frequently do you change tools - pick up new, drop oldHow do you evaluate toolsExample of a particular tool from need to evaluation to purchase to implementationMetrics/analysisWhat are your key metricsWhen do you look at analytics - monthly, weeklyExample of monthly reportHow many web properties (websites/domains) do you have? Do you analyze separately or together?What are individuals measured onWhat’s an example of a great accomplishment your team or someone on your team had?What’s an example of a really bad time in marketing?
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