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

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