Personas are a key marketing tool digital marketers use to see the world through the eyes of their target audience. In this week’s episode, Elizabeth and Steve explain how personas create a shared vocabulary in organizations while creating focus and personalization in marketing collateral.
In this episode, we discuss…
- A persona is a fictitious person we use to represent a larger audience.
- Personas make up the second actionable component of Iterative Marketing.
- When a persona is documented, it creates shared vocabulary among multiple departments in the organization and with external vendors.
- Organizations can target multiple personas with the goal of corresponding each piece of marketing collateral to one of those personas.
- Six Actionable Components are the actions we take as marketers to implement Iterative Marketing. They don’t have to be implemented all at once. They are:
- Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
- Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
- Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs and concerns at each stage.
- Channel and Content Alignment: Align every piece of content and marketing channel/activity to a primary persona and primary marketing stage, identifying new channels and content needs where opportunities exist.
- Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
- Reporting and Feedback: Report and review data and insights to drive decisions in content and strategy, as well as information to be used by the organization as a whole.
For more information on the charity in this episode, please visit REINS Therapeutic Horsemanship Program.