011 - How to Create Personas

Buzz 1: Google Analytics Metrics that Matter a. The Competitor Benchmarking Report compares your website against those in your industry, in your country and with the same daily sessions so it's a fair apples and applies comparison. b. You can benchmark against almost every industry you can think of retail, bakeries, photography, childcare and even something as industrial as fluid management c. The industrial channels report tells you is how sources of traffic are performing compared to essentially your industry and competition for instance organic, direct, paid, referral, social, display and email d. Action item: Check it out yourself and find the channels you need to improve on. e. In Sydney? Join us for a free meetup on Google Analytics Metrics that matter. It's on 24th May 2016 @ 7pm in Surry Hills (Sydney). f. Visit www.aeona.com.au for to reserve your spot + check out the amazing things they do including industry events, have amazing co-working facilities and run a cool digital magazine. Buzz 2: Personas Done Right a. Not worth doing a content calendar, a social strategy or any type of digital strategy if I haven't gone through the exercise of defining a client's personas. b. Personas are fictional, generalised representations of your ideal customers. Segments with a personality. c. STEP 1: Write down all your personas. Don't worry about how you define a person group. At this stage, just dot down all the groups you can think of. Include what we call the 'negative personas' d. STEP 2: Now start looking to group common groups together and come up with 3-5. e. STEP 3: Build your persona's. f. Recommended template: http://offers.hubspot.com/free-template-creating-buyer-personas g. Listen to show for detailed examples of how to use the template. h. STEP 4: Assign a value of 1-5 in terms of importance to your business for each of the shortlisted personas relative to one another. i. Once you've defined you're personas now as a marketer you can make educated decisions about your Content Marketing Strategy, you know what will interest them on social media and you know what to talk about on your website. Buzz 3: Voila Norbet a. What it does, is it helps you find the email address of any one online. All you need is their name and company domain. b. https://www.voilanorbert.com/