Marketers know that in order to craft a great campaign, you have to know your audience. However, many organizations don’t have those audiences documented as personas. Having official personas allows everyone in the organization to understand who we are speaking to and what the audience is actually interested in.
My team at 97th Floor upsold a client on a set of personas, and as the content marketer on the account, the research and creation fell to me.
Method
- Use existing insight from the client and the performance of job titles targeting in existing advertising campaigns to identify the key job titles impacted by the client’s product
- Use SparkToro to conduct initial research on job title demographics, interests, skills, and influences
- Group job titles based on motivating factors and interests
- Browse Reddit, Twitter, and LinkedIn to uncover pain points of each persona and topics frequently talked about
- Identify challenges that were preventing the persona from converting, how they were currently interacting with the client, and what the client could be doing to better connect with the persona
- Identify next steps for the client and the initiatives we work with them on
