personas for outreach - state of search
DESCRIPTION
My presentation for the 2013 State of Search conference. I talk about how to create personas quickly and easily that will help you improve the conversion rate of your Spanish outreach campaigns.TRANSCRIPT
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Personas for Outreach
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Hola! Me Llamo Zeph Snapp
DemographicsJob: MarketingAge: 30-40Self ID’s as HispanicPsychographicsBasketball JunkieListens to Hip-HopBargain Hunter
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ALTURA INTERACTIVESpanish digital marketing
SEO, SOCIAL & PAID SEARCH
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Outreach is in Trouble
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Spammers Rule The Inbox
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…and the new Gmail Inbox
http://blog.mailchimp.com/how-gmails-new-inbox-is-affecting-open-rates/
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Traditional PR Isn’t Great Either
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Spanish Internet Is Smaller
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No More
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We Must Adapt To Survive
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DataMarketingPRNew Outreach
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So, Let’s Talk About Personas
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Personas are NOT Alias
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An Alias is:
A fake identity that you create to do outreach
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An Alias can be effective…
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But they are super shady
Stop It.*
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A Persona Is:
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A fictional character created to represent your key
audience segments for reference.
http://www.usability.gov/how-to-and-tools/methods/personas.html
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Personas Are For Marketing
Campaign PlanningBuilding ContentSocial Media Management
Outreach
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Put your Outreach/PR People in the shoes of those they are pitching to.
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“The closer your persona
is to a real person, the more insight
you will garner.”
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Let’s Build A Persona!
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Clarify Campaign Goals
Who are you targeting?Why them?What do they care about?Why should they listen to you?
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Essential DetailsNameDemographicEmotional/Need
StateHow they
interact?Why should
they care?Photo
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Market Research
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For US, There is TON’s of Data
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For Latin America?
Not So Much
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http://alturainteractive.com/data-for-content-marketing-in-spanish/
Find Demographic Info
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Find real people to base them on
Use Social Media
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Google PlusTwitter processFacebook process
Followerwonk
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Find Publishers in the Vertical
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Who Uses Their Hashtag?
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What Do They Share?
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FB Ad Tool for Related Interests
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Gabby Gabriela
BACKGROUND:• Marketing Manager for Shopify • Stable Employee, 5 years at the company • Married with 2 children (1 and 3)
DEMOGRAPHICS:• female• Age 25-30• Language: Spanish• Country: Mexico
Psychographics:• Borderline OCD• Animal Lover
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Gabby GabrielaGOALS:• Update the blog more regularly• Publish other forms of content
(video, data viz, etc.)CHALLENGES:• Publishing content with no
support staff • Getting approval for edgy
content initiativesHOW WE HELP:• Provide exclusive content that is
within her approved topic list • Give her tips for improving
website performance • Connect her to other content
creators
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Gabby GabrielaREAL QUOTES:• “It’s been difficult getting company-
wide adoption of new content ideas in the past.”
• “I don’t have time to write a weekly blog post AND manage our ad spend.”
• “I’ve had to deal with so many painful integrations with other departments’ databases and software.”
COMMON OBJECTIONS:• I’m worried about linking to sites that
are spammy or irrelevant.• I don’t want to publish anything by
authors who aren’t well known.
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Gabby GabrielaMARKETING MESSAGING:• Exclusive content about the rise of
mCommerce in Mexico
ELEVATOR PITCH:• We will provide exclusive research
about the increase in mCommerce in Mexico over the past year. We’ve formatted the data visualization as a map of Mexico with pins for every business that is using mCommerce now. All you need to do is write an intro to the post. If you want us to do it, our already recognizable author will write it for you. Just provide the Authorship credit.
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OK, Great. Now What?
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Your Personas Will Affect Everything
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Separate Projects Into Buckets
http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
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Instead of a Generic Pitch…
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Find Common GroundIn Uncommon Commonalities
http://www.slideshare.net/Fractl/the-changing-face-of-contentpromotion-pubcon-2013
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Creative Outreach Methods
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Assign Accounts Based On How They Fit With Personas
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Build Better Content
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Persona & Outreach Resources
http://outspokenmedia.com/internet-marketing-conferences/use-searcher-personas-to-connect-seo-to-conversions/http://www.slideshare.net/ipullrank/pub-con-personas-for-seo-2012http://www.slideshare.net/Fractl/the-changing-face-of-contentpromotion-pubcon-2013