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