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Persona Research in Under 5 Minutes - Moz

Persona Research in Under 5 Minutes - Moz | The MarTech Digest | Scoop.it
From moz.com - December 1, 2015 9:28 PM
Well-researched personas can be a useful tool for marketers, but to do it correctly takes time. But what if you don’t have extra time? Using a mix of Followerwonk, Twitter, and the AIchemy language API, it’s possible to do top-level persona research very quickly. I’ve built a Python script that can help you answer two important questions about your target audience:

What are the most common domains that my audience visits and spend time on? (Where should I be trying to get mentions/links/PR)
What topics are they interested in or reading on those sites? (What content should I potentially create for these people)
You can get the script on Github: Twitter persona research

Once the script runs, the output is two CSV files. One is a list of the most commonly-shared domains by the group, the other is a list of the topics that the audience is interested in.


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Marteq's insight:

And the details are available when you click through (including the instructions). The link to the script is here: https://github.com/craigbradford/using-python-and-twitter-api-for-persona-research 


It's more useful when attempting to target content development.

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Why You Need A Persona-Based Content Marketing Strategy - Marketing Land

Why You Need A Persona-Based Content Marketing Strategy - Marketing Land | The MarTech Digest | Scoop.it
From marketingland.com - May 4, 2015 7:48 PM

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

Marteq's insight:

For the Enterprise, this is entirely doable...and recommended. Why? Because of the available resources. Without the resources, it's damn near impossible to create 8 pieces of content x 3 personas x 5 stages.

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How B2B Buyers Consume Vendor Content - Profs | #TheMarketingTechAlert

How B2B Buyers Consume Vendor Content - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.marketingprofs.com - April 1, 2014 8:00 AM

Basic/ Excerpt...


The exact flow is unique to each company, but B2B content sharing within enterprises broadly falls into three distinct patterns, according to the research:

  1. From the Middle Out: (35% of respondents): Execution-level executives find content about the vendor/product and make the purchase, but senior management is educated about why the decision was made.
  2. From the Bottom Up: (30% of respondents): Junior or mid-level employees find vendor-related content and share their discoveries with senior management, who then make the final decision.
  3. From the Top Down: (29% of respondents): Senior managers find the content, then share it with lower-level managers for analysis and final purchase.

 

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Marteq's insight:

Thus the reason why you want a singular piece geared towards various personas!

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5 Questions All Marketers Need To Ask Themselves - FastCompany | #TheMarketingAutomationAlert

5 Questions All Marketers Need To Ask Themselves - FastCompany | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From www.fastcompany.com - November 27, 2013 4:37 AM
In order for your campaign to really cut through the noise you need to know what your customer wants--not what you want.


Basic/ Digest...


Creating a prospect narrative is an easy and powerful way to put yourself into your prospect's shoes--and ultimately increase the effectiveness of your marketing. Here are five questions to consider when developing a prospect narrative for your company's next marketing campaign:

1. What is your customer doing during his day?

Most organizations create their marketing materials without considering what the potential customer will be doing when he receives a marketing message. In order for your campaign to break through the clutter, you must consider how the person you are trying to reach is spending his time.

2. What is keeping her up at night?

What are the challenges that your potential user takes home with her each night? If you want your marketing to elicit a particular behavior, then spend some time matching your message to the challenges your audience cares most about.

3. What will catch his attention?

You need to develop a message that is so appealing or jarring to your audience that he has no choice but to react to it.

4. What action will she most likely take?

Think about what action someone would most realistically take after absorbing your message. Would she most likely go to a website, send a text, pick up the phone, or find you on Twitter? Once you know which medium the person is most likely to use, then you can develop a call-to-action that aligns with it.

5. How will you keep him engaged?

The question great marketers want to answer is: What are realistic ways to engage him in the long run? This will be the difference between developing a one-time customer and a long-term fan.

 

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Marteq's insight:

There's a more fundamental question: who is she/he? Describe the persona. As you know, that will drive all content creation and messaging.

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Which Marketing Messaging Types Resonate the Most? [CHART] - Eloqua | #TheMarketingAutomationAlert

Which Marketing Messaging Types Resonate the Most? [CHART] - Eloqua | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
From blog.eloqua.com - October 15, 2013 5:23 AM

How do you get to your audiences' hearts? This week chart shows it's done through a good laugh in your marketing messaging.

 

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Marteq's insight:

Safe to say that good humor is harder than compelling real-life situations. If you go down the route of compelling real life situations, they need to relate to your developed personas.

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