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March 15, 2016 by steve robinson Leave a Comment

Persona Discovery

Persona Discoverysteve robinson
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https://iterativemarketing.net/wp-content/uploads/2016/03/IterativeMarketingPodcastEp3AudioOnlyv2022216.mp3

Show Notes

  • A persona is a fictitious person we use to represent a larger audience.
  • Personas make up the second actionable component of Iterative Marketing.
  • When a persona is documented, it creates shared vocabulary among multiple departments in the organization and with external vendors.
  • Organizations can target multiple personas with the goal of corresponding each piece of marketing collateral to one of those personas.

Charity of the Week:
REINS Therapeutic Horsemanship Program

Six Actionable Components are the actions we take as marketers to implement Iterative Marketing. They don’t have to be implemented all at once. They are:

  1. Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
  2. Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
  3. Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs and concerns at each stage.
  4. Channel and Content Alignment: Align every piece of content and marketing channel/activity to a primary persona and primary marketing stage, identifying new channels and content needs where opportunities exist.
  5. Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
  6. Reporting and Feedback: Report and review data and insights to drive decisions in content and strategy, as well as information to be used by the organization as a whole.

We hope you want to join us on our journey. Find us on IterativeMarketing.net, the hub for the methodology and community. Email us at [email protected], follow us on twitter at @iter8ive or join The Iterative Marketing Community LinkedIn group.

The Iterative Marketing Podcast is a production of Brilliant Metrics, a consultancy helping brands and agencies rid the world of marketing waste.

Producer: Heather Ohlman
Transcription: Emily Bechtel
Music: SeaStock Audio

Onward and upward

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