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Persona Mapping Template - Ph.Creative

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Persona Mapping Template - Ph.Creative Powered By Docstoc
					Personal Details
Give your Persona a name (it helps make it more
What industry is your Persona working in
personal)
What role does he/she hold and level of seniority?
What does a typical day hold for them in the office?
What is there educational background?
How familiar are they with the word 'Inbound Marketing'
or indeed, online marketing?
Please list any relevant background information such as
hobbies, family situation (consider how this effects their
Gender
time)
Age
Income
Current Location (Country side, Urban, City)
Where do they live online? (Do they spend time on
Facebook, News Sites etc)
Goals - What do they value most?
What is your Persona's Primary Personal Goal
What is your Persona's Primary Professional Goal
What other goals do they have personally?
What other goals do they have professionally?

Challenges / Pain Points
What are the challenges experienced by your Buyer
Persona Personally? (Lack of time, Family Commitments
What
etc) are the challenges experienced by your Buyer
Persona Professionally (Reporting to CEO, Budget etc)

Solutions
How do you solve for the Personas Challenges? What can
your agency actually do? (Put the solution into words)
What services do you offer to solves for these pain points
/ Challenges? E.g. Content Marketing, Measurable Results

Keywords and Pain Points
What words does your Buyer Persona use to search for
solutions to their pain points?
Are they aware that your services will solve for their pain
Do they
points? understand the services you offer?
Where do they go for information? (Google, Friends,
Facebook, Forums etc)
Real Quotes
Have you spoken to your current customers? Maybe
include some words or feedback that they provided when
speaking to them
Objections
Identify the most common objections your persona will
raise during the sales process
Elevator Pitch
Considering all you have learned about your Persona,
please outline a one minute pitch (or elevator pitch), that
explains what solutions you can offer to each of your
Personas Pain Points / Challenges
Questions that the Persona may ask?
Imagine yourself being able to listen in on a conversation
that your Persona is having over the phone. What
questions are they asking?
CEO / MD / Business Owner
Andrew
Recruitment
Board Level - C Suite - Executive - CEO
Internal Meetings, Decision Making, Networking
University educated, College educated +
Familiar with online marketing, limited on Inbound.
Peoples person, enjoys socialisin, family time, business club manager, children, wife, live
locally
Male
55
50K+
Suburban area outside major city
News, BBC/SKY, Teleraph, ain Stream Publication, Is not big on social media but understands it,
doesn’t interact or engage.

Grow the business + provide for family
Increase revenue - IPO, Shareholders, Strategic alliances.
Awards for achievements



Job Role, Life Span of Job, Family Commitments

Competition (internally + externally) Lack of resource + tools , Shareholders, board directors.



Increase ROI through traffic - pleasing shareholders + Board, Increase efficiancy - through
streamlined processes & reporting = less internal meetings.
Social, Influencer outreach, creative content creation. PPC, SEO + CRO -> ROI Reporting.



Recruitment digital strategies, how to increase online presence, online marketing for
recruitment.
Yes
Some (not all)
Google, friends colleagues, thought leaders.


N/A



Want to see ROI =Measurement + performance, tangible results, time scales + effectiveness.
Testimonials, experience.
1. Improved Performance = job security + company growth -> longer time at company
2.Marketing becomes streamlined = more time with family -> time efficiancy.
3. We provide resources and tools.
4. Stay ahead of competition through creative content -> increase busienss performance.

How quick can all this be in place? ROI? How much will it cost? What other benefits will it bring?
Personal Details
Give your Persona a name (it helps make it more personal)
What industry is your Persona working in
What role does he/she hold and level of seniority?
What does a typical day hold for them in the office?
What is there educational background?
How familiar are they with the word 'Inbound Marketing' or indeed,
online marketing?
Please list any relevant background information such as hobbies,
family situation (consider how this effects their time)
Gender
Age
Income
Current Location (Country side, Urban, City)
Where do they live online? (Do they spend time on Facebook, News
Goals - What do they value most?
Sites etc)
What is your Persona's Primary Personal Goal
What is your Persona's Primary Professional Goal
What other goals do they have personally?
What other goals do they have professionally?

Challenges / Pain Points
What are the challenges experienced by your Buyer Persona
Personally? (Lack of time, Family Commitments etc)
What are the challenges experienced by your Buyer Persona
Professionally (Reporting to CEO, Budget etc)

Solutions
How do you solve for the Personas Challenges? What can your
agency actually do? (Put the solution into words)
What services do you offer to solves for these pain points /
Challenges? E.g. Content Marketing, Measurable Results

Keywords and Pain Points
What words does your Buyer Persona use to search for solutions to
their pain points?
Are they aware that your services will solve for their pain points?
Do they understand the services you offer?
Where do they go for information? (Google, Friends, Facebook,
Real Quotes
Forums etc)
Have you spoken to your current customers? Maybe include some
words or feedback that they provided when speaking to them

Objections
Identify the most common objections your persona will raise during
the sales process

Elevator Pitch

Considering all you have learned about your Persona, please outline
a one minute pitch (or elevator pitch), that explains what solutions
you can offer to each of your Personas Pain Points / Challenges
Questions that the Persona may ask?
Imagine yourself being able to listen in on a conversation that your
Persona is having over the phone. What questions are they asking?
Head of Digital / Head of Social Media
Sarah
Retail
Head of digital
analyzing/researching/reporting/meetings
University
Fully up to speed -> with online marketing, 50/50 ith the term 'inbound'

Keen blogger, use social media outside of work, keen brand follower, in a relationship
Female
32
30k+
City centre
FB, Twitter, reddit, mashable, the drum, ad age, bbc, economist, the marketeer.

Influential blogger, work on famous brand -> recognition
Something to go viral -> create influential relationships. Promotion/headhunted -> work with
Spend as much time as possible with their family
big brands.
work their way up/ open own agency



Lack of time, struggles to find balance between work and play. -> resource and tools.
Culture change for digital -> comunication stakeholder + employees. Reporting to ceo High level
management.


Streamline processes -> educate employee. -> increase your efficiancy. Offer guidance

Creative content creation, reporting systems, digital training (guidance), client communication.



Benefits of digital marketing, influential marketing channels, analytical software, software for
analytics. Reporting marketing data, effective social media campaigns, viral campaigns, tie
Yes
management tools.
Yes
Google, website (ph), blogs,reviews, word of mouth, e word of mouth, reviews,
recommendations - social.
N/A



How quickly to see results, time scales, can they do any of inbound themselves? How many
training seshions are needed


1. Time = ease burdon on you and staff
2. worklife = improve efficiancy + less stress as now is outsourced
3.recommend tools + provide resources (development/design)
4.Offer guidance + training
5. better reporting + KPI's to look for.
Process of digital marketing, performance of marketing, recommendations for digital
Personal Details
Give your Persona a name (it helps make it more personal)
What industry is your Persona working in
What role does he/she hold and level of seniority?
What does a typical day hold for them in the office?
What is there educational background?
How familiar are they with the word 'Inbound Marketing' or
indeed, online marketing?
Please list any relevant background information such as hobbies,
family situation (consider how this effects their time)
Gender
Age
Income
Current Location (Country side, Urban, City)
Where do they live online? (Do they spend time on Facebook,
News Sites etc)
Goals - What do they value most?
What is your Persona's Primary Personal Goal
What is your Persona's Primary Professional Goal
What other goals do they have personally?
What other goals do they have professionally?

Challenges / Pain Points
What are the challenges experienced by your Buyer Persona
Personally? (Lack of time, Family Commitments etc)
What are the challenges experienced by your Buyer Persona
Professionally (Reporting to CEO, Budget etc)

Solutions
How do you solve for the Personas Challenges? What can your
agency actually do? (Put the solution into words)
What services do you offer to solves for these pain points /
Challenges? E.g. Content Marketing, Measurable Results

Keywords and Pain Points
What words does your Buyer Persona use to search for solutions
to their pain points?
Are they aware that your services will solve for their pain
points? understand the services you offer?
Do they
Where do they go for information? (Google, Friends, Facebook,
Forums etc)
Real Quotes
Have you spoken to your current customers? Maybe include
some words or feedback that they provided when speaking to
them
Objections
Identify the most common objections your persona will raise
during the sales process

Elevator Pitch
Considering all you have learned about your Persona, please
outline a one minute pitch (or elevator pitch), that explains
what solutions you can offer to each of your Personas Pain
Points / Challenges
Questions that the Persona may ask?
Imagine yourself being able to listen in on a conversation that
your Persona is having over the phone. What questions are they
asking?
Head of marketing / Marketing Director / Sales and Marketing Director
Dave
Property + construction
Sales + Marketing director
Meetings, client phone calls, pitching, researching.
University/college/apprenticeships
Not familiar with inbound, limited on digital.

Golf, rugby, gym, married, interested in business + finance sector.
Male
40
40k+, 60k commision
Suburban
Forbes, telegraph, financial times, bbc, QZ, Sky news, LinkedIn

Spend time with family. Travel/holidays. Live in a niuce house, live life to the max
make sales/money -> commission -> grow the business
Retire young
Become CEO



Late hours so lack of time, Limited free time, alays in work mode.
price of product they are selling, losing out on sales, colleagues and communication, tenders,
reputation management.


Streamlined processes, offer guidance, free up time, improve brand.

Digital Guidance, content marketing and copyriting.Optimize their offering (pricing stratey)



Improve reputation, sales techniques, planning timetables, improve brand, improve
reputation.
Yes/No some not all
Yes/No -> unerstands but not specific services
word of mouth, employees friends etc. wikipedia, google, TV


N/A



Are my audience online? Whats roi looking like? Who are the leaders in the field?
1. Outsourcing work , delegate tasks to others.
2.create content around your products (pricing)
3.Improving brand reputation through social and creative content.
4. web development + design for added resources.
5.content + social for reputation ,management.

Data on sales/prospects, how many website visits, how any clicks, website enquiries.
Personal Details
Give your Persona a name (it helps make it more
What industry is your Persona working in
personal)
What role does he/she hold and level of seniority?
What does a typical day hold for them in the office?
What is there educational background?
How familiar are they with the word 'Inbound Marketing'
or indeed, online marketing?
Please list any relevant background information such as
hobbies, family situation (consider how this effects their
Gender
time)
Age
Income
Current Location (Country side, Urban, City)
Where do they live online? (Do they spend time on
Facebook, News Sites etc)
Goals - What do they value most?
What is your Persona's Primary Personal Goal
What is your Persona's Primary Professional Goal
What other goals do they have personally?
What other goals do they have professionally?

Challenges / Pain Points
What are the challenges experienced by your Buyer
Persona Personally? (Lack of time, Family Commitments
etc) are the challenges experienced by your Buyer
What
Persona Professionally (Reporting to CEO, Budget etc)

Solutions
How do you solve for the Personas Challenges? What can
your agency actually do? (Put the solution into words)
What services do you offer to solves for these pain points
/ Challenges? E.g. Content Marketing, Measurable Results

Keywords and Pain Points
What words does your Buyer Persona use to search for
solutions to their pain points?
Are they aware that your services will solve for their pain
Do they
points? understand the services you offer?
Where do they go for information? (Google, Friends,
Facebook, Forums etc)
Real Quotes
Have you spoken to your current customers? Maybe
include some words or feedback that they provided when
speaking to them
Objections
Identify the most common objections your persona will
raise during the sales process

Elevator Pitch
Considering all you have learned about your Persona,
please outline a one minute pitch (or elevator pitch), that
explains what solutions you can offer to each of your
Personas Pain Points / Challenges
Questions that the Persona may ask?
Imagine yourself being able to listen in on a conversation
that your Persona is having over the phone. What
questions are they asking?
Marketing Manager / Social Manager / Digital Manager
Hannah
Hospitality
Social Manager
scheduling posts, ontent research, engagement, reports.
college/university
familiar with both

active on social, fashion, socialising, going out, tv, movies, single.
Female
25
18k
city centre]
fb, twitter, instagram , pinterest, vine, snapchat, mashable, viralnova, dialymail, the drum,
buzzfeed, guardian.

Utilize spare time
work way up the company, promotions.
Travel the world, work abroad
Bigger network, global reach, build brand.



Lack of experience + knowledge, stressed out, social media disorder
Lack of resources and skills, structure and reporting, business acumen, understanding business
models.


Strategy, persona mapping, guidance, knowledge.

Influener outreach, persona mapping, copywriting, design and development



Social media in hospitality, findin key influencers, time and tools, hot to get help off
colleagues, how to delegate, social media training, social reports.
Yes
Some (Social + video yes)
Google, wikipedia, yahoo answers, faebook, twitter


N/A



How does seo link to social media, capability of carrying tasks out, how much time is needed?



1. guidance to support her and training
2. support for all digital queries -> content creation
3.Reporting
4.Persona mapping
How do I use google+?, How do I kno ho is looking at the content? Who are my audience on the
blog? How do I connect with website users?
Personal Details
Give your Persona a name (it helps make it more
What industry is your Persona working in
personal)
What role does he/she hold and level of seniority?
What does a typical day hold for them in the office?
What is there educational background?
How familiar are they with the word 'Inbound Marketing'
or indeed, online marketing?
Please list any relevant background information such as
hobbies, family situation (consider how this effects their
Gender
time)
Age
Income
Current Location (Country side, Urban, City)
Where do they live online? (Do they spend time on
Facebook, News Sites etc.)
Goals - What do they value most?
What is your Persona's Primary Personal Goal
What is your Persona's Primary Professional Goal
What other goals do they have personally?
What other goals do they have professionally?

Challenges / Pain Points
What are the challenges experienced by your Buyer
Persona Personally? (Lack of time, Family Commitments
What
etc.) are the challenges experienced by your Buyer
Persona Professionally (Reporting to CEO, Budget etc.)

Solutions
How do you solve for the Personas Challenges? What can
your agency actually do? (Put the solution into words)
What services do you offer to solves for these pain points
/ Challenges? E.g. Content Marketing, Measurable Results

Keywords and Pain Points
What words does your Buyer Persona use to search for
solutions to their pain points?
Are they aware that your services will solve for their pain
Do they understand the services you offer?
points?
Where do they go for information? (Google, Friends,
Facebook, Forums etc.)
Real Quotes
Have you spoken to your current customers? Maybe
include some words or feedback that they provided when
speaking to them
Objections
Identify the most common objections your persona will
raise during the sales process

Elevator Pitch
Considering all you have learned about your Persona,
please outline a one minute pitch (or elevator pitch), that
explains what solutions you can offer to each of your
Personas Pain Points / Challenges
Questions that the Persona may ask?
Imagine yourself being able to listen in on a conversation
that your Persona is having over the phone. What
Who is NOT your Target Persona?
questions are they asking?
Head of Resources (HR), Head of HR, HR Director
Lisa
Legal
HR Director
Meetings, networking, admin
College + university
Not familiar with inbound, aware of digital.

Tennis, married 4 children, balanced work - life, interested in cultured events.
Female
33
45k
Countryside
BBC, Personnel today, HR weekly, mail online, Sky news.

Live comfortably, peaceful life, happy and content.
install hr. culture to help others. Keep work maintained
go on family holidays, set up trust funds for children
Create change in firm through HR, more efficiency in company processes.



Family commitments, arrive/leave late, work on weekends + works on weekends at home.

Reporting to board members, staying on top of news + creative content.



creative content, reporting, guidance and training.

Copywriting and content creation, report results effectively, prioritize strategy.



Effective, time management
Not really
Not particularly
Google, word of mouth, employees


N/A



do we have time to do this? - extra costs, how quickly to implement? ->ROI
1. Streamlined reporting + digital processes
2. increase efficiency
3. reports for board members
4. guidance + best practises
5. create content to educate personas

new initiatives to promote digitally, legislation updates, new tools and technologies top use.
On this sheet, please complete it by adding the Keywords you have already found but add them into the relevant
  Awareness - Has a problem. Not aware of the solution
Increase sales online
ywords you have already found but add them into the relevant stages of your Personas search activities. There are some exa
              Consideration - Aware of the solution but not your solution
           content marketing to increase sales online
of your Personas search activities. There are some examples listed below to get you started.
                Decision - Aware of your solution. Convince me
          Content marketing service + town / city

				
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posted:6/7/2014
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