Make Some Imaginary Friends - B2B Marketing and Sales Tip #78
Didn’t get approval to fly to London for last week’s Search Engine Strategies? Never fear, Susan Esparza kindly live blogged from the event and shared a number of wonderful lessons including this super post from Ian Lurie’s presentation on Search Marketing & Persona Models.
When explaining the concept of personae, a topic we blogged about on this B2B Lead post a few weeks back. Ian provided a very “sticky” definition: “A persona is your brand’s imaginary friend.” He also shared these wonderful words of wisdom for building a campaign to woo your persona:
- Pick the persona you want to start with
- Refresh yourself with their needs, motivations, wants, fears, limitations, etc.
- Become empathetic to that persona - really put yourself into their head.
- Too hard? Get a team together to act the parts…but be careful in your casting choices. (Don’t cast a competitive person as a competitive persona. It’s cross contamination.)
