How to Identify a Campaign Persona —

How to Identify a Campaign Persona
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With that inbound marketing campaign example fresh in your mind, let’s discuss perhaps the most important aspect of your campaign: your audience.Your campaign personas provide tremendous structure and insight for your content. A detailed buyer persona will help you determine where to focus your time, guide product development.As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.

Campaign Persona: Sample Sally

BACKGROUND:

Head of Human Resources
Worked at the same company for 10 years
Worked her way up from HR Associate
Married with 2 children (10 and 8)

DEMOGRAPHICS:

Skews female
Age 30-45
Dual HH Income: $140K
Suburban

IDENTIFIERS:

Calm demeanor
Probably has an assistant screening calls
Asks to receive collateral mailed/printed

To create marketing personas for your campaign, use the following questions to help put yourself in the shoes of your typical customer and determine your persona’s role, goals, challenges, company, and more. Try to answer all of the questions here and then come up with some of your own. Don’t be surprised if you discover two or more distinct personas emerging from your research; that’s exactly what this exercise is meant to uncover:

ROLE:

What is your job title?

How is your job measured?

What is a typical day?

What skills are required?

What tools do you use?

Who do you report to? Who reports to you?

GOALS:

What are you responsible for?

What does it mean to be successful in your role?

CHALLENGES:

What are your biggest?

How do you overcome these challenges?

COMPANY:

What industry or industries does your company work in?
What is the size of your company (revenue, employees)?

WATERING HOLES:

How do you learn about new information for your job?
What publications do you read?
What associations and social networks do you belong to?

PERSONAL BACKGROUND:

Age
Family (single, married, children)
Education

SHOPPING PREFERENCES:

How do you prefer to interact with vendors (email, phone, in person)?
Do you use the internet to research vendors or products? If yes, how do you search for information? What types of websites do you use?

Once you have the answers to these questions, you’ll want to document your campaign persona(s) to make it easier to reference as you shape your campaign concept and creative.

To get started, we recommend using the Make My Persona tool (mentioned earlier) or our free buyer persona templates below.

Take Me to the Make My Persona Tool

I Want the Buyer Persona Templates