Killer demand gen strategy, Part 1: Personas and creative development

Last Updated: November 6, 2017

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When embarking on demand generation channels such as Facebook and Google Display Network, it is important to first ensure that you understand your core audiences and how to best speak to them. The first two initiatives that you should prioritize during the set-up phase is determining the types of audiences and personas you want to target – as well as crafting the right creative and messaging strategy. Personas Let’s begin with persona development. This is a must when it comes to being smart about your demand generation efforts. First off, who are your core customers? What types of audiences would be interested in your product or services? What is their makeup (interests, demographics, behaviors, etc.)? For a starting point, make use of any and all internal customer data to develop these personas. As an example of what a persona may look like, let’s say you manage the digital marketing for a luxury home décor site. A persona for that site might be something like: Female Age: 30-40 Interests: home décor, fashion, fine dining Lifestyle: affluent Now based on your full set of internal data, build out your personas. You can then gain audience insights from both Facebook and AdWords; both offer the option to upload your customer list and learn additional information about the makeup of these lists such as HHI, affinities, the types of different website topics they visit, their overall likes, education level, etc. Here’s what that looks like in the platforms: Facebook Audience Insights Tool Google Audience Insights (Google AdWords UI > Shared Library > Audiences > Converters) To take things one step further, rather than uploading your entire customer list, think about segmenting that customer list into groups of identifiable characteristics. For example: high LTV, mid LTV, low LTV, high AOV, various category purchases, etc. This information will help you in understanding what differentiating characteristics these audience segments have – as well as the potential personas that may pertain to each audience type. Overall, these digital insights can not only help you refine your personas, but also develop additional ones. Ad creative and messaging Now that you have your personas built out, you need to craft the right creative and messaging to elicit direct response, especially for ecommerce and B2C businesses. Creative for ecommerce The most fundamental truth of good ecommerce creative is that it truly showcases the product. A couple of recommendations here: Showcase your top-selling product If you have multiple products, showcase the variety of your products Determine the products on your site that are most viewed/clicked on as they have garnered interest from being eye-catching (something we want in our ads to pull people into our site) Include any deal-related or incentive messaging.…

Source: Killer demand gen strategy, Part 1: Personas and creative development

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About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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