Beyond Demographics: The art of building actionable marketing personas

Personas are a popular marketing tool which can help us understand our core target audiences and improve the effectiveness of communications with them. Often, we find personas contain just a ‘thumbnail’ of user demographics. While these are useful for a shared understanding of key audiences within a business and to help towards consistency of communications, they do not provide you with opportunities to really target intent. We believe more actionable personas are essential to inform today’s complex marketing communications. However, we know it can be difficult to know where to start and what to include... In this webinar, Amelia Cooper - Head of Content at Smart Insights - will share the three core elements you need to create an effective persona, tips and tricks to improve the quality of your personas, and advice on how to incorporate them into your marketing strategy. After this webinar, you will: > Understand what a persona is and the value they can bring to marketing > Recognize the 3 key elements you need to include to create an effective persona > Be able to quality-test your personas > Know how to apply personas to your marketing strategy She will also share some useful Smart Insights' resources to help you at each stage of your persona creation. There will be time at the end of the session for questions.