We've been big fans of using customer personas since we first saw them in use around 10 years ago. For us, customer personas are an essential online branding and conversion tool that help businesses create more customer-centric, less product or company-centric web experiences.
We also love personas since the 4 techniques we cover in this guide support the creation of more customer-centric experiences based on understanding multichannel journeys from desktop website to social media to mobile site (and if relevant offline touchpoints such as in-store or phone).
As we talk to marketers when training and consulting, we’re surprised how many companies and their agencies are still not applying the technique. It tends to be a "big business" approach, but we think the approach can and should be used on a more "DIY" approach in smaller businesses too.
To help spread the word, we’ve compiled this toolkit to inspire more use of the techniques by showing good practices, examples, what to watch for and where to find out more. This download is aimed at helping agencies and consultants improve their use of design personas and also to enable companies to specify their business requirements from personas when using internal or external resources.
The main sections of the guide:
Dr Dave Chaffey is the editor of all Smart Insights resources. He has advised on SEO since he created his first site in 1997 when Altavista was the leading search engine and he switched to Google in ‘99. Ten years ago he ran the first SEO training courses for the Chartered Institute of Marketing and for several years was the tutor on the Econsultancy Advanced SEO course and also created the original Econsultancy Best Practice guide to SEO. Today his main SEO focus is improving organic search results for Smart Insights and our resources for subscribers.
Dan Bosomworth helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.
Translated complex digital marketing channels into easy-to-understand concepts
Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.
The Customer persona guide is part of Smart Insights Digital Experience Management Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 5 other resources in the toolkit.
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