Persona & Customer Journey Map Video Script
Hi – John-Scott Dixon here at Aidan Taylor Marketing.
Today, I want to talk to you about the 6 things you should get from Personas and Customer Journey Maps.
First, what are Personas?
We define them as a representation of a person who has or works with people who have a problem that your company solves.
When thinking about personas and whether you have one, or a few, or a bunch – the acid test is if you had all of your potential prospects assembled, would you address them as a single body or would you prefer to break them up into smaller, homogeneous groups and speak to them differently?
Count the number of groups and that’s how many personas you should have.
The next step is mapping their respective journeys.
In our practice, we’ve identified 17 stages which are nothing more than questions each persona is likely to ask as they move from awareness of an issue to advocacy of your solution. That’s it.
If done right, what you should get out of the exercise is:
1. everybody in your organization should be on the same page as it relates to the attributes of each persona and the specific questions they’ll probably ask.
2. you’ll have a consistent messaging approach to your various personas at each stage of their respective journeys.
3. you’ll identify content holes – as in are your prospects asking questions where you don’t provide an online answer in the form of a web page or blog post.
This is a key element in producing a strategically-driven editorial calendar.
4. you’ll know which are the best keywords and key phrases to use for each Persona at each stage – so you can do a better job of optimizing your content for Google searches.
5. You’ll create better social posts and ads by thinking about the personas you’re targeting and where they might be in their journeys – each piece you’ll write will have the benefit of a relevant prompt – that is the appropriate messaging objective, key points, and sample copy to ensure a common voice.
And finally, #6.
You’ll be in a position to analyze the mix of content you’re deploying – you’ll know if you’re deficient when it comes to a particular persona or maybe specific stages of their journeys.
And because you know – it means you can make course corrections to have a more balanced approach or at least a more strategic approach.
Okay, those are the 6 things you should get from a Persona/Customer Journey Mapping exercise.
Please let me know if you have any questions, or would like to see some examples.