Do Marketing Automation Better
The power of marketing automation lies in its ability to
create highly customized segments and touches, based on
your lead path. To realize its potential, you must create the
corresponding content for each persona and situation.
Considerations for Marketers
Building customer personas can be tedious but
it's crucial to understanding your audience and
providing them with customized, quality content.
Keep the number of your personas manageable
to your business. Start with two or three, and
build out from there as necessary.
To begin a persona, identify the major char-
acteristics that define these groups of cus-
tomers and prospects. Start by thinking
about the 'average' in each group. What
is their profile? Are they typically male
or female? What is their average level of
education? What is their average income?
Where do they live? How does their day to day
life relate to your business? Answer these ques-
tions and build a succinct, bulleted profile that
can tell you, your writers and the rest of your
team in 90 seconds or less who the target of
your marketing is.
Use these personas to shape your content, and
improve your marketing and conversion!
- Brendon O'Donovan – Product Marketing Manager,
Vocus, Inc.
Conclusions and Takeaways
When it comes to marketing systems and
automation, you have access to tools
that make your communications
more effective.
Intelligent building of KPIs and mea-
surable objectives based on your lead
path will empower your brand to do
more with its campaigns.
Remember that your campaigns revolve around the
personas you build and the specific lead path your cus-
tomers tend to follow. Always use custom-built preci-
sion content for your personas and scenarios to gener-
ate the business your company needs from its marketing
software solution.
About the Author
Geoff Livingston is the founder of Tenacity5 Media, a mar-
keting consultancy serving companies and nonprofits. He
has advised organizations including AT&T, Cox, eBay, Ford,
General Dynamics, Google, PayPal, Pepsi Co., Procter and
Gamble, SAIC, Verizon and Yum! Brands, as well as numer-
ous start-ups, mid-cap companies and nonprofits.
A former journalist, Geoff has authored four books. He pub-
lished his first novel Exodus in 2013, co-authored Marketing
in the Round and wrote the social media primer Welcome
to the Fifth Estate.
About Vocus
Marketing can be hard. To help you succeed and generate
more revenue, Vocus offers an integrated suite of the most
powerful tools you need.
We help you attract and engage prospects on social media,
search engines and in the news. We get your message in
front of the right prospects at the right time with tools, cus-
tomized landing pages and targeted emails.
Our suite includes a social CRM to manage the activity of
your prospects and customers, and integrated analytics to
discover what drives likes, shares, opens, click-throughs
and conversions.
With our marketing consulting and services team ready to
help, Vocus delivers marketing success.
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