How to Create an AI Marketing Persona
Summary
TLDRIn this insightful video, Andy from Orbit Media demonstrates how AI can revolutionize marketing by creating detailed personas for targeted audience research. He illustrates the process by crafting a persona for a healthcare-focused nonprofit's marketing director, using AI to identify goals, pain points, and decision criteria. The video showcases the use of AI in generating marketing content, analyzing web resources, and aligning sales and marketing strategies with audience needs, emphasizing the importance of empathy and continuous persona refinement for effective marketing.
Takeaways
- π§ AI can be utilized to create detailed marketing personas to align marketing and sales messages with the needs of the target audience.
- π The process involves using AI to generate information about a persona's background, goals, pain points, and decision criteria.
- π Iterative questioning with AI can refine the persona and uncover deeper insights, such as specific concerns and language preferences.
- π£οΈ Understanding the language a persona uses to describe their challenges and solutions is crucial for effective marketing communication.
- π AI can assist in identifying resources and information sources that a persona might use, enhancing the empathy and relevance of marketing efforts.
- π Researching and incorporating industry-specific events, conferences, and online resources can provide additional context for persona development.
- π― Tailoring content to address the specific pain points and interests of a persona can improve the effectiveness of marketing strategies.
- π‘ AI can suggest content ideas or draft materials that align with the persona's needs, serving as a starting point for marketing collateral.
- π Using AI for gap analysis can identify areas where existing marketing content may not fully address the persona's concerns or needs.
- π€ The insights gained from AI-generated personas should be verified with real-world stakeholders and customer interviews for validation.
- π Continuous interaction with the AI persona can provide ongoing insights and adapt marketing strategies in real-time.
Q & A
What is the main purpose of using AI for persona creation in marketing as described in the script?
-The main purpose is to align marketing and sales messages with the information needs, top concerns, and buying triggers of the target audience to increase the chances of winning leads and deals.
Who is the target audience in the given example in the script?
-The target audience is non-profit organizations, specifically healthcare nonprofits in the Midwest U.S., focusing on fundraising goals, donors, and volunteers.
What is the persona's name created in the script?
-The persona's name created in the script is Taylor Rodriguez.
What are some of the goals of the persona Taylor Rodriguez?
-Taylor's goals are to create more effective fundraising campaigns through digital marketing and to promote their events.
What is the importance of using the language that the target audience would use according to the script?
-Using the target audience's language helps in creating a connection and empathy, ensuring that marketing messages resonate with them and confirming that the marketing content is relevant and understandable.
How does the script suggest using AI to understand the top of the funnel for the persona?
-The script suggests using AI tools that can crawl the web, like Bing with chat GPT4 plus web browsing, to find out what resources the persona might use to get information and to be more effective at their job.
What are some of the resources suggested by the script for the persona to improve their marketing effectiveness?
-Some resources suggested include attending conferences, networking opportunities, specific events like the Nonprofit Summit for Salesforce, and websites like Donorbox.
What is the significance of understanding the decision-making process for the persona in the script?
-Understanding the decision-making process helps in aligning the marketing approach with the persona's needs and influences, ensuring that the marketing content addresses the concerns and criteria important to the persona.
How does the script use AI to create a draft of content for the persona?
-The script uses AI to generate a draft web page promoting social media marketing services tailored to the persona's needs, using the language, challenges, and solutions identified earlier.
What is the final recommendation made in the script for using the AI-generated persona?
-The final recommendation is to use the AI-generated persona for ongoing insights and to validate the marketing approach with real-world stakeholders and customers.
Outlines
π Leveraging AI for Marketing Persona Development
Andy from Orbit Media introduces the concept of using AI to create marketing personas and align marketing strategies with audience needs. He demonstrates the process by choosing a social media marketing agency targeting healthcare nonprofits. The example involves generating a persona for a marketing director of a $10 million nonprofit in the Midwest, focusing on improving healthcare access in underserved communities. The persona includes goals, pain points, and decision criteria for selecting a social media marketing company. Andy emphasizes the importance of iteratively refining the persona by asking deeper questions to gain insights into the persona's concerns, language, and preferred resources.
π Enhancing Persona with Detailed Insights and Resources
Continuing from the previous paragraph, Andy delves deeper into the persona of Taylor Rodriguez, a marketing director. He explores Taylor's concerns such as fundraising targets, budget limitations, community impact, and volunteer recruitment. Andy uses AI to understand the language Taylor might use to describe marketing challenges and solutions, revealing terms like 'resource optimization' and 'strategic partnerships'. He also investigates the types of resources Taylor might consult, such as conferences, networking events, and websites like Donorbox. Andy highlights the importance of aligning marketing content with the persona's language and interests, and suggests using AI to generate content drafts or identify gaps in existing marketing materials.
π Utilizing AI for Content Creation and Gap Analysis
In the final paragraph, Andy discusses the practical application of the AI-generated persona in content creation and marketing strategy. He uses the persona to draft a web page promoting social media marketing services tailored to healthcare-focused nonprofits, emphasizing planned giving campaigns. Andy also demonstrates how to use AI for gap analysis by checking an existing web page against the persona's concerns to identify areas not addressed. He concludes by emphasizing the value of AI in enhancing marketing efforts through empathy and alignment with the audience's needs, and encourages viewers to validate their marketing strategies with real stakeholders and customers.
Mindmap
Keywords
π‘AI
π‘Personas
π‘Marketing Director
π‘Nonprofit
π‘Fundraising
π‘Digital Marketing
π‘Pain Points
π‘Decision Criteria
π‘Strategic Partnerships
π‘Targeted Messaging
π‘Zero Moment of Truth
π‘Sales and Marketing Alignment
Highlights
AI can be used to generate marketing personas and align marketing and sales messages with the target audience's needs.
Example given involves a social media marketing agency targeting non-profit healthcare organizations.
AI-generated persona named Taylor Rodriguez is created for a marketing director of a non-profit.
Goals of the persona include creating effective fundraising campaigns and promoting events.
Pain points identified include fundraising targets, budget limitations, community impact, and volunteer recruitment.
Decision criteria for selecting a social media marketing company are outlined.
Further persona development involves understanding what keeps the persona up at night, such as fundraising targets and budget limitations.
Language used by the persona to describe marketing challenges and solutions is explored.
Strategic partnerships, targeted messaging, and storytelling are identified as solutions.
Bing is used to find resources that the persona might use for information.
Conferences, networking opportunities, and courses are suggested as resources.
Salesforce Nonprofit Summit and donor box website are highlighted as potential resources.
Podcasts relevant to fundraising are recommended as part of the persona's information gathering.
Sales and marketing alignment is discussed, focusing on decision-making processes and team dynamics.
Marketing functions likely to be outsourced are identified, such as those requiring specialized skills.
Influencers in the decision-making process are identified, including the marketing manager and finance director.
Triggers for seeking marketing services are explored, such as being overwhelmed or having a major event approaching.
Information needed by the persona before contacting a marketing agency is discussed.
AI is used to draft content for a web page promoting social media marketing services.
AI can be used to perform gap analysis on existing web pages to identify unaddressed concerns.
The importance of verifying AI-generated insights with real stakeholders and customers is emphasized.
Transcripts
hi this is Andy from orbit media I want
to show you an interesting use case for
AI and marketing and it's all about
personas and audience research marketing
is a giant test of empathy and by
aligning your marketing and sales
messages with the information needs and
the top concerns and the buying triggers
of your target audience that's going to
increase your chance of winning the lead
and winning the deal
so here's how to use AI to generate
quick marketing personas and use those
for better results
okay I'm going to choose an example
let's say we're a social media marketing
business we're an agency create a farm
and we are targeting non-profits
specifically Healthcare nonprofits those
kind of on a mission those who are
interested in like uh you know
fundraising goals and donors and
volunteers so here's where we'll begin
I'm just going to go to chat GPT
and I'm going to type in a simple prompt
sounds like this build a persona for a
marketing director of a 10 million
nonprofit in the midwest U.S with a
mission to provide better access to
healthcare resources in underserved
communities the goals of this person is
to create more effective fundraising
campaigns through digital marketing also
to promote their events include specific
details about goals pain points and
decision criteria for selecting a social
media marketing company
okay here's what we got Taylor Rodriguez
background
interesting useful looks pretty accurate
goals
yep that aligns quite well pain points
nothing is surprising here these are uh
pretty straightforward and the decision
criteria for selecting a social media
marketing company obviously Chad GPT
ingested a whole bunch of the internet
and uh has is using kind of general
information across lots of sources to
come up with something that is quite
General but also
um interesting and could be useful for
us in confirming at least that we have
kind of hit all these notes in our
marketing and our other messages
okay now let's go deeper with this I'm
going to add to this Persona because you
should never expect a single prompt to
the AI to give you amazing results uh
it's a we're training this like a human
intelligence you can't uh expect like
one simple uh command or request to give
you an amazing result so we're going to
continue to work on it I'm going to go a
little deeper here's what it looks like
let's start with just a general question
what keeps you up at night Taylor as the
marketing director I have several
concerns fundraising targets of course
budget limitations make sense Community
impact volunteer recruitment the
efficacy of our marketing constant
change sustainability Ah that's helpful
it's we're flushing this out I can now
add that to the Persona let's go a
little bit deeper
language very useful what words does
Taylor use to describe his marketing
challenges and solutions
this actually kind of surprised me with
the background in public health he's
going to use a lot of terminology that I
might not have expected resource
optimization audience engagement digital
footprint donor conversion how does he
those are these issues right how does he
describe the the solutions that handle
those issues strategic Partnerships
targeted messaging storytelling impact
metrics these are not necessarily the
words that I would have used if I were
just targeting this person without
having done this research so here you
see the value of the personas this was
all very fast across virtually nothing
this is potentially insightful because I
can go back now and confirm that I'm
using the language that my audience
would use right confirming of course
with my real world experience and
offline conversations with people like
my synthetic Persona here Taylor
okay now to understand maybe the top of
the funnel what this person reads I'm
going to use a different tool one that
can crawl the web at the time of this
recording chatbt doesn't really crawl
the web so now let's jump over to Bing
which actually has chat gpt4 plus web
browsing let's see let's ask it some
questions about sources that Taylor
might use to get uh to get his
information to do a better job
here we are in bing of course this is a
different chat so it doesn't know all
the stuff that we just talked about so I
have to kind of start from scratch a
little bit and tell it more about who
this person is here's my prompt if you
were a marketing director for a
non-profit organization in the midwest
with a mission to bring Health Care
Services to underserved communities what
resources would you go to to get
information to help you be more
effective at your job you can see why I
need a an AI here that can crawl the web
because it's going to come back with
things that are current and things that
are online and uh you know new resources
not just the historic pre-september 2021
data that chat GPT uses okay here we go
as a marketing director of a nonprofit
in the midwest on a mission to bring
Healthcare there's several resources it
suggests conferences interesting
networking opportunities specific events
the nonprofit Summit for Salesforce uh
some uh courses stuff I hadn't thought
of a website called donor box never
heard of it so now let's go deeper I'm
going to ask the subsequent question
which sessions from the sales report
Salesforce nonprofit Summit would be
especially relevant to our marketing
director
it actually has some really interesting
ideas here including one that's about
planned giving how to win it planned
giving
that actually wasn't on my radar until
just now so I can imagine how I may need
to address that that sounds like it's a
an important issue it was kind of
curated by an event coordinator at one
time
uh so let's continue to do a tiny bit of
research and we can add this to our
Persona hey which articles on that other
website donor box are relevant to
planned giving aha it's giving me some
top articles on a top resource this is
empathy this helps me know what Taylor
might be exposed to these are resources
that are very relevant to a person in
that role in that kind of organization
let's keep going what are the highest
rated podcasts to talk about fundraising
boom boom boom boom a giant list of of
podcasts these are things that I might
look at see what topics they've
addressed see which of those episodes
have the most engagement now I'm getting
insights into maybe the uh you know
content research and topics and content
strategies so that I can better Target
this person earlier in the decision
process they'll become relevant and
visible to Taylor uh prior to him even
looking for a social media marketing
company
but more important than that I'm going
to do sales and marketing and sales
alignment Now by going back to chat GPT
and asking some questions about how
Taylor decides to spend money how Taylor
decides to hire a company I'm going to
use my Persona to kind of role play a
little bit like to get insights about uh
Who's involved in the decision making
process and what's the team like
here we are back in chat GPT by the way
I'm going to save this I'm going to keep
this I'm going to come back to this and
I'm going to keep uh talking to this
Persona anytime I want when I have any
questions about uh generating content or
uh you know trying to better understand
this audience right so uh I'm trying to
align my services with their needs let's
ask this question which marketing
functions I'm selling marketing services
are you most likely to Outsource
very interesting it says that it's uh
this person is likely to Outsource those
things that require specialized skill
maybe they're time intensive or they're
not needed on a continuous basis
quite accurate I could imagine how these
things would be uh the types of things
in a conference room at that company
where they'd say
let's get some outside help now when I
asked it who's involved in the decision
making process I got some pretty general
answers so I wanted to narrow it down
this prompt was more useful to me who
are the two people
on this team that have the strongest
influence over the decision-making
process the answers were the marketing
manager maybe one of this person's
direct reports and the finance director
wow did my content really get into
budget to get into impact get into the
metrics and how they align with
financial goals such as you know donor
engagement and fundraising and planned
giving if not I think I really need to
kind of make sure that all of my
collateral web pages you know ebooks and
guides and all that stuff addresses that
that bottom line concern but what are
the triggers why does Taylor even look
for this stuff this is a great question
to ask and a really important part of
any Persona is to know what the what the
Moment of Truth was the zero Moment of
Truth remember there's a true story in
the life of every Prospect looking for
every service what did where did that
story begin when we know the origin of
that story we have a better chance to
kind of write the ending so let's ask
this what kinds of things happened that
make Taylor realize that he needed
telephone marketing company
getting now to the benefit almost the
emotional connection like this is what
the real the feeling would be if we were
to solve the problem the team is
overwhelmed
they're outgunned they've got limited
experience there's maybe lack of results
that could be frustrating right limited
reach there's something big coming up
right this is like urgency there's a
major event coming up so this all aligns
with the kind I can imagine creating
content that triggers the emotions that
align with that that that zero Moment of
Truth when Taylor first realized he
needed help very useful
and I can just keep going listen to this
prompt how much information and what
information about a possible marketing
agency would Taylor need before
contacting that agency about a pencil
project in other words how much what's
the size and weight of the total amount
of marketing content do I need to create
for this addressable Market to get them
to you know feel confident and and to
get alignment and to get them over that
psychological hump where they're willing
to take an action and fill out the
contact form the answer General but
still useful expertise non-profit
experience and specific industry
experience the previous work social
proof we've got case studies and
testimonials right results the the
values and culture not to be missed
right we should maybe make sure to to
kind of hit on that note throughout our
messaging everywhere from the pitch and
proposal to the first piece of
collateral
next I'm going to do something that I Do
by hand I enjoy doing by hand I I think
it's part of the art of marketing but we
can still use a to give as a head start
I'm going to use it to create some
content or at least create a draft of
content or to trigger some ideas you
could use this to create a web page or
email campaigns or social posts I'm not
advocating the use of AI to kind of
replace this in our jobs I'm using this
to kind of like give me to make me more
efficient if this can save me 15 of my
time I call that a win I'd likely you're
going to see big gaps in what I'm about
to create here but it all starts with a
simple prompt and it's a very powerful
form of empathy built on everything
we've done already I'm in the same chat
so the AI knows what we've talked about
so far ready using the words that Taylor
would use to describe his challenges and
solutions write a web page promoting our
services social media marketing services
for his organization a
healthcare-focused non-profit working on
that specific need planned giving
campaigns and finally highlight the
specific information that Taylor needs
to know about an agency before hiring
one
see I've got the audience I've got the
the trigger I've got the language I've
got the the the need and the offer
combined you know these things put
together and I want it all to be crafted
in a way that aligns with his decision
making criteria for how to decide who to
hire and here's the page
it's okay it's a start it lacks
formatting it lacks evidence it lacks
imagery uh it lacks keyword Focus uh it
it lacks the the voice and tone of our
brand but it's a structure and it's a
it's a start on copy that uh I have some
confidence based on some data and
research that aligns well with my
audience another idea instead of writing
a new page you can give the AI an
existing page and ask if there's
anything that you missed so I just
looked around and found a web page about
social media marketing for non-profits
went back to the AI and asked the
question which of this person's top
concerns are not addressed on this web
page to do some turbo Gap analysis copy
and paste it in the text and then down
below I'm getting the response while
that web page addresses a number of the
concerns related to nonprofit marketing
here are some that were not explicitly
addressed not surprising because that
page wasn't really meant for this person
anyway but this makes the point the
industry Focus the planned giving the
specific service relevant experience the
values wasn't mentioned on that page the
use of data to make decisions wasn't
mentioned on that page anything about
those the the specific pain points the
pricing so you can start to see how I
can use this Persona to kind of battle
test a piece of Copy in this case
conversion copywriting on its commercial
intent uh sales page to see if it aligns
with the actual needs of this audience
that was fun but
then but probably we should still go
verify we should still talk to our
actual stakeholders and interview
customers and validate that we're on the
right track but still wow very
accessible I could go talk to that
Persona day or night it's inexhaustible
I don't have to worry about crafting the
perfect question or setting up a time to
talk I can just chat with anytime so
there's obviously some utility in using
an AI driven marketing Persona we hope
this was helpful keep an eye on this
space for more videos and and articles
uh on relevant topics and if you know
anybody who's interested in this or get
value or struggling to get a basic level
of empathy over their audience feel free
to pass this along thanks for watching
again Andy from orbit media see you next
time
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