Persona Worksheet

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Demographics Goals
Name: Business objective 1:
Age: Business objective 2:
Gender: Business objective 3:
Maritial Status:
Family: Personal objective 1:
Job: Personal objective 2:
Title: Personal objective 3:
Annual Income:
Education:
Hobbies:
Location:
Language:
 Purchasing objections
bjective 1: Objection 1:
bjective 2: Objection 2:
bjective 3: Objection 3:

bjective 1: Answer 1:
bjective 2: Answer 2:
bjective 3: Answer 3:
 Digital Marketing Framework
To create a copy of this file, go to FILE > MAKE A COPY

Company:
Created by:
Date:
Customer Persona:

What assets do we
What are our goals for each stage of the funnel?
need?

Funnel Stage Goals Content Marketing

Blog posts
Top of Video
What To Do: Podcasts
the funnel Acquire new
Social posts
visitors
Segment Traffic
visitors Metrics: On-site engagement
Pixeling

Lead magnets
Free tools
What To Do:
Middle of Downloads
the funnel Returning Webinars
visitors
Turn visitors
into leads Number of leads
Metrics:
Opt-in rate

Free trial
Bottom of Tripwire
What To Do: Webinar
the funnel 30-minute call
Convert leads
Maximize cart
value
Bottom of
the funnel
Convert leads
Maximize cart
value Purchases +
Metrics: conversion rate
Average order value

Support articles
Customer
Retention What To Do: loyalty/rewards
programs
Maximize Upsells and cross-sells
CLTV
Reduce churn CLTV
Branding Metrics: Retention %
NPS
 How are we
How will we distribute these assets?
performing?

Paid Email
SEO Social media Analytics
acquisition marketing

Direct outreach
Monitoring (not
Informational queries Prospecting Measure. track, and report
Broadcasting recommended
at scale)

Organic traffic Social traffic Traffic

Paid traffic
Inbound links Visibility & N/A On-site engagement
CPC, CPM
Rankings engagement Pixeling

Prospecting Content and

Informational and Broadcasting
and conversion Measure. track, and report
commercial queries Conversion
retargeting emails

Number of organic Number of

Email list
leads paid leads Number of
growth Number of leads
Opt-in rate Opt-in rate social leads
Open rates Opt-in rate
Inbound links CPC, CPM, Opt-in rate
Click rates
Rankings CPL

Commercial and Broadcasting Conversion

Retargeting Measure. track, and report
transactional queries Conversion emails
 Paid Social Email
Organic customers + customers + customers + customers +
conversion rate conversion conversion conversion Purchases + conversion r
Inbound links rate rate rate Average order value
Rankings CPC, CPM, Visibility and Open rates
CPA engagement Click rates
Content and
Navigational queries Retargeting Monitoring transactional Measure. track, and report
emails

Paid Email
Social
Organic customers customers customers
customers CLTV
CLTV and retention CLTV and CLTV and
CLTV and Retention %
rate retention rate retention rate
retention rate NPS
Rankings CPC, CPM, Open rates
Engagement
CPA Click rates
 How will we improve?

Funnels and CRO

Connect the channels

Identify gaps, formulate
hypotheses, experiment

Traffic
On-site engagement
Pixeling

Connect the channels

Identify gaps, formulate
hypotheses, experiment

Number of leads
Opt-in rate

Connect the channels

Identify gaps, formulate
hypotheses, experiment
rchases + conversion rate
Average order value

Connect the channels

Identify gaps, formulate
hypotheses, experiment

CLTV
Retention %
NPS
Persona Worksheet
To create a copy of this file, go to FILE > MAKE A COPY

Demographics Goals
Name: Brenda Brand Business objective 1:
Age: 35-40 Business objective 2:
Gender: Female Business objective 3:
Maritial Status: Married
Family: 1 kid Personal objective 1
Job: P&G
Brand - Marketing
Manager - Oral-B Personal objective 2
Title: Colombia Personal objective 3
Annual Income: $80,000
Education: Photography,MBA
hiking, traveling,
Hobbies: long walks on the beach
Location: Colombia
Language: English
 Increase MS for Oral-B Purchasing objections
toothbrushes in Colombia
Develop a social media presence Objection 1:
for Oral-B Colombia
Launch a new line of electric Objection 2:
toothbrushes Objection 3:
Get promoted to Regional Brand
Manager
family move into a bigger Answer 1:
apartment
Balance work and personal life so Answer 2:
she can spend time with her kid Answer 3:
 category is still done offline and
inside
understand howthe POSdrive her
it can
business'
hire an in-house goalsto manage
person
social media
opportunity to be an early mover in
when usedthe category
properly, can tangibly
to a contribute
specializedtoagency
growthfor a
fraction of the cost of a headcount
 Digital Marketing Framework
To create a copy of this file, go to FILE > MAKE A COPY

Company: Example
Created by: Tommy G
Date: 10/3/2017
Customer Persona: Brenda Brand

What assets do we
What are our goals for each stage of the funnel? need?

Blog post +
Funnel Stage Goals Content marketing
Infographic: Case
Study: The
Top of Colombian
the funnel Consumer and
What To Do: Digital Trends 2018
Acquire new PDF Report: Social
Media Marketing in
visitors Traffic
Latin America
Segment On-site engagement
Checklist
visitors Metrics: Pixeling
Webinar: How to
Create a Social
Media Strategy That
Middle of
Actually Drives
the funnel What To Do: Free Social
Sales Media
Audit
Returning
visitors Free Social Media
Competitive
Turn visitors Number of leads
Analysis
into leads Metrics: Opt-in rate
Social Media
Bottom of Agencies in
the funnel Colombia Price
What To Do: Comparison Chart

Convert leads
Maximize cart
value
Bottom of
the funnel

Convert leads Weekly/Monthly/

Purchases +
Maximize cart Quarterly
conversion rate
value Metrics: Performance Report
Average order value

Launch of Adwords
Retention Management
What To Do: Service

Maximize
CLTV CLTV
Reduce churn Retention %
Branding Metrics: NPS
 FB Prospecting Demographics:
Female
"Colombian How will we distribute these assets?
35-40yo
Consumer Trends Colombia
2018" Spanish Email
Welcome
SEO
"Social Media Market Paid acquisition
interested in marketing, Social media marketing
email
Share Colombia" digitalFB
marketing,
Prospecting:and social campaign
"Latin American media
Female Facebook and (content
Buying Behavior "marketing" or "brand" job
35-40yo Twitter campaign)
Trends" title
Colombia broadcasting N/A
Spanish Newsletter
"How to create a interested in marketing, (content
Organic traffic
social media digital marketing, and social Social traffic campaign)
Inbound
strategy"links Paid traffic
media Visibility &
"SocialRankings
media usage CPC,orCPM
"marketing" "brand" job engagement N/A
Webinar
in Latin America" title invitation
"How to use social email
media for business" FB retargeting: Facebook and sequence
"Social media AdWords
Visitors of blogprospecting:
post who didn't Twitter (conversion
"Social
marketing media agency
Colombia" [Social mediareport
download agency conversion campaign)
Colombia" Colombia]
Number of organic [Best social media agencies in
"Digital marketing
leads
agency Colombia" Colombia] Email list
"Best Opt-in
socialrate
media Number
[Digital of paid leads
marketing agency Number of growth
Inbound links
agencies in Opt-in rate
Colombia] social leads Open rates
Rankings
Colombia" CPC, CPM, CPL Opt-in rate Social
Click media
rates
"DesignPlus.co FB retargeting: audit
Phone Number" Visitors who downloaded the Twitter campaign
"DesignPlus.co report or registered for the monitoring (conversion
Reviews" webinar (mentions) campaign)
 Social Email
Billing,
customers + customers +
Organic customers + conversion weekly/month
conversion
conversion rate Paid customers + conversion rate ly/quarterly
rate
Inbound links rate Visibility and Openreports
rates
Rankings CPC, CPM, CPA engagement (transactional
Click rates
emails)
Twitter Adwords
monitoring content
N/A N/A (mentions) campaign

Email CLTV
Paid CLTV Paid CLTV Retention %
Organic CLTV Retention % Retention % NPS
Retention % NPS NPS Open & Click-
NPS CPC, CPM, CPA Engagement through rates
 How are we
performing? How will we improve?

Analytics Funnels and CRO

Connect the channels

Measure, track, and Identify gaps, formulate
report hypotheses, experiment

Traffic
On-site engagement
Pixeling

Connect the channels

Measure, track, and Identify gaps, formulate
report hypotheses, experiment

Number of leads
Opt-in rate

Connect the channels

Measure, track, and Identify gaps, formulate
report hypotheses, experiment
 Purchases + conversion rate
Average order value

Connect the channels

Measure, track, and Identify gaps, formulate
report hypotheses, experiment

CLTV
Retention %
NPS