Core to MIND is the segmentation of your target customers into like-minded groups or ‘digital personas’.
We use digital personas for two things:
- identification To identify where your audience are active online
- messaging To sculpt the messaging that best speaks to their needs and motivations
This approach grabs your audience’s attention and ignites the feeling of ‘this brand understands me, I can trust it’, leading to more conversions and sales.
We start with intensive customer research
We use qualitative and quantitative data to understand who your customers are, how they buy, what are their motivations and challenges and where they are active online. The purpose of this data is to map personalised content and messaging across different stages of a customers’ journey.
The digital personas we build are not hypothetical, they are real, rooted in real data.
We create a cross-channel content plan for each persona
This involves mapping out all digital personas, keyword intent, buyer journeys and content across a myriad of channels: your site, your blog, your paid and organic social, your pay-per-click search advertising and your display campaigns. We create a fully integrated strategy that portrays a single, consistent message for your different audiences.
We create content and run ads for all of the digital personas
We learn as we go and iterate our plan so we can create hyper-targeted ads at scale, driving users to content that speaks to their needs.
What makes MIND better.
We target real people based on data – we start with a hypothesis and iterate it until we are targeting users on an individual level
Most persona strategies use a ‘one size fits all’ approach or target fictional characters that they made up in a brainstorm session
Our channel work is fully integrated, and our digital personas are the thread running through your SEO, Content, PPC and Paid Social activity.
Agencies deliver SILO’ed approaches, with PPC, SEO and Social all doing their own thing, never looking to each other for greater insight.
We mirror & reflect your audience’s own believes back at them to get their attention and emphasise the benefits for them
Most approaches use single-tone messaging and ‘standard business language’ to talk about features, not benefits.
MIND persona is an ever-evolving asset – we constantly iterate our persona using real customer data. People change. So do your personas.
Personas are often seen as a “Set it and forget it” asset that is never used to its full potential.
Access many MINDs instead of one.
We don’t have account managers or other intermediaries. We believe that it’s important you get to work directly with people who are responsible for growing your business.
This is why all our clients get direct access to many industry specialists at any time. An example delivery team can include:
This assures that you can speak directly with the person that builds your strategy without any information getting lost in translation. You will also receive auxiliary support from a dedicated team of superstar specialists, at any time: