Company Profile
Optimizing our clients’ company profile for SEO, including their company bio and online persona, can help generate more web traffic to our clients’ online properties. Cross-promoting social media accounts can also extend the reach of content. In general, profiles should be filled out completely, and images and text should be optimized.
Company Bio
We develop optimized company bios from the ground up with our client’s target keywords and audience in mind. It outlines their fundamental values, competitive advantages and unique traits of excellence. It also identifies the position that they seek to own in the marketplace and defines the concepts they want their audience to remember.
Check out our library of articles and resources for tips to optimize a client’s business profile.
Company Persona
We create online personas (or brand personas) to support our online interactions on behalf of our clients.
An online persona is a social identity that we use to represent the client via online channels – to their audience, for email outreach, on social media accounts, and through their blog or professional website. It is a collection of personality traits, attitudes and values that a brand showcases on a regular basis to help connect with a certain audience segment. A brand persona can be a person, character, mascot or idea.
As our clients’ campaigns are managed by several people, the personality that consistently shines through those interactions should be that of the company, and not of each individual person. Personas allow us to “talk” to their audience while remaining consistent across all forms of communication.
PERSONAL TYPES
- Caregiver: This nurturing persona is empathetic and kind.
- Competent: This persona is an influential leader that can help users or sway them to act.
- Excited: This spirited persona is happy to do just about anything and embarks on adventures with ease.
- Rugged: This more muscular persona is athletic and tough.
- Sophisticated: This persona exudes elegance, style and prestige.
THE IMPORTANCE OF PERSONAS
- An authentic persona can help establish trust with users and help maintain their loyalty. This is especially true for eCommerce websites, as an effective persona can positively impact sales.
- If you don’t create a persona intentionally, some type of personality will come out of what you do, and it might not convey the impression you want. That’s why you need to create a persona intentionally.
- Personas help establish a valuable connection between the client and their customers. You want shoppers or website visitors to feel like they know you and want to be a part of what you are about. The persona is their guide or mentor or friend.
- Personas help us to engage with our clients’ audience in a more meaningful, human way (nobody wants to talk to a soulless robot) and give their business a recognisable online voice that people will come to rely on as a source of content that’s valuable to them.
- Personas can also help us align their digital marketing activities with their wider brand values and business goals, helping to attract new customers and establish their brand as an industry leader.
INSTRUCTION:
When creating personas for SEO, follow step 4 and 6.
- Create an overview of the client’s brand by highlighting a list of personality traits. Check first with the client and see if they have a document in place that already defines their brand voice. This will be the foundation for building the persona’s voice and engagement style.
If the client doesn’t have a online brand strategy, then create a list of adjectives that best describe the client’s brand voice. Consider how this voice will relate to our community building approach and the type of content we will share. Is the brand friendly or provocative? Fun or serious? Formal or casual? - Map out the personality based on the brand traits. Building the right persona can serve a client well in the long term and eventually will become strongly associated with their brand. As a result, we need to make sure that it embodies what the client wants people to think about when they interact with their brand.
- Create a personality image. What/who does your persona look like? Is it a person, animal or other object? Unless otherwise specified by the client, we usually adapt the persona to a person.
- Create a fictional entity to represent the persona. This includes generating a name and job title, and finding a generic headshot of a person that fits with their brand voice and culture.
Job title examples include: Partner Acquisition Manager, Business Development Manager, Account Executive – Acquisition, Commercial Market Development, Associate – Business Development. - Describe how the persona would speak and how it engages with others. Provide examples of copy and pre-scripted messages.
- Document the persona’s contact details and personality traits to help guide the creation of pre-scripted messages and real-time engagement.
