My original objective for this course was to learn more about advertising types and gain insight into how the effectiveness of an advertising strategy is tested. I enjoyed learning more about conversion rate optimization and feel that it will be helpful knowledge when working with my current brand’s marketing as well as with future clients. I also felt that I learned a lot about my current target audiences by conceptualizing them in terms of personas.
The personas I conceptualized in this course are:
Competitive.
Marliese Marie’s competitive persona clients are often motivated by the booking potential of their images and the social media appeal of booking with a well known photographer. They search for skill as well as a photographer who has gained notoriety, in an effort to have the “best” portfolio available. Highlighting Marliese’s publications, international bookings, and booking potential for her clients from their new headshots are all key features to marketing to this persona.
Spontaneous.
Marliese Marie’s spontaneous persona clients are often converted by consistent posting. When one of these clients sees an image in their social media feed discussing an upcoming travel session or headshot date, they are often motivated to book even if they hadn’t previously been planning on updating their portfolio. Staying in their visual awareness is important for marketing to this persona.
Humanistic.
Marliese Marie’s humanistic personal clients are often looking for a business with a well-rounded approach. Marliese offers several options for charitable contribution at her studio each year, interacts with her clients on social media consistently, stays aware of important events in many of their lives, and focuses studio sessions on being uplifting and positive to each client. Marketing to this persona involves remaining personable, friendly, and kind, in addition to having a successful portfolio of images.
Methodical.
Marliese Marie’s methodical persona clients are most influenced by client success stories. They want to know if Marliese’s clients are consistently booking work using the images from their sessions. They are interested in a photoshoot simply for the positive impact new images can have on their bookings for the season. Consistently sharing client success stories are important for marketing to this persona.
Marliese Carmona's Mastery Journal 