Grab the dice and graph paper – it’s time to roll up a new character!

%%{{yimage|flickr|gimage}}(rpg dice)%%OK all you closet Dungeons and Dragons players! Now is your time to shine!

Wait… what??

Sorry… let me explain.  Based on looking over the recent Google Quality Rater Guide that was leaked out, I believe that for marketers, this is the “Age of the Persona”.

Now it’s not exactly a new concept to use a pseudonym, or even an entire other persona, when marketing online.  But Google has very clearly stated that they want to see “experts” delivering useful information and opinions on web pages.  And that their raters have been instructed to see through the “thin affiliates” and all the other games & tricks, to determine who is REALLY an expert, and who isn’t.

So, does this mean you have to go become a leading expert on everything you want to market?

No I don’t believe so.  But you better LOOK LIKE ONE!

This is where the RPG reference in my title comes in.  If you’re going to market something and don’t want to put your personal name on it (which often makes total sense to do), then you better make sure that whatever name you DO use, appears to be a genuine expert in the field.

So if you’re a man marketing fitness products for women, you’d better create a female “character” and really flesh her out.  Figure out her stats… give her a backstory.  Create profiles for her on social networking sites, business sites, etc.  Make it so that if someone looks her up, she’s real and “out there” and has the appearance of credibility.

I think that now more than ever might be the time to really dive deep into your “alter egos” and let them shine.  Give them a Flickr album of personal photos, an active twitter feed, friends who actually write to her on her Facebook wall… etc.

This should go a long way towards pleasing the quality raters if they come to her product site and decide to look her up to help determine if she’s truly an expert on women’s fitness.

So no matter who you really are, learn to create believable characters and portray them as fully as you can.  Doing so shouldn’t really take more than a few hours to set up a few accounts and post some content… and could provide you some long term benefits!


Leave a Reply

Your email address will not be published. Required fields are marked *