how personas justify bigger online marketing budgets
Post on 16-Sep-2014
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DESCRIPTION
Presented at ProductCamp Austin Summer 09, this presentation gives readers a taste of the power of personas to help an organization get behind marketing strategies that will work for the business... and stay on track.TRANSCRIPT
August 15, 2009
BIGGER Online Marketing Budgets
How Buyer Personas Justify Them
Brian Massey, Conversion Scientist
512.961.6604
@bmassey
#pca09BOMB
What is the first Product a Company delivers to a prospect?
The Communication Producthttp://www.sxc.hu/profile/Beezus
The BEST WAY to learn about our product!!!
Marketers Must Think Like
Product Managers
Marketers’ have a completely different set of customers than does the product they are talking about.
Influencershttp://www.sxc.hu/profile/ispap
Gatekeepershttp://www.sxc.hu/profile/craiova
Approvershttp://www.sxc.hu/profile/forwardcom
Personas: Meet Your Visitor
Introduce Your Visitors to Everyone Else
You only have 3 or 4 visitors coming from thousands of different places.
Who are they? Why are they visiting?
What information do they need to take action?How do they like to receive information?
For example…
University of Texas AT&T Conference Center
Penny is the Director of Conferences for a Mietex, a $400 million company located in Houston, Texas.
She will directly influence $300,000 to $400,000 in convention center revenue over time.
METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action.
Persona: Penny Planner
What Penny Needs
Room Explorer: Create a series of pages that very logically guides her through the size, cost and layout of the rooms. Each feature should link to more detail. Use of pictures (high quality photography) is important. Focus on the comfort of her guests in describing features.
Convention Explorer: Create a series of pages that very logically takes Penny through the site’s convention facilities. Focus on completeness of offering.
What was donehttp://budurl.com/6s5t
360⁰ Views of The Conference Center
Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketingby Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
Always Be Testing: The Complete Guide to Google Website Optimizerby Bryan Eisenberg , John Quarto-vonTivadar
The Conversion Scientist Blog: www.conversionscientist.com
Thank You PCA Sponsors!