How Personas Justify Bigger Online Marketing Budgets

BIGGER Online Marketing Budgets
How Buyer Personas Justify Them
Brian Massey, Conversion Scientist
brian@conversionscientist.com
512.961.6604
@bmassey
#pca09BOMB

What is the first Product a Company delivers to a prospect?

The Communication Product
http://www.sxc.hu/profile/Beezus

Marketers Must Think Like Product Managers
COMMUNO-LUX
2000
The BEST WAY to learn about our product!!!

Marketers’ have a completely different set of customers than does the product they are talking about.

Influencers
http://www.sxc.hu/profile/ispap

Gatekeepers
http://www.sxc.hu/profile/craiova

Approvers
http://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

Persona: Penny Planner
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.

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 done
http://budurl.com/6s5t

360⁰ Views of The Conference Center

Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
Always Be Testing: The Complete Guide to Google Website Optimizer
by Bryan Eisenberg , John Quarto-vonTivadar
The Conversion Scientist Blog: www.conversionscientist.com

Thank You PCA Sponsors!

How Personas Justify Bigger Online Marketing Budgets

by Brian Massey on Aug 16, 2009

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