BIGGER Online Marketing BudgetsHow Buyer Personas Justify ThemBrian Massey, Conversion Scientistbrian@conversionscientist.com512.961.6604@bmassey#pca09BOMB

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

The Communication Producthttp://www.sxc.hu/profile/Beezus

Marketers Must Think Like Product ManagersCOMMUNO-LUX2000The BEST WAY to learn about our product!!!

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

Persona: Penny PlannerPenny 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 NeedsRoom 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. DavisAlways Be Testing: The Complete Guide to Google Website Optimizerby Bryan Eisenberg , John Quarto-vonTivadar The Conversion Scientist Blog: www.conversionscientist.com

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