How Personas Justify Bigger Online Marketing Budgets

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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.

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How Personas Justify Bigger Online Marketing Budgets

  1. 1. BIGGER Online Marketing Budgets<br />How Buyer Personas Justify Them<br />Brian Massey, Conversion Scientist<br />brian@conversionscientist.com<br />512.961.6604<br />@bmassey<br />#pca09BOMB<br />
  2. 2. What is the first Product a Company delivers to a prospect?<br />
  3. 3. The Communication Product<br />http://www.sxc.hu/profile/Beezus<br />
  4. 4. Marketers Must Think Like Product Managers<br />COMMUNO-LUX<br />2000<br />The BEST WAY to learn about our product!!!<br />
  5. 5. Marketers’ have a completely different set of customers than does the product they are talking about.<br />
  6. 6. Influencers<br />http://www.sxc.hu/profile/ispap<br />
  7. 7. Gatekeepers<br />http://www.sxc.hu/profile/craiova<br />
  8. 8. Approvers<br />http://www.sxc.hu/profile/forwardcom<br />
  9. 9. Personas: Meet Your Visitor<br />
  10. 10. Introduce Your Visitors to Everyone Else<br />
  11. 11. You only have 3 or 4 visitors coming from thousands of different places.<br />Who are they? Why are they visiting? What information do they need to take action?<br />How do they like to receive information?<br />
  12. 12. For example…<br />
  13. 13. University of Texas AT&T Conference Center<br />
  14. 14. Persona: Penny Planner<br />Penny is the Director of Conferences for a Mietex, a $400 million company located in Houston, Texas. <br />She will directly influence $300,000 to $400,000 in convention center revenue over time.<br />METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action.<br />
  15. 15.
  16. 16. What Penny Needs<br />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. <br />Convention Explorer: Create a series of pages that very logically takes Penny through the site’s convention facilities. Focus on completeness of offering.<br />What was done<br />http://budurl.com/6s5t<br />
  17. 17. 360⁰ Views of The Conference Center<br />
  18. 18. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing<br />by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis<br />Always Be Testing: The Complete Guide to Google Website Optimizer<br />by Bryan Eisenberg , John Quarto-vonTivadar <br />The Conversion Scientist Blog: www.conversionscientist.com<br />
  19. 19. Thank You PCA Sponsors!<br />

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