Web Marketing Strategy with User Persona

In the next section, we’ll fully dive into the strategy phase of successful digital marketing campaigns. By going through a solid competitive audit research exercise, the user persona will start to present itself. For now, though we can start to see how a well rounded user persona gives us a tremendous launching board for making sure our experience will resonate.

Let’s take a quick peek at how the user persona can be used in the real-world.

From interviewing four or five ideal users that are Moleskine fans, we’ll know that Chris likes quality and has the income to spend on it. Our price point will be aggressive – roughly 2X what a Moleskine will cost or in the neighborhood of $50 at retail.

So, we would want to stress that our journal add-on is made of the finest quality leather with particular detailed paid to the manufacturing methods and the design is slick and minimal. Using insights from our user interviews and empathizing with their needs, we’ll work with our designers to build in every needed feature to show that each product feature has been thought through for making the urban professional productive on the go. As marketers, we are helping to shape the experience from the get go by providing user insights. Which makes our job drastically easier by ensuring we have a good product/market fit. The more insights the better (although you are not always blessed with a seat at the table this early).

From our well-conducted interviews, the design specs might include things like:

• a key hook
• fleece pocket for a smartphone
• sleeves to hold pens and an iPad stylus
• wallet or credit cards slots
• maybe even a space to hold sticky note tabs for marking important parts in the journal itself.

From our user persona, we also know that Chris is a power user on researching customer reviews, so we would want to make sure we have a solid online PR push behind us. Hopefully, we’ll even be able to land a few product reviews at some of his favorite websites with a link back to our website. This not only drives traffic to our website and brand awareness but gives us third-party credibility, which is huge for earning trust with a new brand.

We’ll also pay particular attention to any of our brand mentions online using Google Alerts and Twitter, as well as that of our competitors. When appropriate, we’ll hop in on the conversation with helpful tips and honest dialogue as quickly as we can.

Don’t worry if this all sounds a little overwhelming by the way. In the coming sections, we’ll go over how to set all this up and execute these tactics in detail.

Key takeaway – a user persona helps us remove our personal biases and world views and instead think of what our ideal user would want. Too many marketers make the mistake of inserting themselves in that decision flow. Remember, it’s about the customer, not you.

Let’s start by thinking how a potential user like Chris would find out about our product.