How User Personas Inform Web Marketing Strategy
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.
- 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.