We recently discussed steps to increase and optimize a site's ability to generate leads. We looked at suspect, prospect, and lead customers, as well as different tactics to persuade visitors in all stages of the buying process.
What if your company has a complex business-to-business (B2B) product offering? And what if specific customer needs, budgets, and personalities drastically differ? Simply accounting for a visitor's buying-cycle stage doesn't suffice.
We suggest using personas to help manage a complex sales process, an array of product service offerings, or both. There's no better illustration of this than our own newly crafted personas. They're the ones we'll use for our company's upcoming site redesign.
A Little Background
Our firm offers an array of services and deliverables, including content, training, copywriting, one-time conversion assessments, redesign services, and long-term consulting relationships. We also offer licensing options, allowing larger companies to employ our software and methodology using in-house teams to do the work.
Our clients range from small up-and-coming startups to multimillion dollar companies. We take on some short-term clients and offer some aspects of our methodology ô la carte.
Needless to say, the offerings are complex. We must equip site visitors with enough information to achieve their many distinct goals while helping them qualify themselves as potential clients.
A broad array of intricate services can make the job seem a bit of a tangle. Persuasiveness always requires legwork, but it's made much more manageable through the use of personas.
Meet Our Personas
We imply the objectives of each persona to provide them with content and paths to help each meet its own specific goal. (We don't have space for all of them, or every detail.)
Let's meet a few of our site's visitors:
Power of the Persona
It doesn't matter how simple or complex a sales process is. Creating personas that embody the needs, motivations, and preferences of visitors results in a more persuasive Web site.
A robust persona group takes into consideration the level of experience a visitor has with your product or service. You can introduce pages and site elements accordingly.
Not a single visitor need should go unmet on your site, nor should visitor motivations be ignored. You can use their preferences to delight them by introducing relevant content in their preferred style and manner. Site metrics can later measure the effectiveness of each persona path by setting up conversion scenarios for each.
You really can solve the dilemma of complex B2B sales and lead-generation processes. Use personas.
Know your Ambiguous Customer: Effective Multi-Channel Tracking
Wednesday, June 5 at 1pm ET - Learn why a move from the "batch and blast" email approach enables better conversations with your customers.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
June 5, 2013
1:00pm ET / 10:00am PT
June 20, 2013
1:00pm ET / 10:00am PT