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How User Personas Are Like Characters In A Movie

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Photo by Major Tom Agency on Unsplash
Photo by Major Tom Agency on Unsplash

 

User personas are a foundational building block to any successful marketing strategy. They help you identify your ideal customer and how to most effectively reach them. While researching and creating a series of nuanced user personas can sound daunting or like another dry assignment to check off the to-do list, the research can be eye-opening. It helps to inform your positioning, messaging, targeting, and even product development in significant ways over time.

User personas play into everything you create: from your brand messaging and visual identity, to a campaign strategy and content plan. They capture basic demographics like age, gender and location, and go a step further to capture your ideal customer’s background, interests, and character traits.

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The Battle Of Brand Awareness & Performance Marketing

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Photo by James Pond on Unsplash

One of the most valuable and satisfying experiences a performance marketer can have in their career is scaling a growth operation from scratch. At Matrix, we went from spending $0 to a number that represented positive, baseline growth for PowerWatch. As head of marketing, I can attest to how rewarding that experience was and how important the phase was in building foundational growth for our company.

There are all kinds of shortcuts on the road to growth. Shortcuts are by no means fatal, but they do step around the critical early stages where investment in performance marketing is key.

Companies will outsource marketing to an agency, or buy cheap traffic from non-core markets to prove out vanity metrics. They’ll hire a brand-focused CMO to build out a massive marketing team – and discount performance marketing completely. Again, these things aren’t fatal, but long-term growth ultimately means investing in a combination of areas that function together in order to scale a product to its maximum potential.

The growth trajectory for a startup typically looks something like this:

Over time, it looks more like this:

In the beginning, performance marketing acts as a flywheel to push the business from one stage to the next. Later, brand marketing comes in to serve the goals of the company as it begins to grow and mature. (for example, when LTV becomes equally important as conversion.)

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Being Agile

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Your marketing team needs to sync with your dev team. Marketing tools and campaigns need to be updated all.the.time. And often a dev is needed.… Read More »Being Agile

Leveraging Digital Marketing Tools to Promote Your Small Business

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Guest post by Lucy Wyndham

Whether you’re a solo freelancer or the owners of a small business, understanding the right way to leverage numerous digital marketing tools will help you achieve success. After all, 45% of small businesses report that they don’t even have a website, which is astonishing when you think about the fact that the majority of consumers search for and find businesses online. Having a website is only one way to reach those consumers, and figuring out how to use other digital tools will leave you and your business thriving in no time.

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How To Build A Successful Marketing Stack In The New App Economy

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Photo by Ron McClenny on Unsplash

There are many ways to drive users consistently to your app while delivering exactly what they want in the form of an entertaining and – if you’re lucky – addictive in-app experience. Based on your initial target market along with what you learn about your users, all it takes is a series of steps that are tactical, measurable, and scalable in methodology.

While your business needs must always be tied directly to your implementation plan, there are many things you can do to interact directly with your core user base while simultaneously reaching target market groups.

Here are 5 key steps to get there.

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