Live @ SMX West: How To Enchant Customers With Personas

February 7, 2013 by Chris Sherman


Enchantment, as defined by bestselling business guru Guy Kawasaki, isn’t about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it’s more powerful than traditional persuasion, influence, or marketing techniques.

And one of the best ways to enchant is to model the persona of your website visitor. Understand her needs and wants, guide his path through your website to find exactly what they’re looking for – and then help them convert, whether that means buying your product or service online, downloading a white paper, picking up a phone… enchantment wins customers.

But how? How can an “impersonal” digital website “understand” a person, and how can it respond with empathy and assurance to guide them to what they need?

How To Enchant Customers By Modeling Their Personas is designed to show you how. Personas are a way to model the basic types of visitors you expect on your site and tailor an experience to meet their needs. To be successful, you must truly understand the needs of your customers, and “get into their heads” to model optimal online paths to satisfy them. This session looks at how personas can be a powerful tool for attracting and converting customers through organic or paid search campaigns.

It’s another advanced session for experienced search marketers, helping them gain a competitive edge during SMX West, March 10-13 in San Jose California, the three-day conference devoted to all aspects of search, online and social media marketing. Check out the agenda for SMX West and register now!

Looking forward to seeing you in San Jose!