LinkedIn principal author Doug Winnie describes how through personas and other research, user stories and data that you have gathered for your product development can be a tool for helping you to position your product to potential customers. By creating connections between your various data sources, you can identify messaging and marketing opportunities.
- When it's time to pitch your product to customers, you have lots of tools at your disposal. Let's explore how all of these can help connect the dots and create a thread through the entire product life cycle oriented around your customer. When you started, you met with customers and discovered some key things. First, you know what their current problems are. You know what they're thinking, their opinions, and their personalities. You also have individual and aggregated prioritization of features that they felt were the most important.
Next, you have to find user stories that are written in such a way to explain what the user needs to do, and how they need to do it. Finally, you have the personas that tell you who the customers are, the tone and style of how they like to communicate, and you have identified the user path they will take to get the product. Using all of this information you can begin to position your product to customers. Look at the prioritization of your features and consider how they break down between your primary, secondary, user, and marketing personas.
What tone and attitude will you use to describe the features, and where would you put that message? This is not the type of activity that you can systematically apply to an entire matrix of data. Begin with feature prioritization and take it one step at a time. For instance, my primary persona has identified that integration with Google Calendar was their most important feature. Looking at their own words, I can then define the tone of how I want to message that feature.
I could draw a different path to identify what specific Twitter campaigns to do. Based on my personas, my student Zack is the biggest user of Twitter, so understanding the mechanics of how messages work best on Twitter, I can find features that are best represented by that platform. Over time, as you look at all the connections, you can start to prioritize what will work best. You can then advise your marketing partners about upcoming features that they can take advantage of in the next release.
It is also important to remember that the marketing process, along with the release phase in general, is part of an iterative process. You can learn from what doesn't work in this release and improve in the next. So, where it makes sense, take some calculated risks and see what works and what doesn't. Using all the research, user stories, personas, and data that you have gathered for your product will be a great asset to determine the best way to position it.
- Types of products and industries
- Leading through influence
- Understanding your team
- Using an agile or waterfall development cycle
- Managing your product life cycle
- Researching your market, customers, and ideas
- Planning the product
- Building the product
- Releasing the product
- Refining the product
- Understanding when it's time to retire the product