Employing user stories in marketing
So how do we go about translating the idea of user stories for marketing campaign tasks? We use the user story format to better understand why we’re doing the thing we’re about to do. Think of the activities involved in your next campaign and their KPIs. Make a list of those at a high level.
1. Email campaign — 3 touch points, 3 audience segments
2. Social posts
3. Landing page with sign up form
4. Paid search campaign to landing page
5. Outbound sales campaign
Writing a user story is easy. Writing a great one is not. User stories have nuance and although they should leave room for exploration, you don’t want there to be a ton of room for misinterpretation. Just like any well-thought-out marketing activity, your goals should be clear, the scope should be defined, and you should have room to experiment where needed.
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