Archive for the 'Agile Marketer' Category

When it comes down to yes or no, understand how your best customer makes decisions and focus on trust builders to persuade.

Best Online Customer ModelIn our last post, we walked through an exercise mapping the full path to our best customer. Instead of 1 decision maker, we identified 4 audiences, all with unique needs, leading us to our best customer:

1. The Board of Directors
2. CEO
3. VP of Marketing
4. Marketing Manager

In this post, exercise 4 builds a model identifying how each audience makes decisions. This knowledge will help you to brainstorm a strategic, tactical plan to meeting those needs by asking questions that get into your best customer’s decision making mindset.

Click through exercises 1 -3 for a refresher of our best customer model.

My Best Customer Exercises 1 - 5

  1. Begin with straight forward demographics
  2. Brainstorm problems, pain points and goals
  3. Ask yourself–”Are they the final decision
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  4. How do they make decisions?
  5. Finally, brainstorm trust builders- what does

    each person involved in the decision making process need to feel comfortable doing business with you?



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Exercise 4 - How do they make decisions?

There are 4 decision making styles to gathering and processing information. Those mindsets are better understood by asking yourself how each audience would answer the following questions:

Audience 1: Board of Directors

Let’s consider first our Board of Directors. As elected or appointed members, their goal is to oversee the activities and decisions of the company. Think about the collective way they are expected to respond in this situation. It is likely they will need a lot of information.

What is top of mind for the board? Consider questions like these:

  • Does this solution fall in line with our current direction?
  • Do the proposed vendors have experience in the industry?
  • Do they have broad knowledge of branding? We do not want a technology only company.

Audience 2: CEO

It is also likely that our CEO needs a lot of targeted, summary information so that he can weigh options quickly. His perspective is from a strategic business focus. He may ask:

Audience 3: VP of Marketing

This VP of Marketing has a competitive mindset. She asks–what’s in it for me? She expects a lot out of herself and others.

  • What are competitors doing in Social?
  • Who can I trust to guide me through a successful campaign?
  • Is pricing competitive?
  • What if I fail? How will it impact my job?

Audience 5: Marketing Manager

Often times, a marketing manager is responsible for work planned and managed by internal folks and contractors. This marketing manager values people first. His questions are rooted in planning the day-to-day marketing activities of the teams that he works with and that the solution can be managed realistically.

Trust Builders

Armed with this information, our final step in the process is to brainstorm trust builders. What do each of our audiences need to feel comfortable doing business with you?

Our final exercise 5 will result in a targeted list of trust builders that

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will be prioritized by impact based on your goals. Additionally we may need to estimate the amount of time, resources, and budget by meeting with individual team members or managers so that the overall project needs can be estimated.

Turn the knowledge you already have about your best customer into an actionable web plan to target future ones like them. Focus on the decision makers and their needs.

heart-puzzle1Your future customers are the ones you love to work with and fit like a puzzle piece into your business model.

In our last blog post, we captured demographic information about our best customer– a VP of Marketing that had a problem she was trying to solve. By living vicariously through her, we formed a foundation built around solving her problem by

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listing out her concerns and identifying specific project goals. It was evident that those goals were a mix of her own perceptions and C-suite objectives. This foundation barely scratched the surface but was an excellent start.

In this blog post we’ll focus on exercise 3, working through a process to illustrate the decision making path

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that includes our VP of Marketing and all the folks we must consider in our web plan.

Click through exercises 1 and 2 for a refresher of our best customer model.

My Best Customer Exercises 1 - 5

  1. Begin with straight forward demographics
  2. Brainstorm problems, pain points and goals
  3. Ask yourself- “Are they the final decision maker?”
  4. How
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    do they make decisions?

  5. Finally, brainstorm trust builders- what does each person involved in the decision making process need to feel comfortable doing business with you?


___ Exercise 3 - Are they the final decision maker?

Why is important to know whether our best customer is a decision maker? If they are not, then digging deeper is not an option. A web plan must take into consideration each person’s or entity’s needs involved in the decision making process. By addressing those needs, it becomes more likely that your product or service will be considered as a solution to their problem.

Remember our VP of Marketing?

  • Job Title - VP of Marketing
  • Age - 40-55
  • Gender - Female
  • Education - College
  • Race / Ethnicity - White / Non-Hispanic
  • Income - $80-150K
  • Marital Status - Single
  • Technology User (type) - Mobile phone, tablet, desktop

Let’s recount her goals:

How did our VP of Marketing become

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aware she had a problem to sovle?

The Trigger

Last quarter, the CEO met with the board to discuss concerns over perceived branding issues related to a recent acquisition and split of their product offering.

The Decision Making Process

This trigger set off a series of events that started with the CEO. Our VP of Marketing was tasked with finding a solution and she brought in her marketing manager and his team. The events took place as follows:

  • At last month’s management meeting, the CEO brought up a new initiative to start a Twitter campaign to make the company look more progressive. Specifically the division that was affected by the acquisition.
  • The CEO tasked our VP of Marketing to provide recommendations to answer the question—���How can we can make the newly acquired company look more progressive?” The budget is at $125,000 but he wants to have potential vendors provide their recommendations and estimates.
  • The VP of Marketing tasked the marketing manager to research digital companies that have experience in Social with a track record in getting results for companies within their industry.
  • The Marketing Manager has a small team and is concerned with handling all aspects of such a project. He will perform the research and deliver 3-5 companies that fit the requirements, share those results with the VP of Marketing and work directly with the vendors to determine if they are a good fit for the project.
  • The VP of Marketing will participate in the decision making process and report the findings to the CEO.
  • The CEO will report to the Board of Directors and provide his recommendation. The Board will accept or approve the strategy and budget.

Our decision making process is a combination of 4 audiences all with different goals and objectives. By

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thinking through the full path to the final decision maker, we have identified:

  1. The Board of Directors
  2. CEO
  3. VP of Marketing
  4. Marketing Manager

Our next blog post will walk you through a framework that illustrates how each audience makes decisions and identify the kind of information they may need to feel comfortable doing business with a potential partner.

Each decision maker has a unique style in gathering and processing information that falls into 4 decision making mindsets. Those mindsets are illustrated by asking each audience the questions below:

  • Do you need a lot of information to make a decision?
  • Do you make decisions on the fly?
  • Do you have a “what’s in it for me” attitude when you make a decision?
  • Do you value people first in making decisions?

In our next blog post, we’ll drill deeper into our 4 audiences to understand how they make decisions. With this information, we’ll begin to put together a matrix that drives planning toward action.

A step-by-step guide focused on meeting the needs of your ideal customer.

Describing who you want to do business with shouldn’t be complicated.

Keep it simple– it’s a process that, like making beautiful Origami, origamiwith practice gets easier.

In this series, you’ll be guided through the process of developing a model of what you already know about your best customer– the one you want to work with often.

At the end of these 5 exercises, you will have the building blocks to translate that knowledge it into an actionable plan. Let’s get started.

My Best Customer Exercises 1 - 5

  1. Begin with straight forward demographics
  2. Brainstorm problems, pain points and goals
  3. How do they make decisions?
  4. Ask yourself– “Are they the final decision maker?”
  5. Finally, brainstorm trust builders– what does each person involved in the decision making process need to feel comfortable doing business with you?


    ___ Exercise 1-Begin with Straight Forward Demographics

    You’re goal isn’t to communicate specifically to a demographic but rather to help visualize your prospective audience–bring them to life so to speak, so that you can communicate more about them to yourself and others.

  • Job Title - VP of Marketing
  • Age - 40-55
  • Gender - Female
  • Education - College
  • Race / Ethnicity - White / Non-Hispanic
  • Income - $80-150K
  • Marital Status - Single
  • Technology User (type) - Mobile phone, tablet, desktop

[back to exercise list]

Great start!

___Exercise 2 - Brainstorm Problems, Pain points and Goals

Next, what is the problem or issue your VP of Marketing is experiencing? Think through the trigger or motivation that brought them to seek your product or service as a potential solution. Note their pain points and frustrations. Then finally, what is ideal outcome in solving the problem–the goal?

In working with your VP of Marketing, if they can’t verbalize the goal, it might be a good idea to turn them toward four [on the fly] questions they can ask to help align expectations and set realistic goals.

Answer these questions:

What trigger or motivation caused her to seek out your services? At last month’s management meeting, the CEO brought up a new initiative to start a Twitter campaign to make the company look more progressive.

What pain points is the VP of Marketing experiencing?

  • I don’t know much about how to start a full-fledged Twitter. campaign.
  • Is Twitter the only option in Social?
  • Who can I trust to guide me through the process of understanding how to setup a campaign?
  • How much will it cost?
  • What if I fail? How will it impact my job?
  • I have a good SEO background. I’ve assessed both Search and Web Analytics reports and there is work to be done with optimization.
  • My team is small and I don’t have the bandwidth to get all of the assessments, research and implementation work done by the deadline.
  • Budget is low but will increase with good results.

What goals does the VP of Marketing seek in finding their solution?

  • To have a full analysis performed by 3 potential digital partners.
  • Final recommendations should answer the question—“How can we make the company look more progressive?��� Open to other suggestions as well.
  • Need a results oriented partner to help me get the heavy work done but my team can implement the strategy to save money.

[back to exercise list]

Our next blog post will continue to evolve the best customer model, focusing on identifying the path to the decision maker. This exercise will guide you through the various touch points that bring you closer to understanding the things each person or persons, in

the decision making process, need to feel comfortable doing business with

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You know way more about this than you think you do.

Here’s a question we hear a lot from clients: Does participating in Social guarantee I will have more business? That’s like asking: Will hiring a sales manager double my sales? In both cases, the answer is, it depends. If you hire the right sales manager who knows your industry, understands your customers, and is driven, there’s a good chance you can affect sales. You can say the same about Social.

web site plan starts with your experienceHere’s why. Investments in Social, sales or any outbound marketing strategy aren’t a panacea in themselves. First ask yourself– no matter what

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strategy I employ to affect business, do I have a Web site that allows me to reach out to a lot of potential targeted customers in creative ways with one common set of goals to convince visitors I can help them, prove I am a credible business and provide visitors with an easy way to take action?

If the answer is no, then neither a Social or sales strategy is the right place to start. Not yet anyway. But that does pose a different dilemma. How do you get a Web site that meets all of those requirements and where do you start?

You already know a lot about the folks you want to do business with– trust in your experience.

1. ____ Begin by visualizing your Most Desired Customerenvision who they are and create a model of your best customer, the one that will become the central focus of your communication.

  • __ Start with demographics.
  • __ Think about their motivations and what creates the triggers to needing your product or service.
  • __ Are they the final decision maker or do they task others to get information for them?
  • __ What are their pain points?
  • __ Do they need help now or in the future?
  • __ Do they use mobile devices to find information online?
  • __ Where are they looking for answers?

Your online presence doesn’t begin with you, it begins with those customers. First you must know who they are then you build everything, from your Web site to your Social or sales plan, to meet their needs.

2. ____ Next we must visually translate the model of your ideal customer to an effective Web layout. Learning basic Web Design Thinking that makes it easy for those customers to find the information they’re looking for [in the way they make decisions] and then visually directing them to take action, moves them along the decision making process. Whether through a prominently designed radio button that uses language to persuade someone to “Buy Now”, through a contact form that is easy to fill out or

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a simply stated call-to-action, “Let us Help - 555-555-5555″ at the top of every page, their experience should be like a beacon guiding them through the process of deciding you’re the solution they need. Achieving an aesthetically pleasing Web design layout shouldn’t focus on being “pretty” , or even

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3. ____ Once you have a picture of what your ideal customer needs and how to visually communicate to them, make it easy-and even pleasant-for visitors to consume information from your site. Familiarize yourself with Content Optimization so that you’re using messaging and phrases your customers do. Speak to them, addressing their needs at that time. Whether you’re a law firm, an apparel or healthcare company, your content should speak your customers’ language. This isn’t solely an SEO strategy. Optimizing content should have the intent of persuading folks to take that next step toward contacting you.

If you offer products or services locally and you have a physical address that you advertise, you are in luck. Becoming familiar with basic Local Optimization to make your business bubble to the top of Search engine results in local listings is a good thing. Your customers don’t have to sift through a lot of non-targeted Search results to find you.

4. ____ And finally, how do you know

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what is and is not working on your Web site? It seems daunting and even boring to look at reports but learning and setting up basic Analytics Reporting is the information that will set you on the profitable track. Analytics will tell you what pages visitors land on and linger on. It will tell whether your customers use organic Search, LinkedIn, Facebook, Twitter or some other channel to find your site. It will tell whether they spent time looking at your services

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In a nutshell-

Targeted, Convincing, Credible, Actionable,

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Measurable– a Web site that meets all those requirements will help you begin to plan creative ways, like Social or outbound sales, to market your business to profitability.

Like the fine art of weaving, developing and managing an SEO and Content optimization strategy requires skills women Woman weaving - comparison of SEO workseem to possess innately: intuition, patience, focus, detail, multitasking, tenacity, and not to mention our enduring need for checklists; tangible and otherwise. We’ve known men who were amazing at content optimization, but let’s face it, for women, these innate abilities prepare you to hang with it, attending to every detail over a

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It has been said that a woman’s mind is like a browser with 3,742 windows open. We think about what our kids need, our partners, the C-Suite, our husbands, our Web developers, our friends, our parents,

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Process, Content Creation, Creative and Practical: The rule about content

is that it must be written well enough that people want to read and share it which means that it is consistent, targeted, have the right keywords for the intended audience, and get Search and Social traffic continuously

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Keywords, Personas, Empathy and Intuition: To even begin to understand what keywords your audience is going to use to find you, one has to begin by getting inside the customers’ head. What words might they use to find your goods and services? What peripheral terms might they come up with? What are their felt needs? What Social channels are they on? Who does that better than women who are constantly having to read those around them, intuit and quantify the needs of people who struggle to communicate them and perceive what isn’t spoken? Then, of course, we test with data, to find out if we’re right.

Optimization, Attention to Detail, Multitasking: Many studies have demonstrated that, when it comes to cognitive skills, women are generally more

detail oriented than men. Content optimization comprises a LOT of details. Each time a woman approaches a content optimization task she asks herself, “did I understand the audience motivations and triggers, have I found good keywords and placed them strategically– carefully, in all the right places within the content, headlines, meta descriptions; did I create only certain types of links; add alt text; push out and schedule to Social media”…. There’s more. Lots more… but each time she approaches the task, she gets it done and off the checklist, until next time.

Whether it’s actual neurological differences between the sexes or re-enforcing gender stereotypes as described by Dr. Lise Eliot in her book, “pink brain blue brain - How Small Differences Grow into Troublesome Gaps - and What We Can Do About It”, creating a strong content optimization process, managing people and schedules, optimizing, testing, breaking, fixing, and retesting content over and over again, while managing a team and a long checklist of tasks…as women, we’re really good at handling all that.

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