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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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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content optimization process must be managed and managed well. Yes, content must be both engaging and creative as well

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as anchored by data but before ever getting to the optimization part, it takes the understanding and management of C-Suite expectations, collaborators, and schedules that must be met time after time; in that realm, women are especially good at making sure that those balls in the air don’t drop too often. But if they do, they can pick them up gracefully and get them back up.

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.

by Rose Holston | April 1, 2013

Four [on the fly] questions that help align expectations.

runaway-trainFeeling stressed after being tasked with a Web project? Most people don’t appreciate the complexity between understanding expectations and actually launching online

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that meet them, not really. It feels like being on a runaway train.

Take Social media– a few years ago no one ever heard of it, now it’s everywhere and people don’t believe they can function without it. But, in between the not knowing why it’s important and feeling an urgent need to be good at it, lies a huge stress

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zone. Your boss wants a Social media campaign and it’s up to you to provide one, even though none of the objectives are clear. We get that.

So we want to give you four questions you can ask on the fly to clarify what the expectations are and align them with reasonable outcomes.

  1. What is the unmet need?
  2. What is the current state?
  3. What is the ideal future state?
  4. What do we need to get there?

Instead of your boss coming in and saying “We need to start a Twitter campaign to make the company look more progressive” and you saying “I’ll get right on it,” not knowing what she’s really looking for, you begin with…

You: “What is our unmet need?”

Boss: “To prove ourselves as a more progressive company.”

You: “How are we not looking progressive right now? (What is our current state?)”

Boss: “We don’t use Twitter and all of our competitors, as well as most of our suppliers and vendors do. We’re out of the loop. We are operating in a way that is

dated, which may explain why most of our

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customers are among an older demographic. It is part of our growth strategy to reach out to a younger group of consumers.”

You: “Alright then. What are we hoping will happen when we create a Twitter campaign? (Ideal future state?)”

Boss: Growth of our customer base, particularly in the 34-64 age brackets.”

Okay, this conversation has helped to clarify what the boss is looking for.

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Ideally, she wants to grow a specific customer base. A Social media campaign may or may not do it. But delving into Social media, if done right, will definitely help your image as a progressive company. Your boss associates Twitter with Social media. You know there are other Social channels and other strategies that might be considered to meet the ideal future state. But now at least you know where to start.

Next, ask yourself, “how do we get there?” Of course, understanding the psychological effects of creating a checklist, you’ve begun creating your Web project checklist of things-to-do to get the ball rolling right?

A great source to collect data that will support your recommendations and find Social stats is the Pew Internet Report, an annual report created by the Pew Research Center. In a 2013 report, statistics showed that:

  • Nearly 75 percent of people 30-49 and nearly 60 percent of people 50-64 use Social media.
  • Nearly 70 percent use Facebook and 16 percent use Twitter. But the number of Twitter users doubles every year, especially among younger adults.

That information tells your boss it’s feasible to launch a campaign that includes Twitter and other Social channels to make the company look progressive.

To grow the customer base, particularly the 34-64 age bracket audience, we need a little more information. Questions begin to pop into your head like, what are the triggers and motivations of your key demographic? What speaks to this audience? What do they watch, read, buy? What Social media do they use and what do they use them for? What kind of content is likely to get them engaged with a Social media channel?

Now it’s time to share your findings with the boss. It’s much clearer to see that going Social means developing online content that meets those needs. Now you just need to reach out to your audience on their chosen Social channels and track your progress.

So if you feel like your company’s online marketing strategies are like a runaway train, stop everything. Take a deep breath. And start with question one.

  1. What is the unmet need?

Improve the web with Nofollow Reciprocity.