Customer-centric marketing requires strategic foresight to anticipate your user's needs and respond with segmentation and personalization. From Sway Digital Marketing in Durham, NC.

1. IT’S NOT ABOUT YOU
Making Your Marketing Relevant

2. MINDSET: WHAT WE
SELLBranding, email, content, social, PPC,
reporting…

3. MINDSHIFT: WHO IS
BUYING?Go from making chance sales to making
meaningful sales.

4. DON’T BE
VIC
Actual Quote:
“I don’t know what you do,
but let me tell you how I
can help you.”

5. MAKE YOUR STORY ABOUT
THEMEveryone who comes to your site comes with the
same, frightening things:
EXPECTATIONS
QUESTIONS
SKEPTICISM
“What do you mean I can’t click on
that?”

6. That’s better.
Anticipate what they want.

7. LEARN EXPECTATIONS
When they come with questions, answer them.

8. GETTING TO KNOW YOU
Before they buy:
• Where they came from
• IP Address
• What they are looking at
• Self-identifying activities
(email sign-ups, use of
online shopping guides or
assistants, customer
service requests)

9. ???
Good=Have a place for questions
Bad=Need a place for questions

10. Videos way below the fold.
Videos don’t answer questions.
No live support.
No comparison tool.
My solution: Their YouTube channel.

12. YOU MEAN
AGAIN?
Lack of personalization can
be really annoying.
Expectations for existing
customers is that you know
them.

13. DON’T
SPRAY &
PRAY
SEGMENT:
• What they’ve purchased
• Price point of purchases
• Gift-givers
• Lifestyle (active? concert
goer? wine enthusiast?)
• Phase of life

15. ARE YOU CUSTOMER
FOCUSED?
• What is the content accomplishing?
• What value is it to the customer?
• Is there a way to add more value for the
customer?

16. CREATE FANS: BE
IRRESISTIBLE“The more you think about others, the more irresistible you’ll be.”
-Travis Bradberry, Author of Emotional Intelligence 2.0

17. THANKS, TEDDY, FOR
LISTENING