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Dare to think like a customer

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Adopt the winning perspective, think like a customer. Resist the urge to immediately default to your favorite marketing and communications tactics. Take the time to think, identify and research who you are trying to reach.

The companion blog to this SlideShare can be found at https://wp.me/p1YyhD-Ji on https://cafelina.me/

CafeLina is a virtual café where you’ll find tips, ideas, best practices, references and discussions on all things marketing, communications, digital, mobile and social.

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Dare to think like a customer

  1. 1. Resist the urge to immediately default to your favorite marketing and communications tactics. Take the time to think, identify and research who you are trying to reach. “Adopt the winning perspective, think like a customer.” is a SlideShare presentation developed by Lina Arseneault as a companion to a CaféLina blog post. Find the blog at https://wp.me/p1YyhD-Ji on https://cafelina.me/ . Additional information: lina@cafelina.me Images within this SlideShare presentation are sourced from 123rf.com. Adopt the winning perspective, think like a customer. #Marketing #Communications
  2. 2. Lina Arseneault @CafeLina Presented by:
  3. 3. Click this button to tweet the information on a slide.
  4. 4. You’ve been tasked with creating a B2B thought leadership program that will feature cutting edge content in support of your company’s messaging and communications plans on product launches. How you approach this challenge is likely to influence whether you’ll achieve the desired outcomes. Breathe. Resist the urge to immediately default to your favorite tactics. Take the time to think, identify and research who you are trying to reach. The typical starting point for a marketing effort.
  5. 5. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Social Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy Platform Design Earned SocialAssetsandWebSEO
  6. 6. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO SocialAssetsandWebSEO Platform Design EarnedSocial Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy
  7. 7. If we “tweet it”, they will come … or will they? Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO SocialAssetsandWebSEO Platform Design EarnedSocial Channels Rent • Microblog headlines / précis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy
  8. 8. An asset or site designed with Responsive Web Design (RWD) adjusts automatically to the viewing environment. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO SocialAssetsandWebSEO Platform Design EarnedSocial Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy
  9. 9. Let’s assume that your goal is to reach CxO’s. Research tells you that your target audience of Executive/Director technical decision makers regularly consumes content from various sources. These can include: • Customers • Colleagues • Conferences • Industry analysts • Market research • Key influencers and thought leaders • Competitors • Industry publications and media aggregators, and • Industry peers – to name only a few. According to IDG, CxO social share preferences (in order) are as follows: • In-person discussions • Email • Read (articles, comments on blogs, online group discussions) • LinkedIn (network and groups) • Twitter (as the micro-blogging gateway to influencers and content), and • To a much lesser extent, Facebook. CxO are much more likely to comment on blogs and download content. And increasingly, this is all done on a mobile device. Often content that CxO’s find online or in social networks is then shared internally in email for follow-up. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO SocialAssetsandWebSEO Platform Design EarnedSocial Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy
  10. 10. SocialAssetsandWebSEO Social Channels Rent • Microblog headlines / précis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Platform Design Earned The typical flow of a marketing effort …
  11. 11. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Social Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy SocialAssetsandWebSEO Platform Design Earned Isn’t it fitting that the tip of the arrow is “mobile” … yet it is so often overlooked.
  12. 12. Resist the urge to immediately default to your favorite tactics. Take the time to think, identify and research who you are trying to reach. Dare to think from the perspective of your target customer…
  13. 13. “Success is more a function of consistent common sense than it is of genius.” An Wang Chinese–American computer engineer and inventor, and co-founder of computer company Wang Laboratories.
  14. 14. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Social Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy SocialAssetsandWebSEO Platform Design Earned 1.What are my target customer’s social sharing preferences?
  15. 15. Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Social Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy SocialAssetsandWebSEO Platform Design Earned 2. How does the target customer consume content?
  16. 16. Overwhelmingly, content is now being consumed on mobile devices. It is therefor imperative that assets be built in Responsive Web Design format. If content is king, mobile is the queen … ... and we know that in conjunction with its king, a queen or a rook can easily checkmate a lone king.
  17. 17. Google search is also a key element in addition to social channels. SocialAssetsandWebSEO Social Channels Rent • Microblog headlines / précis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO 3. Where does the target customer look for content? Platform Design Earned
  18. 18. One-size fits all rarely yields the types the right types of outcomes. Align content types and styles with personas. SocialAssetsandWebSEO Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Social Channels Rent • Microblog headlines / precis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy Platform Design Earned 4. What types of content does my target customer prefer?
  19. 19. Experimentation in this area will help refine the timing on your amplification strategy. Metrics will inform you on what approaches are most successful. 5. Have you carefully thought out the timing of your amplification strategy? Did you take into account factors such as: • Target customer location / distribution, • Time zones, • Event occurrence, • Industry seasonality, • Competitive launches, • Holiday schedule (these differ by geography), and • Target customer time of day reading habits (if known).
  20. 20. SocialAssetsandWebSEO Social Channels Rent • Microblog headlines / précis • Call to Action • Company Presence / Pages • Groups Organic and/or Paid Strategy Digital Properties Own Digital Hybrids Rent and/or own Can be independent assets and linked via owned for amplification and SEO Platform Design Earned Do you meet the target customer’s needs?
  21. 21. Adopt a Customer Mindset 1. What are my target customer’s social sharing preferences? 2. How does the target customer consume content? 3. Where does the target customer look for content? 4. What types of content does my target customer prefer? 5. Have I carefully thought out the timing of the amplification strategy?
  22. 22. Sounds simple? It can be less daunting if you adopt the right perspective, that of your target audience. For those of you who are Caddy Shack fans, “be the ball” comes to mind. Too often, the common mistake is to start from an inside-out perspective. Dare to think from the perspective of your target customer… http://ctt.ec/Dbs3_ • Click to tweet of previous statement  Dare to think from the perspective of your target customer…
  23. 23. HTTP://CTT.EC/DBS3_ Click to tweet of previous statement  Provide a clear path to the right information, through the right channels, in the right format, at the right time.
  24. 24. Adopt the winning perspective, think like a customer. Resist the urge to immediately default to your favorite marketing and communications tactics. Take the time to think, identify and research who you are trying to reach.
  25. 25. “Adopt the winning perspective, think like a customer” [SlideShare ] CaféLina: https://cafelina.me/ Email: lina@cafelina.me LinkedIn: www.linkedin.com/in/linaarseneault Slideshare: http://www.slideshare.net/Lina_Arseneault Twitter: @LinaArseneault
  26. 26. “So how can you keep up with your customers? You have to start thinking like them.” Source: Focus on Keeping Up with Your Customers, Not Your Competitors | by Mark Bonchek and Gene Cornfield, Harvard Business Review.

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