The Change - Technology Control: Gave control back to the customer Information: Expedited the availability and spread of information Attention: Removed (traditional) media channels domination of attention Creation: Made everyone a creator, collaborator and critic.
What Do You Care About? Customers • Vendors Sales • Stability Cost • Benefits Image • Quality Reputation • Performance Competitiveness • Growth
What Do Customers CareAbout? Wants • Avoiding Pain Needs • Personal Growth Friends • Survival Family • Get through the day Lifestyle • Relationships Happiness
Today’s Business is AboutThe Customer. Understand Them Their Wants Their Motivations Their Interests Their Challenges
Use the Web And Social Media forAttraction. Speak their language Answer their problems Give to them in order to get them Appeal to interest Be approachable Facilitate and collaborate Participate with them
This is not New! Know, Like, Trust AIDA – Awareness, Interest, Desire and Action Do Unto Others as You Would Have Them Do Unto You!
What Drives NormalPeople Entertain • Humor Inform • Design, Look, Feel Educate • Story Solve • Emotion problem • Referral from Friend • Deals • Wants and Needs
What To Do Now? Think Like a BusinessDeveloper and a Marketer. Assets vs Expenses Relationships vs Transactions Experiences vs Attention
Purpose and Value Know what you stand for, what problems you solve and how that helps customers
WIIFM “What’s In It For Me”Everything you do needs to be aligned with theWIIFM of your customer. Not you.
Profile your CustomerTypes Demographics matter Their lifestyle and interest matter Their problems and patterns matter Their buying habits matter Their interests matter
Know your BOB “Best of Best” Customer BOB’s talk to you, come backrepeatedly, refer you. They Love you!
Use Social Media To Maintain visibility Create authority Promote your customers Address Pain Points and WIIFM ideas Entertain, excite, motivate Foster feedback and conversation Create a platform
Engaging Content Images Questions Interesting content (on topic or off) Personal experiences Request for feedback Purpose, charity, or cause awareness
Social Media is not the Goal.Instead you want: Customer interaction Customer satisfaction Authority and availability Demonstrate value and purpose Be there when they need you Know you before they need you
How To Do This?1. Know What You Stand For2. Know Your Customer Types Their Needs, Wants, Interests3. Know Your BOB4. Speak Their Language (Not about you)5. Attract Them Via Social and Web
Website Easy to navigate Creates interest Provides value to customer with WIIFM focus Relevant and sharable content Leads to action (form signup, download, comment, email, join social network, etc) Search Engine Optimized pages
Social Networks Promotes customer interest Occasionally promotes your product / service Provides value to customer with WIIFM focus Relevant and sharable content Leads to action (form signup, download, comment, email, join social network, etc) Use Images, Video and Other websites
Remember, We Are Attracting: • Followers • Subscribers • Readers • Advocates Which lead to • Testimonials more sales and • Positive more BOB’s. Reviews • Inbound Links
Be Intentional • Have a content Plan • What to say, when, where and why and for which customer type. • Keep a Schedule of Activities • Engaging in social networks, blogging, email broadcasts etc. • Measure interest and response • Use Tools, Apps, Services to help
Grow Your Marketing Assets: • Lead Generation • Drive New Emails, Followers, Shares and Referrals. • High Interest Content • Video, Audio, InfoGraphics, Story, PDF’s, Whitepapers. • Landing Pages and Conversion • Headlines, Content, and Offers