MozCon Tools Change, People Don't: Empathy-Driven Marketing
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MozCon talk slides from July 18, 2018.
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MozCon Tools Change, People Don't: Empathy-Driven Marketing
- 1. @AshleyKGreene #MozCon Empathy is the ultimate performance enhancer.
- 6. @AshleyKGreene #MozCon Empathy drives top performance.
- 7. @AshleyKGreene #MozCon Empathy Pronounced: ˈempəTHē/ “The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another…"
- 12. @AshleyKGreene #MozCon Empathy-driven marketing drives the Big Cs of Performance — clicks, conversions, and currency.
- 13. @AshleyKGreene #MozCon Data & Visual Source: Price Intelligently’s 2017 Customer Dev Study
- 14. @AshleyKGreene #MozCon 10+ hours of customer research monthly drives 30% more annual revenue growth.
- 19. @AshleyKGreene #MozCon 1. Discover a more lucrative audience. Empathy Approach
- 20. @AshleyKGreene #MozCon 1. Discover more lucrative audience. 2. Determine the best content strategy. Empathy Approach
- 21. @AshleyKGreene #MozCon 1. Discover more lucrative audience. 2. Determine the best content strategy. 3. Play in a less competitive ball field. Empathy Approach
- 22. Business isn’t B2B or B2C: It’s H2H
- 23. Empathy-Driven Marketing is a Must-Have Today. 1. Buyers demand it. 2. Better ROI on your performance. 3. Protect your career and stay relevant. #empathyevolution
- 24. 1. Buyers have more power than ever before.
- 25. @AshleyKGreene #MozCon Data Source: Edelman Study
- 26. @AshleyKGreene #MozCon Data & Visual Source: Price Intelligently’s 2017 Customer Dev Study
- 27. @AshleyKGreene #MozCon Data & Visual Source: Price Intelligently’s 2017 Customer Dev Study
- 28. @AshleyKGreene #MozCon Visual adapted from drift.com
- 29. @AshleyKGreene #MozCon 2. Performance ROI on tools and tactics is declining.
- 30. @AshleyKGreene #MozCon Credit: James Currier
- 33. Jeff Bezos “Focus on the things that don’t change.”
- 34. Tools change fast. People don’t.
- 35. @AshleyKGreene #MozCon Image Source: moz.com
- 38. @AshleyKGreene #MozCon Empathy is the career skill for the 21st century. #empathyevolution
- 39. @AshleyKGreene #MozCon Sooooo… how do we drive more clicks, conversions, and currency with empathy today?
- 41. @AshleyKGreene #MozCon Empathy Muscle Building Tip #1 Talk to your customers (in a research capacity) monthly.
- 43. Remember, you are not the customer.
- 44. @AshleyKGreene #MozCon Q1: Walk me through a day in your life… Growth Hacks.
- 45. @AshleyKGreene #MozCon Q2: Walk me through how you use X today? Use Case.
- 46. @AshleyKGreene #MozCon Q3: What’s the #1 challenge X helps you solve? Problem.
- 47. @AshleyKGreene #MozCon Q4: Walk me through your decision to try X? Decision-Making.
- 48. @AshleyKGreene #MozCon Q5: If I could wave a magic wand and solve problem Y, what would happen? Promised Land.
- 50. @AshleyKGreene #MozCon 1. Walk me through a day in your life… 2. Walk me through how you use X… 3. What’s the #1 challenge X solves for you? 4. Walk me through the decision to try X… 5. If you could wave a magic wand and solve Y…
- 51. @AshleyKGreene #MozCon Empathy Muscle Building Tip #2 Develop an empathy-driven culture.
- 52. @AshleyKGreene #MozCon First, make it your individual goal to improve your company culture next week. Image source: http://shopifynation.com
- 53. Second, make one of your performance metrics a customer-driven KPI like NPS.
- 55. @AshleyKGreene #MozCon Empathy Hack Automatically post NPS responses to Slack.
- 56. @AshleyKGreene #MozCon Empathy Muscle Building Tip #3 Create automatic empathy loops.
- 57. Empathy loops like a VIP program also drive more engagement. Image & Data Source: blog.growthhackers.com 27% more engagement
- 58. @AshleyKGreene #MozCon Empathy Muscle Building Tip #4 Walk in the customers’ shoes.
- 59. @AshleyKGreene #MozCon + Image source: http://shopifynation.com
- 61. @AshleyKGreene #MozCon Task #1: You’re looking to buy earphones. Use Google to research earphones. User Testing
- 62. @AshleyKGreene #MozCon Task #2: Try to find earphones that are right for you. User Testing
- 63. @AshleyKGreene #MozCon Task #3: Use Google to find a good place to buy the earphones. User Testing
- 64. @AshleyKGreene #MozCon Task #4: Go through the process to buy, except final step. User Testing
- 65. @AshleyKGreene #MozCon Task #5: Explain what would stop you from purchasing those earphones. User Testing
- 66. @AshleyKGreene #MozCon 1. Talk to customers monthly… in a research capacity. 2. Develop + maintain empathy-oriented culture. 3. Create automatic empathy loops. 4. Be the customer.
- 67. Flexing Your Empathy Muscles Copy Targeting Flows Website Emails Landing Pages Keywords Content User Intent