I taught this class at WSU on April, 2nd 2020. We did a deep dive into human psychology and how to understand your customer better than they know themselves. We discussed how to develop a customer centered digital marketing strategy. We also talked about how to continually measure, monitor and adjust so you're able to anticipate your customers needs and adapt to them.

1. PSYCHOLOGY, STRATEGY, & THE
FUTURE OF DIGITAL MARKETING
Kevin Getch
Founder + Director of Digital Strategy

2. A Little
About Me

3. 1. (5-7 minutes)
1. (5-7 minutes)

7. OUR CORE COMPETENCIES
Search Engine Optimization
Search Engine Marketing
Content Strategy and Curation
Design/UX/Development
Conversion Rate Optimization
Benchmarking and Analytics

8. SEO
Campaign of the Year

9. INSPIRING PEOPLE AND
BRANDS TO GROW, WHILE
CREATING POSITIVE
RIPPLE EFFECTS IN OUR
COMMUNITIES!

10. I’m the Board Chair at the Greater
Vancouver Chamber of Commerce.

11. In my spare time… I also serve on the
SEMpdx board, a nationally recognized non-profit focused
on supporting and educating the digital marketing community.

13. @KevinGetch
A SIMPLE METHODOLOGY:
KNOW & LOVE YOUR CUSTOMER
ALIGN YOUR STRATEGY AROUND
YOUR CUSTOMER
CONTINUALLY MONITOR, MEASURE, &
ADJUST
Know their psychological needs, behaviors, their customer journey, etc.

14. Creating a comprehensive
customer centered strategy
integrated across channels, tactics
and teams can make your efforts
10x more effective.

16. Your Customer is at the Center of
Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community

17. Direct
SocialSearch
@KevinGetch

18. S
You’ve been drinking… A LOT!
You have to go to the bathroom, but there’s a minute
left in the game and your team is about to score.
What do you do?
@KevinGetch

19. Direct
SocialSearch
● Organic SEO
● Paid Ads
@KevinGetch
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand/Messaging
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads

20. ● Organic SEO
● Paid Ads
@KevinGetch
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand/Messaging
● PR/RM
● Measurement
● Email
● Text
● Push
● Organic Social
● Paid Ads
Direct
SocialSearch

21. Direct
Social
Search
@KevinGetch
● Organic SEO
● Paid Ads
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand/Messaging
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads

22. BRAND
CHAMPION

23. Super Secret Techniques
to Get in the
Mind & Heart
of Your Customer!

24. 1. (5-7 minutes)
1. (5-7 minutes)
The best marketers put
on the panty hose!

25. “The aim of marketing is
to know and understand
the customer so well the
product or service fits
them and sells itself”
- Peter Drucker

26. Human
Psychology
@KevinGetch

27. @KevinGetch
Neocortex:
Rational or thinking brain
Limbic or Mammal Brain:
Emotional or feeling brain that is
responsible for learning, emotion,
emotional memory and
pain/pleasure response.
Reptilian Brain:
Instinctual brain responsible for heart
pumping, breathing (while sleeping)
and 4 F’s: Fight, Flight, Food, &
Fornication.

28. @KevinGetch
Source:Gerald Zaltman Harvard Business School professor https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it

29. @KevinGetch
Instincts
Core Beliefs
& Identity
Core Beliefs
& Identity
Thoughts,
Emotions, &
Actions

30. Human Psychological Needs
@KevinGetch

31. @KevinGetch
WiFi
Certainty/Safety
Feel Important
Love & Connection
Variety
Progress
Impact
HumanPsychologicalNeeds
PAIN PLEASURE

32. “We don’t buy products or services.
What we buy are feelings, solutions,
stories, and a better version of
ourselves with that product or
service in our lives.”
- Me

33. PERSONA CUSTOMER
JOURNEY
&

34. U
D
F
D
ecision Making
esires
ncertainties
ears

35. Talk to Sales &
Customer Service

36. Mine information,
keywords, topics &
opportunities with
CallRail Scribe &
Keyword Spotting
@KevinGetch

37. @KevinGetch

38. @KevinGetch

39. @KevinGetch
http://bit.ly/1RlOGtD

40. @KevinGetch

42. @KevinGetch

43. @KevinGetch

44. Yes, Blunt is GOOD!

45. @KevinGetch

46. CUSTOMER
JOURNEY

47. CUSTOMER JOURNEY
A visual representation of what a person is
feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the customer experience.

48. @KevinGetch

49. @KevinGetch
UXPressia.com

50. CHANNELS
&
TACTICS

51. @KevinGetch

52. @KevinGetch

53. @KevinGetch

54. @KevinGetch

55. Search Engine
Optimization
@KevinGetch

56. TECHNICAL SEO
@KevinGetch

57. Technical On-Site SEO
● Title Tag
● Meta Description
● Content Structure
● Optimized Image Name + Alt Text
● Internal Links
● Site Architecture
● Page Load Time
● Schema
● & Much more… (Robots.txt, JSON-LD, Log File Analysis, etc.)
@KevinGetch

58. On-Page SEO Factors
On-Page SEO Factors
Title Tag
URL Structure
Headings (H1/H2)
Alt Tag
Body Text

59. UX (User Experience)
@KevinGetch

60. User Experience
Gtmetrix.com

61. @KevinGetch BIOMETRIC FEEDBACK TO DETERMINE SATISFACTION

62. Offsite Elements
Links, Mentions, Location Factors &
Citations
@KevinGetch

63. LOCATION & CITATIONS
@KevinGetch

64. NAME . ADDRESS . PHONE
@KevinGetch

65. @KevinGetch

66. AUTHORITY, QUANTITY AND
CONSISTENCY OF CITATIONS
@KevinGetch

67. RELEVANCE
PROXIMITY
AUTHORITY
@KevinGetch

68. REPUTATION & REVIEWS
@KevinGetch

69. If Potential Revenue =
$1,000,000
Now = $570,000
Loss of $430,000
@KevinGetch

70. MEASURE,
MONITOR, &
ADJUST
@KevinGetch

71. “What gets
measured gets
managed.”
- Peter Drucker

72. Measurement &
Attribution

74. Our Story

75. Our Story

76. Our Story

77. Our Story

78. Our Story

79. The Future of SEO &
The Digital Experience
@KevinGetch

80. M
O
B
I
L
E
AIPC WEB
@KevinGetch

81. @KevinGetch

82. @KevinGetch
P(3)
PERSONALIZED
PREDICTIVE
PROACTIVE

83. @KevinGetch

84. @KevinGetch

85. @KevinGetch

87. Conversational Search

88. @KevinGetch
“Consumers habits will evolve along with technology. But the one
thing all searchers have in common is that they want assistance
every step of the way. Marketers who remember that will be
rewarded with growth.” Ken Wheaton, Editor Google

89. PROACTIVE ASSISTANCE
IS THE HOLY GRAIL
@KevinGetch

90. "When you obsess over
your customer
"When you obsess over
your customer, develop a
successful marketing
strategy
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics your
business will experience
incredible success and so
will your clients."
- Kevin Getch

91. Thank you for your time!
@KevinGetch | kevin@webfor.com
Webfor.com