SearchLove San Diego 2018 | Dana DiTomaso | From Organization-Centric to Customer-Centric
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Customers don't look to brands for great marketing experiences — they focus on their own personal needs. Sounds simple, right? But as marketers, we're often too focused on our expectations of what our brand is that we fail to see things from our customers' point of view. Whether you are an agency or part of an in-house marketing team, join Dana as she walks you through how to understand customer needs, so that your brand serves your customers instead of vice-versa.
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SearchLove San Diego 2018 | Dana DiTomaso | From Organization-Centric to Customer-Centric
- 2. #SearchLove @danaditomaso What is marketing, anyway?
- 3. #SearchLove @danaditomaso But here is what actually happened...
- 4. #SearchLove @danaditomaso Management decides something is important.
- 5. #SearchLove @danaditomaso We all agree these things are important.
- 6. #SearchLove @danaditomaso (Because we like being employed.)
- 7. #SearchLove @danaditomaso Then we end up with reports like this.
- 11. #SearchLove @danaditomaso We aren’t focused on helping our customers solve their problems as fast as possible.
- 12. #SearchLove @danaditomaso Often we forget to ask our customers what their problems are.
- 13. #SearchLove @danaditomaso (single page weather search screenshot)
- 16. #SearchLove @danaditomaso But that’s the old way of thinking.
- 17. #SearchLove @danaditomaso We need to be customer centric.
- 18. #SearchLove @danaditomaso This shift isn’t just desirable, it’s important.
- 19. #SearchLove @danaditomaso First, we need to change how we measure success.
- 20. #SearchLove @danaditomaso It isn’t measured in campaigns.
- 22. #SearchLove @danaditomaso Can we solve their problems faster?
- 25. #SearchLove @danaditomaso The old way is measuring conversion rate on a form fill or a purchase.
- 26. #SearchLove @danaditomaso The new way is measuring how fast an order arrives.
- 27. #SearchLove @danaditomaso The new way is measuring the moment they tell their friends that they can see perfectly post-Lasik.
- 28. #SearchLove @danaditomaso The new way is when their father likes and respects the new home care nurse you sent out.
- 29. #SearchLove @danaditomaso Let’s call these customer conversions.
- 31. #SearchLove @danaditomaso Your front line / sales / ops people will have better goals.
- 32. #SearchLove @danaditomaso How can you define your customer conversions?
- 33. #SearchLove @danaditomaso Build persona stories.
- 34. #SearchLove @danaditomaso I am a ______ Who wants to _____ So I can _____
- 35. #SearchLove @danaditomaso I am a wife who wants to find out if insurance will cover the cost of caregiving services so I can figure out if I can afford additional help.
- 36. #SearchLove @danaditomaso I am a daughter who wants to learn about foot care so I can take better care of my mom.
- 37. #SearchLove @danaditomaso I am a son who wants to find a counsellor to talk to so I can express my worries, fears, and regrets to someone that’s not a friend or family member.
- 38. #SearchLove @danaditomaso I am a grandfather who wants to find out more about the aftereffects of a stroke so I can live longer and see my grandchildren again.
- 39. #SearchLove @danaditomaso These stories are the foundation of their content plan.
- 40. #SearchLove @danaditomaso Their success metrics aren’t the number of leads.
- 41. #SearchLove @danaditomaso Here is what they do measure.
- 42. #SearchLove @danaditomaso Number of featured snippets.
- 43. #SearchLove @danaditomaso Percentage of content consumed.
- 45. #SearchLove @danaditomaso These metrics are about how they help customers, not what they get from customers.
- 46. #SearchLove @danaditomaso (And yes, they do make money.)
- 47. #SearchLove @danaditomaso What can you do next?
- 48. #SearchLove @danaditomaso Develop persona stories.
- 49. #SearchLove @danaditomaso How do those stories relate to something you can measure?
- 50. #SearchLove @danaditomaso I am a wife who wants to find out if insurance will cover the cost of caregiving services so I can figure out if I can afford additional help.
- 51. #SearchLove @danaditomaso I am a daughter who wants to learn about foot care so I can take better care of my mom.
- 52. #SearchLove @danaditomaso I am a son who wants to find a counsellor to talk to so I can express my worries, fears, and regrets to someone that’s not a friend or family member.
- 53. #SearchLove @danaditomaso I am a grandfather who wants to find out more about the aftereffects of a stroke so I can live longer and see my grandchildren again.
- 54. #SearchLove @danaditomaso Make decisions based on customer behavior.
- 55. #SearchLove @danaditomaso Why do this?
- 56. #SearchLove @danaditomaso Customer expectations are higher than your ability to deliver.
- 57. #SearchLove @danaditomaso Customers are changing faster than organizations can keep up.
- 58. #SearchLove @danaditomaso Customers are spoiled for choice.
- 59. #SearchLove @danaditomaso Don’t get replaced.