Chapters 10-23

 
focus on buyers, not on your products/services
what problems can you solve for them
How do you do this?
 
1) What are your goals?
how do you measure them?

ex. admissions, don't just want to increase inquiries
 
2) Who are your buyers?
those who have a specific interest in your organization
or have a problem you can solve

What are their goals?

What are their problems?

What's important to them?
 

How can we reach them?

Interview them!
 
3) Understand the words/phrases that buyers use
make it easier for them to search for you
 
4) What do you want the buyer to believe?
an idea/concept

something "bigger" than the product/service

ex. Michelin tires
 
5) develop content
 
 
 
 
 
 
 
 
working with sales
 
in the past, the organization largely controlled the relationship, now, buyers do
they come to the table with info/research, some of which is out of your control
 
Marketing/PR - reaching large audiences
Sales - reaching one buyer at a time
the closers

they ask (ABC)

they should be in alignment with Marketing/PR strategies
 
 
 
Sponsoring apps or other sites
 
Focus on solutions to customer problems, not your product/services

ex. a video or article on how to plan a wedding

then, create links to your product/services
 
Brand Journalism

hiring journalists to tell organizational stories

ex. Medtronic
 
Writing
avoid gobbledygook
technical terms
overused phrases (in other words, think outside the box!)
use real world language (what your customers use)
focus on your customers, not your organization
be a storyteller
talk to your customers not at them
use humor (but wisely)
 
one of the best: Air New Zealand
 
Facebook groups (or groups using other tools)

invite only/open to anyone

registration needed?

what do you think?

can create deeper commitment, loyalty, long term involvement

connect to your website (and other tools)
 
Twitter
for updates
to point people to your "real" content
for monitoring what others are saying about your organization
 
in general, share rather than sell (the selling comes later)
 
Photos
use photos of real people/places

not stock images or models

help people imagine...
 
Infographics

taking complex data and making it easy to understand

maps, charts, graphs etc.
like this one: maps of the world
or this one: Covid infographics
 
Hubspot Powerpoint tutorial
 
highlights the need to know software such as Powerpoint, Photoshop etc.
 
Video

need permission!
release forms or otherwise
 
Search engine marketing
you have people LOOKING for you (or someone like you)
the key is getting them to you and not to others
what words/phrases do your customers use?
 
Search engine optimization

tapping into algorithms

complex!

need outside expertise
 
Search engine advertising

paying to have ads appear in search engines when particular words/phrases are used
 
 
 
Next steps (going beyond this course)
 
Hootsuite
 
Hubspot
 
Google Academy for Ads
 
 
 

 

 

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