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INBOUND

ADVERTISING

SEO

SOCIAL MEDIA

BLOG

CONTENT

YOUR WEBSITE

$$

+01

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DOES YOUR SITE HELP YOU SELL?

02. +02

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WEBSITES THAT DONT HELP

02. +03

List of Features.

Company Overview.

USP’s.

The Hockey Stick Graph

Awards.

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+04

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+05

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+06

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WHAT WE WANT TO

TALK ABOUT

HOW WE ACTUALLY HELP PEOPLE

Vs

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+07

“Franken”site (too many competing priorities)

CEO “just wants it that way”

“It isn’t a priority at the moment”

Your just too close to it…

WHY DOES

THIS HAPPEN?

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2 SOLUTIONS – 2 DIFFERENT Pain Points

+08

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+09

+10

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Jobs Based Marketing

“Job To Be Done”

+11

02. +12

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The Four Forces

The Push of what is currently happening

The Pull of a new solutionThe Anxiety of a new solutionThe Attachment to what they currently have

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+13

WHAT ARE YOU CUSTOMERS MOTIVATIONS?

Age: Occupation:

Income: Status:

Location:Home:

Education:Archetype:

31IT ConsultantAbove Average SingleLondonFirst homeEconomics BAIntellectual

COOPERATIVE COMPETITIVE

SUBMISSIVE ASSERTIVE

CRITICAL OPEN MINDED

EMOTIONAL LOGICAL

RELAXED ENTHUSIASTIC

SPONTANEOUS ORGANISED

User Profile – Sensible Simon PERSONALITY

BRANDSThe Telegraph BBC NewsMarks&SpencersWaitrose

The EconomistVolvo

KEY NEEDS

The Lowest Interest Rate Ensure the website works on mobile – users mobile for finance convenience and for privacy at work.To see biased reviews and ratings.Language that is informal but knowledgable and direct.To provide all duration tail any fees.To be able to trust a new brand.FSA accreditation.

When brands try to re-invent the wheel.Don’t make it fun, it’s a serious topic.Don’t try to sell him anything on social media but advice and tips are OK.Even with a degree in Economics he finds it hard to understand the T&C’s sometimes.He wouldn’t want to have a loan on his shoulders for too long.

BEHAVIOUR NEEDS

QUOTESFRUSTRATIONS

“Low Interest rates. This is the priority. Nothing else really matters. The amount you have to pay back each month too.”Would use a loan for an emergency or a large purchase as a last resort.Private individual so prefers not to discuss money with friends, but maybe his family.Very traditional and risk averse so doesn’nt like to over leverage himself.Believes in traditional discipline or saving and doesn’t subscribe to having it now.Likes to know all the facts and options before making a decision.Would begin any research online – the obvious choice being moneysupermarket.com – which he has used in the past then he would look at all the other comparison sites.Believes financial services should empower the consumer to make an informed decision.“As long as they're covered by the FSA I woul’dnt be worried.”

“IT REALLY BOILS DOWN TO THE RATE, THEN I’D LOOK AT OTHER FEATURES FOLLOWED BY THE T&C’S”“I’ve been stung in the past so I always check out the small print, just to be sure.”“I use spreadsheets {to budget} and have done so for years.”“Living on your own {financial} decisions are much more critical.”

Simon has a good career with above average income. He recently bought his first flat and is in the middle of refurbishing some of the rooms. he is a private individual and risk averse.He has had 0% finance for car and furniture (with Ikano) but generally prefers to save if he needs something.

\

LOG

ICAL

EMO

TIO

NAL

CAUTIOUS SPONTANEOUS

02. +15

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The Dirty Little

SecretAbout

Personas

- They focus on Attributes rather that motivations and outcomes

- Personas explain who people are but not why they do something

02. +16

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22 Years OldKoreanK-Pop

40 Years OldBritish3 Kids

WHO ARE YOUR CUSTOMERS

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+18

How do they use your product?

Who are yourbest customers?

Who are the worst?

What problems do you solve?

Are you sure?

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+19

Fictionalised + GeneralisedContent StrategyWebsite copyContent MappingEmail CopySEOProduct Roadmap

Motivations

Age: Occupation:

Income: Status:

31IT ConsultantAbove Average Single

SUBMISSIVE ASSERTIVE

CRITICAL OPEN MINDED

EMOTIONAL LOGICAL

COOPERATIVE COMPETITIVE

RELAXED ENTHUSIASTIC

SPONTANEOUS ORGANISED

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DO’s–Clearly define the goal… clarify the call to action based on an unmet need

Create a negative customer

The unprofitable customer, low average sale…

Customer MotivationsDONT’s–Create too manyGet too aspirational Base it on one known user

What is success to them?What do they struggle with?What are their fears, insecurities? (don’t ask)Where do they get their information?How do they consume information?

WHAT TO LOOK FOR.

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+21

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Internal data (Sales, Product Person, Returns, Customer Service)

Surveys/Polling

Speak to Customers!

Analytics

Focus Groups

HOW DO I

BUILD ONE?

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+23

Financial Buyer

EXTRA JOBS FOR SAAS

Technical Buyer User Buyer

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+24

SEO

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+25

What do you do?

Where do your customers expect you to be?

What are your core features?

What questions do people often have?

KEYWORD RESEARCH

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Funnel Stage TravelActivity Funnel Relates to vacationsSuspicion of a problem vacation ideasProblem identified Europe vacationLooking for a solution alternative Europe vacation ideassolution has been chosen Paris vacationsComplicating Issues Paris vacation kidsResearch specific solutions Paris plane ticketsResearch a specific brand Air France ticketsConversion Immenent Air France Tickets CheapPost Conversion Travel insurance

SEARCH FUNNEL

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THEY FIND YOU…THEN WHAT?

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Subconscious

Seconds

INFORMATION FORAGING

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INFORMATION SCENT Am I getting colder or warmer?

Keywords/Language

Visual clues

Useful

Do you look the part?

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+30

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+31

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GET TRAFFIC!

GET LEADS!

GET SALES!

Seeking education and information to help grow their knowledge of solutions

1. Infographic2. Blog post3. SEO4. Paid5. Social

AWARENESS STAGE

Seeking demo of solution and expertise, comparing other solutions.

1. Webinar2. Case Studies 3. Reviews Testimonials4. Buyers Guide5. Resource Section

CONSIDERATION STAGE

Ready to say yes, seeking validation and reinforcement of their decision

1. Free Trial2. Demo3. Consultations4. Quotes

DECISION STAGE

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+33

ARE YOU USEFUL?ARE YOU INFORMATIVE?ARE YOU LEGIT?

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INBOUND IS ESSENTIALLY DATING…

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+35WANTS TO

CLOSE THE DEAL IN THE FIRST VISIT TO THE SITE…BUT THAT ISN’T GOING TO HAPPEN!

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+36

CONTENT CREATION

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+37Awareness Consideration Close

Bored at work

Vague notion of possible solution

Interested in Solution

Researching vendors

Evaluating products

Narrowing field

Social vetting

Negotiation

Purchase

Infographic

Viral Video Blog Posts

Newsletter Trend Reports

Webinar

Demo Video

Event/Trade Shows

White Paper

Case Studies

Analysts Reports

Customer Testimonial

Pricing Guides

ROICalculator

Guide/Ebook

PR

Reference Checklist

Feature Guides

Demos

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BUILDING TRUST& EXPERTISE

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+40

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+42THE STREAM

TOP OF STREAM

White Paper Webinar

Video/Guide

Case Study

Demo

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CAPTURE INTEREST

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Top of stream

video/guide

white paper

case study

webinar

Demo

little to no mention of the product

THE STREAM

CONGRATS YOU GOT A DATE!

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+44

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PROGRESSIVE PROFILING Email then more

information when they engage with you more…Make more qualified then score more aggressively

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SCORING

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84% Of companies that have a CRM have a lead scoring process in place to determine the quality of leads

(DIRECT MARKETING LEADS)

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+49

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+50

HELLOmy name is:

DYNAMIC CONTENT CUSTOMISATION

Customise content to repeat visitor who

are engaging with you. Stop wasting valuable real estate with

the same message.Target with content that is appropriate

to their life cycle.

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+51

REAL WORLD EXAMPLE

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SHOW THEM YOUR EXPERTISE!

Follow up with more relevant useful info…earn their trust and don't squander the opportunity you have

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DON’T BAIT AND SWITCH

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WHAT NEXT…?

Develop Job Centred Personas

Audit content - Web, Email, Collateral etc.Audit keywords - Is anyone searching for this?

Develop a content strategy - What will we blog about? How do we support our users?

Gate Content

Nurture Emails

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THANKS!#HFGSD