Your Marketing Must Evolve Into Improving Your Customer’s Experience
The biggest opportunity for you to grow your business is to improve your customer’s experience. This might require adopting a new technology. You might have to improve your marketing and communications methods. Perhaps you adjust a process or completely rework a distribution method.
- In a world where people are overwhelmed with information, how do you get them to pay attention to you?
- How can you reach your buyers through media like Alexa and Google Home, not to mention YouTube and Podcasts and other digital community platforms?
- Should you have a chatbot? How can you implement it without upsetting others?
- How are people using conversational design to reach and support their buyers?
- What will interface-free computing look like and how can you reach your people?
Which capabilities and connections will you require to help the people you serve to succeed?
That’s my job. But wait. Who am I?
Chris Brogan is a digital marketing expert advisor who has worked with brands you know like Google, Pepsi, Disney, Sony Electronics USA, Comcast, Microsoft and many more. He is a professional keynote speaker as well as the New York Times bestselling author of 9 books and counting. He is engaged to Jacqueline Carly and between the two of them, has three quirky and awesome kids. Chris lives in northern Massachusetts.
Our Work Together
I work with companies to design experiences and interactions with the people they hope to serve. Reaching people isn’t about one specific technology. It’s about meeting them where they most need your help. And it’s about creating a “magazine” around your buyers.
For years, the story of digital marketing has been told technology-first, even while we say “it’s all about the customer.” You’re being told to have a Facebook strategy, a Snapchat approach, start a podcast, and sprinkle in some automation, too. Tools tools tools. We need a better path.
The Magazine approach teaches you to design interactions that move a prospect to become a customer. By focusing on experience design first and tools second, we can craft an executable brand voice that reaches customers where they are and in ways that best suit their context. The goal is customer acquisition and retention and a “magazine” is how you’ll earn more customers.
What Does That Look Like?
It’s not content marketing, which feels too one-sided. It’s not social media, which can be too chatty but with no payload. You and I will design interactions that move a prospect from awareness, to evaluation, to a purchase and beyond.
You and I start by looking at your prospective buyers and at the five major checkpoints of their customer journey:
- Awareness – when a potential customer learns about you and how you help them solve their challenge or need.
- Evaluation – how that person decides whether you’re the product for them or not.
- Purchase – the flow from “yes” to “mine.”
- Onboarding – education (if any) that comes with using the product/service you sell.
- Retention/Referral – how do we keep customers or earn their referrals to their friends?
We then look for the “magazine” around how we should reach, engage, and serve those customers. What is a magazine?
The “Magazine” Approach
Marketing, especially digital marketing, has somehow fallen into a technology-first mindset when companies seek to reach potential customers. What if we thought about how to reach a customer, what we might be able to do for them (besides what we sell), and created opportunities to inform, entertain, and connect?
What is the best way to reach your prospective customer? Here’s the big differentiator between what I sell and what others are pushing. The answer is: everyone we’re trying to reach wants a variety of potential ways to interact. It’s my job (with you) to craft a “magazine” that will reach them where they are.
Here are some of the potential technologies we will employ for this:
- SMS messages
- Email newsletters
- Audio files and podcasts
- Video and/or live streaming
- Live events
- Paper flyers (I’m not joking)
That’s the big difference. My role is to drive customer acquisition and retention. I don’t care which technologies we use so long as we reach the buyer and earn a customer.
A Typical Engagement
My standard off-the-shelf engagement usually works like this:
- 3 Month commitment – I believe in a short commitment and then if it’s working for both of us, we can extend as we see fit.
- Define the customer you most want to attract
- Design the customer path (or review your existing one)
- Fit the technology required to reach this customer
- Craft the “magazine’s” content
I Value Your Time and Trust
Time is the most valuable of our resources. Trust is gold. Because of this, I have a few promises to you:
I only say yes to projects I believe I can help you grow.
I only promote and work with companies I believe in.
I only work with companies who can move and act nimbly.
I don’t negotiate all that much.
What I Am And What I Am Not
I am a business advisor, mostly around customer experience design, digital marketing, and content marketing. I work directly with companies and/or sometimes with the marketing agencies of record. I am not a marketing agency and don’t compete with them.
Most often, I’m the guy who gets a lot of people inside your company to see the value in earning customers through an experiential approach, and who gives you starting points to creating meaningful business relationships with the people you most want to serve.
Email me (firstname.lastname@example.org) and start by telling me about you and the company. I’ll do a quick poke around and reply back. If it makes sense, we’ll set up a call. If that’s good, I’ll send a proposal and kapow. We’ll be on the way. Good? Great!
I have business relationships with several companies as an affiliate marketer and sometimes more. Whenever I’m promoting a product or service on this site, there is a likelihood that I have researched and/or am a user of these products or services, and there is a possibility that I have shared meals and beverages with some of these products’ creators. I work with companies I support and endorse only.
My promise is this: I will never ever recommend a product or service that I don’t fully endorse and/or use myself. I will always recommend the RIGHT product or service for your business, not merely the ones that might make me money. My relationship with you will always be worth more than the few dollars that an affiliate sale earns me.