Give Your Brand a Voice
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.
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!