3 Step Flywheel
Attract |
Bring helpful, relevant conversation. Enter the conversation already occurring in the prospect's mind. Give value! |
Engage |
Address prospect's pain-points, problems, and concerns. Build trust and position yourself as a welcome guest, an advocate, and advisor. |
Delight |
Provide outstanding, memorable, and value packed experience. Create advocates and promoters for your brand. |
Inbound Principles
Standardize for consistency |
Personalize for impact |
Optimize for clarity |
Empathize for perspective |
Buyer's Journey
Awareness |
Prospect realizes they have a problem or opportunity and researches to more clearly define. In this phase, create content focused on the problem and establish yourself as an expert. |
Consideration |
Prospect has defined the problem or opportunity and is researching all possible solutions. Produce content focused on the solutions and solicit engagement. Start conversations! |
Decision |
Prospect has determined a path to solving their problem or opportunity and is looking for confirmation of their choice. They are evaluating all options on a "short list." Produce content addressing how your service provides a specific solution to specific problems. Clearly outline why it works. |
Company Purpose
Solve a particular problem for a particular set of people. Solve a problem for you that is relevant to others. Define clearly this purpose for everyone in your organization. |
Align mission to customer's understanding of business through job theory. Align your people with this shared vision and trust your team to support it. |
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Jobs Theory
People have things they need to get done and hire products and services to achieve those things. |
Find out what set people on the path to purchasing, what impulse drove them to act. |
"As a ______ person, when I _____ [situation or problem], I want _____ [action or product], so i can _____ [desired outcome] |
Buyer Personas
Build a deep understanding of your ideal buyer, aggregate market information into a specific, fictional person, Use this avatar to create seamless end to end services. |
How does this person phrase their problems and interests? |
What channels of communication do they prefer? |
What demographics does this person belong to? |
What are their pain-points? |
Where do they go to get their information? |
What are their common objections as to why your solutions won't fit their needs? |
Content Audit
Identify all content currently in files, blogs, crms and cms, websites and social media, etc. |
Organize content by title, buyer's journey stage, format, buyer persona, and other notes |
Identify upcoming priorities by month, campaigns and initiatives, themes and so on. |
Look at your content calendar as an annual event. |
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