Episode 3: Dealing with Digital Conversations

brad geddes

Shownotes:

One of the ways that digital has changed marketing is in how buyers converse with sellers. the experiences we deliver actually facilitate a conversation where they buyer talks him or herself into either buying or engaging with sales.

Links Mentioned:

Robert Collier (great article here on the Collier Principle and Collier’s bio)

Cluetrain Manifesto, Ch 4 “Markets are Conversations”

Brian Clark “Educate people enough to do business with you”

Don Peppers & Martha Rogers books

Joe Pulizzi and the Content Marketing Institute 

Funnel Reboot:

Imagine you’re not a marketer for your product, but rather the person who it’s intended for.

  • Get a keyboard or notepad out and write down all questions you’d need satisfied before you’d feel ready to buy the product. If nothing’s coming to mind, you can pretend to be someone who has bought from you. A client you personally know, so you can picture what they’d say.
  • Now, go to your website and other online properties, and check off each question that those sources answer. Do you have any unchecked questions when you’re done? Those are the gaps in the conversation.
  • Make a plan to turn this rough list into a set of content topics you’ll cover , to give buyers the kind of experience that leads to a sale.
photo credit: Flickr Esben Fjord

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