know to grow: why the best marketers don't guess, they listen - prn qc 2017
Post on 28-Jan-2018
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know to grow | #sculptspeaks
#sculptspeaks
Hi.
#tbt
know to grow | #sculptspeaks
Today I’m going to tell you stories about milkshakes, new shoes, forces, live chats, and listening.
i’m josh.
jhkrak
#sculptspeaks
know to grow | #sculptspeaks
Sculpt is a social media agency built for change.
know to grow | #sculptspeaks12
In a world of never-ending change, we help your brand story stay consistent and
marketing keep pace.
know to grow | #sculptspeaks
What’s next?
I went to sxsw to find out.
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👇 👇
know to grow | #sculptspeaks
messengers and bots snapchat-ification of everything
live and augmented reality storytelling influencer inflation
automation and personalization whatever houseparty is
know to grow | #sculptspeaks
Great. So where do we start?
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Do we build a Bot? Do we experiment with Live?
Do we optimize an augmented reality experience to growth hack demand generation for gen z influencers?
know to grow | #sculptspeaks
It depends.
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Maybe you’ve felt this way too.
know to grow | #sculptspeaks
When everything is changing, stop guessing. Start listening.
know to grow | #sculptspeaks
Why do people buy from you?
know to grow | #sculptspeaks
KNOW TO GROW why the best marketers don’t guess,
they listen.
know to grow | #sculptspeaks
Let’s start there: Listening matters.
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“You have two ears and one mouth for a reason.”
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Attract new customers Keep customers longer Get customers to switch
Why listening matters
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Listening is key to customer-centric content.
know to grow | #sculptspeaks
Customer-centric content Anticipates their needs and motivations
Speaks like them, to them Answers their questions before they ask
Meets them where they are, when they need you
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Trustworthy Likable Human Timely
Helpful Informative Relatable Authentic
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TODAY what to start listening for
how to apply what you learn insights into action example
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What am I listening for?
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Customer-centric content Anticipates their needs and motivations
Speaks like them, to them Answers their questions before they ask
Meets them where they are, when they need you
know to grow | #sculptspeaks
People (don’t) buy products and services.
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People hire products and services to do specific jobs.(and fire the ones that don’t cut it)
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What job did they hire your product or service to do?
Enter: Jobs-To-Be-Done
know to grow | #sculptspeaks
“Jobs” is a collection of principles and practices that help us understand customer motivation.
know to grow | #sculptspeaks
customer motivation > customer attributes
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✋ if you have one of these?
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Who is PR Network of QC’s customer? Describe them.
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know to grow | #sculptspeaks
Most marketers start here 28 - 32 years-old
Works in a local non-profit Communications Coordinator
Has a Twitter account, reluctantly Wears many, many hats
Reads PR Week
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Why did they join?
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What if instead, we started with their motivations.
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Jobs they want done “I want insight that I can apply in my work.”
“I want to associate with people who ‘get’ me.” “I want to be able to get promoted faster.”
“I want to stay ahead.”
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Focus on the job(s), not the customer.
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Milkshakes 40% before 10am
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“What job are you hiring this milkshake to do?”
“If you hadn’t hired this milkshake, what would you have
hired?”
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“If you hadn’t hired this milkshake, what would you have
hired?”
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It kept them full past 10am. It fit in their cupholder.
It took an entire commute to consume.
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The job Cure boredom
Keep my hand free Fill me up until lunch
Not make a mess
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The milkshake did the job better than competitors.
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If you understand the job, understanding how to market it becomes more obvious.
Do This
Enjoy the ride Mess free guarantee Commute with ease
Keep you full till lunch
Not This
Cheaper Chunkier
Chocolatier Offers
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Jobs help us understand What were our customers’ struggling moments
What outcomes they want from our product/service Who the real competitors are for our brand
What made them switch
Motivations Situations Anxieties
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This isn’t brand new.
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“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
Theodore Levitt
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What we want to know Why did you switch?
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Here’s how jtbd works.
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Key elements The interview The timeline The job story
The interview the full picture of their switch
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When to interview Renewals
Onboarding Offboarding
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Ask them to replay the story of their purchase in vivid detail. “We’re trying to get enough information to make
the documentary film about your purchase.”
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Think of the interview with the customer in the form of a timeline.
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What you’re looking for First thought
Push/Pull forces Struggling moments
Your customers progress
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“This just isn’t cutting it anymore. I need to find something else.
Something new.”
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Start with the story of the purchase “When did you start to look?”
“Where were you when you made this?” “Can you remember what the weather was like that day?
“Were you with anyone at the time?”
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Speak to the switch “Who made the decision to switch?”
“Recall the last time you were in this situation, needing to get this job done, but didn’t come here to hire this
product. What did you hire?”
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🤔
We’re paying a lot and not getting the results we hoped.
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🤔
If we switch to this new firm, we may hit our goals.
😍
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🤔
Will they really “get” our business?
😍
😟
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🤔
We do have a lot of time invested in our relationship.
😍
😟😑
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Goal: Reduce anxiety about new solution
Goal: Push you to new solution
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know to grow | #sculptspeaks
To find the struggling moments and outcomes, ask “why” (up to 5x) to drill deeper.
why why why why why
I want something that’s fast.
I have limited time on my way to work.
It’s easy, clean, and I can do it with one hand.
When I arrive at work I want to be presentable (and clean).
I want to be my best, whole self for the start of my work day.
know to grow | #sculptspeaks
People are aspirational, they're striving to be a better version of themselves. They want to make progress on
things they struggle with.
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Job: I want my shoes to tell a better story.
💸
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Content is most effective when it reaches you when you’re struggling with that specific job.
(whether you realize it or not)
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Imagine what your business could do if you knew the exact things your customers struggled with,
exactly as they describe it?
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JOB STORIES When we have the research,
we’re going to frame it up in a format we can use.
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JOB STORIES Describes the struggling moment, how progress is
visualized, and how life is better when the struggle is solved.
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When ___, I want to ____ , so I can ____ .
know to grow | #sculptspeaks
When ___, I want to ____ , so I can ____ .
Motivations Situations Outcome
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Challenge: Need to tell our story better.
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When I communicate with my customers, I want to have a compelling message and powerful story, so
I can boost engagement.
Motivations Situations Outcome
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When I sit down to post on social media every day, I want to know exactly what I need to say, so I can
attract and retain more customers.
Motivations Situations Outcome
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Challenge: Lack of resources.
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When I have my plate full with urgent priorities, I want to hire a team that I know is going to figure this stuff out and get the job done right, so I can focus on driving the business without sacrificing
growth (or peace of mind).
know to grow | #sculptspeaks
Leave with a clear focus on the outcomes they want.
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Ready to try yourself?
know to grow | #sculptspeaks
Next Steps Incorporate Jobs in landing pages Wrap content strategy around Jobs
Use Jobs as content themes for social
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Now that we understand jobs, let’s get tactical.
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How well is our content doing once people find it?
know to grow | #sculptspeaks
We need to understand What were your customers looking for?
Did they find what they were looking for?
know to grow | #sculptspeaks
Customer-centric content Answers their questions before they ask
Meets them where they are, when they need you
know to grow | #sculptspeaks
Enter: Website Listening Answers their questions before they ask
Meets them where they are, when they need you
know to grow | #sculptspeaks
We need to go deeper than Google Analytics
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G/A tells you how many, we need how well.
know to grow | #sculptspeaks
Key elements The questions
The goals The tools
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A whole suite of tools have emerged to help you listen better on the web.
know to grow | #sculptspeaks
Web Listening Goal Extract the questions prospects and
customers have in their heads but don’t ask.
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Ask your active users and customers WHAT made them choose you and WHAT made them
nearly abandon your site. Discover HOW to improve your site and Organization.
know to grow | #sculptspeaks
Questions to ask Objections: If you did not make a purchase today, what stopped you?
Pricing: What’s the biggest question you had about our pricing? Confusion: What’s missing on this page?
Motivations: What persuaded you to start a trial?
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What could we do to make this (content) more useful?
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Did this answer your question?
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Content Rule of Thumb They ask, you answer.
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Example: Improving value of existing content.
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“It doesn't work properly. My post and my page not reaching anyone.”
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Solution: Expand post with new information.
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Live chat tools can accomplish this too.
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Expected outcomes Improve organic SEO
Improve conversion rates
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Insights in Action: Case Study
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2013
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They interviewed customers.
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They defined four distinct jobs.
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The four jobs became three solutions.
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Before After
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Jobs also informed their go-to-market strategy.
know to grow | #sculptspeaks
https://www.youtube.com/watch?v=k0NRo3yLqxM
They built a jobs-optimized funnel.
know to grow | #sculptspeaks
https://www.youtube.com/watch?v=k0NRo3yLqxM
They built a jobs-optimized funnel.
know to grow | #sculptspeaks
https://www.youtube.com/watch?v=k0NRo3yLqxM
https://www.youtube.com/watch?v=k0NRo3yLqxM
ATTRACTREACH CONVINCE EDUCATE DELIGHT
ATTRACTREACH CONVINCE EDUCATE DELIGHT
ATTRACTREACH CONVINCE EDUCATE DELIGHT
ATTRACTREACH CONVINCE EDUCATE DELIGHT
https://www.youtube.com/watch?v=k0NRo3yLqxM
ATTRACTREACH CONVINCE EDUCATE DELIGHT
know to grow | #sculptspeaks
Impact
3X top-of-funnel quality visits (without loss in conversion rate)
https://www.youtube.com/watch?v=k0NRo3yLqxM
35k/mo
220k/mo
source: blog.intercom.com
And growing. 🚀
Illustration: Andrew Kolbrow | source: blog.intercom.com
know to grow | #sculptspeaks
Key takeaways Incorporate customer language everywhere
Wrap content strategy around Jobs Use social media content to help inspire progress
Let Jobs timeline inform funnel Always be listening
know to grow | #sculptspeaks
It doesn’t end here.
know to grow | #sculptspeaks
know to grow | #sculptspeaks
It’s not what you make, it’s what you make happen.
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Now go, make it happen.
👊
thank you.
ask josh (almost) anything
josh(at)wearesculpt.com | wearesculpt.com/prnqc
know to grow | #sculptspeaks
workshop preview
know to grow | #sculptspeaks
Much thanks to the jbtd pros - follow them: The Rewired Group
Alan Klement - jtbd.info Anthony Ulwick - Strategyn
Clayton Christensen
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