know to grow: why the best marketers don't guess, they listen - prn qc 2017

know to grow | #sculptspeaks

#sculptspeaks


Today I’m going to tell you stories about milkshakes, new shoes, forces, live chats, and listening.

i’m josh.

jhkrak

#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.


What’s next?

I went to sxsw to find out.


👇 👇


messengers and bots snapchat-ification of everything

live and augmented reality storytelling influencer inflation

automation and personalization whatever houseparty is


Great. So where do we start?


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?


It depends.


Maybe you’ve felt this way too.


When everything is changing, stop guessing. Start listening.


Why do people buy from you?


KNOW TO GROW why the best marketers don’t guess,

they listen.


Let’s start there: Listening matters.


“You have two ears and one mouth for a reason.”


Attract new customers Keep customers longer Get customers to switch

Why listening matters


Listening is key to customer-centric content.


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


Trustworthy Likable Human Timely

Helpful Informative Relatable Authentic


TODAY what to start listening for

how to apply what you learn insights into action example


What am I listening for?


Customer-centric content Anticipates their needs and motivations

Speaks like them, to them Answers their questions before they ask



People (don’t) buy products and services.


People hire products and services to do specific jobs.(and fire the ones that don’t cut it)


What job did they hire your product or service to do?

Enter: Jobs-To-Be-Done


“Jobs” is a collection of principles and practices that help us understand customer motivation.


customer motivation > customer attributes


✋ if you have one of these?


Who is PR Network of QC’s customer? Describe them.


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


Why did they join?


What if instead, we started with their motivations.


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.”


Focus on the job(s), not the customer.


Milkshakes 40% before 10am


“What job are you hiring this milkshake to do?”

“If you hadn’t hired this milkshake, what would you have

hired?”


“If you hadn’t hired this milkshake, what would you have

hired?”


It kept them full past 10am. It fit in their cupholder.

It took an entire commute to consume.


The job Cure boredom

Keep my hand free Fill me up until lunch

Not make a mess


The milkshake did the job better than competitors.


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


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


This isn’t brand new.


“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”

Theodore Levitt


What we want to know Why did you switch?


Here’s how jtbd works.


Key elements The interview The timeline The job story

The interview the full picture of their switch


When to interview Renewals

Onboarding Offboarding


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.”


Think of the interview with the customer in the form of a timeline.


What you’re looking for First thought

Push/Pull forces Struggling moments

Your customers progress


“This just isn’t cutting it anymore. I need to find something else.

Something new.”


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?”


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?”


🤔

We’re paying a lot and not getting the results we hoped.


🤔

If we switch to this new firm, we may hit our goals.

😍


🤔

Will they really “get” our business?

😍

😟


🤔

We do have a lot of time invested in our relationship.

😍

😟😑


Goal: Reduce anxiety about new solution

Goal: Push you to new solution


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.


People are aspirational, they're striving to be a better version of themselves. They want to make progress on

things they struggle with.

Job: I want my shoes to tell a better story.

💸


Content is most effective when it reaches you when you’re struggling with that specific job.

(whether you realize it or not)


Imagine what your business could do if you knew the exact things your customers struggled with,

exactly as they describe it?


JOB STORIES When we have the research,

we’re going to frame it up in a format we can use.


JOB STORIES Describes the struggling moment, how progress is

visualized, and how life is better when the struggle is solved.


When ___, I want to ____ , so I can ____ .


When ___, I want to ____ , so I can ____ .

Motivations Situations Outcome


Challenge: Need to tell our story better.


When I communicate with my customers, I want to have a compelling message and powerful story, so

I can boost engagement.



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.



Challenge: Lack of resources.


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).


Leave with a clear focus on the outcomes they want.


Ready to try yourself?


Next Steps Incorporate Jobs in landing pages Wrap content strategy around Jobs

Use Jobs as content themes for social


Now that we understand jobs, let’s get tactical.


How well is our content doing once people find it?


We need to understand What were your customers looking for?

Did they find what they were looking for?


Customer-centric content Answers their questions before they ask



Enter: Website Listening Answers their questions before they ask



We need to go deeper than Google Analytics


G/A tells you how many, we need how well.


Key elements The questions

The goals The tools


A whole suite of tools have emerged to help you listen better on the web.


Web Listening Goal Extract the questions prospects and

customers have in their heads but don’t ask.


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.


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?


What could we do to make this (content) more useful?


Did this answer your question?


Content Rule of Thumb They ask, you answer.


Example: Improving value of existing content.


“It doesn't work properly. My post and my page not reaching anyone.”


Solution: Expand post with new information.


Live chat tools can accomplish this too.


Expected outcomes Improve organic SEO

Improve conversion rates


Insights in Action: Case Study


2013


They interviewed customers.


They defined four distinct jobs.


The four jobs became three solutions.

Before After


Jobs also informed their go-to-market strategy.


https://www.youtube.com/watch?v=k0NRo3yLqxM

They built a jobs-optimized funnel.


ATTRACTREACH CONVINCE EDUCATE DELIGHT


source: intercom.com

http://intercom.com


Impact

3X top-of-funnel quality visits (without loss in conversion rate)


35k/mo

220k/mo

source: blog.intercom.com

http://blog.intercom.com

And growing. 🚀

Illustration: Andrew Kolbrow | source: blog.intercom.com

http://emojipedia.org/rocket/

http://www.kolbisneat.com/

http://blog.intercom.com


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


It doesn’t end here.


It’s not what you make, it’s what you make happen.


Now go, make it happen.

👊

thank you.

ask josh (almost) anything

josh(at)wearesculpt.com | wearesculpt.com/prnqc

http://wearesculpt.com/prnqc


workshop preview


Much thanks to the jbtd pros - follow them: The Rewired Group

Alan Klement - jtbd.info Anthony Ulwick - Strategyn

Clayton Christensen

http://www.therewiredgroup.com/

http://jtbd.info

https://strategyn.com/jobs-to-be-done/

https://hbr.org/ideacast/2016/12/the-jobs-to-be-done-theory-of-innovation

know to grow: why the best marketers don't guess, they listen - prn qc 2017

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