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#getuplift @danaditomaso#getuplift @danaditomaso
DANA DITOMASO
NOT ALL SESSIONSARE CREATED EQUAL
#getuplift @danaditomaso#getuplift @danaditomaso
There are 3 typesof visitors.
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1. They’ll never be customers.
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2. They will be a customer.
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3. They are acustomer.
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Most marketing focuses on1 and 2 – the potential.
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#getuplift @danaditomaso
Your job isn’t over whenthe customer converts.
#getuplift @danaditomaso
Brand experience doesn’tend when you buy
something.
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How do you continue to nurture that relationship?
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Most post-sale interactions are like this…
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Customer Surveys
Never heard of you!
Who is this email coming from?
FINAL REMINDER SHOULD ONLY BE USED WHEN YOU’RE ABOUT TO SHUT OFF MY ELECTRICITY
This could be for any company –Show some personality
10 options is a lot
3 minutes to click one option?
It’s a trap.
I just want to use my app…
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Invoices
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When good invoicing software goes bad.
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Sales Emails
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You need to reinforceyour customer’s good
decision.
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Your customers want to enjoy being your customer.
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What is your goal?
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#getuplift @danaditomaso#getuplift @danaditomaso
1. Social Media
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Follow and engage your customers on social.
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What are they sharing?How can you contribute?
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How can you be useful?
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2. Better Content
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Monitor your brandedsearches constantly.
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How do you reward content?Is it only for new content?
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#getuplift @danaditomaso#getuplift @danaditomaso
3. Post-Sale Personas
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Personas aren’t just for new business.
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What are the Jobs To Be Done after the sale?
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Do you have accounts for each of your personas?
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4. Segmentation
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Account-Based Marketing
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Segment customers with Google Analytics custom
variables.
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Use an ?subscriber variable.
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Data mine phone calls(We use CallRail)
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Do you respect yourcustomer relationship?
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You are not in a war for customer attention.
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You don’t need to “surprise & delight”.
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Transferring money in your banking app is not a “surprise & delight”
moment.
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#getuplift @danaditomaso
“Surprise & delight” actually means
“annoy & disrupt”.
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Why do people keep beingyour customer?
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#getuplift @danaditomaso#getuplift @danaditomaso
Turn potential into reality.
#getuplift @danaditomaso
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