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Slides from my Omaha Advertising Expo presentation. How to Sell to the Right People, the Right Product, at the Right Time. With the always-expanding fragmentation and personalization of media and audiences, businesses are increasingly losing the power to dictate their communications messaging. In today's uphill marketing battle the best way to maximize marketing ROI is to increase relevancy to your audience. In this session you'll learn what makes audiences click, share, and consume content. You'll learn how to make your business relevant to the right audience. And you'll learn how to maximize engagement with your current audience and how to go after the audience you want.
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How to Sell the Right People, !The Right Product, !At the Right Time.
Scott Bishop MoreRunway.com
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@thescottbishop#OmahaAdvertisingX MoreRunway.com/oax
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Lets!Make!A Deal
• I’ll give you at least 2 nuggets you’re going to want to implement.
• You write those two things down.
• Then you connect with me afterwards to follow up on those two things.
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Disclaimer• I’m assuming you have a good product.
• This isn’t about branding, I only care about getting customers.
• You’ll find an anomaly.
• 30,000 ft - Each part of this could easily be its own session.
• It’s hard to make everyone happy.
• This isn’t the land of the magical unicorn tactics
• Lectures SUCK
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Digital!To Save !The Day
• Banner ads
• Hyper-targeted display ads on Facebook
• Video Rolls
• These tactics, while potentially very effective and useful, are simply new ways to do old-school advertising.
Awareness!Doesn’t!Create Demand
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The !Truth!Sandwich
• What makes things appeal to marketers is often the same reason why they’re not effective.
• Facebook posts are seen by about 2% of your fans.
• Twitter half-life is 24 minutes.
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The Trouble !with our!Marketing / Advertising
• It’s one way. We tell
• Not segmented enough
• Vanity Metrics - We’re tracking the wrong things
• It’s often wasteful
• We adapt after the campaign.
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How Do We !Make Our!Marketing Work
• We identify what our customers need,that they’re not getting now…and give it to them.
• Our Products Become The Marketing
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Here’s a !Novel!Idea
Instead of trying to sell what you think they want…
Why not sell what people actually want, but only to those that want it.
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How To !Become !Relevant
Sell to the Right People!
Who do we talk to.
!
Sell the Right Product!
How do we talk to them.
!
Sell At The Right Time
How do we know when they want it.
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The !Cliff Notes!Version
It doesn’t feel like advertisements if we make our customers better.
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Step 1: !Selling To The Right People
Identifying Your
Best Customer
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How Do We !Sell To The !Right People
You Quit Trying To Sell To The Wrong People
• Quit listening to irrelevant statistics
• Eat our capacity resources
• Take our budget
• Validate the wrong decisions
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What !Makes The !Right People
• Someone that has a problem we can solve.
• Someone that knows they have a problem.
• Someone that is willing to pay for a solution.
• Someone that understands our Unique Value Prop
• Customers vs Users
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If You Have Existing Customers
• Who are your best customers?
• What do they have in common?
• Who are your worst customers?
• What do they have in common?
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Understanding Your!Customers
• Are they a specific demographic?!• What are their behaviors?!• What are their needs?!• What are their goals?
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Creating Customer Personas!!!
• Age!• Sex!• Residence!• Income!• Occupation / Job Title!• Opinions / Perspective!• Interests!!!!!
• Media Consumption Habits!• Media Sharing Habits!• Problems!• Needs!• Goals!• Dreams
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Why!This!Matters• The more we “live” inside our customer’s heads, the
more we can understand their problems and challenges.
• The more we understand their problems / challenges the more we can help.
• The more help we can offer the more personalized we become.
• We quit wasting time on wastes of time
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Tracking!Measuring!Tweaking
• Cost Per Acquisition
• Lifetime Value
• Length of Sales Cycle
• Resource requirements
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What The!Right Product!Means
• Positioning in a way the customer understands and speaks
• Offering a product that solves a problem
• Makes our customers better
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Do!Customer!Interviews
!
1. What’s the hardest part about [the problem you solve]?
2. Can you tell me about the last time that happened?
3. Why was that hard?
4. What, if anything, have you done to solve that problem?
5. What don’t you love about the solutions you’ve tried?
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Nailing Your !Customer Interviews!Question #1
• Don’t ask: “What’s the hardest part about finding a good vegetarian restaurant in Omaha?”
• Don’t ask: “What’s the hardest part about being a vegetarian?”
• Ask: “What’s the hardest part about eating out as a vegetarian?”
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Other !Questions!To Ask
• How often do you experience this problem?
• How much are you spending to solve this problem now?
• Where do you find information about [problem context] online?
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What!To!Avoid
• DO NOT Talk About Your Product
• Never ask a question about the future. Never ask “would”.
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Who !do we !Talk to
• Current Customers
• Former Customers
• Our Customer Profiles
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How Do !We Conduct !Our Interviews
• Email is ok
• Phone is good
• Video Call is better
• In Person in Best
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What !We !Learn
• Instead of trying to solve: “What’s the best feature we can promote about our product?”
• We now can spend time figuring out: What frustrates people about our category and does it line up with our Unique Value Prop.
• This provides our marketing copy.
• We learn where to be.
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Putting our!Information !to Work
• Create utility for our customers.
• What will make our customers awesome.
• Where, when and how to market our product.
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Executing!the!Big Idea
How Do We Make Our Customers Better!
• Can we create new content, resources?
• Can we position our product differently?
• Can we create new tools?
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What!This Looks!Like
• Our Product Becomes The Marketing
• Other people tell other people
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Timing!Is!Everything
The difference between Disruptive vs Helpful
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Inbound!Vs!Outbound
Does your customer actively look for solving their problem online?
Or are they too busy working?
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Fish !Where !The Fish Are
• What are their online habits?
• What sites do they seek information on?
• Where are people looking for solutions?
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Paid!Options!Available
• Facebook ads
• Twitter Ads
• Pay Per Click
• Retargeting
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The !Good Ole !Cold Call
• Create lists of your best prospects.
• Send them individual RELEVANT notes.
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Keep Them !with Lifecycle!Marketing
• Triggered Messaging based on individual actions depending where the customer is in the sales funnel.
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Tracking!Measuring!Tweaking• Conversion Rates
• Channel Conversion Rates
• CPA - Cost Per Acquisition
• Cost Per Channel
• Lifetime Customer Value
• Stickiness
• Virality
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Let’s!Connect - You Promised
• morerunway.com/advice
• morerunway.com/oax
• @thescottbishop
• scott@morerunway.com
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