5 Steps to Fueling Growth for Marketing

Transcript

1. 5 Steps to Fueling Growth for Marketing Inside the Mind of Andrew Davis
2. B2B marketers often forget the most important part of our job: connecting with customers on a personal and emotional level so they’re inspired to take a journey to purchase with us. Join us now as customer experience guru Andrew Davis, shares his secrets and best practices for taking your audiences on a journey they never expected.
3. #1 Achieving Emotional Engagement with Your Audiences
4. #1 Achieving Emotional Engagement with Your Audiences Marketers can achieve great things if they use empathy and emotion to reach B2B buyers. As Dr. Donald B. Calne teaches: “Reason leads to conclusions, but emotion leads to action.” Brilliant brands create a sudden urge to act. Inspire people to feel something emotional and they’ll take the next step along their buyer journey. So think about the emotions attached to every piece of content you create. Emotion leads to action. Inspire people to feel something, and they’ll actually go and do it. ANDREW DAVIS, BEST-SELLING AUTHOR & KEYNOTE SPEAKER
5. #2: How to Elicit Emotion (“Think Emojis”)
6. #2 How to Elicit Emotion (“Think Emojis”) The goal of a great customer experience is to create a series of micro-interactions that elicit emotion, even for something as simple as an email. Think about what emotion it will elicit. How? Attach an “emoji” to every interaction you create. Build a better emotive, and you’ll put the customer at the forefront of your journey. Is your audience getting excited? Are their minds being blown? Think about your last email campaign, read it back to yourself. If I were this prospect, what would I feel when I read this? ANDREW D ANDREW DA AVIS VIS, BEST-SELLING AUTHOR & KEYNOTE SPEAKER
7. #3: Creating “Moments of Inspiration”
8. #3 Creating “Moments of Inspiration” Think about “moments of inspiration” (M.O.I.). They’re little micro- moments that inspire people to go on a journey, a journey they never expected. Get people emotionally involved from the very outset, and you’ll own that customer way before someone else. How do you know what those moments are? Just ask your customers! Ask them what inspired them to go on their journey. That’s the super-secret magic question that marketers must ask. When they open up their email in the morning, they’re not expecting to go on a long journey to buy something, but then they realize, ‘I have a problem I didn’t even realize I had! ANDREW DAVIS, BEST-SELLING AUTHOR & KEYNOTE SPEAKER
9. #4: Turning Moments of Inspiration (M.O.I.) into Moments of Commitment (M.O.C.)
10. Every micro-moment of interaction (M.O.I.) brings your customer to a moment of commitment (M.O.C.). It’s the instant they trade their money, data, and time for information to buy a product, service, or support a cause. Even filling out a form is an M.O.C.—and that’s considered a pretty big step in the relationship. Lots of smaller interactions can really build trust to turn a “doubter” into a “believer” as they move down the buyer spiral. #4 Turning Moments of Inspiration (M.O.I.) into Moments of Commitment (M.O.C.) Every micro-moment of interaction is meant to send your customer down the journey to a moment of commitment. ANDREW DAVIS, BEST-SELLING AUTHOR & KEYNOTE SPEAKER
11. #5: Personalization Is a Two-way Street
12. Personalization usually means: we understand you as a customer, let us show you. But personalization in an HD experience is a two-way street. The goal is to build mutual trust and respect between the customer and the people behind your brand. It’s called “scaling camaraderie”. Introduce the people behind the sales rep—like the person sending all of those marketing emails. Get a customer to have a relationship with 4 of your people and they will stay longer – and spend more. #5 Personalization Is a Two-way Street It’s called ‘scaling camaraderie,’ building mutual trust between your customer and the people behind your brand. ANDREW D ANDREW DA AVIS VIS, BEST-SELLING AUTHOR & KEYNOTE SPEAKER
13. Conclusion Emotion, enthusiasm, and a personal touch all matter in marketing!
14. Conclusion Emotion, enthusiasm, and a personal touch all matter in marketing! If we can achieve emotional engagement, attach emotives to everything we create, and build moments of inspiration that lead to moments of commitment, we will create better journeys for our customers.
15. Click here or press enter for the accessibility optimised version About Andrew Davis Best-selling author and keynote speaker
16. About Andrew Davis Andrew Davis is a best-selling author and keynote speaker. He has built and sold a digital marketing agency, produced for NBC and worked for The Muppets. Today, Andrew Davis teaches business leaders how to grow their businesses, transform their cities, and leave their legacy.
17. 5 Steps to Fueling Growth for Marketing Now that you've read through the highlights, download the full guide and discover what it takes to thrive in today’s dynamic B2B marketing environment. Download the guide to learn how you can get started today.