Dan Martell - September 25, 2017


How To Map Your Content Marketing Strategy To The Buyer's Journey

Hosted by
Dan Martell
Mentioned
Avinash Kochek C. C
How To Recruit a Technical Co-Founder Question Logic： 3 Frameworks To Use For Product Development

Episode Stats


Length

7 minutes

Words per minute

189.82

Word count

1,332

Sentence count

56


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

In this episode, I talk about how to think about the different types of buyers and the stage of the funnel they're in, and how to map your marketing strategy to the buyer's journey. I also give a few examples of the different stages in the funnel, and explain the benefits of each.

Transcript

Transcript generated with Whisper (turbo).
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
00:00:00.760 Why do I keep singing Backstreet Boys?
00:00:11.820 How do you map your marketing strategy to the buyer's journey?
00:00:16.120 Those are probably potentially two words that you don't hear very often.
00:00:19.280 I'm going to bridge the gap because I really think that many startups are out
00:00:22.820 there producing tons of content that don't land with anybody or they actually
00:00:27.600 like create content that's like viral interesting but nobody
00:00:30.800 buys from that traffic or they have no clue what kind of
00:00:35.340 content, they have the budget, they want to do it,
00:00:37.540 they want to make it potent but they don't have the strategy.
00:00:40.180 In this video, I'm going to share with you guys exactly how
00:00:42.920 to think about the different types of buyers and the stage
00:00:46.480 they're in, sharing some of the traditional approaches to doing
00:00:51.620 this and then giving you my unique approach.
00:00:54.200 Now, I'm going to start off with an analogy, okay?
00:00:57.360 Well, it's kind of like a joke, but it's not a joke.
00:00:59.460 It starts off sounding like a joke.
00:01:01.360 The CEO, CMO, and marketing manager walk into a bar.
00:01:06.800 What drink do they order?
00:01:08.680 Well, I mean, it sounds like a joke,
00:01:10.940 but it's not even an analogy, I don't even know what that is.
00:01:13.180 It's a story, it's the framing.
00:01:15.440 What you gotta ask yourself then is,
00:01:17.540 well, how thirsty are they?
00:01:19.220 What is their preference?
00:01:20.780 Why do they need a drink?
00:01:22.120 Did they work out before?
00:01:23.560 There's all these different questions
00:01:25.080 that are gonna help you understand what kind of drink
00:01:27.160 those three individuals are going to buy and that's no
00:01:29.400 different than your product.
00:01:30.860 You know, I remember when I was building my company Flowtown,
00:01:34.200 we had different customers.
00:01:35.400 We had some customers that paid us $20 a month.
00:01:37.900 We had some customers that paid us $200 a month and then we had
00:01:40.740 incredible customers that I absolutely loved and I would have
00:01:43.040 loved 10,000 more that paid us $2,000 a month.
00:01:46.320 Those types of companies and needs and roles within those
00:01:50.360 organizations for those different pay groups are different,
00:01:54.360 okay?
00:01:55.360 walk you through is kind of how to think about the buyer's
00:01:58.260 journey, how do they become aware of you, how do they decide
00:02:01.460 to buy from you, what is the information they're going to need.
00:02:04.540 So the first level, okay, and there's, I'm going to butcher
00:02:08.140 his name, Avinash Kochek, created a framework, okay.
00:02:13.280 I'm going to show you that and I'm going to also map it to the
00:02:15.680 buyer's journey.
00:02:16.440 The first thing is C. C is like awareness.
00:02:19.780 In the funnel, the marketing funnel, there's I need to become
00:02:23.360 aware of your company or your product.
00:02:25.600 And there's two primary types of content in marketing that you
00:02:29.400 want to create to track that person's awareness.
00:02:32.500 One is inspire, so I want to inspire them around the category
00:02:36.100 or problem I solve and the other one is inform, make aware of.
00:02:40.420 It's really about see.
00:02:41.720 People don't realize the way people discover things,
00:02:44.520 especially around content marketing, is they go to the
00:02:47.260 Facebook and they're scrolling their feed or they go to
00:02:49.560 Hacker News and they scroll their feed or they go to some
00:02:52.260 another news source, you know, tech meme and kind of scroll
00:02:54.560 their feed and like something is shared that they resonate
00:02:58.940 with their world views and they go,
00:03:00.640 oh that sounds interesting, that's a unique perspective.
00:03:03.440 It entertains, it's inspiring, it informs and that's the
00:03:07.600 beginning of the relationship, right?
00:03:09.440 So typically this is the CEO.
00:03:11.580 The CEO wants to understand the opportunity and the solutions
00:03:15.280 in the space.
00:03:16.120 They want to be sold on is this something I got to start
00:03:18.860 thinking about and if I were to think about it,
00:03:20.960 How would I think about it, right?
00:03:22.800 So that's the high level C, which is all about awareness,
00:03:25.860 which is all about inform and inspire and just make it
00:03:29.960 entertaining, okay?
00:03:31.240 The second level down as a funnel would be around think.
00:03:34.940 It's their decision to finally say,
00:03:36.880 I'm going to consider buying something.
00:03:39.220 I have the problem.
00:03:40.640 I'm thinking about it now and I'm going to buy it.
00:03:42.420 This is more like the CMO, okay?
00:03:44.080 The CEO says, I think we need to have marketing automation
00:03:47.920 and the CMO says, you know what?
00:03:49.560 Let me put that on my quarterly strategy map and I'm going to
00:03:52.320 start thinking about it.
00:03:53.600 The kind of content that type of buyer and that framing of the
00:03:58.040 moment in their life is more around education.
00:04:01.000 Teach me about marketing automation.
00:04:03.740 If I have a software that solves a problem in the marketing
00:04:06.180 automation space, I'm going to teach people how companies like
00:04:09.620 them use it, okay.
00:04:10.620 So their whole idea or the content you want to create
00:04:14.160 around is education, okay.
00:04:15.880 How do you are successful?
00:04:19.080 And I'm gonna link up, this is an incredible graphic
00:04:21.920 that I found, I'm gonna link up a list of search terms
00:04:25.580 because in each one of these three different categories
00:04:28.920 or the funnel steps, there's different search terms
00:04:32.020 that are gonna indicate they're in that stage
00:04:35.120 of the funnel, okay?
00:04:36.640 So content marketing, buyer's journey.
00:04:40.140 So make sure you look below in the description,
00:04:41.960 I'll link that up.
00:04:43.180 And that to me is the think and consideration stage, right?
00:04:46.940 Where you wanna create content to educate them
00:04:48.740 on how to think about your space and the problems they might
00:04:52.540 encounter and how to work through those.
00:04:54.580 The third bottom of that funnel is do, right?
00:04:59.760 And this is, again, it's see, think, do.
00:05:01.720 And the do is all about purchase, okay?
00:05:03.620 They finally decide they want to buy.
00:05:06.300 What is the information?
00:05:07.820 This is the marketing manager.
00:05:09.000 The person's actually going to use the tool.
00:05:10.700 So the CEO says, you know what, I think we need marketing
00:05:13.640 automation to really scale our business.
00:05:15.500 The CMO says, let me go and educate myself about how to
00:05:18.740 think about marketing automation and then finally he gives
00:05:21.500 the task to his marketing manager to go choose a solution
00:05:24.380 and now they're looking at different information.
00:05:26.420 They're looking at the products, they're comparing the
00:05:28.120 different products and they're also assessing their needs
00:05:31.360 versus the solutions features and that's an assessment.
00:05:34.320 That's the kind of content that's required to get somebody
00:05:38.100 at that phase to become a customer, to purchase.
00:05:42.600 Three different buyers, three different stages,
00:05:45.740 three different strategies to create content.
00:05:50.140 Now, if you're struggling in your business to try to
00:05:53.520 understand kind of what types of content would fit in each three
00:05:56.320 of those, I want to invite you to leave a comment and let me know
00:06:00.060 what you are working on, what industry you're in and kind of
00:06:03.420 what part of the stages or phases that you feel you're having
00:06:07.020 trouble in and we will, as a community, answer your questions.
00:06:10.860 I hope this makes sense.
00:06:12.100 Really trying to unpack and say, okay, we've got a CEO,
00:06:14.860 a CMO and a marketing manager walk into a bar.
00:06:17.900 What drink are they drinking?
00:06:18.900 Well, let's think about the content they need.
00:06:21.540 And if you think about that analogy in your content planning,
00:06:25.580 it's going to make the whole thing work for you.
00:06:27.640 Again, you don't want to create 10,000 articles that actually
00:06:30.580 don't drive people to purchase.
00:06:32.980 That to me is the biggest waste of time and energy is I'm going
00:06:36.180 to be a marketing person but you don't have a strategic approach
00:06:39.080 to how to think through that.
00:06:40.820 As per usual, I want to challenge you to live a bigger life
00:06:43.860 and a bigger business and I'll see you next Monday.
00:06:46.220 If you want other marketing videos,
00:06:48.100 be sure to subscribe to my channel.
00:06:50.240 I'd also invite you to join my newsletter
00:06:52.100 where I share exclusive invites, community contests
00:06:55.140 and other free training and if you want to keep watching,
00:06:57.600 I got two videos queued up for you right there.
00:06:59.640 We'll see you next week.