I'm at the Marketing Sherpa and Marketing Experiments Optimization Summit sponsored by HubSpot
. The morning keynote was delivered by Dr. Flint McGlaughlin who is the CEO of MECLABS
, an internet optimization laboratory.Dr. McGlaughlin said many interesting things this morning, but the key thing he said that was particularly insightful was this:
Don't Optimize Your Web Pages. Optimize Your Customer's Thought Sequences.
This is such an important concept I'm going to say it again: Don't optimize your web pages, optimize your customer's thought sequences. (Side note: I'm actually going to have this tattooed on my cat's forehead. I like my cat, but I'm not afraid of using him to further my career.)
If you're like many people trying to get the most from your marketing, you're analyzing ways you can improve your website's performance. You might be trying to improve conversion rates, reduce your bounce rate or increase visitor's time on site.
All of those are terrific goals and should always be clearly-stated -- but the starting point for any marketing communications program (i.e., website, brochure, print ad, direct mail letter, etc.) is to get inside the mind of your customer.
When you get inside the mind of your customer (or, when you think backwards, as my friend Jerry Brown likes to say), you can start analyzing how your customers engage with your products and services. And when you do that, you'll find that revenue growth will soon follow.
How to get inside the mind of your customer: Let's say you're an ad agency or web design firm and you're presenting to a new client prospect.
If you're like most ad agencies, you'll kick things off by telling the client prospect three things:
- What your billings are
- How long you've been in business
- Who your key staff members are
If you did that -- and you know who you are -- you've made a classic mistake. The truth is, most clients don't give a damn about any of those things. After all, can you imagine a marketing director telling their CEO, "We hired XYZ agency. They have 147 employees! Can you believe how lucky we are? 147!"Ain't gonna happen.But if you get inside the mind of your client prospect, you might take an entirely different approach. In fact, if you analyzed your client prospect's thought sequences, you'd start the meeting by mentioning these three things:
- Who your clients are (the bigger, the better)
- What you do (i.e., SEO, social, mobile, paid search, etc.)
- What your results have been (e.g., 10:1 ROI for XYZ client)
In the end, those are the only three things you need to tell a client prospect in an introductory meeting. Telling them who your clients are validates that you're a successful agency; telling them what you do confirms that you can deliver what they're looking for; and telling them your results lets them know that you can generate revenue for them.Optimizing Your Customer's Thought Sequences:
The example I gave above is slightly different from what Dr. McGlaughlin was talking about during his speech, but it illustrates a key issue -- the starting point for any successful marketing campaign is to get inside your prospect's mind and analyze their behavior.By doing so, you'll be on your way to greater market share, better ROI and, best of all, more revenue.If you like what you read today, you can have these blog posts delivered to your in box each morning by clicking here. Or, you can sign up for our free weekly e-newsletter by clicking here. Posted by Jamie Turner, Chief Content Officer of the 60 Second Marketer. Jamie is also the co-author of How to Make Money with Social Media.