In this video, see examples of how a value statement focuses on the customer value. The seven basic values and needs are also covered.
- [Narrator] To truly understand your customer,…you need to understand their motivation.…What do they really need?…Let me give you an example of this.…This really stood out to me when I took…my teenage daughter shopping for shoes.…Now, functionally, she needed shoes.…And so as we're at the store,…she's looking at all these different pairs…and I got distracted by something else.…Ultimately, I came back and there she is…taking pictures of the shoes,…and I asked her, what are you doing?…She was uploading pictures of shoes to Instagram…and sharing them with her friends.…
She was getting immediate feedback…from her friends about what they liked.…It was then that I realized the difference…between a functional need and emotional need.…The functional need was shoes.…We could have done that in seconds.…The emotional need was shoes that not only…she liked, but her friends liked.…And so that was what I like to call,…the need behind the need, the driving factor…in the decision of what causes a teenage girl…to buy a specific pair of shoes.…
Author
Matt Bailey
Released
10/11/2017Discover why a successful business strategy starts with you, namely your narrative and your value. Learn how to define your target customers, and understand where their needs and your business goals align. Find out how to evaluate the best channel for your message, whether it's Facebook, Twitter, Instagram, LinkedIn, or Pinterest. See how to develop a calendar for putting the right content in front of the right people at the right time. Plan for success by researching SEO, trending topics, annual content, and seize-the-day opportunities. Plus, learn how to think like a publisher; integrate content marketing into lead generation; and measure, model, and review your success.Â
- Defining who you are
- Creating your value statement
- Identifying your customers
- Measuring lifetime value and loyalty
- Researching customers
- Defining marketing goals
- Creating a long-term content calendar
- Curating content
- Measuring and modifying your plan
Skill Level Advanced
Duration
Views
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Introduction
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Welcome2m 6s
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The strategy problem4m 25s
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1. Find Your Business Strategy
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Knowing who you are3m 51s
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Identifying emotional needs4m 10s
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2. Define Your Target Customers
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Identifying customer groups4m 43s
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Quantifying customer loyalty4m 37s
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3. Research: Find What Your Customers Want
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4. Clearly Identify Business Goals and Build Processes
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5. Develop a Long-Term Marketing Plan
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Planning content assets4m 6s
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6. Turn Cookies into Customers
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Getting the big picture3m 54s
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Retargeting visitors5m 59s
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Getting that email address3m 23s
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Stopping the blast4m 51s
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7. Measure and Modify Your Plan
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Measuring the right things6m 45s
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Conclusion
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Next steps1m 44s
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Video: Identifying emotional needs