Why this matters
Too many businesses fail to communicate their purpose in a human and relatable way and put themselves first, not their customer.
It doesn't have to be that way. Executives don't leave their emotions and personality at the door when they go to work. When you show you understand their problem first, then position your solution and authority to help, they engage because it is their story.
Marketing without a considered brand is short-term gain at best. Your B2B business needs brand marketing as well as demand generation to maximise your potential. And a brand framework will guide the creation and positioning of your content, story, and narrative. And support better sales and marketing performance too.
We will help create a playbook for media assets that extend your reach and influence. It’s a noisy world, and standing out is more challenging than ever. With near-unlimited competition for attention, you have to provide value before you deliver your product pitch.
Think like a media company and build a media brand in your business. With a media mindset, you will always think about customers interests, concerns and aspirations first and develop ways to help and inform them.
Building a media brand might sound far-fetched until you think inch-wide, mile-deep. You specialise, have insights, stories, knowledge and expertise that set you apart. Now repurpose that insight across channels that work for your audience.
Good media is well designed, multi-channel, with a ‘human’ voice. Include your website, email, blog, social and eBooks of course, but consider video, podcasts, webinars and magazines too.
We will do a review before the workshops, including keyword research, an audit of your existing assets, customer engagement and current website.
We will introduce a framework for establishing core messaging that will be used and repurposed across multi-media channels during the workshop.
Cognisant of your buyer’s profile and lifecycle stages, we will brainstorm buyer’s questions, feelings and priorities to create synopses for cornerstone content that will resonate and help move prospects through the buyer’s journey.
Customers have a problem or a need. How you respond can set you apart or set you back. In this workshop, we will identify the transformation they aspire to and, with that, we will develop messaging and a plan for how you position them as the hero in your story.
We will establish:
We will plot your customer’s ‘jobs-to-be-done’; their pain when trying to accomplish them, and their perceived gains by getting them done. We will draw on your core propositions developed in the brand workshops to match how your product or service relieves pain and creates improvements for your customers.
Everything you communicate should flow from a customers’ perspective. With this workshop, we work with you to optimise your customer’s window on your world.
It is essential to measure and analyse your site visitor’s behaviour. But first, we need to ask why they are there, where they want to be, and the problem you help them solve? When you empathise with their pain and share your credentials for helping solve it, your visitor is in their story, not yours and more predisposed towards your solution.
An agile website is adjusted and optimised based on user behaviour, and recognising a visitor’s context improves their experience, reducing friction. Is it clear to the visitor how they can do business with you? But what are the consequences of them taking no action? These and other questions are essential in a website workshop designed to draw out the right information.
Building an agile site with growth-driven design, operating in continuous improvement cycles, requires thorough investigation at the outset. Armed with pre-workshop analysis and an understanding of your customer’s needs, fears and aspirations, we will run a website strategy workshop with your team to establish everything we need to know to build the site your customers need.