Not All Sessions are Created Equal - #GetUplift
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The document outlines the importance of post-sale customer experience, emphasizing that marketing should focus on all types of visitors, not just potential customers. It discusses strategies for nurturing customer relationships, including social media engagement, producing relevant content, and segmentation. The author warns against disruptive marketing tactics and highlights the need for brands to respect their customer relationships to retain them.
Not All Sessions are Created Equal - #GetUplift
- 1. #getuplift @danaditomaso#getuplift @danaditomaso DANA DITOMASO NOT ALL SESSIONS ARE CREATED EQUAL
- 2. #getuplift @danaditomaso#getuplift @danaditomaso There are 3 types of visitors.
- 3. #getuplift @danaditomaso 1. They’ll never be customers.
- 4. #getuplift @danaditomaso 2. They will be a customer.
- 5. #getuplift @danaditomaso 3. They are a customer.
- 6. #getuplift @danaditomaso#getuplift @danaditomaso Most marketing focuses on 1 and 2 – the potential.
- 8. #getuplift @danaditomaso Your job isn’t over when the customer converts.
- 9. #getuplift @danaditomaso Brand experience doesn’t end when you buy something.
- 10. #getuplift @danaditomaso How do you continue to nurture that relationship?
- 11. #getuplift @danaditomaso#getuplift @danaditomaso Most post-sale interactions are like this…
- 15. Who is this email coming from?
- 16. FINAL REMINDER SHOULD ONLY BE USED WHEN YOU’RE ABOUT TO SHUT OFF MY ELECTRICITY
- 17. This could be for any company – Show some personality
- 18. 10 options is a lot
- 19. 3 minutes to click one option? It’s a trap.
- 20. I just want to use my app…
- 22. #getuplift @danaditomaso When good invoicing software goes bad.
- 27. #getuplift @danaditomaso#getuplift @danaditomaso You need to reinforce your customer’s good decision.
- 28. #getuplift @danaditomaso Your customers want to enjoy being your customer.
- 29. #getuplift @danaditomaso#getuplift @danaditomaso What is your goal?
- 31. #getuplift @danaditomaso#getuplift @danaditomaso 1. Social Media
- 34. #getuplift @danaditomaso Follow and engage your customers on social.
- 35. #getuplift @danaditomaso What are they sharing? How can you contribute?
- 37. #getuplift @danaditomaso How can you be useful?
- 38. #getuplift @danaditomaso#getuplift @danaditomaso 2. Better Content
- 39. #getuplift @danaditomaso Monitor your branded searches constantly.
- 40. #getuplift @danaditomaso How do you reward content? Is it only for new content?
- 42. #getuplift @danaditomaso#getuplift @danaditomaso 3. Post-Sale Personas
- 43. #getuplift @danaditomaso Personas aren’t just for new business.
- 44. #getuplift @danaditomaso What are the Jobs To Be Done after the sale?
- 45. #getuplift @danaditomaso Do you have accounts for each of your personas?
- 46. #getuplift @danaditomaso#getuplift @danaditomaso 4. Segmentation
- 48. #getuplift @danaditomaso Segment customers with Google Analytics custom variables.
- 49. #getuplift @danaditomaso Use an ?subscriber variable.
- 50. #getuplift @danaditomaso Data mine phone calls (We use CallRail)
- 51. #getuplift @danaditomaso#getuplift @danaditomaso Do you respect your customer relationship?
- 52. #getuplift @danaditomaso You are not in a war for customer attention.
- 53. #getuplift @danaditomaso You don’t need to “surprise & delight”.
- 54. #getuplift @danaditomaso Transferring money in your banking app is not a “surprise & delight” moment.
- 56. #getuplift @danaditomaso “Surprise & delight” actually means “annoy & disrupt”.
- 57. #getuplift @danaditomaso#getuplift @danaditomaso Why do people keep being your customer?
- 59. #getuplift @danaditomaso#getuplift @danaditomaso Turn potential into reality.
Editor's Notes
- #8: Is this how your marketing is structured and budgeted?
- #14: I have received SEVERAL of these. Let’s unpack what’s wrong with this email.
- #15: I have received SEVERAL of these.
- #16: I have received SEVERAL of these.
- #17: I have received SEVERAL of these.
- #18: I have received SEVERAL of these.
- #19: We live in a thumbs up/down world, not a “pick your experience on this scale” world. Even Netflix has gone to thumbs up/down.
- #20: What happens when I click? No thanks, I’m good.
- #21: I just want to use my app… also this seems very long.
- #22: Screengrab Slack invoice vs Ahrefs invoice (also that homestead invoice & reminder, 1 minute apart)
- #23: Check what your invoicing software is doing. You really don’t want this to happen, and will people tell you? Probably not. But they’ll be annoyed.
- #24: We’ve been using this software for about 3 years now. “How’s it going so far” is better used for newer customers.
- #27: I did not get a reply to this gem.
- #28: Now I’ll go over some ways to make that happen.
- #31: Turn your customer into a superhero for choosing you. Let’s go into how to do that.
- #37: It doesn’t have to be expensive. A tool like Nuzzel can uncover what your followers are interested in, and you can segment by Twitter list.
- #38: For example, InVision does a great job of this – their blog posts are all about how to help their customers be better.
- #40: Do the answer boxes make sense? Are you missing out on ranking opportunities?
- #41: Maybe change this to red and ask “how do you reward people in your organization? Is it only for new things?”
- #46: What are the interactions they are receiving from your company?
- #48: Not every automation or CRM platform supports this. So if it doesn’t here are some workarounds.
- #49: Then view that segment separately. That way you’re also not fouling up your pre-sale conversion stats vs post-sale conversion stats.
- #50: I don’t need to see your damn popups again, I’m already your customer!
- #51: I’m going to toot CallRail’s horn a little bit here.
- #54: I hate this phrase.
- #55: I would be delighted if it worked, how’s that.
- #56: (relate a google maps story)
- #57: Customers do not care that you have a new website unless it makes their lives easier. I get that you’re excited but simmer down.
- #59: Because they want to improve. Which is why everyone hangs onto gym memberships forever – because of the potential.
- #60: What is that brand promise? How are you delivering it every single day for your customers?