Unlocking Your Digital Formula
Chris Leone - COO@ChrisLeone
● 11 years in business● Inbound Marketing Agency● Google Analytics Certified Agency● Google Adwords Certified Agency● Hubspot Certified Partner● 13 team members
About WebStrategies:
We’re in the business of creating leads and sales for our customers.
@ChrisLeone
Review of current trends
Show you the steps to unlock your digital formula
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Your formula is derived from how your customers behave.
@ChrisLeone
4 P’s1.Persona2.Properties3.Path4.Purpose @ChrisLeone
If you try to market to everyone, you will market to no one.
@ChrisLeone
Business Owner Bill
• Has experience in the field prior to his current role and has
met his professional aspirations
• Has a family with kids in High School/College
• Sports fan
• Male
• 40s-50s
• Earns around $200k or more
• He’s local to community.
• He’s straightforward, not pretentious. Has an open mind and
seeks direction but could be skeptical. Will be ROI focused
and may have price objections. He’s Type A and can be
“ADD”. He’s also quantitative/results-oriented. More
strategic than tactical.
Business Owner Bill
• Desires growth through increased leads/sales
• Maintain/improve overall health and longevity of
organization
• Secondary: Beat competitors
• Has been burned before (creates skepticism)
• Tech-impaired - can’t process the technical details so he
can’t grasp how the end result gets reached, but does desire
the outcome
• Provide leads/sales
• Do the right things right
• Educate him
Business Owner Bill
• Can’t connect ROI/skeptical of ROI numbers/formula
• Doesn’t differentiate between our offerings and other services
• “I’m not growing as fast as I’d like”
• “How do I know if I'm getting/going to get burned”
• “What are my competitors doing? Should we do it too? How
can we be better?”
• “Am I working "in" my business or "on" it?”
• “Is my team doing the right thing?”
• “Should we be doing the latest and greatest? What if we
miss out?”
• “I have so many ideas- what do I do with them/how do I
prioritize?”
• “We have to make our numbers to keep the business
running.”
• “I want the business to grow, but how do I do it?”
B2B
e-Commerce
@ChrisLeone
Content MarketingDisplay
SEO, PPCSocial Media
Branded SearchDirect
Reviews
@ChrisLeone
Persona: who, specifically, are you marketing to?
Properties : what places do they visit
throughout their journey?
Path: what path do they take to get there?
Purpose: what role do those properties serve in the persona’s buying funnel?
@ChrisLeone
How To Do This For Yourself
1. talk to your customers2. 3. 4.
@ChrisLeone
● When did you first realize you had a need?● What was the first thing you thought of?● What was the first thing you did?● What sites did you visit?● What did you search?● When did you first find us?● How long before you contacted us?● What else did you see that was influential? ● etc.
@ChrisLeone
How To Do This For Yourself
1. talk to your customers2. develop customer “pain statements”3. simulate their research phase (bit.ly/catalyst-
customer-journey)4. begin marketing to all phases of buying funnel
@ChrisLeone
@ChrisLeone
Your formula is derived from how your customers behave.
Thank you.
@ChrisLeone