how to understand your customers’ needs and dramatically change your business results


The 5-‐Step to Establish a Profitable Online Presence

1 IMMEDIATE NEED

2 GET NOTICED

3 BUILD TRUST

4 MAKE AN OFFER

5 PROVIDE MORE VALUE


More and more people online There are more and more people ge.ng online •  Almost half of the populaVon on the net 3bn + •  Growing at an average rate of 741.0 % globally •  Africa growing at 6,498.6% …Middle East

growing at 3,303.8%.


Access a large marketplace Imagine how well off you could be if your business were in front of a small percentage of this huge online populaVon?

1.23 billion users worldwide

259 million users

200 million acVve users

1 billion+ unique users each month

‘The net is your oyster!’


MulVtude of Smaller communiVes

ü  Groups ü  Pages ü  Circles ü  Forums

•  Who wants your topic? •  Where are they? •  Are they ready to pay for it? •  Is the market big enough?

Great diversity of people and of problems


Common Myths

I have a mainstream topic à Most people will be interested in my offer My topic is very niche à I don’t know if I can get any serious income I serve B2B market à Should I sVll make all this online effort like B2C?


How to create soluVon that customers love ?


1. IdenIfy & solve problems

•  Who is our client? •  What is their biggest problem? •  How you can solve it?


2. Create customer personas

•  Complete picture of your buyers •  Beyond demographics •  Discover needs, interests, goals, desire and

moVvaVons •  What keeps them awake at night


Meet Becky

•  Single 40 yo, consultant/trainer •  Freelance for 10 years + •  Consult for corporate •  Boring job and a lot of poliVcs •  Looking to reinvent herself and get to the

next phase of her professional life


What Becky wants?

•  Choose her clients, make a difference •  Want to succeed without compromising

her values •  Stop trading Vme for money and enjoy life •  Uses social media as contact management

but limited online markeVng skills •  Not sure how to posiVon her offering in a

unique way to afract the clients she wants


How can I help Becky?

•  Define her unique brand – Skills + passion •  IdenVfy what is holding her back to express

her true self and what is driving her to succeed

•  Create a compelling story that resonate with audience

•  Create a markeVng plan to communicate her values

•  Create digital products to stop trading Vme for money and claim her freedom


3. What Customers are searching?

•  Use keyword search, surveys, and interviews

•  Think of 20-‐30 potenVal keywords. •  How popular are those keywords?


Check Google Adwords hfps://adwords.google.com/ko/KeywordPlanner Use words, url, category, geography, excl negaVve words Let’s see Google Adwords search in acVon!


4. Set up goals & test

•  IdenVfy high priority segments (20/80 rule) •  Test your assumpVons


5. Evaluate and Iterate

•  Evaluate the validity of assumpVons •  Iterate the process •  Refine your persona


Map your customers buying journey

Client perspecIve 1.  Awareness 2.  ConsideraVon 3.  Inquiry 4.  Purchase 5.  RetenVon


Map your customers buying journey

Client perspecIve 1.  Awareness 2.  ConsideraVon 3.  Inquiry 4.  Purchase 5.  RetenVon

Provider (you) IdenVfy their needs Get noVced (be visible) Build trust (let them try) Make an offer (convert) Provide more value


How to create engaging content fast

•  3 personas •  10 topics •  5 buying stages = 150 content items to create


Gold nuggets for your business •  IdenVfy the key personas in your business •  Choose the ones you are happy to conVnue

to serve or create a totally new persona •  Describe the main persona–uncover needs,

wants, desires, goals, etc. •  Brainstorm 20-‐30 potenVal keywords with

hfps://adwords.google.com/ko/KeywordPlanner


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