Take a step-by-step look at how to quickly build relevant buyer personas and easily create resource-rich content aligned with your audience needs.
Via Pedro Da Silva, Os Ishmael
Get Started for FREE
Sign up with Facebook Sign up with X
I don't have a Facebook or a X account
Your new post is loading...
Esther Coronel De Iberkleid's comment,
June 14, 2013 1:41 PM
Great comment Martin! I believe once we have the FANS the superfans are joining by themselves!! I would never consider a superfan someone I pay for. The concept for me is related with values not with money at all!
Martin (Marty) Smith's comment,
June 14, 2013 1:57 PM
Yes Esther, but SuperFans have an agenda too. When we (FoundOjbets.com the specialty gift distributor founded by Janet McKean) worked with Oprah we discovered her magic. Oprah rarely stuck her reputation all the way out there. She would take something that already had momentum and blow it apart. We did see her reach down to an ceramic artist we knew and pluck her from semi-obscurity. That interaction came after big presentations in Elle Decor and Redbook, so there was a shelf of support. Oprah (and my ex Janet McKean) must watch signal creators like those magazine like hawk on a wire. Oprah's touch of this ceramic artist blew them up and then right back down again (they didn't have their process ready for such a HUGE growth spurt). Superfans want to be a powerful second on trends that will add to their reputation as finder of cool things and trends. First is way to risky for most (Oprah included).
Esther Coronel De Iberkleid's comment,
June 14, 2013 2:39 PM
Thank you Martin for sharing such a powerful insight and comment at the same time. Yes I agree there are times when things happen and do not flow as expected possibly, always for a reason They may be successful or not, also for a reason. We definitely have to find the lesson to understand the why. I believe we are all messengers delivering messages. Some people are ready and some may not be ready. Still there is a deep lesson for all to learn. This is life!!! This is why we are here. Challenges are just ways to direct us to our final destination. Technology included!
|
|
Great post about how to connect two important dots: buyer personas and content marketing. Customers are different, but they are usually different in similar ways (lol).
This means we can form cohorts or groups of customers in order to increase the relevance of our messaging, marketing and communication. Relevance is an important idea.
Batch and blast days where the same message, usually SALE SALE SALE, is sent to everyone is over. Making sure you send relevant messages to your customers is now a CSF (Critical Success Factor). Sending non-relevant messages is NOISE and the world is noisy enough.
Add to the world's noise and you break the first rule of web marketing - permission means only relevant messages please. The web is so DATA RICH customers are USED TO relevant communication. So used to relevant communication they will not look on being spammed lightly or without action (leaving your list or worse discussing how non-relevant you are to their social nets).
Oh, and don't forget to CURATE content more than you CREATE content because curating sends the "we listen and care about others" signal and trust us you want that :).