Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Jason Friedman on the importance of the customer experience and why boring is beautiful. Watch now!
In this episode of Delivering #Marketing Joy, Jason Friedman, the founder and CEO of CX Formula, delves into the critical importance of designing a customer experience journey. He underscores the necessity of building strong relationships with customers and creating a seamless, frictionless experience. The focus of the discussion revolves around the core concepts of customer loyalty, lifetime value, and the power of referrals. Friedman’s insights shed light on the profound impact a well-designed customer experience can have on customer satisfaction and overall business growth.
Throughout the discussion, Friedman also highlights the often overlooked value of repeat customers and the need to prioritize their satisfaction. He strongly advocates against “random acts of marketing,” suggesting instead a focus on sharing customer stories and experiences to attract the right audience. He introduces the innovative concept of a “kinetic pathway,” which involves reducing friction and increasing momentum in the customer journey. The conversation also touches upon the importance of effective onboarding, emphasizing relationship building over information overload. Lastly, Friedman offers valuable advice on creating an ideal customer script to guide businesses in delivering the desired results.
The Importance of Customer Experience Journey
Jason Friedman places a significant emphasis on the customer experience journey. He believes that businesses should be proactive in designing this journey to ensure a smooth and enjoyable experience for their customers. This involves understanding the customer’s needs, expectations, and preferences, and then tailoring the business’s services or products to meet these requirements.
Friedman argues that a well-designed customer experience journey can have a profound impact on customer satisfaction and business growth. It can lead to increased customer loyalty, higher lifetime value, and more referrals. This, in turn, can result in increased revenue and profitability for the business.
The Value of Repeat Customers
Friedman highlights the value of repeat customers, arguing that businesses often focus too much on acquiring new customers and neglect their existing ones. He suggests that businesses should prioritize the satisfaction of their repeat customers, as they are more likely to become advocates for the business and refer others to it.
Understanding and meeting the needs of repeat customers is crucial. These customers have already demonstrated their loyalty and commitment to the business, and it is important to reward this loyalty by providing them with excellent service and value. By doing so, businesses can encourage these customers to continue supporting them and to spread the word about their positive experiences.
Avoiding Random Acts of Marketing
Friedman advises against “random acts of marketing,” which he describes as marketing efforts that lack a clear strategy or purpose. Instead, he suggests that businesses should focus on sharing customer stories and experiences. These stories can serve as powerful testimonials, demonstrating the value of the business’s products or services and attracting the right audience.
By sharing relevant and relatable stories, businesses can create a strong connection with their audience. This connection can lead to increased trust and loyalty, which can ultimately result in higher sales and profitability.
The Concept of Kinetic Pathway
Friedman introduces the concept of a “kinetic pathway,” which he describes as a customer journey that is designed to reduce friction and increase momentum. This involves removing any obstacles or barriers that may hinder the customer’s journey, and creating a fluid, seamless experience.
The kinetic pathway is different from a traditional customer journey in that it focuses on creating a sense of momentum and forward movement. By reducing friction and obstacles, businesses can make it easier for customers to move through the buying process, leading to higher conversion rates and increased customer satisfaction.
Effective Onboarding
Friedman emphasizes the importance of effective onboarding, arguing that it should focus on relationship-building rather than overwhelming customers with information. He suggests that businesses should help customers understand the relationship they are entering into, and acclimate them to the business’s products or services.
Overloading customers with information during the onboarding process can be counterproductive. Instead, businesses should focus on building a strong relationship with the customer, providing them with the support and guidance they need to get the most out of the business’s products or services.
Creating an Ideal Customer Script
Friedman advises businesses to create an ideal customer script, which can serve as a roadmap for delivering the desired results. This involves pretending to be the customer and writing a script of their experience, and then using this script to guide the business’s efforts.
The ideal customer script can help businesses understand the customer’s perspective and anticipate their needs and expectations. By incorporating elements of the script into the customer experience journey, businesses can ensure that they are delivering a consistent, high-quality experience that meets the customer’s needs and exceeds their expectations.
Conclusion
In conclusion, Jason Friedman offers a wealth of insights and advice on improving the customer experience. He emphasizes the importance of designing a customer experience journey, prioritizing the satisfaction of repeat customers, avoiding random acts of marketing, and creating a kinetic pathway. He also highlights the importance of effective onboarding and the creation of an ideal customer script. To assist businesses in implementing these strategies, Friedman offers a free tool to help improve their customer experience.
In January, Kirby was asked to speak at PPAI Live about 4 Tips To Creating a Successful 2024. In this DMJ 1 on 1, we go LIVE to the PPAI Expo from the show floor. Watch now!
As we approach the new year, it’s time to start thinking about how we can make 2024 the most successful year yet. In this blog, we’ll be discussing four key tips that can help you achieve just that. These tips are not just about setting goals, but also about maintaining a positive mindset, continuously learning and growing, and prioritizing deep work. So, let’s dive right in and start planning for a successful 2024.
Be Intentional and Set Goals
The first tip for creating a successful 2024 is to be intentional and set goals. Setting goals is a crucial step toward success. It gives you a clear direction and helps you stay focused on your path. But remember, these goals should be deeply personal. They should resonate with your values and aspirations.
Consider setting goals in five key areas of your life: Finance, Fitness, Family, Faith, and Fun. By setting goals in these areas, you ensure a balanced approach to your life. You might also want to consider setting shorter time frame goals, such as 12-week year goals. This can help you stay motivated and see progress more quickly.
Be Positive and Practice Gratitude
The second tip for a successful 2024 is to maintain a positive attitude and practice gratitude. Positivity can significantly improve your performance, especially in stressful situations. It helps you stay calm, focused, and resilient. But how can you boost your positivity? One effective way is through gratitude exercises.
Gratitude exercises can help shift your mindset to a more positive state. They can help you focus on the good in your life, leading to more things to be grateful for. So, start your day by listing three things you’re grateful for, and see the difference it makes in your life.
Continuously Learn, Grow, and Change
The third tip for a successful 2024 is to continuously learn, grow, and change. Personal growth is a lifelong journey, and investing in your personal development can lead to significant improvements in your life. One way to do this is by reading books and investing in education.
Look for opportunities to learn and grow, such as online courses and certifications. Avoid living the same experiences over and over again. Instead, seek new experiences, learn new skills, and embrace change. This will not only make your life more interesting but also help you grow as a person.
Prioritize Deep Work and Avoid Multitasking
The fourth and final tip for a successful 2024 is to prioritize deep work and avoid multitasking. Despite popular belief, multitasking is a myth. It can hinder deep work and lead to decreased productivity and focus. Instead, focus on one task at a time for better results.
Batching activities can also improve your productivity and effectiveness. This involves grouping similar tasks together and doing them in one go. This can help you stay focused and reduce the time wasted on switching between tasks.
Conclusion
In conclusion, creating a successful 2024 involves being intentional and setting goals, maintaining a positive mindset and practicing gratitude, continuously learning and growing, and prioritizing deep work. By following these four tips, you can make 2024 your most successful year yet. So, start planning now and make the most of the coming year.
Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Frank Husmann about becoming the authority in your niche. Watch now!
In this insightful video interview, Kirby talks to Frank Husmann, the founder of Maxiality. Frank shared his expertise on authority marketing, particularly for B2B companies. The conversation was a deep dive into the intricacies of becoming an authority in your niche, a feat that is not easily achieved but can be incredibly rewarding. The discussion touched on various aspects of authority marketing, from understanding what it entails to starting a successful campaign and avoiding common pitfalls.
Frank also highlighted the importance of demand generation in B2B marketing, explaining how it differs from lead generation and why it’s more effective in the modern B2B landscape. He also shared some practical tips on creating a pleasant buying journey for potential customers. Finally, he offered some advice on authority marketing and shared where viewers can find more information about him and his work.
What is Authority Marketing?
Authority marketing is a strategic approach that involves showcasing your expertise in a particular niche to establish yourself as an authority. This process is not a one-time event but a continuous effort that requires consistency and dedication. By consistently demonstrating your knowledge and skills, you gradually build credibility and trust with your audience, positioning yourself as the go-to expert in your field.
Frank emphasized that the key to successful authority marketing lies in identifying the main topics you want to be known for and creating content around them. This content can take various forms, including podcasts, YouTube videos, blog articles, and email newsletters. The goal is to consistently show your expertise over time, which will help establish your authority in your niche.
Starting an Authority Marketing Campaign
Starting an authority marketing campaign requires a clear understanding of your niche and the main topics you want to be known for. Once you’ve identified these topics, the next step is to create content around them. This content should be informative, engaging, and valuable to your audience. It should demonstrate your expertise and provide solutions to the problems your audience is facing.
Frank suggested using various content formats to reach a wider audience. These can include podcasts, YouTube videos, blog articles, and email newsletters. Consistency is key in authority marketing. By regularly producing high-quality content, you can gradually establish your authority in your niche and become the go-to expert for your audience.
Common Pitfalls in Authority Marketing
While authority marketing can be highly effective, there are common pitfalls that marketers should avoid. One of these is being too salesy. While it’s important to promote your products or services, your primary focus should be on addressing the questions and problems of your prospects. By providing valuable solutions, you can build trust and credibility with your audience.
Another common pitfall is focusing too much on personal stories at the expense of showcasing your expertise. While personal stories can help humanize your brand and build a connection with your audience, they should not overshadow your expertise. Instead, they should be tied to your expertise and used to reinforce your authority in your niche.
Demand Generation in B2B Marketing
Demand generation is a crucial aspect of B2B marketing. Unlike lead generation, which focuses on generating leads, demand generation focuses on creating demand for your products or services. This involves targeting the 97% of people who are not yet in the market for your products or services.
Frank suggested using various channels to showcase your expertise and create demand. These can include YouTube, LinkedIn, and articles. He also recommended using tactics like LinkedIn ads and LinkedIn Live to reach a wider audience and generate demand. By focusing on demand generation, you can position yourself as a top choice when your prospects are ready to make a purchase.
Lead Generation vs. Demand Generation
While lead generation and demand generation are both important aspects of B2B marketing, Frank argued that demand generation is more effective in the modern B2B landscape. Lead generation focuses on generating leads, while demand generation focuses on creating demand for your products or services and being on the shortlist of potential customers.
By focusing on demand generation, you can target the 97% of people who are not yet in the market for your products or services. This allows you to build awareness and credibility with a wider audience, increasing the chances of being considered when they are ready to make a purchase.
Creating a Pleasant Buying Journey
Creating a pleasant buying journey is crucial for attracting and retaining customers. This involves providing clear and transparent pricing information on your website and making it easy for prospects to get in touch and qualify themselves. By making the buying process as smooth and straightforward as possible, you can improve customer satisfaction and increase the chances of repeat business.
Frank also suggested automating processes and using forms or API calls to gather information about prospects. This can help streamline the buying process and provide valuable insights into your customer’s needs and preferences, allowing you to tailor your offerings accordingly.
Conclusion
In conclusion, the video interview with Frank Husmann provided valuable insights into authority marketing for B2B companies. From understanding what authority marketing is and how to start a successful campaign, to avoiding common pitfalls and understanding the importance of demand generation, the discussion covered a wide range of topics. Frank also shared some practical tips on creating a pleasant buying journey and offered advice on authority marketing. For those interested in learning more, Frank can be found at maxiality.com, where he offers a free video training on authority marketing.
Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up.
In this insightful interview, Robert Brandl, the founder and CEO of Tool Tester, shares his expertise on branding, SEO, and email marketing. As a renowned figure in the digital marketing landscape, Brandl’s insights are invaluable for businesses looking to strengthen their online presence and engage their audience effectively. The conversation covers a wide range of topics, from the importance of branding for SEO to the common mistakes in email marketing and how to avoid them.
Branding, as Brandl explains, is a combination of design, personality, and positioning. Each of these elements plays a crucial role in creating a strong brand that resonates with the target audience and stands out in the competitive digital landscape. Furthermore, Brandl discusses how businesses can enhance their email marketing efforts by offering value to their audience and using quizzes to grow their email lists. He also sheds light on the mystery of email deliverability, providing practical tips on how to ensure that emails reach the main inbox.
The Importance of Branding for SEO
Branding is becoming increasingly important for SEO, and it’s not just about having a catchy logo or a memorable tagline. It’s about creating a holistic brand experience that combines design, personality, and positioning. Design is a critical aspect of branding. It’s about creating a user-friendly website that makes visitors feel at home. It’s about choosing the right color palette, typography, and layout that reflect the brand’s identity and values.
Personality is another key component of branding. It’s about the tone of voice used in the content, the use of real people and office photos, and the overall vibe that the brand exudes. A brand with a distinct personality can establish a strong connection with its audience, making it more memorable and relatable. Positioning, on the other hand, is about being laser-focused on a specific topic or niche. It’s about differentiating the brand from its competitors and attracting the right audience by offering unique value.
Enhancing Email Marketing with Value Offerings
Email marketing is a powerful tool for businesses, but it’s not just about sending promotional emails and newsletters. It’s about offering something of value to the audience to encourage them to sign up for the email list. This could be a lead magnet, such as an ebook, checklist, or cheat sheet, that provides valuable information or solves a specific problem for the audience.
Another effective strategy is to create smaller, more easily consumable resources, such as infographics, short videos, or blog posts. These resources can increase engagement and completion rates, as they are easier to digest and share. They also provide an opportunity for businesses to showcase their expertise and provide value to their audience, thereby building trust and loyalty.
Using Quizzes to Grow Email Marketing Lists
Quizzes can be a fun and engaging way to grow email marketing lists. Whether it’s a personality quiz or a quiz related to a specific topic, quizzes can attract website visitors and encourage them to interact with the brand. But quizzes are not just about entertainment. They can also provide personalized recommendations based on the quiz results, adding value to the user experience.
For example, a skincare brand could create a skin type quiz and provide personalized product recommendations based on the results. To collect email addresses, businesses can offer incentives, such as discounts or exclusive content, to users who opt to receive their quiz results via email. This strategy not only helps grow the email list but also provides an opportunity to segment the audience based on their quiz results and send targeted email campaigns.
Common Mistakes in Email Marketing
One of the common mistakes in email marketing is sending too many emails to everyone on the list, regardless of their interests and behaviors. This can lead to lower engagement rates and potential deliverability issues, as recipients may mark the emails as spam or unsubscribe from the list. Instead, businesses should focus on segmentation and targeting, sending relevant and personalized emails to different segments of their audience based on their interests, behaviors, and preferences.
Another common mistake is neglecting the importance of email deliverability. Many businesses focus on creating engaging content and attractive designs for their emails, but they overlook the technical aspects that can affect whether their emails reach the main inbox or end up in the spam folder. This is where reputable newsletter software and deliverability monitoring tools come into play.
Ensuring Email Deliverability
Email deliverability can be a complex issue, but there are ways to improve it. One of the key factors is the choice of newsletter software. Reliable platforms like MailerLite or ActiveCampaign have built-in features and tools to optimize deliverability, such as authentication protocols, spam checkers, and bounce management.
Monitoring deliverability is also crucial. Tools like Glock apps or Mail dt can provide insights into email placement and potential issues, such as high bounce rates or spam complaints. They can also help businesses test their deliverability by sending test emails to different email providers and checking if they land in the main inbox. By regularly monitoring and testing deliverability, businesses can identify and address issues promptly, ensuring that their emails reach their intended recipients.
Conclusion
Branding, SEO, and email marketing are interconnected aspects of digital marketing. A strong brand can improve SEO performance, attract and retain customers, and enhance email marketing efforts. By understanding the importance of design, personality, and positioning in branding, offering value in email marketing, and ensuring email deliverability, businesses can create a powerful online presence and engage their audience effectively.
To learn more about Robert Brandl and his insights on digital marketing, visit the Tool Tester website or connect with him on LinkedIn or Twitter. His expertise and practical tips can provide valuable guidance for businesses looking to strengthen their branding, SEO, and email marketing strategies.
As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
In September, I launched my newest book called Hit The Target. The new book is a parable about Michael, whose life is in shambles. He is about to lose everything and needs to turn things around in only 3 weeks. A new friend, Charles, introduces him to the TARGET marketing framework. Hopefully there are plenty of lessons in the book, but that’s not what today is about! Today is about the 4 lessons I learned from launching the book…and how those might apply to you. Here are 4 Lessons from my book launch! Watch the latest DMJ 1 on 1 below (and subscribe).
Below are just 4 of the lessons I learned while launching this book. To dig deeper, watch the video above!
You Choose You
So many people wait for someone to choose them. They wait to be picked. I have found that to be a recipe for frustration for me. If you want to write a book, start a business, create a hobby, or make any significant change in your life, I think you need to choose you. Take the initiative and go after it. It might not work. But it can’t if you don’t try. Choose you.
Start Building Your List Now
When we are ready to launch our idea, we want to tell as many people as possible. If that’s the case, that is not the time to build the list. You want to build a list of people that are excited about your project long before you need it. So now is the time to start building that brand, and inviting people to be a part of that tribe and follow along.
You Are Going To Be Uncomfortable
I knew this was coming…but the urge to “sit down and be quiet” was still so powerful! When you put yourself out there, the voice in your head will get loud. When you start something new, prepare for “the voice” to tell you to be quiet. But if you want to be successful, you need to fight through that and share your message. As I discussed in the video, one of the ways I overcame that was to schedule my messages in advance. That way I could more likely stick to my plan. I used our software PromoMotion to make that happen (find information here). But regardless of how you do it, it’s imperative to fight through the voice and get comfortable being uncomfortable.
Let Others Help You Tell Your Story
When you do something like this, it can be powerful to have a tribe to help you spread the word. I created a private Facebook group that helped me choose the title, pick the cover, and more. And when the launch happened, they helped me spread the word. It can be hard to ask for people to join that tribe, but it’s a must. Make sure you invite people to help you tell your story!
So those are the 4 lessons I learned during my book launch. I hope those lessons help you. If you want to learn more about the book, head to HitTheTargetBook.com. You can get more information about the book and even get the audiobook for FREE!
As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
