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

Email

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