2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo & physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo & physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo & physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo & physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
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