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CREATIVE STRATEGIES TO
SUCCEED IN CHALLENGING TIMES
Kevin Getch
Founder + Director of Digital Strategy
SEO
Campaign of the Year
I’m the Board Chair at the Greater
Vancouver Chamber of Commerce.
In my spare time… I also serve on the
SEMpdx board, a nationally recognized non-profit focused
on supporting and educating the digital marketing community.
What is the Number One
Determining Factor
of a Company’s Success
During ANY Challenge?
The Mindset of the Company's Leadership
is the Number One Determining Factor
of Success or Failure!
GET YOUR
MIND RIGHT!
IN THE MIDDLE OF EVERY
DIFFICULTY LIES
OPPORTUNITY
- Albert Einstein
1% Market Share
2% Market Share
(of a larger market)
2% Market Share
(of a smaller market)
1% Market Share
(of a smaller market)
Anticipatory Retaliation
@KevinGetch
A SIMPLE METHODOLOGY:
KNOW & LOVE YOUR CUSTOMER
ALIGN YOUR STRATEGY AROUND
YOUR CUSTOMER
CONTINUALLY MONITOR, MEASURE, &
ADJUST
Gain a deep understanding of their psychological needs, behaviors and journey
“The aim of marketing is
to know and understand
the customer so well the
product or service fits
them and sells itself”
- Peter Drucker
Human
Psychology
@KevinGetch
@KevinGetch
Neocortex:
Rational or thinking brain
Limbic or Mammal Brain:
Emotional or feeling brain that is
responsible for learning, emotion,
emotional memory and
pain/pleasure response.
Reptilian Brain:
Instinctual brain responsible for heart
pumping, breathing (while sleeping)
and 4 F’s: Fight, Flight, Food, &
Fornication.
@KevinGetch
Source:Gerald Zaltman Harvard Business School professor https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it
Human Psychological Needs
@KevinGetch
@KevinGetch
WiFi
Certainty/Safety
Feel Important
Love & Connection
Variety
Progress
Impact
HumanPsychologicalNeeds
PAIN PLEASURE
Super Secret Techniques
to Get in the
Mind & Heart
of Your Customer!
1. (5-7 minutes)
1. (5-7 minutes)
The best marketers put
on the panty hose!
PERSONA CUSTOMER
JOURNEY
&
U
D
F
D
ecision Making
esires
ncertainties
ears
Talk to Sales &
Customer Service
Mine information,
keywords, topics &
opportunities with
CallRail Scribe &
Keyword Spotting
@KevinGetch
@KevinGetch
@KevinGetch
@KevinGetch
Yes, Blunt is GOOD!
@KevinGetch
“Now that you truly know your
customer. Stop trying to sell them your
product or service.
Instead, deliver the feelings, solutions,
stories and the better future that they
long for.”
- Me
Unique Value Proposition
Webfor.com/uvp
CUSTOMER
JOURNEY
CUSTOMER JOURNEY
A visual representation of what a person is
feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the customer experience.
@KevinGetch
@KevinGetch
UXPressia.com
@KevinGetch
Creating a comprehensive
customer centered strategy
integrated across channels, tactics
and teams can make your efforts
10x more effective.
Your Customer is at the Center of
Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community
Direct
SocialSearch
@KevinGetch
S
You’ve been drinking… A LOT!
You have to go to the bathroom, but there’s a minute
left in the game and your team is about to score.
What do you do?
@KevinGetch
Direct
SocialSearch
● Organic SEO
● Paid Ads
@KevinGetch
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand/Messaging
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads
● Organic SEO
● Paid Ads
@KevinGetch
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand/Messaging
● PR/RM
● Measurement
● Email
● Text
● Push
● Organic Social
● Paid Ads
Direct
SocialSearch
Direct
Social
Search
@KevinGetch
● Organic SEO
● Paid Ads
Cross Channel
● Website/App
● Content/Value
● UX/CRO
● Brand/Messaging
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads
ADAPT YOUR
TACTICS &
STRATEGY!
BRAND
CHAMPION
ADAPT YOUR MESSAGING
& INCREASE COMMUNICATION
● Add COVID-19 announcement to your website
● Update your messaging in campaigns you’re running
● Reach out to ALL of your clients via email/phone
● Add MASSIVE value based on your customers needs
Announcement
ADD
MASSIVE VALUE!
@KevinGetch
@KevinGetch
@KevinGetch
GMB Listing
PIVOT YOUR
PAID MEDIA CAMPAIGNS
LOCAL SERVICE ADS
FOR HOME SERVICE COMPANIES
DYNAMIC DIGITAL PROSPECTING
EXPAND YOUR AUDIENCE!!
@KevinGetch
@KevinGetch
GET
CREATIVE!!!
Nostalgia
Add some joy to people’s
lives!
Thanks Dan!
Like offering free
chiropractic care
to healthcare
workers in ER &
Urgent Care
facilities!
MEASURE,
MONITOR, &
ADJUST
@KevinGetch
Measurement &
Attribution
Our Story
“What gets
measured gets
managed.”
- Peter Drucker
Our Story
● Free Brainstorm Session
The Catch
● I only have two openings a week at this time.
● Free books are while supplies last and
limited to one per organization.
My Offer to Help:
● Free Copy of My Book
● 3 Free Hours of Work
Webfor.com/3hours
Q & A
Thank you for your time!
@KevinGetch | kevin@webfor.com
Webfor.com
Presentation: Slideshare.net/webfor

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