I taught this class at WSU on April, 2nd 2020. We did a deep dive into human psychology and how to understand your customer better than they know themselves. We discussed how to develop a customer centered digital marketing strategy.
We also talked about how to continually measure, monitor and adjust so you're able to anticipate your customers needs and adapt to them.
10. I’m the Board Chair at the Greater
Vancouver Chamber of Commerce.
11. 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.
12.
13. @KevinGetch
A SIMPLE METHODOLOGY:
KNOW & LOVE YOUR CUSTOMER
ALIGN YOUR STRATEGY AROUND
YOUR CUSTOMER
CONTINUALLY MONITOR, MEASURE, &
ADJUST
Know their psychological needs, behaviors, their customer journey, etc.
14. Creating a comprehensive
customer centered strategy
integrated across channels, tactics
and teams can make your efforts
10x more effective.
15.
16. Your Customer is at the Center of
Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community
18. 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
19. 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
20. ● 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
21. 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
27. @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.
32. “We don’t buy products or services.
What we buy are feelings, solutions,
stories, and a better version of
ourselves with that product or
service in our lives.”
- Me
47. 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.
57. Technical On-Site SEO
● Title Tag
● Meta Description
● Content Structure
● Optimized Image Name + Alt Text
● Internal Links
● Site Architecture
● Page Load Time
● Schema
● & Much more… (Robots.txt, JSON-LD, Log File Analysis, etc.)
@KevinGetch
88. @KevinGetch
“Consumers habits will evolve along with technology. But the one
thing all searchers have in common is that they want assistance
every step of the way. Marketers who remember that will be
rewarded with growth.” Ken Wheaton, Editor Google
90. "When you obsess over
your customer
"When you obsess over
your customer, develop a
successful marketing
strategy
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics your
business will experience
incredible success and so
will your clients."
- Kevin Getch
91. Thank you for your time!
@KevinGetch | kevin@webfor.com
Webfor.com