“I thought I’d start off by telling you a little bit about myself,” the presenter begins.
“This is where I grew up. Beautiful, small, lovely.”
She shares particulars about her private life profession. The introduction for Liz High’s presentation, Social Truth: Revealing What Truly Matters to Your Customers, at Content Marketing World, spans 4 minutes and 15 images.
The vice chairman of buyer expertise insights and supply at Metia Group has some extent to make. “OK, so what have you learned about me? What do you think you know about me?” she asks the viewers.
To reply, attendees relay details shared by Liz (e.g., she based an organization). In addition, they make judgments. They take what they noticed and supply an evaluation or opinion (e.g., “You are ambitious.” “You are funny.”).
One individual’s reply is completely different from one other’s. And the observations might battle with what Liz believes about herself.
To convey house the purpose, Liz shares this quote from movie producer Robert Evans:
“There are three sides to every story: your side, my side, and the truth. And no one is lying. Memories shared serve each differently.”
Marketing: Finding the mutual fact with clients
Liz says the three sides within the self-discipline of content material advertising are:
- The model’s.
- The buyer’s.
- The fact.
3 sides in #contentmarketing – the model’s, the shopper’s, and the reality through Liz High @metia. Click To Tweet
The intersection of what issues to manufacturers and what issues to audiences is the mutual fact, which Liz refers to as “mutual resonance”:
“You can never know the real truth about any customer or any prospect that you’re working for,” Liz says. “It’s your job as entrepreneurs to see that from many, many alternative sides. To guarantee that something that you’re producing, is actually participating and related to them.
In the remainder of this text, I share Liz’s methods on how content material entrepreneurs can uncover this mutual fact with clients.
Challenge assumptions and discover the sudden
Liz particulars a marketing campaign she labored on for Mazda, which needed to be acknowledged as a premium model and be enticing to prosperous millennials.
Conventional pondering – based mostly on assumptions – may make use of this sentiment (I’m paraphrasing):
Because some millennials have cash, they need a premium expertise. Let’s faucet into their affluence to create exclusivity and status.
Liz and workforce arrange a sequence of focus teams with their audience of millennials. They sought to reply, “What does it mean to have a premium experience with a car and with an automotive business?”
In the primary group, the workforce’s standard assumptions have been instantly challenged. A participant stood up and mentioned, “I think telling anyone that they can have a premium experience based on how much they earn is bollocks.”
Other focus group individuals strengthened the thought. “What we learned is when you look to these affluent millennials as a tribe, they all rejected that notion of premium,” Liz says.
Based on the millennial enter, the shared sentiment was modified, in accordance to Liz, to:
Everybody deserves a premium expertise. It doesn’t matter who you might be.
Liz and workforce pivoted. They centered on “everybody” (e.g., all millennials) as their most necessary buyer. Diving deeper with focus group millennials, Liz uncovered the significance of “these little moments where you really loved your car. These little moments in your life where your car facilitated something.”
Millennials talked about choosing somebody up for a primary date. They talked about giving their dates a primary kiss after they drove them house. They talked about moments of pleasure.
Liz thought, “How as marketers can we be in those moments of joy. How can we recognize them? How can we replay them to these millennials? Because this is the way that we can connect with them.”
Here’s a slide that summarizes the marketing campaign:
The lesson? To discover mutual fact with clients, dig deep, problem assumptions, and discover the sudden.
To discover mutual fact, dig deep, problem assumptions, discover sudden, says Liz High @metia. Click To Tweet
Be information sensible, not information pushed
“I absolutely love data. But the important thing is not being data driven. It’s being data smart,” says Liz.
Data might help information selections, nevertheless it needn’t management. You shouldn’t be a slave to information. To perceive folks and see the entire story, look past the info.
To illustrate this level, Liz shares the fable of the blind males and an elephant. A gaggle of blind males come throughout an elephant and each touches a distinct half.
One man holds the tail and concludes that elephants are like rope. Another touches its legs and concludes that elephants are like columns. Each blind man, touching a distinct a part of the elephant, attracts a distinct conclusion.
Each blind man depends on “data” to draw a conclusion. The flaw is that the boys have a look at remoted segments of information with out seeing the large image. A advertising marketing campaign that assumes elephants are like rope could be a colossal failure.
Don’t isolate information so that you fail to see the large image, advises Liz High @metia. Click To Tweet
“For effective relationships with customers and the experiences you build for them, you have to understand every piece of the elephant, and the elephant as a whole,” Liz says.
Liz particulars a marketing campaign she labored on for an unique, luxurious journey model aimed toward prosperous millennials.
She placed on her anthropologist hat and traveled to non-public eating golf equipment, unique leisure occasions, and luxurious resorts. Liz noticed the anticipated – millennials have been connected to their telephones and photographed the whole lot.
Liz needed to uncover the sudden. “Don’t just look for the obvious. Don’t just assume an elephant is a piece of rope. Listen to the silences,” she says.
She discovered that millennials have been capturing visible features of their experiences as a approach to specific gratitude. “They were using words like ‘gratitude,’ ‘honored,’ ‘feeling special.’ They were showing themselves as people who appreciated the world they lived in and the things that they saw,” Liz says.
That perception modified the way in which the model communicated with this tribe. It was now not about magnificence and luxurious. It was about exhibiting distinctive photos that might join with them.
The lesson? “When you look at data to support your marketing, always explore the unexpected and get rid of your own perceptions and assumptions,” Liz says.
Evaluate a number of information sorts to get the image
“To think about understanding that elephant, it’s important that you have multiple data sources and that you have the tools and the methodologies to analyze each one,” Liz says.
She likes to have a look at this triumvirate:
- Linguistic information.
- Visual information.
- Numeric information.
To get the large image, analyze linguistic, visible and numeric information, says Liz High @metia. Click To Tweet
Numeric and linguistic information is helpful and generally used. Marketers work with numeric information on a regular basis – social media engagement statistics, Google Analytics, advertising dashboards, and many others.
Liz typically seems to be at linguistic information on social media platforms. She doesn’t do sentiment evaluation however mines posts to mine for insights and audiences.
Visual information is much less used, however highly effective.
As you recall, Liz shared 15 images throughout her four-minute introduction. Like the saying goes, “A picture is worth a thousand words,” these photos augmented her story in a extra highly effective approach than spoken phrases can do alone.
Flip that equation. What if Liz requested the viewers to share photos to convey their emotions, ideas, and factors of view?
That’s what she did in a examine of almost four,000 U.S. shoppers, who have been requested to submit or supply a picture that represented a fact that manufacturers wanted to learn about them. Each response paired visible information (i.e., the ) with linguistic information (i.e., phrases that the participant used to clarify the which means of the picture).
“The idea behind this study is to get to something different, by using a different data set and thinking in a different way,” Liz says.
Here’s an instance:
The essence of the linguistic information is, “I’m creative. Your brand ought to follow suit.” But think about how rather more is known seeing the picture of the painted coconut. The linguistic information alone (i.e., “I painted a coconut”) solely goes up to now.
The picture captures the noticed head, the eyes, the mouth, the whiskers.
The lesson? Use an information triumvirate for an entire understanding of consumers. Ask clients to share views utilizing new codecs (e.g., visible information).
Are you prepared to seek for mutual fact?
Two folks can watch the identical two-minute video and draw completely different conclusions. The model that produced the video can set off reactions or interpretations opposite to its intent.
The key’s to discover the mutual truths along with your clients.
Think about what truths you share along with your clients. How do you talk with them in the whole lot you do and say?
Maybe you haven’t recognized what these mutual truths are – that’s OK – many manufacturers are on this place and much more haven’t thought of the idea of mutual fact in any respect. If you’re on this place, reread Liz’s methods on how to discover that mutual fact. May the reality be with you (and your clients).
I’d love to hear from you – use the feedback to share the place you might be on the journey to mutual fact.
HANDPICKED RELATED CONTENT:
Here’s an excerpt from Liz’s speak:
Want a linguistic and visible information expertise in content material advertising training? (And we’ll throw in some numeric information, too.) Register at the moment for Content Marketing World Sept. 2-6 in Cleveland, Ohio. Use the code CMIBLOG100 to save $100.
Cover picture by Joseph Kalinowski/Content Marketing Institute