1. Finding, Connecting, and Converting Profitable Buyers
Engagement Marketing
Finding, Connecting, and Converting Profitable Buyers

2. Sources of Consumer Trust
Consumers trust friends, family, & personal experience more than ads or strangers
Trust is required to acquire customers
Trust is built through engagement
2/19

3. Paradigm Shift
Wave 1 Communications Model: one-way messages, brand dictates topics, infrequent distribution, no feedback, brand finds the audience (push)
Wave 2 Communications Model: two-way dialogue, patients dictate the topics, frequent distribution, continual feedback, audience finds the brand (pull)
Wave 3 Communication Model: three-way trialogue, brand feeds seed messages, provoke conversation and engagement, co-creation of brand messages, collaboration, and curation
3/19

4. Implications for Marketers
Marketers are now facilitators of conversations
Marketers must “put a face on their brand” and learn to be personable/engaging based on persona principles
Marketers need to build their own platform to deliver relevant contents to attract/build loyal followers instead of paying someone else to interrupt their audience with ads (thus, marketers must now think like a publisher)
Digital media is about “who” -- not “how many” (humanize your brand)
4/19

5. What This Means for Marketers
“Business as usual” (interruption) no longer works
5/19

6. Implications for Marketers
Advertising alone does not influence consumer selection of product or service
Word-of-mouth referrals from existing customers is key (however, you want profitable referrals – and that means being able to identify what a profitable customer looks like)
6/19

7. It’s not what you think – and matters more than you think
Step 1: Branding
It’s not what you think – and matters more than you think
7/19

8. Branding: What it is Branding Basics:
Positioning – what you want the brand to be
Design – translating positioning into a name / logo / color
Meaning – how the brand takes on associations
A name becomes a brand when people link it to other things (it is like a reputation)
8/19

9. Branding: Why it matters
Distinguishing your business from competitors is critical; simply giving “good service” is not enough
You must identify the one thing that makes your business unique (USP) and then become known for it
Climb off the billboard and into the community – put a face / voice on your brand and dialogue with potential buyers
9/19

10. Step 2: Identifying Profitable Buyers
Profile your most profitable customers, and find more of them
10/19

11. Customer Mix Realities
If you advertise to “everyone”, then don’t be surprised when “everyone” shows up at your doorstep (regardless of their ability to pay)
By targeting profitable buyers and connecting with them before your competitors do, you enhance your chances of improving customer mix
11/19

12. Understanding Buyer Personas
Demographic segmentation was invented to create stability so that groups of people could be messaged
Patient “personas” are more complete profiles than segments and reveal clues for connecting with them
Personas include: demographic, behavioral, AIO (activities, interests, and opinions), needs, channels of communication
Develop and manage database to learn patients’ personas
12/19

13. Step 3: Engaging Profitable Buyers
New paradigm: you don’t find them – they find you
13/19

14. Rules of Engagement
Authenticity – resist the urge to “sell” on the first date; you must invest the time to build trust and genuinely interested help the online/offline community
Transparency – you must actually participate in the conversations (instead of hiring an imposter to do it)
Relevancy - remember that you’re joining someone else’s conversation; listen first – then contribute if you have something relevant to say
14/19

15. Mediums for Connecting
Web site
Search engines: YouTube, Google
Social media
Providing rewarding, touching, and entertaining contents
Provoking conversation and engagement
Include a compelling call-to-action (CTA)
15/19

16. Step 4: Measure Your Results
You can’t manage what you can’t measure
16/19

17. Typical Metrics Financial Behavioral Campaign ROI Customer LTV
CPA (cost/acquisition)
Numbers
Viewers
Likes
Shares
comments
Behavioral
Buyer Actions
Response rates
opt-in
Seminar attendance
Inbound calls
Requests for information
Referrals
Testimonials
17/19

18. Bringing it all Together
Transforming your marketing from interruption to engagement
18/19

19. Go-to-Market Process 19/19 Brand Strategy Positioning + USP Design
Ambassadors (online/offline)
Monitoring
Buyer Personas
Demographics
Needs/interests
Pain points
Motivators
Buying cycle
Media channels
Where to find
Engagement
Social media calendar
Grassroots calendar
Earned media
Lead nurturing
Measure Results
Financial
Behavioral
Feedback
19/19