Are you helping people remember you and your brands in their search for information?
Are you serving the self-serving consumer? Are you ignoring them?
Are you mindful of the buyers journey as they self-serve and self-educate on their journey to solving their problems.
Fueling A_B experiments with behavioral insights (1).pdf
How we Snack on Information (how not to get forgotten/ lost in a self-service economy)
1. How We SnackAnd how not to get left on the side like sauce
Decoding how we consume & Snack on Information
2. Avoid being
forgotten
Learn how to avoid the trap of being
forgotten.
This webinar explores how you can
build content that accompanies the
buyer through their journey,
while engaging your audience,
growing leads, and closing more sales.
Listly
Webinar
partners
3. about me @NickKellet
1. Co-Founder of Listly - Social Lists
(Create, Curate & Collaborate)
2. Publisher of GiftTRAP (crowdsourced
board game), 20+ awards globally / 12
languages - 80k copies sold.
3. Inventor of Set Analyzer (exit to BOBJ/
SAP)
4. I’ve written a lot about Lurking - Leading
to the writing of “UnLurk me?” with
Jane Boyd. Jane & I run #lurkerchat
Tuesdays 10:00am PST
Listly
4. Why we snack?
To remove pain (ignorance)
To solve problems (obstacles)
To feed a hunger (curiosity)
To find cool stuff (status)
To go deeper (research)
To make connections (people)
To help others (collaboration)
To guard time (attention)
To pass time (entertain)
To filter (selection)
To leave room (more / later)
5. How do we learn?
We learn in steps/ bites
We expect to find other
people have experienced
our pain ( we expect to
find a solution).
We collaborate via
knowledge / content
6. We Look to Learn?
We all lurk (look), 90% of the time
(1:9:90)
Brands lurk/look as much if not more
than consumers. We are all passive
consumers.
We lurk to learn (and to decide when
to participate)
We lurk to accumulate and filter
We lurk to decide what we believe &
what to consume
7. How do we search?
We’ve learned to mistrust / bypass algorithms
• We don’t want single URL answers
• We don’t trust shill reviews (Bell Curves win)
• We trust when many people are involved.
We search/find/discover via Media
• Human curated lists (to pick from)
• Visually (Maps, Images & Infographics)
• Recommendations / Friends / Communities
• Videos / Podcasts
8. How does Media work?
Social Content is composed of
three types of content
10. Where we go to find WHAT We Search for
SEARCH IS A MINDGAME
Search,
Print,
Blog Ads
Outdoor
Ads
Search
ranking
for
owned
media
- Media
Networks
- Curation
Tools
- Shared
Links
Find via
reviews,
features
&
coverage
Curation
Top /Best
Alternatives
DirectSearch Friends
Recommend
Share Links
Search
Bookmark
Ads
You need to understand consumer thinking/
psychology as well as an appreciation of how
different forms of media work & how we search
originally via guest post on Intuit Blog
11. How many touches to convert?
We need to think of the
consumer experience as a
banquet.
= Multiple snacks
Each snack progressing &
building on the last
Each snack earning permission
& attention for the next
12. Body of Work
We need a body of work
Body = Many Snacks
We need to think about the lifecycle for our
content (many ways to enter story)
We need to map our content to the Buyer’s
Journey (the pain/solution/desire cycle).
We need to offer different forms of media to
cater to people’s different learning needs.
13. Why do we self help?
We self help because we can
We self help because there’s no
sales people in the process
(Marketing have blown all prior
comms - print, fax, sms, email
etc)
Anonymity is valued / guarded
14. How to Win self serve
Self-service is a reality
You can’t ignore it unless you
want to be ignored
Embrace it (if you want to be
findable at all stages in the
customer/prospect learning
experience)
Start from the basics & work up
15. Mapping the self
serve Journey
Most fail by getting too advanced
Start from the basics with explaining
all the key terms and how to get
started in your niche.
Answer simple questions
Be the voice prospects turn to
Be with the customer in their journey
Earn trust by bringing value
16. The Self Service Journey
People research to equip themselves with semantics. Use their
words and you’ll meet them first
You have the potential to become their guide of choice on their
research journey
via prnewswire.com
17. Customers choose us
This is an inversion from “Customer targeting"
Being found early / being shortlisted is critical
72% of buyers turn to Google
According to Pardot 70% of buyers return to
Google at least 2-3 times during the course of
their research
90% say when they are ready to buy, they’ll find
you - DemandGen Report
19. Questions / Next Steps
Are you Creating & Curating?
Are you answering questions?
Are you asking questions?
Are you making lists (Top/Best/
Alternatives)
Are you mixing up fun & serious content?
Check out Listly for creating socially
compelling content that invites your
audience to participate.
Become collaborative to be memorable
Listly
Webinar
partners