Content marketing changes. You have noticed ? Finally… the race for novelty continues. Live is everywhere. We continue to fear the death of blogging. Snapchat will die too apparently? And Instagram would take over Twitter (Damned!) …
In short. With this frenzy, more and more entrepreneurs, marketers, communicators, press the pause button to ask themselves “And the human in all this? ” .
“And the human in all this? ”
After the wave of mass communication marketing and passive revenue promises like cocktails on the beach, the wave is coming… organic marketing.
You know ? One who makes bouquets with authenticity-ethics-meaning-passion. And who promises to sell without selling (?).
Gluten-free marketing, ha ha.
The intention is interesting, that’s the main thing.
Because no no, the content marketing is not a tool story!
And the question posed by the new web is this: how to put people back at the heart of marketing? How to do what is worth doing?
It is recommended to know your market well, to study your target, build your personas … and that is good advice! BUT incomplete due to misunderstandings inherited from the industrial era and incompatible with the new order.
Let’s have 2 of them today!
Misunderstanding N ° 1: the one weighing on the concept of market and target
- We all know that a good entrepreneur / marketer / target seller. Its market. His clients. His partners. Its audience;
- And that its target is made up of flesh and blood individuals, who are each alone in front of their screens. With a personal and endless whirlwind of ideas. Or for some obscure reason, it’s something you often forget in front of your own screen;
- When writing an article, preparing a newsletter (by the way … forget it!), we see the counters of readers / fans / followers … and we address them as a group;
- Now, as a person, whether you are a target of 500 people for your dentist or a target of 30 million people for Orange – what does that change? Nothing. Is not it ?
- You are still the same individual who distrusts commercial messages, is less and less supportive of Internet advertising. In his emails. His mailbox. His SMS. His magazines. And the walls of his city;
- You read an article, you receive an email as an individual. The message should draw your attention to you, because you’re the one who’s going to click on the link, reply to the email, send a comment, share on Facebook, Twitter or LinkedIn.
Conclusion? Seeing its customers as a market, as a whole, numbers, demographic characteristics, it gives a message that falls flat!
Because speaking to a group, you fall into generalization. And that the message that follows can not be that awkward.
How to overcome this misunderstanding? Very good question !
When you write:
- Write down on a mental or paper sticky note (at first it works best if you really have it in front of you!) with the name of THE person who is the one you prefer to work with, or want to work with.
- Write to him / her. Like when you talk to him over coffee: the Internet is a table for two.
By the way: tu or vouvoyer has no importance. Choose what works best for you, what makes your client feel comfortable. And you too.
Which brings us to 2th misunderstanding on the menu today, whoever hangs over the concept of the ideal customer.
Misunderstanding n ° 2: the one who weighs on the concept of ideal customer
Ah, the ideal customer!
When we realize that we cannot understand our customers by considering them as a market, we seek, to better target them, to describe the profile of their ideal customer. Prince Charming way (the one who has a blow-dry, in Shrek, you see?).
The problem with this approach is that it is akin to guessing: it is based on assumptions.
And that’s the rub : you can’t build solid content marketing on preconceptions!
Nor on lies.
We cannot build solid content marketing on preconceptions!
Nor on lies.
Lies ? Yes because your customers are lying to you. Not intentionally of course, it’s the context that brings them there.
Because when you understand the interest of knowing your customers at your fingertips, what do you do?
We are preparing a survey, a market study, which poses several problems:
- 1st problem: it is commonly accepted to lie in polls.
It is an “entity” which surely asks the questions to make more profit without worrying more about its customers … faced with the questions of “big capital”, we can well answer alongside!
One caveat that says: if we already know you very well as a person via your blog, we will want to be honest to help you with our answers, even via a survey (as long as you know how to ask the right questions) .
- 2th problem: a survey is not interactive.
You can’t bounce back on the answers, which is problematic. Contrary to an oral exchange, during which you can guide, invite your interlocutor to dig according to an element which put you on the chip… The received returns are therefore rather superficial, to take with tweezers.
- 3th problem: it’s difficult for us human beings to read between written lines
Our relational experience allows us to feel nuances, to detect points to dig, non-verbal language.
Conversely, important details escape us when we are not in contact with the other.
- Concretely : when we are immersed in a database, it is our analytical and mechanical side that takes over, to the detriment of empathy and efficiency.
Dr. Turner of the Shaare Zedek Medical Center in Jerusalem is a radiologist. He knows the days spent observing pictures, data, without being in contact with the people concerned.
He takes the initiative to add a photo to the patient’s file when the doctor reads their radio. Her colleagues appreciate a job that becomes more human: they even feel better as doctors.
3 months later, the same radios are submitted to the same specialists (who cannot recognize them, because they are not aware of the study, and see dozens of pictures per day).
This time, no photo of the patient attached to the photo: 80% of “collateral” problems go undetected. 80%!
On your side, it is also beside the main part of the information that you pass if you study your customers through encrypted data, collected with the chain.
“Statistics and polls are complements, not substitutes for direct trading”
Having an “ideal customer” does not mean inventing a customer or Personas that don’t exist!
It’s about finding real people, who are really the ones you ideally want to have as customers: find 5 of them, and invite them individually to chat over coffee.
It’s yours ! Prepare the 4-5 questions that will lead your interlocutor to say to you:
- What your potential customers already know, in your field. The skills, attitudes, results they have already acquired or obtained;
- What they are already doing well and what is causing them problems (Are there attitudes, skills, elements which they know in theory, but which they cannot apply? Obstacles, errors which they do not see?);
- Sort to ask only the best questions and… shut up! Speak to encourage digging, take notes (or record the conversation);
- And when you have between 5 to 10 returns : compile the answers, then analyze them.
That is to say, considering all of this (what they have already tried and / or managed to implement or not):
- How do they feel? And how would they like to feel?
- What are they doing ? And what should they do?
- What questions are they asking? And what questions do they not ask themselves, but should ask themselves?
Then structure your sequences of articles, emails for a lasting and rich relationship with your subscribers with content that advances them from point A where they are when arriving on your site to point B where they need to be. buy what you do in good conditions. That is to say with full knowledge of the facts, compared to what is done elsewhere. And for the right reasons (including your approach and your personality!).