“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 info 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 totally different from one other’s. And the observations could 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 reality with clients
Liz says the three sides within the self-discipline of content material advertising and marketing are:
- The model’s.
- The buyer’s.
- The reality.
3 sides in #contentmarketing – the model’s, the client’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 reality, 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 make it possible for something that you’re producing, is really 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 reality 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 engaging to prosperous millennials.
Conventional considering – primarily based on assumptions – would possibly 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 crew 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 crew’s standard assumptions had been instantly challenged. A participant stood up and stated, “I think telling anyone that they can have a premium experience based on how much they earn is bollocks.”
Other focus group contributors bolstered 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’re.
Liz and crew pivoted. They targeted on “everybody” (e.g., all millennials) as their most essential 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 selecting somebody up for a primary date. They talked about giving their dates a primary kiss once 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 reality with clients, dig deep, problem assumptions, and discover the sudden.
To discover mutual reality, 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 can assist information selections, however it needn’t management. You shouldn’t be a slave to information. To perceive folks and see the entire story, look past the information.
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 special 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 special a part of the elephant, attracts a special conclusion.
Each blind man depends on “data” to draw a conclusion. The flaw is that the boys have a look at remoted segments of knowledge with out seeing the massive image. A advertising and marketing marketing campaign that assumes elephants are like rope could be a colossal failure.
Don’t isolate information so that you fail to see the massive 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 personal eating golf equipment, unique leisure occasions, and luxurious resorts. Liz noticed the anticipated – millennials had been connected to their telephones and photographed every thing.
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 had been capturing visible facets of their experiences as a method 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 not about magnificence and luxurious. It was about displaying 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 varieties 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 massive 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 and marketing dashboards, and so forth.
Liz usually 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 method 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 research of almost four,000 U.S. customers, who had been requested to put up or supply a picture that represented a reality that manufacturers wanted to find out about them. Each response paired visible information (i.e., the ) with linguistic information (i.e., phrases that the participant used to clarify the that means of the photograph).
“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 contemplate how rather more is known seeing the photograph of the painted coconut. The linguistic information alone (i.e., “I painted a coconut”) solely goes to date.
The photograph captures the noticed head, the eyes, the mouth, the whiskers.
The lesson? Use an information triumvirate for an entire understanding of shoppers. Ask clients to share views utilizing new codecs (e.g., visible information).
Are you prepared to seek for mutual reality?
Two folks can watch the identical two-minute video and draw totally different conclusions. The model that produced the video can set off reactions or interpretations opposite to its intent.
The secret’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 every thing 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-about the idea of mutual reality in any respect. If you’re on this place, reread Liz’s methods on how to discover that mutual reality. May the reality be with you (and your clients).
I’d love to hear from you – use the feedback to share the place you’re on the journey to mutual reality.
HANDPICKED RELATED CONTENT:
Here’s an excerpt from Liz’s speak:
Want a linguistic and visible information expertise in content material advertising and marketing schooling? (And we’ll throw in some numeric information, too.) Register as we speak 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