Last summer, Elon Musk’s comment that “artificial intelligence is the greatest risk we face as a civilization” inspired me to read up on artificial intelligence and start thinking about it. Musk tries to describe the gravity of the situation by using several examples that I find intriguing. He thinks that the use of AI should be legally regulated. I’m afraid that greed always finds a way to get around regulations. Once this genie is out of the bottle . . .

Up until now we’ve always gone on about how robotization and AI would “devour” our jobs, but what the Tesla CEO is worried about is the long-term survival of humanity, when at a given moment in time it will (sooner or later) become redundant to AI. Well, anyway, I started thinking about how AI would affect my business, shopping or forming buying decisions, sales and marketing, and product development.

Who’s afraid of artificial intelligence? According to Elon Musk everyone should be. Click To Tweet

Are you thinking about the sales process or “intervening” in your customers’ decisions?

Since 2012, FrodX has been focusing on customer engagement and implementing marketing automation systems. To put it plainly, our goal is to help companies “intervene” in their customers’ buying experience more effectively. We think about what approach to take and prepare the tools that companies can use to more effectively influence their customers’ buying decisions even before they meet them in person.

Marketing communication means buying attention and trust

In addition to knowing how the mind works and how people behave, technology can be of great help here of course. Marketing automation is a tool that uses rules set in advance to help us segment people with similar interests (the area of interest and purchase readiness are the basic parameters of a specific segment) and automate personalized communication with each individual that the system identifies as a prospect. Let’s say that our project goal is to set up a kind of proactive digital turf (a combination of a website and communication via email, social media, and digital ads) that dynamically adapts to each visitor by holding their attention, building trust, and encouraging them become fond of us or sometimes even enthusiastic about us. Trust is actually the key component that makes the buying decision work to our benefit. All we must do is ensure the right communication with the right person at the right moment.

Marketing: a prisoner of unending optimization

In order to achieve all of this, we have to define the journey the customer wants to travel while making a buying decision, as well as the story along this journey that builds customer trust in the provider or customer enthusiasm. What this means in practice is that we have to clearly define the processes and business rules based on which the marketing automation system works, and prepare the content it distributes across the communication channels it manages. Let’s say that our services help turn a marketing automation system into a smart system during setup. It tries to handle the information it got from us wisely: that is, it tries to satisfy as many customers as possible of the ones it contacts during their buying process.

Marketing is subjected to constant optimization: we keep adapting, but there’s no end to it. Click To Tweet

 Of course we also make mistakes as consultants and system implementers. We make them considerably more often than one looking at us or our work from afar might think. But that’s nothing to be worried about. A component part of our services is using empirical measurements to find room for and provide improvement. This means we test how much sense it makes to change the business rules and processes driving how the marketing machinery operates for an individual customer. We also adapt the content that the marketing system distributes. Seeking optimal communication channels is also part of the optimization process. In truth, optimization is never fully completed. If we start by preventing childhood diseases, over time we start making optimizations primarily because the campaign’s allure faded. Because our competition may have used a similar approach and we’re losing attention.

Smart versus intelligent systems

Today’s marketing communication automation still continues to largely rely on marketing automation systems that are only smart. These systems can observe and follow our rules. They get their smarts from people. But they don’t yet have the intelligence to learn by themselves or adapt themselves based on performance analyses and ongoing testing. However, this time is unbelievably close. After becoming a SAP Hybris partner, I believe in this even more. I’m sure that by using intelligent marketing automation systems that will be able to learn by themselves and adapt their operation with the help of AI, within the next three to five years we’ll be able to use the same number of technical specialists to serve at least three times as many customers as today. We’ll most likely call them “customer engagement systems,” but in fact they’ll only represent a new technological development stage of the current marketing automation systems and CRM platforms.

AI already writes sports news today and will also write fiction and marketing messages tomorrow

Therefore, artificial intelligence will undoubtedly also take some business away from us, but not only in relation to the technical services required for system implementation and maintenance. I think something similar will also happen to content creation a little further on. Today’s sports news is already written by machines, so it would be naive to presume that fiction and marketing messages won’t also be written by robots one day. Yes, robotization and artificial intelligence will also take away jobs in the creative industries. In the long term, customer engagement will most likely no longer be FrodX’s central activity. The bulk of our business will probably include customer experience projects and the development of new products.

What if artificial intelligence turns out to be so good one day that people are no longer needed? Click To Tweet

Privacy is currency: we’ll intervene in your buying decisions through your friends

Sooner or later people will no longer want to be so closely connected with companies and give their personal data away to them just like that. We’re finally starting to become aware of how important our privacy is. Here, privacy protection legislation will probably make its greatest contribution. It seems that the days when consumers will be ready to pay for making access to their privacy more difficult are not that far away at all. On the other hand, we’ll want to be even more closely connected with our friends. We’ll communicate with them even more effectively than the technology and social networks currently allow. That’s why I think that in the future our friends’ experience with a specific provider and its service or product (customer experience) will be significantly more important even than it is today. This is where I think the key opportunity lies for intervening in the prospects’ buying experience, which companies will be able to influence. People currently involved in marketing and sales will have to start thinking along considerably different lines and develop completely new skills if we want to continue to be useful. Good luck!

[email protected]

It’s part of human nature that we prefer to tackle something that is familiar, seemingly manageable, and comprehensible, rather than something that may be the actual problem that needs to be solved in a given situation. Even though we’re aware that we’re not solving the actual problem, most people tend to be risk-averse and prefer to put their energy into something they feel more familiar with – despite knowing that it’s very hard to solve the actual problem this way. But that’s how we are.

This past weekend I went to a birthday party, where I ran into an old acquaintance of mine that I hadn’t seen for nearly ten years. He just had to tell me that he’d read two of my manuals on CRM systems and that he’d been appointed head of the project for launching CRM at his company. Breathlessly, he told me that they had to do something about their sales and that this was their company’s “biggest” project this year. The added value of their flagship product was falling and sales of the new product ranges were not really taking off yet. He told me that in just a few years their customers’ buying habits had completely changed. “Interesting,” I thought to myself and listened to what he had to say.

Customers already make 75% of the purchase decision even before they contact you. Click To Tweet

This is roughly how our conversation went:

“Customers do their own research on the internet and make at least three quarters of their purchase decision even before they make a single phone call or contact us in some other way. Or any other retailer. Today customers know everything and can get all the information online. Almost everything. We don’t hide anything from them any more. Anyone who hides information doesn’t even make it onto their list.”

“But the CRM system will only help you manage those processes that involve the interaction between the customer and the salesperson. You will only be able to influence the outcome in the final 25% of the buying decision process. Until contact is established with customers, CRM can’t detect and deal with them. Wouldn’t it make more sense to invest in improvements to the part where the customer independently makes 75% of the purchase decision? If you create a system for that and bring in twice as much demand, you’ll probably earn twice as much using the same methods. Are you really convinced that you can do that only by making improvements to the last 25% of the process, when your salesperson is already interacting with the customer?”

“I’ve never thought about it that way. What you’re telling me makes sense, but what kind of system can I create when the customer is doing research on the internet? Only Google could sort that out.”

“Well, how did you end up reading my CRM manual in the first place?”

“Completely by coincidence. I noticed your post on LinkedIn that three of my business partners had liked. About three weeks ago. That was also when I learned what you’ve been doing over the past few years and connected with you on Linkedln. Your post made sense and seemed logical, that’s why I went to your blog to read the rest. In one of the posts there was a link to the manual and one of the seminars you conducted last year. After I downloaded the first manual, I received the next one in my inbox a couple of days later. Since then, I’ve been receiving weekly newsletters from your company with new blog posts. I forward most of them to my colleagues at the company. We’ve been thinking we’d ask you to deliver an in-house training course on marketing, sales, and modern CRM systems for us after the holidays. Like the ones you’ve held at Hotel Mons. Do you also do private seminars?”

“Sure. Unfortunately, they’re not for free, but this way they are much more detailed and tailored to the individual client’s needs. Great stuff, you’ll see. I’ll send you an offer on Monday.”

If you care about the overall customer experience, CRM alone is no longer enough. Click To Tweet

“Do you have my e-mail and phone number? Do you know where to send it?

“Sure. I also know what you’ve read, when you read it, which colleagues you recommended our blog posts to, what they’ve read, and so on. I also know basically what else you should read in order to become our client. You’ve been served specific reading material by a system that has been monitoring your purchase readiness and area of interest. The website, too, has gradually changed for you based on what you’ve already read. The purpose of all of this is to approach you with topics of interest to you, in an increasingly targeted way. Everything is done automatically, without anyone in the company having to deal with you at all. In addition to the CRM system, the marketing IT system we have in place deals with clients with whom we haven’t had one-on-one contact yet. This is referred to as Marketing Automation.”

(He looked at me, horrified, pausing for a few seconds.) “So why haven’t you called me if you already knew all of this?”

“I saw you on the mailing list among those invited to this party. I thought it would be easier to talk to you in a more relaxed environment. But you’ve beaten me to it.”

“Amazing … You’ll really have to show me this. I thought only Google knew what I was browsing on the internet. If our sales people knew this, it would definitely improve their approach to customers. I can’t believe you can actually watch customers look at your display window and see what products they’re comparing … That’s what we need, screw CRM!”

“You also need CRM. You’ll see. That is, if you truly care about the overall customer experience …”

[email protected]

P. S. For more information I recommend reading these two quick guides. They’re free. 😉


This post offers some practical advice on a topic that we’ve covered multiple times. It’s one of the most important aspects of customer relations, yet we find bad practices over and over again. Content marketing is all the rage right now and everyone wants to do it, and this is reflected in its quality. Like any other thing, we must first think things through before we jump. Cover our basics. Form a strategy. Think it through and then start working.

Of course, giving advice is one thing while actually doing something is something completely different. We are painfully aware of that in FrodX. So today, I am writing about the three most common mistakes that we notice on websites that (often) sell products or (less often) services. Good content is especially important for them, since it’s more or less all they have – at least in the beginning. Recommendations of satisfied customers will follow later, but differentiating content is the only solution in the beginning. It lowers the cost of acquiring customers and convinces existing customers into repurchasing. Content marketing is a really good approach, but only if we do it right. Otherwise it can do more harm than good. Who would want to buy anything from a seller whose content isn’t relevant nor useful and some of it even completely misses the mark?

If you try to please everyone, no one will like you in the end. Click To Tweet

What are the 3 most common mistakes?

1. If you’re addressing everyone, you’re not addressing anyone.

This is not only true for marketing. It’s the same in public relations if my years of working in that field have taught my anything. If you try to please everyone, no one will like you. Yet many people in marketing think that everyone in the world needs their product or service, which is a big mistake.

Narrow down your audience. Describe your typical buyer in great detail. Focus on one at first, you can add more later. When I started working in FrodX, this seemed like a useless task. Only later did I figure out that I cannot write, think or offer our services without having the image of a typical buyer in my mind.

How can you tell whether you have a well-rounded image of your typical buyer? If you do, you can answer the following questions:

  1. What is his name?
  2. How many typical buyers do you have? (more than 2 is too much)
  3. How old is he?
  4. Where does he work?
  5. What are his hobbies?
  6. What does he do in his free time?
  7. What is his family life like?
  8. Where does he buy clothes?
  9. Which blogs/magazines/newspapers does he read?
  10. iPhone/Samsung/Windows phone?
  11. Which problem does your product or service solve?
  12. What are his fears or doubts that you have to answer before he can make a purchase?

If you cannot provide a detailed answer to these questions, you still haven’t finished creating your image of a typical buyer. I have long thought that the last two questions are the only ones that really matter, but if you really want to study your buyer and understand his problems, you must have answers for the first ten as well. Don’t rush – start with one typical buyer and add new ones later. This way you can concentrate on one buyer and create relevant content that will be appropriate for your entire audience.

2. Don’t rely on paid ads to acquire new leads.

Especially not instead on relying on creating good (relevant and useful) content. Throwing your money into paid ads is not a magic wand for ensuring an unlimited stream of new leads. Not only because of the increasing cost. Your competitors will drive up the price of clicks and keywords, which will in turn increase the cost of your advertising campaigns.

Paid ads aren’t a magic wand for ensuring an unlimited stream of new leads. Click To Tweet

Good content will improve your rating in search engines and enable potential customers to find you through organic search. Successful, above average brands are extremely serious about content preparation and invest in the following things instead of investing in paid advertising:

  • Every sales website needs a blog, and this blog should be a priority. You need to publish (at least) two posts a week on this blog. I know this is hard (it’s hard to even publish one good post every week), but there is no other way. Consistent posting is half the effort.
  • Your product pages must be an example of a great user experience. Your goal should be providing an intuitive presentation of the product/service as well useful and quickly accessible information.
  • Let your content be your salesman that disperses doubt and fear from the minds of your potential customers in a friendly way. You should provide content that answers the questions of potential buyers, case studies, links to customer testimonials about your product/service… All of this will help convince potential customers that they can trust you.
  • Posts on social networks are a special chapter. I can only advise you not to be too aggressive in your sales approach. Try to also share things that are not directly related to your product. This doesn’t mean that your posts should only contain images of cats and babies, but try to find a balance between being useful and being fun. Overdoing one thing or another is never good.
  • Email remains the best marketing channel. Of course, you cannot use it without smart segmentation and content that focuses on a specific target group. What would your typical buyer want to receive? What would they want to know? If your message impresses him, he will remember you the next time he needs to buy something. And another thing. Nowadays, most emails are opened and read on mobile devices.

All of that doesn’t mean that you shouldn’t be using paid advertising. Measure, monitor, analyze and figure out what pays off and what doesn’t, then adapt your paid ads to those findings.

3. If you don’t nurture your leads, they’ll go elsewhere.

Lead nurturing is an important concept in B2B, but there is no reason it shouldn’t be used by B2C companies. Lead nurturing is especially useful to any B2C company that sells products or services which require thinking before buying.

If you don’t nurture your leads, they’ll go elsewhere. Click To Tweet

3 simple ways of nurturing

Nurturing before completing a sale

Collecting leads and nurturing them up to the point they make a purchase is not only a job for B2B companies. It doesn’t matter whether you are selling cosmetics, books or shoes – it’s entirely possible that the visitors of your website aren’t ready for a purchase when they first visit it. A good example of creating such content is the Slovenian online footwear store obutanoga.si which also offers useful advice about shoes and invites you to subscribe to their email newsletter. It will be especially interesting when they add guides and downloadable e-books that will provide them with even more information about their leads. They can offer different content to nurture these leads until they make a purchase, especially since they have so much information about them.

Handling abandoned shopping carts

Users sometimes fill their shopping cart, and leave the website without finishing their purchase. This is when a short string of nurturing messages is triggered that try to convince them that they should complete their purchase. This is especially effective if you have data about the buyer that abandoned the shopping cart and you are able to send him targeted messages.

Personalized nurturing of existing buyers

Online shopping can be very impersonal, even though you know a lot about your buyers. Use all this data to build a relationship with them and don’t forget to segment them according to the products they bought and create up-sells and cross-sells. You can send them messages with birthday discounts or discounts at the anniversary of their first purchase. Marketing automation enables you to implement all of these things and leaves your buyers impressed with your attitude and attention (if you don’t overdo it).

You can launch an online store today without much effort. Building a base of loyal customers and a foundation for acquiring new ones is a more difficult task, so you should focus on this. This is no longer reachable only to large companies with lots of resources – anyone can do it if they have good ideas, know who to address, and know how their product helps their target audience.

[email protected]

I’ve been haunted by a salesman for the last 5 weeks. He keeps calling me on the phone, sending text messages and emails. He didn’t come knocking on my doors yet, but he’s been persistent about it. This seems to be his goal since he believes that he only needs an hour of my attention to show me something that will certainly change my life. On the other hand, I’m not at all interested in spending an hour of my time until I know exactly which problem this will help me solve. I won’t reveal the name of this company that focuses on persistence and rigorously follows outbound marketing principles, since I don’t want to answer emails from offended managers. The young salesman and his boss will certainly recognize themselves in this text if they read it.

I’ll wait another half an hour. If she isn’t here in an hour, I’ll leave in two.

This reminds me of a high school kid that was infatuated with a girl he met at his cousin’s birthday party. He got her phone number and email address from his cousin after the party and was set to work the lead. Since she didn’t respond to his email, he called her after two days, but the conversation was over quickly, because she was “at the cash register in a supermarket”, and she told him she’d call him later. Since she didn’t return the call, he called her again the next day. She didn’t answer even though the phone was ringing for a long time. He decided to send a text message to let her know that he called her and that he wanted to talk to her again. She didn’t answer for two days, so he was pondering whether he should send an email or text message or maybe even try calling her again.

We all know that the young man won’t be any closer to his goal with an additional call. We’re fully aware that he should do something that draws her interest before calling her. If he doesn’t move on that front, there’s no use in trying to reach her in other ways. This is how I understand sales.

If you think that your sales process and CRM system are great because your sellers don’t lose their grip on any of their leads, think about the problems of this young man. Your offer will only interest those who are aware of their need and like your approach.

Buyers used to be afraid of sales people. Now it’s the other way around.

I keep saying that the role of sales people has drastically changed because of the internet and the digitalization that comes from the mobile revolution. Salespeople used to be the ones with all the information about the products, and the buyers mostly knew only what they heard from them. The salesperson was a key information source for the buyer and some business deals could be made because the buyer wasn’t educated enough.

Committed buyers will find their own information. They no longer need salespeople for that. Click To Tweet

It’s just the opposite today. Manipulating uninformed buyers is getting harder and harder. Businesses that prey on uninformed customers are failing if they didn’t fail already. Committed buyers will find their own information. They will check all the information that is available online, analyze it, and compare different sources or use experiences of their friends on different social networks. Language is the only hurdle for potential buyers, since information is globally available and only a click away. It often happens that buyers are more familiar with the product (and competing products) than the salespeople they meet at the end of their customer journey. We read about our condition before visiting our doctor, read about people before we decide to go on a date… We’re used to the fact that almost everything we need to know is available online.

A deal requires a certain amount of fondness on both sides.

The digital transformation that is required by the new economy changed the relationship between sales and marketing. Educating the buyer, following the customer journey and adapting the online communication to individuals is the job of the marketing department nowadays. Marketing automation enables you to monitor every visitor that shows interest in your online content. Their digital trail shows you what they’re interested in and how interested they are. This enables you to predict the stage of their customer journey and see what they need (based on statistics of previous buyers) to face their fears and decide to contact you and buy from you.

A Lead Score tells us how interesting the offer is to your lead.

To simplify the overview of buying readiness for individual buyers, we assign points for activities of every visitor. The cumulative total of these points is called the Lead Score which is a relatively good indicator of our attractiveness as a provider. We also use an Engagement Score which eliminates visitors who just happen to be researching for their term papers or unemployed individuals who just want to educate themselves, but explaining the Engagement Score would require more words than most readers of our blog are prepared to read.

A Lead Grade tells us how interesting the lead is to the provider.

A more important realization is that advanced marketing automation systems offer the possibility to evaluate the buyer according to the data that visitors offer online. Let’s say that FrodX is only interested in business buyers with a larger sales team, product or service that requires a long and well-considered purchasing process, and who act like our previous customers when studying our content. Such ranking of our leads is called Lead Grade (lately it’s been called Predictive Lead Score).

Why is lead selection required?

The more aggressive your marketing is, the more bad leads it acquires which increases the cost of acquiring new customers. Unfortunately, the intensity of marketing activities does not increase sales linearly, the growth of sales is logarithmic. This is why extremely active marketing can kill sales if they use old lead qualification methods.

A business deal can only be made if you’re interested in the customer and vice versa. Click To Tweet

Let me explain with an example. A car dealership will not profit if it’s full of people who can’t afford to buy their cars. The salespeople will lose time dealing with them and fail to notice proper leads. This is why companies must learn to recognize which people who show interest are interesting to them. I call it defining their own sweet spot. A business deal can only be made with customers who find me interesting while my offer is interesting and reachable to them.

If you think I haven’t called you because you’re not interesting enough for FrodX, I would like to put your mind at ease. I am the only salesman in our company and I can only handle two quality sales meetings every week. I could barely even handle all the invitations in the last year and a half. But it’s also true that it’s much easier to write a blog post than to bother people over the phone. Whether I want to or not, I think about my high school years and all the girls I called too many times.

 

[email protected]

 

Ps. If you need inspiration for drawing customer interest instead of betting on persistence, I recommend you read this manual.

 

If your competitor had to lose a customer so you could gain a new one, this post should be interesting to you. I decided to write it after I visited a company and they showed me a meticulous cost analysis for acquiring new customers. But when I asked them about the cost of retaining customers, no one could answer me.

Retaining a customer is much cheaper than gaining a new customer to replace the one you lost

This wasn’t my only question of course. I just wanted to show them that reaching the same growth with fewer lost customers could save them money for other business developments, since they wouldn’t have to spend as much money gaining new ones. The average customer acquisition cost (CAC) would therefore be significantly lower.

It is understandable that rising aggressiveness in marketing and sales leads to higher costs of acquiring new customers. The effects therefore can’t justify the investments forever since the cost begins rising exponentially, and in my opinion this is one of the areas that is important for every company’s profitability. I often say that you can minimize CAC by abolishing promotion and coast along on your good name and “natural” recommendations by your enthusiastic customers if this satisfies your business growth appetites.

Do you really believe that a lower price is what drives the customer’s decision to switch providers?

Can you imagine a subscription provider (such as an internet provider) that builds its value proposition on guaranteeing an equal price for every subscriber? A promotion that attracts new customers would therefore also be available to existing customers. If the customers come and go because of the pricing, this should be an ultimate value proposition. It could only potentially be beaten by a system where years of loyalty bring benefits that are not available to new customers.

I must admit that seeing a commercial with benefits that only affect new customers of my internet provider, mobile phone provider, electricity provider… only stirs up unpleasant thoughts. But I don’t do anything about it just like most subscribers who remain loyal customers. I calm down and keep paying my services at the same prices and conditions that were offered to me when I signed my contract. Switching providers takes some effort, and even though switching (to a different provider) would save me some money, my laziness is stronger than my wish to save that amount of money. Someone might interpret this laziness as fear of change, but this doesn’t change the fact that inactive subscribers are the most profitable.

At least 70% of Slovenian households never switched their electricity provider. Click To Tweet

The simple fact is that a lower price does nothing to activate me and start my purchasing process. This is also true for most subscribers. The difference is probably too small and something else must happen to make me consider switching. When I decide to leave my existing provider, I will gain an entirely new perspective on service prices and benefits for switching. They are very important in selecting a new provider, but almost insignificant in my decision to leave my existing provider.

What triggers the decision to switch providers?

Every analysis of customers that decide to leave their service providers shows that these customers contact support more often and at the same time pay more than average customers. Both indicators show that these customers are probably (or will soon become) unhappy with the provider’s service. Such customers are most vulnerable to attacks from your competitors.

A customer that pays invoices addressed to their grandfather who died 20 years ago is simply great. Click To Tweet

How to prevent your existing customers from leaving?

The people who sell subscription services usually recognize a pattern of lost customers and search for customers with a similar pattern among their existing customer base. Then they try to tie down such customers by offering benefits if they commit for a certain time. This is a crucial mistake, since it triggers a purchasing decision which can lead customers to switching providers. Any predictive analytics that is based solely on past events and ignores the current customer behavior may therefore cause unwanted collateral damage, because the range of its countermeasures is simply too wide. The profits from many subscribers are lowered since you have to provide cheaper packages for them, and some subscribers may even be driven to thinking about the offers of your competitors.

Marketing is quite defensively focused in some industries

It is much wiser to monitor the digital activities of your existing customers (on your website) using marketing automation tools and only address (through CRM calls to action or email notifications) customers that:

  1. are currently checking your general terms and conditions (they might be trying to find the terms for ending their subscription contract?),
  2. are interested in prices and are trying to find a better sales package,
  3. came to your website from another website where offers by different providers can be compared (such as Consumers’ associations),
  4. are searching for support contact information or reading your FAQ, but have not visited your website or contacted you in a while.

As someone who focuses on customer retention, I would be extremely happy if you would just stop spamming your regular customers with promotional activities for gaining new customers in the digital environment, since modern websites can dynamically adapt their content to individual visitors based on their data in marketing automation systems. It would be very useful if:

  1. the website could adapt its content so existing customers are not exposed to promotional offers intended for customers that you want to entice to leave your competitors. These promotional offers could be replaced by support content.
  2. you could personalize the content of your email newsletters, so you don’t send promotional materials for attracting new customers to your existing ones.
  3. all the existing customers that we wish to keep on their current deals are excluded from Google and Facebook advertising campaigns. Such segmentation requires some skills, but it is definitely possible nowadays.
Retaining existing customers is much cheaper than acquiring new ones. Click To Tweet

The technology that we have been successfully implementing for a number of years can notify your sales people when a customer who shows signs of browsing through your offer appears. You could be in danger of losing such customers, since they could also be browsing through your competitors’ offers. This is a perfect moment for getting your foot in the door. Retaining existing customers is much cheaper than acquiring new ones. You only need the right tools for that. Maybe your competitors already have them. We can help you check that.

[email protected]

3 things bother me on FrodX’s website:

  1. You cannot figure out what FrodX is doing in 2 seconds. 
  2. It generates way too many DIY leads (these do not have potential – they only learn how to do something themselves).
  3. 4 out of 5 challenges we receive are sent by people who don’t really want our services or cannot afford them.

Item 1 is actually my biggest problem. Maybe not so much because the visitor needs to delve deeper to begin our cooperation, but because my wife and kids cannot explain what I’m doing. If anyone asks them, they say I am an entrepreneur.

No one cares about you! Click To Tweet

My idea for fixing the first problem of FrodX’s website was quite simple: use one sentence in the slider on the home page to explain what we’re doing. I suggested to Fedja and Jerneja that we should replace the current one “Adapt your business to the changed buying behavior of your customers!” with one that would be a common denominator of our services and solutions and a result of our work: “We help you adapt your marketing and sales to the changed buying behavior of your customers!”.

This “small” change seemed like a really great idea. Everyone understands it. This solves all 3 problems in a way. But Fedja quickly said that we won’t be doing that.

“You forgot about the rule we repeat all the time – No one cares about you. What about your rules on what to write and what not to write?”

The buyer is only interested in content connected to the problem s/he wants to solve

Damn it, he’s right. People only care about their own problems and solutions for them. You just annoy them by talking about yourself. If a company selling mattresses publishes their vision, goals and values on the website and an address by the executive director, that won’t bring me any closer to ordering. I am not interested in that. This only interests them. Before I buy, I want to find out which mattress I would need considering my weight, size and sleeping habits. What is the difference between a latex mattress and a foam mattress? What is the difference between HR foam and regular foam? How can I customize the mattress according to my needs and what do I have to look out for?

You just annoy customers by talking about yourself. Click To Tweet

Sometimes we get carried away. Even those of us who make their living by consulting companies and helping them shape their marketing approach or digital marketing automation. This is why it’s convenient to write down the rules or laws that we have to follow at our work. We create a checklist that will be our fallback when we’re creating a project for our customer. It helps us so we do not get carried away by new, non-proven ideas.

If you do not know how a buyer thinks, do not burden yourself with the rules of online growth

Yes, people act much differently online than in real life. Norms are also completely different when we cross the digital foothold. We can nevertheless attribute most of the (digital) marketing mistakes to the fact that companies talk to themselves and describe their products instead of solving the customers’ problems.

[email protected]