Gaining insight into the personal/emotional tasks of the buyer is not complicated. The following steps lead directly to the heart of the decision maker and your B2B proposition:
Map the decision making unit (DMU) .
Make it less complex . How? Read here . Don't focus on too many functions. Go for the core decision makers.
Think about these core decision makers from the Value Proposition Canvas in terms of emotional, personal triggers . Helpful questions include: who does this person report to (functioning)? Why do colleagues value him/her (status/matter)? What is important in the life of this decision maker (family, sustainability)? What can this person influence?
For each emotion, make a list of the most important advantages and disadvantages of this emotion . A Value Proposition Canvas for the decision maker ( gains / pains ).
Look from the supply side and assess what pain relievers or benefit providers your product or service offers .
Be critical about whether you can really offer the benefits . This target group is extremely critical of advertising talk! You have to have something to offer.
Based on this analysis, you can brief a content creator or get started yourself .
In short: focusing on personal/emotional tasks – almost the standard in B2C marketing – is a great way to get the buyer moving, even in a heavily knowledge-based B2B environment. Remember: the expert is only human!
randing is no exception. But with some creative vietnam telegram data thinking, there are plenty of ways to measure the effect! In this article, I will give you practical examples that will help you gain better insights into your branding efforts and we will delve deeper into measuring user engagement on websites.
Insight into branded traffic
Google Analytics makes it possible to analyze and assess your branded traffic . The more extensive your measurements, the better. In this article I will explain how to analyze and assess branded traffic . We will start with techniques that focus on the bigger and strategic picture. Later I will show you how to analyze users on a smaller scale.
What is branded traffic?
Branded traffic is website traffic that comes from visitors using keywords that contain your company's brand (or related terms), such as your name. It's visitors who learned about your company through a source other than a keyword search. (Source: Will Marlow )
Analyze returning visitors
Let's start by analyzing returning visitors. In an ideal world, the percentage of returning visitors is as high as possible. At least, this is the case for most commercial and/or content websites. You would also like these visitors to return to your site via campaigns with low costs or even 'free' traffic. For example, via organic search results or direct traffic. But more about that later!
