The Web Canopy Studio Show

Lead scoring is an awesome way to build a qualification process for your leads. Let's do a high-level overview and discuss the fit and engagement of your leads!

HubSpot JUST released a new CMS Hub with a professional and enterprise version. 

Here's a brief highlight of some of the best features, directly from HubSpot:

1. Creating Content - with themes, drag n drop pages, beautiful templates, and the marketplace with 1,000's of templates, your team can create content fast.
2. Getting Found Online - with SEO recommendations, Google Search Console integration, and Content Strategy tools - your team can easily create a website that is made to be found.
3. Developing Amazing Experiences - with local development, CMS staging, personalized content, CRM-driven dynamic pages, and multi-language content - you'll be able to create remarkable web experiences.
4. Capturing Leads - with forms, live chat, conversational landing pages, and pop-up forms - you'll be able to capture the right leads
5. Gaining Insights - with traffic source analytics, page performance insights, and our CRM timeline of site activity - you can get the insights you need to make better-informed decisions.

The buyer’s journey is the process people (our potential customers) go through in decision-making from the time they become aware of their problem through every step of research, weighing options and ultimately making a purchase decision on what product or service is best suited to them.

You’ve likely heard of the “hero’s journey,” which is a framework often used in filmmaking or writing. This is the same basic idea, but when we look at a buyer’s journey as a brand, we’re looking at it so we can position ourselves as a guide for prospects while they’re on this mental journey doing research and exploring options. As a brand, you want to focus on your customer’s being the hero and you being the guide. What we’re really doing here is trying to understand the decision-making process of our buyer persona and showing up as a resource or thought leader for them. This will help you plan your content and inform your content and messaging.

The buyer’s journey is broken into 3 phases, awareness, consideration and decision:

• Awareness
• Consideration
• Decision

We're going through each of these and highlighting what they mean and why they're important!

There are several components that make up an accurate and comprehensive persona. You may see other resources that give you some alternative categories to explore, and those are great. You may choose to add more to your personas down the road. For now, we are going to stick to the most impactful elements that make up every buyer person we’ve ever developed at Web Canopy Studio. We have found that focusing on these 6 primary categories for your personas will give you everything you need to know in order to create amazing content that converts leads time and time again.

Buyer personas, according to HubSpot, are a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

This is a fantastic definition, because it states exactly what kind of person this is you are trying to market to - semi-fictional. Note that we don’t say “made up” and we don’t say “actual person.” We want to create a persona who is based on your most ideal kind of customers. These are the customers you would replicate a hundred times over if you could, because they are the exact kind of people you want to work with. 

You may hear these described as “customer avatars” from some other groups. This is totally fine, and they essentially are the same thing. For our example, however, we are going to refer to them as buyer personas.

Check out this awesome episode for the full details on how to built these great personas! 

We have to make sure that we are moving things forward. We, the marketers, the salespeople, and the business owners of the world are the ones who are going to push our economy through.

Over the last several days, I received a ton of questions from people asking me things like, "John, what do you think? Should we stop? Should we just quit doing our marketing for awhile? Should we pause all of our sales communication? Should we cancel all these future plans that are six months down the road?"

I had to really think about that at first because, like you, I didn't know. But it's really clear now that we do have a very solid and stable answer.

"NO."

4 STRATEGIES FOR MARKETING DURING THE CORONAVIRUS

To start today, I'm going to give you four strategies to continue marketing through the Coronavirus crisis. And, hopefully, they help you understand what it is you can be doing, how you can pivot, and how to make things happen for your brand.

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