it's not about you: influence, relationships, and customer-centric growth
DESCRIPTION
As marketing shifts from advertising and outbound efforts to inbound efforts based on service, we're fast learning that self-centered-growth is expensive, laborious, and unsustainable. In her INBOUND 2014 Inbound Experts talk, Laura Fitton shows how to combine influence, relationships and customer centricity to achieve organic, sustainable, accelerating growth. Serve others. Tell stories. Move the center 1. Influence: - Attract & Serve - 5 Quick tips 2. Relationships: - Nurture and develop - Tell your story through the stories of others 3. Customer Centric Growth - Put the customer in the center of everything - Only connectTRANSCRIPT
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It’s Not About YOU.
Influence, Relationships and Customer-Centric Growth
Laura “@Pistachio” Fitton
Evangelist, HubSpot
Deeply silly. Fiercely optimistic. Makes things happen from scratch.
@pistachio
LAURA FITTON
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1 Influence - Attract and Serve - 5 Quick Tips
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“Do what you love in the service of those who love what you do.”
http://www.stevefarber.com/
Influence (was) Attract attention to yourself
Provide attention & value to others
Influence (is)
Take Good AMAZING Care of the Network You
Already Have
To grow ANY network…
Photo: http://www.flickr.com/photos/harmishhk/
Be Useful.
Listen. Learn. Care. Serve.
35
Be generous.
• the more you give, the more you get • build trust, credibility, & goodwill
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Our guiding goal is delighting customers.
Influence: 5 Quick Tips
1 DON’T @Tweet Me, Maybe?
2 Ask NOT What Influencers Can Do for You…
3 Don’t touch that RT button!
4 Credit Where Credit’s Due
5 Stay Classy
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DON’T @Tweet Me, Maybe?
Are you @Spamming?
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(Please tell me you know the next line!?)
Ask Not What Influencers Can Do For You…
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There’s a much better way to share
Don’t Touch That RT Button!
PAY COMPLIMENTS: RT right!
1. copy/paste 2. cleanup 3. edit 4. append
http://bit.ly/RTright
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Is actually extremely good for you
Credit Where Credit’s Due
for heaven’s sake, when you get mentioned, @mention the reporter who wrote it.
THANK THE @REPORTER
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Support, don’t stalk
Stay Classy
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Don’t cross the line between
OUTREACH
and STALKING!
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Why @Tweet When You Can @Connect?
DON’T: • @Spam • Beg for attention • Ask for
… a followback … a RT or share … an @mention … help …“feedback” “check out”
DO: • Find their contact info • Earn attention • Give value and attention
Follow RT their stuff Answer their questions Provide help Show what’s in it for their audience
The Message is the Influencer.
http://twitpic.com/135xa by @JKrums
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2 Relationships - Nurture and develop - Tell your story through the stories of others
build relationships
Any to
Many
6.8 BILLION.
Tweet Quote!
“ Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs
Image Credit: Fotographia Guerilla
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“The Art of Telling Someone Else’s Story”
http://bit.ly/someonesstory
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http://www.hubspot.com/customers
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3 Customer Centric Growth - Put the customer in the center of everything. - Only Connect.
“Bet you can’t eat just one!”
“Because you’re worth it.”
(you should…)
(you should…)
(have you…)
“Melts in your mouth…”
“…not in your hands”
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“Only Connect.” - E.M. Forster
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Thank you.
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Laura Fitton @Pistachio [email protected]