We tackle the great debate over content marketing and content that is simply just “noise” and how to become more customercentric on the Web. Gerry McGovern shares how to get into the customer’s brain to gain a competitive advantage.
Gerry McGovern helps large organizations become more customer centric on the Web. His commercial clients include Microsoft, Cisco, NetApp, VMware, and IBM. He has also consulted with the US, UK, Dutch, Canadian, Norwegian and Irish governments.
He is the founder and CEO of Customer Carewords, a company that has developed a set of tools and methods to help large organizations identify and optimize their customers’ top online tasks.
He has written five books on how the Web has facilitated the rise of customer power. The Irish Times described Gerry as one of five visionaries who have had a major impact on the development of the Web. In 2015, he was shortlisted for a Webby for his writings.
Think Like A Journalist Quote
Make your marketing so useful people would pay for it.” –Jay Baer
“You’re not the marketer, they are….respond to their ad….think like a customer.
Gerry helped build a very customercentric product for Cisco. Find out what it was and how it helped the customer.
When It Didn’t Work
Gerry got caught up in the wrong part of the company and he quickly learned to not focus on the areas that he is not as skilled at. Find out what his when it didn’t work moment revealed to him about his career.
How To Become More Customer-Centric On The Web
- Begin with customer…think like a customer.
- Make your content precise and to the point.
- Observe what your customers do online.
- Answer their questions.
- Support is the new sales.
- Make your marketing service oriented.
- Focus on the current customer not just new customers.
- Build relationships and turn your current customers into brand evangelists.
- If you don’t serve your customers by answering their questions, they’ll go away.
- Look after your current customers. Don’t just look for new ones.
- A good brand doesn’t need to say it’s good at something…simply be it and demonstrate by being it.
- Be authentic and transparent.
Mentioned In This Episode
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