Free customer success tools
In today's marketing landscape, understanding your audience is the guiding star for success. Here, we've curated a collection of invaluable strategic planning, positioning and measurement tools from the most reputable resources that will be your companions on this journey. These tools are more than just utilities. They are the key to unlocking your marketing strategy potential.
Google's Digital Maturity Benchmark
Imagine navigating uncharted digital waters without a map. That's precisely why Google's Digital Maturity Benchmark is indispensable. It not only helps you gauge your digital strategies but also enables you to assess your current state of data management and identify opportunities for optimisation. It's an invaluable resource for businesses looking to excel in data-centric marketing to educate customers about their product at scale.
Why It's Important:
#1
Gain profound insights into your audience.
#2
Unlock opportunities for growth and improvement.
#3
Benchmark against industry standards for a competitive edge.
#4
Make data-driven decisions that drive results and ROI.
Working with Google's Digital Maturity Benchmark is a step-by-step process that involves assessing your digital strategies and receiving tailored recommendations.
Here's a guide on how to use the tool effectively:
1 Step
Access the Digital Maturity Benchmark Tool.
Visit the official website of Google's Digital Maturity Benchmark
Step 3
Provide Your Business Information.
You'll be asked to provide basic information about your business, such as its name, industry, and location. This helps customize the benchmark assessment to your specific context.
Step 5
Be Honest and Accurate.
Answer the questions honestly and as accurately as possible. The more accurate your responses, the more relevant and actionable the recommendations will be.
Step 7
Explore Your Recommendations.
The benchmark tool will provide detailed recommendations based on your assessment. These recommendations are specific to your business and industry. They may include suggestions for improving your website, optimizing advertising campaigns, enhancing content strategies, and more.
Step 9
Implement Changes.
Begin implementing the recommended changes and improvements to your digital strategies. This may involve updating your website, adjusting advertising campaigns, or refining your content.
Step 2
Start the Assessment.
Click on the "Start the Assessment" or similar button to begin the evaluation process.
Step 4
Answer Assessment Questions.
The benchmark will present a series of questions related to your digital strategies. These questions cover various aspects of your online presence, including website performance, advertising efforts, content strategy, and customer engagement.
Step 6
Review Your Digital Maturity Score.
After completing the assessment, you will receive a digital maturity score. This score provides an overview of your current digital maturity level.
Step 8
Prioritise and Plan.
Review the recommendations carefully and prioritize them based on your business goals and resources. Create an action plan to implement the suggested improvements. Some recommendations may be quick fixes, while others may require a more extended strategy.
Step 10
Monitor Progress.
Continuously monitor the impact of the changes you've made. Use web analytics tools like Google Analytics to track improvements in website traffic, engagement, and conversions. Adjust your strategies as needed to achieve your desired outcomes.
By following these steps and leveraging the insights and recommendations provided by Google's Digital Maturity Benchmark, you can continuously enhance your digital strategies and improve your customer education efforts over time.
Message House
Crafting the right message is like finding the key to your audience's hearts. That's where MessageHouse comes into play. This tool simplifies the art of storytelling, ensuring your messages resonate consistently. Whether you're a seasoned pro or just starting out, MessageHouse empowers you to create narratives that captivate and convert.
Why It's Important:
#1
Forge clear and compelling messages that linger.
#2
Establish a unified brand voice across all channels.
#3
Build deeper connections with your audience.
#4
Amplify engagement and foster customer loyalty.
Here's a step-by-step guide on how to create a MessageHouse:
1 Step
Define Your Core Message (Foundation).
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Identify Your Key Message: Start by identifying the core message you want to convey. This should be a succinct statement that encapsulates the essence of your brand, product, or organisation. It's often referred to as your "value proposition."
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Determine Your Unique Selling Proposition (USP): What sets you apart from competitors? What unique benefits or solutions do you offer to your audience? Your USP should be a central component of your core message.
Step 3
Define Your Audience.
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Segment Your Audience: Understand your target audience and segment it based on demographics, needs, and preferences. Tailor your MessageHouse to speak directly to each audience segment.
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Address Pain Points: Identify the pain points, challenges, and aspirations of your audience. Your messaging should address these pain points and offer solutions.
Step 5
Test and Refine.
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Gather Feedback: Share your MessageHouse with team members, colleagues, or trusted individuals, and gather feedback. Ensure that it resonates with your audience and effectively communicates your value.
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Refine as Needed: Based on feedback and ongoing market research, refine your MessageHouse as necessary. Brands evolve, and your messaging should reflect any changes in your business or audience.
Step 7
Monitor and Iterate
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Track Performance: Continuously monitor the effectiveness of your messaging. Use metrics like engagement, conversions, and customer feedback to evaluate its impact.
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Iterate and Adapt: Based on the performance data, make necessary adjustments to your MessageHouse. Messaging is an ongoing process that should evolve with your brand and audience.
Step 2
Identify Key Pillars (Supporting Messages).
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List Supporting Messages: Identify 3-4 key pillars or supporting messages that further elaborate on your core message and USP. These pillars should encompass the main benefits, features, or qualities of your brand or product.
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Elaborate on Each Pillar: For each supporting message, provide more detailed information and examples. These should help to explain and reinforce the core message. Use data, customer testimonials, and relevant stories to make your case.
Step 4
Craft Messages (Statements).
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Create Messaging Statements: For each supporting message, craft concise messaging statements that are easy to remember and resonate with your audience. These statements should be clear and compelling.
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Adapt for Different Channels: Tailor your messaging statements for various communication channels, including your website, social media, email, and marketing materials. Ensure consistency in tone and language.
Step 6
Implement and Train.
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Internal Training: Ensure that your team members and employees understand and can communicate the MessageHouse effectively. Conduct training sessions or workshops if needed.
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External Implementation: Roll out your new messaging across all external communications, from your website and marketing campaigns to customer support and social media.
Creating a MessageHouse is an iterative process, and it's important to revisit and refine it regularly to ensure it remains relevant and resonates with your target audience.
Unified Marketing Measurement:
The Power of Blending Methodologies
Let’s imagine you run a B2B software company, and you use various marketing channels to generate leads and sales, including content marketing, webinars, and email campaigns. You want to understand how each channel contributes to attracting and converting business clients.
Single Attribution Models (Before Blending):
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First-Touch Attribution: If you use first-touch attribution, you might credit all your success to the first interaction a lead had with your company. For instance, if a lead initially found your blog post through organic search, you'd attribute the entire conversion to that blog post, overlooking the role of other interactions.
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Last-Touch Attribution: Last-touch attribution would give all the credit to the final interaction before a lead becomes a customer. So, if they attended a webinar and then subscribed to your email list, all the credit would go to the email campaign, ignoring the contribution of the webinar.
Blending Attribution Models (Using Unified Marketing Measurement):
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Blending methodologies involves combining these attribution models and considering the entire lead-to-customer journey. Here's how this might work:
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First-Touch Contribution: You recognize that the initial organic search and blog post played a crucial role in attracting the lead and sparking initial interest. This is your first-touch contribution.
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Middle-Touch Contribution: The lead then attended a webinar, which deepened their engagement and understanding of your product. This is your middle-touch contribution.
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Last-Touch Contribution: Finally, the lead received a series of targeted email campaigns that pushed them over the edge to become a paying customer. This is your last-touch contribution.
Benefits of Blending:
1
Effective Resource Allocation:
With a blended approach, you can see the value in each touchpoint. You might allocate more resources to content marketing for initial lead generation, invest in more webinars to educate leads, and optimise email campaigns for conversions.
2
Educational Content:
You understand that webinars are effective at educating leads, so you create more of them. You use your blog content to attract leads initially, and email campaigns to nurture them towards a purchase decision.
3
Data-Driven Decisions:
You make informed decisions based on the entire customer journey, rather than relying on a single point of attribution. This helps you refine your marketing strategies effectively.
In a B2B context, Unified Marketing Measurement can be especially valuable because B2B sales cycles are often more complex, involving multiple interactions and decision-makers. Blending attribution models allows you to gain a comprehensive view of how various marketing efforts contribute to acquiring and retaining business clients.
Talk with our team today!