Latest / Success Story with Scott Clary / Lessons - Your Marketing Sucks Because You’re Not Curious Enough | Charlie Whyman - Host of The Curiosity Key Podcast

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Lessons - Your Marketing Sucks Because You’re Not Curious Enough | Charlie Whyman - Host of The Curiosity Key Podcast · Success Story with Scott Clary

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  In this episode, we're unpacking customer-centric marketing, how to center every interaction around
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  driving value for your customers, and whether it's selling more to existing clients,
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  attracting new ones or creating new products, it starts with asking the right questions
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  and solving real problems. Join us as we dive into a powerful framework that turns curiosity
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  into action, helping you grow your business with intentional marketing strategies.
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  Now, walk me through customer-centric marketing because that would be the, I guess, customer-centric
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  marketing across everything you do, every interaction, every engagement you have with a customer,
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  that's sort of the end goal, correct? I just think the more you can understand how your customers
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  behave and the more you strive to better sell and better serve, that's going to come out in your
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  marketing. And as long as you have that purpose to make a difference to somebody else to be
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  useful, again, you can start being more intentional with your curiosity because you're trying to
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  understand how to make the lives of your customers better. That's intentional curiosity.
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  So describe it to me, but that's like what you just said, focusing on always making the
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  lives of your customers better, that's intentional curiosity. For me, yes, in a nutshell,
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  because I think my, I believe that it's through business that we're going to make a positive
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  impact in the world. And I think that if you have a business, is your responsibility to think
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  of more than just yourself and think of more than just making profit? I saw on, I think it was
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  either your website or your podcast. There was a point. Most businesses don't have a marketing
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  plan. So what do you mean by that statement? So just in my experience, most businesses don't have
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  a marketing plan. And also, I think when I started my business, I originally set out to help people
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  with events and trade shows. I didn't want to do it for them, but because I had a lot of experience
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  doing events and trade shows, I saw so many opportunities to help people and businesses be more
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  effective, more purpose driven, and you know, get more from their activity because it was very
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  much seen as like, I've got to do this. I've got to go to this other event. I hate it. I don't like
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  speaking to customers. I don't know if they're interested or not. We can't measure the ROI from
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  this event and, you know, all of the above. So I did a piece of research and the conclusion was
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  that people didn't want to pay to learn how to do events and trade shows better. They just wanted
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  to pay somebody to take it off the hands and do it. So I was like, mm, okay, what do I do then?
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  And that's where I got to the LinkedIn training because everybody kept asking me about the successes
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  that I had had and my team had had on LinkedIn. And then that just kind of snowballed and it just
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  happened. But what I found was that everybody wanted to know how to leverage LinkedIn to get more
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  leads, more sales, more referrals, but they still didn't have a marketing plan. And I found that a
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  lot of the training that I was doing focused on right, okay, let's have a look at your marketing
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  strategy and then let's use LinkedIn as a tool to help you achieve your marketing objectives.
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  And for me, marketing isn't just lead generation, it's sales, it's customer service,
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  it's referrals, it's the whole mix. So I think that, you know, if you look at your overall business
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  objectives, so beyond just what do you need to do in order to survive? But also what do you need to
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  do so that you can thrive and grow? And then think, right, okay, well, what marketing do I need to
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  do to help me achieve those objectives? And I love that. Oh, sorry. I didn't mean to interrupt.
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  No, no, no, gone. I was just going to say, so I'm just so now I'm for the listener,
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  I'm sort of laying out this framework. So like, first of all, we have to understand what marketing
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  is and what marketing isn't. And of course, when, you know, what we're talking about this, we're
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  talking about people that don't have huge teams, don't have resources, they may not understand,
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  you know, that marketing is much more than just going out to LinkedIn and getting some new leads,
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  like it's a holistic view of how you approach your customer. So now we have, we have that definition,
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  that's a great definition to start from. We lead with curiosity. So that's, you know, you're
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  intentionally curious. Now walk me through customer-centric marketing. Yeah, absolutely. I don't think
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  if you pull it back to the, what is the purpose of marketing, purpose of marketing is to drive
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  revenue in the business. How are you going to drive revenue is to find new customers to sell to,
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  to sell more to existing customers, or to develop new products and services so that you can, you
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  know, tag the first two points. So when you look at the purpose of marketing, look at those
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  different areas, you can be intentional with the curiosity to say, right, okay, so we've got
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  this existing customer base. This is always the easiest place to start. How can we sell more to
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  them? What can we do to make their job easier? What can we do to make their business go smooth,
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  what can we do to solve more of their pain points and challenges? And leverage the relationships
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  that we've got already. Then it's like, right, okay, so these are the people that we're targeting.
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  How can we attract more people into the business? How can we make the lives of more people or
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  more businesses better? And it's start asking those questions and call like reverse engineering
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  the process. And then when it comes to developing new products and technology, it's okay. So what are
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  our customers asking us for that we do not have right now? Or what are our customers talking about
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  that we need to look towards in future to help them with their business and their future as well?
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  So it's not being curious just because you just want to sit there day dreaming all day thinking
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  what's the next big thing? But it's thinking about right, okay, what problem are we trying to solve?
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  How many different ways can I think of doing that? And then which is really going to help us achieve
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  those specific objectives that you set within your own business? And what do you see? So this is
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  this is this is great framework now. So what do you see or what do you advise when when companies are
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  doing this? How how do they sort of action on on those steps? Some sort of like high level
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  tactical takeaways for reaching out onto LinkedIn or to reaching into an existing customer base
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  maybe conducting customer interviews. I don't know what what are some things that you sort of your
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  I guess your framework without you know laying it all out because obviously you don't want to
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  to speak with you and to pick your brain and to reach out to you but what do you what do you
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  recommend just to get started? So my framework is sort of behind me which is otter and so yeah
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  yeah not just the classic animal version. So it's hilarious because I use a lot of mountain climbing
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  analogies and metaphors and you don't see otters at mountains but they're very curious creatures
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  and so yeah the first thing is to start with the objective so like you know if you look at your
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  long term vision of the company let's say for example you and want to launch new products in service
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  because you're you want to launch a new product because you're a service based company and your
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  future vision is to sell the business for a certain amount and in order to do that you need to have
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  the physical product but you're two maybe three years away from doing that. You then have a look
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  right okay so T in otter tools. What tools are sets and resources do you need in order to achieve
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  those objectives? And it's if you want to launch a new product and you don't currently have an
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  email list you want to make sure that when you're at the point of launching that product you have an
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  established audience in order to do that. So it's that kind of you're building about full-site into
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  it but also if your objective is okay I just want to go from one to two million pounds in revenue
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  you then have a look at what tools are sets and resources you already have and then you can start
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  asking questions around right okay what can I leverage further? What can I squeeze more out of?
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  How can I optimize that and make that better? So in the context of you know like a lot of people
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  think tactically when it comes to marketing so you know you've got another marketing expert or
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  agency saying you need to do webinars webinars are the next big thing webinars are going to help you
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  achieve your objectives rarely do they ever say that or put numbers against it but it's like okay
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  so you're going to run a webinar so you're going to need a landing page you're going to have to get
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  people to that landing page you need to get people to actually join the webinar when it starts you
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  want to get people to state at the end there are lots of different touch points or breadcrumbs
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  as I like to call them along the way so if you've run webinars in the past more often than not you
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  can have a look at those different breadcrumbs and you can say right okay well we've only got 50% of
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  people that view this landing page actually opt in so how can we increase that? Okay so we've only
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  got 30% of people that opt in actually showing up to our webinar how can we increase that and it's
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  just looking at each of those touch points and thinking right okay what can we optimize what
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  can we leverage what can we make better? So I always say that everybody every business is already
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  sitting on a mountain of value and every business is already doing amazing marketing whether they
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  realize it or not and the missing pieces to bring it together into what I call a curious marketing
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  system which basically just looks right okay how are we generating curiosity in our in our market
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  a lot of marketers call this awareness I think in today's day and age it's not enough to just
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  make people aware of you because it's so noisy online and in pre-chose you need to make them curious
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  you need to make them want to find out more but that's not enough you then need to make them curious
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  and turn that curiosity into action so how are you going to take curious people and turn them into a
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  lead and that's like you know development of lead magnets making sure that you've got book a call
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  making sure that you are leaving those breadcrumbs so that your audience knows what step to take next
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  and then after that we all know not all leads turn into sales so you need to sort of branch them out
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  so right okay so what happens to the high quality leads that you need to have a sales conversation with
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  or you need to do a demonstration what are those breadcrumbs that you need to leave so that you can
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  turn those leads into sales and then on the other branch it's okay so these leads that are curious
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  but not yet ready to buy how can we nurture that curiosity build that excitement and give them
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  reasons to then and take that next step and go down the sales route and then the sales route is like
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  okay so from a marketing point of view how can you make their experience super special how can you
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  take advantage of each touch point each opportunity so that their experience is incredible they want
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  to tell others about it they want to keep coming back for more and they want to turn into referral
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  partners and I think this is well I love again the engineer in me having a system and a process
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  each different step of this system you know because if you assume your best clients are going to give
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  you a testimonial or become a referral partner you using what I call hope marketing which is really
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  difficult to track and it's just a bit you know you hope is not a good marketing strategy whereas if
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  you say okay so I'm going to put a checklist in place so that every client that goes through my system
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  I ask them if they know anybody that would benefit from our services or that would benefit from
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  using our products you ask them for those LinkedIn recommendations you ask them for the case studies
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  that you build it into the process so you're not wasting any any energy in doing the things that
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  you should be doing anyway and you've got that free energy to be curious and to kind of like
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  heighten your spidey senses to pick up on the things that I'm saying I love that thank you for
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  breaking that doubt I appreciate it and do you think like do you see a shift in in businesses
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  being forced to market this way do you see that more businesses are being curious or do you still
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  see just from your perspective many people still default to the fact that Tony two suits use car
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  salesmen outbound sales you know kind of kind of strategy I think I think both are always going
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  to be around I think the old-fashioned way of doing sales is never going to go away but I think
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  companies that adopt that old-fashioned approach to sales are going to get left behind and are
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  going to struggle to keep up what's what's the they'll go out sorry no but no it's just it's just
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  more that I think I I host a marketing club we call it the curious marketing club and we were
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  having a discussion about innovation earlier today and we were we were talking about tips and
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  strategies about how you can stay on top of the game and always be looking forward and not
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  getting left behind and a lot of that is just to be curious to be asking and you know if you work
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  within a team to be asking the team what do you think what's your experience how can we add more
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  value here to be going to your customer base asking them you know what's your biggest challenge
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  you know where do you see yourself in a few years time how can we help you get there and you know
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  and supporting them on that journey thanks for tuning in if you found this valuable don't forget
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  to hit that subscribe button so you never miss an episode and if you want to dive deeper into
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  this conversation check out the links in the description to watch the full episode see you in the
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