Great strategy builds
great brands

Needs Analysis:

In today’s diverse marketplace, the one-size-fits-all approach simply doesn’t cut it. Every customer has a unique narrative, driven by distinct motivations, challenges, and aspirations. At the heart of my marketing strategy is an unwavering commitment to understanding these narratives.

A thorough needs analysis isn’t a mere formality. It’s an explorative journey into the customer’s world. By asking the right questions and listening intently, I gain insights into not just what our customers want, but why they want it. What are their pain points? What goals do they aspire to reach? What obstacles are holding them back?

The Core of Customer-Centric Marketing.

With this in-depth understanding, I tailor marketing strategies to echo the customer’s voice. It’s about more than just showcasing a product or service; it’s about demonstrating how it fits into their story, and how it can be a solution to their unique challenges. This personalized approach ensures that our marketing efforts are not just seen and heard, but truly resonate.

Moreover, by continually revisiting and refining our needs analysis, I ensure that our strategies evolve alongside our customers. In an ever-changing world, understanding the customer’s current needs is vital, but anticipating their future desires is what sets us apart.

In essence, a meticulously conducted needs analysis is the compass that guides every marketing decision, ensuring we’re always aligned with the heartbeats and stories of those we serve.

The Customer Buying Journey

Every purchase, no matter how trivial it might seem, is a journey. It’s a sequence of events, decisions, and emotions that lead a customer from the first spark of interest to the final act of acquisition. Understanding this journey isn’t just advantageous; it’s essential for effective marketing.

Awareness: This is the dawn of realization. A potential customer becomes aware of a need or a desire. They might stumble upon an issue they didn’t know they had, or perhaps a latent wish comes to the fore. At this juncture, our role is to ensure our solutions are visible and resonate with this newfound awareness.

Consideration: With awareness comes curiosity. The customer starts to explore, diving deep into potential solutions, researching, and weighing their options. Our goal here is to provide value-laden content, answer questions, and position our offering as a leading contender.

Decision: This is the pivotal moment. The customer is ready to make a choice. They’ve done their homework and are poised to commit. Here, our focus shifts to showcasing how our product or service stands out, offering testimonials, guarantees, or exclusive deals to instill confidence in their choice.

Mapping the Path to Purposeful Purchase.

Purchase: The culmination of the journey. The customer decides that our offering is the solution they’ve been searching for. However, the journey doesn’t truly end here; a smooth purchase process, exceptional customer service, and post-purchase support can turn a one-time buyer into a lifelong advocate.

Post-Purchase & Advocacy: The journey might culminate in a purchase, but the relationship blossoms beyond. Ensuring post-purchase satisfaction, seeking feedback, and fostering a community can transform customers into brand ambassadors.

By intricately mapping and understanding each phase of the buying journey, I tailor marketing strategies that not only meet the customers where they are but also guide them toward making an informed, satisfying decision. In this dance of decisions, emotions, and actions, our role is to be the reliable partner every step of the way, ensuring every interaction adds value and deepens trust.

Marketing Plan: Navigating the Customer Buying Journey with Precision.

• 1. Awareness:
  • General Persona (GP): Utilize broad-based content marketing like blog posts, infographics, and explainer videos on topics related to the product/service. This will help pique the interest of those newly discovering their needs.
  • Tech-savvy Tina: Offer webinars or podcasts featuring industry leaders discussing emerging trends.
  • Budget-conscious Barry: Share comparison charts, cost-saving benefits of the product/service on social media.
  • Influencers: Partner with niche influencers to create content that sheds light on common problems or needs their audience faces, subtly introducing the product/service as a solution.
• 2. Consideration:
  • GP: Create detailed product/service guides, FAQs, and how-to videos. These resources help potential customers understand offerings better.
  • Tech-savvy Tina: Offer interactive demos or virtual tours.
  • Budget-conscious Barry: Showcase testimonials that emphasize the value for money.
  • Influencers: Have influencers do a deep dive into the product, demonstrating its features and benefits, or perhaps comparing it with other market players.
• 3. Decision:
  • GP: Promote limited-time offers or bundles, and showcase high-quality testimonials and case studies.
  • Tech-savvy Tina: Provide technical whitepapers or in-depth feature analysis.
  • Budget-conscious Barry: Offer flexible payment plans or highlight the cost-benefit ratio.
  • Influencers: Encourage influencers to share personal stories or experiences with the product/service, emphasizing its positive impact on their lives or work.

Marketing Plan.

• 4. Purchase:
  • GP: Ensure a seamless checkout process and highlight money-back guarantees or warranties.
  • Tech-savvy Tina: Offer digital download or instant access options.
  • Budget-conscious Barry: Highlight any ongoing deals or discounts prominently.
  • Influencers: Use influencer-exclusive discount codes or special deals to motivate their followers to purchase.
• 5. Post-Purchase & Advocacy:
  • GP: Send thank you emails, seek feedback, and provide resources for optimal product use.
  • Tech-savvy Tina: Offer advanced tutorials or community forums for in-depth discussions.
  • Budget-conscious Barry: Introduce referral programs with rewards.
  • Influencers: Encourage influencers to host Q&A sessions about the product, allowing their audience to share experiences and ask questions.

This marketing plan can be further customized based on specific business needs, target regions, and product specifics. However, the core idea remains: to cater to individual customer personas throughout their buying journey with tailored strategies.

Vendor Selection: Aligning with the Buying Journey.

• • 1. Criteria Definition:
    • Begin by defining clear criteria for what you expect from your vendors. This should include cost, expertise, delivery times, reliability, and compatibility with your company’s values and objectives.
  • 2. Vendor Research:
    • For Content Creation: Research vendors that specialize in creating different types of content – from blog posts and infographics to podcasts and videos.
    • For Digital Platforms: Identify providers with proven expertise in hosting webinars, offering interactive demos, or developing efficient checkout processes.
    • For Influencer Collaborations: Look for agencies or platforms that have a reputation for connecting businesses with relevant influencers in the industry.
  • 3. Request for Proposals (RFP):
    • Send out RFPs to shortlisted vendors. This document should detail your requirements and ask vendors how they propose to meet them.

Vendor Selection: Aligning with the Customer Buying Journey.

• • 4. Evaluation:
    • Testimonials & Reviews: Check reviews, especially from businesses similar to yours.
    • Portfolio: Review their past work, especially projects that align closely with your needs.
    • Cost-Benefit Analysis: While cost is a factor, ensure you’re getting value for your money.
  • 5. Pilot Project:
    • Consider running a small-scale pilot project with a potential vendor. This will give you a practical sense of their capabilities and the quality of their work.
  • 6. Contract Negotiation:
    • Once you’ve selected a vendor, ensure that all expectations, deliverables, timelines, and costs are clearly defined in a contractual agreement.
  • 7. Review & Feedback Mechanism:
    • Set up regular checkpoints to review the vendor’s performance. This will ensure that they are aligned with your objectives throughout the project duration.

Remember, vendor selection is not a one-size-fits-all process. Each business has its unique needs and challenges. Taking the time to methodically select the right vendor can significantly enhance the effectiveness of your marketing strategy and ensure that you provide a consistent and high-quality customer journey.

Reporting and Optimization: Enhancing the Customer Journey.

• 1. Set Clear Objectives:
  • Define what you aim to achieve with your marketing campaigns. Whether it’s lead generation, brand awareness, customer retention, or sales conversion, having clear objectives will guide your reporting metrics.
• 2. Data Collection Tools:
  • Implement tools like Google Analytics, Facebook Pixel, and other tracking mechanisms on your platforms to collect pertinent data.
• 3. Key Performance Indicators (KPIs):
  • Identify relevant KPIs for each stage of the customer journey. For instance:
    • Awareness: Website visits, page views, social media impressions.
    • Consideration: Downloads, video views, webinar sign-ups.
    • Decision: Conversion rates, sales, customer reviews.
    • Retention: Repeat sales, customer lifetime value, net promoter score.
• 4. Visualize Data:
  • Use dashboards like Google Data Studio, Tableau, or Power BI to visualize your data. This allows for easy interpretation and sharing with stakeholders.
• 5. Regular Reporting Cycles:
  • Set up weekly, monthly, and quarterly reporting cycles to review performance against your objectives.

Reporting and Optimization: Enhancing the Customer Journey.

• 6. Act on Insights:
  • Reporting isn’t just about collecting data; it’s about gleaning actionable insights. Look for trends, anomalies, and areas of improvement.
• 7. A/B Testing:
  • Based on your reports, hypothesize what changes might improve performance. For instance, testing different email subject lines or landing page designs can give insight into what resonates best with your audience.
• 8. Feedback Loops:
  • Create mechanisms to collect feedback directly from your customers and wider audience. This qualitative data complements the quantitative metrics from your reports.
• 9. Continuous Optimization:
  • Act on the insights from your reporting. Make necessary tweaks and changes to your campaigns, content, and strategies based on what the data tells you.
• 10. Review & Update Objectives:
  • Marketing is dynamic. As your business grows and the landscape changes, revisit your objectives to ensure they’re still aligned with your business goals.

Building an iterative reporting and optimization strategy ensures that your marketing efforts remain agile. By consistently analyzing data and adapting accordingly, you can stay ahead of industry trends and consistently deliver an optimized customer journey.

CHRISTIAN KLIGORA:YOUR PREMIER MARKETING ARCHITECT.

Why Should You Trust Me With Your Brand’s Future? If you’re looking for someone with unparalleled expertise in crafting marketing campaigns that resonate and transform, then you’ve landed on the right profile. I’m Christian Kligora, and my marketing mastery speaks for itself:

Your Vision, My Strategy:

• Transformational Outcomes: My DNA is wired for marketing excellence. I have consistently driven transformational outcomes across diverse industries – from Healthcare, Professional Services, Home Services, and FinTech to Higher Education.

• Award-winning Campaigns: I have championed brands for hundreds of Fortune 500 & Fortune 10K Companies. With four awards under my belt, my digital campaigns have stood out in the crowd, time and time again.

• Deep Dive into Full Funnel Marketing: From needs analysis to designing intricate customer journeys and, finally, optimizing with robust reporting structures, I’ve got it all covered. I’ve even delved deep into the realm of influencers and vendor selection to ensure every touchpoint is primed for success.

YOUR PREMIER MARKETING ARCHITECT.

My tenure at Gannett / USA TODAY NETWORK witnessed my leadership in overseeing 68% of digital revenue, amounting to $420M annually. I built a legacy of successful partnerships, robust client relationships, and transformational marketing campaigns that garnered prestigious accolades.

The Digital Frontier:

• Proficient in a range of platforms, including SEM, SEO, CTV, OTT, RTB, Email, Geo, Social, and YouTube.

• Certified expertise in Analytics, AdWords, and Microsoft adExcellence, ensuring data-driven strategies are at the heart of every marketing decision.

A Glimpse Into My Thought Leadership: I’ve taken center stage at prestigious events, shedding light on topics such as understanding complex consumer buying journeys at Google and strategizing digital businesses effectively with the Independent Broadcasters Association.

Connect with Me: Whether it’s charting out a grand vision or diving into the minutiae of a marketing campaign, I’ve got the skills, experience, and passion to make it happen. Let’s redefine what’s possible in the world of marketing together.