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What is a Buyer's Journey, and Why is it so Important?

The buyer’s journey. What is it exactly and why is it so important for businesses to map and critically look at these journeys when structuring the framework of their marketing strategy?

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Topics: Persona Marketing

These Are the 3 Types of People Who Visit Your Website

Naturally you want people who visit your website to buy from your company. But the truth is, most of your visitors aren’t ready to buy. And if you focus all your marketing on the small portion that is ready to buy right at the moment they visit your site, you're leaving hundreds of opportunities behind. Beyond any other single marketing asset, your website needs the breadth and depth to attract and retain interest from visitors at every stage in their buying process.

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Topics: Persona Marketing

How My Customer Journey with Zappos Made Me a Better Marketer

In the marketing world, we talk about the customer journey — the steps that your prospects go through in their decision-making process for whether to purchase from you or not — quite a bit. After all, you can’t  find your prospects, connect with them, and establish trust with them without knowing what their decision-making process is actually like. With that in mind, I decided to eat our own dog food and recount a recent customer journey of my own — the journey of how I became a Zappos customer. Here’s how it happened:

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Topics: Persona Marketing

Does Your Website Reflect A True Understanding Of Your Ideal Customer?

In the early days of digital marketing, websites were mostly generic brochureware. 15 years ago, the user experience on a website was not a universally-accepted integral part of a company's brand or messaging. To be fair, most companies were still familiarizing themselves with the very concept of a company website at all, and everyone was still figuring out the rules and conventions as they went along. Persona marketing, much more ubiquitous today, was essentially non-existent at that time.

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Topics: Persona Marketing

Key Components of a Great Buyer Persona

If you have not yet created buyer personas to support your marketing planning, tsk tsk. Consider yourself also chastised if you have personas but don’t actually use them. Make this a priority for 2015: create a buyer persona for each of your key audience segments. We’ll give you a head start, with some insight here on the key components that go into a great buyer persona.

Each persona is like a guide who will direct you toward the marketing content, formats and delivery channels your most important targets are using. Without that help, you risk wasting time and money wandering around in the vastness of the online marketplace, hoping you’ll run into a viable prospect.

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Topics: Persona Marketing

How Customer Research Yields Gold for Marketers

Today's post is a guest post by Peggy Lawless from Lawless Research LLC

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Topics: Persona Marketing

Email Marketing and the Advent of Individual Customer Personalization: Can it Be Done?

Email marketing and email-based lead nurturing has become much more advanced in the last few years, particularly in the method of finding prospective leads. And creating a sense of personalization is one of the most prized methods for the online lead generation process. That personalization now goes as far as a company researching more thoroughly so they know more details than ever about a customer. This can lead to email marketing campaigns with comments and messages that directly reference the various aspects of the customer's relationship with that company.

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Topics: Email Marketing, Persona Marketing

How Does User Experience Affect Search Experience Optimization?

To stand out among competitors in today’s online world, websites and their designers must consider the user experience. A user’s experience on a site not only determines if they will return to that site but also if they will eventually share their information to become a lead for future business. The user’s experience will also determine whether or not that person recommends the site to others as well. And increasingly, user experience factors are used as ranking signals by the search engines — so if your site has poor user experience, it might not even be found! Thus when improving your website's search experience optimization, it is imperative for a user experience to be top notch.

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Topics: Persona Marketing

Considering Generational Differences: Brainstorming Ideas!

Lately, we have been talking a lot about the differences in catering marketing techniques to different generations.  To make it easier for you to practice effective online marketing tactics, we have segmented the market into four key generations: the Mature generation, the Baby Boomers, Generation X, and the Millennials.  Today, we want to do some brainstorming.  We hope that our ideas will be a good starting point for you to market your products, services, and/or brand to any or all of these four generations!

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Topics: Persona Marketing

Considering Generational Differences: Key Points

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Topics: Persona Marketing