What do you do versus what do you do for me?

My family and friends often ask, “What does Trust Insights do?” and for some reason, I struggle to come up with a simple answer. Why? Because I’m trying to answer “what we do” instead of “what we do for you”. I muddle through phrases like “change management” and “machine learning”. Outside of Trust Insights, those words don’t mean anything.

Before I get into that, let me take a step back in time to about…oh, three hours ago. I’ve worked with Chris Penn long enough he’s rarely able to blow my mind with information. Today was that day. Earlier while recording our weekly podcast we were talking about marketing metrics. As we do, we got off on a tangent that was related but not the original intention of the conversation. Chris brought up the example of his morning YouTube show “You Ask, I Answer” that he did for about a year or so. When he applied the metrics we were talking about, he determined that the show itself wasn’t producing conversions – so he stopped making it. I countered by asking if the show was part of the larger marketing plan and was it driving awareness? Was it assisting other channels that were converting?

This led us into a conversation around a study that Chris recently read from LinkedIn around buyer’s intent. In a nutshell, 95% of your audience is not interested in buying something right now. You can listen to the podcast to hear my mind being blown in real-time.

This flipped my world upside down in the best of ways. It made me rethink how we were approaching our own marketing for Trust Insights. We don’t need to focus on the hard sell, we need to make sure we’re teaching and educating on what we do so that when someone has a problem, we’re top of mind. “Trust Insights can solve that problem for me”.

Which brings me back to the original question, “What does Trust Insights do?

We solve problems. Pretty vague? Yea – that’s why we need to drill down to “what does Trust Insights do for me?” We solve your specific marketing problems.

What this means is that our content needs to focus on demonstrating our problem-solving skills. We need to understand the specific problems of our network. We need to show that we know how to solve those specific problems.

A lot of the problems we solve focus on marketing platforms. What Chris and I need to do is talk about the issues as they relate not only to the data and tech, but also the people and processes involved. We need to bring more specificity into our content so that you, the reader, can see yourself in the narrative. The goal is to show that we not only solve general problems but also your specific problems. If we do this correctly, we should be top of mind when you happen to have an issue that you need help with.

All this is a long-winded way of saying that Chris and I do a lot of things for clients, but at the end of the day, we’re fixers. I’ll skip the frameworks and the jargon. You can get that from our website. Instead, I’ll leave you with the immortal words of Robert Matthew Van Winkle

“If you got a problem yo I’ll solve it”

Tell me about the problems you’re solving so I can write about them! Find me in our free slack group Analytics for Marketers

 

 


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