(STARTUP TO UNICORN) WEEK 8: IT IS A QUESTION OF RELEVANCE - WILLIAM EASTMAN

Last week we covered the issue of Frequency - how do you increase the interaction with customers. Today's show is the next step - if you are going to entice the customer to interact more frequently - why would they? Part of that answer is improving the relevance of the materials you are promoting.

The two problems we will discuss are (1) the actual content - the quality of the materials being shared, and (2) how do I make killer content findable?

EPISODE 29: WHO ARE YOUR PERFECT CUSTOMERS?
Every conversation starts here. Given the fact we are using the network effect as a business model, who are the customers that will gain the most from it? The first episode is technical and answers the (2) question - making my content findable?

Topics

• What do they search?
• Where do they search?
• How do they search?

EPISODE 30: WHAT PROBLEMS DO YOU SOLVE?
The second episode today takes on question (1) - what are the issues the content must address? 

Topics

• What are their pain points?
• How much does it cost to not solve it?

EPISODE 31: HOW DO YOU GET FOUND?
Once we have the preliminary product available, what needs to happen to ensure it is not just findable, but found.

Topics

• How to create content (authority & relevance) for each stage of the sales funnel

EPISODE 32: HOW DO YOU IMPROVE THE RELEVANCE OF YOUR OFFER?
What is your engagement strategy once the customer has begun to use the materials provided? Why? Because our next 2 shows are on ensuring what you provided is unique and provides long term value. You can guess or ask.

Topics

• How do you participate with the customers use of your offer?

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