Welcome to episode 13 of Everybody Hates Marketers. Today, I am interviewing Greg Elfrink, Content Marketing Manager for Empire Flippers a marketplace to buy or sell websites. Today, we discuss creating customer avatars. Avatars enable us to better understand and serve our customers. Greg has an interesting background. He used to work on oil rigs in Alaska while freelancing on the side. Sometimes he would end up working 100 hours in one week. With the long hours, he was getting burned out. Greg is much happier now that he is part of the Empire Flippers team. We also discuss content length and the value of reading fiction to improve marketing.
Topics Discussed in this Episode:
- How living in East Asia and working for Empire Flippers is better for Greg than working on oil rigs in Alaska.
- A little history of inbound marketing and Michelin the tire company and restaurant guide.
- Low quality content and fake news are the scourge of the Internet.
- Top of the funnel content for getting leads and building awareness. Outreach and guests posts combined with a middle of the funnel lead magnet.
- It’s a marketers job to solve the customers pain points and get them to the solution through the funnel process.
- Know who you are speaking to so that you can tailor specific content to the customer.
- Bottom of the funnel content like case studies, testimonials, and research can be effective.
- Finding an angle that excites your audience.
Resources:
The Brain Audit by Sean D’Souza
The Believing Brain by Michael Shermer
Web Copy That Sells by Maria Veloso
