MIND is our digital marketing framework.
Imagine you could speak to every single one of your prospects individually, understand their needs and motivations and prepare a personalised pitch for them. We have no doubt that you’d get their buy-in.
That’s what mind is. A personalised, full-service digital marketing engine that uses digital personas to target your perfect customer, speaks directly to their needs and works to convert them into customers. Whether it’s with a paid ad on Google, a blog post on a hot topic or a whitepaper on LinkedIn, we are specialists at getting your customer’s attention.
It’s persona marketing on steroids.
Get to know your customers like never before
The mind approach has empathy at its core. We believe that in order to win your customers’ hearts, you first need to understand their minds.
Your customers are the most important stakeholders in your business - so they should be at the centre of all of your marketing.
We built the mind framework because we think the customer research process is flawed. Agencies are building “set it and forget it” personas that are never actually used effectively in their marketing activities. We do better.
Our unique customer-first strategies help our clients to target thousands of users with personalised messages and convert them into loyal advocates of their brand.
How it works
Core to mind is the segmentation of your target customers into like-minded groups or ‘digital personas’. We use digital personas for two things:
To identify where your audience are active online
To sculpt the messaging that best speaks to their needs and motivations
How we deliver a MIND strategy
1. We start with intensive customer research
We use qualitative and quantitative data to understand who your customers are, how they buy, what their motivations and challenges are and where they are active online. The purpose of this data is to map personalised content and messaging across different stages of a customers’ journey. The digital personas we build are not hypothetical, they are real, rooted in real data.
2. We create cross-channel content plan for each persona
This involves mapping out all digital personas, keyword intent, buyer journeys and content across a myriad of channels: your site, your blog, your paid and organic social, your pay-per-click search advertising and your display campaigns. We create full integrated strategy that portrays a single, consistent message for your different audiences.
3. We create content and run ads for all of the digital personas
We learn as we go and iterate our plan so we can create hyper-targeted ads at scale, driving users to content that speaks to their needs, wherever they are in the sales funnel.
The MIND approach
- We target real people based on data – we start with a hypothesis and iterate it until we are targeting users on an individual level.
- Our channel work is fully integrated, and our digital personas are the thread running through your SEO, Content, PPC and Paid Social activity.
- We mirror & reflect your audience’s own beliefs back at them to get their attention and emphasise the benefits for them.
- MIND persona is an ever-evolving asset – we constantly iterate our persona using real customer data. People change. So do your personas.
- Most persona strategies use a ‘one size fits all’ approach or target fictional characters that they made up in a brainstorm session.
- Agencies deliver SILO’ed approaches, with PPC, SEO and Social all doing their own thing, never looking to each other for greater insight.
- Most approaches use single-tone messaging and ‘standard business language’ to talk about features, not benefits.
- Personas are often seen as a “Set it and forget it” asset that is never used to its full potential.