Google Expert Spills Digital Marketing Secrets In ‘Converted: The Data-Driven Way to Win Customers’ Hearts’
Online, Google is a digital magnet that sucks everything on the internet toward it. According to HubSpot, the average person types in 3–4 Google searches per day. If you use Chrome, watch YouTube, or utilize Gmail, then you’re one of its millions of happy customers. Wouldn’t you want to learn tips from the guy responsible for that powerhouse’s digital marketing success?
Now you can.
In late February, Google’s chief measurement strategist, Neil Hoyne, shared his secrets in a brand new book: “Converted: The Data-Driven Way to Win Customers’ Hearts.” While data is the currency Hoyne deals in, his book focuses less on gathering it and more on how to use it to get results by building relationships with customers. Yes, you read that right: Just like we’ve always said here at Newsletter Pro, according to Hoyne, your business success comes down to relationship marketing! As Hoyne put it in an interview with McKinsey, “Software wasn’t the answer. More data wasn’t the answer. It was actually the strategy, the leadership, and the processes that unlock[ed] all that value.” In ‘Converted,’ Hoyne shares six secrets: 1. How to calculate the value of your relationships with clients 2. How to use data to target and convert customers 3. How to start meaningful conversations with clients and leads 4. How to choose which customers are your top priorities 5. How to stay one step ahead of your clients and anticipate their needs 6. How to make your clients love you and leave your competition in the dust
When Hoyne isn’t making history at Google, he teaches classes like “Customer Analytics for Growth Using Machine Learning, AI, and Big Data” at University of Pennsylvania’s Wharton School. You can really tell that “Converted” was written by a teacher. Drawing on his 15 years of experience advising thousands of companies, Hoyne lays out all of his strategies one step at a time. You can follow along and use his playbook to strengthen customer relationships, retention, and conversion rates at your own business. “The goal shouldn’t necessarily be to compare your business against the data you had last year or five years ago, but rather how do you capture more data so you can make better decisions than your competitors? That’s how you’re successful,” Hoyne told McKinsey. “The key to that is: How do you build more trust with your consumers? There’s a lot of work to be done in this space. What exactly is the right value exchange for consumers? What do they want? That’s where companies are starting to invest.” “Youtility” author Jay Baer calls Hoyne’s book “the most useful field guide ever written on how to drive desirable customer behavior online.” To find out why, pick up a copy today.
“For hardship does not spring from the soil, nor does trouble sprout from the ground.” –Job 5:6 (NIV)
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