Marketing Your Psychometric Services

When it comes to understanding marketing, it can be a tricky concept for some. But one of the best explanations out there comes in the form of an analogy from Allan Dib, author of the best-selling business program "The One Page Marketing Plan." 

Dib compares marketing to a circus: advertising is like putting up a sign that says "circus coming to town", promotion is like walking an elephant with the sign on its back through town, publicity is like getting the local news to write a story about it, public relations is like getting the town mayor to laugh about it, sales is like showing people the different entertainment booths at the circus and getting them to spend money, and marketing is like planning the whole circus event.

Now when it comes to marketing for psychometricians, one of the first things to keep in mind is your website. Think of it like the storefront of your business - it's often the first thing that shows up on Google when people search for your company, it's on your business cards and email signature, and it's on your social media channels. Your website needs to grab attention, make it clear what services you offer, and give a reason why someone should choose your services over others.

1. Page title:

Your page title is an important factor in how your website will appear in search engine results. It should be an easy-to-read statement that clearly describes the content of the page and includes relevant keywords or phrases. The title should be unique and descriptive, so that it stands out among other search results.

2. URL:

The URL for your home page should be hosted on a secure server with a valid HTTPS certificate. For inner pages, use keywords in the URL and separate words with hyphens, this will make it easier for search engines to find your website. Example: example.com/keyword

3. Headline: Product Hook or Promise

Your headline should be clear and concise, stating your product hook or value proposition. It should be the first thing that visitors see when they land on your home page, and it should be easy to understand. This first 3 seconds of any visit is not the time to get clever.

4. Subhead

The subhead should summarise your promise and provide 3 bullet points that emphasise your 3 unique selling points or value statements. This will help to reiterate the main message of your headline and provide more details for visitors.

5. Primary Call-to-Action (CTA)

Your main call-to-action (CTA) should be prominently displayed on your home page, and it should be clear and easy to understand. This could be a button or a link that invites visitors to take a specific action, such as requesting a demo, scheduling a free consultation, or booking a readiness assessment. This CTA should be actionable and give visitors a clear next step in their buyer journey."

6. Additional Call-to-Action (CTA)

Provide a secondary option for prospects who may not be ready to take the primary CTA, but still want to learn more about your offering before committing further time or effort. This could be in the form of "Learn More" button, "Explore Our Assessments" or "Read Case Studies" to name a few examples.

7. Multimedia Support

To cater to different learning styles, it's essential to include various forms of media on your homepage such as images or videos. This way, website visitors can consume information visually, which can be more engaging and memorable.

8. Third-Party Endorsements

Include references or reviews from media outlets, review sites or other third-party sources that have talked about your business. This can provide an extra layer of credibility and reassurance for prospects.

9. Customer Testimonials

Include real-life customer testimonials, preferably with real photos, as it can provide an extra level of proof that your offering has been shown to create value for others. Testimonials that specifically mention the problems your customers have overcome with your solution are particularly effective in engaging prospects.

10. Features and Benefits

Outline the 3 most impactful features of your product or service and how they set you apart from the competition. Explain the value they create for customers and how they solve specific problems.

11. Educational Resources or Content CTAs

Offer helpful, useful or interesting content such as guides, templates or courses. This will help to keep prospects engaged and mindful of the challenges they're facing. Promote a helpful, friendly and educational relationship between your business and the customer, rather than a traditional buyer-seller arrangement.

12. User-Friendly Navigation

Ensure that your homepage is simple and easy to navigate, regardless of the device used to access it. Prioritise the most useful content for customers when browsing on mobile devices, as not everyone will be accessing your site on a laptop or desktop.

In today's fast-paced and digitally-savvy world, consumers are constantly seeking information that is both instant and engaging. Content marketing has emerged as a key discipline that allows businesses to connect with their target audiences and provide them with valuable and relevant information.

1. Consumers are always searching for information that is helpful, useful and interesting. This can be anything from answers to their questions, new ideas and inspiration, or referral and recommendations from peers and people they know and trust.
2. They turn to the internet as the primary source of information and use search engines to find the answers they need.
3. They are always looking for new and innovative ways to solve problems and improve their lives.
4. They rely on the opinions and recommendations of others to make informed decisions.
5. They are constantly seeking to learn and discover new things, whether it's through education or research.
6. They seek evidence and research to back up claims made by businesses.

When you create powerful content that answers the questions your customers are asking, internally or externally, you will naturally appear higher in search engine results pages. The more helpful and informative your content is, the more likely it’s that visitors will engage with your brand and build trust in your business. 

Your content is the fuel for conversations and the key to progressing a sale and making an introduction to position your message with a new contact. Whether it's for entertainment, explanation, education or information, content is everything you see on a screen, in your email, or on your smartphone. It's an essential tool to drive traffic to your website, generate leads, progress conversations and educate customers.

The Content Audit:

Creating a comprehensive library of content can seem daunting, especially for small teams. However, it’s important to remember that you likely already have a wealth of content at your disposal, ready to be utilised and shared with your audience.

To begin your content audit, the first step is to conduct a thorough search of all existing materials. This can include:

• PDFs on your website
• PowerPoint decks, Word Documents, and other files on your computer and in shared folders such as Sharepoint or Dropbox
• Content attached to sales and marketing emails
• Questions asked by prospects during the sales process and the answers provided
• Images such as PNGs and JPGs
• Webinar recordings and pitches recorded as MP4s
• Presentations, product roadmaps, and explainer videos and demos created by product managers, customer success teams, and sales
• Proposals, which often contain a combination of problems and solutions
• Customer correspondence, looking for common questions and responses

Once you have gathered all relevant materials, the second step is to organise them into a single folder on your computer for easy access and reference. This will help you to have a better understanding of the content that you already have and can be used to identify gaps in your library that need to be filled.

Organise and Analyse Your Content

To effectively utilise all the content you've gathered in the previous step, it's important to organise and analyse it. One way to do this is by creating a content audit form.

The form should include the following elements:

• A link to the file's location in the cloud or on your computer
• The name or title of the asset
• The topic or main theme it covers
• The product or service it relates to
• The target persona or audience it's intended for
• Whether it's suitable for publishing on your website, blog, or social media channels
• Whether it can be edited or updated
• Where it fits in the awareness, conversion, engagement, and delight stages of the sales process
• Additional ideas or ways it can be repurposed

By filling out this form for each piece of content, you'll be able to get a comprehensive overview of your content library, including the topics covered, how it can be used, and where it's most effective in the sales process. The results can be compiled in a spreadsheet for easy reference and analysis.

As you create valuable content that addresses your prospects' specific needs and challenges, you can use it as a valuable tool to build trust and keep the conversation going with them. By offering helpful and informative resources in exchange for their contact information, you can engage in targeted marketing efforts and gain valuable insights into their pain points. 

By understanding what drives them to take action, you can continue to create content that resonates with them and addresses their unique needs. This can be a powerful way to build lasting relationships and drive conversions.

Partner Marketing

When it comes to scaling your business and reaching new audiences, partnering with other organisations can be a valuable strategy. In the field of psychometrics, this may include certifying individuals to deliver your tools or working with companies that can refer their own customers to your services. To effectively build out a partner channel, consider the following steps:

Clearly define your ideal partners: Consider what qualities and characteristics make an organisation a good fit for your business and what you hope to gain from the partnership.

Understand their motivations: Consider what drives potential partners to want to work with you. Is it to grow their business, expand their product offerings, or increase their network?

Develop an onboarding program: Create a program that includes training, documentation, and resources to help new partners effectively sell and represent your product or service.

Establish qualifying criteria: Determine what qualifications, industry expertise, and network connections are necessary for a potential partner to be a good fit for your business.

Identify the right sales and go-to-market channels: Consider which partners will be most effective at selling your product and how to best support them in this effort.

Provide the necessary training and support: Determine what resources and support partners will need to be successful in representing your business.

Consider regional differences: Assess whether different regions require different types of partners or expertise.

Determine strategic vs. transactional partnerships: Decide which partners will be long-term, strategic partners and which will be more transactional, one-off partners.