BASE3 is a digital marketing framework summarized in a chart that combines the customer’s decision-making process, algorithms aligned with that process, and the channels you use to communicate with your customer. The chart can be used to plan marketing campaigns that guide a customer’s entire journey, from AWARENESS to becoming an ADVOCATE for your brand.
Incorporating Lean Marketing & Growth MarketingBASE3 incorporates principles of Lean and Growth Marketing. Lean Marketing puts the customer experience at the center of all decisions. Improving the customer journey is a priority. All activity is focused on adding value for that customer, and eliminating activities that do not. Growth Marketing focuses on retaining customers, and creating a long-term, measurable relationship resulting in additional sales. Future Bright Digital
How BASE3 Began
“The Three Certainties Of Digital Marketing”
1. Most humans make decisions in the same way
Most humans make decisions in the same way: we become aware of a problem or desire, look for the best solution by comparing choices, pick that solution, get validation from others that it was the right decision, and then they create a community around their decision so that they have a shared experience that further supports their decision. We are influenced by urgency, emotion, and acceptance.
2. Search & social align with the human decision making process
Search engines and social media platforms have integrated the human decision making process into their algorithms, and measure user behavior in order to make predictions about what content to present in order to lead the individual to an action. This is done through tracking user activity, and language.
3. There are communication channels
There are one way and two communication channels in place that make it possible for you to communicate with, and get feeback from, your customers. Most businesses are now using the same channels to communicate with their customers: website, email, articles, social profiles, video, digital ads, and for some, broadcast, print ads, radio, phone and direct mail. This means that you do not need to reinvent the wheel. It is well established which channels are appropriate for different stages in your customer’s journey. You can leverage that knowledge for your own gain.
Your customer’s decision-making journey
How Humans Make Decisions
Jasmine is proud of following in her Airline Pilot dad’s footsteps, but has been working long hours.
1. Become Aware of a problem
She realizes that she is getting out of shape, and wants to change that, but can’t seem to get motivated.
2. Look at options
Jasmine thinks about various options for working out. They all seem lonely. She is reminded of a happy childhood memory of her dad trying to hula hoop with her and her friends.
3. Select an option
She explores hula hoops for adults and sees that there are many options, and that you can actually get into great shape.
4. Get friends’ approval
After getting the hang of it, she shows her friends, who are supportive, and love it! She realizes that she really just needed an activity she could do with friends.
5. Create a community around the decision
Her friends join in, and they all begin to have fun hula hooping with Jasmine. They buy hoops as well so that they can join her in the park.
Human Decision Making References:
Research Needs for Human Factors (1983) Chapter:Introduction and Overview National Academies of Sciences, Engineering, and Medicine. 1983. Research Needs for Human Factors. Washington, DC: The National Academies Press.
How algorithms view the customer journey
There is a quote by the famous copywriter Eugene Schwartz that you should study.
“If he is not yet aware of what he really seeks but is concerned with the general problem, your headline starts with the problem and crystalizes it into a specific need (COLD LEAD).
If he is not aware of your product but only has the desire itself, your headline starts with the desire (WARM LEAD).
If your prospect is aware of your product, and has realized that it can satisfy his desire, your headline starts with the product (HOT LEAD).”
What this quote means in algorithm terms, is that when someone has identified a problem, they are going to be doing searches around the periphery of the solution. They don’t yet know what the solution is, and they certainly don’t know about you. This means that you need to be creating content that is discoverable by these broad searches if you are trying to gain brand awareness. You will be using key words and hash tags that will help you get discovered.
If someone is aware of the solution, from an ad engine (algorithm) perspective, they have engaged with you or your direct competitors in some way, and a pixel or tag has tracked them, so you can connect with them directly about your solution through an ad. You will be using key words and hash tags directly related to your solution.
When your customer is ready to make a purchase, the ad engines and pixels know that this individual customer is aware of their problem, the solution, and YOU. This is when you need to have content that dives into the details, benefits, differentiate yourself, and offer proof. This is typically done on one page, called a “Sales Page”. On a social platform, your customer may also be shown posts or content or ads that the algorithm believes will activate them to click to learn more and buy.
Transforming the three certainties into a framework
With these three certainties as a baseline, Wendy created the architecture of a framework that can be used to create a lead-generating digital marketing strategy for any business, no matter how large or small.
The position the customer is on their journey (decision making process, or lead funnel) will determine what Content Topics you should have in place. You will then need to guide that customer using Communication Channels that are known to be effective for that part of their journey.
As easy as 1-2-Hello Customer!
1. Select a journey level where you see opportunities
2. Identify the content themes to present
3. Hello Customer! Select channels to use
Until now, there has not been a naming convention for the many parts of a full marketing strategy. To solve this problem, and so that there can be a common reference point in discussions, we have given each channel a number. In a separate document, we describe each channel and its use. You may wish to add to the channels, and there is room to do so. We have just shown 7 channels.