Back to All Articles

Who are YOUR people? What is THEIR journey? | The Open Lines Marketing Framework

August 24, 2023

Interview with Lindsay Dayton LaShell, Marketing Activist at Open Lines Marketing.

Discussion covers social trends on LinkedIn and the Marketing Framework Lindsay has developed:

Adopting the Framework is an eight-step process

1. Who else is on your playing field?

Call it competitive or landscape research if you want, but understanding who else your audience is finding when they should be finding you is an essential first step to understanding your unique opportunity.

2. Who are your people?

You have probably done some amount of audience research already. Maybe you’ve been in business a while so you know your customers well, but this exercise will open your eyes to new ways of understanding them and their needs.

3. What is their journey?

This unique exercise will introduce deep empathy into the buyer’s journey that your customers experience. We use their words, their objections, and their understanding of their situation to get new levels of understanding of our own opportunity to reach them.

4. What are you offering?

Having a great product or service doesn’t guarantee sales. In this step, we look deeply at your brand messages to understand who you are in order to ensure that your content resonates with the people it’s created for.

5. Where does their journey take them?

Like literally, where? Do they look for answers in their email inbox? Do they look on Facebook? Do they look to their friends and family? Wherever they are looking for answers, we will craft a channel strategy to meet them there.

6. Where is your best time spent?

Making your to-do list shorter is one of the promises of the Framework. To do this, we’ll get super strategic in identifying the most powerful opportunities and prioritizing them for greatest impact.

7. What does success look like?

What will your business be one year after you start implementing the Framework? Asking this question allows us to begin seeing the difference between the urgent and the important in the day-to-day work of the business.

8. What will it take to get there?

We know that great marketing requires consistent execution of well-informed tactics. We also know that we prioritize things we think are important. The last step is to literally schedule the work that needs to be done, so that you feel confident that you have the information and the time you need to DO IT.