research Archives - Valchanova.me

Brand Messaging and Copywriting
Crafting Successful Brand Messaging: a Step-by-Step Guide [with Template]
Here’s a typical scenario. After lengthy discussions, the team finally agrees. The current brand messaging is outdated and inefficient. Something needs to be done. They hire a creative expert that comes up with a great new headline and some copy for the landing page. The homepage gets redone, everyone’s happy, the end. On the surface,…
Digital Strategy
Qualitative Marketing Research: What to Ask, Tools to Use, and How to Get It Right
I used to work as the Marketing Director of an e-shop, but there was a time of year when titles didn’t matter. Every year, the days between December 10 and Christmas were spent in the client support team. You were expected to help with the quick spike of customer requests no matter your position. I’d…
Digital Strategy
Customer Journey Mapping: How-to Guide and Free Template
“What is the most important skill a marketer should cultivate?” I got asked recently. It didn’t take me more than a heartbeat to reply. “Empathy and curiosity.” Technical skills can be learned or improved. The innate willingness to understand your audience is much harder to develop. But thankfully, some tools and methodologies can help you…
Digital Strategy
Value Proposition Canvas: What It Is and How to Use It to Know Customers Better [Templates & Step-by-Step Guide]
The Value Proposition Canvas is a powerful tool that helps you understand what value you bring and how to communicate it to your customers. It’s a deceptively simple tool but one that needs to be filled with care. I’ll show you the key steps and even share with you my go-to templates and trigger questions.
Digital Strategy
The Ultimate Guide: Jobs to be Done Interviews for Customer Development [with Templates]
Jobs to be Done is a customer development framework with great potential. Here you’ll learn the JTBD basics, my step-by-step process (together with templates you can copy) of conducting interviews, and ways you can use the insights throughout your organization.
Digital Strategy
The Full Guide to Audience Research: Creating Buyer Personas Through Data
“What should we be telling our audience?” That’s the first question business owners in search of marketing advice ask me. “Depends,” I’d often answer, “Who is your audience, anyway?” You first need to know who you’re trying to connect to in order to have a viable marketing strategy. It sounds like a no-brainer and that’s…