Customer Experience & Inbound Marketing
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Customer Experience & Inbound Marketing

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Mobile connectivity has fundamentally changed the way people access information and make purchase decisions. Learn how customer-focused inbound marketing can help you make customers that will last a ...

Mobile connectivity has fundamentally changed the way people access information and make purchase decisions. Learn how customer-focused inbound marketing can help you make customers that will last a lifetime.

Presented during a continued education series for business and marketing professionals hosted by Vincennes University in March 2013.

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Customer Experience & Inbound Marketing Presentation Transcript

  • 1. customer experience andINBOUNDMARKETING@AMYL_BISHOP
  • 2. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 3. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 4. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 5. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 6. THE CUSTOMER JOURNEY HAS CHANGED FOREVER@AMYL_BISHOP  
  • 7. NEW PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 8. NEW PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 9. NEW PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  • 10. “ Many Americans begin their purchasing experience by doing online research to compare prices, quality and the reviews of other shoppers. Even if they end up making their purchase in a store, they start fact- finding and decision-making on the Internet. — Jim Jansen Pew Research Center’s Internet & American Life Project@AMYL_BISHOP  
  • 11. 10.3 BILLION SEARCHES ON GOOGLE EACH MONTH@AMYL_BISHOP  
  • 12. THE AVERAGE INTERNET USER VIEWS MORE THAN@AMYL_BISHOP   2,750 PAGES MONTHLY
  • 13. 79% OF ONLINE SHOPPERSSPEND 50% OF THEIR TIMERESEARCHING PRODUCTS@AMYL_BISHOP  
  • 14. THE INTERNET & MOBILE DEVICES HAVE FUNDAMENTALLY CHANGED THE WAY PEOPLE . . . FIND SHOP SHARE CONNECT DISCOVER@AMYL_BISHOP  
  • 15. FOR DECADES, MARKETING FOCUSED ON PUSHING OUT COMPANY-CENTRIC MESSAGES@AMYL_BISHOP  
  • 16. @AMYL_BISHOP  
  • 17. BUT TODAY . . . . . . 86% SKIP TV ADS 200MILL DO NOT 44% CALL DIRECT MAIL NOT OPENED@AMYL_BISHOP   Source: HubSpot
  • 18. LET’S STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND INSTEAD BE WHAT PEOPLE ARE INTERESTED IN@AMYL_BISHOP  
  • 19. INBOUND MARKETING@AMYL_BISHOP  
  • 20. INBOUND MARKETING AIMS TO ATTRACT CUSTOMERS IN VARIOUS LIFECYCLE STAGES@AMYL_BISHOP  
  • 21. FOCUS ON EARNINGPEOPLE’S INTEREST &TRUST. NOT BUYING IT.@AMYL_BISHOP  
  • 22. “ If you sell something you make a customer today. If you help someone you make a customer for life. — Jay Baer Author of Youtility Founder Convince & Convert@AMYL_BISHOP  
  • 23. DELIVER USEFUL CONTENT THAT CUSTOMERS NEED AT THE PRECISE MOMENT THEY ARE SEEKING IT@AMYL_BISHOP  
  • 24. NB OU ND W D OE SI K? HO ING W OR MA RK ET@AMYL_BISHOP  
  • 25. #1 GET FOUND BY NEW PEOPLE@AMYL_BISHOP  
  • 26. #1 GET FOUND BY NEW PEOPLE our online Bui ld y ce presen c ont ent@AMYL_BISHOP  
  • 27. HOW-TOS NEWS RELEASES BLOGS PHOTOS EBOOKS PODCASTS PRESENTATIONS@AMYL_BISHOP  
  • 28. OPTIMIZE CONTENT FORSEARCH & SOCIAL@AMYL_BISHOP  
  • 29. BLOGGING ADVANTAGES 55% more website visitors 79% more twitter followers 88% more leads per month for B2C companies 67% more leads per month for B2B companies@AMYL_BISHOP   Source: HubSpot
  • 30. FIND TOPICS & KEYWORDS YOU CAN OWN@AMYL_BISHOP  
  • 31. #2 CONVERT NEW VISITORS TO LEADS@AMYL_BISHOP  
  • 32. #2 CONVERT NEW VISITORS TO LEADS da nd a rg ete tion Us et to ac tc alls relevan@AMYL_BISHOP  
  • 33. DEFINE & FOCUS ON ONECALL TO ACTION FOR EACHPIECE OF CONTENT@AMYL_BISHOP  
  • 34. CAPTURE LEADS FOR PEOPLE WHO USE YOUR RESOURCES, TARGET & HELP THEM@AMYL_BISHOP  
  • 35. #3 ANALYZE PERFORMANCE@AMYL_BISHOP  
  • 36. #3 ANALYZE PERFORMANCE sta ge ea ch Me asure nd rs ale sa of you roc ess etingp m ark@AMYL_BISHOP  
  • 37. INU TES AKE 5M ics and T orm top Br ain st pos ts, fo rb log am es hic s, n fog rap vid eos , in ’s etc. h ow -to@AMYL_BISHOP  
  • 38. Research & videos courtesy of: ExactTarget HubSpot Google ZMOT Convince & Convert Pew Research Center@AMYL_BISHOP  
  • 39. AMY BISHOP www.amylbishop.com amybishop822@gmail.com@AMYL_BISHOP