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 lifetime.

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

Published in: Business

Customer Experience & Inbound Marketing

  1. 1. customer experience andINBOUNDMARKETING@AMYL_BISHOP
  2. 2. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  3. 3. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  4. 4. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  5. 5. TRADITIONAL PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  6. 6. THE CUSTOMER JOURNEY HAS CHANGED FOREVER@AMYL_BISHOP  
  7. 7. NEW PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  8. 8. NEW PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  9. 9. NEW PURCHASE JOURNEY@AMYL_BISHOP   Source: ExactTarget
  10. 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. 11. 10.3 BILLION SEARCHES ON GOOGLE EACH MONTH@AMYL_BISHOP  
  12. 12. THE AVERAGE INTERNET USER VIEWS MORE THAN@AMYL_BISHOP   2,750 PAGES MONTHLY
  13. 13. 79% OF ONLINE SHOPPERSSPEND 50% OF THEIR TIMERESEARCHING PRODUCTS@AMYL_BISHOP  
  14. 14. THE INTERNET & MOBILE DEVICES HAVE FUNDAMENTALLY CHANGED THE WAY PEOPLE . . . FIND SHOP SHARE CONNECT DISCOVER@AMYL_BISHOP  
  15. 15. FOR DECADES, MARKETING FOCUSED ON PUSHING OUT COMPANY-CENTRIC MESSAGES@AMYL_BISHOP  
  16. 16. @AMYL_BISHOP  
  17. 17. BUT TODAY . . . . . . 86% SKIP TV ADS 200MILL DO NOT 44% CALL DIRECT MAIL NOT OPENED@AMYL_BISHOP   Source: HubSpot
  18. 18. LET’S STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND INSTEAD BE WHAT PEOPLE ARE INTERESTED IN@AMYL_BISHOP  
  19. 19. INBOUND MARKETING@AMYL_BISHOP  
  20. 20. INBOUND MARKETING AIMS TO ATTRACT CUSTOMERS IN VARIOUS LIFECYCLE STAGES@AMYL_BISHOP  
  21. 21. FOCUS ON EARNINGPEOPLE’S INTEREST &TRUST. NOT BUYING IT.@AMYL_BISHOP  
  22. 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. 23. DELIVER USEFUL CONTENT THAT CUSTOMERS NEED AT THE PRECISE MOMENT THEY ARE SEEKING IT@AMYL_BISHOP  
  24. 24. NB OU ND W D OE SI K? HO ING W OR MA RK ET@AMYL_BISHOP  
  25. 25. #1 GET FOUND BY NEW PEOPLE@AMYL_BISHOP  
  26. 26. #1 GET FOUND BY NEW PEOPLE our online Bui ld y ce presen c ont ent@AMYL_BISHOP  
  27. 27. HOW-TOS NEWS RELEASES BLOGS PHOTOS EBOOKS PODCASTS PRESENTATIONS@AMYL_BISHOP  
  28. 28. OPTIMIZE CONTENT FORSEARCH & SOCIAL@AMYL_BISHOP  
  29. 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. 30. FIND TOPICS & KEYWORDS YOU CAN OWN@AMYL_BISHOP  
  31. 31. #2 CONVERT NEW VISITORS TO LEADS@AMYL_BISHOP  
  32. 32. #2 CONVERT NEW VISITORS TO LEADS da nd a rg ete tion Us et to ac tc alls relevan@AMYL_BISHOP  
  33. 33. DEFINE & FOCUS ON ONECALL TO ACTION FOR EACHPIECE OF CONTENT@AMYL_BISHOP  
  34. 34. CAPTURE LEADS FOR PEOPLE WHO USE YOUR RESOURCES, TARGET & HELP THEM@AMYL_BISHOP  
  35. 35. #3 ANALYZE PERFORMANCE@AMYL_BISHOP  
  36. 36. #3 ANALYZE PERFORMANCE sta ge ea ch Me asure nd rs ale sa of you roc ess etingp m ark@AMYL_BISHOP  
  37. 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. 38. Research & videos courtesy of: ExactTarget HubSpot Google ZMOT Convince & Convert Pew Research Center@AMYL_BISHOP  
  39. 39. AMY BISHOP www.amylbishop.com amybishop822@gmail.com@AMYL_BISHOP  

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