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Technology Talks - mapping the user journey and buyer persona marketing

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Understanding the touchpoints between you and your potential customers is crucial to competitive advantage. One way to do so is mapping user journeys and defining buyer personas

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Technology Talks - mapping the user journey and buyer persona marketing

  1. 1. Technology Talks November 2015
  2. 2. Start plotting the customer journey…
  3. 3. • Old methods no longer work – Buyer Persona Marketing • No industry unaffected • Multiple touchpoints • Empathise and understand the customer Understanding the user journey “ 88% of companies say their growth depends on personalising the customer experience – but lack the resources and expertise to design an improved customer journey” IBM
  4. 4. • Where you’ve lost a customer? • Where your customers are active? • All the touchpoints between you and your customers? • Most people have made a decision about you before direct contact in ‘stealth mode’ • Who are your customers? Do you know… “ People want to exercise choice and control” World Economic Forum
  5. 5. • Hard work undone in a second • Lose trust • You could be oblivious • Lost revenue The real pain of a poor customer experience “ By 2020 the key brand differentiator will not be price and product but the customer experience” Walker Information Inc
  6. 6. 45% of consumers state: “A bad website is worse than nothing”…and never return Let’s look at a scenario New customer wins 11 per week/month /quarter Conversion rate 50% Potential customers 22 Reality check 18 Actual reach 27.5% ‘Lost’ 50 Actual rate
  7. 7. Why is this happening? • Can it be solved? • How? • Be one of the 17%... • And establish TRUST • PERSONALISE • ADAPT
  8. 8. • Attitudes, feelings and goals • Using interviews (8 – 12) • Define each aspect of buying cycle • Add the comments and observations • Identify personas • Target your message The buyer persona – what you need to know
  9. 9. • What triggered the buyer to search? • What criteria needed to fit? • What result was sought? • Who else was considered? • What was important? • How did they feel? • What were the risks? The key information
  10. 10. • Email alert • Website • Registration email • Marketing collateral • Brochures • Social media channels The touchpoints – highs and lows Online and offline
  11. 11. • Decide optimum number • Over exposure you risk unsubscribes/negativity • Under exposure you’re losing an opportunity • Devise a structured plan The email alert
  12. 12. • Convince • Tantalising title & copy • Award and discount • Split test titles The email alert: Think CTAs Fact: 38% higher levels of oxytocin Roger Dooley neuroscience marketing
  13. 13. • Weak headline • Cynical sales pitch • Irrelevant landing pages • Poor loading time. 1 sec delay = 7% fall in conversions • Buried content Your website – what turns people off? Fact: 96% of website visitors are only researching, NOT BUYING
  14. 14. So which websites are doing it right? MailChimp: Making it easy…
  15. 15. Lands’ End: check out in 4 moves
  16. 16. The SIMS 4: reducing CTAs
  17. 17. Winning people over: Sunways Business Travel • Banners with impact • Value proposition • Convince • Video footage
  18. 18. • Ask just enough • Plain speaking ‘When is your birthday?’ • Do ‘stuff’ later Registration forms – what the best do
  19. 19. • Zero consideration and slow loading, 57% will leave • Desktop experience prioritised • Content is too hard to digest • Expect users to pinch and zoom or squint Where many go wrong with mobile Fact: poor mobile experience, more people go to your competitor
  20. 20. • Use analytics to determine journey • Simplify forms • Test, try and adapt • Watch your scrolling! Top tips for mobile “ On average, each household has access to 7.4 devices” Internet Advertising Bureau
  21. 21. • Irrelevant post • Cluttered business cards • Illegible letterheads • Weightless, insipid flyers Does your offline material reflect online? We all hate:
  22. 22. • All design elements should be consistent • Use white space constructively • A little more thought reaps its own rewards • Force a positive reaction ‘Do I care?’ Rules for all marketing collateral
  23. 23. • Still works if well planned • Underpins your identity • Generates positivity/trust • Enforces online messaging • Starts to help forge a relationship The perfect brochure
  24. 24. • Outdated • No action promoted • Tone now inconsistent with web voice • Branding not uniform • Too technical Done badly…
  25. 25. • Think about a consistent tone • Consider character length • Research where your audience is most active • Respond quickly and on the right channel Social media channels
  26. 26. Social media channels • Twitter – be concise and to the point • Facebook – expand your story • LinkedIn – be wise
  27. 27. • Use your map to steer a strategy for improvement • Concentrate on providing a seamless experience • We’re brand agnostics • Use data wisely… Takeaways
  28. 28. “Answer the question before it’s even asked to gain competitive advantage”

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