New Consumer Buying Journey

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  • To understand consumer behavior at the ZMOT Google surveyed 5,000 consumers in 12 categories to see exactly which things influence their decisions.They found that the average consumer uses 10+ sources of info to make a decision BEFORE going to the store (FMOT)What makes a ZMOT? According to Google…It happens online — typically starting with a search on Google, Bing, Yahoo, YouTube or any other search tool or engine.It happens in real time, at any time of the day. More and more, it happens on the go: mobile searches on Google doubled last year.The consumer is in charge, pulling the information he/she wants rather than having it pushed on her by others.It’s emotional. The consumer has a need he/she wants to satisfy, and an emotional investment in finding the best solution. The conversation is multi-way: marketers, friends, strangers, websites and experts all have their say and compete for attention.In summary Google concluded that:The buying decision journey has changed. ZMOT is a vital new addition to the classic three-step process of stimulus, shelf, experience.What was once a message is now a conversation. Shoppers today find and share their own information about products, in their own way, on their own time.Word of mouth is stronger than ever. For the first time in human history, word of mouth is a digitally archived medium.No MOT is too small. If consumers will do research online for houses and health care, they’ll also do it for Band-Aids and ballpoint pens.The MOTs are meeting. Our mobile devices are MOT machines. As mobile usage grows, the zero, first and second moments of truth are converging.
  • What tactics influence consumers to call you and buy from you? The answer is is ALL of them working together!Whether it is still doing traditional advertising, which works, or focusing on being found in the most important places online [search, local directories, social media, etc.], you still have the same questions every business owner does:  Where am I getting my business?  What's working?  Is my money being wasted or spent wisely?That is what WE doYou have a business to run and online marketing is our business.  We have helped literally tens of thousands of small business owners across the US because we know what your consumer is doing, how they have changed, and most importantly, how to help you reach and manage them.Let's discuss ways you are currently driving new customers and managing your existing clients and develop a strategy unique to you
  • What tactics influence consumers to call you and buy from you? The answer is is ALL of them working together!Whether it is still doing traditional advertising, which works, or focusing on being found in the most important places online [search, local directories, social media, etc.], you still have the same questions every business owner does:  Where am I getting my business?  What's working?  Is my money being wasted or spent wisely?That is what WE doYou have a business to run and online marketing is our business.  We have helped literally tens of thousands of small business owners across the US because we know what your consumer is doing, how they have changed, and most importantly, how to help you reach and manage them.Let's discuss ways you are currently driving new customers and managing your existing clients and develop a strategy unique to you
  • Buying today is a complex series of steps and information inputs, both ones the consumer seeks out and others that they happen upon. Instead of a simple straight path, it’s more like a spiral where they are influenced by over 10 different sources* as they start and stop the process repeatedly until making a final decision.Think about something you’ve bought recently and consider all the information sources you used in making the decision. For me, a good example is trying to find a landscaper for a project at my house. I remembered the name of one company whose truck I had seen in the neighborhood. But I also asked my friends on Facebook who they would recommend. And I did a Google search to identify a couple more potential vendors. That same week I got a postcard from a local landscaper and saw a few ads in our local city guide magazine.Once I had gathered a few names (from Facebook friends, truck signage, organic search results, paid search listings and post cards) I checked them all out online. I reviewed each of their websites, Google Places pages and Facebook pages. Which one had I heard of before (radio, magazine, friends, etc.) and had a positive impression?Which one had pictures and videos showing their work so I could evaluate the quality?Which one had more good reviews and fewer bad reviews? Which one provided some helpful tips and offers on Facebook? The ones with poor websites and no/poor reviews didn’t even make the first cut. And after a good bit of online research I narrowed it down to two landscapers that presented themselves the best across the all the places I checked and then called them to get bids. This whole process took roughly 3 weeks since I got busy at work and started/stopped the research a few times. I think I’m representative of a the typical consumer today. It’s clear that my buying journey was not simple -- it involved a blend of advertising (online and offline), website content, local directories/reviews, and my friends suggestions on Facebook. All of which influenced my decisions as I moved closer to purchase.This is just one example, and of course the consumer buying journey for your product/service will be influenced by the consumer mindset (need or want) and the consumer investment required (low cost or high cost).
  • So what should you do about all of this?First, you need to research and understand the consumer buying journey for your types of products/services. Do they consider it a need or a want?Do they see it as expensive or low cost?How long do they typically consider the purchase?What types of media do they consume [e.g. moms visit healthy living websites, spend a lot of time on Facebook, search on mobile phones, etc.]?What keywords and phrases do they type into search engines to find your type of business?Where else do they research a local business? [e.g. review sites, city guides, industry sites, etc.]What questions do they typically want to answered [and search for online] prior to buying from you?How many other providers do they typically consider? Who are they in your area?Second, you need to assess your web presence. [Below are just a few of the many questions you need to answer]Search DiscoverySearch your business category online for the words/phrases consumers use. What do you find? Does your website, blog or social profiles appear on the first page? How about your Google Place page?Have you claimed and optimized all the local profiles for your business? [Google Places, Yelp, CitySearch, etc.]If someone searches for your slogan, or key phrases from your radio or TV ads what do they find? When a consumer searches “best [your business category]” do you appear on the results page? When someone searches on their mobile phone and finds you, is your site optimized for mobile viewing? [Google says ~20% of searches are mobile now]ReputationCheck your online reputation by searching Google for:Your [business name]Your [business name] reviewsYour [business name] complaintsHow many links do you occupy on the page?Do the links and information on those sites give an accurate picture of your reputation? Are competitors advertising on the search results page for your business name? [you should consider advertising on your business name to combat this]What is your reputation on the leading online review sites for your city or category?Are you monitoring competitors Web Presence and social media to see what they are doing? [products, offers, events, reviews, etc.]Social Discovery and Brand EngagementDo you have a nicely designed Facebook page rich with pictures, videos, service descriptions, etc.Are you actively posting on Facebook and Tweeting? [or do your profiles have cobwebs?]Are you listening to and engaging with your fans and followers? [people want a personal reply/connection]Are you creating compelling content that they share? [helpful tips, interesting videos, product demos, funny stories, etc.]Are you creating great offers that drive them to buy more from you? [special deals only for Fans, invite only events, customer appreciation coupons, etc.]Are you monitoring social media for potential customers in your area? [e.g. people tweeting to ask for recommendations on plumbers, house remodelers, etc.]ConversionAre you using advertising known as “remarketing” to stay in front of consumers who have left your site and remind them to come back?Does your site follow best practices for converting visitors into leads/customers? [large phone number, compelling offer, mobile optimized, etc.]Do you use video on your site to bring your business/products to life online and drive more calls/emails? [you can also use it on Facebook, YouTube, etc.]Have you considered using a live chat service on your site to pull in more leads from those who would have left without contacting you?Third, you need a strategy to make sure you are in all the places that consumers frequent on their buying journey.At ReachLocal we use a systematic approach to creating a total web presence for our customers. We do this through three strategies that all work together to drive the best results.Buying advertising on search, media and social sites to establish a top position where consumers spend their time and look for businesses [quickest way to get results]Building great content (search optimized) that helps you gain position in organic search results and that gets shared across social networks [takes time to build it into an asset]Converting more people who view your site/content into leads through better business tools and creative [you spend a lot to get them interested so why let them leave]
  • New Consumer Buying Journey

    1. 1. Harnessing the Buying Journey to GetMore CustomersHow ConsumersBuy Today
    2. 2. Consumers are online24/7ready to engageThey’re anybody’s to win or lose.
    3. 3. Consider the last time you needed a new car, braces for your kids, or evensomething as simple as a restaurant for date night. Did you…Have You Changed?Search on Google or Bing to see which businesses showed up?Ask for a recommendation on Facebook?Check reviews on Yelp, Google+ Local, or another local directory site?“Like” or follow a business on social media that you were considering?Compare the websites of a few different businesses to help make your choice?See a display ad that jogged your memory about a brand you were considering?Use your mobile phone to search for a phone number or directions to a businesswhile out and about?
    4. 4. The Consumer is in Charge NowLike it or not, the consumer is now in charge of the buying process, and theyare incredibly well informed. Consider that before ever contacting you they:SearchThey use the Web andmobile to instantlyresearch a product orservice anywhere,anytime.  SurfThey form impressions ofbusinesses after seeing their ads, and reviewsand pictures posted byothers.SocializeThey actively see andshare experiences withhundreds, eventhousands, of others inan instant.  
    5. 5. They Do Their Research Before BuyingSource: Top behaviors before buying according to Google www.zeromomentoftruth.com
    6. 6. They’re Influenced by Many Things
    7. 7. They Take Their TimeSample buying journey forkitchen remodeling
    8. 8. How DoYou Reach Consumers?If you’re not visible online when people are doing theirhomework, believe me, they’ll find others who are.~Jim Lecinski, Managing Director, Google
    9. 9. Buying Funnel 101Advertising & Marketing so thatProspects DiscoverYouDescribes the marketing & sales processof turning prospects into customers.Website & Presence so thatLeads ContactYouResponsiveness & Follow-up so thatCustomers ChooseYou
    10. 10. LookingDownintotheTopoftheFunnelAre you where consumers search, surf, socialize?
    11. 11. Every tactic cuts down theentire funnel – for exampleconsumers see ads at thebeginning, middle and end oftheir buying journeyLookingDownintotheTopoftheFunnelAre you where consumers search, surf, socialize?
    12. 12. It’s a spiral where consumers start and stop theprocess over time and are influenced bymany different types of advertising & content atevery stage. Each thing influences the others.For example:•  Social “Likes” & reviews by consumers increaseyour rank on search engines•  Brand advertising increases the likelihoodconsumers will click on your search ads•  Fresh pictures and content on your website &directories increase your conversion rateThe Buying Journey is ComplexIt’s Not aStraight Path
    13. 13. You Need a Total Web PresenceSearchConsumers use search engines to find localproducts and services.Are you there when they are ready to buy?SurfConsumers surf all over the web for newsand entertainment.Are you building awareness where theyspend most of their time?SocialConsumers follow businesses they like andshare their experiences with friends.Are you listening for mentions of yourbusiness and engaging with fans?
    14. 14. Knowing the journey customers take to find you isessential to make sure you’re in the right places atthe right times with the right messages.What’sYour Buying Journey?< BACK TO PROBLEM
    15. 15. Know Your Customer•  What’s their gender, age, & income?•  Where do they live: what towns, zipcodes, and radius from my location?•  What other defining characteristics dothey have (hobbies, sports, etc.)?•  Do they think of it as a need or a want?•  Do they see it as a high cost or low costpurchase?•  Do they buy it quickly (over a few days)or slowly (over a few months)?Who is my primarytarget consumer? What do they think about mytypes of products or services?
    16. 16. Know Your Customer [continued]How do customers discover me?•  Where do they search online for my types of products and services?•  What words and phrases do they enter into the search bar?•  Do they see me or my competitors when searching, surfing & socializing?How do customers decide who to contact?•  Where are they going online to research me and my competitors?•  What information do they find about me on those places?•  How well does my website impress visitors and entice them to contact me?How do customers choose me vs. competitors?•  How quickly does my staff answer inquiries and how well do they sell?•  Am I leveraging advertising and social media to stay top of mind?•  How often do I follow-up with those who are not ready to buy?
    17. 17. Low Cost NeedWater Heater RepairCindy’s hot water heater is broken soshe has to find a good plumber fast.She does a quick search on Googleand checks out several plumberwebsites that she found via the locallistings and paid search ads thatappeared on the search results page.She checks their reviews and thencalls to check availability and price.
    18. 18. Low Cost WantSpa DayLinda wants to treat herself to a spaday. She’s seen several ads for spasand recalls some posts by friends onFacebook, but decides to searchonline for top spas in town. Shewants a great experience, so shechecks out several different spawebsites, Facebook pages and Yelpprofiles in order to choose the bestone.
    19. 19. High Cost NeedNew CarDan’s car keeps breaking down andthe repairs are getting costly. He needsto buy a more reliable ride and has anidea of the make and model car hewants to buy after seeing lots of TV ads,magazine ads, and social mediacampaigns. But before making such anexpensive purchase, Dan wants tothoroughly research car prices andlocal dealerships online to make surehe’s getting the best deal.
    20. 20. High Cost WantKitchen RemodelMary has dreamed of remodeling herkitchen for nearly a year while waiting forher bonus. During that time she has seenmany ads for local remodelers whilecasually surfing home improvement sitesand magazines. Now she is ready to finda remodeler to do the job but wants tomake sure she gets a high-quality builderwho will do the job right.
    21. 21. Next Steps…
    22. 22. Create awareness of your brand as consumers surf the WebBe seen when consumers search for your types of products or servicesStand out from competitors when consumers research and evaluate you online Remind consumers of your business as they consider buying from youMake a good impression when consumers visit your website & local profilesSpark consumers interest so they contact you and learn more about youEngage and entertain consumers with content that they share with friends1234567You Need a Total Web Presence to…
    23. 23. Get StartedDeterminethe buying journeyconsumers take foryour products andservices.Assessyour Web Presence.Are you reachingconsumers in all thekey places along theirbuying journey?Developa plan to build your WebPresence with advertising,social media marketing anda professional website withfresh content.
    24. 24. •  Written by our Chief Marketing Officer•  Dives deeper into the consumer buyingjourney and how it’s changed•  Includes insights and recommendationsto help you get more customersGET THE EBOOK
    25. 25. Winning the Zero Moment of TruthJim Lecinski, Googlehttp://www.zeromomentoftruth.comBranding in the Digital Age: You’re Spending your Money in All the Wrong PlacesDavid Edelman, Harvard Business Reviewhttp://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1The Fall of the Purchase FunnelDr. Bob Deutsch, Brand Strategy Insiderhttp://www.brandingstrategyinsider.com/2010/02/the-fall-of-the-purchase-funnel.htmlThe Consumer Decision JourneyDavid Court, McKinsey & Companyhttps://www.mckinseyquarterly.com/Marketing/Strategy/The_consumer_decision_journey_2373#http://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-Base.swfhttp://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspxHow Ready is Your Organization for the New Social Buyer PersonaTony Zambito, Social Media Todayhttp://socialmediatoday.com/tonyzambito/285267/how-ready-your-organization-new-social-buyer-personaThe Purchase Funnel is No MoreRobin Grant, We Are Socialhttp://wearesocial.net/blog/2009/06/purchase-funnel/Information Sources< BACK TO PROBLEM
    26. 26. Executive Summary< BACK TO PROBLEM
    27. 27. Consumer Buying JourneyConsumers are influenced by many types of adsand content as they search, surf and socialize
    28. 28. Web Presence Plan1. Determine Target Customers 2. Create Web Presence to Reach Them

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