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Winning Customers in the Digital Age

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To win customers in the digital age you need to realise and accept we are in the age of the self educating buyer. To win we must nurture prospects to a sale by providing them with 'helping content'. We need 'help not sell' to win.

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Winning Customers in the Digital Age

  1. 1. WINNING CUSTOMERS IN THE DIGITAL AGE Shane Davies
  2. 2. http://www.daviesbdm.com
  3. 3. Data download from mobiles increased 10 fold from 2010- 2014 Australia ranks second in average annual online expenditure per head - behind the UK and ahead of the US mobiles are the most used device to access the internet 27% of participants use a smart TV to access the internet Equal #1 most popular internet activities are email and research & information gathering = 94% of participants 68% of Australians used three or more devices to access the web Source: Australian Communications and Media Authority (ACMA) Report 2014
  4. 4. Awareness Interest Desire Action The AIDA model (The Sales/Purchase Funnel)
  5. 5. I’m in control
  6. 6. Self Educating Buyer
  7. 7. 57% Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  8. 8. 57% Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  9. 9. 57% New FunnelOld Funnel
  10. 10. ‘to win we need to help, not sell’
  11. 11. to win we need to ‘out help’ the competition
  12. 12. Content marketing focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
  13. 13. EMAIL LINE LEAD NURTURING LEAD GENERATION CONVERSION TO SALE prospect s suspects
  14. 14. LEAD NURTURING LEAD GENERATION CONVERSION TO SALE EMAIL LINE
  15. 15. EMAIL LINE LEAD NURTURING LEAD GENERATION HUMAN INTERACTION & SALE GENERATE LEADS cheat sheets, white papers, how- to-guides, short videos, podcasts GENERATE PROSPECTS eNewsletters, email marketing, eBooks, mini- courses, how-to guides, podcast, webinars GENERATE CUSTOMERS sales call seminar, free consultations, internal sales, event invites TRAFFIC GENERATION WEB VISITORS blog posts, web pages, press releases
  16. 16. Source: Demand Gen Report 2014 B2B Buyer Behaviour Survey
  17. 17. HOMEBASE
  18. 18. PAID SEARCH
  19. 19. HOMEBASE Smart Property Investment Twitter Sky Business YouTube Faceboo k Group Perth Now LinkedIn Australian Property Investor REIWA Business News ABC Local Radio Property Observe r Google+
  20. 20. Source: demand gen report 2014 B2B Buyer Behaviour Survey
  21. 21. define your objectives1 2 define buyer profiles 3 unique proposition 4 content marketing mission 5 content matrix (AIDA) 6 content calendar 7 content distribution 8 content measurement
  22. 22. Buyer Cohort 1 Buyer Cohort 2 Buyer Cohort 3 UNIQUE BUYING JOURNEYS WITH CONTENT CUSTOMISED TO NEED AND INTEREST
  23. 23. AWARENESS INTEREST DESIRE ACTION t Call to Action: Conversion Content Content Conversion Content Call to Action: Conversion Content Funnel Conversion Path
  24. 24. Website Blog & Newsletter eBook Tip Sheets & Checklist Email Mini- Course Client Success Stories Seminar Inside Sales Consultation AWARENESS EVALUATION PURCHASE Case Study Podcast Webinar Client Success Stories
  25. 25. HOMEBAS E Smart Property Investment Twitter Sky Business YouTube Faceboo k Group Perth Now LinkedIn Australian Property Investor REIWA Business News ABC Local Radio Property Observe r Google+
  26. 26. 44 Momentum’s Own Channels Blog e-newsletter on website resources library Cross promo in other content! Email Footer Social Media Twitter Linkedin (+groups) Facebook Google+ Pinterest Influencers, Bloggers, Partners early release exclusive release partner release guest blogging write for key media Paid Media Adwords Facebook Banner/Remarket Sponsorships Webinar Media Partners
  27. 27. 1. Age of the self educating buyer 2. To win - help don’t sell 3. New funnel 4. Inbound not outbound 5. Lead generation to lead nurturing
  28. 28. Blog www.daviesbdm.com/blog Linkedin https://au.linkedin.com/in/shanedavies Twitter @shanedavies (www.twitter.com/shanedavies) Email shane@daviesbdm.comShane Davies

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