2015 marketing-workshop buyers-journeyv2

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Relive Lorna Shepard's insightful presentation from the 2015 Marketing Workshop about the Buyers Journey by downloading or saving this slide deck. About Lorna: Lorna is Noble Studios Strategic Planning Lead. She is a forward-thinking executive leader and seasoned entrepreneur. She has a strong reputation for identifying and solving complex business issues and understanding the mindset of consumers. Lorna has developed personas and conducted user experience research throughout her career for large national brands like Clorox, Oscar Mayer and Sears.

Marketing

Confidential. Intellectual property of Noble Studios.
Defining (and Leveraging!) The Buyer’s
Journey: Your Best Bet for Customer
Conversion
AMA – March 26, 2015

Confidential. Intellectual property of Noble Studios.
A little about Noble Studios
What is this Buyer’s Journey?
It’s not Rocket Science, but please don’t tell anyone
Breaking It Down

Confidential. Intellectual property of Noble Studios.
We’re a digital original. Pleased to meet you.
Hello

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Select Clients
4

Confidential. Intellectual property of Noble Studios.
Our Approach
Research
Strategic Planning
Persona Development
Think
5
Information Architecture
Design
Development
Make
Marketing
Analytics
Optimization
Measure

Confidential. Intellectual property of Noble Studios.
You’ve Got Something to Offer

Confidential. Intellectual property of Noble Studios.
Hey, want to buy
some cool stuff?
Definitely. I’ll take
two.

Confidential. Intellectual property of Noble Studios. 8
SALES MARKETING

Confidential. Intellectual property of Noble Studios.
The Customer Engagement Experience
Awareness Consider Engage Purchase Contribute OptimizeKPI’
s
Measure

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Awareness Engagement Conversion Fan
The Buyer’s Journey: Simply Put
10

Confidential. Intellectual property of Noble Studios. 11
Has a
problem or
a need
Looking
for
solutions
Knows the
options,
ready to
choose
Awareness Engagement Conversion Fan
Ready to
share the
love

Confidential. Intellectual property of Noble Studios.
12
52% of Internet
users made a
recent purchase
informed by (any)
online sources

Confidential. Intellectual property of Noble Studios.
I’ll just buy some display banners
33% clicked on a display ad @
beginning of their research
45% click on display ads in the middle of
their research
23% click on a display ad when they’ve
completed their research
13

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“People and Society”
14

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“People and Society”
15
SEO
SEM
WoM
PR
SEM
DIS

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Food and Beverage
16
SEO
SEM PR SEM
DIS

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Hobbies and Leisure
17

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Confidential. Intellectual property of Noble Studios.
Determining Your Buyer’s Journey

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“The Customer Journey
to Online Purchase”
Ask your Customers

Confidential. Intellectual property of Noble Studios. 23
Super, Lorna. I still don’t know my buyer’s journey.

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Content Mapping:
Making sure you have
content out there that aligns
to each stage in the journey
BIG SECRET Unveiled
24

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Persona BUYER’S JOURNEY
Persona Name Awareness
Realize they
have a need or
problem and
seek solutions
Engagement
Short list of
potential
solutions /
brands,
including yours
Conversion
Ready to
commit
Fan
Willing to share
their
experience
and help
others
Description Content Content Content Content
Problem Channels Channels Channels Channels
Worksheet
25

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Awareness
Engagement
Conversion
Fan
Cover the Bases
26

Confidential. Intellectual property of Noble Studios.
Channels
27
Awareness
Engagement
Conversion
Fan
Traditional media
Public Relations
SEO
Blogs, Tweets, etc.

Confidential. Intellectual property of Noble Studios.
Channels
29
Awareness
Engagement
Conversion
Fan
eNewsletter
Display Ads
Social (2-Way)
Product SEM
Retargeting

Confidential. Intellectual property of Noble Studios.
Messages
30
Awareness
Engagement
Conversion
Fan
Need:Solution
Stories
News
3rd Party
Endorsements

Confidential. Intellectual property of Noble Studios.
Messages
32
Awareness
Engagement
Conversion
Fan
Ratings
Case Studies
Comparisons
Offers

Confidential. Intellectual property of Noble Studios.
Channels
33
Awareness
Engagement
Conversion
Fan
Social
Website
eNewsletter

Confidential. Intellectual property of Noble Studios.
Messages
34
Awareness
Engagement
Conversion
Fan
Fan Stories
Offers
Community

Confidential. Intellectual property of Noble Studios. 35

Confidential. Intellectual property of Noble Studios. 36

Confidential. Intellectual property of Noble Studios. 37

Confidential. Intellectual property of Noble Studios.
Hey, want to
buy some cool
stuff?
Definitely. I’ll
take two.
Awareness Engagement Conversion Fan
Problem
Seek
Solutions
Ready
to
Choose
Shares
the Love

Confidential. Intellectual property of Noble Studios.
Thanks!
Lorna.Shepard@NobleStudios.com
775-883-6000
www.linkedin.com/in/lornashepardreddog
@NoblesStudios

Confidential. Intellectual property of Noble Studios.
Questions?
Easy, right?

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We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.

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Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

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2015 marketing-workshop buyers-journeyv2

1. Confidential. Intellectual property of Noble Studios. Defining (and Leveraging!) The Buyer’s Journey: Your Best Bet for Customer Conversion AMA – March 26, 2015

2. Confidential. Intellectual property of Noble Studios. A little about Noble Studios What is this Buyer’s Journey? It’s not Rocket Science, but please don’t tell anyone Breaking It Down

3. Confidential. Intellectual property of Noble Studios. We’re a digital original. Pleased to meet you. Hello

4. Confidential. Intellectual property of Noble Studios. Select Clients 4

5. Confidential. Intellectual property of Noble Studios. Our Approach Research Strategic Planning Persona Development Think 5 Information Architecture Design Development Make Marketing Analytics Optimization Measure

6. Confidential. Intellectual property of Noble Studios. You’ve Got Something to Offer

7. Confidential. Intellectual property of Noble Studios. Hey, want to buy some cool stuff? Definitely. I’ll take two.

8. Confidential. Intellectual property of Noble Studios. 8 SALES MARKETING

9. Confidential. Intellectual property of Noble Studios. The Customer Engagement Experience Awareness Consider Engage Purchase Contribute OptimizeKPI’ s Measure

10. Confidential. Intellectual property of Noble Studios. Awareness Engagement Conversion Fan The Buyer’s Journey: Simply Put 10

11. Confidential. Intellectual property of Noble Studios. 11 Has a problem or a need Looking for solutions Knows the options, ready to choose Awareness Engagement Conversion Fan Ready to share the love

12. Confidential. Intellectual property of Noble Studios. 12 52% of Internet users made a recent purchase informed by (any) online sources

13. Confidential. Intellectual property of Noble Studios. I’ll just buy some display banners 33% clicked on a display ad @ beginning of their research 45% click on display ads in the middle of their research 23% click on a display ad when they’ve completed their research 13

14. Confidential. Intellectual property of Noble Studios. “People and Society” 14

15. Confidential. Intellectual property of Noble Studios. “People and Society” 15 SEO SEM WoM PR SEM DIS

16. Confidential. Intellectual property of Noble Studios. Food and Beverage 16 SEO SEM PR SEM DIS

17. Confidential. Intellectual property of Noble Studios. Hobbies and Leisure 17

18. Confidential. Intellectual property of Noble Studios. 18

19. Confidential. Intellectual property of Noble Studios. Determining Your Buyer’s Journey

20. Confidential. Intellectual property of Noble Studios. 21

21. Confidential. Intellectual property of Noble Studios. 22 “The Customer Journey to Online Purchase” Ask your Customers

22. Confidential. Intellectual property of Noble Studios. 23 Super, Lorna. I still don’t know my buyer’s journey.

23. Confidential. Intellectual property of Noble Studios. Content Mapping: Making sure you have content out there that aligns to each stage in the journey BIG SECRET Unveiled 24

24. Confidential. Intellectual property of Noble Studios. Persona BUYER’S JOURNEY Persona Name Awareness Realize they have a need or problem and seek solutions Engagement Short list of potential solutions / brands, including yours Conversion Ready to commit Fan Willing to share their experience and help others Description Content Content Content Content Problem Channels Channels Channels Channels Worksheet 25

25. Confidential. Intellectual property of Noble Studios. Awareness Engagement Conversion Fan Cover the Bases 26

26. Confidential. Intellectual property of Noble Studios. Channels 27 Awareness Engagement Conversion Fan Traditional media Public Relations SEO Blogs, Tweets, etc.

27. Confidential. Intellectual property of Noble Studios. Messages 28 Awareness Engagement Conversion Fan Brand Promise Need:Solution Your Story

28. Confidential. Intellectual property of Noble Studios. Channels 29 Awareness Engagement Conversion Fan eNewsletter Display Ads Social (2-Way) Product SEM Retargeting

29. Confidential. Intellectual property of Noble Studios. Messages 30 Awareness Engagement Conversion Fan Need:Solution Stories News 3rd Party Endorsements

30. Confidential. Intellectual property of Noble Studios. Channels 31 Awareness Engagement Conversion Fan eNewsletter Trial Incentive Brand SEM

31. Confidential. Intellectual property of Noble Studios. Messages 32 Awareness Engagement Conversion Fan Ratings Case Studies Comparisons Offers

32. Confidential. Intellectual property of Noble Studios. Channels 33 Awareness Engagement Conversion Fan Social Website eNewsletter

33. Confidential. Intellectual property of Noble Studios. Messages 34 Awareness Engagement Conversion Fan Fan Stories Offers Community

34. Confidential. Intellectual property of Noble Studios. 35

35. Confidential. Intellectual property of Noble Studios. 36

36. Confidential. Intellectual property of Noble Studios. 37

37. Confidential. Intellectual property of Noble Studios. Hey, want to buy some cool stuff? Definitely. I’ll take two. Awareness Engagement Conversion Fan Problem Seek Solutions Ready to Choose Shares the Love

38. Confidential. Intellectual property of Noble Studios. Thanks! Lorna.Shepard@NobleStudios.com 775-883-6000 www.linkedin.com/in/lornashepardreddog @NoblesStudios

39. Confidential. Intellectual property of Noble Studios. Questions? Easy, right?

Editor's Notes

Sales are in-person. Great conversion rate, but expensive. Not my area of expertise Marketing is no in person, but it is personal! It’s every touch point where you can influence without being in the room
For tourism, this needs to be adapted a bit: Organize needs to be “Choose’ and Actualize needs to be ‘Commit’; replace ‘e-commerce’ and ‘store’ with ‘Book’
So what about the other 67% You won’t capture?
For tourism, this needs to be adapted a bit: Organize needs to be “Choose’ and Actualize needs to be ‘Commit’; replace ‘e-commerce’ and ‘store’ with ‘Book’

2015 marketing-workshop buyers-journeyv2

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Editor's Notes