These slides were presented at the SEMrush webinar "How to Guide The Perfect Customer Journey". Video replay and transcript are available at https://www.semrush.com/webinars/how-to-guide-the-perfect-customer-journey/

1. Guidingthe Customer
Journey

2. How to get 100% of your
clients
to refer you

3. How has marketing changed?
3

4. 4
61% of mobile searchers are more likelyto contact a
localbusiness if they have a mobile-friendlysite.
(Junto, 2019)

5. 5
87% of potentialcustomers won’tconsider businesses
withlow ratings.(Source: Search Engine Land)

6. 6
64% of consumers say watchinga marketing video on
Facebookhas influenceda purchase decisionin thelast
month(Source: Animoto)

7. 7
Ninety-two percent of consumers willvisita brand's
websitefor the first time for reasons other than making
a purchase. (Source: Episerver)

8. 82% of small businessowners claim their main source of
new businessis referrals (The Referral Engine)
8

9. The thing that’s changed the most about
marketing is
howpeoplebuy
9

12. The Marketing Hourglass
Marketing Sales Service

13. Howdo our customers buy/solve problems1
2 Match our marketing channels and tactics to guide them
3 Define the role of content, story and design in eachchannel?
13
Applying The Marketing Hourglass

14. The Marketing Hourglass
Know Like Trust Try Buy Repeat Refer

15. 15
Howdo yourcustomers buy/solve problems (goals)
Know
Like
Trust
Try
Buy
Repeat
Refer

16. The Marketing Hourglass – Accounting Software
Know Search engine, journals, conferences, network, board
recommendation, respond to anad
16
SEO, educational content, contributed content,
referral activity, select conferences, networking,
advertising, social media networking

17. The Marketing Hourglass
Like Website/mobile visit, bookmark, download content,
visitsocial media, build consideration path
Website promise, useful content, socialmedia, fast
load,CTA forms, comparison guide, email follow-up
17

18. • Core message
• Core story
• Core pages
• Base video
• Reviews
Nail the build basics

19. The Marketing Hourglass
Trust Revisit website, search reviews, askfriends/network,
deep Google search, look for casestudies
SEO, reviews, case studies, trust signals, video, your
people, PR, community involvement, webinar

20. Video

21. Trust signals

22. The Marketing Hourglass
Try Make acall, attend a webinar, visit a conference booth,
callreferences and testimonials
Free evaluation,benchmark baseline, personalized
presentation, peer-to-peer session
22

23. Howtotry

24. The Marketing Hourglass
Buy Request proposal, negotiate purchase, secure funding,
schedule migration
Proposal process, communicate expectations,
onboarding process, transition phase, new customer kit

25. Benefits of Paid Conversion
Research that needs to
bedone
Mentality of investing in
marketing
Tailor theproposal to
reality
25

26. The Marketing Hourglass
Repeat Measure ease of access/use, assesscommunication,
assess reporting, determine problem mitigation, board
comfort
Reporting process, fire-fighting process, “90 days to
success”, continued training – “how to win with your
board”, upsell services
26

27. Marketingimplementationplan
Option #1
Full implementation DTM
• Createnewdesignandsitestructurearound
newmessagingandbranding(WordPress)
• Createallcontentforcoreand hubpages
• On-pageSEO forallpages
• Createleadmagnetsforhubs
• Functionalityforleadcapture
Option #2
Implementation with DTM
appointed consultant
• Createnewdesignandsitestructurearound
newmessagingandbranding(WordPress)
• Createallcontentforcoreand hubpages
• On-pageSEO forallpages
• Createleadmagnetsforhubs
• Functionalityforleadcapture
Option #3
Collaborate with DTM
• Collaborateon newdesignandsitestructure
aroundnewmessagingandbrandingwith
currentPSGresources
• 3months+ designfeesfromPSGresources
• Ongoingasneeded

28. The Marketing Hourglass
Refer Respond to being asked by peer, they get asked
byyou
Champion events, peer-2-peer community,
routine mailings, strategic partner offers,
community involvement
28

29. Teach referrals

30. The Marketing Hourglass
Know
Like
Trust
Try
Buy
Repeat
Refer
Mobile/desktopsearch,location,physicalreminder,neighbor,FBgroup
SEO,Advertising,referrals,signs,directmail,outdoor,sticker
Website/mobileexperience,incentive,content,socialmediaengagement
Websitepromise,usefulcontent,socialmedia,fastload,forms,chat
Websitevisit,searchreviews,askfriends,deepGoogle
SEO,reviews,examples,signals, video,yourpeople,PR,community
Incentive,lookforspecialoffer,downtimespecial – upgradeoffer
Experience,mailing,SMS, mobile app,
Driveinslow time,experience,upgrade,result
Servicetech,newexperience,survey,waittimemeter,greeter,menu
Findmagnet/sticker,visitwebsite,mobile app
Review,flashsales,membership,re-engage,socialmedia,events
Getanoffer,respondtobeingasked,theygetasked
Championevents,routinemailings,strategicpartneroffers,communityinvolvement,your
brand- values
30

31. The Marketing Hourglass
Marketing Sales Service

33. Questions
ducttapemarketing.com