LSA Bootcamp Portland: Understanding Your Customer's Journey: From Discovery to Loyalty
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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Portland 11/1/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
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LSA Bootcamp Portland: Understanding Your Customer's Journey: From Discovery to Loyalty
- 1. Presented by: Emma Vaughn Regional Development Main Street Hub The Customer Journey: From Discovery to Loyalty
- 2. • Where to be proactive • How local businesses are being found and chosen • Location-based marketing • How to create brand loyalty • How to generate engaging content Agenda
- 3. Win an
- 4. Since 2010, we have crafted more than 4 million messages online for more than 6,500 local businesses.
- 5. Customer Reviews Real Time Customer Service Reviews & Circles Grow & Engage Customers Targeted Local Customers 170+ Million Reviews 500M Tweets per day 80% active users are on mobile 400 Million Active Users 844 Million Mobile daily active users 83 Million Unique visitors via their mobile device in Q2 2015 Be productive where it matters
- 9. New Customers 2 3 Types of Customers
- 10. 8 out of 10 consumers are likely to seek the opinions of others online before buying goods or services & 64% of them have changed their minds because of those opinions. 5 New Customers Reputation
- 11. New Customers Friends and Referrals 202 3 Types of Customers
- 12. 80% of consumers say that they are more likely to try new things based on friends’ suggestions made in social media2 Word of Mouth
- 14. Let Your Current Customers Market YOU
- 15. New Customers Friends and Referrals Regulars 3 Types of Customers
- 20. What makes a good cocktail party? “Getting great customer engagement is a function of inputs like post structure, topic, timing and great writing.”
- 21. Types of posts: Product promotion Pop culture base Question-based posts Contests or Giveaway Generate content to engage and retain customers
- 23. People are most likely to engage with branded content on social media that contains pictures (44%).
- 24. This post reached 48,256 people! 56xs their fanbase!
- 25. Visual branding Accurately & professionally showcase your talents
- 27. What can implementing Twitter mean for your business? • More customer feedback • Direct customer interaction • Real time engagement • More word of mouth Stay Connected
- 30. Gain Advocacy
- 31. Stay Top of Mind
- 32. Stay Top of Mind
- 34. Free resources to help your business
- 35. Contact Us: 888.900.0920 emma.vaughn@mainstreethub.com www.mainstreethub.com www.facebook.com/mainstreethub Twitter: @MainStreetHub
- 36. @EmmaWantsPizza
Editor's Notes
- As social media continues to grow, it plays an even larger role in how customers are discovering and interacting with businesses. Monitoring your business on these networks is a must, but it’s also becoming increasingly important to regularly produce high quality content in order to be found online. Seven out of the top eight factors for showing up in an organic search online rely on social media indicators (likes, fanbase etc). By learning best practices, you can improve customer acquisition, increase revenue and drive customer satisfaction and retention.
- This is where I get all of the best practices that I’m sharing today.
- We understand that as a small business owner you have very little time to dedicate towards social media and customer reviews so it’s important to be productive where it matters. Yelp as we know is the biggest review site out there. They see over 140 million unique visitors every month. So this is a site you definitely want to pay attention to, claim your profile, optimize the page, update the description of your business and make sure you’re responding to reviews. Facebook is the largest social media platform out there with over a billion people on it and they’re creating over 5 billion posts a day! That is a TON of content. Which makes it even more important that you, as a business on Facebook, are creating original content & posting regularly. G+: Twitter is the 2nd largest social media platform. There are over a billion people on there who are tweeting in real time. In one second, Twitter sees over 5k tweets per second! For a lot of business owners out there, Twitter is difficult to use. “what am i going to post on there?” is a common question. What business owners can do is have two-way conversations with customers out there. Both your regulars and potential customers. This is also an opportunity for a business to provide feedback, answer questions and even build customer loyalty. One way we use Twitter at MSH is we search for conversations that are happening around our customers’ business and when it makes sense, we start up a conversation and invite them into our customers’ business. TripAdvisor is the 3 largest review site out there. Although TA doesn’t see as much traffic as Yelp and G+, they do have more reviews than Yelp and G+. So as business owner, you definitely want to be monitoring your page here and building your reputation.
- https://www.google.com/search?client=safari&rls=en&q=embassy+suites+portland&ie=UTF-8&oe=UTF-8#q=coffee+portland&rflfq=1&tbm=lcl&rlfi=hd:;si:12727961540935058552
- http://www.yelp.com/biz/extracto-coffeehouse-portland?sort_by=date_desc
- New Customers (focus on Customer Reviews) Customer review sites and social media have become one of the most talked about topics for local businesses. They are extremely influential for your customers and your potential customers. It’s not just about making a good impression on your customers while they’re inside your business - - IT’s equally important for you to make a good impression on your customers before they ever reach you. Many times the first thing a customer is ever going to see about your business will be their profile page on a customer review site.
- Friends and Referrals (aka. Friend to Friend Recommendations) Word of mouth is every businesses’ best friend. 30 years ago - word of mouth meant that people were standing around the water cooler discussing the great restaurant that they went to over the weekend. Today, word of mouth is online. Social media is everywhere we look. Facebook and Twitter have become a part of daily lives and are integrated into almost every device being made. So – while your customers are still talking about your business at the water cooler they’re also talking about your business on social media. The average American spends more than 3 hours a day on social media(1). You really don’t have an option as a business to sit back and not participate in these conversations and still stay competitive. 1. http://www.marketingcharts.com/wp/online/social-networking-eats-up-3-hours-per-day-for-the-average-american-user-26049/
- Stat that supports word of mouth & social media.
- It's exactly this type of activity that made the post show up on Katie's feed!
- They tried the crab nachos BECAUSE they saw Facebook post suggestion it for first time visitor
- Regular (focus on engagement) Before social media - businesses = limited to the ways that we could stay top of mind to our customers. We could send out one-way messages to our customers through commercials, print advertisements, but that was really expensive and hard to measure. Thanks to SM, those limitations have been erased and we’re finally able to have terrific two-way conversations with our customers. It’s important, as a business owner to be proactive in driving the conversation around your business. You can do this by engaging your customers in a way that keeps them interested in your business while generating some discussion about you at the same time. Tactics When you’re creating a post keep in mind that your customers are busy people. Make it easy for them to engage with you. You'll stay TOP OF MIND with your REGULARS if you write posts that ENGAGE your customers. Keep your post short and sweet. Ask questions.
- Great way to attract all 3 types of customers
- Shout out to loyal customers that have reviewed you on Yelp on your business’s Facebook page Treat your online presence like an ecosystem. Not an island.
- Facebook is the largest social media platform out there with over a billion people on it and they’re creating over 5 billion posts a day! That is a TON of content. Which makes it even more important that you, as a business on Facebook, are creating original content & posting regularly.
- This post reached 48,256 people -- that's a whopping 56 times their fanbase. For a dentist, that's HUGE because, well, everyone needs to go to the dentist -- and if you had the choice, wouldn't you prefer to go to a dentist that was friendly if they plan to use drills in your mouth?
- Twitter strategy to attract new customers nearby. In REAL TIME via Twitter. Target audience
- Brian didn’t know Yoga House existed before this Twitter conversation.
- Gain advocacy - Emma Market to your customers’ friends social media engagement → Friend-to-friend recommendations / referrals
- Need more help? Free resources to help you grow
- Contact info for questions and/or further help for free. Main Street Hub is an industry leader in providing valuable, free resources created specifically for local merchants.