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Buy’ology
A 5-step strategy that will change the way
you market your business.
Adrian Marks
Chief Buyologist / CEO
enjoy!
Traditional
advertising
as you know it
is dying.
There is now a new
world order, where the
customer is in control.
But it has never
been easier to grow
your business
To survive and thrive
in this new social-
digital economy
you have to master
5 key strategies…
Technology+
Strategy+
4.
Deliver
sequences
that drive
change
5.
Build everything
around technology
& become a
web-centric
...
Step 1.
Understanding why people
buy anything at all in this
modern social-digital world
Selling “Why’
People no longer have any
real interest in your actual
product or service.
Your members are only
interested in how they wi...
People buy not on price
but on wants and needs.
And 85% of that buying
decision is emotional.
Only around 15% of any
purch...
Only 4% of men buy a watch
just to tell the time.
The most expensive dress you’ll
ever buy is the only one you’ll
wear onc...
BONUS POINT
Price is 85% irrelevant.
Purchases are made on
value and affordability.
So what and WHO
do you stand for?
And what do you
stand against?
CREATING VALUE
Step 2.
Align your marketing
with how people now buy
Traditional stand-alone
‘old’ media advertising is
70% less effective than it was
just 6 years ago…
People are now looking for
products and services sooner and
in completely different ways……
Smart Phones & Tablets – Google...
How people buy…
The 5 steps of the ‘change continuum’
Traditional marketing focuses on
driving contact only when the customer
reaches the purchase point…
Ultimately traditional...
BUT people are now looking for
the solutions you offer long before
you go searching for them
Ultimately preaching to and
c...
To thrive in this modern digital age you
MUST align your sales & marketing funnels
with this new consumer ‘buying’ funnel.
1. MINDSHARE
2. YOUR VALUE STRATEGY
3. OWN THE SEARCH
4. Attract your chosen market
Inbound Marketing
• Search marketing
• Seo
• Social media
• Blogs
• Articles
• Referral mark...
The biggest mistake you can
make with your marketing is
to just try and sell your
products or services.
The second biggest
mistake is trusting a web
designer
to build your website
If you currently only convert 2%
of your current website traffic
you are losing the
other 98%
Into the deep depths of
the ...
It’s all about ‘the list’
We are all in the ‘lead generation’
business
‘FREE’MIUM
10X Your Enquiries
To thrive in this social-digital age
you MUST now give away your
products and services for f...
Nurturing is about creating Value by
building trust, expertise, authority,
consistency, confidence & desire.
• Create the right incentive
• Deliver with risk reversal
• Create an imperative
• Deliver ‘scarcity’
• Use the shortest t...
It’s then
simply all
about %
Analyse the effectiveness of your
Lead Generation Model
& then repair the blockages
and holes in your funnel
You may not even need to attract
more traffic you might just need
to generate, nurture and convert
more effectively.
Step 3.
Nurture and sell
with mental Triggers
Growing your %
Human Influence Triggers:
• Reciprocation
• Scarcity
• Authority
• Consistency
• Fear of Loss
• Social Proofing
People are obliged to give back
for what they’ve taken.
[This is one of the key principle trigger behind
lead generation m...
FOCUS ON DRIVING ‘PROOF’ AND THE
SALES WILL JUST HAPPEN
Testimonials – results – ‘before and
after’ – education - Use video
Scarcity creates desire; people always
want what they can’t have…
And they react frantically & illogically
when they can’t...
Step 4.
Deliver sequences
that drive change.
1. Lead Generation – 10X your enquiries
2. Liquidation Offer – Get the sale anyway
3. List Nurturing – spend increases wit...
ARE YOU MR PRE SALE?
ARE YOU THE LAUNCH GUY?
I’m the Trigger Campaign Guy
Bringing it all together…
Trigger Campaigns
Pre-sales
Referrals
Closed groups
Ascension
Step 5.
Build everything around
a web-centric platform.
‘Why just have a web site…
When you can have a 24/7 365
sales and marketing machine’
The real power of the
‘buy 'ology
5–step strategy is
LEVERAGE
All the profit
is in the back-end.
A ‘LIST’ allows you to leverage all of
the 5 Key Profit Streams - FOREVER…
1. Sell new Customers and Clients
2. Sell the s...
“Let’s write my mum and dad
a swimming pool”
John Lennon
Create your own
money printing machine…
By just ‘turning the taps on
and off’
Some companies that get LEVERAGE!
In 2015…
SKY TV sent 32 MILLION direct mail pieces
Talk Talk made 60 MILLION sales calls...
It works regardless of price…
We signed up a Client onto our Elite
programme on the 23rd of last month.
We sent them their...
Text
+44 7525 153 888
and I’ll send you a crib sheet of all the technology
we use to deliver our Client marketing strategi...
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Buy'ology marketing success in this digital age -ihrsa congress presentation - seville 2016

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A 5-step process for marketing success in this social-digital world. Presentation slides from a keynote presentation at the IHRSA Congress in Seville, October 2016

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Buy'ology marketing success in this digital age -ihrsa congress presentation - seville 2016

  1. 1. Buy’ology A 5-step strategy that will change the way you market your business. Adrian Marks Chief Buyologist / CEO enjoy!
  2. 2. Traditional advertising as you know it is dying.
  3. 3. There is now a new world order, where the customer is in control.
  4. 4. But it has never been easier to grow your business
  5. 5. To survive and thrive in this new social- digital economy you have to master 5 key strategies…
  6. 6. Technology+ Strategy+ 4. Deliver sequences that drive change 5. Build everything around technology & become a web-centric business Psychology+ 2. Align your marketing with how people now buy 1. Sell “Why” 3. Nurture & sell with mental triggers
  7. 7. Step 1. Understanding why people buy anything at all in this modern social-digital world Selling “Why’
  8. 8. People no longer have any real interest in your actual product or service. Your members are only interested in how they will make them look and feel.
  9. 9. People buy not on price but on wants and needs. And 85% of that buying decision is emotional. Only around 15% of any purchase is driven by logic.
  10. 10. Only 4% of men buy a watch just to tell the time. The most expensive dress you’ll ever buy is the only one you’ll wear once. The average female has 32 pairs of shoes, but only one pair of feet.
  11. 11. BONUS POINT Price is 85% irrelevant. Purchases are made on value and affordability.
  12. 12. So what and WHO do you stand for? And what do you stand against? CREATING VALUE
  13. 13. Step 2. Align your marketing with how people now buy
  14. 14. Traditional stand-alone ‘old’ media advertising is 70% less effective than it was just 6 years ago…
  15. 15. People are now looking for products and services sooner and in completely different ways…… Smart Phones & Tablets – Google Facebook – 4G & Broadband
  16. 16. How people buy… The 5 steps of the ‘change continuum’
  17. 17. Traditional marketing focuses on driving contact only when the customer reaches the purchase point… Ultimately traditional marketing is simply preaching to the converted.
  18. 18. BUT people are now looking for the solutions you offer long before you go searching for them Ultimately preaching to and converting themselves!
  19. 19. To thrive in this modern digital age you MUST align your sales & marketing funnels with this new consumer ‘buying’ funnel.
  20. 20. 1. MINDSHARE 2. YOUR VALUE STRATEGY 3. OWN THE SEARCH
  21. 21. 4. Attract your chosen market Inbound Marketing • Search marketing • Seo • Social media • Blogs • Articles • Referral marketing Outbound Marketing • Facebook marketing • Linkedin advertising • Email marketing • Display advertising • Remarketing • ‘Traditional’ marketing 30% 70%
  22. 22. The biggest mistake you can make with your marketing is to just try and sell your products or services.
  23. 23. The second biggest mistake is trusting a web designer to build your website
  24. 24. If you currently only convert 2% of your current website traffic you are losing the other 98% Into the deep depths of the world wide web… forever!
  25. 25. It’s all about ‘the list’ We are all in the ‘lead generation’ business
  26. 26. ‘FREE’MIUM 10X Your Enquiries To thrive in this social-digital age you MUST now give away your products and services for free. Who got married on their first date?
  27. 27. Nurturing is about creating Value by building trust, expertise, authority, consistency, confidence & desire.
  28. 28. • Create the right incentive • Deliver with risk reversal • Create an imperative • Deliver ‘scarcity’ • Use the shortest timeframe
  29. 29. It’s then simply all about %
  30. 30. Analyse the effectiveness of your Lead Generation Model & then repair the blockages and holes in your funnel
  31. 31. You may not even need to attract more traffic you might just need to generate, nurture and convert more effectively.
  32. 32. Step 3. Nurture and sell with mental Triggers Growing your %
  33. 33. Human Influence Triggers: • Reciprocation • Scarcity • Authority • Consistency • Fear of Loss • Social Proofing
  34. 34. People are obliged to give back for what they’ve taken. [This is one of the key principle trigger behind lead generation marketing]
  35. 35. FOCUS ON DRIVING ‘PROOF’ AND THE SALES WILL JUST HAPPEN Testimonials – results – ‘before and after’ – education - Use video
  36. 36. Scarcity creates desire; people always want what they can’t have… And they react frantically & illogically when they can’t have it
  37. 37. Step 4. Deliver sequences that drive change.
  38. 38. 1. Lead Generation – 10X your enquiries 2. Liquidation Offer – Get the sale anyway 3. List Nurturing – spend increases with trust 4. Closed Selling - [ 10X Trigger campaigns] 5. Ascension Selling - [ 10X Trigger Campaigns] STANDARD SALES MODEL vs LEAD GENERATION MODEL
  39. 39. ARE YOU MR PRE SALE? ARE YOU THE LAUNCH GUY? I’m the Trigger Campaign Guy
  40. 40. Bringing it all together… Trigger Campaigns Pre-sales Referrals Closed groups Ascension
  41. 41. Step 5. Build everything around a web-centric platform.
  42. 42. ‘Why just have a web site… When you can have a 24/7 365 sales and marketing machine’
  43. 43. The real power of the ‘buy 'ology 5–step strategy is LEVERAGE
  44. 44. All the profit is in the back-end.
  45. 45. A ‘LIST’ allows you to leverage all of the 5 Key Profit Streams - FOREVER… 1. Sell new Customers and Clients 2. Sell the same things more often 3. Sell them additional products/services 5. Sell them more things they aren’t even aware they actually need right now 4. Upgrade them to higher priced services
  46. 46. “Let’s write my mum and dad a swimming pool” John Lennon
  47. 47. Create your own money printing machine… By just ‘turning the taps on and off’
  48. 48. Some companies that get LEVERAGE! In 2015… SKY TV sent 32 MILLION direct mail pieces Talk Talk made 60 MILLION sales calls easyJet sent 775 MILLION emails Coca Cola tweeted 15,000 times Apple sent 75 BILLION emails
  49. 49. It works regardless of price… We signed up a Client onto our Elite programme on the 23rd of last month. We sent them their first direct marketing piece on February 3rd… 744 emails and 123 trigger campaigns ago… 2005!
  50. 50. Text +44 7525 153 888 and I’ll send you a crib sheet of all the technology we use to deliver our Client marketing strategies. PLUS EXACTLY HOW WE DO TRIGGER CAMPAIGNS Emaila.marks@enjoymarketing.co.uk JOIN MY ‘LIST’!

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