Download - Winning Customers in the Digital Age
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WINNING CUSTOMERS
IN THE DIGITAL AGE
Shane Davies
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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
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Awareness
Interest
Desire
Action
The AIDA model (The Sales/Purchase Funnel)
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I’m in control
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Self Educating Buyer
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57%
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
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57%
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
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57%
New Funnel
Old Funnel
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‘to win we need to help, not sell’
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to win we need to ‘out help’
the competition
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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.
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EMAIL LINE
LEADNURTURING
LEADGENERATION
CONVERSION TO SALE
prospects
suspects
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LEADNURTURING
LEADGENERATION
CONVERSION TO SALE
EMAIL LINE
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EMAIL LINE
LEADNURTURING
LEADGENERATION
HUMAN INTERACTION & SALE
GENERATE LEADScheat sheets, white papers, how-to-guides, short videos,
podcasts
GENERATE PROSPECTSeNewsletters, email
marketing, eBooks, mini- courses, how-to guides,
podcast, webinars
GENERATE CUSTOMERSsales call
seminar, free consultations,internal sales, event invites
TRAFFICGENERATION
WEB VISITORSblog posts, web pages, press
releases
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Source: Demand Gen Report 2014 B2B Buyer Behaviour Survey
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HOMEBASE
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PAID SEARCH
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HOMEBASE
Smart Property Investme
nt
Sky Busines
s
YouTube
Group
Perth Now
LinkedInAustralianProperty Investor
REIWA
Business News
ABC Local Radio
Property
Observer
Google+
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Source: demand gen report 2014 B2B Buyer Behaviour Survey
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define your objectives1
2 define buyer profiles
3
unique proposition
4
content marketing mission
5 content matrix (AIDA)
6 content calendar
7content distribution
8content measurement
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Buyer Cohort 1 Buyer Cohort 2 Buyer Cohort 3
UNIQUE BUYING JOURNEYS WITH CONTENT CUSTOMISED TO NEED
AND INTEREST
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AWARENESS
INTEREST
DESIRE
ACTIONt
Call to Action:
Conversion
Content
Content
Conversion
Content
Call to Action:
Conversion
Content Funnel
Conversion Path
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WebsiteBlog & Newsletter eBookTip Sheets & Checklist Email Mini- Course
Client Success StoriesSeminar Inside SalesConsultation
AWARENESS
EVALUATION
PURCHASE
Case StudyPodcastWebinarClient Success Stories
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HOMEBASE
Smart Property Investme
nt
Sky Busines
s
YouTube
Group
Perth Now
LinkedInAustralianProperty Investor
REIWA
Business News
ABC Local Radio
Property
Observer
Google+
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Momentum’s Own Channels
Bloge-newsletteron website
resources libraryCross promo in other content!
Email Footer
Social Media
TwitterLinkedin (+groups)
FacebookGoogle+Pinterest
Influencers, Bloggers, Partners
early releaseexclusive releasepartner releaseguest blogging
write for key media
Paid Media
Adwords Facebook
Banner/RemarketSponsorships
Webinar Media Partners
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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
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Blog www.daviesbdm.com/blog
Linkedin https://au.linkedin.com/in/shanedavies
Twitter @shanedavies (www.twitter.com/shanedavies)
Email [email protected] Shane Davies