opc business xchange - marketing - understanding marketing in today's digital environment
DESCRIPTION
In this presentation, Daniel Oyston, OPC's Marketing Specialist, helps you understand marketing in today's digital environment. To view a video of this presentation, including slides, visit www.opc.com.au/businessxchange OPC proudly hosts the Goulburn Business xChange, a regular event established for local businesses to hear from a range of speakers who deliver short presentations and provide practical advice on a range of useful key areas of business including Technology, Marketing, Website development, Finance, Legal and HR. The event is free and open to all business people in the Goulburn and surrounding region. If you would like to attend then please visit www.opc.com.au/contact or call 1300 788 616.TRANSCRIPT
MARKETING
Understanding Marketing
In Today’s Digital Environment
The Jargon – Oh Dear!
Fundamentals
21/07/2014 Goulburn Business XChange opc.com.au
The Process Is Common
awareness
research
evaluation
decision
purchase
post-evaluation
Today’s Environment – 4 Key Stats
87%
Search
13%
Mum?
Today’s Environment – 4 Key Stats
BUYER DECISION PROCESS
Today’s Environment – 4 Key Stats
10.4 pieces of information are consumed in the decision making process.
Today’s Environment – 4 Key Stats
Good content affects behaviour, and gets shared, 4 x more powerfully than advertising.
You
IT’S HOW YOU BEHAVE WHEN YOU BUY THINGS
Don’t expect your own customers to act any differently
What That Means For You
1. AdWords2. Reviews3. Places
How Do You Build Trust? Content Marketing
Content marketing is an umbrella term for any marketing that involves the creation and sharing of media and publishing content in order to acquire customers.
The basic premise is to provide some valuable information or entertainment (content) that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.
Why Is It Important?
> make money> own the channels> traditional less effective> build trust> brand awareness> demonstrate expertise> always accessible> enhances SEO and Adwords> build an audience (not rent)> cost effective
What You Should Create
QUESTIONS PROBLEMS VERSUS
REVIEWS BEST PRICE
What Do Those Look Like?
BlogseBooksWhitepapersSlidepacks
PodcastsWebinarsFact SheetsImages
VideoCase StudyInfographics
Getting It Front Of People
• Website – Hub
• Email database• Other sites• Social Media
It Takes Time
Quotes
Writing a regular blog with content that holds the attention of the reader has helped me position myself as an expert in my field.
This in turn translates into a growth in my business as I am now winning new clients who come to me as a direct result of the blog output.
They feel confident to instruct me as I have already connected with them through the blog so my competitors remain faceless strangers to them who lurk in the shadows whilst I take centre stage with the spotlight firmly fixed on Ellis and Co.’
JamesRyan
Ellis and Co
Quotes
Content marketing allows me to start the conversation way before the client signs up, and perhaps even before they have decided to take action.
That means that when the time comes for them to take action, anyone who has been conversing with them will have a distinct advantage, going in as a warm lead, not a cold one.
It's the best thing I ever did though, and it's responsible for around 80% of all my leads.
Samantha Ashdown
home-truths.co.uk
Key Takeaways
• Make sure people can find you easily –Adwords, Advertising, Search etc
• Build your own audience – don’t rent• Create great content for each step of the BDP• Focus on what people need• Think about how you will distribute content• Focus on weakest or easiest point in BDP
(for quick wins)
CONTENT IS THE GLUEthat binds all your offlineand online activities togetherin today’s digital environment.
Questions
