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24/02/2020
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© Copy right In ternational Leaders Pty Ltd
Knowledge Workshop Presentation
Digital Marketing:
Going Deep Into the Customer Journey
Binh Nguyen, MarketEase Business Promotions
24/02/2020
2
6 PRINCIPLES OF INFLUENCE
AUTHORITY
CONSISTENCY/COMMITMENT
SOCIAL PROOF
LIKEABILITY
SCARCITY
RECIPROCITY
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3
AIDA FUNNELFOR LOW TICKET B2C PRODUCTS
ATTENTION
Before you can sell anything to anyone, you must
first be able to capture their attention.
INTEREST
Pique their interest by answering the questions
“What’s in it for me?” (WIIFM)
DESIRE
Only then can you start talking about yourself
and sell your solution and vision.
ACTION
Let them know what action they need to take;
don’t assume they already know.
FEATURES/BENEFITS
UVP’S, SOCIAL PROOF, RISK
REVERSALS
CALL TO ACTION
HEADLINE
8 STAGES OF THE BUYING JOURNEY
AWARENESS
INTEREST
DESIRE
CONSIDERATION
INTENTION
EVALUATION
PURCHASE
UNAWARE
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4
CAR PURCHASE
AWARENESS
INTEREST
DESIRE
CONSIDERATION
INTENTION
EVALUATION
PURCHASE
RESEARCH SOLUTIONS
RESEARCH TYPES
RESEARCH BRANDS & MODELS
ENQUIRY
APPOINTMENT
BOOK A TEST DRIVE
PURCHASE
PROBLEM/TRIGGERUNAWARE
ENTERPRISE SECURITY SOFTWARE
AWARENESS
INTEREST
DESIRE
CONSIDERATION
INTENTION
EVALUATION
PURCHASE
RESEARCH SOLUTIONS
RESEARCH TYPES
RESEARCH PRODUCTS
ENQUIRY
1-1 CONSULTATION
30 DAY FREE TRIAL
PURCHASE
PROBLEM/TRIGGERUNAWARE
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PROFESSIONAL SERVICE
AWARENESS
INTEREST
DESIRE
CONSIDERATION
INTENTION
EVALUATION
PURCHASE
RESEARCH SOLUTIONS
RESEARCH TYPES
RESEARCH COMPANIES
ENQUIRY
APPOINTMENT
AUDIT
PURCHASE
PROBLEM/TRIGGERUNAWARE
PRIVATE SCHOOL ENROLMENT
AWARENESS
INTEREST
DESIRE
CONSIDERATIO
N
INTENTION
EVALUATION
PURCHASE
RESEARCH SOLUTIONS
RESEARCH TYPES
RESEARCH INSTITUTIONS
PROSPECTUS
FEE SCHEDULE
OPEN DAY
ENROLMENT
PROBLEM/TRIGGERUNAWARE
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5 LEVELS OF CUSTOMER AWARENESS
COMPLETELY
UNAWARE
PROBLEM
AWARE
SOLUTION
AWARE
PRODUCT
AWARE
MOST
AWARE
These are
prospects who don't
realize they have a
problem. They
simply don't know a
better way exists.
Problem aware
prospects know
they have a
problem, but they
haven't dealt with
this problem before,
so they're totally
unfamiliar with the
possible solutions.
Solution aware
prospects know
about solutions like
yours, but don't
know your specific
product or service.
These prospects
know your product
but haven't bought it.
They're familiar with
your competitors'
offerings. They're just
not sure if your
solution is the best fit
for them.
These are your best
customers – your
multi-buyers.
They're brand loyal.
They're enthusiastic
about your
products. They
attend your
customer events.
WHAT YOUR COMPETITORS
SEE(TOFU)
WHAT YOUR COMPETITORS
DON’T SEE(MOFU & BOFU)
25%
75%
GOING DEEP BELOW THE
SURFACE
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7
TOP OF FUNNEL (TOFU)
STORYBOARD MARKETING (MOFU & BOFU)
15 - 21 DAYS8 - 14 DAYS1 - 7 DAYS
SOCIAL
PROOFEDUCATIONREMINDER
NOT
INTERESTED
SOMEWHAT
INTERESTED
CASE
STUDIES
UNIQUE
VALUE
PROPOSITIO
N
VERY
INTERESTED
22 - 28 DAYS
CALL TO ACTION
INCENTIVE
REQUEST
FEEDBACK
UPSELL/
CROSS-SELL
HAPPY
CUSTOMER
REFERRAL
PROGRAM
SOCIAL PROOF
REASSURAN
CE
