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WINNING CUSTOMERS
IN THE DIGITAL AGE
Shane Davies
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
Awareness
Interest
Desire
Action
The AIDA model (The Sales/Purchase Funnel)
I’m in control
Self Educating Buyer
57%
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
57%
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
57%
New Funnel
Old Funnel
‘to win we need to help, not sell’
to win we need to ‘out help’
the competition
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.
EMAIL LINE
LEADNURTURING
LEADGENERATION
CONVERSION TO SALE
prospects
suspects
LEADNURTURING
LEADGENERATION
CONVERSION TO SALE
EMAIL LINE
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
Source: Demand Gen Report 2014 B2B Buyer Behaviour Survey
HOMEBASE
PAID SEARCH
HOMEBASE
Smart Property Investme
nt
Sky Busines
s
YouTube
Group
Perth Now
LinkedInAustralianProperty Investor
REIWA
Business News
ABC Local Radio
Property
Observer
Google+
Source: demand gen report 2014 B2B Buyer Behaviour Survey
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
Buyer Cohort 1 Buyer Cohort 2 Buyer Cohort 3
UNIQUE BUYING JOURNEYS WITH CONTENT CUSTOMISED TO NEED
AND INTEREST
AWARENESS
INTEREST
DESIRE
ACTIONt
Call to Action:
Conversion
Content
Content
Conversion
Content
Call to Action:
Conversion
Content Funnel
Conversion Path
WebsiteBlog & Newsletter eBookTip Sheets & Checklist Email Mini- Course
Client Success StoriesSeminar Inside SalesConsultation
AWARENESS
EVALUATION
PURCHASE
Case StudyPodcastWebinarClient Success Stories
HOMEBASE
Smart Property Investme
nt
Sky Busines
s
YouTube
Group
Perth Now
LinkedInAustralianProperty Investor
REIWA
Business News
ABC Local Radio
Property
Observer
Google+
44
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
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
Blog www.daviesbdm.com/blog
Linkedin https://au.linkedin.com/in/shanedavies
Twitter @shanedavies (www.twitter.com/shanedavies)
Email [email protected] Shane Davies
