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How your Customers Buy and Research Online Email: [email protected] Web: www.optimumexposure.co.uk Blog: www.charlottebritton.co.uk LinkedIn: http://www.linkedin.com/in/charlottebritton Twitter: http://twitter.com/charlottebritto

How customers shop & research online

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Page 1: How customers shop & research online

How your Customers Buy and Research Online

Email: [email protected]: www.optimumexposure.co.ukBlog: www.charlottebritton.co.ukLinkedIn: http://www.linkedin.com/in/charlottebritton Twitter: http://twitter.com/charlottebritto

Page 2: How customers shop & research online

What do you want to get out of this session?

Page 3: How customers shop & research online

Buying Process is Changing

42.6% of UK consumers buy something online at least once a week

• 85% users found information through search engines

• 15% of social media users are more inclined to buy from brands that advertise in social media;

• 25% Facebook users who “Like” a brand on Facebook want to receive discounts and promotions

• Recommendations from friends or family is the single most important factor in the choice of website to buy from, with 71% giving this reason.

Source: e-consultancy.com

Page 4: How customers shop & research online

Buying Process is Changing

42.6% of UK consumers buy something online at least once a week

• 80% Twitter usage is on a mobile device

• 30% will research products and prices online before completing the purchase at their local store

• You Tube is the 2nd largest search engine in the world

• 25% of search results for the World’s Top 20 largest brands are links to user-generated content

• Rankings in search engines are influenced by social factors / indicators

Source: Mashable.com and e-consultancy.com

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• Decision makers no longer want to talk to sales until they are 60-70% down the decision cycle.

• 90% of all purchases are researched online

• Purchasing process has fundamentally change, so you need to create your optimum marketing mix

• Need to blend online and offline marketing to generate awareness of brand

What are the Implications?

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• Need to engage with prospect who are within their buying process and monitor them

• Engaging with then in a manner which means that they can ‘self service’ the information they need, then contact sales when they are ready

Engage with People

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• Map out all the channels your customer can find you online (Twitter, blog, LinkedIn etc)

• Ensure creating correct brand image and conversations in these channels

• Ensure all channels are blended and can be accessed from each other • Direct mail has social IDs on them• Email marketing pushes visitors to

social profiles

Create Digital Marketing Mix

Page 9: How customers shop & research online

What is Online Credibility

People are using the Internet as a resource to find out about everything, including you and your business

Your online credibility is either 

– The opinion people would have of you if they read about you through the Internet.

– How the internet supports or denies what people already know of you in the 'real world'

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Why Do I Need Online Credibility?

http://econsultancy.com/reports/online-measurement-and-strategy-report

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What's the benefit?

• Increase visitors to you website

• Boost conversion / hit rate on sales

• Become an online expert within your niche

• Build trust with existing & potential customers

• Build rapport with your existing network

Page 12: How customers shop & research online

Why Do I Need Online Credibility

People use the Internet to find out whether they should trust somebody that they are about to meet or have just met.

This isn't new - the main way people work out whether to trade with people on Ebay is through their personal recommendations and reputation score.

When people want to do business with you, they will check the web to search for 'red flags' or for information to help them understand you better.

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How do you research people you've met?

How do you use Linkedin?

Page 14: How customers shop & research online

Phase One : Research

The first phase is to work out what information is already out there about you. 

Find out what is already out there

Role play the sort of searches people will make about you .. 

  e.g. Google 'John Smith IBM Consulting' or 'John Smith Leeds'. 

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Phase One : Research

You also need to know if new information appears

Set up alerts on the following sites on your brand term, personal name, competitors etc.

• Google alerts• Trackur• Twitter searches (Twitbeep,Hootsuite)

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Phase Two : Create your ProfileAdd your own authoritative informationYou have the opportunity to create the authoritative version of information about you. Use your own personal website and other websites to create online profiles

• Your own website• Linkedin• Slideshare• Twitter• Relevant forums

Although the main websites are the most important, you should also try get mentioned on as many other sites as possible. 

Page 17: How customers shop & research online

Phase Two : Create your ProfileEnsure the information matches peoples searchesPeople often only have a small amount of information to find you by, your name and location or your name and business for instance. Make sure your profiles contain all of these items of business. e.g. 

Name (as it is used Steve/Steven or maiden name)Location (City, County)PhotographBusiness name and categoryHobbies

Page 18: How customers shop & research online

Phase Two : Create your ProfileSolicit recommendations / feedback

People trust other people's opinions, especially people they know

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Phase Two : Create your ProfileAppear human 

People have an innate filter that can decipher through advertising and fluff. They trust people who appear human, not people who try to appear perfect.

• Complete your profiles on the sites you're involved in

• Write in a natural style • Don't be too over the top • Include your hobbies

Don't forget that your profile has to be appropriate for people who know you well also!

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Phase Two : Create your ProfileInclude a photograph or two

Photographs tell people a lot about you, including a photograph will not only confirm that they have found the right person but will also portray your personality in ways that you can't do in text

• Think about getting a photographer to help• Don't be too 'Dallas'• Include photographs from events you have

taken part in

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Phase Three : Create ContentSay something usefulPeople judge you by what you say so say something useful. Search engines will find this content useful too..

Demonstrate your expertiseThe best way to show your knowledge is to write about what you know. Contribute answers on forums or blogs, write articles or blog posts about topics related to your area of expertise

Offer your opinionDon't be afraid to offer your opinion on things, don't just copy what everyone else says.

Be prepared to be wrong occasionally, people will forgive you.

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Phase Four : InteractThe Internet is not a broadcast medium

Don't forget that the Internet isn't a broadcast medium. This is the single biggest mistake that companies and individuals make.

The Internet is enabling one of the biggest conversations the world has ever seen. Becoming part of this conversation is critical to developing a strong online reputation

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Phase Four : InteractConsistency rules

Creating content online is very easy. Creating the time to do so on a regular basis is very hard.

People will only check back on you on a regular basis if you say something on a regular basis. 

Search engines also like 'fresh' content

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Phase Four : InteractEngage with every interaction

It creates a very positive reaction if you respond to people who start to comment on your articles, website, blog or linkedin profile

Even if you only manage a virtual 'nod of the head' (i.e. just a 'thanks!' will do)

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Phase Four : InteractKeep the High Ground

Always keep in mind that :-

• The internet remembers everything• Your personality is judged by it's extremes

Always keep the high ground. If you find yourself annoyed, type a response and then delete it - normally this gets it out of your system.

You will inevitably end up encountering 'trolls' at some point. There goal in life is to provoke a reaction, the more negative the better. An important phrase on the Internet is "Don't feed the trolls"

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Thanks for you time..Any further questions?

Email: [email protected]: www.optimumexposure.co.ukBlog: www.charlottebritton.co.ukLinkedIn: http://www.linkedin.com/in/charlottebritton Twitter: http://twitter.com/charlottebritto