winning customers in the digital age

WINNING CUSTOMERS

IN THE DIGITAL AGE

Shane Davies

http://www.daviesbdm.com

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

Twitter

Sky Busines

s

YouTube

Facebook

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

Twitter

Sky Busines

s

YouTube

Facebook

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 shane@daviesbdm.com Shane Davies