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How customers shop & research online

  1. 1. How your Customers Buy and Research Online<br />Email: charlotte@optimumexposure.co.ukWeb: www.optimumexposure.co.ukBlog: www.charlottebritton.co.ukLinkedIn: http://www.linkedin.com/in/charlottebrittonTwitter: http://twitter.com/charlottebritto<br />
  2. 2. What do you want to get out of this session?<br />
  3. 3. What will be covered?<br /><ul><li>Buying process is changing
  4. 4. What are the implications?
  5. 5. Create digital marketing mix
  6. 6. Engaging
  7. 7. Social selling
  8. 8. Engagement zone</li></ul>42.6% of UK consumers buy something online at least once a week<br />
  9. 9. Buying Process is Changing<br /><ul><li>85% users found information through search engines
  10. 10. 15% of social media users are more inclined to buy from brands that advertise in social media;
  11. 11. 25% Facebook users who “Like” a brand on Facebook want to receive discounts and promotions
  12. 12. Recommendations from friends or family is the single most important factor in the choice of website to buy from, with 71% giving this reason. </li></ul>Source: e-consultancy.com<br />42.6% of UK consumers buy something online at least once a week<br />
  13. 13. Buying Process is Changing<br /><ul><li>80% Twitter usage is on a mobile device
  14. 14. 30% will research products and prices online before completing the purchase at their local store
  15. 15. You Tube is the 2nd largest search engine in the world</li></ul>Source: Mashable.com and e-consultancy.com<br />42.6% of UK consumers buy something online at least once a week<br />
  16. 16. Buying Process is Changing<br /><ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content
  17. 17. Rankings in search engines are influenced by social factors / indicators</li></ul>Source: Mashable.com and e-consultancy.com<br />42.6% of UK consumers buy something online at least once a week<br />
  18. 18. source:<br />www.imccmarketing.com/ <br />
  19. 19. What are the Implications?<br /><ul><li>Decision makers no longer want to talk to sales until they are 60-70% down the decision cycle.
  20. 20. 90% of all purchases are researched online
  21. 21. Purchasing process has fundamentally changed, so you need to create your optimum marketing mix
  22. 22. Need to blend online and offline marketing to generate awareness of brand</li></li></ul><li>What are the Implications?<br /><ul><li>Decision makers no longer want to talk to sales until they are 60-70% down the decision cycle.
  23. 23. 90% of all purchases are researched online
  24. 24. Purchasing process has fundamentally changed, so you need to create your optimum marketing mix
  25. 25. Need to blend online and offline marketing to generate awareness of brand</li></li></ul><li>Engage with People<br /><ul><li>Need to engage with prospects who are within their buying process and monitor them
  26. 26. Engaging with then in a manner which means that they can ‘self service’ the information they need, then contact sales when they are ready
  27. 27. Need a mix of sales approaches, can’t depend on old processes ‘it’s always worked’</li></li></ul><li>Create Digital Marketing Mix<br /><ul><li>Map out all the channels your can find you online (Twitter, blog, LinkedIn, Email etc)
  28. 28. Ensure creating correct brand image and conversations in these channels
  29. 29. Ensure all channels are blended and can be accessed from each other
  30. 30. Direct mail has social IDs on them
  31. 31. Email marketing pushes visitors to social profiles</li></li></ul><li>Online Credibility & Social Selling<br />People use the Internet to find out whether they should trust somebody to do business with or buy a product from<br />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.<br />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.<br />
  32. 32. Social Selling - New Sales Skill<br />Social Representation<br /><ul><li>Buyers are researching your company & sales people
  33. 33. What do there online profiles look like?
  34. 34. Do you have a presence where your customers are?
  35. 35. Are they consistent, approachable, reflect the brand values of the company?</li></ul>Search<br /><ul><li>Where do customers go to gather information – which sites?
  36. 36. Can you leverage this information</li></li></ul><li>Research What’s out There<br /><ul><li>Work out what information is already out there about you. 
  37. 37. Role play the sort of searches people will make about you and your company .. 
  38. 38. What search phrases does your website show for?
  39. 39. Create a map: which sites, how often, what’s talked about, by whom</li></li></ul><li>Research What’s out There<br /><ul><li>You also need to know if new information appears
  40. 40. Set up alerts on the following sites on your brand term, personal name, competitors etc.
  41. 41. Google alerts
  42. 42. Trackur
  43. 43. Twitter searches (Twitbeep, Hootsuite)</li></li></ul><li>InteractThe Internet is not a broadcast medium<br /><ul><li>Don't forget that the Internet isn't a broadcast medium. This is the single biggest mistake that companies and individuals make.
  44. 44. 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
  45. 45. Interact in places where you know your audience are</li></li></ul><li>Interact– Content is King<br /><ul><li>Needs to be engaging, topical, timely
  46. 46. Ideas for content:
  47. 47. Top Tips
  48. 48. Whitepapers
  49. 49. Downloads
  50. 50. Video content
  51. 51. Interviews
  52. 52. Podcasts</li></li></ul><li>Interact - Twitter<br /><ul><li>Do you use the hash tags relevant to your industry, products or location?
  53. 53. Do you broadcast or engage?
  54. 54. Do you spam or send relevant information?
  55. 55. Are you consistent, responsive and have personality?</li></li></ul><li>Interact - LinkedIn<br /><ul><li>Is your profile set up
  56. 56. Is your Twitter and blog integrated into your personal profile
  57. 57. Is your company page set up and optimised?
  58. 58. Groups – little is more, focus on main groups and build profile rather than dabble in many</li></li></ul><li>Interact – Other profiles<br /><ul><li>Facebook – do you need a Facebook Fan Page – what will the strategy be?
  59. 59. Four Square – do you have a location base business where you can promote offers and vouchers?
  60. 60. QR codes (barcode that has URL embeded) to promote landing pages on printed material
  61. 61. Flickr – if you’re products / events lend themselves to photos – get people sharing</li></li></ul><li>Follow Sales Process<br /><ul><li>So you’ve invested time setting up profiles, monitoring & responding
  62. 62. Use the information you have on conversations to blend with your existing sales processes
  63. 63. For instance if there’s a tweet saying ‘I’m reviewing software that does XXXX’ -> if it’s relevant contact the person & build a conversation</li></li></ul><li>source:<br />www.imccmarketing.com/ <br />
  64. 64. Engagement zone<br /><ul><li>Integrates content, next steps, next steps & marketing automation
  65. 65. More than just a contact us form
  66. 66. Needs to include all the possible options for connecting with your company
  67. 67. So people can decided which information or point of contact they want with your company, a ‘self service’ on information / interaction</li></li></ul><li>Engagement Zones<br />
  68. 68. Engagement Zones<br />
  69. 69. Engagement Zones<br />
  70. 70. Engagement zone<br /><ul><li>Once got visitor or prospect into engagement zone – they can understand the other areas they can interact with you and engagement options
  71. 71. Great opportunity to create a USP and competitive advantage as aligning your website and business with new way of doing business
  72. 72. This will become the new norm, so need to take advantage of being an early adopter</li></li></ul><li>Thanks for you time..Any further questions?<br />Email: charlotte@optimumexposure.co.ukWeb: www.optimumexposure.co.ukBlog: www.charlottebritton.co.ukLinkedIn: http://www.linkedin.com/in/charlottebrittonTwitter: http://twitter.com/charlottebritto<br />

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