opc business xchange - marketing - understanding marketing in today's digital environment

MARKETING

Understanding Marketing

In Today’s Digital Environment

The Jargon – Oh Dear!

Fundamentals

21/07/2014 Goulburn Business XChange opc.com.au

The Process Is Common

awareness

research

evaluation

decision

purchase

post-evaluation

Today’s Environment – 4 Key Stats

87%

Search

13%

Mum?

Today’s Environment – 4 Key Stats

BUYER DECISION PROCESS

Today’s Environment – 4 Key Stats

10.4 pieces of information are consumed in the decision making process.

Today’s Environment – 4 Key Stats

Good content affects behaviour, and gets shared, 4 x more powerfully than advertising.

You

IT’S HOW YOU BEHAVE WHEN YOU BUY THINGS

Don’t expect your own customers to act any differently

What That Means For You

1. AdWords2. Reviews3. Places

How Do You Build Trust? Content Marketing

Content marketing is an umbrella term for any marketing that involves the creation and sharing of media and publishing content in order to acquire customers.

The basic premise is to provide some valuable information or entertainment (content) that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.

Why Is It Important?

> make money> own the channels> traditional less effective> build trust> brand awareness> demonstrate expertise> always accessible> enhances SEO and Adwords> build an audience (not rent)> cost effective

What You Should Create

QUESTIONS PROBLEMS VERSUS

REVIEWS BEST PRICE

What Do Those Look Like?

BlogseBooksWhitepapersSlidepacks

PodcastsWebinarsFact SheetsImages

VideoCase StudyInfographics

Getting It Front Of People

• Website – Hub

• Email database• Other sites• Social Media

It Takes Time

Quotes

Writing a regular blog with content that holds the attention of the reader has helped me position myself as an expert in my field.

This in turn translates into a growth in my business as I am now winning new clients who come to me as a direct result of the blog output.

They feel confident to instruct me as I have already connected with them through the blog so my competitors remain faceless strangers to them who lurk in the shadows whilst I take centre stage with the spotlight firmly fixed on Ellis and Co.’

JamesRyan

Ellis and Co

Quotes

Content marketing allows me to start the conversation way before the client signs up, and perhaps even before they have decided to take action.

That means that when the time comes for them to take action, anyone who has been conversing with them will have a distinct advantage, going in as a warm lead, not a cold one.

It's the best thing I ever did though, and it's responsible for around 80% of all my leads.

Samantha Ashdown

home-truths.co.uk

Key Takeaways

• Make sure people can find you easily –Adwords, Advertising, Search etc

• Build your own audience – don’t rent• Create great content for each step of the BDP• Focus on what people need• Think about how you will distribute content• Focus on weakest or easiest point in BDP

(for quick wins)

CONTENT IS THE GLUEthat binds all your offlineand online activities togetherin today’s digital environment.

Questions