Post on 17-Mar-2016
description
Move Customers to Conversion
Matt Winn
Online Communications Specialist
Twitter: @volusion
How to Market in the Ecommerce Funnel
Questions & discussion on Twitter: #eCommWorld
Today’s Agenda
• What is the customer buying cycle?
• “Linguistic Logic”
• How to use keywords for insights
• Marketing through the cycle
• The best channels + examples
• The buying cycle, dismissed
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Questions & discussion on Twitter: #eCommWorld
What is the customer buying cycle?
3
Awareness
Consideration
Preference/Intent
Purchase
Repurchase*
Questions & discussion on Twitter: #eCommWorld
• What is the customer buying cycle?
• “Linguistic Logic”
• How to use keywords for insights
• Marketing through the cycle
• The best channels + examples
• The buying cycle, dismissed
4
Questions & discussion on Twitter: #eCommWorld
“Linguistic Logic”
• What is linguistic logic?
• Gaining insights from search queries
• Why linguistic logic?
• Helps identify consumer behaviors
• Gives information needs for each stage
• Allows for landing page improvements
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Questions & discussion on Twitter: #eCommWorld
Examples of Search Queries
• Where is this searcher in the buying
process for a flat screen TV?
• “flat screen tv”
• “compare flat screen tv”
• “flat screen tv from frys”
• “cheap flat screen tv”
• “sony 42 inch lcd tv”
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Questions & discussion on Twitter: #eCommWorld
The Results
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Awareness
Consideration
Consideration
(Ready for Preference/Intent)
Preference/Intent
Purchase
Repurchase
Total toss up
Purchase (or is it?)
Questions & discussion on Twitter: #eCommWorld
Let’s try another one…
• Where is this searcher in the buying
process for organic hot sauce?
• “history of organic hot sauce”
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Questions & discussion on Twitter: #eCommWorld
• What is the customer buying cycle?
• “Linguistic Logic”
• How to use keywords for insights
• Marketing through the cycle
• The best channels + examples
• The buying cycle, dismissed
9
Questions & discussion on Twitter: #eCommWorld
Marketing in the Awareness Stage
• Goal is to be top of mind
• All about being found in search engines
• Create catered PPC campaigns
• Relevant content is key for SEO
• Create content that moves to the next
stage, like a buying guide
• Don’t interrupt, enlighten
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Awareness
Questions & discussion on Twitter: #eCommWorld
Marketing to Awareness: Examples
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Keyword:
how to choose a flat
screen tv
Enlightening content
Prompts to move to
next stage
Previously unaware
of brand
Questions & discussion on Twitter: #eCommWorld
Marketing to Awareness: Examples
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Keyword:
how to sell online
Prompts to move to
next stage
Places into
Consideration stage
Matches search
query without
intimidation
Provides tangible
resource
Questions & discussion on Twitter: #eCommWorld
Marketing in the Consideration Stage
• Goal is to become top choice
• SEM is still the leading channel
• Utilize reviews/case studies
• Drive traffic to social
• Highlight key selling points
• Separate from the competition
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Consideration
Questions & discussion on Twitter: #eCommWorld
Marketing to Consideration: Examples
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Dedicated section in
navigation
Third-party validation
from trusted,
unbiased sources
Highlights awards
Keyword:
Compare Subaru
Questions & discussion on Twitter: #eCommWorld
Marketing to Consideration: Examples
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Keyword:
DirecTV vs DISH
Highlights key
differentiators
Directly states
competition
Third-party validation
CTA that moves to
next stages
Questions & discussion on Twitter: #eCommWorld
Marketing in the Preference/Intent Stage
• Goal is to seal the deal
• Website should do the talking
• Reaffirm customer preference
• Give your customers a voice
• Play to emotions
• Drive traffic to social
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Preference/Intent
Questions & discussion on Twitter: #eCommWorld
Marketing to Preference/Intent: Examples
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Direct Visit to
babybump.ca
Prompts to purchase
The ultimate
emotional validation
Validation by
association
Questions & discussion on Twitter: #eCommWorld
Marketing to Preference/Intent: Examples
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Direct Visit to
repeatpossessions.com
Asks for reviews
Addresses potential
objections
Questions & discussion on Twitter: #eCommWorld 19
Marketing to Preference/Intent: Examples
Evoke emotion to
solidify intent
Make a personal
connection
Show the benefit of
purchase
Questions & discussion on Twitter: #eCommWorld
Marketing in the Purchase Stage
• Goal is to close ASAP
• Create a sense of urgency
• Share your coupons and discounts
• Remove any roadblocks to purchase
• DON’T STOP MARKETING
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Purchase
Questions & discussion on Twitter: #eCommWorld 21
Marketing to Purchase: Examples
Create a sense of
urgency to close
Offer a limited-time
discount
Overcome objections
Showcase savings
on your homepage
Questions & discussion on Twitter: #eCommWorld 22
Marketing to Purchase: Examples
Remove Roadblocks
Display payment
options and security
measures
Prevent “shipping
sticker shock”
Questions & discussion on Twitter: #eCommWorld
Marketing in the Repurchase Stage
• Goal is to stay top of mind
• Keep in contact with your customers
• Make them feel special
• Give them reasons to buy more
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Repurchase*
Questions & discussion on Twitter: #eCommWorld 24
Marketing to Repurchase: Examples
Stay top of mind
Create sense of
exclusivity
Segment your
customers
Give a reason to
return
Questions & discussion on Twitter: #eCommWorld
• What is the customer buying cycle?
• “Linguistic Logic”
• How to use keywords for insights
• Marketing through the cycle
• The best channels + examples
• The buying cycle, dismissed
25
Questions & discussion on Twitter: #eCommWorld
The Buying Cycle, Dismissed
• Shopping Feeds defy most principles
• Ignores or dismisses Awareness &
Consideration
• Totally negates Preference/Intent
• Skips straight to Purchase
• The problem? No Repurchase for you!
• Unless you go the extra mile
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Question & Answer Ask and you shall receive…
Questions & discussion on Twitter: #eCommWorld
Thanks for Attending!
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