Post on 22-Jan-2018
Technology Talks
November 2015
Start plotting the
customer journey…
• Old methods no longer work – Buyer
Persona Marketing
• No industry unaffected
• Multiple touchpoints
• Empathise and understand the customer
Understanding the user journey
“ 88% of companies say their growth depends on personalising
the customer experience – but lack the resources and expertise to
design an improved customer journey”IBM
• Where you’ve lost a customer?
• Where your customers are active?
• All the touchpoints between you and your customers?
• Most people have made a decision about you before
direct contact in ‘stealth mode’
• Who are your customers?
Do you know…
“ People want to exercise choice and control”World Economic Forum
• Hard work undone in a second
• Lose trust
• You could be oblivious
• Lost revenue
The real pain of a poor customer experience
“ By 2020 the key brand differentiator will not be price and
product but the customer experience”Walker Information Inc
45% of consumers state: “A bad website is worse
than nothing”…and never return
Let’s look at a scenario
New
customer
wins
11 per
week/month
/quarter
Conversion
rate 50%
Potential
customers22
Reality check
18
Actual reach
27.5%
‘Lost’
50
Actual rate
Why is this happening?
• Can it be solved?
• How?
• Be one of the 17%...
• And establish TRUST
• PERSONALISE
• ADAPT
• Attitudes, feelings and goals
• Using interviews (8 – 12)
• Define each aspect of buying cycle
• Add the comments and observations
• Identify personas
• Target your message
The buyer persona – what you need to know
• What triggered the buyer to search?
• What criteria needed to fit?
• What result was sought?
• Who else was considered?
• What was important?
• How did they feel?
• What were the risks?
The key information
• Email alert
• Website
• Registration email
• Marketing collateral
• Brochures
• Social media channels
The touchpoints – highs and lowsOnline and offline
• Decide optimum number
• Over exposure you risk
unsubscribes/negativity
• Under exposure you’re
losing an opportunity
• Devise a structured plan
The email alert
• Convince
• Tantalising title & copy
• Award and discount
• Split test titles
The email alert:Think CTAs
Fact: 38% higher levelsof oxytocin Roger Dooley neuroscience marketing
• Weak headline
• Cynical sales pitch
• Irrelevant landing pages
• Poor loading time. 1 sec delay = 7% fall in conversions
• Buried content
Your website – what turns people off?
Fact: 96% of website visitors are only researching, NOT BUYING
So which websites are doing it right?
MailChimp: Making it easy…
Lands’ End: check out in 4 moves
The SIMS 4:
reducing CTAs
Winning people over: Sunways Business Travel
• Banners with
impact
• Value proposition
• Convince
• Video footage
• Ask just enough
• Plain speaking ‘When is your birthday?’
• Do ‘stuff’ later
Registration forms – what the best do
• Zero consideration and slow loading, 57% will leave
• Desktop experience prioritised
• Content is too hard to digest
• Expect users to pinch and zoom or squint
Where many go wrong with mobile
Fact: poor mobile experience, more people go to your
competitor
• Use analytics to determine
journey
• Simplify forms
• Test, try and adapt
• Watch your scrolling!
Top tips for mobile
“ On average, each household has access to 7.4 devices”Internet Advertising Bureau
• Irrelevant post
• Cluttered business cards
• Illegible letterheads
• Weightless, insipid flyers
Does your offline material reflect online?
We all hate:
• All design elements should
be consistent
• Use white space
constructively
• A little more thought reaps
its own rewards
• Force a positive reaction
‘Do I care?’
Rules for all marketing collateral
• Still works if well planned
• Underpins your identity
• Generates positivity/trust
• Enforces online messaging
• Starts to help forge a
relationship
The perfect brochure
• Outdated
• No action promoted
• Tone now inconsistent with web voice
• Branding not uniform
• Too technical
Done badly…
• Think about a consistent
tone
• Consider character length
• Research where your
audience is most active
• Respond quickly and on the
right channel
Social media channels
Social media channels
• Twitter – be concise
and to the point
• Facebook – expand
your story
• LinkedIn – be wise
• Use your map to steer a strategy for improvement
• Concentrate on providing a seamless experience
• We’re brand agnostics
• Use data wisely…
Takeaways
“Answer the question before it’s even
asked to gain competitive advantage”