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”