In this presentation, Daniel Oyston, OPC's Marketing Specialist, helps you understand marketing in today's digital environment. To view a video of this presentation, including slides, visit www.opc.com.au/businessxchange OPC proudly hosts the Goulburn Business xChange, a regular event established for local businesses to hear from a range of speakers who deliver short presentations and provide practical advice on a range of useful key areas of business including Technology, Marketing, Website development, Finance, Legal and HR. The event is free and open to all business people in the Goulburn and surrounding region. If you would like to attend then please visit www.opc.com.au/contact or call 1300 788 616.

1. MARKETING
Understanding Marketing
In Today’s Digital Environment

2. The Jargon – Oh Dear!

3. Fundamentals

4. 21/07/2014 Goulburn Business XChange opc.com.au

5. The Process Is Common
awareness
research
evaluation
decision
purchase
post-evaluation

6. Today’s Environment – 4 Key Stats
87%
Search
13%
Mum?

7. Today’s Environment – 4 Key Stats
BUYER DECISION PROCESS

8. Today’s Environment – 4 Key Stats
10.4 pieces of
information are
consumed in the
decision making
process.

9. Today’s Environment – 4 Key Stats
Good content affects
behaviour, and gets
shared, 4 x more
powerfully than
advertising.

10. You
IT’S HOW YOU BEHAVE
WHEN YOU BUY THINGS
Don’t expect your own
customers to act any differently

11. What That Means For You
1. AdWords
2. Reviews
3. Places

12. 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.

13. 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

14. What You Should Create
QUESTIONS PROBLEMS VERSUS
REVIEWS BEST PRICE

15. What Do Those Look Like?
Blogs
eBooks
Whitepapers
Slidepacks
Podcasts
Webinars
Fact Sheets
Images
Video
Case Study
Infographics

16. Getting It Front Of People
• Website – Hub
• Email database
• Other sites
• Social Media

17. It Takes Time

18. 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.’
James
Ryan
Ellis and Co

19. 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

20. 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)

21. CONTENT IS THE GLUE
that binds all your offline
and online activities together
in today’s digital environment.

22. Questions