1.
marie@marketingcopilot.com
416-436-7931
Understanding Digital Marketing from
a Human Perspective
Marie Wiese, President
Marketing CoPilot
May 3, 2017

2.
The Next 50 Minutes
• The buyer journey today
• The importance of a buyer persona
• Mapping the buyer journey to your web presence
• Creating a digital roadmap for your organization

3.
What is digital marketing?
• Clicks?
• Impressions?
• Websites?
• Social media?
• Email marketing?
• Pay-per-click?
• SEO?

4.
It’s about people…

5.
The bad news…

6.
The good news…

7.
Digital Marketing Defined
Reaching out to people online in a human
way to learn if your value proposition
matters to them

8.
The Buying Process Then (Camper van)
12 months
• Two trade shows over 250 kms from the house
• Several brochures
• Hours of library research
• Countless phone calls
• Multiple letters
• Several weeks to purchase
• Hours with sales team

9.
The Buying Process Today (camper van)
5 Days
• 4 different search engines (Google, Amazon, Facebook, Kijiji)
• Laptop, tablet and cell phone
• Wikipedia
• 2 social media platforms (Facebook, Instagram)
• No time with sales person – direct to seller

10.
The job of a sales person is to
support your website…

11.
marie@marketingcopilot.com
416-436-7931
The customer journey today…

12.
Traditional Sales Funnel

13.
marie@marketingcopilot.com
416-436-7931
The customer journey today…

14.
Digital Marketing Defined
Reaching out to people online in a human
way to learn if your value proposition
matters to them

15.
Qualifying
• I love your value proposition and I am ready to choose you
• I like your value proposition but I am not ready yet
• I hate your value proposition and I will never choose you

16.
Taking a Digital Inventory
List online presence Goal of being there

17.
Setting Real Objectives
• What is the primary objective of your website?
• What is the primary objective of your email marketing?
• What is the primary objective of your social media?
• What is the primary objectives of your paid online media?

18.
Your Tool Kit
Owned Media
• Website, blog, email marketing, newsletter, brochure, etc.
Rented Media
• Social tools, public relations, industry forums, customer review
sites, etc.
Paid Media
• Pay-per-click, newspaper or radio advertising, Facebook ads,
billboards

19.
Buyer Persona
1. Priority
– Highest level priority prospect hopes to achieve
2. Success Factors
– What changes after buying?
3. Perceived Barriers
– Why would they not buy something?
4. Criteria
– How will they choose?
5. Buyer Journey
– Where will they go to weigh their options?

20.
Map Persona to your Website

21.
Challenges
• Building trust when you can’t look people in the eye
• Knowing where to go online
• Where to spend money but not waste $$
• Reaching a specific demographic on the right platform
• Tools to measure results
• Creating good content regularly
• Lead nurturing versus “buy now” options

22.
You have the data…
• Your website
• Your email marketing stats
• Your customer

23.
Your Website
• Where do people come from?
• What content do they consume?
• How long do they stay?
• What is the volume that converts them to an action?

24.
Channels

25.
Your Customer
Get the basics right…
1. A clearly articulated value proposition
2. A website that is easily found
3. A website that is accessible and easy-to-use
4. A digital strategy that uses channels where your customers are

26.
Good Content
• Researched Keyword Strategy
marketingcopilot.com/keyword-strategy-workbook/
• Top 10 Sales Questions
• Emails from customers

27.
Closing Thoughts…
• Start with people not digital channels to build your plan
• Understand what drives your ideal customer
• You can’t be everywhere so focus on where your customers are.

28.
Evidence-Based Marketing
Marketing CoPilot Inc. is a digital marketing agency with a proven
methodology for developing and testing customer-centric content.
100% of the companies that implement our program have reduced the
cost of lead acquisition, improved the quality of leads and increased
revenue.
Marketing CoPilot Inc is a registered Canadian trademark.
Copyright @2016. Not to be reproduced or reused without full attribution
Marketing CoPilot Inc. | 20 Bay Street | Toronto, ON | M5J 2N8 | 416.850.1672

29.
Resources
Subscribe to our Blog
marketingcopilot.com/blog
Get our Essential Guide to
Better Content Marketing
marketingcopilot.com/content-
marketing-essential-guide/
Get the Book on Amazon