Consumer behaviour has forever changed and the digital world continues to be an evolving landscape. Families will research you online, and you need to be where they are. The role of the sales person is now to support everything you do online.
This presentation provides a strategy for determine where to go and be in the digital space that will be most effective for your schools or camps marketing goals.
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?
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
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17. 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
18. The job of a sales person is to
support your website…
26. 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
27. Taking a Digital Inventory
List online presence Goal of being there
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30. 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?
31. 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
32. 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?
34. 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
35. You have the data…
• Your website
• Your email marketing stats
• Your customer
36. 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?
38. 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
39. Good Content
• Researched Keyword Strategy
marketingcopilot.com/keyword-strategy-workbook/
• Top 10 Sales Questions
• Emails from customers
40. 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.
41. 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
42. Resources
Subscribe to our Blog
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Get our Essential Guide to
Better Content Marketing
marketingcopilot.com/content-
marketing-essential-guide/
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