defining and leveraging the buyer's journey: your best bet for customer conversion
TRANSCRIPT
Confidential. Intellectual property of Noble Studios.
Defining (and Leveraging!) The Buyer’s Journey: Your Best Bet for Customer Conversion
AMA – March 26, 2015
Confidential. Intellectual property of Noble Studios.
A little about Noble Studios
What is this Buyer’s Journey?
It’s not Rocket Science, but please don’t tell anyone
Breaking It Down
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We’re a digital original. Pleased to meet you.
Hello
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Select Clients
4
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Our Approach
Research
Strategic Planning
Persona Development
Think
Information Architecture
Design
Development
Make
Marketing
Analytics
Optimization
Measure
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You’ve Got Something to Offer
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Hey, want to buy some cool
stuff?Definitely. I’ll
take two.
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SALES MARKETING
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The Customer Engagement Experience
Awareness
Consider Engage Purchase
Contribute Optimize
KPI’s
Measure
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Awareness
Engagement
Conversion
Fan
The Buyer’s Journey: Simply Put
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Has a problem
or a need
Looking for
solutions
Knows the options, ready to chooseAwa
reness
Engagement
Conversion
FanReady to share the
love
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52% of Internet users made a recent purchase informed by (any) online sources
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I’ll just buy some display banners
33% clicked on a display ad @ beginning of their research
45% click on display ads in the middle of their research
23% click on a display ad when they’ve completed their research
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“People and Society”
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“People and Society”
SEO
SEM
WoM
PR
SEM
DIS
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Food and Beverage
SEOSEM
PR SEM
DIS
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Hobbies and Leisure
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Determining Your Buyer’s Journey
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“The Customer Journey to Online
Purchase”
Ask your Customers
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Super, Lorna. I still don’t know my buyer’s journey.
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Content Mapping:
Making sure you have content out there that aligns to each stage in the journey
BIG SECRET Unveiled
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Persona BUYER’S JOURNEY
Persona Name
AwarenessRealize they have a need or problem and seek solutions
Engagement
Short list of potential solutions / brands, including yours
ConversionReady to commit
FanWilling to share their experience and help others
Description Content Content Content Content
Problem Channels Channels Channels Channels
Worksheet
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Awareness
Engagement
Conversion
Fan
Cover the Bases
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ChannelsAwareness
Engagement
Conversion
Fan
Traditional mediaPublic RelationsSEOBlogs, Tweets, etc.
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MessagesAwareness
Engagement
Conversion
Fan
Brand PromiseNeed:SolutionYour Story
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ChannelsAwareness
Engagement
Conversion
Fan
eNewsletterDisplay AdsSocial (2-Way)Product SEMRetargeting
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MessagesAwareness
Engagement
Conversion
Fan
Need:Solution StoriesNews3rd Party Endorsements
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ChannelsAwareness
Engagement
Conversion
Fan
eNewsletterTrial IncentiveBrand SEM
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MessagesAwareness
Engagement
Conversion
Fan
RatingsCase StudiesComparisonsOffers
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ChannelsAwareness
Engagement
Conversion
Fan
SocialWebsiteeNewsletter
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MessagesAwareness
Engagement
Conversion
Fan
Fan StoriesOffersCommunity
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Hey, want to buy some cool stuff?
Definitely. I’ll take
two.
Awareness
Engagemen
t
Conversion
Fan
Problem
Seek Solution
s
Ready to
Choose
Shares the
Love
Confidential. Intellectual property of Noble Studios.
Thanks!Lorna.Shepard@NobleStudios.com775-883-6000www.linkedin.com/in/lornashepardreddog
@NoblesStudios
Confidential. Intellectual property of Noble Studios.
Questions?Easy, right?