online strategies for offline sales
TRANSCRIPT
Online Strategies for Offline Sales Learn how to bring more qualified buyers into your store
• Customer journey
• Market trends
• Conversion tactics
• Small changes, big results
• Examples
• Tracking
• Additional resources
• Q&A
Presentation Outline
Customer Journey
1 Trigger /
Experience
A qualified buyer is created
2 Research
Content, social, search,
directories
3 Action Taken
Decisions and
purchases made
4 Retention
Build relationship, create brand
advocate
Customer Path to Purchase
PHASE 1
A Qualified Buyer is Born
• An experience triggersa need
• Person hears about aproduct/service
• Search begins
• Online reviews
• Website
• Search engines
• Articles
• Social media
• Videos
PHASE 2
Research
• Appointment
• Visit
• Purchase
• Info captured
PHASE 3
Conversion!
• Experience
• Engagement
• Loyalty
• Influences moreconsumers
PHASE 4
Retention
Market TrendsLocal customer demographics are changing
LOCAL CONSUMERS ARE GOING…
Mobile
• Mobile search hassurpassed desktop
• “Near me” interestsearches have multiplied34x
• +50% of consumers wantto make a purchasewithin 1 hour ofconducting research ontheir smartphone.
LOCAL CONSUMERS ARE GETTING…
Social
89% of 18-29 year olds are on at
least one social
network
80% of users prefer to
connect with brands on Facebook
7/10 consumers are more likely to
use a local business if it has
information available on a
social media site
$147 the average of value of a Facebook
“Like”
LOCAL CONSUMERS RELY ON…
Reviews
• 88% of consumerstrust online reviews asmuch as personalrecommendations
• A one-star rating hikeon Yelp can mean a5% to 9% rise inrestaurant revenue
Conversion Tactics
LOCAL CONSUMERS USE…
Coupons
• 90% of Americans usecoupons
• 68% of Passbook usershave used the app forcoupons and discounts
• 80% of consumers usingcoupons feel smarterwhen using coupons
LOCAL CONSUMERS LIKE…
Deals + Promo Codes
• Gives you one moretouchpoint
• One more reason forpeople to join youremail list
• Deal posts have thebest conversion rate
ANY TYPE OF BUSINESS CAN USE DEALS
Ideas
• Do you offer a free consultation, estimate or evaluation?
• Do you have an item/service you offer as a loss leader?
• Do you have any regular or seasonal sales?
• Are you offering a time-specific promotion?
• Bundle deals
• Refer a friend programs, raffles, etc.
COUPON, DEAL + PROMO CODE
Distribution
• Your website
• Email lists
• Social media
• Coupon sites
• Search engines
• Local newswires
LOCAL CONSUMERS READ…
Articles
• 90% of consumers find branded content useful
• 78% of consumers believe that organizationsproviding branded content are interested in buildinggood relationships with them
• 70% of customers prefer to get information about acompany from content rather than ads
LOCAL CUSTOMERS LIKE…
Newsletters
• Businesses return $40 for every $1 spent onemail marketing
• Customers who receive email marketing spend83% more
• 67% of customers give their email addresses tocompanies to receive discounts and promotions
Small Changes, Big Results
SMALL CHANGE
Focus on Retention
• Acquiring a newcustomer is 5-8x moreexpensive vs. retaining
• Loyal customers becomebrand advocates
• Influence others in thesearch phase of thecustomer journey
SMALL CHANGE
Run A/B Tests
SMALL CHANGE
Showcase Price Differences
SMALL CHANGE
Timing is Everything
SMALL CHANGE
Avoid Transaction Costs
SMALL CHANGE
Use the Number 9
Examples
EXAMPLE
Frames Bowling
EXAMPLE
Barnes & Noble
EXAMPLE
Bed, Bath & Beyond
CASE STUDY
Summer Camp
Tracking
Marketing Channels
• Paid (ads)
• Earned (PR)
• Owned(website)
Key Performance Indicator (KPI)
• In-store visits
• # of purchases
• $ of purchases
• Type of purchase
Measurement Tools
• Websiteanalytics
• CRM tracking
• Transactiondata
Measuring Success
Methods
• Spreadsheets
• Rules-basedmodeling software
• Data-drivenalgorithms
CASE STUDY
Marketing Attribution
Additional Resources
Additional Resources
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