Digital Marketing for dummies

Understanding the customer journey

• Create a customer avatar
  • Goals and values
    • Forms of marketing
      • Product creation should assist client meeting the goal
      • Advertising - offer these values within you advertisement
      • Content - create contents that aligns with such value
      • Email - email subject line should align with avatar's goal
  • Source of information
    • What book, social media, new stations does the target audience usually engage with
    • The key of truely understanding where you customer obtain information is trying to locate their information source niche
      • Such as my ideal customer would read (a book for example), but no one else would
  • Demographics
    • Income
    • Employment status
    • Quote
      • One quote that describes the key characteristics of your avatar, such as
        • "I surround myself with people smarter than I am"
  • Challenges and pain points
    • What is preventing the avatar from achieve the goal
    • In your sales copy, highlight the pain point of the customer that you can address with your product
  • Objections
    • Why would the avatar refuse to purchase your product
  • Create your own customer avatar- http://www.digitalmarketer.com/customer-avatar
• Getting clear on the value you provide
  • People don't purchase product or service at all, instead, they buy outcomes
    • The difference between the before state (depiction of customer before getting your product, such as bored) and the after state is what the customer actually buying
    • Move customers along their journey
  • Statement of value
    • (your product) enables (customers) to experience (...the effects)
• Stages of the customer journey
  • Prospect -> Lead -> Customer -> Raving Fan
  • Step 1: Generating awareness
    • Advertising - online / offline
    • Social media marketing
    • Search marketing
  • Step 2: Driving engagement
    • Valuable content mad freely available
      • Blog posts
      • Podcasts
      • Online videos
    • A health business should have customer at all stages
  • Step 3: Building subscribers
    • Subscriber are anyone that given you permission to have a conversation
    • Email subscription are most effective, directly generating revenue in an intimate way
  • Step 4: Increase conversions
    • Level up the commitment level of the prospect by asking for a small amount of time or money
  • Step 5: Building excitement
    • Customer onboarding - use the offer accepted by the customer in step 4, add further value to this, the value should completely outweigh the price paid
  • Step 6: Making the core offer sale and more
    • Most businesses start and end at this stage
      • Asking completely unaware customers for their time and money on you product is like proposing marriage to some one on the first date
    • Assume you done the hard work for previous stages, many customer are ready to purchase your product
  • Step 7: Developing brand advocates
    • Fan of your company, will defend your brand and leave great reviews
    • Actively building and maintaining the connection with customers, by providing values consistently
  • Step 8: Growing brand promoters
    • Promoter actively spread words about your firm
    • Your product has delivered value time after time
• Customer journey roadmap
  • www.digitalmarketer.com/customer-journey

Choosing the right marketing campaign

• Marketing objectives
  • Increase problem and solution awareness
    • Make customer aware a issue they might have, suggest a solution they might need
    • From "Before" to "After" stage
  • Acquiring new leads and customers
  • Activating leads and customers
    • Encourage people to buy from you
  • Monetising existing leads and customers
    • up-sell, cross-sell
    • sell range of services and products for the customer
  • Onboarding new leads and customer
    • Such as welcoming emails / packets
  • Building community and advocacy
    • Move customers, leads beyond a shallow and transactional relationship
• Define a digital marketing campaign
  • Objective based
  • Multi-parted
    • content, landing page, email software, web forms
    • need to be measured
  • Seamless and subtle
    • Include a CTA
  • In flux
    • Digital marketing can be tweaked and optimised quickly
• Understanding the three major types of campaigns
  • Acquisition campaigns, acquire new prospects and customers
    • Make aware
    • Engage - providing value in entertainment, inspiration or content
    • Subscribe
      • Connected to you in social media, ideally by on your email list
    • Convert
      • Should not be a risky purchase (either complex or expensive)
    • The goal is not ROI, but rather leads and buyers
  • Monetisation campaigns generate revenue from existing leads and customers
    • Excite - encourage prospect to get even more value from the interaction they've already had with your business
    • Cause customers to ascend
  • Engagement campaigns create communities of brand advocates and promoter
    • Advocate
      • Provide testimonials and customer stories
    • Promote
  • Should be run in sequence
    • Lead, profit and engagements
  • Never open a social media account without knowing the outcome of your campaign