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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
Confidential. Intellectual property of Noble Studios.
We’re a digital original. Pleased to meet you.
Hello
Confidential. Intellectual property of Noble Studios.
Select Clients
4
Confidential. Intellectual property of Noble Studios.
Our Approach
Research
Strategic Planning
Persona Development
Think
5
Information Architecture
Design
Development
Make
Marketing
Analytics
Optimization
Measure
Confidential. Intellectual property of Noble Studios.
You’ve Got Something to Offer
Confidential. Intellectual property of Noble Studios.
Hey, want to buy some cool stuff?
Definitely. I’ll take two.
Confidential. Intellectual property of Noble Studios. 8
SALES MARKETING
Confidential. Intellectual property of Noble Studios.
The Customer Engagement Experience
Awareness Consider Engage Purchase Contribute OptimizeKPI’s
Measure
Confidential. Intellectual property of Noble Studios.
Awareness Engagement Conversion Fan
The Buyer’s Journey: Simply Put
10
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Has a problem or
a need
Looking for
solutions
Knows the options, ready to choose
Awareness Engagement Conversion Fan
Ready to share the
love
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52% of Internet users made a recent purchase informed by (any) online sources
Confidential. Intellectual property of Noble Studios.
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
13
Confidential. Intellectual property of Noble Studios.
“People and Society”
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“People and Society”
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SEO
SEM
WoM
PR
SEM
DIS
Confidential. Intellectual property of Noble Studios.
Food and Beverage
16
SEOSEM PR SEM
DIS
Confidential. Intellectual property of Noble Studios.
Hobbies and Leisure
17
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Confidential. Intellectual property of Noble Studios.
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.
Confidential. Intellectual property of Noble Studios.
Content Mapping:
Making sure you have
content out there that aligns
to each stage in the journey
BIG SECRET Unveiled
24
Confidential. Intellectual property of Noble Studios.
Persona BUYER’S JOURNEY
Persona Name AwarenessRealize they have a need or problem and seek solutions
EngagementShort 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
25
Confidential. Intellectual property of Noble Studios.
Awareness
Engagement
Conversion
Fan
Cover the Bases
26
Confidential. Intellectual property of Noble Studios.
Channels
27
Awareness
Engagement
Conversion
Fan
Traditional mediaPublic RelationsSEOBlogs, Tweets, etc.
Confidential. Intellectual property of Noble Studios.
Messages
28
Awareness
Engagement
Conversion
Fan
Brand PromiseNeed:SolutionYour Story
Confidential. Intellectual property of Noble Studios.
Channels
29
Awareness
Engagement
Conversion
Fan
eNewsletterDisplay AdsSocial (2-Way)Product SEMRetargeting
Confidential. Intellectual property of Noble Studios.
Messages
30
Awareness
Engagement
Conversion
Fan
Need:SolutionStoriesNews3rd Party Endorsements
Confidential. Intellectual property of Noble Studios.
Channels
31
Awareness
Engagement
Conversion
Fan
eNewsletterTrial IncentiveBrand SEM
Confidential. Intellectual property of Noble Studios.
Messages
32
Awareness
Engagement
Conversion
Fan
RatingsCase StudiesComparisonsOffers
Confidential. Intellectual property of Noble Studios.
Channels
33
Awareness
Engagement
Conversion
FanSocialWebsiteeNewsletter
Confidential. Intellectual property of Noble Studios.
Messages
34
Awareness
Engagement
Conversion
FanFan StoriesOffersCommunity
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Confidential. Intellectual property of Noble Studios.
Hey, want to buy some cool
stuff?
Definitely. I’ll take two.
Awareness Engagement Conversion Fan
Problem
Seek Solutions
Ready to
Choose
Shares the Love
Confidential. Intellectual property of Noble Studios.
775-883-6000
www.linkedin.com/in/lornashepardreddog
@NoblesStudios
Confidential. Intellectual property of Noble Studios.
Questions?Easy, right?
