Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
12. Do youknow your user’sbuyingcycle?
It is possible to influence each and every stage of the buying cycle, so it is important to understand these, in order to
optimise for your audience.
We all know that we live online, So I just wanted to share with you some stats that would help you with your business strategy as well
Do you know what these numbers represent?
Everyday on Google 4 million queries happen in a minute.
That is 3.5 billion queries in a day
Which leads to 1.2 trillion searches done on Google in a year
Reaching out to your relevant users as the right time of their user journey is the key to your marketing success online.
According to Google Consumer report 2016: before buying a product over 55% of users conduct online research.
And then
24% of them buy products online
31% do offline purchases
Reaching these audiences at each stage is the key for success.
There are 4 major stages in the buying cycle
Trigger event, Gain awareness, Make comparison, Choose preference
In order to deliver increased confidence at each step of the cycle, your website should be optimised to:
Provide easy navigation
Quality information
Strong calls to action
show an understanding of the audience needs
What is a trigger event?
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What event has taken place that may drive users into your conversion funnel?
Users may not even be aware of the need at this time.
Obviously, a robust online marketing strategy must cater for each stage in the process but it is extremely important to identifying as many trigger events as possible.
Doing this will capture the audience at the start of the search journey, thereby increasing mindshare and allowing brands the opportunity to encourage the potential buyer to move on to the next stage.
Some needs that arise from trigger events, are most likely going to be best served by specialist websites.
In these cases your options are partner with these websites, and/or advertise to gain brand awareness, as early on in the buying cycle as possible.
Do you measure your online digital channels such as leads acquired from emails, direct traffic, paid search leads, social interactions and referral traffic.
All this can be measured online using Google Analytics or Adobe Omniture.
For example as from the image above, the famous EhBee family on Vine.
Are you targeting the Mama Bee, Papa Bee or their kids, well known as the monkeys.
You can run paid search advertising campaigns via Google AdWords or Bing.
Currently, Google holds a 92.91% market share here in Australia. Bing does come in second, but at a much smaller 5.17%
As per Business Insider March 2016 report http://www.businessinsider.com.au/this-is-how-many-people-use-snapchat-linkedin-twitter-and-facebook-in-australia-2016-3
Youtube ads are cheaper to run than TV ads.
Review your objectives, ensure that you have these in place for each channel and that they are relevant to each channel,
2. Review your strategy, focusing on the numbers is important but can you build a brand? How does this fit into your marketing budget and overall strategy?
3. Review your audience – businesses all too often treat an audience as one homogenous group, and don’t segment or tailor activity for the different groups within the overall audience,
4. Review your value – what value do you add to potential customers or visitors? Be honest. If you’re more expensive than your competitors why? Don’t just rely on service quality as a justification if it’s not definitely true, to the point that customers can identify better service. Understand your place in the market, carve it out and invest in it to stand out.