Purchase Funnel and Digital Strategy PDF

BY LAURINE GOMES 4. Offer/Services Added Value What is a value proposition? Every time your persona meets your brand or your product/service, it will ask questions...Such as ? customers  Solve its problem Your value proposition is t...

BY LAURINE GOMES 4. Offer/Services Added Value What is a value proposition? Every time your persona meets your brand or your product/service, it will ask questions...Such as ? customers  Solve its problem Your value proposition is the added value you promise to bring to your persona through your product or service offering Give it a competitive edge The Value Proposition will allow you to: Be recognized for a (good) reason Make yourself memorable by associating yourself with a reason to buy Differentiate yourself from the competition BUT it is not enough to trigger the purchase 1 persona = 1 Value proposition  METHOD TO IDENTIFY YOUR ADDED VALUE Step 1 Step 2 Step 3 CHOOSE 1 PERSONA AND LIST THE SOLUTION TO PRIORITIZE VALUE IDENTIFY THE MAIN PAIN EACH PAIN POINTS PROPOSITION BY POINTS RATING by ask questions below: EXEMPLE BABY CLOTHING RENTAL SERVICE the issue, is a real and Persona Issues 1: important problem for the Find cheap baby clothing A monthly rental service persona? Have access to usually The same price inaccessible brand clothing regardless of brands is there any existing innovation/ RETOURNER À L'ORDRE DU JOUR A repair service by solution from the competitors Clothing as new, even if clothing experts on their to solve the issue? already worn return  METHOD TO IDENTIFY YOUR ADDED VALUE Step 4: Formulating Dual purpose: For you: create a simple, easy-to-use sentence to make sure it’s understood For customers: Simple added value to understand and remember when they decide to take action Our baby clothing rental service allows young urban parents who want to be able to dress their newborn with beautiful pieces from big brands, without going broke, thanks to a large collection of clothes at the same price whatever the brand. Define its pricing Never talk about price alone. strategy based on lways remember to remind your customer its target and what they are buying by insisting on your differentiating profit. competition Impostor’s syndrome prevents you from assuming your price Have others validate: Propose cheaper prices to start Announce the real price first then the reduced price Observe the reactions of your interlocutors Adjust your prices according to the reactions received CASE STUDY Let's play ! BODY PARTNER BY TEFAL Develop your value proposition framework Use the 4-step template to: - Identify the problems encountered by your persona - List your solutions - Filter to prioritize your leads - Formulate your value proposition Evaluation oral with your team 5.Customer Journey What is a Purchase Funnel ? its Goal? Communication strategies address the different layers of the Purchase Funnel Purchase Funnel exemple CASE STUDY Let's play ! Your E-commerce Website Create the Customer Journey with the elements of the use case, using the illustration below Steps to define your communication strategy There are as many methods of communication as there are companies: you can communicate online, via blog articles, newsletters, social networks or even in physics via fairs, flyers, posters, events... Nothing prevents you from imagining a hybrid communication! On the other hand, no matter which channel you choose, you will go through different stages to build a strong and coherent brand discourse. --> use the Inbound Marketing... but what is it?  Some others concepts to know INBOUND MARKETING Inbound marketing is a strategy that is used in digital marketing. The idea is simple: to each company produces high-value content, thus becoming its own medium. The advantages: Thanks to the high quality product and shared content, prospects and customers naturally come to be interested in your services and products, rather than being in an aggressive advertising policy. 1)Generate traffic on your website through SEO and social networks 2)Propose a lead magnet 3)Feed prospects (newsletters, content) 4)Promotional offer 5)Customer satisfaction  This allows you to develop your expertise, reputation and brand image: you naturally inspire confidence. It is an excellent complement to other existing strategies: telephone prospecting, traditional communication, advertising... Your company takes a much higher position on the customer’s purchasing journey: when it comes to the purchase act, the prospect is already convinced. his strategy adapts to ALL types of companies: from the individual entrepreneur to the CAC40 players. The benefits of inbound marketing The people you seduce with your content on your blog, your social networks are already qualified! If the person follows a niche hashtag on Instagram, like #wedding photographer, it’s probably because they’re RETOURER À L'ORDRE DU JOUR going to need it soon ACEF METHOD The inbound marketing can be summed up with this ACEF method: ACEF METHOD The inbound marketing can be summed up with this ACEF method: Thanks to the production the customer has of content bought, he is satisfied. He recommends you, takes the time to give ATTRACT you a testimony and comes back! thanks to the lead newsletters, exclusive LOYALTY content, lives, webinars, magnets, white papers, paid offers free mini classes, promo ENGAGE code in exchange for a subscription to the newsletter, quizz (objective: recover emails!) CONVERT AARRR METHOD Or the AARRR funnel AARRR METHOD Example 6.Digital Marketing Strategy  Use the template zhared on Boostcamp and follow each steps to create your Digital Strategy Create your Digital strategy in 8 steps 1) Why do you do what you do? What is your company’s vision/belief? 2) Identify your personas 3) Identify your main competitors 4) Determine specific goals 5) Define your value proposition and positioning 6) Build your editorial line 7) Choose your communication channels to capture your prospects --> detail your choice and make a concrete recommendation 8) Track your progress using KPIs (performance indicators) 1) Why do you do what you do?  1) Why do you do what you do? WHY (purpose, meaning, impact): allowing people to be extraordinary so that they achieve extraordinary things. HOW: simplify things, broaden your perspective, grab new ideas, build relationships, push boundaries. WHAT (concrete actions): a client asks to host a seminar for 150 people instead of 40. Broaden your point of view: take up heights, create a strategy. Seize new ideas: seek alternatives. Simplify: Communicate with the customer so that even a 10-year- old understands the speech. 2) Identify your persona 2) Identify your persona  3) Identify your main competitors 1/ I use Google search with a keyword 2/Following this generic research, I identify two competitors whose positioning in terms of communication and presence impresses me 3/I gather all the information in a V1 or V2 monitoring table 3) Identify your main competitors  4) Determine specific Goals... (1 goal per activated communication lever) What would you like? Multiply sales? Boost your reputation? Recover email addresses? --> SMART S: Specific: What exactly do you want? M: Measurable: Concretely, how will you know that you have achieved your goal? A: Attainable: Is it up to you? If not, what is entirely up to you? What is the cost? Is it worth it? A: Realistic: Often confused with Attainable. Here, it is a matter of reflecting on the ambition and relevance of embarking on this project at the moment T. T: Temporalized: When do you want to reach your goal? GOOD EXAMPLE : “I want to have two new clients per month through my 3 posts per week on LinkedIn starting in September.”...Related to the main 3 digital objectives 5)Define your offer and positioning = your value proposition  6)Build your editorial line It is a document that includes: Your communication objectives: persona, messages, results The editorial line, that is to say the themes you want to address: choice of networks, frequency of publication, categories of blog... The keywords of natural referencing The list of words that represent you... and those that are blacklist Your process (especially used in guest articles so that the person knows exactly how to write his article) Your editorial calendar 7)Choose your Digital Canals Step #1: Look at the digital channels used by your persona Step #2: Focus on the purchasing process for your persona. On which channels will he look for the solution to his need/problem? Then focus on your main competitors : on wiche channels are they present? Is it relevant and successful? Then choose the channels according to your budget and resources! Step #3: Validate the digital channels that you want to develop. In general, we choose 2 to 3 channels to start with our communication strategy! This allows for better control and the implementation of an OPTIMIZED strategy/communication. It is better to have two well-managed channels than 6 which are worked without strategy. According to studies conducted by the Moderator Blog. We choose a social network based on three criteria: My communication objective: why do I use this social network? For what purpose? Who am I talking to: is my persona present on the network? Am I happy to create publications for this network? Does the pace of this social network suit me? How often to publish on networks? Facebook: four posts per week; working days, from 3pm to 5pm Instagram: one post per day; morning from 8am to 9am, after 5pm, peak to 9pm Twitter: at least 5 tweets per day; working days, from 12pm to 3pm and from 5pm to 6pm Pinterest: 15 to 25 pins per day; in the evening, after 9pm, with a peak on LinkedIn weekends: 3 to 5 times a week; rather in the morning (before 9am), on business days 8)Monitor your progress through KPIs Some tools to monitor your main KPIs Some tools to monitor your main KPIs You can take inspiration from this model on the Notion tool. The following tool will also help you generate automatically encrypted reports: Hootsuite You can also consult this spreadsheet which allows to analyze all your encrypted data according to the different networks used, also proposed by Hootsuite. CASE STUDY Let's play ! Following the 8 steps, please prepare a complete Digital strategy to launch your e-commerce website !