Find Your Fan Factor: 3 Sales & Marketing Strategies for the Modern World

Selling Has Not Changed

@MeredithCSP #FanFactor

Buyers Have Changed

@MeredithCSP #FanFactor

81% Research Online Before Buying

AdWeek.com, Nov 2014

70% Use 3 or More Channels

MediaPost.com, Oct 2015

70% of consumers made a purchase because of social media.

Business Wire, Nov. 2012

88% trust online reviews as much as personal recommendations

SearchEngineLand.com, July 2014

“From Caveat Emptor to Caveat Venditor” Daniel Pink, To Sell Is Human

@MeredithCSP #FanFactor

R.I.P. Sales Funnel

#FANaticalSelling @MeredithCSP

Hello Buyer’s Journey

Your Job: Meet Them On Their Journey

11 Searches Prior to Taking Action

24% Take Action Same Day

2013 Digital House Hunt

40% Take Action 120 Days

Engage Later in the Journey

Informed

Empowered

Invested

Expectations

@MeredithCSP #FanFactor

FANS

FANatical Sales & Marketing

✓ About The Fans

✓ For The Fans

✓ The Fans Do The Selling For You!

@MeredithCSP #FanFactor

Strategy #1

Your Website Must WOW

Your Website The Foundation of All Your Marketing

Visually Appealing

Nearly 9 in 10 consumers (88%) multiscreen and use an average of 2.42 devices at the same time!

Adobe State of Content Report, Oct 2015

State of Content Report

• Images won’t load

• Page takes too long to load

• Content is too long

• The content is unattractive in its layout or imagery

Adobe, Oct 2015

Website Performance Benchmarks

• Pages/Session - :30 sec - 1 minute per page

• Avg. Session Duration - 3:00 - 5:00 minutes

• Bounce Rate - 30% - 40%

@MeredithCSP #FanFactor

Mobile Friendly

There are more mobile users than desktop users.

Mobile media time, 51% Desktop media time, 42%

HostingFacts.com, 2016 Internet Stats

Website Performance Benchmarks

• Desktop Usage - 40% - 50%

• Mobile Phone Usage - 35% - 45%

• Tablet Usage - 10% - 20%

@MeredithCSP #FanFactor

Website Performance Benchmarks

• Desktop Time on Site - 5:00 minutes, 5.5 pages

• Mobile Time on Site - 3:00 minutes, 2.88 pages

• Tablet Time on Site - 5:00 minutes, 5.02 pages

@MeredithCSP #FanFactor

Strategy #2Expand Your Digital Footprint

Your Business Might Be In Witness Protection…

What Are Your Traffic Drivers?

Traffic Source Options• Search Engines

• Social Media

• Email Marketing

• Online Advertising

• Public Relations/Media

• Broadcast Media

Traffic Source Benchmarks

• Google Organic - 40% - 60%

• Google Paid - 10% - 15%

• Direct Traffic - 15% - 20%

• Facebook, Bing, Yahoo - 10% - 15%

@MeredithCSP #FanFactor

How Do You Choose?

• What is the goal?

• What is the budget?

• Is this a short-term or long-term campaign?

• Staff resources and knowledge level?

• What marketing is already working?

@MeredithCSP #FanFactor

Strategy #3

Unleash Word of Mouse

Zero Moment of Truth

Customer Experience IS the New Marketing

@MeredithCSP #FanFactor

The Power of Social Proof

@MeredithCSP #FanFactor

Stop the Vanity Madness!

What Is a Vanity Post?

✓ No value to the viewer.

✓ Purpose is to shock or get attention.

✓ Idol chatter instead of real communication.

#TheFanFactor @MeredithCSP

IT’S NOT ABOUT YOU

✓ Stop Talking

✓ Start Listening

✓ Know Your Fans

The Art of the Shout Out

Feature Your Fans

#TheFanFactor @MeredithCSP

Available on Amazon.ca

Slides Available at Slideshare.net/MeredithOliver

Connect With Me

@MeredithCSP

@MeredithsShoes22

Facebook.com/MeredithCommunications

What’s Your #FANFACTOR?