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State of Digital
State of Digital
What are your business goals?
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  •  So, I was thinking about you before our presentation. I’d like to learn more about your business's goals. What are you hoping to accomplish this year?
  •  So, I was thinking about you before our presentation. I’d like to learn more about your business's goals. What are you hoping to accomplish this year?
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Exactly how has marketing changed?
Exactly how has marketing changed image
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  • I’d like to talk to you about the state of local marketing. We all know that things have changed!
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  • Thanks to how quickly we can discover information, your customers know way more about your business before they set foot in your front door.
  • I’d like to talk to you about the state of local marketing. We all know that things have changed!
  •  
  • Thanks to how quickly we can discover information, your customers know way more about your business before they set foot in your front door.
Buying decisions are made online
Buying decisions are made online chart
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  • This means your customers often know exactly what they want before they visit you.  In 2016, 88% of all buying decisions were made online. (Source: Google ZMOT Study, 2016)
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  • But, what exactly do I mean by “buying decisions”? 

  • This means your customers often know exactly what they want before they visit you.  In 2016, 88% of all buying decisions were made online. (Source: Google ZMOT Study, 2016)
  •   
  • But, what exactly do I mean by “buying decisions”? 

Buying decisions are made online
Buying decisions are made online
Buying decisions are made online image
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  • Before the internet and mobile devices existed, your customers discovered your business pretty simply!
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    First, an initial Stimulus would catch the attention of your customer -- something like a radio ad, television spot, or a coupon in the phone book for your business.
  • Next, if this sparks their interest, they immediately head to your business. They buy the product or service they were interested in, and experience a “First Moment of Truth.”
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  • Then, afterwards, they see if expectations match reality. Did they love their experience? Hate whatever it is they bought? Often, consumers share bad experiences with friends and family; that’s important to keep in mind...
  • Before the internet and mobile devices existed, your customers discovered your business pretty simply!
  •  
    First, an initial Stimulus would catch the attention of your customer -- something like a radio ad, television spot, or a coupon in the phone book for your business.
  • Next, if this sparks their interest, they immediately head to your business. They buy the product or service they were interested in, and experience a “First Moment of Truth.”
  •  
  • Then, afterwards, they see if expectations match reality. Did they love their experience? Hate whatever it is they bought? Often, consumers share bad experiences with friends and family; that’s important to keep in mind...
Customer behavior has changed
Customer behavior has changed image
  • especially because of how things have changed.  People research your business before they enter your front door! 
  • especially because of how things have changed.  People research your business before they enter your front door! 
The ‘zero-moment-of-truth’
The moment someone decides they want something.
The zero-moment-of-truth image
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The ‘zero-moment-of-truth’
The moment someone decides they want something.
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Do you stand out where people are making decisions?
Do you stand out where people are making decisions image
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  • Since 88% of all buying decisions are made online at the Zero Moment of Truth, how is your marketing performing exactly at that point?
Customer Journey
customver journey image
Customer Journey
Customer Journey image
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  • The typical customer journey looks like this...
  • The typical customer journey looks like this...
Customer Journey
customber journey: generate interest image
Customer Journey
Customer Journey image
interest and awareness image
Interest & Awareness
Social / Search Advertising
Email / Text Marketing
Loyalty programs
YouTube / Video Ads
Television
Billboard
Online display advertising
Newspaper / Magazine
Radio
Word of mouth
"I’d like to have that. "
"That looks cool."
"I want to know more."
"I needed one of those!"
ad spaces image
Interest & Awareness
Social / Search Advertising
Email / Text Marketing
Loyalty programs
YouTube / Video Ads
Television
Billboard
Online display advertising
Newspaper / Magazine
Radio
Word of mouth
"I’d like to have that. "
"That looks cool."
"I want to know more."
"I needed one of those!"
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  • It still starts with Interest & Awareness. Television, radio ads, billboard aren’t going away completely… but they’re now being supplemented by digital stimulus. Things like online advertising, email & text marketing, and YouTube video ads.
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  • Question: What things are you currently doing to generate awareness and interest from new & existing clients?
  • It still starts with Interest & Awareness. Television, radio ads, billboard aren’t going away completely… but they’re now being supplemented by digital stimulus. Things like online advertising, email & text marketing, and YouTube video ads.
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  • Question: What things are you currently doing to generate awareness and interest from new & existing clients?
Customer Journey
customer journey image - search
customer journey - be found and stand out
Search
Organic Search
PPC
Maps
Directories
Apps
"Near Me"
listing image
"best tacos boston"
"family lawyers in austin"
"record store near me"
"top home builders"
Search
Organic Search
PPC
Maps
Directories
Apps
"Near Me"
search image
"best tacos boston"
"family lawyers in austin"
"record store near me"
"top home builders"
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  • After becoming aware of your business, consumers start discovering more with search.
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  • There are more places than EVER where people are searching for businesses. It’s not just Google either. There are apps, directories, voice search, GPS… lots of places.
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  • Question: Do you know how find-able your business is online? What places are you aware of?
  • After becoming aware of your business, consumers start discovering more with search.
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  • There are more places than EVER where people are searching for businesses. It’s not just Google either. There are apps, directories, voice search, GPS… lots of places.
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  • Question: Do you know how find-able your business is online? What places are you aware of?
Customer Journey
customer journey
customer journey - be chosen image
"This business is popular! They have a lot of reviews, from mostly satisfied customers"
Research
Blogs & Articles
Reviews
Social Media
Friends and family
research image
"This business is popular! They have a lot of reviews, from mostly satisfied customers"
Research
Blogs & Articles
Reviews
Social Media
Friends and family
research image
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  • After finding your business, consumers see your reviews. In fact, it’s often the first thing showcased in Google search result.
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  • When a consumer uses ratings, reviews, and recommendations to help them compare choices, this affects the Zero Moment of Truth – where they choose which business they're going to buy from.
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  • Question: What’s your average review score? Do you have any negative reviews that you’re aware of? How have you taken care of them?
  • After finding your business, consumers see your reviews. In fact, it’s often the first thing showcased in Google search result.
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  • When a consumer uses ratings, reviews, and recommendations to help them compare choices, this affects the Zero Moment of Truth – where they choose which business they're going to buy from.
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  • Question: What’s your average review score? Do you have any negative reviews that you’re aware of? How have you taken care of them?
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Customer Journey
customer journey image
customer journey - conversion image
purchase image
Purchase
Website
App
Online booking
Phone Call
In-store purchase
"It’s really easy to book an appointment"
purchase image
Purchase
Website
App
Online booking
Phone Call
In-store purchase
"It’s really easy to book an appointment"
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  • Next step in the consumer’s journey is finally connecting with your business. Consumers are looking for quick, easy ways to make a booking, make an order, make an appointment, etc.
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  • Question: Is your website making it really easy to convert and for people to become your customer?

  • Next step in the consumer’s journey is finally connecting with your business. Consumers are looking for quick, easy ways to make a booking, make an order, make an appointment, etc.
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  • Question: Is your website making it really easy to convert and for people to become your customer?

Customer Journey
customer journey image
customer journey - advocacy image
"Quick, skilled service. You should really check them out."
Experience
Post-purchase
expectations vs. reality
Social Post
Write a Review
Discuss with friends
Blog
customer experience image
"Quick, skilled service. You should really check them out."
Experience
Post-purchase
expectations vs. reality
Social Post
Write a Review
Discuss with friends
Blog
customer experience image
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  • Finally, it’s important to do everything you can to encourage happy customers to return again, and tell other about you.
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  • Let them know to write you a review, post on social media, and of course, invite them back.

Channels impacting your Customer’s Journey
Channels impacting your Customer’s Journey image
Channels impacting your Customer’s Journey image
Interest & Awareness
Social / search advertising
Email Marketing
Loyalty/ text my programs
YouTube / Video ads
Television
Billboard
Online display advertising
Newspaper / Magazine
Radio
Word of mouth
Interest & Awareness
Organic Search
PPC
Maps
Directories
Apps
“Near me”
GPS
Interest & Awareness
Blogs & Articles
Reviews
Social Media
Word of mouth
Interest & Awareness
Website
Online booking
Purchase via app
In-store purchase
Salesperson
Marketing Materials
Interest & Awareness
Post-purchase expectations vs. reality
Social Post
Write a Review
Blog
Word of mouth
  • So here are all the channels, both traditional and digital, that can influence potential customers…
Interest & Awareness
Website
Online booking
Purchase via app
In-store purchase
Salesperson
Marketing Materials
Interest & Awareness
Post-purchase expectations vs. reality
Social Post
Write a Review
Blog
Word of mouth
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  • So here are all the channels, both traditional and digital, that can influence potential customers…
It’s important to win
in each stage.
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  • … and, it’s important to win in each stage.

  • … and, it’s important to win in each stage.

Marketing for the competition
Marketing for the competition - a
Marketing for the competition image - business a
"Oye, some bad reviews.
...this other business has 4.5 stars "
Marketing for the competition - b
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  • Here’s the kicker. Let’s say the consumer is making their way along the funnel for business A.
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  • They became interested after seeing a Facebook ad, then looked up that business and found them... but there were multiple negative Google reviews that hadn’t been responded to. Now, they likely won’t trust this business!
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  • What does this consumer do? Well, since they’re already well into their research stage, it’s very likely that they’ll go directly to the next stage but with a competitor!
  • Here’s the kicker. Let’s say the consumer is making their way along the funnel for business A.
  •  
  • They became interested after seeing a Facebook ad, then looked up that business and found them... but there were multiple negative Google reviews that hadn’t been responded to. Now, they likely won’t trust this business!
  •  
  • What does this consumer do? Well, since they’re already well into their research stage, it’s very likely that they’ll go directly to the next stage but with a competitor!
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Marketing for the competition
Marketing for the competition image
Marketing for the competition v2 - business a + b
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  • This means that business A’s marketing and advertising dollars pushed that consumer directly into the hands of their competition, and further down the funnel which increases the chance of a sale!
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  • A sale, and loyal customer, for the competitor! ow, they likely won’t trust this business!
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  • What does this consumer do? Well, since they’re already well into their research stage, it’s very likely that they’ll go directly to the next stage but with a competitor!
The easiest & fastest way to increase your marketing budget is to use your competitor’s. 
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  • The opposite is also true. By ensuring that your business can be found, trusted and liked, you can have your competitor’s advertising dollars work for you!
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  • The fastest way to increase your business’ budget is to use someone else’s.

  • The opposite is also true. By ensuring that your business can be found, trusted and liked, you can have your competitor’s advertising dollars work for you!
  •  
  • The fastest way to increase your business’ budget is to use someone else’s.

Where is the smartest place to start?
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  • So… now I hopefully have you thinking, and excited to take action.
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  • There’s a lot of different places to start – question is, what’s the smartest place to start?

  • So… now I hopefully have you thinking, and excited to take action.
  •  
  • There’s a lot of different places to start – question is, what’s the smartest place to start?

3 Key Focus Areas
3 Key Focus Areas image
3 Key Focus Areas
3 key focus areas image
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  • Here’s the logical order of operations in local business marketing.
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  •  Make sure your conversion point is fantastic and well tuned. For most businesses, this is your website.
  •  
  •  Next, focus on being influential at the zero-moment-of-truth, with listings & reputation. 
  •   
  •  Finally, increase interest and awareness with digital advertising. 

  • Here’s the logical order of operations in local business marketing.
  •  
  •  Make sure your conversion point is fantastic and well tuned. For most businesses, this is your website.
  •  
  •  Next, focus on being influential at the zero-moment-of-truth, with listings & reputation. 
  •   
  •  Finally, increase interest and awareness with digital advertising. 

How are you performing?
how are you performing image
How are you performing image
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  • It’s time to take some time and reflect on everything discussed so far. Then time to take a look and see how you are performing today and what tactics (often small) you can do to improve!
  • It’s time to take some time and reflect on everything discussed so far. Then time to take a look and see how you are performing today and what tactics (often small) you can do to improve!
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  • To claim your offer visit: http://launchpad.gendigital.ca
  •  
  • Not only am I doing this at a discounted rate but for a limited time I am throwing in some special bonus for you.
  •  
  • All part of our mission to simplify marketing and make you more money!

  • To claim your offer visit: http://launchpad.gendigital.ca
  •  
  • Not only am I doing this at a discounted rate but for a limited time I am throwing in some special bonus for you.
  •  
  • All part of our mission to simplify marketing and make you more money!

Thank You!
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