Building a Customer Journey From Content to Sales | Chris Noone | GC Melbourne 2016
Transcript of Building a Customer Journey From Content to Sales | Chris Noone | GC Melbourne 2016
Chris Noone, CEO @ Collaborate
Corporation (ASX:CL8)
Building a customer journey from content to
sales
Would you let a stranger rent your car?
Marketing
Jewellery
Video Games Mobile Peer-to-
peer
CHALLENGES
Supply Demand Marketing Budget
Restrictions
Awareness
WHAT WE DON’T KNOW
Who Where Price TrustworthinessWhen
WHAT ARE WE SELLING?
SOLUTION – Supply
Supply
Supply: Grow Fleet Size
1. Grow awareness for peer-to-peer car sharing,
• i.e. encourage users to list their cars
2. Expand beyond private car share, e.g. vans, and utes
3. Establish corporate partnerships (eg. Melbourne Airport fleet)
SOLUTION – Demand
Demand: Drive Awareness & Set Up for Revenue
• Education is paramount – Content syndication is key
• Mix of different type of articles for holistic content approach (PR
releases, third party blogs, internal blogs)
• Cost effective awareness strategy with strong user engagement
measured via soft indicators such as time on site
• Educates the public on little-known services
• Increases traffic on website
• Improves SEO
• Increase remarketing pool
Demand
Awareness
Engagement measurement:
1.Dwell time > 1 minute
2.Unbounced visitor
Target audience: need for
long-term car rental
Up to 62% cheaper for car hire in Melbourne.DriveMyCar
How peer-to-peer car-sharing saved my Xmas.Lifestyletimes.com.au
SOLUTION – Demand Cost effectively:
Drive awareness
Generate buzz
Avg. time on Page:
3:00
Sponsored Content: Native AdsLanding Pages – Mix of articlesNative
Prospecting
SOLUTION – Demand
Car Booking Requests!Closing the loop with Retargeting
Returning traffic via: Direct Search organic Search paid
Retargeting
Revenue
SUMMARY
Lessons learned• Need to be dynamic and adapt the business strategy• Content marketing strategy is a cost effective, measurable and
strong way to generate awareness and user engagement and eventually revenue
• Remarketing is the key to closing the loop and generating revenue
Next steps for DriveMyCar
• Further grow fleet by expanding partnerships• Targeted campaigns – airports, mining, regional• Maintain growth by smart balancing of supply and demand