Influences: What people, things or places may influence how the user acts?

Feelings: How is the user feeling about the experience? What really matters to them?

Pain Points: What pain points might the user be experiencing?

Overall Goal: What is the user’s ultimate goal? What are they trying to achieve?

•Understand the influences on the customer decision-making process

•Understand the differences between B2C and B2B buyer behaviour

•Understand the customer journey, including offline and digital touchpoints, and how to engage customers at different stages of their journey

•How to create customer personas

How to segment audiences for targeting

How is it triggered?

Include the channels they may go through such as Google Search, Website, Print Advertising

Loyalty

Belief

Gender

City

Opinions

Platforms used

Times of the day a device is used

Religion

Income

•Geographic

•Demographic

•Psychographic

•Behavioural

Females aged between 25 and 30 buy the herbal supplements - DONE BELOW

Females aged between 30 and 40 buy Vitamins - THIS ONE

(Data available via MyTMT)

https://www.figma.com/

•

•Females aged between 25 and 30 buy the herbal supplements (blue)

•

•Females aged between 25 and 40 buy Vitamins (green)

It's triggered by a lack of organic results?

This need is triggered by the statistics of fatalities from fallen objects which are reported by HSE each year.

Recognise that their organic results aren't as great as they'd like them to be a realise they need to start doing Paid Ads or Paid Social and need expertise in this area that they may need to outsource.

Information Search:

Start looking for Digital Marketing Agencies in their area (London) via Google, Linkedin, Meta etc. Many reach us by blog posts or connections via our Directors Ellie and Felix.

Evaluation of Alternatives:

Other agencies will come up during their search and they'll compare things like price, quality, reviews, past work, cost per hour/asset.

For example, The Good Marketer is one of our competitors. They price themselves using packages including specific services. We are a full-service agency that tailors services to your individual needs to client may consider what is more important to them.

Purchase Decision:

Client usually call us or book a 20min consultation with our Director to discuss how they can move forward with us/pay for our service.

Post Purchase Evaluation:

As we provide a service, the client will make an ongoing evaluation after the purchase about the quality of our services and whether they are happy we how we communicate with them, scale, perform etc.

Information search - the customer will use google or social media ( Linked In, Youtube, Instagram etc) to discover information about our company and what specific products we sell.

Evaluation of alternatives - the customer will carry out further research into company's which sell similar products to ours by using google and a range of social media.

Purchase - After researching companys, looking at reviews, reviewing prices etc the customer will decide which company to purchase from. Our customers will usually send trough a request for a quotation through email via our website.

Post purchase evaluation - Here our client will make an ongoing decision and evaluate the overall service we have provided.

• Problem/need recognition: Individual recognises a gap in knowledge- Need this specific skill or a more in depth-understanding of a topic.

• Information search: If the individual has used us before they will think about past experiences and whether they were worthwhile. If they have no past experiences they will likely research on google search for the specific topic and training, this will then show them to our website. Also, a lot of our training will be posted on Socials and so if they search 'Risk management' on LinkedIn we are likely to come up.

• Evaluation Process: The individual will then compare for example: pricing, what our workshops offer (agenda/speakers), whether there is a qualification/certificate at the end and then compare it to similar training courses and decide which is the better option.

• Purchase: The booking will take place/ or they will go back and review information and decide.

• Post-purchase evaluation: The evaluation of whether the training was worthwhile, added value and met their needs will take place. Usually they then will be a repeat customer and book with us again or recommend us to others. Some will post on Linked In recommending the course.

Demographic: Age, Gender, Religion, Income

Psychographic: Belief, Opinions

Behavioral: Loyalty, platforms used, time of day device is used

•Demographic: Age, Gender, Religion, income

•Psychographic: Belief, opinions

•Behavioural: Platform used, time of day and device, loyalty

Loyalty: Behavioural

Belief: Psychographic

Gender: Demographic

City: Geogrpahic

opinions: Psychographic

Platforms used: Behavioural

Times of day: behavioural

Religion: demographic

Income: demographic

• SERPs

• PPC

• Display Ads

• Social media

• Content Marketing

• Website

Offline touchpoints:

• Events

• Word of mouth

• Partnerships

Online:

• Social Media

• Website

• Email marketing

Offline:

• Outdoor advertising

• Events and trade shows

• Sponsorships and Partnerships

• Word of mouth

Email marketing campaigns

Social media platforms (LinkedIn)

Website

Content marketing

Member pricing (loyalty schemes)

Offline:

Events and trade shows

Partnerships. and sponsorships

Word of Mouth