Daniel Oyston is speaking on "How to build your authority in your industry to find opportunities". His first point was marketing through teaching: show your customers how to make better use of the product, they will trust you and therefore buy from you. He said customers go through stages of: awareness, research, evaluation, decision, purchase and post-evaluation. Daniel told the story of Dyson, who sent him a reminder it was time the clean the filter on his vacuum cleaner and provided instructions. He pointed out customers research products on-line before they contact to buy. As an example, Daniel has the "Ultimate Case Study Guide".
Daniel described taking blog postings and making it an ebook for customers. He also said he has a process of producing a podcast one week and a video the next.