0
Copyright 2009-2013
2
Agenda for Online
Program Marketing
Marketing Model for Online Sales
Types of Online Programs
Creating Landing Pages tha...
3
Use Two-Step Marketing to Convert
Prospects into Inquiries and Inquiries
into Customers
Clients
Customers
Inquiries/Lead...
4
Types of Online Programs
Webinars
Individual Online Courses
Certificate Programs (credit or non-credit)
Undergraduate De...
6
7
8
9
10
11
Think of Your Landing Page
as a Funnel
12
13
14
15
Landing Page Stats
It‟s estimated that up to 50% of visitors to landing
pages will bail in the first 8 seconds
Average ...
16
How to Increase conversions at
Your Landing Page
1. Make sure you articulate what the visitor is going
to get - Perhaps...
17
How to Increase Conversions
at Your Landing Page
4. Typography should be hierarchical - so the eye
can quickly pick out...
18
How to Increase Conversions
at Your Landing Page
6. Social Media Sharing - if these links distract users
from the proce...
Have Copy that Appeals to
All Communication Styles
ANALYTICAL DRIVER
AMIABLE EXPRESSIVE
LOW RESPONSEL
O
W
A
S
S
E
R
T
I
V
...
20
How to Increase Conversions
at Your Landing Page
9. Mandatory and non-mandatory information -
make sure it is clear wha...
21
How to Increase Conversions
at Your Landing Page
12. Multiple Sign-up buttons - having buttons at the
top and the botto...
22
How to Increase Conversions
at Your Landing Page
14. Sample content preview on whitepapers - will
help the users to gau...
23
How to Increase Conversions
at Your Landing Page
16. A Side Benefit - is properly optimized video can
be 53 times more ...
242
25
25
26
27
How to Increase Conversions
at Your Landing Page
19. Have a Nice Mix of Bullet Points - coupled with
detailed descripti...
28
Use the Four (4) Great Motivators:
Fear, Guilt, Greed, Exclusivity
You may not get into the program
Don‟t you owe it to...
29
Greed…One of the Four Great
Copy Motivators
30
31
31
32
33
How to Increase Conversions
at Your Landing Page
21. Newsletters - are great way to engage prospects
22. White Papers -...
34
Know Your Data Base & Allocate
Follow-up Accordingly
High Recency Low
MonetaryValue/Activity
High
Low
35
Following Up on Leads
Lead nurturing is the process of cultivating leads
not ready to buy
Leads are segmented based upo...
36
Following Up on Leads
Use progressive profiling where you incrementally
ask contacts for additional information
Contact...
37
"Early impressions
are hard to eradicate
from the mind.“
-Saint Jérôme
38
A Few Thoughts About
Recruitment….
There is no perfect recruitment model
Nearly every school or business has an opportu...
39
A Few Thoughts About
Recruitment….
Technology - depending on the level of
complexity - is crucial
Even without technolo...
40
Most Embarrassing….
The empty envelope
Wrong name
The goofed up phone message
Those who never followed up
The unexpecte...
41
Most Embarrassing….
Typos
Un-kept promises
The 30+ day wait time
The sense from our secret shopper many
institutions ju...
42
Greatest Successes….
Emails from people (included names)
Offers to connect students to financial aid,
academic deans, a...
43
Greatest Successes….
Open house invites on finding your next job,
resume writing, and finances
Personal hand-written no...
44
Current Process….
How is a lead handled?
Does it differ depending on the type of lead?
Is there a clear process and exp...
45
Nothing Happens by
Accident….
Process
Process
Process
46
Recommended Process….
Build the relationship
Understand the motivation
Determine barriers
Evaluate their level of serio...
47
Recommended Process….
Present a customized picture of your product
Create urgency
Remove barriers – educate
Close the d...
48
Recommended Process….
Build the relationship
Leverage key questions that allow you to
connect with the individual
Peopl...
49
Recommended Process….
Understand the motivation
New job
Success at work
Want my kids to be proud
Identify and ask key q...
50
Recommended Process….
Determine barriers
Money
Time
Lack of support
Identify and ask key questions
51
Recommended Process….
Evaluate their level of seriously
Have they considered this before
Does anyone know they are talk...
52
Recommended Process….
Present a customized picture of your
product
Limit your information to what they have told
you th...
53
Recommended Process….
Create urgency
Leverage motivations
Pull heart strings
Use information from key questions
54
Recommended Process….
Remove barriers – educate
Road blocks are often larger to the person who
isn‟t sure what they rea...
55
Recommended Process….
Close the deal
When a client is ready to buy there is no waiting
Continue to sell the choice they...
56
Recommended Process….
Continue to recruit your current clients
There is no loyalty
People are savvy consumers and will ...
57
Redefine Your Process….
“The way I‟ve always done it”
Moving from good to better…
Letting go of what is comfortable
58
Redefine Your Process….
Challenging yourself to do what feels foreign
Pushing the envelope of your own success
Listenin...
59
Suggested Recruitment
Approach….
Adult inquires – Day 1
Personal connection (email, phone, personal note)
within 24 hou...
60
Suggested Recruitment
Approach….
Follow-up contact (email) – Day 30
Follow-up contact (call) – Day 45
Follow-up contact...
61
Telephone Follow-Up to
Prospects
Pre-call Planning
Interest – Creating Opening Statements
Effective Questioning
Sales R...
62
Telephone Follow-Up to
Prospects
Getting Commitment (Closing)
Addressing Resistance (Objections)
Wrapping Up and Settin...
63
Following Up on Leads with
Email
Email open & click through rates are a good place to
start evaluating your engagement ...
64
Following Up on Leads With
Email
Let the 'subject' line be the key benefit of your offer
Put the name of your organizat...
65
Following Up on Leads With
Email
Put several links to your website above the fold. Many
recipients preview your email w...
66
Following Up on Leads With
Email
Use a number of eye-catching devices in your body
copy. For example, use bullets, bold...
67
Following Up on Leads With
Email
Use appropriate images to build credibility and
interest
Have a photograph of the facu...
68
Following Up on Leads With
Email
Include your unsubscribe link; and when people
click the link, ask them to complete a ...
69
Following Up on Leads With
Email
Keep in mind that after the third email to the
same person, design loses its appeal. T...
70
Following Up on Leads With
Email
Delete hard bounces right away and soft
bounces that repeatedly say 'mailbox is full'....
71
Following Up on Leads With
Email
Use a special emails to wake up dormant leads,
customers or addresses
Provide a 'we mi...
Copyright 2009-2013
Best Practices in the Promotion and Marketing of Online Programs
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Best Practices in the Promotion and Marketing of Online Programs

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Marketing online programs with special emphasis on how to increase lading page conversion and inquiry follow-up

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Transcript of "Best Practices in the Promotion and Marketing of Online Programs "

  1. 1. Copyright 2009-2013
  2. 2. 2 Agenda for Online Program Marketing Marketing Model for Online Sales Types of Online Programs Creating Landing Pages that Convert Segmentation for Follow-up Email Drip Marketing to Close the Sale Market with a Memory for Future Sales
  3. 3. 3 Use Two-Step Marketing to Convert Prospects into Inquiries and Inquiries into Customers Clients Customers Inquiries/Leads Prospects Suspects
  4. 4. 4 Types of Online Programs Webinars Individual Online Courses Certificate Programs (credit or non-credit) Undergraduate Degrees Graduate Degrees
  5. 5. 6
  6. 6. 7
  7. 7. 8
  8. 8. 9
  9. 9. 10
  10. 10. 11 Think of Your Landing Page as a Funnel
  11. 11. 12
  12. 12. 13
  13. 13. 14
  14. 14. 15 Landing Page Stats It‟s estimated that up to 50% of visitors to landing pages will bail in the first 8 seconds Average landing page conversion rate is around 2 to 5% How do you increase landing page conversions?
  15. 15. 16 How to Increase conversions at Your Landing Page 1. Make sure you articulate what the visitor is going to get - Perhaps it is a copy of your new catalog or a promotional brochure 2. Have bullet points - that provide information making the page easier to scan, highlighting the important details 3. Tell the visitor - how the they are going to receive the requested information
  16. 16. 17 How to Increase Conversions at Your Landing Page 4. Typography should be hierarchical - so the eye can quickly pick out what elements of the page are most important 5. The CTA is clearly positioned and concise - keep barriers to entry low; making it more likely the user will complete sign-up
  17. 17. 18 How to Increase Conversions at Your Landing Page 6. Social Media Sharing - if these links distract users from the process of signing up, you‟re damaging the effectiveness of your page 7. Copy - does it focused on the organization and not the user? Don‟t „we-we‟ 8. Self-serving copy is a turn-off for users - Make sure you tell users how they will benefit to ensure a positive response (WIFM)
  18. 18. Have Copy that Appeals to All Communication Styles ANALYTICAL DRIVER AMIABLE EXPRESSIVE LOW RESPONSEL O W A S S E R T I V E H I G H A S S E R T I V E HIGH RESPONSE
  19. 19. 20 How to Increase Conversions at Your Landing Page 9. Mandatory and non-mandatory information - make sure it is clear what the minimum requirements are when completing the form 10. Limit the number of requested “fields of information” on the landing page 11. Have a call to action that - “Get updates on future webcasts” rather than the generic and intimidating “Sign Up”
  20. 20. 21 How to Increase Conversions at Your Landing Page 12. Multiple Sign-up buttons - having buttons at the top and the bottom of the page means the CTA is always available, whether the user reads all the supporting information or not 13. For Long Landing Pages - where the top of the page disappears when you scroll, having multiple buttons is a must
  21. 21. 22 How to Increase Conversions at Your Landing Page 14. Sample content preview on whitepapers - will help the users to gauge the usefulness and make the page more engaging 15. Good Video - Studies from eyeviewdigital.com report up to 80% improvements in conversion
  22. 22. 23 How to Increase Conversions at Your Landing Page 16. A Side Benefit - is properly optimized video can be 53 times more likely to reach the front page of Google search results 17. You may have a progress indicator form - that lets visitor know there are 3 steps and where they are in the process
  23. 23. 242
  24. 24. 25 25
  25. 25. 26
  26. 26. 27 How to Increase Conversions at Your Landing Page 19. Have a Nice Mix of Bullet Points - coupled with detailed descriptions for those who need to dig deeper 20. Sweepstakes - such as a the free prize giveaway as an add-on will lift conversions
  27. 27. 28 Use the Four (4) Great Motivators: Fear, Guilt, Greed, Exclusivity You may not get into the program Don‟t you owe it to your family Bottom-line gains from taking the program Enrollment is limited to „First come, First serve‟
  28. 28. 29 Greed…One of the Four Great Copy Motivators
  29. 29. 30
  30. 30. 31 31
  31. 31. 32
  32. 32. 33 How to Increase Conversions at Your Landing Page 21. Newsletters - are great way to engage prospects 22. White Papers - are the granddaddy of content used to create conversions 23. Use Ebooks - as an incentive when you ask for a lot of information
  33. 33. 34 Know Your Data Base & Allocate Follow-up Accordingly High Recency Low MonetaryValue/Activity High Low
  34. 34. 35 Following Up on Leads Lead nurturing is the process of cultivating leads not ready to buy Leads are segmented based upon profile characteristics Nurturing keeps prospects engaged by using drip marketing
  35. 35. 36 Following Up on Leads Use progressive profiling where you incrementally ask contacts for additional information Contacts are much more likely to share information about themselves during the first 24 hours they are engaged with you Remember: Prospects have probably contacted several other providers
  36. 36. 37 "Early impressions are hard to eradicate from the mind.“ -Saint Jérôme
  37. 37. 38 A Few Thoughts About Recruitment…. There is no perfect recruitment model Nearly every school or business has an opportunity to do a better job in recruitment by following a process Personalization of even “canned emails” makes it a bit better How you recruit - or IF you recruit - is not a reflection on how “good” you are
  38. 38. 39 A Few Thoughts About Recruitment…. Technology - depending on the level of complexity - is crucial Even without technology some process can be put in place Process and accountability is what is lacking in most recruitment shops
  39. 39. 40 Most Embarrassing…. The empty envelope Wrong name The goofed up phone message Those who never followed up The unexpected answered phone call Duplicate emails
  40. 40. 41 Most Embarrassing…. Typos Un-kept promises The 30+ day wait time The sense from our secret shopper many institutions just weren‟t that interested in her
  41. 41. 42 Greatest Successes…. Emails from people (included names) Offers to connect students to financial aid, academic deans, and career services (For- Profit) Free webinars on navigating financial aid
  42. 42. 43 Greatest Successes…. Open house invites on finding your next job, resume writing, and finances Personal hand-written notes tucked in with a mailed packet Consistent process
  43. 43. 44 Current Process…. How is a lead handled? Does it differ depending on the type of lead? Is there a clear process and expectation (that is written down) that all those following up on leads uses?
  44. 44. 45 Nothing Happens by Accident…. Process Process Process
  45. 45. 46 Recommended Process…. Build the relationship Understand the motivation Determine barriers Evaluate their level of seriousness
  46. 46. 47 Recommended Process…. Present a customized picture of your product Create urgency Remove barriers – educate Close the deal Continue to recruit your current clients
  47. 47. 48 Recommended Process…. Build the relationship Leverage key questions that allow you to connect with the individual People love to talk about themselves – let them Identify and ask key questions
  48. 48. 49 Recommended Process…. Understand the motivation New job Success at work Want my kids to be proud Identify and ask key questions
  49. 49. 50 Recommended Process…. Determine barriers Money Time Lack of support Identify and ask key questions
  50. 50. 51 Recommended Process…. Evaluate their level of seriously Have they considered this before Does anyone know they are talking with you Is there outside support (or motivation) for your conversation with them Identify and ask key questions
  51. 51. 52 Recommended Process…. Present a customized picture of your product Limit your information to what they have told you they need to know Leverage examples of others like them you have helped Use information from key questions
  52. 52. 53 Recommended Process…. Create urgency Leverage motivations Pull heart strings Use information from key questions
  53. 53. 54 Recommended Process…. Remove barriers – educate Road blocks are often larger to the person who isn‟t sure what they really look like Anticipate the obstacles that most of your prospective clients face Use information from key questions
  54. 54. 55 Recommended Process…. Close the deal When a client is ready to buy there is no waiting Continue to sell the choice they have made Beware of buyers remorse Be prepared to help them overcome the resistance they will now face Ask and leverage information from key questions
  55. 55. 56 Recommended Process…. Continue to recruit your current clients There is no loyalty People are savvy consumers and will not tolerate poor treatment Leverage what you know about your clients to re- engage them and get them to re-invest over and over with you Use information from key questions
  56. 56. 57 Redefine Your Process…. “The way I‟ve always done it” Moving from good to better… Letting go of what is comfortable
  57. 57. 58 Redefine Your Process…. Challenging yourself to do what feels foreign Pushing the envelope of your own success Listening more – talking less The importance of process
  58. 58. 59 Suggested Recruitment Approach…. Adult inquires – Day 1 Personal connection (email, phone, personal note) within 24 hours Follow-up contact (call) – Day 6 Follow-up contact (email) – Day 10 Follow-up contact (call) – Day 16 Follow-up contact (email or call) – Day 21
  59. 59. 60 Suggested Recruitment Approach…. Follow-up contact (email) – Day 30 Follow-up contact (call) – Day 45 Follow-up contact (email) – Day 60 Follow-up contact (email) – Day 90 Follow-up contact (maintenance) – holiday/newsletter/special announcements
  60. 60. 61 Telephone Follow-Up to Prospects Pre-call Planning Interest – Creating Opening Statements Effective Questioning Sales Recommendations
  61. 61. 62 Telephone Follow-Up to Prospects Getting Commitment (Closing) Addressing Resistance (Objections) Wrapping Up and Setting the Next Action Attitude and Self-Motivation
  62. 62. 63 Following Up on Leads with Email Email open & click through rates are a good place to start evaluating your engagement process. The 'welcome to our organization' will be the most important email you will send. Open rate is twice the regular open rates. Make sure your include an irresistible offer. When inviting people to contact you, put a person name and email address
  63. 63. 64 Following Up on Leads With Email Let the 'subject' line be the key benefit of your offer Put the name of your organization along with your name in the 'from line.‟ You could also include your signature at the bottom of the email. Two signatures out perform one signature. Personalize the email by putting in the recipient's first name. Personalize by mentioning something you know about the reader. Essentially, market with a memory.
  64. 64. 65 Following Up on Leads With Email Put several links to your website above the fold. Many recipients preview your email without actually opening it, so give recipients a chance to click- through at the top. Statistics say as many as 75 - 85% use only their reading pane.
  65. 65. 66 Following Up on Leads With Email Use a number of eye-catching devices in your body copy. For example, use bullets, bold type, along with highlighting. Keep sentences to around 14 words. Make sure you don‟t 'we we' on your customers. Instead use lots of 'you' copy.
  66. 66. 67 Following Up on Leads With Email Use appropriate images to build credibility and interest Have a photograph of the faculty member and let the email come from them Use a banner at the top that picks up the theme on your website Make sure you have multiple 'calls for action‟
  67. 67. 68 Following Up on Leads With Email Include your unsubscribe link; and when people click the link, ask them to complete a short survey on why they are leaving your database Your goal is to get ideas for reducing „opt outs‟ Optimize your emails for mobile viewing
  68. 68. 69 Following Up on Leads With Email Keep in mind that after the third email to the same person, design loses its appeal. Therefore, your email should be more text or copy intensive for repetitive mailings to the same target audience As a rule, you should avoid Mondays and the first day after holidays for your email marketing Keep your emails to around four paragraphs maximum
  69. 69. 70 Following Up on Leads With Email Delete hard bounces right away and soft bounces that repeatedly say 'mailbox is full'...a sign of an abandoned email address. Do not delete temporary bounces Segment future emails based on who has been opening your emails during the last six months, or year, and those who have never opened your emails
  70. 70. 71 Following Up on Leads With Email Use a special emails to wake up dormant leads, customers or addresses Provide a 'we missed you offer' or 'an online survey' with a completion incentive such as a lottery drawing for a $500 Amazon gift certificate.
  71. 71. Copyright 2009-2013
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