Developing a Compelling Persuasion Architecture
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Developing a Compelling Persuasion Architecture

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The following presentation highlights some of the key post-click marketing best practices that should be used with visitors coming to your web site via an organic search

The following presentation highlights some of the key post-click marketing best practices that should be used with visitors coming to your web site via an organic search

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Developing a Compelling Persuasion Architecture Developing a Compelling Persuasion Architecture Presentation Transcript

  • Developing a Compelling Persuasion Architecture
  • The following presentation highlights some of the key post-click marketing best practices that should be used with visitors coming to your web site via an organic search
  • Tell visitors what the site owner wants them to hear: About Us, Our Products, Our Team, Our News , etc. A better approach…. Think about it from the visitors perspective and ask: “ Who might come and what will they be looking for exactly?” This is the starting point for developing a compelling Persuasion Architecture Most Web Sites….
    • Two key goals need to be addressed:
    • 1. Meet information needs of different stakeholders
      • - User/their manager, recommender, economic buyer, decision maker etc.
      • - All are looking for different information at different times in the purchasing cycle . It must be quickly and easily accessed
    • Provide visitors multiple opportunities to self-identify so that they don’t remain anonymous to you
    • Let’s take a look….
    Persuasion Architecture
  • Following a Google search an organic result is displayed and a user clicks on it
  • The user is brought to the relevant web page Search Term The search term used by the visitor is reinforced in the page headline, reassuring the visitor that they are ‘in the right place’ Page Content The page content contains clear, easy to read information, with lots of links that allow the visitor to easily navigate to the content that interests them most. Multiple links also avoid ‘dead-end’ pages. Next Steps There is a clear “Next Steps” section that provides the visitor with access to all sorts of value added content/options. Whitepaper Offers Whitepaper offers are included with the product content. Where appropriate these offers are supported by short abstracts that sell the value and entice the user to click through and request a copy. The user decides to request the whitepaper……
  • The visitor is taken to a registration page for the whitepaper selected Here there is a good sized abstract that further ‘sells’ the whitepaper they the visitor has selected. This makes the content more attractive, ensuring they complete the registration process. Ideally, only the first couple of fields in the registration form should be mandatory. This minimizes friction in the registration process and maximizes conversions
  • 30-40% of visitors that complete the landing page typically go on to complete the second stage form, allowing you to get more complete contact information without having to demand it all on the initial landing page Once the visitor has clicked “Download Now” a thank you page should be served up. All fields should be validated to ensure they are completed and the correct information is entered (e.g. a phone number is entered into the phone field) Contact information that the visitor already entered on the landing page should be automatically pre-populated in this form to avoid the need for any re-keying The form should include a qualifying question, which helps identify where the visitor is in their purchasing cycle Ideally, this page should contain a second stage form that offers the visitor access to more value added content in exchange for additional contact information Google conversion code is stored behind the thank you page, allowing you to track your conversions in Google Analytics Get Access Now
  • The visitor will definitely open this email to get access to the content that they requested So this email represents an ideal opportunity to do some additional selling, by offering the visitor access to lots of other links where they can find out more about the product offering If the visitor completed the second stage form a confirmation email is sent out to them, providing access to the whitepaper library It is important to use a confirmation email, to ensure that the email address entered on the landing page is valid
  • If the visitor just completed the landing page, a confirmation email should be sent out with the requested whitepaper attached It is important to use a confirmation email, to ensure that the email address entered on the landing page is valid The confirmation email again offers the visitor the option to access more value added collateral. Just because they didn’t choose to complete the second stage form previously doesn’t mean that they won’t do so now The visitor will definitely open this email to get access to the content that they requested So this email represents an ideal opportunity to do some additional selling, by offering the visitor access to lots of other links where they can find out more about the product offering
  • Visitors that registered on the landing page with just a first name and email can be added to a new lead nurturing program, designed to elicit more contact information It again offers access the complete whitepaper library and provides the reader with access to lots of other links to find out more about the product offering This email offer the user the opportunity to download a second whitepaper and includes a short abstract of the white paper to maximize interest
  • Provide Lots of Opportunities to Register It’s important to develop a persuasion architecture across your web site that provides visitors with easy access to value added content/options from whatever page they are on. This maximizes your chances of harvesting site visitor’s details that can then be passed on to sales or entered into a lead nurturing program
  • The ‘ad’ wording is carefully crafted using Meta Title and Meta Description content inserted into an optimized web page. This makes the text meaningful, clear and easy to read, so the user clicks on it A search is keyed into Google for “ Telecom Inventory Software” 1 2 3 5 Post-Click Marketing Organic Search Workflow - Recap Google serves up the results and Commsolv is ranked in position one and two organically 7 4 Download request The visitor decides to download a whitepaper Download Registration Page This includes a detailed abstract to “sell” the content. Only the two fields in the form Are mandatory. This minimizes friction in the registration process and maximizes conversions Thank you page Confirms the requested document has been emailed and offers access to more value added content in exchange for additional contact information 6 The user clicks on the ‘ad’ and comes direct to a web page with their search term right in the headline 8 Lead nurturing Visitors that that don’t complete the form on the thank you page are added to a new lead nurturing program, designed to elicit more contact information through additional offers for value added content. When appropriate these prospects will be handed off to sales
  • If you need help implementing proven internet marketing strategies to develop actionable inbound sales leads, don’t hesitate to contact us: Sean O’Donovan [email_address] 416 836 4545