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oGIP Tier 1 - Converting the right people

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oGIP Tier 1 - Converting the right people

  1. 1. oGIP Tier 1 – Converting the right people
  2. 2.  oGIP & Mkt Synergy  Building your attraction strategy  Executing You have seen how to attract a lot... But how to guarantee they will be our customers?
  3. 3.  Understand the current state of conversion; the gaps and the strengths  Figure out what can happen in the short term  Get responsibles in your LCs to do it now!
  4. 4. Track your process Customer that access and sign up in the system Customer OGX Members contact the costumer and talk with him Customer applying often for opportunities # Contacted Customer get matched # Active Lead # Lead # Matched
  5. 5. Customer 100 Contacted 10 Active Lead 100 Leads 9 Matched An Example… 100% 10% 90% Conversion Rate on processes
  6. 6. Customer 100 Contacted 10 Active Lead 100 Leads 9 Matched An Example… 100% 10% 90% Conversion Rate on processes When you can just convert 10 of 100 Leads contacted it means something is not going well. You found your gap! Possible bottlenecks: • You are not attracting people that want to travel right now • OGX Members are not prepared to contact Leads Possible solutions: • Review the way you are attracking! • Review the way you are training your members
  7. 7. High conversion? You need to attract more of these people!
  8. 8. Low conversion? Target the right people! Communicate your message in a better way!
  9. 9. Conversion goes beyond online systems, Its about engaging your potential customers & giving the right incentives to go down the customer flow.
  10. 10. Check the information flow on your online channels
  11. 11. Head hunting right profiles Replying via email or phone in 24h Automated Emails after sign up Clear information flow locally and nationally Showcasing experiences Send specific product with partners, timeline, DDL Newsletter to customer segments
  12. 12. Replying via email or phone in 24h Make sure your LCVPs are contacting applicants fast and in the right way Example how to track it: • Once per month, create a fake applicant and wait for the contact from your LCs • Analyze the e-mail/call you have and give feedbacks • Reward and Recognize LCs that have fast responding and good approach by email or phone
  13. 13. Create automated emails confirming the registration, use this opportunity to send an customize an very attractive e- mail, with clear information what to do next You can also add: • Phone number to fast contact • An opportunity available • Small showcase content Automated Emails after sign up
  14. 14. Contact the Lead and show specific opportunities, so he can understand the product better and feel motivated to apply Send specific product with partners, timeline, DDL
  15. 15. Promote on Facebook, print or show to EPs during a meeting: • Posters with short testimonials • Returnees Blogs and Videos about their GIP • Cultural Shock platform • Bring the person to talk in an info session Showcasing experiences Showcase a lot to create good influence in the Lead decision. Collect from your LCs or ask an NST to help you to collect it!
  16. 16. Head hunting right profiles Head Hunting the specific profile you need, this way you can contact them directly and the conversion should be faster How to do it? Create an internal movement: • Organize a small internal campaign to members give contacts of friends that could be an EP • Recognize members that are giving contacts and push more contacts • Contact the profiles and offer opportunities • Convert!
  17. 17. Clear information flow locally and nationally Make sure every touch point you have with your customer they know what to do next! How to do it? • Call to action expressions “Apply
  18. 18. Head hunting right profiles Replying via email or phone in 24h Send specific product with partners, timeline, DDL Clear information flow locally and nationally Showcasing experiences Automated Emails after sign up Newsletter to customer segments
  19. 19. Use Content Strategy to make your marketing & conversion a success
  20. 20. Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. “ ”
  21. 21. Content Creation Workflow Example: Awareness [ ATTRACT ] Consideration [ CONVERT ] Decision Making [ CLOSE ] Graphics CTA: 5 Things Every Aspiring Teacher Should Know” Social Media CTA: “3 Destinations That Will Change Your Life” Lead Generated University Booth or Event — Physical Offline Promotion Day 1: Email: Send “Explore Destinations for Teaching Abroad.” Day 7: Email: Send “Our Internship Process in 5 steps.” Day 20: Email: Send “Success Stories of Going Abroad.” Lead Converted - EP RAISED Rolling Event: Exciting Information Session on Internship Follow up Day 40: Inspiring Email focused on connecting EP to vision Day 55: Provide Tips for Cultural Integration and Going Abroad Assuming 60 day gap between lead generated and matched
  22. 22. Content Marketing helps: People are clear on what the product is People are clear on if they are the right profile People are given just enough information so they are curious People understand the value of what you’re offering Improve your entire conversion process due to stronger and focused messaging
  23. 23. Right Profile. Right Product. Right Time. Awareness [Attract]: - What’s the Product? - How does this help me? - Why should I care? - Who is it for? Consideration [Convert] - What skills are required? - Where can I go? - How long can I go? - What’s the process? $$? Decision Making [Close]: - Communication and Follow Up - Reinforcement of value proposition - Showcase past experiences - Help them envision the journey Why? What? How? Objective: To set the right expectations throughout the process that lead to better conversion rates
  24. 24. Speaks to one target audience interested in teaching internship. Focuses on a specific profile. Take a look what AIESEC in Canada did: Speak to one target audience interested in teaching internship. Focuses on a specific profile.
  25. 25. cccc Email Example
  26. 26.  91% of consumers check their email daily  48% of emails are opened on mobile devices  Only 11% of emails are optimized for mobile  35% of email recipients open email based on the subject line alone
  27. 27.  Have a compelling subject line that connects value or curiosity  Subject line has 50 characters or less  “Teach Abroad this Summer!”  “Change Your Life This Summer by Teaching.”  Visualization of what you’re communicating  Personalization Ex: Opportunity Newsletter •Example of a JD •Put the mainly requirements •Focused in specific profiles •Gather mailing list with the university •Adapt for your local reality •Adapt in order to be used for different channels •Insert deadlines for applications •Showcasing
  28. 28. Segmented and more targeted perform significantly better than blasted emails. Your e-mail should generate curiosity and desire for interest in the program so they click the CTA Concise, powerful and “bite-sized”
  29. 29. Give education how to run attracting and conversion Make sure your LCs have a conversion responsible Track LCs during the process
  30. 30. oGIP Tier 1 – Converting the right people

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