Does size really matter in digital marketing
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You don't need to be a large company or have a big budget to make an impact. You just need to optimise your sales & marketing funnel
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Does size really matter in digital marketing
- 1. Does Size Really Matter? You don’t need to be a large insurer or have a big budget to make an impact?
- 2. Coman Fullard Senior Digital Strategist Continuum www.wearecontinuum.com @WeAreContinuum @ComanFullard
- 3. David & Goliath Giovanni Battista Scultori, 1540 Los Angeles County Museum of Art
- 4. Most bank for your buck … Highly Targeted Agile Ruthless
- 5. What drives conversion? C = 4m + 3v + 2(i-f) – 2a Probability of Conversion Match between offer and visitor motivation Clarity of value proposition Incentive to take action Friction in the sales process Anxiety caused by the proce http://www.marketingexperiments.com/methodology-marketingexperiments.html
- 8. Four steps to success 1. Articulate your strategy 2. Understand analytics and set goals 3. Find your quick wins 4. Optimize your funnel step-by-step
- 9. Articulate your strategy What is your commercial goal? To whom are you selling? Value proposition? Your message? What channels? Cost of Acquisition?
- 10. Multiple models of the customer? 1? 5?12?More?
- 11. A simple model Customer goals, pains & gains Customer Goals Pains Gains
- 12. Value Proposition 1. Target entities? 2. Time horizon? 3. What do we want target entities to do? 4. Compelling alternative(s)? 5. What experiences will they derive vs. their alternative? • Resulting experiences must be specific, actionable, comparative • Many winning VP’s are trade-offs: some experiences are inferior What you want the customer to want What customer wants
- 13. A simple model Offering Products & Services Pain Relievers Gain Creators
- 14. Google Analytics • Get training • Set up “GOALS” & Funnels • Identify demographics • Learn what people are doing • Averages lie • Go deeper with Event tracking
- 15. Quick Technical wins • Check multiple browsers/OS • Site load times • Check for SEO best practice • Interview your customers • Study competitors
- 16. Seek expert advice • Define expectations & needs FIRST • Experts should challenge • Focus on growth, conversion rates & ROI • Relevant experience over creativity • Understand their deliverables • Clarify their Pricing Model • Integrate them into the team
- 17. Funnel Hacking • Conversion rates along your funnel • KPI’s • Pick a start & quantify growth and ROI • Be ruthless • Seek expert advice
- 18. Keyword Research • From Personas, Value Prop & messaging • Consider your competitive space • Google AdWords • What Questions do people ask?
- 19. Content Marketing • A long-tail effect • Potentially evergreen • Services SEO • Links build site authority
- 20. Content Actions • Content Plan • Aligned to personas & marketing objectives • Cross channel • Assign owners • Deadlines • Promote your content • Review performance & reuse Customer Goals Pains Gains
- 21. Content is a chance to: Segment & qualify
- 22. Quality Content • Achieves marketing objectives • Impacts SEO • Has high social engagement • Is hard work
- 23. Content Advice • Professional copy writers • Keyword research • Don’t bury the lead • Headers for clarity • Visuals • Easy to share • Ask for subscribers • Audio & video
- 24. Search Engine Optimisation - SEO
- 25. Social Media • Engage your market • Hazards • Need Rules of engagement & ownership • Focus your channel activity
- 26. Paid Acquisition • Good for end-of-decision acquisition • Use lookalikes (facebook) etc. • Set budget & ROI • Manage it closely
- 27. Remarketing • Low cost per click & acquisition • Tends to drive direct traffic • Cap the frequency
- 28. Landing Pages • Send your advertising clicks here • Clear call-to-action • Use dedicated phone numbers • Conversion Centred Design
- 29. Conversion Centred Design 1. Attention ratio 2. Context & message matching 3. Clarity 4. Congruence 5. Credibility 6. Closing 7. Continuance Reference: Unbounce
- 30. Email Marketing • Grow your list through every touchpoint • Segment & personalise • Use tools eg. Mailchimp • Automate unsubscriptions • Design emails for conversion • Remember Mobile users • You can’t trick people to read your email
- 31. Personalisation 1. MLT Creative 2. Ibid 3. Hubspot 4. Ibid 5. Ibid 6. ITSMA Email-5 x open rate1 2 x click-through rate2 18 x more revenue than “broadcast” emails3 Ads - Behaviourally targeted ads are 2 x as effective4 Web -2 x to 5 x times as effective5 Buyers 48% more likely to consider solutions with personalized marketing6
- 32. Upsell & Cross-sell Bypass your cost-to acquire Hyper-targeted Leverage all the channels
- 33. Referrals – the MOST potent form of social proof Obvious place to start given the nature of your business Build Customer Enthusiasm
- 34. Automated Marketing A Force Multiplier
Editor's Notes
- Our lack of attention is influencing how we interact with technology. This is why clarity is the most important part of the conversion equation.
- Get training Set up “GOALS” Identify demographics Learn what people are doing Averages lie Check segments, distributions, comparisons Go deeper with Event tracking Google Tag Manager
- Check site with multiple browsers/OS Identify site load times in Analytics OK< 3 seconds Check for SEO best practice (Screaming Frog) Interview your customers Study your competitors
- What are the conversion rates along your funnel Identify KPI’s Pick the start & quantify growth and ROI Be ruthless Seek expert advice
- From Personas, Value Prop & messaging Consider your competitive space Google AdWords What Questions do people ask? Look at Webmaster Tools for how & why search terms
- A long-tail effect Potentially evergreen Services SEO
- Content Plan Aligned to personas & marketing objectives Cross channel Assign owners Deadlines Promote your content Review performance & reuse
- Segment & qualify convey value & values help your customer capture details nurture interest
- Engage your customers Identify your customers Engage look alike audiences Paid acquisition Hazards Rules of engagement Clear ownership
- PPC & Display Scalable Good for end-of-funnel acquisition Use lookalikes (facebook) & Similar Audience (AdWords)
- Driven by cookies Low cost per click & acquisition People don’t necessarily click the ad Tends to drive direct traffic Offer closing discounts Cap the frequency
- 1 - Attention Ratio Attention Ratio is the ratio of the number of things you can do on a given page to the number of things you should do. Get landing pages to 1:1 2 - Context Give prospects all the information they need in order to convert… Message Match is all about having a headline that closely matches the headline or call to action of the upstream ad/email. 3 - Clarity If we make our visitors work to figure out what our offer is or why our business is unique, they will click away Consider: Campaign Value Proposition vs Ultimate Value Proposition Information Hierarchy Clear vs Clever 4 – Congruence Aligning every element on your page with your singular campaign goal. 5 - Credibility Create/source/request content for as many types of social proof as are relevant to describing the trustworthiness of your business. the success of your social proof lies in your ability to demonstrate the transformative effect of your product or service on the lives of your users. 6 - Closing Ask them to do the thing you want them to do … CTA! Test your language. 7 - Continuance After the conversion has taken place, your work’s not done. Ask for something…. Like a social share
- You can’t trick people to read your email – Your subject line needs to be an extension of your email – not a decoy Email marketing has the highest ROI for marketers than any other marketing channel Email marketing is 40x more effective than social media marketing The average value of an email purchase is 17% higher than social alone.