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6 Steps to boost your prospect funnel and sales conversion rate with truly integrated, creative marketing campaigns


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How to come up with a "big idea" for a PR campaign, ensure you have the right content kit to drive traffic to your website and landing page that drives conversions

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6 Steps to boost your prospect funnel and sales conversion rate with truly integrated, creative marketing campaigns

  1. 1. 6 Steps to boost your prospect funnel and sales conversion rate …with truly integrated B2B marketing campaigns November 2013 @HelenMcI
  2. 2. Agenda 1. 2. 3. 4. 5. 6. How can you ensure marketing and sales are aligned to meet your business objectives in competitive B2B marketplace? What are the key ingredients for success for an integrated marketing campaign? Inspiration What can you do to increase website landing page customer conversions? How can you showcase your key solutions on your homepage? Credibility What should you think about when choosing a CMS? How to measuring sales funnel and conversion success Timing 2
  3. 3. It’s a competitive marketplace…  It’s a more challenging and competitive marketplace than ever before:   The rate at which large companies lose industry leadership has doubled over the last four decades (Source: Deloitte) Companies need to show thought leadership, innovation and a differentiated value proposition via their website, events & webinars, research, media coverage and sales outreach to achieve growth 66% of the buying process is complete before sales reps are engaged (Source: Sirius Decisions)  The average B2B IT buyer needs to consume five pieces of content before they are ready to speak to sales (Source: IDG Enterprise Customer  Engagement Research, 2012) 3
  4. 4. What marcoms needs from sales… To work together collaboratively and interactively:  Strategically engaging with customers to better understand issues and needs  Updates on customer prospects, wins, losses and the drivers What sales needs from marcoms… Enablement of strategic contextual selling:  More focus on emerging industry trends, customer pain points, plus a clearly differentiated value proposition and less focus on the company’s brand  Integrated campaigns that generate and nurture leads and opportunities  An engaging homepage that showcases key areas of focus for the business that month/quarter  Online PR campaigns combined with landing pages and follow-up content (white papers, webinars, eBooks) that provide real insight and value to the customer  Actionable intelligence that enables sales to act on moments of opportunity  Real-time delivery of breaking news, market and customer insights 4
  5. 5. Delivering sales-ready leads 5
  6. 6. The “big idea” approach to integrated marketing uPOV Unique perspective on a key consumer or industry issue Credibility Data points, customer examples + innovative & differentiated solution A relevant landing page on your website featuring additional content Timing A “news trigger” (research report + press release tied to relevant government/industry news or a company event) High impact comms 6
  7. 7. Online PR content kit         Keyword phrases SEO optimised press release* SEO optimised image(s)* Research report Infographic Video blog Blog posts Tweets about: Relevant landing page The press release  Coverage  Comments on other relevant news   News jacking:  Injecting your news into an emerging story *See my separate SEO secrets: six easy steps to building inbound marketing momentum presentation 7
  8. 8. Create a great landing page  Focus the whole page on a single message, with a single Call to Action (CTA) above the fold with a button that stands out (e.g. orange, green or blue work well)   Answer the next, immediate unanswered question in the visitor’s mind  Include a testimonial (or several in a scrolling carousel)  Use images or videos to describe your product or service   Include the benefit of the offer to the use in the headline Use the second person (“you” and “your” rather than “we” and “us”). Use action language that focuses on benefits Reduce navigation options. Use modal dialogs for additional info (e.g. T&Cs, privacy policy, product details) rather than diverting people to your website 8
  9. 9. Landing page SEO Meta description: Learn the 3 secrets to Mary’s awardwinning chocolate donuts, get times & locations for availability, and learn how to make donuts at home URL: Search crawlers can determine the site’s canoncial version (main domain) Like/Tweet/+1 sharing buttons 3 key benefits or attributes Clear layout, simple design & solid visuals The page includes an authorship, enticing meta description and schema mark-up for recipes Primary and secondary keyword phrases in headline, title + content Responsive design: looks good on any device, screen size or browser
  10. 10. Lead generation forms  Balance the amount of information requested with the perceived value of the item being given in return (report, eBook etc.)  Break up the content into multiple steps - when visitors to make small commitments, they’re more likely to complete the transaction  E.g. ask for an email address in step one and an email addresses in step 2 (instead of on the landing page)  Use progressive profiling to collect prospect information over time 10
  11. 11. Test variants  Marketers who see conversion rates >5% 33% = those who test  12% = those that don’t test   Test: Headlines  Call-To-Action  Form layout  Body layout   You need >10 conversion actions per day for even a basic A/B split test. Below that, too many variables will influence results Average across obvious sampling biases (day-of-week, time-of-day)  Schedule around any known seasonal trends or important industry events or other, unrelated company/product announcements  Don't change your marketing mix during data collection  11
  12. 12. Homepages matter for campaigns too FORTUNE Websites  Showcasing you campaigns on your homepage is vitally important to capture leads from direct traffic:     63% of companies have content (and not just navigation) above the fold 50% feature a scrolling content window (i.e. a “featured stories carousel” showcasing current campaigns) 70% use Favicon (i.e. short-cut) icons Average loading time is 6.5 secs and average size is 766kb Source: 12
  13. 13. Homepage page best practices 1. 2. 3. 4. 5. Page width: Average website width is 877 pixels Logo: 93% of Fortune 500 companies had their logos in the top left-hand corner Tagline: 27% of logos include a tagline or slogan Background: 80% use a light background and colour scheme 87% have a search field 6. 47% include a call-to-action button users see in <3 seconds 7. 60% of companies feature their latest news and blog posts on their homepage 8. Contact info should be clearly displayed 9. More than 80% don’t have a newsletter sign-up feature on their homepage 10. Only 11% of companies have social media links above the fold and 89% below Source: 13
  14. 14. Content Management System  A good CMS: Makes creating campaign landing pages and updating the “featured stories” carousel on your homepage easy  Provides a WYSIWYG (What You See Is What You Get) interface for non-technical editors/contributors  Provides layout modules to create different pages (Too often users get lost on a site because all of the pages look the same)  Supports refactoring or redesign for mobile sites  14
  15. 15. Measurement  Measure what matters  Prospect pipeline + flow through the sales funnel, volume/calibre of leads & impact on selling cycles and close rates  Attribution analysis  Online press coverage and social media often play an assistive selling role (i.e. they may not directly translate into the immediate sale, but they are the vital first step to raise awareness about a product in a multi-step conversion process)  Quality of traffic rather than quantity matters  A single piece of online press coverage from 3 years ago can still deliver visitors (albeit in small numbers)  It’s important to know if those visitors return for via a second or third visit via other channels (e.g. PPC, social media, etc) and buy something 15
  16. 16. Google analytics dashboard 1. Measure how many people visited your website  The number unique visitors and visits (the number of sessions they create) 2. Where do they come from (News sites? Twitter? Blogs? PPC? Search?) Look at the:  Traffic Sources > Sources > Referrals report to see all sources  Traffic Sources > Sources > Social > Network Referrals report to see the social campaign impact  Traffic Sources > Sources > Search > Organic to see keywords that people have used on the search engines  Google blocks results for web users logged into Gmail, G+ and other services and the source appears as “not provided”. Segment this data and look for increasing traffic and conversions to the pages you are optimising. Even though you don’t know the keywords, if organic traffic is increasing to these landing pages, chances are your online PR/SEO efforts are working 16
  17. 17. Google analytics dashboard 2. Measure where people come from  Segment the data according to individual referring sites. Filter results using the Dimension/Metric tool  If the majority of your web referral traffic is coming from a certain online industry mag, focus on securing more interviews, mentions & backlinks in that title  Use Google Analytics Campaign Tracking and Link Tagging if you need more detail on traffic sources 17
  18. 18. Google analytics dashboard 3. Measure engagement  Use the Audience > Behaviour > Frequency & Recency report to measure the frequency of visits, the recency (amount of time between visits)  Audience > Behaviour > Engagement. Page Depth is a useful as a metric to see how deep into the site do people go  Keep track of the bounce rate (how many people land on your site and immediately leave after viewing just the landing page)  Content > Site Content > All Page report to view which pages on the site get the most traffic and people are interested in 18
  19. 19. Google analytics dashboard 4. Measure outcomes   Conversions > Multi-Channel Funnels > Assisted Conversions (or Top Conversion Paths)   Find out which channel assisted in a conversion (e.g. social media, email or a news site referral Audience > Visitors Flow   Did you get more webinar/ newsletter sign-ups, white paper downloads, leads + sales? Track where visitors are first coming to your site and what interactions they have with it along the way to eventually buying a product/signing up for a webinar/newsletter etc. Conversions > Goal Flow  Track a specific campaign goal like newsletter or event signups 19
  20. 20. Google analytics dashboard  Use Custom Reports or Custom Dashboards to aggregate all of the information that is useful  Create an automated email to receive the dashboard every day
  21. 21. Other proxy measures  What about offline/print/broadcast media?   Track if there was an increase in unique visitors to the site or an influx of traffic that day or the day after Track links  Use Google’s URL Builder to create vanity URLs to track visits from news releases, handouts, events, QR codes etc. Assess what’s working well & do more of it 21
  22. 22. Summary 22
  23. 23. Stay in touch Find more useful tips at: Connect with me at: @HelenMcI Thanks for your time… 23
  24. 24. Useful resources    Web design  Bowen Crags/FT Website Effectiveness Index SEO  MOZ  Hubspot Google Analytics  Attend the free Google Analytics Academy  Read relevant blogs:  Justin Cutroni  Andrew Bruce Smith (provides training for the CIPR on Google Analytics for PR)  AvinashKaushik 24
  25. 25. 6 Steps to boost your prospect funnel and sales conversion rate …with truly integrated B2B marketing campaigns November 2013 @HelenMcI