10. Conversion Formula
C = 4m + 3v+2(i-f)-2a
c = probability of conversion (email
capture)
M = motivation of user (when)
V = clarity of value proposition (why)
i = incentive to take action
f = friction elements of process
a = anxiety about entering email
11. Follow Up
Geek Speak: Retention, Engagement
Credit: splorp
I don’t do any marketing unless I can measure it. No print ads (Call Conversion), or billboards (Mobile Txt Ads / Opt-in), Signs (Traffic Counters)
Metrics not Analytics (What MATTERS!)
James Connor - The Perfection of Marketing
Cost of Marketing / Acquiring a Customer / USER
EBITDAM =- Earnings Before Interest, Tax, Depreciation, Amortization and Marketing
Profitable Customer
1) average annual revenue per customer; 2) average gross profit margin before marketing expense (EBITDAM) 3) cost of capital; and 4) average number of years a customer is held.
Funnel - Everything is a funnel
- HR, Sales & Marketing
- Conversions
- Map OUT your Funnels! Per Campaign, or Per Channel
Testimonials.
Credibility indicators
Site ratings.
Guarantee.
Language and tone.
Site ratings.
Eye path.
- Five elements control the eye path: size, color, motion, shape, and position.
99% of companies fail to follow up
Auto Response
Automated Call / Pre-Recorded
80% increase within first 24hrs
Share what you love.
Add value
Talk about the proble, not your product.
How many people get
Engagement
Retention - Email
Social Media
100% Social Media
Email Marketing / Follow Up
Social Objects
16 / 36 / 47 (110% growth)
Social Object - Emotional Interaction
Reach
The Future of Word of Mouth is Word of Click
Facebook FBML Page (Landing Page)
YouTube Annotations
SlideShare.net Lead Gen
Social Shares in Emails