IPULLRANK.COM @ IPULLRANK Ball Dropped
on a Great Lead This is when you got a great lead, qualified it and then didn’t follow through on the nurturing. DONENOT DONE FULFILL CAPTURE QUALIFY NURTURE CLOSE
IPULLRANK.COM @ IPULLRANK The World’s
Fastest Data-Driven Segmentation Let’s make your persona process super quick. Segment your data as you see fitRun it through social media toolsExport your mailing list
IPULLRANK.COM @ IPULLRANK Build Your
Personas You now have more than enough data to build out user stories, needs and identify key characteristics. You can also determine how to measure them in GA with Advanced Segments.
IT COMES DOWN TO THE
HOOK Whether or not you build personas, the effectiveness of any lead generation campaign comes down to your “hook.” Personas help you tailor that hook and measure segmented performance.
IPULLRANK.COM @ IPULLRANK $0.00 $100.00
$200.00 $300.00 $400.00 Fairly Easy Difficult Easy Standard Fairly Difficult Very Confusing Reading Difficulty vs. Page Value This pivot chart will help you identify where opportunities to improve the clarity of your copy lie.
IPULLRANK.COM @ IPULLRANK Edit your
Copy Based on Readability Scoring in Word Update your copy so that it fits the reading level of your target personas. Word can help you with the process as you write in the Spelling and Grammar. Enable Options > Proofing > “Show readability statistics”
IPULLRANK.COM @ IPULLRANK Feedback Loop
The CallRail API lends itself easily to create a dashboard for your call center or salespeople to determine call quality. This way you can get a complete picture of whether or not your leads are good.
IPULLRANK.COM @ IPULLRANK Lead Scoring
Model 80-100 – Highly Engaged; < 40 – Very Low Engagement; 40-80 – Medium Engagement; There needs to be a feedback loop between sales and marketing to determine the accuracy of this model.
NATURAL DEMAND VS. ARTIFICIAL DEMAND
I wanted to determine what works better, a campaign where we just throw up a landing page and capture existing demand or where we do in-depth research and create lots of assets.
IPULLRANK.COM @ IPULLRANK Analysis We
performed detailed statistical analysis based on the Searchmetrics Winners and Losers and re- ranked the INC500 based on the model we’d developed. There’s also a whitepaper.
IPULLRANK.COM @ IPULLRANK Emails to
Follow We make sure to nurture those people that have downloaded the ebook further by letting them know about the rest of our campaign and to find out where they’d rank among the Inc. 500.
IPULLRANK.COM @ IPULLRANK Get Lots
of MQLs Got an e-book? Post a tangential content piece on a high traffic site in your industry. Always give them the option to join the mailing list or Pay with a Tweet http://www.paywithatweet.com
IPULLRANK.COM @ IPULLRANK - 20
40 60 80 100 120 140 160 180 200 Jan Feb Mar April May Jun Jul Aug Sep Oct Nov Dec Jan 2014 Conversions by Month Phone Call Contact Us Submission Trademark App Submission More Conversions Despite Panda Things had been going great until that client got hit by Panda, but then we launched pop-ups up beat our previous best month with far less traffic.
IPULLRANK.COM @ IPULLRANK Before and
After On ipullrank.com we’ve seen an average of 27.33% improvement of page load for new users. Up to 60% improvement for inferior browsers like Internet Explorer
IPULLRANK.COM @ IPULLRANK Use on
Series Pages It’s difficult to predict which page a user is going to navigate to next, but using rel-prerender on pages in a series is effective.
IPULLRANK.COM @ IPULLRANK Programmatic Placement
You can also make a decision dynamically to inject rel-prerender into the page. For example, if a user hovers over a link for a certain amount of time. var prerender = document.createElement ("link"); prerender.setAttribute("rel", "prerender"); prerender.setAttribute("href",getNextUrl(window.location)); document.getElementsByTagName("head").appendChild(prerender);
IPULLRANK.COM @ IPULLRANK 0% 25%
50% 75% 100% Opera Mini Safari (in-app) Android Browser Safari Internet Explorer Firefox Chrome %Unique Browser Fingerprint + IP Address Track the browser fingerprint with the IP address in a database. If the user has purchased already, don’t cookie them
RETARGET ONLY THOSE HAVEN’T BOUGHT
Setup a Database with that keeps track of the browser fingerprint, IP address and the campaign name. Check against that before placing retargeting cookies.