DIGITAL MARKETING GROWN FOCUS ON TRAFFIC AND LEADS – GERTIE OUR JOB IS NOT DONE Digital marketing, I think we can all I agree, has grown almost too fast in the last 10 years. And in this time where organisations have been striving to catch up the focus has very very much been on attracting more traffic and converting those visitors into leads.
And this is great and as we've seen from Gertie's talk, there's still a lot more we can learn. But the conversion is not where our job as marketers is done.
THIS IS OUR PROBLEM SO…
In the next 8 minutes, I am going to EXPLORE ONE TACTIC THAT CAN MAKE THOSE LEADS READY FOR SALES
lead nurturing workflows.
So hopefully, in less than 10 minutes – you’ll know…
Depending on the answers you give to specific questions determines the action you should take – Do you have a donut Lead nurturing workflows work in very much the same way – using if/then that logic. Instead of depending on your answers, it analyses your behaviour on the website and automates the next step
BASIC FOLLOW UP EMAIL – START OF LEAD NURTURING PROCESS
A SERIES OF ACTIONS AND EMAILS THAT FURTHER QUALIFY AND NURTURE LEADS
WHO’S INBOX LOOKS SIMILAR TO THIS, RIGHT? FUTURE CONTENT ALL PART OF A WORKFLOW
To give you context so you know where this all sits….
ATTRACT VISITORS CONVERT INTO LEADS NOW WE TRY AND MAKE THESE MAKE THESE LEADS SALES READY FOR THAT YOU NEED SOFTWARE
All of these have SOME ELEMENTS of what I’m about to show you.
You may be using one of them or something similar BUT EVEN IF YOU AREN’T YOUR COMPETITORS ARE OR PROBABY WILL BE SOON
KEYWORD TARGETED CONTENT LONGTAIL QUESTION BASED BLOG POST
ACTION BASED CTA DIRECTING TO A LANDING PAGE
FORM COLLECTING KEY LEAD INFORMATION
RECAP - WHAT DO WE KNOW?
We have captured lead information early on in their research phases – They still perhaps don’t know they want a divorce yet! We have some personal details Crucially, we’re using the form to segment our audience by location because this law firm typically converts local leads
NOW WE CAN BEGIN OUR WORKFLOW
AUTOMATE LEAD QUALIFICATION BASED ON LOCATION FOCUS ON THE LEADS THAT MATTER SEND A SERIES OF EMAILS RELATING SPECIFICALLY TO THE QUESTIONS THIS LEAD MIGHT BE WORRYING ABOUT
STUFF LIKE PENSIONS
AND IF THE LEAD ENGAGES WITH THIS EMAIL
THEY GET SENT ANOTHER EACH EMAIL NUDGES THEM TO CONTACT A SOLICITOR IF THEY HAVE A SPECIFIC PROBLEM
THIS IS THE FOUNDATION OF A BASIC WORKFLOW BUT THEY CAN BE MORE COMPLICATED THAN THAT
HERE’S ONE WE MADE EARLIER
NLM CONTACT FORM TO QUALIFY A LEAD TO SEE IF THEY ARE WORTH CONTACTING
3 OUT OF 4 VISITORS WHO CONVERT ARE NOT READY FOR JON INBOUND LEADS ARE CAUGHT EARLY – THEY NEED MORE TIME AND MORE INFORMATION LEAD NURTURING CAN DO BOTH IN A PERSONALISED MANNER
AUTOMATION of STANDARDISES EMAIL communications REDUCES WASTED TIME OF SALES TEAM
They need SIMPLE INFO. Lead nurturing allows marketers to QUALIFY PROSPECTS for BUDGET, LOCATION, AUTHORITY TO BUY And can provide useful CONTEXT like the PROSPECT’S LINKEDIN PROFILE, COMPANY WEB PAGE, COMPANY TWITTER PAGE
OLD SCHOOL BUSINESS PROFESSOR – Big consultancies like PWC, KPMG, Ernst & Young follow this principal. WITH THESE KIND OF SOFTWARES – IT IS SIMPLE
In our example email 2 is less effective LESS OPENS than email 5
SUBJECT LINE CTA TOO LONG MOBILE ?
HOPEFULLY THAT GIVES YOU THE BASICs OF HOW YOU CAN USE LEAD NURTURING WORKFLOWS
BUT IF IT DOESN’T…
I’VE BEEN JAMES MULVANEY I’LL BE AT THE NOISY LITTLE STAND FOR ANY QUESTIONS CHEERS
Formula Won: A Crash Course In Nailing New Business
A Crash Course In Nailing New Business
Let’s Get Convert-sational
Call to Actions (CTAs)
& Landing Pages