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Formula Won: A Crash Course In Nailing New Business

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The slides from Noisy Little Monkey's talk at Digital Gaggle conference on 12th April 2018.

Published in: Marketing
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Formula Won: A Crash Course In Nailing New Business

  1. 1. Formula Won A Crash Course In Nailing New Business
  2. 2. Let’s Get Convert-sational Call to Actions (CTAs) & Landing Pages
  3. 3. @Gertie. photography @GertieGoddard
  4. 4. Step 1: DO THIS (CTAs) Step 2: WHY DO THIS? (Landing Pages) Step 3: THANKS FOR DOING THIS Step 4: WHAT NEXT?
  5. 5. KNOW YOUR VALUE PROPOSTION
  6. 6. TELL PEOPLE WHAT YOU WANT THEM TO DO 1
  7. 7. The LAWS of CTAs L – Less is more A – Action-orientated text W– Who’s it for? S – Striking (big & bold)
  8. 8. “Reserve your seat now”
  9. 9. “Try it out today”
  10. 10. “Download your whitepaper here”
  11. 11. “Get your free banana”
  12. 12. Convey Action & Urgency
  13. 13. THE PERFECT CTA-NATOMY YAY
  14. 14. THE PERFECT CTA-NATOMY NAY Eww ??
  15. 15. Your CTAs are all the same. WHY?! THERE ARE SO MANY TYPES TO CHOOSE FROM
  16. 16. Form or click-through?
  17. 17. Sidebar or full page?
  18. 18. Pop up or passive? • 5 types of pop up: CT.SEE REMEMBER COOKIES! (don’t be annoying) *TRENDALERT* ALERT*
  19. 19. Data or no data? Choice or no choice?
  20. 20. TEST,TEST,TEST &TEST
  21. 21. Face or no face? WITHOUT FACE: • Average click rate:3.0% WITH FACE: • Average click rate: 2.2% •
  22. 22. WHAT YOU HIDING…? CTA LANDING PAGE
  23. 23. TELL THEM WHY 2
  24. 24. Tell them their problems …then tell them how you’ll fix them
  25. 25. NO DISTRACTIONS!
  26. 26. NO DISTRACTIONS! 1. NAVIGATION 2. Main selling point 3. Imagery 4. Form
  27. 27. MAKE IT TRUSTWORTHY
  28. 28. TEST,TEST,TEST &TEST
  29. 29. WHAT CONVERTS? How do they really know what they’re getting?
  30. 30. WHAT CONVERTS? How do they really know what they’re getting? 45.59% 33.8%
  31. 31. SAY THANKS 3
  32. 32. TYSM Download on page, or sent via email? What to expect
  33. 33. WHAT NEXT? 4
  34. 34. What’s your goal?
  35. 35. TYSM
  36. 36. TYSM
  37. 37. KEY TAKEAWAYS 1.Motivation = Perceived benefits – Costs 2.LAWS of CTAs 3.Distraction free LPs 4.Mix it up 5.TEST 6. Align ‘What Next?’ with biz goals @Gertie.photography @GertieGoddard #DigitalGaggle
  38. 38. Lead Nurturing Workflows
  39. 39. 73% of B2B leads are not ready to be passed to the sales department. Marketing Sherpa
  40. 40. What can marketers do?
  41. 41. 1 2 3 What is a lead nurturing workflow? How do they work in an inbound campaign? Why they are a no brainer for Inbound Marketing
  42. 42. WHAT IS A LEAD NURTURING WORKFLOW? 1
  43. 43. LEAD NURTURING WORKFLOWS + INBOUND MARKETING CAMPAIGN2
  44. 44. 1. Early research phase
  45. 45. 1. Early research phase 2. Offer useful additional info
  46. 46. 3. Key personal details (& location)
  47. 47. 1. Early research phase 2. Offer useful additional info 3. Key personal details (& location)
  48. 48. Lead Nurturing Email 1 Secret Sauce
  49. 49. Lead Nurturing Email 1 Secret Sauce Did this email get opened?
  50. 50. Lead Nurturing Email 1 Lead Nurturing Email 2 Secret SauceSecret Sauce
  51. 51. WHY LEAD NURTURING WORKFLOWS ARE A NO BRAINER FOR INBOUND3
  52. 52. 73% of B2B leads are not ready to be passed to the sales department. Marketing Sherpa
  53. 53. 65% of typical sales people’s time is spent in non revenue-generating activity. Forbes
  54. 54. It is our responsibility to spoon feed qualified leads that don’t waste sales people’s time.
  55. 55. “What gets measured gets improved” Peter Drucker
  56. 56. 1 2 3 What is a lead nurturing workflow? How do they work in an inbound campaign? Why are they a no brainer for Inbound Marketing?
  57. 57. James Mulvaney Social IRL
  58. 58. FORMULA WON A Crash Course In Nailing New Business Using EMAIL
  59. 59. @MrJonPayne
  60. 60. @MrJonPayne follow for slides
  61. 61. HAVE A GAMEPLAN 1
  62. 62. IT’S ALL ABOUT YOU 2
  63. 63. YOU WE i
  64. 64. NAME IN SUBJECT LINE 3
  65. 65. ASK A RELEVANT QUESTION 4
  66. 66. GIVE UNTIL IT HURTS 5
  67. 67. CTA ALL THE WAY 6
  68. 68. PS 7
  69. 69. BE RUDE 8
  70. 70. 8 EMAIL TAKEAWAYS 1.Have a game plan* 2.You, we, i 3.Name in subject 4.Ask relevant question 5. Give until it hurts 6.Call to action 7. PS 8.Be rude*
  71. 71. @MrJonPayne

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