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Conversational Marketing - INBOUND18 - Ryan Deiss

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THREE Conversational Marketing Campaigns That Generate More Qualified Inbound "Leads"

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Conversational Marketing - INBOUND18 - Ryan Deiss

  1. 1. THREE CONVERSATIONAL MARKETING CAMPAIGNS THAT GENERATE MORE QUALIFIED INBOUND "LEADS" R Y A N D E I S S 
 C E O D I G I T A L M A R K E T E R . C O M
  2. 2. THE GOALEngineer more high-converting sales conversations from the traffic and leads you’re already receiving.
  3. 3. QUESTION What’s the highest-converting sales medium of all time?
  4. 4. The problem?
  5. 5. BUT F2F DOESN’T SCALE!!!
  6. 6. Why did SCALE become the goal? PONDER THIS…
  7. 7. MORE IMPORTANTLY… When did NOT ________ to our customers become a goal? TALKING
  8. 8. How did we get here? And…
  9. 9. WHO’S TO BLAME? _______ ___________ is to blame for the over-emphasis on “scale.” DIGITAL MARKETING
  10. 10. TOO MANY LEADS!!! THE REASON…
  11. 11. Who else has this problem?
  12. 12. “TAKE A NUMBER!”
  13. 13. “STAND IN LINE!”
  14. 14. But digital marketers have a solution that’s MUCH better than lines…
  15. 15. THE FUNNEL
  16. 16. BUT LOOK CLOSELY…
  17. 17. Our own models have taught us to expect low conversion rates!
  18. 18. SOURCE: http://andrewchen.co/the-law-of-shitty-clickthroughs/
  19. 19. SOURCE: http://andrewchen.co/the-law-of-shitty-clickthroughs/
  20. 20. Average Landing Page Conversion Rate 2.35% SOURCE: https://www.invespcro.com/blog/the-average-website-conversion-rate-by-industry/
  21. 21. Average Email Open Rate 24.8% SOURCE: https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/
  22. 22. Percentage of human beings excited about receiving a sales call from a stranger 0%SOURCE: Nearly 4 decades of human existence
  23. 23. So what’s the solution?
  24. 24. MORE TRAFFIC! MORE LEADS!!
  25. 25. SCALE! SCALE!! SCALE!!!
  26. 26. THE TOOLS
  27. 27. https://www.hubspot.com/products/sales/live-chat
  28. 28. drift.com
  29. 29. intercom.com
  30. 30. manychat.com
  31. 31. Let’s start the conversation…
  32. 32. 3 CONVERSATION STARTERS… 1. Page To Chat 2. Email To Chat 3. Ad To Chat
  33. 33. STRATEGY #1 PAGE TO CHAT
  34. 34. DOES IT SEEM LIKE EVERY SITE HAS ONE OF THESE?
  35. 35. CASE STUDY: DigitalMarketer.com/partners
  36. 36. DON’T ASK TO “CHAT”… “NOPE!”“I’M JUST LOOKING…”
  37. 37. ASK BINARY QUESTIONS…
  38. 38. THROTTLING CONVERSATIONS • Avoid the homepage • Trigger chat on 3rd visit • Trigger chat on BOFU content only (informs the conversation) • Trigger chat on pricing and “thank you” pages only
  39. 39. STRATEGY #2 EMAIL TO CHAT
  40. 40. STEP 1: HIGH-INTENT GATED CONTENT
  41. 41. STEP 2: SEND EMAILS THAT ASK FOR REPLIES…NOT CLICKS “The 9-Word Email” (™ Dean Jackson)
  42. 42. STEP 3: ACTUALLY RESPOND!
  43. 43. CONVERSATIONS LET YOU SELL OTHER SOLUTIONS…
  44. 44. TIP: DRIVE CONVERSATIONS TO FACEBOOK MESSENGER (MORE ON THIS IN A BIT…)
  45. 45. Remember, the goal is to get them to reply to start the conversation…
  46. 46. But you can also utilize platforms other than email…
  47. 47. STRATEGY #3 AD TO CHAT
  48. 48. USE LEAD ADS TO START THE CONVERSATION
  49. 49. EXAMPLE: 
 FACEBOOK MESSENGER AD
  50. 50. 300+ CONVERSATIONS FOR UNDER $800…
  51. 51. USE TAGGING TO STAY ORGANIZED…
  52. 52. “You have a conversation… 
 …now what?
  53. 53. THE FIVE CRITICAL QUESTIONS 1. Are you [insert market/avatar]? 2. Tell me more about you/your business? Do you specialize? 
 (dig deeper…show genuine interest) 3. What brought you here today? What are your goals? What are you hoping to accomplish? (Suggest three big benefits.) 4. What do you know about [product/ company name]?
 (Refer back to question 3 answers…) 5. Do you want some help with that?
 (If yes, “Great, I’ll be right back…”)
  54. 54. QUESTION 1 “Are you [insert market/avatar]?”
  55. 55. QUESTION 2 “Tell me more about you/your business? Do you specialize?” 
 (dig deeper…show genuine interest)
  56. 56. QUESTION 3 “What brought you here today? What are your goals? What are you hoping to accomplish?”
  57. 57. CALL-TO-ACTION Round-Robin To First Available Account Executive If “Yes”
  58. 58. THE BOT TO HUMAN HANDOFF HAPPENS AT STEP 4… 1. Are you [insert market/avatar]? 2. Tell me more about you/your business? Do you specialize? 
 (dig deeper…show genuine interest) 3. What brought you here today? What are your goals? What are you hoping to accomplish? (Suggest three big benefits.) 4. What do you know about [product/ company name]? 
 (Refer back to question 3 answers…) 5. Do you want some help with that?
 (If yes, “Great, I’ll be right back…”)
  59. 59. IMPORTANTBots are for filtering…NOT closing the sale.
  60. 60. FINAL THOUGHTS… • There is no B2B or B2C…only H2H • Humans are relational beings…we want to talk to someone (but on our terms) • Marketers built “funnels”…humans don’t actually like them • The better experience always wins (automation has reduced cost, but it brings a new “costs” in the form of a reduction in experience)
  61. 61. FINAL THOUGHT The future belongs to the companies who are willing to invest in real, one-on-one, human-to-human interactions.
  62. 62. linkedin.com/in/ryandeiss/ @ryandeiss LET’S CONVERSE!! :) @ryandeiss

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