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Selling via Digital Channels - how to manage performance campaigns
The document outlines strategies for managing performance campaigns in digital sales, emphasizing the AIDA model (Attention, Interest, Desire, Action) and the importance of continuous awareness campaigns. It discusses key performance indicators (KPIs) and the significance of multi-channel marketing, including the acceptance of assisted conversions. The author stresses the need for effective measurement, testing, and nurturing of leads to enhance online sales performance.
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Selling via Digital Channels - how to manage performance campaigns
- 1. Selling via digitalchannels The real story of how to manage performance campaigns Catalin Vasile Director, Head of Channels Management, ING Bank Bucharest – 29 September
- 2. The basics •AIDA • 80-20 • KPI • Multi-Channel • Measure
- 3. The basics •AIDA • 80-20 • KPI • Multi-Channel • Measure
- 4. AIDA • Attention/ awareness • Have continuous awareness campaigns (GDN, brandings, CPM etc.) • Interest • Know your product! • Always added value before inviting to buy • Be where your customers are. And where they express their needs. • Desire • Talk about benefits. A lot! • Action • …will follow
- 5. AIDA • Attention/ awareness • Have continuous awareness campaigns (GDN, brandings, CPM etc.) • Interest • Know your product! • Always added value before inviting to buy • Be where your customers are. And where they express their needs. • Desire • Talk about benefits. A lot! • Action • …will follow
- 6.
- 7. AIDA • Attention/ awareness • Have continuous awareness campaigns (GDN, brandings, CPM etc.) • Interest • Know your product! • Always added value before inviting to buy • Be where your customers are. And where they express their needs. • Desire • Talk about benefits. A lot! • Action • …will follow
- 8. AIDA Online Sales= D & A
- 9. AIDA Online Sales= D & A
- 10. The basics •AIDA • 80-20 • KPI • Multi-Channel • Measure
- 11. 20 - 80 • 20% awareness • 80% performance • WHY? • Because more than 50% of conversions WILL BE assisted • Because “knowing about” generates “search” • Because competition does it
- 12. The basics •AIDA • 80-20 • KPI • Multi-Channel • Measure
- 13. KPI • Whatare your objectives for the next month (week) ? • Set KPI’s up and stick to them! • The most important ones: • Time on product pages (high = they read about it) • Traffic sources • Goals (set them up) • CTO & OTS • The ones you find important (business specific)
- 14. The basics •AIDA • 80-20 • KPI • Multi-Channel • Measure
- 15. Multi-Channel • Acceptthe assisted conversions • Users clicks your banner and goes to LP • User close the page and go to lunch • User forgets • User get back to work in the next morning and remembers • User searches (for what he/she remembers) • User clicks the Ad in Google Search • Users submits form and buys
- 16. Multi-Channel • Acceptthe assisted conversions • Sometimes user goes home and orders form other computer and you measure an organic lead • Sometimes they research online and they buy offline • Sometimes they research offline and they buy online • Sometimes.... be where your user wants you to be!!!
- 17. The basics •AIDA • 80-20 • KPI • Multi-Channel • Measure
- 18. Measure • Alwaysuse UTMs in your URLs • Use custom variables for your Leads Management System • ING’s url: https://www.ing.ro/ingb/lp/credit-card? utm_source=google&utm_medium=search&utm_content=text&utm_campaign=cardcredit12rate&s up=GOOG&ini=search&cha=17&cam=8009 • Know where the leads came from in your sales calls. They appreciate it
- 19. Measure Lead camefrom Facebook Ad User didn’t answer his phone User answered his phone next day User accepted the meeting User didn’t came to the meeting Meeting was postponed User came to Branch User left with info User was contacted two more times in two weeks User came after 2 weeks and bought Client was acquired online, from Facebook Ad
- 20. Measure SUBMIT Vs.SUBMIT A/B & MV Testing
- 21. Performance media •Google AdWords • GDN & Search • Remarketing – GDN & Search • Niche partners • We have comparison portals • Emailing • Internal (including lead nurturing) • External (Direct eMailing) CPC CPM & CPL ~Free Project based & CPL
- 22. Simpler • SeparateKey Visuals creation from landing Page creation • Make the user experience awesome • Be transparent (say it all in the LP) • Don’t mind sending two emails per week (we receive tons of emails every day) • Always answer questions in conversations • If you don’t have E2E process online, establish meetings prior to confirm the deal via phone • Mix with Telesales channel for performance on this one • Mix with offline. People buy people.
- 23. Try Extra benefits • User wants, user does research & user decides • Make sure you are on the list in the research process (Google Search) • Offer an extra benefit for “acting now “
- 24. Always remember •Have awareness campaigns even if you can’t calculate ROI directly • Invest in Google and ALWAYS optimize • Have benefits listed in the first screen and don’t rush to invite users to buy • Use Analytics – Use UTMs in Google Analytics & custom variables for you internal Leads Management System • Accept assisted conversions • Test, Learn and Optimize • Nurture unconverted leads
- 25. Thank you! ..now,questions please!