Formula Won: A Crash Course In Nailing New Business
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The document provides tips on using calls-to-action (CTAs) and landing pages to convert visitors into leads or customers. It discusses the importance of testing different CTA styles and formats. It also emphasizes that landing pages should clearly explain the problem and solution without distractions. Additionally, the document discusses how lead nurturing workflows can improve inbound marketing campaigns by gradually engaging unqualified leads through a series of educational emails until they are ready to be passed to sales.
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Formula Won: A Crash Course In Nailing New Business
- 1. Formula Won A Crash Course In Nailing New Business
- 2. Let’s Get Convert-sational Call to Actions (CTAs) & Landing Pages
- 5. Step 1: DO THIS (CTAs) Step 2: WHY DO THIS? (Landing Pages) Step 3: THANKS FOR DOING THIS Step 4: WHAT NEXT?
- 6. KNOW YOUR VALUE PROPOSTION
- 7. TELL PEOPLE WHAT YOU WANT THEM TO DO 1
- 9. The LAWS of CTAs L – Less is more A – Action-orientated text W– Who’s it for? S – Striking (big & bold)
- 10. “Reserve your seat now”
- 11. “Try it out today”
- 12. “Download your whitepaper here”
- 13. “Get your free banana”
- 14. Convey Action & Urgency
- 17. Your CTAs are all the same. WHY?! THERE ARE SO MANY TYPES TO CHOOSE FROM
- 19. Sidebar or full page?
- 20. Pop up or passive? • 5 types of pop up: CT.SEE REMEMBER COOKIES! (don’t be annoying) *TRENDALERT* ALERT*
- 21. Data or no data? Choice or no choice?
- 23. Face or no face? WITHOUT FACE: • Average click rate:3.0% WITH FACE: • Average click rate: 2.2% •
- 25. TELL THEM WHY 2
- 26. Tell them their problems …then tell them how you’ll fix them
- 27. NO DISTRACTIONS!
- 28. NO DISTRACTIONS! 1. NAVIGATION 2. Main selling point 3. Imagery 4. Form
- 31. WHAT CONVERTS? How do they really know what they’re getting?
- 32. WHAT CONVERTS? How do they really know what they’re getting? 45.59% 33.8%
- 33. SAY THANKS 3
- 34. TYSM Download on page, or sent via email? What to expect
- 35. WHAT NEXT? 4
- 37. TYSM
- 38. TYSM
- 39. 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
- 41. 73% of B2B leads are not ready to be passed to the sales department. Marketing Sherpa
- 43. 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
- 44. WHAT IS A LEAD NURTURING WORKFLOW? 1
- 49. LEAD NURTURING WORKFLOWS + INBOUND MARKETING CAMPAIGN2
- 52. 1. Early research phase
- 53. 1. Early research phase 2. Offer useful additional info
- 54. 3. Key personal details (& location)
- 55. 1. Early research phase 2. Offer useful additional info 3. Key personal details (& location)
- 57. Lead Nurturing Email 1 Secret Sauce
- 58. Lead Nurturing Email 1 Secret Sauce Did this email get opened?
- 59. Lead Nurturing Email 1 Lead Nurturing Email 2 Secret SauceSecret Sauce
- 61. WHY LEAD NURTURING WORKFLOWS ARE A NO BRAINER FOR INBOUND3
- 62. 73% of B2B leads are not ready to be passed to the sales department. Marketing Sherpa
- 63. 65% of typical sales people’s time is spent in non revenue-generating activity. Forbes
- 64. It is our responsibility to spoon feed qualified leads that don’t waste sales people’s time.
- 65. “What gets measured gets improved” Peter Drucker
- 68. 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?
- 70. FORMULA WON A Crash Course In Nailing New Business Using EMAIL
- 71. @MrJonPayne
- 81. IT’S ALL ABOUT YOU 2
- 82. YOU WE i
- 83. NAME IN SUBJECT LINE 3
- 86. ASK A RELEVANT QUESTION 4
- 89. GIVE UNTIL IT HURTS 5
- 91. CTA ALL THE WAY 6
- 93. PS 7
- 95. BE RUDE 8
- 99. 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*
- 100. @MrJonPayne
Editor's Notes
- Tell them what to do (CTA). Re-enforce why they should do this (landing page) , thank you page, DON’T LEAVE THEM HANGING
- This image is taken from https://moz.com/blog/how-to-come-up-with-great-testing-ideas WHAT ARE YOU OFFERING/DO PEOPLE CARE?
- tbm=isch&sa=X&ved=0ahUKEwiVmvurubzZAhUUfMAKHR4_AH4Q_AUIDCgD&biw=1920&bih=974#imgrc=_https://www.google.co.uk/search?q=DOWNLOAD+YOUR+GUIDE+CTA&rlz=1C1CHBF_en-GBGB743GB743&source=lnms& https://www.mailmunch.co/blog/thank-you-page-examples/
- tbm=isch&sa=X&ved=0ahUKEwiVmvurubzZAhUUfMAKHR4_AH4Q_AUIDCgD&biw=1920&bih=974#imgrc=_https://www.google.co.uk/search?q=DOWNLOAD+YOUR+GUIDE+CTA&rlz=1C1CHBF_en-GBGB743GB743&source=lnms& https://www.mailmunch.co/blog/thank-you-page-examples/
- click, scroll, timed, exit and entry pop up types - WISHPOND The bigger the company, the less aggressive the pop up!
- Image: http://www.spiralcellars.co.uk/top-10-custom-wine-cellar-benefits-part-1/
- https://blog.hubspot.com/blog/tabid/6307/bid/33927/11-simple-but-critical-tips-for-creating-better-landing-pages.aspx https://blog.hubspot.com/marketing/landing-page-examples-list https://blog.hubspot.com/blog/tabid/6307/bid/32692/how-to-leverage-thank-you-page-real-estate-for-better-marketing.aspx
- https://blog.hubspot.com/blog/tabid/6307/bid/33927/11-simple-but-critical-tips-for-creating-better-landing-pages.aspx https://blog.hubspot.com/marketing/landing-page-examples-list https://blog.hubspot.com/blog/tabid/6307/bid/32692/how-to-leverage-thank-you-page-real-estate-for-better-marketing.aspx
- https://simplymeasured.com/library/2018-03-20-Ultimate-Social-Testing-Guide/?aliId=121792597#sm.000hryz3g1d2bfiwsxe22cmvxuqib
- https://simplymeasured.com/library/2018-03-20-Ultimate-Social-Testing-Guide/?aliId=121792597#sm.000hryz3g1d2bfiwsxe22cmvxuqib
- https://simplymeasured.com/library/2018-03-20-Ultimate-Social-Testing-Guide/?aliId=121792597#sm.000hryz3g1d2bfiwsxe22cmvxuqib
- 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