INBOUND17 - Jeff Coon, Partner at Stream Creative
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How to Close More Leads Using Science-Based Emails and Sales Pages.
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INBOUND17 - Jeff Coon, Partner at Stream Creative
- 1. #INBOUND17 How to Close More Leads Using Science-Based Emails and Sales Pages. J E F F C O O N
- 4. #INBOUND17 Mentalist Lior Suchard BUT IT’S REAL
- 5. #INBOUND17
- 6. #INBOUND17 Our science-based formula for success
- 7. #INBOUND17 $ = (P+N/C) x S Sales = (Personalization + Novelty / Credibility) x Scarcity (Note: Personalization includes empathy and relevancy)
- 8. #INBOUND17 WHY DOES IT WORK? BECAUSE OF SCIENCE, OF COURSE
- 11. #INBOUND17 74% OF B2B BUYERS choose the company that was first to earn their trust. Source: https://www.salesforce.com/blog/2016/04/b2b-buyers-change-social-sell-on-linkedin.htm
- 12. #INBOUND17 EMOTIONS are SO important in making a decision
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- 14. #INBOUND17 MENTAL SHORTCUTS also help us make a decision
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- 16. #INBOUND17 RECIPROCITY We have this built in obligation to make things fair. Be the first to do something nice.
- 17. #INBOUND17 WAITER case study: 1 mint = 3% increase in tip 2 mints = 14%+ increase in tip 3 mints + delivery style = 23%+
- 18. #INBOUND17 CONSENSUS People will look to the actions of others to determine their own.
- 19. #INBOUND17 HOTEL case study: “75% of people who stayed in THIS room, reuse their towel.” 33% increase in compliance
- 20. #INBOUND17
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- 22. #INBOUND17 https://unbounce.com/conversion-centered-design/credibility.html Now it contains a relatable photo of Cathy (she’s holding a camera!), specificity by referencing the lesson material and the transformative effect of what she learned.
- 23. #INBOUND17 AUTHORITY People are more inclined to follow the lead of experts.
- 24. #INBOUND17 REALTOR case study: “Let me connect you with Jim who has over 15 years experience in your area.” 15% rise in signed contracts
- 25. #INBOUND17 WE’RE VISUAL CREATURES Leverage our natural style of communication
- 26. #INBOUND17 60,000X FASTER We process visuals 60,000x faster than text.
- 27. #INBOUND17 VS.
- 29. #INBOUND17 Good example of animated gifs: https://www.chipotle.com/whats-happening
- 30. #INBOUND17 Good example of animated gifs: https://www.chipotle.com/whats-happening
- 31. #INBOUND17
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- 37. #INBOUND17 Good example of animated gifs: https://www.chipotle.com/whats-happening Tool: GrowthBot.org
- 39. #INBOUND17
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- 42. #INBOUND17 Source: https://www.campaignmonitor.com/resources/guides/video-in-email/ Boost click-thru rates by 65%
- 46. #INBOUND17 Good example of animated gifs: https://www.chipotle.com/whats-happening
- 47. #INBOUND17
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- 50. #INBOUND17 Good example of animated gifs: https://www.chipotle.com/whats-happening
- 51. #INBOUND17 NOT A FAN OF THESE
- 53. #INBOUND17 LENGTH “...For most users, there is no statistical link between subject line length and open rate. But for subscribers reading your campaigns on mobile devices, shorter may be better…” http://kb.mailchimp.com/campaigns/previews-and-tests/best-practices-for-email-subject-lines
- 54. #INBOUND17 LENGTH According to data from Return Path, 65 characters seems to be a sweet spot for email subject lines, which is about 15 characters more than the average subject line. https://www.campaignmonitor.com/blog/email-marketing/2015/12/best-email-subject-line-length/
- 55. #INBOUND17 LENGTH An analysis of 6.4 million emails showed that messages with a blank subject line were opened 8% more often than those with subject lines. https://blog.hubspot.com/sales/email-subject-lines-sales-reps-swear-by
- 57. #INBOUND17 WHAT TO WRITE? • Thoroughly explain your offer • Answer ALL questions • Don’t be afraid of long pages Learn more: http://www.copyblogger.com/sales-page-tips/
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- 69. #INBOUND17 LET’S SEE IT IN ACTION https://www.streamcreative.com/sample-sales-page
- 70. #INBOUND17 Be sure to password protect any pages, videos or documents that you don’t want indexed by search engines or viewed by the public.
- 71. #INBOUND17 Block pages from being indexed Copy and paste this code into the head HTML section of a page: <meta name="robots" content="noindex">
- 72. #INBOUND17 SPEED UP SALES by being more contextual, timely, efficient and transparent.
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- 78. #INBOUND17
- 79. #INBOUND17 ESTABLISH CLEAR RULES OF ENGAGEMENT
- 80. #INBOUND17 BUILD A TEMPLATE Focus on areas of efficiencies & personalization
- 81. #INBOUND17 “This was outstanding! Thanks for your exceptional help and outstanding demonstration of your services. We are so excited to work with you!” (Took only 5 emails + 1 call)
- 82. #INBOUND17 WE CAN MEASURE: • Email opens • Landing page views • Video views (+ time watched) • Proposal views (+ time on page) • Addtl. website page views
- 86. #INBOUND17 We know all of this WITHOUT them even replying to my email.
- 87. #INBOUND17 IT MAKES YOU FEEL LIKE A MIND-READER
- 88. #INBOUND17#INBOUND17 T H A N K Y O U
Editor's Notes
- https://youtu.be/J94uO-urSTg?t=7m38s Mentalist: hypnotist + mind reader + magician
- https://youtu.be/J94uO-urSTg?t=7m38s – This is the back-up slide in case I can’t get to YouTube (audio quality isn’t great on this slide)
- https://youtu.be/J94uO-urSTg?t=7m38s
- https://youtu.be/1wup_K2WN0I?t=17s
- https://youtu.be/cFdCzN7RYbw
- Source: https://techcrunch.com/2016/12/19/facebook-status-background-color/
- https://blog.hubspot.com/sales/the-ultimate-guide-to-prospecting-how-many-touchpoints-when-and-what-type