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ACTIONS, PAGES, & BEARS……OH MY!

Kim Albee & Margaret JohnsonGenoo / ContentZAP!

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Your PresentersKim Albee

@kimalbee

/in/kimalbee /in/margaretjohnson99

@marketingsings

Margaret Johnson

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Why we are doing this…Lead Nurturing – Easy as PIE – feedback: #2 Boggle is Action

When you can cause visitors to take action:- You can track their interest- You can become increasingly relevant- You get more customers

‘nuff said…

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LeadDatabase

Fulfillment Email

Nurturing Email

Broadcast Email

Attractors

Review…

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Today’s Focus• What’s a reasonable “ask” in an

email?• Why do some landing pages convert

better than others?• What’s an example of a bad landing

page?• How do I keep this going, email after

email?• Where do the bears come in?

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What’s A Reasonable “Ask” in an email?To do something that the recipient sees as valuable.What’s valuable?• Helpful• Informative• Educational• Insightful• Attractive

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What’s wrong with these CTAs?

• Here’s our latest news?• Get a discount on our product / service?• Buy our stuff?• SALE SALE SALE• When can we meet?

Only 2% of your audience is ready for these.

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Intersections…the mindset shift• From “Buy Now” to get value

• To “Here’s Value… would you like more?”

Engage not just the 2% but include the other 98%!Turn lurkers into leads, and those who are ready to buy into customers.

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Examples of Effective Email CTAsWebinar Invite #1 #2 #3

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Examples of Effective CTAs…PDF Download Offer #1 #2 #3

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Examples of Effective Email CTAs… Nurturing Sequence w/Link

No form to fill out, but…

• Clicks are tracked• Points are given• Lead record reflects the action• Further nurturing can be assigned (and the pages can have CTAs)

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Linking to a blog… with a CTA

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Linking to a blog… with a CTA

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Linking to a blog… with a CTA

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Why do some landing pages convert better than others?Examples of the bad and the good…

LANDING PAGES

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It’s all about those forms….The more you ask… the higher the friction.

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Question for you…

When you get a giant (long) form to complete, do you tell the truth?

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Lower the friction… get better results.

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It’s all about the value…

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Scale your fields based upon value

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Ensure CTA-to-Landing Page Consistency• CTAs must connect appropriately to landing pages.• Don’t offer value and send to a “buy now” page.• Be consistent in

• Your value statements• Your look & feel• Your tone & voice

• Don’t make people feel like they’ve gone to a foreign land when they act on your CTA.

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Can you have CTAs without landing pages?• Thanks for asking!

• YES, you can.

• Link to un-gated content (i.e. blog post)• Just be sure it’s trackable in your MA platform• Score…Score…Score…

(and be sure the blog post has a CTA)

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Like this example… Nurturing Sequence w/Link

No form to fill out, and no landing page, but…

• Clicks are tracked• Points are given• Lead record reflects the action• Further nurturing can be assigned

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How do I keep this going, email after email?

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Build Habits & Library• Don’t say everything in an email. Link them to someplace else to get more.

HABIT

• Regularly create a new CTA/Download. Start with one per month. HABIT & LIBRARY

• Evaluate your website, and discover whether there’s content that could be gated, or an effective link. LIBRARY

• Look at what you’ve already done (webinars, videos, whitepapers, assessments, checklists, etc). LIBRARY

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Where do the bears come in?They’ve been here all along…

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Next Session – What Converts? Building landing pages that evoke action

• Explore the different options for building landing pages• Long form or short form?• How to incorporate lead capture forms for maximum conversion• Testing

• Thursday June 25th – 1:30pm CT…• Registration link will be sent to you when we post the recording of this session –

with a bonus opportunity!

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What’s next? You tell us…Please open the question box and type in the answer to this question:

What will make the biggest difference in your successful implementation of online marketing?

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THANK YOU! QUESTIONS?Follow Kim:LinkedIn: http://linkedin.com/in/kimalbeeTwitter: @kimalbee

Follow Margaret:LinkedIn: http://linkedin.com/in/margaretjohnson99Twitter: @marketingsings

Follow Genoo & ContentZAP!:Twitter: @GenooMarketingLinkedIn: https://www.linkedin.com/company/genoo-llc