Does Size Really Matter?

You don’t need to be a large insurer or have a big budget to make an impact?

Coman FullardSenior Digital Strategist

Continuumwww.wearecontinuum.com

@WeAreContinuum@ComanFullard

David & GoliathGiovanni Battista Scultori, 1540Los Angeles County Museum of Art

Most bank for your buck …

Highly TargetedAgile

Ruthless

What drives conversion?

C = 4m + 3v + 2(i-f) – 2a

Probability of ConversionMatch between offer and visitor motivation

Clarity of value proposition

Incentive to take actionFriction in the sales process

Anxiety caused by the process

http://www.marketingexperiments.com/methodology-marketingexperiments.html

Sales Funnel

Sequence of multi-channel conversions

Double your conversions?

Optimize the sequence

+14%

+14%

+14%

+14%

+14%

+14%

+14%

+30%

+48%

+69%

+93%

+119%

Four steps to success

1. Articulate your strategy

2. Understand analytics and set goals

3. Find your quick wins

4. Optimize your funnel step-by-step

Articulate your strategyWhat is your commercial goal?

To whom are you selling?Value proposition?Your message?What channels?

Cost of Acquisition?

Multiple models of the customer?

1?5?12?More?

A simple model

Customer goals, pains & gains

Customer Goals

Pains

Gains

Value Proposition1. Target entities?

2. Time horizon?

3. What do we want target entities to do?

4. Compelling alternative(s)?

5. What experiences will they derive vs. their alternative? • Resulting experiences must be specific, actionable, comparative• Many winning VP’s are trade-offs: some experiences are inferior

What you want the customer to want

What customer wants

A simple model

OfferingProducts& Services

Pain Relievers

Gain Creators

Google Analytics• Get training• Set up “GOALS” & Funnels• Identify demographics• Learn what people are doing• Averages lie• Go deeper with Event tracking

Quick Technical wins

• Check multiple browsers/OS• Site load times • Check for SEO best practice• Interview your customers• Study competitors

Seek expert advice• Define expectations & needs FIRST• Experts should challenge• Focus on growth, conversion rates & ROI• Relevant experience over creativity• Understand their deliverables• Clarify their Pricing Model• Integrate them into the team

Funnel Hacking• Conversion rates along your funnel

• KPI’s

• Pick a start & quantify growth and ROI

• Be ruthless

• Seek expert advice

Keyword Research• From Personas, Value Prop & messaging

• Consider your competitive space

• Google AdWords

• What Questions do people ask?

Content Marketing

• A long-tail effect

• Potentially evergreen

• Services SEO

• Links build site authority

Content Actions

• Content Plan• Aligned to personas & marketing objectives• Cross channel• Assign owners • Deadlines

• Promote your content• Review performance & reuse

Customer Goals

Pains

Gains

Content is a chance to:

Segment & qualify

Quality Content

• Achieves marketing objectives

• Impacts SEO

• Has high social engagement

• Is hard work

Content Advice• Professional copy writers• Keyword research• Don’t bury the lead• Headers for clarity• Visuals• Easy to share• Ask for subscribers• Audio & video

Search Engine Optimisation - SEO

Social Media

• Engage your market

•Hazards

•Need Rules of engagement & ownership

• Focus your channel activity

Paid Acquisition

•Good for end-of-decision acquisition

•Use lookalikes (facebook) etc.

• Set budget & ROI

•Manage it closely

Remarketing

• Low cost per click & acquisition

• Tends to drive direct traffic

•Cap the frequency

Landing Pages

• Send your advertising clicks here

•Clear call-to-action

•Use dedicated phone numbers

•Conversion Centred Design

Conversion Centred Design1. Attention ratio2. Context & message matching3. Clarity4. Congruence5. Credibility6. Closing7. Continuance

Reference: Unbounce

Email Marketing• Grow your list through every touchpoint• Segment & personalise• Use tools eg. Mailchimp• Automate unsubscriptions• Design emails for conversion• Remember Mobile users• You can’t trick people to read your email

Personalisation

1. MLT Creative2. Ibid3. Hubspot4. Ibid5. Ibid6. ITSMA

Email-5 x open rate1

2 x click-through rate2

18 x more revenue than “broadcast” emails3

Ads - Behaviourally targeted ads are 2 x as effective4

Web -2 x to 5 x times as effective5

Buyers 48% more likely to consider solutions with personalized marketing6

Upsell & Cross-sell

Bypass your cost-to acquire

Hyper-targeted

Leverage all the channels

Referrals – the MOST potent form of social proof

Obvious place to start given the nature of your business

Build Customer Enthusiasm

Automated Marketing

A Force Multiplier

Warning

Don’t do too much

@ComanFullard

Thank You