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Presents:
Building conversion paths for effective lead generation
22nd March 2016
#DerbyHUG
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Hello
Natasha Cartwright & Emma Jones @nkcartwright @emma1j
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Why are we here again?
• Part One – Setting up for success- Setting up your campaign using measurable goals- Developing a content plan based on your personas- Best practice tips for creating lead generation assets- Creating emails that convert: Using marketing automation
to nurture your leads
• Part Two - Conversion workshop- Creating a lead nurturing workflow
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Start with a plan
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Start with measurable goals• 2000
people walk past
• 200 come in
• 50 buy a cake
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• 2000 people walk past
• 300 come in
• 75 buy a cake
Start with measurable goals
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Using the campaign tool
Playbook for your
marketing campaigns!
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Developing Buyer Personas
Demographic
A day in the life
Pain points
Goals
Common Objections
Real life quotes
Elevator Pitch
Marketing Message
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BACKGROUND:• Marketing/Operations Manager of IT firm • Worked in the business for a long time,
from an apprentice level. Knows a lot about the business.
• Married without children
DEMOGRAPHICS:• Skews male• 28-45
IDENTIFIERS:• Straight talking – no time for fluffy
conversations • Probably has an assistant screening calls• Likes the statistics to do the talking, not
afraid to get into the technical detail.
Buyer Persona - IT Ian
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Audit your current content
• Product datasheets• Brochures & marketing collateral• Case Studies• Emails• Whitepapers
• Blog posts?• eBooks?
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Mapping your offer to the Buyer’s
Journey
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The Buyer’s Journey
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This isn’t
a new concept …
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• Will your cross country team be wearing the best shoe possible?
• Testimonial: The only people who will be left wearing other shoes will either uninformed or idiots.”
• You are no longer uninformed
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Auditing your current content
• Buyer persona• Topic• Content/offer title• Buyer journey stage• Content type/ format
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Time for a little
game…
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Mapping content to the buyer journey• How to insulate a basement (Blog)
• Choosing your agency partner; selection criteria for success (eBook)
• Test drive our cloud portal (demo)
• The pocket guide to working at height (eBook)
• Order your undergraduate prospectus (offer)
• Mirage develops bespoke CNC gantry milling machine for shipbuilding project (Case Study)
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Build it and they will convert …
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What is a conversion path?
• CTAs• Landing pages• Thank you pages• Lead nurturing
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Step 1: Call-to-action
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Step 2 : Capturing a visitor with a click
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Effective call-to-action
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Best Practices For CTAsMatch the CTA with the headline of the landing page – Offer a congruent experience for the reader
Tell the reader what to do – Download Our Ebook, Request a Demo
Use pictures: cover of the content offer, picture that relates – Remember blink test!
Place your CTAs on pages that match your reader’s needs (e.g. case studies on a pricing page) - Use the buyer’s journey to determine where to place CTAs Give the visitor a reason to click on your CTA - Use fear & doubt to attract click through
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Step 3: Landing pages
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Creating a landing page that converts
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Landing pages?
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Landing pages
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Landing pages
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Landing pages
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Automated follow-up
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Landing page Best PracticeCreate a clear, compelling header so the visitor understands the purpose of the page – Remember the blink test!
Use a sub-header to promote the benefit of the offer
Include an Image on the page. PRO TIP: Use the cover of the offerRelate to the problem or issue you are solving for in the top paragraph. Build the reader’s interest!
Use bullet points to highlight items the reader will take away – Use numbers & “How to” lines
Provide a wrap up sentence to build urgency for the reader – Play on the readers fears or problems
Add form fields based on where offer fits In the buyers journey – Use Smart Forms to help make this easier
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Step 4: Thank you pages
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Thank You Pages
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Best Practices For Thank You PagesBe sure the download link stands out and is very easy to find – Think Blink Test!
Consider the next step you want the lead to take – remember the buyers journey
Give a brief description on what the person should do – Loop in your Sales team for input on this
Provide the next stage in the conversion path for your lead, eg. awareness to consideration stage
Make sure to return the navigation to the Thank You Page
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Q&A + Networking Break
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Marketing Automation: Creating emails that convert
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Lead nurturing workflow logic best practices
Identify your goal
Identify which contacts should be enrolled in your workflow
Select appropriate number and type of emails to send
Choose time delay between emails sent
Identify contacts to suppress from your workflow
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Lead nurturing email best practices
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Workflow tool:
Live walkthrough
…
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Marketing Mary
Awareness
>>>
Consideration
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Any Questions?
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