t44u 2015, improving campaign performance
TRANSCRIPT
Defining Digital Engagement for Higher Education
Marketing Automation
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Inbound Marketing
• Landing Page Design• Principles
• Design with TERMINALFOUR
• T4Mailer
• Campaign Creation
•Marketing Automation
•What’s next?
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Inbound Marketing
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Marketing workflow
• Process must capture lead’s details
• All of the effort is concentrated on the first run
• After that it’s about re-use
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•Click through•Lead Generation
Landing Page Types
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• “Warming” stage in sales funnel
• Like us on Facebook
• Download our App
• Buy our stuff
Click Through
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Click Through
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Click Through
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• Capturing data for later use
• Sign up to newsletter
• Download whitepaper
• Free trial
•Webinar registration
Lead Generation
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Anatomy of a TERMINALFOUR Landing Page
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• Single objective• no need for navigation to or
within main site
• this reduces what’s known as the ‘attention ratio’
• remember ‘Hick’s Law’ – the more options the more time it takes to respond
• needs to be very focussed on a particular outcome unlike your homepage which is general purpose
Landing Page Design
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• Single objective
• Clear in intent• every element must be mindful
of the outcome
• subscribe to newsletter
• download whitepaper
• register for webinar
• free trial
• competition entry
Landing Page Design
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• Single objective
• Clear in intent
• You can’t assume where users have come • some may have have come from your
intentional marketing efforts
• e.g. Google Adwords Campaign
• some may have come from ‘organicallly’
Landing Page Design
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• Single objective
• Clear in intent
• You can’t assume where users have come • some may have come from other
referrals
• It's also worth ensuring that the messaging between your primary source of traffic and your landing page match up i.e. use similar phrasing and imagery
Landing Page Design
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Landing Pages
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Landing Pages
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Affordance and Contrast
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What to test?
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Anatomy of a TERMINALFOUR Landing Page
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Landing Page
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Anatomy of a TERMINALFOUR Landing Page
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Anatomy of a TERMINALFOUR Landing Page
Building forms will only get easier with Form Builder
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Anatomy of a TERMINALFOUR Landing Page
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Mail Campaign Services
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T4 Mailer
Mailer
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T4 Mailer
Contacts
Campaign Content
Automation
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Create an Address Book
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Create an Address Book
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Create Address Book
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• Address Books can be organised in folders
Organise Address Books
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Contacts
Campaign Content
Automation
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Campaign Content
• Two types of Campaign• Regular Campaigns
• Triggered Campaigns
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Campaign Content
• A regular campaign is used when we are planning to send a mail to all recipients in the address book at a point in time• e.g. newsletter
• A triggered campaign is send is reaction to an event • eg when someone signs up and
joins an address book
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Organising Triggered Campaign Content
• These can be organised in folders
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Creating Triggered Campaign Content
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Creating Triggered Campaign Content
• Triggered Campaign Content is just a mail newsletter that can be constructed like a regular campaign
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• Select ‘Properties’ from the Address Book List
Scenario 1 – Creating an auto response
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• From Join Action select one of the triggered campaign mails to send when someone joins the Address Book
• This mail will be sent immediately
Scenario 1 – Creating an auto response
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Contacts
Campaign Content
Automation
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• The purpose here is to 'nurture' prospects
• Think of it like 'responsive marketing' as it takes the user's actions into consideration and responds accordingly
Automation
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• It's not about the hard sell
• This ensures that the recipient receives mails that are based on their actions
• This is set up from My Programs
Automation
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Automation
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Automation
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• Use the Start tile to check the add the address book and any other conditions
Automation
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• Trigger from a Segment lets us specify the Address Book as well as other conditions
Automation
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Automation
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Automation
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• Conditional logic can be added with the Decision tiles
Automation
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• All conditions must End
Automation
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• Personalisation
• Form Builder
• A/B Testing
Where to next?