SENDING THE RIGHT TO THE RIGHT PERSON. Inbound Certification Class #8

Transcription

1 SENDING THE RIGHT TO THE RIGHT PERSON. Inbound Certification Class #8

2 #INBOUND

3 AGENDA 1 Why marketing is (still) important 2 How to send the right to the right person 3 What makes an world-class 4 Key takeaways and resources

4

5 WHY 1 MARKETING IS (STILL) IMPORTANT.

6 FLICKR USER THOMAS ROUSING Here s what people think about .

7 People believe that marketing means SPAM

8 People also believe that marketing is OLD SCHOOL

9 Is still effective?

10 SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6) REASONS THAT WORKS. 1 There are more than 3.2 billion accounts today % of online consumers use ; 91% check at least once a day. has longer lifespan than social media % of consumers prefer for marketing communications. lets you be highly personal. marketing has an ROI of 4300%.

11 SOURCE: DIRECT MARKETING ASSOCIATION IS GROWING. Marketers who say they use more today than they did three years ago.

12 I get it. I m in. How can help me?

13 MARKETING WORKS FOR EVERY STAGE OF THE INBOUND METHODOLOGY Attract New Visitors Convert Visitors Into Leads Nurture Leads Into Customers Delight Customers Into Promoters

14 1 ATTRACT NEW VISITORS

15 FLICKR USER BEN GREY People like to share content they like.

16 FLICKR USER IAN SANE Segmented lists + relevant content + sharing = exponential reach beyond existing leads

17 2 CONVERT VISITORS INTO LEADS

18 FLICKR BEN GREY Use to gain

19 When a lead forwards your to someone, you gain the power of social proof. Encouraging referrals from existing leads helps you generate new ones. FLICKR RICHARD.ASIA

20 3 NURTURE LEADS INTO CUSTOMERS

21 FLICKR KY_OLSEN When you segment lists and tailor s to each lead, they ll be more engaged.

22 FLICKR KY_OLSEN Build a relationship with your lead by being helpful.

23 FLICKR KY_OLSEN doesn t have to be a one-sided conversation. Use it to listen to your audience trigger responses.

24 FLICKR USER JENNY DOWNING Nurture leads with content that helps them do their job better. They ll be more open to speaking to your sales team down the road.

25 4 DELIGHT CUSTOMERS INTO PROMOTERS

26 Just because a lead becomes a customer doesn t mean your job here is done. FLICKR USER LISANDRO M. ENRIQUE

27 FLICKR USER JD HANCOCK Continue to engage customers by sending helpful resources and customer-only extras attention is key to delight.

28 is a cost-effective way to strengthen relationships with customers, upsell products, and reduce churn.

29 2 HOW TO SEND THE RIGHT TO THE RIGHT PERSON.

30 HOW TO SEND THE RIGHT Determine who your audience is Segment your contacts database Send the right content at the right time 4 Nurture your lead into a customer

31 1 DETERMINE WHO YOUR AUDIENCE IS

32 + Right Content Right Audience Right Timing SUCCESS

33 INBOUND MARKETING STRATEGY

34 INBOUND MARKETING STRATEGY This is where segmentation comes in.

35 THE RIGHT AUDIENCE Who are your ideal customers? What are their interests? What are their pain-points? What are their behavior patterns, motivations, and goals??

36 THE RIGHT TIMING

37 SOURCE: LYRIS, INC. LIST SEGMENTATION RESULTS Greater Customer Retention Greater Revenue Increased Sales Leads Better Deliverability Lower Opt-Out/Unsubscribe Rates 21% 24% 24% 24% 28% % of respondents Greater Relevance Increased Open Rates 34% 39%

38 2 SEGMENT YOUR CONTACTS DATABASE

39 SEGMENT TO HIT SPECIFIC GOALS Increase deliverability Increase engagement Increase reach

40 SEGMENT TO HIT SPECIFIC GOALS Increase deliverability Increase engagement Increase reach

41 Your list decays at 25% a year. A list with 10,000 contacts will only have 5,625 viable contacts in 3 years.

42 FLIICKR USER HEGARTY_DAVID ing purchased lists increases your chances of being marked as SPAM and decreases deliverability rates.

43 FLICKR USER REMON RIJPER Say goodbye to unengaged leads. Suppress them from your segmented lists.

44 Regularly update lists to account for unsubscribed contacts. FLICKR

45 SEGMENT TO HIT SPECIFIC GOALS Increase deliverability Increase engagement Increase reach

46 Sending content to targeted lists increases open rates and click through rates. FLIICKR USER EMILIOKUFFER

47 FLICKR USER IRON RODAR GEOGRAPHIC SEGMENTATION IP Area Time Zone Area Code Address

48 FLICKR USER _HADOCK_ FIRMOGRAPHIC SEGMENTATION Company size Company type Industry

49 ROLE SEGMENTATION Department Seniority Function FLICKR _HADOCK_

50 BEHAVIORAL SEGMENTATION Conversion events opens Page views FLICKR _HADOCK_

51 MARKETING INTELLIGENCE # of Twitter followers # of Facebook fans SEO search terms Website Pages Technology ROBERT S. DONOVAN

52 SEGMENT TO HIT SPECIFIC GOALS Increase deliverability Increase engagement Increase reach

53 FLIICKR USER MOHAMMED ALNASER Some leads are never going to convert. But they love you!

54 LET THEM SPREAD THE LOVE. Evangelists Influencers Students FLICKR IRON RODART ROYCE VAIR ( STAR SHOOTER )

55 3 SEND THE RIGHT CONTENT AT THE RIGHT TIME

56 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY

57 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY Videos Blog posts Slideshares Free Tools Ebooks/Guides

58 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY Webinars Case Studies FAQ Sheets Product Whitepapers Third-Party Reviews

59 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY Free Trials ROI Reports Product Demos Consultations Estimates/Quotes

60 4 NURTURE A LEAD INTO A CUSTOMER

61 Say someone views your pricing page

62 They re interested, but aren t talking to sales yet.

63 What if you could instantly facilitate a conversation and connect them with sales?

64 Create a segmented list

65 that triggers a workflow.

66 that triggers a workflow. Lead receives an from you asking if they have any questions about pricing.

67 that triggers a workflow. Their sales rep receives a notification that they ve viewed the pricing page.

68 3 WHAT MAKES AN WORLD-CLASS.

69 s should add value, not ask for it.

70 It is also essential that you OPTIMIZE YOUR S.

71 BEST PRACTICES 1 Identify a specific goal 2 Personalize sender info 3 Personalize copy 4 Get to the point 5 Address leads directly 6 Use actionable language 7 Focus on benefits 8 Use multiple CTAs 9 Encourage sharing 10 Edit the plain-text 11 Optimize for mobile 12 Analyze Results

72 1 IDENTIFY A SPECIFIC GOAL. Generate new leads: enable sharing Follow up on offer download: kickback Collect audience feedback: surveys Increase program awareness: informative copy Nurture leads further down the funnel: resources Facilitate sales process: CTA such as call us Educate customers about new features: overview

73 2 SEND YOUR FROM A PERSON, NOT A COMPANY. Increase open rate by 3-5%

74 3 USE PERSONALIZATION.

75 3 USE PERSONALIZATION. First name

76 3 USE PERSONALIZATION. Most relevant download

77 3 USE PERSONALIZATION. Company name

78 3 USE PERSONALIZATION. Sales rep info

79 3 USE PERSONALIZATION. Over 75% of revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized s see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP

80 4 CREATE SUBJECT LINES AND COPY THAT GET TO THE POINT.

81 4 CREATE SUBJECT LINES AND COPY THAT GET TO THE POINT.

82 4 CREATE SUBJECT LINES AND COPY THAT GET TO THE POINT.

83 4 CREATE SUBJECT LINES AND COPY THAT GET TO THE POINT. No.

84 5 SPEAK DIRECTLY TO A PERSON.

85 6 USE ACTIONABLE LANGUAGE. Incorporate verbs into your in-text CTAs and CTA buttons Get Your Templates Start Your Project Now Reserve Your Seat Let lead know what they can do by clicking your s in-text CTAs and CTA buttons Save time Generate more leads Increase production efficiency by 23%

86 7 FOCUS ON BENEFITS, NOT FEATURES.

87 8 USE EACH COMPONENT OF YOUR AS A CALL TO ACTION. Edit alt-text of images + CTAs

88 8 USE EACH COMPONENT OF YOUR AS A CALL TO ACTION. Edit alt-text of images + CTAs Add CTA to Signature

89 8 USE EACH COMPONENT OF YOUR 8 AS A CALL TO ACTION. Edit alt-text of images + CTAs Link images to landing pages Add CTA to Signature

90 8 USE EACH COMPONENT OF YOUR AS A CALL TO ACTION. Edit alt-text of images + CTAs Link images to landing pages Add CTA to signature Modify preview text

91 9 ENCOURAGE SHARING TO GENERATE MORE LEADS.

92 9 ENCOURAGE SHARING TO GENERATE MORE LEADS. Use a tracking URL

93 9 ENCOURAGE SHARING TO GENERATE MORE LEADS. Use a tracking URL Personalize message when possible

94 9 ENCOURAGE SHARING TO GENERATE MORE LEADS.

95 9 ENCOURAGE SHARING TO GENERATE MORE LEADS.

96 9 ENCOURAGE SHARING TO GENERATE MORE LEADS.

97 10 EDIT THE PLAIN TEXT.

98 11 OPTIMIZE FOR MOBILE. Does the logo work on a smaller screen? Is the text legible? Does it zoom properly? Do images display correctly? Is the Call-to-Action functional?

99 12 ANALYZE YOUR RESULTS. RUN A/B TESTS FOR: Subject line optimization templates Offers Length Images Copy CTAs

100 12 ANALYZE YOUR RESULTS. Measure stats such as: Delivery rates

101 12 ANALYZE YOUR RESULTS. Measure stats such as: Delivery rates Open rates

102 12 ANALYZE YOUR RESULTS. Measure stats such as: Delivery rates Open rates Click-through rates

103 12 ANALYZE YOUR RESULTS. Measure stats such as: Delivery rates Open rates Click-through rates Contact churn

104 12 ANALYZE YOUR RESULTS. Measure stats such as: Delivery rates Open rates Click-through rates Contact churn Hard/soft bounces

105 12 ANALYZE YOUR RESULTS. Analyze segment behavior: URL click popularity Unsubscribes vs, preference changes Social shares by channel CTA click rate

106 OK, that s great. But what does a world-class look like when you ve put all of it together?

107 Example: Product

108 Informational, more text is okay. You re educating a lead about your product. Example: Product

109 Example: Product Informational, more text is okay. You re educating a lead about your product. Image is central part of the . It links to a Slideshare about inbound marketing.

110 Example: Product Informational, more text is okay. You re educating a lead about your product. Image is central part of the . It links to a Slideshare about inbound marketing. Is there someone else at the organization that would be a better fit for this ? Encourage forwarding.

111 Example: Product Informational, more text is okay. You re educating a lead about your product. Image is central part of the . It links to a Slideshare about inbound marketing. Is there someone else at the organization that would be a better fit for this ? Encourage forwarding. Primary goal of this is to encourage leads to learn more about the product. CTAs reflect that.

112 Example: Promotional

113 Use personalization token such as contact s first name Example: Promotional

114 Use personalization token such as contact s first name Example: Promotional Encourage sharing of download with colleagues/friends

115 Use personalization token such as contact s first name Example: Promotional Encourage sharing of download with colleagues/friends Provide contact info in signature to facilitate 1:1 conversation

116 Use personalization token such as contact s first name Example: Promotional Actionable language + speaking directly to lead ( Your Templates ) Encourage sharing of download with colleagues/friends Provide contact info in signature to facilitate 1:1 conversation

117 Use personalization token such as contact s first name Example: Promotional Actionable language + speaking directly to lead ( Your Templates ) Encourage sharing of download with colleagues/friends Image sets expectations for what the download looks like and acts as a CTA Provide contact info in signature to facilitate 1:1 conversation

118 Use personalization token such as contact s first name Example: Promotional Actionable language + speaking directly to lead ( Your Templates ) Encourage sharing of download with colleagues/friends Image sets expectations for what the download looks like and acts as a CTA Provide contact info in signature to facilitate 1:1 conversation Social sharing buttons to generate new leads

119 Example: Nurturing

120 Plaintext style simulates 1:1 Example: Nurturing

121 Plaintext style simulates 1:1 Example: Nurturing State reason for sending

122 Plaintext style simulates 1:1 Example: Nurturing State reason for sending Optimize CTA around main goal: in this case, connecting lead with sales immediately.

123 Plaintext style simulates 1:1 Example: Nurturing State reason for sending Optimize CTA around main goal: in this case, connecting lead with sales immediately Personalize sender. A real person is ing. Note the position of the sender gives authority.

124 4 KEY TAKEAWAYS AND RESOURCES.

125 KEY TAKEAWAYS 1 To be successful at marketing, you need to send the right content to the right person at the right time. 2 marketing can be used for brand awareness, lead generation, lead to customer conversion, and customer retention. 3 Segmenting your contacts database increases engagement and deliverability and decreases unsubscribe rates.

126 KEY TAKEAWAYS 4 You can use segmented lists to trigger nurturing sequences to move leads further down the funnel. 5 Each should have one specific goal. 6 Personalization increases engagement and conversions. 7 Take the time to optimize s detail is key.

127 RESOURCES 1 The Anatomy of a 5-Star [ebook] 2 Optimizing Marketing for Conversions [downloadable guide] 3 8 Little Tricks to Make Your s More Clickable [blog post]