Marketing Step 1: Maximizing Your Sign-up Process

Transcription

1 Jessica Best emfluence Digital Marketing Marketing Step 1: Maximizing Your Sign-up Process

2 Best Practices for Your Sign-up Process Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

3 Starting at the Top: Driving Visitors to Subscribe Prominent sign-up on your home page Above the fold Offer clear value Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

4 Starting at the Top: Driving Visitors to Subscribe Upper left or upper right get the best response % Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

5 Starting at the Top: Driving Visitors to Subscribe Prominent placement on interior pages Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

6 Starting at the Top: Driving Visitors to Subscribe Cart checkout Sister sites & blog Partner websites Pay-per-click ads Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

7 5 Things to Always Include on your Sign-up Value proposition Frequency & content expectations validation Sample image Link to privacy policy Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

8 Maximizing the Sign-up Form for Conversion Progressive Capture Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

9 Driving Engagement on the Confirmation Page Confirm address White list request Cross-sell Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

10 Driving Engagement on the Confirmation Page Social channels SMS sign-up Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

11 The Cornerstone: Your Welcome White list request (again) Value proposition (again) Next call-to-action Balance text:image ratio Send immediately Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

12 The Cornerstone: Your Welcome Welcome Series Next day 2 weeks 6 weeks 10 weeks 12 weeks Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

13 Lessons Learned: What Works? Collect only what you need Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

14 Lessons Learned: What Works? Let users segment themselves or use data to segment for them Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

15 Lessons Learned: What Works? A special offer delivered to your inbox Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

16 Lessons Learned: What Works? Trend watch: pop-over lightbox Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

17 If You Only Remember 5 Things Best Practices for Your Sign-up Process Prominent sign-up Set expectations at sign-up Progressive capture Nurture series Lightbox sign-up Driving Traffic The sign-up form Confirmation Page Welcome (s) Test &

18 Toby McLelland-Taylor Solutions fails and how they can be avoided with simple best practice strategies

19 @TobyAdestra

20 @TobyAdestra

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23 Example 1 The Power of a

24 @TobyAdestra

25 Solution- Contact

26 Example 2-

27 Solution- Content

28 @TobyAdestra

29 Example 3-

30 Solution- Frequency

31 Example 4- Repetition

32 Solution- Multi variant

33 Example 5- Subject lines Solution- TEST

34 Example 6 -

35 Example 6 -

36 Solution-

37 Example 7- Asleep at the

38 Solution

39 Conclusion: Test Test and test again Think about the relevance- are you using your data as intelligently as you can? Watch your frequency, don t constantly resend Think about your s from a recipients perspective- would you open that ? Get a fresh set of eyes on your campaign Don t go on holiday with my

40 Troy Burk Founder and CEO

41 Multistep Campaigns Outperform Drip campaign open rates are about 80% higher than single sends Average drip click through rates 3x higher than single sends.

42 Marketing Automation Adoption 85% of B2B marketers using MA platforms in 2014 feel they re not using them to their full potential. Only 8% of organizations in a recent survey were using marketing automation to nurture their existing

43 Outdated Approach Traditional Marketing Funnel Many MA platforms still base their design and application on a purchase or purchasing funnel developed by E. St. Elmo Lewis in Today s Marketing Funnel Consumer and business buying processes have changed drastically. The Internet, online reviews and social media have impacted on how we ve made purchasing decisions in the 80s, 90s and today. Buyers Contributors

44 Effectiveness In a study produced by Econsultancy, respondents were more than twice as likely to say their organization gears their efforts towards retention (52%) than acquisition (21%). A recent survey of US digital marketers by Gigaom Research found them rating the most effective tactic for customer

45 Lifecycle

46 Stage When asked about their top marketing priorities in a survey conducted by the DemandGen Report, half of all respondents attributed the highest importance to tracking customer lifecycles and earning customer

47 Profile Utilize demographic and psychographic data to create a definition of your ideal customer. x Score contacts on their profile attributes, higher scores are closest to your ideal profile. Develop & execute your marketing strategy with this profile in

48 Engagement Score contacts on the many ways they can engage with your brand so higher scores are buy, remain a customer and buy again. Companies that engage with their customers via social media have more loyal customers. Customers who engage with a brands online report spending 20% to 40% more on that brand, or on that company's

49 Loyalty ecommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers McKinsey The probability of selling to an existing customer is 60 70%. The probability of selling to a new prospect is 5-20% Marketing

50 Satisfaction 70% of buying experiences are based on how the customer feels they are being treated McKinsey. 96% of unhappy customers don t complain, however 91% of those will simply leave and never come back 1Financial Training