T44u 2015, improving campaign performance
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This presentation will outline the tools available to support every stage of your campaign performance. See how to run fully integrated marketing campaigns. See how to nurture website traffic and conversions and create more effective campaign performance through A/B testing and more.
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T44u 2015, improving campaign performance
- 1. Defining Digital Engagement for Higher Education Marketing Automation
- 2. Confidential 2 Inbound Marketing • Landing Page Design • Principles • Design with TERMINALFOUR • T4Mailer • Campaign Creation • Marketing Automation • What’s next?
- 4. Confidential 4 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
- 5. •Click through •Lead Generation Confidential 5 Landing Page Types
- 6. • “Warming” stage in sales funnel • Like us on Facebook • Download our App • Buy our stuff Confidential 6 Click Through
- 9. • Capturing data for later use • Sign up to newsletter • Download whitepaper • Free trial • Webinar registration Confidential 9 Lead Generation
- 10. Confidential 10 Anatomy of a TERMINALFOUR Landing Page
- 11. • 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 Confidential 11 Landing Page Design
- 12. • 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 Confidential 12 Landing Page Design
- 13. • 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’ Confidential 13 Landing Page Design
- 14. • 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 Confidential 14 Landing Page Design
- 19. Confidential 19 Anatomy of a TERMINALFOUR Landing Page
- 21. Confidential 21 Anatomy of a TERMINALFOUR Landing Page
- 22. Confidential 22 Anatomy of a TERMINALFOUR Landing Page Building forms will only get easier with Form Builder
- 23. Confidential 23 Anatomy of a TERMINALFOUR Landing Page
- 27. Create an Address Book Confidential 27
- 28. Create an Address Book Confidential 28
- 30. • Address Books can be organised in folders Confidential 30 Organise Address Books
- 32. Campaign Content Confidential 32 • Two types of Campaign • Regular Campaigns • Triggered Campaigns
- 33. Campaign Content Confidential 33 • 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
- 34. Organising Triggered Campaign Content Confidential 34 • These can be organised in folders
- 35. Creating Triggered Campaign Content Confidential 35
- 36. Creating Triggered Campaign Content Confidential 36 • Triggered Campaign Content is just a mail newsletter that can be constructed like a regular campaign
- 37. • Select ‘Properties’ from the Address Book List Confidential 37 Scenario 1 – Creating an auto response
- 38. • From Join Action select one of the triggered campaign mails to send when someone joins the Address Book • This mail will be sent immediately Confidential 38 Scenario 1 – Creating an auto response
- 40. • 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 Confidential 40 Automation
- 41. • 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 Confidential 41 Automation
- 44. • Use the Start tile to check the add the address book and any other conditions Confidential 44 Automation
- 45. • Trigger from a Segment lets us specify the Address Book as well as other conditions Confidential 45 Automation
- 48. • Conditional logic can be added with the Decision tiles Confidential 48 Automation
- 49. • All conditions must End Confidential 49 Automation
- 50. • Personalisation • Form Builder • A/B Testing Confidential 50 Where to next?
Hinweis der Redaktion
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- Watch image size 'Perceived friction' - long forms leads to abandonment issues - re-captcha boxes - ambiguous field labels
- As well as the text and image changes the other editable piece of content is the unique ID number of the address book that the form inputs will go into