WordStream, BounceExchange, & Datanyze: Capture, Engage, Convert With Standout Messaging! [Webinar]

1. #ConversionMadn ess CAPTURE // ENGAGE // CONVERT 10 Proven Ways to Make Your Marketing Message Stand Out Presented by: #ConversionMadness

2. #ConversionMadn ess WordStream Randi Lucius Meet the Panelists @wordstream Bounce Exchange Ryan Urban Datanyze Ben Sardella @bounceexchange @datanyze Paid Search Strategist CEO and Co-Founder Co-Founder and CRO

3. #ConversionMadn ess CAPTURE

4. #ConversionMadn ess Pay-per-click (PPC) experts. We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!). We make online advertising easy. You can manage AdWords & Bing campaigns in 20 minutes a week. Premier Google AdWords SMB Partner. Newly recognized for highest quality service and results. @wordstream We Have the #1 PPC Expert Larry Kim!

5. #ConversionMadn ess 1. Make Your Ads Bigger 2. Make Your Ads Better 3. Promote Your Sales Stand Out on the Search Results Page

6. #ConversionMadn ess MAKE YOUR ADS BIGGER

7. #ConversionMadn ess 1. Make Your Ads Bigger Expand Ads with Ad Extensions •Expands ad considerably •Include additional information that doesn’t fit in your text ads •Click-through-rate (CTR) is 2X that of regular search ads •Generate and track phones calls!

8. #ConversionMadn ess 1. Make Your Ads Bigger

9. #ConversionMadn ess Call Extension (Dynamic) Sitelinks Call Out Review Seller Ratings (Automatic) 1. Make Your Ads Bigger

10. #ConversionMadn ess MAKE YOUR ADS BETTER

11. #ConversionMadn ess 2. Make Your Ads Better Most Ads Suck.

12. #ConversionMadn ess Don’t suck. Instead…. 2. Make Your Ads Better

13. #ConversionMadn ess …Use the Right Words (or Characters!) •When possible, use free •Break up ad text with characters like # or $ •Add numbers – they stand out •A/B test including sales or promotions in ad copy •NEW! Real time updates/sales countdowns 2. Make Your Ads Better

14. #ConversionMadn ess …Write “Emotional” Ads This ad gets 6X above average CTR 2. Make Your Ads Better

15. #ConversionMadn ess …Write “Emotional” Ads Because everyone else sucks. 2. Make Your Ads Better

16. #ConversionMadn ess …Write “Emotional” Ads These emotions make people click. 2. Make Your Ads Better

17. #ConversionMadn ess PROMOTE YOUR SALES

18. #ConversionMadn ess In Shopping Results Leverage shopping promotions to promote your sales •Promotes sales & discounts that searchers might not know about •Improves performance of shopping AND search ads In Search Results 3. Promote Your Sales

19. #ConversionMadn ess 3. Promote Your Sales One advertiser used shopping promotions and increased conversions by 36% and cut cost-per- acquisition (CPA) by 25% in 1 MONTH!

20. #ConversionMadn ess www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your Landing Pages How does your paid search stack up?

21. #ConversionMadn ess CONVERT

22. Profitizing Worthless Traffic

23. #ConversionMadn ess ECOMMERCE ENTERPRISE CLIENT RETENTION RATE > 97% Trusted By Global LeadersWith strong tech teams PUBLISHERS B2B

24. #ConversionMadn ess Build Compliance Momentum Conversion Advice When you make a small commitment, that small commitment dramatically increases your chances to make another commitment.

25. #ConversionMadn ess Be Realistic Conversion Advice Your customers and prospects aren’t stupid, so give them something realistic. Enter your email address Enter your email address

26. #ConversionMadn ess Read Digital Body Language Conversion Advice Read your customer’s digital body language, wait until they are exhibiting the right behavior before you ask anything from them.

27. #ConversionMadn ess Keep It Simple Conversion Advice Eliminate all the distractions. Keep it simple, clean and direct to the point.

28. #ConversionMadn ess Keep It Clear Conversion Advice Give your customers and prospects directional cues. Be very clear what it is you want them to do and where. Make it obvious.

29. #ConversionMadn ess Keep A Unified Message Conversion Advice Keep a unified message across all your campaigns People need to respect you and like your company for what it is. Focus on what you’re really good at and go from there.

30. #ConversionMadn ess Check your CRO Stack A/B Testing SMB / Mid Enterprise - Optimizely - Visual Website Optimizer - Monetate - Maximyser - SiteSpect - Adobe Target Heat Maps SMB / Mid Enterprise - Crazy Egg - GA - Hot Jar - Formisimo - Clicktale Behavioral Email Triggers SMB / Mid Enterprise - Vero -Triggermail - Autosend.io - Smarter Remarketer - Bounce Exchange - Customer.io Predictive Analytics SMB / Mid Enterprise - Custora - RJ Metrics - Kissmetrics - Mix Panel Lead Capture SMB / Mid Enterprise - FancyBox - Hello Bar - Bounce Exchange Video Hosting SMB / Mid Enterprise Wistia Landing Page Software SMB / Mid Enterprise Unbounce Marketo HubSpot Ion Interactive Live Chat SMB / Mid Enterprise Olark LiveChat Zopim LivePerson BoldChat Behavioral Automation Bounce Exchange Wire Framing Balsamiq CRO Agencies Conversion Rate Experts Wider Funnel SiteTuners Enterprise Only Recommended Growing and Mid-Market to Enterprise Stacks Life Cycle Marketing Custora

31. #ConversionMadn ess NURTURE AND ENGAGE

32. #ConversionMadn ess Datanyze tells your sales team when to reach out by surfacing the companies that have started or stopped using your competitor’s product each day. @Datanyze

33. #ConversionMadn ess Warming up your leads with insanely good nurture campaigns

34. #ConversionMadn ess Why should I care about lead nurturing? “Nurtured leads make 47% larger purchases than non- nurtured leads.” #ConversionMadness

35. #ConversionMadn ess Step 1: Every new lead gets a buyer persona A semi-fictional representation of your ideal customer based on customer conversations, market research, and website analytics.

36. #ConversionMadn ess Buyer persona example: “Molly the marketer” Role: SMB content marketer, retail industry Daily tasks: create emails, post to blog and social Skills: email marketing, lead nurturing, segmentation Tools: Mailchimp, WordPress, Magento Goals: Increase purchases from email, social Challenges: dirty database, reliance on IT Watering holes: emarketer, internet retailer, Hubspot blog, marketingprofs Background: single, late 20s, BA; no Masters #ConversionMadness

37. #ConversionMadn ess Step 2: Create conversion paths for each buyer persona #ConversionMadness

42. #ConversionMadn ess Example conversion paths by title #ConversionMadness

43. #ConversionMadn ess Example conversion paths by title Seasoned Sales Executive Conversion path • Awareness: reads your editorial post on top sales blog • Education: downloads sales attribution template • Consideration/Config: receives phone call from sales rep, who uncovers need and sets up demo #ConversionMadness

44. #ConversionMadn ess Example conversion paths by title Seasoned Sales Executive Conversion path • Awareness: reads your editorial post on top sales blog • Education: downloads sales attribution template • Consideration/Config: receives phone call from sales rep, who uncovers need and sets up demo Sales ops hacker Conversion path • Awareness: sees your answer to a question about Salesforce on Quora • Education: reads through your product developer guide • Consideration/Config: signs up for a free trial #ConversionMadness

45. #ConversionMadn ess Example conversion paths by title Seasoned Sales Executive Conversion path • Awareness: reads your editorial post on top sales blog • Education: downloads sales attribution template • Consideration/Config: receives phone call from sales rep, who uncovers need and sets up demo Sales ops hacker Conversion path • Awareness: sees your answer to a question about Salesforce on Quora • Education: reads through your product developer guide • Consideration/Config: signs up for a free trial Account Executive Conversion path • Awareness: see LinkedIn ad while prospecting • Education: downloads objection handling ebook • Consideration/Config: requests demo from email nurture campaign for forecasting tool

46. #ConversionMadn ess Let’s talk email campaign strategy “Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.”

47. #ConversionMadn ess First things first: manual or automated? Lead engagement score Low priority • Ebook downloads • Trade show booth visit • Blog subscriptions Middle priority • Webinar attendees • Case study downloads • Analyst report download High priority • Demo requests • Free trials

48. #ConversionMadn ess Great campaign email example Moz subscriber email 1. Subject line: 55 characters or less 2. Clean design, concise copy 3. Introduction to brand mantra 4. Multiple options for engagement 5. Clear call-to-action #ConversionMadness

49. #ConversionMadn ess Follow up strategy – the 411 rule 3-1-1 Rule for Email • 3 suggested content / helpful reads • 1 soft sell • 1 hard sell Use marketing automation to tip off sales team on important actions (e.g. pricing page visit) #ConversionMadness

50. #ConversionMadn ess Quick recap 1. Every new lead gets a buyer persona. Buyer personas should reflect a deep understanding of your ideal customer. 2. Create a unique conversion path for each buyer persona, paying close attention to how each persona likes to interact with a brand. 3. Determine which leads require manual vs automated nurturing by creating a lead prioritization process. 4. Create thoughtful nurturing emails with concise copy and a clear call-to-action. 5. Employ the 3-1-1 rule for nurturing campaigns and use marketing automation to flag sales ready leads. #ConversionMadness

51. #ConversionMadn ess QUESTIONS? @wordstream / @larrykim @bounceexchange marketingteam@wordstream.com profit@bounceexchange.com ben@datanyze.com @bensardella / @datanyze

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WordStream, BounceExchange, & Datanyze: Capture, Engage, Convert With Standout Messaging! [Webinar]

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