5,000. That’s the number of ads your prospects are exposed to every day, and that’s a lot. So how do you make your business stand out in all that noise? How do you hit your target audience with marketing that not only captures their attention but WOWs them to convert?
These are the fundamental questions asked by all marketers, in this new webinar, we are going to answer them. Join the conversion trifecta WordStream, Bounce Exchange, and Datanyze for our next free webinar and learn how to capture, engage, and convert your prime prospects with a stand-out marketing message.
You'll learn our top 10 proven strategies to win new customers and stay competitive absolutely everywhere, including:
- On the search results page
- With your website
- And when reaching out to leads
_____________________________________________________________
For more information about WordStream's services, visit www.wordstream.com.
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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
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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!
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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!
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…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
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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
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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!
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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.
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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.
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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.
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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
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Why should I care about lead nurturing?
“Nurtured leads make 47%
larger purchases than non-
nurtured leads.”
#ConversionMadness
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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.
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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
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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
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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
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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
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Let’s talk email campaign strategy
“Companies that excel at
lead nurturing generate 50%
more sales ready leads at
33% lower cost.”
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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
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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
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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
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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