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

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

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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.

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

  1. 1. #ConversionMadn ess CAPTURE // ENGAGE // CONVERT 10 Proven Ways to Make Your Marketing Message Stand Out Presented by: #ConversionMadness
  2. 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. 3. #ConversionMadn ess CAPTURE
  4. 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. 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. 6. #ConversionMadn ess MAKE YOUR ADS BIGGER
  7. 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. 8. #ConversionMadn ess 1. Make Your Ads Bigger
  9. 9. #ConversionMadn ess Call Extension (Dynamic) Sitelinks Call Out Review Seller Ratings (Automatic) 1. Make Your Ads Bigger
  10. 10. #ConversionMadn ess MAKE YOUR ADS BETTER
  11. 11. #ConversionMadn ess 2. Make Your Ads Better Most Ads Suck.
  12. 12. #ConversionMadn ess Don’t suck. Instead…. 2. Make Your Ads Better
  13. 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. 14. #ConversionMadn ess …Write “Emotional” Ads This ad gets 6X above average CTR 2. Make Your Ads Better
  15. 15. #ConversionMadn ess …Write “Emotional” Ads Because everyone else sucks. 2. Make Your Ads Better
  16. 16. #ConversionMadn ess …Write “Emotional” Ads These emotions make people click. 2. Make Your Ads Better
  17. 17. #ConversionMadn ess PROMOTE YOUR SALES
  18. 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. 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. 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. 21. #ConversionMadn ess CONVERT
  22. 22. Profitizing Worthless Traffic
  23. 23. #ConversionMadn ess ECOMMERCE ENTERPRISE CLIENT RETENTION RATE > 97% Trusted By Global LeadersWith strong tech teams PUBLISHERS B2B
  24. 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. 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. 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. 27. #ConversionMadn ess Keep It Simple Conversion Advice Eliminate all the distractions. Keep it simple, clean and direct to the point.
  28. 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. 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. 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. 31. #ConversionMadn ess NURTURE AND ENGAGE
  32. 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. 33. #ConversionMadn ess Warming up your leads with insanely good nurture campaigns
  34. 34. #ConversionMadn ess Why should I care about lead nurturing? “Nurtured leads make 47% larger purchases than non- nurtured leads.” #ConversionMadness
  35. 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. 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. 37. #ConversionMadn ess Step 2: Create conversion paths for each buyer persona #ConversionMadness
  38. 38. #ConversionMadn ess Step 2: Create conversion paths for each buyer persona #ConversionMadness
  39. 39. #ConversionMadn ess Step 2: Create conversion paths for each buyer persona #ConversionMadness
  40. 40. #ConversionMadn ess Step 2: Create conversion paths for each buyer persona #ConversionMadness
  41. 41. #ConversionMadn ess Step 2: Create conversion paths for each buyer persona #ConversionMadness
  42. 42. #ConversionMadn ess Example conversion paths by title #ConversionMadness
  43. 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. 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. 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. 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. 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. 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. 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. 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. 51. #ConversionMadn ess QUESTIONS? @wordstream / @larrykim @bounceexchange marketingteam@wordstream.com profit@bounceexchange.com ben@datanyze.com @bensardella / @datanyze

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