does size really matter in digital marketing
TRANSCRIPT
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Does Size Really Matter?
You don’t need to be a large insurer or have a big budget to make an impact?
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Coman FullardSenior Digital Strategist
Continuumwww.wearecontinuum.com
@WeAreContinuum@ComanFullard
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David & GoliathGiovanni Battista Scultori, 1540Los Angeles County Museum of Art
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Most bank for your buck …
Highly TargetedAgile
Ruthless
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What drives conversion?
C = 4m + 3v + 2(i-f) – 2a
Probability of ConversionMatch between offer and visitor motivation
Clarity of value proposition
Incentive to take actionFriction in the sales process
Anxiety caused by the process
http://www.marketingexperiments.com/methodology-marketingexperiments.html
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Sales Funnel
Sequence of multi-channel conversions
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Double your conversions?
Optimize the sequence
+14%
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+14%
+30%
+48%
+69%
+93%
+119%
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Four steps to success
1. Articulate your strategy
2. Understand analytics and set goals
3. Find your quick wins
4. Optimize your funnel step-by-step
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Articulate your strategyWhat is your commercial goal?
To whom are you selling?Value proposition?Your message?What channels?
Cost of Acquisition?
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Multiple models of the customer?
1?5?12?More?
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A simple model
Customer goals, pains & gains
Customer Goals
Pains
Gains
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Value Proposition1. Target entities?
2. Time horizon?
3. What do we want target entities to do?
4. Compelling alternative(s)?
5. What experiences will they derive vs. their alternative? • Resulting experiences must be specific, actionable, comparative• Many winning VP’s are trade-offs: some experiences are inferior
What you want the customer to want
What customer wants
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A simple model
OfferingProducts& Services
Pain Relievers
Gain Creators
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Google Analytics• Get training• Set up “GOALS” & Funnels• Identify demographics• Learn what people are doing• Averages lie• Go deeper with Event tracking
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Quick Technical wins
• Check multiple browsers/OS• Site load times • Check for SEO best practice• Interview your customers• Study competitors
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Seek expert advice• Define expectations & needs FIRST• Experts should challenge• Focus on growth, conversion rates & ROI• Relevant experience over creativity• Understand their deliverables• Clarify their Pricing Model• Integrate them into the team
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Funnel Hacking• Conversion rates along your funnel
• KPI’s
• Pick a start & quantify growth and ROI
• Be ruthless
• Seek expert advice
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Keyword Research• From Personas, Value Prop & messaging
• Consider your competitive space
• Google AdWords
• What Questions do people ask?
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Content Marketing
• A long-tail effect
• Potentially evergreen
• Services SEO
• Links build site authority
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Content Actions
• Content Plan• Aligned to personas & marketing objectives• Cross channel• Assign owners • Deadlines
• Promote your content• Review performance & reuse
Customer Goals
Pains
Gains
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Content is a chance to:
Segment & qualify
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Quality Content
• Achieves marketing objectives
• Impacts SEO
• Has high social engagement
• Is hard work
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Content Advice• Professional copy writers• Keyword research• Don’t bury the lead• Headers for clarity• Visuals• Easy to share• Ask for subscribers• Audio & video
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Search Engine Optimisation - SEO
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Social Media
• Engage your market
•Hazards
•Need Rules of engagement & ownership
• Focus your channel activity
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Paid Acquisition
•Good for end-of-decision acquisition
•Use lookalikes (facebook) etc.
• Set budget & ROI
•Manage it closely
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Remarketing
• Low cost per click & acquisition
• Tends to drive direct traffic
•Cap the frequency
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Landing Pages
• Send your advertising clicks here
•Clear call-to-action
•Use dedicated phone numbers
•Conversion Centred Design
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Conversion Centred Design1. Attention ratio2. Context & message matching3. Clarity4. Congruence5. Credibility6. Closing7. Continuance
Reference: Unbounce
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Email Marketing• Grow your list through every touchpoint• Segment & personalise• Use tools eg. Mailchimp• Automate unsubscriptions• Design emails for conversion• Remember Mobile users• You can’t trick people to read your email
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Personalisation
1. MLT Creative2. Ibid3. Hubspot4. Ibid5. Ibid6. ITSMA
Email-5 x open rate1
2 x click-through rate2
18 x more revenue than “broadcast” emails3
Ads - Behaviourally targeted ads are 2 x as effective4
Web -2 x to 5 x times as effective5
Buyers 48% more likely to consider solutions with personalized marketing6
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Upsell & Cross-sell
Bypass your cost-to acquire
Hyper-targeted
Leverage all the channels
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Referrals – the MOST potent form of social proof
Obvious place to start given the nature of your business
Build Customer Enthusiasm
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Automated Marketing
A Force Multiplier
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Warning
Don’t do too much
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@ComanFullard
Thank You