making digital work - 5 easy ways to transform your only marketing results
TRANSCRIPT
Digital Marketing Webinar Making Digital Marketing Work
Oct 17, 2014 | Michael Leander (Multi Award Winning
Speaker & Judge for Digital, Direct & Loyalty Marketing
Awards)
www.digitalvidya.com
Making Digital Marketing Work
5 easy ways to improve your
online marketing results
Webinar presentation with Michael Leander www.michaelleander.me
Most of us are leaking – why not fix that first?
Drive towards your objectives first , deadlines second !
See video about being objective driven http://www.youtube.com/watch?v=4mxvy_usWz8
Meet Good ‘ol AIDA A = Attention (Awareness)
I = Interest
D = Desire
A = Action
Meet the new AIDA A = Attention (Awareness)
I = Interest
D = Desire
E = Engagement
A = Action
Engage me
Shares & comments
Meet the new AIDA A = Attention (Awareness)
I = Interest
D = Desire
E = Engagement
A = Action
Shares & comments
Eyeballs
On-page
$
Engage
Nurture
Re-activate
Say hello to @michaelleander
Random tidbits of information from the PLEA
Know your numbers
Define your ideal funnel
Describe your ideal
lead
Understand the buying
process
Establish ecosystem
Develop attractors push
& pull
Develop campaigns
Develop media plan
Develop nurturing
plan
Measure & improve
First 30 days
Sign-up tactics
Automate
The PLEA
Planned selling process
ABOA
The Perfect Lead Acquisition System
4 ½ amazingly simple online marketing components powered by commonsense
1. The power of MWR: Most Wanted Responses and how to implement these consistently for maximum effect.
2. How to avoid common on-page mistakes by understanding friction?
3. How to improve the synergy between your ad messages and your landing pages for better results?
4. Why emotional links work much better than descriptive links and how to implement?
Acquiring a better Return on
Marketing Investment is
crucial for most businesses.
ROMI is in the details
Question !
How confident are you about your online marketing assets (website, landing pages, blogs etc.) and their ability to meet your objectives? 1) Extremely confident 2) Confident 3) Suddenly, I wonder 4) Not confident at all 5) I refuse to answer
Confident usually means
“looking gooood”
Good looking in Hermés, but utterly useless online
Question !
How many hours does it take for you and/or your team and/or agency to create a standard webpage? 1) Less than 1 hour 2) 1 -3 hours 3) 4-7 hours 4) 8-11 hours 5) More than 11 hours
Nurture and care for key pages the way you would care for your baby
The simplified flow Define
purpose
Decide MWR’s
Add content
Check SEO score and
adjust
Add MWR’s
links
Test look & feel + optimize
A/B Test run traffic
to page
Evaluate, adjust and run again
Adjust again and run again
How not to do when you hit
it Big Time through SEO
Should have created an optimized page as
opposed to retaining the
blog post format
See page here http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
If you want to be a top performer, stop your “templatized” approach
> Each page on your website, blog or e-commerce platform serves a purpose. > Different purposes often requires different approaches. Standards sometimes gets in the way of maximum success > If a page attracts great traffic, consider optimizing it towards your MWR’s
WHAT IS FRICTION AND HOW DO YOU DEAL WITH IT?
What to do about friction?
• Remove disturbing elements to get the eye to focus on what matters
• Add a clear hook !
• Add elements that will help the visitor (fully) understand your proposition
Get the newsletter to learn more about how you avoid friction: http://michaelleander.com/newsletter.html
WHICH IS GOOD AND WHICH IS BETTER?
Simple is not always the best
choice – remember the
trade-off ! (law of reciprocity)
See the page here http://michaelleander.com/newsletter.html
How to structure a webpage
• Know your purpose > start with the end in mind
• Define your MWR’s – Most Wanted Responses, max. 3-5
• Remove friction and resistance – Think about your web template – is it in the way
of achieving your objective?
• Implement the MWR call to actions consistently throughout your website
MWR = Most Wanted Response
Using MWR think about what you 1) Most want people to do 2) Second most want people to do 3) Third most want people to do
Most of the time, you cannot have it all. And you cannot satisfy everybody. You must make a conscious choice. A choice that helps you achieve your specific objective.
Bad MWR Good MWR
Which is (usually) most effective? Headline on top or below picture?
Words matter a lot more than you
think, but only if you know which, why, when
and for how long
70% of people make purchasing decisions to
solve problems. 30% make decisions to gain
something. Source: Impact Communications
Thin
Which problem are you solving?
More about Steve http://www.campaignlive.co.uk/news/910967/
The power of emotional links
Click here or click here
Click here to see how this helps
Integrate call to actions on all pages
85%
15%
Banner and text links are on the same web-page
Think about text/copy and in particular headlines and their Emotional Marketing Value
1. Slim down your lead acquisition funnel
2. Improve your lead acquisition funnel
Link: http://www.aminstitute.com/cgi-bin/headline.cgi
Benefit driven headlines
• Emotional Marketing Value (EMV)
Which last step call to action (CTA) button is more effective?
Get my thing Get your thing
Wins 9 out of 10 times
Pay attention to details & don’t be afraid to experiment, don’t be afraid of failure
Create a culture of experimentation
Attribute Benefit Objection Answer
42
ABOA exercise for lead generation
# Attribute (feature or characteristics)
Benefit (to the customer)
Objection (why isn’t the customer interested)
Answer (to objection)
1 Free webinar Learn about … It is just a sales pitch not worth my time
_____________
2
3
A lead generation campaign is a campaign, which leverages a combination of channels to acquire qualified leads. The measurement is typically based on Cost Per Lead or the better Cost Per New Customer or Cost Per Order
How to structure a homepage for maximum
response and success?
No more one size fits all – no more pretending
Personalize and/or customize the online experience
Dumb static approach: Homepage
Static approach insight driven: What does your visitor want to do next?
Model for content, customization and personalization planning
Can your visitors FURDIC ?
– Find
–Understand
–Relate
–Do
– Interact
–Complete (transaction)
Can your audience FURDIC ?
– Find > what are they looking for and why?
– Understand > what do they need to understand ?
– Relate > what might they relate to?
– Do > what would they like to do?
– Interact > how and when would they like to interact with us?
– Complete (transaction) > what would they want to complete, or how would they like to transact?
FIND, Serve,
Convert Dynamic
Entry page
Campaign
Social
Am I in the right place ?
Looks for signals
Finds signal quickly
No signals found
Good experience
Use commonsense > increase your conversion rates
Banner advertisement
Landing page
Fix the basics before you attempt to reinvent the wheel !
90% of websites in India haven’t focused the foundation (yet) and 90% of CMO’s talk to impress when they meet
Don’t count the customers you reach – Reach those who count
CALL ME +45 27 28 29 53 EMAIL ME [email protected] TWEET ME @michaelleander
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