Selling via digital channels The real story of how to manage performance campaigns

Catalin VasileDirector, Head of Channels Management, ING Bank

Bucharest – 29 September

The basics

• AIDA• 80-20• KPI• Multi-Channel• Measure

The basics

• AIDA• 80-20• KPI• Multi-Channel• Measure

AIDA

• Attention / awareness• Have continuous awareness campaigns (GDN, brandings, CPM etc.)

• Interest• Know your product! • Always added value before inviting to buy • Be where your customers are. And where they express their needs.

• Desire • Talk about benefits. A lot!

• Action• …will follow

AIDA

• Attention / awareness• Have continuous awareness campaigns (GDN, brandings, CPM etc.)

• Interest• Know your product! • Always added value before inviting to buy • Be where your customers are. And where they express their needs.

• Desire • Talk about benefits. A lot!

• Action• …will follow

AIDA

AIDA

• Attention / awareness• Have continuous awareness campaigns (GDN, brandings, CPM etc.)

• Interest• Know your product! • Always added value before inviting to buy • Be where your customers are. And where they express their needs.

• Desire • Talk about benefits. A lot!

• Action• …will follow

AIDA

Online Sales = D & A

AIDA

Online Sales = D & A

The basics

• AIDA• 80-20• KPI• Multi-Channel• Measure

20 - 80

• 20% awareness• 80% performance• WHY?

• Because more than 50% of conversions WILL BE assisted• Because “knowing about” generates “search”• Because competition does it

The basics

• AIDA• 80-20• KPI• Multi-Channel• Measure

KPI

• What are your objectives for the next month (week) ?• Set KPI’s up and stick to them! • The most important ones:

• Time on product pages (high = they read about it)• Traffic sources • Goals (set them up) • CTO & OTS • The ones you find important (business specific)

The basics

• AIDA• 80-20• KPI• Multi-Channel• Measure

Multi-Channel

• Accept the assisted conversions• Users clicks your banner and goes to LP• User close the page and go to lunch• User forgets• User get back to work in the next morning and remembers• User searches (for what he/she remembers)• User clicks the Ad in Google Search• Users submits form and buys

Multi-Channel

• Accept the assisted conversions• Sometimes user goes home and orders form other computer and you measure an organic lead• Sometimes they research online and they buy offline• Sometimes they research offline and they buy online• Sometimes....

be where your user wants you to be!!!

The basics

• AIDA• 80-20• KPI• Multi-Channel• Measure

Measure

• Always use UTMs in your URLs• Use custom variables for your Leads Management System

• ING’s url: https://www.ing.ro/ingb/lp/credit-card?utm_source=google&utm_medium=search&utm_content=text&utm_campaign=cardcredit12rate&sup=GOOG&ini=search&cha=17&cam=8009

• Know where the leads came from in your sales calls. They appreciate it

Measure

Lead came from Facebook Ad

User didn’t answer his phone

User answered his phone next day

User accepted the meeting

User didn’t came to the meeting

Meeting was postponed

User came to Branch

User left with info

User was contacted two more times in two weeks

User came after 2 weeks and bought

Client was acquired online, from Facebook Ad

Measure

A/B & MV Testing

SUBMIT SUBMITVs.

Performance media

• Google AdWords• GDN & Search• Remarketing – GDN & Search

• Niche partners• We have comparison portals

• Emailing• Internal (including lead nurturing)• External (Direct eMailing)

CPC

CPM & CPL

~FreeProject based & CPL

Simpler

• Separate Key Visuals creation from landing Page creation• Make the user experience awesome

• Be transparent (say it all in the LP)• Don’t mind sending two emails per week (we receive tons of emails every day)• Always answer questions in conversations

• If you don’t have E2E process online, establish meetings prior to confirm the deal via phone• Mix with Telesales channel for performance on this one • Mix with offline. People buy people.

Try Extra benefits

• User wants, user does research & user decides• Make sure you are on the list in the research process (Google Search)• Offer an extra benefit for “acting now “

Always remember

• Have awareness campaigns even if you can’t calculate ROI directly• Invest in Google and ALWAYS optimize• Have benefits listed in the first screen and don’t rush to invite users to buy• Use Analytics – Use UTMs in Google Analytics & custom variables for you internal Leads

Management System • Accept assisted conversions• Test, Learn and Optimize• Nurture unconverted leads

Thank you!

..now, questions please!