Upload
coman-fullard
View
70
Download
2
Embed Size (px)
Citation preview
Does Size Really Matter?
You don’t need to be a large insurer or have a big budget to make an impact?
Coman FullardSenior Digital Strategist
Continuumwww.wearecontinuum.com
@WeAreContinuum@ComanFullard
David & GoliathGiovanni Battista Scultori, 1540Los Angeles County Museum of Art
Most bank for your buck …
Highly TargetedAgile
Ruthless
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
Sales Funnel
Sequence of multi-channel conversions
Double your conversions?
Optimize the sequence
+14%
+14%
+14%
+14%
+14%
+14%
+14%
+30%
+48%
+69%
+93%
+119%
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
Articulate your strategyWhat is your commercial goal?
To whom are you selling?Value proposition?Your message?What channels?
Cost of Acquisition?
Multiple models of the customer?
1?5?12?More?
A simple model
Customer goals, pains & gains
Customer Goals
Pains
Gains
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
A simple model
OfferingProducts& Services
Pain Relievers
Gain Creators
Google Analytics• Get training• Set up “GOALS” & Funnels• Identify demographics• Learn what people are doing• Averages lie• Go deeper with Event tracking
Quick Technical wins
• Check multiple browsers/OS• Site load times • Check for SEO best practice• Interview your customers• Study competitors
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
Funnel Hacking• Conversion rates along your funnel
• KPI’s
• Pick a start & quantify growth and ROI
• Be ruthless
• Seek expert advice
Keyword Research• From Personas, Value Prop & messaging
• Consider your competitive space
• Google AdWords
• What Questions do people ask?
Content Marketing
• A long-tail effect
• Potentially evergreen
• Services SEO
• Links build site authority
Content Actions
• Content Plan• Aligned to personas & marketing objectives• Cross channel• Assign owners • Deadlines
• Promote your content• Review performance & reuse
Customer Goals
Pains
Gains
Content is a chance to:
Segment & qualify
Quality Content
• Achieves marketing objectives
• Impacts SEO
• Has high social engagement
• Is hard work
Content Advice• Professional copy writers• Keyword research• Don’t bury the lead• Headers for clarity• Visuals• Easy to share• Ask for subscribers• Audio & video
Search Engine Optimisation - SEO
Social Media
• Engage your market
•Hazards
•Need Rules of engagement & ownership
• Focus your channel activity
Paid Acquisition
•Good for end-of-decision acquisition
•Use lookalikes (facebook) etc.
• Set budget & ROI
•Manage it closely
Remarketing
• Low cost per click & acquisition
• Tends to drive direct traffic
•Cap the frequency
Landing Pages
• Send your advertising clicks here
•Clear call-to-action
•Use dedicated phone numbers
•Conversion Centred Design
Conversion Centred Design1. Attention ratio2. Context & message matching3. Clarity4. Congruence5. Credibility6. Closing7. Continuance
Reference: Unbounce
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
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
Upsell & Cross-sell
Bypass your cost-to acquire
Hyper-targeted
Leverage all the channels
Referrals – the MOST potent form of social proof
Obvious place to start given the nature of your business
Build Customer Enthusiasm
Automated Marketing
A Force Multiplier
Warning
Don’t do too much
@ComanFullard
Thank You