Making Digital Marke-ng Work 5 easy ways to improve your
online marke3ng results
Webinar presenta3on with Michael Leander www.michaelleander.me
Most of us are leaking – why not fix that first?
Drive towards your objec=ves first , deadlines second !
See video about being objec=ve driven hAp://www.youtube.com/watch?v=4mxvy_usWz8
If 95% of you
r effort is here
, you are wron
g !
Meet Good ‘ol AIDA A = AFen3on (Awareness) I = Interest D = Desire
A = Ac3on
Meet the new AIDA A = AFen3on (Awareness) I = Interest D = Desire
E = Engagement
A = Ac3on
Engage me Shares & comments
Meet the new AIDA A = AFen3on (Awareness) I = Interest D = Desire
E = Engagement
A = Ac3on
Shares & comments
Eyeballs
On-‐page
$
Engage
Nurture
Re-‐ac3vate
Say hello to @michaelleander
Random =dbits of informa=on from the PLEA
Know your numbers
Define your ideal funnel
Describe your ideal
lead
Understand the buying process
Establish ecosystem
Develop aFractors push
& pull
Develop campaigns
Develop media plan
Develop nurturing
plan
Measure & improve
First 30 days
Sign-‐up tac=cs
Automate The PLEA
Planned selling process
ABOA
The Perfect Lead Acquisi3on System
4 ½ amazingly simple online marke-ng 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 fric-on?
3. How to improve the synergy between your ad messages and your landing pages for beFer results?
4. Why emo-onal links work much beFer than descrip3ve links and how to implement?
Acquiring a beAer Return on
Marke=ng Investment is crucial for most businesses.
ROMI is in the details
Ques3on !
How confident are you about your online marke-ng assets (website, landing pages, blogs etc.) and their ability to meet your objec-ves? 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 uAerly useless online
Ques3on !
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 + op3mize
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 op=mized page as
opposed to retaining the blog post format
See page here hFp://www.michaelleander.me/blog/facebook-‐engagement-‐rate-‐benchmark/
If you want to be a top performer, stop your “templa-zed” approach
> Each page on your website, blog or e-‐commerce plajorm serves a purpose. > Different purposes oken requires different approaches. Standards some3mes gets in the way of maximum success > If a page aFracts great traffic, consider op3mizing it towards your MWR’s
WHAT IS FRICTION AND HOW DO YOU DEAL WITH IT?
What to do about fric=on?
• Remove disturbing elements to get the eye to focus on what maFers
• Add a clear hook ! • Add elements that will help the visitor (fully) understand your proposi3on Get the newsleWer to learn more about how you avoid fric-on: hFp://michaelleander.com/newsleFer.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 hFp://michaelleander.com/newsleFer.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 fric-on and resistance – Think about your web template – is it in the way of achieving your objec3ve?
• Implement the MWR call to ac-ons 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 =me, you cannot have it all. And you cannot sa=sfy everybody. You must make a conscious choice. A choice that helps you achieve your specific objec=ve.
Bad MWR Good MWR
Which is (usually) most effec-ve? Headline on top or below picture?
Words maAer 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 Communica3ons
Thin
Which problem are you solving?
More about Steve hFp://www.campaignlive.co.uk/news/910967/
The power of emo-onal links
Click here or click here
Click here to see how this helps
Integrate call to ac=ons on all pages
85%
15%
Banner and text links are on the same web-‐page
Think about text/copy and in par=cular headlines and their Emo=onal Marke=ng Value
1. Slim down your lead acquisi3on funnel 2. Improve your lead acquisi3on funnel
Link: hFp://www.amins3tute.com/cgi-‐bin/headline.cgi
Benefit driven headlines
• Emo3onal Marke3ng Value (EMV)
Which last step call to ac=on (CTA) buAon is more effec=ve?
Get my thing Get your thing
Wins 9 out of 10 =mes
Pay aAen=on to details & don’t be afraid to experiment, don’t be afraid of failure
Create a culture of experimenta=on
ABOA
AAribute Benefit Objec=on Answer
41
ABOA exercise for lead genera-on
# AWribute (feature or characteris-cs)
Benefit (to the customer)
Objec-on (why isn’t the customer interested)
Answer (to objec-on)
1 Free webinar Learn about … It is just a sales pitch not worth my -me
_____________
2
3
A lead genera3on campaign is a campaign, which leverages a combina3on of channels to acquire qualified leads. The measurement is typically based on Cost Per Lead or the beFer 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 sta-c approach: Homepage
Sta=c approach insight driven: What does your visitor want to do next?
Model for content, customiza-on and personaliza-on planning
Can your visitors FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transac3on)
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 (transac3on) > 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 adver3sement
Landing page
Fix the basics before you aWempt to reinvent the wheel !
90% of websites in India haven’t focused the founda6on (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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