Diploma in Digital Marketing - Part I

Transcription

1 Diploma in Digital Marketing - Part I Lesson 6 Sales Funnel Nurturing Your Lead Flow Presented by: Richard Hegarty Course Educator

2 Conversion When a person actually completes and meets the overall objectives of the business/entity involved, usually by becoming a paying customer

3 Conversion Definition User Experience Mobile Speed

4 Designing for conversions What does the sites owner do? What is its purpose of the business? What does the owner want you to-do? Good looks don t equal good design

5 Sales funnel The definition of the sales funnel (also known as a revenue funnel or sales process) refers to the buying process that companies lead customers through when purchasing products. A sales funnel is divided into several steps, which differ depending on the particular sales model.

6 Sales funnel How would you increase your sale

7 Sales funnel

8 Sales Funnel large lead flow 50% drop on each stage Not all leads are buyers Don t focus on wrong people

9 Sales Funnel 50% Drop Off 50 qualified leads 100 leads 25 prospects Repeat Customers 6 12 Customers

10 Sales Funnel Lead Flow How do we build a lead flow

11 Sales Funnel Lead Flow Offers Partnerships Advertising Sign up Apps Blogging Trade Shows Social Content Search

12 Sales Funnel Lead Generation Partnerships Affiliate marketing Groupon Affiliate Shaw Merchant

13 Sales funnel - Lead Generation Facebook lead generation Community build lead flow Paid for & organic Competitions / give always

14 marketing Lead generation Gmail Advertising Keyword Targeted

15 Sales funnel Lead generation Blogs Organic Search results New original content Lead generation Give a way information

16 Customers Journey

17 E-commerce platform

18 Customers Journey

19 Customers Journey

20 Sales Funnel Nurture Offer freemium, report, ebook Nurture - them to the free give Nurture away Add Value Sell - full report Retention

21 Sales Funnel - Nurture

22 Marketing Nurture Marketing

23 Marketing Definition marketing is directly marketing a commercial message to a group of people using .

24 marketing - Question Who has used marketing to nurture

25 Marketing Connecting with and building relationships Great Tool to nurture leads People use more that Facebook

26 Marketing Different types of s Informational Transactional or triggered Sale or offer

27 Marketing Where are s read? What do you think the percentage split of readers is: Smartphone, tablet, desktop? X%, Y%, Z%? Type in your answers in the above order.

28 Marketing What type of s do customer want?

29 software providers Different subject lines Straight to the point Fun Create Interest Personal Time is running out Call to action

30 software providers What gets people s interest on subject line Lead with verbs and calls to action What is the purpose of the ? What is the outcome, for the client Keep it short and to the point! Again focus on the outcome!

31 software providers Spamming - Avoid Like the Plague! Spam is unsolicited bulk . Avoid as bad for business. You need to give them an opt out at all times. You need to always be clearly identifiable.

32 software providers Building Subscriber Lists Registration Forms Less is More & More. The Bigger the Better. Quality Lists Are Key Once Attained - Segment Demographics (age, gender, geo, source) Behavioural (Website, s, Forms) Nurture and contact people to build profile.

33 Nurture Called and Answered

34 software providers

35 software providers

36 software providers Reporting Metrics Open Rates Click Through Rates Forwards (including Social) Prints Deletes Device Types Bounce Rates Unsubscribe Rates

37 software providers

38 s return on investment s return on every pound spent How much is the approximate return you get back for every pound spent on marketing? Average Return!!!!

39 s return on investment Rewards? Is it worth it? Great Potential Return on Investment. Easy and Simple to Setup. Can Keep Your Business Alive in Slow Times. Ready Made Tools to Help. Measurable Data from Campaigns. Immediate, Deliverable, Targeted Messaging Can be Automated and Set Up in Advance.

40 s return on investment

41 Nurture Social Media & Blogging

42 Nurture Social Media & Blogging

43 Nurture Social Media & Blogging Quality is better than Quantity Life cycle How long does it take Focus on buyers Build data base Recurring revenue

44 Nurture Social Media & Blogging If a business has a lead nurture strategy they can expect 45% ROI from leads Without a lead nurturing strategy up to 80% of leads will never convert. Nurtured leads produce, on average, a 20% increase in sales opportunities Lead nurturing s get 4-10x the response rate compared to blasts. Business that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) (Source:DemandGen Report) (MarketingSherpa)

45 Sales Funnel Nurture Offer freemium, report, ebook Nurture - them to the free give away Sell - full report Sell - full report Retention

46 The Funnel Sale/Offer Need to offer something of high value Make sure you explain USP Very attractive discount Show full price and discount Make sure your explain the offer clearly Needs to be something you don t offer all the time Must have a sense of urgency cut off time.