Convert prospects into leads for Communications & Media

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so and welcome to our webinar on the key aspects to consider when converting prospects along these times so today we're going to look at seven of our top tips and for nurturing prospects throughout the conversion funnel from inquiry to purchase if I'm gonna say is a beautiful sunny day in Brighton but actually the cloud switch is coming now so it's pretty grey hopefully it's nice and sunny wherever you are watching this from my name is Alex Gordon and I am lead conversion strategist at the Kyra labs I've worked for the Kiro for about two years initially in our client services team looking after all of the users of the system and also implementing a range of professional services which included some of what we're going to touch on today from customer journey mapping and lead nurture and I've now sort of created that as a team within it within a Kiro itself and I look after that whole conversion strategy team and expanded the services to encompass UX audits and much more of what we're going to be talking about today so I can see from the webinar we've got a lot of regular users of the system already but also some new faces which is really good and it's great to see you here so for those of you who are new I just want to just sort of talk a little bit about what a key row is Before we jump into into the webinar today and Kiro is a marketing performance platform that is focused on delivering agencies like you and your clients the three are which are roi or revenue and retention so how do we do this well to deliver our wine we have developed a market leading advertising infrastructure features like our click tracker our micro site builder and all of the personalization suite within the system this allows you to clearly and easily demonstrate your clients the exact channels where their audiences are and help you to actually optimize the campaigns that you're running for quality of lead not just quantity for revenue we allow you to set the pricing to your clients there's no complex web of costs based on number of users or Eve's or email you just say pay a flat fee and set the margin yourself some agencies may charge on licensing some charge by click it's entirely up to you and then retention by using a key ro you as an agency can really add value to your clients and those agencies that do have value to the client are much much more successful Acura gives you the tools to provide a market-leading feature set to your clients at a really reasonable cost and they can use that for their own activity or for that which they run with you but it's also really a tool for both sides of the relationship so to talk to you to use for your clients activity there's also a tool that you can use your own inbound marketing so for you to get and win more clients in the first place so Before we jump into the rest of the webinar and just a little bit of housekeeping so we will be hosting this on YouTube after the broadcast so if you are frantically noting down all the insightful nuggets of information then don't worry you can watch this later on in the evening with a cocktail in hand as we go along feel free to ask questions in the chat box of the webinar at the end of the session we'll have a Q&A section where we'll come back and go through as many of the questions as possible and answer them as best I can feel free to ask anything you like comments participate and challenge me on the points that I cover today so what are those points that I will be covering today well we're going to be looking at these seven tips to ensure that you're tackling your conversion strategy in the right way we'll start at the beginning with research and look at how you can understand how to engage with your audience then we'll look at user journey mapping so that's really how to pinpoint the places that your leads need your attention after you've discovered your audience the touch points that they flow through we'll look at how to actually get them there with keyword optimization and then once you have got them there to that destination landing page we'll make sure that they take the next step and complete a form with a simple framework about how to optimize landing pages in order to get full visibility you'll need to ensure that you're tracking and tags are set up then we'll look at the types of messaging you need to deliver successful conversion strategies and really nurture those leads and then we'll finally look at how we bring everything together through reporting so you can improve the process next time so research before you start setting up any data capture form or tracking for your campaign you first need to understand who you will be targeting and what data points you need to inform your activity so by understanding these two points will in turn help the conversion process at akhira whenever we're working with a new client or a new agency we always start any activity by conducting research into what we're doing so our process for that research looks a little bit like this this diagram is all about this approach to research and mapping and bringing all of these different strategies together the two things that I really want you to take away from it is that it's really important to acknowledge that this is a cyclical process everything that you do influences the next part of the chain so if you do your research badly you're not going to know where your touch points are you're not going to know the right keywords to use and also it means that everything you learn at each stage is something that can be put back into the process for you to reiterate and to learn more about and to do better next time and then the second point is that this is very much a user centered process everything you do should be informed by the users themselves never make assumptions on what content platform or messages you should use unless they've been tested amy tested tested using the heat maps poles any of those different tools to get a rationale from your users the best way to approach this is to have a culture of testing built into your processes every email should be split tested and we landing page have an a into B variance and the hypothesis you're examining should be testable and focused so let's jump back to that research then we use a variety of data sources at a Kiro some of these are displayed here which range from Google Trends data which we're going to talk about in a little bit more depth in a second two primary research such as surveys and focus groups to advertising data from or website data from Google Analytics anything you've learned from social media about engaging with your users social listening tools such as net face which light find what people are talking about and also media data from places like Nielsen or SEM rush then you need to know where your audience is active so we want to really understand when they're searching when are they engaged if you've got a product that is seasonal if it's maybe service legend somewhere that has different key parts of the year words it's much more useful you need to know where to spend that money and by using Google search trends you can show when the most searches are taking place not only is that when more people are interested but it's when you can get the best CPC rate combining both of these enables you to plan when to run activity and what targets you should be aiming for the next problem is actually to understand where your audience is we want to understand the key market by using social listening you can quickly identify which markets are interested in your brand or in a specific service and then we also want to know what motivates our audience so here is where primary research is all wakie such as surveys focus groups quickfire polls on the website and through identifying those key drivers we can optimize copy create content change messaging even change whole sectors that we're looking for and our target audience and all of that adds up to improving the conversion process Google Trends if you haven't looked at it is a really really useful tool so if we take sort of a 7th minute maybe many of you work in them in use marketing we can see how they're changing those behaviors what they're searching for it allows you to put in topics such as marketing automation for example and pull out a list of related topics that people may be interested in it's really important to use this sort of data to keep up to date with where your audience are once you have done that research you need to understand where your leads go in that process and how they interact with your business we find that the best way to really do that is to use the conversion funnel so be really familiar with the conversion funnel from the marketing perspective from saying we need to get everyone on that awareness stage using really cool narrative based content to position our brand in a certain way and then we need to qualify them down through consideration intent decision and eventually purchase of something but you can also use it as a way of managing your conversion process after they've expressed that initial intent so for example not everyone comes in from the top of the funnel and works their way to the bottom in a linear fashion for example someone coming from papers on Facebook will be much much higher up and closer to the awareness stage because they just match the target audience of your brand without necessarily having directly expressed any any interest or any intent whereas someone from paid search will be closer to the consideration our intent stages as they've actively taken the to search for you then you've got a vent if a b2b leaders making us an event talk to yourselves team and had a demo of your product and they're much much closer to the decision decision stage and need a more focused approach the key here is to make sure that you've mapped these sources from advertising to events to other systems or set party email called all to the relevant place within the funnel the next place is or the next step rather is to put a system in place to ensure that the lead time each of those sources are getting the right messages at the right time traditionally businesses have a myriad of other systems and teams that exist in isolation from each other you might have sources covering every area of qualification from top of the funnel all the way to completed application forms or inquiry forms or signup forms these then feed into a multitude of different systems from perhaps your business wide CRM that no one really uses properly to an inquiry management system or form creation or even your own website CMS or they could exist as leads within your email service provider after that they could then be receiving any measure of comms maybe the cell team might call them if they get through there is there a process in place for those that they don't get through to is that a lot lead do they get maybe a couple of emails from the marketing team with no clear call-to-action or next steps or do they just go into a monthly newsletter campaign with content that is too broad or or unsuited to to their individual needs so how do you solve this Byzantine mess of internal external comms the best place to start is by taking stock of everything that you've got going out with your name on and really mapping out exactly what it is you want to say to those particular people these audit processes are really really useful first step to take is to get you thinking not just about the content and the goals of the nurture campaign but also the sources of those leads and the systems that they hit another good step to take is to make sure that you've got the right systems in the right place and that they're talking to each other this doesn't have to be a complex network of integrations between completely disparate solutions it can be as simple as ensuring that the right system is dealing with the right sources and more importantly that the right people are managing them so now that we've identified who the audience are and where they should be going through the system and where we should contact them we want to make sure that we work out how best to resonate with them to do this we want to look at keyword optimization so if we have a look here we've got five key categories so how are people searching for your brand your services or product your competitors sort of more generic terms around what you're doing and also time-sensitive terms as I mentioned earlier on so these are the sort of things you need to be thinking about when you're bidding on certain keywords in order to bring all of that together and get a sort of real view of the types of things people are searching for we then want to understand what the nuances are of each of the markets you're looking to target often we'll see there's some terms the more prominent in some areas than others we might see that people in particular countries more concerned about this service or this product than people from those countries so make sure that that's targeting and then within each of those categories we want to work out the best keywords for the marketing activity and then it's making sure that not only are you stopping with the ads we'll also take that all the way through so use your keywords for or receive your keyword bidding and your advert messaging but then make sure that those keywords or those phrases or those messages are then reflected on the landing page itself so make sure they're in the copy what you want to do is create really really clear user journeys so that someone sees an ad that takes them to a page and that page gives people reason to take the next step and all of that is built up a really clear user journey to take people through once you've got those keywords in place and you've got people to the landing page you need to make sure that what comes next is it efficient at converting your visitors as possible and this is where a really really great landing page is vitally important so in order to build an optimized landing pages we've got a framework called the 3w this allows us to get to the heart of what makes a good landing page and easily identify the core element so first thing we'll discuss the framework and then I've got an example of a landing page you can actually see where they sit on that page and then we've got a special offer for you afterwards as well so first of all we have the what since this is fundamentally the reason that this page exists in the first place depending on the place of the pages the campaign is to be a specific product the brand itself or maybe an action like signing up to meet you at an event or to have a meeting with you most importantly it should convey really exactly what this page is about without any sort of confusion and I'll talk about things that can confuse the user in a second next is the why and this is the reason that someone should care about what that page is promoting it's the value proposition by taking the next step what's in it for them this could be as far-reaching as maybe some testimonials and about them amazing things that people who've interacted with your brand's have gone on to do or the time that it has saved them and given them more ability to go off and do other things anything like that that is really strong and powerful narrative content works really well and then finally the the where so this is really practically it's the next step it's where should visits go next usually this is the call to action the big button in the middle of the page or underneath the form that screen to be clicked on but don't just think about your next steps ie they've completed a formant and you've got their data but be generous in your links think about what happens after the user completes our form are they sent to the relevant part of the website for example if they you're running maybe maybe you're a marketing company and you're you're looking to sell some SEO services and someone expresses interest in SEO on the form rather than just giving them a thank you for getting in touch you know we'll send you an email soon why don't you send them on to a case study about that SEO work that you've done before always take advantage of the fact that went onto that form they are the most qualified that they have ever been if the most interested that they have ever been in your your service or your brand or your products do they ever have been before so use that I keep nurturing them and keep giving them those next steps let's actually then take that and look at one of one of these landing pages so this is from a marketing agency called nature's group to use akiro as their tool so you can see here first of all we've got a exciting this and a priority score this is all about making sure that the brand really reflects or that the page really reflects what the brand is if you are a you know a more traditional service orientated business where you know it's less about being flashy and exciting and new it's fine to get low exciting this score you will always want a high clarity score and that's really about maybe you're using too many images or text across an image I think with this page for example we can see that so perhaps though they are suffering a bit on their clarity school because they've got that white text over there not quite as as higher contrast background as could be to be expected so those sort of things are really useful to look at next we're going to identify what those three w's are no what is this page about this is all about watching a recording of a webinar so we've got that highlighted there we've got the what is the watch the recording and fill out the form we've got the where at the bottom which is that button that orange button and then we've got the Y which is the copy and by listening to the recording you will get X Y Z we've got a tool attack arrow that we can run landing pages through in order to find out the parts of the page that people are seeing in the first couple of seconds of landing on it so we've done that with this and we can see is that actually that form is really clearly visible which is great because that's what we want people to do if we were wasting time by showing them all the different bits of copy that they could possibly see that would be misusing that data section we could also sort of maybe use this to focus a little bit more on getting a little bit more attention on those those key bullet points maybe limiting that text or cutting out some of the copy and then we've got the attention map and so what this does it basically shows the amount of time that people are spending so after that first couple of seconds this is then how they're engaging with it so again they're reading the form spending a lot of time on the opt-in which is great and we will talk about gdpr later on so making sure that that's all all them clear a really nice analogy for thinking about the attention map is to say I've got a budget so in the same way if you will have a budget on Google you've got X Y Zed amount of money to spend on search app and you need to spend those that money in the right place using the right keywords think of it the same way with your landing page you've got only a certain amount of attention that you need to spend you do you want to spend it on all of that coffee do you want to spend it on images do you want to spend it on you know whatever it may be probably not you want to spend it on the core three WS the what the why and the where so that's a quite nice analogy to sort of help you think about this a little bit better so have some quick win we've got a few of these that you can easily go and make changes on your pages first of all keep the form above the fold you want this to be the first action that somebody takes on your page so make sure that the form is clearly visible don't give the lead links to different pages until after they've converted things what I mean by that is often you'll have websites that have got navigation bars along the top the landing page should not have navigation bars this is what it does is diffuses that attention and maybe they'll go and click on a disk completely different service so maybe they're going to read something else or maybe they'll go and look at your your case studies what you want them to do in that moment is to complete a formal or take an action so always make sure that you've got a clean looking page so give them one thing to do to find out more information second part forms are a really important thing to do and quite often overlooked and so a tool that has been in a key row for years and years and years and is perhaps a bit taken for granted second platforms are so important because nobody likes spitting out endless forms all those extra questions you know you might really want to know about those little market research style questions you know what drove them there or what other services may they be interested in or what's their job title those sort of things put those on the second part anything captured on the first part will automatically be safe going to the lead management view of Accuro be followed up by email if they choose to give you that extra market research style information then that's great but if they choose not to you've still got the core information that you need to contact them and then when elite does convert as I said before they're the most interest in your business and they are happy so by delivering links in the conversion message that are related to the form tips they've just completed you'll give the leads the ability to nurture themselves without you even having to send a single email and so I did mention just before that we've got a special offer and any one who is interested in getting one of your landing pages audited in the same way that we've just looked at so we look at attention maps that perception maps and identifying that what the wine the where please do just send your landing pages over to us and we're more than happy to run a free audit on them to to send back to you so just get in touch through the through the website for that so now that we've looked at that conversion path and the sort of touch points have been mapped out we need to identify how we track each of those different touch points so to help identify key steps in the user journey we want to focus all of our conversions into either micro or macro conversions by splitting them out like this it enables us to really really understand how both types of conversions feed into the bigger picture micro conversions show up at much greater picture of the users journey and what content they want or need or wish to engage with to convert so for example that could be things like clicks impressions views of a video and then we've got the macro conversions which are the big ticketing the inquiries the signups the registrations and eventually the purchases the target here is to understand how the micro conversions lead to the macro conversion and work on increasing the volume of micro conversions which will in turn lead to a greater number of macro conversions once we have this defined we can then start looking into much greater detail of that users Jenna showing what advert they were gene clicked on to which leads lesson there what conversion they had and how that led on to the final conversion another key part of tracking advert is the use of UTM parameters this shows us what channels and sources are driving conversions so for anybody who hasn't used UTM parameters before they are essentially the little tags at the end or URL that allow marketing platforms to gauge the effectiveness of your ad campaigns so within a key row we've got a tracking wizard that will set up those URLs for you whether that's for your paid advertising for your organic activity for anything else that you're doing set those up and then we've got a dashboard where we can run those through we can look at the number of clicks number of unique clicks we've also got a quality assurance piece within the system so we can make sure the word you're not sending your your clients ads sending them leads from BOTS or clicks and BOTS or anything like that it's a really useful way of auditing the channels that you're you're sending your adversity and then finally we've got a lead nurturing this is all about the process of driving conversions from an inquiry to a purchase another framework this one's slightly longer than the 3w is this one is the forays we've got audience assets actions and activities and this by following this framework what you'll be able to do is really quickly and easily put together some high converting emails to nurture people and each of those stages of the funnel that we looked at earlier so by audience I really mean who you're targeting and this is how you identify them on the forms so for example are they users or decision-makers are they interested in SEO or PPC are what kind of person are they are they from of the technical team are they from the sales team are they've a marketing team if you think about how you identify these particular groups first of all you can use second platforms to qualify them out but also you can tailor specific emails directly for those people think of it as like persona building so you're building out this particular type of person and you're working out how they converse and what's really in to them once you've got that set out in your emails and a series of email tailored to those people you can start to think about the asset so this could be why is really is why they should buy from you so story based content works really well at the top of the funnel things about the narrative about changing of people's behaviors and people's perceptions and and how that improves their their own their life by using your systems events maybe it's once people get down to that conversion stage that in 10 that decision stage think about getting them to come to events also a lot of this works post purchase as well you know you can get people to become brand ambassadors or representatives of the business and whitepapers when they're in the middle of the funnel they might want to see how this system is used or this product has helped someone so white papers work really well there and also interactive content you might run webinars or you know online sessions where they can speak to a team member those things work really really well and then you've got actions so this is what about matching these objectives to the lead so it's about what you want them to do so might be you want them to attend an event it might be you want them to download a white paper think back to that micro macro conversion slide that we had before always ask the question about how we can get someone to that next part of the journey and then finding activities so this is how you actually sending or triggering or tracking engagement so within a key row we've got a workflow builder so we can make sure that people are sending the right messages at the right time and we can really show thee the ROI on that it's also all about giving you time in the day a really sort of important thing is for you not to be necessarily focused on chasing unqualified leads but to allow systems to nurture them and take some of that burden away from you so you can focus on the more creative and strategic work and making rid of that much stronger so our final tip of this webinar is all about reporting the real strength of reporting is for you to learn from your mistakes so learn what worked well what didn't work well and make sure you're doing more of what worked well so within the Kiro we've got a suite of dashboards that will allow you to see the cost of your campaigns clicks impressions conversions conversion by advertising tactic CTR cost per click all of these different metrics are really really valuable because they allow you to shape the business you can go in and you can really see where your leads are coming from and make informed business decisions based on those types of data so we've seen many clients Vaquero actually go in and discover that perhaps their process isn't exactly what they thought it was it might be that they actually get much many more leads from these types of markets and so by having that data linked up to not only the advertising platforms but the actual outcomes the actual people who converted is really really important and allows you to have a much much more consultative approach to your clients and your own businesses so final summary side and let's just quickly run through the tips that we've covered this afternoon so first we've got research so understand who your audience are and where they are and what they want then we've got the customer journey so map every interaction that potential customer had with your with your brand identify what keywords you have to use in your advertising and on your website identify the what why and where to create great landing page design split your conversions into micro and macro to help better understand attribution address the audience assets actions and activities to create compelling leadership protesters and learn what's working well and optimize ingly with your reporting so that's it for the webinar today and the final final thing is just to really quickly talk about GDP our so we've got the big day coming up on on Friday where we've got the new legislation coming in and it's really about strengthening essentially Dage texture laws for individuals and making sure that what's happening with their data is much much more based upon their consent so after Cairo we really view this as an amazing bit of legislation and a really important thing that's happening what it will do is mean the organizations and agencies and businesses and services like everyone who's listening today has a much quieter marketplace for their content to cut through so what that means is like if you've got something to say then people are going to be interested in hearing it and it's all about creating that sort of cut through creative and interesting content and then using that width of technology like a Cairo the marketing automation system to really push that through to people there is also full commitment from a Kiro to be compliant with GDP are prior to the regulation coming in which we obviously are take very seriously so there's ability to make sure that people are opted out of any communications that they don't get added into bigger marketing lists if you do have any questions about that please do just get in touch with us okay so I'm going to take a break for a couple of minutes just to see if anyone has got any questions so if you do have any please do put them into the question box in the webinar and I will be back with you very shortly