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How To Convert
Digital Engagement
Into Leads and Sales
SPRINT LONDON 2016
A quick story
To begin, I want to share the story of a creative
campaign we launched on behalf of a client.
We made three pieces of creative content for a photo
printing client. Each piece visualised some surprising
facts about different social photo sharing networks.
We got great results, and even a brand mention in a
Buzzfeed video with 630k+ views.
Results
Featured in
862 Linking Root Domains
13,800+ Facebook engagements and 6,000+ Twitter shares
over 1 million Visitor Sessions and 157% increase in YOY traffic
sddClient’s reactionasdfs
e smashing our agreed targets, we hadn’t moved the right needles for them, and
n’t shown how our work was going to actually benefit the business’s bottom line.
Lesson #1
Sometimes it’s not about creating more
value, it’s about proving value.
We have a perception problem.
How To Convert Digital Engagement Into Leads and Sales - Bridget Randolph
Attribution
Get credit for the work you’re
already doing.
Application
Use the principles of engagement to
move your users more effectively
through the user journey cycle.
2 Ways to Convert Engagement into Leads and Sales
We’re all familiar with the linear “funnel” concept
How To Convert Digital Engagement Into Leads and Sales - Bridget Randolph
Sometimes Engagement Strategies Look Like
This
Step 1: Create Engagement
Step 2:???
= Profit
When It Should Look More Like This
Step 1: Create Engagement/Engaged Users
Step 2: Leverage Engaged Users to Move Them
and Their Friends Through The User Journey
= Profit
The 4 Phases To Benefit From Engagement
Brand
Awareness
and Loyalty
2.
Research
and Testing
3.
Micro-
Conversions
4.
Incentives
and Offers
Engage
Brand Awareness and Brand Loyalty
Common Mistakes - Too Sales-y and Inauthentic
The popularity of the
‘Condescending
Corporate Brand’
satire pages on
Facebook and Twitter
speaks for itself.
Common Mistakes - Off Brand Message
KitchenAid’s poorly judged tweet
after a presidential election
debate between
Romney and Obama had
Romney declared winner.
Problem: tasteless?
Perhaps. But in any case,
nothing to do with
their brand or product.
Discover
Audience Research and Data Gathering
Audience Research: Who are my audience?
Attribution
Run a report using DemographicsPro.
Provide to your marketing team for
insights into audience personas.
Send an email survey to your email list
to identify key demographics and
well-performing sales channels.
Application
Use your community, your email list
and/or your social media following as
a ready-made survey sample set.
Audience Research: Take Action
Segmentation and Persona Creation:
How does my audience break down in groups?
Attribution
Tag campaigns you’re currently
running (or planning to run) in order to
get credit for later sales.
Contact your email list and ask for
quick feedback, and then sort
respondents into ‘positive’ and
‘negative’ segments.
Application
Follow up with ‘positives’ for reviews
and ‘negatives’ for addressing the
issue.
Use insight from tagged campaigns to
better target your next one.
Segmentation and Persona Creation: Take Action
Testing and Focus Groups:
What should I say to my ideal customers?
Case study: Obama email campaign
Testing and Focus Groups:
What should I say to my ideal customers?
Case study: Obama email campaign
Attribution
Use your social media and/or blog and
content analytics to identify popular
content among your core audience.
Use previous campaign results to
identify messaging which resonates
with your core audience.
Application
Push popular content with paid social
promotion to increase reach.
Treat your community and/or
followers as your first testing ground
whenever your team is running tests.
Caveat: be smart and remember choices your
users previously made.
Testing and Focus Groups: Take Action
Explore
Micro-Conversions and the Sales Funnel
What is a micro-conversion?
Anytime a user takes an action, he or she is performing a ‘micro-conversion’.
Some examples:
- email signups
- social post clicks
- app installs
- comments on a forum
- social post shares
- etc.
How To Convert Digital Engagement Into Leads and Sales - Bridget Randolph
ut they become even more powerful in combination with activation tactics.
Example: Distilled email list
Example: Google Fit
Example: Productivity Content for Client
Example: Marie Forleo B-School
Example: Sara Dann Beachbody Coach Training
Get the Credit: Take Advantage of User Logins
.
Track the Person, Not the Device
Attribution + Application
Implement Universal Analytics.
This is a great first step towards user-based tracking. Be aware of the
limitations, however: users have to be logged in to track them across
device.
Buy
Deals, Offers and Rewards
15% of people follow a
brand for offers and deals
“In Europe and the US, consumers would not care if 92% of brands ceased to exist.”
Attribution
Identify value of currently running
campaigns based on micro-
conversions.
Ensure that all offers, deals,
competitions and rewards schemes
are unique to a single platform and
tagged accordingly.
Application
Have different offers for Facebook than
Twitter, and for email subscribers than
for active users. This allows to you
identify differences in behaviour.
Combine research + incentive to create
an irresistible offer for your perfect
customer.
Focus on your super-users.
Incentivising Engagement: Take Action
Key Takeaways
Engagement activities need to be
integrated within the bigger
marketing picture.
You can increase conversions for your
channel just by taking credit for your
own work.
Include campaigns for each of
the 4 key areas in your
engagement strategy.
The 4 Ways To Benefit From Engagement
Brand
Awareness
and Loyalty
2.
Research
and Testing
3.
Micro-
Conversions
4.
Incentives
and Offers
Thank You
questions?

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How To Convert Digital Engagement Into Leads and Sales - Bridget Randolph

  • 1. How To Convert Digital Engagement Into Leads and Sales SPRINT LONDON 2016
  • 2. A quick story To begin, I want to share the story of a creative campaign we launched on behalf of a client. We made three pieces of creative content for a photo printing client. Each piece visualised some surprising facts about different social photo sharing networks. We got great results, and even a brand mention in a Buzzfeed video with 630k+ views.
  • 3. Results Featured in 862 Linking Root Domains 13,800+ Facebook engagements and 6,000+ Twitter shares over 1 million Visitor Sessions and 157% increase in YOY traffic
  • 4. sddClient’s reactionasdfs e smashing our agreed targets, we hadn’t moved the right needles for them, and n’t shown how our work was going to actually benefit the business’s bottom line.
  • 5. Lesson #1 Sometimes it’s not about creating more value, it’s about proving value.
  • 6. We have a perception problem.
  • 8. Attribution Get credit for the work you’re already doing. Application Use the principles of engagement to move your users more effectively through the user journey cycle. 2 Ways to Convert Engagement into Leads and Sales
  • 9. We’re all familiar with the linear “funnel” concept
  • 11. Sometimes Engagement Strategies Look Like This Step 1: Create Engagement Step 2:??? = Profit
  • 12. When It Should Look More Like This Step 1: Create Engagement/Engaged Users Step 2: Leverage Engaged Users to Move Them and Their Friends Through The User Journey = Profit
  • 13. The 4 Phases To Benefit From Engagement Brand Awareness and Loyalty 2. Research and Testing 3. Micro- Conversions 4. Incentives and Offers
  • 15. Brand Awareness and Brand Loyalty
  • 16. Common Mistakes - Too Sales-y and Inauthentic The popularity of the ‘Condescending Corporate Brand’ satire pages on Facebook and Twitter speaks for itself.
  • 17. Common Mistakes - Off Brand Message KitchenAid’s poorly judged tweet after a presidential election debate between Romney and Obama had Romney declared winner. Problem: tasteless? Perhaps. But in any case, nothing to do with their brand or product.
  • 19. Audience Research and Data Gathering
  • 20. Audience Research: Who are my audience?
  • 21. Attribution Run a report using DemographicsPro. Provide to your marketing team for insights into audience personas. Send an email survey to your email list to identify key demographics and well-performing sales channels. Application Use your community, your email list and/or your social media following as a ready-made survey sample set. Audience Research: Take Action
  • 22. Segmentation and Persona Creation: How does my audience break down in groups?
  • 23. Attribution Tag campaigns you’re currently running (or planning to run) in order to get credit for later sales. Contact your email list and ask for quick feedback, and then sort respondents into ‘positive’ and ‘negative’ segments. Application Follow up with ‘positives’ for reviews and ‘negatives’ for addressing the issue. Use insight from tagged campaigns to better target your next one. Segmentation and Persona Creation: Take Action
  • 24. Testing and Focus Groups: What should I say to my ideal customers? Case study: Obama email campaign
  • 25. Testing and Focus Groups: What should I say to my ideal customers? Case study: Obama email campaign
  • 26. Attribution Use your social media and/or blog and content analytics to identify popular content among your core audience. Use previous campaign results to identify messaging which resonates with your core audience. Application Push popular content with paid social promotion to increase reach. Treat your community and/or followers as your first testing ground whenever your team is running tests. Caveat: be smart and remember choices your users previously made. Testing and Focus Groups: Take Action
  • 29. What is a micro-conversion? Anytime a user takes an action, he or she is performing a ‘micro-conversion’. Some examples: - email signups - social post clicks - app installs - comments on a forum - social post shares - etc.
  • 31. ut they become even more powerful in combination with activation tactics.
  • 36. Example: Sara Dann Beachbody Coach Training
  • 37. Get the Credit: Take Advantage of User Logins .
  • 38. Track the Person, Not the Device Attribution + Application Implement Universal Analytics. This is a great first step towards user-based tracking. Be aware of the limitations, however: users have to be logged in to track them across device.
  • 39. Buy
  • 40. Deals, Offers and Rewards
  • 41. 15% of people follow a brand for offers and deals “In Europe and the US, consumers would not care if 92% of brands ceased to exist.”
  • 42. Attribution Identify value of currently running campaigns based on micro- conversions. Ensure that all offers, deals, competitions and rewards schemes are unique to a single platform and tagged accordingly. Application Have different offers for Facebook than Twitter, and for email subscribers than for active users. This allows to you identify differences in behaviour. Combine research + incentive to create an irresistible offer for your perfect customer. Focus on your super-users. Incentivising Engagement: Take Action
  • 44. Engagement activities need to be integrated within the bigger marketing picture.
  • 45. You can increase conversions for your channel just by taking credit for your own work.
  • 46. Include campaigns for each of the 4 key areas in your engagement strategy.
  • 47. The 4 Ways To Benefit From Engagement Brand Awareness and Loyalty 2. Research and Testing 3. Micro- Conversions 4. Incentives and Offers

Notas del editor

  1. To begin, I want to share the story of a creative campaign we launched on behalf of a client.
  2. The client’s reaction. In the short time we’d worked together, we hadn’t moved the right needles for them, and we hadn’t shown how our work was going to actually benefit the brand on the time scale that was in our heads.
  3. I’m not like you. I’m an SEO consultant, for a digital marketing agency. You trade in people, I trade in websites and code. But at the end of the day, we’re actually very similar. Because the work that we do is important to the company as a whole, and yet sometimes it’s hard to prove that value. The work that we do is all about improving our customers’ engagement, or interactions, with the brand. And sometimes it’s hard to measure that. So today I want to talk a little bit about how social media and community building do fit into that bigger marketing picture, and how you can make sure you’re not only converting that engagement into leads and sales but (demonstrating it to your boss!). Condescending Corporate Brand reference.
  4. It’s because we’re operating in the world of social norms, and money is made in the world of market norms.
  5. https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  6. Loyalty and Awareness: giving target customers an emotional connection to your brand and a default place to hang out online Conversion-focused Research: gathering data, audience research, and creating a ready-built focus group Micro-conversions: driving micro-conversions and getting people into the top of the funnel for later reactivation Incentives: providing deals, offers, and rewards leading directly to sales
  7. Case study: Solent
  8. Case study: Rasmussen
  9. Bernie Sanders? Trump?
  10. Bernie Sanders? Trump?
  11. Bernie Sanders? Trump?
  12. The value of micro-conversions: getting people in the door https://pmcdeadline2.files.wordpress.com/2014/04/captain-america-wallpaper-batman-vs-superman-avengers-2-captain-america-2-spider-man-2-is-this-the-golden-age-of-superhero-movies__140405050134.jpeg
  13. They become more powerful when combined with activation tactics. http://cdn.funkidslive.com/wp-content/uploads/avengers_assemble_trailer_news.jpg
  14. email signups + segmentation + activation email campaigns
  15. app installs + app reminders app installs + app reminders app installs + app reminders
  16. landing page clicks + retargeting pixels + retargeting campaigns
  17. email signups + targeted FB audiences http://nathalielussier.com/wp-content/uploads/marie-forleo-bschool-cost.jpg
  18. precise social campaign targeting + targeted landing pages + email activation
  19. ther people (like Avinash Kaushik and Craig Bradford) can explain this much better than me, but the short version is: Stop tracking each session as if it's a different user. Instead, track people throughout their journey from start to finish - irrespective of device. In the image above, wouldn't it be better if we knew that: The 3 online visits + single conversion (CID 111, 222 and 333) and the offline visit + conversion (CID 444) were actually One person using 3 different devices plus making an in-store visit with a second conversion (UID ABC)?
  20. http://www.meaningful-brands.com/ http://www.buzzstream.com/blog/unfollow-algorithm.html
  21. Caveat: steer clear of offers which appeal to non-ideal customers (such as full time competition participants). Jon Loomer article.
  22. Loyalty and Awareness: giving target customers an emotional connection to your brand and a default place to hang out online Conversion-focused Research: gathering data, audience research, and creating a ready-built focus group Micro-conversions: driving micro-conversions and getting people into the top of the funnel for later reactivation Incentives: providing deals, offers, and rewards leading directly to sales