RDS SWIPE Summit 2016
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This document discusses micro conversions and how focusing on small steps along the customer journey can help drive macro conversions (sales or leads). It explains that for fast purchase processes, the focus should be on macro conversions through traffic sources like PPC. But for slow, complex processes involving emotions or high costs, the focus needs to be on traffic and micro conversions through content that answers customer questions. Various content types, email automation, retargeting, and call tracking are described as ways to encourage micro conversions and move customers through the sales funnel.
RDS SWIPE Summit 2016
- 1. Micro Conversions: The Secret Ingredient to Digital Performance! John Ring, Managing Director
- 3. Conversion (Not Traffic) is King What’s a conversion? It depends!
- 4. What’s Your Business? Type of Business Etailer Bed Provider Health Insurer Chain of Creches Example: Smyths Toys HostelWorld Laya Healthcare Giraffe Childcare Desired Type of Conversion Direct Sale Bed Booking Lead Phone Call Complex Sale? No Yes Speed of Purchase Decision Fast Slow Why? Easy Costly, Kids involved
- 5. What Are Buyers Thinking? 1. Awareness: They notice that you offer something that could help. 2. Interest: They decide to find out a little bit more. 3. Evaluation: They see if you look credible. 4. Trial: They find out what it would be like to buy from you. 5. Adoption: They become a customer. 6. Loyalty: They keep buying, buy more, and/or tell others about you.
- 6. How’s Your Speed of Sale? Micro Conversion Micro Conversion Micro Conversion Micro ConversionMacro Conversion
- 7. What Are We Talking About? A Micro Conversion is a small step on the path of a visitor towards your primary conversion goal - (usually called a macro conversion) For most websites, these Macro Conversions are either making an ecommerce €€€ sale or obtaining a lead (prospect details)
- 8. The Big Q: Is Conversion or Traffic King ????
- 9. Quick Rule of Thumb If you have a FAST Sale Process…. (ie: Quick & Easy) Then just focus on: Macro Conversions If you have a SLOW Sale Process…. (ie: Emotions, Costly, Complex) Then just focus on: Traffic & Micro Conversions
- 10. How Would You Sell if No Internet? Macro Conversion • Book a Pre-School Place • Send the Child there Micro Conversions • Is it Safe? • Is it Near? • Are the Times Convenient? • Monthly Costs? For 9 or 12 months? • Government Pays What? • Nap Times? • How Do Holidays Work? • Any Nutcase Parents / Kids? • Junk or Healthy Food Given? • Possible Friends in School? • Feeder School Impact?
- 11. No Micro Conversions = No Macro Conversion Micro Conversions Macro Conversions
- 12. Some Typical Micro Conversions Navigation-based Micro Conversions • Viewing a product page • Entering the checkout process • Reaching an application form • CTR from search results Interaction (or completed action)-based Micro Conversions 1. Adding a product to the basket 2. RSS subscription 3. Requesting a call back 4. Downloading a PDF brochure 5. Watching a promotional video 6. Social sharing actions 7. Email newsletter sign up Engagement-based Micro Conversions • Time on site over a certain threshold • Number of pages viewed above target • Visit frequency/recency above target This is Typical “Content Marketing”
- 13. The Big Q: Is Conversion or Traffic King ????
- 14. The Buyer Journey Lots of Questions / DoubtsProvide Lots of Answers = Micro Conversions
- 15. The Fast Sales Process The FAST Sales Process (ie: Quick & Easy / A No-Brainer) Critical Things Needed: 1. Great PPC 2. Great SEO 3. Great Email Marketing 4. Product Retargeting 5. Lots of Products 6. Ultra Competitive Price 7. SEO Content https://www.thinkwithgoogle.com/tools/
- 16. The Slow Sales Process The SLOW Sales Process (ie: Complex / Emotions / Costly) Critical Things Needed: 1. Great Social Media 2. Triggered Emails 3. Staggered Content Retargeting 4. Sales Funnel Content https://www.thinkwithgoogle.com/tools/
- 17. Purpose of Your Content? Goal Macro Conversion via getting 1st on Google How? Links, Likes & Shares Usually: Cool, Sexy, Maybe Viral SEO / Google Ranking Purposes Sales Funnel Nurturing Reasons Goal Lots of Micro Conversions How? Provide Answers Usually: Factual, Unsexy, Not Viral
- 18. Content for Traffic or Conversions Content Type SEO Content Sales Funnel Content Infographic Interactive Infographic Ebooks White Papers Short Blog Posts Long Blog Posts “How to” Videos Brand Videos Digital Magazines Surveys Traffic Micro-Conversions
- 19. For SEO Reasons
- 20. And on That Topic…..
- 21. Why? You Need to Push Your Content integrated with LinkedIn + Google (with FB & Twitter to come) integrated with Acxiom & Turn integrated with Bizo for the purpose of OUTBOUND ADVERTISING. Definition: “Inbound Marketing” refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. All Above
- 22. Here’s Why…..
- 23. It’s Busy Out There
- 24. SEO Content Promotion is Vital • Twitter Ads to Journalists & Influencers • Ads on Facebook - but not to potential customers! • Outreach to Journalists & Key Bloggers Find Top 200 publications & Use BuzzStream
- 25. The Big Q: Is Conversion or Traffic King ????
- 26. Purpose of Your Content? Goal Macro Conversion via getting 1st on Google How? Links, Likes & Shares Usually: Cool, Sexy, Maybe Viral SEO / Google Ranking Purposes Sales Funnel Nurturing Reasons Goal Lots of Micro Conversions How? Provide Answers Usually: Factual, Unsexy, Not Viral
- 27. For Sales Funnel Nurturing Reasons
- 28. Extremely Niche Content is Needed The purpose of this report is to help select sealing solutions for specific applications “ “
- 29. How To Encourage Micro-Conversions? 1000days.ie 262.ie alliedtelesis.ie 3freesolarquotes.ie academyft.ie arise.ie adp-solutions.ie bigg.ie computenext.ie advent.ie blls.ie datahug.ie aggreko.ie bynd.ie dcicard.ie airpacks.ie cloudlock.ie digitalrealty.ie allhomes.ie cout.ie emaint.ie anixter.ie culturalcare.ie esendex.ie arjohuntleigh.ie danwood.ie essendex.ie arqiva.ie dch.ie eunetworks.ie asperity.ie dds.ie eventbrite.ie (145) (31) (32)
- 30. Some Common Elements Required 1. You Need Emails – They’re The Future! 2. Triggered Emails 3. Advanced Retargeting 4. Prompt Outbound Calls based on Form-Fills
- 32. Sample Triggered Email Workflows
- 34. The Big Q: Is Conversion or Traffic King ????
- 35. To Recap - Quick Rule of Thumb If you have a FAST Sale Process…. (ie: Quick & Easy) Then just focus on: Macro Conversions If you have a SLOW Sale Process…. (ie: Emotions, Costly, Complex) Then just focus on: Traffic & Micro Conversions
- 36. Thanks! @RingJohn @TinderPoint TinderPoint Facebook.com/TinderPoint john@tinderpoint.com Follow Us Now While Your Phone is Handy!