Double your conversions
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This document outlines a comprehensive digital strategy for improving business performance through effective conversion funnels and customer engagement. It emphasizes the importance of understanding buyer personas, optimizing marketing messages, and coordinating efforts across multiple channels for maximum impact. The approach suggests that small enhancements at each stage of the conversion process can lead to significant overall business improvements.
Double your conversions
- 1. 2 x Your Business Coman Fullard #ContinuumLabs
- 3. Do you have to work 2 x hard?
- 5. Conversion Funnel Multiple customer touchpoints Multiple internal stakeholders Effort must be coordinated
- 6. Conversion Sequences 14% improvement at each conversion point gives: 2 x Business +14% +14% +14% +14% +14% +14% +14% +30% +48% +69% +93% +119%
- 8. The Continuum Continuum Campaign Delivery Strategy Design Define the Message Optimise the Experience Construct the medium Promot e to Convert Discovery Segmentation Value Proposition Strategy Creation UX Discovery UX Design UX Testing UI Design Build QA Release Keyword Research Content Marketing SEO Social Media PPC, etc. Customer
- 9. Articulate Your Strategy To whom are you selling? Value proposition? Your message? What channels?
- 10. Value Proposition Spectrum 1 2 3 4 4 3 2 1 1 2 4 3 Primary Value Prop Persona 2 Primary Value Prop Question: Why should your ideal prospect buy from you rather than some one else? Prospect Level Question: Why should Persona 1 buy from you rather than your competitors? Product Level Question: Why should Persona 1 buy this product rather than any other product? Process Level Conversion steps associated with this product for persona 1
- 11. How many models of the customer do you have? 1? 5? 12? More?
- 12. Personas Drive PPC Social Media Channel Selection Content Generation Automated Qualification Personalised Content Delivery Lead Gathering Activities Email Campaigns Offers Upselling Cross-selling
- 13. Benefits of Buyer Personas 1. MLT Creative 2. Ibid 3. Hubspot 4. Ibid 5. Ibid 6. ITSMA 7. Ibid Email-5 x open rate1 2 x click-through rate2 18 x more revenue than “broadcast” emails3 Ads - Behaviourally targeted ads are 2 x as effective4 Web -2 x to 5 x times as effective5 Buyers 48% more likely to consider solutions with personalized marketing6 Competitive - Only 44% of B2B marketers using them7
- 14. Build the Buyer Persona Who? Background Demographics Identifiers What? Goals Challenges What can you do to help? Why? In their words Common Objections How? Marketing Message Elevator Pitch
- 16. Be Recognised for leadership Deliver Shareholder Value Be a Force for Positive Change Drive Growth Be Recognised for Insights Change internal & external status quo Created Growth Made Savings Drove Efficiencies Share-price Growth Achieved Market Penetration Gains My personal take-home grew … keeping score My Decisions had positive impact I delivered a major initiative on a global stage I had the foresight to make that happen Information Overload Many unknowns – find the important facts Delegate the Search - but do I get the “right” shortlist No Time Fear of making the wrong decision Complex Decision – what is the bottom line? Its a long process- who will help me navigate it? Value personal relationships but who can I trust to help? How can I pick one over another?
- 17. Value Proposition 1. Who are the target entities for this value proposition? 2. What is this value proposition’s time horizon? 3. What do we want these target entities to do? 4. What compelling alternative(s) do these entities have? 5. What resulting experiences (including price) will they derive vs. their alternative(s), if they do as we propose? • Resulting experiences must be specific, actionable, comparative • Many winning VP’s are trade-offs: some experiences are inferior
- 18. Value Proposition Framework Offering Products & Services Pain Relievers Gain Creators
- 19. This approach is … Simple Actionable Measureable and usually overlooked
- 20. Small improvements along conversion funnel = big business impact Strategic Coordination Shared model of your customers Articulated value proposition
- 21. Coman Fullard Senior Digital Strategist Continuum www.wearecontinuum.com @ComanFullard #ContinuumLabs