How to build a customer journey from awareness to close
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The webinar covered how to build a customer journey from awareness to close using 5 steps: 1) attract new visitors through low-cost channels like social media, 2) retarget visitors based on their website behavior, 3) convert visitors to leads with targeted landing pages, 4) nurture leads to a sale with marketing automation, and 5) measure results and experiment. Speakers from Autopilot and Instapage demonstrated how to personalize touchpoints based on behavior to improve conversions across the journey. Attendees learned about optimizing digital marketing campaigns through testing and analytics.
How to build a customer journey from awareness to close
- 1. 1 How to Build a Customer Journey from Awareness to Close WEBINAR LIFTS OFF AT 11AM PDT
- 3. 3 TODAY’S SPEAKERS Tyson Quick CEO, Instapage @tysonquick #GrowthMarketing Guy Marion CMO, Autopilot @guy_marion Anne Fleshman Demand Gen, Autopilot @autopilotus Michael Sharkey CEO and Co-founder, Autopilot @michaelsharkey
- 4. ABOUT AUTOPILOT Easy and visual marketing automation that helps you create customer journeys with email, sms and direct mail
- 5. ABOUT INSTAPAGE Instapage makes building and A/B testing landing pages simple #GrowthMarketing
- 6. 6 • Introduction • 5 steps to attracting, retargeting and converting • Live demo • Q&A AGENDA #GrowthMarketing
- 9. 9 DIGITAL MARKETING JOURNEY #GrowthMarketing Clicks the ad and visits your website Enters your retargeting funnel Enters your trial journeySigns up for free trial Requests more dogs Sees an ad on Twitter DogToday @DogToday Why dogs are the cure for loneliness http://autop.co/1ev56jB Sees retargeting ad Try DogToday free Lonely? Becomes a customer
- 10. 10 ATTRACT NEW VISITORS THROUGH LOW COST CHANNELS 1
- 11. 11 PROMOTE CONTENT ON HIGHLY TARGETED, LOW CPC CHANNELS #GrowthMarketing Target by: Demographics | Interests | Behavior | Hashtags | Product Preferences
- 12. 12 RETARGET VISITORS BASED ON THEIR BEHAVIOR 2
- 13. 13#GrowthMarketing HOW DOES RETARGETING WORK? Retargeted consumers are nearly 70% more likely to make a purchase compared to non-retargeted consumers 1) A visitor comes to your website 2) They leave before converting 3) Retargeting ads are displayed around the web 70%
- 14. 14 CREATE CUSTOM AUDIENCES #GrowthMarketing • Behavior • Geo & Language • Technology • Named lists • Exclusions
- 15. 15 DISPLAY & SEARCH RETARGETING #GrowthMarketing • Benefits focused • Strong call-to-action • Bid up by 30-40% • DEMO
- 16. 16 RETARGETING TIPS #GrowthMarketing Set frequency caps to avoid banner fatigue Rotate offers to keep CTR high Know what days and times have the highest conversion rates Align your cookie duration with your buying cycle
- 17. 17 CONVERT VISTORS TO LEADS WITH TARGETED LANDING PAGES 3
- 18. 18 BEST PRACTICES FOR HIGH PERFORMING LANDING PAGES #GrowthMarketing A/B split test Focus on one main goal Buttons - bigger, louder, cooler Personal call-to-action phrases Testimonials & trust indicators And of course, the most important guiding principle: Keep it simple
- 19. 19 NURTURE LEADS TO A SALE WITH AUTOMATION 4
- 20. 20 PERSONALIZE TOUCH POINTS BASED ON BEHAVIOR #GrowthMarketing
- 22. 22 METRICS TO MEASURE #GrowthMarketing Attract Land RetargetConvert Growth Marketing # impressions cost-per-click (CPC) unique website visitors click-through-conversions (CTR) view-through-conversions (VTC) cost-per-lead (CPL) % form completed % abandonment conversion rate activation rate average sales price (ASP) customer acquisition cost (CAC)
- 24. 24 DIGITAL MARKETING JOURNEY #GrowthMarketing Clicks the ad and visits your website Enters your retargeting funnel Enters your trial journeySigns up for free trial Requests more dogs Sees an ad on Twitter DogToday @DogToday Why dogs are the cure for loneliness http://autop.co/1ev56jB Sees retargeting ad Try DogToday free Lonely? Becomes a customer
- 25. 25 TAKEAWAYS • Improve onboarding journey performance by personalizing based on usage • Track your performance to discover opportunities unique to your company, audience, and market #GrowthMarketing • Attract new users into retargeting funnel using low-cost social channels • Experiment with targeting criteria to uncover high conversion audiences • Convert users with focused landing pages — and a single call-to-action
- 26. 26 ANY QUESTIONS? Tyson Quick CEO, Instapage @tysonquick #GrowthMarketing Guy Marion CMO, Autopilot @guy_marion Anne Fleshman Demand Gen, Autopilot @autopilotus Michael Sharkey CEO and Co-founder, Autopilot @michaelsharkey