Meet Your Presenters

Erin Sagin• PPC Evangelist at WordStream

• 5 years of paid search experience

• Named #4 Most Influential PPC

Expert of 2016

• Follow her on Twitter @erinsagin

Andrea Kayal• VP of Marketing at Signpost

• 15 years B2C & B2B experience

• Loves the University of Michigan. Go

Blue!

• Follow her on Twitter @andreamkayal

Finding “The One”

This Is My DadThis Is My Da -- And This Is My Mom

When They First Met, He Was Smitten

She Was Not…

Fast Forward A Few Years and They’re the Epitome of the Perfect Couple

Truth: Most Great Love Stories Don’t Start With Love At First Sight

The Beauty & The Beast

Patrick & Kat, 10 Things I Hate About You

Mr. Darcy & Elizabeth, Pride and Prejudice

Noah & Allie, The Notebook

Finding the Right Person is Hard Work

Building the PerfectRelationship is Harder

What the heck does this have to

do with marketing?!

Finding and Closing the “Perfect

Prospects” Is Eerily Similar to the Dating

Game…

Today’s Game Plan

• The Hunt: How to find your ideal prospects using paid social and paid search

• The Chase: How to convince your prospects to actually engage with you

• The Courtship: Best practices for communication that will keep your prospects engaged, and moving down the funnel

• Keeping the Spark Alive: How to promote loyalty, and drive more revenue with your customer advocates

Phase 1: The Hunt

It’s Tough to Find Prospects When You’re Working Within a Pool of

People You Already Know

Or You Refuse to Put Yourself Out

There

If You Aren’t Conscious of Your Funnel, Your Lead Flow Will Suffer

It’s Important to Put Yourself Out There

Introduce Yourself to New Prospects Using Paid Ads!

Fill Your Funnel with Facebook Ads

Online Ads > Billboards, TV, Radio, Etc.

Take Advantage of Super-Specific Targeting Options

Just Don’t Go Too Overboard!

Use Paid Search to Connect With Searchers in Research-Mode

Use Paid Search to Connect With Searchers in Research-Mode

Reach Qualified Searchers with the RIGHT Keywords!

No Click? No Problem!

Phase 2: The Chase

Once You’ve Caught Your Prospect’s Eye, Don’t Blow Your Shot

Connect With Active Searchers Online

Prioritize Visibility on the SERP for High-Intent Searches

There’s Nothing Worse Than Running Into Your New Crush When You Look Like

Crap

Put Your Best Foot Forward With Compelling Ad Copy

• Connect with your readers’ emotions

• Include specific numbers or statistics

• Focus on the benefit to the user

• Use countdowns to create urgency

The More Relevant, the Better

Utilize Ad Extensions

Protect Yourself Against Competitors on the

SERP

Don’t Let Competitors Steal Your Thunder

Be Sure to Bid On Your Branded Terms

Warning: Your Prospect Will Probably Play Games With Your Heart

Most People Won’t Hand Over Their Digits the First Time They Visit Your Site

But a Little Persistence Can Go a Long Way

Try Running A Remarketing Campaign to Seal the Deal

Conversion Rates Increase With More Ad Impressions

Phase 3: The Courtship

Once You’ve Scored Some Digits, the Game’s Not Over

● Don’t○ Email too frequently○ Make it all about you○ Rattle on about topics they have

zero interest in

● Do○ Establish a consistent cadence○ Convey what’s in it for them○ 1:1 communication to ensure

relevance

Age-Old Playbook

2016 Playbook

Relationship strategies are more important

• 80% of your future profits will

come from 20% of your

customers

• Increasing retention rates by 5%

can increase profits 25-95%

• A new customer converts at 5-

10%, but a repeat at 60-70%

• Repeat customers spend 33%

more than new customers

Feedback

Feedback & Testimonials

• Adding testimonials to your site can lead to a 34%

increase in sales

• 70% of customers search for and read through

testimonials before making a purchasing decision

• 92% have more confidence in info found online

than from a salesperson

• Customers are more likely to share bad

experiences than positive

Reviews

Reviews:

• 88% of customers trust reviews as much

as personal recommendations

• 72% of consumers say positive reviews

make them trust businesses more

• HBS found that an increase in rating of

just one star can increase a company’s

revenues anywhere from 5-9%

Phase 4: Keeping the Spark Alive

Loyalty Offers

Loyalty Offers

• Repeat customers spend 33%more than new customers

• Send promotional offers to loyal customers

• 20% off next purchase

• 10th purchase free

Referrals

WORD-OF-MOUTH MARKETING

“An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service.”

Free Main Source of Business

Referrals

• Comprise 65% of all new business (NY Times)

• 4x more likely to buy

• 83% of consumers say they’d refer

friends/family following a positive experience

• LTV for referrals is 16% higher than other

customers

Q&A Session

THANK YOU!