Bobby Edelman & Melissa Rein - Attract

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Lifecycle Marketing Track - ICON14

Transcript of Bobby Edelman & Melissa Rein - Attract

  • 1.The Ultimate Event for Small Business Success. Lifecycle Marketing Track Stay up to date in the ever changing landscape of lead attraction and conversion! Bobby Edelman Interns Over 40 www.internsoverforty.com

2. The Ultimate Event for Small Business Success. Where Are All Your Leads Hanging Out? www.internsoverforty.com 3. The Ultimate Event for Small Business Success. About: Interns Over 40 www.internsoverforty.com www.internsoverforty.com 4. The Ultimate Event for Small Business Success. Young Women Of the Year Age 88 Mademoiselle magazine www.internsoverforty.com 5. The Ultimate Event for Small Business Success. Visited dozens of cities/coffee shops Result: Leading Source for Older workers Website, blog and online History 6. The Ultimate Event for Small Business Success. My (Our) Challenge is: Attracting New Quality Traffic Paid Search Organic Social Media Referral Email Marketing Direct Traffic 7. The Ultimate Event for Small Business Success. My Head Felt Like Exploding 8. The Ultimate Event for Small Business Success. How Do I Attract Quality TrafficWhat I do How I do it Measuring Results Costs to Implement Adapting to Change How are you going to do it? www.internsoverforty.com 9. The Ultimate Event for Small Business Success. My LinkedIn Results: 80% new 10. The Ultimate Event for Small Business Success. My Traffic Methodology: Who is My Audience What is Desirable Outcome & Financial/Human Resources Building the Foundation: Linkedin Profiles Implementing Linkedin Lead Attraction Programs Measuring and Analyzing Effectiveness 11. The Ultimate Event for Small Business Success. Audience: No Fans. www.internsoverforty.com 12. The Ultimate Event for Small Business Success. Audience: You Want Ravenous Fans. www.internsoverforty.com 13. The Ultimate Event for Small Business Success. Targeting Your Audience: Demographics www.internsoverforty.com 14. The Ultimate Event for Small Business Success. 5 Elements to Attracting Traffic In My Pond 1. Member Profiles 2. Creating Your Groups/Subgroups 3. Joining Other Groups 4. Business page 5. Paid Sponsorship 15. The Ultimate Event for Small Business Success. Profiles: Building The Foundation Profiles: industry or goal objective. Connecting: Creating network 1. Tagging 2. Sending a message 3. Sharing an update 4. Building brand/reputation Creating and Joining Discussion Groups/Sub- Groups. www.internsoverforty.com 16. The Ultimate Event for Small Business Success. Create Your Own Groups and Subgroups www.internsoverforty.com 17. The Ultimate Event for Small Business Success. Create/Join Relevant Groups and Subgroups 1) Group must be relevant your Audience. 2) Is it the appropriate size? 3) Create an organic magnetic attraction. 4) What value will you provide to members? 5) Create 10 Groups and 20 Subgroups. 6) Join 50 groups and 20 subgroups. www.internsoverforty.com 18. The Ultimate Event for Small Business Success. Creating Groups and Subgroups www.internsoverforty.com 19. The Ultimate Event for Small Business Success. Creating Groups and Subgroups1. Requests to join 2. Announcements 3. Leveraging Participants 4. Request to Join Message 5. Welcome message 6. Decline Message 7. Group Logo 8. Hero Image (cover) 9. Control editorial content 10. Group type 11. Group Summary 12. Group Description 13. Managers Features 14. Start A Discussion 20. The Ultimate Event for Small Business Success. Groups and Subgroups: Implementing When: Post 5-8 am might not show up till next day What: Pay attention to the details Link Your posting from a website or blog Relevant content Layout post properly: Subject, graphics, text design www.internsoverforty.com 21. The Ultimate Event for Small Business Success. Posting Result- INCORRECT METHOD www.internsoverforty.com 22. The Ultimate Event for Small Business Success. Posting Result: Correct! (More Traffic) www.internsoverforty.com 23. The Ultimate Event for Small Business Success. Landing Pages www.internsoverforty.com 24. The Ultimate Event for Small Business Success. Gotchas Problems/Risks Group managers block you Banned for spamming Risk your reputation Need time and resources to post No one joins your groups Creating Avatar profiles to extend your reach www.internsoverforty.com 25. The Ultimate Event for Small Business Success. Dominate a market segment Leverage a highly targeted Market Place Create a sustainable lead funnel Build life time customer relationships Create alternative communications methods Decrease Cost of visitor acquisition The Payoff www.internsoverforty.com 26. The Ultimate Event for Small Business Success. Learn the 24 Simple Steps to Attract Quality LinkedIn Traffic Text the word Linkedin to 38470 (we will only text you once) Bobby Edelman Interns Over 40 www.internsoverforty.com 27. The Ultimate Event for Small Business Success. How to Create Landing Pages That Convert! Landing Page Optimization Best Practices Melissa Rein Conversion Rate Optimization Manager, Infusionsoft @reinmelissa 28. The Ultimate Event for Small Business Success. Why Create High Converting Landing Pages? 29. The Ultimate Event for Small Business Success. Its money, Honey. 30. The Ultimate Event for Small Business Success. The highest revenue-impacting pages are closest to the final conversion point. Landing Pages E-Commerce Pages 31. The Ultimate Event for Small Business Success. Conversion Science Theory 32. The Ultimate Event for Small Business Success. Focus On The End Goal 33. The Ultimate Event for Small Business Success. Increase Perceived Value, Diminish Perceived Cost to Opt-in Perceive d Cost Perceived Value Anxiety Friction Incentive Value 34. The Ultimate Event for Small Business Success. Primary Drivers of Conversion 35. The Ultimate Event for Small Business Success. Motivation 36. The Ultimate Event for Small Business Success. Perceived Value 37. The Ultimate Event for Small Business Success. Incentive 38. The Ultimate Event for Small Business Success. Motivation Friction 39. The Ultimate Event for Small Business Success. Anxiety 40. The Ultimate Event for Small Business Success. Tactics for Landing Page Optimization 41. The Ultimate Event for Small Business Success. Design Essentials 42. The Ultimate Event for Small Business Success. Simplify Design Dont Decorate - Be intentional Clean design with clean eye paths Think Twice About Horizontal rules Spacing Float it but Keep it Tight 43. The Ultimate Event for Small Business Success. Infusionsoft Case Study: Feature Page Test 44. The Ultimate Event for Small Business Success. Keep It Above the Fold If They Dont See It, It Doesnt Exist The Fold is Not Dead, Its Relative Brand, Headline, CTA, Form & Trust Up Top 45. The Ultimate Event for Small Business Success. 46. The Ultimate Event for Small Business Success. 100% 25% 47. The Ultimate Event for Small Business Success. 48. The Ultimate Event for Small Business Success. Images Focus Attention Image Source: Conversion Conference 2013 (PayPal) 49. The Ultimate Event for Small Business Success. No Exit Links Provide Only 1 Exit Link The Conversion Full Website Navigation is NOT necessary 100% of the time. 50. The Ultimate Event for Small Business Success. Copy Essentials 51. The Ultimate Event for Small Business Success. Simplify Copy Dont Make Them Read - They wont Easy to Scan Use Bulleted Copy Blocks Clear, Sequential Thought Process 52. The Ultimate Event for Small Business Success. 53. The Ultimate Event for Small Business Success. Its About What You Say Conversion Relevancy Clarity Urgency Anxiety Distraction 54. The Ultimate Event for Small Business Success. And Its How You Say It Talk in Terms of Whats in It for Them Speak to Visitors Wants & Needs Value Propositions Benefit-Oriented Copy & CTAs 55. The Ultimate Event for Small Business Success. Effective Button CTAs Put Yourself in Their Shoes Action-Oriented Language Address Motivation for Clicking Button Address Result of Clicking Button 56. The Ultimate Event for Small Business Success. Infusionsoft Demo CTA Test CONTROL: Watch Demo WINNER: See Product Video 57. The Ultimate Event for Small Business Success. Form Essentials 58. The Ultimate Event for Small Business Success. Forms: Less is more Ask For Only What You Need Easy Information First 59. The Ultimate Event for Small Business Success. Use Top Aligned Labels http://www.thatwebguyblog.com/post/15-steps-towards-better-form-usability/ 60. The Ultimate Event for Small Business Success. Colorful CTA Buttons Use High Contrast Form Buttons with an Action Oriented CTA 61. The Ultimate Event for Small Business Success. Trust Essentials 62. The Ultimate Event for Small Business Success. In Logos We Trust Use Expert Validation & Customer Logos Place Above Fold & Near CTA Button 63. The Ultimate Event for Small Business Success. Use Emblems Reduces Anxiety Quickly Communicates Ideas Create Focus on CTA / Value Proposition 64. The Ultimate Event for Small Business Success. Utilize Customer Love Use Real Customer Images Use Customer Quotes 65. The Ultimate Event for Small Business Success. 66. The Ultimate Event for Small Business Success. Landing Page Best Practices Checklist 67. The Ultimate Event for Small Business Success. Get Your Landing Page Best Practice Checklist: go.infusionsoft.com/L PO 68. The Ultimate Event for Small Business Success. Books & Tools: Melissa Rein Conversion Rate Optimization Manager, Infusionsoft @reinmelissa