Marketing Funnels & Social Media Growing your customer base, leads, and sales faster and more efficiently
About Me • Ebb Walton • Account Assistant@Nancy Marshall Communications • What I Do • Social Media Marketing • Internet Advertising • Email Marketing • Market Research • Marshall Plans®
Ask Me Questions! Feel free to ask questions throughout this presentation
What is a “Marketing Funnel?” A holistic approach to marketing that creates well-prepared prospectsready to spend their money with you
Holistic Approach Considers your prospect's entire decision-making process The length of time they will take to make their decision,and how often this decision is made
Holistic Approach Considers how each communications channel impacts your prospect’s decision-making process
Well-Prepared Prospects • Aware of ALL their needs • Understand your differentiation and benefits • Know, like, and trust your business • Self select as customers • Take action to fulfill their needs with YOU Image from dreamstime
Tip: Have a responsive website Our clients’ website traffic all range from between 30% - 50% + from mobile devices Regardless of Industry • Tourism • Education • Retirement • Real Estate • Legal • Nonprofit
Decision-Making Process – Part II So far – Prospect is aware of their need and has found our businessNext up – Research and compare alternatives
The Research Process Commitment / Action x5
Lead Capture – Value Exchange Trade something of value for contact information – PDF download
Step 2 – Lead Capture – Visitor:Lead Rate Value Exchange Incredible Sweepstakes 15% 5% Depends on how awesome the thing you offer is.
Lead Capture – The Popover Keep it as simple as possible • Name • Email Address • Enter to Win!
Lead Capture – Social Media • Primary Target • CT, MA, NY, NH • Interests: Vacations, Mountains, Boating, Skiing, Camping, Lakes, Hiking, Golf, Snowboarding • Married or Engaged • Secondary Target • People inside the MLM region(Locals will engage more, driving the post’s edge rank up, making it more visible to our entire audience)
I have leads, what now? What should I be doing with email addresses? What do I do with my Facebook likes?
Step 3 – Ongoing Communication - Email Set up Scheduled Email Autoresponder Campaigns Autoresponder: An email sent automaticallyto new subscribers at defined intervals.
Step 3 – Ongoing Communication - Email helping, not selling Make it about their needs • Educate them on needs they were unaware ofand what the solutions are • Subliminally train them to know your company understands them • Let the customer infer that your company does it best
Step 3 – Ongoing Communication - Email Pretend you are comparing ski / snowboard academies for your child Email Campaign Subject Lines • 4 Things You’ll Need in a Ski / Snowboard Academy • 4 Reasons CVA is the Right Choice • 5 Ways CVA Makes College a Breeze Open Rates 46.9% 21.4% 26.5%
(864 Recipients) 5 Ways to Get the REAL Maine Experience • Feast at a traditional Maine lobster bake – oh, and here’s how we do ours • Step inside a lighthouse – oh, and we have a lighthouse tour cruise • Get a registered Maine guide – oh, and our captain is one of these • Prime star gazing – oh, and off the Maine coast on our wide open decks, you’ll have a great view • Experience the beauty of the Maine coast – oh, and the best way to do this is on a sailboat, and here’s what you’ll see on our cruise
Step 3 – Ongoing Communication – Social Media Tips for Success • Don’t treat your news feed like an advertising channel • Use it as a relationship-building tool • 6 human-style / helpful / interesting posts for every 1 ad • 6:1 Ratio
Social Media’s Role in the Decision-Making Process • Aware of need • Research • Research • Compare Alternatives • Compare Alternatives • Choice • Choice • Post-Purchase Evaluation Facebook advertising impacts Facebook posting impacts Facebook remarketing impacts
Facebook Ads – Buying Likes A like is the beginning of a relationship between your organization and your prospect. A like allows you to • Maintain top-of-mind awareness with Facebook posts • Interact with followers to create know, like, & trust • Subtly educate and inform followers of your benefits Tip – People don’t go on Facebook to read ads, use the 6:1 ratio
A Case for Buying Fans - Doctor / Lawyer Example Facebook advertising is unlikely to reach individuals who are currently searching for a doctor or lawyer. The decision process for selecting these services can be short and urgent But our Facebook relationship changes the process
Remarketing Ads only shown to past website visitors • Bring visitors back to your website for additional consideration • Make them aware of something new, they hadn’t thought of before or noticed when they were first on your website
Step 4 – Know, Like, and Trust Getting prospects to know, like, and trust you tips the scales in your favor
Step 5 – Brand Advocacy If your product or service lives up to the expectations you set for them, they will likely advocate for or recommend your brand.
Step 6 – Repeat Purchases, Word of Mouth • Send post-purchase follow-up emails to customers • Send monthly email campaigns that reach all of your subscribers (and post it to your Facebook feed) • Continue to nurture your relationship
Measuring the Funnel – Google Analytics • Step 1 – Set up Goals in Google Analytics • URL Based • Contact form confirmation page URL • Reservation request form confirmation page URL • Email subscriber added confirmation page URL • Checkout completed URL • Event Based – Use Google Tag Manager to create page events that can be tracked as goals in Google Analytics • Email link clicked • Form submission button clicked
Multi-Channel Conversion Visualizer Which channels contributed to your conversions (goals you set up)Overlaps indicate multiple channels played a role
Assisted Conversions Website referrals that did not immediately result in a conversion, but helped guide the prospect down the funnel towards making a conversion Includes • First interactions • Assist interactions (middle step) • Last interactions (preceding final)