The Surprising Power
of Optimization
An Intro to Big Box Marketing
All Online Marketing is Auction Driven
Obvious
Less obvious
Pay Per Click
Search Engine
Optimization
Blogs
Pages
SEO Firms
Backlinks
(Direct)
(Indirect)
The biggest marketing budget buys the way to the top
Why Optimization is Important?
Let’s look at two companies that can spend $20 per product on
marketing, before they begin to lose money.
Company A
Company B
50% Net Conversion
Rate
52% Net Conversion
Rate
$10.00 per click
$10.40 per click
Company B has an advantage, but how big?
Auction Forces in Action
An AdWords Scenario
$12
$10
$10.00
$10.40
$9.90 $9.95
$8
CPC
(cost-per-click)
$6
$4
$2
$0
A
B
C
D
E
F
G
H
I
J
Companies
Assume there are 1500 clicks per month for the search term “Buy Widgets” and that
What Happens?
these 10 companies, each with $10k marketing budgets, are competing for these clicks.
Google rewards the highest bidder
An AdWords scenario, but SEO is really the same thing.
Click Distribution
Company B gets ~1000 clicks
Company A
Company A gets ~500 clicks
Everyone else gets ZERO
Company B
One thrives. One survives. The rest struggle.
Takeaways
1. Nearly all digital marketing is auction driven.
2. It is extremely important that you are “efficient” with your
marketing spend, meaning you should take every
opportunity to optimize your conversion rates across your
sales funnel.
- $.50 can be the difference between 1,000 click and
nothing at all.
1. Minor optimization improvements can lead to exponential
results (not just incremental).
Who’s up for some Magic??
http://www.sharpspring.com/lp/magic-trick
Optimize through
Personalization
An Intro to Marketing Automation
What is Marketing Automation?
Marketing Automation refers to a suite of software designed to help
marketers:
1. Drive more leads into a business with the same marketing dollars.
2. Convert more of those leads into sales.
Full-featured marketing automation suites generally include the following:
1.
2.
3.
4.
5.
Anonymous web visitor identification
Dynamic forms
Lead scoring
Email automation
Campaign tracking and ROI
CRM vs. Marketing Automation – Marketing automation is for marketers.
How Marketing Automation Works
Limited
Time
Limited
Resources
Limited
Budget
•
•
•
•
1. Drive More Leads
•
•
•
•
2. Convert Leads to Sales
3. Automate & Streamline Your
Workflow
•
•
•
•
Identify anonymous web visitors
Optimize your campaigns
SEO and PPC optimization tools
Dynamic forms capture more leads
Lead scoring – focus on the best leads
Email automation – nurture & convert
Life of The Lead – business intelligence
Sales management tools and alerts
Comprehensive analytics
Exportable graphs, charts and reports
Automate repetitive tasks
Prove ROI automatically
Bad news…
If you are not using marketing automation, 98% of
your web traffic is going to waste.
Why? Because only 2% of web visitors fill-out a form on
your site and let you know who they are…
Ok, but if they don’t fill out a form, aren’t they bad leads?
• They are early in the process and haven’t researched enough
• They don’t want to be spammed
• They don’t have the time
Good News….
Anonymous Web Visitor Identification
VisitorID
Visitor ID identifies full
company profiles including:
•
Names
•
•
•
•
Phone numbers
Locations
Employees
Revenue
Double the leads from
• Emails
View lead activity at a glance
your site
Know exactly what your visitors want and why they
came to you
Capture names, numbers, & emails of your visitors
Email Automation
•
Choose a design from our
collection of beautiful
templates –- or upload your
own
Email Automation
•
Edit content and design with
ease with our real-time
WYSIWYG editor
•
Upload images and
attachments with our
built-in media manager
Email Automation
• Set triggers and filter your
leads with the Rules Engine
Email Automation
• Use workflows to build
powerful chains of action.
•
Assign users to lists
•
Send an email
•
Notify sales
Increase conversions & sales with
responsive marketing based on
your lead’s behavior
Magic Trick Takeaways
1. You can create highly-personalized, near one-on-one
communication with every lead automatically
1. Based entirely on the leads behaviors and interests.
2. Not viewed as spam because it’s relevant.
3. It is not about “Constant Contact” it is about relevant contact.
2. Bridge the gap between sales and marketing
1. Notify sales when a lead comes back to the site, downloads a
white paper, attends a webinar, or does anything interesting.
2. Tell sales people exactly what the leads wants with
sophisticated business intelligence delivered to their inbox.
Lead Scoring
• Focus on the leads that matter
• Completely customizable to your
business
•
Lead
Scoring
Scores based on:
• Completeness
• Activity
• Fit
• Ensure every lead gets the
attention they deserve
SharpSpring lets you track any type of campaign
Campaign
Optimization
Both online & traditional
• Monitor & compare all of your
campaigns from a single dashboard
• Know at-a-glance what campaigns
are converting and stop campaigns
that aren’t
Campaign Optimization
• Supports UTM codes, dedicated
landing pages, and specific
campaigns
• Easily export charts, graphs and
leads
Automatically
Business Intelligence
Life of the Lead shows you:
Forms
filled
outmade
Emails
Calls
made
sent
When
Deal
Pages
the
progression
sale
visited
was
Business Intelligence
See what campaign brought
in the lead
SEO Tools and Web Analytics
• Focus and create content that will
drive more leads
• Know who’s sending the best traffic
to your site
SEO Tools and Web Analytics
• Connect the dots between visitor
clicks and leads
• Make optimized SEO decisions from
your data
Best Practices for B2B
1. Use dynamic forms and content to collect more leads.
2. Double your leads - Identify anonymous web visitors.
3. Set-up drip campaigns to nurture leads.
4. Create alerts when past customers return to the site.
5. Create alerts when leads in your pipeline doing anything
interesting.
6. Provide sales with business intelligence about what you leads
are most interested in.
7. Contact leads at exactly the right moment, with exactly the right
information.
Best Practices for B2C
Segment consumers and personalize communication strategies
1. Stop sending generic promotions and newsletters.
2. Build product-specific automated campaigns.
3. Think like Amazon:
1. Suggest similar, complementary, or additional products.
4. REACT to your customer’s behavior.
1. Returning from an email? Send them similar content.
2. Doesn’t open? Try something different.
5. Mine your analytics for converting keywords.
6. Drive holiday and other promotions based on what your
customers are interested in.
7. Automated customer satisfaction and other surveying.
In closing…
Even minor optimization/conversion improvements can lead to
exponential results in certain situations
Marketing Automation provides a platform for savvy marketers
to make drastic improvements along the entire conversion
funnel – driving more leads with the same marketing dollars,
and converting more of those leads to sale.