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!