I’m a big fan of people being exactly who they are.
We Bought a Zoo
@mackfogelson | @unbounce #unwebinar
http://blog.mass.gov/consumer/shopping-101/shopping-101-bait-switch/
Your customers have expectations to be met. Conversion shouldn’t be a game of bait and switch.
@mackfogelson | @unbounce #unwebinar
And conversion goes a whole lot deeper than optimizing a landing page.
http://levinsonenglishclass.blogspot.com/2011/04/iceberg-effect.html
@mackfogelson | @unbounce #unwebinar
You’ve got to use an integrated approach that not only promotes but improves the business.
https://www.pinterest.com/pin/123567583495578394/
@mackfogelson | @unbounce #unwebinar
Earn your audience before, during, and after the conversion and everyone wins.
https://ununsplash.imgix.net/46/unsplash_52c319226cefb_1.JPG?q=75&fm=jpg&s=72d1a0318ab967123bb38fc959042808
@mackfogelson | @unbounce #unwebinar
I’m a leadI submit a form
I interact
website
social
blog
offline
mobile
THE PATH TO CONVERSION
@mackfogelson | @unbounce #unwebinar
Create a cohesive and genuine experience at every possible place your customers will be.
http://chrisguillebeau.com/how-to-go-everywhere/
@mackfogelson | @unbounce #unwebinar
Your company doesn’t have to be perfect, but you must be real, authentic,
transparent, and above all, human.
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
We’ve got 3 important conversion things to chat about today.
@mackfogelson | @unbounce #unwebinar
@mackfogelson | @unbounce #unwebinar
http://thefreshexchangeblog.com/2013/11/circles-2013-talk-business/
What is your meaning beyond money?
http://www.briansolis.com/2014/03/disrupt-disrupted-now-entering-disruption-revolution/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+briansolis+
%28Brian+Solis%29
@mackfogelson | @unbounce #unwebinar
TOMS Shoes put shoes on people’s feet. Their meaning beyond money is giving back and improving lives.
@mackfogelson | @unbounce #unwebinar
GoldieBlox pioneers for girls. Their meaning beyond money is helping girls develop an affinity for engineering.
@mackfogelson | @unbounce #unwebinar
Patagonia leads a social & environmental cause. Their meaning beyond money is leaving a smaller footprint.
@mackfogelson | @unbounce #unwebinar
Being transparent makes you human. This is what connects people to your
brand and helps build your community.
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
How about we take a look at an example of one company’s journey.
@mackfogelson | @unbounce #unwebinar
This is Traveling Vineyard. They do a little bit more than sell wine.
@mackfogelson | @unbounce #unwebinar
Their experience across channels didn’t always match their insides.
@mackfogelson | @unbounce #unwebinar
This is an old landing page that doesn’t convey authenticity or their core meaning.
@mackfogelson | @unbounce #unwebinar
There was a lot more to do than optimize a landing page to improve conversion.
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
Their company doesn’t just sell wine. Their company changes women’s lives.
@mackfogelson | @unbounce #unwebinar
For Traveling Vineyard, this meant telling the story of real women beyond their landing pages.
@mackfogelson | @unbounce #unwebinar
CORE MEANING
DRIVES MARKETING
GOALS
GOALS DETERMINE
STRATEGY THAT DRIVES
TACTICS
@mackfogelson | @unbounce #unwebinar
CORE MEANING
DRIVES MARKETING
GOALS
TACTICS WORK TOWARD THE COMPANY
YOU WANT TO BECOME
GOALS DETERMINE
STRATEGY THAT DRIVES
TACTICS
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
Being authentic is what connects people to your brand.
@mackfogelson | @unbounce #unwebinar
By focusing on your meaning beyond money,
people become your momentum.
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About MarketingWe took 5 integrated steps
to increase conversion.
@mackfogelson | @unbounce #unwebinar
To start, we targeted Stay-at-Home Moms, Pathfinders, and Achievers.
@mackfogelson | @unbounce #unwebinar
We selected Kirby. A real stay-at-home mom from their community.
@mackfogelson | @unbounce #unwebinar
We built a landing page about Kirby with lots of stuff on it. On purpose.
@mackfogelson | @unbounce #unwebinar
First we introduced Kirby as a Wine Guide. An inspirational quote that revealed her personality.
@mackfogelson | @unbounce #unwebinar
We used select photos from her family life to show Kirby’s personal side.
@mackfogelson | @unbounce #unwebinar
We embedded a video about Kirby explaining the difference Traveling Vineyard made in her life.
@mackfogelson | @unbounce #unwebinar
We shared how Kirby balances being a mom and running a business.
@mackfogelson | @unbounce #unwebinar
We shared Kirby’s transparency about how this can be scary, but not to let fear get in the way.
@mackfogelson | @unbounce #unwebinar
We placed a call to action to become a Wine Guide so that they could take the plunge.
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
But wait, there’s more. This was just the landing page.
@mackfogelson | @unbounce #unwebinar
We created a blog post that answered more questions stay-at-home moms may have.
@mackfogelson | @unbounce #unwebinar
Auto-reply emails also continue the conversation after the conversion.
@mackfogelson | @unbounce #unwebinar
Focus on providing a cohesive experience that’s connected to your
meaning beyond money.
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
We did all of this work over the course of one year.
@mackfogelson | @unbounce #unwebinar
0
200
400
600
800
March 2013 - February 2014 March 2014 - February 2015
Landing page live
@mackfogelson | @unbounce #unwebinar
Lead form submissions 57% increase avg. yr/yr
123% increase aug-feb
0
10000
20000
30000
40000
March 2013 - February 2014 March 2013 - February 2015
@morys @unbounce #unwebinar
71% increase avg. yr/yr
@mackfogelson | @unbounce #unwebinar
Increase in sessions
@mackfogelson | @unbounce #unwebinar
Increase in sessions
0
20
40
60
80
100
March - February year/yearNew Visitors Returning Visitors
57%
88%
0
10
20
30
40
50
Wine Party ListClick Rate Open Rate
10%.04%0
10
20
30
40
50
Organic/Authentic ListClick Rate Open Rate
15%
42%
@mackfogelson | @unbounce #unwebinar
Email List Behaviors
0
1750
3500
5250
7000
March 2013 - Feb 2014 March 2014 - February 2015
Social Media Referral Traffic
Organic + Paid
@mackfogelson | @unbounce #unwebinar
130% increase avg. yr/yr
0
800
1600
2400
3200
4000
Landing PageKirby Christi Debbie
0
1000
2000
3000
4000
5000
Blog PostsKirby Christi Debbie
@mackfogelson | @unbounce #unwebinar
Persona Validation
All of your efforts as a whole are contributing to the success of the company.
https://ununsplash.imgix.net/photo-1420802532821-8a885e88e95c?q=75&fm=jpg&s=c6716ead39858b5664f48fa583236f42
@mackfogelson | @unbounce #unwebinar
Insert Section Title Here: Let’s Talk About Marketing
OK, kids, let’s recap all the stuff you need to remember.
@mackfogelson | @unbounce #unwebinar
The entire integrated, cross-channel experience you build influences conversions.
@mackfogelson | @unbounce #unwebinar
https://unsplash.imgix.net/25/delicate.jpg?q=75&fm=jpg&s=222ced745d58ea74b747151b781253fb
Your marketing goals should come from your core meaning and drive strategy and tactics.
@mackfogelson | @unbounce #unwebinar
https://unsplash.com/davidmarcu
Being authentic, transparent, and human allows people to connect to your brand.
https://unsplash.imgix.net/photo-1420819725583-a94fb85c0704?q=75&fm=jpg&s=38e5a50062aa028336f0c41c9a1bdc54
@mackfogelson | @unbounce #unwebinar
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