HOW TO APPROACH DIGITAL MARKETING WHEN NOT ALL OF YOUR LEADS ARE EQUAL QUALITY NOT QUANTITY HOW TO APPROACH DIGITAL MARKETING WHEN NOT ALL OF YOUR LEADS ARE EQUAL David Lawrence, Co-Founder and Managing Director www.thewebshowroom.com.au

Firstly. Your leads are not all equal. Variation in: Lifetime customer value Sales cycle Product profitability Sale conversion rate Customer retention

How do you measure success?

Gut feeling.

SEO Performance

SEM Performance

Google Analytics

Google Analytics with revenue Is this only AdWords? Does it have a 90 day limit? If so not good for LCV Online revenue Offline revenue

By focusing on your conversion rate

Keeping doing these things. But remember they generally measure steps on the way to success. And not success itself.

Particularly when business success is: Growing offline revenue. Increasing profit. Increasing lifetime customer value (LCV). Customer retention. Shortening the sales cycle.

A quality lead is one which helps achieve business success.

11 practical ways to identify and improve lead quality.

#1 Quality is not fixed From first contact to the last revenue point, quality can be changed It’s a journey. Nurture your opportunities Your competitors have an impact on this

#2 You need a framework Process or tactics? Define the problem and the goal Don’t forget the basics

#3 Know your data (and its limits) Get Google Analytics right: Audit the installation Referral exclusions UTM tags in URLs Track everything Get rid of ‘Other’ Anonymous data has its limits

#3 Know your data (and its limits) ‘Close the Loop’ First interaction to LCV Manual (Excel) CRM integration HubSpot CRM & Marketing Salesforce + Bizible (e.g.)

Don’t let technology distract you from marketing fundamentals. #4 Think like a marketer Don’t let technology distract you from marketing fundamentals.

Create buyer personas for your business #4 Think like a marketer Motivations Goals Objections Create buyer personas for your business Challenges Gender Job Location Age

Understand the buyer journey #4 Think like a marketer Understand the buyer journey Prospect is experiencing symptoms of a problem or opportunity. Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method or approach.

#4 Think like a marketer Create a strong and clear value proposition Focus: What do you do and who do you do it for?

Find people & ask them questions. More importantly, watch them. #5 Qualitative analysis Find people & ask them questions. More importantly, watch them.

#5 Qualitative analysis Perform user testing Ask for visitor feedback (surveys, live chat etc.) Watch visitor recordings and view heatmaps Follow the journey of your visitors

#6 Build (and nurture) your database The buyer journey can take days, weeks, months or years. Don’t forget to nurture… Email Retargeting Webinars Seminars

#6 Segment and personalise By persona, channel, keyword, device, location, individual: Give them the right experience! Squeeze pages, targeted ads, emails, smart forms

#8 Lead scoring +/- scoring of a prospect On actions and key fields Marketing and sales can target the right people at the right time CRM/Marketing platforms need to be integrated

#9 What do they need in the moment? Huge for mobile Four key moments: I want to know I want to go I want to do I want to buy How can you make this frictionless? https://www.thinkwithgoogle.com/collections/micromoments.html

#10 Evolve, constantly

#11 Sales and Marketing Need To Work Together

In summary Your leads are not equal. Quality leads are those that deliver on business goals. Success is not a series of tactics, but a process. Understand the individual (ideal) customer. Marketing and sales need to work together.

https://au.linkedin.com/in/davidlawrencetws Thank You David Lawrence, Co-Founder and Managing Director www.thewebshowroom.com.au Phone 1800 981 442 https://au.linkedin.com/in/davidlawrencetws