9 lead gen tactics from 2 rapidly growing startups [webinar]

94
#WSwebinar Brought to you by: www.wordstream.com/learn 9 Lead Gen Tactics from 2 Fast-Growing Startups (What LeadPages learned from processing over 4 million opt-ins per month & how WordStream used PPC to 10x revenue and clients in 3 years)

Upload: internet-marketing-software-wordstream

Post on 28-Nov-2014

2.795 views

Category:

Marketing


2 download

DESCRIPTION

What does it take to grow your customer base from 0 to 25,000 in just 2 years and multiply both revenue and clients 10X in 3? In this webinar, find out the lead generation strategies behind these 2 REAL growth stories of startups LeadPages and WordStream. Conversion Educator Tim Paige and Founder and CTO of WordStream Larry Kim reveal the secrets and tactics behind their almost unbelievable success. You’ll walk away with a trifecta of know-how: -3 lessons learned from processing over 4 MILLION opt-ins per month -3 ways to exponentially increase conversions with paid search advertising -The 3 most important landing page elements to test For more information, visit www.wordstream.com.

TRANSCRIPT

Page 1: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Brought to you by:

www.wordstream.com/learn

9 Lead Gen Tactics from 2

Fast-Growing Startups

(What LeadPages learned from processing over 4 million opt-ins per month

& how WordStream used PPC to 10x revenue and clients in 3 years)

Page 2: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

www.wordstream.com/learn

Want to get smart in paid search?

#WSwebinar

Page 3: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

@LeadPages

@WordStream

Join the conversation on Twitter

#WSwebinar

Page 4: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Larry KimCTO and Founder, WordStream

@larrykim

Today’s Panelists:

Tim PaigeConversion Educator, LeadPages

@timthepaige

#WSwebinar

Page 5: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

About Tim

• Conversion Educator at LeadPages

• Our mission is to take the best and latest of what’s been tested and proven in marketing… and create software that just does it for you

• I’ve spent the last 12 years learning and implementing sales and marketing psychology

• We’ve used blog posts, webinars, affiliate marketing, long-form media, podcasts, etc. to make ourselves the #1 player in the space

#WSwebinar

Page 6: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

About LeadPages

• Launched in January, 2013

• Since then have added over 30k customers

• Hit a $3.5 million run rate first nine months after launching, and are growing about 20% month over month

• About 75 people

• 541st most popular site according to Alexa

#WSwebinar

Page 7: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

“If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking.”

- Buckminster Fuller

Our Approach

#WSwebinar

Page 8: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

About Our Dataset

• Process 4 MILLION opt-ins per month

• 15 MILLION page views per month

• Added 30k new pages in 30 days

• Storing BILLIONS of data points

#WSwebinar

Page 9: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

What LeadPages Learned

From Processing Over 4

Million Opt-Ins Per Month

#WSwebinar

Page 10: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Create a *lot* of opt-in

opportunities (webinars, free

reports, live demos, etc.)

Step #1

#WSwebinar

Page 11: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

www.podcast.leadpages.net

#WSwebinar

Page 12: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 13: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Step #1a Remove the opt-in box from the

sidebar and replace it with a

LeadBox.

#WSwebinar

Page 14: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Conversions increased 32%

#WSwebinar

Page 15: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 16: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 17: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

This works because it forces

you to make a decision.

#WSwebinar

Page 18: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

30%Increase from one-step to two-step

#WSwebinar

Page 19: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Step #1b Turn every blog post into an

opt-in page

#WSwebinar

Page 20: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

What You Can Give Away

• Checklists (PDF)

• PDFs of Blog Posts

• Worksheets

• Recipes

• Resources Guides

• More!

#WSwebinar

Page 21: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

This dude is Killing it.

(opt-ins in the 10% range)

http://blog.videofruit.com/

#WSwebinar

Page 22: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 23: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 24: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 25: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 26: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

ABT: Always Be Testing

(But test the right way)

Step #2

Page 27: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

“If it worked for [insert successful

marketer here] it WILL work for me! I’ll

go do that and make a billion dollars.”

Great advice is great.

But believing the following can

be dangerous:

#WSwebinar

Page 28: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

That doesn’t mean you shouldn’t try the split

tests you hear on ConversionCast.

That doesn’t mean you should avoid

learning from the LeadPages blog.

That doesn’t mean you should

INGNORE great advice.

#WSwebinar

Page 29: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Split (A/B) testing allows you to find

what works best for YOUR audience.

It DOES mean you should be testing…

#WSwebinar

Page 30: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Here are some counterintuitive

test results that our users

have gotten…

#WSwebinar

Page 31: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Example: Point of View

24% fewer conversions

#WSwebinar

Page 32: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Example: Point of View

90% more signups

#WSwebinar

Page 33: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Example: Immediacy

30% more signups

#WSwebinar

Page 34: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Example: Concreteness

90% more signups

#WSwebinar

Page 35: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Example: Raw Images

50% Higher Conversion Rate

30% Higher Conversion Rate

#WSwebinar

Page 36: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

The most important landing

page elements to test

1.Button Copy

2.Headline

3.Background Image

#WSwebinar

Page 37: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Step #3

Use a High Converting

Landing Page That’s Clear

and Easy to Understand

and Take Action On

#WSwebinar

Page 38: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 39: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 40: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

• It doesn’t require someone to process too much information (like a 3 minute video or a page of copy) in order to make a decision

• Everyone wants to know the tools that you’re using

Why This is the Best-Performing Evergreen

Landing Page We’ve Ever Used

#WSwebinar

Page 41: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 42: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 43: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 44: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

#WSwebinar

Page 45: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Why This is the Best-Performing Evergreen

Landing Page We’ve Ever Used

• It outperforms a free report because a lot of folks experience information overload and don’t want something else to read

• It outperforms video lead magnets because the perceived value of video lead magnets has gone down a lot lately due to the proliferation of launches and lack of time

• It outperforms opt-in for free coaching sessions – greater value does not necessarily equal a higher conversion rate

• The amount of time you spend creating your lead magnet does not equal your conversion rate

#WSwebinar

Page 46: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

You can create one of these

in minutes

• If you’re a dentist: “Buyers Guide: The Top 5 Electric Toothbrushes Of This Year (Including The One That I Use)”

• If you’re a life coach: “App Guide: The Top 4 iPhone Apps For Increasing Your Productivity (Including The One That I Use Every Day)”

• Fitness experts: “The Only 3 Pieces Of Exercise Equipment You Need In Your Home (Hint: They All Weigh Less Than 5 Pounds)”

#WSwebinar

Page 47: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Why you should create a

“resource guide squeeze page”

• If you already have a squeeze page I guarantee this will outperform whatever you’re doing right now

• You can set this up in minutes (it takes 30 minutes from start to finish)

#WSwebinar

Page 48: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

““

Results

Just want to share the results from our landing page.

Your software got us an 8x improvement over the basic

homepage and a 3x improvement over the previous opt-in.

P.S. I'm barely even using all the features, no social proof, weak offer, etc.

-Eric D

#WSwebinar

Page 49: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

““More Results

I've been using this for a little over a month now and I

noticed today that it is accounting for 71% of my new

list subscribers! Wow!

-Teramis

#WSwebinar

Page 50: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

3 Ways to Exponentially Increase

Conversions with Paid Search

(how WordStream used PPC to 10x clients

and revenue in 3 years)

#WSwebinar

Page 51: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Write BetterAds

Page 52: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Most PPC Ads (90%) Suck

#WSwebinar

Page 53: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

What’s a Good Click-Through-Rate?

#WSwebinar

Percentile Vs. ExpectedCTR

Name

Bottom 50% Below Expected CTR

Under-Performing Advertisers

Top 15% 2X Higher Awesome Advertisers

Top 5% 3x Higher Super Awesome Advertisers

Top 1% 6x Higher!! Unicorns!!!

Page 54: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

CTR Matters Because That’s How

Quality Score is Calculated

#WSwebinar

Page 55: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Quality Score Impacts Cost-Per-Click

#WSwebinar

Page 56: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Quality Score Impacts Ad Ranking

#WSwebinar

Page 57: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Quality Score Impacts Impression Share

#WSwebinar

Page 58: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Quality Score Matters 2x More on

Mobile Search

#WSwebinar

Page 59: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Quality Score Impacts Cost-Per-Conversion

#WSwebinar

Page 60: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

So Write Great Ads!

#WSwebinar

Page 61: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

@larrykim

Unicorns?!

(6x Avg. CTR!)

Page 62: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Write Ads That Trigger Emotions

#WSwebinar

Page 63: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

This Ad Does 6x The Avg. CTR

#WSwebinar

Page 64: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Because Everyone Else Sucks

#WSwebinar

Page 65: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

These Emotions Make People Click

#WSwebinar

Page 66: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Give Better Offers

Page 67: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

What’s a Good Conversion Rate?

#WSwebinar

Page 68: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

What’s a Good Conversion Rate?

#WSwebinar

Distribution Point

All accounts

Ecommerce Legal B2B Finance

Median ConversionRate

2.35% 1.84% 2.07% 2.23% 5.01%

Top 25% Conversion Rate

5.31% 3.71% 4.12% 4.31% 11.19%

Top 10% Conversion Rate

11.45% 6.25% 6.46% 11.70% 24.48%

Top 10% of Landing Pages Have 3-5x Higher Conversion Rates

Page 69: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Landing Page Unicorns?!

(+3-5x Avg. Conversion Rate!)

Page 70: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

The Great CRO Myth

#WSwebinar

• We Changed the:

– Font Type

– Spacing

– Button Color

– Image

– Etc.

• We got a 5%

Increase in

Conversions!!*

Page 71: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

I Can Make My A/B Tests Say Anything

#WSwebinar

• PTD- Premature Testing Dilemma (aka “Optimizatitis”)

• The Early Lead Disappears!

• We want to believe our hard work paid off but we are often deluding ourselves…

Page 72: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Aim for 3-5x Increases (not 3-5%!)

#WSwebinar

Page 73: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Tip: Change Your Offer

#WSwebinar

Page 74: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

New Offer

#WSwebinar

Page 75: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Go Nuts WithRemarketing

Page 76: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Our Blog Does 700k Visits / Month

#WSwebinar

Page 77: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Hooray for Us!

#WSwebinar

Page 78: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Problem 1: Low Visitor Engagement

#WSwebinar

Page 79: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Problem 2: Low Conversion Rates

#WSwebinar

Traffic Generation Activities

Customer Signup

Offer Sign Up

Page 80: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Problem 3: Low Brand Recall

#WSwebinar

Page 81: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Problem 3: Low Brand Recall

#WSwebinar

Page 82: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Problem 3: Low Brand Recall

#WSwebinar

So, Actual Situation More Like …

Page 83: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

The Case for Remarketing

#WSwebinar

• Turn abandoners into leads

• Increase Branded Recall (Direct & Brand visits)

• Increase repeat visitor rates & engagement

• Multiply effectiveness of Content Marketing Efforts

Page 84: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

The Google Display Network

#WSwebinar

Page 85: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

The Google Display Network

#WSwebinar

Define a Customized List of Users to Target Your Ads

Page 86: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Don’t Worry About Being Creepy

#WSwebinar

Page 87: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Be Aggressive With Remarketing!

#WSwebinar

Remarketing ads Fatigue at Half the

Rate ot Generic Display Ads

Page 88: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Conversion Rates Increase Over Time

#WSwebinar

Conversion Rates

Increase With More Ad

Impressions

Page 89: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

We Doubled Repeat Visitors!

#WSwebinar

Page 90: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Time On Site Tripled!

#WSwebinar

Page 91: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Huge Increase in Direct Traffic

#WSwebinar

Page 92: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Conversion Rates Increase Over Time

#WSwebinar

Conversion Rates

Increase With More Ad

ImpressionsDon’t Settle For Average! Be the Unicorn Among a Sea of Donkey PPC Advertisers and Build a Remarkable Brand.

Page 93: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

#WSwebinar

Page 94: 9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

Thanks!

#WSwebinar