How to build a customer journey from awareness to close

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How to Build a Customer Journey from Awareness to Close

WEBINAR LIFTS OFF AT 11AM PDT

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ASK US ANYTHING

#GrowthMarketing @AutopilotUS

@Instapage

#GrowthMarketing

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TODAY’S SPEAKERS

Tyson Quick CEO, Instapage

@tysonquick

#GrowthMarketing

Guy Marion CMO, Autopilot

@guy_marion

Anne Fleshman Demand Gen, Autopilot

@autopilotus

Michael Sharkey CEO and Co-founder, Autopilot

@michaelsharkey

ABOUT AUTOPILOT

Easy and visual marketing automation that helps you create customer journeys with email, sms and direct mail

ABOUT INSTAPAGE

Instapage makes building and A/B testing landing pages simple

#GrowthMarketing

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• Introduction

• 5 steps to attracting, retargeting and converting

• Live demo

• Q&A

AGENDA

#GrowthMarketing

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THE CUSTOMER JOURNEY

8#slackonautopilot

DOGTODAYL IKE UBER FOR DOGS

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DIGITAL MARKETING JOURNEY

#GrowthMarketing

Clicks the ad and visits your website Enters your retargeting funnel

Enters your trial journeySigns up for free trial Requests more dogs

Sees an ad on Twitter

DogToday @DogToday Why dogs are the cure for loneliness http://autop.co/1ev56jB

Sees retargeting ad

Try DogToday free

Lonely?

Becomes a customer

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ATTRACT NEW VISITORS THROUGH LOW COST CHANNELS1

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PROMOTE CONTENT ON HIGHLY TARGETED, LOW CPC CHANNELS

#GrowthMarketing

Target by: Demographics | Interests | Behavior | Hashtags | Product Preferences

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RETARGET VISITORS BASED ON THEIR BEHAVIOR2

13#GrowthMarketing

HOW DOES RETARGETING WORK?

Retargeted consumers are nearly 70% more

likely to make a purchase compared to

non-retargeted consumers

1) A visitor comes to your website

2) They leave before converting

3) Retargeting ads are displayed

around the web

70%

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CREATE CUSTOM AUDIENCES

#GrowthMarketing

• Behavior

• Geo & Language

• Technology

• Named lists

• Exclusions

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DISPLAY & SEARCH RETARGETING

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• Benefits focused

• Strong call-to-action

• Bid up by 30-40%

• DEMO

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RETARGETING TIPS

#GrowthMarketing

Set frequency caps to avoid banner fatigue

Rotate offers to keep CTR high

Know what days and times have the highest conversion rates

Align your cookie duration with your buying cycle

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CONVERT VISTORS TO LEADS WITH TARGETED LANDING PAGES3

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BEST PRACTICES FOR HIGH PERFORMING LANDING PAGES

#GrowthMarketing

A/B split test

Focus on one main goal

Buttons - bigger, louder, cooler

Personal call-to-action phrases

Testimonials & trust indicators

And of course, the most important guiding principle: Keep it simple

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NURTURE LEADS TO A SALE WITH AUTOMATION 4

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PERSONALIZE TOUCH POINTS BASED ON BEHAVIOR

#GrowthMarketing

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MEASURE RESULTS AND EXPERIMENT 5

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METRICS TO MEASURE

#GrowthMarketing

Attract

Land

RetargetConvertGrowth

Marketing

# impressions cost-per-click (CPC) unique website visitors

click-through-conversions (CTR) view-through-conversions (VTC) cost-per-lead (CPL)

% form completed % abandonment

conversion rate activation rate average sales price (ASP) customer acquisition cost (CAC)

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WEBINAR TAKEAWAYS

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DIGITAL MARKETING JOURNEY

#GrowthMarketing

Clicks the ad and visits your website Enters your retargeting funnel

Enters your trial journeySigns up for free trial Requests more dogs

Sees an ad on Twitter

DogToday @DogToday Why dogs are the cure for loneliness http://autop.co/1ev56jB

Sees retargeting ad

Try DogToday free

Lonely?

Becomes a customer

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TAKEAWAYS

• Improve onboarding journey performance by personalizing based on usage

• Track your performance to discover opportunities unique to your company, audience, and market

#GrowthMarketing

• Attract new users into retargeting funnel using low-cost social channels

• Experiment with targeting criteria to uncover high conversion audiences

• Convert users with focused landing pages — and a single call-to-action

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ANY QUESTIONS?

Tyson Quick CEO, Instapage

@tysonquick

#GrowthMarketing

Guy Marion CMO, Autopilot

@guy_marion

Anne Fleshman Demand Gen, Autopilot

@autopilotus

Michael Sharkey CEO and Co-founder, Autopilot

@michaelsharkey

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autopilothq.com blog.autopilothq.com

@autopilotus

[email protected]

instapage.com instapage.com/blog

@instapage

[email protected]

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