how to turn your audience into digital buyers

HOW TO TURN YOUR DIGITAL AUDIENCE INTO BUYERS

SocialMatica’s Social Media Workshop Series

Today’s Agenda

What You’re Going To Learn1. How To Get More Conversions With Fewer

Clicks2. How To Correctly Identify Trouble Areas In

Your Marketing3. The 3 Ultimate NEED TO KNOW RULES for

Marketing

Introduction

• Who is SocialMatica– What We’re About– Why We’re Doing This– Free Social Performance Tool

http://agencysnap.socialmatica.com• Hash Tag #smtca Questions– This week or future workshop content

SocialMatica ToolKit

Couple Of Assumptions

• You have traffic, you'll have traffic, you have an audience, you'll have an audience

• You have a product, you'll have a product/service

• The item is valuable.

Some Of The Immediate Challenges

• Sellers Mind-Set• Poor Navigation• Little Or Ineffective CTA• Poorly Qualified Traffic• Non-Systematic Approach

What We Generally Lack

• System• Measurement• Ability To Adjust• Good Traffic• Good Pull-Through Marketing• Consistent Social Integration / Cross-

Marketing

What We Generally Have An Abundance Of

• Pressure To Sell• Bad Traffic• Poor or Weak CTA’s • Limited Testing• Hope

The Process Flow

Audience Message Delivery System Verify

Ideally…

Single Most Important Feature

• The Way To Get More Conversions With Fewer Clicks Is Targeting!– Traffic– Audience– Message– CTA

Even So, Some Times We Still Scratch Our Heads

• We Need A System• This System Includes– Products/Service– Content– Channels– Sales Cycle– Fulfillment Process

To Know Your Audience

• Write A List…– 10 things your product/service can do– 10 things you can’t do without it– 10 things your audience is confused about

concerning your niche– 10 reasons why people do not need your

product/service– 10 reasons why we do need it

Defining The Problem

• Now We Have A Picture Of Your Audience

Now We Can Build A System

• The system recognizes – Your Strengths– Your Weakness– Your Prospects Need– Who Is Not Qualified

– Net Result, Better Qualified Leads Once They Reach Your Landing Page

The System Must

• Create Value For The User• Be Obviously Credible• Prompt Low Level Action / Non-Emotional

The Three C’s

• Content

• Communication

• Conversion

Questions To Ask Of Your Content Strategy

• What Type of Content Best Communicates My Message?

• How Long Before People Become Disinterested?

• Why Is My Content Compelling?• Am I Forced To Simply Advertise?

Questions To Ask Of My Communication Strategy

• What Are The Best Channels• Which Channels Offer The Best Analytics• Which Channels Have The Largest Audiences• Can I Afford To UnMarket?

Questions To Ask Of My Conversion Strategy

• What Is My Conversion Continuum?• Would You Convert?• Have I Tested My Conversion Process?

• Example Conversion Continuum At The End Of The Deck

Last Advice: To Know Is To Test

• Run Experiments• Rotate Text• Try Increasingly Stronger CTA’s• Testimonials

Some Tools That Can Help

• www.google.com/websiteoptimizer• http://www.youeye.com• http://usabilla.com• http://spinnakr.com/

Top 3 Ultimate Marketing Rules:

1. Never guess, because you don't have to. Know who, where and why before you spend money

2. Context is king3. People are only interested in themselves, so

in order to market to them, you must know who they are and what they are into

Questions?

www.socialmatica.comtraining@socialmatica.com

If you’d like a free account to AgencySnap, just send us a note to the email above and we’ll reply with login details.

Build A Conversion Continuum

• First - what is a conversion event? • Second - How Should We Respond to the

Conversion Event?• Third - How many conversion events do you

need to make a sale?

For Example

1. Commented On Youtube video2. Sign up to a newsletter3. Open newsletter4. Visit Site From Email5. Attend Workshop6. Visit Site From Workshop Link7. Downloaded eBook8. Liked Facebook9. RT'd Message10. Sent Email