30min Campaign Makeover Adam Oldfield Founder of Force24 (2010 - - - PowerPoint PPT Presentation

30min Campaign Makeover

Adam Oldfield

Founder of Force24 (2010 - present) 20 years + supporting marketing departments

With 4,000 users – and counting. 2019 was a big year, with the team announcing it had reached the £5m organic investment milestone in September, and 682 updates rolled out to the expanding client base since January alone. Net recurring revenue is reported to have risen by 80% when compared to 2017 figures, user adoption is up 300% and 400 trillion data exchanges are now handled through the technology, per annum.

Force24 is the biggest and best UK based marketing automation platform - you’ve never heard of.

On behalf of our clients… We send over 190 million emails per month. 4000+ marketers rely on the Force24 platform each day. We manage thousands of highly personalised journeys. On an average day we monitor over 20,000 web interactions per min. Update 1,500,000 lead scores each day.

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Stop! Success is in more than an email template or a top performing banner ad download. Success comes from constant appraisal of everything.

stop

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stop

Stop Misallocating and undervaluing your time… Start focussing on what matters!

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The Problem

Stop Focusing on vanity metrics, that serve only to fulfil an ongoing spiral of misallocation. Start looking at the whole picture!

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ask the question

First ask the question

Are you in need of a makeover?

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Do I manage to take my full lunch break?

If you do, well done! This is an important break in the day. But does the world fall down around you when you do? Or even worse does nobody notice?

ask the question

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Do I start my day and go home at the proper time?

Again, if you do, well done! One of the key aspects of working effectively is managing to allocate your time correctly, if your working day spills over into the next day and you are forever falling behind and hoping work “disappears”. You need to improve your process. You need to look at areas in which you can create efficiency reduce time spent on unimportant aspects of your role.

ask the question

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What happens when I take a day off?

Does the world collapse, do I wish I had never bothered? Or again even worse, does nobody notice. It is my sincere hope that you can all honestly answer that you are not too busy, but I’m absolutely sure you’ll be able to recall times your working career where you have been! Any aim of this guide

• n this particular check it keep that in focus!

ask the question

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You must have the right tools for the job

Can you lead score? Can you escalate opportunities to the sales team? Can you build micro-sites? Can you build automated journeys?

ask the question

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10 15 180 23 42 70

30 Min campaign makeover

30 min

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Content Value

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STEP 1: Content value

The exchange

Let’s get to understand the value proposition In essence, the marketers argument:

I’ll give you something for a moment of your time.

Content Value

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Content Value

What are you going to give away?

Below, we’ve detailed the Force24 Content Value Policy, this shows our standard process to ensure we extract value from content without the danger of our audience becoming “over-penetrated”.

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Campaign type Approx time invested (hours) £cost to business

SEO Content

1 £30

High value blog article

3-5 £90-£150

Low value content download

10-15 £300 - £450

High value content download

30-40 £900 - £1200

Commercial event

50 £1500

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Content Value

I now need to make sure I get a return on my value investment…

Below, we’ve detailed the Force24 Content Exposure Policy, this shows our standard process to ensure we extract value from content without the danger of our audience becoming “over-penetrated”.

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Campaign type Gated SMS Email Social Paid Direct mail

SEO Content

No No No

High value blog article

No 2 5 No No

Low value content download

Yes 6 10 No No

High value content download

Yes 6 18 Yes No

Product launch

No 6 18 Yes Possible

Commercial event

No 1 6 18 Yes Yes

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30 Min Campaign Makeover Check 1 Are you spending too long or not long enough building you content and are you expecting too much or too little from your audience?

Content Value

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STEP 2: Data insight

Data Insight

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Data Insight

But first: The split test myth

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Split testing is OK, but.. If you as an empathetic marketer can not see the difference between two approaches there is no way the audience giving less attention will in a sample date set. Instead try iterative testing

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VS X 000’s

Data Insight

Iterative testing…

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This is simply the process of tagging many emails in the past and in the future with attributes and analysing over time which attributes are most common in successful campaigns.

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Data Insight

Data is everything and an obvious step to evaluate performance…

See the value in segments to help you understand how that segment is performing against others.

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Data Insight

Audience segment reporting!

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With direct comms we know who we have been talking to. We should embrace a new world of statistics available based on overall audience engagement

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Data Insight

Audience segment reporting - Engagement

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Data Insight

Audience segment reporting - Lead Score

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Adoption of Lead Scoring – the most powerful metric in a marketers tool box. What is it?

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Data Insight

Audience segment reporting - Member Count

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Understand how the segment is evolving – protect your audience with your life

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30 Min Campaign Makeover Check 2

You need to check your campaigns are:

• Increasing the average user lead score.
• Increasing or maintaining the active contacts count, letting this reduce show poor content

and targeting.

• Understand if opportunities exist in your data to push harder where browsing engagement

is high vs low email volume.

Data Insight

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2X

STEP 3: Sense check your assets

Sense Check

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Sense Check

But first: In 100% of cases, marketers are responsible for education

No matter what the scenario, from B2B to B2C the fact remains the same, marketers educate. Selling is done by the sales team or sometimes the e-commerce website. Sense check your messaging to ensure you are always educating and not selling..

So if, my objective is to:

• Sell more widgets on our e-commerce website. The marketer must educate the contacts as to why

your widgets are better, faster and more cost effective.

• We have a discount on our widgets. The marketer must educate the contacts around the sale

purpose and what they can expect.

• Sell more photocopiers. The marketer must attempt to educate the contact base as to the benefits
• f your particular photocopier

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Sense Check

Understand the types of assets and assess how they are working fo you

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Asset Type Examples Role Attention

Banner adverts, emails, social media posts, direct mail The role of attention assets is, to tap the contact on the shoulder and say, “hey have you seen this?”

Action

Landing pages, websites, blog posts. The role of Action assets is to continue the education matter and encourage a further action. So for example “We have an amazing formula to save you time and money, would you like to download it? It’s free and will only take 2 min of your time. Others that downloaded it reported a 15% saving in their spend on XX”

Content

PDFs, white papers, blog content The role of the content is to be the reason for the engagement.

Attention please

In the instance of the attention assets, the most important aspect is the clarity of the

• message. I have to distract you from your busy day to look at what I have to say.

We feel it’s paramount you must condense the message you wish to convey on and limit the attention campaign asset to as few words as possible The use of calls to action in Attention assets is also key, remember we are educating. So the terminology you use in your buttons must reflect that, we like to use verbs on CTA’s to further convey this message for example

Sense Check

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Action stations

Remember even the action assets fall a part of the marketing departments responsibility and should therefore be educating rather than selling. But fear not! Through education you are actually selling.. Action asset’s must be focussed and strip out any unnecessary content to make the contacts path to a goal as simple and clear as possible. My biggest tip here is to make sure you can build campaign specific landing pages

Sense Check

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Action Asset Conversion Rate Bespoke per campaign Website

2% No

Blog Pages

>1% No

Custom Landing Paged

10-12% Yes

Custom Dynamic Landing Pages

20% Yes

Action asset data capture

Marketers need to personalise an individual’s data capture journey so that they only request information they genuinely need at a point-in-time. Firstly, if the recipient is known, by name, that field of a data capture form should always be omitted or pre-populated. Secondly, it isn’t necessary to ask everything. It may feel like it will save a future job to obtain every piece of possibly-relevant detail from that individual, at that moment, but in truth it will probably

• nly deter them from completing the form in the first place.

Sense Check

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Don't behave like a robot

A staggering proportion of data capture touch points are surrounded by content that sounds as though it has been auto-drafted by a robot. ‘Enter name’ or ‘click here’ is devoid of any personality.

Sense Check

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Be explicit, spell out you proposed value exchange

Here’s a great example that shows how you can market your content through a data capture form whilst providing 100% clarity us to what is being provided.

Sense Check

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Don't become shackled by “over compliance”

GDPR fears caused many marketers to fall over themselves with data worries, not just surrounding the capture of information, but also the opt-ins and outs of privacy policies, cookie tracking and so on. Be clear

• n what you opt-IN statement (if you need one),

privacy policy, cookie policy and DPA does

Sense Check

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30 Min Campaign Makeover Check 3

Now we understand our role in the world as educators rather than salespeople we can perform

• ur third campaign makeover check.
• Are we educating, do we feel the attention, action or content assets are educating our

audience?

• Do we feel like our attention assets are focused on gently attracting the attention of our

audience?

• Do we feel like our action assets are clear and directly demonstrate to the user the benefits
• f our

content and make it as easy as possible for them to access it?

• Do we feel like our content it is worth downloading, would you personally engage with this

content?

Sense Check

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Execution

4X

STEP 5: Campaign execution

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On average we open 1 in 6 commercial emails, and have been desensitised to marketing messages. Challenge: Try to remember 1 email commercial you received yesterday

Campaign execution

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Campaign execution

Remember the Human argument. When attempting to deliver your message, you must cover off the basics.

Download your copy from the Force24 content lab

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Campaign execution

Build every campaign with a view to running it over 6 weeks or more. Remain hands off as the machine works to your rules sending the campaign.

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Understand the power of nurture

Nurturing is the process of gentle education a contact to understand on a deeper level. Nurture occurs over a number of more subtle steps, these steps carry much less detail and have a greater impact on your message over time. Nurture connects on a deeper level than simply connecting once with a one off desire led message. The most famous example of nurturing we see and don’t even notice.

Execution

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Execution

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“OMG Can I last 22 miles till the next services?” “I think I can last 22 or 33 miles but I will need the loo before 66 miles?”

Execution

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“Thank goodness

• nly 5 miles to

go and they have coffee” “Now you mention it I would like a break”

Execution

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Keeping my eyes peeled for the exit… almost there “How far was it till the next services?”

Execution

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"Yes - here we go!! Cost here I come" “Let’s just go to these ones.. we are here now”

Execution

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“Definitely going to this one!!!”

30 Min Campaign Makeover Check 4

Am I connecting at a deeper level?

• Am I over burdening my messages?
• Am I delivering them persistently?
• Am I sending messages at a time that suites the contact in their own journey?

Clear objective

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Thank you!

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Thursday:

The True Power of Personalisation

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That’s all folks!

12-1pm