3 Ways to Transform Your Luck-Based Demand Gen Strategy
March 10, 2016 | Dan Trefethen
St. Patrick’s Day is right around the corner, which means you might be thinking about the traditional symbols of that holiday – shamrocks, pots of gold, leprechauns, and everything green everywhere.
One of the concepts we usually associate with St. Patrick’s Day is luck. It’s great to think about how lucky you might be during a fun run or a parade, but be careful about relying too much on luck in your marketing.
Was it lucky that your last campaign generated a ton of leads? Or was it because you had a system in place for content production, promotion, and repurposing that generated a campaign that resonated with your audience?
There are marketers out there who put up a landing page and say, “Well, hope it works!”
You’re better than that. Transform your luck-based strategy with these three tips.
1. Put Your Audience First
Take a step back and think about what you’re asking your audience to do when they convert as a lead into your campaign.
You’re asking them to pay with their information and sign up to receive more communication from you down the line. That’s a pretty big commitment, so what you’re giving them has to be super valuable.
That’s why it’s so important to think first about the problem you’re solving for your audience when you plan a campaign. If you’re answering questions your audience has asked, or fulfilling resource requests from your customers, you’re almost guaranteed to have a strong conversion rate (assuming the resource you’re offering is high-quality).
Ramit included real quotes from people in his audience who’ve struggled with this issue. I imagine coming across these thoughts in his audience’s own words was a strong inspiration for Ramit in offering the course he did. But the quotes also serve as social proof, with these personal statements resonating with new visitors and encouraging them to convert.
2. Double Down on Personalization
One of the best ways to steer away from basing campaigns on luck is to base them on techniques that have worked well for other marketers.
When asked in an Adobe study to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.”
There’s a reason personalization is so popular: it works. According to DemandGen Report, leads who are nurtured with personalized content produce a 20% increase in sales opportunities. There are a lot of variables in the impact equation, but it makes intuitive sense: with so much competing content out there, I would gladly choose the one that feels like it was made for me.
I recently ran across Bright Cellars, a wine delivery service that matches you with wines according to your tastes. Bright Cellars pulls you in to sign on for their service with an assessment: “Discover your wine experience.”
After filling out a few questions, Bright Cellars presents you with a short sign-up form in order to see your matches.
I’ll admit it: I signed up. I really wanted to see my matches! But I’m not alone – this kind of interactive contentconverts 2-3x more leads than a typical landing page. Lots of people want to find out their result, and will pay with their information to get it.
With a piece of interactive content, you’re guiding a potential customer along a personalized journey defined by their preferences and goals. Rather than producing unique content for different segments, you can invest in building one great experience that displays dynamic content per segment.
3. Test, Test, Test
Sure, industry best practices are a good place to start. But you should test everything to find out what will work best for your lead conversion points.
When I think about luck-based marketing, I think about marketing based on assumptions. There are all kinds of examples of A/B test outcomes you might not expect. When you’re optimizing for lead conversion, every incremental improvement helps – make sure you’re not leaving it up to a guess.
You can use free tools like Optimizely to test elements of your website and measure the results. We recently finished a test of the platform overview page on our website and saw some pretty staggering results:
The click rate on that demo request button had a little less than 2% conversion rate; the variation jumped up to 6.8%. That’s a 246% improvement!
One of my favorite headline testing tools is CoSchedule’s Headline Analyzer. This handy tool lets you input a headline option and receive a score based on CoSchedule’s research into the most effective headlines.
Unless you test out your content, your outcomes might not be better than the luck of the draw.
Stop Marketing on Luck
Marketing can sometimes feel like more art than science. But if you’re leaning too heavily on art, you might also need to get lucky to get results.
By listening to your audience, giving them personalized content, and testing everything, you’ll be in a much better place to deliver predictable results.