It’s rare that you’re able to win a customer at the first touch point, even if you are the perfect match. In this webinar, WordStream and Signpost will show you how you can start landing long-lasting, quality customers, today. We’ll cover: -Taking a pro-active approach to attracting customers through paid search -Useful techniques to close the deal -Transitioning from landing a customer, to making them stay Start winning customers now! Sign-up for our free webinar today.

2. Meet Your Presenters
Erin Sagin
• PPC Evangelist at WordStream
• 5 years of paid search experience
• Named #4 Most Influential PPC
Expert of 2016
• Follow her on Twitter @erinsagin
Andrea Kayal
• VP of Marketing at Signpost
• 15 years B2C & B2B experience
• Loves the University of Michigan. Go
Blue!
• Follow her on Twitter @andreamkayal

3. Finding “The One”

4. This Is My DadThis Is My Da -- And This Is My Mom

5. When They First Met, He Was Smitten

6. She Was Not…

7. Fast Forward A Few Years and They’re the Epitome of
the Perfect Couple

8. Truth: Most Great
Love Stories Don’t
Start With Love At
First Sight
The Beauty & The Beast

9. Patrick & Kat, 10 Things
I Hate About You

10. Mr. Darcy & Elizabeth,
Pride and Prejudice

11. Noah & Allie, The
Notebook

12. Finding the Right Person is Hard Work

13. Building the Perfect
Relationship is Harder

14. What the heck
does this have to
do with
marketing?!

15. Finding and Closing
the “Perfect
Prospects” Is Eerily
Similar to the Dating
Game…

16. Today’s Game Plan
• The Hunt: How to find your ideal prospects using paid social
and paid search
• The Chase: How to convince your prospects to actually engage
with you
• The Courtship: Best practices for communication that will keep
your prospects engaged, and moving down the funnel
• Keeping the Spark Alive: How to promote loyalty, and drive
more revenue with your customer advocates

17. Phase 1: The
Hunt

18. It’s Tough to Find
Prospects When
You’re Working
Within a Pool of
People You Already
Know

19. Or You Refuse to
Put Yourself Out
There

20. If You Aren’t Conscious of Your Funnel, Your Lead Flow
Will Suffer

21. It’s Important to Put
Yourself Out There

22. Introduce Yourself
to New Prospects
Using Paid Ads!

23. Fill Your Funnel with Facebook Ads

24. Online Ads > Billboards, TV, Radio, Etc.

25. Take Advantage of Super-Specific Targeting Options

26. Just Don’t Go Too Overboard!

27. Use Paid Search to Connect With Searchers in
Research-Mode

28. Use Paid Search to Connect With Searchers in Research-
Mode

29. Reach Qualified Searchers with the RIGHT
Keywords!

30. No Click? No Problem!

31. Phase 2: The
Chase

32. Once You’ve Caught Your Prospect’s Eye, Don’t Blow
Your Shot

33. Connect With Active Searchers Online

34. Prioritize Visibility on the SERP for High-Intent Searches

35. There’s Nothing
Worse Than Running
Into Your New Crush
When You Look Like
Crap

36. Put Your Best Foot Forward With Compelling Ad Copy
• Connect with your readers’
emotions
• Include specific numbers or
statistics
• Focus on the benefit to the user
• Use countdowns to create urgency

37. The More Relevant, the Better

38. Utilize Ad Extensions

39. Protect Yourself Against
Competitors on the
SERP

40. Don’t Let Competitors Steal Your Thunder

41. Be Sure to Bid On Your Branded Terms

42. Warning: Your
Prospect Will
Probably Play
Games With
Your Heart

43. Most People Won’t Hand Over Their Digits the First
Time They Visit Your Site

44. But a Little
Persistence Can
Go a Long Way

45. Try Running A Remarketing Campaign to Seal the Deal

46. Conversion Rates Increase With More Ad Impressions

47. Phase 3: The
Courtship

48. Once You’ve Scored Some Digits, the Game’s Not Over
● Don’t
○ Email too frequently
○ Make it all about you
○ Rattle on about topics they have
zero interest in
● Do
○ Establish a consistent cadence
○ Convey what’s in it for them
○ 1:1 communication to ensure
relevance

49. Age-Old Playbook

50. 2016 Playbook

51. Relationship strategies are more important
• 80% of your future profits will
come from 20% of your
customers
• Increasing retention rates by 5%
can increase profits 25-95%
• A new customer converts at 5-
10%, but a repeat at 60-70%
• Repeat customers spend 33%
more than new customers

52. Feedback

53. Feedback & Testimonials
• Adding testimonials to your site can lead to a 34%
increase in sales
• 70% of customers search for and read through
testimonials before making a purchasing decision
• 92% have more confidence in info found online
than from a salesperson
• Customers are more likely to share bad
experiences than positive

54. Reviews

55. Reviews:
• 88% of customers trust reviews as much
as personal recommendations
• 72% of consumers say positive reviews
make them trust businesses more
• HBS found that an increase in rating of
just one star can increase a company’s
revenues anywhere from 5-9%

56. Phase 4: Keeping
the Spark Alive

57. Loyalty Offers

58. Loyalty Offers
• Repeat customers spend 33%
more than new customers
• Send promotional offers to loyal
customers
• 20% off next purchase
• 10th purchase free

59. Referrals

60. WORD-OF-MOUTH MARKETING
“An unpaid form of promotion in which satisfied customers tell
other people how much they like a business, product or service.”
Free Main Source of Business

61. Referrals
• Comprise 65% of all new business (NY Times)
• 4x more likely to buy
• 83% of consumers say they’d refer
friends/family following a positive experience
• LTV for referrals is 16% higher than other
customers

62. Q&A Session

63. THANK YOU!