THREE Conversational Marketing Campaigns That Generate More Qualified Inbound "Leads"

1. THREE CONVERSATIONAL
MARKETING CAMPAIGNS THAT
GENERATE MORE QUALIFIED
INBOUND "LEADS"
R Y A N D E I S S
C E O D I G I T A L M A R K E T E R . C O M

2. THE GOALEngineer more high-converting sales
conversations from the traffic and leads
you’re already receiving.

3. QUESTION
What’s the highest-converting
sales medium of all time?

5. The problem?

6. BUT F2F
DOESN’T
SCALE!!!

7. Why did SCALE
become the goal?
PONDER THIS…

8. MORE IMPORTANTLY…
When did NOT ________ to our
customers become a goal?
TALKING

9. How did we get here? And…

10. WHO’S TO BLAME?
_______ ___________ is to blame for
the over-emphasis on “scale.”
DIGITAL MARKETING

11. TOO MANY LEADS!!!
THE REASON…

12. Who else has this problem?

13. “TAKE A NUMBER!”

14. “STAND IN LINE!”

15. But digital marketers have a solution
that’s MUCH better than lines…

16. THE FUNNEL

17. BUT LOOK CLOSELY…

18. Our own models have
taught us to expect
low conversion rates!

19. SOURCE: http://andrewchen.co/the-law-of-shitty-clickthroughs/

20. SOURCE: http://andrewchen.co/the-law-of-shitty-clickthroughs/

21. Average
Landing Page
Conversion Rate 2.35%
SOURCE: https://www.invespcro.com/blog/the-average-website-conversion-rate-by-industry/

22. Average
Email Open
Rate 24.8%
SOURCE: https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/

23. Percentage of human
beings excited about
receiving a sales call
from a stranger
0%SOURCE: Nearly 4 decades of human existence

24. So what’s the solution?

25. MORE TRAFFIC!
MORE LEADS!!

26. SCALE!
SCALE!!
SCALE!!!

30. THE TOOLS

31. https://www.hubspot.com/products/sales/live-chat

32. drift.com

33. intercom.com

34. manychat.com

35. Let’s start the conversation…

36. 3 CONVERSATION
STARTERS…
1. Page To Chat
2. Email To Chat
3. Ad To Chat

37. STRATEGY #1
PAGE TO CHAT

38. DOES IT SEEM LIKE EVERY
SITE HAS ONE OF THESE?

39. CASE STUDY: DigitalMarketer.com/partners

40. DON’T ASK TO “CHAT”…
“NOPE!”“I’M JUST LOOKING…”

41. ASK BINARY QUESTIONS…

42. THROTTLING
CONVERSATIONS
• Avoid the homepage
• Trigger chat on 3rd visit
• Trigger chat on BOFU content
only (informs the conversation)
• Trigger chat on pricing and
“thank you” pages only

43. STRATEGY #2
EMAIL TO CHAT

44. STEP 1: HIGH-INTENT
GATED CONTENT

45. STEP 2: SEND EMAILS THAT ASK
FOR REPLIES…NOT CLICKS
“The 9-Word Email”
(™ Dean Jackson)

46. STEP 3: ACTUALLY RESPOND!

47. CONVERSATIONS LET YOU
SELL OTHER SOLUTIONS…

48. TIP: DRIVE CONVERSATIONS
TO FACEBOOK MESSENGER
(MORE ON THIS IN A BIT…)

49. Remember, the goal is to get them
to reply to start the conversation…

50. But you can also utilize
platforms other than email…

51. STRATEGY #3
AD TO CHAT

52. USE LEAD ADS TO START
THE CONVERSATION

53. EXAMPLE:
FACEBOOK MESSENGER AD

54. 300+ CONVERSATIONS FOR UNDER $800…

55. USE TAGGING TO
STAY ORGANIZED…

56. “You have a conversation…
…now what?

57. THE FIVE
CRITICAL
QUESTIONS
1. Are you [insert market/avatar]?
2. Tell me more about you/your business?
Do you specialize?
(dig deeper…show genuine interest)
3. What brought you here today? What are
your goals? What are you hoping to
accomplish? (Suggest three big benefits.)
4. What do you know about [product/
company name]?
(Refer back to question 3 answers…)
5. Do you want some help with that?
(If yes, “Great, I’ll be right back…”)

58. QUESTION 1
“Are you [insert
market/avatar]?”

59. QUESTION 2
“Tell me more about
you/your business?
Do you specialize?”
(dig deeper…show
genuine interest)

60. QUESTION 3
“What brought you
here today? What
are your goals?
What are you hoping
to accomplish?”

61. CALL-TO-ACTION
Round-Robin To First
Available Account
Executive If “Yes”

62. THE BOT TO
HUMAN
HANDOFF
HAPPENS AT
STEP 4…
1. Are you [insert market/avatar]?
2. Tell me more about you/your business?
Do you specialize?
(dig deeper…show genuine interest)
3. What brought you here today? What are
your goals? What are you hoping to
accomplish? (Suggest three big benefits.)
4. What do you know about [product/
company name]?
(Refer back to question 3 answers…)
5. Do you want some help with that?
(If yes, “Great, I’ll be right back…”)

63. IMPORTANTBots are for filtering…NOT closing the sale.

64. FINAL THOUGHTS… • There is no B2B or B2C…only H2H
• Humans are relational beings…we
want to talk to someone (but on our
terms)
• Marketers built “funnels”…humans
don’t actually like them
• The better experience always wins
(automation has reduced cost, but it
brings a new “costs” in the form of a
reduction in experience)

65. FINAL THOUGHT
The future belongs to the companies who
are willing to invest in real, one-on-one,
human-to-human interactions.

66. linkedin.com/in/ryandeiss/ @ryandeiss
LET’S CONVERSE!! :)
@ryandeiss