How We 18X Click-Through Rate With One Simple Change
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Table of Contents
Introduction
Hey, this is Dimitry from public sector lead generation! And if you’re trying to either create a new public sector marketing campaign or you’re running a campaign already and it’s not performing, you’re trying to increase your output. This is definitely for you.
The public sector in the US generally is federal, state and local government, it’s healthcare companies, it’s nonprofit organizations, it’s education companies, space and satellite, and energy. So if you’re trying to get any of those companies to buy from your business, this is definitely for you.
The 16 Touchpoint Game
What you’re looking at here is the 16 blue dots that you see on top. This has a 16 touchpoint game. On average in the public sector, it takes 16 touch points to close a deal. The insight here is that this is a long run. If you have sent a few emails, you did a few ads and you didn’t get any results, well guess what? Don’t be surprised. This is how it works in the public sector but we’re fixing most of those issues and we’ve actually helped people two, three, five, and ten X on their results. And you’re going to see in this example how we 18X with a campaign click-through rate with one simple change. But before I’m going to show you that example, I want you to see on this one slide, kind of what’s happening.
So, a 5 to 20 touch points game means you have to plan for the long run between sequences or between your follow-up messages. Most customers don’t buy because they don’t know. So the biggest objection that we’ve heard from actual real customers is when they’re confused, they check out, they just kick the decision down the road. They just don’t make any decisions. If any responsibility is on you as either a marketing creator, a product creator, or a product manager, you have to communicate the value of your product. Yet, the customer is not confused and does understand what it is you’re selling, what is the benefit of it, and so that they can take action.
Now, number 3 is, “Know Me” marketing. What mistake that I see most companies make is actually more than 80% of them engage in what’s called “Me” marketing. Here’s how to know if you’re engaging in that. Open your website or your content. And if your content starts with I am, we are our product, our company, and our experience. If you say “we”, this is “Me” marketing. You’re basically shining the light on yourself, you’re putting the focus on you instead of putting it on the customer, their outcomes, and their solutions.
Number 4, the content that we’ve actually modeled from many successful content design and production agencies. There’s a format that works very well and the four-question style content. What does that mean? There were some studies done at Harvard by David Cole, and the question they were asking was, how can we create content that’s the most engaging, and that appeals to all major groups of readers? Apparently, there are four different groups, and each group is asking a different question. They’re asking, why should I care about this? What is this exactly? How does it work? And what should I do next? So, think about it.
When they come to your website, when they see your white paper, when they open your Facebook or LinkedIn ad, or when they watch your video, this format is the simple baseline that you have to include in all the messaging that you’re doing if you want to communicate the value. Otherwise, people will check out, they’ll be confused. I’ll show you in this next example how that actually works.The final point here is tangible versus intangible results. So, let’s say we’re improving your cash flow, that’s intangible. But if you’re saying reduce expenditure by 30% in 30 days, that’s tangible. And again, we’ll discuss those in more in-depth training that we have.
Spin Selling: How should I Close a Sale?
The right side here shows a spin selling. This slide just summarizes kind of okay, so you got the leads, people came to you, you’re on the phone and maybe talking to them, or you have a live event. And, instead of coming up with ideas, what should I ask? How should I close a sale? This is again, a scientific method. If you want to dive in, you can double click on it. Look into how they were studying high performing closers and sales per person, making quarter million dollar plus. And they were looking kind of what’s the recipe? What are they doing? And, they were doing two things. They were qualifying the buyer better, and they were creating trust faster. And as it happens, so qualifies the buyer. If a person is looking for a solution, they came to the right place, and they saw the right message, they kind of qualified.
But they start talking about themselves. This simple framework eliminates any guesswork. You could just be asking, what’s the situation? What’s the problem? What are the implications? If you do not take any action and now, the payoff is, you reverse the whole thing. So let me show you the example where that actually makes sense.
How we got 18X more Clicks Fast
What you see here, is a live campaign example. So, in the first two emails, if you look here, they had an event that they paid for, and they had people opting in. So they got 49 leads from this event, and they wanted to follow up with those leads. If you can see email number one, 100% open. 12 and a half percent clicks, 0 open, 18, 618.6% clicks, 0. So, when they came to me they said, “Hey, email marketing doesn’t work, we’ve tried emailing. That stuff doesn’t work anymore, so we need to come up with a different strategy.”
So I said, “Hold on, let me double-click here, let me see what’s exactly happening.” So as it turned out in the email, they actually did not have a call to action. So, just what we discussed on the previous slide, the “why should I care, what is this, how does it work and act, what’s the action step, what should they do next”, in this case, they do not have an action step at the end in the email. They just thought that the reader would figure it out, and they’ll come to the website. And when I started digging in and kind of seeing what it is they’re doing, I provided the fourth email.
Here is the email that I helped them with. And as you can see, the open is 20 versus 6, and the click is 18 versus 0. Instead of getting zero, you just got 18 X people open and they clicked through, meaning the message they saw made sense and they wanted to take action. Now, if you’re asking, “Okay, so what was the secret? What’s the insight here?” The insight is this. When I went through their funnel, let’s say I opened the email, which in their case wasn’t even working, but, let’s say, I opened it and I read it, and they clicked on the call to action, and then I’m on the website or landing page. And in their case, they had a video, which was about five minutes long actually, which is very long in that case. And at the end of the video, the value was hidden at the very, very end.
It was a free safety assessment. This particular company was working with the education sector, K-12 and Higher Ed, they would come to a university or school, perform a security assessment or safety check-in, they’d give the report and that would be the lead generation, right? It’s free. It’s obviously valuable to the customer. They wanted this thing right away, but look what happened here. We didn’t do anything magical other than just connecting the value at the end, which is the free safety assessment. And we moved it all the way to the beginning.
The free safety check-in was the subject line. Before that, they were starting on the subject line, we’re the best security company, the number one trend. And this, and this. So, something disconnected and very far from the value. And, just imagine your lead or your prospect, your potential customer, they see your message. It doesn’t matter which format if it’s email or LinkedIn or Facebook, they’re going to see one out of 20, out of 50, out of 100 messages that day. So they’re going to make a snap decision within a few seconds. Is there value here or not?
Conclusion
If you’re saying we’re the best in X, you’re probably not going to get any clicks. But if you’re saying value for you right here, click. In this case, free safety check in. That worked.
If you think this is valuable, if you’re looking to get more leads, or if you’re running campaigns, we can audit your existing ones. If not, subscribe, stay tuned, and get in touch. Looking forward to talking with you, and hopefully helping you get more customers and speed up your mission. Book a strategy session with us and get more leads on your next marketing campaign!
