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Hello everybody
Welcome today's webinar. My name is Kauri Voss. I'm marketing event manager at Logical Position and
Sitting next to me is Lindsey Stier the general manager at Logical Position
And in that window over there is Carly Horn and I'll let you two introduce yourselves perfect. Hey everybody
I'm Lindsey Stier, as Kauri mentioned. I'm the general manager for Logical Position's headquarter office here in Portland, Oregon
Basically Logical Position is an SEM company. We specialize in search engine optimization,
PPC management, social, and we particularly have an emphasis with e-commerce websites,
we're Google premier partner, an elite being elite ads partner, and
have a lot of different industry partnerships with e-commerce sites to help provide the best results we can for our clients.
I'm Carly horn. I'm the VP of partnerships for North America for Loyalty Lion.
I'm in Nashville, Tennessee, and we have our headquarters in London
And so Loyalty Lion and we provide fast growth ecommerce stores with a fully customizable
Loyalty program that's designed to increase customer engagement retention and lifetime value
Great
So
Today we're going to go over some best practices. We're gonna turn our webcams off first.
We're going to
Go over some best practices to bring in more customers and keep them coming back. We'll go over
estimating return and AdWords structuring your campaigns with non-brand and brand intent.
Calculating lifetime value and common issues to avoid in your PPC
Strategy. And then Carly will walk us through building that customer loyalty
through post-purchase strategies that move folks from at risk to repeat customers and
Just as a reminder you all have a little sidebar on your screen
so if you have any questions, please type it in there and we will address those at the end and
We will be recording this webinar
So if you miss anything, don't worry
We'll be sending out an email with a link to the recording contact info if you need a one-on-one follow-up
And with that take it away Lindsey
Perfect. Thanks so much, Kauri
So, I'm the first thing that I really wanted to address in
this webinar is just kind of PPC viability for different types of companies.
I'm sure that some of you all have
Previously worked with PPC in the past maybe had a negative experience with it or hopefully a positive experience.
The reason why I'm gonna kind of focus on that in terms of new client acquisition is
Just like I mentioned we work in SEO we work in web design,
we work in social, but for clients starting out. We really do use PPC as the starting point.
The reason being is because it is instantaneous, it's nimble, it's customizable,
and what we find is that it really is the best way to aggregate data for kind of new advertisers as well as existing advertisers
So what I wanted to talk about first are kind of three basic things that you really need to know
about your company and your product in order to be able to
You know identify PPC's viability. So the first of those is going to be organic conversion rate
For those of you guys who maybe aren't as familiar about where to find that you can go to google analytics you can go to
Conversions and go to e-commerce tracking and I hope that you all have that set up
Then with an e-commerce tracking you can look at the organic conversion rate
The reason why we kind of like to start with this is that sometimes PPC conversion rates are higher
Sometimes they're lower but the benefit with the PPC advertising is that we can target specific types of products so often we will see that
PPC conversion rates are pretty in line with organic if you don't have information on your website's conversion rate
Maybe you don't have your transaction goals set up. You don't have ecommerce tracking set up
You can kind of ballpark for the sake of the equations that we're gonna work through
I'd recommend maybe starting with a ballpark between 1.5% to 2.5%
Sometimes again, it's much much higher. Sometimes it's much lower
It just kind of depends the next thing that's important to you know have knowledge of is your average order value
Again, you can actually find this information in the same place in Google Analytics as you can see on the screenshot
If you don't have that available in google analytics, either you can Ballpark it as well
I'm sure you know what sort of price point your products fall into.
And then the third thing that's really important for estimating your PPC viability is your product margin information
So, you know usually retailers are going to be somewhere around
35% maybe less depending on how many times the margin kind of gets stepped on through the supply chain process.
Manufacturers and brands are typically going to be higher 50% or sometimes even more just depending again on how close you are to the
You know origination of a product
So once you have kind of those three different points of information the next place that I always like to go to
You know kind of help assess viability is going to be the Google Adwords Keyword planner
Some of you guys might be familiar with this tool
It's a free tool provided by Google that shows you things like average monthly searches level of competition of PPC
Advertisers on a particular term as well as estimates on cost per click
The thing to know is that this is all just kind of information. It's not going to you know necessarily be a hundred percent accurate
So what I like to have my clients do is you know
Basically pick out different keywords that are going to be related to product categories. So let's say you're an apparel retailer. Maybe that's something like
north face jackets
You know burton hoodies things like that
And then you can kind of get together just a small list of things that represent your different products and categories
And then what you want to do is find kind of an average CPC across those different search terms
Really what this exercises is
You know figuring out how much traffic you can get to your website
Within your particular budget if we're talking about e-commerce sites
We recommend a budget no smaller than a thousand dollars per month for pay-per-click
If you are in a hyper competitive vertical it's probably going to need to be much more than that
But if you have your budget and then you can look at your average CPC
Then we can basically move forward to the next step which is how to calculate the theoretical amount of traffic to your site within PPC
So again, you've got your monthly budget
You've got your CPC and what you're going to do is divide the budget by CP
see and that's going to get you the number of
Potential site visitors that you can aggregate within that budget. So this is actually a screenshot from a client account
This was you know, what has happened
So they spent six thousand seven hundred and fifty three dollars at an average CPC of seventy six cents
And they were able to bring in eighty nine hundred
website visitors
so
You know look at your budget look at the CPC
Figure out how many people you can bring to the site within those kind of different constraints
So once you have the number of theoretical site visitors
You can drum up through PPC
then what you want to do is look at that conversion rate to figure out the number of
Transactions that you can generate through this new acquisition channel. Again, I used a client account as an example
So we have 8900 site visitors
they happen to have a conversion rate at 4.46% and
What that was able to yield was 397
transactions within their budget with the CPC constraints.
So this is where again average order value comes into play, if you know how many
Transactions you're getting to the website and you know what the average order value of those transactions
Are you can calculate what your gross revenue, you know, theoretically would be running this acquisition channel.
so
You know in this example at one hundred and thirty seven dollar AOV for average order value
That yielded $54,435 in gross
revenue
So now there is one more step because as we all know gross revenue does not equal net
Profit and that's where your margins gonna come into play
so if we have the revenue that you could theoretically
Aggregate through the channel and then you know your margin you can multiply those things together to figure out what the net profit would be
And then you want to minus out the cost of the actual advertising. So in this case the
Advertiser again was able to aggregate $54,000 in revenue and then we take out
what they're paying and you know cogs basically and then also
Subtracting what they paid to acquire that traffic to their website and that resulted in the net profit of $20,736
So what I would really encourage you all to do is play around with these numbers play around with different budgets play around with different
conversion rates and really figure out what your worst case scenario is gonna be your best case scenario is going to be and your
Breakeven and that kind of gives you a nice if you will zone of you know
Kind of possible profitability that you can then use the strategies and Adwords to orient around
So
Lifetime value. Um, the reason I wanted to talk about this Carly is gonna go a lot more in depth into lifetime value
but the reason why we're talking about it in terms of new acquisition is
That lifetime value is incredibly important for setting those goals on what you're willing to pay for a new
client a new client acquisition
so, um
Some people a lot of the clients that I have spoken with at least have struggled with where to find information
about the lifetime value of their clients and I don't think any of these data sources are necessarily a
Silver bullet about exactly what your lifetime value is
But some of it common places that we'll look towards to find information on that subject is going to be a client CRM
So for example Salesforce HubSpot, they do a very good job of being able to run a report on you know
particular person's lifetime value
Also your different content management systems have that built in Shopify does a pretty good job
they have some reports you can run payment processors are also a great place to go because
You know people are putting in their credit card information and that can also be mapped and then of course loyalty lion
And other loyalty programs typically provide this information seeing is that's the value that they're bringing to their clients
So just a kind of quick side note on the equation for lifetime value
You know what that's going to look like is your average order value X the number of repeat sales
X your retention and that's going to equal lifetime. So, um, you know,
You can kind of look at this over different time frames and things like that
but if you have a really high repeat rate, that can definitely afford more than
Opportunity to take a loss up front in order to drive higher revenue numbers on the back end
we actually had a client that we worked with who is in the gift industry if you will so gift baskets things like that and
Based on their lifetime value it made the most sense for them to lose a substantial amount of money up front on new client acquisition
Because their lifetime revenue was so high once they got that person in the door
So it is going to change the orientation of you know
How you're viewing your account how you're maneuvering your account and your spend between brand and non brand when you have that
Understanding of what a new client really does mean to you
So I wanted to talk a little bit about brand and non brand and some of the
Differences between the two and again how we orient strategy
Talking specifically about brand. There are typically two schools of thought when it comes to
PPC branded advertising so that's advertising on your own branded term. So for example logical position
Advertising on the search term logical position. So one school of thought is don't do it. It's traffic
You're gonna get organically anyway, why would you pay for that?
the other school of thought is that you should absolutely do it because there are you know, a lot of kind of intangibles and
Tangibles that come with it
We're definitely the latter so we actually do the PPC for the Dallas Cowboys and you know
We had had some conversations back and forth about if we should or should not run brand
So what that actually did was it had us?
we decided to create some blackout tests and some different markets to see what the effect was of when we were running brand versus when
We were not running brand and in the markets where we weren't running brand we actually saw a 10% drop in revenue
So that means that that's revenue that obviously was being lost to other competitors or other sources and things of that nature
so
um now if we're gonna talk about the differences between running on your brand and your non brand
Non brand is going to be obviously things that don't include your particular
Branded terms. So for example if I am an apparel retailer
It's going to be kind of those new acquisition type searches
Somebody who's looking for sand North Face down jacket or somebody who's looking for a pair of Nike shoes or whatever. It might be
Non brand is always going to be
More costly than brand just because you don't own the terms and they're more competitive
However, non brand is incredibly profitable because like we mentioned it is typically new client acquisition
So those are people you can get into the door to continue purchasing your product and nurture over time
So, generally speaking. You should absolutely be running both
But if we have clients that are budget constraints
We will typically opt for brand first to generate the most amount of revenue to then move into the non brand category
So just a side note on running on brand. This is just an example
I wanted to show everybody of Hunter boots, you guys may or may not be familiar with them,
But they are a brand of rain boots.
They do sell direct through their website and they do run quite a bit of pay-per-click advertising in the non brand arena.
But this was a search I conducted on their branded term and you'll notice that they're nowhere on the page.
Zappos is their Moose Jaw Shopbop shoes.com
So these are you know, four different places that are gonna be getting that revenue that hunter boots is now not getting
by not employing this strategy.
Talking about profitable PPC and where to start I already kind of addressed this first point here
But if I have a client who comes to me and says Lindsey I've been running pay-per-click, it hasn't been working
You know, what should we do? This is the typical kind of advice that I would give them and that is number one
Let's start on the Google search Network on your branded terms. So again in that example previously hunter boots was not doing that
We're gonna start here because it's low-hanging fruit at a very low cost with very high revenue.
These are people who are already familiar with your brand
They are actively searching for your brand
So you should be there as a top option so that they don't go to say Target or some other, you know
potential retailer.
The next area that we would focus on after we've
maximized brand
Potential is going to be Google Shopping and most of you guys are going to be very familiar with this network as you can see
over here in this little screenshot
It's where you have not only the image the add the description of the product
But you also have the cost.
So it's a great way to pre-qualify traffic before they ever even click on your ad
So these typically have really high conversion rates and they're usually a pretty low cost and just kind of a side note
I'm a fun fact about Google shopping is that eighty percent of the initial product clicks
actually go in and purchase a different product from the store. And
That's something that we can actually track because of the way that we set up our shopping accounts
So it's just a really interesting information to see what gets a lot of click viability. But then what ultimately ends up in that purchase
So the third area that we would move into
based again on return numbers is going to be what we call our
RLSA which stands for remarketing lists for search and shopping ads you can do it for search or for shopping
A lot of people are familiar with remarketing on the Display Network, which are graphic ads that follow you around two different websites
What's different about these types of campaigns? Is that in our LSA?
You can actually target people who have been to your website through the search network or through the Shopping Network. So again if you have
a handful of people that have abandoned the shopping cart
Those are people that we can re-engage on these high intent networks to pull back to the website
We also like to segment out our remarketing into kind of different buckets
so for instance
One of those is going to be duration.
So we can take
non-converters and we can message them within the first 24 hours in a very specific way and
That might look a lot different than somebody who say abandon the shopping cart a month ago
they might require a different type of messaging to re-engage and
Lastly where we would go would be the non brand Google search
specific to long-tailed search terms
so again
I've had a client that was in a very competitive industry children's apparel and when we went in and looked at their account
Most of what they were doing in their non brand acquisition was these very kind of general?
categorical type searches like children's apparel apparel for children
So what we did is we came in and we kind of inverted that strategy and we went after much more specific types
product searches that have a way higher likelihood of
Converting in the account if you think about every time you're paying for a click on something like children's apparel
That's budget that you don't have available for the search term. Dr
Seuss kids pajamas which is something significantly more specific with a way higher likelihood of converting so in this particular account
basically in year-over-year when we in
Enacted this strategy. We saw a 60% increase in revenue, which is pretty astronomical
Sorry getting over a cold over here
So, um in terms of profitable PPC one of the most important things to high return on adspend is campaign
structure
the general rule of thumb is that you should section out your campaigns as granularly as
Possible because there are a lot of different settings at the campaign level that really influence profitability
So I wanted to give an example of a way that you could segment say your shopping netwerk campaigns
so one way that you might want to segment that is going to be by is it a brand or a non brand campaign are
The search terms of the products that you're gonna have in there going to be based around either of those two areas
Because those are going to take different budgets different
You know ad delivery methods and things of that nature so down here, you know
If we're talking about maybe the brands REI we would have REI as one element of that campaign segmentation
Another layer to that is going to be you know, the audience or the you know
I guess kind of category of the product
so are we talking about you know men's REI products children's REI products in this case women's and
then another layer to add to that is what category of REI women's are we talking about is it accessories or is it apparel and
Then another layer that you can add into that is what type of apparel is this campaign going to house
So in this case we have branded
Women's apparel and specifically jackets. So everything that's going to fall under this campaign is going to fall under those different
Umbrellas and what that's going to do is allow us to collect really really clean data in the account
And it's also going to give us the ability to push and pull different products very specifically to increase return on adspend
So I'm going to show you guys two different examples here. This first one is something I see often
So, um if I hop into an account and then especially if they're running shopping and I see that there's one campaign with one ad
group with all the products housed under that one particular campaign
That is a huge red flag. And the biggest reason as you can see here is that you know, that's $150 a day budget
That's running across all different product categories and products in general that are going to have different margins
different revenue numbers and
You're not going to be able to optimize this campaign towards highest return when everything's looped together like that
I
guess an analogy you could kind of think of is it would be like trying to drive a car with just a stop and a
Go button, like yes, you might make it to your end destination, but it's going to be dicey as best
So here is a much better example of how to section out your campaign structure
so as I mentioned previously what we have here is an indication of
You know what product category is this and what specific?
Products are we looking at within those product categories?
You can't see it all from here. But I think that this one has about 25 different shopping campaigns
There are some brand there are some non brand they're designated as such
so again
We can isolate budget we can isolate settings and we really can
Maneuver those products and a much better and specific way to increase return on adspend with a structure like this
So I'm in summary, you know
Another analogy that I like to use that I think is really apt for PPC is that you can build this beautiful incredible website
Which is essentially your main event, right? You want people to get to the website have a good time enjoy themselves
But if you're not using some sort of invitation to invite people to your event
Then you're not really going to have a good turnout or any turnout at all
so, um
You know
You really do need to be up in front of this very intent based audience that's actively searching for your types of products
But the key is just understanding some of those nuances about how much are you willing to pay for new client acquisition?
And what does that client mean to you over the lifetime of the account?
and then the second part of that is obviously structuring the account and
Customizing the settings to really hone in on that a tenth
You can be incredibly specific with PPC and you can allocate very little to it
But that's at least going to provide you an acquisition channel that you're not otherwise going to have without it
So as always, you know, you guys are welcome to contact me after the webinar so I can answer specific questions
But I'm going to hand it over to Carly to talk now about once you have those customers. How do you really increase their value?
Awesome, thank you
Awesome so
That was great and definitely learned a lot
So really really enjoyed watching that so now that we've we've talked a lot about how you're going to get your customers in the door
How are going to get them familiar with your brand to get them shopping with you?
But let's talk a little bit now about how you keep them coming back
So one of the best ways to get your customers
Returning to you and shopping with you frequently is by building loyalty with them throughout their lifecycle as a customer with you
So we're going to talk a little bit about the customer lifecycle
I'm and I've you know pretty deeply into some strategies, you know to help get it move a customer to being a loyal customer
But after you've gotten them to make that first purchase, there's still a lot of work to be done in order
Excuse me to convert those customers into a loyal customer. So
You know if a customer is purchasing with you often and for a long time
They can be classified as loyal
When you have a loyalty program in place after that first purchase is made you can use points or other rewards
You know to reward on actions that are being taken and encourage a customer to come back and make another purchase with you
I'm going to continue to repeat that purchase and you know with a with a program like loyalty lion or any other
Loyalty platform you may be using you can help we can help under customer understand
When someone's at risk and make it really easy to re-engage with that customer I get that we get the back
So just because a customer makes a repeat purchase doesn't necessarily mean that they're a loyal customer
But this is a really important statistic that after our customer has made that first purchase
They have a 27% chance of making a repeat purchase and after that second purchase that goes up to 45%
so it's really valuable and this is all information that you know is available in a program like loyalty Lion so you can see all
the statistics behind every customer
and it's you know, it's extremely valuable to know your repeat purchase rate because
Briefie purchasers are extremely valuable
Bain and company have shown that a five percent increase in retention has the potential to increase profits by up to ninety five percent
so
How do we turn one-time buyers into repeat customers?
this is really important because it you know everything we talked about you're spending a lot of time and energy and getting your
Customers in the first place you want to lose them after they make that first purchase. So we're gonna talk a little bit about
You know building loads who are on your brand and I'm gonna talk about Sephora full
Transparencies before it is not a customer of ours
But we like to talk about them because they're just a great example of a custom
You know someone that's doing a really good job with a loyalty program
I will chat a little bit later with some with some other examples, but you know
They believe that effective loyalty strategies are at the center of marketing and they make that very clear
So just gonna chat a little bit about what they've done and how they've been successful
so, you know with over 10 million Beauty Insider members, they're definitely doing a lot of things right, you know, the first thing is
Effective use of tiers so tiered programs are really effective when the upper tiers have a minimal amount of members
Usually around 10% So you want your most loyal customers to feel they have achieved something that others could not
And get other customers, you know striving to get there
Tears can be set up based on the total number of the total spend or number of points earned and the Sephora's program they use
the dollar amount spent within their loyalty program both online and in-store
and then
You know second their rewards match the brand and customer base is a forest done an excellent job
Aligning their rewards with what the brand stands for. They really match that look and feel of all of their marketing initiatives
So it's a high-end brand and it's become synonymous with quality and luxury and this is definitely reflected in what they offer
in terms of customer rewards
So the rewards that a Beauty Insider can redeem with points follow the same principle
And they have created a redemption process that reflects that instead of using points for a discount
Which you'll typically see a lot BD insider members can use their points to claim more beauty products
This is this is a great strategy
And if you've ever been inside of Sephora shops with them earned points, you know at the actual store they have a little box
Right next to checkout which shows you know what those what you can get which also promotes products that they're selling
But they'll give you you know, like a little small version of it so you can try it out
And you know, this has been very effective for Sephora
It's a really effective way to allow points to be redeemed since discounts and coupons
You know, those are typically not associated with a premium or luxury brand like Sephora
And so, you know redeeming points for our product is a better fit for them
They you know service rewards for an amazing job of motivating customers to perform
Profitable actions without compromising the brand's identity and this is what makes their rewards program
This is a makes their rewards a key factor of driving success for the program
They also do a really great job with personalization. So
They know that their shoppers are highly motivated by experience, which is clear through how they've set up their tears and rewards
So this desire for experiences is also why they've created personalized product recommendations for beauty and cider members
These personalized product recommendations, you know, they're tailored to each customer based on their prior shopping history
This is obviously fantastic for regular customers, but when it comes to new shoppers
And there are someone that's you know new to Cosmetics. How do you do that?
So they figured that out too with a beauty profile. So a shopper can simply input
hair type or pair concerns
skin type
Problem areas things like that any other information about themselves
Into the beauty profile and then Sephora generates recommendations specific to your information
So personalized products and recommendation
Recommendations establish a relationship with our customers that creates a positive association with Sephora brand
So not only does this motivate customers to purchase more products
You know in products specifically that's before I knows that they will like
But it also gives shoppers the type of experience. They need to become a brand advocate
and then finally, you know, the program isn't all completely seamless between
Both our online shop and in-store and this is key for a company like theirs where shoppers
You know want their rewards to transfer both when they're in the store and online and be able to redeem in both places
you know another thing that they've done well as they've expanded their
Program to include the social network, so they're using social
To really just to get their brand out there and help spread the word so it's funny
They've had a lot of people a lot of people tweet when they reach that sort of top level
top tier for Sephora
and
there was a lot of buzz when they rolled out their to your programmer on people getting access to that very top tier because they
Felt special and excited like we talked about earlier. That's a really great way to motivate people
And so they've done a really good job
You can reward points through activities on social which is just a really great way to encourage customers to engage
So now that we've looked at that larger example with Sephora
I want to dive in and you know at a higher level
I want to dig in a little bit just five specific ways that we recommend
You know moving customers from one time buyers to repeat customers
So the first place to start is right after that
But first purchase is made so you want to get that conversation started?
Right after they make the purchase and the best way to do this is through you know, post purchase
Thank you email and you want to include the personalized points available or reward available information?
So these emails can be sent out of loyalty Lian and we also integrate with some of the best use fees out there
So all these emails can be sent out through if you're already using an ESP through your ESP
you know customers appreciate when you thank them and
And feel that personalized messages are really the most genuine. So this is a great way a great way to follow up with them
Next you want to continue to keep your storefront of mine for your customers?
So, you know sending an intelligently time to reminder email about the rewards they have available is key
This is another thing that you could do through loyalty lion or you know, or as I said
We integrate with a lot of ESP. So it's available through them as well
But these emails have a really high click-through rate over 35% which is much higher
Than sort of industry average and our customers typically see about 3% of their annual revenue through these emails which again you can track all
Of this information inside loyalty lion so you can really see the value that these emails are driving for your brand
And then running limited time campaigns so things like double points weekend is a great way to drive engagement
Consumers will increase the amount they spend in order to earn more points
And then, you know another
interesting limited campaign you can send
Is you can look at referring a friend?
And so you can turn that on we've had a lot of customers
That'll just turn that feature on for a certain amount of time as a marketing tactic to help acquire new customers
um
So you're using your most loyal?
customers those brand advocates that you've built through your loyalty program to help bring in new customers and you know
100% pure who's a great client of ours. I'm you Shopify
they they turn on the refer-a-friend feature for a week or two about once a quarter and they typically see around eight thousand dollars a
Week from the refer-a-friend feature. So just another interesting campaign to think about to help, you know drive driving new customers through your your
loyalty members
And
and then
you know a
Key way to turn one-time buyers into long-term customers is by giving bonus points to increased average order value
And and to drive those repeat purchases, so there's a lot of different ways you can do this and you can set this up
however you want but you know, for example, you could give a hundred bonus points for orders over a hundred dollars or
you can reward purchase that purchases that are made during a certain period of time so
You know holiday like Cyber Monday sale or Christmas sale or whatever whatever you may want to do
Whatever lines up with a brand but you can set sort of special on promotional campaigns to run at certain times
And then finally
Another key tactic is allowing for free gifts for purchases made with points
So our customer doctor access this really well through our Inc cards feature
That makes the loyalty program just really a seamless part of checkout. So there's no need for vouchers. I'm shoppers just add their word
They want in one click from the cart
This feature is designed to increase reward Redemption because obviously it removes that friction and compliments that a normal customer journey
And you don't have to copy and paste or wait for that email to come to your inbox
You can do it right there in the cart. So
Customers we've seen that customers who were deemed boil too rewards spend two times more. So this is really valuable
you can also offer special free gifts that can be purchased with points only and this will really
Encourage them to redeem their points. Like I said, dr
Axe is a great example of someone who's really doing this
They have a huge following in their little to program and they offer really unique
Rewards that you can gain and you know, they're trying out a new product. They'll use this as something that you can collect through
Through rewards when you're checking out
So then when we're talking about sort of specifically moving customers that are at risk
To repeat purchasers. There's a couple of things that that you can do to really help
To help turn those risk customers into to repeat purchases and bring them back, you know to being loyal customers
So you can give reward credits to customers who haven't shopped in a while so you can see that they haven't made a purchase in
A long time if their valuable customer you want to get them back on the door so you can give them a reward, right?
and hopefully encourage them to come back get your get your store front of mind again, and this really helps you differentiate yourself from
Competitors and turn someone who may be at risk into turning back into hopefully a brand advocate
Then we talked a little bit about tears so tears are a proven way to boost program engagement and increase success
You can get you know, your customers to perform profitable actions by incentivizing them with both intangible and tangible rewards
You can encourage engagement and delight our risk customers by moving them up a tier, right?
We talked a little bit earlier about Sephora. They they do a really great job of
Building those tiers and building excitement around moving up a tier obviously
You know different tiers and 100% pure is a great example different tiers. How different benefits, right?
so and you can set that up any way that you want but if free shipping or
You know, there's various things that you can do
And so if you want to move them up into a tier it gets people excited right it and hopefully would bring them back
And then finally you can use exclusivity
so allow for exclusive rewards through your loyalty program having specific items that are only available to
Loyalty members through points can be a great motivator. So we talked about that with dr
axe, too
You know here you can see like that travel pouch is only available as a reward that can be used through a loyalty program
So people can see that. Oh, hey if I'm a member of the loyalty program and have X amount of points
I'm able to purchase this product
Maybe you don't allow it to be something that that can just be sold for, you know straight up for a straight-up purchase
Maybe you make it something that's unique as a reward
Or if you know early access to sales things like that or other ways you can do this
So, you know overall loyalty programs are a really great way to keep your customers and even in the case of sort of refer-a-friend acquire
Some new ones you can reduce churn and increase customer retention
So customer customers gonna earn points for a purchase or activity
They'll get an email they'll hopefully come and claim that reward and then repeat a purchase
So it really helps you stay in front of mind
When they shop and gives them another reason to return
Increase customer spend so it's proven that when redeeming rewards you'll see a higher order value. We talked a little bit about dr. Axe
They've seen a 36 percent higher average order value since starting their loyalty program
Increased engagement you can set it up so that you can reward any
Beneficial on-site activity with points, you know things like sign ups comments
You know sharing of blog and anything like that
So customers can see see typically see forty seven percent increase in on-site engagement and then just, you know general happiness, right?
you're gonna make customers happy with rewards and
Interact with them on-site you can interact with them on-site with real-time notifications
Which is just a nice way and you know
The Chive is a client of ours and they have a shop called the chivor ii and they opened a blog
For customers to talk about the program when they launched their loyalty program and they had hundreds of excited comments about it
Which was just really nice to see they were making their you know
Their customers were clearly looking for that which was exciting and then just increase acquisition, you know by referring a friend
by sharing on Facebook Twitter via email with a link
You can track that ROI end and see what those you know
Those brand advocates are doing for you in terms of what customers they're bringing in the door
You always trust your friend
Right so friends just their friends and want to shop where they do if they tell you that
If they recommend a brand to you, you're typically more likely to shop there
Yeah, and that's it for me. So thanks for listening. And I'm going to pass it back for some questions
You
Great so we had one question come through
It is how can I really maximize the value from my ads?
What are some strategies outside of advertising that could help boost the lifetime value of my customers?
Okay. Well, yeah kind of two questions and
You know, I think in regard to maximizing the value of your ads
A lot of what we're talking about is what Carly alluded to and I'll let her hop in and talk about that more
I mean once you get the person to your website, you know, you've done what you needed to do in terms of the ad intent
Yeah, and I think you know like we talked about a little bit personalization is really key right to your you can see what what
your customers are through up not necessarily through a little time but through some of the companies we integrate with right you can see what
People are purchasing you can make recommendations like Sephora
I mentioned does a really good job with that of pulling specific data into their emails. Same things advertising, right?
You really want to target what that customers what you know what they like what they're looking for in order to get them to come
Back and purchase again and on the second part of that question
What can you do outside of advertising to you know help increase lifetime value of your customers?
I think a lot of that is going to pertain to you know, some search engine optimization techniques
So making sure you're keeping fresh recurring content on the website and you are you know creating value ads
so one of the things that we've seen actually boost a lot of our client search engine optimization on-site is
Doing things like building out really extensive FAQ pages
And also just making sure that they're featuring, you know
Any sort of new product rollouts changes in the industry and things like that on their blog
Okay next question
Can automate play a role in your loyalty program
Yeah, definitely. That's a great question and actually something we've been talking about a lot
I think you know automation a lot of people think of, you know, when they think of automation. They think of marketing automation
They think of email
and you know
But it definitely plays a role in loyalty as well
when you're using especially when using a platform like loyalty line because essentially and you can set everything up and
run
So you can set up what activities will be rewarded and what that reward will be
You can set up loyalty tiers like we talked about so customers are placed into a tier
either based on their total spend over the last 12 months or maybe how many points they've earned over the last 12 months and then
They'll automatically move up and down in these tiers as these numbers change
and then email like I said emails still an important part of automation and loyalty because you know
We there's the ability to send and set these up to trigger sort of three different types of loyalty related emails
Including welcome email that you'll sent, you know set it to trigger when a new member signs up for your program
reward available email which we talked a little bit about that notifies the customer when a reward becomes available and it really just
encourages them to visit and we redeem that reward and
Then you can also send a monthly point statement just to you know, ensure that your shop stays on the radar, you know
Like we talked about integrations or key integrate with a lot of e-commerce platforms ESPs
UGC all of that to really be able to to set up a lot of automation
Okay Thank You Carly our next question is
Do you work with small ecommerce companies? Um, I can field that from the logical position side
The answer to that question is yes, I mean we
work with any and all different types of clients that are in need of PPC management or SEO or social like I mentioned
So I think the biggest thing when it comes to being a small ecommerce company is again
Just making sure that you have enough budget available
To generate a return and so going back to those slides where we went through estimating PPC viability, you know
As long as the budget is in step to generate, you know profitable results for a client
That's all we fundamentally care about is, you know, making sure we're putting them in the best place to be successful
So for us, you know anything from a you know, one man operation drop shipping all the way up to you know
A larger enterprise type client is definitely within our wheelhouse and we definitely really enjoy seeing growing small business customers
Yeah, and from the loyalty line perspective it lines up really well with with logical position two or the same way so we can work
If you know small business all the way up to enterprise and we you know
Our pricing is based on the number of orders. The store has per month
So it really ranges but definitely like I mentioned
you know fast growth stores are our where we work the best and we want to see you guys grow and be successful and so
But yeah, it's very easy to set up fully customizable
You can white label and it really works for a small business all the way up to an enterprise brand
All right, well that's all the time we have today thank you everybody for attending again
This webinar was recorded and it'll be emailed out to you
if you have any questions about loyalty line or logical position
Feel free to reach out to either Lindsey or Carly directly their contact info will be in that email as well
Have a great day
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How To Generate New Business And Increase Customer Lifetime Value

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蔡儒明 2019 年 5 月 29 日 に公開
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