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Show Campaign Messages on Your Website to Email Link Visitors

Show Campaign Messages on Your Website to Email Link Visitors

If you're familiar with our uniquely positioned marketing ideology, we advocate that your website funnel and marketing funnel are intrinsically connected, and they must be connected, in order to generate higher yield digital returns. Your mortgage broker website is the epicentre of your marketing program and must provide pathways for organic and promoted traffic into a conversion. Certainly, if you're engaging in Facebook Advertising (where most broking businesses seem to gravitate at some point), your website needs to become 'user aware', and it should be able to resolve who the user is, what campaign they're engaged with, and we need to understand or identify their specific intent. In fact, it's impossible to have a marketing funnel without integrating your website with your other marketing assets, yet the mediocre "your website isn't necessary" experience is the one most often peddled to the industry - a professionally negligent approach.

When you send a user to a page on your website (or an escalation-based intermediate landing page) as part of your email-based education follow-up campaigns the idea is to build internal website funnel pathways for that user. While we have the capacity to alter website content in various ways based on resolved interest type, we should also serve specific content to campaign or autoresponder traffic in order to build the pathways necessary to escalate their commitment or create converting funnel pathways. This article introduces the simple feature that'll render content on your website served only to those that arrive on your site via your carefully crafted email campaigns.

Advanced: This module was previously a feature we introduced to Platinum websites, and was a 'hidden' feature on Yabber. However, in seeing the tremendous results we were obligated to introduce it into the standard Yabber product. It is relatively advanced and won't initially be used by all users.
Product Integration: The content served to our email traffic can be anything - text, video, audio, downloads, or anything else. This tight integration between your website and your broader marketing efforts, including email marketing, is another factor that defines an integrated marketing experience. We tend to rant on 'occasionally' about our disdain for High Level, Click Funnels, MailChimp, and other third-party services, and part of the reason for this is because they completely negate your ability to actually craft a real marketing funnel. These third-party services seriously compromise your conversions and objectively diminish the end-user experience. We don't take offence to businesses using these tools but we certainly object to any marketing agency introducing them into your operation. You won't find the feature we're introducing on this page elsewhere because nobody else provides an integrated experience, and nobody connects email to your funnel in a way that converts business at our high level.
Triggers: The pathways taken by clicking on a link are often created via the link-action itself. An article introducing marketing triggers shows how we can create emails, alter subscriptions, create business tasks, or perform any number of other functions on the basis of any email or website link click. There was previously a feature within the trigger system that altered content based on a link click; this feature is now created as part of the email marketing system and not as part of the trigger system.

If a user lands on your website via an email campaign this is a demonstrated escalation of their intent. We should capitalise on this action and serve specific content to create the necessary pathways that we now know that user is interested in taking, and we should craft an experience that is more likely to generate a real-world Opportunity conversion. Because we know (at the very least) the user's name we can tailor the returned content with personal details via the use of placeholders (introduced shortly).

The Result

Before we introduce how the campaign messages are created we'll first look at what your result might look.

Website Campaign Message

Pictured: An example of what your message might looks like - we've included text and a YouTube video. The campaign container is rendered on the basis of a user arriving on your website via a defined email campaign or autoresponder link. All aspects of the presentation may be customised, and the content container may include shortcode or HTML. The example campaign container is shown on an FAQ page detailing 'Serviceability'. The site used is a demonstration website.

Creating Website Campaign Messages

Introduction

The campaign messages are created on the basis of a user following any link in an email campaign, while autoresponder campaign messages are shown on the basis of a specific link being followed. While you may assign the same campaign message for all links in an autoresponder campaign, the idea is that each link carries a 'declared interest', so it stands to reason that we'll escalate the user in an appropriate manner by showing them content more aligned with their borrowing objectives.

In all cases when creating campaigns we can use various placeholders to display known information. In the case of the email feature we're introducing on this page the placeholder you'll most likely user is the %%firstname%% placeholder, since the arrival of a user on your site by way of a link means we know we have that information (if user details weren't previously associated with browsing pathways prior to this point in time, clicking on a link resolves the past behaviour of a user on your website).

Creating Campaign Messages

Campaign messages are created by first creating a message, then sending that message with an associated video and styling to your website.

Create Campaign Message

Pictured: Creating a campaign message. Messages are created independently so the same message may be associated with multiple campaigns. You may include link shortcode, audio shortcode, any other shortcode, or HTML into the description.

Once you have a library of messages they be assigned to campaign containers and sent to your website.

Send Campaign Message

Pictured: Sending a campaign message to your website. Yabber is a fully integrated system so you're not required to deal with any messy copying and pasting. You select the applicable campaign, assign a message (created above) and video (YouTube or Wistia), and then define the appropriate styling. Once sent the message is immediately made available to those arriving from the defined email campaign.

Creating Autoresponder Messages

Autoresponder messages are created in the same way as campaign messages, with the exception that a different video and message may be assigned to each link in your autoresponder (follow-up) email. The arrow in the image below shows autoresponder email links that resolve to a page (it ignores downloads).

Send Autoresponder Email Message

Pictured: Autoresponder website campaign messages are based on the link in the email. You may assign the same message and video for all links in the email or mix-and-match the various resources. If you select styling a container will be rendered (identical to the campaign message) where you may style the border and other elements.

When a user arrives via an autoresponder we'll look for a message assigned to that link and display the appropriate content.

Website Campaign Message Summary

All messages created and sent to your website is maintained in a compliance library. Since archival of all your website material is a compliance requirement we maintain a full record of the text in every message sent.

Campaign Website Message Summary

Pictured: The archive of all campaign and autoresponder records is maintained. Clicking on the edit link within the summary table returns you to the appropriate page for editing. Once a message is edited it must be sent back to your website.

An unlimited number of campaign messages may be created, and they may be sent to any of your registered websites.

Conclusion

The single biggest mistake we see industry make is the segregation of their website and other marketing resources (ignore the boneheads that'll have you believe your marketing is effective without a website). You simply cannot and will not enjoy a true marketing funnel unless your marketing assets are integrated in such a way that they deliver a consistent campaign charged with relevance. Your website funnel pathways are an essential component of your broader big-picture funnel experience.

The purpose of the campaign messages are clear: deliver a conversion-based message consistent with the campaign or link that delivered a user to your website. An advanced feature not introduced above is the value of any links assigned to the message; the link itself - as a further escalation signal - is a trackable conversion tool that is suitable for triggers.

Every Page is a Landing Page: As always, and as it the case with every page on our broker website, we provide an integrated calendar subscription form which provides an easy pathway into our pipeline. Whatever page you send a user via an email campaign will support a conversion (the every page on your website is a 'type of landing page' message might seem more relevant when you appreciate how the assets on a page are crafted in a way to support conversions). If you're lucky enough for a user to follow an email link, the destination page must provide escalation-based relevance to actually develop that traffic.
Aggregators and Franchises: For large businesses that have multiple brokers, we have the capacity to send the same campaign messages to all websites under your control, so the same email campaign will return the campaign container on each website without any broker effort.
Related Features: Similar and basic content-based features are introduced in two articles. The first introduces how to show an announcement on every page of your website, while the second introduces a simple means of showing time-limited content above post content on your website.

The question of whether what we've described converts higher than the pedestrian solutions peddled to the market is not up for debate. The featured we've introduced simply convert more clients because the experience you serve is more relevant.

Featured Image: Commonwealth Bank of Australia building, St. Vincent Street, Port Adelaide, SA, c1930. The Port Adelaide Town Hall is on left. The former Commonwealth Bank building which was previously the Port Adelaide Medical Officer's residence. South Australia’s first port was declared as Port Adelaide in 1837. [ View Image ]

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