Try: Engage Prospects and Showcase Your Product’s Value

Step 1: Tutorial Content and Sample Project Data

In the Try Campaign, content plays a crucial role, especially tutorials and sample project data. Video resources are highly effective at this stage, as they can provide both general product demonstrations and feature-specific tutorials. It’s vital to distinguish the Try stage video content from the more comprehensive training content needed later in the Use stage.

The primary focus during this stage should be on highlighting the product’s simplicity, ease of use, and the advantages of specific features without overwhelming prospects. The objective is to convey that the tool or product is powerful, user-friendly, and capable of improving the prospect’s workflow. Avoid requiring prospects to create a project from scratch, as this may emphasize imperfections or suboptimal processes in your solution and complicate the transition from their current solution.

Providing sample project data for prospects to work with is an essential component of a successful Try Campaign. The sample data should be tailored specifically for this stage, focusing on a single feature or tool that can be used to complete the final step in perfecting a finished project. Ensure that the sample project data is customized to demonstrate the ease and benefits of using the featured tool or function while avoiding overwhelming prospects with excessive information or unnecessary complexity.

Step 2: Creating a Try Mini-Site to Firewall the Content and Segment Audiences

The Try Mini-Site serves as a dedicated hub for hosting the tutorial content and sample project data from Step 1, specifically designed for the Try Campaign. This mini-site should be separate from the public website and site-map, with access granted exclusively through email drip nurture campaigns. This targeted access ensures that only prospects in the Try stage can view and engage with the content.

Using a website format for the mini-site allows tracking of engagement scores, providing valuable insights into prospect interactions. To enable clear segmentation, maintain separate pages on the mini-site for different content, allowing for better identification of prospects in the Try phase. By concentrating on the targeted audience, you can optimize the effectiveness of paid media campaigns in this stage, avoiding wasted marketing budget on moving people to the next stage when they are too early (ineffective) or too late (slowing down their journey) in the customer journey.

Implement tracking and analytics on the mini-site to monitor user behavior, optimize content, and inform future marketing strategies. The mini-site should be visually appealing, easy to navigate, and offer a seamless user experience to encourage prospects to explore and engage with the content. Regularly update and refresh the content on the mini-site to keep it relevant and valuable for prospects at the Try stage of their journey.

Step 3: Utilize Optimized Paid Media to Drive MQLs with a Targeted Audience

Once you’ve identified your targeted audience based on their engagement with the Try Mini-Site and tutorial content, initiate two remarketing paid media campaigns to drive conversions. The first campaign focuses on enhancing engagement with the Try content, while the second aims to drive conversions, such as quote requests.

For the first remarketing campaign, build an ad audience using those who have converted on the free trial signup from the Discover Campaign or engaged with the drip emails. Allow a few days after conversion before including users in this audience to prevent seeming intrusive. Craft ad copy that promotes useful tutorials and sample project data without alluding to the user’s Try stage.

In the second set of remarketing paid media ads, target users who have achieved a certain level of engagement with trial content to ensure a highly-focused audience and the best ROI. In both cases, exclude users who have already requested a quote from target audiences to minimize wasted ad spend and optimize ROI.

Forever Campaign: Continuously Monitor and Optimize for Maximum Impact

A successful marketing campaign requires diligent tracking and measurement of relevant key performance indicators (KPIs). In the Try Campaign, the primary objective is to achieve quote request conversions rather than just content engagement. Concentrate on monitoring conversion rates across various audience segments and fine-tuning ad targeting to reach the most responsive users.

After identifying a highly-focused audience with the highest likelihood of conversion, expand that audience by examining the content that significantly impacts conversions. Determine the last-touch content users engaged with before requesting a quote, and prioritize the creation and promotion of similar content.

During the Try stage of the customer journey, emphasize content that demonstrates the product’s value and ease of use. Tutorial videos and sample project data are the most effective content types for this purpose. By offering prospects hands-on experience and showcasing the product’s benefits, you enhance the probability of conversion. Monitor the performance of video content and remove poorly performing videos, recreating them in the style of top-performing ones. If, after two more attempts, the performance remains subpar, consider the topic unsuitable for conversions and cease pursuing it. Instead, develop new video topics to test, ensuring you consistently optimize your content offerings to maximize conversion potential.

By tracking relevant KPIs and implementing data-driven adjustments, optimize your marketing strategy for maximum conversions. This optimization will lead to increased quote requests and overall success for your Try Campaign.