May 2022 Product Show & Tell

Conversion Tracking & Smart Inboxes.


In this webinar, Salesmsg presents new features for their platform, including actionable analytics related to conversion tracking and a bundle of smart inboxes. The presenters emphasize the importance of measuring the effectiveness of text messaging as a marketing tool and explain the basic steps needed to set up conversion tracking. They also offer suggestions on how to calculate the value of each conversion. Attendees are encouraged to ask questions throughout the webinar, and there will be a Q&A session at the end.

And by all means put your questions in the chat, if you have any. So, we got a pretty exciting agenda today. Two major categories of features that we're going to present. The first is actionable analytics, specifically around conversion tracking. Essentially what it is, it's a way for you to be able to track the value you, that Salesmsg generates to you. And Ben is going to do a deep dive on that and then we're going to show you how you can use it within the application. So that will be one group of features. The other group is pretty exciting stuff which is what we came up with after spending a few weeks, I would say even months, really thinking deeper, what Inboxes are and what they can do. And we came up with a few cool things. We're calling them together as a bundle of smart Inboxes. So we're going to go through that and then we're going to end the session with some time for Q and A. We have a few questions, commonly asked questions that we're going to go through, and then we'll answer questions that come from you. All right, of course, before we jump in, just a quick um, some of you might already have interacted with some of the folks on the call, but myself, I'm Tauheed, I'm the Product Marketing Manager here at Salesmsg. And I also got my two good friends and colleagues, David and Ben. David is our customer support lead and Ben is Director of Customer Success. So if you have any questions about how, any issues you have with the app or how you can take the way we use it to the next level, by all means, reach out to David and Ben. They know a lot about Salesmsg, way more than I do, so they won't disappoint you. Cool. So let's jump right in into the very first feature we want to talk about today. But before I flip the Salesmsg, I want to give Ben an opportunity to kind of give us a quick overview of what conversion tracking is. Why does it matter to you and why you should care? Yeah, absolutely. Thanks to, um, for everyone on the call, um, and watching this recording. Um, my name is Ben Francis. I'm the head of customer success here at Salesmsg. If we haven't had a chance to connect, we should um, any questions about how should I add text messaging as a part of my marketing Sales Customer Engagement campaign? Or can I use texting in this way for my different business units? That's what I'm here for. Um, I love those questions and love those conversations. So if you ever have any questions about how you can or how you should use text messaging to dramatically drive meaningful engagements to your customers, reach out to me. it's pretty easy. We got really creative with our email domains here. Um, so as Tom mentioned, we've got some really exciting functionality coming. Um, not just that we'll cover in this webinar, but both of the features that we're going to be highlighting today, um, are a glimpse into the path that we are carving with Salesmsg. Um, here at Salesmen, we believe in the power of using text messaging as a vehicle to drive meaningful engagements with your customers. But beyond that, especially if we're using it for business purposes, we need to be able to measure the efficacy of those engagements. Power is nothing without control. And um, we need to be able to measure exactly sending a text to this customer and driving them through this sequence led to this business outcome, this specific conversion moment. Whether that is a purchase of something on your site that's a booked demo that is worth X amount of value in your ecosystem, we want to make sure that you can tie that text message engagement to a hard ROI number that you can set. So essentially, what we have the ability to do is to replicate similar to what you would have in your email or even social campaigns where we have referring source or medium or campaign based information that you're used to seeing that's going to tell you exactly where your customer came from and where they landed. When we're sending an outbound text, we're sending it to a variety of different device types. Android, iOS, Nokia phones, blackberries, all the above. And so, as a result, we don't have that same tracking level information for when exactly did our customer hit the finish line that we're asking them to get to. In some cases, they hit on your site and they finally send you an email, or they finally reply to whatever you've been asking them to do. But in other cases, it's a bit more open ended. By using this conversion tracking tool, we have the ability to not only set the start line with our SMS, but we now have the ability to set the finish line, and we can close that loop and tie that to a dollar amount that means something for your business. How you want to show us how we do it? I think you're still on mute. Yes, I'm just too excited to show you convergent tracking that I put myself on mute. Cool. So what I'm going to do here is I'm going to walk you through the basic steps of how you can you need to go through to set up a conversion. But then from there, I'll walk you through a couple of conversions that I already ran, and we'll do a deep dive on the results of those conversions to explain some of the nuances. So you simply navigate to M analytics and then you will see that there is a new tab for conversions. And from there. What you would want to do is start a new conversion. So let's walk through the things that you need, um, to add here to create your conversion. First, obviously a name. Use something that is descriptive, that makes sense tied to that conversion event, whether it's a purchase, a demo, booking. So let's call it, um, um, like new subscriber maybe it's a newsletter, right, that you're running. Ah, or, um, webinar registration. So then what you would need to do is you need to add the URL of what we're calling the thank you page or the success page. This is kind of a nuance that is key to understand. So, for the conversion to work, you need to add a simple code snippet to your website so that we are able to track it. Now, the question comes, where do you add that code? Our recommendation is to add it to all the pages in your website. That way, every time you set up a conversion, it's already there. But at a minimum, it needs to be in the success page of your conversion. So let me go to the Salesmsg website here and explain to you what I mean here by a success page, for example. So this is kind of our sales message landing uh page. You have a very clear call to action here to sign up for a 14 day trial. But this is not really the page that we want to be tracking. So a lot of people are going to land here. The page that we really want to track is after the user goes here and, you know, puts their email goes through the steps. The last page in that flow, whether it's thank you for subscribing to the newsletter, or uh your purchase was completed successfully, whatever success page that is towards the end of your conversion event, that is precisely the URL that you want to include here. Obviously, that's not the URL that you're going to send to your customer in your campaign, but that's the page that we want to be tracking. Ben, please go ahead. Yeah, the easiest way to think about it, we all buy hundreds of things. If you're my family on the internet it seems a week, and you always end up with that checkout success page. Um, for businesses that aren't operating in the e commerce space. Maybe it's a call booking confirmation page. Maybe it's a form fill completion page. Um, whatever that whatever that final page that your customer is going to land on as a part of getting to the finish line for whatever call to action we're going to be asking for. We want this code snippet on that specific page. That way, we're not skewing our data by firing this conversion event too many times. We want to make sure that we can tie the opening of the link that we're going to share via text to the triggering of this event happening in the background when they hit that end page. The good news there, if you use any of the popular website builders, wix Square, so on and so forth, they all have a feature that allows you to add a code snippet to all your pages. So you do it once and forget about it. And then here, you just specify the URL that you are interested in. From there, what you can do is and this is optional, you can add a value of how much that conversion means to you. You can either have a hard value, for example, a product purchase is equal to the value of the product, or you can have a calculated metric. For example, you have a customer acquisition cost that, you know, like, every lead is worth x number x dollars to me. So you can use that here. Yeah, absolutely. For customers that are operating, we're quoting on different projects, our deal size can vary dramatically. Um, one best practice is to tie this to your average contract value, knowing that a lead that comes in, although it could be greater, it could be lower the potential for that lead in your ecosystem. We want to tie that dollar amount. So sometimes it's a bit of a moving target. You can set things a bit conservatively. Um, but as you're looking to go back and report on it, does this marketing channel make sense for my business? You'll be able to see these are how many customers I engaged, how many clicks through, and how many actually got to the finish line that we're looking for. And that'll help you measure the efficacy of this medium as a channel for your business. Perfectly sounded th…
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