Use Integration to Increase Response Rates

Use Integration to Increase Response Rates
Jamie Lee Wallace - Thu Oct 28, 2010 @ 01:46AM
Comments: 12

Last weekend, I had the pleasure of presenting a session at PodCamp NH with my friend and Savvy Sister, Wendy Thomas. You can read my nutshell recap of Sanity-Saving Secrets for Seriously Prolific and Successful Blogging on the NH Writer's Network Blog, but today I'd like to talk about something else: integration.

Integration gets a lot of lip service, but combining your online, offline, and Real World efforts can have a huge impact on offer response rates. Here's a quick overview of the tactics Wendy and I used to promote and run our PodCamp session along with the results. It's all on a very small scale, but it isn't difficult to see how a larger campaign could find similar success using these same concepts.

The online components of our presentation included some pre-event connecting and promotion on twitter and an event-specific landing page full of resources related to our topic. The offline components were a little "old school." Instead of a snappy PowerPoint presentation, we used an old-fashioned paper flip chart and a printed, tri-fold handout. The Real World component was, obviously, our presence in the room.

By combining these three touch points - online, offline, and Real World - we were able to reach our audience at several key points over the course of a few days. Before the event, we were talking about our session online - creating some awareness and interest. During the event, our presentation and dialog with the audience engaged people in-the-moment. Several members of our audience tweeted in real-time while listening to our talk. After the event, the handout served as a physical reminder of the material we'd covered as well as a call to action to visit the landing page where we'd assembled some relevant resources. We continued to share information online about the event and the landing page via tweets and blog posts. Our network of colleagues and audience members did the same - linking to the resource page repeatedly in their own tweets.

The landing page is where we were able to close the loop and get a sense of whether or not we'd been successful.

The results speak for themselves:

  • We had approximately 30 people in the live audience at the event.
  • As of yesterday afternoon, we'd had 49 visitors to the landing page, 40 of those unique.
  • Total page views were 195 with the average time spent on site clocking in at 3 minutes 47 seconds.
  • Average number of pages visited: 3.98.
  • Bounce rate: 10.20%

Based on these data points, it's pretty safe to assume that not only did the majority of the nice folks who attended our session visit the landing page, but they shared it with their networks and bumped the total number of unique visitors up and over the total number of folks who were physically in the room on the day of the event.

The bottom line: If you can create an integrated experience that brings online, offline, and Real World elements into your interactions with an audience, you've got a potent combination that will increase your response rate and your chances of making a meaningful and profitable connection.

How do you use integration in your business?

About the Author: Jamie is a freelance strategist, teacher, and copywriter who partners with solo entrepreneurs to define and market their brands. Her specialties include brand development, social media strategy, and content marketing. Enjoy more of her posts, visit her site at Suddenly Marketing, or drop her an email.

More posts by Jamie.

Image Credit: klsa12

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