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How Public.com used personalized cross-channel engagement to double attendance at live events

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How Public.com used personalized cross-channel engagement to double attendance at live events


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Example of a Public Live event. Image provided by Public

Public.com is an early-stage company that wants to help people become better investors. They do this by delivering personalized content and education to their community of over a million members who use the platform to connect with friends, follow companies, and build confidence in investing.

As their investment in content and features designed to educate and inform their members grew, they realized they had a bigger need to make their app content more discoverable. “It was a need that grew as we realized that delivering our content to relevant members was going to create the most value for both us and our user base,” said Katie Perry, Public’s VP of Marketing.

Building different experiences

Founded in 2017, Public’s goal is to help their members build a diverse portfolio of stocks by providing content and education that makes them better investors over time. 

In May 2021, they launched Public Live, a feature that integrates live audio into the Public app experience. Users receive push notifications to join Public Live events which cover relevant topics based on user behavior and other data.

Perry explained that Public uses real-time customer interactions and other information to alert users about Public Live events that may be of interest to them.

“Alphabet, Google’s parent company announced they’re doing a stock split this week, so we might use  Public Live to do a 30-minute breakdown of what’s happening with Alphabet. What’s the stock split? What are the implications? Since we’re investing in that content and that experience, we want to make sure that it surfaces to our app users who own Google stock. As we added content and features to the app, being able to reach people in more sophisticated ways was a need that grew.”

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A personalized customer engagement approach

Public’s Lifecycle Marketing team drove the search for a technology that could surface relevant content to their app users in real time. They partnered with customer engagement platform Braze that offers a strongly multi-channel approach to personalization that includes mobile, web, email, and SMS.

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Braze aims to enable businesses to ingest and process customer data in real time, then orchestrate and optimize contextually relevant, cross-channel marketing campaigns. Although Perry was not part of the group that selected and implemented Braze, she worked with her editorial team to fully onboard the tool with her content approach. 

“For me, it was helpful to understand what Braze’s capabilities were so that I could help advise on how to make sure we are reaching the most relevant people,” Perry explained. “That meant asking those questions; how does that work? how do we surface messages? how do we find those groups? These were conversations that our editorial and lifecycle teams worked on together.”

Public is a free app with a growing community of investors that leverages social and engagement features. This differentiates it from other investment information sources. A portion of Public’s community actively invests, but many people are there just to learn. 

“It’s really not about giving exclusive content to people who pay,” said Perry. “It’s about matching the topics that we’re covering from an editorial angle to the right people.”

Public looks at what’s going on in the stock market and parses relevant business news to identify meaningful educational moments for its users. Perry’s team creates relevant content and live events that resonate with users based on their profiles and interests. “Through the experience of talking through a real-life event, people can learn,” said Perry.

Perry’s team is focused on defining relevant topics and moments like town halls and Public Live events. They create the content independently and then work with the Lifecycle Team to figure out which members will find the content valuable. 

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“Obviously, people who own certain stocks will be interested in certain events. Let’s say you invest in one electric vehicle Company like Tesla, you might be interested in Rivian which has an IPO that’s either rumored or happening. That might be an interesting session for you to attend because you’ve demonstrated interest in the electric vehicle category,” said Perry.

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Public Town Hall with ARK CEO Cathie Wood. Image provided by Public

Unlike other investment information companies, Public does not make money on trading volume. The company is VC-backed and makes money in a variety of ways, including via optional tipping. Public’s users have the option to add a tip to their trade to help support Public’s free services. 

Public also makes money in other ways including interest on cash balances and markups on cryptocurrency transactions. They are completely transparent about their business model which is posted on their website.

Read next: More case studies from Jacqueline Dooley

Creating a growing audience of engaged users

Public is a fast-growing company in a very competitive space. After implementing Braze’s solution, Public saw the engagement double in their Public Live audio shows. They also saw a 40% increase in participation in their town hall events.

Said Perry, “It’s about connecting people with the content that is out there already that they might not even know about and the content that we’re producing ourselves. One thing we do a lot — and Braze is part of that — is using the technology to get key learnings. We use metrics to understand what topics are really popular and that helps inform our content strategy.”

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Perry advises companies who are interested in using customer engagement technology to start early in the process of content creation so that the tool helps inform the content strategy. 

“We start early on,” explained Perry. “For example, we didn’t know how our shows on very complex crypto topics and blockchain were going to perform, but they’re some of our most popular shows. We’ve since added a recurring show on crypto topics. Using this technology to reach the right people and then looking at the data and capturing actionable insights can inform your content strategy. It’s a virtuous cycle.”


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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MARKETING

Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.

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If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.

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But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.

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But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.

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When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

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  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.

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Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.

Conclusion

Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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