TYPEFORM: THE £1 MILLION QUESTIONS

Morning!

I'm currently in Porto, which crazily enough is going to be my new home for the next year. Yep, we FINALLY signed on an apartment yesterday. Still feels crazy, but super super excited. 

(I forgot to take any photos of downtown so instead, enjoy this screengrab of me looking at the view from my new home.)

Oh and as we kick off Q1 it would be awesome to hear where you think I should take the newsletter this year, your feedback would be super helpful! (CLICK HERE TO HELP)

Okay, enough waffling about my life, let's get into some marketing!

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Breaking Down The Strategy

I am obsessed with George Mack. 

Okay, maybe not obsessed, but he's easily up there in my top 3 marketers/creators at the minute. 

And recently as I did one of my regular scrolls down his profile, a line he said really stuck out to me:

It was something I'd never really thought about at length. Of course, I'd seen a bunch of different companies asking the question, but it honestly just seemed like a ballache you quickly skip through as you log in. 

Then I read this and it got me thinking. 

How many marketers are working purely on guesswork?

They think LinkedIn is driving sales, but they aren't really sure if the engagement they're getting is converting. 

Then when you dive deeper...Which channel is bringing customers with the longest LTV (lifetime value)? Which channel is attracting low-quality leads that never convert past the discovery call or free trial?

These are questions that most marketers simply don't have the answers to. 

This means they could literally be pumping time, money, and effort into a channel that is actually hurting the business. Whilst disregarding a channel that brings in their highest-quality clients/customers. 

A nightmare, a very costly nightmare. 

So there I am sitting pondering what other questions I should be asking during our sales process and decided to check out Typeform to see if I can test the concept and run the question through them.

I went to their website → Hit "Sign up" → and you'll never guess what I was hit with...The perfect example of a pre-purchase form in action. 

• They ask all the right questions.

• Collect all the right data.

• And do it in a matter of seconds as you sign up. 

This form will be where all of Typeform's marketing starts and here is exactly what it looks like + why it's so amazing (with images):

1) Intro 

Like I said before, these forms are usually a ballache, but Typeform makes it seem less of one by battling everyone's objections right away."It only takes a moment" ← Objection handled"It'll make your time with Typeform even better" ← What's in it for the reader

2) Ask for your name

They say someone's name is the most important word in the world (to them) and by Typeform adding this simple step they are now able to personalise all their comms towards you. 

3) What's the main thing you'll use us for

First, notice the personalisation. Second, they quickly get a read for what they'll need to show you / how they can help you going forward. Plus, it gives them great data on who you are. 

4) Your main activity

Again, this gives them an even deeper look at what you're here for and who you are. 

5) Experience

This question allows them to get a feel for how experienced you are with online forms. Are you a novice or have they stolen you from a competitor?

6) Industry

A simple question that allows them to further build out their customer demographics. 

7) Size

Another great demographics question. You know how we talked about the quality of leads before? This question will give Typeform a great read on this once job title is taken into account too. 

8) Job title

Speak of the devil! Now they know your seniority in the company + which department you work in. I'll explain why this is important later. 

9) How did you discover us? (Most important)

The final nail in the coffin. Now they've collected all the data, they make sure to assign all of that data to the exact channel the customer came through.

Like magic, before you've even touched the Typeform interface, they know: - Your name- Your intentions with the platform - Your goals with the platform- What industry you work in- The role you play at work- How big your company is- And how you got there

And that might just seem like useless data at first, but from it the Typeform marketing team are able to reverse engineer all of their marketing. 

For example, from the form they'll know that leads coming from their organic TIkTok content: - Want to use Typeform for personal stuff like keeping their audience engaged- Work in entry-level roles at marketing companies with 250+ staff

They can then take that info and begin making TikTok's on:- How to use Typeform to keep your audience engaged- The life of an entry-level marketer- Marketing memes They're no longer posting random videos and hoping they stick. Instead, they know EXACTLY who they are talking to and EXACTLY what their audience wants from them. It's almost cheating.

But it's just a really great marketing tactic. 

How can you do the same and follow in Typeform's footsteps?

Easy. 

You can literally create a form (with Typeform), that asks the same questions as Typeform did above.

Then have leads fill it out prior to their discovery call. 

We're about to implement this over the coming weeks at Ratcliffe Brothers. I'll keep you updated on how it goes!

And that's all for today.

Hope you have an awesome Sunday, you deserve it!

— Niall

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This has been a breakdown of Typeform's marketing strategy. I hope you have learned something and can implement a similar strategy in your business!

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