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Semelhante a Ensuring ROI from Marketing | Dec 2017
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Ensuring ROI from Marketing | Dec 2017
- 2. THINK SMART. CONSULTANCY ACT BOLD. AGENCY Building a smart foundation for culture, brand, marketing, sales & customer engagement. Impactful creative, technology and marketing implementation with relentless optimization to drive results. Assessments + Research Innovation Consulting Culture + Brand Development Strategic Planning Fractional CMO Branding + Design Web + E-Commerce Interactive Content Studio Marketing + Conversion
- 4. BEFORE WE DIVE INTO METRICS
- 5. MARKETING STRATEGY TACTICAL PLAN The targets and campaigns that ensure you are reaching the right people at the right time. The detailed steps that define the what, who and when as well as the optimization. BRAND STRATEGY The foundation of marketing sets the tone and approach for everything you do.
- 7. Lead Generation Targeted campaigns encompassing 5 funnel stages: Awareness, Engagement, Conversion, Nurturing & Closing. Brand Awareness Ensuring people are familiar with your name can be a big impact to conversion, but often hard to measure the ROI. Customer Engagement Initiatives and segmented communications campaigns for influencing upsell, referral and loyalty. MARKETING STRATEGY
- 10. EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.
- 11. OPTIMIZING e THE FUNNEL w CAN HAVE ` HUGE ` IMPACT `
- 12. HUGE OPPORTUNITY EXISTS STRATEGY IMPLEMENTATION OPTIMIZATION Where most people quit. LEADS COST
- 13. THE SCIENCE & ART OF MARKETING Leveraging data, knowledge and creativity.
- 14. ONE OF THE BIGGEST MISTAKES IS MISINTERPRETING DATA Analyze over the long term. Combine discovers to find a story. Always be testing.
- 15. BOUNCE RATE Clicking a link to a different site Clicking the back button Typing in a new URL Closing a window
- 16. INDIVIDUAL PAGE BOUNCE RATE IS SIGNIFICANTLY MORE IMPORTANT THAN OVERALL SITE BOUNCE RATE
- 17. DETERMINING THE CAUSE EXPERIENCE Overall Design Load Time Distractions Interruptions PRIMARY MESSAGE Message does not match campaign or source. ACTIONS Hidden Navigation No Primary Action Confusing Navigation AUDIENCE Right or Wrong
- 18. Look At These Conversions Boss! Key Phrase 1 Key Phrase 2 $5 / Click $5 / Click 50% Conversion Rate 25% Conversion Rate 2 Clicks Cost $10 for 1 Conversion 4 Clicks Cost $20 for 1 Conversion Key Phrase 1 looks awesome at $10 per lead.
- 19. Whoa Boy. The sale is what matters. Key Phrase 1 Key Phrase 2 $5 / Click $5 / Click 50% Conversion Rate 25% Conversion Rate 2 Clicks Cost $10 for 1 Conversion 4 Clicks Cost $20 for 1 Conversion Key Phrase 2 costs us half as much to close a sale. 25% Close Rate $100 Cost Per Sale 50% Close Rate $50 Cost Per Sale
- 20. Revenue + Key Performance Indicators A closed loop marketing system can tie direct revenue to specific marketing tactics.
- 21. TYPES OF TRACKING SYSTEMS & TOOLS
- 24. SEARCH ANALYTICS
- 25. CHANNEL ANALYTICS E-Mail. Social. Advertising.
- 26. CAMPAIGN ANALYTICS Connect all the dots for targeted campaigns.
- 27. TESTING IS THE ULTIMATE WAY TO OBTAIN CONCRETE PROOF OF WHAT IS WORKING Test Everything: ● Subject Lines ● Images ● Conversions ● Messages ● Page Length ● Ads ● Audiences ● Everything!
- 32. TESTING BEHAVIOR
- 33. WHERE TO START
- 34. INSTALL GOOGLE TAG MANAGER To get all of your channels connected and tracking.
- 35. SET UP GOALS IN ANALYTICS
- 36. CHOOSE YOUR CRITICAL NUMBERS AND ASSIGN VALUE GOAL Call Contact Form Where To Buy Event Registration Newsletter Sign-Up Demo Download VALUE $ 100 $ 90 $ 150 $ 20 $ 5 $ 50 $ 6
- 38. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Get the slides at insivia.com/seminar/ensuring-roi/