Solutions Based Marketing for Increased Revenue

1. FIX PROBLEMS,
NOT SYMPTOMS
Solutions-Based Marketing for Increased
Revenue
Eric Kazda & Lucas Stacey

2. A 2017 Central Penn Business Journal Business of the Year
finalist, Quantum Dynamix is a digital marketing firm that
specializes in providing holistic marketing strategies along
with cohesive website design and development solutions.
Founded in February 2008, we passionately provide solutions
that allow our clients to effectively communicate their
message to the world. Our team is approachable,
knowledgeable, and strives to create honest strategies that fit
businesses needs, not necessarily the current marketing
trend. We work as a true partner with our clients to advocate
their businesses and promote growth.
Precision Alchemy
Web & Digital Marketing

3. solutions-based marketing?
So what is

4. Solutions-based Marketing
a scientific approach to marketing that utilizes the
proven scientific method to maximize the efficiency
of your marketing decisions over time.
/sə•lo͞oSH•(ə)ns – bas•d/ /märk•ə•tiNG/
verb

5. Let’s go back to high school science class and
revisit the scientific method
So what does that mean?

6. Formulation of
a question
Gather
Information
Hypothesis
Predictions
Testing
Analysis
Draw
Conclusions
Retest
THE
SCIENTIFIC
METHOD

7. Why aren’t people clicking on our offer?
So let’s apply this to marketing
“We write a blog post every week
just like we are supposed to.”
A client comes to us with a real problem.

8. Formulation of a Question
Don’t make Assumptions and ask the RIGHT question.
The question should be AS CLOSE to the top of the funnel as possible.
In this instance, let’s quickly test this question by gathering information.
Formulation of
a question

9. The original question was wrong.
We are immediately going to rethink that question.
Gather Information
Make educated decisions, not guesses
Gather
Information
Upon evaluation of this client’s website analytics, we found that this
client was receiving only 500 monthly visits to their blog pages
each month, which is pretty low by most standards.

10. So what is the Right Question?
Further information showed that bounce rate on the pages wasn’t terrible.
Also, analysis via Hotjar showed that a fair number of visitor were making
it to CTAs at the bottom of the page.
The right question is:
“Why aren’t people
coming to my blog?”

11. Clarifying the Question is Key
Clarifying this question is important, and it’s a CRITICAL mistake that a lot
of people make.
If we had continued with the thought that people WERE coming to the site,
then we would have approached this fix by looking at Conversation Rate
Optimization with changes to the CTA and content.
However, a lack of traffic is a different problem.

12. Hypothesis
a supposition or proposed explanation made on
the basis of limited evidence as a starting point
for further investigation.
/hīˈ•pä•THə•səs/
noun

13. Prediction
Now that we have a hypothesis, let’s make a list of predictions. We will try to
base our predictions on the information we gathered earlier to attempt to
predict how a change we make will affect our end result.
If we run an Adwords
PPC campaign…
For this, we will make the
following predictions:
we will increase traffic to the blog
by 100%, which will increase the
total number of conversions by
10%.
Hypothesis

14. If we perform a keyword analysis and inject more
defined keywords into our content…
More people will find our content via Google
If we improve our blog SERPs…
More people will click on us, thus increasing traffic
If we improve blog page speed by 50%...
We will rank higher in Google, which will drive more traffic to
our site.
Hypothesis

15. Use the 80/20 rule. More times than not, 20% of the
tasks on your list will have 80% of the return.
So how do we know which prediction to test?
Testing
Use this when selecting
which predictions you
are going to test.
Once chosen, we assign
a testing timeframe, say
1 month, and move the
tests into production.
Testing

16. Analysis
One month has gone by, and we feel pretty good about
our results.
We clearly couldn’t stay away from the analytics, and
initial findings seem promising.
After a formal analysis, we discovered that our PPC
campaign drove an additional 1,000 visitors to the blog.
That is 200% growth, well beyond our expectation.
But what are the final results?
Analysis

17. Draw Conclusions
So what happened?
Well, we got the page traffic increase we wanted, but people
didn’t convert.
So we conclude where we started, with the original question
now becoming valid because we solved the underlying
problem effecting that issue.
Draw
Conclusions

18. Retest
We have solved the solved a problem under the original problem and we
are now able to being to tackle the original desire.
No.Are we going to stop improving page traffic?
But we feel comfortable that page traffic is no longer
a debilitating factor affecting conversion, and we
now have a healthy sample size to evaluate
performance.
Fo
Retest

19. "I'm not getting the leads we need from our
expensive website”
Pain Point

20. Possible Questions
"Why aren't people clicking our calls to action (CTAs)?”
"Are people taking the journey through our site the way we intended?”
"Is the website content being promoted?”
"Are we getting the RIGHT traffic?”
"I'm not getting the leads we need from our expensive website”

21. Predictions
More visual CTAs will produce more leads.
A more clear Visitor Journey will produce more leads.
More defined language and visuals will produce more leads.
"I'm not getting the leads we need from our expensive website”

22. A/B test CTA designs to see which perform better.
Redefine the Visitor Journey Map to eliminate friction.
Rewrite content to speak to the correct audience.
Tests
"I'm not getting the leads we need from our expensive website”

23. “Nobody finds us online. At this point our site is just
for companies vetting us”
Pain Point

24. Possible Questions
“Why isn't our site showing up in Google?”
“Why don't people know who we are?”
“Why aren't our marketing efforts generating traffic?"
“Nobody finds us online. At this point our site is just for companies vetting us”

25. Predictions
“Nobody finds us online. At this point our site is just for companies vetting us”
Google Adwords will drive more traffic to the website
Reviews will help us rank better
More interaction on Social Media will improve our profile

26. Increase Social Media posts to 30 per week
Capture your location within Google Places
Run customer campaign requesting online reviews
Redevelop your page SERPs for all high profile content
Develop high-level content piece that answers our perfect customers most
burning question
Tests
“Nobody finds us online. At this point our site is just for companies vetting us”

27. Formulation of
a question
Gather
Information
Hypothesis
Predictions
Testing
Analysis
Draw
Conclusions
Retest
THE
SCIENTIFIC
METHOD

28. Thank you!
480 New Holland Ave. Suite 8201
Lancaster, PA 17602
ERIC KAZDA
ekazda@quantumdynamix.net
LUCAS STACEY
lstacey@quantumdynamix.net
quantumdynamix.net