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5 ways to improve your digital program

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A look at ways to improve a digital marketing program by improving your approach to marketing and applying it online.

Publicada em: Marketing
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5 ways to improve your digital program

  1. 1. 5 Ways to Improve Your Digital Program Justin Kerley @KerleyJ
  2. 2. How do you improve a digital program?
  3. 3. A digital program means something different to everyone
  4. 4. It’s that way for a reason! There is no one-size-fits-all approach
  5. 5. The truth is, there’s no magic bullet, a bag of tricks is only going to get you so far
  6. 6. So I can’t come up with 5 ways to improve your digital program without sounding like I’m selling snake oil
  7. 7. How do you improve a digital program?
  8. 8. You improve your marketing approach and apply it online
  9. 9. Be Helpful
  10. 10. Users are trying to solve a problem
  11. 11. Real-World Example
  12. 12. As people continue to search for answers to their problems, they look to others like them
  13. 13. Case studies, blog posts and testimonials are a great way to show how you’ve made your customers’ lives/businesses better
  14. 14. Real-World Example
  15. 15. Real-World Example
  16. 16. • Real World Example – Line/Shape/Space
  17. 17. Understand your audience – stop thinking about how you can sell your products to them, start thinking about what problems they have and what they might be interested in
  18. 18. Real World Example
  19. 19. Be Different and Engaging
  20. 20. When you look around at your competitive landscape, chances are you see a lot of the same things
  21. 21. How are you going to differentiate yourself from the field?
  22. 22. Real World Example
  23. 23. Real World Example
  24. 24. Be Relevant
  25. 25. 73% of users are fed up with irrelevant content Source: The Marketing Blender
  26. 26. The deluge of content that can come with giving up your contact information, may cause users to hesitate
  27. 27. 72% of B2B buyers are most likely to share useful content via e-mail Source: The Marketing Blender
  28. 28. All is not lost, if you’re going to contact a prospect/customer via e-mail, speak to them as if they are an audience of one
  29. 29. Real World Example Entire List Blast: Open Rate = 18%, Click Rate = 14%, Unsubscribe = 0.31%
  30. 30. Real World Example Personalized E-mails: Open Rate = 33%, Click Rate = 21%, Unsubscribe = 0.21%
  31. 31. Remarketing is chance for you to re-engage with a past visitor with relevant ad creative
  32. 32. General remarketing ads are very effective, but tying a user’s behavior on your site to specific messaging increases that impact
  33. 33. Real World Example • Remarketing as a whole has a cost/conversion of $23.88 compared to $76.47 for all other campaigns • 100% of conversions from remarketing came from specific audience ad groups
  34. 34. Be Informed
  35. 35. 46% of marketers cannot confidently tie marketing ROI to specific lead-generation campaigns Source: FormStack
  36. 36. This boils down to three major issues – quality of data collected, attribution and understanding the value of a lead
  37. 37. When tracking leads generated by your website – what are you typically tracking?
  38. 38. What about phone calls? How are you tracking those leads?
  39. 39. Call tracking software can help attribute the source of those calls
  40. 40. Real World Example Form submissions from search accounted for 175 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 391 over the last 30 days
  41. 41. Real World Example Form submissions from search accounted for 28 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 114 over the last 30 days
  42. 42. In a multi-screen world or if the buying process may require multiple touch points prior to a sale – how do you attribute what generated your lead?
  43. 43. First touch attribution vs. last touch attribution
  44. 44. The reality is it’s somewhere in the middle
  45. 45. Who can tell me the value of a lead that comes in from the web?
  46. 46. You need to know the sales close rate for leads and the average sale price (preferably the lifetime customer value)
  47. 47. Example: If you close 1 out of every 5 leads that are generated (20% close rate) and the average sale price is $5,000, each lead generated is worth $1,000
  48. 48. Tying it all together When setting up a goal – you can add the value of that goal completion
  49. 49. Various reports will then help further define the value of a marketing channel
  50. 50. Or the value of a specific page on site
  51. 51. Be Flexible
  52. 52. Track the progress of the various channels of your plan and do more of what’s working and do less of what’s not
  53. 53. Real World Example To promote bariatric surgery, first step is to get users to signup for a seminar that covers the process and what they need to commit to
  54. 54. Real World Example A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates
  55. 55. Real World Example A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates. Ads were run on AdWords, Bing and Facebook
  56. 56. First seminar results: Facebook accounted for 11% of ad spend, yet accounted for 38% of signups
  57. 57. Real World Example After the first seminar date passed, we increased the budget for the Facebook campaign
  58. 58. Second seminar results: Facebook accounted for 35% of ad spend and drove 52% of signups
  59. 59. Thank you

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