Dave Ruberto - Online marketing presentation
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Dave Ruberto - Online marketing presentation
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Dave Ruberto - Online marketing presentation
- 1. Sell or Go Home Strategies for Finding Customers, Winning Their Business and Keeping Them for Life By Dave Ruberto DaveRuberto
- 2. Who Am I? • Co-founder, Eight Eleven • Founder, Longevity • Co-founder, eFlex CMS • Co-founder, Philly Startup Leaders • Featured Speaker and Mentor, Lean Startup Machine • Advisory Board Member, Side Arts • Advisory Board Member, Points.ly • Advisory Board Member, Art Institute of Philadelphia • Entrepreneur in Residence, Corzo Center • Mentor to many Philadelphia startup companies 2 Dave Ruberto
- 3. Why You Are Here • You’re building a small business in the local creative or tech economy • You want to find out what you need to know to help your company grow and sustain • You need practical advise you can put to work in your company, today 3 Dave Ruberto
- 4. What's The Deal With “Sell or Go Home”? 4 Option A: Option B: Dave Ruberto
- 5. Before We Start… • How many are online/digital marketing professionals? • How many are running their own business? • How many want to run their own business? • How many sell their product online (Ecomm)? • How many offer digital marketing services to their clients or customers? • How many are SEM experts? • How many are SEO experts? • How many are direct marketing experts? • How many are lead gen marketing experts? • How many are already marketing online and are here to learn how to target and market smarter, for better ROI? 5 Dave Ruberto
- 6. Part VI: Sell or Go Home • Online Marketing Strategies • Where do YOU want to start? • Note: We may only have time for 3 of the 5… 6 • Building a Financial Model • Basics of “Google Traffic Estimator” • SEO • SEM: Display, Keyword • Email Marketing Dave Ruberto
- 7. Building a Basic Financial Model • How many have built a financial model that accounts for variables, constants and calculates projected ROI, prior to launching an online marketing campaign? • Who can tell me: What variable and constants do you need to work with to build a basic financial model for online marketing? (You can pick: SEO, SEM, Email, etc.) • Who is currently calculating their “customer lifetime value”? • What variables do you need to calculate customer lifetime value? 7 Dave Ruberto
- 8. Building a Basic Financial Model (SEM example) • Variables: – Key term – Monthly impressions – Monthly clicks – Average monthly conversion from traffic to lead – Conversion of leads that respond to sales/marketing – Average monthly “close” / sales conversion – Average revenue per transaction – Cost per click • Calculated/Achieved: – Monthly traffic volume to Website – Revenue + recurring – ROI 8 Who can tell me what’s missing? Dave Ruberto
- 9. Building a Complete Financial Model • Customer cohort analysis • Purchase trends by: – Time of day – Season – Day of week – Type of device – Type of operating system – Geographic location – (Lots more) • Campaign creative breakdown (A/B) • “Average” tells an incomplete story; calculate for the curve – what does your “bell” look like and where is the revenue potential? 9 Dave Ruberto
- 10. Example 10 %ofRevenuesRepresentedbyCustomers All Customers that Buy Your Product Dave Ruberto
- 11. 11 Note: I can send this to you!Dave Ruberto
- 12. Basics of Google Traffic Estimator • Who can tell me what you can use Google Traffic Estimator for? • Are any of those of particular interest to people to discuss further? 12 Dave Ruberto
- 13. Basics of Google Traffic Estimator 13 Dave Ruberto
- 14. 14 Dave Ruberto
- 15. Organic VS Paid 15 Dave Ruberto
- 16. SEO • Who can tell me how on-page SEO works? • Who can tell me how off-page SEO works? 16 Dave Ruberto
- 17. On-Page SEO Elements 17 #2 Page Title Domain H1 Body Content Alt TextFile SizeFile Name Captions Dave Ruberto
- 18. 18 Importance of Domain Name: On-Page SEO Elements #1 We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia” We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia” Dave Ruberto
- 19. On-Page SEO 19 Who can fill in the blank: Content is: Dave Ruberto
- 20. Content is King • Who can tell me why? – Content is Food – Google is Hungry – Give Google a Reason to Come Back to You 20 Dave Ruberto
- 21. 21 How Off-Page SEO Works: Popularity Contest http://nyti.ms/10TbeoJ Bob: Photographer Mary: Jeweler Jill: Classical Composer ? Dave Ruberto
- 22. SEO Link Building • Hypothetical situation: Socks.com – They sell: green socks, yellow socks, blue socks, striped socks, argyle socks, ankle socks, knee high socks (etc.) • Who can tell me: – If a blogger were to write an article on their blog, and in that blog article, reference your Website, how could/should a link be structured and where should it link to? – (we can whiteboard this if need be) 22 Dave Ruberto
- 23. SEM: Display / Keyword • What are some elements of a formula for a successful online advertising campaign? 23 Dave Ruberto
- 24. 24 AdAd Quality Quality Success! Targeting RelevanceTargeting Relevance Cost Per ImpressionCost Per Impression Cost Per ClickCost Per Click ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring and Optimization Continual Measuring and Optimization Online Advertising Recipe for Success & Remember! A/BA/B A/BA/B Dave Ruberto
- 25. 25 Online Advertising A/B Testing Success Story Dave Ruberto
- 26. 26 Your Key to the City Success Story Pre-Roll Hopstop NYC Go Pandora Weatherbug Industry Average CTR Low .04% High .08% Prior Campaign Averages High 0.2% - 0.4% Our Campaign Low 0.86% 0.17% 0.17% 5.5% 0.26% A/B Testing High 1.57% 0.26% 0.27% 6.0%!!! 0.29% Revenue Increase 1% !!! Dave Ruberto
- 27. Email Marketing • What are some elements of a formula for a successful email marketing campaign? 27 Dave Ruberto
- 28. 28 List Building & Segmentation List Building & Segmentation Quality Quality Success! Targeting RelevanceTargeting Relevance Quality Content & Delivery Quality Content & Delivery Cost Per ClickCost Per Click ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring and Optimization Continual Measuring and Optimization Email Marketing Recipe for Success & Remember! A/BA/B A/BA/B A/BA/B Dave Ruberto
- 29. 29 Email Marketing A/B Testing Success Story A B Dave Ruberto
- 30. 30 Email Marketing A/B Testing Success Story B Conversion UP XX% Revenue Per Transaction UP XX%
- 31. Thank You !!! 31 Dave Ruberto