O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Internet Marketing 
Optimization 
Michael Myles, M.B.A. 
Active Internet Marketing 
mike@activeinternetmarketing.com 
@act...
What is Marketing Optimization? 
“The analysis and improvement of 
the efficiency and effectiveness of 
marketing.” 
http:...
Why Optimize? 
• Avoid Wasting Your Advertising 
Spend 
• Faster Growth 
• Improve Scalabilty
The Customer Buying Process 
Establishing 
Criteria 
Consideration 
Research 
Customers
The Customer Buying Process 
Research 
The process through which 
they decide that there is an 
issue that needs solving.
The Customer Buying Process 
Establishing 
Criteria 
Now that there is an 
established need, your 
prospects will determin...
The Customer Buying Process 
Consideration 
Your prospective clients are now 
to the point where they are 
looking into wh...
The Customer Buying Process 
Customers 
•When your prospects pass 
through the Consideration 
phase, they are no longer 
p...
The Website Marketing Lifecycle
The Website Marketing Lifecycle 
Attract 
•Visitors to Your 
Website
The Website Marketing Lifecycle 
Connect 
•Visitors into 
Connections
The Website Marketing Lifecycle 
Close 
•New Business
The Marketing Optimization Process 
Test 
Test Your 
Hypotheses 
and Analyze 
Results 
Adapt 
Modify Your 
Marketing 
Proc...
The Marketing Optimization Process 
Test 
Test Your 
Hypotheses 
and 
Analyze 
Results
The Marketing Optimization Process 
Don’t test everything all at once. 
Test one page element at a time.
The Marketing Optimization Process 
This test looked at how button color changed conversion rates. 
The red buttons increa...
The Marketing Optimization Process 
Adapt 
Modify 
Your 
Marketing 
Process
The Marketing Optimization Process 
Update template to use the red button CTA
The Marketing Optimization Process 
Automate 
Identify and 
Implement 
Automation 
Opportunities
The Marketing Optimization Process 
Create and automatically send an email to Top of Funnel 
connections promoting the new...
Testing and User Feedback 
A/B and Split Testing 
How to Test 
User Feedback 
What to Ask
A/B and Split Testing 
“An A/B test involves testing two versions of a web page — an A version 
(the control) and a B vers...
A/B and Split Testing 
How to Test 
Don’t End Too Soon 
Wait for statistical significance before making any decisions or d...
A/B and Split Testing 
How to Test 
Include User Feedback Insights in Your Tests 
Use the words that your market uses, and...
A/B and Split Testing 
How to Test 
Test Big Changes for Big Results 
Make big changes to your message, imagery, and layou...
A/B and Split Testing 
How to Test 
Always Test Against a Control 
Make sure that you are always testing your new marketin...
A/B and Split Testing 
How to Test 
Prioritize Your Tests 
Find those tests that try to improve upon the marketing pieces ...
User Feedback 
Understand Your Market to Guide: 
• Website Design 
• Website Copy 
• Sales Pitch
User Feedback 
What to Ask: 
What did you come here to do? 
An open ended question to broadly discern what your market exp...
User Feedback 
What to Ask: 
Were you able to find the information you were looking for? 
A ‘Yes’ or ‘No’ question that le...
User Feedback 
What to Ask: 
If you did not contact us today, can you tell us why not? 
A freeform question that gives you...
Testing and User Feedback 
Takeaway Tips 
• Use the Words Your Market Uses by Gathering User Feedback 
• ABT – “Always Be ...
Create a Plan 
Set Your Goals 
Document Value Proposition 
Define Your Market 
Create a Website
Setting Goals: Financial KPIs 
How profitable is your marketing? 
Return on 
Investment 
How qualified are your leads and ...
Setting Goals: Conversion KPIs 
How trustworthy do you appear, and how qualified 
is your traffic? 
Purchasing 
Actions 
H...
Setting Goals: Other KPIs 
How well are you choosing topics and delivering 
content. 
Average Time 
on Site 
How much atte...
Setting Goals 
Your goals should include the KPIs that are 
important to your business, with a deadline. 
“Goals help you ...
Your Value Proposition 
• What Problem are You Solving 
• Why Other Solutions Don’t Work 
• Why Your Solution Does
Your Value Proposition 
“Healing addiction with a truly green 
treatment experience. 
Other providers do not offer a truly...
Define Your Market 
Make sure that you are communicating the right 
message to the right people. 
Analyze Your Current Cus...
Create Buyer Personas 
“A Single Fictitious Person that Meets the Averages of a Group” 
Segment Your Market On: 
• The Way...
Create a Plan 
Takeaway Tips 
• Each Goal Should have a KPI and a Deadline 
• Create Value Propositions for Your Business ...
Create a Website 
Four Types of Pages
Four Types of Pages
Thought Leadership Pages 
The pages that generate the majority of the 
organic traffic to your site, and also establish 
c...
Branding Pages 
The pages that communicate your 
brand message to the visitor.
Conversion Pages 
Any web page on your website that is 
dedicated to simply generating conversions.
Post-Conversion Pages 
The pages that a visitor lands on 
after they have converted.
Attracting Visitors 
Content Marketing 
Social Media Marketing 
Pay-per-Click Search Marketing 
Display Advertising 
Email...
Social Media Marketing 
A Tactic for Branding 
The Benefits 
• A Stronger Brand 
• More Organic Traffic 
• New Business Re...
Social Media Marketing 
What to Test 
• Post Types 
• Post Content 
• Ad Creatives 
• Landing Pages
Social Media Marketing 
What to Measure 
• Standard KPIs 
• Total Communication Actions 
• Total Engagement Actions 
• Tot...
Social Media Marketing 
What to Measure 
• Social Media Metrics 
• Total Read Time 
• Total Inbound Links
Pay-per-Click Marketing 
A Tactic for Direct Response 
The Benefits 
• More Sales 
• More Connections 
• Instant Traffic
Pay-per-Click Marketing 
What to Test 
• Keywords 
• Ad Creatives 
• Landing Pages
Pay-per-Click Marketing 
What to Measure 
• Standard KPIs 
• Return on Investment 
• Cost-per-Acquisition 
• Cost-per-Lead...
Pay-per-Click Marketing 
What to Measure 
• Pay-per-Click Metrics 
• Average Click-Through Rate 
• Average Cost-per-Click
Display Advertising 
A Tactic for Branding 
The Benefits 
• A Stronger Brand 
• Top-of-Mind Recognition 
• Remarketing 
(N...
Display Advertising 
What to Test 
• Colors and Imagery 
• Value Proposition and Offering 
• Calls-to-Action
Display Advertising 
What to Measure 
• Standard KPIs 
• Return on Investment 
• Cost-per-Acquisition 
• Cost-per-Lead 
• ...
Display Advertising 
What to Measure 
• Display Advertising Metrics 
• Average Click-Through Rate 
• Total Traffic
Content Marketing 
A Tactic for Direct Response and Branding 
The Benefits 
• More Sales 
• More Connections 
• More Organ...
Content Marketing 
What to Test 
• Headlines 
• Topic Choice 
• Layout and Design
Content Marketing 
What to Measure 
• Standard KPIs 
• Total Communication Actions 
• Total Engagement Actions 
• Total Tr...
Content Marketing 
What to Measure 
• Content Marketing Metrics 
• Total Read Time 
• Total Inbound Links
Email Advertising 
A Tactic for Direct Response and Branding 
The Benefits 
• More Sales 
• A Stronger Brand 
• Top-of-Min...
Email Marketing 
What to Test 
• Subject Line 
• Sender Name and Address 
• Email Body
Email Marketing 
What to Measure 
• Email Marketing Metrics 
• Click Rate 
• Open Rate
Attracting Visitors 
Takeaway Tips 
• By Using Multiple Channels, You Amplify Every Channel 
• Plan Your Website Structure...
Connecting with Your Visitors
Landing Pages 
Types of Landing Pages 
• For Lead Generation 
• For Click-Through
Landing Pages
Landing Pages 
Define the Objective 
• What do you want them to do? 
• Why do you want them to do it? 
• Where can they do...
Calls to Action 
What to Test 
• Design 
• Copy 
• Placement
Calls to Action 
What to Measure 
• Conversion Rate 
• Click-Through-Rate
The 3 Types of Actions 
How Your Market 
Connects with Your 
Brand
Purchasing Actions 
• Phone call 
• Form requesting 
a personal 
response
Communication Actions 
• An E-book, whitepaper, or other download 
• Blog and newsletter subscriptions
Engagement Actions 
• Time on Site, Depth of 
Visit 
• Facebook Likes, 
Tweets, Becoming part 
of your Google Circles
Connecting with Your Visitor 
Takeaway Tips 
• Landing Pages Should Segue Smoothly from the Ad Creative 
• Limit Pages to ...
Nurturing Leads 
Turning Connections into Sales-Ready leads
The Lead Nurturing Funnel 
Match Your 
Marketing to the 
Visitor and 
Where They are 
in the Buying 
Process 
Top 
Middle ...
Research (Top of Funnel) 
Still determining if there is a problem. 
Example Content 
E-Book The Warning Signs of Drug Abus...
Establish Criteria (Middle of Funnel) 
Looking at ways to solve the problem. 
Example Content 
E-Book The Effectiveness of...
Consideration (Bottom of Funnel) 
Looking at providers that meet their criteria. 
Example Content 
E-Book Why Choose Unite...
Measuring Lead Nurturing 
What to Test 
• Communication Timing 
• Communication Frequency 
• Content to Funnel Stage Mappi...
Measuring Lead Nurturing 
What to Measure 
• Standard KPIs 
• Total Acquisitions 
• Total Sales Ready Leads
Measuring Lead Nurturing 
What to Measure 
• Lead Nurturing Metrics 
• Funnel Completion Rate 
• Avg Time in Funnel 
• Fun...
Nurturing Leads 
Takeaway Tips 
• Automate the Promotion of Content that Matches the Lead’s Funnel 
Location 
• Don’t Call...
Sales Ready Leads 
The end of the Website Marketing Lifecycle. 
The beginning of your internal sales cycle.
Questions? 
Michael Myles, M.B.A. 
Active Internet Marketing 
mike@activeinternetmarketing.com 
@mylesmg
Próximos SlideShares
Carregando em…5
×

de

An Internet Marketing Optimization Primer Slide 1 An Internet Marketing Optimization Primer Slide 2 An Internet Marketing Optimization Primer Slide 3 An Internet Marketing Optimization Primer Slide 4 An Internet Marketing Optimization Primer Slide 5 An Internet Marketing Optimization Primer Slide 6 An Internet Marketing Optimization Primer Slide 7 An Internet Marketing Optimization Primer Slide 8 An Internet Marketing Optimization Primer Slide 9 An Internet Marketing Optimization Primer Slide 10 An Internet Marketing Optimization Primer Slide 11 An Internet Marketing Optimization Primer Slide 12 An Internet Marketing Optimization Primer Slide 13 An Internet Marketing Optimization Primer Slide 14 An Internet Marketing Optimization Primer Slide 15 An Internet Marketing Optimization Primer Slide 16 An Internet Marketing Optimization Primer Slide 17 An Internet Marketing Optimization Primer Slide 18 An Internet Marketing Optimization Primer Slide 19 An Internet Marketing Optimization Primer Slide 20 An Internet Marketing Optimization Primer Slide 21 An Internet Marketing Optimization Primer Slide 22 An Internet Marketing Optimization Primer Slide 23 An Internet Marketing Optimization Primer Slide 24 An Internet Marketing Optimization Primer Slide 25 An Internet Marketing Optimization Primer Slide 26 An Internet Marketing Optimization Primer Slide 27 An Internet Marketing Optimization Primer Slide 28 An Internet Marketing Optimization Primer Slide 29 An Internet Marketing Optimization Primer Slide 30 An Internet Marketing Optimization Primer Slide 31 An Internet Marketing Optimization Primer Slide 32 An Internet Marketing Optimization Primer Slide 33 An Internet Marketing Optimization Primer Slide 34 An Internet Marketing Optimization Primer Slide 35 An Internet Marketing Optimization Primer Slide 36 An Internet Marketing Optimization Primer Slide 37 An Internet Marketing Optimization Primer Slide 38 An Internet Marketing Optimization Primer Slide 39 An Internet Marketing Optimization Primer Slide 40 An Internet Marketing Optimization Primer Slide 41 An Internet Marketing Optimization Primer Slide 42 An Internet Marketing Optimization Primer Slide 43 An Internet Marketing Optimization Primer Slide 44 An Internet Marketing Optimization Primer Slide 45 An Internet Marketing Optimization Primer Slide 46 An Internet Marketing Optimization Primer Slide 47 An Internet Marketing Optimization Primer Slide 48 An Internet Marketing Optimization Primer Slide 49 An Internet Marketing Optimization Primer Slide 50 An Internet Marketing Optimization Primer Slide 51 An Internet Marketing Optimization Primer Slide 52 An Internet Marketing Optimization Primer Slide 53 An Internet Marketing Optimization Primer Slide 54 An Internet Marketing Optimization Primer Slide 55 An Internet Marketing Optimization Primer Slide 56 An Internet Marketing Optimization Primer Slide 57 An Internet Marketing Optimization Primer Slide 58 An Internet Marketing Optimization Primer Slide 59 An Internet Marketing Optimization Primer Slide 60 An Internet Marketing Optimization Primer Slide 61 An Internet Marketing Optimization Primer Slide 62 An Internet Marketing Optimization Primer Slide 63 An Internet Marketing Optimization Primer Slide 64 An Internet Marketing Optimization Primer Slide 65 An Internet Marketing Optimization Primer Slide 66 An Internet Marketing Optimization Primer Slide 67 An Internet Marketing Optimization Primer Slide 68 An Internet Marketing Optimization Primer Slide 69 An Internet Marketing Optimization Primer Slide 70 An Internet Marketing Optimization Primer Slide 71 An Internet Marketing Optimization Primer Slide 72 An Internet Marketing Optimization Primer Slide 73 An Internet Marketing Optimization Primer Slide 74 An Internet Marketing Optimization Primer Slide 75 An Internet Marketing Optimization Primer Slide 76 An Internet Marketing Optimization Primer Slide 77 An Internet Marketing Optimization Primer Slide 78 An Internet Marketing Optimization Primer Slide 79 An Internet Marketing Optimization Primer Slide 80 An Internet Marketing Optimization Primer Slide 81 An Internet Marketing Optimization Primer Slide 82 An Internet Marketing Optimization Primer Slide 83 An Internet Marketing Optimization Primer Slide 84 An Internet Marketing Optimization Primer Slide 85 An Internet Marketing Optimization Primer Slide 86 An Internet Marketing Optimization Primer Slide 87 An Internet Marketing Optimization Primer Slide 88 An Internet Marketing Optimization Primer Slide 89 An Internet Marketing Optimization Primer Slide 90 An Internet Marketing Optimization Primer Slide 91
Próximos SlideShares
Smoking and Teenagers
Avançar
Transfira para ler offline e ver em ecrã inteiro.

6 gostaram

Compartilhar

Baixar para ler offline

An Internet Marketing Optimization Primer

Baixar para ler offline

An overview of the process of optimizing marketing by testing, adapting, and automating your marketing tasks. Talk given at NCAD Conference 2014.

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo

An Internet Marketing Optimization Primer

  1. 1. Internet Marketing Optimization Michael Myles, M.B.A. Active Internet Marketing mike@activeinternetmarketing.com @activeim
  2. 2. What is Marketing Optimization? “The analysis and improvement of the efficiency and effectiveness of marketing.” http://en.wikipedia.org/wiki/Marketing_optimization
  3. 3. Why Optimize? • Avoid Wasting Your Advertising Spend • Faster Growth • Improve Scalabilty
  4. 4. The Customer Buying Process Establishing Criteria Consideration Research Customers
  5. 5. The Customer Buying Process Research The process through which they decide that there is an issue that needs solving.
  6. 6. The Customer Buying Process Establishing Criteria Now that there is an established need, your prospects will determine what features and services they want in their solution.
  7. 7. The Customer Buying Process Consideration Your prospective clients are now to the point where they are looking into which possible vendors meet their criteria.
  8. 8. The Customer Buying Process Customers •When your prospects pass through the Consideration phase, they are no longer prospects… They are customers!
  9. 9. The Website Marketing Lifecycle
  10. 10. The Website Marketing Lifecycle Attract •Visitors to Your Website
  11. 11. The Website Marketing Lifecycle Connect •Visitors into Connections
  12. 12. The Website Marketing Lifecycle Close •New Business
  13. 13. The Marketing Optimization Process Test Test Your Hypotheses and Analyze Results Adapt Modify Your Marketing Process Automate Identify and Implement Automation Opportunities
  14. 14. The Marketing Optimization Process Test Test Your Hypotheses and Analyze Results
  15. 15. The Marketing Optimization Process Don’t test everything all at once. Test one page element at a time.
  16. 16. The Marketing Optimization Process This test looked at how button color changed conversion rates. The red buttons increased Conversions by 21%
  17. 17. The Marketing Optimization Process Adapt Modify Your Marketing Process
  18. 18. The Marketing Optimization Process Update template to use the red button CTA
  19. 19. The Marketing Optimization Process Automate Identify and Implement Automation Opportunities
  20. 20. The Marketing Optimization Process Create and automatically send an email to Top of Funnel connections promoting the new landing page.
  21. 21. Testing and User Feedback A/B and Split Testing How to Test User Feedback What to Ask
  22. 22. A/B and Split Testing “An A/B test involves testing two versions of a web page — an A version (the control) and a B version (the variation) — with live traffic and measuring the effect each version has on your conversion rate.” https://www.optimizely.com/ab-testing
  23. 23. A/B and Split Testing How to Test Don’t End Too Soon Wait for statistical significance before making any decisions or declaring a winner.
  24. 24. A/B and Split Testing How to Test Include User Feedback Insights in Your Tests Use the words that your market uses, and craft offerings that meet their needs.
  25. 25. A/B and Split Testing How to Test Test Big Changes for Big Results Make big changes to your message, imagery, and layout to see big changes in your marketing results.
  26. 26. A/B and Split Testing How to Test Always Test Against a Control Make sure that you are always testing your new marketing against the existing to ensure that your data is reliable.
  27. 27. A/B and Split Testing How to Test Prioritize Your Tests Find those tests that try to improve upon the marketing pieces that have the most potential for benefit to your business.
  28. 28. User Feedback Understand Your Market to Guide: • Website Design • Website Copy • Sales Pitch
  29. 29. User Feedback What to Ask: What did you come here to do? An open ended question to broadly discern what your market expects from your website.
  30. 30. User Feedback What to Ask: Were you able to find the information you were looking for? A ‘Yes’ or ‘No’ question that let’s you know how well your website is meeting your visitor’s needs.
  31. 31. User Feedback What to Ask: If you did not contact us today, can you tell us why not? A freeform question that gives you information on the reasons your visitors aren’t converting.
  32. 32. Testing and User Feedback Takeaway Tips • Use the Words Your Market Uses by Gathering User Feedback • ABT – “Always Be Testing” to Continually Improve Your Marketing
  33. 33. Create a Plan Set Your Goals Document Value Proposition Define Your Market Create a Website
  34. 34. Setting Goals: Financial KPIs How profitable is your marketing? Return on Investment How qualified are your leads and how likely are they to close? Cost per Acquisition How targeted is your traffic and how well have you crafted your messages? Cost per Lead How effective are you at generating traffic? Cost per Visit
  35. 35. Setting Goals: Conversion KPIs How trustworthy do you appear, and how qualified is your traffic? Purchasing Actions How credible is your content, and how valuable does your market perceive it as being? Communication Actions How sharable and likable is your content? Engagement Actions
  36. 36. Setting Goals: Other KPIs How well are you choosing topics and delivering content. Average Time on Site How much attention and exposure is this content generating for your business. Total Traffic How effectively are you establishing yourself as a thought-leader. Total Inbound Links How well does your content match your visitors interests. Total Read Time
  37. 37. Setting Goals Your goals should include the KPIs that are important to your business, with a deadline. “Goals help you channel your energy into Action” – Les Brown
  38. 38. Your Value Proposition • What Problem are You Solving • Why Other Solutions Don’t Work • Why Your Solution Does
  39. 39. Your Value Proposition “Healing addiction with a truly green treatment experience. Other providers do not offer a truly green treatment experience because they are located in cities polluted by technology and machinery. We are truly green because our facility is located in the backwoods of Mississippi, where there are no modern amenities of any kind, at all. Ever.”
  40. 40. Define Your Market Make sure that you are communicating the right message to the right people. Analyze Your Current Customers Analyze Your Competition Analyze Your Product/Service
  41. 41. Create Buyer Personas “A Single Fictitious Person that Meets the Averages of a Group” Segment Your Market On: • The Way They Interact with Your Business • Attitude • Behavior • Likely Motivators
  42. 42. Create a Plan Takeaway Tips • Each Goal Should have a KPI and a Deadline • Create Value Propositions for Your Business and Individual Features • Look at Your Customers, Competition, and Services to Define Your Market
  43. 43. Create a Website Four Types of Pages
  44. 44. Four Types of Pages
  45. 45. Thought Leadership Pages The pages that generate the majority of the organic traffic to your site, and also establish credibility with your target audience.
  46. 46. Branding Pages The pages that communicate your brand message to the visitor.
  47. 47. Conversion Pages Any web page on your website that is dedicated to simply generating conversions.
  48. 48. Post-Conversion Pages The pages that a visitor lands on after they have converted.
  49. 49. Attracting Visitors Content Marketing Social Media Marketing Pay-per-Click Search Marketing Display Advertising Email Marketing
  50. 50. Social Media Marketing A Tactic for Branding The Benefits • A Stronger Brand • More Organic Traffic • New Business Relationships • New Market Insight
  51. 51. Social Media Marketing What to Test • Post Types • Post Content • Ad Creatives • Landing Pages
  52. 52. Social Media Marketing What to Measure • Standard KPIs • Total Communication Actions • Total Engagement Actions • Total Traffic
  53. 53. Social Media Marketing What to Measure • Social Media Metrics • Total Read Time • Total Inbound Links
  54. 54. Pay-per-Click Marketing A Tactic for Direct Response The Benefits • More Sales • More Connections • Instant Traffic
  55. 55. Pay-per-Click Marketing What to Test • Keywords • Ad Creatives • Landing Pages
  56. 56. Pay-per-Click Marketing What to Measure • Standard KPIs • Return on Investment • Cost-per-Acquisition • Cost-per-Lead • Conversion Rate
  57. 57. Pay-per-Click Marketing What to Measure • Pay-per-Click Metrics • Average Click-Through Rate • Average Cost-per-Click
  58. 58. Display Advertising A Tactic for Branding The Benefits • A Stronger Brand • Top-of-Mind Recognition • Remarketing (No longer allowed for addiction treatment)
  59. 59. Display Advertising What to Test • Colors and Imagery • Value Proposition and Offering • Calls-to-Action
  60. 60. Display Advertising What to Measure • Standard KPIs • Return on Investment • Cost-per-Acquisition • Cost-per-Lead • Conversion Rate
  61. 61. Display Advertising What to Measure • Display Advertising Metrics • Average Click-Through Rate • Total Traffic
  62. 62. Content Marketing A Tactic for Direct Response and Branding The Benefits • More Sales • More Connections • More Organic Traffic • A Stronger Brand
  63. 63. Content Marketing What to Test • Headlines • Topic Choice • Layout and Design
  64. 64. Content Marketing What to Measure • Standard KPIs • Total Communication Actions • Total Engagement Actions • Total Traffic
  65. 65. Content Marketing What to Measure • Content Marketing Metrics • Total Read Time • Total Inbound Links
  66. 66. Email Advertising A Tactic for Direct Response and Branding The Benefits • More Sales • A Stronger Brand • Top-of-Mind Recognition • More Traffic
  67. 67. Email Marketing What to Test • Subject Line • Sender Name and Address • Email Body
  68. 68. Email Marketing What to Measure • Email Marketing Metrics • Click Rate • Open Rate
  69. 69. Attracting Visitors Takeaway Tips • By Using Multiple Channels, You Amplify Every Channel • Plan Your Website Structure Before Beginning Work
  70. 70. Connecting with Your Visitors
  71. 71. Landing Pages Types of Landing Pages • For Lead Generation • For Click-Through
  72. 72. Landing Pages
  73. 73. Landing Pages Define the Objective • What do you want them to do? • Why do you want them to do it? • Where can they do it? • Who should do it (Persona) ? • How should they do it?
  74. 74. Calls to Action What to Test • Design • Copy • Placement
  75. 75. Calls to Action What to Measure • Conversion Rate • Click-Through-Rate
  76. 76. The 3 Types of Actions How Your Market Connects with Your Brand
  77. 77. Purchasing Actions • Phone call • Form requesting a personal response
  78. 78. Communication Actions • An E-book, whitepaper, or other download • Blog and newsletter subscriptions
  79. 79. Engagement Actions • Time on Site, Depth of Visit • Facebook Likes, Tweets, Becoming part of your Google Circles
  80. 80. Connecting with Your Visitor Takeaway Tips • Landing Pages Should Segue Smoothly from the Ad Creative • Limit Pages to a Single Call-to-Action
  81. 81. Nurturing Leads Turning Connections into Sales-Ready leads
  82. 82. The Lead Nurturing Funnel Match Your Marketing to the Visitor and Where They are in the Buying Process Top Middle Bottom Research Establishing Criteria Consideration
  83. 83. Research (Top of Funnel) Still determining if there is a problem. Example Content E-Book The Warning Signs of Drug Abuse Infographic Social Drinking vs Alcoholic Behavior Questionnaire Are You Addicted Self-Assessment
  84. 84. Establish Criteria (Middle of Funnel) Looking at ways to solve the problem. Example Content E-Book The Effectiveness of Equine Therapy Infographic Top 10 Reasons CBT Works E-Book What is Holistic Therapy
  85. 85. Consideration (Bottom of Funnel) Looking at providers that meet their criteria. Example Content E-Book Why Choose United States Treatment Checklist Packing for Treatment Checklist E-Book Our Philosophy at United States Treatment
  86. 86. Measuring Lead Nurturing What to Test • Communication Timing • Communication Frequency • Content to Funnel Stage Mapping • Lead to Funnel Stage Mapping
  87. 87. Measuring Lead Nurturing What to Measure • Standard KPIs • Total Acquisitions • Total Sales Ready Leads
  88. 88. Measuring Lead Nurturing What to Measure • Lead Nurturing Metrics • Funnel Completion Rate • Avg Time in Funnel • Funnel Stage Completion Rate
  89. 89. Nurturing Leads Takeaway Tips • Automate the Promotion of Content that Matches the Lead’s Funnel Location • Don’t Call Leads Until They Are Out of The Lead Nurturing Funnel
  90. 90. Sales Ready Leads The end of the Website Marketing Lifecycle. The beginning of your internal sales cycle.
  91. 91. Questions? Michael Myles, M.B.A. Active Internet Marketing mike@activeinternetmarketing.com @mylesmg
  • KlausBruegmann

    Sep. 2, 2015
  • KellyHerman1

    Sep. 7, 2014
  • JohnDavidAntosiak

    Aug. 29, 2014
  • ShaneBurke1

    Aug. 29, 2014
  • mylesmg

    Aug. 29, 2014
  • jesseclem

    Aug. 27, 2014

An overview of the process of optimizing marketing by testing, adapting, and automating your marketing tasks. Talk given at NCAD Conference 2014.

Vistos

Vistos totais

1.570

No Slideshare

0

De incorporações

0

Número de incorporações

25

Ações

Baixados

16

Compartilhados

0

Comentários

0

Curtir

6

×