Adam Proehl's presentation at Online Marketing Summit Conference June 6-8th 2011. Achieving Integrated Success: How to identify & overcome challenges in a multi-channel world Learn how savvy organizations are addressing modern day problems from poor site conversion to underperforming emails, the tools they are using to scale and measure and finally channel alignment for a more fruitful campaign. Focus: B2C/B2B on Social Media, Conversion, Analytics

1. Marketing Challenges And how to overcome them Adam Proehl Managing Partner, NordicClick Interactive @adamproehl 6/7/2011

2. About Me 14 years of online marketing experience Principle at NordicClick Interactive – a full service Digital Marketing Agency Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA Instructor at the Online Marketing Institute

3. Topics 21 Common marketing challenges How smart marketers overcome them Tools (either free or really cheap) that will help you Applications for your business

5. Stuff you can start tomorrow

7. Anything too intimidating

9. Web Analytics Related Issues

10. Challenge #1: Analytics aren’t tracking …or at least you suspect it isn’t

13. Which tags are installed incorrectly?

14. Helpful links & resourcesScans first 100 pages of your site free www.sitescanga.com

15. Challenge #1: Analytics aren’t tracking Tool: GA Debugger (Chrome Extension) Ideal for your web developer to have http://chrome.google.com/webstore

16. Challenge #2: Horrible Bounce Rates Because high bounce rates are bad, right?

17. Challenge #2: Horrible Bounce Rates Start with Traffic Sources: leverage view buttons Focus with worst offenders

18. Challenge #2: Horrible Bounce Rates Create a simple segment:

19. Challenge #2: Horrible Bounce Rates Look at top pages: leverage view buttons Now you at least know the source of your pain

21. Segmentation capabilities (source, geo, date/time, OS, screen, etc)

22. Simple java script code

24. Challenge #3: Retroactive Analytics Goals Oh, but you can! (Usually)

25. Challenge #3: Retroactive Analytics Goals What exactly is a goal? It’s just a page

26. Challenge #3: Retroactive Analytics Goals Leverage Advanced Segments Look at top content “unique pageviews” and filter by segment

28. Retroactive Funnels (back to original tagging date)

29. Segmentation Capabilitieswww.paditrack.com

30. Challenge #4: Need a Simple Way to Track EVERY Promo Free Tool: Snip-n-Tag (Firefox Add on) - Shorten URL (bit.ly, ow.ly, etc) - Make it trackable in Google Analytics -All in one interface from a Firefox sidebar http://addons.mozilla.org

31. Web Site Effectiveness

33. Pick your users

34. 48 hour time limit from start

35. One Simple Task: “The most remembered words and phrases for your webpage”

36. Price: Freewww.clueapp.com

38. Ask follow up questions after image removed

39. Select number of responses you wantwww.fivesecondtest.com

41. Earn freebies by particpiating in testswww.fivesecondtest.com

42. Challenge #6: I think our site usability sucks but how do I prove it?

43. Challenge #6: I think our site usability sucks Cheap Tool: UserTesting.com www.usertesting.com

44. Challenge #6: I think our site usability sucks Cheap Tool: UserTesting.com Follow up questions after site review Standard demographics www.usertesting.com

45. Challenge #6: I think our site usability sucks Cheap Tool: UserTesting.com Video Follow Up Question Answers Price: $39 per test www.usertesting.com

46. Challenge #6: I think our site usability sucks Cheap Tool: Feedback Army www.feedbackarmy.com

47. Challenge #6: I think our site usability sucks Cheap Tool: Feedback Army Price: $15 for 10 answers www.usertesting.com

48. Challenge #7: Will my landing page work? Cheap Tool: Clicktest (from Usability Hub) www.theclicktest.com

50. Sharing

51. Exporting

52. LinkingPrice: Starts at $9/mo www.gomockingbird.com

54. Predicts eye movementsPrice: From $6 a test, also subscription option www.attentionwizard.com

56. See how many get it right (according to your vision)

57. Find holes in your design flowwww.navflow.com

59. Identify holes/gaps

60. Retestwww.navflow.com

62. Hover Conversion

63. Time to Click

64. Hesitationwww.clicktale.com

65. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working Cheap (maybe) Tool: ClickTale Form Analysis www.clicktale.com

67. Conversion Funnels

68. Other HeatmapsPrice: Free for 400 pageviews / mo $99/mo for 20k pageviews/mo Bigger Plans for bigger sites

70. 4 basic questions

71. Simple java script implementation

72. GA integrationwww.4qsurvey.com

73. Hippo Challenges Highest Income Producing Person in the Organization

74. Challenge #12: “Here’s how we’re doing it” “It’s gotta ‘POP’ out at people when they come to it” “I don’t wanna lot descriptions and content” “I wanna do what these guys are doing”

76. 15% reduction in support costs for FY10Example Corporate Objectives

77. Challenge #13: “Well, our competitor is doing…” Leverage many of these same tools for competitive analysis

78. Mobile Challenges

79. Challenge #14: When do I need to jump on mobile? Segment your mobile traffic One of several ways to segment

80. Challenge #14: When do I need to jump on mobile? Segment your mobile traffic One of several ways to segment

81. Challenge #15: How does my site or promo render in mobile? Free Tool: Mobile Phone Emulator www.mobilephoneemulator.com/

82. Challenge #16: Setting up a mobile promotion Free Tool: QRStuff.com www.qrstuff.com

83. Challenge #17: I can’t do any promos without help from IT Leverage Social Networks

84. Challenge #18: How bad (or good) is my SEO

85. Challenge #18: How bad (or good) is my SEO Free Tool: WooRank www.woorank.com

86. Challenge #18: How bad (or good) is my SEO Free Tool: WooRank www.woorank.com

87. Challenge #19: How do I compare to my competitors? Free Tool: Website Grader www.websitegrader.com

88. Challenge #19: How do I compare to my competitors? Free Tool: Website Grader www.websitegrader.com

89. Challenge #20: What do our users REALLY want? Cheap Tool: UserVoice Crowdsource market research Price: Starting at $15/mo www.uservoice.com

90. Challenge #21: Where can I learn more? A few Resources: Top Rank Blog www.toprankblog.com Clix Marketing www.clixmarketing.com/blog aimClearwww.aimclearblog.com Marketing Pilgrim www.marketingpilgrim.com Occam’s Razor www.kaushik.net Bruce Clay www.bruceclay.com/blog Ion Interactive www.ioninteractive.com/post-click-marketing-blog/

91. Takeaway Points Challenges are many, but they can be overcome Doesn’t have to cost an arm and a leg Tools are only as good as the user. Seek help if you need it.

92. Thank You and how to overcome them Adam Proehl Managing Partner adam@nordicclick.com 952-460-3331 @adamproehl www.linkedin.com/in/adamproehl Marketing Challenges

93. Challenge #21: Service & Support Leveraging Social Platforms Support Thanks

94. Challenge #21: Service & Support Prospecting: