Post on 25-Jun-2015
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Sell or Go Home Part VI
Strategies for Finding Customers, Winning Their Business and Keeping Them for Life
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
• http://about.me/aaronmclean 2
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
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What's The Deal With “Sell or Go Home”?
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Option A: Option B:
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?
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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…
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• Building a Financial Model• Basics of “Google Traffic
Estimator”• SEO• SEM: Display, Keyword• Email Marketing
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?
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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
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Who can tell me what’s missing?
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?
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Example
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All Customers that Buy Your Product
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Note: I can send this to you!
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?
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Basics of Google Traffic Estimator
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Organic VS Paid
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SEO
• Who can tell me how on-page SEO works?• Who can tell me how off-page SEO works?
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On-Page SEO Elements
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#2
Page TitleDomain
H1
Body Content
Alt TextFile SizeFile Name Captions
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Importance of Domain Name: On-Page SEO Elements
#1We 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”
On-Page SEO
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Who can fill in the blank:
Content is:
Content is King
• Who can tell me why?– Content is Food
– Google is Hungry
– Give Google a Reason to Come Back to You
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How Off-Page SEO Works: Popularity Contest
http://nyti.ms/10TbeoJ
Bob: PhotographerMary: Jeweler
Jill: Classical Composer
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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)
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SEM: Display / Keyword
• What are some elements of a formula for a successful online advertising campaign?
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AdAd
QualityQuality
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
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Online Advertising A/B Testing Success Story
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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% !!!
Email Marketing
• What are some elements of a formula for a successful email marketing campaign?
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List Building & SegmentationList Building & Segmentation
QualityQuality
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
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Email Marketing A/B Testing Success Story
AB
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Email Marketing A/B Testing Success Story
B
Conversion UP XX%
Revenue Per Transaction
UP XX%
Contact
For a copy of the presentation, please go to:
www.eight-eleven.com/corzo
Aaron Haydn McLean
http://about.me/aaronmclean
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