Date post: | 11-Feb-2017 |
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Marketing |
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Sell or Go HomeStrategies for Finding Customers, Winning Their Business and Keeping Them for Life
By
Dave Ruberto
Dave Ruberto
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
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Dave Ruberto
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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Dave Ruberto
What's The Deal With “Sell or Go Home”?
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Option A: Option B:
Dave Ruberto
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
Dave Ruberto
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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Dave Ruberto
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?
Dave Ruberto
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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% o
f Rev
enue
s R
epre
sent
ed b
y C
usto
mer
s
All Customers that Buy Your Product
Dave Ruberto
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Note: I can send this to you! Dave Ruberto
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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Dave Ruberto
Basics of Google Traffic Estimator
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Dave Ruberto
Organic VS Paid
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Dave Ruberto
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
#1 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
On-Page SEO
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Who can fill in the blank:
Content is:
Dave Ruberto
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
?Dave Ruberto
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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Ad
Quality
Success!
Targeting Relevance Cost Per Impression Cost Per Click
ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization
Online Advertising Recipe for Success
& Remember!
A/B A/B
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Online Advertising A/B Testing Success StoryDave Ruberto
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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 AveragesHigh 0.2% - 0.4%
Our CampaignLow 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
Email Marketing
• What are some elements of a formula for a successful email marketing campaign?
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List Building & Segmentation
Quality
Success!
Targeting Relevance Quality Content & Delivery
Cost Per Click
ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization
Email Marketing Recipe for Success
& Remember!
A/B A/B A/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%
Thank You !!!
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