How to Sell Home

Strategies for Finding Customers, Winning Their Business and Keeping Them for Life

By Dave Ruberto

CEO, Leadcorp media

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 http://about.me/aaronmclean

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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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Dave Ruberto

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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Dave Ruberto

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

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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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Dave Ruberto

Basics of Google Traffic Estimator

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Dave Ruberto

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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

17#2

Page TitleDomain

H1

Body Content

Alt TextFile SizeFile Name Captions

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Importance of Domain Name: On-Page SEO Elements

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#1 We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia”

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On-Page SEO

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Who can fill in the blank:

Content is:

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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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Dave Ruberto

How Off-Page SEO Works: Popularity Contest

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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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Dave Ruberto

SEM: Display / Keyword

What are some elements of a formula for a successful online advertising campaign?

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Dave Ruberto

Online Advertising Recipe for Success

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Ad

Quality

Success!

Targeting Relevance Cost Per Impression Cost Per Click

ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization

& Remember!

A/B A/B

Dave Ruberto

Online Advertising A/B Testing Success Story

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Dave Ruberto

Your Key to the City Success Story

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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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Email Marketing Recipe for Success

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List Building & Segmentation

Quality

Success!

Targeting Relevance Quality Content & Delivery

Cost Per Click

ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization

& Remember!

A/B A/B A/B

Dave Ruberto

Email Marketing A/B Testing Success Story

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AB

Dave Ruberto

Email Marketing A/B Testing Success Story

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B

Conversion UP XX%

Revenue Per Transaction

UP XX%

Dave Ruberto

Contact

please go to:

Dave Ruberto

http://leadcorpmedia.com

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Dave Ruberto

Thank You !!!

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