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Marketing Challenges and how to overcome them.

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

Marketing ChallengesAnd how to overcome them

Adam ProehlManaging Partner, NordicClick Interactive@adamproehl

6/7/2011

Page 2: Marketing Challenges and how to overcome them.

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

Page 3: Marketing Challenges and how to overcome them.

Topics

• 21 Common marketing challenges

• How smart marketers overcome them

• Tools (either free or really cheap) that will help you

• Applications for your business

Page 4: Marketing Challenges and how to overcome them.

What this session is:

Pure Practical Advice

• Everyday problems you might recognize, but aren’t sure how to solve

• Stuff you can start tomorrow

• Short & Long Term Impact

Page 5: Marketing Challenges and how to overcome them.

What this session is NOT:

NOT: Industry Changing Strategic Thought

• No flying car predictions

• Anything too intimidating

• 2016? No idea…

Page 6: Marketing Challenges and how to overcome them.

The Rules:

• Each challenge is a REAL example

• Solution must be something that actually be done!

• No to minimal cost for technology/tools

Page 7: Marketing Challenges and how to overcome them.

Web Analytics Related Issues

Page 8: Marketing Challenges and how to overcome them.

Challenge #1: Analytics aren’t tracking

…or at least you suspect it isn’t

Page 9: Marketing Challenges and how to overcome them.

Challenge #1: Analytics aren’t trackingFreeTool: Ghostery

www.ghostery.com

• Browser Plugin (Firefox, Chrome, IE, & Safari)

Page 10: Marketing Challenges and how to overcome them.

Challenge #1: Analytics aren’t trackingTool: SiteScanGA

www.sitescanga.com

Scans first 100 pages of your site free

• Which pages are missing tags

• Which tags are installed incorrectly?

• Helpful links & resources

Page 11: Marketing Challenges and how to overcome them.

Challenge #1: Analytics aren’t trackingTool: GA Debugger (Chrome Extension)

http://chrome.google.com/webstore

Ideal for your web developer to have

Page 12: Marketing Challenges and how to overcome them.

Challenge #2: Horrible Bounce Rates

Because high bounce rates are bad, right?

Page 13: Marketing Challenges and how to overcome them.

Challenge #2: Horrible Bounce Rates

Start with Traffic Sources:

leverage view buttons

Focus with worst offenders

Page 14: Marketing Challenges and how to overcome them.

Challenge #2: Horrible Bounce Rates

Create a simple segment:

Page 15: Marketing Challenges and how to overcome them.

Challenge #2: Horrible Bounce Rates

Look at top pages:

leverage view buttons

Now you at least know the source of your pain

Page 16: Marketing Challenges and how to overcome them.

Challenge #2: Horrible Bounce Rates

Review click patterns by source

Crazy Egg

• Click based heatmapping tool• Segmentation capabilities (source, geo, date/time, OS, screen, etc)• Simple java script code• Cheap – Starting at $9 a month

Page 17: Marketing Challenges and how to overcome them.

Challenge #3: Retroactive Analytics GoalsToo bad you can’t go back, right?

Analytics tracking in place for years prior to goals being setup:

Page 18: Marketing Challenges and how to overcome them.

Challenge #3: Retroactive Analytics Goals

Oh, but you can!

(Usually)

Page 19: Marketing Challenges and how to overcome them.

Challenge #3: Retroactive Analytics GoalsWhat exactly is a goal?

It’s just a page

Page 20: Marketing Challenges and how to overcome them.

Challenge #3: Retroactive Analytics GoalsLeverage Advanced Segments

Look at top content “unique pageviews” and filter by segment

Page 21: Marketing Challenges and how to overcome them.

Challenge #3: Retroactive Analytics GoalsFree Tool: Paditrack

www.paditrack.com

• Leverages GA API

• Retroactive Funnels (back to original tagging date)

• Segmentation Capabilities

Page 22: Marketing Challenges and how to overcome them.

Challenge #4: Need a Simple Way to Track EVERY Promo

- Shorten URL(bit.ly, ow.ly, etc)

- Make it trackable in GoogleAnalytics

-All in one interface from a Firefox sidebar

http://addons.mozilla.org

Free Tool: Snip-n-Tag (Firefox Add on)

Page 23: Marketing Challenges and how to overcome them.

Web Site Effectiveness

Page 24: Marketing Challenges and how to overcome them.

Challenge #5: Do my visitors “get” what we do when they see our site?Free Tool: Clueapp

www.clueapp.com

• Displays landing page for 5.5 secs.

• Pick your users

• 48 hour time limit from start

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

• Price: Free

Page 25: Marketing Challenges and how to overcome them.

Challenge #5: Do my visitors “get” what we do when they see our site?Tool: Five Second Test (from Usability Hub)

www.fivesecondtest.com

• Displays a screenshot for 5 secs.

• Ask follow up questions after image removed

• Select number of responses you want

Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site.

Page 26: Marketing Challenges and how to overcome them.

Challenge #5: Do my visitors “get” what we do when they see our site?Tool: Five Second Test (from Usability Hub)

www.fivesecondtest.com

Keyword Cloud Responses

Price: • Starts at free, but $20 a month

would be recommended for most SMB’s

• Earn freebies by particpiating in tests

Page 27: Marketing Challenges and how to overcome them.

Challenge #6: I think our site usability sucksbut how do I prove it?

Page 28: Marketing Challenges and how to overcome them.

Challenge #6: I think our site usability sucksCheap Tool: UserTesting.com

www.usertesting.com

Page 29: Marketing Challenges and how to overcome them.

Cheap Tool: UserTesting.com

Follow up questions after site review

Standard demographics

www.usertesting.com

Challenge #6: I think our site usability sucks

Page 30: Marketing Challenges and how to overcome them.

Cheap Tool: UserTesting.com

www.usertesting.com

Challenge #6: I think our site usability sucks

Video

Follow Up Question Answers

Price: $39 per test

Page 31: Marketing Challenges and how to overcome them.

Challenge #6: I think our site usability sucks

Cheap Tool: Feedback Army

www.feedbackarmy.com

Page 32: Marketing Challenges and how to overcome them.

Challenge #6: I think our site usability sucks

Cheap Tool: Feedback Army

www.usertesting.com

Price: $15 for 10 answers

Page 33: Marketing Challenges and how to overcome them.

Challenge #7: Will my landing page work?Cheap Tool: Clicktest (from Usability Hub)

www.theclicktest.com

Page 34: Marketing Challenges and how to overcome them.

Challenge #7: Will my landing page work?Cheap Tool: GoMockingbird

- Easy Wireframes

- Sharing

- Exporting

- Linking

www.gomockingbird.com

Price: Starts at $9/mo

Page 35: Marketing Challenges and how to overcome them.

Challenge #8: What will draw attention on my landing page?Cheap Tool: Attention Wizard

www.attentionwizard.com

• Predictive Heatmap• Predicts eye movements

Price: From $6 a test, also subscription option

Page 36: Marketing Challenges and how to overcome them.

Challenge #9: What will my click path look like?

Cheap Tool: Navflow (from Usability Hub)

• Have users test your ideal vision of a navigation flow

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

• Find holes in your design flow

www.navflow.com

Page 37: Marketing Challenges and how to overcome them.

Challenge #9: What will my click path look like?

Cheap Tool: Navflow (from Usability Hub)

• Success/failure report

• Identify holes/gaps

• Retest

www.navflow.com

Page 38: Marketing Challenges and how to overcome them.

Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t workingCheap (maybe) Tool: ClickTale Heatmap

Some Key Metrics:

• Hovers• Hover Conversion• Time to Click• Hesitation

www.clicktale.com

Page 39: Marketing Challenges and how to overcome them.

Cheap (maybe) Tool: ClickTale Form Analysis

Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working

www.clicktale.com

Page 40: Marketing Challenges and how to overcome them.

Other ClickTale Features:

Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working

• Session Recordings

• Conversion Funnels

• Other Heatmaps

Price: Free for 400 pageviews / mo$99/mo for 20k pageviews/moBigger Plans for bigger sites

Page 41: Marketing Challenges and how to overcome them.

Challenge #11: Did my visitors find what they were looking for?Free Tool: 4Q Survey Designed by Avinash

www.4qsurvey.com

• Free for first 100 responses

• 4 basic questions

• Simple java script implementation

• GA integration

Page 42: Marketing Challenges and how to overcome them.

Hippo Challenges

HighestIncomeProducingPerson in the Organization

Page 43: Marketing Challenges and how to overcome them.

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”

Page 44: Marketing Challenges and how to overcome them.

•20% increase in topline revenue for FY10• 15% reduction in support costs for FY10Executive•Books closed by 5th business day of the month; •Implement new process for budget approvals & allocationsFinance•Increase web leads by 20%•Front page rankings on 30 of our targeted keywordsMarketing•Achieve 99% fulfillment rate within 1 business day•Reduce overstock by 15%Operations

•Feature articles in 6 industry publications totaling 1 million in circulationPR/Marcom•20% increase in topline revenue for FY10•30% improvement in gross marginsSales•15% reduction in support contacts to the call center•90% first contact resolutionSupport• $50m increase in market cap• Obtain coverage by two additional investor analysts Investor Relations•Increase website uptime to 99.99%• Launch of new international ecommerce platformTechnology

Example Corporate ObjectivesExecutive:

• 20% increase in topline revenue for FY10

• 15% reduction in support costs for FY10

Bring him back up to his level

Challenge #12: “Here’s how we’re doing it”

Page 45: Marketing Challenges and how to overcome them.

Challenge #13: “Well, our competitor is doing…”

Leverage many of these same tools for competitive analysis

Page 46: Marketing Challenges and how to overcome them.

Mobile Challenges

Page 47: Marketing Challenges and how to overcome them.

Challenge #14: When do I need to jump on mobile?

Segment your mobile traffic

One of several ways to segment

Page 48: Marketing Challenges and how to overcome them.

Challenge #14: When do I need to jump on mobile?

Segment your mobile traffic

One of several ways to segment

Page 49: Marketing Challenges and how to overcome them.

Challenge #15: How does my site or promo render in mobile?

Free Tool: Mobile Phone Emulator

www.mobilephoneemulator.com/

Page 50: Marketing Challenges and how to overcome them.

Challenge #16: Setting up a mobile promotion

Free Tool: QRStuff.com

www.qrstuff.com

Page 51: Marketing Challenges and how to overcome them.

Challenge #17: I can’t do any promos without help from IT

Leverage Social Networks

Page 52: Marketing Challenges and how to overcome them.

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

Page 53: Marketing Challenges and how to overcome them.

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

Free Tool: WooRank

www.woorank.com

Page 54: Marketing Challenges and how to overcome them.

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

Free Tool: WooRank

www.woorank.com

Page 55: Marketing Challenges and how to overcome them.

Challenge #19: How do I compare to my competitors?

Free Tool: Website Grader

www.websitegrader.com

Page 56: Marketing Challenges and how to overcome them.

Challenge #19: How do I compare to my competitors?

Free Tool: Website Grader

www.websitegrader.com

Page 57: Marketing Challenges and how to overcome them.

Challenge #20: What do our users REALLY want?

Cheap Tool: UserVoice

Crowdsource market research

Price: Starting at $15/mo

www.uservoice.com

Page 58: Marketing Challenges and how to overcome them.

Challenge #21: Where can I learn more?

A few Resources:

Top Rank Blog www.toprankblog.com

Clix Marketing www.clixmarketing.com/blog

aimClear www.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/

Page 59: Marketing Challenges and how to overcome them.

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.

Page 60: Marketing Challenges and how to overcome them.

Thank You

and how to overcome them

Adam ProehlManaging Partner

[email protected]@adamproehlwww.linkedin.com/in/adamproehl

Marketing Challenges

Page 61: Marketing Challenges and how to overcome them.

Support

Thanks

Challenge #21: Service & Support

Leveraging Social Platforms

Page 62: Marketing Challenges and how to overcome them.

Prospecting:

Challenge #21: Service & Support

Page 63: Marketing Challenges and how to overcome them.

• 90% @replies

• Simple tools

Challenge #21: Service & Support

Page 64: Marketing Challenges and how to overcome them.

Their fancy tool:

Cost: $0

Challenge: Service & Support


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