MARKETING METRICS THAT MATTER

Presented By - Tom Marx

© 2013 The Marx Group

WHAT ARE MARKETING METRICS?

Data and statistics that help determine the effectiveness

of a marketing program

© 2013 The Marx Group 2

WHAT ARE WE MEASURING?

• Brand awareness • Engagement • Conversion

© 2013 The Marx Group 3

WHY ARE METRICS IMPORTANT?

• Accountability • Establishes goals • Gauges success • Provides focus • Allows opportunity to learn

and improve • Proves value of the specific

marketing tactic…

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WHY DO METRICS MATTER?

ROI © 2013 The Marx Group 5

The RIGHT metrics need to be made available to

the RIGHT people.

© 2013 The Marx Group 6

WHO NEEDS METRICS?

• Marketing team • Sales team • Management

© 2013 The Marx Group 7

WHAT MAY BE HAPPENING

• Lack of accountability • No review of analytics • Sales and Marketing are

in silos • Paralysis by Analysis • Confusion, lack of focus

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What is REALLY important?

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WHAT IS REALLY IMPORTANT

Focus your efforts on key metrics that will provide

the greatest impact

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MARKETING CONVERSION FUNNEL

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Brand Awareness

Engagement & Interest

Conversion &

Loyalty

METHOD

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Ready • Define your goal

• Make one person accountable

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Aim • Design your program

• Make sure it’s measurable

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Fire!

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Evaluate • Measure your progress

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Adjust

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Do digital, and do it well

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TOP 5 METRICS THAT MATTER

1. ADVERTISING & PR 2. WEB TRAFFIC &

CONVERSIONS 3. SEO

4. EMAIL MARKETING 5. SOCIAL MEDIA

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EMBRACE YOUR TOOLS

• Google Analytics • Constant Contact • HootSuite

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#1

ADVERTISING & PR

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(print!) ADVERTISING

“I can’t measure ROI on print advertising.”

FALSE! Yes you can, if you

define what you want to measure, and build your

ad accordingly

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You CAN measure ROI on print advertising.

CALL TO ACTION >>> CONVERSION

(print!) ADVERTISING

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“Digital advertising is all about impressions.”

FALSE!

If you are sales focused, it’s about click thru and

conversion

(digital!) ADVERTISING

© 2013 The Marx Group 25

You can have 100,000,000

impressions, but if you aren’t getting the

conversion rates you need, it doesn’t

matter

(digital!) ADVERTISING

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ADVERTISING EXAMPLE!

Your April ad campaign has a call to action of “buy 2 sets of engine bearings and get 2 free” What metrics do you track? • Increase in sales • Number of clicks from digital

ads - and clicks that lead to a purchase

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PUBLIC RELATIONS

“There is no value in PR.”

FALSE! There is great value in PR

once you define your expectations

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PUBLIC RELATIONS

Set expectations. Measure your pickups.

Drives brand awareness. Delivers credibility.

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PUBLIC RELATIONS EXAMPLE!

During your new product launch you distribute a press release.

What do you track? • Number of times your release was

published • Number of editorial opportunities

created • During product sales over the next

6 months – ask how they heard of the new product

• Track click thrus to a dedicated landing page

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#2

WEB TRAFFIC &

CONVERSIONS

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WEBSITE TRAFFIC

“My business isn’t driven by E-commerce, so my

website isn’t a priority.”

FALSE! Your website is your most

important piece of owned media.

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• Build your site with goals in mind

• Content • Engagement

• Traffic Analytics

WEBSITE TRAFFIC

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Analytics: What you should be tracking.

– Traffic sources – Repeat visitors – Page views – Conversion rates

WEBSITE TRAFFIC

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WEBSITE TRAFFIC: Unique & Repeat Visitors

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WEBSITE TRAFFIC: Page Views

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WEBSITE TRAFFIC: Traffic Sources

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WEBSITE TRAFFIC: Traffic Sources

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WEBSITE TRAFFIC:

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First, define WHAT a conversion is for your website. • When a banner ad drives customer to purchase

a product • PR that drives a user to view your white paper

Conversion

WEBSITE TRAFFIC: Conversion Rates

Conversion Rate = # of Conversions

Visits

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EXAMPLE!

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Increase online sales. What do you track? • new banner ad conversion • $ amount of sales that came from that ad

5% =

1000

20,000

#3

SEO

© 2013 The Marx Group 42

SEO “I have a website. If people search for

widgets, they’ll find me.”

FALSE! You need high rankings to be visible to your

audience…you do this with Organic and paid SEO.

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WHAT IS SEO?

Search Engine Optimization: The process of making a site and its

content highly relevant for both search engines and searchers

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TWO WAYS TO

APPROACH SEO

Organic & Paid

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SEO

Search Engine Optimization

provides: • Rankings

• Traffic • Conversions

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SEO “Own your digital shelf space.”

PAID

O

RG

AN

IC

Danielle Russell, Automotive Industry Director at Google

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EXAMPLE!

Be the leader in online performance cylinder head sales. What do you track? • organic search engine

ranking/position • Pay-per-click sales, from your

paid SEO efforts • Key words

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#4 EMAIL

MARKETING

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EMAIL MARKETING

“I can just use Outlook to email my customers. I don’t need another program to do that.”

FALSE! Using an email marketing program allows

you to learn what is (or isn’t) working…and automates list management

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EMAIL MARKETING

Stay focused on: • Content

• Open Rates • Click thrus & forwards

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Click-thru / Forwards >>> Cost per lead

EMAIL MARKETING

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EMAIL MARKETING

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EXAMPLE!

You want your customers to be aware of your new product. What do you track? • Click –thrus to a landing page

containing information on your new product

• Sales – did the click-thrus lead to sales?

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#5 SOCIAL MEDIA

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SOCIAL MEDIA

“My customers don’t care about social

media.”

FALSE! They do. So do their

friends, their kids and your competitors.

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• Choose PLATFORMS that are relevant to your

audience

• It is all about ENGAGEMENT

• REFERRALS – generate a call to action

SOCIAL MEDIA

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SOCIAL MEDIA ENGAGEMENT

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While Facebook offers its own analytics, HootSuite allows

you to track analytics across multiple platforms.

• Manage multiple social networks • Schedule posts

• Track brand mentions • Analyze social media traffic

SOCIAL MEDIA

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EXAMPLE!

Your company’s Facebook page is holding an anniversary promotion. What do you track? • Participants and engagement

- # of people who comment and share your post

- # of people who sign up for your promotion

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MARKETING CONVERSION FUNNEL

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Brand Awareness

Engagement & Interest

Conversion &

Loyalty

METHOD

1. READY 2. AIM 3. FIRE

4. EVALUATE 5. ADJUST

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TOP 5 METRICS THAT MATTER:

1. ADVERTISING & PR 2. WEB TRAFFIC &

CONVERSIONS 3. SEO

4. EMAIL MARKETING 5. SOCIAL MEDIA

© 2013 The Marx Group 63

WHAT IS REALLY IMPORTANT

Focus your efforts on key metrics that will provide

the greatest impact

© 2013 The Marx Group 64

© 2013 The Marx Group 65

Let’s Connect: tmarx@themarxgrp.com - (415) 453-0844, x106

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