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Marketing Metrics That Matter - PRI

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Professional racer-turned marketing and business strategist Tom Marx discusses how small businesses can benefit from tracking and understanding sales, marketing, public relations and social media figures.
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  • 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

    2013 The Marx Group 4

  • 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

    2013 The Marx Group 8

  • What is REALLY important?

    2013 The Marx Group 9

  • WHAT IS REALLY IMPORTANT

    Focus your efforts on key metrics that will provide

    the greatest impact

    2013 The Marx Group 10

  • MARKETING CONVERSION FUNNEL

    2013 The Marx Group 11

    Brand Awareness

    Engagement & Interest

    Conversion &

    Loyalty

  • METHOD

    2013 The Marx Group 12

  • 2013 The Marx Group 13

    Ready Define your goal

    Make one person accountable

  • 2013 The Marx Group 14

    Aim Design your program

    Make sure its measurable

  • 2013 The Marx Group 15

    Fire!

  • 2013 The Marx Group 16

    Evaluate Measure your progress

  • 2013 The Marx Group 17

    Adjust

  • 2013 The Marx Group 18

  • Do digital, and do it well

    2013 The Marx Group 19

  • TOP 5 METRICS THAT MATTER

    1. ADVERTISING & PR 2. WEB TRAFFIC &

    CONVERSIONS 3. SEO

    4. EMAIL MARKETING 5. SOCIAL MEDIA

    2013 The Marx Group 20

  • EMBRACE YOUR TOOLS

    Google Analytics Constant Contact HootSuite

    2013 The Marx Group 21

  • #1 ADVERTISING

    & PR

    2013 The Marx Group 22

  • (print!) ADVERTISING

    I cant measure ROI on print advertising.

    FALSE! Yes you can, if you

    define what you want to measure, and build your

    ad accordingly

    2013 The Marx Group 23

  • You CAN measure ROI on print advertising.

    CALL TO ACTION >>> CONVERSION

    (print!) ADVERTISING

    2013 The Marx Group 24

  • Digital advertising is all about impressions.

    FALSE!

    If you are sales focused, its about click thru and

    conversion

    (digital!) ADVERTISING

    2013 The Marx Group 25

  • You can have 100,000,000

    impressions, but if you arent getting the

    conversion rates you need, it doesnt

    matter

    (digital!) ADVERTISING

    2013 The Marx Group 26

  • 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

    2013 The Marx Group 27

  • PUBLIC RELATIONS

    There is no value in PR.

    FALSE! There is great value in PR

    once you define your expectations

    2013 The Marx Group 28

  • PUBLIC RELATIONS

    Set expectations. Measure your pickups.

    Drives brand awareness. Delivers credibility.

    2013 The Marx Group 29

  • 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

    2013 The Marx Group 30

  • #2 WEB TRAFFIC

    & CONVERSIONS

    2013 The Marx Group 31

  • WEBSITE TRAFFIC

    My business isnt driven by E-commerce, so my

    website isnt a priority.

    FALSE! Your website is your most

    important piece of owned media.

    2013 The Marx Group 32

  • Build your site with goals in mind

    Content Engagement

    Traffic Analytics

    WEBSITE TRAFFIC

    2013 The Marx Group 33

  • Analytics: What you should be tracking.

    Traffic sources Repeat visitors Page views Conversion rates

    WEBSITE TRAFFIC

    2013 The Marx Group 34

  • WEBSITE TRAFFIC: Unique & Repeat Visitors

    2013 The Marx Group 35

  • WEBSITE TRAFFIC: Page Views

    2013 The Marx Group 36

  • WEBSITE TRAFFIC: Traffic Sources

    2013 The Marx Group 37

  • WEBSITE TRAFFIC: Traffic Sources

    2013 The Marx Group 38

  • WEBSITE TRAFFIC:

    2013 The Marx Group 39

    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

    2013 The Marx Group 40

  • EXAMPLE!

    2013 The Marx Group 41

    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, theyll find me.

    FALSE! You need high rankings to be visible to your

    audienceyou do this with Organic and paid SEO.

    2013 The Marx Group 43

  • WHAT IS SEO?

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

    content highly relevant for both search engines and searchers

    2013 The Marx Group 44

  • TWO WAYS TO

    APPROACH SEO

    Organic & Paid

    2013 The Marx Group 45

  • SEO

    Search Engine Optimization

    provides: Rankings

    Traffic Conversions

    2013 The Marx Group 46

  • SEO Own your digital shelf space.

    PAID

    O

    RG

    AN

    IC

    Danielle Russell, Automotive Industry Director at Google

    2013 The Marx Group 47

  • 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

    2013 The Marx Group 48

  • #4 EMAIL

    MARKETING

    2013 The Marx Group 49

  • EMAIL MARKETING

    I can just use Outlook to email my customers. I dont need another program to do that.

    FALSE! Using an email marketing program allows

    you to learn what is (or isnt) workingand automates list management

    2013 The Marx Group 50

  • EMAIL MARKETING

    Stay focused on: Content

    Open Rates Click thrus & forwards

    2013 The Marx Group 51

  • Click-thru / Forwards >>> Cost per lead

    EMAIL MARKETING

    2013 The Marx Group 52

  • EMAIL MARKETING

    2013 The Marx Group 53

  • 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?

    2013 The Marx Group 54

  • #5 SOCIAL MEDIA

    2013 The Marx Group 55

  • SOCIAL MEDIA

    My customers dont care about social

    media.

    FALSE! They do. So do their

    friends, their kids and your competitors.

    2013 The Marx Group 56

  • Choose PLATFORMS that are relevant to your

    audience

    It is all about ENGAGEMENT

    REFERRALS generate a call to action

    SOCIAL MEDIA

    2013 The Marx Group 57

  • SOCIAL MEDIA ENGAGEMENT

    2013 The Marx Group 58

  • 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

    2013 The Marx Group 59

  • EXAMPLE!

    Your companys 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

    2013 The Marx Group 60

  • MARKETING CONVERSION FUNNEL

    2013 The Marx Group 61

    Brand Awareness

    Engagement & Interest

    Conversion &

    Loyalty

  • METHOD

    1. READY 2. AIM 3. FIRE

    4. EVALUATE 5. ADJUST

    2013 The Marx Group 62

  • 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 Grou

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