MARKETING METRICS THAT MATTER

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1 MARKETING METRICS THAT MATTER Presented By - Tom Marx

2 WHAT ARE MARKETING METRICS? Data and statistics that help determine the effectiveness of a marketing program 2

3 WHAT ARE WE MEASURING? Brand awareness Engagement Conversion 3

4 WHY ARE METRICS IMPORTANT? Accountability Establishes goals Gauges success Provides focus Allows opportunity to learn and improve Proves value of the specific marketing tactic 4

5 WHY DO METRICS MATTER? ROI 5

6 The RIGHT metrics need to be made available to the RIGHT people. 6

7 WHO NEEDS METRICS? Marketing team Sales team Management 7

8 WHAT MAY BE HAPPENING Lack of accountability No review of analytics Sales and Marketing are in silos Paralysis by Analysis Confusion, lack of focus 8

9 What is REALLY important? 9

10 WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact 10

11 Brand Awareness MARKETING CONVERSION FUNNEL Engagement & Interest Conversion & Loyalty 11

12 12 METHOD

13 Ready Define your goal Make one person accountable 13

14 Aim Design your program Make sure it s measurable 14

15 15 Fire!

16 Evaluate Measure your progress 16

17 17 Adjust

18 18

19 Do digital, and do it well 19

20 TOP 5 METRICS THAT MATTER 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. MARKETING 5. SOCIAL MEDIA 20

21 EMBRACE YOUR TOOLS Google Analytics Constant Contact HootSuite 21

22 #1 ADVERTISING & PR 22

23 I can t measure ROI on print advertising. (print!) ADVERTISING FALSE! Yes you can, if you define what you want to measure, and build your ad accordingly 23

24 (print!) ADVERTISING You CAN measure ROI on print advertising. CALL TO ACTION >>> CONVERSION 24

25 Digital advertising is all about impressions. (digital!) ADVERTISING FALSE! If you are sales focused, it s about click thru and conversion 25

26 (digital!) ADVERTISING You can have 100,000,000 impressions, but if you aren t getting the conversion rates you need, it doesn t matter 26

27 Your April ad campaign has a call to action of buy 2 sets of engine bearings and get 2 free ADVERTISING EXAMPLE! What metrics do you track? Increase in sales Number of clicks from digital ads - and clicks that lead to a purchase 27

28 There is no value in PR. PUBLIC RELATIONS FALSE! There is great value in PR once you define your expectations 28

29 PUBLIC RELATIONS Set expectations. Measure your pickups. Drives brand awareness. Delivers credibility. 29

30 During your new product launch you distribute a press release. PUBLIC RELATIONS EXAMPLE! 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 30

31 #2 WEB TRAFFIC & CONVERSIONS 31

32 My business isn t driven by E-commerce, so my website isn t a priority. WEBSITE TRAFFIC FALSE! Your website is your most important piece of owned media. 32

33 WEBSITE TRAFFIC Build your site with goals in mind Content Engagement Traffic Analytics 33

34 Analytics: WEBSITE TRAFFIC What you should be tracking. Traffic sources Repeat visitors Page views Conversion rates 34

35 WEBSITE TRAFFIC: Unique & Repeat Visitors 35

36 WEBSITE TRAFFIC: Page Views 36

37 WEBSITE TRAFFIC: Traffic Sources 37

38 WEBSITE TRAFFIC: Traffic Sources 38

39 WEBSITE TRAFFIC: Conversion 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 39

40 WEBSITE TRAFFIC: Conversion Rates Conversion Rate = # of Conversions Visits 40

41 EXAMPLE! Increase online sales. What do you track? new banner ad conversion $ amount of sales that came from that ad 5% = ,000 41

42 #3 SEO 42

43 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. 43

44 WHAT IS SEO? Search Engine Optimization: The process of making a site and its content highly relevant for both search engines and searchers 44

45 TWO WAYS TO APPROACH SEO Organic & Paid 45

46 SEO Search Engine Optimization provides: Rankings Traffic Conversions 46

47 SEO Own your digital shelf space. PAID Danielle Russell, Automotive Industry Director at Google ORGANIC 47

48 Be the leader in online performance cylinder head sales. EXAMPLE! What do you track? organic search engine ranking/position Pay-per-click sales, from your paid SEO efforts Key words 48

49 #4 MARKETING 49

EMAIL MARKETING I can just use Outlook to email my customers. I don t need another program to do that. FALSE!

50 MARKETING I can just use Outlook to my customers. I don t need another program to do that. FALSE! Using an marketing program allows you to learn what is (or isn t) working and automates list management 50

51 MARKETING Stay focused on: Content Open Rates Click thrus & forwards 51

52 Click-thru / Forwards >>> Cost per lead MARKETING 52

53 MARKETING 53

54 You want your customers to be aware of your new product. EXAMPLE! What do you track? Click thrus to a landing page containing information on your new product Sales did the click-thrus lead to sales? 54

55 #5 SOCIAL MEDIA 55

56 My customers don t care about social media. SOCIAL MEDIA FALSE! They do. So do their friends, their kids and your competitors. 56

57 SOCIAL MEDIA Choose PLATFORMS that are relevant to your audience It is all about ENGAGEMENT REFERRALS generate a call to action 57

58 SOCIAL MEDIA ENGAGEMENT 58

59 SOCIAL MEDIA 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 59

60 Your company s Facebook page is holding an anniversary promotion. EXAMPLE! What do you track? Participants and engagement - # of people who comment and share your post - # of people who sign up for your promotion 60

61 Brand Awareness MARKETING CONVERSION FUNNEL Engagement & Interest Conversion & Loyalty 61

62 METHOD 1. READY 2. AIM 3. FIRE 4. EVALUATE 5. ADJUST 62

63 TOP 5 METRICS THAT MATTER: 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. MARKETING 5. SOCIAL MEDIA 63

64 WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact 64

65 Let s Connect: tmarx@themarxgrp.com - (415) , x106 facebook.com/themarxgroup linkedin.com/company/the-marx-group twitter.com/themarxgroup 65

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