2017 NACE Experience Conference July 16 19, 2017

Transcription

1 Are You Wasting Half of Your Marketing and Advertising Dollars? Christie Osborne Founder, Mountainside Media Agenda In today s session, we will discuss: Tracking your campaigns to make sure you get a positive ROI on all your marketing and advertising efforts. Stop wasting money on advertising that doesn t work Learning Objectives During this session, attendees will learn to: Determine what to measure in order to get a return on investment for marketing campaigns Set up and track campaigns in Google Analytics Spot leaks in your marketing and sales funnel

2 Goals, Objectives, Tactics & KPIs The right ideas and metrics to move your business forward Set Up + Measure Campaigns SMART Specific: What do we want to achieve? Measurable: The numbers we put against our activities Achievable: Need to be realistic and within reach Relevant: Relevant to our business and audience Time bound: What s the time frame?

3 SMART Objectives Book 10% more clients (YOY) in the next six months by running Instagram Ads to attract 50% more leads through my freebie and nurture 25% of those leads into inquiries through my auto responder." Channel ID How to figure out where you need to be online (and off) Digging into Metrics Measurements and Calculations for Growing Your Business

4 WHAT TO MEASURE IN YOUR SOCIAL MEDIA METRICS Amplification The rate at which your audience is sharing your content. number of shares posts in a given period Engagement To occupy or attract someone's interest or attention; "to involve someone in a conversation or discussion." number of fans who saw a post number of fans online at the time

5 Facebook facebook.com/yourpagename/insights Instagram Analytics Icon on Your Mobile Phone Pinterest analytics.pinterest.com

6 Website Metrics What to measure on your website Local Traffic: Is Your Traffic Local / Relevant Demographics: Are you attracting your target markets?

7 Social Referrals: Leveraging what works Bounce Rate: Do Your Web Visitors Care? Goals: Tracking Bottom Line Goals with Google Analytics

8 Goals: Calculating Value Google analytics asks you to enter in your goal value Total revenue number of leads Goals: Tracking and Setup Custom Dashboards

9 Campaign Tracking The truth about and building real relationships in 2017 Tracking Campaigns: Google URL Builder Calculating ROI Key metrics

10 Return on Investment ROI revenue from marketing minus the cost of marketing activity divided by Revenue Cost Cost Calculating Sales Conversions 10 posts 100 Clicks 25 Leads 100 Clicks 25 Leads 5 Sales Calculating Sales Conversions Traffic to lead conversion 25 leads 100 clicks 25% Conversion Lead to sales conversion 5 sales 25 leads 20% Conversion

11 Calculating ROI 5 sales 25K Revenue Campaign cost $1,000 ROI Revenue Cost Cost Calculating ROI ROI $25,000 $1,000 $1,000 24:1 Monthly Tracking Spreadsheet: Get the Right Numbers

12 Social Media ROI: The Elephant in the Room Brand Awareness Customer Insights Market Intelligence Elisabeth Arin Photography Summary Tracking without goals and objectives is pointless Vanity vs. Actionable metrics Where to find analytics and reports Asking the data the right questions Following the sales funnel The real ROI of social media Q&A Continue the conversation! use hashtag For more resources on this topic, visit

13 Thank you for attending! Please complete the session survey. We value your feedback.