MASTERCLASS II, May 2017 Why evidence is key to driving up your marketing ROI

Transcription

1 MASTERCLASS II, May 2017 Why evidence is key to driving up your marketing ROI

2 A little about us Set up the business nearly 6 years ago in July 2011 Moved from north Hampshire to the New Forest at the end of 2013 Work with small and medium sized business who want to use marketing to enhance their business In 2016 a new business was set-up by Tom and he left agency life to develop the concept Agency Interface and support Sufu Marketing growth Our skillsets compliment one another. We now operate both businesses from the one base giving clients over 30 years of combined experience in marketing This is our second masterclass

3 #sufumasterclass

4 AGENDA Planning Implementation 11am 11.15am Break Reporting Iterative Tactics 12.15pm Conclude & Lunch TITLE

5 PLANNING How to create measurable objectives and metrics to inform your tactical plan

6 Understanding metrics Qualitative Quantitative

7 Understanding metrics I love your product A key prospect said they would have hired us if.. You guys are doing great, I see your brand everywhere

8 Setting Objectives Quantitative business metrics are in 2,500 per month in new revenue (5 clients spending 500) 30K - 60K lifetime value (12-24 months) Quantitative marketing metrics are in ratios For example, what s your qualified lead to sale ratio?

9 Setting Objectives Sale Qualified Lead Unqualified Lead Website Conversion Website Visitor Channel interaction ( /social click, PPC ad click, SERP click) Campaign reach ( Opens, Ad, Social or SERP impressions)

10 Setting Objectives local niche campaign Campaign reach 30:1 Website Visitors (channel interactions) 5:1 Unqualified Leads (Website conversions) 2:1 Sales (Clients)

11 Setting Objectives product e-commerce 100,000 10, Campaign reach 10:1 Website Visitors (channel interactions) 50:1 Website conversions 1:1 Sales

12 Setting Objectives 1. Can we get that number of the right type of eyeballs? 2. What s the most cost-effective way of getting them? 3. What sort of ROI is that going to give me? 4. Over what time period? 5. If the ROI isn t good enough (or not fast enough), find another way!

13 Audiences & Tactics Geography Demographics Seasonality Value Perception

14 Audiences & Tactics There are planning tools to help you with the ROI measurement Adwords keyword planner Facebook Campaign planner Marketscan Moz Open site explorer

15 Audiences & Tactics

16 Don t have a leaky bucket

17 IMPLEMENTATION What needs to be in place to track metrics from channel to website and beyond?

18 Constant contact Conversions Google AdWords Sidekick Google AdSense Acquisitions Impressions Salesforce Google Analytics Campaign Monitor Type Forms CTR Lead Forensics Data Capture Mailchimp Bing Survey Monkey Traffic icontact In-person Tracking Links Hub Spot CRM Leads Google Search console Telephone conversions Doubleclick Clicks Google Display Planner Zoho Visits Get response Bounce rates Goals Google Kissmetrics

19 Google Analytics A freemium web analytics service offered by Google that tracks and reports website traffic. IMPLEMENTATION Set-up GA code within your website Identify and set-up conversions Identify and set-up goals KEY METRICS Traffic Acquisitions Time spent on site Bounce rate Page views Conversions Goals

20 Google AdWords Google s online advertising service where advertisers pay to display brief adverts to other web users. IMPLEMENTATION Link to your Google Analytics Research keywords Set-up ad groups and campaign parameters Create adverts copy/links/extensions Choose your bid strategy/ set budget Identify and set-up conversions & goals KEY METRICS Impressions Clicks / CTR (click through rate) Cost per click Conversions & Goals Quality Score

21 Mailchimp is an marketing service sending billions of freemium s each month. IMPLEMENTATION Select platform Integrate/upload/import mailing list Create content copy/links*/images Add CTA Call To Action KEY METRICS Opens Clicks Actions Bounce / Unsubscribes

22 Social Platforms that allow you to build an ongoing dialogue with a community of users. IMPLEMENTATION Select relevant platform(s) LI, FB, TW, IN Set up branded pages/accounts/profiles Create, implement, share quality content Create relevant CTAs Monitor and respond to engagement KEY METRICS Clicks Likes Engagement qualitative & quantitative

23 Data Capture Web Capturing good, relevant, data is key at every appropriate opportunity. IMPLEMENTATION Decide what you NEED to know? Set-up website lead forms / surveys / downloadable content / subscriptions / sign-up Use self-selection KEY METRICS Leads

24 Data Capture Telephone Call tracking software can help provide the final link in a 360o view of customer behaviour. IMPLEMENTATION Decide on tracking levels: Keyword level tracking Campaign level tracking Multi-Channel attribution tracking Decide on payment method: Pay per call Pay per minute Pay per lead Set-up telephone tracking numbers & apply to relevant channels/tactics KEY METRICS Media source Keywords Conversions / spend

25 Data Capture - In-person IMPLEMENTATION In-store questioning / Surveying Offers / Incentives / Codes KEY METRICS Media source Conversion to Sales

26 CRM Customer Relationship Management referring to practices, strategies and technology to manage and analyse customer interactions. IMPLEMENTATION Selecting a system Customise fields to collate required data Set-up import of data - manual and/or automatic Set-up to enable extraction of data to allow Segmentation Targeting KEY METRICS Growth

27 Advertising Social s Website Telephone In-person AdWords FB/LI/TW/IN Mailchimp Analytics Tracking numbers Data Capture Data Capture & CRM Influenced changes Decision making Marketing / Business Win

28 REPORTING How to interpret the huge amount of information generated by analytics platforms avoiding analysis paralysis

29 Google Analytics

30 Google Analytics

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32 Google AdWords

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35 Social

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37 Data Capture - Web

38 Benchmark against effort, which of these is providing the best ROI

39 Attribution

40 ITERATIVE TACTICS How to complete the circle and use evidence to improve your messaging and tactics from campaign to campaign

41 Put yourself in a campaign mindset

42 Now is the time think qualitatively Qualitative metrics measure underlying reasons or motivations the why why did that turn out like that?

43 Some sensible questions Reach Channel interaction Website conversion

44 Fault-finding your reach There wasn t enough volume in the channels you used You lost impression share You didn t have a high enough media/data budget

45 Fault-finding for channel interaction Messaging did you fail to hook people s attention? Seasonality check your YoY data for proof Wrong channel is your audience on LinkedIn not Facebook? Competitive disruption did someone else steal your clicks? Attribution change did your other activity skew the results?

46 Fault-finding for website conversion Poor UX users couldn t find what they wanted Poor content users got bored or didn t understand Poor value perception they found it, they understood it, but you didn t convince them to convert. Poor functionality they wanted to convert, but something stopped them from completing

47 Identifying specific website issues Average Session Duration but beware of bot skewing Pages per session Bounce rate sometimes! Site Speed Content performance Exit pages Behaviour Flow

48 Capturing anecdotal and emotional feedback

49 Capturing anecdotal and emotional feedback

50 Getting evidence from actions People don t do what they say they would

51 Multi-variant testing

52 Getting evidence from actions 5 second tests judge people s true reflections

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54 5 second test Is there a current offer on swimwear?

55 5 second test How much do I have to spend to get free next day click and collect?

56 5 second test What s the name of the menu item for finding your nearest store?

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58 Getting evidence from actions You know what s really fun? Spying on them!

59 Getting evidence from actions Create some new tasks for people to complete Surveys Downloads Newsletter signups Video views

60 So to sum up Make time to stop and review Review the market as well as your own activity Determine where the fault lies Don t trust what people say, judge their actions Iterate your messages, channels and tasks for more data

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