12+ Tips for Turning Your Digital Marketing Efforts from a Liability to an Asset. Patty Cisco, MBA, Principal

Transcription

1 12+ Tips for Turning Your Digital Marketing Efforts from a Liability to an Asset Patty Cisco, MBA, Principal

2 Our SEO isn t working! I don t know what good conversion looks like People can t find us! The website traffic is too low Why aren t visitors converting? There are not enough leads from the online campaigns

3 Data drives your digital strategy Content attracts, captures and converts leads Pitfalls of haphazardly managing your online brand

4 Meet Mark & Joan

5 29% went to the websites that came up in the search at the top of the list. -Caring.com 59% of seniors report they go online to search -Pew Research People view less than 2% of searches below the top five results on the first page. -Google

6 60 percent of American adults use smartphones and tablets when searching online for information on local products and services. Source: Local Search Association (LSA)

7 Evaluate: What is Inbound Digital Marketing?

8 Evaluate: Ideal Sales Funnel

9 Reality Evaluate: Visitors Visitors Leads Leads Opportunities Opportunities Too Many Leads Customers Not Enough Leads Customers Visitors Visitors Leads Leads Opportunities Opportunities Low SQL Conversion Customers Not Enough Visitors Customers

10 TIPS DATA DRIVEN STRATEGY

11 Evaluate: Website Visitors: Channels % of Sessions 43% 4% 1% 0% Direct Organic Research Referral Social 52%

12 Evaluate: Marketing Dashboard

13 Content Evaluate: Performance Dashboard

14 Website: User Experience (UX)

15 Google Evaluate: Analytics Analytics

16 CRM: Evaluate: Google Analytics User Behavior

17 TIPS When talking Strategy

18 Evaluate: Strategy Goals Channels Persona Content

19 Evaluate: GOALS Goals MAKE THIS SLIDE LOOK LIKE THE OTHERS Brand awareness Quality leads Lead conversion (nurturing) New customers Customer retention Revenue New service roll out Entering a new market

20 Personas Evaluate: Mary Behaviors Has a housecleaner Busy take-away 3 nights/wk Frequently feels overwhelmed when she forgets something Demographics Working mom 34 years old Lives in Reading, works in London Married, 2 kids Household 125K/yr Needs & Goals Help! Running errands, managing kids, keeping things running Time for her girlfreinds To feel like she has it sorted To clone herself

21 Key Performance Indicators Traffic, referral sources, brand reach and growth, engagement, keyword performance & ranking, CTR Leads, Form fills, visitor to lead conversion rates, Marketing Qualified Leads Sales Qualified Leads Loyalty-Retention rate, customer lifetime value, CTR, sharing, Reviews

22 Continuous Evaluate: Improvement Data Driven Cycle GOALS What is the focus that will yield the highest conversion? What will be measured? What will be tested? STRATEGY Which actionable tasks will yield the highest conversions? Are the tactics relevant to the goals? CUSTOMER FOCUSED ADJUSTMENTS What strategy tweaks are needed? What tactical tweaks are needed? What s shifted with the outbound plan? RESULTS What does the user data tell us? What worked? What didn t? Why/Why not? What s next?

23 Tips for Tactical Execution

24 Awareness Stage Website Social Media SEO Blogging VISITORS Top of Funnel PPC

25 Delivering an Amazing UX

26 Target Personas

27 Navigation

28 Messaging

29 Call to Action

30 Website Copy 55% OF WEBSITE VISITORS SPEND LESS THAN 15 SECONDS ACTIVELY READING CONTENT ON A PAGE. SOURCE: HUBSPOT

31 SEO

32 Keywords Keyword Average Position Global Searches SEODifficulty twin towers cincinnati twin towers senior living community Dayton OH Twin Towers cars villa homes twin lakes jobs retirement homes Cincinnati assisted living cincinnati ohio cars Dayton OH Twin Towers assisted living cincinnati oh assisted living Cinn OH assisted living in Cincinnati Ohio assisted living facilities in cincinnati ohio assisted living in Cinn OH Cinn Ohio assisted living Cinn OH assisted living assisted living cincinnati Cincinnati OH assisted living nursing homes in cincinnati ohio senior residential living Cinn assisted living

33 Website SEO Score: 84/100 SEO SCORE B Errors: Warnings: Passed:

34 Website Speed Score: 76/100 SPEED SCORE 76 LOAD TIME 1.98 SECONDS PAGE SIZE 1.9 MB REQUESTS 43

35 Social Shares TOTAL NUMBER OF TIMES PEOPLE HAVE SHARED Client.ORG ON SOCIAL CHANNELS. Total Media Shares Summary Total Shares: 72 Pages Scanned: 158 Facebook: 44 (61.1%) Twitter: 4 (5.6%) Linkedin: 22 (30.6%) Pinterest: 0 (0%) Google: 2 (2.8%) 72 TOTAL SHARES Facebook Twitter LinkedIn Pinterest Google+

36 Social Cannels

37 Social Content 43% of social media users share pictures

38 Blog Blog 55% of customers will come to your site through your blog. Businesses acquire new leads and customers by providing them with quality content. Companies that blog gain 80% more visits than those who don t. Source: Hubspot.com

39 INFOGRAPHICS ARE LIKED AND SHARED 3X MORE THAN OTHER CONTENT

40 Videos Videos increase the likelihood of your visitors purchasing your product or service by 64% Videos provide an increase in your visitors understanding of your product or service by 74% Videos on landing pages increase conversions by 86% Source: fslocal.com

41 Consideration Stage CONSIDERATION STAGE Call to Actions Landing Pages Thank you Pages & LEADS Middle of Funnel Lead nurturing workflows Videos

42 OF WEBSITE VISITORS ARE NOT READY TO TALK TO A SALES REP. -KISS METRICS

43 Benefits CONSIDERATION of Automated STAGE Lead Nurturing Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead. (Forrester Research, 2014) Companies using marketing automation see 53% higher conversion rates (initial response-to-mql) than non- users, and an annualized revenue growth rate 3.1% higher than non-users. (Aberdeen Group, Marketing Lead Management Report, Jul 2012) Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. ( DemandGen Report, 2014) 78% of successful marketers state that marketing automation is most responsible for increasing revenue contribution (2015 State ofmarketing Automation)

44 How CONSIDERATION does it work? STAGE START WITH CTA LINK TO A LANDING PAGE SEND TO A THANK YOU PAGE FINISH WITH A FOLLOW UP

45 Decision Stage CONSIDERATION DECISION STAGE STAGE Schedule a Tour Consultation Online Chat Trial Stay SALES QUALIFIED LEAD Bottom of Funnel SALES QUALIFIED LEAD Bottom of Funnel

46 Customers and Advocates Social Media Reviews Cross Sell/Upsell Stay Top of Mind/Referrals CUSTOMERS AND ADVOCATES

47 CONSIDERATION DECISION STAGE STAGE

48 90% of surveyed respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86% said buying decisions were influenced by negative online reviews Source: -Dimensional Research

49 Online reviews impact 67.7% of respondents purchasing decisions. -Google

50 92% OF PEOPLE TRUST STRANGERS OVER BRANDS. -NIELSEN

51 A HAPPY CUSTOMER WILL TELL 3 PEOPLE ABOUT THEIR EXPERIENCE, AND AN UNHAPPY CUSTOMER WILL TELL GOOGLE. -ANONYMOUS

52 Lost Revenue CONSIDERATION LOST DECISION REVENUE STAGE STAGE Organizations risk losing as many as 22% of leads when just one negative article is found by users consider their service. If 3 negative reviews pop up in a search query, the potential for lost customers increases to 59.2% Have four or more negative articles about your brand appearing in Google search results and you are likely to lose 70% of potential leads. (Google)

53 Online CONSIDERATION DECISION Directories STAGE STAGE

54 WHY DIGITAL MARKETING

55 What is the Investment? CONSIDERATION DECISION STAGE STAGE What is the investment? INBOUND MARKETING $143 OUTBOUND TRADITIONAL MARKETING $373 Inbound Outbound

56 54% more leads are generated by inbound tactics than traditional paid marketing. 2X as many marketers say inbound delivers below average cost per lead than outbound methods. $20K is the average companies save per year by investing more in inbound marketing vs. outbound. Source: Hubspot

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