MARKETING METRICS THAT MATTER Presented By - Tom Marx
WHAT ARE MARKETING METRICS? Data and statistics that help determine the effectiveness of a marketing program 2
WHAT ARE WE MEASURING? Brand awareness Engagement Conversion 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 4
WHY DO METRICS MATTER? ROI 5
The RIGHT metrics need to be made available to the RIGHT people. 6
WHO NEEDS METRICS? Marketing team Sales team Management 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 8
What is REALLY important? 9
WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact 10
Brand Awareness MARKETING CONVERSION FUNNEL Engagement & Interest Conversion & Loyalty 11
12 METHOD
Ready Define your goal Make one person accountable 13
Aim Design your program Make sure it s measurable 14
15 Fire!
Evaluate Measure your progress 16
17 Adjust
18
Do digital, and do it well 19
TOP 5 METRICS THAT MATTER 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. EMAIL MARKETING 5. SOCIAL MEDIA 20
EMBRACE YOUR TOOLS Google Analytics Constant Contact HootSuite 21
#1 ADVERTISING & PR 22
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
(print!) ADVERTISING You CAN measure ROI on print advertising. CALL TO ACTION >>> CONVERSION 24
Digital advertising is all about impressions. (digital!) ADVERTISING FALSE! If you are sales focused, it s about click thru and conversion 25
(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
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
There is no value in PR. PUBLIC RELATIONS FALSE! There is great value in PR once you define your expectations 28
PUBLIC RELATIONS Set expectations. Measure your pickups. Drives brand awareness. Delivers credibility. 29
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
#2 WEB TRAFFIC & CONVERSIONS 31
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
WEBSITE TRAFFIC Build your site with goals in mind Content Engagement Traffic Analytics 33
Analytics: WEBSITE TRAFFIC What you should be tracking. Traffic sources Repeat visitors Page views Conversion rates 34
WEBSITE TRAFFIC: Unique & Repeat Visitors 35
WEBSITE TRAFFIC: Page Views 36
WEBSITE TRAFFIC: Traffic Sources 37
WEBSITE TRAFFIC: Traffic Sources 38
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
WEBSITE TRAFFIC: Conversion Rates Conversion Rate = # of Conversions Visits 40
EXAMPLE! Increase online sales. What do you track? new banner ad conversion $ amount of sales that came from that ad 5% = 1000 20,000 41
#3 SEO 42
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
WHAT IS SEO? Search Engine Optimization: The process of making a site and its content highly relevant for both search engines and searchers 44
TWO WAYS TO APPROACH SEO Organic & Paid 45
SEO Search Engine Optimization provides: Rankings Traffic Conversions 46
SEO Own your digital shelf space. PAID Danielle Russell, Automotive Industry Director at Google ORGANIC 47
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
#4 EMAIL MARKETING 49
EMAIL MARKETING I can just use Outlook to email my customers. I don t need another program to do that. FALSE! Using an email marketing program allows you to learn what is (or isn t) working and automates list management 50
EMAIL MARKETING Stay focused on: Content Open Rates Click thrus & forwards 51
Click-thru / Forwards >>> Cost per lead EMAIL MARKETING 52
EMAIL MARKETING 53
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
#5 SOCIAL MEDIA 55
My customers don t care about social media. SOCIAL MEDIA FALSE! They do. So do their friends, their kids and your competitors. 56
SOCIAL MEDIA Choose PLATFORMS that are relevant to your audience It is all about ENGAGEMENT REFERRALS generate a call to action 57
SOCIAL MEDIA ENGAGEMENT 58
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
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
Brand Awareness MARKETING CONVERSION FUNNEL Engagement & Interest Conversion & Loyalty 61
METHOD 1. READY 2. AIM 3. FIRE 4. EVALUATE 5. ADJUST 62
TOP 5 METRICS THAT MATTER: 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. EMAIL MARKETING 5. SOCIAL MEDIA 63
WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact 64
Let s Connect: tmarx@themarxgrp.com - (415) 453-0844, x106 facebook.com/themarxgroup linkedin.com/company/the-marx-group twitter.com/themarxgroup 65