Online Marketing Presentation - Corzo Center for the Creative

January 5, 2018 | Author: Anonymous | Category: Arts & Humanities, Communications, Marketing
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Sell or Go Home Part VI Strategies for Finding Customers, Winning Their Business and Keeping Them for Life

Who Am I? • • • • • • • • • • •

Co-founder, Eight Eleven Founder, Longevity Co-founder, eFlex CMS Co-founder, Philly Startup Leaders Featured Speaker and Mentor, Lean Startup Machine Advisory Board Member, Side Arts Advisory Board Member, Points.ly Advisory Board Member, Art Institute of Philadelphia Entrepreneur in Residence, Corzo Center Mentor to many Philadelphia startup companies http://about.me/aaronmclean 2

Why You Are Here • You’re building a small business in the local creative or tech economy • You want to find out what you need to know to help your company grow and sustain • You need practical advise you can put to work in your company, today

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What's The Deal With “Sell or Go Home”? Option A:

Option B:

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Before We Start… • • • • • • • • • •

How many are online/digital marketing professionals? How many are running their own business? How many want to run their own business? How many sell their product online (Ecomm)? How many offer digital marketing services to their clients or customers? How many are SEM experts? How many are SEO experts? How many are direct marketing experts? How many are lead gen marketing experts? How many are already marketing online and are here to learn how to target and market smarter, for better ROI?

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Part VI: Sell or Go Home • Online Marketing Strategies • Where do YOU want to start? • Note: We may only have time for 3 of the 5…

• Building a Financial Model • Basics of “Google Traffic Estimator” • SEO • SEM: Display, Keyword • Email Marketing

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Building a Basic Financial Model • How many have built a financial model that accounts for variables, constants and calculates projected ROI, prior to launching an online marketing campaign? • Who can tell me: What variable and constants do you need to work with to build a basic financial model for online marketing? (You can pick: SEO, SEM, Email, etc.) • Who is currently calculating their “customer lifetime value”? • What variables do you need to calculate customer lifetime value? 7

Building a Basic Financial Model (SEM example) • Variables: – – – – –

Key term Monthly impressions Monthly clicks Average monthly conversion from traffic to lead Conversion of leads that respond to sales/marketing – Average monthly “close” / sales conversion – Average revenue per transaction – Cost per click

• Calculated/Achieved: – Monthly traffic volume to Website – Revenue + recurring – ROI 8

Building a Complete Financial Model • Customer cohort analysis • Purchase trends by: – – – – – – –

Time of day Season Day of week Type of device Type of operating system Geographic location (Lots more)

• Campaign creative breakdown (A/B) • “Average” tells an incomplete story; calculate for the curve – what does your “bell” look like and where is the revenue potential? 9

% of Revenues Represented by Customers

Example

All Customers that Buy Your Product 10

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Basics of Google Traffic Estimator • Who can tell me what you can use Google Traffic Estimator for? • Are any of those of particular interest to people to discuss further?

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Basics of Google Traffic Estimator

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Organic VS Paid

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SEO • Who can tell me how on-page SEO works? • Who can tell me how off-page SEO works?

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On-Page SEO Elements

Page Title Domain H1

Body Content #2 17

File Name

File Size

Alt Text

Captions

Importance of Domain Name: On-Page SEO Elements

#1

We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia”

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On-Page SEO

Who can fill in the blank:

Content is:

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Content is King • Who can tell me why? – Content is Food – Google is Hungry – Give Google a Reason to Come Back to You

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How Off-Page SEO Works: Popularity Contest

Bob: Photographer Mary: Jeweler

http://nyti.ms/10TbeoJ

Jill: Classical Composer

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SEO Link Building • Hypothetical situation: Socks.com – They sell: green socks, yellow socks, blue socks, striped socks, argyle socks, ankle socks, knee high socks (etc.)

• Who can tell me: – If a blogger were to write an article on their blog, and in that blog article, reference your Website, how could/should a link be structured and where should it link to? – (we can whiteboard this if need be)

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SEM: Display / Keyword • What are some elements of a formula for a successful online advertising campaign?

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Online Advertising Recipe for Success

Targeting Relevance

Cost Per Impression

Cost Per Click

Revenue / Transaction

Conversion

Ad A/B

Continual Measuring and Optimization

A/B

Lifetime Value

Success! 24

Online Advertising A/B Testing Success Story

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Your Key to the City Success Story Pre-Roll

Hopstop

NYC Go

Pandora

Weatherbug

5.5%

0.26%

6.0%!!!

0.29%

Industry Average CTR Low

.04%

High

.08%

Prior Campaign Averages High

0.2% - 0.4%

Our Campaign Low

0.86%

0.17%

0.17%  A/B Testing 

High

Revenue Increase

1.57%

0.26%

0.27%

1% !!! 26

Email Marketing • What are some elements of a formula for a successful email marketing campaign?

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Email Marketing Recipe for Success

Targeting Relevance

Quality Content & Delivery

Cost Per Click

List Building & Segmentation

A/B

Continual Measuring and Optimization

A/B

Lifetime Value

A/B

Revenue / Transaction

Conversion

Success! 28

Email Marketing A/B Testing Success Story

B A

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Email Marketing A/B Testing Success Story

B

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Contact For a copy of the presentation, please go to: www.eight-eleven.com/corzo Aaron Haydn McLean http://about.me/aaronmclean

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