dave ruberto: online marketing presentation
TRANSCRIPT
How to Sell Home
Strategies for Finding Customers, Winning Their Business and Keeping Them for Life
By Dave Ruberto
CEO, Leadcorp media
Dave Ruberto
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
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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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Dave Ruberto
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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Sell or Go Home
Online Marketing Strategies Where do YOU want to start? Note: We may only have time
for 3 of the 5…
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• Building a Financial Model• Basics of “Google Traffic
Estimator”• SEO• SEM: Display, Keyword• Email Marketing
Dave Ruberto
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?
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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
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Who can tell me what’s missing?
Dave Ruberto
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?
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Example
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% o
f Rev
enue
s R
epre
sent
ed b
y C
usto
mer
s
All Customers that Buy Your Product
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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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On-Page SEO Elements
17#2
Page TitleDomain
H1
Body Content
Alt TextFile SizeFile Name Captions
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Importance of Domain Name: On-Page SEO Elements
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#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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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
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Bob: PhotographerMary: Jeweler
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
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Ad
Quality
Success!
Targeting Relevance Cost Per Impression Cost Per Click
ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization
& Remember!
A/B A/B
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Your Key to the City Success Story
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Pre-Roll Hopstop NYC Go Pandora Weatherbug
Industry Average CTR
Low .04%
High .08%
Prior Campaign AveragesHigh 0.2% - 0.4%
Our CampaignLow 0.86% 0.17% 0.17% 5.5% 0.26%
A/B Testing
High 1.57% 0.26% 0.27% 6.0%!!! 0.29%
Revenue Increase 1% !!!
Dave Ruberto
Email Marketing Recipe for Success
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List Building & Segmentation
Quality
Success!
Targeting Relevance Quality Content & Delivery
Cost Per Click
ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization
& Remember!
A/B A/B A/B
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Email Marketing A/B Testing Success Story
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B
Conversion UP XX%
Revenue Per Transaction
UP XX%
Dave Ruberto
Contact
please go to:
Dave Ruberto
http://leadcorpmedia.com
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