Getting results from your online marketing
vicki allpress hill the audience connection [email protected]
Getting results means Being audience-focus Entering a conversation Building community Following best practice Having a clear focus Being ‘on brand’ Using the right tools Tracking real data
Planning your online marketing
Maximizing online marketing opportunities
Measuring the outputs of your online marketing
Today’s workshop
Planning your online marketing
How to go from “we’re a bit ad hoc” to knowing what you are doing, when, and why.
Planning your online marketing
The importance of planning Integrating online with offline Elements of a strategy The planning process Getting started
Planning your online marketing
The importance of planning◦ Creates logical steps◦ Disciplines your thinking◦ Everything is captured◦ The hard work is done◦ Maximizes the impact
Planning your online marketing
Integrating online with offline◦ Why are you differentiating?◦ Different strokes, different folks◦ Distinct approaches◦ Feed off each other◦ Consistent customer experience
Everett Rogers (1931 - 2004)
The study of the diffusion of innovation is the study of how, why, and at what rate new ideas and technology spread through cultures.
Planning your online marketing
Elements of an online strategy◦ Website & CMS◦ Database integration◦ Online sales channels & products◦ Online marketing tactics & tools◦ Social media policies◦ Online publishing◦ In-house capability◦ Analytics and ROI
Planning your online marketing
The planning process◦ Where are we now?◦ What are we aiming for?◦ Who are we targeting?◦ What are our high level strategies?◦ Which tools and tactics will we use?◦ How will we resource it?◦ What is the timeframe?
Planning your online marketing
Getting started◦ Identify champions◦ Brainstorm with the best ones◦ Gather data and evidence◦ Prioritise what will have most impact◦ Set clear milestones◦ Don’t over-complicate
Maximizing online marketing opportunties
Quick tips for best practice
Best practice websites User able to easily achieve
desired tasks Navigation is clear & user knows
where they are Consistent look & feel Text is readable and easy to
scan for headers & links Content is showcased Accessibility is considered Site is ‘search-engine-optimized’
“If a website is difficult to use, people leave…”
Jakob Nielsen
Best practice email Permission based Respects the recipient Is relevant & provides value Deployed via professional
email management system’ Has the right ‘tone of voice’ Is conversion-focused Delivers on expectation Measured & tracked
Best practice online social networking
Conversation not monologue Build relationships Be where customers are Distinct approach for each
channel Honest & real Maintained & updated Clear internal policy Measured & tracked
Measuring the outputs of your online marketing
How to know what’s working and what’s not
Measuring the outputs of your online marketing
The importance of metricsWhat can you measure?Deciding what to focus onUsing the informationGetting started
The importance of metrics
Online marketing is completely measurable
Data now accessible to us We can know what’s
working and what’s not Fine-tune activity Improve results Provide evidence
Funders—ranging from government agencies to corporations, foundations, and individuals—are now demanding proof that their past support has been effective. Without generally accepted metrics, arts organizations will have more and more trouble making a case for themselves.
Metrics of Success in Art MuseumsThe Getty Leadership Institute
What can you measure?
Website – visitors, traffic, content, goal conversion, ecommerce
Campaigns – response rates, cost per response, cost per acquisition, conversion
Email – deliverability, open rates, CTR, unsubscribe rates, conversion
Social media – acquisition, interactions (number & quality), CTR, conversion
Deciding what to focus on
Crucial to ask the right questions Seek the information that
enables you to improve effectiveness, find new opportunities and increase revenue from tickets, donations or merchandise
Remember to look at trends Set your own targets, KPIS &
benchmarks
“The systems had given us the answers – but we didn’t know what our questions were…”Beth Aplin - Strike Gold: Mining Box Office Knowledge, Ticketing Professionals Conference 2009
Using the information
Make educated decisions about your website
Improve web visitor numbers & conversion rates
Change marketing channels, tools, messages or design
Know where to best focus your staff and budget resources
Be persuasive with informed ammunition
Getting started
Talk to key people on your team
Determine the questions Locate the answers –
find/develop the right reports Delegate responsibilities Set up templates/regular dates
for disseminating reports Don’t get overwhelmed by the
data & start small
“What is your job?”
“How does it intersect with our online
marketing/website?”
“What do you most want to know about our online marketing/website?”
vicki allpress hill the audience connection [email protected]