pri marketing metricsthatmatter_final
TRANSCRIPT
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MARKETING METRICS THAT MATTER
Presented By - Tom Marx
© 2013 The Marx Group
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WHAT ARE MARKETING METRICS?
Data and statistics that help determine the effectiveness
of a marketing program
© 2013 The Marx Group 2
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WHAT ARE WE MEASURING?
• Brand awareness • Engagement • Conversion
© 2013 The Marx Group 3
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WHY ARE METRICS IMPORTANT?
• Accountability • Establishes goals • Gauges success • Provides focus • Allows opportunity to learn
and improve • Proves value of the specific
marketing tactic…
© 2013 The Marx Group 4
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WHY DO METRICS MATTER?
ROI © 2013 The Marx Group 5
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The RIGHT metrics need to be made available to
the RIGHT people.
© 2013 The Marx Group 6
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WHO NEEDS METRICS?
• Marketing team • Sales team • Management
© 2013 The Marx Group 7
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WHAT MAY BE HAPPENING
• Lack of accountability • No review of analytics • Sales and Marketing are
in silos • Paralysis by Analysis • Confusion, lack of focus
© 2013 The Marx Group 8
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What is REALLY important?
© 2013 The Marx Group 9
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WHAT IS REALLY IMPORTANT
Focus your efforts on key metrics that will provide
the greatest impact
© 2013 The Marx Group 10
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MARKETING CONVERSION FUNNEL
© 2013 The Marx Group 11
Brand Awareness
Engagement & Interest
Conversion &
Loyalty
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METHOD
© 2013 The Marx Group 12
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© 2013 The Marx Group 13
Ready • Define your goal
• Make one person accountable
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© 2013 The Marx Group 14
Aim • Design your program
• Make sure it’s measurable
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© 2013 The Marx Group 15
Fire!
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© 2013 The Marx Group 16
Evaluate • Measure your progress
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© 2013 The Marx Group 17
Adjust
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© 2013 The Marx Group 18
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Do digital, and do it well
© 2013 The Marx Group 19
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TOP 5 METRICS THAT MATTER
1. ADVERTISING & PR 2. WEB TRAFFIC &
CONVERSIONS 3. SEO
4. EMAIL MARKETING 5. SOCIAL MEDIA
© 2013 The Marx Group 20
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EMBRACE YOUR TOOLS
• Google Analytics • Constant Contact • HootSuite
© 2013 The Marx Group 21
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#1
ADVERTISING & PR
© 2013 The Marx Group 22
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(print!) ADVERTISING
“I can’t measure ROI on print advertising.”
FALSE! Yes you can, if you
define what you want to measure, and build your
ad accordingly
© 2013 The Marx Group 23
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You CAN measure ROI on print advertising.
CALL TO ACTION >>> CONVERSION
(print!) ADVERTISING
© 2013 The Marx Group 24
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“Digital advertising is all about impressions.”
FALSE!
If you are sales focused, it’s about click thru and
conversion
(digital!) ADVERTISING
© 2013 The Marx Group 25
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You can have 100,000,000
impressions, but if you aren’t getting the
conversion rates you need, it doesn’t
matter
(digital!) ADVERTISING
© 2013 The Marx Group 26
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ADVERTISING EXAMPLE!
Your April ad campaign has a call to action of “buy 2 sets of engine bearings and get 2 free” What metrics do you track? • Increase in sales • Number of clicks from digital
ads - and clicks that lead to a purchase
© 2013 The Marx Group 27
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PUBLIC RELATIONS
“There is no value in PR.”
FALSE! There is great value in PR
once you define your expectations
© 2013 The Marx Group 28
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PUBLIC RELATIONS
Set expectations. Measure your pickups.
Drives brand awareness. Delivers credibility.
© 2013 The Marx Group 29
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PUBLIC RELATIONS EXAMPLE!
During your new product launch you distribute a press release.
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
© 2013 The Marx Group 30
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#2
WEB TRAFFIC &
CONVERSIONS
© 2013 The Marx Group 31
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WEBSITE TRAFFIC
“My business isn’t driven by E-commerce, so my
website isn’t a priority.”
FALSE! Your website is your most
important piece of owned media.
© 2013 The Marx Group 32
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• Build your site with goals in mind
• Content • Engagement
• Traffic Analytics
WEBSITE TRAFFIC
© 2013 The Marx Group 33
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Analytics: What you should be tracking.
– Traffic sources – Repeat visitors – Page views – Conversion rates
WEBSITE TRAFFIC
© 2013 The Marx Group 34
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WEBSITE TRAFFIC: Unique & Repeat Visitors
© 2013 The Marx Group 35
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WEBSITE TRAFFIC: Page Views
© 2013 The Marx Group 36
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WEBSITE TRAFFIC: Traffic Sources
© 2013 The Marx Group 37
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WEBSITE TRAFFIC: Traffic Sources
© 2013 The Marx Group 38
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WEBSITE TRAFFIC:
© 2013 The Marx Group 39
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
Conversion
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WEBSITE TRAFFIC: Conversion Rates
Conversion Rate = # of Conversions
Visits
© 2013 The Marx Group 40
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EXAMPLE!
© 2013 The Marx Group 41
Increase online sales. What do you track? • new banner ad conversion • $ amount of sales that came from that ad
5% =
1000
20,000
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#3
SEO
© 2013 The Marx Group 42
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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.
© 2013 The Marx Group 43
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WHAT IS SEO?
Search Engine Optimization: The process of making a site and its
content highly relevant for both search engines and searchers
© 2013 The Marx Group 44
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TWO WAYS TO
APPROACH SEO
Organic & Paid
© 2013 The Marx Group 45
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SEO
Search Engine Optimization
provides: • Rankings
• Traffic • Conversions
© 2013 The Marx Group 46
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SEO “Own your digital shelf space.”
PAID
O
RG
AN
IC
Danielle Russell, Automotive Industry Director at Google
© 2013 The Marx Group 47
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EXAMPLE!
Be the leader in online performance cylinder head sales. What do you track? • organic search engine
ranking/position • Pay-per-click sales, from your
paid SEO efforts • Key words
© 2013 The Marx Group 48
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#4 EMAIL
MARKETING
© 2013 The Marx Group 49
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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
© 2013 The Marx Group 50
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EMAIL MARKETING
Stay focused on: • Content
• Open Rates • Click thrus & forwards
© 2013 The Marx Group 51
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Click-thru / Forwards >>> Cost per lead
EMAIL MARKETING
© 2013 The Marx Group 52
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EMAIL MARKETING
© 2013 The Marx Group 53
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EXAMPLE!
You want your customers to be aware of your new product. What do you track? • Click –thrus to a landing page
containing information on your new product
• Sales – did the click-thrus lead to sales?
© 2013 The Marx Group 54
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#5 SOCIAL MEDIA
© 2013 The Marx Group 55
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SOCIAL MEDIA
“My customers don’t care about social
media.”
FALSE! They do. So do their
friends, their kids and your competitors.
© 2013 The Marx Group 56
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• Choose PLATFORMS that are relevant to your
audience
• It is all about ENGAGEMENT
• REFERRALS – generate a call to action
SOCIAL MEDIA
© 2013 The Marx Group 57
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SOCIAL MEDIA ENGAGEMENT
© 2013 The Marx Group 58
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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
SOCIAL MEDIA
© 2013 The Marx Group 59
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EXAMPLE!
Your company’s Facebook page is holding an anniversary promotion. What do you track? • Participants and engagement
- # of people who comment and share your post
- # of people who sign up for your promotion
© 2013 The Marx Group 60
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MARKETING CONVERSION FUNNEL
© 2013 The Marx Group 61
Brand Awareness
Engagement & Interest
Conversion &
Loyalty
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METHOD
1. READY 2. AIM 3. FIRE
4. EVALUATE 5. ADJUST
© 2013 The Marx Group 62
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TOP 5 METRICS THAT MATTER:
1. ADVERTISING & PR 2. WEB TRAFFIC &
CONVERSIONS 3. SEO
4. EMAIL MARKETING 5. SOCIAL MEDIA
© 2013 The Marx Group 63
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WHAT IS REALLY IMPORTANT
Focus your efforts on key metrics that will provide
the greatest impact
© 2013 The Marx Group 64
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© 2013 The Marx Group 65
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