sbims presentation measurement - september 10
TRANSCRIPT
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Small Business Internet Marketing Secrets
Measurement28 September 2010
Michelle Gamble, Chief Angel
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The Marketing Process
REPORTING
Track and Measure Effectiveness
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#1 PriorityReturn on Investment (ROI)
By Channel
3
Channel #Leads
Conv Rate
#Sales
$ Revenue
$Cost
%ROI
Radio
Website (Branded)
Organic/SEO(Unbranded)
PPC
Referring Websites…
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Google Analytics is a MUST
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5
Get help to set goals and use other tools
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Integrate forms into a CRM ideally
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Many tools now also talk to accounting systems
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Know your starting point
• Value of sales• % of repeat sales• Location of sales• Time taken from lead to
conversion• Increase in awareness
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What to Track Leads & sales by channel
Leads & sales by region
Type of lead (e.g. SME vs Corporate)
Leads & sales by sales person
Leads & sales by value
Stage in the sales cycle
Client satisfaction
Review monthly with a view to understanding cost of each lead and sale
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Resist doing nothing because you are scared to invest
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Have a plan so you can focus on the
priorities
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Be fearless
Be focussed
Be relentless
Be consistent
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Happy Marketing!
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