gameplan for online marketing: getting more measurable results from your online marketing activities
TRANSCRIPT
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Gameplan for Online
MarketingGetting more measurable
results from your online marketing activities
Presented by
Tom SnyderTrivera
MBA Business Management Symposium May 7, 2013
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Tactics without strategy is the
noise before defeat…
-Sun Tzu
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Gentlemen(and Ladies):THISis aStrategy!
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Elements of a Successful Strategy:• Define your Brand• Set your Goals• Identify your Target• Craft your Voice• Define your Roles• Commit to Consistency• Measure and Improve
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Visitors- Bounces/exits
x Conversion Rate+ Up/Cross Sells
Sales
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Visitors• Pay Per Click• Organic Search• Banner Ads• Social Media• Email Marketing• Traditional (direct, print, TV, radio)
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Bounces/exits• Crucial for any paid traffic• Google’s Keyword Tool• Google Analytics• Entrance and Navigation• Social Media• Custom URLS
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Conversion Rate• Sales/outcomes ÷ number of Visitors X 100• Premature Exits/Abandoned Carts• Entrance and Navigation
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Up/Cross Sells
• People who viewed this, bought this• People who bought this, viewed these• People who bought this also bought this
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Your Website generates $100k in sales.
You want to increase sales to $120k
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1.) Increase prices2.) Increase average sales size with up/cross sells3.) Increase your conversion rate
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Increase your conversion rate
$100k comes from 10,000 sales Site receives 40,000 visits.
CR= 25 percentIncrease to 30 percent = $120k in sales
New cart, better site search, better navigation, more qualified visits
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1.) Increase prices 2.) Increase average sales size with up/cross sells3.) Increase your conversion rate4.) Increase your traffic
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Increase your traffic$100k comes from 10,000 sales
Site receives 40,000 visits.CR= 25 percent
8,000 additional visits = $120k in salesSEO, PPC, Banner Ads, Social Media,
Traditional
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1.) Increase prices 2.) Increase average sales size with up/cross sells3.) Increase your conversion rate4.) Increase your traffic 5.) Reduce your bounce rate
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Reduce Bounce Rate$100k comes from 10,000 salesSite receives 40,000 visits, but
has a 50 percent bounce rate.
Lower Bounce Rate to 40 percentMore qualified searchers/visitors
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1.) Increase prices 2.) Increase average sales size with up/cross sells3.) Increase your conversion rate4.) Increase your traffic 5.) Reduce your bounce rate6.) Calculate and improve your ROI
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Calculate and Improve Your ROI
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Calculate and Improve Your ROI
Decrease Bounces and exits by improving navigation: http://bit.ly/13dUcF9
Increase your conversion rate: http://bit.ly/13p4bqd
Increase traffic by optimizing for the right keywords: http://bit.ly/10f7ITE
Reduce your bounce rate: http://bit.ly/16d03NU