internet marketing - measuring results
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Measuring Results
Tim TorianMCSE CCNI
President, Torian Group, Inc.
www.toriangroup.com
Technology with Integrity
Internet Marketing ROI
Measuring Results - Agenda
Very brief introductions Internet marketing checklist
Setting the context What to measure: Your Plan Keywords and Web search Search Engine Optimization – what works What to measure / Related Tools Using Facebook for marketing Questions
Why Measure?
You Measure to Manage Built from Goals Actionable Cost vs. Value
The Tools
Your domain name(s) Email: [email protected] Website www.yourdomain.com
Blog / Online Articles Local Search / Directories: Google Maps… Social Media: Facebook, LinkedIn, Twitter… Newsletter / Email marketing Pay per Click Advertising Video / Podcasts Integration with traditional marketing
Foundation
Have a good product / service Deliver it well Know what makes you best Can you be “found” on the Internet?
Identify Keywords Use them across all tools
Are you remarkable? Is your message clear and consistent? Are you communicating on all channels?
Your Brand
What You Promise The Idea(s) people have about your business Logo / Your “look” – Brand Recognition One message, multiple media:
Business name Domain name E-mail Graphics, Fonts used, Colors
Effective Communication
At the level desired – Not too much or too little Does not offend or intrude The right media – The way I want it The right time – When I want it Experienced as a service, not an ad Brings me closer with each contact
Core ‘talkable’ Difference
What makes you remarkable? Positioning – your “Unique Selling Proposition” Brand recognition – what you stand for Moments of truth – the customer experience
Where are your customers?
How are you being found now? Tracking referrals and new customers Customer life cycle
Your Ideal customer / client Persona – Getting insights Demographics
Listen to your customers How does web marketing fit?
Sales Cycle
Know: They have heard about you Like: They are interested Trust: They want to act Try: They check you out Buy: Sale made, Service provided Repeat:They are a customer / client Refer: They are a fan / advocate
Using the tools
Know: Search, Social Posts, Online Content Like: Website /Blog, Newsletter, Social Media Trust: Website, Social Media, Repeated Contact Try: Webinar, Downloads, Interactive content Buy: Shopping Cart, Product info online
Self service, Social media for support, Forums Repeat: Interactive website, Build community via
Social media, CRM tools. Newsletter Refer: Social Media, Interactive Website,
Downloadable /sharable content. Newsletter
Marketing / Sales Plan
Goals Good: Have our company show in the first page for the
following keywords: “Visalia Computer Repair” Bad: Increase our sales Really bad: Have more website visitors
Related measures: AdWords statistics for “Visalia Computer Repair” Who else shows up? Where are we using this phrase…
Example insight: Our Local Map listings show more than website
Website Basics
10 seconds Landing pages Good content (Value) Call to action Contact information
Identify your audience Know what action you want them to take
This is what you want to measure
Website Usability
Good enough syndrome
Segment by audience Clear next action Contact information Consistency – especially navigation Easy to read / easy to understand
Don’t make me think!
Test on a few friends / clients
Search: Keywords
Finding your Product/Service
How are people searching for your services? Identifying Keywords
Keyword tools: Google adwords: http://adwords.google.com Commercial tools:
Wordtracker.com Keyworddiscovery.com
Searching for you or your products / service
Search Engine Optimization
“Organic” search results It’s all about keywords
Spiders Create “Landing” pages Have useful content Inbound links Pay per Click advertising Reuse other writing (big target)
Generate traffic – reasons to visit
Brand awareness: are they searching for you?
SEO Basics
Domain Name(s) Keywords in content Keywords in headings and titles Traffic Relevant inbound links Meta tags – not used as much Make sure they are glad they found you!
Website measures
Content: Volume and quality Activity: (google analytics)
Unique visitors (trend over time) Bounce rate Visited from (source) Path taken (landing pages) , sources of clicks Number of Inbound links – Growing / Declining
Ask good questions, then use the data to find answers
Website Actions
Add good content (work in your key phrases) Landing pages Reuse: email, articles, industry news Adapt content from the web Adapt from competitors
Solicit links Add web url to your email Put web link on all your sites: Facebook, etc. Find complimentary sites and suggest Directories, anything you belong to
Website Usability
Heat Map Path Taken User Testing Provide ways to comment
Survey, Review, Posts Internal Site
Heatmaps
Usability testing
Can be as simple as asking Specify a task, see what they do Can use screen capture plus webcam Test early and often
Local Search - Results
Citations Visitors Traffic driven to website Local site tools
Google Places Yahoo Local
Embed analytics Google analytics URL builder tool
Email Marketing
Delivery rate (Message / list quality) Open rate, and when (Best time to deliver) Links Clicked on (what’s interesting) List Building:
Number of new sign-ups, and source Sign up tools: on website, social media
Track results: Incentives or contact linked to specific mailings
Mailchimp.com Free, full analytics, templates, tutorials
Social Media
Facebook – Social / business networking LinkedIn – Professional networking Twitter – real time updates Content: YouTube, SlideShare, others Podcasts – audio recordings for download RSS and other feeds Find out what your Customers /Clients use
Social Demographics
1. Where are your customers online?
2. What are your customers’ social behaviors online?
3. What social information or people do your customers rely on?
4. What is your customers’ social influence? Who trusts them?
5. How do your customers use social technologies in the context of your products.
Facebook: Recent Changes:
Managing your feed – Subscribers Privacy settings Ticker Timeline / Home Smart Lists (Friends added automatically)
Work / School / Family / City Built In lists: sets scope of sharing
How to use Facebook
Personal Profile – Build your network Groups (part of Profile) – More interaction Business Page – Permission marketing Community Page – Expertise
Tips: User support / Building community Add value in your posts. Humor has value. Spend a few minutes responding specifically to
individual posts.
Pages vs. Groups
Members join as fans Fan pages are public Better for long term
relationships Apps can be added Visitor tracking / Stats Message delivered to Wall
as status update Unlimited Fans Join by “like” page
Members Join as Members Visible only after login Better for Group Discussions Officers to facilitate / monitor No Apps No Stats Email under 250 members /
Message delivered to FB message inbox
Limited to 3000 members Anyone can add / member
must accept join request Supports documents
Measuring Results
Facebook Insights Friends (rate by goals for the relationship) Fans Track your time spent and posting:
Set goals to post daily / weekly… Business (productive) vs Fun
Response to posts Leads or referrals obtained Inbound links to website Use lists for segmentation
Social Media Management Tools
Hootsuite Tweetdeck Yoono Seesmic
Video and Media
Determine relevance Views / downloads Leads generated – Build in tracking
Advertising Online
Google Adwords / Facebook ads Built in analytics
Drive traffic to landing page or fan page Impressions – You are visible
Daily / monthly cap on cost Pay only for those that click
Monitoring Results
Start with desired result Who is visiting your site Who is reading your article / blog / newsletter? Are they getting what they wanted? Are they doing what you intended?
How did you decide to
do business with us?