sparefoot minico webinar 2010
DESCRIPTION
TRANSCRIPT
Measuring the Effectiveness of Your Online Marketing
Mario Feghali, SpareFoot.com& MiniCo
1. What’s the goal of having a website?
A. Look prettyB. Have great animationsC.To get more tenants
The Goal of a Website is…?
Save Money by Tracking
What is analytics?The process of measuring marketing performance and efficiency.
• Why should you care?– Every year, storage companies spend millions
of dollars advertising their business but few know what is working.
What do internet users do?Call
Do you have a number on your site?Can you track it?Fill out a formWhat information do you collect?How do you follow up?NothingHave an online coupon?Provide directions to your facilityRetargeting*
Mario’s Storage
A new storage company that just built a website!Needs clarity into how consumers are actually using his site.Wants to get more tenants.
Web AnalyticsGoogle Analytics
Powerful, easy to use, and FREE!Track your online activity Sign up: http://www.google.com/analytics/
• What can I track?– Basically anything you can think of:
Number of visits Bounce Rates Traffic SourceTime on site Page Metrics Specific GoalsPageviews & Much More
Easy to follow
Track by Traffic Source
1. mariosstorage.com 2. /size-10x10.html
3. /thank-you.html
What’s the Goal?
Conversion Funnel
500
200
10
Step 1: Get to home page
Step 2: Pick a unit (/size) 40%
Step 3: Confirm (/thank-you) 5%
10 rentals total. What if each click cost $3.00?
Track Calls Easily
Call TrackingSet up unique numbers you can attribute to specific sourcesMeasure the number of calls receivedRecord each phone call
• Callfire.com• $3.00-$6.00 /number & $1.00-$2.00/month• Can be applied anywhere
Pick a number…any number
*Add tracked number to webpage
Track Call Metrics
Type Sum Average Duration (sec)Live Answer 5 158.26Answering Machine 3 20.37Transfer 2 90.65Busy 1 2.34Error 0 0.0No Answer 3 0.0Misc 1 30.24Total 15
Measure Everything
Online MarketingSEOPPCLocal business listings (example)Online classifieds, directories, more…
• Offline Marketing– Print ads– Flyers (example)– Signs
Track here
Call: 512-350-3595
Performance of Flyer
50
20
1
Step 1: Students page (/students)
Step 2: Pick a unit (/size) 40%
Step 3: Confirm (/thank-you) 5%
Let’s also assume 3 calls that all turned into rentals. Is this good?
1000 flyers that cost $2.00 a piece
Tracking is Powerful
If you can measure it, you can manage it
• Call Tracking– Callfire.com
• Web Analytics-google.com/analytics
• Applications to online and offline marketing
Mario Feghali, [email protected]