your digital marketing is failing you: so let's fix it! — internet summit

@marketingmojo | marketing-mojo.com

YOUR DIGITAL MARKETING IS FAILING YOU.Janet Driscoll MillerInternet SummitRaleigh, NCNovember 17, 2016

SO LET’S GO FIX IT…


DIGITAL MARKETINGUNIVERSAL TRUTH #1:

NOT ALL TRAFFIC IS EQUAL


INTENT(SEARCH ENGINES)


THE INTENT CHALLENGE• “Social Media Management Software”

› Enterprise level product: 12 months/$100,000 commitment

• But WHO searches using this term?


INTENT(SEARCH ENGINES)

IDENTITY(SOCIAL MEDIA)


LINKEDIN TARGETING OPTIONSDemographic Targeting Options

Location ContinentCountry

StateCity

Companies NameIndustry

Company size(also exclude current customers)

Job Title TitleFunctionSeniority

School School NameField of Study Field of Study

Degree DegreeSkills Skill NameGroup Group NameGender Gender

Age Age


CASE STUDY: ENTERPRISE SOFTWARE

PPC Alone PPC and LinkedIn0

50100150200250300350400

Conversions

PPC Alone PPC and LinkedIn0

100

200

300

400

500

600

700

Cost Per Lead

PPC Alone PPC and LinkedIn $-

$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00

$100,000.00

Cost


FACEBOOK TARGETING OPTIONSDemographic Targeting Options

Location ContinentCountry

StateCity

Companies Employer NameIndustries

Office Type (ex: home office)(also exclude current customers)

Job Title TitleSchool School Name

Field of Study Field of StudyEducation Level Degree

Currently in SchoolApp Users Current app users

App not currently installedGender Gender

Age Age


DIGITAL MARKETINGUNIVERSAL TRUTH #2:

TRUE ATTRIBUTION IS HARD.


SINGLE SOURCE MODELS• First Touch

› Gives all credit to the first channel/campaign› Set once and never changes

• Last Touch› Gives all credit to the last channel/campaign› Always updating, but can be “locked” down

1 2 3 4 5


FRACTIONAL SOURCE MODELS• Linear

› Gives equal credit to all channels/campaigns› Always updating, but can be “locked” down

• Time Decay› Gives most credit to the last channel/campaign› Always updating, but can be “locked” down


NOT SURE? TEST THEM OUT!


GOOGLE ANALYTICS ATTRIBUTION MODEL COMPARISON TOOL


GOOGLE ANALYTICS TAGGING• Passes information from your

destination URLs into Google Analytics

• Tagging is automatic in Google AdWords by default

• https://support.google.com/analytics/answer/1033867?hl=en


FIX SELF-REFERRALS!• Google Universal Analytics can create self-referral

issues• Self-referral:

› Your site’s domain is listed as a referral site to itself• When you switch from Classic to Universal, you

have to update the “referral exclusion list”


HOW SELF-REFERRALS HAPPEN IN UNIVERSAL• Session length is 30 minutes by default

Referral Source/Medium:

Google/organic

Referral Source/Medium:YourDomain.com/

referral


WHAT HAPPENS WHEN IT’S FIXED?• Self-referral traffic

becomes correctly attributed to the original source/medium


HOW DO YOU FIX IT?• Set referral exclusions under PROPERTY setting in

Google Analytics• Select Tracking Info/Referral Exclusion List


SQL

Closed Won

MQL

SAL

Website Visit

HOW DO YOU TRACK IT ALL?

Google Analytics

Marketing Automation

CRM


Campaign Name Converted Leads

Num Total Opportunities

Num Won Opportunities

Total Value Opportunities

Total Value Won Opportunities

2017 Dig Mktg Checklist - Facebook 1 2 1 $ 8,000.00 $ 5,000.00 2016 ROI-2 Webinar 1 4 1 $ 23,500.00 $ 10,000.00 2016 ROI Webinar 2 6 2 $ 34,000.00 $ 14,000.00 Request a Quote 1 1 0 $ 5,000.00 $ -


CONTACT INFO

JANET DRISCOLL MILLERPresident and CEOMarketing Mojo

434.975.6656 x101

[email protected]

@janetdmiller

Download the ROI Workbook at: http://bit.ly/ROIWorkbook