Science & Art of ROI
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Slides from my #PhLive webinar on the Science and Art of ROI. In the session I cover: How to help you gain buy in and influence with you key stakeholders How to think of ROI in 3D and uncover the hidden value How Digital activities all influence each other and how they add value to each other Discus Marketing attribution, what it means and how to measure it Define macro and micro goals - that mean something to your business Performance aggregation through marginal gains Lifetime value of a customer Tools to help you measure ROI
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Science & Art of ROI
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- 31. @googledave@googledave The value of a RT Scouse Bird image £90 a retweet!! Footy Accumaltors – build their business via twitter – they purchased twitter handles with their target persona in There;’s value in making friends before you need them
- 34. Areas to focus – ABC’s • Acquisition – how do you find new customers • Behaviours – When they find you, how do they behave? • Conversions – What are the actions you want them to take that make a difference to you business?
- 35. GOAL SETTING • Define them – ABC’s • Macro goals = sales, lead form, enquires, start a trail • Micro goals = newsletter sign ups, white papers, page depth, engagements, shares article
- 37. @googledave@googledave Some steps to take Step2 Track them! Show google analytics screens of goals @googledave
- 38. @googledave@googledave Some steps to take Step 3 :Give them a monetary value Value of application Value of a download Value of a piece of content viewed Value of a blog post shared Warning: You will be challenged – but work with those around you to come to figure @googledave
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Editor's Notes
- The ‘Buy In’ Challange If you where in a pub with a room full of people who where interested in what you had to say Would you step into it? If you found out it was a members only club and had an invite, would you keep going? Who in the room, runs events for their clients – why do you do it? To give value back to them and to romance them, keep them close If you could be there everyday and help them, make friendships and build trust – would you be interested? Then why aren’t you networking , building, engaging and connecting daily with these people on your social channels? If you cant see the ROI in human relationships – then why are you in business.
- HIDDEN VALUE OF ROI + BULLETS There’s value in making friends before you need them What is the value of an engaged and active follower? Well if you wanted to by a 1000 records of date for email - £300 - £500 ROI of People you already know
- Story of the cyber man Value in the human relationships
- · All activity impacts the overall ROI 4 circles – sweet spot Walk through each one and explain how they influence one another You conversions will come from organic (if you do this well!) but social, content and experience (and paid social, ppc ) will keep moving you opportunities through your consideration funnels
- Ok, this easy enough to look at the equation of ROI… And I completely agree of its importance… But ROI of social and content or indeed any channel isn’t linear… 93% of buying decisions are influenced by social – who asks their friends on Facebook to recommend a plumber or a spark or a roofer… Social isn’t sales, or applications – its so much more In marketing we are touched 7 times…. Think about how people’s buying behaviour in the real world
- The value of a RT Scouse Bird image £90 a retweet!! FA– build their business via twitter – they purchased twitter handles with their target persona in There;’s value in making friends before you need them
- Some steps to take Step 1 Define what goals you want to and set goals up What are the actions you want people to take Macro goals Direct sales and enquires Micro goals Not a ‘direct revenue’ generator; newsletter sign up, white paper download, content page views Some to consider: Applications Client enquiries Measure performance of content Industry reports, white papers, future thinking articles Social share, view videos
- Show the graph on time on site and % of coming back Building your brand and encourage subconscious and conscious awareness of you and the likely hood of them choosing you… when it comes to choosing
- Some steps to take Step2 Track them!
- Some steps to take Step 3 :Give them a monetary value Value of application Value of a download Value of a piece of content viewed Value of a blog post shared Warning: You will be challenged – but work with those around you to come to figure
- What's the value of your repeat customers? In ecommerce we look at what we do to get someone to buy a second time We measure the life time value of a customer When in research mode candidates will spend up 2 hours checking you out What about content you put out there that might turn a passive candidate into intrigue and interest – worth amplify via social ads, facebook darkposts? Once they viewed the content – why not retarget them for 4 weeks? Start to make subconscious connections with your brand and the idea of a change? Show Google analytics shot of how quickly visitors come back – what are you doing to help this? Remarkteing on content