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An Internet Marketing Optimization Primer

An overview of the process of optimizing marketing by testing, adapting, and automating your marketing tasks. Talk given at NCAD Conference 2014.

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An Internet Marketing Optimization Primer

  1. 1. Internet Marketing Optimization Michael Myles, M.B.A. Active Internet Marketing mike@activeinternetmarketing.com @activeim
  2. 2. What is Marketing Optimization? “The analysis and improvement of the efficiency and effectiveness of marketing.” http://en.wikipedia.org/wiki/Marketing_optimization
  3. 3. Why Optimize? • Avoid Wasting Your Advertising Spend • Faster Growth • Improve Scalabilty
  4. 4. The Customer Buying Process Establishing Criteria Consideration Research Customers
  5. 5. The Customer Buying Process Research The process through which they decide that there is an issue that needs solving.
  6. 6. The Customer Buying Process Establishing Criteria Now that there is an established need, your prospects will determine what features and services they want in their solution.
  7. 7. The Customer Buying Process Consideration Your prospective clients are now to the point where they are looking into which possible vendors meet their criteria.
  8. 8. The Customer Buying Process Customers •When your prospects pass through the Consideration phase, they are no longer prospects… They are customers!
  9. 9. The Website Marketing Lifecycle
  10. 10. The Website Marketing Lifecycle Attract •Visitors to Your Website
  11. 11. The Website Marketing Lifecycle Connect •Visitors into Connections
  12. 12. The Website Marketing Lifecycle Close •New Business
  13. 13. The Marketing Optimization Process Test Test Your Hypotheses and Analyze Results Adapt Modify Your Marketing Process Automate Identify and Implement Automation Opportunities
  14. 14. The Marketing Optimization Process Test Test Your Hypotheses and Analyze Results
  15. 15. The Marketing Optimization Process Don’t test everything all at once. Test one page element at a time.
  16. 16. The Marketing Optimization Process This test looked at how button color changed conversion rates. The red buttons increased Conversions by 21%
  17. 17. The Marketing Optimization Process Adapt Modify Your Marketing Process
  18. 18. The Marketing Optimization Process Update template to use the red button CTA
  19. 19. The Marketing Optimization Process Automate Identify and Implement Automation Opportunities
  20. 20. The Marketing Optimization Process Create and automatically send an email to Top of Funnel connections promoting the new landing page.
  21. 21. Testing and User Feedback A/B and Split Testing How to Test User Feedback What to Ask
  22. 22. A/B and Split Testing “An A/B test involves testing two versions of a web page — an A version (the control) and a B version (the variation) — with live traffic and measuring the effect each version has on your conversion rate.” https://www.optimizely.com/ab-testing
  23. 23. A/B and Split Testing How to Test Don’t End Too Soon Wait for statistical significance before making any decisions or declaring a winner.
  24. 24. A/B and Split Testing How to Test Include User Feedback Insights in Your Tests Use the words that your market uses, and craft offerings that meet their needs.
  25. 25. A/B and Split Testing How to Test Test Big Changes for Big Results Make big changes to your message, imagery, and layout to see big changes in your marketing results.
  26. 26. A/B and Split Testing How to Test Always Test Against a Control Make sure that you are always testing your new marketing against the existing to ensure that your data is reliable.
  27. 27. A/B and Split Testing How to Test Prioritize Your Tests Find those tests that try to improve upon the marketing pieces that have the most potential for benefit to your business.
  28. 28. User Feedback Understand Your Market to Guide: • Website Design • Website Copy • Sales Pitch
  29. 29. User Feedback What to Ask: What did you come here to do? An open ended question to broadly discern what your market expects from your website.
  30. 30. User Feedback What to Ask: Were you able to find the information you were looking for? A ‘Yes’ or ‘No’ question that let’s you know how well your website is meeting your visitor’s needs.
  31. 31. User Feedback What to Ask: If you did not contact us today, can you tell us why not? A freeform question that gives you information on the reasons your visitors aren’t converting.
  32. 32. Testing and User Feedback Takeaway Tips • Use the Words Your Market Uses by Gathering User Feedback • ABT – “Always Be Testing” to Continually Improve Your Marketing
  33. 33. Create a Plan Set Your Goals Document Value Proposition Define Your Market Create a Website
  34. 34. Setting Goals: Financial KPIs How profitable is your marketing? Return on Investment How qualified are your leads and how likely are they to close? Cost per Acquisition How targeted is your traffic and how well have you crafted your messages? Cost per Lead How effective are you at generating traffic? Cost per Visit
  35. 35. Setting Goals: Conversion KPIs How trustworthy do you appear, and how qualified is your traffic? Purchasing Actions How credible is your content, and how valuable does your market perceive it as being? Communication Actions How sharable and likable is your content? Engagement Actions
  36. 36. Setting Goals: Other KPIs How well are you choosing topics and delivering content. Average Time on Site How much attention and exposure is this content generating for your business. Total Traffic How effectively are you establishing yourself as a thought-leader. Total Inbound Links How well does your content match your visitors interests. Total Read Time
  37. 37. Setting Goals Your goals should include the KPIs that are important to your business, with a deadline. “Goals help you channel your energy into Action” – Les Brown
  38. 38. Your Value Proposition • What Problem are You Solving • Why Other Solutions Don’t Work • Why Your Solution Does
  39. 39. Your Value Proposition “Healing addiction with a truly green treatment experience. Other providers do not offer a truly green treatment experience because they are located in cities polluted by technology and machinery. We are truly green because our facility is located in the backwoods of Mississippi, where there are no modern amenities of any kind, at all. Ever.”
  40. 40. Define Your Market Make sure that you are communicating the right message to the right people. Analyze Your Current Customers Analyze Your Competition Analyze Your Product/Service
  41. 41. Create Buyer Personas “A Single Fictitious Person that Meets the Averages of a Group” Segment Your Market On: • The Way They Interact with Your Business • Attitude • Behavior • Likely Motivators
  42. 42. Create a Plan Takeaway Tips • Each Goal Should have a KPI and a Deadline • Create Value Propositions for Your Business and Individual Features • Look at Your Customers, Competition, and Services to Define Your Market
  43. 43. Create a Website Four Types of Pages
  44. 44. Four Types of Pages
  45. 45. Thought Leadership Pages The pages that generate the majority of the organic traffic to your site, and also establish credibility with your target audience.
  46. 46. Branding Pages The pages that communicate your brand message to the visitor.
  47. 47. Conversion Pages Any web page on your website that is dedicated to simply generating conversions.
  48. 48. Post-Conversion Pages The pages that a visitor lands on after they have converted.
  49. 49. Attracting Visitors Content Marketing Social Media Marketing Pay-per-Click Search Marketing Display Advertising Email Marketing
  50. 50. Social Media Marketing A Tactic for Branding The Benefits • A Stronger Brand • More Organic Traffic • New Business Relationships • New Market Insight
  51. 51. Social Media Marketing What to Test • Post Types • Post Content • Ad Creatives • Landing Pages
  52. 52. Social Media Marketing What to Measure • Standard KPIs • Total Communication Actions • Total Engagement Actions • Total Traffic
  53. 53. Social Media Marketing What to Measure • Social Media Metrics • Total Read Time • Total Inbound Links
  54. 54. Pay-per-Click Marketing A Tactic for Direct Response The Benefits • More Sales • More Connections • Instant Traffic
  55. 55. Pay-per-Click Marketing What to Test • Keywords • Ad Creatives • Landing Pages
  56. 56. Pay-per-Click Marketing What to Measure • Standard KPIs • Return on Investment • Cost-per-Acquisition • Cost-per-Lead • Conversion Rate
  57. 57. Pay-per-Click Marketing What to Measure • Pay-per-Click Metrics • Average Click-Through Rate • Average Cost-per-Click
  58. 58. Display Advertising A Tactic for Branding The Benefits • A Stronger Brand • Top-of-Mind Recognition • Remarketing (No longer allowed for addiction treatment)
  59. 59. Display Advertising What to Test • Colors and Imagery • Value Proposition and Offering • Calls-to-Action
  60. 60. Display Advertising What to Measure • Standard KPIs • Return on Investment • Cost-per-Acquisition • Cost-per-Lead • Conversion Rate
  61. 61. Display Advertising What to Measure • Display Advertising Metrics • Average Click-Through Rate • Total Traffic
  62. 62. Content Marketing A Tactic for Direct Response and Branding The Benefits • More Sales • More Connections • More Organic Traffic • A Stronger Brand
  63. 63. Content Marketing What to Test • Headlines • Topic Choice • Layout and Design
  64. 64. Content Marketing What to Measure • Standard KPIs • Total Communication Actions • Total Engagement Actions • Total Traffic
  65. 65. Content Marketing What to Measure • Content Marketing Metrics • Total Read Time • Total Inbound Links
  66. 66. Email Advertising A Tactic for Direct Response and Branding The Benefits • More Sales • A Stronger Brand • Top-of-Mind Recognition • More Traffic
  67. 67. Email Marketing What to Test • Subject Line • Sender Name and Address • Email Body
  68. 68. Email Marketing What to Measure • Email Marketing Metrics • Click Rate • Open Rate
  69. 69. Attracting Visitors Takeaway Tips • By Using Multiple Channels, You Amplify Every Channel • Plan Your Website Structure Before Beginning Work
  70. 70. Connecting with Your Visitors
  71. 71. Landing Pages Types of Landing Pages • For Lead Generation • For Click-Through
  72. 72. Landing Pages
  73. 73. Landing Pages Define the Objective • What do you want them to do? • Why do you want them to do it? • Where can they do it? • Who should do it (Persona) ? • How should they do it?
  74. 74. Calls to Action What to Test • Design • Copy • Placement
  75. 75. Calls to Action What to Measure • Conversion Rate • Click-Through-Rate
  76. 76. The 3 Types of Actions How Your Market Connects with Your Brand
  77. 77. Purchasing Actions • Phone call • Form requesting a personal response
  78. 78. Communication Actions • An E-book, whitepaper, or other download • Blog and newsletter subscriptions
  79. 79. Engagement Actions • Time on Site, Depth of Visit • Facebook Likes, Tweets, Becoming part of your Google Circles
  80. 80. Connecting with Your Visitor Takeaway Tips • Landing Pages Should Segue Smoothly from the Ad Creative • Limit Pages to a Single Call-to-Action
  81. 81. Nurturing Leads Turning Connections into Sales-Ready leads
  82. 82. The Lead Nurturing Funnel Match Your Marketing to the Visitor and Where They are in the Buying Process Top Middle Bottom Research Establishing Criteria Consideration
  83. 83. Research (Top of Funnel) Still determining if there is a problem. Example Content E-Book The Warning Signs of Drug Abuse Infographic Social Drinking vs Alcoholic Behavior Questionnaire Are You Addicted Self-Assessment
  84. 84. Establish Criteria (Middle of Funnel) Looking at ways to solve the problem. Example Content E-Book The Effectiveness of Equine Therapy Infographic Top 10 Reasons CBT Works E-Book What is Holistic Therapy
  85. 85. Consideration (Bottom of Funnel) Looking at providers that meet their criteria. Example Content E-Book Why Choose United States Treatment Checklist Packing for Treatment Checklist E-Book Our Philosophy at United States Treatment
  86. 86. Measuring Lead Nurturing What to Test • Communication Timing • Communication Frequency • Content to Funnel Stage Mapping • Lead to Funnel Stage Mapping
  87. 87. Measuring Lead Nurturing What to Measure • Standard KPIs • Total Acquisitions • Total Sales Ready Leads
  88. 88. Measuring Lead Nurturing What to Measure • Lead Nurturing Metrics • Funnel Completion Rate • Avg Time in Funnel • Funnel Stage Completion Rate
  89. 89. Nurturing Leads Takeaway Tips • Automate the Promotion of Content that Matches the Lead’s Funnel Location • Don’t Call Leads Until They Are Out of The Lead Nurturing Funnel
  90. 90. Sales Ready Leads The end of the Website Marketing Lifecycle. The beginning of your internal sales cycle.
  91. 91. Questions? Michael Myles, M.B.A. Active Internet Marketing mike@activeinternetmarketing.com @mylesmg

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