Acquire More Customers
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Check out this presentation by Marketo's Mike Tomita to discover how to acquire more customers by driving brand awareness across channels!
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Acquire More Customers
- 1. How To Acquire More Customers Mike Tomita Sr. Manager, Web Marketing
- 2. • This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today. • Questions? Type them in the chat box and we will answer! • Posting to social? Use #mktgnation Housekeeping
- 3. Acquire Engage Grow • Drive more inbound website and app downloads • Convert visitors to new customers • Right message • Right time • Right channel • Earn more customers • Grow customer lifetime value • Create more advocates Customer Lifecycle
- 4. Page 4© Marketo, Inc. 7/30/2015 Today’s Agenda I. PPC II. SEO III. Social Media IV. Measuring Success
- 6. Page 6© Marketo, Inc. 7/30/2015
- 7. Page 7© Marketo, Inc. 7/30/2015
- 8. Page 8© Marketo, Inc. 7/30/2015 Key Factors • Ad Relevance • Is your ad relevant to the search term (keyword)? • Ad Click-Through-Rate (CTR) • Does your ad satisfy the user intent of the search? • Landing Page Relevance/Quality • Does your landing page align with the content of your ad?
- 9. Page 9© Marketo, Inc. 7/30/2015 Selecting Your Keywords • Search volume • ROI • Relevance • Branding • Trending usage
- 10. Page 10© Marketo, Inc. 7/30/2015 Writing Your Ad Text • Keyword relevant • Search intent aligned • Compelling offer • Concise but descriptive
- 11. Page 11© Marketo, Inc. 7/30/2015 Writing Your Ad Text • Keyword relevant • Search intent aligned • Compelling offer • Concise but descriptive
- 12. Page 12© Marketo, Inc. 7/30/2015 Writing Your Ad Text • Keyword relevant • Search intent aligned • Compelling offer • Concise but descriptive
- 13. Page 13© Marketo, Inc. 7/30/2015 Landing Pages
- 14. Page 14© Marketo, Inc. 7/30/2015 Landing Pages
- 15. Page 15© Marketo, Inc. 7/30/2015
- 16. Page 16© Marketo, Inc. 7/30/2015 • Focus on relevance and intent • Choose your keywords wisely • Watch your budget closely • Don’t fear the competition • Test, test, test, repeat
- 17. SEO (Search Engine Optimization)
- 18. Page 18© Marketo, Inc. 7/30/2015
- 19. Page 19© Marketo, Inc. 7/30/2015
- 20. Page 20© Marketo, Inc. 7/30/2015
- 21. Page 21© Marketo, Inc. 7/30/2015 Key Factors (On-Site) • Keywords • Content • Website Performance • User Experience
- 22. Page 22© Marketo, Inc. 7/30/2015 Selecting Your Keywords • Search volume • ROI • Relevance • Branding • Trending usage • Ranking difficulty
- 23. Page 23© Marketo, Inc. 7/30/2015 Creating Your Content • Make it: • Valuable • Engaging • Fresh • Relevant • For humans
- 24. Page 24© Marketo, Inc. 7/30/2015 Optimizing Your Website • Back-end configuration • Front-end code • User experience Loading confusing website… please wait. So your site takes forever to load and users click “back” immediately? We’ll recommend a different site next time, thanks.
- 25. Page 25© Marketo, Inc. 7/30/2015
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- 27. Page 27© Marketo, Inc. 7/30/2015 • Focus on relevance and intent • Choose your keywords wisely • Build internal buy-in and process • Set expectations and be patient • Balance your objectives
- 28. Social Media
- 29. Page 29© Marketo, Inc. 7/30/2015
- 30. Page 30© Marketo, Inc. 7/30/2015
- 31. Page 31© Marketo, Inc. 7/30/2015 Promoted ImpressionsOrganic Impressions
- 32. Page 32© Marketo, Inc. 7/30/2015 Promoted ImpressionsOrganic Impressions
- 33. Page 33© Marketo, Inc. 7/30/2015 The Social Game is Pay-to-Play
- 34. Page 34© Marketo, Inc. 7/30/2015
- 35. Page 35© Marketo, Inc. 7/30/2015 80% 78% 41%
- 36. Page 36© Marketo, Inc. 7/30/2015 • Have a personality • Keep your content fresh • Match your tone to the network • Remember it’s not all about you • Engage with your audience
- 38. Page 38© Marketo, Inc. 7/30/2015 Measuring Brand • Direct Website Traffic • Organic Website Traffic • Branded Keyword Impressions • Google Trends Data • Social Media Mentions
- 39. Page 39© Marketo, Inc. 7/30/2015 Which Bucket Gets My Budget? PPCSEO SOCIAL
- 40. Page 40© Marketo, Inc. 7/30/2015 Program Performance Program Cost Revenue PPC $50,000 $1,000,000 SEO $2,000 $400,000 Social - Paid $5,000 $50,000 Social - Organic $1,000 $10,000
- 41. Page 41© Marketo, Inc. 7/30/2015 Return on Investment 200:1 10:1 10:1 20:1 PPC SEO Social - Paid Social - Organic
- 42. Page 42© Marketo, Inc. 7/30/2015 Contribution to Revenue PPC SEO Social - Paid Social - Organic 69% 27% 3% 1%
- 43. Page 43© Marketo, Inc. 7/30/2015 Program Attribution First Touch Last Touch Multi Touch
- 44. Page 44© Marketo, Inc. 7/30/2015 Customer Journey Social Post Website Visit Banner Ad Social Post Search (PPC) Website Visit $Purchase!!
- 45. Identify which campaigns generate most applications Significant efficiency gains for the admissions team Interest scoring to identify qualified prospective students GWU School of Business Leverages Marketo for Insight into Full Student Lifecycle “Marketo offers the tools we need to create a seamless, engaging and interactive experience for potential students. With a single view of all of our activities, we can now identify which campaigns and channels generate the most applications and enrollments.” – Patsy Torres, Senior Assistant Director, Graduate Admissions
- 46. Page 46© Marketo, Inc. 7/30/2015 Key Takeaways • Focus on relevance and intent • Don’t stick to just one channel • Deliver a great user experience • Measure and analyze your programs • Test, test, test, repeat
- 47. Summer Marketing How-To Series Topic Date Graduate from Email Marketing to Marketing Automation 7/16 Acquire More Customers 7/30 Engage Your Buyers 8/12 Retain Your Customers 8/27 Register for the next webinar – Engage Your Buyers: http://bit.ly/Engage-Your-Buyers-Webinar
- 48. Questions
Editor's Notes
- Today we’ll be focusing on the first, and hardest, step in the customer lifecycle, acquisition. I’m not going to lie to you, this is really tough, especially if you’re just starting out and don’t have an established brand. You need to get your name out there, get your target audience to your website, and convert them to a customer.
- Here you can see the standard Search Ads at the top, and Product Listing Ads on the right. If you’re an eCommerce site Product Listing Ads might be something you’ll want to test.
- There are others such as geographic performance, device targeting performance, and expected CTR. These are the basics though. Start here! How quality score affects Auction eligibility: better quality typically makes it easier and cheaper to enter an auction and also help determine whether your ad is qualified to appear at all. Cost-per-click (CPC): Higher quality can often lead to lower CPCs. That means you pay less per click when your ads are higher quality. First page bid estimate: Higher quality ads are typically associated with lower first page bid estimates. Your keyword's top of page bid estimate: Higher quality ads are typically associated with lower top of page bid estimates. Ad position: Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.
- Striking the right balance is very important when selecting your keywords. Especially if you’re working with a limited budget. You should definitely be as comprehensive as possible when doing your keyword research, but when deciding which campaigns and ad groups to fund, and how much budget to put behind them, these factors will need to be taken into account. You can spend, and will, spend a lot of money very quickly through PPC so you want to spend it as effectively as possible. You may have a keyword with low search volume, but high ROI, so it makes sense to go for it. For example one of our terms, “marketing automation” has a low search volume, but those who are using it a search are very valuable for our business Conversely there may be terms with huge volume, like “marketing software”, that may not be as valuable because of the broad nature of the term. That’s where relevance comes into play. Yes, even branding has a role in PPC There might be some evolving usage or new terms that coming into play. Keep an eye on these and plan accordingly.
- Writing good, compelling, and unique ad text for PPC is an incredible challenge. Your text needs to be relevant to the search term, aligned to the intent of the search, and compelling enough to get that user’s click. It also needs to accurately describe the content of the destination page when clicked. An all this needs to be done with VERY concise language. You only have a TOTAL of 95 characters, plus 35 for a URL. Headline: 25 Lines 1 & 2: 35 URL: 35
- You also have the option to get a bit more text by using “callout extensions” These short pieces of additional text
- In addition you can also add “sitelinks” which will take your visitors to specific sections or products within your site instead of to the homepage or a generic landing page. The only caveat with these options is that they only appear in top 3 ad spaces so you’ll need to bid accordingly
- Matches ad text Keyword relevant Search intent aligned Clear call-to-action In this example Amazon did their best to anticipate my intent, and the landing page reflects that. I entered a very generic query, “motorcycle gloves” and they gave me options for different types not knowing what type of riding I was doing.
- Now when I select a specific pair of gloves from the product box, I’m taken to that exact product. This is ideal situation in that you can deliver a extremely targeted landing page right off the bad and eliminate the need to browse other less relevant products.
- Display and retargeting ads are also a big part of PPC advertising These all happen to be retargeting ads, but display ads are the same
- Choose your keywords wisely Focus on relevance and intent This applies to every step, your keyword selection, ad text, landing page content, and retargeting segments Watch your budget closely Don’t fear the competition Test, test, test, repeat
- There are many, MANY other factors, but these are the foundation and should be nailed first, so start here. At it’s core SEO really just boils down to a set of guidelines that make sure your website provides an easy and valuable user experience for your visitors. What exactly does the algorithm take into account? No one who know will ever tell. It’s Google’s secret blend of 16 herbs and spices. Keywords You want to target particular keyword themes by aligning the broader content of your site to those target keywords Content Your content should satisfy the intent of the user’s search. Whether that’s looking for a information, or a service, or a product. Website performance Performance (site speed, server errors, code errors, mobile support) Configuration (META tags, OG/Twitter tags, robots.txt, sitemaps, crawl-able code) User experience When a user does find your website in a search and clicks on the listing your site should load quickly, without errors, and present a clear and focused user experience.
- This slide should look familiar to everyone Many of the same considerations go into selecting your SEO keywords as your PPC keywords The only other factor added to the SEO equation is how difficult a keyword term is to rank for. That is how much competition is there and how long will it take to challenge that competition. Difficulty shouldn’t exclude a keyword term, but it may affect the priority that you assign to it Again, it’s all about balancing your needs, resources, and expected return
- Just because Google is a machine, your content should be not be written for it. It should be written for humans. That means does try and game the system by stuffing in keywords or repeating them over and over Those are old tactics that Google has caught on to The best way to create good SEO content is to create good content. Does that mean it doesn’t matter if you use your keywords? Not at all, humans relate to content that speak their language. Just don’t over do it. If you’re optimizing an ecommerce site think about content that ads value like product reviews, both text and video, related products, in-depth descriptions not copied out of the distributors catalog. Remember, most other sites will be using that same description so why would Google serve up your page over any of the others?
- The performance of your website is critical to your SEO success Google’s rankings are determined by a machine that analyzes your site and plugs different factors into an algorithm so the site that make it easy and error free for that process to happen have an advantage Also note that HUMAN factors are also a part of the equations. Those are thinks like click-through-rates and engagement. That’s where the user experience part comes into play.
- This is not a good user experience This site even has music!!
- SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. You will not see the fruit of your labor right away. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
- Choose your keywords wisely Build internal buy-in You’ll need cross functional support. You will also need to insert yourself into other people business. Focus on content Be patient
- There are a lot of social networks out there The key is finding the ones where YOUR AUDIENCE hangs out and start building a presence A good place to start is to find 1 or 2 where you can commit to keeping up with on a consistent basis The worst thing you can do is to go dark and have a stale profile
- If you want to get some quick results through paid advertising, there are a few options you can jump on right away. Twitter, Facebook, LinkedIn, and just recently Pinterest, offer the most advertising options at the moment. But the questions remains, should I invest in PAID social media advertising? If this is where my target audience can be found, I’ll spend some money to get in front of them.
- Twitter – Organic vs Promoted reach
- Facebook – Organic vs Promoted reach
- Invest in promoting your social media content if you want to be seen
- Twitter website cards Facebook multi-product box Promoted Pins – Now available to all If you have an app your driving downloads for FB and Twitter have ad solutions for that as well
- Don’t forget about mobile traffic! Mobile usage on social media channels
- Have a personality Keep your content fresh Match your tone to the network Remember it’s not all about you Engage with your audience – don’t go dark!!
- So this is great and all – you have now optimized getting all these amazing new names into your database, but how do you know whether or not these new people will actually buy your product.
- Measuring the results of your branding campaigns is one of the hardest things to put a solid number on. The best way I’ve found is to look at several different data points to get a general idea. Here are some that you take a look at: Direct traffic to your website will give you an idea of how many people are typing your website URL directly into their browser. If they are doing this then they must have heard of you someplace Organic traffic shouldn’t be overlooked either. Even though Google has stopped reporting keyword you can get some measure of insight by looking at the trend of this traffic. Google does report on your organic search terms if you use Google Webmaster tools. These should only be looked at in terms of trends though and you shouldn’t put a lot of stock in the absolute values they report. Unfortunately you are also only given a rolling 3 months worth of data so you you’ll need to archive the numbers periodically to get a longer view. If you are bidding on your brand name in Paid Search you can look at the trend in impressions which will give you an indication of the search volume. Google trends is also a good place to get a general trend of search interest. Again, don’t focus on the numbers, just the trend. Finally, you can also monitor mentions of your brand on social media.
- When we talk about “measuring success” the question we’re really trying to answer is “where should I invest my budget?” Wait, isn’t SEO free? Nope. SEO doesn’t require budget like a traditional program, but it should not be considered “free.” You’ll need to invest in content creation, website development, link building, testing, analysis, etc If it’s not direct budget dollars it will be time and attention that needs to be reallocated from other priorities
- Let’s look at a very simplified breakdown of our programs and the performance Typically you probably have d
- Looking at it this way it seems like SEO is the way to go However you need to think beyond pure numbers and how each channel interacts with each other They don’t exist in a vacuum, but actually play off of each other in many ways
- Looking at it this way it seems like SEO is the way to go However you need to think beyond pure numbers and how each channel interacts with each other They don’t exist in a vacuum, but actually play off of each other in many ways Each of these in their own way also contain a bit of branding value as they keep your brand front and center for your target audience
- Lets start with the most common attribution models First Touch – The first customer interaction gets the credit Last Touch – The last customer interaction gets the credit Multi Touch – Each customer interaction received credits, either spread evenly or weighted based on various factors Don’t just go with what’s easiest, put some serious though into it. How ever any measurement is good measurement.
- Which channel get credit for the sale in this scenario? PPC should definitely get some of the credit What about the social post that led to the first website visit and set the visitor up to be retargeted? What about the banner ad that kept your company in mind? What about the second social post that reminded them they needed/wanted something new?
- Business School International leader in education and research Prime location in DC attracts scholars and business leaders to work, teach and engage with students on campus Situation Business school environment extremely competitive for attracting best students Multiple systems meant no way to track entire student lifecycle from first touch point Pressure from dean to drive enrollment Solution Marketo was the only one who could do everything Now can access all marketing activities in single solution View of entire student lifecycle from first touch to application and enrollment Ability to automate standard communications Lead scoring to identify qualified prospective students and route for contact by school representative Identify which campaigns generate most applications Significant gains in efficiency for the entire admissions team
- Focus on relevance and intent Don’t stick to just one channel A good user experience will earn repeat business Measure and analyze your programs Test, test, test, repeat