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Pri marketing metricsthatmatter_final
- 6. The RIGHT metrics need
to be made available to
the RIGHT people.
© 2013 The Marx Group 6
- 8. WHAT MAY
BE
HAPPENING
• Lack of accountability
• No review of analytics
• Sales and Marketing are
in silos
• Paralysis by Analysis
• Confusion, lack of focus
© 2013 The Marx Group 8
- 13. © 2013 The Marx Group 13
Ready
• Define your goal
• Make one person accountable
- 14. © 2013 The Marx Group 14
Aim
• Design your program
• Make sure it’s measurable
- 16. © 2013 The Marx Group 16
Evaluate
• Measure your progress
- 24. You CAN measure ROI
on print advertising.
CALL TO ACTION >>> CONVERSION
(print!)
ADVERTISING
© 2013 The Marx Group 24
- 25. “Digital advertising is all
about impressions.”
FALSE!
If you are sales focused,
it’s about click thru and
conversion
(digital!)
ADVERTISING
© 2013 The Marx Group 25
- 27. ADVERTISING
EXAMPLE!
Your April ad campaign has a
call to action of “buy 2 sets
of engine bearings and
get 2 free”
What metrics do you track?
• Increase in sales
• Number of clicks from digital
ads - and clicks that lead to
a purchase
© 2013 The Marx Group 27
- 30. PUBLIC
RELATIONS
EXAMPLE!
During your new product launch
you distribute a press release.
What do you track?
• Number of times your release was
published
• Number of editorial opportunities
created
• During product sales over the next
6 months – ask how they heard of
the new product
• Track click thrus to a dedicated
landing page
© 2013 The Marx Group 30
- 32. WEBSITE
TRAFFIC
“My business isn’t driven by
E-commerce, so my
website isn’t a priority.”
FALSE!
Your website is your most
important piece of owned
media.
© 2013 The Marx Group 32
- 33. • Build your site with
goals in mind
• Content
• Engagement
• Traffic Analytics
WEBSITE
TRAFFIC
© 2013 The Marx Group 33
- 34. Analytics:
What you should
be tracking.
– Traffic sources
– Repeat visitors
– Page views
– Conversion rates
WEBSITE
TRAFFIC
© 2013 The Marx Group 34
- 39. WEBSITE
TRAFFIC:
© 2013 The Marx Group 39
First, define WHAT a conversion is for your
website.
• When a banner ad drives customer to purchase
a product
• PR that drives a user to view your white paper
Conversion
- 41. EXAMPLE!
© 2013 The Marx Group 41
Increase online sales.
What do you track?
• new banner ad conversion
• $ amount of sales that came from that ad
5% =
1000
20,000
- 43. SEO
“I have a website. If people search for
widgets, they’ll find me.”
FALSE!
You need high rankings to be visible to your
audience…you do this with
Organic and paid SEO.
© 2013 The Marx Group 43
- 44. WHAT IS SEO?
Search Engine Optimization:
The process of making a site and its
content highly relevant for both
search engines and searchers
© 2013 The Marx Group 44
- 48. EXAMPLE!
Be the leader in online
performance cylinder head
sales.
What do you track?
• organic search engine
ranking/position
• Pay-per-click sales, from your
paid SEO efforts
• Key words
© 2013 The Marx Group 48
- 50. EMAIL
MARKETING
“I can just use Outlook to email my customers. I don’t
need another program to do that.”
FALSE!
Using an email marketing program allows
you to learn what is (or isn’t) working…and
automates list management
© 2013 The Marx Group 50
- 54. EXAMPLE!
You want your customers to be
aware of your new product.
What do you track?
• Click –thrus to a landing page
containing information on your
new product
• Sales – did the click-thrus lead
to sales?
© 2013 The Marx Group 54
- 57. • Choose PLATFORMS that
are relevant to your
audience
• It is all about
ENGAGEMENT
• REFERRALS – generate a
call to action
SOCIAL
MEDIA
© 2013 The Marx Group 57
- 59. While Facebook offers its own
analytics, HootSuite allows
you to track analytics across
multiple platforms.
• Manage multiple social networks
• Schedule posts
• Track brand mentions
• Analyze social media traffic
SOCIAL
MEDIA
© 2013 The Marx Group 59
- 60. EXAMPLE!
Your company’s Facebook
page is holding an anniversary
promotion.
What do you track?
• Participants and engagement
- # of people who comment
and share your post
- # of people who sign up for
your promotion
© 2013 The Marx Group 60
- 65. © 2013 The Marx Group 65
Let’s Connect:
tmarx@themarxgrp.com - (415) 453-0844, x106
facebook.com/themarxgroup
linkedin.com/company/the-marx-group
twitter.com/themarxgroup