MASTERCLASS II, May 2017 Why evidence is key to driving up your - - PowerPoint PPT Presentation

MASTERCLASS II, May 2017 Why evidence is key to driving up your marketing ROI

A little about us…

• Set up the business nearly 6 years ago in July 2011
• Moved from north Hampshire to the New Forest at the end of 2013
• Work with small and medium sized business who want to use marketing to

enhance their business

• In 2016 a new business was set-up by Tom and he left agency life to develop the

concept Agency Interface and support Sufu Marketing growth

• Our skillsets compliment one another. We now operate both businesses from the
• ne base giving clients over 30 years of combined experience in marketing
• This is our second masterclass

#sufumasterclass

TITLE

• Planning
• Implementation
• 11am – 11.15am Break
• Reporting
• Iterative Tactics
• 12.15pm Conclude & Lunch

AGENDA

PLANNING

How to create measurable objectives and metrics to inform your tactical plan

Understanding metrics

Qualitative Quantitative

“I love your product” “A key prospect said they would have hired us if…..” “You guys are doing great, I see your brand everywhere”

Understanding metrics

Setting Objectives

• Quantitative business metrics are in £

£2,500 per month in new revenue (5 clients spending £500) £30K - £60K lifetime value –(12-24 months)

• Quantitative marketing metrics are in ratios

For example, what’s your qualified lead to sale ratio?

Setting Objectives

• Sale
• Qualified Lead
• Unqualified Lead
• Website Conversion
• Website Visitor
• Channel interaction (email/social click, PPC ad click, SERP click)
• Campaign reach (Email Opens, Ad, Social or SERP impressions)

Setting Objectives local niche campaign

Campaign reach Unqualified Leads (Website conversions) Sales (Clients)

5 10 50 1500

Website Visitors (channel interactions) 2:1 5:1 30:1

Setting Objectives product e-commerce

Campaign reach Website conversions Sales

200 200 10,000 100,000

Website Visitors (channel interactions) 1:1 50:1 10:1

Setting Objectives

1. Can we get that number of the right type of eyeballs? 2. What’s the most cost-effective way of getting them? 3. What sort of ROI is that going to give me? 4. Over what time period? 5. If the ROI isn’t good enough (or not fast enough), find another way!

Audiences & Tactics

• Geography
• Demographics
• Seasonality
• Value Perception

Audiences & Tactics

There are planning tools to help you with the ROI measurement

• Adwords keyword planner
• Facebook Campaign planner
• Marketscan
• Moz Open site explorer

Audiences & Tactics

Don’t have a leaky bucket

IMPLEMENTATION

What needs to be in place to track metrics from channel to website and beyond?

Google AdWords Email

Tracking Links

Google Analytics Data Capture

Survey Monkey Type Forms

CRM

Hub Spot Zoho Sidekick

Telephone conversions In-person

Traffic Leads

Salesforce Campaign Monitor Doubleclick

Visits CTR Impressions

Google Search console Google Display Planner Google AdSense Mailchimp Constant contact Get response iContact

Conversions Goals Clicks Bounce rates Acquisitions

Kissmetrics Lead Forensics

Google Bing

Google Analytics

A freemium web analytics service offered by Google that tracks and reports website traffic.

• IMPLEMENTATION
• Set-up GA code within your website
• Identify and set-up conversions
• Identify and set-up goals
• KEY METRICS
• Traffic
• Acquisitions
• Time spent on site
• Bounce rate
• Page views
• Conversions
• Goals

Google AdWords

Google’s online advertising service where advertisers pay to display brief adverts to other web users.

• IMPLEMENTATION
• Link to your Google Analytics
• Research keywords
• Set-up ad groups and campaign

parameters

• Create adverts – copy/links/extensions
• Choose your bid strategy/ set budget
• Identify and set-up conversions & goals
• KEY METRICS
• Impressions
• Clicks / CTR (click through rate)
• Cost per click
• Conversions & Goals
• Quality Score

Email

Mailchimp is an email marketing service sending billions of freemium emails each month.

• IMPLEMENTATION
• Select email platform
• Integrate/upload/import mailing list
• Create content – copy/links*/images
• Add CTA –Call To Action
• KEY METRICS
• Opens
• Clicks
• Actions
• Bounce / Unsubscribes

Social

Platforms that allow you to build an ongoing dialogue with a community of users.

• IMPLEMENTATION
• Select relevant platform(s) –LI, FB, TW, IN
• Set up branded pages/accounts/profiles
• Create, implement, share quality content
• Create relevant CTAs
• Monitor and respond to engagement
• KEY METRICS
• Clicks
• Likes
• Engagement – qualitative & quantitative

Data Capture – Web

Capturing good, relevant, data is key at every appropriate opportunity.

• IMPLEMENTATION
• Decide what you NEED to know?
• Set-up website lead forms / surveys /

downloadable content / subscriptions / sign-up

• Use self-selection
• KEY METRICS
• Leads

Data Capture – Telephone

Call tracking software can help provide the final link in a 360o view of customer behaviour.

• IMPLEMENTATION
• Decide on tracking levels:
• Keyword level tracking
• Campaign level tracking
• Multi-Channel attribution tracking
• Decide on payment method:
• Pay per call
• Pay per minute
• Pay per lead
• Set-up telephone tracking numbers &

apply to relevant channels/tactics

• KEY METRICS
• Media source
• Keywords
• Conversions / spend

Data Capture - In-person

• IMPLEMENTATION
• In-store questioning / Surveying
• Offers / Incentives / Codes
• KEY METRICS
• Media source
• Conversion to Sales

CRM

Customer Relationship Management –referring to practices, strategies and technology to manage and analyse customer interactions.

• IMPLEMENTATION
• Selecting a system
• Customise fields to collate required data
• Set-up import of data - manual and/or

automatic

• Set-up to enable extraction of data to

allow

• Segmentation
• Targeting
• KEY METRICS
• Growth

Advertising AdWords Social FB/LI/TW/IN Emails Mailchimp Website Analytics Telephone Tracking numbers In-person Data Capture

Data Capture & CRM

Decision making

Influenced changes Marketing / Business Win

REPORTING

How to interpret the huge amount of information generated by analytics platforms – avoiding analysis paralysis

Google Analytics

Google Analytics

Google AdWords

Email

Social

Data Capture - Web

Benchmark against effort, which of these is providing the best ROI

Attribution

ITERATIVE TACTICS

How to complete the circle and use evidence to improve your messaging and tactics from campaign to campaign

Put yourself in a campaign mindset

Now is the time think qualitatively

Qualitative metrics measure underlying reasons or motivations –the why why did that turn out like that?

Some sensible questions

• Reach
• Channel interaction
• Website conversion

Fault-finding your reach

• There wasn’t enough volume in the channels you used
• You lost impression share
• You didn’t have a high enough media/data budget

Fault-finding for channel interaction

• Messaging –did you fail to hook people’s attention?
• Seasonality –check your YoY data for proof
• Wrong channel –is your audience on LinkedIn not Facebook?
• Competitive disruption –did someone else steal your clicks?
• Attribution change –did your other activity skew the results?

Fault-finding for website conversion

• Poor UX

users couldn’t find what they wanted

• Poor content

users got bored or didn’t understand

• Poor value perception

they found it, they understood it, but you didn’t convince them to convert.

• Poor functionality

they wanted to convert, but something stopped them from completing

Identifying specific website issues

• Average Session Duration –but beware of bot skewing
• Pages per session
• Bounce rate –sometimes!
• Site Speed
• Content performance
• Exit pages
• Behaviour Flow

Capturing anecdotal and emotional feedback

Capturing anecdotal and emotional feedback

Getting evidence from actions

People don’t do what they say they would

Multi-variant testing

Getting evidence from actions

5 second tests judge people’s true reflections

5 second test

Is there a current offer on swimwear?

5 second test

How much do I have to spend to get free next day click and collect?

5 second test

What’s the name of the menu item for finding your nearest store?

Getting evidence from actions

You know what’s really fun? Spying on them!

Getting evidence from actions

Create some new tasks for people to complete

• Surveys
• Downloads
• Newsletter signups
• Video views

So to sum up

• Make time to stop and review
• Review the market as well as your own activity
• Determine where the fault lies
• Don’t trust what people say, judge their actions
• Iterate your messages, channels and tasks for more data