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• Be creative
• Be engaging
• Be strategic
• Share it on several communication channels
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
3. 1. Measurement
2. Converting Visitors to Leads and Leads to Customers
3. The Full Inbound Marketing Cycle
4. Course Conclusion
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
5. • Understand more about your overall business
• Know what’s going on with marketing efforts
• Make smart decision about which efforts to invest in
• To show it’s worthwhile
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
6. • Brand Awareness
• Brand Loyalty
• Brand Trust
• Brand Evangelists
• These things are tough to measure
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
7. • Reach
• Frequency
• Website/blog 4
• Conversations/Transactions
8 3 1
12
• Sentiment
• Conversions
2 11
1
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
8. • Facebook fans = reach
• Twitter followers = reach
• LinkedIn contacts = reach
• Have you expanded reach? Increased engagement?
• Mentions vs competitors (share of voice)
• “There is only one thing in the world worse than being talked
about, and that is not being talked about” – Oscar Wilde
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
9. Improve financial
Business Objective
performance
Business Metric Reduce call center traffic
% of inquiries resolved
Social Media Metric
outside of the call center
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
10. • Number of customers (per day, per week, per month…)
• Revenue per customer
• Number of customer service calls
• Avg time per customer service call
• Number of transactions
• Number of items per transaction
• What else is important to your business to measure?
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
11. • Know how much a lead and a customer typically cost to acquire
• Lead cost = marketing cost/number of leads
• ie - $1000/50 leads = $20 per lead
• Customer cost = marketing & sales cost/number of customers
• ie - $1000/5 customers = $200 per customer
• Know your baselines before you begin
• Set weekly/monthly/annual goals
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
12. • Record all that you do associated with inbound marketing so that
you’re able to correlate it with what you’re tracking
• 10/1/11 – Begin tweeting
• 10/11/11 – Webinar 1
• 10/12/11 – Blog post about new product
• 10/12/11 – Share link to blog post on Facebook and Twitter
• 10/13/11 – Video on new product to YouTube
• 10/20/11 – Facebook contest begins
• 10/30/11 – Hit 150 Twitter followers
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
13. • Website analytics will be one of your most valuable tools
• Your website can and should help move visitors as close to sales as
possible
Awareness Understanding Perceptions Attitudes Intent Behavior
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
14. • Measure month over month, 6 month over 6 month, year over year…
• Look at where your traffic is coming from
• Which pages are converting visitors to leads? And leads to
customers?
• You should have conversion forms (forms that collect
information, effectively turning a visitor into a lead)
• Are visitors going to the pages you want them to go to?
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
15. • Measure keyword performance
• Which words/phrases do you want to “own?”
• When you type that into a search engine, how many of the first
10 results are you? First 20?
• Your goal is first page DOMINATION
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
16. • Subscriptions (reach)
• Comments (engagement)
• Inbound links (SEO)
• These can help you understand if your blogging investment is
worthwhile and also to gauge your audience’s interests
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
18. • Something was likely sacrificed in order for you to do inbound
marketing
• There will be expectation that your efforts provide results
• So, you need to measure the things that prove …
RETURN ON INVESTMENT (ROI)
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
19. …if you have more traffic, more fans, more friends, more followers or
more blog comments if the company isn’t selling more.
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
20. (gain from investment - cost of investment)
cost of investment
MEASUREMENT
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
22. sales!
Awareness Understanding Perceptions Attitudes Intent Behavior
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
23. Total Audience
Visitors
Leads
Sales
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
24. • Tweet > Landing Page > Form > Lead
• Facebook Post > Landing Page > Form > Lead
• Blog Post > CTA > Landing Page > Form > Lead
• Sometimes the Call to Action goes straight to a sale
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
25. • Critical in order to capture information about the lead
• Can be simple like name and contact information
• Can be more complete and include questions to identify the lead’s
intent to buy (info that’s helpful to your sales team)
• This is an informational transaction. You have information they
want. They have information you want. You make a trade.
• Each of you places a value on your information.
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
26. • The GOAL is to convert from a visitor to a lead or customer
• Should have limited text and multiple places for somebody to take
action that results in generating a lead or a sale (remove
distractions)
• Graphic links are more effective than text links
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
28. Clicks to
CTA Views Clicks Views to Clicks Submissions
Submissions
Download
the white 100 25 25% 10 40%
paper
Redeem
100 45 45% 30 67%
coupon
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
29. • Use inbound marketing strategies to drive visitors and convert to
leads
• BIG QUESTION: How do we get them from a lead to a sale?
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
30. • There are many people involved in the sales team
• Inbound team can create visitors with strong content/engagement
• Inbound team can drive visitors to the conversion pages
• Inbound team can identify leads through social media
• Inbound team and sales team can work together to determine most
valuable leads and customers (tracking)
• Is sales team converting qualified leads? Why or why not?
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
31. sales!
Awareness Understanding Perceptions Attitudes Intent Behavior
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
32. • Somebody’s got to punch the numbers
• Many free monitoring tools
• Google Analytics, Alerts, Tweetdeck…
• You can also employ paid tools to help track
• Hubspot, Radian6, Scoutlabs…
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
34. 1. Build your base
2. Create killer content
3. Monitor
4. Make it easy to discover
and share
5. Convert
6. Measure everything and
evolve
FULL CYCLE
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
35. • Know who you are and what makes you different.
• Decide on keywords/phrases you can “own”
• Focus your presence (prioritized engagement)
• Start creating content of value (it doesn’t have to be perfect)
• Build reach (friend/follow/connect)
• Reach out to existing contacts
• Consider all existing means (AEM) to let people know where they can
continue a relationship with your brand
FULL CYCLE
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
36. • Content should correspond to your keywords/phrases (strategic)
• Content calendar
• Create and share content regularly
• Engage. Put in the time. If you want better marketing, automation is
not the answer.
• 52 weeks of ideas
• The lynchpin of successful inbound marketing
FULL CYCLE
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
37. • Listen (it will give you incredible insight)
• search.twitter.com
• Monitor words/phrases/products/services (Google Alerts, blog
monitoring…)
• Monitor in 20 minutes a day
• Again, prioritize engagement (decide when and how you engage and
the value of your time for engagement)
CONVERT LEADS
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
38. • Optimize your content, optimize your website
• Make your content easy to find via search
• Search brings you very qualified leads
• Make your content easy to share (through sharing tools or via the
medium – social network, etc)
• The more your content is discovered and shared, the greater the
reach and the greater the chance of converting them to visitors, leads
and ultimately customers
FULL CYCLE
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
39. • Clear Call to Action is a must!
• Track conversion so you know what’s working
• Try A/B testing to see which CTA is more effective
• Work with your sales team to identify leads and convert to SALES!
FULL CYCLE
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
40. • Crave measuring everything. Measure what matters.
• Use monitoring/analytics tools
• Do the math. See what’s working and what’s not.
• Keep. Start. Stop.
• Increase your conversion to leads and to customers.
• Prove the ROI
FULL CYCLE
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.
42. What are your thoughts?
What are your takeaways?
What can you use?
THOUGHTS?
Inbound
Marke-ng
Principles
and
Prac-ces
©
Mike
McDowell.
Not
to
be
reproduced
without
permission.