The wonderful thing about internet marketing is the ability to measure your results. But don't just stop at the metrics. This presentation will show you how to turn metrics into action. For more details on this topic go to : http://www.roundpeg.biz/2014/05/right-prescription-grow-web-traffic/

1. MASTERING INTERNET
MARKETING
Lorraine Ball | Roundpeg

2. A World Potential Customers

3. Stages of the Purchase Cycle

4. Stages of the Purchase Cycle

5. Stages of the Purchase Cycle

6. Your Website is the Center

7. WHAT SHOULD YOU
MEASURE?
Visits | Views | Conversion

8. VISITS
If you build it, will the come?

9. Metric: Sessions (Visits)
• Objective: More visits than a year ago

10. Metric: Visits
• Where do visitors come from?
Where Does Traffic Come From?
Organic Search Direct Referral Social Email

11. Action : Target Each Source
• Increase
– Direct traffic with off line activity
– Organic traffic with content
– Referrals with directory listings and cross
promotion
– Social traffic with activity
– Create or expand your email list
– Consider paid advertising when all else fails

12. VIEWS (INTEREST)
People come, now what?

13. Metric: View
• Objective: At least two pages per visit
• Common mistakes
– Too many choices
– Slow load speed
– Non-responsive design
– Poor navigation

14. Metric : Interest
• What attracts people
– Landing pages
Page % of
Traffic
/ (Home Page) 38%
/2009/11/do-whole-house-humidifiers-work/ 9%
/2013/11/why-does-my-furnace-smell/ 7%
/contact-us/ 7%
/about-us/customer-feedback-form/ 6%
/electrician/ 5%
/2013/01/hvac-tax-credits-2013/ 3%

15. Metric: Interest
• What are people interested in
– Most popular posts
– Path – Do you have internal links

16. Common Mistake: Interest
• Common Mistakes
– Old, thin or unoriginal content
– Not treating your website as the center of your
marketing

17. Action: Create Clear Path

18. Action: Create a Clear Path

19. Conversion
• Contacts and inquiries
• Newsletter signups
• Service requests

20. Action: Increase Conversion
• Give people something to do
– Add downloads, check lists and surveys
– Create web based offers
– Add service renewal and scheduling

21. $
Acquiring Customers
Copyright © 2012 Constant Contact, Inc.
1 2 3 4 5 6 7
• Time… Money… Energy… Effort
• Takes 7 touches, on average, for a sale
– Some buy right away
– Others research and try
– Some show interest but don’t trust you

22. Internet Marketing
Builds Relationships

23. Conversion Program
• Offer
• Sign Up Form / Landing Page
• Follow up Program

24. Conversion: Offer

25. Promote Offer
• Newsletters
• Social media
• Print
• Face to face
• Wherever your customers are

26. Promote Your Offer Where Your Customers Are
26
2
Incoming or
Outgoing Calls
Events
and Meetings
Place of Business
Guest Book
Email
Signature
K Smitheen
Your Offer
Social Media

27. Calling Your Audience to Action
• Calls to Action include…
– Links to click on
– Information to print out
– Phone numbers to call
– Instructions
• Describe the immediate benefits…
– What’s in it for your audience?
– Why should they do it now?
27

28. Conversion: Trade for Email

29. Conversion:
Sell the Offer with a Landing Page

30. Follow up with Email
• Drip Campaigns
• Newsletters

31. Keep Customers Coming Back
• The value of a customer
– You’ve already paid for them
• It’s 6-7 times more expensive to gain
a customer than to retain a customer 1
– They spend more
• Repeat customers spend 67 percent more 2
– They are your referral engine
• After 10 purchases, a customer has
already referred up to 7 people 2
31
Sources:
1. Flowtown, 2010
2. Bain and Company

32. Questions?
Ask me about our weekly seminars
Ask about a free trial of Constant Contact

33. Stay in Touch
Lorraine Ball.
lorraine@roundpeg.biz | @lorraineball
www.roundpeg.biz
Facebook.com/roundpegindy