Know where your digital revenue comes from and get more of it

1. FLUID WEBINAR SERIES EVENT
Show Me The Money
Know where your digital revenue comes from and get more of
it
Phil Case
Managing Director
Partner Fluid Advertising
@GetFluid
Dustin Cederholm
Digital Conversion Manager
Fluid Advertising
#FluidWebSeries

2. Multi-channel marketing is hard.
Tracking it is even harder.
Today you’ll learn to make it easier.
And make more money doing it.
Fluid. A Passion for Growth

3. Marketers Are Overwhelmed
Marketers are increasingly overwhelmed:
76% of marketers think marketing has changed
more in the past two years than the past 50.
Marketers are under increasing pressure to deliver ROI:
65% of marketing professionals feel more pressured to show
return on investment on marketing spend.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.
Marketing is often the 1st budget to be cut

4. Marketers Are Overwhelmed
Marketers are increasingly overwhelmed:
76% of marketers think marketing has changed
more in the past two years than the past 50.
Marketers are under increasing pressure to deliver ROI:
65% of marketing professionals feel more pressured to show
return on investment on marketing spend.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.
Marketing is often the 1st budget to be cut
But most marketers aren’t even focused on ROI:
57% of marketers are NOT basing their marketing budget on any
kind of ROI analysis

5. Marketers Are Overwhelmed

6. Marketers Are Overwhelmed

7. There are solutions (intangibles)
Focus
Planning
Learning
Training
Pig Headed Discipline
Fluid. A Passion for Growth

8. Focus

9. Planning
Marketing Plan
Meetings
Schedules
Assignments

10. Learning
Monthly Webinars
Blogs
The New “Online Universities”
• Google analytics
• Google adwords
• Email providers
• Etc
How to learning
• lynda.com
• treehouse.com

11. Training
Monthly Webinars
Blogs
The New “Online Universities”
• Google analytics
• Google adwords
• Email providers
• Etc
How to learning
• lynda.com
• treehouse.com

12. Pig Headed Discipline
Practice, practice, practice
Stick to the plan
Don’t let yourself be deterred

13. Survey #1 - What MKTG activities
do you currently do.
Fluid. A Passion for Growth
?

14. Survey #1 - What MKTG activities do you
currently do.

15. Survey #2 - What % do you do
well?
Fluid. A Passion for Growth
?

16. Survey #2 - What percentage do you do well

17. Getting more leads and generating
higher revenue
Fluid. A Passion for Growth

18. Fluid. A Passion for Growth
Let’s talk about the key channels of digital
marketing
There are solutions (tangibles)

19. Desktop + Mobile
+

20. Conversion Channels
Immediate Opportunities
•A/B Testing - Improve the conversion experience
•Email Campaigns
•Search/Site Retargeting
•Email Retargeting
•Social Retargeting
•Landing Pages

21. Conversion Channels
Long-Term Opportunities
•A/B Testing
•SEO
•Content Marketing
•Layered Link Building
•Reviews
•Referral Programs

22. Fluid. A Passion for Growth
vs.
ALWAYS BE TESTING

23. Email Campaigns

24. Email Campaigns
Most important elements
• From
• To
• Subject
• Call to action
*How to track? Email service providers (ESP)
A/B test
Text vs. HTML
Responsive vs. Set width
Newsletter + List rent

25. Fluid. A Passion for Growth
of email recipients open email based on the
subject line alone

26. Retargeting
26%The percentage of users who return and
complete the check-out process
increases to
http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/
70%
Website visitors who are retargeted
with display ads are more likely to
convert on your website.

27. Site retargeting is to encourage known customers to come
back to your site.
Search retargeting is to find new customers by retargeting
users based on search behaviors.
Fluid. A Passion for Growth
http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/

28. Fluid. A Passion for Growth
http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/
Email retargeting allows you to take know email addresses
and serve display ads to those users while they navigate the
web.
Social retargeting allows you to reach users that have visited
your site and reengage them on social platforms such as
Facebook.

29. Landing Pages
26%The percentage of users who return and
complete the check-out process
increases to
http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/
70%
Website visitors who are retargeted
with display ads are more likely to
convert on your website.

30. Content Marketing
3xContent marketing generates 3 times as
many leads as traditional outbound
marketing,
62%
but costs 62% less.
http://www.demandmetric.com/content/content-marketing-infographic

31. Fluid. A Passion for Growth

32. Layered Link Building

33. Survey #3 - If you could pick one
new marketing tactic to implement
immediately what would it be?
Fluid. A Passion for Growth
?

34. Survey #3 - If you could pick one new marketing tactic to
implement immediately what would it be?

35. Fluid. A Passion for Growth
Tracking marketing efforts to know where
revenue comes from

36. Google Analytics

37. Google Tag Manager

38. Email Service Providers (ESPs)

39. Content Capture Form
5 Critical
Components
• Position
• Length
• # Fields
• Privacy policy
• Submission button
http://blog.hubspot.com/blog/tabid/6307/bid/28472/The-5-Critical-Components-of-Fantastic-Lead-Capture-Forms.aspx

40. Gated Content

41. Query Tags
http://www.yoursite.com?MyQueryStringVariable={QueryString
}

42. Call Tracking
Yes it can be done!

43. Marketing Automation

44. Better tools are key to improved productivity, and
productivity is what creates value. All major transitions in
human history have been related to new tools.
Creating. Adapting. Always.
Find a story to tell about tools
Fluid. A Passion for Growth

45. Survey #4 - Select 1 tracking tactic
you would like to learn more about.
Fluid. A Passion for Growth
?

46. Survey #4 - Select 1 tracking tactic you would like to learn
more about.

47. FLUID WEBINAR SERIES EVENT
Show Me The Money
Know where your digital revenue comes from and get more of
it
Phil Case
Managing Director
Partner Fluid Advertising
@GetFluid
Dustin Cederholm
Digital Conversion Manager
Fluid Advertising
#FluidWebSeries