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Moving the Needle on Your Marketing Efforts

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Presented at the Distilled PRO Boston Seminar. I run through things to keep in mind when scaling a team, building a successful marketing program, and adding revenue to your bottom-line.

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Moving the Needle on Your Marketing Efforts

  1. 1. Moving the NeedleThe process behind finding your momentum Joanna Lord @joannalord Director of Customer Acquisition
  2. 2. What the hell does “moving the needle” mean in marketing?
  3. 3. Increased retention. Foster relationships. Saved money. Set up processes. Researching new moves.Improved something. Leverage successes for more. Test new channels. Made money. Ramp a channel up. Became more efficient. Launched something. Trained someone. Pause campaigns. All sorts of good stuff. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  4. 4. The SEOmoz marketing team’s CURRENT projectshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  5. 5. Sad truth is: you can’t do them all at once full steam ahead.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlYeah I know…that math behind this is really complicated
  6. 6. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlSo what can we do? Research and track our investments more effectively.
  7. 7. Myhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html goal as a marketer is to never make a decision…That’s what data is for.
  8. 8. So you mean going with my gut doesn’t cut it as a process?!? WTF?!?
  9. 9. Well it does. But it doesn’t scale.
  10. 10. So what does this process look like?Brainstorm Prioritize Action Track http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  11. 11. Brainstorm the hell out of this.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  12. 12. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlNo need to reinvent the brightly colored marketing graphic wheel
  13. 13. Wisemapping.com Mindmeister Bubbl.us Mindomo Xmind.nethttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://on.mash.to/kPUF0p
  14. 14. Personas Customer Value Business ValueTechnical Value Technical Cost Strategic Valuehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Learn What Buckets Matter to You
  15. 15. (Complex)(Quick ‘n dirty)
  16. 16. Okay so now I have this beautifully prioritized roadmap… now what?
  17. 17. Just get started…
  18. 18. #PRO Tip: The part no one ever tells you about…be patient.
  19. 19. With that said, have Plan B ready. You should always know the substitute.
  20. 20. Track it, track it, track it“The super duper important part”
  21. 21. Goal setting. Where do they meet, where do they overlap, how do they differ?
  22. 22. Bad assumptions happen in the absence of goal setting
  23. 23. Best practice:Cover your ass Repeat after me: Ranges are my friend. Ranges are my friend.
  24. 24. How do we track these effectively?As marketers we must embrace multi-touch attribution.
  25. 25. It’s freaking hard to understand how all my inbound traffic plays off each other
  26. 26. Display buys Paid search marketing Partnership buys Revenue sharesAffiliate marketing LinkedIn ad buys Retargeting Facebook ad buys Not to mention all the paid advertising & performance media stuff….
  27. 27. Conference Donations Display buys Sponsorships Paid search marketing Partnership buys TV ads Revenue sharesAffiliate marketing Print collateral Radio ads LinkedIn ad buys Retargeting Facebook ad buys Site sponsorships And then all that offline craziness, I mean really?! #confusing
  28. 28. The Halo Effect: When the positive trait or performance of onechannel influences another, causing subsequent or compacted successes. You always suspected this was out there but didn’t know what to call it
  29. 29. #mediocre #magical The obligatory funnel comparison slide
  30. 30. Okay I’m sold. Attribution can be done! What tools do I use?
  31. 31. NEW!! Google Analytics – Multi touch funnel tracking
  32. 32. o.m.g
  33. 33. Today’s freak out moment:How confident are you in the data you are working off of?
  34. 34. More GA Fun:Custom Variables: Leave no room for other opinions
  35. 35. More GA Fun:Weighted Sort: Low hanging fruit taste so good #holla
  36. 36. More GA Fun:Weighted Sort: Low hanging fruit taste so good #holla
  37. 37. Webtrends HasOffersKISSmetricsSeriously friends, others are catching on
  38. 38. Whoa hold up.Now I have all of this data in front of me, how do I focus? SQUIRREL!
  39. 39. Know the number that matters to YOU today.
  40. 40. Improve the conversion rate for the PRO tourImprove the site’s performance Strengthen our CTR for PPC Increase our retargeting share of voice Your tools should change over time.
  41. 41. At some point you have to call it.
  42. 42. How do you know if you are doing it right? Looks like this:
  43. 43. Remember that really scare neon post it slide at the beginning?
  44. 44. This process driven approach turns it into something much cooler.
  45. 45. Thank you!Questions? Seriously harass me, I love this stuff. Joanna Lord @joannalord Director of Customer Acquisition