Slides from the Oct 27 class for CRM @ KFBS.

1. Acquiring Customers Online:
A Love Story
Eric Boggs
CRM, Fall 2010

2. (via Internet Buzzword du Jour)

3. Where are your customers online?

4. How do you find ‘em and hook ‘em?

5. How are online channels different than
offline channels?

6. Actionable
Data!

7. Mmmm. I love this data.
What is useful? How do we capture it? How do we use it?
Conversions
Impressions, clicks, etc.
Visitors, views, etc.
Opens, clicks, etc.
Reach
Sentiment
Conversation history
Influence
CPM, bid, rank, etc.
Usage
Location
Intent
Web analytics
Email marketing apps
Web registrations
Social streams
Ad platforms
eCommerce platforms
Product logs
Transactions
Support/service contacts
Platform APIs
Measure
Target offers, messaging
Generate revenue
Allocate resources
Automate
Make recommendations
Forecast/plan
Articulate segments
Quantify customer value

8. Target Market
Segment & Acquire
Responders
Cultivate & Convert
Customers
Develop & RetainAttrition
Win back
(Or not)

9. The reality?

10. The other reality?

11. Three Channels We’ll Address:
Pay-Per-Click Advertising Email Marketing Inbound Marketing
Old faithful.
Target key search terms
and relevant content
networks to cast a wide
net.
Addressable, scalable…and
expensive.
Not spam.
Create highly targeted,
automated messages that
drive relationships and
create conversions.
Cost effective, automate-
able, complex.
The new black.
Use SEO and social media
to “get found” online. Turn
your website into a
“watering hole”.
Low cost, relationship-
driven, tough to dial up.
We’ve devoted an entire class to social later this mod…

12. PPC

13. The Sausage Making…

14. PPC Takeaway:
Data drives
everything.
Keywords, bids, ads, landing pages, etc.

15. Optimization Hack #1: Landing Pages
Lots of
money in
Adwords
Keyword
research, bid
optimization
Ad copy
tests
Click
Traffic hits
the target
Then what?
Toooo many marketers spends lots of money driving
traffic to crappy websites.
Tune every step of the way…especially the landing page.

16. Optimization Hack #1: Landing Pages

17. Email

18. Mmmm...data…

19. Data Segmentation

20. Underlying Goodness

21. Email Takeaway:
Data drives
everything.
Content, offer, segments, timing, etc.

22. Dynamic Subject Line Test
Optimization Hack #2: Get Dynamic

23. Dynamic Content:
Email content automatically
customized as it is deployed,
delivering relevant content
according to a predetermined set
of rules of variables.
- Simple in theory.
- Amazingly powerful.
- Incredibly complex.
Optimization Hack #2: Get Dynamic

24. Inbound Marketing

25. Inbound Takeaway:
Earned,
not bought.
More to come in Social class later this mod…

26. Optimization Hack #3: SEO

27. Optimization Hack #3: SEO

28. See you in a couple weeks for web
analytics. Bring a helmet.
Eric Boggs, Founder, CEO
Argyle Social
http://argylesocial.com
eric.boggs@gmail.com