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Sell or Go Home Part VI Strategies for Finding Customers, Winning Their Business and Keeping Them for Life.

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Presentation on theme: "Sell or Go Home Part VI Strategies for Finding Customers, Winning Their Business and Keeping Them for Life."— Presentation transcript:

1 Sell or Go Home Part VI Strategies for Finding Customers, Winning Their Business and Keeping Them for Life

2 Who Am I? Co-founder, Eight Eleven Founder, Longevity Co-founder, eFlex CMS Co-founder, Philly Startup Leaders Featured Speaker and Mentor, Lean Startup Machine Advisory Board Member, Side Arts Advisory Board Member, Points.ly Advisory Board Member, Art Institute of Philadelphia Entrepreneur in Residence, Corzo Center Mentor to many Philadelphia startup companies 2

3 Why You Are Here You’re building a small business in the local creative or tech economy You want to find out what you need to know to help your company grow and sustain You need practical advise you can put to work in your company, today 3

4 What's The Deal With “Sell or Go Home”? 4 Option A:Option B:

5 Before We Start… How many are online/digital marketing professionals? How many are running their own business? How many want to run their own business? How many sell their product online (Ecomm)? How many offer digital marketing services to their clients or customers? How many are SEM experts? How many are SEO experts? How many are direct marketing experts? How many are lead gen marketing experts? How many are already marketing online and are here to learn how to target and market smarter, for better ROI? 5

6 Part VI: Sell or Go Home Online Marketing Strategies Where do YOU want to start? Note: We may only have time for 3 of the 5… 6 Building a Financial Model Basics of “Google Traffic Estimator” SEO SEM: Display, Keyword Marketing

7 Building a Basic Financial Model How many have built a financial model that accounts for variables, constants and calculates projected ROI, prior to launching an online marketing campaign? Who can tell me: What variable and constants do you need to work with to build a basic financial model for online marketing? (You can pick: SEO, SEM, , etc.) Who is currently calculating their “customer lifetime value”? What variables do you need to calculate customer lifetime value? 7

8 Building a Basic Financial Model (SEM example) Variables: –Key term –Monthly impressions –Monthly clicks –Average monthly conversion from traffic to lead –Conversion of leads that respond to sales/marketing –Average monthly “close” / sales conversion –Average revenue per transaction –Cost per click Calculated/Achieved: –Monthly traffic volume to Website –Revenue + recurring –ROI 8 Who can tell me what’s missing?

9 Building a Complete Financial Model Customer cohort analysis Purchase trends by: –Time of day –Season –Day of week –Type of device –Type of operating system –Geographic location –(Lots more) Campaign creative breakdown (A/B) “Average” tells an incomplete story; calculate for the curve – what does your “bell” look like and where is the revenue potential? 9

10 Example 10 % of Revenues Represented by Customers All Customers that Buy Your Product

11 11 Note: I can send this to you!

12 Basics of Google Traffic Estimator Who can tell me what you can use Google Traffic Estimator for? Are any of those of particular interest to people to discuss further? 12

13 Basics of Google Traffic Estimator 13

14 14

15 Organic VS Paid 15

16 SEO Who can tell me how on-page SEO works? Who can tell me how off-page SEO works? 16

17 On-Page SEO Elements 17 #2 Page Title Domain H1 Body Content Alt TextFile SizeFile NameCaptions

18 18 Importance of Domain Name: On-Page SEO Elements #1 We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia”

19 On-Page SEO 19 Who can fill in the blank: Content is:

20 Content is King Who can tell me why? –Content is Food –Google is Hungry –Give Google a Reason to Come Back to You 20

21 21 How Off-Page SEO Works: Popularity Contest Bob: Photographer Mary: Jeweler Jill: Classical Composer ?

22 SEO Link Building Hypothetical situation: Socks.com –They sell: green socks, yellow socks, blue socks, striped socks, argyle socks, ankle socks, knee high socks (etc.) Who can tell me: –If a blogger were to write an article on their blog, and in that blog article, reference your Website, how could/should a link be structured and where should it link to? –(we can whiteboard this if need be) 22

23 SEM: Display / Keyword What are some elements of a formula for a successful online advertising campaign? 23

24 24 Ad Quality Success! Targeting Relevance Cost Per Impression Cost Per Click Conversion Revenue / Transaction Lifetime Value Continual Measuring and Optimization Online Advertising Recipe for Success & Remember! A/B

25 25 Online Advertising A/B Testing Success Story

26 26 Your Key to the City Success Story Pre-RollHopstopNYC GoPandoraWeatherbug Industry Average CTR Low.04% High.08% Prior Campaign Averages High0.2% - 0.4% Our Campaign Low0.86%0.17% 5.5%0.26%  A/B Testing  High1.57%0.26%0.27%6.0%!!!0.29% Revenue Increase 1% !!!

27 Marketing What are some elements of a formula for a successful marketing campaign? 27

28 28 List Building & Segmentation Quality Success! Targeting Relevance Quality Content & Delivery Cost Per Click Conversion Revenue / Transaction Lifetime Value Continual Measuring and Optimization Marketing Recipe for Success & Remember! A/B

29 29 Marketing A/B Testing Success Story A B

30 30 Marketing A/B Testing Success Story B Conversion UP XX% Revenue Per Transaction UP XX%

31 Contact For a copy of the presentation, please go to: Aaron Haydn McLean 31


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