Show Me the #Money

S H O W M E T H E # M O N E YB R A N D I N G I S G R E A T … M A K I N G M O N E Y I S B E T T E R .

– @ D A N Z A R R E L L A

“Marketing isn’t magic. There is a science to it”

T H E P U R P O S E O F M A R K E T I N G

M A G I C A L T E R M S :

• increase awareness

• promote interest

• create desire

• generate action

S C I E N T I F I C T E R M S :

• increase views

• promote engagement

• create goal conversions

• generate transactions

– N O R E A L P E R S O N E V E R

“HOORAY! I’ve been exposed to this message enough to move from awareness to

consideration!”

– Y O U R C L I E N T

“How much money did you make?”

A N A LY T I C S T H AT M E A N S O M E T H I N G

• pageviews

• visits

• visit duration

• frequency

• goal completions

• goal value

• transactions

• time lag

• click through rate

• cost per conversion

• ROI

C O N V E R S I O N ST H E B O T T O M L I N E ?

A N A C T I O N T H AT I S I M P O R TA N T T O T H E S U C C E S S O F Y O U R B U S I N E S S .

A C O N V E R S I O N I S

C O N V E R S I O N R AT E = # O F C O M P L E T E D G O A L S / T O TA L V I S I T O R S

C O N V E R S I O N S A R E M O R E T H A N T R A N S A C T I O N S

Retail businesses typically measure a conversion as a transaction.

Service businesses typically measure a conversion as a form completion or lead generation.

T H E P R O B L E M

Visitors come to your site throughout their buying process and some won’t convert.

A visitor may use your site as a resource - to find a phone number, look for a job, gather basic data, etc.

Their visit is still counted in the total visits that ultimately affects your conversion rate.

T H E A N S W E R

1.Segment your data.

2.Measure micro-conversions to track their progress through their buying process.

A C O N V E R S I O N C A N B E A …

• transaction

• follow/like

• pageview to a specific page

• download of a PDF

• joining a mailing list

• adding to a wish list

• form submission

Y O U R S O C I A L M E D I A P R E S E N C E I S W O R T H I T ?

H O W D O Y O U T E L L T H E B O S S

S U P P O R T Y O U R C A M PA I G N

1. Research the percentage of leads that turn into transactions.

2. Attach an estimated goal value to each conversion.

3. Report these along with your macro-conversion rate.

Y O U R D ATA M E A N S N O T H I N G .

U N L E S S Y O U D O S O M E T H I N G

D O I N ’ S O M E T H I N G .

• monitor

• analyze

• adjust

• report

• do it again….just better

H E A R T B E AT M E T R I C SM E A S U R E Y O U R

I N C R E A S E A W A R E N E S S# 1

I N C R E A S E V I E W S

C R O S S - P R O M O T I O N

• social media icons

• incorporate the sales team

• traditional media

• links

• cohesive branding

F O L L O W O T H E R S

• join groups

• follow other businesses in your area, industry, relevant interest, etc.

• like other pages

C P M A D S

• create effective CPM ads

• on google - target the right keywords

• on facebook - target the right audience

• on twitter - target the most relevant users

P R O M O T E I N T E R E S T# 2

P R O M O T E E N G A G E M E N T

U N D E R S TA N D Y O U R A U D I E N C E

P E O P L E H AT E C R A P P Y C O N T E N T.

E N G A G I N G C O N T E N T

• relevancy = engagement

• monitor what works best for your brand

TA I L O R Y O U R C O N T E N T

• build sociable content

• advanced post targeting

S O C I A B L E C O N T E N T

• simple sharing

• interesting title

• call to action

• link

5 E A S Y W AY S T O P U L L A B U N N Y O U T O F A H AT. R E A D T H E H O W - T O H E R E : ( S H O R T E N E D L I N K T O L A N D I N G PA G E ) # M A G I C

T W I T T E R :

W A N T T O I M P R E S S T H E G I R L O F Y O U R D R E A M S W I T H A L I T T L E M A G I C ? H E R E ’ S 5 E A S Y W AY S T O P U L L A B U N N Y O U T O F A H AT. R E A D T H E H O W - T O H E R E : ( L I N K T O L A N D I N G PA G E ) ( I N T E R E S T I N G P I C T U R E )

FA C E B O O K :

( O P T I M I Z E D ( & A D O R A B L E ) H O W - T O P I C T U R E ) 5 E A S Y W AY S T O P U L L A B U N N Y O U T O F A H AT. P I N T H E H O W - T O H E R E : ( L I N K T O L A N D I N G PA G E ) V I A @ U S E R N A M E # M A G I C # R A B B I T # M A G I C T R I C K S

P I N T E R E S T:

W H AT D O Y O U I N T E R A C T W I T H M O S T ?

A D VA N C E D P O S T TA R G E T I N G

S H O T G U N A P P R O A C H

The shotgun approach gives you a greater reach.

Posting more targeted content is risky; followers outside of the intended audience could be alienated — or annoyed — by this irrelevant noise clogging up their news feeds.

TA R G E T E D A P P R O A C H

You can post more frequently, targeting segmented groups with highly relevant information without turning off the rest of your followers.

You reduce your overall reach by only showing that content to a small group of followers.

T H E R E S U LT

• more interest

• more engagement

• more shares

• more likes

• more followers

B E C O N S I S T E N T

• voice

• posting

• branding - profile pictures, brand terms, colors

C R E AT E D E S I R E# 3

C R E AT E G O A L C O N V E R S I O N S

S O F T C O N V E R S I O N S

• soft conversions potentially turn into qualified leads

• Identify your best prospects

M O N I T O R I N G G O A L S

• track referring sites to see where your conversions are coming from

• apply filters to drill down into your traffic

• measure the goal value

– B L A K E , G L E N N G A R Y G L E N R O S S

“A-B-C. A-Always, B-Be, C-Closing.

Always be closing, always be closing.”

I T ’ S N O T A S E C R E T.P E O P L E K N O W Y O U R S E L L I N G S O M E T H I N G .

D O N ’ T B E T H I S G U Y.B U T F O R T H E L O V E O F E V E R Y T H I N G T H A T I S H O LY

G E N E R AT E A C T I O N# 4

G E N E R AT E T R A N S A C T I O N S

• Assisted conversions share credit across channels to better reflect how customers are learning about your company

• Google Analytics identifies visits individually.

• If someone came to your site through a social campaign and didn't convert but came back later from an organic search and made a purchase, the purchase would be credited to organic.

C A R R Y- O U T A D V I C E

1. increase views through cross-promotion, following strategy and CPM ads

2. promote engagement by understanding your audience, tailoring your content and being consistent

3. create goal conversions and monitor them

4. generate transactions through effective calls to action

5. sell the bunny.

T H A N K S .I N S E R T S H A M E L E S S P L U G H E R E .

@alyssa_mowery @karchergroup