Web Analytics - Inbound marketing Secret Sauce #WAWMelb
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Everything you do online should be Measurable, Actionable and Relevant, Max conducted a digital marketing presentation to Web Analytics Wednesday Melbourne group ... here's the slides. ------ Web Analytics is the Secret Sauce of any Digital Marketing campaign .... it's essential to set KPIs. Sales Revenues From Inbound Marketing Customer Acquisition Costs - Inbound vs Outbound Customer Lifetime Value Inbound Marketing ROI Website Traffic to Marketing Leads Website traffic (unique visits) Overall marketing leads (form conversions) Visit-to-lead conversion rate Traffic, leads and conversion rate by source (organic search, direct, website referrals, email, ppc, social media and direct marketing) Marketing to Sales Conversion Rates Landing Page (Content) Conversion Rates Organic Searches Social Media Reach and Engagement Mobile Traffic, Leads and Conversion Rates Armed with relevant, compelling data month-over-month, marketers should be able to convey what's working and what isn't in their digital marketing strategy. Management can quickly assess the performance of sales and marketing, working together and evaluate the effectiveness of the inbound marketing process in place. ------ Define What Marketing ROI Means for You Set Realistic and Measurable Goals Gather the Right Data Needed Monitor Your Goals Frequently Use Your Data to Make Better Decisions ------ Data must be ACTIONABLE and RELEVANT
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- 1. @MolehillWeb #WAWmelb Analytics Inbound Marketing Secret
Sauce Presented by Max Lynam @MaxOnTheHill < maxlynam.com >
< molehill.com.au >
- 2. Me, marketing, ins, outs. In 2013 Max celebrates 20 years of
website experience. Background in management, logistics, IT, web
& other nerdy things. Specialises in: Digital Engagement,
Online Marketing, and Conversion Rate Optimisation
- 3. Me, marketing, ins, outs. The difference Has run bricks
& mortar, manufacturing and distribution businesses running
several complex and dynamic e-commerce sites catering to different
market segments. Weve been our own web client. Been successful,
been broke - know how important online marketing is to achieve
success for business owners, their family, staff and life ... its
not a game !!!
- 4. General Outline 1. Why Analytics? 2. Why Inbound Marketing?
3. So how do we analytics and marketing to marry up? Is it a match
made in heaven ??? -- 15 minute question time Please write down
questions and ask during question time. ... a 3min and 4min video
on marketing and analytics at the end if you want.
- 5. General assumptions of course, you have already done...
Research, Discovery, Strategy ... 1. 2. 3. 4. 5. 6. Market
Analysis. Market Plan (product, price, promotion, place). Absolute
clarity about business objectives. Competitor research &
analysis. Technically solid, market relevant & SEO friendly
website. Drive to invest in succeeding online.
- 6. Analytics ... Why its important
- 7. At all times Inbound Marketing should be measurable. Are we
getting an ROI? Data analysis holds the key to Successful Campaigns
Data Analysis Improve Compare to Program Compare to Program Improve
Data Analysis This is not the data you are looking for
- 8. Inbound Marketing Why do we care? Google has recently
updated the rankings article within the Google Webmaster Help
documentation.... OLD Previously, the article had a line that read:
NEW Weve bolded the key part, which was changed on May 27th to say:
In general, webmasters can improve the rank of their sites by
increasing the number of highquality sites that link to their
pages. In general, webmasters can improve the rank of their sites
by creating high-quality sites that users will want to use and
share.
- 9. KPIs What every good analyst and marketer needs 1. 2. 3. 4.
5. Sales Revenues From Inbound Marketing Customer Acquisition Costs
- Inbound vs Outbound Customer Lifetime Value Inbound Marketing ROI
Website Traffic to Marketing Leads Website traffic (unique visits)
Overall marketing leads (form conversions) Visit-to-lead conversion
rate Traffic, leads and conversion rate by source (organic search,
direct, website referrals, email, ppc, social media and direct
marketing)
- 10. KPIs Part deux 6. Marketing to Sales Conversion Rates 7.
Landing Page (Content) Conversion Rates 8. Organic Searches 9.
Social Media Reach and Engagement 10. Mobile Traffic, Leads and
Conversion Rates Armed with relevant, compelling data
month-over-month, marketers should be able to convey what's working
and what isn't in their digital marketing strategy. Management can
quickly assess the performance of sales and marketing, working
together and evaluate the effectiveness of the inbound marketing
process in place.
- 11. Once you have relevant KPIs .... theres still more to
consider Define What Marketing ROI Means for You Set Realistic and
Measurable Goals Gather the Right Data Needed Monitor Your Goals
Frequently Use Your Data to Make Better Decisions Data must be
ACTIONABLE and RELEVANT
- 12. How do we quantify & plan? ... we have some nice tools
to help us out. from basic excel spreadsheets .........
- 13. to complete marketing platforms ... with ongoing analysis
and performance measurements. ......... every relevant action and
interaction is tracked and measured
- 14. Analytics The secret sauce of inbound marketing 1. Why
Analytics? 2. Why Inbound Marketing? 3. What you need to get
started. 4. What you need to do Its all about quantifying Return on
Investment Resources available through contacting me via
maxlynam.com
- 15. @MolehillWeb #WAWmelb Analytics Inbound Marketing Secret
Sauce Presented by Max Lynam @MaxOnTheHill < maxlynam.com >
< molehill.com.au >
- 16. Using Web Analytics Tools funny matt cutts video
http://youtu.be/b7W0o65tTIQ
- 17. Inbound Marketing in 4mins funny matt cutts video
http://youtu.be/b7W0o65tTIQ
- 18. Credits for Inspiration & Content: @MolehillWeb
#WAWmelb Content Marketing Institute, SavvyPanda, HubSpot, Google,
Marketing Land, Contagious, numerous people & groups .... the
list just keeps going. Presented by Max Lynam @MaxOnTheHill <
maxlynam.com > < molehill.com.au >