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In this seminar, Justin Croxton, the CEO of Que Commerce, discusses how companies and marketing firms can more effectively measure paid search and SEO to increase ROI and attract more customers.
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Presented by: Justin Q. Croxton
Meet Our Speaker
Justin Q. CroxtonManaging PartnerQue Commerce» MBA - NYU Stern
School of Business » Over 5 Years
Experience» 6 Years Commercial
Real Estate Experience» Enjoys Boating,
Running, Golf, Travel
MarketingWeekNYC House Keeping
» #mktgwknyc
» tag@marketingwknyc
» Fill Out Survey At End
Agenda• Sustainable Advantage – Strategic Marketing• Industry Statistics• Traditional Marketing Channels• Marketing Funnel• Measurement & Attribution
o Paid Searcho SEO
• ROI Analysis In Action• Content Strategy – Bonus Section• Action Items For Your Business• Q & A
Warning & Good News
• Intermediate Level Training• Drill Down Into “Most” Details – NOT ALL
Seminar Objectives
• More Informed & Creative• Establish Practical Methods To Measure over 90% of
Digital Functions
You
Sustainable Advantage
• Strategy – The singular inputs that allow companies to differentiate and expropriate value in order to maintain a competitive advantage over a period of time.
• Digital Marketing – Sustainable (But For How Long?)
Digital Marketing Industry Statistics
• 83% of Consumers Search For A Local Business Online
• SEO (Search Engine Optimization) leads to 14.6% conversion rate compared to direct mail which is 1.7%
• 92% of Consumers Use Search Engines As Much As Email
• Over 70% of Consumers Use Social Media
• 583 Million Searches Per Day In The United States
• Inbound Leads Cost 61% Less Than Outbound Leads
• Key – Only 6% of CEO’s allocate their marketing budget to SEO Efforts
Is This You?
Traditional Marketing Channels
Traditional Marketing Funnel
Traditional Marketing Funnel
Funnel Tracking
What Pathway Did The Shopper Take?
What Is SEO & Paid Search Today
Leading Key Performance Indicators
Leading KPI’s Marketing KPI’s Revenue/Biz KPI’s
Backlinks Visitors (unique/returning) Conversions (i.e. phone calls)
Click Through Rate Tweets/Shares Proposals & Assessments
Rankings Brand Mentions ROI Increases
Page Rank Email Sign-Ups/Downloads Sales
Average Position Phone Impressions Emails
All Starts With Customer Value• Average Customer Value (ACV)
• Retention Value (RV) - % of Customers Who
Repurchase * ACV
• Referral Customer Value - % of referrals from Existing
Customers * ACV
• Lifetime Customer Value (Defined) – Total Earned Over
Defined Lifetime of Customer
• Total Customer Value = RCV + RV+ (ACV or LCV)
Cashflow – 3 Months, 6 Months, 1 Year
ACV Example - Hotel• Room Rate = $450
• Average Daily Stay = 3 Night
• Average Customer Value = $450
• Retention Value = 5%
• Retention Value = 5% * $450 = $22.50
• Referral Customer Value = 5%
• Referral Customer Value = 5% * $450 = $22.50
• Total Customer Value = $22.50 + $22.50 + $450 = $495.00
Cashflow – 3 Months, 6 Months, 1 Year
Conversion Process
What Are Your Conversion Levels?
• In Store Visits• Phone Calls• Leads Form Generated• Proposal Requests• Emails• Social Shares (Measuring Brand Awareness)• Website Sales• Downloads
• Place Values On Them – Determined By Historical Data
Paid Search In Action
Atl Property Management, LLCResidential Property Management
Atl Property Management garnered one client totaling $1,000 - $2,500 in Revenues – Average Customer
Value
Real Estate Conversion Funnel
ROI Analysis In Action
Tools For Tracking• Google Analytics
• Google Conversion Tracking
• Hubspot
• Hootsuite
• Moz Analytics
• Raven Tools
• RingCentral (Call-Forwarding System)
• Call Rail/Mongoose Metrics (Not Required)
• Traditional Excel Spreadsheet (EMAIL ME)
Content Strategy• PULL IN CUSTOMERS AND OWN THE CONVERSATION
• News Story• Videos• Press Release• Announcements• Contests• Articles• Sales Promotion• Unique/Adds Value
Your Action Items• Run A Google Adwords Test
o $400 - $500 Budgeto 3 - 7 Days» Have Google Analytics Installed On Your Website» Develop Your Own Model For Measurement» Clean Up Your Website» http://niftymarketing.com/optimal-local-landing-
page-infographic» Determine Your Lead Generation Funnel» Start Blogging – And Research Topics» Create Social Accounts – Use Them Regularly» Begin Creating Value Adding Content
What I Wanted You To Get
What Did You Learn?
Contact the Speaker
• Justin Q. Croxton• Visit: http://que-commerce.com• Email: [email protected]• Call: (404) 966-5252• Social Profiles
o Twitter: Que_Commerceo http://facebook.com/quecommerceo http://linkedin.com/quecommerce