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Small Business Internet Marketing Secrets
Measurement28 September 2010
Michelle Gamble, Chief Angel
The Marketing Process
REPORTING
Track and Measure Effectiveness
#1 PriorityReturn on Investment (ROI)
By Channel
3
Channel #Leads
Conv Rate
#Sales
$ Revenue
$Cost
%ROI
Radio
Website (Branded)
Organic/SEO(Unbranded)
PPC
Referring Websites…
Google Analytics is a MUST
5
Get help to set goals and use other tools
Integrate forms into a CRM ideally
Many tools now also talk to accounting systems
Know your starting point
• Value of sales• % of repeat sales• Location of sales• Time taken from lead to
conversion• Increase in awareness
What to Track Leads & sales by channel
Leads & sales by region
Type of lead (e.g. SME vs Corporate)
Leads & sales by sales person
Leads & sales by value
Stage in the sales cycle
Client satisfaction
Review monthly with a view to understanding cost of each lead and sale
Resist doing nothing because you are scared to invest
Have a plan so you can focus on the
priorities
Be fearless
Be focussed
Be relentless
Be consistent
Happy Marketing!
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