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12+ Tips for Turning Your
Digital Marketing Efforts from
a Liability to an Asset
Patty Cisco, MBA, Principal
“The website traffic
is too low”
“There are not enough leads from the
online campaigns”
“People can’t find us!”
“Our SEO isn’t working!”
“I don’t know what ‘good’
conversion looks like”
“Why aren’t visitors
converting?”
Data drives your digital strategy
Content attracts, captures and converts leads
Pitfalls of haphazardly managing your online brand
Meet Mark & Joan
“29% went to the websites
that came up in the search
at the top of the list.”
-Caring.com
59% of seniors report they
go online to search
-Pew Research
“People view less than 2% of
searches below the top five
results on the first page.”
“60 percent of American
adults use smartphones and
tablets when searching
online for information on local
products and services.”Source: Local Search Association (LSA)
Evaluate:What is Inbound Digital Marketing?
Evaluate:Ideal Sales Funnel
Too Many Leads
Low SQL Conversion Not Enough Visitors
Not Enough Leads
Visitors
Visitors Visitors
Visitors
Leads
Leads Leads
Leads
Opportunities
Opportunities Opportunities
Opportunities
Customers
Customers Customers
Customers
Evaluate:Reality
DATA DRIVEN STRATEGY
TIPS
% of Sessions
52%
43%
4%
1% 0%
Direct
Organic Research
Referral
Social
Evaluate:Website Visitors: Channels
Evaluate:Marketing Dashboard
Evaluate:Content Performance Dashboard
Website: User Experience (UX)
Google AnalyticsEvaluate:Google Analytics
Google AnalyticsEvaluate:CRM: User Behavior
When talking Strategy
TIPS
Evaluate:
Goals
PersonaChannels
Content
Strategy
GOALS
• Brand awareness
• Quality leads
• Lead conversion (nurturing)
• New customers
• Customer retention
• Revenue
• New service roll out
• Entering a new market
MAKE THIS SLIDE LOOK LIKE THE OTHERS
Evaluate:Goals
Evaluate:Personas
“Mary”Behaviors• Has a housecleaner
• Busy take-away 3 nights/wk
• Frequently feels
overwhelmed when she
“forgets” something
Demographics• Working mom
• 34 years old
• Lives in Reading, works in
London
• Married, 2 kids
• Household 125K/yr
Needs & Goals• Help! Running errands,
managing kids, keeping
things running
• Time for her girlfreinds
• To feel like she “has it sorted”
• “To clone herself
Traffic, referral sources, brand reach and growth, engagement, keyword performance & ranking, CTR
Leads, Form fills, visitor to lead conversion rates,
Marketing Qualified Leads
Sales Qualified Leads
Loyalty-Retention rate, customer lifetime value, CTR, Email sharing, Reviews
Key Performance Indicators
ADJUSTMENTS• What strategy tweaks are needed?
• What tactical tweaks are needed?
• What’s shifted with the outbound
plan?
STRATEGY• Which actionable tasks
will yield the highest conversions?
• Are the tactics relevant to the goals?
RESULTS• What does the
user data tell us?• What worked?
• What didn’t?
• Why/Why not?
• What’s next?
GOALS
• What is the focus that will yield
the highest conversion?
• What will be measured?
• What will be tested?
Evaluate:Continuous Improvement Data Driven Cycle
CUSTOMERFOCUSED
Tips for
Tactical
Execution
• Website• Social Media• SEO• Blogging• PPC
VISITORSTop of Funnel
Awareness Stage
Delivering an Amazing UX
Target Personas
Navigation
Messaging
Call to Action
Website Copy55% OF WEBSITE VISITORS SPEND LESS THAN 15 SECONDSACTIVELY READING CONTENT ON A PAGE.SOURCE: HUBSPOT
SEO
Keyword Average Position Global Searches SEO Difficulty
twin towers cincinnati 1 480 50
twin towers senior living community 1 40 35
Dayton OH Twin Towers cars 11 0 46
villa homes 13 590 34
twin lakes jobs 14 50 44
retirement homes Cincinnati 14 10 47
assisted living cincinnati ohio 15 40 42
cars Dayton OH Twin Towers 15 0 44
assisted living cincinnati oh 16 20 42
assisted living Cinn OH 17 0 43
assisted living in Cincinnati Ohio 18 30 40
assisted living facilities in cincinnati ohio 18 20 43
assisted living in Cinn OH 18 0 43
Cinn Ohio assisted living 18 0 39
Cinn OH assisted living 18 0 39
assisted living cincinnati 19 210 41
Cincinnati OH assisted living 19 0 39
nursing homes in cincinnati ohio 20 260 50
senior residential living 20 50 31
Cinn assisted living 20 0 41
Keywords
Errors:
Warnings:
Passed:
04
16
B
Website SEO Score: 84/100
SEO SCORE
LOAD TIME
1.98SECONDS
PAGE SIZE
1.9MB
REQUESTS
43
SPEED SCORE
76
Website Speed Score: 76/100
Facebook Twitter LinkedIn Pinterest Google+
TOTAL NUMBER OF TIMES PEOPLE HAVE SHARED Client.ORG ON SOCIALCHANNELS.
Total Media Shares Summary
Total Shares: 72
Pages Scanned: 158
Facebook: 44 (61.1%)
Twitter: 4 (5.6%)
Linkedin: 22 (30.6%)
Pinterest: 0 (0%)
Google: 2 (2.8%)
72 TOTAL
SHARES
Social Shares
Social Cannels
43% of social media users
share pictures
Social Content
• 55% of customers will come to yoursite through your blog.
• Businesses acquire new leads and customers byproviding them with quality content.
• Companies that blog gain 80% more visits than those who don’t.
BlogBlog
Source: Hubspot.com
INFOGRAPHICS ARE LIKED AND
SHARED 3X MORE THAN OTHER
CONTENT
• Videos increase the likelihood of yourvisitors purchasing your product or service by 64%
• Videos provide anincrease in your visitors understanding of your product or service by 74%
• Videos on landingpages increaseconversions
• by 86%
Videos
Source: fslocal.com
CONSIDERATION STAGE
• Call to Actions
• Landing Pages
• Thank you
Pages & Email
• Lead nurturing
email workflows
• Videos
LEADSMiddle of Funnel
Consideration Stage
OF WEBSITE VISITORS ARE
NOT READY TO TALK TO A SALES REP.-KISS METRICS
Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead.
(Forrester Research, 2014)
Companies using marketing automation see 53% higher conversion rates (initial response-to-MQL) than non- users, and an annualized revenue growth rate
3.1% higher than non-users. (Aberdeen Group, Marketing Lead Management Report, Jul 2012)
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.
( DemandGen Report, 2014)
CONSIDERATION STAGEBenefits of Automated Lead Nurturing
78% of successful marketers state that marketing automationis most responsible for increasing revenue contribution
(2015 State of Marketing Automation)
START WITH CTA LINK TO A LANDING PAGE
SEND TO A THANK YOU PAGE
FINISH WITH A FOLLOW UP EMAIL
CONSIDERATION STAGEHow does it work?
DECISION STAGE
SALES QUALIFIED LEAD
Bottom of Funnel
• Schedule a Tour
• Consultation
• Online Chat
• Trial StaySALES
QUALIFIED LEADBottom of Funnel
CONSIDERATION STAGEDecision Stage
• Social Media
• Reviews
• Cross Sell/Upsell
• Stay Top of
Mind/Referrals
CUSTOMERS
AND
ADVOCATES
Customers and Advocates
DECISION STAGECONSIDERATION STAGEEmail
90% of surveyed respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86% said buying decisions were influenced by negative online reviewsSource: -Dimensional Research
Online reviews impact
67.7% of respondents’
purchasing decisions.”
“92% OF PEOPLE
TRUST STRANGERS
OVER BRANDS.”-NIELSEN
“A HAPPY CUSTOMER WILL TELL 3 PEOPLE ABOUT THEIR EXPERIENCE, AND AN UNHAPPY CUSTOMER WILL TELL GOOGLE.”
-ANONYMOUS
LOST REVENUE
Organizations risk losing as many as 22%
of leads when just one negative article is
found by users consider their service. If 3
negative reviews pop up in a search query,
the potential for lost customers increases to
59.2% Have four or more negative articles
about your brand appearing in Google search
results and you are likely to lose 70% of
potential leads. (Google)
DECISION STAGECONSIDERATION STAGELost Revenue
DECISION STAGECONSIDERATION STAGEOnline Directories
WHY DIGITAL MARKETING
Inbound
Outbound
What is the investment?
INBOUND MARKETING $143
OUTBOUND TRADITIONAL MARKETING $373
DECISION STAGECONSIDERATION STAGEWhat is the Investment?
•54% more leads are generated
by inbound tactics than traditional
paid marketing.
•2X as many marketers say inbound
delivers below average cost per
lead than outbound methods.
•$20K is the average companies save
per year by investing more in inbound
marketing vs. outbound.
Source: Hubspot
419-629-0080
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