Online Marketing - Guide For Control Freaks

8/8/2019 Online Marketing - Guide For Control Freaks

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Marketing for ControlMarketing for Control

FreaksFreaksIntroduction to Online MarketingIntroduction to Online Marketing

Measurement & Consumer StalkingMeasurement & Consumer Stalking

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@sdarine

facebook.com/sdarine

linkedin.com/in/darine

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[email protected]



Measur ement f Tr aditi nalMeasur ement f Tr aditi nal

Mar eting Eff rts Mar eting Eff rts Competitive Intelligence

Advertising & PR ± Circulations & Ratings

± Focus Groups

± Agencys Word

± Sales Revenues / Growth - Marketshare

± Internal Feedback

± Audited Stats

± Special Numbers/ Links/Promotions

Product Launch Success

Annual Reviews Other Marketing Efforts s/a:

± Branding

± Effectiveness of Marketing Tools

± ROI of Exhibitions & Trade shows

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The 80/20 Rule (Pareto Rule)The 80/20 Rule (Pareto Rule)

80% of your response rate comes from 20% of

your marketing efforts!

The challenge, however, comes from

identifying that critical 20%

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Traditional MarketingTraditional Marketing

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WHY?WHY?



We can only Analyze PostWe can only Analyze Post

Factum, way after th

e point of Factum, way after th

e point of No Return.No Return.

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We CANNOT Audit as we go!We CANNOT Audit as we go!

We CANNOT Tweak, Change,We CANNOT Tweak, Change,Delete on a realDelete on a real--time basis.time basis.

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And Most of the time we DONOT And Most of the time we DONOT

HAV Accurate DataHAV Accurate Data..

We can not know what is wrong.We can not know what is wrong.

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Online MarketingOnline MarketingThe perfect sphere for the curiousThe perfect sphere for the curious

questioning mindsquestioning minds

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We can measure anything weWe can measure anything we

wantwant as long as:as long as:

We KNOW what we want to measure

PLAN for it

& use the RIGHT TOOLS

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Some of Some of WhatsWhats,, HowsHows andand

WHYs of Online MarketingWHYs of Online MarketingMeasurementMeasurement

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How do you prepare?How do you prepare?

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Step 0. PreparationsStep 0. Preparations

Make sure you have a good designer and a

GREAT developer *on board.

Make sure you have a good relationship withyour Designer & Developer because without

them you can not go far.

± Become Tech Friendly (Marketing Technologists http://ht.ly/3sLnZ )

± Learn Basics of Design, Whitespace Balance, PsychologicalElements involved in Interaction Design

*savvy in analytics

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PreparationPreparation

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A. Know how to set your traps

± Objectives

± Engagement Strategy

± Resources

What do I want them (consumers) to learn/do?What do I want them (consumers) to learn/do?

What Else Can They Do? / Would they Like to know ?What Else Can They Do? / Would they Like to know ?




B. Think of what you want to monitor

&WHY

&

FOCUS ON THAT

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C. Build Your Properties to be ENGAGING &USABLE

± Content is King

± Invest in your landing pages design

± Employ Neuro-Marketing tactics

± Strategically plant Calls to Action

±

Provide Guidance and Help ± TEST, TEST, TEST

± Eliminate Friction

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The more engaging you make your Online

Marketing efforts the more feedback you willget from your audience either direct/indirect

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Engagement = Actions = FeedbackEngagement = Actions = Feedback




D. Have your eyes and ears open and be

prepared to tweak, change, escalate on an

ongoing basis.

E. Have a system for recording your results ,

documenting your case studies & comparing

them over time

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Let¶s See Some of What YouLet¶s See Some of What You

Can Measure/Check«Can Measure/Check«

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1. On Website/Landing Page/Blog1. On Website/Landing Page/Blog

Web Analytics

± What can you measure with it?

± Some stuff needs extra development to be

measured

± On Web Analytics Accuracy

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1. On Website/Landing Page/Blog1. On Website/Landing Page/Blog

A/B Testing (example to learn from on http://www.abtests.com/ )

Checking for broken pages/links

Website Rating (tools)

Search Engine Rank , Page Rank & SEO

±# of inbound links

± Free Tools Examples ( Keyword, PR, Manual Searches, Alerts )

Feedback / Engagement ± Ask for feedback

± Downloads

± Social ( Digs, likes, Shares, Tweets.)

± Comments

± Leads ( Demo Requests, Contact Forms Filled, Calls)

±Link Backs

Cross Browser Testing including mobile

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2. In Your Email Marketing2. In Your Email Marketing

A. Email Marketing Tips Checklist Based on lead nurturing strategy

Should be permission based & targeted ;)

Should provide valuable content

Easy to Opt Out

Easy to contact you back

View Online Option

Balance of Text & images

Prepare in advance

Test, Test, Test

Embed Tracking

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2. In Your Email Marketing2. In Your Email Marketing

B. Measurement

- Open Rate (+)

- Bounce rate- Conversion Rate

- Response Rates (Online & Offline)

- Case Studies of feedback

- Do not forget to monitor how they change over time

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3. Advertising3. Advertising

A. Online advertising terms

Advertising Types:- CPC VS CPM VS CPA VS Flat Rate

- Concept of targeting

- CLICKTHROUGH RATE

- AD NETWORKS OVERVIEW ( Google Ads,

Adsense, )

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B. What can you measure?

B

efore: ± You can know ahead approximately how much you

should pay per targeted lead to click (Google Keyword

Tool)

±

Search Trends /Estimated Daily Clicks ( SearchInsights)

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B. What can you measure?

After: ± How many people viewed your ads

± CPC Rate & Click Through Rate ± What Ad Version is performing better

± Which Ad Networks/Types direct most traffic & Which generate moreconversions How Engaging is your landing page

± Which Keywords performed better

± How did they act after clicking on your ad on landing page

± Where did they leave ± How much they stayed

± Realtime change overtime

± Realtime Alerts on conversions

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4. Social Media Activity4. Social Media Activity

ROI vs ROE

Engagement & Reach

± Concept of Hashtags

Impact on SEO

Sentiment !!!!!

What is being said about your brand in real time?

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5. Cost Per Lead & Cost Per 5. Cost Per Lead & Cost Per

AcquisitionAcquisition

What does it apply to ?

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Not for those who areNot for those who are

indifferentindifferent

Resources & learning tools for futureResources & learning tools for future

digital marketersdigital marketers

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Resources to get you startedResources to get you started

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THANK YOU!THANK YOU!Theidentitychef.com

@sdarine

facebook.com/sdarine

linkedin.com/in/darine

TheIdentityChef.com

[email protected]



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Online Marketing - Guide For Control Freaks