Sell or Go Home Part VI

Strategies for Finding Customers, Winning Their Business and Keeping Them for Life

Who Am I?

• Co-founder, Eight Eleven

• Founder, Longevity

• Co-founder, eFlex CMS

• Co-founder, Philly Startup Leaders

• Featured Speaker and Mentor, Lean Startup Machine

• Advisory Board Member, Side Arts

• Advisory Board Member, Points.ly

• Advisory Board Member, Art Institute of Philadelphia

• Entrepreneur in Residence, Corzo Center

• Mentor to many Philadelphia startup companies

• http://about.me/aaronmclean 2

Why You Are Here

• You’re building a small business in the local creative or tech economy

• You want to find out what you need to know to help your company grow and sustain

• You need practical advise you can put to work in your company, today

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What's The Deal With “Sell or Go Home”?

 

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Option A: Option B:

Before We Start…

• How many are online/digital marketing professionals? • How many are running their own business?• How many want to run their own business?• How many sell their product online (Ecomm)? • How many offer digital marketing services to their clients or customers? • How many are SEM experts?• How many are SEO experts? • How many are direct marketing experts?• How many are lead gen marketing experts? • How many are already marketing online and are here to learn how to

target and market smarter, for better ROI?

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Part VI: Sell or Go Home

• Online Marketing Strategies

• Where do YOU want to start?

• Note: We may only have time for 3 of the 5…

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• Building a Financial Model• Basics of “Google Traffic

Estimator”• SEO• SEM: Display, Keyword• Email Marketing

Building a Basic Financial Model

• How many have built a financial model that accounts for variables, constants and calculates projected ROI, prior to launching an online marketing campaign?

• Who can tell me: What variable and constants do you need to work with to build a basic financial model for online marketing? (You can pick: SEO, SEM, Email, etc.)

• Who is currently calculating their “customer lifetime value”?

• What variables do you need to calculate customer lifetime value?

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Building a Basic Financial Model (SEM example)

• Variables:– Key term

– Monthly impressions

– Monthly clicks

– Average monthly conversion from traffic to lead

– Conversion of leads that respond to sales/marketing

– Average monthly “close” / sales conversion

– Average revenue per transaction

– Cost per click

• Calculated/Achieved: – Monthly traffic volume to Website

– Revenue + recurring

– ROI

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Who can tell me what’s missing?

Building a Complete Financial Model

• Customer cohort analysis

• Purchase trends by: – Time of day– Season– Day of week– Type of device– Type of operating system– Geographic location– (Lots more)

• Campaign creative breakdown (A/B)

• “Average” tells an incomplete story; calculate for the curve – what does your “bell” look like and where is the revenue potential?

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Example

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All Customers that Buy Your Product

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Note: I can send this to you!

Basics of Google Traffic Estimator

• Who can tell me what you can use Google Traffic Estimator for?

• Are any of those of particular interest to people to discuss further?

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Basics of Google Traffic Estimator

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Organic VS Paid

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SEO

• Who can tell me how on-page SEO works?• Who can tell me how off-page SEO works?

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On-Page SEO Elements

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#2

Page TitleDomain

H1

Body Content

Alt TextFile SizeFile Name Captions

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Importance of Domain Name: On-Page SEO Elements

#1We reached #1 by

pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia”

We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia”

On-Page SEO

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Who can fill in the blank:

Content is:

Content is King

• Who can tell me why?– Content is Food

– Google is Hungry

– Give Google a Reason to Come Back to You

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How Off-Page SEO Works: Popularity Contest

http://nyti.ms/10TbeoJ

Bob: PhotographerMary: Jeweler

Jill: Classical Composer

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SEO Link Building

• Hypothetical situation: Socks.com– They sell: green socks, yellow socks, blue socks, striped

socks, argyle socks, ankle socks, knee high socks (etc.)

• Who can tell me: – If a blogger were to write an article on their blog, and in that

blog article, reference your Website, how could/should a link be structured and where should it link to?

– (we can whiteboard this if need be)

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SEM: Display / Keyword

• What are some elements of a formula for a successful online advertising campaign?

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AdAd

QualityQuality

Success!

Targeting RelevanceTargeting Relevance Cost Per ImpressionCost Per Impression Cost Per ClickCost Per Click

ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring and Optimization

Continual Measuring and Optimization

Online Advertising Recipe for Success

& Remember!

A/BA/B A/BA/B

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Online Advertising A/B Testing Success Story

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Your Key to the City Success Story

Pre-Roll Hopstop NYC Go Pandora Weatherbug

Industry Average CTR

Low .04%

High .08%

Prior Campaign Averages

High 0.2% - 0.4%

Our Campaign

Low 0.86% 0.17% 0.17% 5.5% 0.26%

A/B Testing

High 1.57% 0.26% 0.27% 6.0%!!! 0.29%

Revenue Increase

1% !!!

Email Marketing

• What are some elements of a formula for a successful email marketing campaign?

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List Building & SegmentationList Building & Segmentation

QualityQuality

Success!

Targeting RelevanceTargeting Relevance Quality Content & Delivery

Quality Content & Delivery

Cost Per ClickCost Per Click

ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring and Optimization

Continual Measuring and Optimization

Email Marketing Recipe for Success

& Remember!

A/BA/B A/BA/B A/BA/B

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Email Marketing A/B Testing Success Story

AB

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Email Marketing A/B Testing Success Story

B

Conversion UP XX%

Revenue Per Transaction

UP XX%

Contact

For a copy of the presentation, please go to:

www.eight-eleven.com/corzo

Aaron Haydn McLean

http://about.me/aaronmclean

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