Embed Size (px)
DESCRIPTION
Slides from the Oct 27 class for CRM @ KFBS.
Citation preview
Acquiring Customers Online:A Love Story
Eric BoggsCRM, Fall 2010
(via Internet Buzzword du Jour)
Where are your customers online?
How do you find ‘em and hook ‘em?
How are online channels different than offline channels?
Actionable Data!
Mmmm. I love this data.What is useful? How do we capture it? How do we use it?
ConversionsImpressions, clicks, etc.Visitors, views, etc.Opens, clicks, etc.ReachSentimentConversation historyInfluenceCPM, bid, rank, etc.UsageLocationIntent
Web analyticsEmail marketing appsWeb registrationsSocial streamsAd platformseCommerce platformsProduct logsTransactionsSupport/service contactsPlatform APIs
MeasureTarget offers, messagingGenerate revenueAllocate resourcesAutomateMake recommendationsForecast/planArticulate segmentsQuantify customer value
Target MarketSegment & Acquire
RespondersCultivate & Convert
CustomersDevelop & RetainAttrition
Win back(Or not)
The reality?
The other reality?
Three Channels We’ll Address:Pay-Per-Click Advertising Email Marketing Inbound Marketing
Old faithful.
Target key search terms and relevant content networks to cast a wide net.
Addressable, scalable…and expensive.
Not spam.
Create highly targeted, automated messages that drive relationships and create conversions.
Cost effective, automate-able, complex.
The new black.
Use SEO and social media to “get found” online. Turn your website into a “watering hole”.
Low cost, relationship-driven, tough to dial up.
We’ve devoted an entire class to social later this mod…
PPC
The Sausage Making…
PPC Takeaway:
Data drives everything.
Keywords, bids, ads, landing pages, etc.
Optimization Hack #1: Landing Pages
Toooo many marketers spends lots of money driving traffic to crappy websites.
Tune every step of the way…especially the landing page.
Optimization Hack #1: Landing Pages
Mmmm...data…
Data Segmentation
Underlying Goodness
Email Takeaway:
Data drives everything.Content, offer, segments, timing, etc.
Dynamic Subject Line Test
Optimization Hack #2: Get Dynamic
Dynamic Content:
Email content automatically customized as it is deployed, delivering relevant content according to a predetermined set of rules of variables.
- Simple in theory.- Amazingly powerful.- Incredibly complex.
Optimization Hack #2: Get Dynamic
Inbound Marketing
Inbound Takeaway:
Earned, not bought.
More to come in Social class later this mod…
Optimization Hack #3: SEO
Optimization Hack #3: SEO
See you in a couple weeks for web analytics. Bring a helmet.
Eric Boggs, Founder, CEOArgyle Social
http://[email protected]
