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Internet Marketing Optimization
Michael Myles, M.B.A.
Active Internet Marketing
@activeim
What is Marketing Optimization?
“The analysis and improvement of the efficiency and effectiveness of
marketing.”
http://en.wikipedia.org/wiki/Marketing_optimization
Why Optimize?
•Avoid Wasting Your Advertising Spend•Faster Growth• Improve Scalabilty
The Customer Buying Process
Consideration
Establishing Criteria
Research
Customers
The Customer Buying Process
The process through which they decide that there is an issue that needs solving.
Research
The Customer Buying Process
Now that there is an established need, your prospects will determine what features and services they want in their solution.
Establishing Criteria
The Customer Buying Process
Your prospective clients are now to the point where they are looking into which possible vendors meet their criteria.
Consideration
The Customer Buying Process
Customers
• When your prospects pass through the Consideration phase, they are no longer prospects… They are customers!
The Website Marketing Lifecycle
The Website Marketing Lifecycle
Attract
• Visitors to Your Website
The Website Marketing Lifecycle
Connect
• Visitors into Connections
The Website Marketing Lifecycle
Close
• New Business
The Marketing Optimization Process
Test
Test Your Hypotheses and Analyze Results
Adapt
Modify Your Marketing Process
Auto
mate
Identify and Implement Automation Opportunities
The Marketing Optimization Process
Test
Test Your Hypotheses and Analyze Results
The Marketing Optimization Process
Don’t test everything all at once.
Test one page element at a time.
The Marketing Optimization Process
This test looked at how button color changed conversion rates.
The red buttons increasedConversions by 21%
The Marketing Optimization Process
Adapt
Modify Your Marketing Process
The Marketing Optimization Process
Update template to use the red button CTA
The Marketing Optimization Process
Automate
Identify and Implement Automation Opportunities
The Marketing Optimization Process
Create and automatically send an email to Top of Funnel connections promoting the new landing
page.
Testing and User Feedback
A/B and Split Testing
How to Test
User Feedback
What to Ask
A/B and Split Testing
“An A/B test involves testing two versions of a web page — an A version (the control) and a B version (the variation) — with live
traffic and measuring the effect each version has on your conversion rate.”
https://www.optimizely.com/ab-testing
A/B and Split Testing
Don’t End Too Soon
How to Test
Wait for statistical significance before making any decisions or declaring a winner.
A/B and Split Testing
Include User Feedback Insights in Your Tests
How to Test
Use the words that your market uses, and craft offerings that meet their needs.
A/B and Split Testing
Test Big Changes for Big Results
How to Test
Make big changes to your message, imagery, and layout to see big changes in your marketing results.
A/B and Split Testing
Always Test Against a Control
How to Test
Make sure that you are always testing your new marketing against the existing to ensure that your data is reliable.
A/B and Split Testing
Prioritize Your Tests
How to Test
Find those tests that try to improve upon the marketing pieces that have the most potential for benefit to your business.
User Feedback
• Website Design
• Website Copy
• Sales Pitch
Understand Your Market to Guide:
User Feedback
What to Ask:
What did you come here to do?
An open ended question to broadly discern what your market expects from your website.
User Feedback
What to Ask:
Were you able to find the information you were looking for?
A ‘Yes’ or ‘No’ question that let’s you know how well your website is meeting your visitor’s needs.
User Feedback
What to Ask:
If you did not contact us today, can you tell us why not?
A freeform question that gives you information on the reasons your visitors aren’t converting.
Testing and User Feedback
Takeaway Tips
• Use the Words Your Market Uses by Gathering User Feedback• ABT – “Always Be Testing” to Continually Improve Your
Marketing
Create a Plan
Set Your Goals
Document Value Proposition
Define Your Market
Create a Website
Setting Goals: Financial KPIs
How profitable is your marketing?Return on
Investment
How qualified are your leads and how likely are they to close?
Cost per Acquisition
How targeted is your traffic and how well have you crafted your messages?
Cost per Lead
How effective are you at generating traffic?Cost per
Visit
Setting Goals: Conversion KPIs
How trustworthy do you appear, and how qualified is your traffic?
Purchasing Actions
How credible is your content, and how valuable does your market perceive it as being?
Communication
Actions
How sharable and likable is your content?
Engagement Actions
Setting Goals: Other KPIs
How well are you choosing topics and delivering content.
Average Time on
Site
How much attention and exposure is this content generating for your business.
Total Traffic
How effectively are you establishing yourself as a thought-leader.
Total Inbound
Links
How well does your content match your visitors interests.
Total Read Time
Setting Goals
Your goals should include the KPIs that are important to your business, with a
deadline.
“Goals help you channel your energy into Action” – Les Brown
Your Value Proposition
• What Problem are You Solving
• Why Other Solutions Don’t Work
• Why Your Solution Does
Your Value Proposition
“Healing addiction with a truly green treatment experience.
Other providers do not offer a truly green treatment experience because they are located in cities polluted by technology and machinery.
We are truly green because our facility is located in the backwoods of Mississippi, where there are no modern amenities of any kind, at all. Ever.”
Define Your Market
Make sure that you are communicating the right message to the right people.
Analyze Your Current CustomersAnalyze Your CompetitionAnalyze Your Product/Service
Create Buyer Personas
• The Way They Interact with Your Business
• Attitude
• Behavior
• Likely Motivators
“A Single Fictitious Person that Meets the Averages of a Group”
Segment Your Market On:
Create a Plan
• Each Goal Should have a KPI and a Deadline
• Create Value Propositions for Your Business and Individual Features
• Look at Your Customers, Competition, and Services to Define Your Market
Takeaway Tips
Create a Website
Four Types of Pages
Four Types of Pages
Thought Leadership Pages
The pages that generate the majority of the organic traffic to your site, and also establish credibility with your target audience.
Branding Pages
The pages that communicate your brand message to the visitor.
Conversion Pages
Any web page on your website that is dedicated to simply generating conversions.
Post-Conversion Pages
The pages that a visitor lands on after they have converted.
Attracting Visitors
Content Marketing
Social Media Marketing
Pay-per-Click Search Marketing
Display Advertising
Email Marketing
Social Media Marketing
• A Stronger Brand
• More Organic Traffic
• New Business Relationships
• New Market Insight
The Benefits
A Tactic for Branding
Social Media Marketing
What to Test• Post Types
• Post Content
• Ad Creatives
• Landing Pages
Social Media Marketing
What to Measure• Standard KPIs• Total Communication Actions• Total Engagement Actions• Total Traffic
Social Media Marketing
What to Measure• Social Media Metrics • Total Read Time• Total Inbound Links
Pay-per-Click Marketing
• More Sales
• More Connections
• Instant Traffic
The Benefits
A Tactic for Direct Response
Pay-per-Click Marketing
What to Test• Keywords
• Ad Creatives
• Landing Pages
Pay-per-Click Marketing
What to Measure• Standard KPIs
• Return on Investment• Cost-per-Acquisition• Cost-per-Lead• Conversion Rate
Pay-per-Click Marketing
What to Measure• Pay-per-Click Metrics
• Average Click-Through Rate• Average Cost-per-Click
Display Advertising
• A Stronger Brand
• Top-of-Mind Recognition
• Remarketing (No longer allowed for addiction treatment)
The Benefits
A Tactic for Branding
Display Advertising
What to Test• Colors and Imagery
• Value Proposition and Offering
• Calls-to-Action
Display Advertising
What to Measure• Standard KPIs
• Return on Investment• Cost-per-Acquisition• Cost-per-Lead• Conversion Rate
Display Advertising
What to Measure• Display Advertising Metrics
• Average Click-Through Rate• Total Traffic
Content Marketing
• More Sales
• More Connections
• More Organic Traffic
• A Stronger Brand
The Benefits
A Tactic for Direct Response and Branding
Content Marketing
What to Test• Headlines
• Topic Choice
• Layout and Design
Content Marketing
What to Measure• Standard KPIs
• Total Communication Actions• Total Engagement Actions• Total Traffic
Content Marketing
What to Measure• Content Marketing Metrics
• Total Read Time• Total Inbound Links
Email Advertising
• More Sales
• A Stronger Brand
• Top-of-Mind Recognition
• More Traffic
The Benefits
A Tactic for Direct Response and Branding
Email Marketing
What to Test• Subject Line
• Sender Name and Address
• Email Body
Email Marketing
What to Measure
• Email Marketing Metrics• Click Rate• Open Rate
Attracting Visitors
Takeaway Tips• By Using Multiple Channels, You Amplify Every Channel
• Plan Your Website Structure Before Beginning Work
Connecting with Your Visitors
Landing Pages
• For Lead Generation
• For Click-Through
Types of Landing Pages
Landing Pages
Landing Pages
• What do you want them to do?
• Why do you want them to do it?
• Where can they do it?
• Who should do it (Persona) ?
• How should they do it?
Define the Objective
Calls to Action
• Design
• Copy
• Placement
What to Test
Calls to Action
What to Measure• Conversion Rate
• Click-Through-Rate
The 3 Types of Actions
How Your Market Connects with Your Brand
Purchasing Actions
• Phone call
• Form requesting a personal response
Communication Actions
• An E-book, whitepaper, or other download
• Blog and newsletter subscriptions
Engagement Actions
• Time on Site, Depth of Visit
• Facebook Likes, Tweets, Becoming part of your Google Circles
Connecting with Your Visitor
Takeaway Tips• Landing Pages Should Segue Smoothly from the Ad
Creative
• Limit Pages to a Single Call-to-Action
Nurturing Leads
Turning Connections into Sales-Ready leads
The Lead Nurturing Funnel
Match Your Marketing to
the Visitor and Where They are in the
Buying Process
Top
Middle
Consideration
Establishing Criteria
Research
Research (Top of Funnel)
Still determining if there is a problem.
The Warning Signs of Drug AbuseE-Book
Social Drinking vs Alcoholic BehaviorInfographic
Are You Addicted Self-AssessmentQuestionnai
re
Example Content
Establish Criteria (Middle of Funnel)
Looking at ways to solve the problem.
The Effectiveness of Equine TherapyE-Book
Top 10 Reasons CBT WorksInfographic
What is Holistic TherapyE-Book
Example Content
Consideration (Bottom of Funnel)
Looking at providers that meet their criteria.
Why Choose United States TreatmentE-Book
Packing for Treatment ChecklistChecklist
Our Philosophy at United States TreatmentE-Book
Example Content
Measuring Lead Nurturing
• Communication Timing
• Communication Frequency
• Content to Funnel Stage Mapping
• Lead to Funnel Stage Mapping
What to Test
Measuring Lead Nurturing
• Standard KPIs• Total Acquisitions• Total Sales Ready Leads
What to Measure
Measuring Lead Nurturing
• Lead Nurturing Metrics • Funnel Completion Rate• Avg Time in Funnel• Funnel Stage Completion Rate
What to Measure
Nurturing Leads
• Automate the Promotion of Content that Matches the Lead’s Funnel Location
• Don’t Call Leads Until They Are Out of The Lead Nurturing Funnel
Takeaway Tips
Sales Ready Leads
The end of the Website Marketing Lifecycle.
The beginning of your internal sales cycle.
