Sell or Go HomeStrategies for Finding Customers, Winning Their Business and Keeping Them for Life

By

Dave Ruberto

Dave Ruberto

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

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Dave Ruberto

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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Dave Ruberto

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

 

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Option A: Option B:

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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

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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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Dave Ruberto

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?

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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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% o

f Rev

enue

s R

epre

sent

ed b

y C

usto

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s

All Customers that Buy Your Product

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Note: I can send this to you! Dave Ruberto

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

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

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On-Page SEO

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Who can fill in the blank:

Content is:

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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

?Dave Ruberto

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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Ad

Quality

Success!

Targeting Relevance Cost Per Impression Cost Per Click

ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization

Online Advertising Recipe for Success

& Remember!

A/B A/B

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Online Advertising A/B Testing Success StoryDave Ruberto

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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 AveragesHigh 0.2% - 0.4%

Our CampaignLow 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% !!!

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Email Marketing

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

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List Building & Segmentation

Quality

Success!

Targeting Relevance Quality Content & Delivery

Cost Per Click

ConversionRevenue / TransactionLifetime ValueContinual Measuring and Optimization

Email Marketing Recipe for Success

& Remember!

A/B A/B A/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%

Thank You !!!

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