Digital Marketing Best Practices and Analytics

An Overview of Tools and Practices

“Would you tell me, please,

which way I ought to go from

here?” asked Alice.“That depends a good deal on

where you want to get to,” said

the Cat.“I don't much care

where,” said Alice.

“Then it doesn’t matter

which way you go,”

said the Cat.

Good ROI (Return on Investment)

Good marketing is an investment. It only becomes an expense when you don’t get

a return (or you don’t know what that return is).

Who I am?Tyler Brooks - Quantitative Growth Strategist

Founder // Analytive

MBA and BA in Entrepreneurship

Google Analytics and Adwords Certified

Email: tyler@analytive.com

Cell: 574-780-4207

Part 1: Define Your Goals

Micro and Macro Conversions

Macro

● Make a purchase● Visit a store● Sign up to volunteer● Download a coupon● Make a donation

Micro

● Sign up for an email list● Engage on social media● Watch a video● Download a whitepaper

Your analytics should track

these!!!!!!

Macro

● Make a purchase● Visit a store● Sign up to volunteer● Download a coupon● Make a donation

Micro

● Sign up for an email list● Engage on social media● Watch a video● Download a whitepaper

Personas

Questions to AskWhen developing personas

Source: https://cdn2.hubspot.net/hub/137828/file-17623295-pdf/product%20classes/buyer%20personas/developing-personas.pdf

What is their demographic information?

What is their job and level of seniority?

What does a day in their life look like?

What are their pain points?What do you help them solve?

What do they value most? What are their goals?

Where do they go for information?

What experience are they looking for when seeking out your products or

services?

What are their most common objections to your product or service?

Part 2: The Funnel

Your Website($$$)

Email Marketing

Your Website

Email Marketing

Part 3: The Tools

Website

A Good Website Answers:

● What do you do?● Why do I (the customer) care?● How do I get in touch with you?

Website Building Tools

Website Building Tools

Website Building Tools

Website Technical Optimization● Mobile Friendly● Loads quickly● Visually Appealing● On-site SEO optimization

SEO

Traditional SEO is a function of:

● Content (keywords and relevant text)● Links (how many people link back to your site)

Is your website the best result for the query?

Social Media

0.3%Total Social Media Sales

Most articles on social media are like:

You suck at social media.

But it’s not all your fault.

The deck is stacked against you.

10%Conversion Rate

At $100 per conversion:Email - $1,000

Facebook - $150

Facebook doesn’t want youto succeed organically.

They want you to pay them to reach your own followers.

Social media will continue to have diminishing returns.

In other words, the original promise of social media to create meaningful

relationships with your customers is basically dead.

So what do you do?

Option 1: Drive engagement

Engage Emotionally

Emotional Engagement:

● Joy● Anger● Sadness● Humor● Interest/Curiosity● Usefulness/Value

Case Study

12,000 Customers in First Two Days

What They Do Differently:

● Content Creation● Highly Human● Humorous● Great Product

People want to be entertained.

Fundamentally, this is TV advertising adapted to social media.

*Also, results not typical.

Option 2: Move Followers to Other Channels

Your Website($$$)

Email Marketing

Email Marketing

Good email marketing needs to be a part of your content strategy.

Email Marketing● Subject

○ Engaging○ Intriguing○ Determines open rate

● Body/Content○ Write with customers in mind○ Determines click-thru rate

PPC

PPC (Pay Per Click) advertising is the easiest to quantify

● Targets Intent● Useful for searched terms● Display network ads can do

remarketing● Useful for products people

know they want

● Targets Demographics/Interests

● Useful for products people don’t know they want

Part 4: Putting It Together

What do I want to accomplish?

Goal: I want to build an email list that I can market to in the future.

Steps:● Goal - Build an email list● Medium - Social PPC● Create:

○ Email course○ Landing Page○ Facebook Ad○ Define Analytics

● Budget - $35

Results:$35 spend55 clicks

~20 subscribes$1.75 per email

Why Does This Work:

● We have a goal● We go where people are● We give value● We have a way to measure the goal

“I don’t have a digital product.”

● Use geotargeting (location based ads)● Add a coupon or a discount (free drink, free app, etc.)● Go back and read point two ^ (GIVE AWAY FREE

STUFF!)● Key each coupon so you can track them

Why It Makes Sense to Buy Your Customers a Beer

● Free Beer (Cost is 25%)○ Beer is $5 ($1.25)

● Most people buy two! If you give away a beer and someone buys another one, you still make $2 in revenue after COGS.

“The Advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the

exclusion of everything else.”

-Claude Hopkins

Who I am?Tyler Brooks - Quantitative Growth Strategist

Founder // Analytive

MBA and BA in Entrepreneurship

Google Analytics and Adwords Certified

Email: tyler@analytive.com

Cell: 574-780-4207

Credit:Store by Chameleon Design from the Noun Project