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ONLINE CHANNELS FOR YOUR PRACTICE
LAUNCHPAD: FUTURE OF ACCOUNTING & TECH.
IN MARKETING WE TRUST / VINCENT KOC
ABOUT VINCENT - Head of SEO & Inbound Marketing @ IMWT - Geek inside - Analytics & Search Marketing Background
t: @koconder e: [email protected]
GETTING THE RIGHT MIX FOR YOU DIGITAL MARKETING CHANNELS
There are quite a few types of marketing channels with a number of pro’s and con’s. Get the mix that works for your practice
Paid Inbound Marketing
PR & Social
Email & CRM
PAID – PAY PER CLICK “PPC” DIGITAL MARKETING CHANNELS
Pros: Ø Fast setup Ø Quick validation Ø Highly targeted Cons: Ø Expensive & Saturated Ø No long term asset value Ø There are incumbent advertisers Ø Requires active optimization Tools: Google Adwords, Bing
PAID – DISPLAY DIGITAL MARKETING CHANNELS
Pros: Ø Fast setup Ø Targeted Audiences Ø Good for cheap/quick branding Cons: Ø Generally poor engagement rate Ø More likely to complete Naval Seal
Training or survive a plane crash than click a banner ad Tools: Google Display Network, Buy
Sell Ads
PAID – RETARGETING DIGITAL MARKETING CHANNELS
Pros: Ø Cheapest inventory out there Ø Strong engagement audience Ø Highly targeted based on your
users Cons: Ø Cool factor makes you look bigger Ø You need visitors first Ø Requires constant maintenance
and optimisation Tools: Adwords, Adroll, Facebook
PAID – FACEBOOK & TWITTER DIGITAL MARKETING CHANNELS
Pros: Ø 50/50 depending on audeince Ø Super awesome for products Ø Crazy demographic and location
targeting Cons: Ø Users are oversaturated with ad’s Ø Requires even more ad refreshing Ø Can get expensive fast if you don’t
keep an eye out Tools: Twitter, Linkedin, Facebook
PR & SOCIAL DIGITAL MARKETING CHANNELS
Pros: Ø Exposes you to big numbers at once Ø Gives spike of traffic Ø Maybe strategic instead of growth
(i.e. getting in front of VC’s) Cons: Ø No Guarantees Ø Sinks a lot of time Ø Can backfire or feed your vanity Tools: Haro, Sourcebottle, Google
Alerts
CRM – EMAIL MARKETING DIGITAL MARKETING CHANNELS
Pros: Ø Still one of the most engaged Ø Can drive significant revenue Ø Strong lead nurturing capability Cons: Ø Needs a sizable list to work Ø Can’t hammer with offers every
day, focus on value to customer
Tie with Facebook ads from CRM emails? Tools: Intercom, Mailchimp
WHAT IS WEB ANALYTICS? INTRO TO MEASURING WITH ANALYTICS
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.
Aquisition Behavior Conversion
How did users found me ? What did users do ? Did users do what I want them to ?
IN COMPARISON TO OFFLINE INTRO TO MEASURING WITH ANALYTICS
1 • People know your business
from newspapers, magazines or word of mouth
2 • People visit or call your
physical business for services
3 • People check out directly
1 • People find your site from
digital marketing channels
2 • People browse around your
online store, look for products/service details
3 • People checkout or fill a form
on your website
ONLINE OFFLINE
BUILDING A BETTER PICTURE INTRO TO MEASURING WITH ANALYTICS
Web analytics allows us to start building a better picture for each step of the funnel and provide information for any marketing you are doing online.
STEP 1. GOOGLE ANALYTICS “GA” INTRO TO MEASURING WITH ANALYTICS
There are a number of tools out there, but Google Analytics is FREE and gives you a breath of information and lets you get started right away and very simple to setup on most sites!
STEP 2. CRAZY JARGON INTRO TO MEASURING WITH ANALYTICS
There are some terms used in Digital Marketing that may not make much sense. Most business are used to dealing with “people” instead of: - Sessions - Pageviews
A A C B DAY 1
DAY 2
USER X
USER Y
USER X A CB
A B
B 1 hour lunch
A C
STEP 3. CONVERSION / GOALS INTRO TO MEASURING WITH ANALYTICS
Newsletter
Download A file
Play a video
Like a content
Macro conversion Micro conversions Ultimate goal of your success Goals toward your success
DIFFERENT TYPES OF TRAFFIC INTRO TO MEASURING WITH ANALYTICS
Direct
• Types url • Bookmark
Search
• SEO • Adwords
Referral
• Forums • Blogs • Related
sites
Social
• Facebook • Twitter • Linked in • Etc.
Others
• Email • Banner
Ads
TRAFFIC CHANNELS REPORT INTRO TO MEASURING WITH ANALYTICS
Data to look at : - How the different channels distribute ? - Which channel converts most ? - Which channel bounce most ?
Things to consider : - Aim for a « balanced diet » on the traffic
sources - Stop investing in channels with low
conversion rate
SOCIAL NETWORKS REFERRAL INTRO TO MEASURING WITH ANALYTICS
Data to look at :
What are the top social networks?
Any surprises ? (e.g. Facebook on which I’ve spent a lot of money is not that efficient compared to Naver)
Things to consider :
Kill campaigns on the social media that drives low traffic volume if you’re spending a lot on them.
IN CONCLUSION INTRO TO MEASURING WITH ANALYTICS
• Know what you are looking for before you start • Look for important/impactful items • Ensure your data is significant • You can’t break GA if you are not an admin so
go for it • The more you use it and go back to it, the more
insight you can get out of it, the more interesting it gets
Tools are fantastic but they only can provide a limited
value without you
FURTHER THINGS TO TRY INTRO TO MEASURING WITH ANALYTICS
Free further online training to widen skills and analytics knowledge
Free tools to start giving you more analytics on the social media side
Paid Remarketing/Display advertising to bring back users that almost converted
Free Journalism opportunities in your inbox everyday – Potential gem!