MASTERCLASS II, May 2017 Why evidence is key to driving up your marketing ROI
A little about us… • Set up the business nearly 6 years ago in July 2011 • Moved from north Hampshire to the New Forest at the end of 2013 • Work with small and medium sized business who want to use marketing to enhance their business • In 2016 a new business was set-up by Tom and he left agency life to develop the concept Agency Interface and support Sufu Marketing growth • Our skillsets compliment one another. We now operate both businesses from the one base giving clients over 30 years of combined experience in marketing • This is our second masterclass
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AGENDA • Planning TITLE • Implementation 11am – 11.15am Break • • Reporting • Iterative Tactics 12.15pm Conclude & Lunch •
PLANNING How to create measurable objectives and metrics to inform your tactical plan
Understanding metrics Qualitative Quantitative
Understanding metrics “I love your product” “A key prospect said they would have hired us if…..” “You guys are doing great, I see your brand everywhere”
Setting Objectives • Quantitative business metrics are in £ £2,500 per month in new revenue (5 clients spending £500) £30K - £60K lifetime value –(12-24 months) • Quantitative marketing metrics are in ratios For example, what’s your qualified lead to sale ratio?
Setting Objectives • Sale • Qualified Lead • Unqualified Lead • Website Conversion • Website Visitor • Channel interaction (email/social click, PPC ad click, SERP click) • Campaign reach (Email Opens, Ad, Social or SERP impressions)
Setting Objectives local niche campaign Campaign reach 1500 30:1 Website Visitors (channel interactions) 50 5:1 10 Unqualified Leads (Website conversions) 2:1 5 Sales (Clients)
Setting Objectives product e-commerce Campaign reach 100,000 10:1 Website Visitors (channel interactions) 10,000 50:1 200 Website conversions 1:1 200 Sales
Setting Objectives 1. Can we get that number of the right type of eyeballs? 2. What’s the most cost-effective way of getting them? 3. What sort of ROI is that going to give me? 4. Over what time period? 5. If the ROI isn’t good enough (or not fast enough), find another way!
Audiences & Tactics • Geography • Demographics • Seasonality • Value Perception
Audiences & Tactics There are planning tools to help you with the ROI measurement • Adwords keyword planner • Facebook Campaign planner • Marketscan • Moz Open site explorer
Audiences & Tactics
Don’t have a leaky bucket
IMPLEMENTATION What needs to be in place to track metrics from channel to website and beyond?
Constant contact Conversions Google AdWords Sidekick Google AdSense Impressions Google Analytics Acquisitions Salesforce Campaign Monitor Lead Forensics CTR Type Forms Email Bing Data Capture Mailchimp Traffic Survey Monkey iContact In-person Tracking Links CRM Leads Hub Spot Google Search console Telephone conversions Doubleclick Clicks Get response Zoho Google Display Planner Visits Google Bounce rates Goals Kissmetrics
Google Analytics A freemium web analytics service offered by Google that tracks and reports website traffic. • IMPLEMENTATION • KEY METRICS • Set-up GA code within your website • Traffic • Identify and set-up conversions • Acquisitions • Identify and set-up goals • Time spent on site • Bounce rate • Page views • Conversions • Goals
Google AdWords Google’s online advertising service where advertisers pay to display brief adverts to other web users. • IMPLEMENTATION • KEY METRICS • Link to your Google Analytics • Impressions • Research keywords • Clicks / CTR (click through rate) • Set-up ad groups and campaign • Cost per click parameters • Conversions & Goals • Create adverts – copy/links/extensions • Quality Score • Choose your bid strategy/ set budget • Identify and set-up conversions & goals
Email Mailchimp is an email marketing service sending billions of freemium emails each month. • IMPLEMENTATION • KEY METRICS • Select email platform • Opens • Integrate/upload/import mailing list • Clicks • Create content – copy/links*/images • Actions • Add CTA –Call To Action • Bounce / Unsubscribes
Social Platforms that allow you to build an ongoing dialogue with a community of users. • IMPLEMENTATION • KEY METRICS • Select relevant platform(s) –LI, FB, TW, IN • Clicks • Set up branded pages/accounts/profiles • Likes • Create, implement, share quality content • Engagement – qualitative & quantitative • Create relevant CTAs • Monitor and respond to engagement
Data Capture – Web Capturing good, relevant, data is key at every appropriate opportunity. • IMPLEMENTATION • KEY METRICS • Decide what you NEED to know? • Leads • Set-up website lead forms / surveys / downloadable content / subscriptions / sign-up • Use self-selection
Data Capture – Telephone Call tracking software can help provide the final link in a 360o view of customer behaviour. • IMPLEMENTATION • KEY METRICS • Decide on tracking levels: • Media source • Keywords • Keyword level tracking • Campaign level tracking • Conversions / spend • Multi-Channel attribution tracking • Decide on payment method: • Pay per call • Pay per minute • Pay per lead • Set-up telephone tracking numbers & apply to relevant channels/tactics
Data Capture - In-person • IMPLEMENTATION • KEY METRICS • In-store questioning / Surveying • Media source • Offers / Incentives / Codes • Conversion to Sales
CRM Customer Relationship Management –referring to practices, strategies and technology to manage and analyse customer interactions. • IMPLEMENTATION • KEY METRICS • Selecting a system • Growth • Customise fields to collate required data • Set-up import of data - manual and/or automatic • Set-up to enable extraction of data to allow • Segmentation • Targeting
Social Advertising Emails In-person Website Telephone Tracking Analytics Data Capture Mailchimp AdWords FB/LI/TW/IN numbers Data Capture & CRM Decision making Marketing Influenced / Business changes Win
REPORTING How to interpret the huge amount of information generated by analytics platforms – avoiding analysis paralysis
Google Analytics
Google Analytics
Google AdWords
Social
Data Capture - Web
Benchmark against effort, which of these is providing the best ROI
Attribution
ITERATIVE TACTICS How to complete the circle and use evidence to improve your messaging and tactics from campaign to campaign
Put yourself in a campaign mindset
Now is the time think qualitatively Qualitative metrics measure underlying reasons or motivations – the why why did that turn out like that?
Some sensible questions • Reach • Channel interaction • Website conversion
Fault-finding your reach • There wasn’t enough volume in the channels you used • You lost impression share • You didn’t have a high enough media/data budget
Fault-finding for channel interaction • Messaging –did you fail to hook people’s attention? • Seasonality –check your YoY data for proof • Wrong channel –is your audience on LinkedIn not Facebook? • Competitive disruption –did someone else steal your clicks? • Attribution change –did your other activity skew the results?
Fault-finding for website conversion • Poor UX users couldn’t find what they wanted • Poor content users got bored or didn’t understand • Poor value perception they found it, they understood it, but you didn’t convince them to convert. • Poor functionality they wanted to convert, but something stopped them from completing
Identifying specific website issues • Average Session Duration –but beware of bot skewing • Pages per session • Bounce rate –sometimes! • Site Speed • Content performance • Exit pages • Behaviour Flow
Capturing anecdotal and emotional feedback
Capturing anecdotal and emotional feedback
Getting evidence from actions People don’t do what they say they would
Multi-variant testing
Getting evidence from actions 5 second tests judge people’s true reflections
5 second test Is there a current offer on swimwear?
5 second test How much do I have to spend to get free next day click and collect?
5 second test What’s the name of the menu item for finding your nearest store?
Getting evidence from actions You know what’s really fun? Spying on them!
Getting evidence from actions Create some new tasks for people to complete • Surveys • Downloads • Newsletter signups • Video views
So to sum up • Make time to stop and review • Review the market as well as your own activity • Determine where the fault lies • Don’t trust what people say, judge their actions • Iterate your messages, channels and tasks for more data
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