Signals Based Online Marketing

By Adriel Michaud@topdrawinc

Signals Based Marketing

● Goal Setting● Signals Based Marketing● Site Audits● Questions

Marketing Without a Clear Goal is Madness

Signals Based Marketing: Horror Stories

Study 1

● Industry magazine buy● Online & offline● $14,000/yr

Readership:

● 50,000 Engineers● 30,000 C-Level Executives● 5,000 Business Owners

Signals Based Marketing: Horror Stories

Study 1

● Industry magazine buy

Results after analysis

● 1 sales lead● They didn’t buy anything

Signals Based Marketing: Horror Stories

Study 2

● $60,000 co-ordinated campaign○ Newspaper

○ Radio

○ Online

○ Social

480,000 ad impressions

1,400 clicks

$42.85 Cost per Acquisition (CPA)

78 View Through Conversions

Signals Based Marketing: Horror Stories

Study 2

● Ad impressions are relative● Clicks are relative● CPA was calculated off clicks instead of conversions● View Through Conversions are heresy

Signals Based Marketing: Horror Stories

Study 3

● $1000/mo sponsored industry event● 12-15 staff hours per month● Hosted industry insiders, prospects.

Signals Based Marketing: Horror Stories

Study 3

● 2 years later● 1 hire● 1 employee poached● No sales leads closed

Signals Based Marketing: Horror Stories

Study 4

● Brand new website● Mobile responsive

Signals Based Marketing: Horror Stories

Study 4

● Phone calls from the website dropped by half● Form fills dropped by 30%

Starting in a Happy Place

Signals Based Marketing: Goal Setting

Top goals look SMART

● Specific● Measurable● Achievable● Relevant● Time Bound

Goals != Mission Statements, strategies, slogans.

Alternate Wording: KPI’s, Metrics

Signals Based Marketing: Burn These Goals With Fire

● Improve brand reach● Double our sales● Make the website look better● Make us a Twitter because Competitor X has one● Make all our datasheets match the TPS report

● “Be one of the world's leading producers and providers of entertainment and information."

Signals Based Marketing: Great Goals

● Increase weekly web-generated leads by 25% by end of Fiscal 2014.

● Reduce time to hire by 2 weeks by the end of Q4

● Increase customer net referrer score by 10% in the next 3 weeks

● Reduce call center call ins by 25% for next fiscal year

Signals Based Marketing: Work Backwards

Sales come from:

1. Closed Contract2. Written Contract3. Client Meeting4. Client Call or Email5. Website Visits

Marketing

Sales

Signals Based Marketing: Work Backwards

New hires come from:

1. Closed Contract2. Offer Letter3. Interviews4. Pre-screen call5. Job Application6. Website Visits Marketing

HR

Customer Signals == Truth

Signals Based Marketing: Before

Signals Based Marketing: Signals Now

Signals Based Marketing

● Recording 1● Recording 2● Recording 3

Signals Based Marketing

● Great marketing is not always art● Great marketing is not always science

● Great art and science will eventually produce great marketing

Signals Based Marketing: Final Thoughts

80% of sales are caused by 20% of your marketing.

Do you know the difference between the 20% that’s working and the 80% that’s not?

Are you marketing to a goal or marketing to a tactic?

Questions

Site Audits

Audits

Are the keywords correct?

Is the website easy to use for the targeted persona?

Can I get the information I’m looking for?

Is it easy to contact the business?

Signals Based Marketing

● Fort Edmonton Park ● Candace Wolfe ● City Mini Mix