Full Circle Digital Marketing Optimization: Turning New Users into Returning Customers

Copyright ROI·DNA

Full Circle Digital Marketing Optimization:

Turning New Users Into Returning Customers

Channel Review • Copyright ROI·DNA

Tahoe Tourism, Technology + Marketing Workshop

Surj GishROI DNA

Copyright ROI·DNA Copyright ROI·DNA Page 2

Comprehensive & Accurate Data Is Critical To Full Circle Marketing Success• Implement and maintain a correctly implemented

analytics platform.

• Customize to track the goals that matter to your

business.

Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 2

BY THE NUMBERS


TAG!

https://surjsawesomemotorbiketours.com?

utm_source=google&utm_medium=cpc&utm_campaign=pants&utm_content=awesome-ad-

1&utm_term=cheap-pants|exact


URLs are your carrier pigeons. Tag everything!

Source: GoogleMedium: CPCCampaign: PantsContent (ad): Awesome Ad #1Term (keyword): ‘cheap pants’ (exact match)


SHARE THAT WEALTH

Ensure Your Data Will Be Available Everywhere You Need It

Google AdWords: flexible, powerful retargeting. Uses metrics

and dimensions like Session Duration, Browser, OS, Location, and

Goal Completions. Can also identify users who performed a

specific sequence of actions on your site, like viewed certain

content and then performed a specific Event Action.


MailChimp: flexible, powerful, reasonably priced. In spite of its silly name, The

Chimp really delivers. Comprehensive testing tools, custom segmentation, and

automation help you deliver the right email to the right person at the right time.

Also, monkeys are cool.


SHARE THAT WEALTH, PART DEUX



TARGETING, RELOADED


Retargeting is…• Serving up ads to site previous website visitors

How?• Users are cookied with ad network cookies. We then use

this cookie data to build segments of users to target.

The Basics:• Target people who’ve been to the site but not performed

one of our desired actions.

More Interesting:• Target people who’ve been to the site, not converted,

have performed additional high-intent actions.


MORE WAYS TO RETARGET

RLSA—Remarketing Lists For Search Ads• We can use our Google retargeting audiences for search campaigns too!

• Can change bids or ads based on audience.

• Bid more aggressively on important keywords if searcher has visited the site

previously.

• Bid on keywords that don’t usually work very well, in cases where the user has been

to the site.

Social Retargeting• Use go-between vendors such as AdRoll or Steelhouse to serve retargeting ads in the right

margin or newsfeed on Facebook.

Tips• Be conservative on frequency—set your caps to keep from inundating (and scaring away)

potential customers.

• Run text ads! These often outperform display ads, and clicks can be much cheaper. Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 7


EMAIL ME, MAYBE?

Direct Conversations• Nurturing / activation / engagement

programs that are complementary to

retargeting campaigns, or standalone.

• Make sure tracking is golden.

• Test cadence, subject line, design, content,

CTA, and so on.

• Start with implicit language, not explicit

demands.



TALK NERDY TO ME



HANDLE WITH CARE


Play it Safe• Be careful. Once an email goes out, it’s gone.

• More email isn’t necessarily a good thing. Don’t overdo it.

• Personalize—use your data to be a friend, not a stranger.

• Make sure your email looks good on any device.


STUFF WE DIDN’T TALK ABOUT

What Else Is There?• Lots of interesting developments in social, for example Facebook Custom Audiences.

• Targeting existing customer base on Facebook.

• Create lookalike audiences based on actual customers.

• Cart / conversion flow abandonment

• Twitter retargeting.

• Video retargeting.

• Dynamic content swapping in marketing email.


Thank you!

Surj Gish

Señor Director, Digital Marketing

Programs

[email protected] / www.roidna.com

Later!

Full Circle Digital Marketing Optimization: Turning New Users into Returning Customers

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