Measuring and improving digtial marketing roi

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digital marketing

description

Short presentation on tracking and measuring digital marketing strategies.

Transcript of Measuring and improving digtial marketing roi

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digital marketing

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One Common Goal

Measurement and Improvement

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ABOUT INFOTRUSTIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

Digital Marketing, Social Recruitment & Education

Social Media

Search Engine Optimization

PPC and AdWords

Web Analytics

Blogs and WordPress Development

HR Branding

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AgendaIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

1. Steps of digital marketing

2. Google Analytics

3. Social media strategies and tactics

4. Case study

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Quick Marketing RolloutIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

1. SEO and social media marketing is a long term strategy.

2. You need to start immediately bring people to the website to know what they want, and if you can convert them.

3. Optimize what you offer based on the results.

4. Use 5 T’s of social media

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Marketing StepsIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

Email Marketing, PR, Social Media, Etc…

Social Media Marketing and Off-Site SEO

On-Site Search Engine Optimization

Testing and Optimizations (Not SEO)

Google AdWords

On-Site Search Engine Optimization

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Begin With AnalyticsIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

Page Views – good thing. But may be your stuff is hard to find.

Top Exit Pages – the last page they saw.

Time on Site – very relevant.

Data has to be ACTIONABLE.

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So, What Else Matter?Integrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

Behavior Analysis

– Click map

– Internal search

Outcome Analysis

– Purchases and size of order over time (e-commerce)

– Number and quality of leads (marketing site)

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Measuring NON-line MktgIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

• Experience Analysis

– A/B testing

– Surveys

Redirects (Vanity URLs) – buymysubs.combuymysubs.com/WRFD – identify the source

(Redirects have a specific tracking code tied to the original ad)

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Measuring NON-line MktgIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

• Experience Analysis

– A/B testing

– Surveys

Redeemable Coupons (Costs you $)

Vanity URLs with a discount (memorable)buymysubs.com/freesub

(Collect the offline-to-online data)

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Measuring NON-line MktgIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

• Experience Analysis

– A/B testing

– Surveys

Shared Tracking Codes (buymysubs.com/65)unique 800 number which translates into offer 65

(Have good insights into how the same campaign performs in terms of driving people to the website, and which channel works better at converting your audience.)

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Analyzing Internal SearchIntegrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

• Experience Analysis

– A/B testing

– Multi-variate testing

– Surveys

Search is commonly associated with external search.

Surprisingly, very few non-eCommercecompanies pay close attention to internal search even when it is available on their site.

Look at search keywords and search traffic during campaign.

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5 Ts of Social Media

www.infotrustllc.com

513-373-4216

[email protected]

TALKERS – People who talk about youTOPICS – Give people a reason to talk about youTOOLS – Help the message spread fasterTAKING PART – Join the conversationTRACKING – Measure and understand what people are saying

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Social Media Strategy

1. Identify your outcome

2. Map your brand

3. Select your tools

4. Create your schedule

5. Identify stakeholders

6. Record and measure results

7. Establish a policy

8. Create an emergency plan

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Integrating Social MediaPromote your social media presence via traditional

marketing channels.

Buymysubs.com/fb or buymysubs.com/facebook

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Integrating Social Media1. Monitor campaign chatter on Twitter.

2. Participate in conversations

3. Track mentions

4. Offer gifts for participation

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Integrating Social MediaMonitor your brand online

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Integrating Social MediaDrive audience to your blog to find information,

and get their

questions answered.

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Integrating Social MediaInvite people to take part in your community, this

way you form long-term relationships, rather than focus on one time sale.

• Facebook Fans

• Twitter Followers

• Social Community Members

• YouTube Channel Subscribers

• Blog Readers

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Case Study - Martel

1. Demonstrate quality

2. Interactive way to answer questions

3. Offer viral content

4. Share educational events

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Is It All Worth My Time?Integrated Digital Marketing

Digital Marketing and Social Media Education

Social Media and Viral Marketing

www.infotrustllc.com

513-373-4216

[email protected]

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What We Covered Today

1. Digital marketing campaign in steps

2. Using Google Analytics

3. Tips for using social media

4. Social media case study

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