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Signals Based Online Marketing
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Transcript of Signals Based Online Marketing
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