Use Data to Take the Guesswork Out of Marketing
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Use Data to Take the Guesswork Out of Marketing

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  • Romney’s success in raising hundreds of millions of dollars credited to using consumer data to identify wealthy donors.http://www.usatoday.com/money/economy/story/2012-08-24/romney-money-hunt/57268154/1
  • http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
  • Originally used links to determine the importance of individual webpages…. Now social engagement matters more.
  • 1) Ask them. 2) Give them a sign. 3) Get a QR Code. 4) Put a button on your website. 5) Put a link in your email signature. 6) Put it on your invoice.
  • Build your campaign in Google Analytics. Enter the campaign URL in your favorite shortener (bit.ly for example) or in QR code. Share that shortend link. BAM- track any kind of advertising.
  • 1) Enter the Google Analytics tracking link into Bit.ly. 2) Rename the shortened link. 3) Share that vanity link in your ads.
  • 1) Enter the Google Analytics tracking link into Bit.ly. 2) Rename the shortened link. 3) Share that vanity link in your ads.
  • Use this free Firefox extension to 1) Build your keyword list. 2)Run & save your report. 3) Compare to see your progress.

Use Data to Take the Guesswork Out of Marketing Use Data to Take the Guesswork Out of Marketing Presentation Transcript

  • …….…………………………………………………………………………..………………….…. Use Technology to Take the Guesswork Out of Marketing View or Download: http://bit.ly/StopGuessing
  • …….…………………………………………………………………………..………………….…. Part 1: How Marketing Used to Work
  • …….…………………………………………………………………………..………………….…. Pay Big Bucks for Ads Good luck competing with all that…
  • …….…………………………………………………………………………..………………….…. Try to be found… Found many new customers this way lately?
  • …….…………………………………………………………………………..………………….…. Send Bulk Mail How well did that pay off?
  • …….…………………………………………………………………………..………………….…. Hope You Get Lucky Daddy needs a new alignment rack…
  • …….…………………………………………………………………………..………………….…. Evaluate Results The spirits say that campaign didn’t work so well…
  • …….…………………………………………………………………………..………………….…. Part 2: How Marketing Works Today
  • …….…………………………………………………………………………..………………….…. Where are your customers? Average Americans spend 36 hours a month online.
  • …….…………………………………………………………………………..………………….…. Most are looking for you online www.zeromomentoftruth.com
  • …….…………………………………………………………………………..………………….…. Be there for them The future is online (and mobile).
  • …….…………………………………………………………………………..………………….…. This rocks for your business “I wanna market my shop all night!”
  • …….…………………………………………………………………………..………………….…. Everything is tracked. Big Brother is old news.
  • …….…………………………………………………………………………..………………….…. Targeting is smarter Not all customers are created equal.
  • …….…………………………………………………………………………..………………….…. Messaging tailored to customers works better.
  • You Can Learn From ResultsEvery campaign can be better than the last.
  • …….…………………………………………………………………………..………………….…. Part 3: Know Thy Customer
  • Use Data Like a Candidatehttp://www.usatoday.com/money/economy/story/2012-08-24/romney-money-hunt/57268154/1
  • Understand and predict your customer’s behaviorhttp://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
  • …….…………………………………………………………………………..………………….…. You can do it too Knowledge is power. Cliché for a reason.
  • …….…………………………………………………………………………..………………….…. Personalize & Speak Their Language vs. Specifics sell. Emotion sells. Use both.
  • …….…………………………………………………………………………..………………….…. Part 4: Use Social Media Wisely
  • Regardless of age, your customers ARE there.
  • …….…………………………………………………………………………..………………….…. Mission: To organize the world’s information and make it universally accessible and useful. Too bad they’re not ambitious…
  • Social Drives Search Drives SocialBetter together, like peanut butter and jelly.
  • …….…………………………………………………………………………..………………….…. Small But Powerful? Google +1 Drives Search Rankings http://www.simplyzesty.com/social-media/google-1s-are-more-search-friendly-than-facebook-likes/
  • Get Liked…….…………………………………………………………………………..………………….…. www.customerlink.com/5-easy-things-you-can-do-to-get-more-facebook-likes/
  • …….…………………………………………………………………………..………………….…. Share Stuff They’ll Share K.I.S.S. http://danzarrella.com/simple-language-gets-shared-more-on-facebook.html
  • …….…………………………………………………………………………..………………….…. Images are King vs. Share what others want to share. www.facebook.com/customerlink
  • …….…………………………………………………………………………..………………….…. Stay Positive. http://danzarrella.com/cheer-up-and-dont-be-such-a-debbie-downer.html
  • …….…………………………………………………………………………..………………….…. Part 5: Improve Your Search Rankings
  • Pep Boys answers the question and gets the sale…Share genuine content. Get found.
  • …….…………………………………………………………………………..………………….…. Reviews Drive Business It’s too important and too easy not to do.
  • McGeetire.com Rankings 7 Months Original -KEYWORD Later - Improvement 2/1/2012 9/12/2012Tires Branden 9 4 5 ██████████Tires Clearwater 28 3 25 ██████████████████████████████████████████████████Tires Daytona Beach 21 8 13 ██████████████████████████Tires Deland 8 3 5 ██████████Tires Dundee 6 1 5 ██████████Tires Lake Wales 13 2 11 ██████████████████████Tires Lakeland 5 3 2 ████Tires Largo 9 5 4 ████████Tires Mulberry 9 1 8 ████████████████Tires New Smyrna Beach 6 2 4 ████████Tires Pinellas Park 9 1 8 ████████████████Tires Plant City 14 2 12 ████████████████████████Tires Port Richey 15 2 13 ██████████████████████████Tires St Petersburg 6 4 2 ████Tires Tallahassee 17 3 14 ████████████████████████████Tires Tampa 6 5 1 ██Tires Temple Terrace 3 1 2 ████Tires Venice 8 4 4 ████████Tires Winter Haven 3 3 0Tires Zephyrhills 10 1 9 ██████████████████ Start CurrentMedian 9 3 6 ████████████Average 10 3 7.35 ██████████████ Publish reviews. Drive search results.
  • …….…………………………………………………………………………..………………….…. Part 6: Track Your Results
  • …….…………………………………………………………………………..………………….…. Track Response with Call Tracking Some offer Integration into Google Analytics http://www.google.com/analytics/apps/results?category=Phone%20Call%20Tracking
  • Use Web Analytics…….…………………………………………………………………………..………………….…. Get Free Google Analytics
  • Destination page Where it came from What kind of media Campaign name Shorten this URLBuild tracking links. https://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1033867
  • …….…………………………………………………………………………..………………….…. Use Link Shortener goo.gl Shorten tracking link for publication & sharing.
  • …….…………………………………………………………………………..………………….…. Create Memorable Link Rename your link, then put this on your ad Make it memorable and something they want to click.
  • …….…………………………………………………………………………..………………….…. Generate Trackable QR Code Generate QR code with your tracking link. Click that tiny little button… Then save your QR.
  • …….…………………………………………………………………………..………………….…. Results show up under campaigns. See results in Google Analytics.
  • …….…………………………………………………………………………..………………….….Check Your Search Rankings (Free) Works on competitors sites too… http://tools.seobook.com/firefox/rank-checker/
  • …….…………………………………………………………………………..………………….…. Enter Campaign Code in SMS Track long-term results.
  • …….…………………………………………………………………………..………………….…. Track repeat visits and long-term ROI.
  • …….…………………………………………………………………………..………………….…. In Summary…
  • …….…………………………………………………………………………..………………….…. Big Finish Stop guessing. Start using data & technology to power your marketing!
  • …….…………………………………………………………………………..………………….…. Thank You! Joe Gibson jgibson@customerlink.com (916) 774-1377 www.customerlink.com View or Download: http://bit.ly/StopGuessing