MEASURE YOUR MARKETING John Beggs - National Manager Creative Services, Sensis® Michelle Gamble - Founder and Chief Angel,...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
MEASURE YOUR MARKETING Moderated by Small Business Commentator Valerie Khoo  Michelle Gamble - Founder and Chief Angel, Ma...
Marketing Angels <ul><li>Affordable Marketing Managers/Directors for growing businesses </li></ul>
The Marketing Process REPORTING Track and Measure Effectiveness
Where are you now?
Paint a picture of what you need to achieve
What should you be measuring?
Basic Model
Free/really cheap tools Software as a service solutions Good for small number of users Customisation can be minimal
Other tools
Don’t forget
Some rules of thumb <ul><li>Direct Mail </li></ul><ul><ul><li>To new prospects = 1% </li></ul></ul><ul><ul><li>To current ...
Some rules of thumb <ul><li>Email Marketing </li></ul><ul><ul><li>Click through rates = 5.1 – 10% </li></ul></ul><ul><ul><...
Some rules of thumb <ul><ul><li>Frequency is key to performance for these tactics </li></ul></ul><ul><ul><li>In print inse...
Case study <ul><li>Direct mail to 2000+ contacts </li></ul><ul><li>Telemarketing  to 500 </li></ul><ul><li>60 delegates at...
Drive brand awareness for higher ROI <ul><li>Measure </li></ul><ul><ul><li>Searches for Co. Name </li></ul></ul><ul><ul><l...
Have a plan so you can focus on the  priorities
Be  fearless Be  focussed Be  relentless Be  consistent
Happy Marketing! www. twitter.com/marketingangels www.facebook.com/marketingangels
MEASURE YOUR MARKETING Moderated by Small Business Commentator Valerie Khoo  Philip Shaw - Director, CleverClicks John Beg...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 Half the money I spend on a...
<ul><li>Google Analytics </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Google Adwords </li></ul><ul><li>S...
Why Measure? <ul><li>Do more of the stuff that works.  </li></ul><ul><li>Less of the stuff that doesn’t. </li></ul>© Cleve...
#1 Priority Return on Investment (ROI)  By Channel © CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street,...
1. Google Analytics © CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 <ul><li...
1.1 Google Analytics -  GOALS © CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.2 Google Analytics Report...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.3 Google Analytics –  ADV...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.3 Google Analytics –  ADV...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.4 Google Analytics –  FIL...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.5 Google Analytics –  Sch...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.6 Google Analytics –  Com...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 1.7 Google Analytics –  INT...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 2.1 Search Engine Optimisat...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 2.2 Search Engine Optimisat...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 2.3 Search Engine Optimisat...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 2.4 Search Engine Optimisat...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 2.5 Search Engine Optimisat...
3. Google AdWords <ul><li>Conversion Tracking –> Cost Per Conversion </li></ul><ul><li>Run 2 ads per ad group (split testi...
4. Social Media <ul><li>“ Traffic Source” => “Referring Websites” </li></ul><ul><li># Goals & Conversion Rates </li></ul><...
© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney 2000 4.1 Social Media –  Google ...
5. Other Measuring Tips <ul><li>A/B Testing </li></ul><ul><li>Multivariate testing </li></ul><ul><li>Advanced analytics (C...
<ul><li>“ If businesses really don't care about  </li></ul><ul><li>wasting valuable resources  ….  </li></ul><ul><li>or ar...
“ 80% of my marketing can be measured. And that’s good enough for me.” Philip Shaw © CleverClicks Pty Ltd www.CleverClicks...
<ul><li>@ Philip Shaw </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au  16-18 Grosvenor Street, The Rocks, Sydney ...
MEASURE YOUR MARKETING John Beggs, National Manager Creative Services, Sensis® Michelle Gamble, Founder and Chief Angel, M...
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Let's talk business Measure your Marketing

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Let's Talk Business final 2010 series, Measure Your Marketing, with speakers: John Beggs from Sensis, Michelle Gamble of Marketing Angels and Philip Shaw from CleverClicks.

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  • The sort of things you want to analyse are: Source of leads and sales Conversion by source Average sale by source Repeat sale by source Overall cost of leads Overall cost of sales Costs of sales and leads by source Time it takes to convert leads to sales Seasonality If you haven’t been tracking so you don’t have the data – just put some ballpark figures down so at least you have some sort of starting point from which to measure
  • Total revenue Total number of sales Value of sales % of repeat sales Location of sales Time taken from lead to conversion Increase in awareness
  • Leads &amp; sales by channel Leads &amp; sales by region Type of lead (e.g. SME vs Corporate) Leads &amp; sales by sales person Leads &amp; sales by value Stage in the sales cycle Client satisfaction Review monthly with a view to understanding cost of each lead and sale
  • The Challenge Infinity is a management consultancy firm that offers a range of services including Six Sigma training and implementation. Infinity approached Marketing Angels to help attract a total of 44 delegates to a series of Executive Briefing events. These Briefing events were designed to provide an opportunity for businesses to gain a better understanding of the benefits of introducing Six Sigma practices to their business. The Process Marketing Angels worked with Infinity to identify key target markets, review the competitive landscape and develop relevant marketing messages to clearly articulate the benefits of attending a Six Sigma Executive Briefing. A highly targeted direct mail campaign was developed, incorporating a clear and concise covering letter with a simple promotional brochure/registration form to generate bookings for the Executive Briefings. Important to the success of the campaign however was a comprehensive follow-up telemarketing campaign. Our telemarketer worked a total of 1060hrs over an 8.5 month period. The telemarketing campaign involved making contact with 500 companies on the Infinity database. We typically made contact with several contacts within each company as part of the process. The Results 100% success. We exceeded the target and delivered 60 delegates in total representing a total of 23 companies. Of the companies who attended the Executive Briefings, 5 converted to clients.Plus, the marketing campaign also generated direct business for Infinity from prospects who were ready to implement Six Sigma into their organisations, by-passing the need to attend the Executive Briefings. The campaign achieved a 100% return on investment.
  • Work through the priorities section of the workbook. Note: A good guide to help attendees priorities is to get them to write on a separate list of paper their top 10 things to do. Them get them to prioritise the list by writing next to each item how long each thing will take to do. Then have them write next to each item again – which will have the biggest impact on sales/revenue. With 10 being the highest impact and 1 being the lowest impact. They can then prioritise based on the thing that will take the shortest amount of time whilst having the highest amount of impact.
  • Close the day. Ask for feedback forms to be filled out. Note – ask for video testimonials. Explain we will link to their web site as part of the testimonial process.
  • Let's talk business Measure your Marketing

    1. 1. MEASURE YOUR MARKETING John Beggs - National Manager Creative Services, Sensis® Michelle Gamble - Founder and Chief Angel, Marketing Angels Philip Shaw - Director, CleverClicks Moderated by Small Business Commentator Valerie Khoo
    2. 18. MEASURE YOUR MARKETING Moderated by Small Business Commentator Valerie Khoo Michelle Gamble - Founder and Chief Angel, Marketing Angels Philip Shaw - Director, CleverClicks John Beggs - National Manager Creative Services, Sensis®
    3. 19. Marketing Angels <ul><li>Affordable Marketing Managers/Directors for growing businesses </li></ul>
    4. 20. The Marketing Process REPORTING Track and Measure Effectiveness
    5. 21. Where are you now?
    6. 22. Paint a picture of what you need to achieve
    7. 23. What should you be measuring?
    8. 24. Basic Model
    9. 25. Free/really cheap tools Software as a service solutions Good for small number of users Customisation can be minimal
    10. 26. Other tools
    11. 27. Don’t forget
    12. 28. Some rules of thumb <ul><li>Direct Mail </li></ul><ul><ul><li>To new prospects = 1% </li></ul></ul><ul><ul><li>To current customers = 2% </li></ul></ul><ul><li>You can increase response by 25% if followed up </li></ul><ul><ul><li>Postcards </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul><ul><ul><li>Email </li></ul></ul>
    13. 29. Some rules of thumb <ul><li>Email Marketing </li></ul><ul><ul><li>Click through rates = 5.1 – 10% </li></ul></ul><ul><ul><li>Sales 2.1% - 10% of click throughs </li></ul></ul><ul><ul><li>Personalised URL’s can improve response by 100- 130% </li></ul></ul><ul><ul><li>Social media sharing buttons can increase click-throughs by 30% </li></ul></ul>
    14. 30. Some rules of thumb <ul><ul><li>Frequency is key to performance for these tactics </li></ul></ul><ul><ul><li>In print inserts generally perform better than “off the page” </li></ul></ul><ul><ul><li>Drive respondents to online for improved measurement </li></ul></ul><ul><ul><li>Have an offer </li></ul></ul>
    15. 31. Case study <ul><li>Direct mail to 2000+ contacts </li></ul><ul><li>Telemarketing to 500 </li></ul><ul><li>60 delegates attended from 23 organisations </li></ul><ul><li>5 converted to full programme clients + other who went straight to full programme </li></ul><ul><li>100% ROI </li></ul>
    16. 32. Drive brand awareness for higher ROI <ul><li>Measure </li></ul><ul><ul><li>Searches for Co. Name </li></ul></ul><ul><ul><li>Direct traffic </li></ul></ul><ul><ul><li>Referrals from non-customers </li></ul></ul>
    17. 33. Have a plan so you can focus on the priorities
    18. 34. Be fearless Be focussed Be relentless Be consistent
    19. 35. Happy Marketing! www. twitter.com/marketingangels www.facebook.com/marketingangels
    20. 36. MEASURE YOUR MARKETING Moderated by Small Business Commentator Valerie Khoo Philip Shaw - Director, CleverClicks John Beggs - National Manager Creative Services, Sensis® Michelle Gamble - Founder and Chief Angel, Marketing Angels
    21. 37. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” John Wanamaker
    22. 38. <ul><li>Google Analytics </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Google Adwords </li></ul><ul><li>Social Media </li></ul><ul><li>Other Stuff </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    23. 39. Why Measure? <ul><li>Do more of the stuff that works. </li></ul><ul><li>Less of the stuff that doesn’t. </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    24. 40. #1 Priority Return on Investment (ROI) By Channel © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 Channel # Leads Conv Rate # Sales $ Revenue $ Cost % ROI Print Radio Website (Branded) Organic/SEO (Unbranded) PPC Referring Websites…
    25. 41. 1. Google Analytics © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 <ul><li>Develop analytics skills in house </li></ul><ul><li>Define roles, KPIs, reporting frequency </li></ul><ul><li>Reports – “The Why”? </li></ul>
    26. 42. 1.1 Google Analytics - GOALS © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    27. 43. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.2 Google Analytics Reports >VISITORS > MAP OVERLAY
    28. 44. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.3 Google Analytics – ADVANCED SEGMENTS
    29. 45. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.3 Google Analytics – ADVANCED SEGMENTS
    30. 46. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.4 Google Analytics – FILTERS <ul><li>Edit “Profiles” > “Filter Applied to Profile” </li></ul><ul><li>Click “Add Filter” </li></ul><ul><li>Enter IP Addresses to exclude </li></ul>“ Get rid of the noise” Exclude traffic an I.P. address filter.
    31. 47. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.5 Google Analytics – Scheduling
    32. 48. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.6 Google Analytics – Compare To Past
    33. 49. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.7 Google Analytics – INTERNAL SITE SEARCH
    34. 50. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.1 Search Engine Optimisation – KEYWORD REPORT
    35. 51. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.2 Search Engine Optimisation – Filter Brand Traffic
    36. 52. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.3 Search Engine Optimisation – # Pages Indexed
    37. 53. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.4 Search Engine Optimisation – SEO for Firefox
    38. 54. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.5 Search Engine Optimisation – Inbound Links
    39. 55. 3. Google AdWords <ul><li>Conversion Tracking –> Cost Per Conversion </li></ul><ul><li>Run 2 ads per ad group (split testing) </li></ul><ul><li>ROI by keyword </li></ul><ul><li>Keyword Quality Score </li></ul><ul><li>Excel Pivot Tables </li></ul><ul><li>Phone Call tracking </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    40. 56. 4. Social Media <ul><li>“ Traffic Source” => “Referring Websites” </li></ul><ul><li># Goals & Conversion Rates </li></ul><ul><li>Time invested? </li></ul><ul><li>Advanced Segments </li></ul><ul><li>Google URL Builder </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    41. 57. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 4.1 Social Media – Google URL Builder
    42. 58. 5. Other Measuring Tips <ul><li>A/B Testing </li></ul><ul><li>Multivariate testing </li></ul><ul><li>Advanced analytics (Crazy Egg, ClickTale) </li></ul><ul><li>Web forms integrated into CRM </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    43. 59. <ul><li>“ If businesses really don't care about </li></ul><ul><li>wasting valuable resources …. </li></ul><ul><li>or aren't concerned about getting </li></ul><ul><li>better value for money , </li></ul><ul><li>then they don't need to bother </li></ul><ul><li>with measurement.” </li></ul><ul><li>Jean McIntyre, CEO, Sponsors Select </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
    44. 60. “ 80% of my marketing can be measured. And that’s good enough for me.” Philip Shaw © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” John Wanamaker
    45. 61. <ul><li>@ Philip Shaw </li></ul>© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 <ul><li>Our Services: </li></ul><ul><li>Online Marketing Mentoring </li></ul><ul><li>Google Adwords Management & Training </li></ul><ul><li>Google Analytics Training </li></ul>
    46. 62. MEASURE YOUR MARKETING John Beggs, National Manager Creative Services, Sensis® Michelle Gamble, Founder and Chief Angel, Marketing Angels Philip Shaw, Director, CleverClicks Moderated by Small Business Commentator Valerie Khoo
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