Digital Marketing Webinar Series: Measuring
Digital Marketing Performance
September 11, 2013
Measuring Digital Marketing
Performance
Dan Shapero
Founder, ClikCloud
Pay-as-you-go Digital Marketing
Turnkey Digital Marketing Service for MSPs
• SEO Websites
• Blog Articles
• Email Newsletters
• Full Service Agency
Founde...
ClikCloud Overview
Pay-as-you-go
Digital Marketing Service
• Custom Tailored Website
• Bi-Monthly Blog Content
• Monthly N...
Today’s Agenda
• Fundamentals
• What tools to use
– Web, Email, PPC, Social Media
• What to Measure?
• How to use analytic...
Website Site Objectives
Educational
Informational
Sales Leads
Operational
Support your Brand
Website Fundamentals
• Ensure Your Phone
Number is
Prominent
throughout your site
• Have a Strong, Easy
to Find “Call to
A...
Why Track Performance?
• Performance Tracking
Helps Eliminate Waste
• Allows You to “Double
Down” on What Works
• Rule of ...
What to Track: Webanalytcs
• Visitors & Page Views
• Navigation Paths
• Referral Sources
– By Search Engine
– By Keyword
•...
Snap Shot
Trends== ==Referrals
By the numbers…
Search Result: Blog
Referral Source
Trends over Time
Navigation Paths
Identifies Visitor Behavior and
Bounced Traffic
Why Visitors Bounce?
• Content Doesn’t Match Offer
• Offe...
Top Pages
• Identifies Popular Pages
and Themes
• Provides Insight For
SEO and PPC Campaigns
• Source of Ideas for
Newslet...
MarketShare
Other SEO Tools
• Webmaster Tools
• Google, Bing, Yahoo
• Keyword Discover
• Adwords, Word
Tracker,Wordle
• Ranking Tools
...
Webmaster Tools
Webmaster Tools
?Source=Email
• List Size
• Open Rates
• Click Through Rates
• Opt Out Rates
• Conversion rates
Email Marketing Performance
?Source=Pay-Per-Click
• Click Through Rates
(CTR)
• Cost per Click (CPC)
• Top Key Words
• Conversions
Social Media
• Micro Blogs
– Facebook, Twitter, Linke
din
• Reach
– Followers, Likes, Views, R
etweats
• Quality
– Positiv...
Weekly Social Trends
Weekly Social Trends
Web Analytics and Social Media
Impact of Blogging ==>>
Other Social Media
• Mentions
• Sentiment
• Top Keywords
• Top Users
Summary
• Understand your
Site Objective
• Measure to
Improve ROI
• Always Measure
Everything!
26
Questions?
Free Marketing Consultation:
Info@clikcloud.com
Subject: CONSULTATION
www.your-website.com
Your IT Industry Association
Get this recorded webinar at www.comptia.org:
Digital Marketing Series: Measuring Digital
Mar...
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Digital Marketing Series: Measuring Digital Marketing Performance

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Learn how best-in-class managed service providers get more from their digital marketing programs through a CompTIA webinar presented by Dan Shapero, founder, ClikCloud. Establishing goals and measuring results is a critical element to maximize your MSP marketing efforts.

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Digital Marketing Series: Measuring Digital Marketing Performance

  1. 1. Digital Marketing Webinar Series: Measuring Digital Marketing Performance September 11, 2013
  2. 2. Measuring Digital Marketing Performance Dan Shapero Founder, ClikCloud Pay-as-you-go Digital Marketing
  3. 3. Turnkey Digital Marketing Service for MSPs • SEO Websites • Blog Articles • Email Newsletters • Full Service Agency Founder ClikCloud Digital Marketing www.clikcloud.com • CompTIA BOD 2008 – 2011 • SVP/EVP Kaseya 2006 – 2011 • 20 Year Technology Industry Veteran • Contributing Writer SMB Nation & CRN
  4. 4. ClikCloud Overview Pay-as-you-go Digital Marketing Service • Custom Tailored Website • Bi-Monthly Blog Content • Monthly Newsletter • Hosting & Web Analytics Included • Pay-per-click Ad Management Attendee Offer: Free Marketing Consultation Email: info@ ClikCloud.com Subject: ”consultation” “We needed a way to cost effectively boost our on-line marketing efforts and ClikCloud delivered!" Mike Sickle, President & Founder of Dynamic Network Advisors For More Info visit: ClikCloud.com/comptia
  5. 5. Today’s Agenda • Fundamentals • What tools to use – Web, Email, PPC, Social Media • What to Measure? • How to use analytics to improve performance • Tips for finding top key words for SEO and PPC campaigns
  6. 6. Website Site Objectives Educational Informational Sales Leads Operational Support your Brand
  7. 7. Website Fundamentals • Ensure Your Phone Number is Prominent throughout your site • Have a Strong, Easy to Find “Call to Action” • Include Keyword Rich Content • Add a Human Element
  8. 8. Why Track Performance? • Performance Tracking Helps Eliminate Waste • Allows You to “Double Down” on What Works • Rule of Thumb: 10X Return on Your Marketing Spend ROI
  9. 9. What to Track: Webanalytcs • Visitors & Page Views • Navigation Paths • Referral Sources – By Search Engine – By Keyword • Conversion Tracking • Visitor Data
  10. 10. Snap Shot Trends== ==Referrals
  11. 11. By the numbers… Search Result: Blog Referral Source Trends over Time
  12. 12. Navigation Paths Identifies Visitor Behavior and Bounced Traffic Why Visitors Bounce? • Content Doesn’t Match Offer • Offer is Buried Behind links • Broken Links • Outbound Links • Lack of Human Factor • Content is Below the Fold Expect Bounce Rates up to 60%
  13. 13. Top Pages • Identifies Popular Pages and Themes • Provides Insight For SEO and PPC Campaigns • Source of Ideas for Newsletter and Blog Content
  14. 14. MarketShare
  15. 15. Other SEO Tools • Webmaster Tools • Google, Bing, Yahoo • Keyword Discover • Adwords, Word Tracker,Wordle • Ranking Tools Woo Rank, Alexa • Social Media Tools • Bt.ly, HootSuite
  16. 16. Webmaster Tools
  17. 17. Webmaster Tools
  18. 18. ?Source=Email • List Size • Open Rates • Click Through Rates • Opt Out Rates • Conversion rates
  19. 19. Email Marketing Performance
  20. 20. ?Source=Pay-Per-Click • Click Through Rates (CTR) • Cost per Click (CPC) • Top Key Words • Conversions
  21. 21. Social Media • Micro Blogs – Facebook, Twitter, Linke din • Reach – Followers, Likes, Views, R etweats • Quality – Positive vs. Negative, Engagement
  22. 22. Weekly Social Trends
  23. 23. Weekly Social Trends
  24. 24. Web Analytics and Social Media Impact of Blogging ==>>
  25. 25. Other Social Media • Mentions • Sentiment • Top Keywords • Top Users
  26. 26. Summary • Understand your Site Objective • Measure to Improve ROI • Always Measure Everything! 26
  27. 27. Questions? Free Marketing Consultation: Info@clikcloud.com Subject: CONSULTATION www.your-website.com
  28. 28. Your IT Industry Association Get this recorded webinar at www.comptia.org: Digital Marketing Series: Measuring Digital Marketing Performance Register for future webinars at: www.comptia.org/events/webinars
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