Measuring ResultsInternet Marketing ROI Tim Torian MCSE CCNIPresident, Torian Group, Inc. Technology with Integrity www.toriangroup.com
Measuring Results - Agenda Very brief introductions Internet marketing checklist Setting the context What to measure: Your Plan Keywords and Web search Search Engine Optimization – what works What to measure / Related Tools Using Facebook for marketing Questions
Why Measure? You Measure to Manage Built from Goals Actionable Cost vs. Value
The Tools Your domain name(s) Email: firstname.lastname@example.org Website www.yourdomain.com Blog / Online Articles Local Search / Directories: Google Maps… Social Media: Facebook, LinkedIn, Twitter… Newsletter / Email marketing Pay per Click Advertising Video / Podcasts Integration with traditional marketing
Foundation Have a good product / service Deliver it well Know what makes you best Can you be “found” on the Internet? Identify Keywords Use them across all tools Are you remarkable? Is your message clear and consistent? Are you communicating on all channels?
Your Brand What You Promise The Idea(s) people have about your business Logo / Your “look” – Brand Recognition One message, multiple media: Business name Domain name E-mail Graphics, Fonts used, Colors
Effective Communication At the level desired – Not too much or too little Does not offend or intrude The right media – The way I want it The right time – When I want it Experienced as a service, not an ad Brings me closer with each contact
Core ‘talkable’ DifferenceWhat makes you remarkable? Positioning – your “Unique Selling Proposition” Brand recognition – what you stand for Moments of truth – the customer experience
Where are your customers? How are you being found now? Tracking referrals and new customers Customer life cycle Your Ideal customer / client Persona – Getting insights Demographics Listen to your customers How does web marketing fit?
Sales Cycle Know: They have heard about you Like: They are interested Trust: They want to act Try: They check you out Buy: Sale made, Service provided Repeat:They are a customer / client Refer: They are a fan / advocate
Using the tools Know: Search, Social Posts, Online Content Like: Website /Blog, Newsletter, Social Media Trust: Website, Social Media, Repeated Contact Try: Webinar, Downloads, Interactive content Buy: Shopping Cart, Product info online Self service, Social media for support, Forums Repeat: Interactive website, Build community via Social media, CRM tools. Newsletter Refer: Social Media, Interactive Website, Downloadable /sharable content.
Marketing / Sales Plan Goals Good: Have our company show in the first page for the following keywords: “Visalia Computer Repair” Bad: Increase our sales Really bad: Have more website visitors Related measures: AdWords statistics for “Visalia Computer Repair” Who else shows up? Where are we using this phrase… Example insight: Our Local Map listings show more than website
Website Basics 10 seconds Landing pages Good content (Value) Call to action Contact information Identify your audience Know what action you want them to take This is what you want to measure
Website Usability Good enough syndrome Segment by audience Clear next action Contact information Consistency – especially navigation Easy to read / easy to understand Don’t make me think! Test on a few friends / clients
Finding your Product/Service How are people searching for your services? Identifying Keywords Keyword tools: Google adwords: http://adwords.google.com Commercial tools: Wordtracker.com Keyworddiscovery.com Searching for you or your products / service
Search Engine Optimization “Organic” search results It’s all about keywords Spiders Create “Landing” pages Have useful content Inbound links Pay per Click advertising Reuse other writing (big target) Generate traffic – reasons to visit Brand awareness: are they searching for you?
SEO Basics Domain Name(s) Keywords in content Keywords in headings and titles Traffic Relevant inbound links Meta tags – not used as much Make sure they are glad they found you!
Website measures Content: Volume and quality Activity: (google analytics) Unique visitors (trend over time) Bounce rate Visited from (source) Path taken (landing pages) , sources of clicks Number of Inbound links – Growing / Declining Ask good questions, then use the data to find answers
Website Actions Add good content (work in your key phrases) Landing pages Reuse: email, articles, industry news Adapt content from the web Adapt from competitors Solicit links Add web url to your email Put web link on all your sites: Facebook, etc. Find complimentary sites and suggest Directories, anything you belong to
Usability testing Can be as simple as asking Specify a task, see what they do Can use screen capture plus webcam Test early and often
Local Search - Results Citations Visitors Traffic driven to website Local site tools Google Places Yahoo Local Embed analytics Google analytics URL builder tool
Email Marketing Delivery rate (Message / list quality) Open rate, and when (Best time to deliver) Links Clicked on (what’s interesting) List Building: Number of new sign-ups, and source Sign up tools: on website, social media Track results: Incentives or contact linked to specific mailings Mailchimp.com Free, full analytics, templates, tutorials
Social Media Facebook – Social / business networking LinkedIn – Professional networking Twitter – real time updates Content: YouTube, SlideShare, others Podcasts – audio recordings for download RSS and other feeds Find out what your Customers /Clients use
Social Demographics1. Where are your customers online?2. What are your customers’ social behaviors online?3. What social information or people do your customers rely on?4. What is your customers’ social influence? Who trusts them?5. How do your customers use social technologies in the context of your products.
Facebook: Recent Changes: Managing your feed – Subscribers Privacy settings Ticker Timeline / Home Smart Lists (Friends added automatically) Work / School / Family / City Built In lists: sets scope of sharing
How to use Facebook Personal Profile – Build your network Groups (part of Profile) – More interaction Business Page – Permission marketing Community Page – ExpertiseTips: User support / Building community Add value in your posts. Humor has value. Spend a few minutes responding specifically to individual posts.
Pages vs. Groups Members join as fans Members Join as Members Fan pages are public Visible only after login Better for long term Better for Group Discussions relationships Officers to facilitate / monitor Apps can be added No Apps No Stats Visitor tracking / Stats Email under 250 members / Message delivered to Wall Message delivered to FB as status update message inbox Unlimited Fans Limited to 3000 members Join by “like” page Anyone can add / member must accept join request Supports documents
Measuring Results Facebook Insights Friends (rate by goals for the relationship) Fans Track your time spent and posting: Set goals to post daily / weekly… Business (productive) vs Fun Response to posts Leads or referrals obtained Inbound links to website Use lists for segmentation
Social Media Management Tools Hootsuite Tweetdeck Yoono Seesmic
Video and Media Determine relevance Views / downloads Leads generated – Build in tracking
Advertising Online Google Adwords / Facebook ads Built in analytics Drive traffic to landing page or fan page Impressions – You are visible Daily / monthly cap on cost Pay only for those that click
Monitoring Results Start with desired result Who is visiting your site Who is reading your article / blog / newsletter? Are they getting what they wanted? Are they doing what you intended? How did you decide to do business with us?