Web Properties That Convert - Dan Martell - Mesh Marketing - 10/22/09

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    Notes on slide 1

    I don’t do any marketing unless I can measure it. No print ads (Call Conversion), or billboards (Mobile Txt Ads / Opt-in), Signs (Traffic Counters)
    Metrics not Analytics (What MATTERS!)

    James Connor - The Perfection of Marketing
    Cost of Marketing / Acquiring a Customer / USER
    EBITDAM =- Earnings Before Interest, Tax, Depreciation, Amortization and Marketing
    Profitable Customer
    1) average annual revenue per customer; 2) average gross profit margin before marketing expense (EBITDAM) 3) cost of capital; and 4) average number of years a customer is held.

    Funnel - Everything is a funnel
    - HR, Sales & Marketing
    - Conversions
    - Map OUT your Funnels! Per Campaign, or Per Channel

    Testimonials.
    Credibility indicators
    Site ratings.
    Guarantee.
    Language and tone.
    Site ratings.
    Eye path.
    - Five elements control the eye path: size, color, motion, shape, and position.

    99% of companies fail to follow up
    Auto Response
    Automated Call / Pre-Recorded
    80% increase within first 24hrs

    Share what you love.
    Add value
    Talk about the proble, not your product.

    How many people get
    Engagement
    Retention - Email
    Social Media

    100% Social Media
    Email Marketing / Follow Up
    Social Objects
    16 / 36 / 47 (110% growth)

    Social Object - Emotional Interaction
    Reach
    The Future of Word of Mouth is Word of Click
    Facebook FBML Page (Landing Page)
    YouTube Annotations
    SlideShare.net Lead Gen
    Social Shares in Emails

    Flowtown
    Product Pivot
    8 Months
    Twitter: 9166 Followers
    Facebook: 40 Fans ;-)
    Email Opt-In: 500+

    Viral / Social
    SEO
    PR

    5 Favorites

    Web Properties That Convert - Dan Martell - Mesh Marketing - 10/22/09 - Presentation Transcript

    1. Web Properties That Convert Tweet! @DanMartell, @Flowtown Credit: mthomas
    2. Who am I? What do I do? Entrepreneur, Canadian, Marketing Metrics Credit: grantmac
    3. Why?
    4. While You Sleep 24 x 7 Online Sales Person, Not Brochure Credit: mthomas
    5. Conversions Follow Up Traffic
    6. Measure “What you measure gets managed”
    7. $ / Customer =
    8. Credit: mthomas
    9. Goals High value conversions Credit: keylosa
    10. Conversion Formula C = 4m + 3v+2(i-f)-2a c = probability of conversion (email capture) M = motivation of user (when) V = clarity of value proposition (why) i = incentive to take action f = friction elements of process a = anxiety about entering email
    11. Follow Up Geek Speak: Retention, Engagement Credit: splorp
    12. Credit: jenny-pics Case Study Martin “My jewelry buddy”
    13. Infopreneur “Share what you love” Credit: stansich
    14. Engagement Frequency, Content, Triggers Credit: eyermonkey
    15. Case Study Martell Home Builders: Offline Conversions Credit: mthomas
    16. Word of Click Credit: lastquest
    17. Add Value Real Value Credit: mthomas
    18. Case Study Flowtown: Build an Audience
    19. Traffic After Conversions & Follow Up Credit: chris_gin
    20. Credit: ttstam Think Big Live Local, Market Global
    21. Thanks! I’m twitter: @danmartell dan@flowtown.com Email or @ - 20 Links to Tools
    SlideShare Zeitgeist 2009

    + flowtownflowtown Nominate

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