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

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

Web Properties That Convert Tweet! @DanMartell, @Flowtown Credit: mthomas
Who am I? What do I do? Entrepreneur, Canadian, Marketing Metrics Credit: grantmac
Why?
While You Sleep 24 x 7 Online Sales Person, Not Brochure Credit: mthomas
Conversions Follow Up Traffic
Measure “What you measure gets managed”
$ / Customer =
Credit: mthomas
Goals High value conversions Credit: keylosa
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
Follow Up Geek Speak: Retention, Engagement Credit: splorp
Credit: jenny-pics Case Study Martin “My jewelry buddy”
Infopreneur “Share what you love” Credit: stansich
Engagement Frequency, Content, Triggers Credit: eyermonkey
Case Study Martell Home Builders: Offline Conversions Credit: mthomas
Word of Click Credit: lastquest
Add Value Real Value Credit: mthomas
Case Study Flowtown: Build an Audience
Traffic After Conversions & Follow Up Credit: chris_gin
Credit: ttstam Think Big Live Local, Market Global
Thanks! I’m twitter: @danmartell dan@ﬂowtown.com Email or @ - 20 Links to Tools