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Marketing Challenges and how to overcome them.

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Adam Proehl's presentation at Online Marketing Summit Conference June 6-8th 2011. …

Adam Proehl's presentation at Online Marketing Summit Conference June 6-8th 2011.
Achieving Integrated Success: How to identify & overcome challenges in a multi-channel world

Learn how savvy organizations are addressing modern day problems from poor site conversion to underperforming emails, the tools they are using to scale and measure and finally channel alignment for a more fruitful campaign.

Focus: B2C/B2B on Social Media, Conversion, Analytics

Published in: Technology, Business

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Transcript

  • 1. Marketing Challenges
    And how to overcome them
    Adam Proehl
    Managing Partner, NordicClick Interactive
    @adamproehl
    6/7/2011
  • 2. About Me
    14 years of online marketing experience
    Principle at NordicClick Interactive – a full service Digital Marketing Agency
    Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA
    Instructor at the Online Marketing Institute
  • 3. Topics
    21 Common marketing challenges
    How smart marketers overcome them
    Tools (either free or really cheap) that will help you
    Applications for your business
  • 4. What this session is:
    Pure Practical Advice
    • Everyday problems you might recognize, but aren’t sure how to solve
    • 5. Stuff you can start tomorrow
    • 6. Short & Long Term Impact
  • What this session is NOT:
    NOT: Industry Changing Strategic Thought
    • No flying car predictions
    • 7. Anything too intimidating
    • 8. 2016? No idea…
  • The Rules:
    Each challenge is a REAL example
    Solution must be something that actually be done!
    No to minimal cost for technology/tools
  • 9. Web Analytics Related Issues
  • 10. Challenge #1: Analytics aren’t tracking
    …or at least you suspect it isn’t
  • 11. Challenge #1: Analytics aren’t tracking
    FreeTool: Ghostery
    • Browser Plugin (Firefox, Chrome, IE, & Safari)
    www.ghostery.com
  • 12. Challenge #1: Analytics aren’t tracking
    Tool: SiteScanGA
    • Which pages are missing tags
    • 13. Which tags are installed incorrectly?
    • 14. Helpful links & resources
    Scans first 100 pages of your site free
    www.sitescanga.com
  • 15. Challenge #1: Analytics aren’t tracking
    Tool: GA Debugger (Chrome Extension)
    Ideal for your web developer to have
    http://chrome.google.com/webstore
  • 16. Challenge #2: Horrible Bounce Rates
    Because high bounce rates are bad, right?
  • 17. Challenge #2: Horrible Bounce Rates
    Start with Traffic Sources:
    leverage view buttons
    Focus with worst offenders
  • 18. Challenge #2: Horrible Bounce Rates
    Create a simple segment:
  • 19. Challenge #2: Horrible Bounce Rates
    Look at top pages:
    leverage view buttons
    Now you at least know the source of your pain
  • 20. Challenge #2: Horrible Bounce Rates
    Review click patterns by source
    Crazy Egg
    • Click based heatmapping tool
    • 21. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
    • 22. Simple java script code
    • 23. Cheap – Starting at $9 a month
  • Challenge #3: Retroactive Analytics Goals
    Too bad you can’t go back, right?
    Analytics tracking in place for years prior to goals being setup:
  • 24. Challenge #3: Retroactive Analytics Goals
    Oh, but you can!
    (Usually)
  • 25. Challenge #3: Retroactive Analytics Goals
    What exactly is a goal?
    It’s just a page
  • 26. Challenge #3: Retroactive Analytics Goals
    Leverage Advanced Segments
    Look at top content “unique pageviews” and filter by segment
  • 27. Challenge #3: Retroactive Analytics Goals
    Free Tool: Paditrack
    • Leverages GA API
    • 28. Retroactive Funnels (back to original tagging date)
    • 29. Segmentation Capabilities
    www.paditrack.com
  • 30. Challenge #4: Need a Simple Way to Track EVERY Promo
    Free Tool: Snip-n-Tag (Firefox Add on)
    - Shorten URL
    (bit.ly, ow.ly, etc)
    - Make it
    trackable in Google
    Analytics
    -All in one interface
    from a Firefox sidebar
    http://addons.mozilla.org
  • 31. Web Site Effectiveness
  • 32. Challenge #5: Do my visitors “get” what we do when they see our site?
    Free Tool: Clueapp
    • Displays landing page for 5.5 secs.
    • 33. Pick your users
    • 34. 48 hour time limit from start
    • 35. One Simple Task: “The most remembered words and phrases for your webpage”
    • 36. Price: Free
    www.clueapp.com
  • 37. Challenge #5: Do my visitors “get” what we do when they see our site?
    Tool: Five Second Test (from Usability Hub)
    Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site.
    • Displays a screenshot for 5 secs.
    • 38. Ask follow up questions after image removed
    • 39. Select number of responses you want
    www.fivesecondtest.com
  • 40. Challenge #5: Do my visitors “get” what we do when they see our site?
    Tool: Five Second Test (from Usability Hub)
    Keyword Cloud Responses
    Price:
    • Starts at free, but $20 a month would be recommended for most SMB’s
    • 41. Earn freebies by particpiating in tests
    www.fivesecondtest.com
  • 42. Challenge #6: I think our site usability sucks
    but how do I prove it?
  • 43. Challenge #6: I think our site usability sucks
    Cheap Tool: UserTesting.com
    www.usertesting.com
  • 44. Challenge #6: I think our site usability sucks
    Cheap Tool: UserTesting.com
    Follow up questions after site review
    Standard demographics
    www.usertesting.com
  • 45. Challenge #6: I think our site usability sucks
    Cheap Tool: UserTesting.com
    Video
    Follow Up Question Answers
    Price: $39 per test
    www.usertesting.com
  • 46. Challenge #6: I think our site usability sucks
    Cheap Tool: Feedback Army
    www.feedbackarmy.com
  • 47. Challenge #6: I think our site usability sucks
    Cheap Tool: Feedback Army
    Price: $15 for 10 answers
    www.usertesting.com
  • 48. Challenge #7: Will my landing page work?
    Cheap Tool: Clicktest (from Usability Hub)
    www.theclicktest.com
  • 49. Challenge #7: Will my landing page work?
    Cheap Tool: GoMockingbird
    Price: Starts at $9/mo
    www.gomockingbird.com
  • 53. Challenge #8: What will draw attention on my landing page?
    Cheap Tool: Attention Wizard
    • Predictive Heatmap
    • 54. Predicts eye movements
    Price: From $6 a test, also subscription option
    www.attentionwizard.com
  • 55. Challenge #9: What will my click path look like?
    Cheap Tool: Navflow (from Usability Hub)
    • Have users test your ideal vision of a navigation flow
    • 56. See how many get it right (according to your vision)
    • 57. Find holes in your design flow
    www.navflow.com
  • 58. Challenge #9: What will my click path look like?
    Cheap Tool: Navflow (from Usability Hub)
    • Success/failure report
    • 59. Identify holes/gaps
    • 60. Retest
    www.navflow.com
  • 61. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working
    Cheap (maybe) Tool: ClickTale Heatmap
    Some Key Metrics:
    www.clicktale.com
  • 65. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working
    Cheap (maybe) Tool: ClickTale Form Analysis
    www.clicktale.com
  • 66. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working
    Other ClickTale Features:
    • Session Recordings
    • 67. Conversion Funnels
    • 68. Other Heatmaps
    Price: Free for 400 pageviews / mo
    $99/mo for 20k pageviews/mo
    Bigger Plans for bigger sites
  • 69. Challenge #11: Did my visitors find what they were looking for?
    Free Tool: 4Q Survey
    Designed by Avinash
    • Free for first 100 responses
    • 70. 4 basic questions
    • 71. Simple java script implementation
    • 72. GA integration
    www.4qsurvey.com
  • 73. Hippo Challenges
    Highest
    Income
    Producing
    Person in the
    Organization
  • 74. Challenge #12: “Here’s how we’re doing it”
    “It’s gotta ‘POP’ out at people when they come to it”
    “I don’t wanna lot descriptions and content”
    “I wanna do what these guys are doing”
  • 75. Challenge #12: “Here’s how we’re doing it”
    Bring him back up to his level
    Executive:
    • 20% increase in topline revenue for FY10
    • 76. 15% reduction in support costs for FY10
    Example Corporate Objectives
  • 77. Challenge #13: “Well, our competitor is doing…”
    Leverage many of these same tools for competitive analysis
  • 78. Mobile Challenges
  • 79. Challenge #14: When do I need to jump on mobile?
    Segment your mobile traffic
    One of several ways to segment
  • 80. Challenge #14: When do I need to jump on mobile?
    Segment your mobile traffic
    One of several ways to segment
  • 81. Challenge #15: How does my site or promo render in mobile?
    Free Tool: Mobile Phone Emulator
    www.mobilephoneemulator.com/
  • 82. Challenge #16: Setting up a mobile promotion
    Free Tool: QRStuff.com
    www.qrstuff.com
  • 83. Challenge #17: I can’t do any promos without help from IT
    Leverage Social Networks
  • 84. Challenge #18: How bad (or good) is my SEO
  • 85. Challenge #18: How bad (or good) is my SEO
    Free Tool: WooRank
    www.woorank.com
  • 86. Challenge #18: How bad (or good) is my SEO
    Free Tool: WooRank
    www.woorank.com
  • 87. Challenge #19: How do I compare to my competitors?
    Free Tool: Website Grader
    www.websitegrader.com
  • 88. Challenge #19: How do I compare to my competitors?
    Free Tool: Website Grader
    www.websitegrader.com
  • 89. Challenge #20: What do our users REALLY want?
    Cheap Tool: UserVoice
    Crowdsource market research
    Price: Starting at $15/mo
    www.uservoice.com
  • 90. Challenge #21: Where can I learn more?
    A few Resources:
    Top Rank Blog www.toprankblog.com
    Clix Marketing www.clixmarketing.com/blog
    aimClearwww.aimclearblog.com
    Marketing Pilgrim www.marketingpilgrim.com
    Occam’s Razor www.kaushik.net
    Bruce Clay www.bruceclay.com/blog
    Ion Interactive www.ioninteractive.com/post-click-marketing-blog/
  • 91. Takeaway Points
    Challenges are many, but they can be overcome
    Doesn’t have to cost an arm and a leg
    Tools are only as good as the user. Seek help if you need it.
  • 92. Thank You
    and how to overcome them
    Adam Proehl
    Managing Partner
    adam@nordicclick.com
    952-460-3331
    @adamproehl
    www.linkedin.com/in/adamproehl
    Marketing Challenges
  • 93. Challenge #21: Service & Support
    Leveraging Social Platforms
    Support
    Thanks
  • 94. Challenge #21: Service & Support
    Prospecting:
  • 95. Challenge #21: Service & Support
    • 90% @replies
    • 96. Simple tools
  • Challenge: Service & Support
    Their fancy tool:
    Cost: $0