Forget Big Data: It's the small data that counts

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Big data is all the rage. But is it really relevant to your business? Probably not. But there is data that is relevant to virtually every business. And it's right there at your fingertips if you know where to look.

Sadly, most businesses ignore the little things that are critical to their marketing. Your Analytics are telling you exactly how to make your site more effective, but only if you know how to listen.

In this marketing presentation, you'll learn the two metrics that matter most in digital marketing: traffic and conversion rates.

- Why most marketers aren't tracking them properly (or using the data at all)
- How these two numbers impact each other
- Practical ways to increase them immediately

CMO's, marketing directors & managers, social media pros, entrepreneurs as well as anyone with a website will find this practical, non-technical presentation useful. You will leave with step-by-step instructions on how to get big results from the little data you already have.

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Forget Big Data: It's the small data that counts

  1. 1. Andy Crestodina Orbit Media Studios @crestodina Forget Big Data
  2. 2. Source: McKinsey & Company Marketing Aren’t Using Data Enough 50%of companies struggling to measure the impact of digital marketing on sales and profit
  3. 3. Source: McKinsey & Company Marketing Aren’t Using Data Enough 63%of projects do not use marketing analytics to inform decisions
  4. 4. Objective HOW TO USE DATA TO MAKE SMART MARKETING DECISION$
  5. 5. Big data is like teenage sex… Everyone talks about it, nobody really knows how to do it, Everyone thinks everyone is doing it, So everyone claims they are doing it right. Dan Ariely Author, Professor
  6. 6. (SR) CTR = V V x CR = L (L x CL)(P – Dc) = $ L = leads P = price CL = closing rate Dc = delivery costs $ = profit! S = search volume R = rank CTR = click through V = visits CR = conversion Website ROI is complicated…
  7. 7. Traffic x Conversion Rate = Leads …so let’s make it simple
  8. 8. 9 1. TRAFFIC The total number of visitors to the website 2. CONVERSION RATE The percentage of visitors who take action – Leads – Customers – Subscribers – Donors – Register for events It comes down to two little numbers
  9. 9. The Funnel $
  10. 10. The Funnel + Marketing
  11. 11. 12 Types of traffic…
  12. 12. Visitor Flow
  13. 13. 14 Where there’s traffic, there’s hope!
  14. 14. TOP OF THE FUNNEL
  15. 15. Audience Overview Report
  16. 16. Healthy! Risky… Diversify Your Traffic Sources
  17. 17. Diversify Your Traffic Sources
  18. 18. 20 Top Content Report
  19. 19. 21 Find Your Traffic Champions
  20. 20. 22 Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years) The spike …and the long tail
  21. 21. Which posts have the most ranking potential? Low Hanging SEO Fruit
  22. 22. 24 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page two!
  23. 23. 25 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page 2…
  24. 24. 1. View: Search Engine Optimization > Queries 2. Set Advanced Filter: “Average Position” greater than 10 3. Sort by “Average Position” 4. Confirm the rank and the post by searching for the phrase How to find posts with traffic potential
  25. 25. If GE only knew…
  26. 26. Poor Job of Indicating Relevance…
  27. 27. • Once in the beginning of the Title <title> • Once in the Header <H1> • 4 – 6 times in the Body text • In the link text of other pages linking to the page Link, Link! Nudge, Nudge! Now, Indicate the Relevance (on-page SEO)
  28. 28. GE Search Opportunity
  29. 29. 31 Finding Internal Linking Candidates
  30. 30. Finding Internal Linking Candidates
  31. 31. • Improve the quality with more detail and length • Target a different (longer, less competitive) phrase • Create more content on related topics, link. • Create content in another format… Still not ranking?
  32. 32. 34 Source: Periodic Table of Content The Periodic Table of Content
  33. 33. MIDDLE OF THE FUNNEL
  34. 34. 37 Campaign Report
  35. 35. Heat Maps
  36. 36. “From day one I knew that in the end, what was most important was going to be email…” Source: Capturing Emails and Committing to Quality Copyblogger (Feb, 2014) - Michael Stelzner Strength the Middle of the Funnel
  37. 37. Before… After… Conversion Optimization for Subscribers
  38. 38. 41 1900% Increase in Subscribers
  39. 39. 42 • Prominent • Promise • Proof Why did it work?
  40. 40. • Tons of Form Fields • Asking for Personal Info • No Proof, No Promise Worst Signup Form Ever…
  41. 41. Which are the most compelling posts on your blog? Find Your Conversion Champions
  42. 42. 45 Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Subscribers Per Blog Post
  43. 43. 46 Pageviews per Blog Post
  44. 44. …also known as conversion rate! Subscribers per Pageview Per Blog Post
  45. 45. 48 Let’s watch that in slow mo…
  46. 46. • Put it into heavy rotation on the social networks • Add it to your home page slideshow • Link to it from your email signature • Run an ad using PPC, Facebook, etc. • Write and pitch a guest post linking back to the page • Write a roundup of your best posts, put it at the top • Link to the post from other high traffic pages Now drive some traffic to it…
  47. 47. Lewis Carroll Alice in Wonderland “If you don’t know where you are going, any road will get you there.”
  48. 48. BOTTOM OF THE FUNNEL
  49. 49. 53 Conversion Report
  50. 50. Why do visitors take action?
  51. 51. 55 Testimonials & Social Proof
  52. 52. 56 Never Make a Testimonials Page
  53. 53. When you say it, it’s marketing. When they say it, it’s social proof. Social Proof and Testimonials
  54. 54. 58 Subsequent Conversions
  55. 55. Subsequent Conversions
  56. 56. Combine Your Champions
  57. 57. 61 EXAMPLE: How to Market an Event
  58. 58. 62 EXAMPLE: How to Market an Event
  59. 59. 63 EXAMPLE: How to Market an Event
  60. 60. 64 EXAMPLE: How to Market an Event
  61. 61. 65 Where there’s traffic, there’s hope!
  62. 62. • Blogging Template Shared Google Doc • Andy Crestodina @crestodina orbitmedia.com/blog A thank you gift… for you.
  63. 63. Andy Crestodina orbitmedia.com/blog Thank you!
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