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

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

  • Andy Crestodina Orbit Media Studios @crestodina Forget Big Data
  • Source: McKinsey & Company Marketing Aren’t Using Data Enough 50%of companies struggling to measure the impact of digital marketing on sales and profit
  • Source: McKinsey & Company Marketing Aren’t Using Data Enough 63%of projects do not use marketing analytics to inform decisions View slide
  • Objective HOW TO USE DATA TO MAKE SMART MARKETING DECISION$ View slide
  • 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
  • (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…
  • Traffic x Conversion Rate = Leads …so let’s make it simple
  • 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
  • The Funnel $
  • The Funnel + Marketing
  • 12 Types of traffic…
  • Visitor Flow
  • 14 Where there’s traffic, there’s hope!
  • TOP OF THE FUNNEL
  • Audience Overview Report
  • Healthy! Risky… Diversify Your Traffic Sources
  • Diversify Your Traffic Sources
  • 20 Top Content Report
  • 21 Find Your Traffic Champions
  • 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
  • Which posts have the most ranking potential? Low Hanging SEO Fruit
  • 24 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page two!
  • 25 Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page 2…
  • 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
  • If GE only knew…
  • Poor Job of Indicating Relevance…
  • • 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)
  • GE Search Opportunity
  • 31 Finding Internal Linking Candidates
  • Finding Internal Linking Candidates
  • • 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?
  • 34 Source: Periodic Table of Content The Periodic Table of Content
  • MIDDLE OF THE FUNNEL
  • 37 Campaign Report
  • Heat Maps
  • “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
  • Before… After… Conversion Optimization for Subscribers
  • 41 1900% Increase in Subscribers
  • 42 • Prominent • Promise • Proof Why did it work?
  • • Tons of Form Fields • Asking for Personal Info • No Proof, No Promise Worst Signup Form Ever…
  • Which are the most compelling posts on your blog? Find Your Conversion Champions
  • 45 Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Subscribers Per Blog Post
  • 46 Pageviews per Blog Post
  • …also known as conversion rate! Subscribers per Pageview Per Blog Post
  • 48 Let’s watch that in slow mo…
  • • 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…
  • Lewis Carroll Alice in Wonderland “If you don’t know where you are going, any road will get you there.”
  • BOTTOM OF THE FUNNEL
  • 53 Conversion Report
  • Why do visitors take action?
  • 55 Testimonials & Social Proof
  • 56 Never Make a Testimonials Page
  • When you say it, it’s marketing. When they say it, it’s social proof. Social Proof and Testimonials
  • 58 Subsequent Conversions
  • Subsequent Conversions
  • Combine Your Champions
  • 61 EXAMPLE: How to Market an Event
  • 62 EXAMPLE: How to Market an Event
  • 63 EXAMPLE: How to Market an Event
  • 64 EXAMPLE: How to Market an Event
  • 65 Where there’s traffic, there’s hope!
  • • Blogging Template Shared Google Doc • Andy Crestodina @crestodina orbitmedia.com/blog A thank you gift… for you.
  • Andy Crestodina orbitmedia.com/blog Thank you!