Web123 Internet Marketing Goal Setting-11-30-2011
 

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Web123 Internet Marketing Goal Setting-11-30-2011 Presentation Transcript

  • 1. Internet Marketing Goal Setting3 Rules for Driving Successful Digital Marketing OutcomesDial: +1 (215) 383-1016Access Code: 377-389-246 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items #wm123 @bradleywjoe
  • 3. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com #wm123 @bradleywjoe
  • 4. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 facebook.com/webmarketing123 #wm123 @bradleywjoe
  • 5. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Diagnostic. Details at end of webinar. #wm123 @bradleywjoe
  • 6. Webinar Agenda What “Good” Metrics Look Like1 Understanding which search marketing goals make sense for your business Tracking Online Activity2 Learn how to utilize web analytics to tie visitor behavior to business goals Measuring Success3 How to monitor and improve your search marketing results #wm123 @bradleywjoe
  • 7. Webinar Agenda What “Good” Metrics Look Like1 Understanding which search marketing goals make sense for your business Tracking Online Activity2 Learn how to utilize web analytics to tie visitor behavior to business goals Measuring Success3 How to monitor and improve your search marketing results #wm123 @bradleywjoe
  • 8. 1 The Challenge With Digital Marketing Typical marketing metrics do not work Data Continuity Most Marketers are Not “Digital Natives” #wm123 @bradleywjoe
  • 9. 1 The Challenge With Digital Marketing Typical marketing metrics do not work Data Continuity Most Marketers are Not “Digital Natives” #wm123 @bradleywjoe
  • 10. 1 The Challenge With Digital Marketing Typical marketing metrics do not work Data Continuity Most Marketers are Not “Digital Natives” - Data getting interpreted in many different ways - Business units report on different metrics #wm123 @bradleywjoe
  • 11. 1 The Challenge With Digital Marketing Typical marketing metrics do not work Data Continuity Most Marketers are Not “Digital Natives” - Data getting interpreted - Marketers not fully in many different ways accustomed to web marketing - Business units report on different metrics - Do not know what “good” looks like #wm123 @bradleywjoe
  • 12. 1 What is a KPI? Definition of a key performance indicatorKey Performance Indicator:- Measures the progress of an organization in achieving its strategic goals- Quantitative measurement taken over a defined period of time (monthly, quarterly, yearly)- Needs to be actionable! #wm123 @bradleywjoe
  • 13. 1 KPIs Differ Depending on the Audience Tailor your metrics for your audience #wm123 @bradleywjoe
  • 14. 1 KPIs Differ Depending on the Audience Tailor your metrics for your audience Marketing Team- More granular- Focused on specific marketing activities/results- Easy to understand; i.e. team sees how their work can affect this metric #wm123 @bradleywjoe
  • 15. 1 KPIs Differ Depending on the Audience Tailor your metrics for your audience Marketing Team Executives- More granular - Metrics should align with business objectives/goals- Focused on specific marketing activities/results - Less “in the weeds”- Easy to understand; i.e. - Conveys how Marketing team sees how their work contributes to revenue growth can affect this metric #wm123 @bradleywjoe
  • 16. 1 Common Search Marketing Metrics Sample KPIs for Marketing TeamCommon metrics include:• % of keywords on page 1• Website visits• Organic search visits• Number of leads/sales generated• Cost per lead/cost per sale• Average order value (AOV) #wm123 @bradleywjoe
  • 17. 1 Common Search Marketing Metrics Sample KPIs for Marketing TeamCommon metrics include:• % of keywords on page 1• Website visits• Organic search visits• Number of leads/sales generated• Cost per lead/cost per sale• Average order value (AOV) #wm123 @bradleywjoe
  • 18. 1 Common Search Marketing Metrics Sample KPIs for Marketing TeamCommon metrics include:• % of keywords on page 1• Website visits• Organic search visits• Number of leads/sales generated• Cost per lead/cost per sale• Average order value (AOV) #wm123 @bradleywjoe
  • 19. Key Action #11. Identify the top 3 business goals for 2012.2. What are 5 KPIs you can start tracking today to measure achievement of these goals? #wm123 @bradleywjoe
  • 20. Webinar Agenda What “Good” Metrics Look Like1 Understanding which search marketing goals make sense for your business Tracking Online Activity2 Learn how to utilize web analytics to tie visitor behavior to business goals Measuring Success3 How to monitor and improve your search marketing results #wm123 @bradleywjoe
  • 21. 2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward and actionable #wm123 @bradleywjoe
  • 22. 2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward and actionableInsight and Action• Removes the guesswork from marketing programs• Allows for projections and comparisons to past performance• True accountability at all levels! #wm123 @bradleywjoe
  • 23. 2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward and actionableInsight and Action• Removes the guesswork from marketing programs• Allows for projections and comparisons to past performance• True accountability at all levels!Competitive Advantage• Better alignment/deployment of resources• More accurate data to determine what’s working (and what’s not) #wm123 @bradleywjoe
  • 24. 2 Web Analytics Essentials Web analytics programs currently used by enterprises #wm123 @bradleywjoe
  • 25. 2 Web Analytics Essentials Web analytics programs currently used by enterprises #wm123 @bradleywjoe
  • 26. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs Problem Recognition Information Search Evaluation of Alternatives Purchase Decisions Purchase #wm123 @bradleywjoe
  • 27. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition get to our site? Information Search Evaluation of Alternatives Purchase Decisions Purchase #wm123 @bradleywjoe
  • 28. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search Evaluation of Alternatives Purchase Decisions Purchase #wm123 @bradleywjoe
  • 29. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of visitors? Alternatives Purchase Decisions Purchase #wm123 @bradleywjoe
  • 30. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of What are our visitors? Alternatives most popular webpages? Purchase Decisions Purchase #wm123 @bradleywjoe
  • 31. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of What are our visitors? Alternatives most popular webpages? Purchase How many Decisions people fill out our “Contact us” form? Purchase #wm123 @bradleywjoe
  • 32. 2 Analytics Answers the Following Questions A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of What are our visitors? Alternatives most popular webpages? Purchase How many Decisions people fill out our “Contact us” form? What is my Average Order Purchase Value (AOV)? #wm123 @bradleywjoe
  • 33. 2 Optimal Data Collection Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection #wm123 @bradleywjoe
  • 34. 2 Optimal Data Collection Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collectionThe Ability to Track “Goals”• Sales/transactions• Form fill outs• Downloads, newsletter subscriptions #wm123 @bradleywjoe
  • 35. 2 Optimal Data Collection Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collectionThe Ability to Track “Goals”• Sales/transactions• Form fill outs• Downloads, newsletter subscriptionsImplementation of Tracking Code on All Pages ofSite• Know that the data is reliable and enterprise-wide• Cross-domain, sub-domain tracking script will becritical, especially for large enterprises with multiplesites #wm123 @bradleywjoe
  • 36. 2 Keyword Rankings Measured on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  • 37. 2 Organic Search Traffic Measures effectiveness of SEO program #wm123 @bradleywjoe
  • 38. 2 Organic Search Traffic Measures effectiveness of SEO program #wm123 @bradleywjoe
  • 39. 2 Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  • 40. Key Action #21. What are the website conversion metrics (form fill outs, e-commerce transaction, etc.) for your business?2. How do you track these metrics today?3. If you don’t, go here: www.google.com/analytics and install analytics code today. It’s free! #wm123 @bradleywjoe
  • 41. Webinar Agenda What “Good” Metrics Look Like1 Understanding which search marketing goals make sense for your business Tracking Online Activity2 Learn how to utilize web analytics to tie visitor behavior to business goals Measuring Success3 How to monitor and improve your search marketing results #wm123 @bradleywjoe
  • 42. 3 Biggest Factors Influencing Online Success Build a program Action Plan!Track the following:• Deliverables• Owners• Due Dates• Status• Key Milestones #wm123 @bradleywjoe
  • 43. 3 Biggest Factors Influencing Online Success Build a program Action Plan!Track the following:• Deliverables• Owners• Due Dates• Status• Key Milestones Why? This will improve both accountability and outcomes #wm123 @bradleywjoe
  • 44. 3 Roll-up View of Scorecard Sample view of determining program’s success #wm123 @bradleywjoe
  • 45. Key Action #31. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?2. Can you identify the marketing channels that will help you achieve these goals? #wm123 @bradleywjoe
  • 46. Key Takeaways• Identify the Business Case: First identify the business problem that search marketing aims to solve. This will align all members around a common goal.• What Gets Measured, Gets Managed: Take advantage of analytics tools to start tracking important website metrics and set up website goals.• Get Specific: Create a scorecard for web marketing activity. Regardless of tactics utilized, don’t lose site of overall strategy and expected business outcomes. #wm123 @bradleywjoe
  • 47. Thank You!
  • 48. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @bradleywjoe
  • 49. Calculating the Cost of the ProblemBy applying standard conversion metrics throughout the purchasingfunnel, we can identify lost revenue on a monthly basis #wm123 @bradleywjoe