Internet Marketing Goal Setting3 Rules for Driving Successful Digital Marketing OutcomesDial: +1 (215) 383-1016Access Code...
Housekeeping Items                     #wm123                     @bradleywjoe
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com                               ...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
Webinar Agenda    What “Good” Metrics Look Like1   Understanding which search marketing goals make    sense for your busin...
Webinar Agenda    What “Good” Metrics Look Like1   Understanding which search marketing goals make    sense for your busin...
1 The Challenge With Digital Marketing  Typical marketing metrics do not work           Data         Continuity           ...
1 The Challenge With Digital Marketing  Typical marketing metrics do not work           Data         Continuity           ...
1 The Challenge With Digital Marketing  Typical marketing metrics do not work            Data          Continuity         ...
1 The Challenge With Digital Marketing  Typical marketing metrics do not work            Data          Continuity         ...
1 What is a KPI?     Definition of a key performance indicatorKey Performance Indicator:-   Measures the progress of an or...
1 KPIs Differ Depending on the Audience  Tailor your metrics for your audience                                          #w...
1 KPIs Differ Depending on the Audience    Tailor your metrics for your audience       Marketing Team-   More granular-   ...
1 KPIs Differ Depending on the Audience    Tailor your metrics for your audience       Marketing Team                     ...
1 Common Search Marketing Metrics    Sample KPIs for Marketing TeamCommon metrics include:• % of keywords on page 1• Websi...
1 Common Search Marketing Metrics    Sample KPIs for Marketing TeamCommon metrics include:• % of keywords on page 1• Websi...
1 Common Search Marketing Metrics    Sample KPIs for Marketing TeamCommon metrics include:• % of keywords on page 1• Websi...
Key Action #11. Identify the top 3 business goals for   2012.2. What are 5 KPIs you can start   tracking today to measure ...
Webinar Agenda    What “Good” Metrics Look Like1   Understanding which search marketing goals make    sense for your busin...
2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward an...
2 Why Analytics? Why Now?  With ever-increasing data sources available, businesses need  metrics that are straightforward ...
2 Why Analytics? Why Now?  With ever-increasing data sources available, businesses need  metrics that are straightforward ...
2 Web Analytics Essentials  Web analytics programs currently used by enterprises                                          ...
2 Web Analytics Essentials  Web analytics programs currently used by enterprises                                          ...
2 Analytics Answers the Following Questions  A few metrics we can track with website analytics programs                   ...
2 Analytics Answers the Following Questions     A few metrics we can track with website analytics programs  How manyvisito...
2 Analytics Answers the Following Questions     A few metrics we can track with website analytics programs  How manyvisito...
2 Analytics Answers the Following Questions     A few metrics we can track with website analytics programs  How manyvisito...
2 Analytics Answers the Following Questions     A few metrics we can track with website analytics programs  How manyvisito...
2 Analytics Answers the Following Questions     A few metrics we can track with website analytics programs  How manyvisito...
2 Analytics Answers the Following Questions     A few metrics we can track with website analytics programs  How manyvisito...
2 Optimal Data Collection  Regardless of which analytics program your business uses, there are  a few “must haves” for opt...
2 Optimal Data Collection      Regardless of which analytics program your business uses, there are      a few “must haves”...
2 Optimal Data Collection      Regardless of which analytics program your business uses, there are      a few “must haves”...
2 Keyword Rankings Measured on a weekly, bi-weekly, or monthly basis                                                     #...
2 Organic Search Traffic  Measures effectiveness of SEO program                                          #wm123           ...
2 Organic Search Traffic  Measures effectiveness of SEO program                                          #wm123           ...
2 Organic Search Traffic        Measures effectiveness of SEO programFilter out “branded” traffic                         ...
Key Action #21. What are the website conversion metrics   (form fill outs, e-commerce transaction,   etc.) for your busine...
Webinar Agenda    What “Good” Metrics Look Like1   Understanding which search marketing goals make    sense for your busin...
3 Biggest Factors Influencing Online Success     Build a program Action Plan!Track the following:• Deliverables• Owners• D...
3 Biggest Factors Influencing Online Success     Build a program Action Plan!Track the following:• Deliverables• Owners• D...
3 Roll-up View of Scorecard  Sample view of determining program’s success                                                 ...
Key Action #31. When you signed off on your   business plan goals for 2012, what   did you commit to (10% increase in   le...
Key Takeaways• Identify the Business Case: First identify the business problem  that search marketing aims to solve. This ...
Thank You!
Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not rankin...
Calculating the Cost of the ProblemBy applying standard conversion metrics throughout the purchasingfunnel, we can identif...
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Web123 Internet Marketing Goal Setting-11-30-2011

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Web123 Internet Marketing Goal Setting-11-30-2011

  1. 1. Internet Marketing Goal Setting3 Rules for Driving Successful Digital Marketing OutcomesDial: +1 (215) 383-1016Access Code: 377-389-246 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items #wm123 @bradleywjoe
  3. 3. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com #wm123 @bradleywjoe
  4. 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. 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. 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. 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. 8. 1 The Challenge With Digital Marketing Typical marketing metrics do not work Data Continuity Most Marketers are Not “Digital Natives” #wm123 @bradleywjoe
  9. 9. 1 The Challenge With Digital Marketing Typical marketing metrics do not work Data Continuity Most Marketers are Not “Digital Natives” #wm123 @bradleywjoe
  10. 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. 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. 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. 13. 1 KPIs Differ Depending on the Audience Tailor your metrics for your audience #wm123 @bradleywjoe
  14. 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. 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. 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. 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. 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. 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. 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. 21. 2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward and actionable #wm123 @bradleywjoe
  22. 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. 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. 24. 2 Web Analytics Essentials Web analytics programs currently used by enterprises #wm123 @bradleywjoe
  25. 25. 2 Web Analytics Essentials Web analytics programs currently used by enterprises #wm123 @bradleywjoe
  26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 36. 2 Keyword Rankings Measured on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  37. 37. 2 Organic Search Traffic Measures effectiveness of SEO program #wm123 @bradleywjoe
  38. 38. 2 Organic Search Traffic Measures effectiveness of SEO program #wm123 @bradleywjoe
  39. 39. 2 Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  40. 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. 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. 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. 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. 44. 3 Roll-up View of Scorecard Sample view of determining program’s success #wm123 @bradleywjoe
  45. 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. 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. 47. Thank You!
  48. 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. 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
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