The purpose of this presentation is to understand the best practices for setting up digital marketing goals, how to track and seeing the whole picture of how different channels work together.
451 Marketing works with brands to build awareness, engage customers, create fan loyalty, and drive business through an integrated communications approach.
This quote exemplifies the common concerns of many businesses when it comes to their marketing dollars. Not all marketing efforts can be quantifiable which leads to questioning some of your marketing efforts all together. The great thing about digital marketing is that it is quantifiable, so much so, that in certain channels you can actually put a dollar value on the cost per lead or conversion and compare that to the revenue actually generated. Now more than ever, your marketing efforts have a calculated ROI. Or at least try….
Last year there was almost 2 trillion searches on Google – that equals out to over 5 billion searches a day.
Cascading effect – these channels amplify your message. If you’re active in all of these different channels, that’s great. But how do you know which ones are driving people to your site? How do you know if these channels are driving conversions and leads?
All of this can be overwhelming at times – but there is a silver lining. There are tools that can help you quantify all of your marketing efforts.
Before we get into how to track your marketing efforts – there are a few questions every business should ask themselves – the first, what do we measure? What is important to your business? It’s important to know first what are your overall business goals and how can your online channels assist in reaching those business goals?
Understanding your market and the performance of your competitors is invaluable. You can only learn so much from the performance data of just your site. Understanding the overall market and basing goals on these trends will set you up for success.
Google analytics is a free site tracking tool that allows you to gather information on where customers are accessing your website from and how they interact with each page, in real time
This questions is asked because as a business you want to know which one of your marketing dollars or efforts deserves the credit for this conversion. In terms of ROI, it’s not so cut and dry.
In this Top Conversion Paths report provided by Google analytics, you can see all the various paths a visitor took to eventually convert on the site. You can see that some converted after visiting the site twice on a paid ad and then some searched organically and then bookmarked your site and then later converted.
This is 2 different assisted conversion reports from Google Analytics. These reports really help show the big picture of how your marketing efforts are performing and how they are working together. 1.) First you have the last click or direct conversions which we normally report on. 2.) Then you have the Assisted conversions. This shows how many conversions each channel assisted in. You can see here in this report that ppc advertising bright in a total of 168 conversion, but in addition assisted with 145 conversion. Display is another great example – while display advertisement only drove 6 conversion, it assisted in 27 conversions.As you can see, with a great digital marketing strategy, all of your channels work together to achieve the same goal.
Of course it’s important to have specific goal ROI per channel especially for the channels that are highly quantitative: PPC, Facebook Ads, Display Ads. But really – there are other valuable channels that are not as quantitative: SEO, Social
The big picture is all about having an overarching business goal in terms of your business online and utilizing your different channels to obtain those business goals.
Intro to 451 Marketing
Analytics for the Marketer
SEO Account Manager
National Public Relations, Social
Media, and Search Marketing Agency
Founded in 2004
Headquartered in Boston and
representing Los Angeles, New York,
San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013
an award recognizing the fastest
growing private companies
headquartered in Massachusetts
About 451 Marketing
Half of the money I spend on
advertising is wasted;
the trouble is I don’t
know which half.
-John Wanamaker (1838-1922)
5,134,000,000 Per Day
Worldwide, 1,873,910,000,000 searches
conducted on Google last year.
Fully-customizable dashboard of social media content
Sync multiple social media accounts
• Schedule content
• Allows for integration of internet
apps such as YouTube (advantage
• Organize lists, trends, interactions,
• Pro Version allows for integration
of Google Analytics and Facebook