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Stay on Track: Strategic Benchmarking for Search Marketing

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SEO Consultant Dylan Brooks presents how to measure and track your digital marketing efforts with benchmarking.

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Stay on Track: Strategic Benchmarking for Search Marketing

  1. 1. Stay On Track Strategic Benchmarking For Search Marketing Dylan Brooks Digital Marketing Consultant
  2. 2. Welcome to Masters of Marketing If you have questions, please enter them in the chat window Our Twitter handle is @InsTechCorp Join the conversation with #MastersMktg A recording of today’s webinar will be posted at https://www.resources.getitc.com/masters-of-marketing/ Mark your calendar! Our next Masters of Marketing webinar: Insurance Website Roundtable featuring Karly Baker, Darmini Kara, and Jayci Morrison This will take place on Thursday, October 17th at 12 PM CDT
  3. 3. Is it important to measure your marketing efforts?
  4. 4. Yet, only 18% of marketers believe they accurately measure ROI. -LinkedIn Study (2018)
  5. 5. So, how can we bridge this gap?
  6. 6. What We’ll Cover The two critical questions for marketing measurement Why strategic benchmarking matters How the digital marketing lifecycle affects benchmarking When to adjust your benchmarks
  7. 7. Marketing Measurement starts by asking the right questions
  8. 8. Key Marketing Measurement Questions 1. Where are we now? 2. Where do we want to be?
  9. 9. What do these questions imply?
  10. 10. What These Questions Imply Where we are is evolving There’s a gap between where we are and where we’re going
  11. 11. Strategic Benchmarking addresses both questions
  12. 12. Strategic Benchmarking An approach to marketing measurement that evolves with the needs of your business
  13. 13. Why does Strategic Benchmarking matter in Digital Marketing?
  14. 14. The Business Lifecycle
  15. 15. The Advertising Lifecycle
  16. 16. The Digital Marketing Lifecycle
  17. 17. The Key Takeaway: Success is not one-size-fits- all
  18. 18. So, how do we benchmark strategically for each stage of the Digital Marketing Lifecycle?
  19. 19. Start With Measurement Tools Essential Tools Website/app analytics Search visibility tools Suggestion: Start with Google Google Analytics Google Search Console
  20. 20. Benchmarking For Each Stage
  21. 21. Introduction Your website/app is Brand new Newly redesigned Newly rebranded Focus on Branded searches Website traffic increases
  22. 22. Awareness Your website/app is Gaining visibility in search Seeing growth in visits Focus on Specific product searches Organic website traffic increases User behavior on website
  23. 23. Adoption Your website/app is Established in search results Driving steady traffic each month Focus on Click-through Rates (CTR) from search engines Website/app lead counts Digital marketing revenue
  24. 24. How do we know if our benchmarks are correct?
  25. 25. Assessing Our Benchmarks This can be difficult Digital marketing is fluid You’re in a cohort of one One technique to consider The two-month rule
  26. 26. The Two Month Rule Look at your website/app analytics and search visibility reporting each month Only make changes after two consecutive months (or more) of poor results
  27. 27. Key Takeaways 1. Be agile 2. Consider context 3. Don’t panic!
  28. 28. What We Covered The two critical questions for marketing measurement Why strategic benchmarking matters How the digital marketing lifecycle affects benchmarking When to adjust your benchmarks
  29. 29. Thanks For Attending! Feel free to ask any remaining questions! A recording of today’s webinar will be posted at https://www.resources.getitc.com/masters-of-marketing/ Mark your calendar! Our next Masters of Marketing webinar: Insurance Website Roundtable featuring Karly Baker, Darmini Kara, and Jayci Morrison This will take place on Thursday, October 17th at 12 PM CDT

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