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How to Measure Brand Health with Content Marketing Engagement Metrics

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Content marketing is best described as the "art of communicating with your customers and prospects without selling." If your brand is like most, however, your content marketing probably promotes the brand too much and your audience tunes you out.

David Beebe, Vice President of Global Creative and Content Marketing for Marriott International explains, “Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” You have to let people get to know your brand, like your brand and then eventually trust your brand enough to buy from you. Let's say you've accomplished letting people get to know your brand. How do you know how much they like your brand?

Brand health measures how your digital audience feels about you. We can measure this two ways: engagement and audience growth. For this post, we'll focus on engagement, which we can measure with the following:

Time on site: The amount of time visitors spends on your site.
Repeat visitors: The number of times someone engages with your brand.
Social likes: Which content is resonating most with your audience.
Subscriptions: People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them.
Bounce rate: The percentage of visitors who enter your site and then leave, rather than continuing to view other pages.

Published in: Marketing
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How to Measure Brand Health with Content Marketing Engagement Metrics

  1. 1. How to Measure Brand Health with Content Marketing Engagement Metrics
  2. 2. If you’re like most brands, you probably promote yourself too much. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  3. 3. (and we tune you out) BRAND AWARENESS BRAND HEALTH CONVERSIONS
  4. 4. David Beebe Vice President of Global Creative + Content Marketing, Marriott International Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date. ” “ BRAND AWARENESS BRAND HEALTH CONVERSIONS
  5. 5. BRAND AWARENESS BRAND HEALTH CONVERSIONS LET PEOPLE GET TO… 1  KNOW YOUR BRAND
  6. 6. BRAND AWARENESS BRAND HEALTH CONVERSIONS LET PEOPLE GET TO… 1  KNOW YOUR BRAND 2  LIKE YOUR BRAND
  7. 7. LET PEOPLE GET TO… 1  KNOW YOUR BRAND 2  LIKE YOUR BRAND 3  TRUST YOUR BRAND ENOUGH TO BUY FROM YOU BRAND AWARENESS BRAND HEALTH CONVERSIONS
  8. 8. Brand health measures how your digital audience feels about you. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  9. 9. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them.
  10. 10. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  11. 11. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  12. 12. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  13. 13. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  14. 14. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: TIME ON SITE
  15. 15. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  16. 16. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  17. 17. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  18. 18. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  19. 19. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  20. 20. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  21. 21. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  22. 22. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  23. 23. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  24. 24. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  25. 25. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  26. 26. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  27. 27. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  28. 28. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  29. 29. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  30. 30. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  31. 31. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  32. 32. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  33. 33. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  34. 34. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  35. 35. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  36. 36. When determining your time on site goals, it’s important to keep in mind why someone is going to your site. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  37. 37. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: REPEAT VISITORS
  38. 38. 96% of people visiting your site aren’t actually ready to purchase from you. Source: Social Media Today, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  39. 39. So you need to think of other ways to bring prospects back to your site so that when they are ready to purchase, they choose you. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  40. 40. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 If your ultimate goal is to sell a product or service, you're much more likely to sell to visitors who come back time after time. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  41. 41. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 Repeat Visitor Ratio (RVR) measures the percentage of visitors who return to your site after an initial visit during some specific time period. Let’s say you got 4,000 visitors this month and 800 were repeat visitors. 800/4,000 = 20% BRAND AWARENESS BRAND HEALTH CONVERSIONS
  42. 42. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 RVR is great way to determine whether you are successfully engaging your site visitors. New visitors are fine, but repeat visitors are great since once you "have" a new reader you don't have to spend time and money attracting that reader--your content is sufficient. So the higher your RVR the better your website must be at engaging the average new visitor. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  43. 43. To put a monetary value on RVR, we need to look at the average amount you’re spending in advertising to drive net new traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  44. 44. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  45. 45. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  46. 46. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  47. 47. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors. 800 * $1.56 = $1,250 Therefore, our repeat visitors are valued at $1,250 per month. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  48. 48. How do you improve your RVR? BRAND AWARENESS BRAND HEALTH CONVERSIONS
  49. 49. 1.  Better target your marketing 2.  Provide great content 3.  Ensure site navigation is streamlined and intuitive 4.  Constantly create new content to keep the site fresh and relevant. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 How do you improve your RVR?
  50. 50. Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… BRAND AWARENESS BRAND HEALTH CONVERSIONS
  51. 51. Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… Otherwise you’ll be preaching to the same choir. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  52. 52. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SOCIAL LIKES
  53. 53. Social “likes” are a light indicator for whether or not your audience is resonating with your content. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  54. 54. While many have tried, it is difficult to assess real value in a like. However, it is important to track social shares over time to ensure your content is reaching baseline or increasing level of engagement. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  55. 55. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SUBSCRIPTIONS
  56. 56. Source: AMEX Open Forum, What’s Your Email List Worth (In Actual Dollars)?, 2013 Your email list is an asset, and should be valued as such. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  57. 57. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS FIRST THING’S FIRST:
  58. 58. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS POSITIVE RETURN DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark.
  59. 59. NEGATIVE RETURNS! Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark. or, worse yet, to the point of negative returns. BRAND AWARENESS BRAND HEALTH CONVERSIONS POSITIVE RETURN DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST
  60. 60. Knowing your cost to obtain a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  61. 61. Knowing your cost to obtain a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… And what your maximum allowable cost to obtain a new subscriber should be. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  62. 62. As a rule of thumb, your list sign-up cost per acquisition (CPA) should be well under your average sale amount from a new customer and within range of what you pay to obtain other valuable actions, such as webinar sign-ups, free content downloads or even direct sales. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  63. 63. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 First, calculate what it actually costs you to get a new subscriber from each list-building method. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  64. 64. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 Now we need to determine your maximum allowable CPA for acquiring a new list member, and continue to invest in the methods that fall at or below your CPA. First, calculate what it actually costs you to get a new subscriber from each list-building method. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10
  65. 65. BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say you’ve tested a few tactics and decided that your maximum allowable CPA for a new email address is $1.50. MAXIMUM ALLOWABLE COST $1.50
  66. 66. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 Moving forward, you’ll want to continue pursuing all methods costing $1.50 or less.
  67. 67. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 Over time, we need to also measure the quality of the subscribers on your list by monitoring things like average sale value and unsubscribe rate.
  68. 68. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA.
  69. 69. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA. The higher the quality of subscribers you attract, the more likely they are to convert to becoming not only customers but also your best customers-resulting in more revenue from which to raise your CPA.
  70. 70. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 To calculate the value per subscriber, we need find the difference between the sale value and cost per acquisition for the subscribers. To do this, we use the formula below: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS
  71. 71. BRAND AWARENESS BRAND HEALTH CONVERSIONSBRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 We’ll use Facebook Ads as an example: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS VALUE PER SUBSCRIBER = ( 200 * 100 * ( 1 – 0.30 ) – 200 * 2.30 ) / 200 Therefore, the value of each Facebook subscription is $67.70
  72. 72. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber.
  73. 73. BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber. However, since paid search’s CPA is more expensive than our maximum allowance of $1.50, we should defer to webinar and Twitter tactics. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90
  74. 74. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: BOUNCE RATE
  75. 75. Your site’s bounce rate is a metric that indicates the percentage of people who land on one of your web pages and then leave without clicking anywhere else on your site. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  76. 76. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts.
  77. 77. A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts. Since attracting and converting visitors into qualified leads is the main objective for content marketing, this is an important metric to measure and improve. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  78. 78. How should your site stack up? Here are some good bounce rate benchmarks: Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS CONTENT WEBSITES 10 20 30 40 50 60 70 80 90 % LEAD GENERATION 10 20 30 40 50 60 70 80 90 % BLOGS 10 20 30 40 50 60 70 80 90 % RETAIL SITES 10 20 30 40 50 60 70 80 90 % SERVICE SITES 10 20 30 40 50 60 70 80 90 % LANDING PAGES 10 20 30 40 50 60 70 80 90 % 40% - 60% 30% - 50% 20% - 40% 10% - 30% 70% - 90% 70% - 98%
  79. 79. Why do visitors bounce? Two reasons: 1  They didn’t find what they were looking for 2  The page wasn’t user-friendly BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  80. 80. So what can you do to improve your site’s bounce rate? BRAND AWARENESS BRAND HEALTH CONVERSIONS
  81. 81. Attract the right visitors •  Choose the right keywords to match your content -- not just to attract the most number of visitors •  Maintain top rankings for branded terms •  Write attractive, useful meta descriptions for search engine users BRAND AWARENESS BRAND HEALTH CONVERSIONS ATTRACT THE RIGHT VISITORS Choose the right keywords to match your content, not just attract any visitors Create multiple landing pages with unique content and keywords for different types of visitors Write attractive, useful meta-descriptions for search engine users Maintain top rankings for branded terms. Improve targeting of online advertising campaigns. Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  82. 82. BRAND AWARENESS BRAND HEALTH CONVERSIONS Enhance usability •  Make your text readable through sensible organization and the use of larger fonts, bulleted lists, white space, good color contrast, and large headlines •  Use well-organized, responsive layouts that allow for quick and easy navigation on all platforms and browsers ENHANCE USABILITY 16 34 25 GOOD COLOR CONTRAST LARGE HEADLINES SENSIBLE ORGANIZATION BULLETED LISTS LARGER FONTSWHITE SPACE MAKE TEXT READABLE Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  83. 83. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 Use a good layout •  Quick navigation •  Easy to find search •  Content in sections •  Responsive layout for multiple platforms and browsers USE GOOD LAYOUT Responsive layout for multiple platforms and browsers 17.4% of views from mobile devices EASY TO FIND SEARCH QUICK NAVIGATION CONTENT IN SECTIONS
  84. 84. BRAND AWARENESS BRAND HEALTH CONVERSIONS Speed up page load •  Use little or no self-loading multimedia content. •  Set external links to open in new browser windows/tabs. •  Don’t let ads distract from your content: Place static ads to sides, and avoid pop-ups and self-loading multimedia ads SPEED UP PAGELOAD USE LITTLE OR NO SELF-LOADING MULTIMEDIA CONTENT. SET EXTERNAL LINKS TO OPEN IN NEW WINDOWS DON’T LET ADS DISTRACT Place static ads to sides Avoid pop-ups Avoid self-loading multimedia ads Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  85. 85. BRAND AWARENESS BRAND HEALTH CONVERSIONS Provide good content •  Have an obvious main message •  Use clear headers and subheads •  Tailor content to intended visitors •  Use stylish copy and images •  Make your content error-free •  Include a clear call-to-action and obvious links to next steps PROVIDE GOOD CONTENT 1 Obvious main message 2 Clear heads and subheads 6 Clear call to action 3 Tailored to intended visitors 4 Stylish copy and images 5 Few errors 7 Obvious links to next steps Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
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  88. 88. Get in touch! STRATEGY@NEWSCRED.COM

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