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Bottom Line Marketing: How To Improve Marketing ROI

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This is the first part of a series of presentations on marketing strategy and deals with improving marketing ROI.

It's full of colorful slides to make points simply and clearly.

This 70-slide PowerPoint presentation will:

1. Give you a comfort level with Social Media and its place in your marketing program.
2. Introduce a systematic approach to marketing that will ensure your plans are effective and efficient.
3. Provide 3 worksheets to help you improve ROI.
4. Show you the full business upside when the Bottom Line process is used.

For more, please

Published in: Business, Technology
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Bottom Line Marketing: How To Improve Marketing ROI

  1. 1. Bottom Line Marketing<br />
  2. 2. Bottom Line Marketing<br /><ul><li>Process to Improve ROI
  3. 3. Comfort Level With Digital Change
  4. 4. Websites
  5. 5. Social Media
  6. 6. Facebook</li></li></ul><li>Feel The Pain?<br />“Facebook is an industry. I don’t have the time, money or resources to manage it. What should I do?”<br />- Vistage Member<br />
  7. 7. What comes to mind when I say Social Media and Facebook?<br />
  8. 8. What comes to mind when I say Social Media and Facebook?<br />“I don’t get it.”<br />“I don’t what to miss the bus.” <br />“I don’t know how to quantify it.” <br />“Make it go away.” <br />“I feel pushed into it.”<br />
  9. 9. What comes to mind when I say Social Media and Facebook?<br />“I don’t get it.” (fear of unknown, frustration)<br />“I don’t what to miss the bus.” (fear of losing out)<br />“I don’t know how to quantify it.” (uncertainty)<br />“Make it go away.” (confusion)<br />“I feel pushed into it.” (loss of control) <br />
  10. 10. What is your goal for Social Media?<br />
  11. 11. What is your goal for Social Media?<br />Use it to generate lots of money.<br />Master it.<br />Understand it so I can manage it.<br />I don’t need to understand it as long as it generates customers and sales.<br />
  12. 12. The Problem<br />Change that doesn’t fit your success process.<br />New way of competing<br />New way of thinking<br />New vocabulary<br />New culture<br />See only difficulties/no obvious solution<br />
  13. 13. The Problem<br />Change that doesn’t fit your success process.<br />New way of competing<br />New way of thinking<br />New vocabulary<br />New culture<br />See only difficulties/no obvious solution<br />Logical<br />Analytical<br />Cultural<br />Systematic<br />Solution oriented<br />vs.<br />
  14. 14. Frustrated?<br />
  15. 15. Does The Road to Profits Look Like This?<br />
  16. 16. Want it to look like this?<br />
  17. 17. The Path To Profits<br />
  18. 18. Then we need...<br />Systematic Process<br />
  19. 19. Solution Path<br />Re-frame the challenge of Social Media<br />Fit into a familiar environment<br />Establish a systematic process<br />Learn and use new tools for mastery<br />
  20. 20. Bottom Line Marketing<br />Is a<br />Systematic Process<br />
  21. 21. Re-Frame<br />Social Media serves your business. <br />Your business does not serve Social Media.<br />
  22. 22. Re-Frame<br />Engine is business strategy<br />Social Media<br />Marketing <br />
  23. 23. Re-Frame<br />Business is served by adding customers and sales.<br />Choose A or B<br />A<br />B<br />More profit<br />No Facebook Fans<br />No profit<br />Many Facebook Fans<br />
  24. 24. Re-Frame<br />Definition:<br />Social Media is an investment option <br />to achieve a measurable return <br />in customers and sales.<br />
  25. 25. “If it don’t make cents, it don’t make sense.”<br /> -Paraphrased from Dan Zarrella<br />
  26. 26. Start at the beginning<br />
  27. 27. Strategic Alignment<br />
  28. 28. Strategic Alignment<br />
  29. 29. Marketing Foundation<br />
  30. 30. Marketing in Transition<br />Outbound Marketing<br />Inbound Marketing<br />
  31. 31. Marketing in Transition<br />Outbound Marketing<br />Inbound Marketing<br />Traditional<br />Intrusive<br />TV ads<br />Email<br />Direct Mail<br />Phone Calls<br />New<br />Selective<br />Search<br />Social Media<br />Blogging<br />Permission<br />
  32. 32. 5-Steps To Inbound Effectiveness<br />Create<br />Optimize<br />Promote<br />Convert<br />Analyze<br />Courtesy of Hubspot<br />
  33. 33. Three Levels To The Sales Funnel<br /><ul><li>Introduction
  34. 34. Familiarity
  35. 35. Trust</li></li></ul><li>Introduction<br />Educate – don’t sell<br /><ul><li>Whitepaper
  36. 36. Contests
  37. 37. E-book
  38. 38. Giveaways</li></li></ul><li>Familiarity<br />Educate & Inform<br /><ul><li>Webinars
  39. 39. Case Studies
  40. 40. Fact Sheets</li></li></ul><li>Trust<br />Self-Promote<br /><ul><li>Demos
  41. 41. Free </li></ul> Consults<br />
  42. 42. Buyer vs. Seller<br />
  43. 43. Buyer vs. Seller<br />Impact of information flow:<br /><ul><li>Learning
  44. 44. Decisions
  45. 45. Questions
  46. 46. Influence
  47. 47. Process
  48. 48. Price</li></li></ul><li>Persona<br />
  49. 49. Persona<br />Actual Persona:<br />Therefore, we are not offering services, but rather a crown to his ongoing achievements. It is very personal and has an emotional attachment. It will afford him accolades and respect, and reflects highly of his standards and good taste.<br />
  50. 50. Online Foundation<br />Traffic Rank<br />Customer Acquisition<br />Website Re-Launch ROI<br />
  51. 51. Where are you in line?<br />Best Traffic Rank Google #1<br />
  52. 52. Where are you in line?<br />Best Traffic Rank Google #1<br />Sample Vistage Member #8,240,000<br />
  53. 53. Customer Acquisition<br />
  54. 54. Customer Acquisition<br />1. Problem > Search<br />the web<br />2. Magnet > Attract <br />to website<br />3. Avoid a bounce<br />4. Variety of offers<br />4. Capture lead<br />5. Customers !!!<br />
  55. 55. Website Re-Design: 3-Stages<br />Build<br />ROI –<br />New Design<br />Coding<br />New Content<br />Change Culture<br />Grow<br />ROI -/+<br />Gain Competence<br />Gain Skills<br />Expand Knowledge<br />Reach Critical Mass<br />Blog<br />Analyze<br />Add Content<br />Reap/Sustain<br />ROI +<br />Leverage Content Assets<br />Gain Efficiency<br />Reduce Resources<br />Blog<br />Analyze<br />Add Content<br />Launch<br />
  56. 56. Often Underestimated Costs<br />Research / Discovery<br />On-going Maintenance<br />Internal Resources<br />
  57. 57. Elements of Return<br />Actual sales<br />Pipeline sales<br />Relationships<br />Conversations<br />Problems avoided<br />
  58. 58. Worksheet<br />
  59. 59. Social Media Foundation<br />Social Media Policy<br />Digital Skills and Experience<br />Management Decisions<br />The New Conversation<br />
  60. 60. Buy, buy, buy. <br />Talk to me.<br />
  61. 61. Get Attention<br /><ul><li>Time online
  62. 62. “Like”
  63. 63. Followed</li></li></ul><li>Social Media Options<br />
  64. 64. Social Media Options<br />Passive Listening<br />Active Listening<br />Selective Participation <br />Active Participation<br />Active Contributing<br />Thought Leadership<br />Influencing<br />
  65. 65. Social Media Advanced Options<br />Monitor Competition<br />Events<br />Games/Contests<br />Promotions<br />Retail Sales<br />Research<br />
  66. 66. Social Media ROI<br />Key:<br />Area = Opportunity<br />ROI<br />Time & Investment<br />
  67. 67. Social Media ROI<br />Key:<br />Area = Opportunity<br />ROI<br />1 Object e.g. Facebook<br />Time & Investment<br />
  68. 68. Social Media ROI<br />Key:<br />Area = Opportunity<br />ROI<br />Multiple objects<br />1 Object e.g. Facebook<br />Time & Investment<br />
  69. 69. Social Media ROI<br />Key:<br />Area = Opportunity<br />ROI<br />Add blogging, casual activity & listening<br />Multiple objects<br />1 Object e.g. Facebook<br />Time & Investment<br />
  70. 70. Social Media ROI<br />Key:<br />Area = Opportunity<br />Add consistent activity and participation <br />ROI<br />Add blogging, casual activity & listening<br />Multiple objects<br />1 Object e.g. Facebook<br />Time & Investment<br />
  71. 71. Social Media ROI<br />Key:<br />Area = Opportunity<br />Add creating and thought leadership<br />Add consistent activity and participation <br />ROI<br />Add blogging, casual activity & listening<br />Multiple objects<br />1 Object e.g. Facebook<br />Time & Investment<br />
  72. 72. Social Media ROI<br />Key:<br />Area = Opportunity<br />Add creating and thought leadership<br />Add consistent activity and participation <br />ROI<br />Add blogging, casual activity & listening<br />Multiple objects<br />1 Object e.g. Facebook<br />Time & Investment<br />
  73. 73. Social Media Worksheet<br />
  74. 74. Social Media Is Complex<br />
  75. 75. Facebook<br /><ul><li>Don’t disappoint
  76. 76. Keep it fresh
  77. 77. Respond
  78. 78. Keep on the page
  79. 79. Succeed or else</li></li></ul><li>ROI: How high is up?<br />How high is up?<br />
  80. 80. ROI: How high is up?<br />How high is up?<br />Analytics<br />
  81. 81. Value of Analytics: E.G. Facebook vs. Twitter<br />+68%<br />
  82. 82. Try Sending on Weekends<br />Sunday<br />Saturday<br />
  83. 83. Send Early<br />5 am<br />
  84. 84. Optimize email for mobile<br />
  85. 85. ROI: How high is up?<br />How high is up?<br />Testing<br />Analytics<br />
  86. 86. Which color had 21% more conversions?<br />
  87. 87. Which page had +1,363% CTs?<br />
  88. 88. Which page had +1,363% CTs?<br />
  89. 89. Which page had +1,363% CTs?<br />
  90. 90. Which page had +1,363% CTs?<br />
  91. 91. ROI: How high is up?<br />How high is up?<br />Tools<br />Testing<br />Analytics<br />
  92. 92. Tools Abound<br />
  93. 93. Integrated Solutions<br />Marketing<br />Sherpa<br />Radian6<br />Eloqua<br />IT Guys<br />Google <br />Analytics<br />Web Position<br />Gold<br />Wordpress<br />Courtesy of Hubspot<br />
  94. 94. ROI: How high is up?<br />How high is up?<br />Best Practices<br />Tools<br />Testing<br />Analytics<br />
  95. 95. Case Study: Content& Analytics Interactive Marketing Co.<br />
  96. 96. Case Study: Small gains grow large returns<br />Original Control PPC ad<br />(Keyword) Business Software<br />Award-Winning Business Software. <br />Fully Integrated. Free Trial <br />www.NetSuite.com/Businesssoftware<br />Winning PPC ad<br />Business Software Suite<br />#1 On-Demand. 6459 World Clients. <br />Award-Winning Solution Free Trial<br />www.NetSuite.com/Businesssoftware<br />+302%<br />
  97. 97. 95% Traffic IncreasePumping and Dredging Co.<br />
  98. 98. Monthly Traffic+700%Signage Co.<br />
  99. 99. Find the story and blog:Subscribers grow to 4,500Fence and Mesh Co.<br />
  100. 100. Closing Ratio from 15% to 85%Pool Co.<br />
  101. 101. ROI Upside<br />
  102. 102. ROI Upside<br />
  103. 103. ROI Upside<br />
  104. 104. ROI Upside<br />
  105. 105. Profit’s Peak<br />
  106. 106. The process is clear<br />but takes work.<br />
  107. 107. Bottom Line Process<br />Re-Frame<br /> Align Strategically<br /> Establish Marketing Foundation<br /> Establish Online Foundation<br /> Establish Social Media Foundation<br /> Evaluate Social Media Alternatives<br /> Use ROI Enhancement Tools<br />
  108. 108. Bottom Line Marketing<br />Is a<br />Systematic Process<br />
  109. 109. Resourceswww.metznik.com/vistage-may-2011<br />Presentation Slides<br />Worksheets<br />Traffic Report<br />Website Grade<br />New Worksheets (e.g. Website Re-Launch 110 point Checklist<br />Social Media Toolkits (in development)<br />Vistage Social Media Group Forums (planning)<br />
  110. 110. New Realities Checklist<br />
  111. 111. Bottom Line Marketing<br /><ul><li>Process to Improve ROI
  112. 112. Comfort Level With Digital Change
  113. 113. Websites
  114. 114. Social Media
  115. 115. Facebook</li>

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