Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Email Marketing


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Presented by Allison Kulage of Bare Knuckle Marketing Inc. and Dan Marshall of ListRocket and Vandenberg Media, this workshop is #4 in a series. In this workshop, we learned:

How to determine your key performance indicators and what you need to measure to determine success

How to find this data in Google Analytics
How to interpret the data and adjust your marketing strategies accordingly

Email Marketing strategies and techniques

Guest Speaker: Dan Marshall from ListRocket

Dan Marshall is an experienced digital marketing executive with a focus on creating data driven experiences for customers of leading brands. He has been in the digital marketing space since 1995 and is a leader in efforts to integrate email with other digital channels.

He currently serves as President of Vandenberg Media, makers of ListRocket, an Email Service Provider that collects, analyzes, organizes and archives millions of marketing messages, providing intelligence and analytics to the marketing community.

Dan brings over 25 years of business experience in Sales, Marketing and Technology. He has consulted numerous startups in business development and marketing.

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Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Email Marketing

  1. 1. Class 4
  2. 2. Identify Key Performance Indicators• Network Size / Subscribers• Active vs. Total Members• New vs. Repeat Blog Commentators• Quantity / Quality of Comments• Conversions • Contacts • Coupon redemption • Leads / Sales• Brand Mentions• Long Tail Keywords• Search Engine Traffic• Referrer Traffic
  3. 3. Site usage metrics. What do they mean?• Visits – The number of visits received by your site.• Pageviews – Total number of pages viewed on your site -general indicator of how much your site is used.• Pages/Visit – Average visit in terms of pageview. The higher the number means your visitor interacts heavily with your site.• Bounce Rate – Percentage of single-page visits - visitor leaves from the entrance page• Avg. Time on site – Average amount of time your visitors spend on your site.• New Visits – The percentage of new visitors your site attracts.
  4. 4. • Direct Traffic – Types in your domain name or visits by a bookmark.• Referral Traffic – Traffic from other sites (links).• Search Traffic – Traffic from search engines.
  5. 5. • Customize dashboard• Create custom reports• Export reports• Get monthly emails
  6. 6. Filter Keywords• Overview / Organic / Paid• Excluding brand name – identify theme based traffic• Containing brand name – identify brand recognition• Containing root term
  7. 7. • Compare Dates• Month to month• Time of year, to determine seasonality
  8. 8. • Exclude internal traffic from your reports••
  9. 9. • Creates awareness of brand/products/services• Drives quality traffic that converts• Builds quality links naturally• Helps search engine rankings• Ongoing process• Increases ROI
  10. 10. • Blogging• Press Releases• Coupons and Deals• Local Search• Social Media• Affiliate Marketing• Contests and Sweepstakes• PPC (AdWords, Facebook Ads)• Mobile Marketing• Email Marketing
  11. 11. • Reach out to popular bloggers in your niche• Form a relationship• Ask for a review/article• User generated content• Ask community for advice• Add valuable comments and links on other blogs• Only comment with valuable content
  12. 12. • Use keywords in headline, summary, body, text links• Use long tail keywords in summary, body• Go beyond the copy: Include video, images• Enable social sharing• Include call to action• Include trackable links• Reach out to relevant press contacts (local, look for author on other press releases)• Make sure PR links back to your site• $200 PR Web• Pitch Engine (free and up)
  13. 13. • Track it• Think beyond the first coupon• Offer customer loyalty program• Encourage repeat business• Generates awareness for new location/new business• Generates awareness for new product launch• Watch analytics for traffic spike
  14. 14. Review Strategy Tips: How to get positive reviews• Create page on site, link the page to review sites, include instructions, send people to that site• Ask for reviews in social sites• Ask for reviews in person• Ask for reviews in a note on monthly bill• “Thank you” for good reviews• Find out which sites your competitors are getting reviewed on• Get reviews on multiple sites• Respond to ALL bad reviews – improves reputation. Take the high road. Fix it. Learn from it.• Use reviews to become better at what you do.
  15. 15. • Can I make a cut of products/services I refer people to?• A good way to monetize ideas• Promote what you already love• Use trusted and well recognized networks: • Commission Junction • Linkshare • ShareASale • PepperJam • Google Affiliate Network
  16. 16. • Attracts fans to social networks• Helps build qualified email list• Helps build brand recognition• Encourages social sharing• Know the rules of promotions within social networks• Builds user generated content• Get sponsors to donate prizes• Release content during heavy promotion• Notify community of the winner
  17. 17. Reach Your Entire AudienceSpectators – Increased brandawarenessJoiners – Comment, vote, & shareCreators – User generated content
  18. 18. • Google AdWords • Test keywords before you spend time building content • Instant results • Discover new keywords• Facebook Ads • Targeted ads • Great way to increase fans• Only 50% see AdWords ads• Only 20% click them• Saturate the search results page, improves click thru rate
  19. 19. • Know difference between app and site• Mobile marketing campaigns • Opt In text messaging • Holiday text message offers • Alerts, updates and reminders • Coupons • Voting• QR Codes • Place on business card • Link to a phone number • Reward for joining Facebook page • Join email list• Find mobile usage and most popular networks in your analytics data
  20. 20. • PPC gets you ranked higher in organic• Keywords in meta keywords tag gets you ranked higher• Keywords in the domain gets you ranked higher• Multiple domains helps you rank better• Paid links help you rank better• All paid links are bad• SEO is a one time fix• “My market isn’t using social media”• SEO is a function of IT
  21. 21. Allison Kulage(513) Twitter @BareKnuckleMktg
  22. 22. Dan MarshallPresident Vandenberg
  23. 23. Email marketing works for a variety of reasons...• It allows targeting• It is data driven• It drives direct sales• It builds relationships, loyalty and trust• It supports sales through other channels
  24. 24. • In Datran Medias 2010 Annual Marketing & Media Survey, 39.4% of industry executives said the advertising channel that performed strongest for them was email. This was the top result• In a 2011 Focus survey of marketers, the channel cited most often as the best performer over the previous 12 months was email• When asked about their 2012 digital marketing budget priorities, only paid search was cited more often by retailers than email• 68% of small businesses surveyed in mid-2011 by Pitney Bowes listed email as their preferred marketing channel
  25. 25. • Goals of Email• Email Essentials• Avoiding Spam Filters• Increasing Open Rates• Encouraging Clickthroughs• Measuring and reacting• There is so much more
  26. 26. • Communicate your message, product, value proposition and call to action• Create an action• Get measurable data• Build relationships• Encourage sharing of information• Build Social Networks
  27. 27. • Your company name in the From field.• A relevant subject line• The To field of your email should be personalized to the recipient’s name, not their email address.• A one-click opt-out link that removes people from your list immediately.• In addition to your opt-out link, you might also include a link in your header for recipients to “View this email in your browser.”• Your valid, physical mailing address• It’s a really good idea to also include some kind of reminder text, like “You are receiving this email because you signed up at our website.”
  28. 28. • Use a reputable ESP (Don’t get Black Listed)• Watch your Subject lines• Watch “spammy words” in content• Be careful of image to text ratios
  29. 29. • Get to the Inbox• Subject Line• Safe Sender List/Clean List• Have valuable information• Send days and times• List Segmentation – the right message to the right person
  30. 30. Coming Soon, Jobs! Take Two Minutes to Change the World! Slate Magazine God, no kidding? Ok, Ive got that.Who Is Your Best Competitor? Virus, Worms, Trojan Horses, Oh My! The Agitator E-Marketing and Commerce Yeah, who? Oh boy, Id better read this!The Magic of Dynamic Pricing Got an App for That? Seths Blog MarketingProfs Im me the magic. Am I interested in apps? You bet.Great New Tool for Social Innovators MBAs and Two Kinds of Greed Stanford Social Innovation Review Dan Pallotta (Harvard Business Blog) Quick, tell me! Ummm...juicy...greed times two.Giving Back Has Never Looked So Good How to Make a Perfect Salad ServiceNation Today Really? Tell me why. Yes!...not just good...perfect!
  31. 31. • Clear Calls to action• Use intro paragraphs with “read More”• Clickthroughs are measured• Use autorespsonders with clickthroughs• Mirror your web navigation in your emails• Use clickthroughs to put pertinent content on trending pages
  32. 32. • Look at your Clickthroughs see what works• Use your Clickthroughs to segment users based on interaction• Keep clickthrough data to narrow targeted segments• AutoResponder campaigns
  33. 33. Create segmentsbased oninterests of yourrecipients
  34. 34. • Utilize surveys to accumulate data for segmenting and targeting emails: Gender, Birthday, Geographical• Utilize Social Networks• Monetize your emails• Reward programs for forwarding
  35. 35. Thank youDan Marshallwww.listrocket.comdan@listrocket.comQuestions?