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Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate

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Presented by Kate O'Neill at Pubcon South 2013 in New Orleans as part of the "Conversion & Landing Page Optimization" panel.

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Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate

  1. 1. copyright © 2013 [meta]marketer Inc., Nashville,TNSmart, Scalable, and Sophisticated:How to Optimize Your Marketing, Not Just Your Conversion Rate!$$$$$$324795 938465 843651425638836559 984632 093640337485304858 444093 738930374583183294 272727 002929282644292002 333303 172394272893018393 266549 745218132235336785 667393 123641123675019838 593000 127840183934091274 028344 120309324895987343 234988 102883123489987234 235408 234878890720[presented by] Kate O’Neill,CEO of [meta]marketer
  2. 2. copyright © 2013 [meta]marketer Inc., Nashville,TNWho’s Kate O’Neill?‣ linguist by education, passionate about how we communicate,driven by improving customer experience, and geeky about data‣ first departmental website at UIC, first intranet at Toshiba, firstcontent manager at Netflix‣ described by Adobe Test&Target product manager as “on thebleeding edge of web optimization--shes creating the bestpractices instead of following them.”‣ past roles at Toshiba, HCA, Magazines.com, lots of startups,etc.‣ Marketing analytics, optimization, insights, strategy‣ We help clients understand their customers based on data and insights fromtheir marketing efforts so they can be more effective in creating lastingrelationships with them.‣ Four years old; large and high-growth clients have included Symantec / PCTools, Ingram Book Publishing, XO Communications, Grand Ole Opry, anddozens of other e-commerce, B2B, companies and brands.What’s [meta]marketer?
  3. 3. copyright © 2013 [meta]marketer Inc., Nashville,TNme: @kateo[m]m: @metamarketer<3 Twitter?
  4. 4. copyright © 2013 [meta]marketer Inc., Nashville,TNgrowing marketingeffectivenessyields bigger wins thanan increase inconversion ratein a singlecampaign or channel.
  5. 5. copyright © 2013 [meta]marketer Inc., Nashville,TNMarketingthat starts withrelevant customer experiencesand thencontinues to improvethrough adisciplined and data-drivenapproachis the most effectiveand ultimately most profitablemarketing. 
  6. 6. copyright © 2013 [meta]marketer Inc., Nashville,TNEmpathy Experience Effectiveness Efficiencydatainstinctcreative analytical
  7. 7. copyright © 2013 [meta]marketer Inc., Nashville,TNdashboardrevised audiencematrixrevision stagerevisedscheduled reportrevised flow mapdraft stage scheduled reportdraft flow mapdraft audiencematrixdashboardsketchsketch audiencematrixfeasibility reviewsketch flow mapwhiteboardstagead hoc reportEfficiencyEffectivenessExperienceEmpathy
  8. 8. copyright © 2013 [meta]marketer Inc., Nashville,TNIntroducing...the Next Big Thingin the Startup World.
  9. 9. Wonderful CatWings, LLC*cat wingsonderful*May be a fictional company.
  10. 10. + =$I mean, right?The Basic Idea
  11. 11. “We need SEO!”So we can convert all those “cat wings” searchers!
  12. 12. copyright © 2013 [meta]marketer Inc., Nashville,TNAnd the ones who AREsearching for it:
  13. 13. copyright © 2013 [meta]marketer Inc., Nashville,TNWell, crap.Maybe we don’t havea market.
  14. 14. copyright © 2013 [meta]marketer Inc., Nashville,TNFigure out your sweet spotConsideration Preference Purchase LoyaltyAwarenesscat accessories cat clothing feathery cat wingscat wings wonderful cat wingsThe Sweet Spotsuggested marketing effortpotential traffic likely conversion
  15. 15. copyright © 2013 [meta]marketer Inc., Nashville,TNEmerging vs.established concepts‣ Are people actually searching for andtalking about your concept?‣ Or are you basing your onlineacquisition model on wishes andunicorns?
  16. 16. copyright © 2013 [meta]marketer Inc., Nashville,TNWhat if we back up a step?
  17. 17. copyright © 2013 [meta]marketer Inc., Nashville,TNsearch sociallanding pagesconversionmeasuremeasuremeasuremeasureinsightsinsightsinsights
  18. 18. copyright © 2013 [meta]marketer Inc., Nashville,TNFirst pass: whiteboard-levelpeople with catswho spoil thempeople who buycat clothespeople who buypremium cat foods???motivationmessagetest channelgive their catthe bestdoesnt your catdeserve it?Facebooktake pictures,show adorable catInstagram,Pinterestnothing is ascute as cat wingsgive cat thebest life????????? ??? ??? ?????? ??? ??? ??????????????????
  19. 19. copyright © 2013 [meta]marketer Inc., Nashville,TNYour kitty isyour littleangel.Doesnt hedeservewings?wonderfulcatwings.comOnly the best for your kitty.Visit us online and seeour wonderful selectionof wings that your catcan wear.how asketch-level adconceptmightread:
  20. 20. copyright © 2013 [meta]marketer Inc., Nashville,TNFacebook = awesome fortesting demographics.
  21. 21. copyright © 2013 [meta]marketer Inc., Nashville,TN
  22. 22. second pass: draft-levelcat spoilers,unaware ofwingscat spoilers,aware ofrelated marketaware of wings aware ofbrandpreviouscustomerhow might yourecognize themby search terms by search termsdirect traffic;conceptsearchesdirect traffic;brand searchesdirect access tologin page;cookiewhat types ofsearch termscat accessories,cat toyscat clothingcat wings, goldcat wingsWonderful CatWings{brand} + loginor helpwhat do theyneed to moveforwardcat wings areideal cat toy,accessoryimages of cats incat wings?selection? price?quality?quality? returnpolicy?support?appreciation?how to measuresuccessengagementpurchase; signupfor newsletterpurchase purchase?return visits,referralsetc
  23. 23. copyright © 2013 [meta]marketer Inc., Nashville,TNReinvest insights to achievesophistication and profits.!$$$$$$324795 938465 843651425638836559 984632 093640337485304858 444093 738930374583183294 272727 002929282644292002 333303 172394272893018393 266549 745218132235336785 667393 123641123675019838 593000 127840183934091274 028344 120309324895987343 234988 102883123489987234 235408 234878890720
  24. 24. copyright © 2013 [meta]marketer Inc., Nashville,TNWatch small gains grow into big wins.
  25. 25. copyright © 2013 [meta]marketer Inc., Nashville,TNYour call to action:Email me your favorite a-hamoment about customer empathyto be registered free for our nextwebinar, coming up in June.For questions and follow-up:‣ kate@metamarketer.com‣ Twitter: @kateo / @metamarketer‣ LinkedIn: kateoneillThank you for your time.????

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