Stop guessing! Leverage Your Customer Data

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Interactive Marketing Summit - Laurel Highlands - Michael Bartholow

We all collect data on our websites through customer interaction every day. So much that it might seem like a daunting task to handle it all. Let us help you fill your marketing toolbox with tools that will extract valuable insights from your data while simplifying your work life.

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  • It’s my day off today, so I’m going to share with yo u what I actually use. I don’t get paid by any of these tools, so you’re getting the real deal.
  • I feel like this is my life. So I’ve been describing the Marketing Octopus everytime I give one of our Google AdWords seminar talks. Magnificent, right?
  • And then you tell your boss or CEO or Director of Marketing about your holistic integrated Web 3.0
  • There’s a better way.
  • There’s a better way.
  • Sleek and effective. Awesome! This is the goal. By the way, this is my day off, so none of the tools that I talk about today paid me to endorse them or anything like that. This is all stuff I (and many companies) actually use.
  • Let’s zoom out from your toolbox to look at the marketplace in our area.
  • Western PA loves to shop local! We did! Thanks for having me. Baltimore - 53% booooooo.
  • I don’t build sites for anyone anymore, unless I’m helping a friend on a weekend. No platform pays me money. I’ve seen enough to tell you what I like and don’t like.
  • These all make quite beautiful websites but can limit your control either of the backend or the platform themselves. When you need optimization work or are looking for a consultant like me, there’s only so much that can be done.
  • Here’s an example. Through no fault of businesses, all Wix sites vanished from Google Search. As a business, you don’t really have control of updates (think iPhone, haha).
  • Content Management System, or CMS is simply put, the website platform. 2015 stats from BuiltWith for Top Million sites. 54% of the web uses Wordpress.
  • I love wordpress. I’ve worked with sites that have millions of users per month that use Wordpress. I’ve worked with tiny nonprofits that use it. You can host it on your own server (think GoDaddy or Host Gater) and have control over updates. Lots of plugins and add-ons allow your site to grow. It’s open-source, so it’s basically free. You don’t need thousands in web fees. You need a great, hungry young developer and $500.

  • In fact, our new site uses Wordpress. Not shabby right? It works on mobile out of the box and we can upgrade or change the look at any time with very little added cost.
  • I don’t build sites for anyone anymore, unless I’m helping a friend on a weekend. No platform pays me money. I’ve seen enough to tell you what I like and don’t like.
  • Marketers run to the bleeding edge and often run past trusted, reliable results. You can SnapChat someone over Periscope.
  • 69% of surveyd consumers preferred email. This is huge. We can use this! Email marketing has fallen by the wayside somewhat. It’s not cool anymore. You should still be investing in it. But how to leverage it?
  • Segment, segment, segment.
  • Break your list up! Customers need different messages. Use their web behavior, forms, and other data to determine who needs what and build multiple lists.
  • Capterra allows users to rate software. 75% who used both liked MailChimp best. I’m a fan too. I think it’s just flat-out easier to use and integrates with other tools easily.
  • I don’t build sites for anyone anymore, unless I’m helping a friend on a weekend. No platform pays me money. I’ve seen enough to tell you what I like and don’t like.
  • Aziz – “Best toothbrush”.

    Paperclips

    Wind Turbines

  • This ties everything together: email marketing, point of sale, direct mail, social, etc. If we’re not asking, it won’t happen. ASK! If you’re in service, ou
  • Everyone’s business is now affected by review sites. No one is impervious to their reach!
  • Remember the mobile revolution we talked about for so many years? It happened! It’s just reality now.
  • Did you know AdWords tracks when people get directions from Google Maps from your ad? And that it tracks phone calls from your ad? Take advantage of this! Check out my 2015 Mobile Strategy blog post for more. If you’re not a brick & morter, are you offereing a quick quote? Or a direct link to a sales rep? You can take advantage of mobile too.
  • I don’t build sites for anyone anymore, unless I’m helping a friend on a weekend. No platform pays me money. I’ve seen enough to tell you what I like and don’t like.
  • I don’t build sites for anyone anymore, unless I’m helping a friend on a weekend. No platform pays me money. I’ve seen enough to tell you what I like and don’t like.
  • This has been my default reaction to resting for years. When I talk about it during our AdWords seminars I can see people do the Homer. It’s a great idea but where do you start, we don’t have time, and so on.
  • I don’t build sites for anyone anymore, unless I’m helping a friend on a weekend. No platform pays me money. I’ve seen enough to tell you what I like and don’t like.
  • You don’t’ have to struggle like an overturned turtle or a sophisticated bending robot. There are tools that can help.
  • G2crowd is a pretty cool software review site. They put out an Analytics platform report this year.
  • They gave GA a score of 93 on their review test. Not too shabby.
  • No shock here. That being said I loved GA before I worked at a certified Premium partner agency. It’s a great place to track all the things I care about and I’ve seen it work for businesses of all sizes.
  • I feel like this is my life. So I’ve been describing the Marketing Octopus everytime I give one of our Google AdWords seminar talks. Magnificent, right?
  • See Jon for a quick Analytics or SEO Audit out front.
  • Stop guessing! Leverage Your Customer Data

    1. 1. Stop Guessing! Leverage Customer Insights For an Actionable Digital Strategy
    2. 2. Are You Overwhelmed?
    3. 3. Digital Marketing is hard
    4. 4. Social Content Marketing / Inbound SEO Email Paid Local The Marketing Octopus* *Patent Pending Mobile TestingMe
    5. 5. We need to be on SnapChat! Intern
    6. 6. Huh? Boss
    7. 7. “Do More Stuff!!” Digital Marketing Blogs
    8. 8. Let’s use Data to Build our Toolbox
    9. 9. The Opportunity
    10. 10. Source: Yodle – What Consumers Want from Local Businesses
    11. 11. Problem: My competitors have expensive websites
    12. 12. Source: Yodle – What Consumers Want from Local Businesses
    13. 13. What About?
    14. 14. Source: Search Engine Land
    15. 15. Top 1 Million Sites Online 53% - Wordpress 29% Other 6% Drupal 5% Joomla Source: BuiltWith.com
    16. 16. All Sites: -Mobile -Contact Info -Easy to use -Would you use it? Really?
    17. 17. Industrial Sites: -PDF Guides or Pricing -Quote Request -Testimonials
    18. 18. Service/Hospitality Sites: -Online Payment -Online Appointment Scheduling -Reviews
    19. 19. Problem: I can’t afford to chase my customers.
    20. 20. Email Marketing
    21. 21. Email Marketing Yeah, it’s still a thing
    22. 22. Source: Yodle – What Consumers Want from Local Businesses
    23. 23. Source: Yodle – What Consumers Want from Local Businesses
    24. 24. Segment, Segment, Segment
    25. 25. Source: Capterra – MailChimp vs Constant Contact
    26. 26. Problem: Review sites are a marketer’s nightmare.
    27. 27. Reviews
    28. 28. 92%of Consumers read online reviews. (vs 88% in 2014) Source: Yodle – What Consumers Want from Local Businesses
    29. 29. 13%of Customers would visit a 1 or 2 star business. Source: Yodle – What Consumers Want from Local Businesses
    30. 30. Source: Yodle – What Consumers Want from Local Businesses
    31. 31. MOZ.com/local
    32. 32. Problem: My customers are more mobile than my business is.
    33. 33. Mobile
    34. 34. Source: SearchEngineLand.com
    35. 35. Source: MERKLE | RKG – Digital Marketing Report for Q3 2015
    36. 36. Source: MERKLE | RKG – Digital Marketing Report for Q3 2015
    37. 37. Source: ThinkWithGoogle.com
    38. 38. Problem: But I really care about phone calls.
    39. 39. Problem: My biggest competitors test everything.
    40. 40. Testing
    41. 41. Optimizely
    42. 42. Test Ideas: -Registration Pages or Forms -Home Page Content -Calls to Actions & Buttons
    43. 43. Homework – One Test!
    44. 44. Source: Optimizely – The Optimization Benchmark 2015
    45. 45. Problem: How do I tie it all together?
    46. 46. Automate
    47. 47. We love Google Analytics! *We’re biased
    48. 48. Google Analytics Tune-Up 1. Do you have goals? 2. Are you tagging email marketing? 3. How do you measure mobile? 4. What could you be testing?
    49. 49. Social Content Marketing / Inbound SEO Email Paid Local The Marketing Octopus* *Patent Pending Mobile TestingMe
    50. 50. 1. Gather data 2. Experiment 3. Assess 4. Take action
    51. 51. Perfect Toolbox!
    52. 52. Thank You! Michael Bartholow Senior Search Project Manager bartholow@lunametrics.com @michaelb3600 Get Slides: lunametrics.com/Laurel2015

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