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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.

Published in: Data & Analytics
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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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