Marketing Challenges and how to overcome them.

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Adam Proehl's presentation at Online Marketing Summit Conference June 6-8th 2011.
Achieving Integrated Success: How to identify & overcome challenges in a multi-channel world

Learn how savvy organizations are addressing modern day problems from poor site conversion to underperforming emails, the tools they are using to scale and measure and finally channel alignment for a more fruitful campaign.

Focus: B2C/B2B on Social Media, Conversion, Analytics

Published in: Technology, Business
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Marketing Challenges and how to overcome them.

  1. 1. Marketing Challenges<br />And how to overcome them<br />Adam Proehl<br />Managing Partner, NordicClick Interactive<br />@adamproehl<br />6/7/2011<br />
  2. 2. About Me<br />14 years of online marketing experience<br />Principle at NordicClick Interactive – a full service Digital Marketing Agency<br />Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA<br />Instructor at the Online Marketing Institute<br />
  3. 3. Topics<br />21 Common marketing challenges<br />How smart marketers overcome them<br />Tools (either free or really cheap) that will help you<br />Applications for your business<br />
  4. 4. What this session is:<br />Pure Practical Advice<br /><ul><li>Everyday problems you might recognize, but aren’t sure how to solve
  5. 5. Stuff you can start tomorrow
  6. 6. Short & Long Term Impact</li></li></ul><li>What this session is NOT:<br />NOT: Industry Changing Strategic Thought<br /><ul><li>No flying car predictions
  7. 7. Anything too intimidating
  8. 8. 2016? No idea…</li></li></ul><li>The Rules: <br />Each challenge is a REAL example<br />Solution must be something that actually be done!<br />No to minimal cost for technology/tools<br />
  9. 9. Web Analytics Related Issues<br />
  10. 10. Challenge #1: Analytics aren’t tracking<br />…or at least you suspect it isn’t<br />
  11. 11. Challenge #1: Analytics aren’t tracking<br />FreeTool: Ghostery<br /><ul><li>Browser Plugin (Firefox, Chrome, IE, & Safari)</li></ul>www.ghostery.com<br />
  12. 12. Challenge #1: Analytics aren’t tracking<br />Tool: SiteScanGA<br /><ul><li>Which pages are missing tags
  13. 13. Which tags are installed incorrectly?
  14. 14. Helpful links & resources</li></ul>Scans first 100 pages of your site free<br />www.sitescanga.com<br />
  15. 15. Challenge #1: Analytics aren’t tracking<br />Tool: GA Debugger (Chrome Extension)<br />Ideal for your web developer to have<br />http://chrome.google.com/webstore<br />
  16. 16. Challenge #2: Horrible Bounce Rates<br />Because high bounce rates are bad, right? <br />
  17. 17. Challenge #2: Horrible Bounce Rates<br />Start with Traffic Sources:<br />leverage view buttons<br />Focus with worst offenders<br />
  18. 18. Challenge #2: Horrible Bounce Rates<br />Create a simple segment:<br />
  19. 19. Challenge #2: Horrible Bounce Rates<br />Look at top pages:<br />leverage view buttons<br />Now you at least know the source of your pain<br />
  20. 20. Challenge #2: Horrible Bounce Rates<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
  21. 21. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
  22. 22. Simple java script code
  23. 23. Cheap – Starting at $9 a month</li></li></ul><li>Challenge #3: Retroactive Analytics Goals<br />Too bad you can’t go back, right? <br />Analytics tracking in place for years prior to goals being setup:<br />
  24. 24. Challenge #3: Retroactive Analytics Goals<br />Oh, but you can! <br /> (Usually)<br />
  25. 25. Challenge #3: Retroactive Analytics Goals<br />What exactly is a goal? <br />It’s just a page<br />
  26. 26. Challenge #3: Retroactive Analytics Goals<br />Leverage Advanced Segments <br />Look at top content “unique pageviews” and filter by segment<br />
  27. 27. Challenge #3: Retroactive Analytics Goals<br />Free Tool: Paditrack<br /><ul><li>Leverages GA API
  28. 28. Retroactive Funnels (back to original tagging date)
  29. 29. Segmentation Capabilities</li></ul>www.paditrack.com<br />
  30. 30. Challenge #4: Need a Simple Way to Track EVERY Promo<br />Free Tool: Snip-n-Tag (Firefox Add on)<br />- Shorten URL<br />(bit.ly, ow.ly, etc)<br />- Make it <br />trackable in Google<br />Analytics <br />-All in one interface<br /> from a Firefox sidebar <br />http://addons.mozilla.org<br />
  31. 31. Web Site Effectiveness<br />
  32. 32. Challenge #5: Do my visitors “get” what we do when they see our site?<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
  33. 33. Pick your users
  34. 34. 48 hour time limit from start
  35. 35. One Simple Task: “The most remembered words and phrases for your webpage”
  36. 36. Price: Free</li></ul>www.clueapp.com<br />
  37. 37. Challenge #5: Do my visitors “get” what we do when they see our site?<br />Tool: Five Second Test (from Usability Hub)<br />Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site. <br /><ul><li>Displays a screenshot for 5 secs.
  38. 38. Ask follow up questions after image removed
  39. 39. Select number of responses you want</li></ul>www.fivesecondtest.com<br />
  40. 40. Challenge #5: Do my visitors “get” what we do when they see our site?<br />Tool: Five Second Test (from Usability Hub)<br />Keyword Cloud Responses<br />Price: <br /><ul><li>Starts at free, but $20 a month would be recommended for most SMB’s
  41. 41. Earn freebies by particpiating in tests</li></ul>www.fivesecondtest.com<br />
  42. 42. Challenge #6: I think our site usability sucks<br />but how do I prove it? <br />
  43. 43. Challenge #6: I think our site usability sucks<br />Cheap Tool: UserTesting.com<br />www.usertesting.com<br />
  44. 44. Challenge #6: I think our site usability sucks<br />Cheap Tool: UserTesting.com<br />Follow up questions after site review<br />Standard demographics<br />www.usertesting.com<br />
  45. 45. Challenge #6: I think our site usability sucks<br />Cheap Tool: UserTesting.com<br />Video<br />Follow Up Question Answers<br />Price: $39 per test<br />www.usertesting.com<br />
  46. 46. Challenge #6: I think our site usability sucks<br />Cheap Tool: Feedback Army<br />www.feedbackarmy.com<br />
  47. 47. Challenge #6: I think our site usability sucks<br />Cheap Tool: Feedback Army<br />Price: $15 for 10 answers<br />www.usertesting.com<br />
  48. 48. Challenge #7: Will my landing page work?<br />Cheap Tool: Clicktest (from Usability Hub)<br />www.theclicktest.com<br />
  49. 49. Challenge #7: Will my landing page work?<br />Cheap Tool: GoMockingbird<br /><ul><li>Easy Wireframes
  50. 50. Sharing
  51. 51. Exporting
  52. 52. Linking</li></ul>Price: Starts at $9/mo<br />www.gomockingbird.com<br />
  53. 53. Challenge #8: What will draw attention on my landing page?<br />Cheap Tool: Attention Wizard<br /><ul><li>Predictive Heatmap
  54. 54. Predicts eye movements</li></ul>Price: From $6 a test, also subscription option<br />www.attentionwizard.com<br />
  55. 55. Challenge #9: What will my click path look like?<br />Cheap Tool: Navflow (from Usability Hub)<br /><ul><li>Have users test your ideal vision of a navigation flow
  56. 56. See how many get it right (according to your vision)
  57. 57. Find holes in your design flow</li></ul>www.navflow.com<br />
  58. 58. Challenge #9: What will my click path look like?<br />Cheap Tool: Navflow (from Usability Hub)<br /><ul><li>Success/failure report
  59. 59. Identify holes/gaps
  60. 60. Retest</li></ul>www.navflow.com<br />
  61. 61. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working<br />Cheap (maybe) Tool: ClickTale Heatmap<br />Some Key Metrics:<br /><ul><li>Hovers
  62. 62. Hover Conversion
  63. 63. Time to Click
  64. 64. Hesitation</li></ul>www.clicktale.com<br />
  65. 65. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
  66. 66. Challenge #10: Poor Conversions; Call to Actions (CTA) aren’t working<br />Other ClickTale Features:<br /><ul><li>Session Recordings
  67. 67. Conversion Funnels
  68. 68. Other Heatmaps</li></ul>Price: Free for 400 pageviews / mo<br /> $99/mo for 20k pageviews/mo<br />Bigger Plans for bigger sites<br />
  69. 69. Challenge #11: Did my visitors find what they were looking for?<br />Free Tool: 4Q Survey<br />Designed by Avinash<br /><ul><li>Free for first 100 responses
  70. 70. 4 basic questions
  71. 71. Simple java script implementation
  72. 72. GA integration</li></ul>www.4qsurvey.com<br />
  73. 73. Hippo Challenges<br />Highest<br />Income<br />Producing<br />Person in the <br />Organization<br />
  74. 74. Challenge #12: “Here’s how we’re doing it”<br />“It’s gotta ‘POP’ out at people when they come to it”<br />“I don’t wanna lot descriptions and content”<br />“I wanna do what these guys are doing”<br />
  75. 75. Challenge #12: “Here’s how we’re doing it”<br />Bring him back up to his level<br />Executive: <br /><ul><li>20% increase in topline revenue for FY10
  76. 76. 15% reduction in support costs for FY10</li></ul>Example Corporate Objectives<br />
  77. 77. Challenge #13: “Well, our competitor is doing…” <br />Leverage many of these same tools for competitive analysis<br />
  78. 78. Mobile Challenges<br />
  79. 79. Challenge #14: When do I need to jump on mobile?<br />Segment your mobile traffic<br />One of several ways to segment<br />
  80. 80. Challenge #14: When do I need to jump on mobile?<br />Segment your mobile traffic<br />One of several ways to segment<br />
  81. 81. Challenge #15: How does my site or promo render in mobile?<br />Free Tool: Mobile Phone Emulator<br />www.mobilephoneemulator.com/<br />
  82. 82. Challenge #16: Setting up a mobile promotion<br />Free Tool: QRStuff.com<br />www.qrstuff.com<br />
  83. 83. Challenge #17: I can’t do any promos without help from IT<br />Leverage Social Networks<br />
  84. 84. Challenge #18: How bad (or good) is my SEO<br />
  85. 85. Challenge #18: How bad (or good) is my SEO<br />Free Tool: WooRank<br />www.woorank.com<br />
  86. 86. Challenge #18: How bad (or good) is my SEO<br />Free Tool: WooRank<br />www.woorank.com<br />
  87. 87. Challenge #19: How do I compare to my competitors?<br />Free Tool: Website Grader<br />www.websitegrader.com<br />
  88. 88. Challenge #19: How do I compare to my competitors?<br />Free Tool: Website Grader<br />www.websitegrader.com<br />
  89. 89. Challenge #20: What do our users REALLY want?<br />Cheap Tool: UserVoice<br />Crowdsource market research<br />Price: Starting at $15/mo<br />www.uservoice.com<br />
  90. 90. Challenge #21: Where can I learn more? <br />A few Resources:<br />Top Rank Blog www.toprankblog.com<br />Clix Marketing www.clixmarketing.com/blog<br />aimClearwww.aimclearblog.com<br />Marketing Pilgrim www.marketingpilgrim.com<br />Occam’s Razor www.kaushik.net<br />Bruce Clay www.bruceclay.com/blog<br />Ion Interactive www.ioninteractive.com/post-click-marketing-blog/<br />
  91. 91. Takeaway Points<br />Challenges are many, but they can be overcome<br />Doesn’t have to cost an arm and a leg<br />Tools are only as good as the user. Seek help if you need it.<br />
  92. 92. Thank You<br />and how to overcome them<br />Adam Proehl<br />Managing Partner<br />adam@nordicclick.com<br />952-460-3331<br />@adamproehl<br />www.linkedin.com/in/adamproehl<br />Marketing Challenges<br />
  93. 93. Challenge #21: Service & Support<br />Leveraging Social Platforms<br />Support<br />Thanks<br />
  94. 94. Challenge #21: Service & Support<br />Prospecting:<br />
  95. 95. Challenge #21: Service & Support<br /><ul><li>90% @replies
  96. 96. Simple tools</li></li></ul><li>Challenge: Service & Support<br />Their fancy tool: <br />Cost: $0 <br />

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