do you know about email marketing ??? please read this slide

1. Who Am I?
• Co-founder, Eight Eleven
• Founder, Longevity
• Co-founder, eFlex CMS
• Co-founder, Philly Startup Leaders
• Featured Speaker and Mentor, Lean Startup Machine
• Advisory Board Member, Side Arts
• Advisory Board Member, Points.ly
• Advisory Board Member, Art Institute of Philadelphia
• Entrepreneur in Residence, Corzo Center
• Mentor to many Philadelphia startup companies
• https://goo.gl/9i1Jns
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2. Why You Are Here
• You’re building a small business in the local creative or
tech economy
• You want to find out what you need to know to help your
company grow and sustain
• You need practical advise you can put to work in your
company, today
• https://goo.gl/9i1Jns
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3. What's The Deal With “Sell or Go Home”?
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Option A: Option B:

4. Before We Start…
• How many are online/digital marketing professionals?
• How many are running their own business?
• How many want to run their own business?
• How many sell their product online (Ecomm)?
• How many offer digital marketing services to their clients or customers?
• How many are SEM experts?
• How many are SEO experts?
• How many are direct marketing experts?
• How many are lead gen marketing experts?
• How many are already marketing online and are here to learn how to
target and market smarter, for better ROI?
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5. Sell or Go Home
• Online Marketing
Strategies
• Where do YOU want to
start?
• Note: We may only have
time for 3 of the 5…
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• Building a Financial Model
• Basics of “Google Traffic
Estimator”
• SEO
• SEM: Display, Keyword
• Email Marketing

6. Building a Basic Financial Model
• How many have built a financial model that accounts for
variables, constants and calculates projected ROI, prior
to launching an online marketing campaign?
• Who can tell me: What variable and constants do you
need to work with to build a basic financial model for
online marketing? (You can pick: SEO, SEM, Email, etc.)
• Who is currently calculating their “customer lifetime
value”?
• What variables do you need to calculate customer
lifetime value?
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7. Building a Basic Financial Model (SEM example)
• Variables:
– Key term
– Monthly impressions
– Monthly clicks
– Average monthly conversion from traffic to lead
– Conversion of leads that respond to
sales/marketing
– Average monthly “close” / sales conversion
– Average revenue per transaction
– Cost per click
• Calculated/Achieved:
– Monthly traffic volume to Website
– Revenue + recurring
– ROI
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Who can tell me what’s missing?

8. Building a Complete Financial Model
• Customer cohort analysis
• Purchase trends by:
– Time of day
– Season
– Day of week
– Type of device
– Type of operating system
– Geographic location
– (Lots more)
• Campaign creative breakdown (A/B)
• “Average” tells an incomplete story; calculate for the curve –
what does your “bell” look like and where is the revenue
potential? 8

9. Example
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%ofRevenuesRepresentedbyCustomers
All Customers that Buy Your Product

10. 10
Note: I can send this to you!

11. Basics of Google Traffic Estimator
• Who can tell me what you can use Google Traffic
Estimator for?
• Are any of those of particular interest to people to discuss
further?
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12. Basics of Google Traffic Estimator
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13. 13

14. Organic VS Paid
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15. SEO
• Who can tell me how on-page SEO works?
• Who can tell me how off-page SEO works?
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16. On-Page SEO Elements
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#2
Page Title
Domain
H1
Body Content
Alt TextFile SizeFile Name Captions

17. 17
Importance of Domain Name: On-Page SEO Elements
#1
We reached #1 by
pointing one (1!) quality
link from another Web
property to this domain
with the text “Law Firm
Marketing Philadelphia”
We reached #1 by
pointing one (1!) quality
link from another Web
property to this domain
with the text “Law Firm
Marketing Philadelphia”

18. On-Page SEO
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Who can fill in the blank:
Content is:

19. Content is King
• Who can tell me why?
– Content is Food
– Google is Hungry
– Give Google a Reason to Come Back to You
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20. 20
How Off-Page SEO Works: Popularity Contest
Bob: Photographer
Mary: Jeweler
Jill: Classical Composer
?

21. SEO Link Building
• Hypothetical situation: Socks.com
– They sell: green socks, yellow socks, blue socks, striped
socks, argyle socks, ankle socks, knee high socks (etc.)
• Who can tell me:
– If a blogger were to write an article on their blog, and in that
blog article, reference your Website, how could/should a link
be structured and where should it link to?
– (we can whiteboard this if need be)
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22. SEM: Display / Keyword
• What are some elements of a formula for a successful
online advertising campaign?
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23. 23
AdAd
Quality
Quality
Success!
Targeting RelevanceTargeting Relevance Cost Per ImpressionCost Per Impression Cost Per ClickCost Per Click
ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring
and Optimization
Continual Measuring
and Optimization
Online Advertising Recipe for Success
& Remember!
A/BA/B A/BA/B

24. 24
Online Advertising A/B Testing Success Story

25. 25
Your Key to the City Success Story
Pre-Roll Hopstop NYC Go Pandora Weatherbug
Industry
Average CTR
Low .04%
High .08%
Prior
Campaign
Averages
High 0.2% - 0.4%
Our
Campaign
Low 0.86% 0.17% 0.17% 5.5% 0.26%
 A/B Testing 
High 1.57% 0.26% 0.27% 6.0%!!! 0.29%
Revenue
Increase
1% !!!

26. Email Marketing
• What are some elements of a formula for a successful
email marketing campaign?
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27. 27
List Building &
Segmentation
List Building &
Segmentation
Quality
Quality
Success!
Targeting RelevanceTargeting Relevance Quality Content &
Delivery
Quality Content &
Delivery
Cost Per ClickCost Per Click
ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring
and Optimization
Continual Measuring
and Optimization
Email Marketing Recipe for Success
& Remember!
A/BA/B A/BA/B A/BA/B

28. 28
Email Marketing A/B Testing Success Story
A
B

29. 29
Email Marketing A/B Testing Success Story
B
Conversion UP XX%
Revenue Per Transaction
UP XX%

30. Contact
https://goo.gl/9i1Jns
https://goo.gl/knoScy
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