A look at ways to improve a digital marketing program by improving your approach to marketing and applying it online.

1. 5 Ways to Improve Your Digital
Program
Justin Kerley
@KerleyJ

2. How do you improve a
digital program?

3. A digital program means something
different to everyone

4. It’s that way for a reason! There
is no one-size-fits-all approach

6. The truth is, there’s no magic bullet, a bag of
tricks is only going to get you so far

7. So I can’t come up with 5 ways to improve
your digital program without sounding like
I’m selling snake oil

8. How do you improve a
digital program?

9. You improve your
marketing approach
and apply it online

10. Be Helpful

11. Users are trying to solve a
problem

13. Real-World Example

19. As people continue to search for answers to
their problems, they look to others like them

21. Case studies, blog posts and testimonials
are a great way to show how you’ve made
your customers’ lives/businesses better

22. Real-World Example

23. Real-World Example

24. • Real World Example – Line/Shape/Space

27. Understand your audience – stop thinking
about how you can sell your products to
them, start thinking about what problems
they have and what they might be interested
in

28. Real World Example

33. Be Different and Engaging

34. When you look around at your competitive
landscape, chances are you see a lot of the
same things

35. How are you going to differentiate yourself
from the field?

36. Real World Example

40. Real World Example

43. Be Relevant

44. 73% of users are fed
up with irrelevant
content
Source: The Marketing Blender

45. The deluge of content that can come with
giving up your contact information, may
cause users to hesitate

46. 72% of B2B buyers
are most likely to
share useful content
via e-mail
Source: The Marketing Blender

47. All is not lost, if you’re going to contact a
prospect/customer via e-mail, speak to them
as if they are an audience of one

48. Real World Example
Entire List Blast: Open Rate = 18%, Click
Rate = 14%, Unsubscribe = 0.31%

49. Real World Example
Personalized E-mails: Open Rate = 33%,
Click Rate = 21%, Unsubscribe = 0.21%

50. Remarketing is chance for you to re-engage
with a past visitor with relevant ad creative

51. General remarketing ads are very effective,
but tying a user’s behavior on your site to
specific messaging increases that impact

52. Real World Example
• Remarketing as a whole has a
cost/conversion of $23.88 compared to
$76.47 for all other campaigns
• 100% of conversions from remarketing
came from specific audience ad groups

53. Be Informed

54. 46% of marketers
cannot confidently tie
marketing ROI to
specific lead-generation
campaigns
Source: FormStack

55. This boils down to three major issues –
quality of data collected, attribution and
understanding the value of a lead

56. When tracking leads
generated by your
website – what are
you typically tracking?

57. What about phone calls? How are you
tracking those leads?

58. Call tracking software can help attribute the
source of those calls

59. Real World Example
Form submissions from search accounted
for 175 leads over a 30 day period. When
adding in calls from AdWords click-to-call
and calls from our call tracking software,
leads generated by search increased to 391
over the last 30 days

60. Real World Example
Form submissions from search accounted
for 28 leads over a 30 day period. When
adding in calls from AdWords click-to-call
and calls from our call tracking software,
leads generated by search increased to 114
over the last 30 days

61. In a multi-screen world or if the buying
process may require multiple touch points
prior to a sale – how do you attribute what
generated your lead?

62. First touch attribution
vs. last touch
attribution

63. The reality is it’s somewhere in the middle

64. Who can tell me the
value of a lead that
comes in from the
web?

65. You need to know the sales close rate for
leads and the average sale price (preferably
the lifetime customer value)

66. Example: If you close 1 out
of every 5 leads that are
generated (20% close rate)
and the average sale price
is $5,000, each lead
generated is worth $1,000

67. Tying it all together
When setting up a goal – you can add the
value of that goal completion

68. Various reports will then help further define
the value of a marketing channel

69. Or the value of a specific page on site

70. Be Flexible

71. Track the progress of the various channels
of your plan and do more of what’s working
and do less of what’s not

72. Real World Example
To promote bariatric surgery, first step is to
get users to signup for a seminar that covers
the process and what they need to commit
to

73. Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates

74. Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates. Ads were run on
AdWords, Bing and Facebook

75. First seminar results:
Facebook accounted for
11% of ad spend, yet
accounted for 38% of
signups

76. Real World Example
After the first seminar date passed, we
increased the budget for the Facebook
campaign

77. Second seminar results:
Facebook accounted for
35% of ad spend and
drove 52% of signups

78. Thank you