Uploaded byJon Payne
7 Cs of ROI
The document outlines a presentation by Jon Payne on effective reporting for digital marketing, emphasizing the importance of setting smart goals and identifying key metrics. It introduces the '7 Cs of ROI' as essential reports to track contacts and conversions from various sources. The agenda includes foundational HubSpot reports and a Q&A session focused on building reports to enhance business results.
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7 Cs of ROI
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- 3. Jon Payne Founder &Technical Director Noisy Little Monkey Digital Marketing for Professional Services Big Ticket Ecommerce
- 4. Natasha Creative Director Nicola Managing Director Jon TechnicalDirector Mr Dog VP Farts EMEA Lucy Account Manager Clare Operations Manager Claire Events Manager Ste SEO Manager Gertie Digital Marketing Exec James Digital Marketing Exec Holly Digital Marketing Exec Natalie Digital Marketing Exec Josh Inbound Manager
- 5. © Noisy LittleMonkey | 2017 7 Cs of ROI Bristol HUG April 2017
- 6. Masterplan: Identify thekey reports you need in order to improve results and grow your business @MrJonPayne
- 7. Agenda Introduction to reporting FoundationalHubSpot reports - 7 Cs of ROI Building HubSpot reports Q&A @MrJonPayne
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- 9. Visitors + Leads= Customers @MrJonPayne
- 10. Good reporting isusing data to gather insights about progress towards your business goals @MrJonPayne
- 11. Before you start SetSMART goals Determine the questions your data should answer Identify the key metrics to track Develop a reporting routine @MrJonPayne
- 12. 7 Cs ofROI @MrJonPayne
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- 14. 1. Contacts bysource @MrJonPayne
- 17. 2. Contacts bysocial source @MrJonPayne
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- 20. 3. Conversion byall interactions @MrJonPayne
- 22. 4. Conversions bylast referrer @MrJonPayne
- 24. 5. Conversions fromblog post @MrJonPayne
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- 27. 6. Customers bysource @MrJonPayne
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- 33. Building reports inHubSpot @MrJonPayne
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Editor's Notes
- #12 Lead vs Lag indicators - what key metrics - newsletter sign ups lead to more ecommerce sales. Inbound = content offer downloads lead to more sales leads leads to more sales. Report monthly probably.
- #15 Why? Because you need to tell your boss where the pay offs are in terms of sources that convert to leads. They care about this. Oftent, in small businesses they care less about awareness level metrics
- #16 Animation - don’t forget to annotate.
- #18 Because there’s no point in LinkedIn
- #19 Ah, shit. And actually for us, Faceboiok is more about displaying company culture - it’s less likely to convert any way.
- #21 This tells us which are the most important pages on the journey from visitor to prospect.
- #22 YOu can also use it to show what content is useful on the way to conversion and if there are any things that are making content “overperform” (Lead In)
- #23 Tells us what was the last page a visitor looked at before they arrived at a HubSpot landing page and converted to a lead
- #25 You’re doing content marketing - which content marketing converts
- #29 Sources counts contacts when they convert for the first time on your site. The contact will be graphed under the attributed source of their first visit during the time period in which they first convert. Repeat submissions are not counted as contacts in Sources. Sources defines customers as the number of contacts, who first converted during the given timeframe, that are now customers. Customers are not charted during the time frame in which they close, but rather when they first converted. By doing this, Sources tells you how many of those contacts during the timeframe are now customers.
- #31 Tiger
- #32 Alexa traffic rank NOOOO