How to Create an Integrated Multi-Channel Strategy to Maximize ROI
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Kevin Getch presented on how to create an integrated multi-channel strategy and maximize return on investment (ROI). He discussed that the three key components are people, strategy, and process. For people, it is important to understand your customers through personas and customer journeys. For strategy, the customer should be at the center and the strategy should be integrated across channels, tactics, and teams. For process, it is important to measure meaningful metrics, setup goals in Google Analytics, enable enhanced eCommerce tracking, and close the attribution gap to accurately measure ROI.
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How to Create an Integrated Multi-Channel Strategy to Maximize ROI
- 1. How to Create an Integrated Multi-Channel Strategy & Maximize R.O.I. Presented by Kevin Getch, Founder + Director of Digital Strategy Webfor
- 5. Return (Profit-Investment) Investment How to find (Calculate) R.O.I. X 100 = %R.O.I.
- 6. “Efficiency is doing things right. Effectiveness is doing the right things.” - Peter Drucker @KevinGetch
- 7. 3 Keys Components to Maximizing R.O.I. People Strategy Process
- 8. PeopleSource: lifehack.org People are critical to every aspect of your overall success. Whether it’s understanding your customer, yourself, or your team.
- 13. @KevinGetch
- 15. CUSTOMER JOURNEY
- 16. Excitement, Fear, Anxiety, Hope, Confident, Unsure Wants, Desires, Goals, Analysis, Expectations, Questions Actions, Experience, Platform, Channel, Device feeling thinking doing
- 17. @KevinGetch
- 19. @KevinGetch
- 20. @KevinGetch
- 22. @KevinGetch
- 23. @KevinGetch
- 24. Strategy A comprehensive customer centric strategy integrated across channels, tactics and teams can make your efforts 10x more effective.
- 25. @KevinGetch
- 26. Your Customer is at the Center of Your Marketing Strategy Endorsers - (Media, Influencers, Customers, Peers, Vendors, etc.) Community
- 27. Direct SocialSearch ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Measurement @KevinGetch
- 28. Direct SocialSearch ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Measurement @KevinGetch
- 29. Direct Social Search ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Measurement @KevinGetch
- 30. Process “Authority should be vested in the people doing the work to improve their own processes, to teach them how to measure them, to understand them, and to improve them. They should not have to ask permission to improve their processes.” - Steve Jobs
- 33. Setup Google Analytics Goals @KevinGetch Create goals that…
- 35. @KevinGetch
- 36. @KevinGetch
- 37. @KevinGetch
- 39. @KevinGetch
- 41. @KevinGetch Manually match up all leads (phone calls, form completions, etc.) with your CRM data or sales/bookkeeping records to get your actual return on investment.
- 42. @KevinGetch Integrate and automatically associate analytics data into your CRM with the “Measurement Protocol”. You can also send details from your CRM back into Google Analytics. Measurement Protocol
- 43. @KevinGetch
- 44. Presented by Kevin Getch, Founder + Director of Digital Strategy Webfor Thank you for your time! @KevinGetch | Kevin@webfor.com Slideshare.net/Webfor
Editor's Notes
- See Results: https://www.mentimeter.com/s/9bd6a3b668cde0144833dfd07eb7467c/1ce15d86d03e
- How to find your return on investment.
- How to find your return on investment.
- Obviously you have the dials of increasing top line revenue and decreasing expenses, but how do you increase top line revenue and lower your expenses to increase your bottom line? You do that through effectiveness and efficiency… which in very general terms comes down to these three things: People, Strategy & Process.
- Two critical tactics to putting yourself in your customer's shoes are… building personas and mapping your customer's journey.
- A few of the best ways to get to know your customer is to talk to them… I know… crazy right! The other thing you can do if you don’t have access to your clients customers is talk to the people that talk to them. This could be customer service or salespeople. We often share a google spreadsheet where common questions that are asked can be input here and customer service or sales can mark how often they get that question… than we determine if content is created around this or if we should be creating content.
- Remember the acronym F.U.D.D. so that you can get to understand your customers Fears, Uncertainties, Desires & Decision Making.
- Besides being able to access all of the most recent census information online which does provide a lot of valuable information… Nielsen has created what they call the Nielsen PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors. You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well. Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code. This is especially important for brick and mortar stores or anyone that draws their clients from the local area. So, now you know thyself… and you also know thine peeps. So, what is the next W in the 5 W’s……. What?
- PollFish is another option - cheaper - but it doesn’t give you the ability to regine down to a local state like say Seattle. You can select country though so if that’s not important is is probably half as much. Surveying your customers can be extremely helpful, but don’t let it replace actual individual customer interviews. Now, if you haven’t been building your list (like you’re supposed to)… Or if you have no customer base you can also use a tool like survey monkey to for market/audience research. They have millions of people and you can choose people with specific demographic traits to ask your questions to.
- This is an example of a persona. So, how do you get the information to build your persona(s)?
- Through your data collection and your thought process you want to ask yourself, what is our potential customer feeling, thinking & doing in this moment. Are there barriers to them purchasing? Is the messaging clear? Do they understand the value? Are there technical issues in the way? Are we showing up in different channels? Does our site architecture support a good UX? Etc. Rebekah Cancino shared this slide at MozCon… and….
- Top conversion paths to understand channel utilization prior to conversion
- Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
- jump in all willy nilly… I want you to consider the scale of what you’re trying to accomplish...
- I usually draw this out… starting by explaining that their customer should be at the center of their strategy… Creating a marketing strategy is a complex and time consuming process.
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- How are we going to capitalize on these benefits… and increase our revenue and CLTV while lowering our CPA if our teams are in silos… and they don’t have some alignment. Our teams need to understand why what they are doing is important and why it is so critical to work together.
- Transition: Now, that I’ve shown you how to develop a customer centric marketing strategy and a few tactics to help you get buy in… I want to turn your vision to the future… to highlight why having a customer centric digital strategy right now.
- While I could talk about processes across many different areas… today we’re going to focus on the process of measuring the effectiveness and efficiency of your marketing.
- Example of acct we took on where everything wa
- Example of acct we took on where everything wa
- Number of calls Set value to calls
- For many businesses there’s still one last large attribution gap that often happens after a lead or call comes in. Many businesses are either not equipped or are not doing the work to connect the dots between those leads and when they turn into a sale. You can integrate lead and analytics/call tracking data into your CRM tool so that you know how much revenue is being impacted by each channel. You can even share back the information in your CRM with GA to create
- https://developers.google.com/analytics/solutions/crm-integration#measurement-protocol-with-google-analytics-visitor-identifier