Leveraging Online Marketing Channels to Amplify Your Customer Base

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Having a presence online through a website, a blog, and social media channels is not enough these days. Companies need to leverage these marketing channels to reach past, present, and future customers. In this session, you'll learn how to repurpose, optimize, and analyze important metrics on all of your digital marketing channels in order to amplify your message and reach even more customers.

Marketing

Sabel Harris @sabelharris
Leveraging Online Marke.ng Channels to
Amplify Your Customer Base

Sabel Harris @sabelharris
Hi
I’m Sabel
Washington, DC
Coffee, riding my bike, and good food
Senior Marke4ng Manager, Demand Genera4on at Contactually
Co-‐organizer of Digital Marke4ng DC

Sabel Harris @sabelharris
What we’ll cover today
I. Today in Marke/ng
II. The Digital Customer Journey
III. Analyzing Metrics
IV. Op/mizing
V. Content
VI. Other Tac/cs
VII. Q&A

Sabel Harris @sabelharris
Today in Marke.ng
Marketers are spending more and more year over
year on their digital channels

Sabel Harris @sabelharris
Today in Marke.ng
Every month there are more than 10.3 billion
Google searches, with 78% of U.S. internet
users researching products and services online.
Source: CMO Council

Sabel Harris @sabelharris
Today in Marke.ng
Marketers are crea*ng more and more content
Source: Marke1ngProfs and CMI

Sabel Harris @sabelharris
Today in Marke.ng
More than 40% of US markeDng professionals
said they increased their spend on data-‐driven
marke/ng.
Source: CMO Council

Sabel Harris @sabelharris
The Digital Customer Journey
Where are these customers coming from?

Sabel Harris @sabelharris
Sales and Marke.ng Funnel

Sabel Harris @sabelharris
The Digital Customer Journey
Source: Harvard Business Review

Sabel Harris @sabelharris
…You have to be every where
or at least where your audience is
looking for you.

Sabel Harris @sabelharris
Metrics
KPIs
Goals

Sabel Harris @sabelharris
Example
Goal:
To Increase your social media
engagement by 20%.

Sabel Harris @sabelharris
Example
Goal:
To Increase your social media
engagement by 20%.
KPIs:
Retweets, Clicks, Likes,
Shares, Overall Interac*ons

Sabel Harris @sabelharris
Example
Goal:
To Increase your social media
engagement by 20%.
KPIs:
Retweets, Clicks, Likes,
Shares, Overall Interac*ons
Metrics:
Followers, Number of Posts, Traﬃc from Posts

Sabel Harris @sabelharris
Where and What
to Measure

Sabel Harris @sabelharris
Google Analy.cs

Sabel Harris @sabelharris
Google Analy.cs
•Behavior
•User Flow
•Acquisi*on
•In Page Analy*cs
Where to gain the best insights:

Sabel Harris @sabelharris
Google Analy.cs
• User Flow
Where to gain the best insights:

Sabel Harris @sabelharris
Google Analy.cs
• Acquisi*on
Where to gain the best insights:

Sabel Harris @sabelharris
Google Analy.cs
• In Page Analy*cs
Where to gain the best insights:

Sabel Harris @sabelharris
LinkedIn Analy.cs
• Updates
• Followers
Where to gain the best insights:

Sabel Harris @sabelharris
LinkedIn Analy.cs
• Updates
Where to gain the best insights:

Sabel Harris @sabelharris
LinkedIn Analy.cs
• Followers
Where to gain the best insights:

Sabel Harris @sabelharris
TwiNer Analy.cs

Sabel Harris @sabelharris
TwiNer Analy.cs
•Tweets
•Engagements
•Followers
Where to gain the best insights:

Sabel Harris @sabelharris
TwiNer Analy.cs
•Tweets
Where to gain the best insights:

Sabel Harris @sabelharris
TwiNer Analy.cs
•Engagements
Where to gain the best insights:

Sabel Harris @sabelharris
TwiNer Analy.cs
•Followers
Where to gain the best insights:

Sabel Harris @sabelharris
Facebook Insights

Sabel Harris @sabelharris
Facebook Insights
•Posts
•People
•Visits
Where to gain the best insights:

Sabel Harris @sabelharris
Facebook Insights
•Posts
Where to gain the best insights:

Sabel Harris @sabelharris
Facebook Insights
•People
Where to gain the best insights:

Sabel Harris @sabelharris
Facebook Insights
•Visits
Where to gain the best insights:

Sabel Harris @sabelharris
Where is your audience?

Sabel Harris @sabelharris
How do you go there?

Sabel Harris @sabelharris
Timing
Op4mize the 4mes you post, and/or share things
Source: TrackMaven

Sabel Harris @sabelharris
Channel Op.miza.on

Sabel Harris @sabelharris
Channel Op.miza.on
Email
Subject Lines:
•“You are not alone”
•Tell What’s Inside
•Ques4ons
•How to’s
•Personaliza4on
•How You Met
•Emo4onal
•Sneak Peek
•Deadline
•No Subject
*More examples can be found here: hVp://blog.contactually.com/2015/01/20-‐subject-‐lines-‐will-‐get-‐emails-‐
opened/

Sabel Harris @sabelharris
Channel Op.miza.on
TwiVer

Sabel Harris @sabelharris
Channel Op.miza.on
Instagram
The number of hashtags

Sabel Harris @sabelharris
Channel Op.miza.on
Blog Posts
Longer Posts

Sabel Harris @sabelharris
Visuals
Visuals are processed 60,000x faster than text

Sabel Harris @sabelharris
Repurpose
339,625 views
Oh snap!

Sabel Harris @sabelharris
SEO
Every month there are more than 10.3 billion
Google searches, with 78% of U.S. internet
users researching products and services online.

Sabel Harris @sabelharris
Compe..ve Analysis

Sabel Harris @sabelharris
Compe..ve Analysis
•Social Media Channels
•Get some help
•Look on their website

Sabel Harris @sabelharris
Ask Your Customers

Sabel Harris @sabelharris
Ask Your Customers
•Surveys
•In person
•Automated emails
•Case Studies

Sabel Harris @sabelharris
Thank Your Customers

Sabel Harris @sabelharris
Thank Your Customers
•Hand wriSen notes
•Favori*ng tweets
•Automated emails

Sabel Harris @sabelharris
You can access the slides…
Extra Bonus For Downloading The Slides
Naughty By Nurture: Everything You Need to Know
About Nurture Campaigns
hMp://info.contactually.com/leveraging-‐online-‐marke/ng-‐ieci

Sabel Harris @sabelharris
Thank You!
TwiMer: @sabelharris
Linkedin: linkedin.com/in/sabelharris
Email: sabel@contactually.com
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1. Sabel Harris @sabelharris Leveraging Online Marke.ng Channels to Amplify Your Customer Base

2. Sabel Harris @sabelharris Hi I’m Sabel Washington, DC Coffee, riding my bike, and good food Senior Marke4ng Manager, Demand Genera4on at Contactually Co-‐organizer of Digital Marke4ng DC

3. Sabel Harris @sabelharris What we’ll cover today I. Today in Marke/ng II. The Digital Customer Journey III. Analyzing Metrics IV. Op/mizing V. Content VI. Other Tac/cs VII. Q&A

4. Sabel Harris @sabelharris Today in Marke.ng Marketers are spending more and more year over year on their digital channels

5. Sabel Harris @sabelharris Today in Marke.ng Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online. Source: CMO Council

6. Sabel Harris @sabelharris Today in Marke.ng Marketers are crea*ng more and more content Source: Marke1ngProfs and CMI

7. Sabel Harris @sabelharris Today in Marke.ng More than 40% of US markeDng professionals said they increased their spend on data-‐driven marke/ng. Source: CMO Council

8. Sabel Harris @sabelharris The Digital Customer Journey Where are these customers coming from?

9. Sabel Harris @sabelharris Sales and Marke.ng Funnel

10. Sabel Harris @sabelharris Sales and Marke.ng Funnel

11. Sabel Harris @sabelharris Sales and Marke.ng Funnel

12. Sabel Harris @sabelharris The Digital Customer Journey Source: Harvard Business Review

13. Sabel Harris @sabelharris …You have to be every where or at least where your audience is looking for you.

14. Sabel Harris @sabelharris Analyze

15. Sabel Harris @sabelharris Metrics

16. Sabel Harris @sabelharris Metrics KPIs

17. Sabel Harris @sabelharris Metrics KPIs Goals

18. Sabel Harris @sabelharris Example Goal: To Increase your social media engagement by 20%.

19. Sabel Harris @sabelharris Example Goal: To Increase your social media engagement by 20%. KPIs: Retweets, Clicks, Likes, Shares, Overall Interac*ons

20. Sabel Harris @sabelharris Example Goal: To Increase your social media engagement by 20%. KPIs: Retweets, Clicks, Likes, Shares, Overall Interac*ons Metrics: Followers, Number of Posts, Traﬃc from Posts

21. Sabel Harris @sabelharris Where and What to Measure

22. Sabel Harris @sabelharris Google Analy.cs

23. Sabel Harris @sabelharris Google Analy.cs •Behavior •User Flow •Acquisi*on •In Page Analy*cs Where to gain the best insights:

24. Sabel Harris @sabelharris Google Analy.cs • User Flow Where to gain the best insights:

25. Sabel Harris @sabelharris Google Analy.cs • Acquisi*on Where to gain the best insights:

26. Sabel Harris @sabelharris Google Analy.cs • In Page Analy*cs Where to gain the best insights:

27. Sabel Harris @sabelharris LinkedIn Analy.cs • Updates • Followers Where to gain the best insights:

28. Sabel Harris @sabelharris LinkedIn Analy.cs • Updates Where to gain the best insights:

29. Sabel Harris @sabelharris LinkedIn Analy.cs • Followers Where to gain the best insights:

30. Sabel Harris @sabelharris TwiNer Analy.cs

31. Sabel Harris @sabelharris TwiNer Analy.cs •Tweets •Engagements •Followers Where to gain the best insights:

32. Sabel Harris @sabelharris TwiNer Analy.cs •Tweets Where to gain the best insights:

33. Sabel Harris @sabelharris TwiNer Analy.cs •Engagements Where to gain the best insights:

34. Sabel Harris @sabelharris TwiNer Analy.cs •Followers Where to gain the best insights:

35. Sabel Harris @sabelharris Facebook Insights

36. Sabel Harris @sabelharris Facebook Insights •Posts •People •Visits Where to gain the best insights:

37. Sabel Harris @sabelharris Facebook Insights •Posts Where to gain the best insights:

38. Sabel Harris @sabelharris Facebook Insights •Posts Where to gain the best insights:

39. Sabel Harris @sabelharris Facebook Insights •People Where to gain the best insights:

40. Sabel Harris @sabelharris Facebook Insights •Visits Where to gain the best insights:

41. Sabel Harris @sabelharris Op.mize

42. Sabel Harris @sabelharris Where is your audience?

43. Sabel Harris @sabelharris How do you go there?

44. Sabel Harris @sabelharris Timing

45. Sabel Harris @sabelharris Timing Op4mize the 4mes you post, and/or share things Source: TrackMaven

46. Sabel Harris @sabelharris Test

47. Sabel Harris @sabelharris Channel Op.miza.on

48. Sabel Harris @sabelharris Channel Op.miza.on Email Subject Lines: •“You are not alone” •Tell What’s Inside •Ques4ons •How to’s •Personaliza4on •How You Met •Emo4onal •Sneak Peek •Deadline •No Subject *More examples can be found here: hVp://blog.contactually.com/2015/01/20-‐subject-‐lines-‐will-‐get-‐emails-‐ opened/

49. Sabel Harris @sabelharris Channel Op.miza.on TwiVer

50. Sabel Harris @sabelharris Channel Op.miza.on Instagram The number of hashtags

51. Sabel Harris @sabelharris Channel Op.miza.on Blog Posts Longer Posts

52. Sabel Harris @sabelharris Content

53. Sabel Harris @sabelharris Visuals

54. Sabel Harris @sabelharris Visuals Visuals are processed 60,000x faster than text

55. Sabel Harris @sabelharris Repurpose

56. Sabel Harris @sabelharris Repurpose 339,625 views Oh snap!

57. Sabel Harris @sabelharris SEO

58. Sabel Harris @sabelharris SEO Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online.

59. Sabel Harris @sabelharris Paid Ads

60. Sabel Harris @sabelharris Cura.on

61. Sabel Harris @sabelharris Repost

62. Sabel Harris @sabelharris Repost

63. Sabel Harris @sabelharris Other Tac.cs

64. Sabel Harris @sabelharris Compe..ve Analysis

65. Sabel Harris @sabelharris Compe..ve Analysis •Social Media Channels •Get some help •Look on their website

66. Sabel Harris @sabelharris Ask Your Customers

67. Sabel Harris @sabelharris Ask Your Customers •Surveys •In person •Automated emails •Case Studies

68. Sabel Harris @sabelharris Thank Your Customers

69. Sabel Harris @sabelharris Thank Your Customers •Hand wriSen notes •Favori*ng tweets •Automated emails

70. Sabel Harris @sabelharris Q&A

71. Sabel Harris @sabelharris You can access the slides… Extra Bonus For Downloading The Slides Naughty By Nurture: Everything You Need to Know About Nurture Campaigns hMp://info.contactually.com/leveraging-‐online-‐marke/ng-‐ieci

72. Sabel Harris @sabelharris Thank You! TwiMer: @sabelharris Linkedin: linkedin.com/in/sabelharris Email: sabel@contactually.com More QuesDons?

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