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CEO's Measuring Paid Search & SEO To Increase Profit Margins
Justin Q. Croxton, a managing partner at Que Commerce with extensive experience in marketing and commercial real estate, presented a seminar focused on strategic digital marketing and measurement. Key topics included sustainable competitive advantage, ROI analysis, customer value, and actionable strategies for improvement in marketing efforts. The session emphasized the importance of SEO and digital marketing, providing attendees with tools and techniques to enhance their marketing performance.
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CEO's Measuring Paid Search & SEO To Increase Profit Margins
- 1. Presented by: JustinQ. Croxton
- 2. Meet Our Speaker JustinQ. Croxton Managing Partner Que Commerce » MBA - NYU Stern School of Business » Over 5 Years Experience » 6 Years Commercial Real Estate Experience » Enjoys Boating, Running, Golf, Travel
- 3. MarketingWeekNYC House Keeping »#mktgwknyc » tag@marketingwknyc » Fill Out Survey At End
- 4. Agenda • Sustainable Advantage– Strategic Marketing • Industry Statistics • Traditional Marketing Channels • Marketing Funnel • Measurement & Attribution o Paid Search o SEO • ROI Analysis In Action • Content Strategy – Bonus Section • Action Items For Your Business • Q & A
- 5. Warning & GoodNews • Intermediate Level Training • Drill Down Into “Most” Details – NOT ALL
- 6. Seminar Objectives • MoreInformed & Creative • Establish Practical Methods To Measure over 90% of Digital Functions
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- 8. Sustainable Advantage • Strategy– The singular inputs that allow companies to differentiate and expropriate value in order to maintain a competitive advantage over a period of time. • Digital Marketing – Sustainable (But For How Long?)
- 9. Digital Marketing IndustryStatistics • 83% of Consumers Search For A Local Business Online • SEO (Search Engine Optimization) leads to 14.6% conversion rate compared to direct mail which is 1.7% • 92% of Consumers Use Search Engines As Much As Email • Over 70% of Consumers Use Social Media • 583 Million Searches Per Day In The United States • Inbound Leads Cost 61% Less Than Outbound Leads • Key – Only 6% of CEO’s allocate their marketing budget to SEO Efforts
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- 14. Funnel Tracking What PathwayDid The Shopper Take?
- 15. What Is SEO& Paid Search Today
- 17. Leading Key PerformanceIndicators Leading KPI’s Marketing KPI’s Revenue/Biz KPI’s Backlinks Visitors (unique/returning) Conversions (i.e. phone calls) Click Through Rate Tweets/Shares Proposals & Assessments Rankings Brand Mentions ROI Increases Page Rank Email Sign-Ups/Downloads Sales Average Position Phone Impressions Emails
- 18. All Starts WithCustomer Value • Average Customer Value (ACV) • Retention Value (RV) - % of Customers Who Repurchase * ACV • Referral Customer Value - % of referrals from Existing Customers * ACV • Lifetime Customer Value (Defined) – Total Earned Over Defined Lifetime of Customer • Total Customer Value = RCV + RV+ (ACV or LCV) Cashflow – 3 Months, 6 Months, 1 Year
- 19. ACV Example -Hotel • Room Rate = $450 • Average Daily Stay = 3 Night • Average Customer Value = $450 • Retention Value = 5% • Retention Value = 5% * $450 = $22.50 • Referral Customer Value = 5% • Referral Customer Value = 5% * $450 = $22.50 • Total Customer Value = $22.50 + $22.50 + $450 = $495.00 Cashflow – 3 Months, 6 Months, 1 Year
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- 21. What Are YourConversion Levels? • In Store Visits • Phone Calls • Leads Form Generated • Proposal Requests • Emails • Social Shares (Measuring Brand Awareness) • Website Sales • Downloads • Place Values On Them – Determined By Historical Data
- 22. Paid Search InAction Atl Property Management, LLC Residential Property Management Atl Property Management garnered one client totaling $1,000 - $2,500 in Revenues – Average Customer Value
- 23. Real Estate ConversionFunnel
- 24. ROI Analysis InAction
- 25. Tools For Tracking •Google Analytics • Google Conversion Tracking • Hubspot • Hootsuite • Moz Analytics • Raven Tools • RingCentral (Call-Forwarding System) • Call Rail/Mongoose Metrics (Not Required) • Traditional Excel Spreadsheet (EMAIL ME)
- 26. Content Strategy • PULLIN CUSTOMERS AND OWN THE CONVERSATION • News Story • Videos • Press Release • Announcements • Contests • Articles • Sales Promotion • Unique/Adds Value
- 27. Your Action Items •Run A Google Adwords Test o $400 - $500 Budget o 3 - 7 Days » Have Google Analytics Installed On Your Website » Develop Your Own Model For Measurement » Clean Up Your Website » http://niftymarketing.com/optimal-local-landing- page-infographic » Determine Your Lead Generation Funnel » Start Blogging – And Research Topics » Create Social Accounts – Use Them Regularly » Begin Creating Value Adding Content
- 28. What I WantedYou To Get
- 29. What Did YouLearn?
- 30. Contact the Speaker •Justin Q. Croxton • Visit: http://que-commerce.com • Email: Justin.Croxton@que-commerce.com • Call: (404) 966-5252 • Social Profiles o Twitter: Que_Commerce o http://facebook.com/quecommerce o http://linkedin.com/quecommerce
Editor's Notes
- #4 Housekeeping items
- #5 Believers in digital A few of the major distribution marketing channels Content is king TDL for you Q&A
- #6 Warning… Seminar Objectives
- #7 Operational Excellence Develop capacity to take on more business Measure with more confidence
- #8 What you want to get out of this?
- #9 Comes In Many Forms – Location, Management, Cost Barriers, Skillsets, Training…….. Beer industry example
- #10 Make you a believer. Why would many of you choose not to invest in digital marketing?
- #11 Business Grows – Make Some Money Hear about potential distribution channels to attract more customers. Invest in those channels Wait and see, but you don’t measure Either happy, satisfied, or disappointed NOOOOOOOOOOOOOO – Be Maniacal In Measurement Networking, Sales, Marketing, Digital Marketing
- #12 Still solely relying on these channels. What are some of the businesses you represent? Industries served? Average customer value? Networking, Sales, Marketing, Digital Marketing
- #13 Stay grounded in the funnel. Guiding light for all marketing.
- #14 What the actual path to purchase looks like. (Audi car) Attribution Modeling – Advanced…but doesn’t matter. You can measure just as well without this.
- #15 Really really what it can look like. Audi car continued. Attribution Modeling – $5,000/month budgets
- #16 Pause and take questions Paid Search – Sponsored Text Ads On Google, Yahoo, Bing, other search engines. Search Engine Optimization – Everywhere else On-Page SEO Blogging (Personal/Columnist) Social Media Content Strategy Relationship Building/Outreach Public Relations
- #17 Pause and take questions
- #18 Us marketers care about Leading & Marketing KPI’s first. Helps us drive Revenue & Business KPI’s. Statistically significant
- #19 Depends on business goals, cashflow implications, budget constraints. Small firms usually define 3 – 6 months. Larger firms define 1 year.
- #20 Depends on business goals, cashflow implications, budget constraints. Small firms usually define 3 – 6 months. Larger firms define 1 year.
- #23 Measuring ROI Can anyone come up with more effective marketing campaigns that produce similar margins in short time frames?
- #25 Conduct by service/product line as well. Not meant to be perfect. Help drive expectations, goal setting, milestones Business driven by phone calls and sales/closings
- #26 Take questions: Tools For Measurement
- #29 Confidence & Courage