- The document introduces an individual who has extensive experience as an entrepreneur, founder, advisor, and mentor for startup companies in Philadelphia. - It explains that the purpose of the document is to provide practical advice to help small businesses and companies in the local creative/tech economy grow and sustain themselves. - It asks a series of polling questions to understand the audience's experience and needs regarding online marketing, digital marketing, and running their own business. The rest of the document then provides guidance on building financial models, using Google Traffic Estimator, implementing SEO, and optimizing SEM, email marketing, and A/B testing campaigns.

1. Who Am I?
• Co-founder, Eight Eleven
• Founder, Longevity
• Co-founder, eFlex CMS
• Co-founder, Philly Startup Leaders
• Featured Speaker and Mentor, Lean Startup Machine
• Advisory Board Member, Side Arts
• Advisory Board Member, Points.ly
• Advisory Board Member, Art Institute of Philadelphia
• Entrepreneur in Residence, Corzo Center
• Mentor to many Philadelphia startup companies
• https://goo.gl/9i1Jns
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2. Why You Are Here
• You’re building a small business in the local creative or
tech economy
• You want to find out what you need to know to help your
company grow and sustain
• You need practical advise you can put to work in your
company, today
• https://goo.gl/9i1Jns
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3. What's The Deal With “Sell or Go Home”?
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Option A: Option B:

4. Before We Start…
• How many are online/digital marketing professionals?
• How many are running their own business?
• How many want to run their own business?
• How many sell their product online (Ecomm)?
• How many offer digital marketing services to their clients or customers?
• How many are SEM experts?
• How many are SEO experts?
• How many are direct marketing experts?
• How many are lead gen marketing experts?
• How many are already marketing online and are here to learn how to
target and market smarter, for better ROI?
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5. Sell or Go Home
• Online Marketing
Strategies
• Where do YOU want to
start?
• Note: We may only have
time for 3 of the 5…
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• Building a Financial Model
• Basics of “Google Traffic
Estimator”
• SEO
• SEM: Display, Keyword
• Email Marketing

6. Building a Basic Financial Model
• How many have built a financial model that accounts for
variables, constants and calculates projected ROI, prior
to launching an online marketing campaign?
• Who can tell me: What variable and constants do you
need to work with to build a basic financial model for
online marketing? (You can pick: SEO, SEM, Email, etc.)
• Who is currently calculating their “customer lifetime
value”?
• What variables do you need to calculate customer
lifetime value?
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7. Building a Basic Financial Model (SEM example)
• Variables:
– Key term
– Monthly impressions
– Monthly clicks
– Average monthly conversion from traffic to lead
– Conversion of leads that respond to
sales/marketing
– Average monthly “close” / sales conversion
– Average revenue per transaction
– Cost per click
• Calculated/Achieved:
– Monthly traffic volume to Website
– Revenue + recurring
– ROI
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Who can tell me what’s missing?

8. Building a Complete Financial Model
• Customer cohort analysis
• Purchase trends by:
– Time of day
– Season
– Day of week
– Type of device
– Type of operating system
– Geographic location
– (Lots more)
• Campaign creative breakdown (A/B)
• “Average” tells an incomplete story; calculate for the curve –
what does your “bell” look like and where is the revenue
potential? 8

9. Example
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%ofRevenuesRepresentedbyCustomers
All Customers that Buy Your Product

10. 10
Note: I can send this to you!

11. Basics of Google Traffic Estimator
• Who can tell me what you can use Google Traffic
Estimator for?
• Are any of those of particular interest to people to discuss
further?
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12. Basics of Google Traffic Estimator
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13. 13

14. Organic VS Paid
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15. SEO
• Who can tell me how on-page SEO works?
• Who can tell me how off-page SEO works?
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16. On-Page SEO Elements
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#2
Page Title
Domain
H1
Body Content
Alt TextFile SizeFile Name Captions

17. 17
Importance of Domain Name: On-Page SEO Elements
#1
We reached #1 by
pointing one (1!) quality
link from another Web
property to this domain
with the text “Law Firm
Marketing Philadelphia”
We reached #1 by
pointing one (1!) quality
link from another Web
property to this domain
with the text “Law Firm
Marketing Philadelphia”

18. On-Page SEO
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Who can fill in the blank:
Content is:

19. Content is King
• Who can tell me why?
– Content is Food
– Google is Hungry
– Give Google a Reason to Come Back to You
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20. 20
How Off-Page SEO Works: Popularity Contest
Bob: Photographer
Mary: Jeweler
Jill: Classical Composer
?

21. SEO Link Building
• Hypothetical situation: Socks.com
– They sell: green socks, yellow socks, blue socks, striped
socks, argyle socks, ankle socks, knee high socks (etc.)
• Who can tell me:
– If a blogger were to write an article on their blog, and in that
blog article, reference your Website, how could/should a link
be structured and where should it link to?
– (we can whiteboard this if need be)
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22. SEM: Display / Keyword
• What are some elements of a formula for a successful
online advertising campaign?
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23. 23
AdAd
Quality
Quality
Success!
Targeting RelevanceTargeting Relevance Cost Per ImpressionCost Per Impression Cost Per ClickCost Per Click
ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring
and Optimization
Continual Measuring
and Optimization
Online Advertising Recipe for Success
& Remember!
A/BA/B A/BA/B

24. 24
Online Advertising A/B Testing Success Story

25. 25
Your Key to the City Success Story
Pre-Roll Hopstop NYC Go Pandora Weatherbug
Industry
Average CTR
Low .04%
High .08%
Prior
Campaign
Averages
High 0.2% - 0.4%
Our
Campaign
Low 0.86% 0.17% 0.17% 5.5% 0.26%
 A/B Testing 
High 1.57% 0.26% 0.27% 6.0%!!! 0.29%
Revenue
Increase
1% !!!

26. Email Marketing
• What are some elements of a formula for a successful
email marketing campaign?
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27. 27
List Building &
Segmentation
List Building &
Segmentation
Quality
Quality
Success!
Targeting RelevanceTargeting Relevance Quality Content &
Delivery
Quality Content &
Delivery
Cost Per ClickCost Per Click
ConversionConversionRevenue / TransactionRevenue / TransactionLifetime ValueLifetime ValueContinual Measuring
and Optimization
Continual Measuring
and Optimization
Email Marketing Recipe for Success
& Remember!
A/BA/B A/BA/B A/BA/B

28. 28
Email Marketing A/B Testing Success Story
A
B

29. 29
Email Marketing A/B Testing Success Story
B
Conversion UP XX%
Revenue Per Transaction
UP XX%

30. Contact
https://goo.gl/9i1Jns
https://goo.gl/knoScy
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