In the real world, marketing happens online and offline. What metrics matter most when you're reviewing your site analytics? What is Google Analytics really telling me? How do I track offline data? Join Caitlin Kaluza, Marketing Manager at Schipul - The Web Marketing Company to learn how to assess your site analyics for actionable steps, along with tips and tools for learning the most from your data - online and offline.
Presentation to Texas A&M's AAF chapter - Using My Marketing DegreeCaitlin Jeansonne
Caitlin Kaluza, Schipulite Social Media addict and Texas A&M graduate, will be joining the AAF TAMU Chapter to speak with students on the opportunities available for advertising and marketing majors in the professional world.
Fresh from a speaking event at the recent SchipulCon on finding a job out of college through Social Media, this presentation covers what I do and I how I got there, and the exciting possibilities for recent graduates.
How to Assess and Improve Your Social Media Marketing Blue Thumb
Social media has been around for over a decade. There is no telling what it will do next, but one thing is for sure it's not going anywhere anytime soon. Are you struggling to get the results you desire? During this highly visual and engaging talk you'll learn about the latest changes, how to improve your current social media presence and ways to better maximize your time & efforts.
Content and digital governance is where the “rubber hits the road” for creating better content -- and a better digital presence -- in a sustainable fashion. This workshop enabled participants to determine where they fit on a content governance maturity scale, explore governance models, and identify which will work best for their organizations. We discussed setting up, maintaining, and evolving governance.
Is your content working? Learn the factors to identify your content's effectiveness, and how to establish measurable KPIs, do the measuring, and use this information to make better content and business decisions.
Osceola County Online Marketing & Technology TrainingMichelle LeFeve
Courtland Team Members (Michelle LeFeve and Sharon Spence) and 834 Design & Marketing (Adrienne Wallace) delivered online marketing and technology training to local businesses and organizations in Osceola County, Michigan in Reed City and Evart. Attendees learned about Internet trends, social media strategies and tactics, importance and influence of customer review sites, Michigan eLibrary business resources, QR Code use, and email marketing tips. The training event was co-sponsored in partnership with Osceola County Economic Development Dept, Connect Michigan, Reed City Area Chamber of Commerce, and the Evart Local Development Finance Authority.
SPTechCon Austin 2017 - Without Change, There Would Be No Butterflies: 4 Step...Heather Newman
Consumers expect a new relationship with businesses, which means internal teams need a new way to work – one enabling them to access information quickly and collaborate rapidly on any device at any time.
Business transformation is at the heart of every business especially inside everyday processes and driving innovation with purchased productivity tools.
The good news is many companies are turning to Microsoft SharePoint and Office 365. The bad news is adoption is sorely lacking. The culprit? Change management. Recent studies find more than half of companies point to poor change management as the top reason for their SharePoint deployments failing.
Join Heather Newman, Co-Founder, Chief Evangelist and Chief Marketing Officer of Content Panda, as she uses real-world use cases to provide you the blueprint for a successful change management project:
Planning and sponsorship
Awareness
Learning
Readiness and adoption
You’ll leave this session with a clear understanding of the pitfalls to avoid and proven tips to jumpstart business transformation and how to implement with your change management initiative for your Office 365 and SharePoint platforms.
Presentation to Texas A&M's AAF chapter - Using My Marketing DegreeCaitlin Jeansonne
Caitlin Kaluza, Schipulite Social Media addict and Texas A&M graduate, will be joining the AAF TAMU Chapter to speak with students on the opportunities available for advertising and marketing majors in the professional world.
Fresh from a speaking event at the recent SchipulCon on finding a job out of college through Social Media, this presentation covers what I do and I how I got there, and the exciting possibilities for recent graduates.
How to Assess and Improve Your Social Media Marketing Blue Thumb
Social media has been around for over a decade. There is no telling what it will do next, but one thing is for sure it's not going anywhere anytime soon. Are you struggling to get the results you desire? During this highly visual and engaging talk you'll learn about the latest changes, how to improve your current social media presence and ways to better maximize your time & efforts.
Content and digital governance is where the “rubber hits the road” for creating better content -- and a better digital presence -- in a sustainable fashion. This workshop enabled participants to determine where they fit on a content governance maturity scale, explore governance models, and identify which will work best for their organizations. We discussed setting up, maintaining, and evolving governance.
Is your content working? Learn the factors to identify your content's effectiveness, and how to establish measurable KPIs, do the measuring, and use this information to make better content and business decisions.
Osceola County Online Marketing & Technology TrainingMichelle LeFeve
Courtland Team Members (Michelle LeFeve and Sharon Spence) and 834 Design & Marketing (Adrienne Wallace) delivered online marketing and technology training to local businesses and organizations in Osceola County, Michigan in Reed City and Evart. Attendees learned about Internet trends, social media strategies and tactics, importance and influence of customer review sites, Michigan eLibrary business resources, QR Code use, and email marketing tips. The training event was co-sponsored in partnership with Osceola County Economic Development Dept, Connect Michigan, Reed City Area Chamber of Commerce, and the Evart Local Development Finance Authority.
SPTechCon Austin 2017 - Without Change, There Would Be No Butterflies: 4 Step...Heather Newman
Consumers expect a new relationship with businesses, which means internal teams need a new way to work – one enabling them to access information quickly and collaborate rapidly on any device at any time.
Business transformation is at the heart of every business especially inside everyday processes and driving innovation with purchased productivity tools.
The good news is many companies are turning to Microsoft SharePoint and Office 365. The bad news is adoption is sorely lacking. The culprit? Change management. Recent studies find more than half of companies point to poor change management as the top reason for their SharePoint deployments failing.
Join Heather Newman, Co-Founder, Chief Evangelist and Chief Marketing Officer of Content Panda, as she uses real-world use cases to provide you the blueprint for a successful change management project:
Planning and sponsorship
Awareness
Learning
Readiness and adoption
You’ll leave this session with a clear understanding of the pitfalls to avoid and proven tips to jumpstart business transformation and how to implement with your change management initiative for your Office 365 and SharePoint platforms.
Recruitment Marketing: Bridging the Gap Between Awareness & CommitmentKyle James
Colleges and Universities do a great job of creating awareness around their brands. They also do a great job of closing prospective students who are interested school into new students. The one problem with this is that there are three main stages in the Recruitment funnel for new students and this area is something that schools don't do exceptionally well. We're talking about the Converting and Engaging stage fo the recruitment funnel. In this webinar we will focus on the steps and processes critical to this middle stage that bridges the gap of potential students being aware of your brand and actually becoming students. What is involved, how do you accomplish it and ultimately how can you measure success.
I gave this presentation to a group small business owners while representing SCORE, a nonprofit association dedicated to helping small businesses get off the ground, grow and achieve their goals through education and mentorship. The audience had a wide age range of entrepreneurs while the younger demographic was eager to learn more about Snapchat and Instagram.
Social Business Speaker and Outsourced Advisor Dawn Raquel Jensen speaks to Rollins College on Tools, Tips, and Techniques to Build Business, Influence and Leadership Online.
Activating Governance for End Users in Office 365 and SharePoint - SPS Vanc...Heather Newman
Planning and implementing a governance strategy that is empowering, manageable and scalable is key to running a successful Office 365 and SharePoint environment. Building this plan requires “planning” that runs across the business with the support of the C-levels but with the end users in mind. This session will look at an understanding of the business challenges, the justification points, and the technology issues that should be addressed. SharePoint governance should be planned but fluid in order to reflect the constant changes that will happen especially in Office 365. In this session, we’ll explore how aligning governance content to your business and delivering it in-context will help insure change management and user adoption.
Emily Reeves presented to the Accounting and Financial Women's Association of central Arkansas about planning their professional digital presences, whether for themselves as an individual or as a company.
The Road to Awesome SharePoint Adoption in Your Organization - SPS Chicago Su...Heather Newman
No matter what version of SharePoint an organization has or how long it has been implemented there is a steep learning curve for many users. That learning curve often brings trepidation and paralysis to people who are simply working to complete everyday tasks. Training is forgotten shortly after it happens. Asking for help from the IT department or even another co-worker can be intimidating. Are you tasked with driving adoption? Proving IT spend ROI? Reducing time and energy around internal support calls and emails? Having the right tools and content at one’s fingertips empowers your teams, excites them and sets them on the road to feeling awesome about themselves, Who doesn’t want more of that?
Content marketing is increasing in importance with significant changes in Google's and Facebook's algorithms. Americans expect to get their information online and want experts to provide them with that information, education and advice. Brands have an opportunity to position themselves as the experts in their industries by creating and sharing exceptional content.
How to run a social media training program, presented by Lauren VargasSocialMedia.org
In her Brands-Only Summit presentation, Aetna's Lauren Vargas teaches a class on how to develop and manage a social media training program for your employees.
She gives a detailed framework for leading a social media training program that teaches effective and ethical social media engagement.
September BPN: How to Make the Most of Your Employee Volunteer ProgramVolunteerMatch
Employee Volunteer Programs (EVP) are becoming more and more commonplace in companies nowadays. Not only are they more anticipated by employees, the companies themselves are asking for more out of their EVP. From helping recruit talent, to increasing retention by making employees happier, healthier, and more productive, to growing brand reputation, building an EVP has no downside. But how can you find the right tools to do it right?
Join VolunteerMatch’s Directors of VolunteerMatch Solutions, Seth Thompson and Niccolina Clements, as they share a behind the scenes look at how to make the most of your Employee Volunteer Program through VolunteerMatch Solutions. Their expertise in corporate solutions will provide you with insight on what to think about when looking to start the perfect EVP and how the experience should be for the admin as well as for your employees. If you are stuck or overwhelmed on where to start or simply looking to switch to a new EVP management tool, this webinar will give you an insider’s look at building the right program for you and your company.
In May 2013, Stone Ward held an invitation-only Digital Summit event to share digital trends, content strategy tips and information and idea starters for digital storytelling and for what technology can really do. This is the presentation from that Stone Ward Digital Swagger Summit.
Inbound School Marketing: Is Your Website Helping The Bottom Line?Kyle James
The rules of the game have changed. Having a website is standard practice but your website is more than a branding piece for your institution. The majority of almost every school’s annual budget comes from tuition so helping increase enrollment has to be the site's top priority. Are you fully leveraging it for a marketing purpose? How is your social media, blogging, mobile efforts and search engine optimization coming together to help you meet these goals? In this presentation, you'll get a blue print for success. We will discuss the importance of your website in the marketing and recruitment funnel, how you can actually get a ROI on marketing and give you formulas and calculators to financially justify future projects.
http://2012.highedweb.org/EventDetail.aspx?guid=7ef9df82-b884-43ae-b5bd-b11066cb0ad4
Recruitment Marketing: Bridging the Gap Between Awareness & CommitmentKyle James
Colleges and Universities do a great job of creating awareness around their brands. They also do a great job of closing prospective students who are interested school into new students. The one problem with this is that there are three main stages in the Recruitment funnel for new students and this area is something that schools don't do exceptionally well. We're talking about the Converting and Engaging stage fo the recruitment funnel. In this webinar we will focus on the steps and processes critical to this middle stage that bridges the gap of potential students being aware of your brand and actually becoming students. What is involved, how do you accomplish it and ultimately how can you measure success.
I gave this presentation to a group small business owners while representing SCORE, a nonprofit association dedicated to helping small businesses get off the ground, grow and achieve their goals through education and mentorship. The audience had a wide age range of entrepreneurs while the younger demographic was eager to learn more about Snapchat and Instagram.
Social Business Speaker and Outsourced Advisor Dawn Raquel Jensen speaks to Rollins College on Tools, Tips, and Techniques to Build Business, Influence and Leadership Online.
Activating Governance for End Users in Office 365 and SharePoint - SPS Vanc...Heather Newman
Planning and implementing a governance strategy that is empowering, manageable and scalable is key to running a successful Office 365 and SharePoint environment. Building this plan requires “planning” that runs across the business with the support of the C-levels but with the end users in mind. This session will look at an understanding of the business challenges, the justification points, and the technology issues that should be addressed. SharePoint governance should be planned but fluid in order to reflect the constant changes that will happen especially in Office 365. In this session, we’ll explore how aligning governance content to your business and delivering it in-context will help insure change management and user adoption.
Emily Reeves presented to the Accounting and Financial Women's Association of central Arkansas about planning their professional digital presences, whether for themselves as an individual or as a company.
The Road to Awesome SharePoint Adoption in Your Organization - SPS Chicago Su...Heather Newman
No matter what version of SharePoint an organization has or how long it has been implemented there is a steep learning curve for many users. That learning curve often brings trepidation and paralysis to people who are simply working to complete everyday tasks. Training is forgotten shortly after it happens. Asking for help from the IT department or even another co-worker can be intimidating. Are you tasked with driving adoption? Proving IT spend ROI? Reducing time and energy around internal support calls and emails? Having the right tools and content at one’s fingertips empowers your teams, excites them and sets them on the road to feeling awesome about themselves, Who doesn’t want more of that?
Content marketing is increasing in importance with significant changes in Google's and Facebook's algorithms. Americans expect to get their information online and want experts to provide them with that information, education and advice. Brands have an opportunity to position themselves as the experts in their industries by creating and sharing exceptional content.
How to run a social media training program, presented by Lauren VargasSocialMedia.org
In her Brands-Only Summit presentation, Aetna's Lauren Vargas teaches a class on how to develop and manage a social media training program for your employees.
She gives a detailed framework for leading a social media training program that teaches effective and ethical social media engagement.
September BPN: How to Make the Most of Your Employee Volunteer ProgramVolunteerMatch
Employee Volunteer Programs (EVP) are becoming more and more commonplace in companies nowadays. Not only are they more anticipated by employees, the companies themselves are asking for more out of their EVP. From helping recruit talent, to increasing retention by making employees happier, healthier, and more productive, to growing brand reputation, building an EVP has no downside. But how can you find the right tools to do it right?
Join VolunteerMatch’s Directors of VolunteerMatch Solutions, Seth Thompson and Niccolina Clements, as they share a behind the scenes look at how to make the most of your Employee Volunteer Program through VolunteerMatch Solutions. Their expertise in corporate solutions will provide you with insight on what to think about when looking to start the perfect EVP and how the experience should be for the admin as well as for your employees. If you are stuck or overwhelmed on where to start or simply looking to switch to a new EVP management tool, this webinar will give you an insider’s look at building the right program for you and your company.
In May 2013, Stone Ward held an invitation-only Digital Summit event to share digital trends, content strategy tips and information and idea starters for digital storytelling and for what technology can really do. This is the presentation from that Stone Ward Digital Swagger Summit.
Inbound School Marketing: Is Your Website Helping The Bottom Line?Kyle James
The rules of the game have changed. Having a website is standard practice but your website is more than a branding piece for your institution. The majority of almost every school’s annual budget comes from tuition so helping increase enrollment has to be the site's top priority. Are you fully leveraging it for a marketing purpose? How is your social media, blogging, mobile efforts and search engine optimization coming together to help you meet these goals? In this presentation, you'll get a blue print for success. We will discuss the importance of your website in the marketing and recruitment funnel, how you can actually get a ROI on marketing and give you formulas and calculators to financially justify future projects.
http://2012.highedweb.org/EventDetail.aspx?guid=7ef9df82-b884-43ae-b5bd-b11066cb0ad4
These slides are used in the introduction to using iPads in Educatiion seminar. It is an overview and introduction to the hundreds of apps available to use in Learning and Teaching. These seminars were first run in 2010.
Since among the most relevant problems when referring to brands are those related to the management of a multi-brand system (Hill et al., 2005), a company must formulate its basic strategic brand principles in view of two central themes, which are:
Brand Architecture; and a Brand Portfolio.
This digital media overview was presented to Entrepreneur's EDGE on November 15, 2012. It covers website design, search engine optimization, paid search, email marketing, mobile and social media.
Getting prospective students to a website is one thing, but marketing strategies can't stop there. Learn how to use Google Analytics, a free but feature-rich tool, to understand and optimize the website experience. Topics to be covered include understanding basic web analytics metrics, understanding and using conversion goals and tips for measuring ROI.
I did a training on basic metrics in digital marketing for a Boot Camp organized by Volunteers for Ideas and Projects. It's pretty basic, but covers the most important digital KPIs, especially for student NGOs in the beginning of a digital approach.
Analytics for Customer Acquisition - Presentation at Nasscom Product Conclave...Arun Agrawal
Don't jump into Google Analytics without defining your KPIs first. Set your targets and analyse with this guide.
Includes strategies and tactics to solve the low traffic and low web site conversion problems. Apply these ideas to improve your sales and leads by a huge margin at a low cost.
Struggling to understand google analytics? It can be overwhelming, it's such a large platform. In this presentation, you will learn the basics of Google Analytics for your small business.
We will cover:
Set Up
Audiences
Aquisition
Behavior
Goals
& More.
Grant Ruxton from Boyd Digital delivered a masterclass on behalf of the Alba Incubation Service at the Hillington Park Innovation Centre on Tue 16th Sept 2014 around how to get started on Google analytics.
From ITC Agent Conference 2015...
Do you know where people come from when they land on your insurance agency website? Do those visitors find your website helpful? This session will explore how Google Analytics can answer these questions and more to help refine your online marketing efforts for increased customer acquisition.
Setting up Social Ads for Success - Caitlin Jeansonne at SMX West 2017Caitlin Jeansonne
Setting up for paid social success: Tracking, Attribution and Reporting - presented at SMX West 2017.
As more social networks develop increasingly sophisticated targeting, tracking and attribution capabilities, paid social strategy and management has become a key focus for digital marketing agencies and in-house marketing departments. Social has also been at the leading edge of the advertising shift to mobile, making paid social a must-have discipline for both B2B and B2C companies.
Nine key ways wearable technology affects social media. Presented at Pubcon 2015 in Las Vegas on October 6, 2015.
The technology "wearables" market grew 600+% in the second half of 2014, in comparison to the first. The industry as a whole is projected to hit $14 billion by 2018. It is also projected that 1 in 5 people will have some kind of wearable technology in 2015. This session will highlight everything that you need to know in order to stay on top of your game in the "wearable" technology market.
ACCE Conference - Trends in Association Web Marketing TechnologyCaitlin Jeansonne
I presented this to the Association of Chamber of Commerce Executives. They were a great crowd and I loved talking trends in websites, social media, analytics, and more with them!
Take Control of Your Website for PR Pros! PRSA Southeast District ConferenceCaitlin Jeansonne
Is your PR expertise being trumped by marketing specialists? You can regain control of your website by becoming skilled in the basics of website analytics and SEO. With this knowledge, you will have more control over your website strategy. This session covers how to use web analytics to analyze your current performance, what benchmarks you should use, and which statistics you should focus on. You’ll learn how to research and identify your target audience and to discover what search terms they use to find you. You’ll get a basic introduction to SEO, with understandable explanations of how search engines work.
SXSW 2013 Submission- Marketing Tech When Your Product Changes Every DayCaitlin Jeansonne
Are you trying to figure out how to keep up with your agile, "speed of light" development team? Are your clients calling, emailing, Tweeting, and Facebook-ing you with questions about interfaces and features that are changing?
Today's tech marketing & sales team faces a unique set of challenges as you focus on business development while your programming team is focused on daily updates to the code, efficiency, and scalability at lightening speeds. How do you sync up your sales, marketing, and technology departments to succeed?
Caitlin Kaluza & Courtney Pemberton lead the Marketing & Sales teams for Tendenci Content Management Software. Caitlin & Courtney will discuss their experiences marketing an open source CMS that is constantly evolving, including tips for communicating constant changes to clients & prospects, closing sales, & focusing your marketing message internally and externally when your target continues to move.
Metrics in the Real World | Online and Offline Analytics TrackingCaitlin Jeansonne
In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data?
Presentation from SchipulCon 2011.
Intro to Search Engine Optimization - Association of Proposal Management Prof...Caitlin Jeansonne
How to get the most out of your website to be sure people are finding you in Search Engines. Basic website optimization and planning a successful SEO campaign.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
https://bit.ly/BabeSideDoll4u Babeside is a company that specializes in creating handcrafted reborn dolls. These dolls are designed to be incredibly lifelike, with realistic skin tones and hair, and they have become increasingly popular among collectors and those who use them for therapeutic purposes. At Babeside, we believe that our reborn dolls can provide comfort and healing to anyone who needs it.
The Healing Power of Babeside's Handcrafted Creations
Our reborn dolls are more than just beautiful pieces of art - they can also help alleviate stress, anxiety, depression, and other mental health conditions. Studies have shown that holding or cuddling a soft object like a stuffed animal or a reborn doll can release oxytocin, which is often referred to as the "love hormone." This hormone helps us feel calm and relaxed, reducing feelings of stress and anxiety.
In addition to their physical benefits, reborn dolls can also offer emotional support. For many people, having something to care for and nurture can bring a sense of purpose and fulfillment. Reborn dolls can also serve as a reminder of happy memories or loved ones who have passed away.
Ethical_dilemmas_MDI_Gurgaon-Business Ethics Case 1.pptx
What Metrics Really Matter? - PRSA Sunshine District Conference 2012
1. Web Metrics in the Real World
Are You Counting What Really Matters?
Caitlin Kaluza
Marketing/ Communications Manager
Schipul – The Web Marketing Company
@qcait
caitlin@schipul.com
3. What We’ll Go Over
1. Making Sense of Online Data
2. Defining Goals & Conversions
3. Rank Isn’t Everything
4. Tips for Tracking Offline Data
@qcait // #sunshine2012
4. The “Easy” Scenario
1. Bid on keyword “pay my TXU bill”
2. Someone searches “pay my TXU bill” &
sees an ad with a title “Pay your TXU bill
online”
3. Visitor clicks through to Landing page to
pay TXU Bill - cost to you is $0.20
4. You get $1.50 for every conversion -
need to convert >13% to make a profit
@qcait // #sunshine2012
5. The Real World
• Event Leads
• Newsletter Signups
• Contact Forms
• Traffic from your Facebook Fan Page? Twitter?
YouTube? Google+?
• Phone Calls
• Long Sales Process
@qcait // #sunshine2012
7. Definitions
• Visits Number of instances
of a visit
• Pageviews Total views of all
pages across the site
• Bounce Rate People who
landed on one page & left
without clicking anywhere
else (we like to see <50%)
• New Visits Based on a
cookie in your browser (not
computer)
9. Visit
Trends
• Compare month over month AND year over year
• Be aware of seasonal trends – your traffic should
mirror trends in your business
• Pages/Visit, Time on Site Measure Engagement
@qcait // #sunshine2012
10. Traffic Sources
• Visits from Search
• Keywords –
especially non-
branded
• Traffic from Social
Media, YouTube, p
artners, media, et
c.
@qcait // #sunshine2012
11. Content
• Look for what
changed
• Measure new
content
• Audience >
Visitors Flow
@qcait // #sunshine2012
12. Geography
• Are you hitting the
geography you expect?
• Where are the
opportunities?
@qcait // #sunshine2012
13. Mobile
• Mobile is 5-10%
for average
Schipul client
• “Operating
System” shows
iPhone vs.
Android
• Audience >
Mobile > Devices
@qcait // #sunshine2012
15. What is the Goal?
• What is the goal of your website?
• What is a Conversion?
– Fill out contact form
– Donate/Volunteer
– Call
– View a key page – contact, driving
directions, menu
– Tip: Ask your Sales Guys
@qcait // #sunshine2012
16. Goal Set Up
• Goals are located in Settings
• Allowed 4 sets of 5
• Three types:
– URL Destination (i.e. form confirmation page)
– Time on Site
– Pages/Visit
• Adds a tab to all reports
@qcait // #sunshine2012
21. Test, Test, Test
• “There is no such thing as a
marketing argument, only a
marketing test”
• Try to test one thing at a time
• Test for 1 month if possible
@qcait // #sunshine2012
23. Set Up Campaigns
• You can essentially set up anything as a Campaign
using Google URL Builder
• Add tracking code to any URL to notify Google
Analytics what campaign it came from
• Allows for
– A/B testing
– Tracking data within one source
– Newsletter Tracking
@qcait // #sunshine2012
24. Example Scenario
• Which Donate Link is Better?
• Set up each as a separate campaign
@qcait // #sunshine2012
25. Results
• In Analytics:
Traffic Sources >
Campaigns
• Red Button gets 4x
visits
@qcait // #sunshine2012
26. Set Up Campaigns
URL will look like:
http://houstonzoo.org/support/?utm_source=
houstonzoo&utm_medium=template_top_ba
nner&utm_campaign=Tiger_Donate_Link
@qcait // #sunshine2012
27. Google URL Builder
• Start with URL
• Define
Source,
Medium,
Name
• Term &
Content are
optional
• Generate URL
@qcait // #sunshine2012
28. Be Consistent!
• Example Sources: • Example Name:
– google – oct2011newsletter
– newsletter – Annualconference2011
– event – Tip: Include Year
• Example Medium:
– cpc
– banner
– email
– link
@qcait // #sunshine2012
30. Tips for Tracking Offline
Involve Sales in the SEO
process!
– Have them ask
prospects
– Add optional field to
contact forms
– Document in CRM or
Google Doc
@qcait // #sunshine2012
31. Call Tracking Software
• Be wary of posting separate number – Google
uses to verify Google Places/Google+ Local
• Adwords Call tracking tool
@qcait // #sunshine2012
32. Calculating Your Conversion Rate
• Example
– 50% of contact forms lead to a phone call
– 40% phone calls lead to a meeting
– 75% meetings lead to a proposal
– 50% proposals close
– 7% contact form lead to close
• How much do you need to Increase Traffic to
move the needle?
@qcait // #sunshine2012
34. Funnel of Search Engine Marketing
Impressions from Click through to Site Contact The Sale
Search Keywords • Site must be User Friendly • Email/ Call to Sales team • For Nonprofits, may be:
• Content must be Search for visitors to take action • Content must be • Membership
Engine friendly to rank • Is it clear what you do? convincing for visitor to Registration
well • Is there a clear call to take this step • Donation
• Make sure keywords you action? • Volunteer Application
focus on target the right • Are people engaged
audience with your content?
• Can visitors navigate
through easily?
@qcait // #sunshine2012