Presented by Adriel Michaud of Top Draw at NAIT, March 2016.

1. Signals Based Online Marketing
By Adriel Michaud
@topdrawinc

2. Signals Based Marketing
● Goal Setting
● Signals Based Marketing
● Site Audits
● Questions

3. Marketing Without a Clear Goal is Madness

4. Signals Based Marketing: Horror Stories
Study 1
● Industry magazine buy
● Online & offline
● $14,000/yr
Readership:
● 50,000 Engineers
● 30,000 C-Level Executives
● 5,000 Business Owners

5. Signals Based Marketing: Horror Stories
Study 1
● Industry magazine buy
Results after analysis
● 1 sales lead
● They didn’t buy anything

6. Signals Based Marketing: Horror Stories
Study 2
● $60,000 co-ordinated campaign
○ Newspaper
○ Radio
○ Online
○ Social
480,000 ad impressions
1,400 clicks
$42.85 Cost per Acquisition (CPA)
78 View Through Conversions

7. Signals Based Marketing: Horror Stories
Study 2
● Ad impressions are relative
● Clicks are relative
● CPA was calculated off clicks instead of conversions
● View Through Conversions are heresy

8. Signals Based Marketing: Horror Stories
Study 3
● $1000/mo sponsored industry event
● 12-15 staff hours per month
● Hosted industry insiders, prospects.

9. Signals Based Marketing: Horror Stories
Study 3
● 2 years later
● 1 hire
● 1 employee poached
● No sales leads closed

10. Signals Based Marketing: Horror Stories
Study 4
● Brand new website
● Mobile responsive

11. Signals Based Marketing: Horror Stories
Study 4
● Phone calls from the website dropped by half
● Form fills dropped by 30%

12. Starting in a Happy Place

13. Signals Based Marketing: Goal Setting
Top goals look SMART
● Specific
● Measurable
● Achievable
● Relevant
● Time Bound
Goals != Mission Statements, strategies, slogans.
Alternate Wording: KPI’s, Metrics

14. Signals Based Marketing: Burn These Goals With Fire
● Improve brand reach
● Double our sales
● Make the website look better
● Make us a Twitter because Competitor X has one
● Make all our datasheets match the TPS report
● “Be one of the world's leading producers and providers of
entertainment and information."

15. Signals Based Marketing: Great Goals
● Increase weekly web-generated leads by 25% by end of
Fiscal 2014.
● Reduce time to hire by 2 weeks by the end of Q4
● Increase customer net referrer score by 10% in the next
3 weeks
● Reduce call center call ins by 25% for next fiscal year

16. Signals Based Marketing: Work Backwards
Sales come from:
1. Closed Contract
2. Written Contract
3. Client Meeting
4. Client Call or Email
5. Website Visits
Marketing
Sales

17. Signals Based Marketing: Work Backwards
New hires come from:
1. Closed Contract
2. Offer Letter
3. Interviews
4. Pre-screen call
5. Job Application
6. Website Visits
Marketing
HR

18. Customer Signals == Truth

19. Signals Based Marketing: Before

20. Signals Based Marketing: Signals Now

21. Signals Based Marketing
● Recording 1
● Recording 2
● Recording 3

22. Signals Based Marketing
● Great marketing is not always art
● Great marketing is not always science
● Great art and science will eventually produce great
marketing

23. Signals Based Marketing: Final Thoughts
80% of sales are caused by 20% of your marketing.
Do you know the difference between the 20% that’s working
and the 80% that’s not?
Are you marketing to a goal or marketing to a tactic?

24. Questions

25. Site Audits

26. Audits
Are the keywords correct?
Is the website easy to use for the targeted persona?
Can I get the information I’m looking for?
Is it easy to contact the business?

27. Signals Based Marketing
● Fort Edmonton Park
● Candace Wolfe
● City Mini Mix