1 / 31

Sell or Go Home Part VI

Sell or Go Home Part VI. Strategies for Finding Customers, Winning Their Business and Keeping Them for Life. 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

irving
Download Presentation

Sell or Go Home Part VI

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Sell or Go Home Part VI Strategies for Finding Customers, Winning Their Business and Keeping Them for Life

  2. 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 • http://about.me/aaronmclean

  3. 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

  4. What's The Deal With “Sell or Go Home”? Option A: Option B:

  5. 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?

  6. Part VI: Sell or Go Home • Online Marketing Strategies • Where do YOU want to start? • Note: We may only have time for 3 of the 5… • Building a Financial Model • Basics of “Google Traffic Estimator” • SEO • SEM: Display, Keyword • Email Marketing

  7. 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?

  8. 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 Who can tell me what’s missing?

  9. 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?

  10. Example % of Revenues Represented by Customers All Customers that Buy Your Product

  11. Note: I can send this to you!

  12. 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?

  13. Basics of Google Traffic Estimator

  14. Organic VS Paid

  15. SEO • Who can tell me how on-page SEO works? • Who can tell me how off-page SEO works?

  16. Page Title On-Page SEO Elements Domain H1 Body Content #2 File Name File Size Alt Text Captions

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

  18. On-Page SEO 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

  20. How Off-Page SEO Works: Popularity Contest ? Bob: Photographer Mary: Jeweler http://nyti.ms/10TbeoJ 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)

  22. SEM: Display / Keyword • What are some elements of a formula for a successful online advertising campaign?

  23. Quality & Remember! Online Advertising Recipe for Success Ad Targeting Relevance Cost Per Impression Cost Per Click A/B A/B Continual Measuring and Optimization Lifetime Value Revenue / Transaction Conversion Success!

  24. Online Advertising A/B Testing Success Story

  25. Your Key to the City Success Story

  26. Email Marketing • What are some elements of a formula for a successful email marketing campaign?

  27. Quality & Remember! Email Marketing Recipe for Success List Building & Segmentation Targeting Relevance Quality Content & Delivery Cost Per Click A/B A/B A/B Continual Measuring and Optimization Lifetime Value Revenue / Transaction Conversion Success!

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

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

  30. Contact For a copy of the presentation, please go to: www.eight-eleven.com/corzo Aaron Haydn McLean http://about.me/aaronmclean

More Related