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Chris Middleton

Chris Middleton. Profit, online @optimisedhq. Covering. Push Vs. Pull Analytics: What can analytics provide us with? How can we use this information to design a marketing campaign? How we do it: Persuasive marketing Generate traffic Content sharing Integrate Stand out from the crowd.

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Chris Middleton

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  1. Chris Middleton Profit, online @optimisedhq

  2. Covering • Push Vs. Pull • Analytics: • What can analytics provide us with? • How can we use this information to design a marketing campaign? • How we do it: • Persuasive marketing • Generate traffic • Content sharing • Integrate • Stand out from the crowd

  3. Push Vs. Pull

  4. Push Marketing

  5. Pull Marketing

  6. Analytics

  7. What Can Analytics Provide Me With?

  8. Keywords

  9. Location

  10. Devices and Browser Type

  11. New vs. Returning Visits

  12. Conversions

  13. Email Analytics

  14. Email: Test Content

  15. Email: Test Databases

  16. Email: Test Times and Days of the Week

  17. Social Analytics

  18. How Can We Use Analytics To Design Our Marketing Activities?

  19. Keywords That Provide Visitors

  20. Keywords That Convert

  21. How Do We Find These Keywords? • Brainstorm • Ask Customers • Google Keyword Planner • Test in Google Adwords

  22. How Do We Know These Keywords Are Converting? • Custom tracking – goals & events • AdWords & Webmaster Tools • Enquiry entry forms • Keyword telephone tracking • Record data in CRM system

  23. Structure a Website that Converts The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.

  24. Structure A Website That Converts • A website should convert as close to 100% of visitors as it can • Design, structure and content is key • Create landing pages • Test landing pages

  25. Remember Your Websites’ Goal

  26. Evaluate

  27. Salesperson That Never Sleeps™

  28. We Talk Less to Real Sales People

  29. Provide the Right Content

  30. The Website Needs To Answer All The Questions A Salesperson Would

  31. Buying Process Priority Shift Research Options Validation Choice Status Quo Evaluation Awareness Decision Forrester Research reports that 65% of sellers that create the buying vision during these early states get the deal. http://www.inboundsales.net/blog/bid/49600/A-Guide-to-Understanding-the-B2B-Buying-Process

  32. Buying Process Now Past Step Backs Priority Shift Status Quo Validation Choice Options Research Marketing Sales Content Gap

  33. The website has to provide information to satisfy different personality types and for different stages in the buying process.

  34. Advertising

  35. PPC Advertising

  36. Paid Search Paid Search Paid Search Organic Search

  37. Display Ads

  38. Remarketing

  39. Social Networking Advertising

  40. YouTube

  41. Landing Pages

  42. Increase CTRWith Search Ad Campaigns Clicks CTR (click-through rate) = Impressions

  43. Test Multiple Adverts

  44. Test Times and Days of the Week

  45. Adwords and Organic Listings: Double Up!

  46. Adwords Rating Extensions

  47. Adwords: Local Extensions

  48. Adwords: Call Extensions

  49. Adwords: Targeting Mobile

  50. Adwords Relevancy Score Reduce Cost Per Click & Increase Ad Position

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