show me the money: digital conversion webinar
TRANSCRIPT
FLUID WEBINAR SERIES EVENT
Show Me The MoneyKnow where your digital revenue comes from and get more of it
Phil CaseManaging DirectorPartner Fluid Advertising
@GetFluid
Dustin CederholmDigital Conversion ManagerFluid Advertising
#FluidWebSeries
Multi-channel marketing is hard.Tracking it is even harder.
Today you’ll learn to make it easier.And make more money doing it.
Fluid. A Passion for Growth
Marketers Are Overwhelmed
Marketers are increasingly overwhelmed:76% of marketers think marketing has changed more in the past two years than the past 50.
Marketers are under increasing pressure to deliver ROI:65% of marketing professionals feel more pressured to show return on investment on marketing spend.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.
Marketing is often the 1st budget to be cut
Marketers Are OverwhelmedMarketers are increasingly overwhelmed:76% of marketers think marketing has changed more in the past two years than the past 50.
Marketers are under increasing pressure to deliver ROI:65% of marketing professionals feel more pressured to show return on investment on marketing spend.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.
Marketing is often the 1st budget to be cut
But most marketers aren’t even focused on ROI:57% of marketers are NOT basing their marketing budget on any kind of ROI analysis
Marketers Are Overwhelmed
Marketers Are Overwhelmed
There are solutions (intangibles)
FocusPlanningLearningTrainingPig Headed Discipline
Fluid. A Passion for Growth
Focus
Planning
Marketing Plan
Meetings
Schedules
Assignments
Learning
Monthly Webinars
Blogs
The New “Online Universities”• Google analytics• Google adwords• Email providers• Etc
How to learning• lynda.com• treehouse.com
Training
Monthly Webinars
Blogs
The New “Online Universities”• Google analytics• Google adwords• Email providers• Etc
How to learning• lynda.com• treehouse.com
Pig Headed Discipline
Practice, practice, practice
Stick to the plan
Don’t let yourself be deterred
Survey #1 - What MKTG activities do you currently do.
Fluid. A Passion for Growth
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Survey #1 - What MKTG activities do you currently do.
Survey #2 - What % do you do well?
Fluid. A Passion for Growth
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Survey #2 - What percentage do you do well
Getting more leads and generating higher revenue
Fluid. A Passion for Growth
Fluid. A Passion for Growth
Let’s talk about the key channels of digital marketing
There are solutions (tangibles)
Desktop + Mobile
+
Conversion Channels
Immediate Opportunities
•A/B Testing - Improve the conversion experience
•Email Campaigns
•Search/Site Retargeting
•Email Retargeting
•Social Retargeting
•Landing Pages
Conversion Channels
Long-Term Opportunities
•A/B Testing
•SEO
•Content Marketing
•Layered Link Building
•Reviews
•Referral Programs
AFluid. A Passion for Growth
Bvs.
ALWAYS BE TESTING
Email Campaigns
Email Campaigns
Most important elements• From • To• Subject• Call to action
*How to track? Email service providers (ESP)
A/B test
Text vs. HTML
Responsive vs. Set width
Newsletter + List rent
Fluid. A Passion for Growth
of email recipients open email based on the subject line alone
35%
Retargeting
26%The percentage of users who return and complete the check-out process increases to
http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/
70%Website visitors who are retargeted with display ads are more likely to convert on your website.
Site retargeting is to encourage known customers to come back to your site.
Search retargeting is to find new customers by retargeting users based on search behaviors.
Fluid. A Passion for Growth
http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/
Fluid. A Passion for Growth
http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/
Email retargeting allows you to take know email addresses and serve display ads to those users while they navigate the
web.
Social retargeting allows you to reach users that have visited your site and reengage them on social platforms such as
Facebook.
Landing Pages
26%The percentage of users who return and complete the check-out process increases to
http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/
70%Website visitors who are retargeted with display ads are more likely to convert on your website.
Content Marketing
3xContent marketing generates 3 times as many leads as traditional outbound marketing,
62%but costs 62% less.
http://www.demandmetric.com/content/content-marketing-infographic
Fluid. A Passion for Growth
Layered Link Building
Survey #3 - If you could pick one new marketing tactic to implement immediately what would it be?
Fluid. A Passion for Growth
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Survey #3 - If you could pick one new marketing tactic to implement immediately what would it be?
Fluid. A Passion for Growth
Tracking marketing efforts to know where revenue comes from
Google Analytics
Google Tag Manager
Email Service Providers (ESPs)
Content Capture Form
5 Critical Components
• Position• Length• # Fields• Privacy policy• Submission button
http://blog.hubspot.com/blog/tabid/6307/bid/28472/The-5-Critical-Components-of-Fantastic-Lead-Capture-Forms.aspx
Gated Content
Query Tags
http://www.yoursite.com?MyQueryStringVariable={QueryString}
Call Tracking
Yes it can be done!
Marketing Automation
Better tools are key to improved productivity, and productivity is what creates value. All major transitions in
human history have been related to new tools.
Creating. Adapting. Always.
Find a story to tell about tools
Fluid. A Passion for Growth
Survey #4 - Select 1 tracking tactic you would like to learn more about.
Fluid. A Passion for Growth
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Survey #4 - Select 1 tracking tactic you would like to learn more about.
FLUID WEBINAR SERIES EVENT
Show Me The MoneyKnow where your digital revenue comes from and get more of it
Phil CaseManaging DirectorPartner Fluid Advertising
@GetFluid
Dustin CederholmDigital Conversion ManagerFluid Advertising
#FluidWebSeries
