Let's talk business Measure your Marketing
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Let's Talk Business final 2010 series, Measure Your Marketing, with speakers: John Beggs from Sensis, Michelle Gamble of Marketing Angels and Philip Shaw from CleverClicks.
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Let's talk business Measure your Marketing
- 1. MEASURE YOUR MARKETING John Beggs - National Manager Creative Services, Sensis® Michelle Gamble - Founder and Chief Angel, Marketing Angels Philip Shaw - Director, CleverClicks Moderated by Small Business Commentator Valerie Khoo
- 18. MEASURE YOUR MARKETING Moderated by Small Business Commentator Valerie Khoo Michelle Gamble - Founder and Chief Angel, Marketing Angels Philip Shaw - Director, CleverClicks John Beggs - National Manager Creative Services, Sensis®
- 20. The Marketing Process REPORTING Track and Measure Effectiveness
- 21. Where are you now?
- 22. Paint a picture of what you need to achieve
- 23. What should you be measuring?
- 24. Basic Model
- 25. Free/really cheap tools Software as a service solutions Good for small number of users Customisation can be minimal
- 26. Other tools
- 27. Don’t forget
- 33. Have a plan so you can focus on the priorities
- 34. Be fearless Be focussed Be relentless Be consistent
- 35. Happy Marketing! www. twitter.com/marketingangels www.facebook.com/marketingangels
- 36. MEASURE YOUR MARKETING Moderated by Small Business Commentator Valerie Khoo Philip Shaw - Director, CleverClicks John Beggs - National Manager Creative Services, Sensis® Michelle Gamble - Founder and Chief Angel, Marketing Angels
- 37. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” John Wanamaker
- 40. #1 Priority Return on Investment (ROI) By Channel © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 Channel # Leads Conv Rate # Sales $ Revenue $ Cost % ROI Print Radio Website (Branded) Organic/SEO (Unbranded) PPC Referring Websites…
- 42. 1.1 Google Analytics - GOALS © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
- 43. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.2 Google Analytics Reports >VISITORS > MAP OVERLAY
- 44. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.3 Google Analytics – ADVANCED SEGMENTS
- 45. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.3 Google Analytics – ADVANCED SEGMENTS
- 47. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.5 Google Analytics – Scheduling
- 48. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.6 Google Analytics – Compare To Past
- 49. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 1.7 Google Analytics – INTERNAL SITE SEARCH
- 50. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.1 Search Engine Optimisation – KEYWORD REPORT
- 51. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.2 Search Engine Optimisation – Filter Brand Traffic
- 52. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.3 Search Engine Optimisation – # Pages Indexed
- 53. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.4 Search Engine Optimisation – SEO for Firefox
- 54. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 2.5 Search Engine Optimisation – Inbound Links
- 57. © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 4.1 Social Media – Google URL Builder
- 60. “ 80% of my marketing can be measured. And that’s good enough for me.” Philip Shaw © CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” John Wanamaker
- 62. MEASURE YOUR MARKETING John Beggs, National Manager Creative Services, Sensis® Michelle Gamble, Founder and Chief Angel, Marketing Angels Philip Shaw, Director, CleverClicks Moderated by Small Business Commentator Valerie Khoo
Notas del editor
- The sort of things you want to analyse are: Source of leads and sales Conversion by source Average sale by source Repeat sale by source Overall cost of leads Overall cost of sales Costs of sales and leads by source Time it takes to convert leads to sales Seasonality If you haven’t been tracking so you don’t have the data – just put some ballpark figures down so at least you have some sort of starting point from which to measure
- Total revenue Total number of sales Value of sales % of repeat sales Location of sales Time taken from lead to conversion Increase in awareness
- Leads & sales by channel Leads & sales by region Type of lead (e.g. SME vs Corporate) Leads & sales by sales person Leads & sales by value Stage in the sales cycle Client satisfaction Review monthly with a view to understanding cost of each lead and sale
- The Challenge Infinity is a management consultancy firm that offers a range of services including Six Sigma training and implementation. Infinity approached Marketing Angels to help attract a total of 44 delegates to a series of Executive Briefing events. These Briefing events were designed to provide an opportunity for businesses to gain a better understanding of the benefits of introducing Six Sigma practices to their business. The Process Marketing Angels worked with Infinity to identify key target markets, review the competitive landscape and develop relevant marketing messages to clearly articulate the benefits of attending a Six Sigma Executive Briefing. A highly targeted direct mail campaign was developed, incorporating a clear and concise covering letter with a simple promotional brochure/registration form to generate bookings for the Executive Briefings. Important to the success of the campaign however was a comprehensive follow-up telemarketing campaign. Our telemarketer worked a total of 1060hrs over an 8.5 month period. The telemarketing campaign involved making contact with 500 companies on the Infinity database. We typically made contact with several contacts within each company as part of the process. The Results 100% success. We exceeded the target and delivered 60 delegates in total representing a total of 23 companies. Of the companies who attended the Executive Briefings, 5 converted to clients.Plus, the marketing campaign also generated direct business for Infinity from prospects who were ready to implement Six Sigma into their organisations, by-passing the need to attend the Executive Briefings. The campaign achieved a 100% return on investment.
- Work through the priorities section of the workbook. Note: A good guide to help attendees priorities is to get them to write on a separate list of paper their top 10 things to do. Them get them to prioritise the list by writing next to each item how long each thing will take to do. Then have them write next to each item again – which will have the biggest impact on sales/revenue. With 10 being the highest impact and 1 being the lowest impact. They can then prioritise based on the thing that will take the shortest amount of time whilst having the highest amount of impact.
- Close the day. Ask for feedback forms to be filled out. Note – ask for video testimonials. Explain we will link to their web site as part of the testimonial process.