SlideShare una empresa de Scribd logo
1 de 78
5 Ways to Improve Your Digital
Program
Justin Kerley
@KerleyJ
How do you improve a
digital program?
A digital program means something
different to everyone
It’s that way for a reason! There
is no one-size-fits-all approach
The truth is, there’s no magic bullet, a bag of
tricks is only going to get you so far
So I can’t come up with 5 ways to improve
your digital program without sounding like
I’m selling snake oil
How do you improve a
digital program?
You improve your
marketing approach
and apply it online
Be Helpful
Users are trying to solve a
problem
Real-World Example
As people continue to search for answers to
their problems, they look to others like them
Case studies, blog posts and testimonials
are a great way to show how you’ve made
your customers’ lives/businesses better
Real-World Example
Real-World Example
• Real World Example – Line/Shape/Space
Understand your audience – stop thinking
about how you can sell your products to
them, start thinking about what problems
they have and what they might be interested
in
Real World Example
Be Different and Engaging
When you look around at your competitive
landscape, chances are you see a lot of the
same things
How are you going to differentiate yourself
from the field?
Real World Example
Real World Example
Be Relevant
73% of users are fed
up with irrelevant
content
Source: The Marketing Blender
The deluge of content that can come with
giving up your contact information, may
cause users to hesitate
72% of B2B buyers
are most likely to
share useful content
via e-mail
Source: The Marketing Blender
All is not lost, if you’re going to contact a
prospect/customer via e-mail, speak to them
as if they are an audience of one
Real World Example
Entire List Blast: Open Rate = 18%, Click
Rate = 14%, Unsubscribe = 0.31%
Real World Example
Personalized E-mails: Open Rate = 33%,
Click Rate = 21%, Unsubscribe = 0.21%
Remarketing is chance for you to re-engage
with a past visitor with relevant ad creative
General remarketing ads are very effective,
but tying a user’s behavior on your site to
specific messaging increases that impact
Real World Example
• Remarketing as a whole has a
cost/conversion of $23.88 compared to
$76.47 for all other campaigns
• 100% of conversions from remarketing
came from specific audience ad groups
Be Informed
46% of marketers
cannot confidently tie
marketing ROI to
specific lead-generation
campaigns
Source: FormStack
This boils down to three major issues –
quality of data collected, attribution and
understanding the value of a lead
When tracking leads
generated by your
website – what are
you typically tracking?
What about phone calls? How are you
tracking those leads?
Call tracking software can help attribute the
source of those calls
Real World Example
Form submissions from search accounted
for 175 leads over a 30 day period. When
adding in calls from AdWords click-to-call
and calls from our call tracking software,
leads generated by search increased to 391
over the last 30 days
Real World Example
Form submissions from search accounted
for 28 leads over a 30 day period. When
adding in calls from AdWords click-to-call
and calls from our call tracking software,
leads generated by search increased to 114
over the last 30 days
In a multi-screen world or if the buying
process may require multiple touch points
prior to a sale – how do you attribute what
generated your lead?
First touch attribution
vs. last touch
attribution
The reality is it’s somewhere in the middle
Who can tell me the
value of a lead that
comes in from the
web?
You need to know the sales close rate for
leads and the average sale price (preferably
the lifetime customer value)
Example: If you close 1 out
of every 5 leads that are
generated (20% close rate)
and the average sale price
is $5,000, each lead
generated is worth $1,000
Tying it all together
When setting up a goal – you can add the
value of that goal completion
Various reports will then help further define
the value of a marketing channel
Or the value of a specific page on site
Be Flexible
Track the progress of the various channels
of your plan and do more of what’s working
and do less of what’s not
Real World Example
To promote bariatric surgery, first step is to
get users to signup for a seminar that covers
the process and what they need to commit
to
Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates
Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates. Ads were run on
AdWords, Bing and Facebook
First seminar results:
Facebook accounted for
11% of ad spend, yet
accounted for 38% of
signups
Real World Example
After the first seminar date passed, we
increased the budget for the Facebook
campaign
Second seminar results:
Facebook accounted for
35% of ad spend and
drove 52% of signups
Thank you

Más contenido relacionado

La actualidad más candente

Random Acts of Marketing are Killing your Startup
Random Acts of Marketing are Killing your StartupRandom Acts of Marketing are Killing your Startup
Random Acts of Marketing are Killing your Startup
April Dunford
 

La actualidad más candente (20)

Webinar: Measuring Digital Marketing Success Through the Enrollment Journey
Webinar: Measuring Digital Marketing Success Through the Enrollment JourneyWebinar: Measuring Digital Marketing Success Through the Enrollment Journey
Webinar: Measuring Digital Marketing Success Through the Enrollment Journey
 
Evaluate a google_ads_campaign_1.2
Evaluate a google_ads_campaign_1.2Evaluate a google_ads_campaign_1.2
Evaluate a google_ads_campaign_1.2
 
CPA Offers Are For Bloggers, Too! How And Why To Use Them
CPA Offers Are For Bloggers, Too! How And Why To Use ThemCPA Offers Are For Bloggers, Too! How And Why To Use Them
CPA Offers Are For Bloggers, Too! How And Why To Use Them
 
Inbound Marketing for Student Recruitment Webinar
Inbound Marketing for Student Recruitment WebinarInbound Marketing for Student Recruitment Webinar
Inbound Marketing for Student Recruitment Webinar
 
Ambassadors and authentic influencer marketing
Ambassadors and authentic influencer marketingAmbassadors and authentic influencer marketing
Ambassadors and authentic influencer marketing
 
Evergreen Techniques to Rock at Affiliate Marketing
Evergreen Techniques to Rock at Affiliate MarketingEvergreen Techniques to Rock at Affiliate Marketing
Evergreen Techniques to Rock at Affiliate Marketing
 
The Art Of Persuasion In The New Content Marketing World
The Art Of Persuasion In The New Content Marketing WorldThe Art Of Persuasion In The New Content Marketing World
The Art Of Persuasion In The New Content Marketing World
 
Random Acts of Marketing are Killing your Startup
Random Acts of Marketing are Killing your StartupRandom Acts of Marketing are Killing your Startup
Random Acts of Marketing are Killing your Startup
 
Biznation 2020 online round case solution (Team Sherlock)
Biznation 2020 online round case solution  (Team Sherlock)Biznation 2020 online round case solution  (Team Sherlock)
Biznation 2020 online round case solution (Team Sherlock)
 
How to grow your business using contant marketing
How to grow your business using contant marketingHow to grow your business using contant marketing
How to grow your business using contant marketing
 
Secret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually WorkSecret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually Work
 
e-mail marketing
e-mail marketinge-mail marketing
e-mail marketing
 
Critical KPIs to Measure Your School's Digital Marketing Success
Critical KPIs to Measure Your School's Digital Marketing SuccessCritical KPIs to Measure Your School's Digital Marketing Success
Critical KPIs to Measure Your School's Digital Marketing Success
 
Measuring the Results of Your Marketing Efforts
Measuring the Results of Your Marketing EffortsMeasuring the Results of Your Marketing Efforts
Measuring the Results of Your Marketing Efforts
 
Webinar: Measuring Digital marketing Success Through the Enrollment Journey
Webinar: Measuring Digital marketing Success Through the Enrollment JourneyWebinar: Measuring Digital marketing Success Through the Enrollment Journey
Webinar: Measuring Digital marketing Success Through the Enrollment Journey
 
Clear Inner Circle Loyalty Program
Clear Inner Circle Loyalty ProgramClear Inner Circle Loyalty Program
Clear Inner Circle Loyalty Program
 
Building Your Brand Through Experiential Marketing | Talent Connect San Franc...
Building Your Brand Through Experiential Marketing | Talent Connect San Franc...Building Your Brand Through Experiential Marketing | Talent Connect San Franc...
Building Your Brand Through Experiential Marketing | Talent Connect San Franc...
 
Digital Marketing Trends Panel Discussion at University of Colorado Denver
Digital Marketing Trends Panel Discussion at University of Colorado DenverDigital Marketing Trends Panel Discussion at University of Colorado Denver
Digital Marketing Trends Panel Discussion at University of Colorado Denver
 
2016 Experiential Marketing Trends
2016 Experiential Marketing Trends2016 Experiential Marketing Trends
2016 Experiential Marketing Trends
 
Internet marketing its trends and effect
Internet marketing its trends and effectInternet marketing its trends and effect
Internet marketing its trends and effect
 

Destacado

Fish Assemblage in Different Habitats in the Mississippi River
Fish Assemblage in Different Habitats in the Mississippi RiverFish Assemblage in Different Habitats in the Mississippi River
Fish Assemblage in Different Habitats in the Mississippi River
Kelsey Hoffmann
 
Orpin Buiatrics Johnes 2016
Orpin Buiatrics Johnes 2016Orpin Buiatrics Johnes 2016
Orpin Buiatrics Johnes 2016
Peter Orpin
 
Team 3 - Pedal Position - Final Design Review
Team 3 - Pedal Position - Final Design ReviewTeam 3 - Pedal Position - Final Design Review
Team 3 - Pedal Position - Final Design Review
Ruoxin Liu
 
Awesome Aerial Landscapes
Awesome Aerial LandscapesAwesome Aerial Landscapes
Awesome Aerial Landscapes
William Hincy
 

Destacado (20)

Alternative Treatments and Therapies for Anxiety Disorders
Alternative Treatments and Therapies for Anxiety DisordersAlternative Treatments and Therapies for Anxiety Disorders
Alternative Treatments and Therapies for Anxiety Disorders
 
Human Brand Experiences in the Time of Tinder
Human Brand Experiences in the Time of TinderHuman Brand Experiences in the Time of Tinder
Human Brand Experiences in the Time of Tinder
 
31653
3165331653
31653
 
Multi Product Ads na Facebook
Multi Product Ads na FacebookMulti Product Ads na Facebook
Multi Product Ads na Facebook
 
Fish Assemblage in Different Habitats in the Mississippi River
Fish Assemblage in Different Habitats in the Mississippi RiverFish Assemblage in Different Habitats in the Mississippi River
Fish Assemblage in Different Habitats in the Mississippi River
 
Understanding Mind Mastery for Complete Mental Health
Understanding Mind Mastery for Complete Mental HealthUnderstanding Mind Mastery for Complete Mental Health
Understanding Mind Mastery for Complete Mental Health
 
Mapa conceptual historia I
Mapa conceptual historia IMapa conceptual historia I
Mapa conceptual historia I
 
Task 7
Task 7Task 7
Task 7
 
C.V.
C.V.C.V.
C.V.
 
Ciencias naturales
Ciencias naturalesCiencias naturales
Ciencias naturales
 
Orpin Buiatrics Johnes 2016
Orpin Buiatrics Johnes 2016Orpin Buiatrics Johnes 2016
Orpin Buiatrics Johnes 2016
 
Resume 2016
Resume 2016Resume 2016
Resume 2016
 
Team 3 - Pedal Position - Final Design Review
Team 3 - Pedal Position - Final Design ReviewTeam 3 - Pedal Position - Final Design Review
Team 3 - Pedal Position - Final Design Review
 
Ps
PsPs
Ps
 
Awesome Aerial Landscapes
Awesome Aerial LandscapesAwesome Aerial Landscapes
Awesome Aerial Landscapes
 
Task 7
Task 7Task 7
Task 7
 
Manuales administrativos
Manuales administrativosManuales administrativos
Manuales administrativos
 
Como selecionar dados em uma tabela que está em outro servidor
Como selecionar dados em uma tabela que está em outro servidorComo selecionar dados em uma tabela que está em outro servidor
Como selecionar dados em uma tabela que está em outro servidor
 
Email Spam Project
Email Spam ProjectEmail Spam Project
Email Spam Project
 
Science CV (2016)
Science CV (2016)Science CV (2016)
Science CV (2016)
 

Similar a 5 ways to improve your digital program

5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency
Michelle Norris
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring Tape
Werkshop Marketing
 

Similar a 5 ways to improve your digital program (20)

Roi On Social Media
Roi On Social MediaRoi On Social Media
Roi On Social Media
 
White paper on Referral Marketing
White paper on Referral Marketing White paper on Referral Marketing
White paper on Referral Marketing
 
Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Busi...
Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Busi...Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Busi...
Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Busi...
 
ScribbleLive Story
ScribbleLive StoryScribbleLive Story
ScribbleLive Story
 
Double Your Conversions in 30 Days
Double Your Conversions in 30 DaysDouble Your Conversions in 30 Days
Double Your Conversions in 30 Days
 
Mixed Marketing Presenation For Ache
Mixed Marketing Presenation For AcheMixed Marketing Presenation For Ache
Mixed Marketing Presenation For Ache
 
Sales Masterclass July 2015
Sales Masterclass July 2015Sales Masterclass July 2015
Sales Masterclass July 2015
 
Brand Activation PowerPoint Presentation Slides
Brand Activation PowerPoint Presentation SlidesBrand Activation PowerPoint Presentation Slides
Brand Activation PowerPoint Presentation Slides
 
Business Plan design for beginner .pptx
Business Plan design for beginner  .pptxBusiness Plan design for beginner  .pptx
Business Plan design for beginner .pptx
 
Facebook Advertising Master Class - Aaron Taylor, INCYCLE Marketing
Facebook Advertising Master Class - Aaron Taylor, INCYCLE MarketingFacebook Advertising Master Class - Aaron Taylor, INCYCLE Marketing
Facebook Advertising Master Class - Aaron Taylor, INCYCLE Marketing
 
"Campaign Attribution Model” by Umair Mohsin, Media Idee
"Campaign Attribution Model” by Umair Mohsin, Media Idee"Campaign Attribution Model” by Umair Mohsin, Media Idee
"Campaign Attribution Model” by Umair Mohsin, Media Idee
 
5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency5 Things You Need To Ask Your Media Agency
5 Things You Need To Ask Your Media Agency
 
Applying The Science Of Measurement To The Art Of Advertising 1 March 2010...
Applying The Science Of Measurement To The Art Of Advertising    1 March 2010...Applying The Science Of Measurement To The Art Of Advertising    1 March 2010...
Applying The Science Of Measurement To The Art Of Advertising 1 March 2010...
 
What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know
What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know
What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know
 
Q4 Metrics of Success: How to Measure the Impact of Your Holiday Campaigns
Q4 Metrics of Success: How to Measure the Impact of Your Holiday CampaignsQ4 Metrics of Success: How to Measure the Impact of Your Holiday Campaigns
Q4 Metrics of Success: How to Measure the Impact of Your Holiday Campaigns
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring Tape
 
Digital Marketing Training
Digital Marketing TrainingDigital Marketing Training
Digital Marketing Training
 
What You Don't Know Can Hurt You: Fpour Things You Need to Know in PPC and So...
What You Don't Know Can Hurt You: Fpour Things You Need to Know in PPC and So...What You Don't Know Can Hurt You: Fpour Things You Need to Know in PPC and So...
What You Don't Know Can Hurt You: Fpour Things You Need to Know in PPC and So...
 
How to close your first 10 B2B Deals
How to close your first 10 B2B DealsHow to close your first 10 B2B Deals
How to close your first 10 B2B Deals
 
7 Steps For Small Business Marketing (Short)
7 Steps For Small Business Marketing (Short)7 Steps For Small Business Marketing (Short)
7 Steps For Small Business Marketing (Short)
 

Último

BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAILBUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
DIGISHIFT INDIA +918368319550
 
Brand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdfBrand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdf
tbatkhuu1
 

Último (20)

Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
 
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptxUnraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
 
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
 
Call Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCRCall Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCR
 
Social media, ppt. Features, characteristics
Social media, ppt. Features, characteristicsSocial media, ppt. Features, characteristics
Social media, ppt. Features, characteristics
 
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
 
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptxDigital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
 
Aryabhata I, II of mathematics of both.pptx
Aryabhata I, II of mathematics of both.pptxAryabhata I, II of mathematics of both.pptx
Aryabhata I, II of mathematics of both.pptx
 
VIP 7001035870 Find & Meet Hyderabad Call Girls Film Nagar high-profile Call ...
VIP 7001035870 Find & Meet Hyderabad Call Girls Film Nagar high-profile Call ...VIP 7001035870 Find & Meet Hyderabad Call Girls Film Nagar high-profile Call ...
VIP 7001035870 Find & Meet Hyderabad Call Girls Film Nagar high-profile Call ...
 
Brand Strategy Master Class - Juntae DeLane
Brand Strategy Master Class - Juntae DeLaneBrand Strategy Master Class - Juntae DeLane
Brand Strategy Master Class - Juntae DeLane
 
Branding strategies of new company .pptx
Branding strategies of new company .pptxBranding strategies of new company .pptx
Branding strategies of new company .pptx
 
BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
 
Labour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptxLabour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptx
 
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAILBUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
 
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
 
How to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setupsHow to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setups
 
No Cookies No Problem - Steve Krull, Be Found Online
No Cookies No Problem - Steve Krull, Be Found OnlineNo Cookies No Problem - Steve Krull, Be Found Online
No Cookies No Problem - Steve Krull, Be Found Online
 
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
 
Brand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdfBrand experience Peoria City Soccer Presentation.pdf
Brand experience Peoria City Soccer Presentation.pdf
 
The Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison KaltmanThe Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison Kaltman
 

5 ways to improve your digital program

Notas del editor

  1. There are tactics, “best practices” for those tactics but they’re going to have a different effect on every site/brand/campaign
  2. Users may only vaguely be aware of the problem, and not realize the true impact
  3. Minute 2:20 out of 2:30