Part of the Launchpad: Future of Accounting & Technology #pimeetup. Online channels and the pro's and conn's of each channel (Inbound Marketing, PR, Display, PPC, Social and Email/CRM) and what is best for your accounting business. Links: https://adwords.google.com/ - PPC & Display & Retargeting/Remarking http://advertise.bingads.microsoft.com/en-au/home - PPC https://buysellads.com/ - Display https://www.adroll.com/product/prospecting - Display & Retargeting/Remarking https://ads.twitter.com/ - Social Media https://business.facebook.com/ - Social Media https://www.linkedin.com/ads/ - Social Media http://www.helpareporter.com/sign-up - PR http://www.sourcebottle.com/subscribe.asp - PR http://mailchimp.com/ - CRM https://www.intercom.io/ - CRM http://simplymeasured.com/free-social-media-tools/ - Social Media Analysis https://klout.com/home - Social Media Analysis

1. ONLINECHANNELS
FORYOUR
PRACTICE
LAUNCHPAD: FUTURE OF ACCOUNTING & TECH.
IN MARKETING WE TRUST / VINCENT KOC

2. ABOUT VINCENT
- Head of SEO & Inbound Marketing @ IMWT
- Geek inside
- Analytics & Search Marketing Background
t: @koconder
e: vincent@inmarketingwetrust.com.au

3. DIGITALMARKETING
CHANNELSFOR
YOURPRACTICE
THE RIGHT CHANNELS FOR YOUR BUSINESS

4. DIGITAL MARKETING CHANNELS

5. GETTING THE RIGHT MIX FOR YOU
DIGITAL MARKETING CHANNELS
There are quite a few types of marketing channels with a number of pro’s
and con’s. Get the mix that works for your practice
Paid
Inbound
Marketing
PR &
Social
Email &
CRM

6. PAID – PAY PER CLICK “PPC”
DIGITAL MARKETING CHANNELS
Pros:
Ø Fast setup
Ø Quick validation
Ø Highly targeted
Cons:
Ø Expensive & Saturated
Ø No long term asset value
Ø There are incumbent advertisers
Ø Requires active optimization
Tools: Google Adwords, Bing

7. PAID – DISPLAY
DIGITAL MARKETING CHANNELS
Pros:
Ø Fast setup
Ø Targeted Audiences
Ø Good for cheap/quick branding
Cons:
Ø Generally poor engagement rate
Ø More likely to complete Naval Seal
Training or survive a plane crash
than click a banner ad
Tools: Google Display Network, Buy
Sell Ads

8. EASIER THAN CLICKING THE AD?

9. PAID – RETARGETING
DIGITAL MARKETING CHANNELS
Pros:
Ø Cheapest inventory out there
Ø Strong engagement audience
Ø Highly targeted based on your
users
Cons:
Ø Cool factor makes you look bigger
Ø You need visitors first
Ø Requires constant maintenance
and optimisation
Tools: Adwords, Adroll, Facebook

10. PAID – FACEBOOK & TWITTER
DIGITAL MARKETING CHANNELS
Pros:
Ø 50/50 depending on audeince
Ø Super awesome for products
Ø Crazy demographic and location
targeting
Cons:
Ø Users are oversaturated with ad’s
Ø Requires even more ad refreshing
Ø Can get expensive fast if you don’t
keep an eye out
Tools: Twitter, Linkedin, Facebook

11. INBOUND MARKETING
DIGITAL MARKETING CHANNELS
Credit: @Moz

12. PR & SOCIAL
DIGITAL MARKETING CHANNELS
Pros:
Ø Exposes you to big numbers at once
Ø Gives spike of traffic
Ø Maybe strategic instead of growth
(i.e. getting in front of VC’s)
Cons:
Ø No Guarantees
Ø Sinks a lot of time
Ø Can backfire or feed your vanity
Tools: Haro, Sourcebottle, Google
Alerts

13. CRM – EMAIL MARKETING
DIGITAL MARKETING CHANNELS
Pros:
Ø Still one of the most engaged
Ø Can drive significant revenue
Ø Strong lead nurturing capability
Cons:
Ø Needs a sizable list to work
Ø Can’t hammer with offers every
day, focus on value to customer
Tie with Facebook ads from CRM emails?
Tools: Intercom, Mailchimp

14. HOWCANI
MEASUREMY
MARKETINGINA
FEWEASYSTEPS?
INTRO TO MEASURING WITH ANALYTICS

15. WHAT IS WEB ANALYTICS?
INTRO TO MEASURING WITH ANALYTICS
Web analytics is the measurement, collection, analysis and reporting of
internet data for purposes of understanding and optimising web usage.
Aquisition Behavior Conversion
How did users found me ?
What did users do ?
Did users do what
I want them to ?

16. IN COMPARISON TO OFFLINE
INTRO TO MEASURING WITH ANALYTICS
1
• People know your business
from newspapers, magazines
or word of mouth
2
• People visit or call your
physical business for services
3
• People check out directly
1
• People find your site from
digital marketing channels
2
• People browse around your
online store, look for products/
service details
3
• People checkout or fill a form
on your website
ONLINE
OFFLINE

17. BUILDING A BETTER PICTURE
INTRO TO MEASURING WITH ANALYTICS
Web analytics allows us to start
building a better picture for each
step of the funnel and provide
information for any marketing you
are doing online.

18. STEP 1. GOOGLE ANALYTICS “GA”
INTRO TO MEASURING WITH ANALYTICS
There are a number of tools out there, but Google Analytics is FREE and
gives you a breath of information and lets you get started right away and
very simple to setup on most sites!

19. STEP 2. CRAZY JARGON
INTRO TO MEASURING WITH ANALYTICS
There are some terms
used in Digital Marketing
that may not make much
sense. Most business are
used to dealing with
“people” instead of:
- Sessions
- Pageviews
A
A
C
B
DAY
1
DAY
2
USER X
USER Y
USER X
A
CB
A B
B
1 hour
lunch
A
C

20. STEP 3. CONVERSION / GOALS
INTRO TO MEASURING WITH ANALYTICS
Newsletter
Download
A file
Play a video
Like
a content
Macro conversion
Micro conversions
Ultimate goal of your success
Goals toward your success

21. STEP 3. CONVERSION / GOALS
INTRO TO MEASURING WITH ANALYTICS

22. STEP 3. CONVERSION / GOALS
INTRO TO MEASURING WITH ANALYTICS

23. WENOW
HAVE
DATA!
SO I'M UP AND RUNNING… WHAT'S NEXT?

24. INTRO TO MEASURING WITH ANALYTICS

25. BUT FROM WHERE? “ACQUISITION”
INTRO TO MEASURING WITH ANALYTICS

26. DIFFERENT TYPES OF TRAFFIC
INTRO TO MEASURING WITH ANALYTICS
Direct
• Types url
• Bookmark
Search
• SEO
• Adwords
Referral
• Forums
• Blogs
• Related
sites
Social
• Facebook
• Twitter
• Linked in
• Etc.
Others
• Email
• Banner
Ads

27. TRAFFIC CHANNELS REPORT
INTRO TO MEASURING WITH ANALYTICS
Data to look at :
- How the different channels distribute ?
- Which channel converts most ?
- Which channel bounce most ?
Things to consider :
- Aim for a « balanced diet » on the traffic
sources
- Stop investing in channels with low
conversion rate

28. SOCIAL NETWORKS REFERRAL
INTRO TO MEASURING WITH ANALYTICS
Data to look at :
What are the top social networks?
Any surprises ? (e.g. Facebook on which I’ve spent a lot
of money is not that efficient compared to Naver)
Things to consider :
Kill campaigns on the social media that drives low
traffic volume if you’re spending a lot on them.

29. INTRO TO MEASURING WITH ANALYTICS
SO…. HOW ABOUT THE REST
Aquisition Behavior Conversion

30. WHO & WHY? “BEHAVIOUR”
INTRO TO MEASURING WITH ANALYTICS

31. HOW ARE THEY MOVING AROUND?
INTRO TO MEASURING WITH ANALYTICS

32. ON A PAGE LEVEL?
INTRO TO MEASURING WITH ANALYTICS

33. DRILL-DOWN “DIMENSIONS”
INTRO TO MEASURING WITH ANALYTICS

34. DRILL-DOWN ON ALMOST ANYTHING!
INTRO TO MEASURING WITH ANALYTICS

35. + REAL-TIME
INTRO TO MEASURING WITH ANALYTICS

36. + IN-PAGE ANALYTICS
INTRO TO MEASURING WITH ANALYTICS

37. INTRO TO MEASURING WITH ANALYTICS
AND FINALLY
Aquisition Behavior Conversion

38. INTRO TO MEASURING WITH ANALYTICS
CONVERSIONS!

39. INTRO TO MEASURING WITH ANALYTICS
SHOW ME HOW IM CONVERTING!

40. INTRO TO MEASURING WITH ANALYTICS
FURTHER DOWN FOR BREAKDOWN

41. INTRO TO MEASURING WITH ANALYTICS
SOME CASES ITS MORE THAN 1 CHAN.

42. IN CONCLUSION
INTRO TO MEASURING WITH ANALYTICS
• Know what you are looking for before you start
• Look for important/impactful items
• Ensure your data is significant
• You can’t break GA if you are not an admin so
go for it
• The more you use it and go back to it, the more
insight you can get out of it, the more
interesting it gets
Tools are fantastic but they
only can provide a limited
value without you

43. FURTHER THINGS TO TRY
INTRO TO MEASURING WITH ANALYTICS
Free further online training to widen
skills and analytics knowledge
Free tools to start giving you more
analytics on the social media side
Paid Remarketing/Display advertising to
bring back users that almost converted
Free Journalism opportunities in your
inbox everyday – Potential gem!

44. Q&A?
FEEL FREE TO REACH OUT!