For your emails to work, you need consider not only how you create content and what you write about, but when you send it and how you use it in your business. This session will look at the power of the analytics in email marketing – and how monitoring and responding to these reports can drive huge results in your business or organization.

1. Get Your Marketing Noticed Now –
And Get Real Results!
Marie Wiese
Rethink Email
March 23, 2015

2. Your buyers’ behavior has
changed…
What are you doing about it?

3. 70%
Your buyer will be 70% of the way through their buying
process before you ever hear from them

4. 11.2
Potential customers will use 11.2 pieces of online data
in the decision making process

5. 99%
Of prospects will consult a website before they decide
to buy anything

6. 100%
Will go to your website before making the final decision
to buy from you
“Check out our blog post - 24 Content Marketing
Stats that will Blow Your Mind”

7. Your website is the new first sales
call.

8. Your website and online
conversation has replaced the top
of the sales funnel.

9. 1898

10. The funnel today

11. Well planned, customer centric
content…
 Is not intrusive
 Adds value
 Invites you to engage
@mcopilot

12. Today’s Reality
1. Customers are not targets; they are people who are
interested in solving their own problem.
2. People don’t buy from companies; they buy from
people.
3. Marketers worry about their ability to build
persuasive copy but persuasion is not authentic.
Clarity is persuasion.
@mcopilot

13. Communicating versus Marketing
• When you communicate, there is no action required
on the part of the recipient - they are passively
receive the information
• Marketing means you are eliciting a response or
follow through on a call to action
• When you start a digital dialogue, you are looking for
a physical and measurable response

14. Challenges to creating an online
conversation that starts the buying
process
1. Overcoming product bias
2. Thinking good content is easy to produce
3. Unwilling to test
@mcopilot

15. 60% of the sales funnel is taking
place in the digital space…
How good is the data you are using to improve your
business results?

16. Do you use data to make decisions?
• Google Analytics?
• Back end of your website?
• Your email marketing tool?
• Social media stats?
• Other tracking tools?

17. There is gold in them there hills.

18. Your best friend…

19. Google Analytics
The good news…
• It’s free
• It’s full of important and useful information
• It provides markers about search engine optimization

20. Google Analytics
The bad news…
• Its tracking everything about your website
• Its difficult to keep on top of changes
• Its tricky to manipulate
• Google makes you play by their rules

22. Top 10 things you should be
tracking
1. New versus returning visitors
2. Where people entered and left your site
3. Time on page
4. In-page analytics (where they click)
5. Geography
6. Goal completions
7. How conversion tools perform
8. Referring sites
9. Keywords
10. Visits by traffic type

23. 1. New versus returning
• Depending on your
strategy these
numbers are good or
bad
• Good if your goal is
lead nurturing
• Not so good if your
goal is lead
generation
• Insert pic

24. 2. Where people enter and leave
your website
• Home page
• About us
• Insert pic

25. How do people use your website?

26. 3. Time on page
• Need to
determine
strategy and
decide if time on
page good or
bad?

27. 4. In-page analytics

28. 4. In-page analytics
• Look at where people click
• Which part of your navigation is performing?
• Does your eye tracking strategy work?

29. Do people take the next step you
want them to?

30. 5. Geography
• How important is local
search to your
business?
• If you’re getting traffic
from the wrong place,
your keyword strategy is
off

31. 6. Goal completions
• Track everything
• Map to buyer process
• Steps in buyer cycle

32. 7. Conversion tools
• 0.1% is a good
conversion number
• Be realistic about goals

33. Do your conversion points perform?

34. 8. Referring sites
• Who is driving leads for
your business?
• Is there a way to get
more?

35. 9. Keywords
• Develop a keyword
strategy for your
business
• Determine which words
perform
• Track and adjust every
30 days

36. 10. Visits by traffic types
• Stop doing things that
don’t drive traffic
• See what strategies
perform

37. The
Content
Marketing
Success
Loop

38. Getting the buyer to raise their
hand
• Customer-centric business problems in blog topics
and social media
• Email campaigns with good headlines
• Headlines create links in social media
• Paid media test headlines
• People engage with content that matters to them
• They go to see if they can afford something they
need
• They download the brochure

39. A true story…
Company: Grantek.com
Background: North American B2B systems
integration company
Objective: Lead nurturing
Buyer interaction tested: Who cares more about
safety automation: Senior managers or safety
engineers

41. One topic: Two audiences

42. Conversion Point

43. Results

44. Example

45. Example
• Gate value-add content

46. LinkedIn Posts Examples

47. Results of good content…
Guide achieved 75 downloads in the first 3
months
• 43.5% conversion on download via email campaign
• 65.5% conversion on download via published press
release
• Email campaigns had a 100% higher click through rates
vs. previous email campaigns to the same email lists.
• Grew followers on LinkedIn company page from 50 to
1500
• Track-able links embedded into guides driving downloads
on site resulted in a 59.3% conversion rate.

48. About Us
We will help companies find customers and keep customers by turning their
websites into their most powerful sales tool.
Marketing CoPilot Inc. is a content marketing consulting and execution
agency. What sets us apart is our proven methodology for developing and
testing customer-centric content. We start by mapping the buying process to
create optimized content and build a web presence framework that is a
powerful foundation to engage customers and prospects.
The Marketing CoPilot methodology has been tested with more than 100
companies to deliver content driven digital.
Marketing CoPilot Inc is a registered trademark in Canada. Copyright @2015. Not to be
reproduced or reused without full attribution.

49. QUESTIONS?

50. Get this presentation…
SlideShare
slideshare.net/marketingcopilot
Email us
marie@marketingcopilot.com
Follow us
@mcopilot