Establishing a Marketing Mix for High Growth Stages
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Many marketing organizations struggle to properly support a high growth stage in their companies. Ada will walk through tactical considerations and high-level strategy from start-up to globalized enterprises. Ada Pally has 15 years of Digital Marketing experience spent working with hundreds of companies, specializes in focus on cross-channel performance and growth-oriented programs. She is a recognized industry thought leader, speaking at a range of conferences including Search Insider Summit, Confluence, SearchFest, Zenith Conf, and Engage.
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Establishing a Marketing Mix for High Growth Stages
- 1. Marketing Mix for High Growth Stages ADA PALLY SLCSEM.ORG APRIL 18,2018
- 5. Data Management “It is a capital mistake to theorize before one has data.” Sherlock Holmes, “A Study in Scarlett” (Arthur Conan Doyle).
- 6. Data Management Commit- making changes as you grow can be detrimental Don’t overcomplicate it, but get it right Tools are only as good as the hands using them Maintain absolute integrity of 1st party data, leverage partnerships for access to 2nd party data, and don’t be afraid to experiment with 3rd party data
- 7. Analytics Beware analysis paralysis. Consider every decision when you’re a small, as though you are large. Input quality is critical to the output result.
- 8. Attribution Don’t be afraid to try things you don’t have perfect attribution for; be creative. Relative attribution is often enough to justify a test; then refine from there if successful. Try Brand lift studies, and define baselines. Basic ratios work for forecasting! (visit: brand search: conversions)
- 10. Structure What are you looking for? Agility No dark corners Cleanliness (nested, aggregative, and shaped) ’Cloning’ (identical sub-structures) Granularity (negatives, queries, bids)
- 11. Single KW Adgroups (SKAGS) Account size limitations are not an issue. The Long Tail vs Automation. The only way to 1:1 map queries.
- 12. Nested Targeting 90 days/Broad 60 days/BMM 30 days/Exact Match Apply a nested approach to target known and high intent EXCLUDE the most specific from the least
- 13. Audience Shaping Brand Snowboard Promotions Event Details, Memberships Splitboard Promotions Customer Lookalikes Likes Snowboards Splitboards Splitboard Bindings Ideally, Messaging to targets looks like this:
- 14. Audience Shaping Liked your page Snowboards Splitboards Customer Lookalike But in reality, it can look like this:
- 15. Audience Shaping Create a Hierarchy Customer Lookalikes Likes Snowboards Splitboards Most ValuableLeast Valuable
- 16. Audience Shaping Splitboards Snowboards Exclude down the hierarchy, and only ONE direction or you remove valuable volume
- 17. Marketing Mix When based on solid Infrastructure, and each channel is built with good structure, the marketing mix becomes its own source of efficiency and growth.
- 19. Prioritization: Efficiency or Scale?
- 20. Efficiency.
- 21. Not so Fast The goal of efficiency is to never compromise volume Don’t over-optimize Make adjustments only after a test has been completed, when you have statistical significance
- 22. Organic Solid Technical SEO is critical to support your entire marketing mix. Do Not Underestimate it Content is King. Position Zero is real Be very thoughtful of your domain structure even when you’re small OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 23. Organic Digital PR is becoming more valuable as AI looks to recommendations and domain authority. Relationships with media networks can have short term, significant impact on your brand and organic presence. Leverage your partnerships. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 24. Organic Good customer experience/user experience is critical; especially for SaaS. Be testing UX and CRO as aggressively as you can. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 25. Localization Many think localization will help with efficiency, and potentially increase scale by gaining higher saturation in smaller markets. This isn’t always the case The cost/effort of localization may outweigh the benefit- test into this carefully. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 26. Remarketing (RLSA, Display & Email) The most unused remarketing tactic is SUPRESSION Remarketing is NOT a source of new users- consider the user journey first- this is uniquely a full funnel channel. Be thoughtful of impression thresholds Recapturing visitors may increase cost but improved CVR makes up for it. Measure carefully. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 27. Paid Ideal channels to isolate risky tests, set baselines and understand specific user funnels. Test small scale content on isolated landing pages with specific audiences. Perfect for pricing tests. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 28. Bidding Test automated bidding! Consider the purpose- is it Clicks or Views? Where is the purpose in your attribution model? This is where efficiency efforts most often hamper scale OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 29. 3rd Party Platforms Will NOT solve for a poorly architected structure. Platforms amplify what you have in your 1st party setup- errors AND efficiencies. Best for: Data aggregation in large accounts Second/alternative view(s) of attribution Automating Optimization tasks Highly fluctuating auctions where real time bidding is necessary
- 30. Headroom Analysis When aggressively defending position 1 or a competitor falls out of the auction Analyze Impression share and average position, then walk bids down over time. Having volume in SKAGs is critical for this level of efficiency OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 31. Brand Turn off your brand campaigns. Yes, it is overall better to pair paid search and organic results to capture the SERPS. Consider: - Observing Brand lift - Aggressive competitors OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 32. And more…. Dayparting Device bid modifications Language Targeting Ad rotation Network partners Negative query reviews Metadata; images, assets, etc
- 33. Scale.
- 34. Second Tier Networks First, turn on Partner Networks in Google, then look at that performance and consider expanding Rarely will provide on par efficiency, but is a very easy way to find new visitors. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 35. Broad Match When you really need volume, and feel you’ve maximized efficiency. Structure is critical to keeping this under control. Keep a close eye on queries and counter poor performance with negative lists. This can damage your QS, so approach with caution. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 36. Display Start with Google Display Network Optimize with managed and negative categories and placements Your attribution model is critical to understanding Display. Do a brand lift study, do a PSA test. Top of funnel means content is more valuable- test Landing Pages OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 37. Video YouTube is the second largest search engine New perspectives on audiences can be gleaned and applied to other channels- great source of 1st Party data Video content can be affordably produced OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 38. Google Sponsored Promotions Does email work for you? Good- use GSPs. Don’t know if email works for you? Good- test GSPs. This is an ideal place to aggressively conquest competitors. OOH PPC Display Native Digital PR Email Content Remarketi ng Owned
- 39. Globalization Globalization is a Marketing, Engineering, and Product challenge Currency, in addition to language and cultural challenges, make this a significant investment Auctions in English speaking 2nd Tier Geo targets have significantly higher CPC’s due to lower populations and increased competition as companies test into these saturated markets
- 40. In Practice Build Infrastructure via Data Management, Analytics, Attribution and Structural Integrity. Create a rigorous optimization schedule for consistent efficiency and scale review. Once you’re maxed out scale at your efficiency thresholds, start adding in new tests and channels, and Maintain agility within the entire marketing mix for optimum top line performance.
Notas del editor
- Successful marketers need to be like gymnasts. Good all round athletes defined by agility, power, and versatility. Get funding and need to grow fast? You need to be able to scale quickly. Positioning yourself for a sale or acquisition and need stronger profitability? You need to find and maintain efficiency. Both of these things are completely dependent on good infrastructure.
- Tracking First plug Up and to the right is what matters; blended metrics can be ok. USE PROXIES- Keep a pulse on what a brand search is worth. As you start out, it means more than it does when you’re large. However, the holy grail of brand is when your brand term search volume surpasses your core non brand term. Ie: Kleenex- ie: Shopify surpassing ecommerce software, or Grow surpassing BI tool
- Test attribution in as isolated an environment as possible! Kick it old school. What would indicate that something is working?
- The most critical aspect of your ability to find efficiency and scale.
- This is the use case for known audiences (ie: retargeting) and Intent audiences (ie: Search) Equivalent to query mapping in search Benefits are significant for scale and efficiency- ad targeting/messaging, bids, placements, and more Use this for your LAL’s in %’s for maximum efficiency and access to scale.
- This is the use for prospecting and audience based messaging. Applies to FB, all native, and of course, all your own data too, if you’re doing ABM.
- These audiences are NOT mutually exclusive Is it a problem? It is a huge source of efficiency to only market to the most relevant audience with the best message. They could see 4 ads instead of 1. Don’t ruin their experience of the most qualified person (if they’re in all 4 lists) Frequency control New places for BETTER LOOKALIKE audiences
- Target spltiboards, then snowboards without splitboards. And so on. If you go both ways, you exclude the entire overlap. This is critical for maintaining volume in audiences and keeping the efficiency of messaging.
- Each channel has a unique way to be optimized but the above principles apply.
- *typical- there are exceptions to this mix! Content includes some kind of video, Content Strategy and UX Owned is everything on your website- and your downloadable assets Start at the bottom, and work your way up.
- Where are you in your companies goals? Focused on profitability before a sale? Focused on growth after a round of funding? Focusing on building your brand, or increasing volume of sales?
- Work smarter, not harder. Pick tests that focus on low hanging fruit and will get to statistical significance quickly. Attribute results to REVENUE or whatever KPI is most relevant when sharing results.
- As a baseline at least 50% of your results should come from Organic sources. If its not, you’re over invested in paid. This is a compromise if you are still building your brand, and in which case should be a goal to get to, and a higher focus on digital PR and content development is needed.
- As a baseline at least 50% of your results should come from Organic sources. If its not, you’re over invested in paid. This is a compromise if you are still building your brand, and in which case should be a goal to get to, and a higher focus on digital PR and content development is needed.
- As a baseline at least 50% of your results should come from Organic sources. If its not, you’re over invested in paid. This is a compromise if you are still building your brand, and in which case should be a goal to get to, and a higher focus on digital PR and content development is needed.
- Conversely, creating campaigns customized to a specific area may open up new audiences or get you past a competitor Creating Localized granularity is often more efficient, but challenging to scale
- Paid can be an oasis
- This is also a great test to see how effective multiple channels work together, and the power of your organic presence alone.
- KPI’s to Watch: New Users Ad.net, etc
- KPI’s to Watch: Bounceback rate, CPA
- Once GDN is validated and maxed out, there are endless programmatic networks to expand to KPI’s to Watch: VTR, Brand Lift
- Vimeo is also making a big play in video- often higher quality content. Slideshare may also apply here