Post on 11-Apr-2017
© Constant Contact 2015
Measuring Your MarketingHow to use reports and analytics to evaluate your marketing campaigns
© Constant Contact 2015
Sandra FloresBusiness Solutionist
832-915-0706Sandra@WeCoachThePros.com
Welcome
"We provide motivated small to mid size companies money making processes.
So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”
Par-ti-ci-pate
BE A MARKETERAll it takes is Constant
Contact® #BeaMarketer
Why are we here today?Why are we here today?
Small businesses believe that reports and analytics...
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Agenda
1.Marketing with reports and analytics
2.Marketing campaigns types and reports
a.Emailb.Eventc.Surveyd.Offers and promotionse.Donationsf. Social media
3.How to evaluate a marketing campaign
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Agenda
1.Marketing with reports and analytics
2.Marketing campaigns types and reports
a.Emailb.Eventc.Surveyd.Offers and promotionse.Donationsf. Social media
3.How to evaluate a marketing campaign
1. Marketing with reports and analytics
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How do reports and analytics relate to your marketing?
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At its core, marketing is about getting results.
1. Marketing with reports and analytics
What are reports and analytics?
Reports Analytics
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To see the full list of industry open rates, visit: bit.ly/ctctopenrates
Government Agencies 34.08%
Art galleries/museums 32.06%
EDUCATION 26.30%HOTELS 21.74%Entertainment 20.06%
Medical Services 34.87%
nonprofit education 33.57%Nonprofit Religious Organizations 40.24%
RESTAURANT 22.72%
Retail 17.96%Salon & Spa 21.22%
Travel 19.08%
LEGAL SERVICES 28.24%
Manufacturing & Distribution23.74%Publishing22.88%
Travel & Tourism 19.08%sports & recreation 26.13%
EVENT PLANNER21.46%Consultant 9.85%
Salon & Spa 21.22%Government Agencies 34.08%
ENTERTAINMENT 20.06%Nonprofit Religious museums
MedicalORGANIZATIONS
Manufacturing & Distribution23.74%RESTAURANT 22.72%
Salon & Spa 21.22%Entertainment
Manufacturing & Distribution 19.03%MANUFACTURING & DISTRIBUTION 8.95%
MANUFACTURING & DISTRIBUTION 17.91%MANUFACTURING & DISTRIBUTION 17.91%
Hotels 21.74%
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Agenda
1.Marketing with reports and analytics
2.Marketing campaigns types and reports
a.Emailb.Eventc.Surveyd.Offers and promotionse.Donationsf. Social media
3.How to evaluate a marketing campaign
2. Marketing campaigns types and reports
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Types of campaigns and reports
2. Marketing campaigns types and reports
Look into individual campaigns
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2. Marketing campaigns types and reports
Campaigns and Reports
Email Event Survey Offer/Promotion Donations Social
Media
• Open rateIndicates which subject lines & topics interest your audience
• Click-through rateIndicates which content, products & services are most relevant
• Bounces• Spam• Opt-outs
• Registration statusIndicates effectiveness of your promotions & number of people interested in your event
• AttendanceIndicates if event topic, logistics and promotions appealed to audience
• Payment status
• Response rateIndicates how many customers are engaged with your business & call to action
• Open rate• Click-through
rate to survey
• Number claimed/soldIndicates which products, services & offers your audience prefers
• Revenue• New
customers• Audience
reach• Shares
• Funds raisedIndicates success of communication& audience interest
• Number of donorsIndicates awareness of appeals & level of investment
• Donation amounts
• EngagementIndicates if fans are connecting to content
• Click-through rateProvides information on which multimedia, blog posts, products or services resonate
• Reach• Fans/
followers
• Open rate
• Click-through rate
• Bounces
• Spam
• Opt-outs
• Registration status
• Attendance
• Payment status
• Response rate
• Open rate
• Click-through rate to survey
• Number claimed/sold
• Revenue
• New customers
• Audience reach
• Shares
• Funds raised
• Number of donors
• Donation amounts
• Engagement
• Click-through rate
• Reach
• Fans/followers
Reports measure...
Campaigns
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2. Marketing campaigns types and reports
Email: What if?
Email Event Survey Offer/Promotion Donations Social
Media
High open rateMake it even better:• Find the best time & day• Identify best keywords• Segment your audience by interest
High open rate, low click-through rate
Improve it by:• Have a strong call to action• Make email mobile friendly• Keep email short
Low click-through rate
Improve it by:• Watch timing & frequency• Write a strong subject line• Send relevant, engaging content
Low open rate
Low open rate, high click-through rate
Make it even better:• Format links to stand out• Offer links to preferred content • Segment audience based on clicks
High click-through rate
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2. Marketing campaigns types and reports
Event: What if?
Email Survey Offer/Promotion Donations Social
Media
Low registrationImprove it by:• Check time, date & location• Keep registration form simple & short• Promote the event, but don’t push it
Low registration, high attendance
Make it even better:• Stay with similar time, date & location• Survey to find out what’s working• Send reminder & include multimedia
High attendance
Make it even better:• Promote event on multiple channels• Include multimedia in promotions• Give past attendees early registration
High registration
High registration, low attendance
Improve it by• Select a better time, date & location• Provide incentives• Send reminders
Low attendance
Event
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Spotlight on the “click-though”
2. Marketing campaigns types and reports
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Agenda
1.Marketing with reports and analytics
2.Marketing campaigns types and reports
a.Emailb.Eventc.Surveyd.Offers and promotionse.Donationsf. Social media
3.How to evaluate a marketing campaign
3. How to evaluate a marketing campaign
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3. How to evaluate a marketing campaign
Set a goal
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3. How to evaluate a marketing campaign
Set a goal
Identify success metrics
7% Click Rate
16% Open Rate
3. How to evaluate a marketing campaign
Set a goal
Create a campaign
Identify success metrics
3. How to evaluate a marketing campaign
Check out our new website!Half Moon Yoga <halfmoon@constantcontact.com
Inbox
Contacts
Favorites
Chat
Mailbox
Set a goal
Create a campaign
Identify success metrics
Send the campaig
n
3. How to evaluate a marketing campaign
Set a goal
Send the campaig
nReview reports
Create a campaign
Identify success metrics
10% Click Rate
12% Open Rate
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3. How to evaluate a marketing campaign
Set a goal
Send the campaig
nReview reports
Apply lessons
Create a campaign
Identify success metrics
Check out our new website
BeforeRegistering for your favorite class just got easier!
After
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Set a goalSelect the best campaign for
your goalWhat metrics will define success? Results What worked? What didn’t?
Drive traffic to the new Half Moon Yoga website
SAMPLE•Email •Event•Survey•Offers/promotions•Donations•Social media
•Open rate – average is 16%
•Click rate – average is 7%
•Open rate – 12% - lower than expected
•Click rate – 10% - higher than expected
•Call to action was clear and easy to find
•Kept content short•Listed benefits of using the website
•Subject line was not compelling.
•Try a different day of the week and time of day
•Email •Event•Survey•Offers/promotions•Donations•Social media•Email •Event•Survey•Offers/promotions•Donations•Social media•Email •Event•Survey•Offers/promotions•Donations•Social media
3. How to evaluate a marketing campaign
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2. Marketing campaigns types and reports
Social Media: What if?
Email Survey Offer/Promotion DonationsEvent
High engagementMake it even better:• Offer topics that interest them• Share types they like (text, photo, video) • Optimize times and dates that work
High engagement, low click-rate
Improve it by:• Offer reasons to click links• Keep posts visually interesting• Post often, but not too often
Low click-rate
Improve it by:• Offer useful, entertaining content • Post when your fans are online• Include multimedia
Low engagement
Low engagement, high click-rate
Make it even better:• Repeat successful calls to action• Post content that the audience clicks • Offer exclusive content on social network
High click-rate
Social Media
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1. Top 5 social networks: Facebook
The “EdgeRank” algorithm shows posts based on …
Facebook has an algorithm
• Interest of your fans• The post’s performance among
other users• Performance of your past posts• Type of post the users prefer• How recent the post is
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1. Top 5 social networks: Facebook
What types of posts are doing well
Engagement metrics
Who engages with your content
Use Facebook’s Insights tool to know what works
for you
When your fans are online
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1. Top 5 social networks: Twitter
Be helpful on Twitter
• Link to blog posts from you or experts
• Offer facts, stats or tips• Answer customer questions• Participate in conversations• Don’t make it all about you
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1. Top 5 social networks: Twitter
Mentions
Top tweets
Engagements
Use Twitter’s analytics tool to know what works
for you
Audience insights
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1. Top 5 social networks: LinkedIn
Build your expertise: Be an information source on LinkedIn
• Share current news (yours and industry)
• Offer and ask for perspective on current topics
• Use the right keywords for SEO• Post regularly
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1. Top 5 social networks: LinkedIn
Clicks and interactions
Engagement
Follower demographics
Use LinkedIn’s analytics tool to know what works
for you
Visitor demographics
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1. Top 5 social networks: Pinterest
Promote and provide valueOn Pintrest
• Share product photos• Link to your blog posts • Use the right keywords in
titles and descriptions• Maintain balance: Share
content from other sources
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1. Top 5 social networks: Pinterest
Engagement
Popular content
Pins from your website
Use Pinterest Analytics to know what works for
you
Audience demographics and interests
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1. Top 5 social networks: Instagram
Put your audience in the moment on Instagram
• Share behind the scenes images and videos
• Educate them• Use hashtags• Tag your location
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1. Top 5 social networks: Instagram
Engagement
Top images
Best time to post
Use Iconosquare to know what works for
you
Hashtags
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50% 30% 20%Ask questions,
use images & video.Get likes, shares
& comments.
Be useful. Give
interesting information.
Promotion
Content best practices: Write for your audience, not for you
2.Creating and curating content
1. Start with what you’ve got
• Growth takes time• Growth is an ongoing process• Efforts must be organized & consistent
• A combination of traditional and modern methods are most successful
Growing your list sounds complicated but it doesn’t have to be if you understand.
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Next steps
• Set benchmarks for yourself.• Set a frequency to review reports
and make changes to your marketing.
• Don’t change everything at once.
BE A MARKETERAll it takes is Constant
Contact® #BeaMarketer
I could let you leave here and spend your next $20 on lunch…Or you could make the decide to allow me to help jump start your next marketing campaign and potentially triple your ROI….$20/month allows you unlimited marketing to 500 active contacts!
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© Constant Contact 2015
Sandra FloresBusiness Solutionist
832-915-0706Sandra@WeCoachThePros.com
Welcome
"We provide motivated small to mid size companies money making processes.
So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”