5 ways to improve your digital program
-
Upload
justin-kerley -
Category
Marketing
-
view
55 -
download
1
Transcript of 5 ways to improve your digital program
![Page 1: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/1.jpg)
5 Ways to Improve Your Digital ProgramJustin Kerley@KerleyJ
![Page 2: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/2.jpg)
How do you improve a digital program?
![Page 3: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/3.jpg)
A digital program means something different to everyone
![Page 4: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/4.jpg)
It’s that way for a reason! There is no one-size-fits-all approach
![Page 5: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/5.jpg)
![Page 6: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/6.jpg)
The truth is, there’s no magic bullet, a bag of tricks is only going to get you so far
![Page 7: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/7.jpg)
So I can’t come up with 5 ways to improve your digital program without sounding like I’m selling snake oil
![Page 8: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/8.jpg)
How do you improve a digital program?
![Page 9: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/9.jpg)
You improve your marketing approach and apply it online
![Page 10: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/10.jpg)
Be Helpful
![Page 11: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/11.jpg)
Users are trying to solve a problem
![Page 12: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/12.jpg)
![Page 13: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/13.jpg)
Real-World Example
![Page 14: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/14.jpg)
![Page 15: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/15.jpg)
![Page 16: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/16.jpg)
![Page 17: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/17.jpg)
![Page 18: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/18.jpg)
![Page 19: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/19.jpg)
As people continue to search for answers to their problems, they look to others like them
![Page 20: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/20.jpg)
![Page 21: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/21.jpg)
Case studies, blog posts and testimonials are a great way to show how you’ve made your customers’ lives/businesses better
![Page 22: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/22.jpg)
Real-World Example
![Page 23: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/23.jpg)
Real-World Example
![Page 24: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/24.jpg)
• Real World Example – Line/Shape/Space
![Page 25: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/25.jpg)
![Page 26: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/26.jpg)
![Page 27: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/27.jpg)
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
![Page 28: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/28.jpg)
Real World Example
![Page 29: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/29.jpg)
![Page 30: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/30.jpg)
![Page 31: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/31.jpg)
![Page 32: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/32.jpg)
![Page 33: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/33.jpg)
Be Different and Engaging
![Page 34: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/34.jpg)
When you look around at your competitive landscape, chances are you see a lot of the same things
![Page 35: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/35.jpg)
How are you going to differentiate yourself from the field?
![Page 36: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/36.jpg)
Real World Example
![Page 37: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/37.jpg)
![Page 38: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/38.jpg)
![Page 39: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/39.jpg)
![Page 40: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/40.jpg)
Real World Example
![Page 41: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/41.jpg)
![Page 42: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/42.jpg)
![Page 43: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/43.jpg)
Be Relevant
![Page 44: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/44.jpg)
73% of users are fed up with irrelevant content
Source: The Marketing Blender
![Page 45: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/45.jpg)
The deluge of content that can come with giving up your contact information, may cause users to hesitate
![Page 46: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/46.jpg)
72% of B2B buyers are most likely to share useful content via e-mail
Source: The Marketing Blender
![Page 47: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/47.jpg)
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
![Page 48: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/48.jpg)
Real World Example
Entire List Blast: Open Rate = 18%, Click Rate = 14%, Unsubscribe = 0.31%
![Page 49: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/49.jpg)
Real World Example
Personalized E-mails: Open Rate = 33%, Click Rate = 21%, Unsubscribe = 0.21%
![Page 50: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/50.jpg)
Remarketing is chance for you to re-engage with a past visitor with relevant ad creative
![Page 51: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/51.jpg)
General remarketing ads are very effective, but tying a user’s behavior on your site to specific messaging increases that impact
![Page 52: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/52.jpg)
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
![Page 53: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/53.jpg)
Be Informed
![Page 54: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/54.jpg)
46% of marketers cannot confidently tie marketing ROI to specific lead-generation campaigns
Source: FormStack
![Page 55: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/55.jpg)
This boils down to three major issues – quality of data collected, attribution and understanding the value of a lead
![Page 56: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/56.jpg)
When tracking leads generated by your website – what are you typically tracking?
![Page 57: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/57.jpg)
What about phone calls? How are you tracking those leads?
![Page 58: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/58.jpg)
Call tracking software can help attribute the source of those calls
![Page 59: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/59.jpg)
Real World ExampleForm 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
![Page 60: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/60.jpg)
Real World ExampleForm 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
![Page 61: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/61.jpg)
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?
![Page 62: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/62.jpg)
First touch attribution vs. last touch attribution
![Page 63: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/63.jpg)
The reality is it’s somewhere in the middle
![Page 64: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/64.jpg)
Who can tell me the value of a lead that comes in from the web?
![Page 65: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/65.jpg)
You need to know the sales close rate for leads and the average sale price (preferably the lifetime customer value)
![Page 66: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/66.jpg)
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
![Page 67: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/67.jpg)
Tying it all togetherWhen setting up a goal – you can add the value of that goal completion
![Page 68: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/68.jpg)
Various reports will then help further define the value of a marketing channel
![Page 69: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/69.jpg)
Or the value of a specific page on site
![Page 70: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/70.jpg)
Be Flexible
![Page 71: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/71.jpg)
Track the progress of the various channels of your plan and do more of what’s working and do less of what’s not
![Page 72: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/72.jpg)
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
![Page 73: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/73.jpg)
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
![Page 74: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/74.jpg)
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
![Page 75: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/75.jpg)
First seminar results: Facebook accounted for 11% of ad spend, yet accounted for 38% of signups
![Page 76: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/76.jpg)
Real World Example
After the first seminar date passed, we increased the budget for the Facebook campaign
![Page 77: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/77.jpg)
Second seminar results: Facebook accounted for 35% of ad spend and drove 52% of signups
![Page 78: 5 ways to improve your digital program](https://reader036.fdocuments.in/reader036/viewer/2022070516/5875b3881a28ab8b618b6977/html5/thumbnails/78.jpg)
Thank you