Procserve Masterclass Presentation from the CPO Event March 2014
Digital Success Masterclass 9 March 2017
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Transcript of Digital Success Masterclass 9 March 2017
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Digital Success Masterclass
Digital Marketing Strategy & Quick Wins
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Agenda
• 9:00am - Intro and Housekeeping• 9:10 am - Alexei Kouleshov (Google Adwords)• 9:55am - Kylie Chown (Linkedin)• 10:40 am - Break• 11:00 am - Megan Winter (Facebook)• 11:45 am - Q & A Panel Discussion• 12:00 pm - Closing remarks
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Questions For You
• How many of you ran marketing campaigns?• How many of you pay for advertising?• How many of you have been disappointed with results?
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My Goal Today is
• Answer some of the common questions• Show you high converting landing page formats• Explain the user engagement funnel• Long term strategy
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Who I am
• Digital Marketing Strategist• Google Premier Partner• Infusionsoft Partner• Over 12 Years In The Industry• Managing Director of Your Easy Web Solutions• Best selling author (Our Internet Secrets)• Entrepreneur• Frequent traveller
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In the last 3 years
• Thailand x 2• Bali• Greek Islands• Paris• St Petersburg• Moscow• Shanghai
• Blue Mountains• Whitsundays x 2• Auckland• Perisher• Threadbo• Queenstown
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Successes
• First project – generated $250,000 first year• National & International clients• 2 Offices, 11 Staff• Run some of the best Search and Mobile campaigns• No contracts• Conversion based focused marketing
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Common Questions
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Common Digital Marketing Questions
• How much should you spend?• What services to market?• Why start with Adwords?• What is a good conversion rate?
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How Much To Spend?
• Start with comfortable budget• Work in weeks• Distribute budget effectively• Aim for 20 clicks per day (5% CR)• Budget calculator
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80/20 Service Analysis
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Starting With Adwords
1. Instant start2. User commitment to buy3. Set specific targeting4. Ability to measure results
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Conversion Rates
• Low < 2%• Average – 2-3%• Good – 4-6%• Great – 7-12%• Awesome > 12%
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High Converting Landing Pages
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Landing Pages
• Answer all Basic Questions• 1-2 Call-To-Actions• Easy to follow• Device friendly• Have social proof (testimonials)• Tracking setup
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Landing Pages - Keep it simple
• Attractive offer• Minimal number of call-to-actions (CTA)• Clear Unique Selling Point (USP)• Aim for conversion rate (over 5 %)• A/B Split Test• Headlines• Offers• With/without elements
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User Engagement Funnel
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Adwords Applied To Engagement Funnel• Search – 85%• Action Focused• Point of difference
• Remarketing – 5%• Action Focused/Promotions• Primary/Secondary CTA
• Display/Youtube – 10%• Awareness Focused• Secondary CTA
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Long Term Strategy
• Perform 80/20 Analysis• Allocate budgets based on goals• Setup landing pages• Run Adwords campaigns• Track performing keywords• Build lists (clients, enquiries, subscribers)• Run local SEO campaigns for performing keywords• Email marketing• Authority marketing
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In Order To Succeed Online You Need to be
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Our definition of SMART is
• Strategy• Message• Advertising• Results• Test & Measure
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Questions?
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Need Help?
• Strategy• Website/CRM setup• Lead generation• Google Adwords / Analytics• Consulting
Expression of Interest
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Q & A Panel Discussion