ENSURING ROI FROM MARKETING

THINK SMART.

CONSULTANCYACT BOLD.

AGENCYBuilding a smart foundation for

culture, brand, marketing, sales &

customer engagement.

Impactful creative, technology and

marketing implementation with

relentless optimization to drive results.

Assessments + Research

Innovation Consulting

Culture + Brand Development

Strategic Planning

Fractional CMO

Branding + Design

Web + E-Commerce

Interactive

Content Studio

Marketing + Conversion

OUR GOAL IS REVENUE

BEFORE WE DIVEINTO METRICS

MARKETING STRATEGY

TACTICALPLAN

The targets and campaigns that ensure you

are reaching the right people at the right time.

The detailed steps that define the what, who

and when as well as the optimization.

BRANDSTRATEGY

The foundation of marketing sets the tone and

approach for everything you do.

BRAND STRATEGY

Lead GenerationTargeted campaigns encompassing 5 funnel stages: Awareness, Engagement, Conversion, Nurturing & Closing.

Brand AwarenessEnsuring people are familiar with your name can be a big impact to conversion, but often hard to measure the ROI.

Customer EngagementInitiatives and segmented communications campaigns for influencing upsell, referral and loyalty.

MARKETING STRATEGY

END-TO-END CAMPAIGN MAP

TACTICAL PLANS

EVERY STEP IN THE PROCESS IS A CHANCE TO WIN OR LOSE CUSTOMERS.

OPTIMIZING eTHE FUNNEL w

CAN HAVE ` HUGE ` IMPACT `

HUGEOPPORTUNITY EXISTS

STRATEGY IMPLEMENTATION OPTIMIZATION

Where most people quit.

LEADS

COST

THE

SCIENCE & ARTOF MARKETINGLeveraging data, knowledge and creativity.

ONE OF THE BIGGEST MISTAKES IS MISINTERPRETING DATA

Analyze over the long term.Combine discovers to find a story.Always be testing.

BOUNCERATE

Clicking a link to a different site

Clicking the back button

Typing in a new URL

Closing a window

INDIVIDUAL PAGE BOUNCE RATE IS SIGNIFICANTLY MORE IMPORTANT THANOVERALL SITE BOUNCE RATE

DETERMINING THE CAUSE

EXPERIENCEOverall DesignLoad TimeDistractionsInterruptions

PRIMARY MESSAGEMessage does not match campaign or source.

ACTIONSHidden NavigationNo Primary ActionConfusing Navigation

AUDIENCERight or Wrong

Look At These Conversions Boss!

Key Phrase 1

Key Phrase 2

$5 / Click

$5 / Click

50% Conversion Rate

25% Conversion Rate

2 Clicks Cost $10 for 1 Conversion

4 Clicks Cost $20 for 1 Conversion

Key Phrase 1 looks awesome at $10 per lead.

Whoa Boy. The sale is what matters.

Key Phrase 1

Key Phrase 2

$5 / Click

$5 / Click

50% Conversion Rate

25% Conversion Rate

2 Clicks Cost $10 for 1 Conversion

4 Clicks Cost $20 for 1 Conversion

Key Phrase 2 costs us half as much to close a sale.

25% Close Rate$100 Cost Per Sale

50% Close Rate$50 Cost Per Sale

Revenue + Key Performance Indicators

A closed loop marketing system can tie direct revenue to specific marketing tactics.

TYPES OF TRACKING SYSTEMS & TOOLS

TRAFFIC ANALYTICSLots of data.

EXPERIENCE ANALYTICSSee interactions.

SEARCH ANALYTICS

CHANNEL ANALYTICSE-Mail. Social. Advertising.

CAMPAIGN ANALYTICSConnect all the dots for targeted campaigns.

TESTING IS THE ULTIMATE WAY TO OBTAIN CONCRETE PROOF OF WHAT IS WORKING

Test Everything:

● Subject Lines● Images● Conversions● Messages● Page Length● Ads● Audiences● Everything!

90% MORE CONVERSIONS

19% MORE CONVERSIONS

TESTINGBEHAVIOR

WHERE TO START

INSTALL GOOGLE TAG MANAGERTo get all of your channels connected and tracking.

SET UP GOALS IN ANALYTICS

CHOOSE YOUR CRITICAL NUMBERS AND ASSIGN VALUE GOAL

Call

Contact Form

Where To Buy

Event Registration

Newsletter Sign-Up

Demo

Download

VALUE

$ 100

$ 90

$ 150

$ 20

$ 5

$ 50

$ 6

USE TRACKING URLS FOR EVERYTHING

WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?

Get the slides at insivia.com/seminar/ensuring-roi/

RADICAL CANDOR

BONUS TALK

RADICAL CANDOR

CARE PERSONALLY

OBNOXIOUSAGGRESSION(asshole)

MANIPULATIVEINSINCERITY

(lying asshole)

RUINOUSEMPATHY

CHALLENGE DIRECTLY