Get Results-Measuring Your Marketing
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© Constant Contact 2015
Measuring Your MarketingHow to use reports and analytics to evaluate your marketing campaigns
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© Constant Contact 2015
Sandra FloresBusiness Solutionist
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.”
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Par-ti-ci-pate
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BE A MARKETERAll it takes is Constant
Contact® #BeaMarketer
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Why are we here today?Why are we here today?
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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
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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
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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
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3. How to evaluate a marketing campaign
Set a goal
Create a campaign
Identify success metrics
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3. How to evaluate a marketing campaign
Check out our new website!Half Moon Yoga <[email protected]
Inbox
Contacts
Favorites
Chat
Mailbox
Set a goal
Create a campaign
Identify success metrics
Send the campaig
n
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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
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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.
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BE A MARKETERAll it takes is Constant
Contact® #BeaMarketer
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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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My Motivated Associates See You At My Next Training
You Can See ALL My Upcoming Workshops At
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Saturday July 9th 9:00 AM- 4:00 PM
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Get started today…Text SANDRA to 99000
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free 60-day trialNo Contract & No Credit Card Needed
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© Constant Contact 2015
Sandra FloresBusiness Solutionist
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.”