Why behavioral targeting is must to improve email marketing roi
Improve the ROI of Your Content Marketing
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description
There are a lot of people creating content -- really, really good content. With increasing competition, how can content marketers ensure that they are getting in front of the right people?
Transcript of Improve the ROI of Your Content Marketing
The content marketing landscape
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Everyone is doing content marketing
Source: Content Marketing Chaos, Kapost
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Everyone is doing content marketing
Source: Content Marketing Chaos, Kapost
8% of all
marketers are nuts
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...and it’s still not enough
Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute
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Most companies plan to do more
Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute
58% of marketers plan to
increase the amount of content they’re producing
over the next 12 months
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Perceived RealityHmm...I wonder if
anyone has written an
engaging ebook on this topic...
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RealityI’m
exhausted.
Is there any chance Bob
will have those TPS reports to
me on time to hit the deadline?
How do other
companies manage
TPS reports?
I can’t wait to catch up on
Game of Thrones tonight
Are we out of
coffee?
1 2 3 4$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
$56,700
$142,400
$335,200
$1,057,300
60%
70%
77%83%
Content Marketing Spend by Company Size
Total Percent of Total Spent on Distribution
Source: Custom Content Council, 2012
Fewer than 10
employees
10 to 99employees
100-999employees
1000+employees
Building your audience
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Distribution Channels
Owned
- Blog
- Co-marketing
- Social
- SEO
Earned
- Viral
- PR
- Word-of-mouth
Paid
- Display
- Search
- Social
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Distribution Channels
Owned
- Blog
- Co-marketing
- Social
- SEO
Earned
- Viral
- PR
- Word-of-mouth
Paid
- Display
- Search
- Social
Crowded Really
hardEww!
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Even the inbound masters use it
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OwnedPaid Earne
d
Grow your audience
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How this looks
Getting started
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Step 1: pick your channel
High Intent: Searching for your product
Organic Search
Retargeting
Paid Search
Display Ads
Mobile Ads
Social
Low Intent: Not searching for your product
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Step 2: prepare your follow-up
High Intent: Searching for your product
Organic Search
Retargeting
Paid Search
1 Landing page: free trial offer
2 Sales call/email
3 Convert to paying customer
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Step 2: prepare your follow-up1 Landing page: content
offer
2 Nurturing emails
3 Sales call/email
4 Convert to paying customer
Display Ads
Mobile Ads
Social
Low Intent: Not searching for your product
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Step 3: determine your budget
LTV: $4500/customer
Acquisition budget: $1500/new customer
SaaS Rule of 1/3
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Step 3: determine your budget
$1500Customer Acquisition Goal(1/3 LTV/ new customer)
2%Average Conversion Rate
50Leads/ sale
$30Cost/ Lead Goal
=
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Step 4: set up your campaign
Simple naming conventions
Lowercase
Link lead to campaign
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Step 4: set up your campaign
http://go.rjmetrics.com/calculating-roi-using-clv?utm_campaign=twitter+roi-keywords&utm_source=twitter&utm_medium=cpc&utm_content=whitepaper
Step 4: set up your campaign
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Step 5: Go!
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Step 5: measure performance
1 Spend
2 Impressions
3 Clicks
4 Leads
5 Qualified Leads
6 Customers
Things to think about for the future
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Future considerations1. What’s the lifetime value of customers acquired
through these channels?2. What pieces of content are turning paid leads
into paying customers?3. Is my paid audience promoting my brand?
Thank you.
