5 Ways to Improve Your Digital ProgramJustin Kerley@KerleyJ
How do you improve a digital program?
A digital program means something different to everyone
It’s that way for a reason! There is no one-size-fits-all approach
The truth is, there’s no magic bullet, a bag of tricks is only going to get you so far
So I can’t come up with 5 ways to improve your digital program without sounding like I’m selling snake oil
How do you improve a digital program?
You improve your marketing approach and apply it online
Be Helpful
Users are trying to solve a problem
Real-World Example
As people continue to search for answers to their problems, they look to others like them
Case studies, blog posts and testimonials are a great way to show how you’ve made your customers’ lives/businesses better
Real-World Example
Real-World Example
• Real World Example – Line/Shape/Space
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
Real World Example
Be Different and Engaging
When you look around at your competitive landscape, chances are you see a lot of the same things
How are you going to differentiate yourself from the field?
Real World Example
Real World Example
Be Relevant
73% of users are fed up with irrelevant content
Source: The Marketing Blender
The deluge of content that can come with giving up your contact information, may cause users to hesitate
72% of B2B buyers are most likely to share useful content via e-mail
Source: The Marketing Blender
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
Real World Example
Entire List Blast: Open Rate = 18%, Click Rate = 14%, Unsubscribe = 0.31%
Real World Example
Personalized E-mails: Open Rate = 33%, Click Rate = 21%, Unsubscribe = 0.21%
Remarketing is chance for you to re-engage with a past visitor with relevant ad creative
General remarketing ads are very effective, but tying a user’s behavior on your site to specific messaging increases that impact
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
Be Informed
46% of marketers cannot confidently tie marketing ROI to specific lead-generation campaigns
Source: FormStack
This boils down to three major issues – quality of data collected, attribution and understanding the value of a lead
When tracking leads generated by your website – what are you typically tracking?
What about phone calls? How are you tracking those leads?
Call tracking software can help attribute the source of those calls
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
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
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?
First touch attribution vs. last touch attribution
The reality is it’s somewhere in the middle
Who can tell me the value of a lead that comes in from the web?
You need to know the sales close rate for leads and the average sale price (preferably the lifetime customer value)
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
Tying it all togetherWhen setting up a goal – you can add the value of that goal completion
Various reports will then help further define the value of a marketing channel
Or the value of a specific page on site
Be Flexible
Track the progress of the various channels of your plan and do more of what’s working and do less of what’s not
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
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
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
First seminar results: Facebook accounted for 11% of ad spend, yet accounted for 38% of signups
Real World Example
After the first seminar date passed, we increased the budget for the Facebook campaign
Second seminar results: Facebook accounted for 35% of ad spend and drove 52% of signups
Thank you
Top Related