web123 internet marketing goal setting-11-30-2011
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Internet Marketing Goal Setting 3 Rules for Driving Successful Digital Marketing Outcomes
Dial: +1 (215) 383-1016
Access Code: 377-389-246
@webmarketing123
@bradleywjoe
#wm123
#wm123
@bradleywjoe
Housekeeping Items
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email seo@webmarketing123.com
Housekeeping Items
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
@webmarketing123
facebook.com/webmarketing123
Housekeeping Items
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary SEO Diagnostic. Details
at end of webinar.
Housekeeping Items
#wm123
@bradleywjoe
1 What “Good” Metrics Look Like Understanding which search marketing goals make
sense for your business
2 Tracking Online Activity Learn how to utilize web analytics to tie visitor behavior
to business goals
3 Measuring Success How to monitor and improve your search marketing
results
Webinar Agenda
#wm123
@bradleywjoe
1 What “Good” Metrics Look Like Understanding which search marketing goals make
sense for your business
2 Tracking Online Activity Learn how to utilize web analytics to tie visitor behavior
to business goals
3 Measuring Success How to monitor and improve your search marketing
results
Webinar Agenda
#wm123
@bradleywjoe
Data Continuity Most Marketers
are Not “Digital Natives”
1 The Challenge With Digital Marketing Typical marketing metrics do not work
#wm123
@bradleywjoe
Data Continuity Most Marketers
are Not “Digital Natives”
1 The Challenge With Digital Marketing Typical marketing metrics do not work
#wm123
@bradleywjoe
- Data getting interpreted
in many different ways
- Business units report on
different metrics
Data Continuity Most Marketers
are Not “Digital Natives”
1 The Challenge With Digital Marketing Typical marketing metrics do not work
#wm123
@bradleywjoe
Data Continuity Most Marketers
are Not “Digital Natives”
- Marketers not fully
accustomed to web
marketing
- Do not know what “good”
looks like
1 The Challenge With Digital Marketing Typical marketing metrics do not work
- Data getting interpreted
in many different ways
- Business units report on
different metrics
#wm123
@bradleywjoe
Key Performance Indicator:
- Measures the progress of an organization in achieving
its strategic goals
- Quantitative measurement taken over a defined period
of time (monthly, quarterly, yearly)
- Needs to be actionable!
1 What is a KPI? Definition of a key performance indicator
#wm123
@bradleywjoe
1 KPIs Differ Depending on the Audience Tailor your metrics for your audience
#wm123
@bradleywjoe
Marketing Team
- More granular
- Focused on specific
marketing activities/results
- Easy to understand; i.e.
team sees how their work
can affect this metric
1 KPIs Differ Depending on the Audience Tailor your metrics for your audience
#wm123
@bradleywjoe
Marketing Team
- More granular
- Focused on specific
marketing activities/results
- Easy to understand; i.e.
team sees how their work
can affect this metric
1 KPIs Differ Depending on the Audience Tailor your metrics for your audience
Executives
- Metrics should align with
business objectives/goals
- Less “in the weeds”
- Conveys how Marketing
contributes to revenue growth
#wm123
@bradleywjoe
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Number of leads/sales generated
• Cost per lead/cost per sale
• Average order value (AOV)
1 Common Search Marketing Metrics Sample KPIs for Marketing Team
#wm123
@bradleywjoe
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Number of leads/sales generated
• Cost per lead/cost per sale
• Average order value (AOV)
1 Common Search Marketing Metrics Sample KPIs for Marketing Team
#wm123
@bradleywjoe
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Number of leads/sales generated
• Cost per lead/cost per sale
• Average order value (AOV)
1 Common Search Marketing Metrics Sample KPIs for Marketing Team
#wm123
@bradleywjoe
Key Action #1
1. Identify the top 3 business goals for 2012.
2. What are 5 KPIs you can start tracking today to measure achievement of these goals?
#wm123
@bradleywjoe
1 What “Good” Metrics Look Like Understanding which search marketing goals make
sense for your business
2 Tracking Online Activity Learn how to utilize web analytics to tie visitor behavior
to business goals
3 Measuring Success How to monitor and improve your search marketing
results
Webinar Agenda
#wm123
@bradleywjoe
2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward and actionable
#wm123
@bradleywjoe
Insight and Action
• Removes the guesswork from marketing programs
• Allows for projections and comparisons to past performance
• True accountability at all levels!
2 Why Analytics? Why Now? With ever-increasing data sources available, businesses need metrics that are straightforward and actionable
#wm123
@bradleywjoe
With ever-increasing data sources available, businesses need metrics that are straightforward and actionable
2 Why Analytics? Why Now?
Insight and Action
• Removes the guesswork from marketing programs
• Allows for projections and comparisons to past performance
• True accountability at all levels!
Competitive Advantage
• Better alignment/deployment of resources
• More accurate data to determine what’s working (and what’s not)
#wm123
@bradleywjoe
Web analytics programs currently used by enterprises
2 Web Analytics Essentials
#wm123
@bradleywjoe
Web analytics programs currently used by enterprises
2 Web Analytics Essentials
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
What keyword searches led to visitors to
our site?
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
What is our ratio of new vs. returning
visitors?
What keyword searches led to visitors to
our site?
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
What is our ratio of new vs. returning
visitors?
What are our most popular webpages?
What keyword searches led to visitors to
our site?
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
What is our ratio of new vs. returning
visitors?
How many people fill out our “Contact
us” form?
What are our most popular webpages?
What keyword searches led to visitors to
our site?
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
What is our ratio of new vs. returning
visitors?
How many people fill out our “Contact
us” form?
What are our most popular webpages?
What is my Average Order Value (AOV)?
What keyword searches led to visitors to
our site?
A few metrics we can track with website analytics programs
2 Analytics Answers the Following Questions
#wm123
@bradleywjoe
Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection
2 Optimal Data Collection
#wm123
@bradleywjoe
Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection
2 Optimal Data Collection
The Ability to Track “Goals”
• Sales/transactions
• Form fill outs
• Downloads, newsletter subscriptions
#wm123
@bradleywjoe
Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection
2 Optimal Data Collection
The Ability to Track “Goals”
• Sales/transactions
• Form fill outs
• Downloads, newsletter subscriptions
Implementation of Tracking Code on All Pages of Site
• Know that the data is reliable and enterprise-wide
• Cross-domain, sub-domain tracking script will be critical, especially for large enterprises with multiple sites
#wm123
@bradleywjoe
Measured on a weekly, bi-weekly, or monthly basis
2 Keyword Rankings
#wm123
@bradleywjoe
Measures effectiveness of SEO program
2 Organic Search Traffic
#wm123
@bradleywjoe
Measures effectiveness of SEO program
2 Organic Search Traffic
#wm123
@bradleywjoe
Filter out “branded” traffic
Measures effectiveness of SEO program
2 Organic Search Traffic
#wm123
@bradleywjoe
Key Action #2
1. What are the website conversion metrics (form fill outs, e-commerce transaction, etc.) for your business?
2. How do you track these metrics today?
3. If you don’t, go here: www.google.com/analytics and install analytics code today. It’s free!
#wm123
@bradleywjoe
1 What “Good” Metrics Look Like Understanding which search marketing goals make
sense for your business
2 Tracking Online Activity Learn how to utilize web analytics to tie visitor behavior
to business goals
3 Measuring Success How to monitor and improve your search marketing
results
Webinar Agenda
#wm123
@bradleywjoe
Track the following:
• Deliverables
• Owners
• Due Dates
• Status
• Key Milestones
3 Biggest Factors Influencing Online Success Build a program Action Plan!
#wm123
@bradleywjoe
Track the following:
• Deliverables
• Owners
• Due Dates
• Status
• Key Milestones
Why? This will improve both accountability and outcomes
3 Biggest Factors Influencing Online Success Build a program Action Plan!
#wm123
@bradleywjoe
3 Roll-up View of Scorecard Sample view of determining program’s success
#wm123
@bradleywjoe
Key Action #3
1. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?
2. Can you identify the marketing channels that will help you achieve these goals?
#wm123
@bradleywjoe
• Identify the Business Case: First identify the business problem
that search marketing aims to solve. This will align all members
around a common goal.
• What Gets Measured, Gets Managed: Take advantage of
analytics tools to start tracking important website metrics and set
up website goals.
• Get Specific: Create a scorecard for web marketing activity.
Regardless of tactics utilized, don’t lose site of overall strategy
and expected business outcomes.
Key Takeaways
Thank You!
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not ranking in the
top positions on search engines. How much revenue is being lost to
competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe
Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis
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