el roi no es negociable - marketing digital para startups - parte 3
TRANSCRIPT
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E L R O I N O E S N E G O C I A B L EM A R K E T I N G D I G I TA L PA R A S TA R T U P S PA R T E I I I
# R O I A C A D E M Y # C A M P U S M A D R I D # T E C H H U B T U E S D AY # T E C H H U B M K T
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making marketer happy
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K I L I A N B A R R E R AC E O Y C O F U N D A D O R D E W E L O V R O I
E M A I L K I L I A N . B A R R E R A @ W E L O V R O I . C O M T W I T T E R @ K I L I A N B A R R E R A
WEDIGITAL MARKETING
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E N C A P Í T U L O S A N T E R I O R E S …M I D E O M U E R E S I N E V E N T O S N O H AY F U N N E L . S I N F U N N E L N O H AY P E R F O R M A N C E
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¿ Q U É E S L O M Á S I M P O R TA N T E PA R A U N A S TA R T U P ?
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V E N D E R Y V E N D E R
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Marca un presupuesto.
Define tutarget y canales.
Establece losobjetivos.
Programa lasacciones.
Mide todoslos KPIs.
Analiza yoptimiza.
Calcula elROI.
12
34
5
6
7
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CONVERSIONES
WEB / APP
TRÁFICO
DIRECTOSOCIALMEDIA
SEARCH CPC
REFERAL NEWSLETTER
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F U N N E L / E M B U D O D E C O N V E R S I Ó N
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E J E M P L O E M B U D O
1.000 sesiones
120 registros
9 suscripciones
( 1 2 0 / 1 0 0 0 ) * 1 0 0 1 2 % t a s a d e c o n v e r s i ó n
( 9 / 1 2 0 ) * 1 0 0 7 , 5 % t a s a d e c o n v e r s i ó n
0 , 9 %
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– William Thomson
Lo que no se define no se puede medir. Lo que no se mide no se puede mejorar. Lo que no se mejora, se degrada siempre.
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E V E N T O S E S Q U E M A
WEB / APP
SEGMENT.IOPOPCORNMETRICS
ANALYTICSINTERCOMMIXPANEL
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¿ C Ó M O G E N E R A M O S T R Á F I C O ?D I S P L AY, S E M , S E O , S O C I A L M E D I A …
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making marketer happy
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CONVERSIONES
WEB / APP
TRÁFICO
DIRECTOSOCIALMEDIA
SEARCH CPC
REFERAL NEWSLETTER
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S O C I A L M E D I AI N B O U N D M A R K E T I N G , C O N T E N T M A R K E T I N G , M A R C A P E R S O N A L …
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S O C I A L M E D I A• Facebook
Hootuite+Buffer+snip.ly
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w w w. w e l o v r o i . c o m# R O I a c a d e m yH O O T S U I T E . C O M
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E M A I L M A R K E T I N GN E W S L E T T E R S
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w w w. w e l o v r o i . c o m# R O I a c a d e m yM A I L C H I M P. C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yC A M PA I G N M O N I T O R . C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yM Y E M M A . C O M
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V I D E O M A R K E T I N GY O U T U B E , V I D E O L E A N , W I S T I A , …
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w w w. w e l o v r o i . c o m# R O I a c a d e m yY O U T U B E . C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yV I D E O L E A N . C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yW I S T I A . C O M
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S E OM O Z , W O O R A N K , W E B M A S T E R T O O L …
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w w w. w e l o v r o i . c o m# R O I a c a d e m yM O Z . C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yM A R K E T G O O . C O M /
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w w w. w e l o v r o i . c o m# R O I a c a d e m yW E B M A R T E R T O O L
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C O M P E T E N C I AE S P I A N D O A L O S C O M P E T I D O R E S …
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C O M P E T E N C I A
Estudia que hace tu comepetencia:
• Social Media
• SEO
• Ads
• Tráfico
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w w w. w e l o v r o i . c o m# R O I a c a d e m yS I M I L A R W E B . C O M
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D A S H B O A R D SG E C K O B O A R D , K L I P F O L I O , C Y F E , W E L O V R O I …
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w w w. w e l o v r o i . c o m# R O I a c a d e m yE X C E L
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w w w. w e l o v r o i . c o m# R O I a c a d e m yG E C K O B O A R D . C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yK L I P F O L I O . C O M
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w w w. w e l o v r o i . c o m# R O I a c a d e m yW E L O V R O I . C O M
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A N Á L I S I S D E R E S U LTA D O S
R A N G O D E T I E M P O , VA R I A C I Ó N , T E N D E N C I A , O B J E T I V O S …
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A N Á L I S I S
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A N Á L I S I S3 0 D Í A S
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A N Á L I S I S6 0 D Í A S
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A N Á L I S I S6 0 D Í A S
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A N Á L I S I S6 0 D Í A S
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A N Á L I S I S
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A N Á L I S I S3 0 D Í A S
¿MALO?
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A N Á L I S I S9 0 D Í A S
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A N Á L I S I S9 0 D Í A S
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A N Á L I S I S9 0 D Í A S
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A N A L I S I S P E R F O R M A N C EG O O G L E A D W O R D S
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G O O G L E A D W O R D S - A N Á L I S I S
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G O O G L E A D W O R D S - A N Á L I S I S
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G O O G L E A D W O R D S - A N Á L I S I S
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G O O G L E A D W O R D S - A N Á L I S I S
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G O O G L E A D W O R D S - A N Á L I S I S
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R O IE J E M P L O D E E C O M M E R C E
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w w w. w e l o v r o i . c o m# R O I a c a d e m y
R O I E C O M M E R C E
INVERSIONES
• PPC: 3.000€
• SOCIAL MEDIA: 1.500€
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R O I E C O M M E R C E
ANALIZAR TRÁFICO > ADQUIRIDO.
• COSTE/VISITAS
• PPC: 3.000€/7.000 visitas = 0,6€/visita
• SM: 1.500€/1.000 visitas = 1,5€/visita
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R O I E C O M M E R C E
ANALIZAR TRÁFICO > CONVERSIÓN.
• COSTE/CONVERSIONES = CPL• PPC: 3.000€/1.400 conv. = 2,14€ CPL
• SM: 1.500€/200 conv. = 7,5€ CPLEjemplo con una Tasa de Conversiones del 2%
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R O I E C O M M E R C E
ANALIZAR TRÁFICO > VENTAS.
• COSTE/VENTAS = CPA
• PPC: 3.000€/70 Conv. = 42,86€ CPA
• SM: 1.500€/10 Conv. = 150€ CPAEjemplo con una Tasa de Conversiones del 2%
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R O I E C O M M E R C E
Ejemplo con un Carrito Medio de 100€
ANALIZAR TRÁFICO > ROI.
• BENEFICIO-INVERSIÓN/INVERSIÓN = ROI
• 7.000€-3.000€/3.000€ = 133,3% ROI-PPC
• 1.000€-1.500€/1.500€ = -33% ROI-SM
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R O I E C O M M E R C E
¿Cómo mejoro el ROI en Social Media?1.500€ Inversión
—> 1.000 Visitas SM —> 200 Leads —> 10 Ventas —>
1.000€ Ingreso
¿Y si multiplico x2 o x4el tráfico desde SocialMedia?
Ejemplo con Tasa de Conversión del 2% y Carrito Medio de 100€
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K P I D E N E G O C I OC H A R T M O G U L , C A C , LT V, M R R , A R P C , E T C …
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K P I S D E N E G O C I O• Monthly & Anual Recurring Revenue (MRR & ARR)
La suma total de todas las suscripciones al mes y anual… es decir, los €€€ que entran.
• Average Revenue Per Customer (ARPC) (aka ARPU or ARPA) Lo que paga de media cada cliente ”MRR” / “Total de clientes”.2.500€ / 37 clientes = 67,57€ por cliente.
• Customer Churn Rate “Numero de clientes que pierdes en un periodo” / “Numero de clientes que ganas en un periodo”a) “18 clientes perdidos” / “10 clientes ganados” = 1,8 ratio de perdida (x100) = 180% b) 18 / 18 = 1*100 = 100% c) 18 / 47 = 0,38 = 38%
Mas información en Charmogul
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K P I S D E N E G O C I O• Customer Lifetime Value (LTV)
Estimación de cuantos €€€ ganas a un cliente en toda su vida. “Average Revenue Per Customer (ARPC)” / “Customer Churn" a) 67,57€/1,8 = 31,66€b) 67,57€/1 = 67,57€c) 67,57€/0,38 = 177€
• MRR Churn Rate El % de ingresos que pierdes cada mes.(MRR de todas las bajas - MRR de todas las reactivaciones) / MRR de nuevos clientes a) 1.500€ bajas - 500€ reactivaciones / 500€ nuevos clientes = 2 * 100 = 200% b) 1.500€ bajas - 500€ reactivaciones / 1.000€ nuevos clientes = 1 * 100 = 100% c) 1.500€ bajas - 500€ reactivaciones / 2.000€ nuevos clientes = 0,5 * 100 = 50%
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K P I S D E N E G O C I O
• Customer Acquisition Cost (CAC) Cuanto te cuesta adquirir un cliente. “Sumatorio de gastos en ventas & marketing” / “Total nuevos clientes”3.500€ gastos / 15 nuevos clientes = 233€
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C A C < LT V“ E N T O N C E S T E N E M O S U N N E G O C I O S I N O N O S É D E Q U E E S TA M O S H A B L A N D O ” P O R M A R T I N C A B I E D E S
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¿ P O R Q U É L O H A C E M O S ? S O C I A L M E D I A , S E O , V I D E O M A R K E T I N G , A D W O R D S , A N A L I Z A R …
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E L R O IRETORNO DE LA INVERSIÓN
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GRACIAS!!!¿Preguntas?
@KilianBarrera#ROIacademy
www.welovroi.com