smart, scalable, & sophisticated: how to optimize your marketing, not just your conversion rate
DESCRIPTION
Presented by Kate O'Neill at Pubcon South 2013 in New Orleans as part of the "Conversion & Landing Page Optimization" panel.TRANSCRIPT
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Smart, Scalable, and Sophisticated:
How to Optimize Your Marketing, Not Just Your Conversion Rate
!
$$$$$$324795 938465 843651425638836559 984632 093640337485304858 444093 738930374583183294 272727 002929282644292002 333303 172394272893018393 266549 745218132235336785 667393 123641123675019838 593000 127840183934091274 028344 120309324895987343 234988 102883123489987234 235408 234878890720
[presented by] Kate O’Neill,
CEO of [meta]marketer
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Who’s Kate O’Neill?‣ linguist by education, passionate about how we communicate,
driven by improving customer experience, and geeky about data
‣ first departmental website at UIC, first intranet at Toshiba, first content manager at Netflix
‣ described by Adobe Test&Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.”
‣ past roles at Toshiba, HCA, Magazines.com, lots of startups, etc.
‣ Marketing analytics, optimization, insights, strategy
‣ We help clients understand their customers based on data and insights from their marketing efforts so they can be more effective in creating lasting relationships with them.
‣ Four years old; large and high-growth clients have included Symantec / PC Tools, Ingram Book Publishing, XO Communications, Grand Ole Opry, and dozens of other e-commerce, B2B, companies and brands.
What’s [meta]marketer?
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copyright © 2013 [meta]marketer Inc., Nashville, TN
me: @kateo [m]m: @metamarketer
<3 Twitter?
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copyright © 2013 [meta]marketer Inc., Nashville, TN
growing marketing
effectiveness yields bigger wins than
an increase in conversion rate
in a single campaign or channel.
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Marketing that starts with
relevant customer experiencesand then
continues to improve through a
disciplined and data-driven approach
is the most effective and ultimately most profitable
marketing.
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Empathy Experience Effectiveness Efficiency
datainstinct
creative analytical
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copyright © 2013 [meta]marketer Inc., Nashville, TN
dashboardrevised audience matrixrevision stage revised
scheduled reportrevised flow map
draft stage scheduled reportdraft flow mapdraft audience matrix
dashboard sketch
sketch audience matrix feasibility reviewsketch flow mapwhiteboard
stage ad hoc report
EfficiencyEffectivenessExperienceEmpathy
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Introducing...the Next Big Thing
in the Startup World.
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Wonderful Cat Wings, LLC*
cat wingsonderful
*May be a fictional company.
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+ = $I mean, right?
The Basic Idea
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“We need SEO!”So we can convert all those “cat wings” searchers!
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copyright © 2013 [meta]marketer Inc., Nashville, TN
And the ones who ARE searching for it:
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Well, crap. Maybe we don’t have
a market.
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Figure out your sweet spotConsideration Preference Purchase LoyaltyAwareness
cat accessories cat clothing feathery cat wingscat wings wonderful cat wings
The Sweet Spot
suggested marketing effort
potential traffic likely conversion
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Emerging vs. established concepts
‣ Are people actually searching for and talking about your concept?
‣ Or are you basing your online acquisition model on wishes and unicorns?
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copyright © 2013 [meta]marketer Inc., Nashville, TN
What if we back up a step?
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copyright © 2013 [meta]marketer Inc., Nashville, TN
search social
landing pages
conversion
measure
measure
measure m
easureinsights in
sights
insights
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copyright © 2013 [meta]marketer Inc., Nashville, TN
First pass: whiteboard-levelpeople with cats who spoil them
people who buy cat clothes
people who buy premium cat foods ???
motivation
message
test channel
give their cat the best
doesn't your cat deserve it?
take pictures, show adorable cat
Instagram, Pinterest
nothing is as cute as cat wings
give cat the best life
???
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Your kitty is your little
angel. Doesn't he
deserve wings?
wonderfulcatwings.com
Only the best for your kitty. Visit us online and see our wonderful selection of wings that your cat can wear.
how a sketch-level ad concept might read:
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Facebook = awesome for testing demographics.
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copyright © 2013 [meta]marketer Inc., Nashville, TN
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second pass: draft-levelcat spoilers, unaware of
wings
cat spoilers, aware of
related market
aware of wings aware of brand
previouscustomer
how might you recognize them
by search terms by search termsdirect traffic;
concept searches
direct traffic; brand searches
direct access to login page;
cookie
what types of search terms
cat accessories, cat toys cat clothing
cat wings, gold cat wings
Wonderful Cat Wings
{brand} + login or help
what do they need to move
forward
cat wings are ideal cat toy, accessory
images of cats in cat wings?
selection? price? quality?
quality? return policy?
support? appreciation?
how to measure success
engagement purchase; signup for newsletter
purchase purchase? return visits, referrals
etc
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Reinvest insights to achieve sophistication and profits.
!
$$$$$$
324795 938465 843651425638836559 984632 093640337485304858 444093 738930374583183294 272727 002929282644292002 333303 172394272893018393 266549 745218132235336785 667393 123641123675019838 593000 127840183934091274 028344 120309324895987343 234988 102883123489987234 235408 234878890720
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Watch small gains grow into big wins.
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copyright © 2013 [meta]marketer Inc., Nashville, TN
Your call to action:Email me your favorite a-ha moment about customer empathy to be registered free for our next webinar, coming up in June.
For questions and follow-up:
‣ Twitter: @kateo / @metamarketer
‣ LinkedIn: kateoneill
Thank you for your time.?
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