How To Be Awesome Online
Data Driven Strategies to Be Awesome Online
Jan 19, 2015
Thanks for checking out my presentation again. If you'd like some context and to discuss anything here within please reach out on twitter @mitch_4 or email mitch AT CapitalAuto dot Ca.
We have grown using data driven strategies to well over 2MM page views per year, which may not sound like a lot depending on your background, but in the car business it's tops! The main point to my presentation is that if you can base your decisions on objective data you'll avoid so many set backs and land mines caused by unavoidable preference and opinion.
I try to speak from experience and leave BS on the sidelines and I can't tell you the number of times I've had a strong opinion on something I "just know will work" and have it completely flop. In many circumstances you'll never know if it's a flop or not unless you find a way to truly measure it because business are big and it's so easy to associate and explain away anything without objective proof to back it all up.
We sell new Ford and Lincoln vehicles and more used vehicles than any Ford dealer in Canada and our business is very similar to most SMB's out there. I love talking about marketing and startegy so please let me know if I can help, again twitter @mitch_4 or email mitch at CapitalAuto DOT ca. http://www.capitalfordlincoln.com
Stay Awesome!
We have grown using data driven strategies to well over 2MM page views per year, which may not sound like a lot depending on your background, but in the car business it's tops! The main point to my presentation is that if you can base your decisions on objective data you'll avoid so many set backs and land mines caused by unavoidable preference and opinion.
I try to speak from experience and leave BS on the sidelines and I can't tell you the number of times I've had a strong opinion on something I "just know will work" and have it completely flop. In many circumstances you'll never know if it's a flop or not unless you find a way to truly measure it because business are big and it's so easy to associate and explain away anything without objective proof to back it all up.
We sell new Ford and Lincoln vehicles and more used vehicles than any Ford dealer in Canada and our business is very similar to most SMB's out there. I love talking about marketing and startegy so please let me know if I can help, again twitter @mitch_4 or email mitch at CapitalAuto DOT ca. http://www.capitalfordlincoln.com
Stay Awesome!
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Transcript
How To Be Awesome Online
Yes.. From a car dealership : )
2008 2009 2010 2011 2012 2013 2014 2015 2016
5300
9500
12000
1800020000
23000
26000
30000
35000
Yearly Website Traffic - Avg/Month Yearly Website Traffic
4 Sexy Data Driven Strategies,
to be awesome online.
4Q SurveyCost: Free
What is a 4Q Survey?
4Q Survey Result Dashboard
Why is it important?
• Context is gold! – What was the purpose of your visit today– Were you able to complete your task?– (If unable) Why not?– How would you rank this site 1-10– What would make this site better?
My favorite part…
• Call bullshit on internal opinions. • Say no to internal preferences. • Do what works.
But I can’t say no.. He’s the HPPO
AB TestingCost: Free or $17/mo
How to test Hippo brainwaves and 4q insights!
A/B Testing
A/B Testing
Optimizely and Google Content Experiments
Optimizely – Controlled & Super Easy
• Phone number placement• Pop-up conversion forms• Crazy video on the homepage• Thank you page after lead submission
“What if we did ______?”+“That will never work!”=
“What if we did ______?”+“That’s ridiculous!” + “well let’s just test it, see what happens”+ “Ok” =
A/B Testing
VideoCost: Free(ish), Equipment Cost
Web Video
• Websites that use video– See 200% to 300% more visitors– 100% more time spent on site– 63% more page views
Marketing Sherpa 2012 via Harvard Business Review
What Kind Of Video?
• Informative, Funny, or Emotional– < 2min Funny– < 3min Informative – < 10min Super Info– Emotional 2-5?
Start With A Data Driven Decision
Top Exit Pages from Google Analytics
Start With A Data Driven Decision
Top Landing Pages from Google Analytics
Growing Search TrafficCost: Free(ish), Time Building New Pages
SEO
Why is that important?
• If you have a 4q survey• AB testing your stuff• Site chocked with engaging video
GET SOME EYEBALLS!
Where to start?
• Google keyword tool for common searches• Google Adwords – actual search phrases• Your business/brand name• Your business + Regina (Capital Ford Regina)• Your brand + Regina (Ford Regina, Ford Dealer
Regina)• Free “keyword visibility” tracking sheet
Keyword Spreadsheet
Fill in the yellow, It does the rest.
Delete the 3 or 4 garbageterms
1st page 1st result = 1.12nd page 3rd result = 2.33rd page 5th result = 3.5> 4th page = 4
Ok, spreadsheet, now what?
• If you build it they will come sometimes
• Make some content about each of those keyword phrases.• Blog posts, video, internal pages etc..
Track your progress and show what works
Blog aboutMarketingAgency Regina And VideoOn Marketing Strategy Regina
Upcoming week let’s focus on some provincialkeywords, we’re losing ground!
Data isn’t sexy at first…
The Goods…
• www.iPerception.com• www.optimizely.com• Keyword Spreadsheet (email copy)
• Mitch Gallant – [email protected]– 531-6404 (call/text)– @mitch_4
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