Marketing Metrics That Matter - PRI

MARKETING METRICS THAT MATTER

Presented By - Tom Marx

© 2013 The Marx Group

WHAT ARE MARKETING METRICS?

Data and statistics that help determine the effectiveness

of a marketing program

© 2013 The Marx Group 2

WHAT ARE WE MEASURING?

• Brand awareness • Engagement • Conversion


WHY ARE METRICS IMPORTANT?

• Accountability • Establishes goals • Gauges success • Provides focus • Allows opportunity to learn

and improve • Proves value of the specific

marketing tactic…


WHY DO METRICS MATTER?

ROI © 2013 The Marx Group 5

The RIGHT metrics need to be made available to

the RIGHT people.


WHO NEEDS METRICS?

• Marketing team • Sales team • Management


WHAT MAY BE HAPPENING

• Lack of accountability • No review of analytics • Sales and Marketing are

in silos • Paralysis by Analysis • Confusion, lack of focus


What is REALLY important?


WHAT IS REALLY IMPORTANT

Focus your efforts on key metrics that will provide

the greatest impact


MARKETING CONVERSION FUNNEL


Brand Awareness

Engagement & Interest

Conversion &

Loyalty

METHOD



Ready • Define your goal

• Make one person accountable


Aim • Design your program

• Make sure it’s measurable


Fire!


Evaluate • Measure your progress


Adjust


Do digital, and do it well


TOP 5 METRICS THAT MATTER

1. ADVERTISING & PR 2. WEB TRAFFIC &

CONVERSIONS 3. SEO

4. EMAIL MARKETING 5. SOCIAL MEDIA


EMBRACE YOUR TOOLS

• Google Analytics • Constant Contact • HootSuite


#1

ADVERTISING & PR


(print!) ADVERTISING

“I can’t measure ROI on print advertising.”

FALSE! Yes you can, if you

define what you want to measure, and build your

ad accordingly


You CAN measure ROI on print advertising.

CALL TO ACTION >>> CONVERSION

(print!) ADVERTISING


“Digital advertising is all about impressions.”

FALSE!

If you are sales focused, it’s about click thru and

conversion

(digital!) ADVERTISING


You can have 100,000,000

impressions, but if you aren’t getting the

conversion rates you need, it doesn’t

matter

(digital!) ADVERTISING


ADVERTISING EXAMPLE!

Your April ad campaign has a call to action of “buy 2 sets of engine bearings and get 2 free” What metrics do you track? • Increase in sales • Number of clicks from digital

ads - and clicks that lead to a purchase


PUBLIC RELATIONS

“There is no value in PR.”

FALSE! There is great value in PR

once you define your expectations


PUBLIC RELATIONS

Set expectations. Measure your pickups.

Drives brand awareness. Delivers credibility.


PUBLIC RELATIONS EXAMPLE!

During your new product launch you distribute a press release.

What do you track? • Number of times your release was

published • Number of editorial opportunities

created • During product sales over the next

6 months – ask how they heard of the new product

• Track click thrus to a dedicated landing page


#2

WEB TRAFFIC &

CONVERSIONS


WEBSITE TRAFFIC

“My business isn’t driven by E-commerce, so my

website isn’t a priority.”

FALSE! Your website is your most

important piece of owned media.


• Build your site with goals in mind

• Content • Engagement

• Traffic Analytics

WEBSITE TRAFFIC


Analytics: What you should be tracking.

– Traffic sources – Repeat visitors – Page views – Conversion rates

WEBSITE TRAFFIC


WEBSITE TRAFFIC: Unique & Repeat Visitors


WEBSITE TRAFFIC: Page Views


WEBSITE TRAFFIC: Traffic Sources


WEBSITE TRAFFIC: Traffic Sources


WEBSITE TRAFFIC:


First, define WHAT a conversion is for your website. • When a banner ad drives customer to purchase

a product • PR that drives a user to view your white paper

Conversion

WEBSITE TRAFFIC: Conversion Rates

Conversion Rate = # of Conversions

Visits


EXAMPLE!


Increase online sales. What do you track? • new banner ad conversion • $ amount of sales that came from that ad

5% =

1000

20,000

#3

SEO


SEO “I have a website. If people search for

widgets, they’ll find me.”

FALSE! You need high rankings to be visible to your

audience…you do this with Organic and paid SEO.


WHAT IS SEO?

Search Engine Optimization: The process of making a site and its

content highly relevant for both search engines and searchers


TWO WAYS TO

APPROACH SEO

Organic & Paid


SEO

Search Engine Optimization

provides: • Rankings

• Traffic • Conversions


SEO “Own your digital shelf space.”

PAID

O

RG

AN

IC

Danielle Russell, Automotive Industry Director at Google


EXAMPLE!

Be the leader in online performance cylinder head sales. What do you track? • organic search engine

ranking/position • Pay-per-click sales, from your

paid SEO efforts • Key words


#4 EMAIL

MARKETING


EMAIL MARKETING

“I can just use Outlook to email my customers. I don’t need another program to do that.”

FALSE! Using an email marketing program allows

you to learn what is (or isn’t) working…and automates list management


EMAIL MARKETING

Stay focused on: • Content

• Open Rates • Click thrus & forwards


Click-thru / Forwards >>> Cost per lead

EMAIL MARKETING


EMAIL MARKETING


EXAMPLE!

You want your customers to be aware of your new product. What do you track? • Click –thrus to a landing page

containing information on your new product

• Sales – did the click-thrus lead to sales?


#5 SOCIAL MEDIA


SOCIAL MEDIA

“My customers don’t care about social

media.”

FALSE! They do. So do their

friends, their kids and your competitors.


• Choose PLATFORMS that are relevant to your

audience

• It is all about ENGAGEMENT

• REFERRALS – generate a call to action

SOCIAL MEDIA


SOCIAL MEDIA ENGAGEMENT


While Facebook offers its own analytics, HootSuite allows

you to track analytics across multiple platforms.

• Manage multiple social networks • Schedule posts

• Track brand mentions • Analyze social media traffic

SOCIAL MEDIA


EXAMPLE!

Your company’s Facebook page is holding an anniversary promotion. What do you track? • Participants and engagement

- # of people who comment and share your post

- # of people who sign up for your promotion


MARKETING CONVERSION FUNNEL


Brand Awareness

Engagement & Interest

Conversion &

Loyalty

METHOD

1. READY 2. AIM 3. FIRE

4. EVALUATE 5. ADJUST


TOP 5 METRICS THAT MATTER:

1. ADVERTISING & PR 2. WEB TRAFFIC &

CONVERSIONS 3. SEO

4. EMAIL MARKETING 5. SOCIAL MEDIA


WHAT IS REALLY IMPORTANT

Focus your efforts on key metrics that will provide

the greatest impact



Let’s Connect: [email protected] - (415) 453-0844, x106

facebook.com/themarxgroup

linkedin.com/company/the-marx-group

twitter.com/themarxgroup

Marketing Metrics That Matter - PRI

Marketing

web traffic

interest conversion

traffic sources

greatest impact

email marketing

social media

advertising

website traffic