Taming the Cost of Customer Acquisition GILLIAN MUESSIG
MivaCon Seattle - Taming The Cost Of Marketing
Aug 14, 2015
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Taming the Cost of Customer Acquisition
GILLIAN MUESSIG
JULY 2015
How Almost Everyone Plays the Game
JULY 2015
PPC
JULY 2015
http://www.wordstream.com/blog/ws/2015/06/09/ppc-costs
JULY 2015
http://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click
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Classic Search Demand Curve
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Simple Ways to Reduce Your PPC Spend
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Negative Keywords
http://www.driventide.com/2012/what-are-negative-keywords-and-why-are-they-critical-to-search-engine-marketing/
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Are We Cruising?
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Moving freight?
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Or going to UPS?
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Modified Broad Match
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Or Exact Match
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Geo-target
http://imgbag.net/map-of-usa-4/
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Geo-target
https://pams50states.wikispaces.com/WASHINGTON?responseToken=08c3311d85eb65b310956014d6f43910b
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Geo-target
http://your.kingcounty.gov/aimshigh/2009/search2.asp?EVAcademicAchieve
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Geo-target
http://nicorahfloral.com/same-day-flower-delivery-in-seattle/
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Geo-target
Image courtesy of Google maps
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Day part
• When is your audience searching• …and not being interrupted?
http://www.digitaltrends.com/social-media/one-third-of-employees-use-facebook-while-at-work/
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Optimize for Mobile
• Tailor experience for mobile users
http://rossispizza607.com/order-online/
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Optimize for Mobile
• You can include mobile-specific calls-to-action and direct users to mobile-optimized landing pages.
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Optimize for Mobile
• A/B test mobile text ads against each other in an apples-to-apples comparison
http://techcrunch.com/2014/06/29/ethics-in-a-data-driven-world/
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Spend more
Wha?
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Best performing keywords
http://searchengineland.com/unstructured-data-turning-chaos-into-performance-154695
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Turn on Conversion Tracking
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Inbound Marketing
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Content
https://bongous.com/content-marketing-tips-for-your-ecommerce-site/
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Relationships
http://councilforrelationships.org/insights-bachelor/
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Relationship Marketing
http://www.nikkiwoodsmedia.com/relationship-marketing-6-ways-build-meaningful-connections-lead-business/
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Relationship Marketing
http://jessikaphillips.com/relationship-marketing/
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Relationship Marketing
http://www.realitycrowdtv.com/blog/2015/01/22/crowdfunding-entrepreneurship-relationship-marketing/
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It’s not free
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It’s worth it
http://windowsitpro.com/paul-thurrotts-wininfo/its-real-thing-apple-and-google-surpass-coke-worlds-most-valuable-brands
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Culture
Culture
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Community
Community
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TAGFEE
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Recap
1. Culture trumps Strategy
2. Social media has robbed us of the ability to spin the message
So get your house in order.
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#2Find Customers in
Different Places
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ExpertBeacon
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ExpertBeacon
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ExpertBeacon
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It’s not just about Google
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It’s not just about search engines
http://www.trewmarketing.com/smartmarketingblog/best-practices/search-engine-optimization-for-people/#sthash.7PEioVBy.dpbs
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ExpertBeacon
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#3Do Better
Keyword Research
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Conversion Rte by KW Phrase Length
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SEUnify
Launches Autumn 2015
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Sales Funnel
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Create Content
http://pixshark.com/blank-sales-funnel.htm
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Share it on social media
http://pixshark.com/blank-sales-funnel.htm
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Move the reader to product pages
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Establish trust
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Provide what’s neededto make a buying decision
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Take it to the bank
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Oh! That it were so easy!
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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WHAT content should we create?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Will we attract buyers?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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What goes on the landing page?How do we move them to something they can & want to buy?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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How do we establish trust?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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What info do they need to make a buying decision?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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How do we get here?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Here’s how…
Photo credit: http://pixshark.com/blank-sales-funnel.htm
Comprehensive “Content Funnel” StrategyExhaustive keyword researchThorough understanding of searcher intentDeep knowledge of Website conversion funnelKeyword search volume, competitiveness, & costMastery of the Connection Rules – SEO
Integrated SEO and SEM Content CreationBoth disciplines participate in defining contentMaximizes search engine successMaximizes Website visitor conversions (leads!)
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Buyers come from different angles
Needs InfoNeeds Solutions
Needs to buyNeeds support
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They all search.
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Whether you show up for searches is dependent on search engine rules.
http://www.life123.com/technology/internet/search-engine/search-engine-optimization-rules.shtml
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Whether your content converts depends on whether your content matches search intent
What I meant to say was…
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New Kitten!We should find a local vet
http://www.chemungspca.org/programs.aspx
Needs info
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The cat’s got fleas!
http://pets.webmd.com/cats/ss/slideshow-skin-problems-in-cats
Event trigger
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Which vet is best?
http://www.lchsinc.org/lvn_co_vet_practices/
Research Alternatives
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It’s complicated
http://www.rangebourne-pets.co.uk/dogs.shtml
“Yeah, but…” issues
JULY 2015http://www.humanesociety.org/animals/resources/tips/choosing_a_veterinarian.html
I don’t enough to ask questionsSolution Approach
JULY 2015http://blueridgeveterinaryservices.net/about-us/welcome-to-our-clinic/
Specific Solution
Does this place provide care forkittens and rabbits?
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Brand ResearchNeeds a solution now
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Bingo!
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But wait!There’s more…
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Well done!Excellent decision!Want to add…?
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Post Conversion
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Keep ’em happy
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Customer Loyalty
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Keep ’em coming back
https://placefull.com/keep--em-happy-at-home-carol-stream-il
Customer Loyalty
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4 needs-targetedcontent types...
InformationalCommercialTransactionalNavigational
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Non needs-targeted content float above the funnel
BrandingAccidentalSocialIdleTimely / News
branding
accidental
social
Idlenews
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A peak behind the curtain
http://researchaccess.com/2014/01/what-to-expect-from-a-focus-group/wizard-of-oz-behind-the-curtain/
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Multiple keyword suggest sourcesAmazon SuggestionsAndroid Market SuggestionsAsk.com Search SuggestionsBing Search SuggestionseBay SuggestionsGoogle Product SearchGoogle SuggestShopping.com Search SuggestionsYahoo! Search Assist SuggestionsYahoo! Shopping SuggestionsYou Tube Suggestions
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Select appropriate Google domain(s)
• google.com• google.com.uk• google.de• google.com.au• google.com.in
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800 to the file
Divides thousands of keywords into individual 800-keyword files for uploading and processing by the Google Keyword Planner Tool
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Finds hidden gems
Identify keywords that were submitted,but not returned by, the Google Keyword Planner Tool
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Obtains Google organic & PPC metrics
• Avg. Monthly Search Volume• Adwords Competition• Adwords Suggested Bid
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Generates list of highest value keywords
• Assigns a long tail Platimum Organic Keyword™ competitive metric
http://www.longtailpro.com/new-long-tail-platinum-feature-import-your-own-keyword-lists/
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Combines Organic & PCC data
• Combines Google organic,Long Tail Platinum™ and google PPC metrics data for each keyword (where data is present)
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Assembles the master file
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Get PPC search volume
Google Adwords
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And costs
Google Adwords
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Measure SERP competitiveness
Moz Keyword Difficulty Tool
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Sort keywords
Search intentionStage of sales funnel
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Add variables
http://www.dozendigital.com/blog/
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Get your list in order
Search Competitive Funnel Seasonal EventQuery Score Location Timeliness Timeliness
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Finally…
You know the topic of your post
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SEUnify peak under the hood…
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SEUnify peak under the hood…
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SEUnify peak under the hood…
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#3Observe How the
Winners Did It
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1. Do non-scalable work
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Statue of Scheherezade in Bagdad
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Statue of Scheherezade in Bagdad
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Stop looking for shortcuts
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2. Fix What Sucks
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http://blog.airbnb.com/airbnb-celebrates-1000000-nights-booked/
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http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business/
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http://www.airbnb.com
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Your baby is ugly
Tim Ash MivaCon 2013
JULY 2015
3. Solve Your Distribution Channel
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4. Get Customer Service Right
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The complaint of first resortThe complaint of last resort
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http://www.adweek.com/socialtimes/gm-attempts-to-reconnect-with-buyers-by-answering-complaints-on-facebook-other-sites/237739
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https://www.youtube.com/watch?v=qr6ar3xJL_Q
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5. NPS
JULY 2015
The NPS Concept
Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.
Brainchild of 2 Boston-based dudes with a fancy car and license plate
Fred Reichheld and Rob Markey
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The NPS Concept
Promoters – Detractors
Total =NPS____________
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Would you recommend us?
Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.
Detractors Neutral Promoters
_____________________________1 2 3 4 5 6 7 8 9 10
_______
_______
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Would you recommend us?
Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.
_____________________________1 2 3 4 5 6 7 8 9 10
_______
_______
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The NPS Concept
Promoters – Detractors
Total =NPS____________
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The great middle
…doesn’t help
www.funcardsystem.com
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zurb.com
But you can move the middle to the Supporter group.
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Take-aways
• Differentiate your company and brand, not your products
• Find better places to communicate with potential customers
• Leverage current customers to assure potential customers that you’re good-guys
• Build community among your customer base
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