Show me the Money: Digital Conversion webinar

FLUID WEBINAR SERIES EVENT

Show Me The MoneyKnow where your digital revenue comes from and get more of it

Phil CaseManaging DirectorPartner Fluid Advertising

@GetFluid

Dustin CederholmDigital Conversion ManagerFluid Advertising

#FluidWebSeries

Multi-channel marketing is hard.Tracking it is even harder.

Today you’ll learn to make it easier.And make more money doing it.

Fluid. A Passion for Growth

Marketers Are Overwhelmed

Marketers are increasingly overwhelmed:76% of marketers think marketing has changed more in the past two years than the past 50.

Marketers are under increasing pressure to deliver ROI:65% of marketing professionals feel more pressured to show return on investment on marketing spend.

“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.

Marketing is often the 1st budget to be cut

Marketers Are OverwhelmedMarketers are increasingly overwhelmed:76% of marketers think marketing has changed more in the past two years than the past 50.

Marketers are under increasing pressure to deliver ROI:65% of marketing professionals feel more pressured to show return on investment on marketing spend.

“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.

Marketing is often the 1st budget to be cut

But most marketers aren’t even focused on ROI:57% of marketers are NOT basing their marketing budget on any kind of ROI analysis



There are solutions (intangibles)

FocusPlanningLearningTrainingPig Headed Discipline


Focus

Planning

Marketing Plan

Meetings

Schedules

Assignments

Learning

Monthly Webinars

Blogs

The New “Online Universities”• Google analytics• Google adwords• Email providers• Etc

How to learning• lynda.com• treehouse.com

http://lynda.com/

http://treehouse.com/

Training

Monthly Webinars

Blogs

The New “Online Universities”• Google analytics• Google adwords• Email providers• Etc

How to learning• lynda.com• treehouse.com

http://lynda.com/

http://treehouse.com/

Pig Headed Discipline

Practice, practice, practice

Stick to the plan

Don’t let yourself be deterred

Survey #1 - What MKTG activities do you currently do.


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Survey #1 - What MKTG activities do you currently do.

Survey #2 - What % do you do well?


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Survey #2 - What percentage do you do well

Getting more leads and generating higher revenue



Let’s talk about the key channels of digital marketing

There are solutions (tangibles)

Desktop + Mobile

+

Conversion Channels

Immediate Opportunities

•A/B Testing - Improve the conversion experience

•Email Campaigns

•Search/Site Retargeting

•Email Retargeting

•Social Retargeting

•Landing Pages

Conversion Channels

Long-Term Opportunities

•A/B Testing

•SEO

•Content Marketing

•Layered Link Building

•Reviews

•Referral Programs

AFluid. A Passion for Growth

Bvs.

ALWAYS BE TESTING

Email Campaigns

Email Campaigns

Most important elements• From • To• Subject• Call to action

*How to track? Email service providers (ESP)

A/B test

Text vs. HTML

Responsive vs. Set width

Newsletter + List rent


of email recipients open email based on the subject line alone

35%

Retargeting

26%The percentage of users who return and complete the check-out process increases to

http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/

70%Website visitors who are retargeted with display ads are more likely to convert on your website.


Site retargeting is to encourage known customers to come back to your site.

Search retargeting is to find new customers by retargeting users based on search behaviors.


http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/




Email retargeting allows you to take know email addresses and serve display ads to those users while they navigate the

web.

Social retargeting allows you to reach users that have visited your site and reengage them on social platforms such as

Facebook.


Landing Pages

26%The percentage of users who return and complete the check-out process increases to


70%Website visitors who are retargeted with display ads are more likely to convert on your website.


Content Marketing

3xContent marketing generates 3 times as many leads as traditional outbound marketing,

62%but costs 62% less.

http://www.demandmetric.com/content/content-marketing-infographic

http://www.demandmetric.com/content/content-marketing-infographic


Layered Link Building

Survey #3 - If you could pick one new marketing tactic to implement immediately what would it be?


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Survey #3 - If you could pick one new marketing tactic to implement immediately what would it be?


Tracking marketing efforts to know where revenue comes from

Google Analytics

Google Tag Manager

Email Service Providers (ESPs)

Content Capture Form

5 Critical Components

• Position• Length• # Fields• Privacy policy• Submission button

http://blog.hubspot.com/blog/tabid/6307/bid/28472/The-5-Critical-Components-of-Fantastic-Lead-Capture-Forms.aspx

http://blog.hubspot.com/blog/tabid/6307/bid/28472/The-5-Critical-Components-of-Fantastic-Lead-Capture-Forms.aspx

Gated Content

Query Tags

http://www.yoursite.com?MyQueryStringVariable={QueryString}

Call Tracking

Yes it can be done!

Marketing Automation

Better tools are key to improved productivity, and productivity is what creates value. All major transitions in

human history have been related to new tools.

Creating. Adapting. Always.

Find a story to tell about tools


Survey #4 - Select 1 tracking tactic you would like to learn more about.


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Survey #4 - Select 1 tracking tactic you would like to learn more about.

FLUID WEBINAR SERIES EVENT

Show Me The MoneyKnow where your digital revenue comes from and get more of it

Phil CaseManaging DirectorPartner Fluid Advertising

@GetFluid

Dustin CederholmDigital Conversion ManagerFluid Advertising

#FluidWebSeries

Show me the Money: Digital Conversion webinar

Data & Analytics

overwhelmed marketers

marketing budget

marketing professionals

marketers arent

discipline fluid

growth of email recipients

multichannel marketing

higher revenue fluid