keys to an effective marketing strategy

Marketing 101The Keys To An Effective Marketing StrategyEgbavwe PelaEvaluation Keyword: pela

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What is the 1st thing we need?

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• Data

• Analytics/Reporting

• Attribution

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Front & Back End Reporting

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What’s Ahead1.SEO & Organic Search2.Paid Search3.Affiliate4.Display 5. Email6.Traditional Media7.Building a Media Plan

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Organic Search

94%

of all search clicks are to

organic search results.

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Organic Search

Search: Best college course for freshman journalism major

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Evolution Of SEO

1. Self Published Indexes/Directories2. Human Published SERPs (Yahoo)3. Counting Words on a Page (AltaVista/Lycos)4. Counting Words & External Links (Google)5. PageRank and “Voting” with Links (Google/Bing)6. Social Voting, Site Authority, Awesome Content, Citations, Connectedness, Author Citations/Rank

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Reporting& SEO

23 Keywords Position 1-3

45 Keywords Position 4-10

58 Keywords Position 11-20

135 Keywords Position 21 +

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Reporting& SEO

RPV $60

Current Traffic/Month 2,000

Available traffic/Month 17,500

Traffic Goal/Month 10,000

Current Revenue $120,000

Available Revenue $1,050,000

Goal Revenue $600,000

400%

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Paid Search

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Paid Search High Intent Keywords (PPC)

Question & Informational

Keywords

35% Greater Conversion Rate PPC vs. Organic Search

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CommonPPC Mistakes

1. Not integrating w/ CRM/lead management system2. No Analytics Setup/Incorrect Analytics Setup3. Not tracking phone calls

a) Using phone numbers during off peak hours4. Expecting Instant Results5. Waiting too long to measure results6. Broad Match7. Fighting For #1 Spot8. Ad Copy & Landing Page Relevance

a) Landing Page Problems9. Not Bidding on Brand10. Separating Search from Content Ads

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#1 PositionIs NOT king

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#1 PositionIs NOT king

• Scenario: Company has a $125CPL goal and a $200,000 monthly budget.

• At #1 Avg. Position – ($5.00 CPC)• $200,000 p/month• 1,600

Position Impressions

CTR Clicks CPC Cost Conversion Rate

Leads CPL

1 1,000,000 33% 330,000 $5.00 $1,650,000 4% 13,200 $125.00

2 1,000,000 20% 200,000 $4.50 $900,000 4% 8,000 $112.50

3 1,000,000 15% 150,000 $4.00 $600,000 4% 6,000 $100.00

4 1,000,000 12% 120,000 $3.50 $420,000 4% 4,800 $87.50

5 1,000,000 8% 80,000 $3.00 $240,000 4% 3,200 $75.00

6 1,000,000 5% 50,000 $2.50 $125,000 4% 2,000 $62.50

7 1,000,000 4% 40,000 $2.00 $80,000 4% 1,600 $50.00

8 1,000,000 2% 20,000 $1.50 $30,000 4% 800 $37.50

9 1,000,000 0.5% 5,000 $1.00 $5,000 4% 200 $25.00

10 1,000,000 0.5% 5,000 $0.50 $2,500 4% 200 $12.50

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#1 PositionIs NOT king

• Scenario: Company has a $125CPL goal and a $200,000 monthly budget.

• At #5 Avg. Position – ($3.00 CPC)• $200,000 p/month• 2,667 leads• 40% Increase

Position Impressions

CTR Clicks CPC Cost Conversion Rate

Leads CPL

1 1,000,000 33% 330,000 $5.00 $1,650,000 4% 13,200 $125.00

2 1,000,000 20% 200,000 $4.50 $900,000 4% 8,000 $112.50

3 1,000,000 15% 150,000 $4.00 $600,000 4% 6,000 $100.00

4 1,000,000 12% 120,000 $3.50 $420,000 4% 4,800 $87.50

5 1,000,000 8% 80,000 $3.00 $240,000 4% 3,200 $75.00

6 1,000,000 5% 50,000 $2.50 $125,000 4% 2,000 $62.50

7 1,000,000 4% 40,000 $2.00 $80,000 4% 1,600 $50.00

8 1,000,000 2% 20,000 $1.50 $30,000 4% 800 $37.50

9 1,000,000 0.5% 5,000 $1.00 $5,000 4% 200 $25.00

10 1,000,000 0.5% 5,000 $0.50 $2,500 4% 200 $12.50

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Analytics/CRMSetup/Reporting

Single Most Important Thing To Remember:Accurately and consistently tagging your URLs!

http://www.domain.com/?utm_source=google&utm_medium=cpc&utm_campaign=Online Schools&utm_term=online school&utm_content=Ad1

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What is Display Advertising?

Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc.. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or rich media.

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All types of DisplayAdvertising

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Display Pricing

All Pricing Models SHOULD Be Created Equal

CPM CPI

CPC

CPV

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Display Optimization 101

• Display Creative Should Match Landing Page• Don’t show creative about your new

Business Management Program and send traffic to a Human Resources Program Page

• Optimize based on performance not the HIPPO

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Display Optimization

Single Most Important Thing To Remember:Accurately and consistently tagging your URLs!

http://www.domain.com/?utm_source=google&utm_medium=display&utm_campaign=Graduate Degree&utm_content=Ad1

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Affiliate Marketing

Affiliate marketing is performance-based marketing in which a business pays partners, when the partner drives one of the businesses KPI.• Pay Per Action

• Pay Per Lead• Pay Per Sale• Pay Per Download

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2 Types ofAffiliate Partners

1. Sends traffic to school and conversion

happens on schools property.

2. Affiliate controls the traffic and sends the conversion to the school.

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Affiliate Optimization(sending traffic to your web property)

Single Most Important Thing To Remember:Accurately and consistently tagging your URLs!

http://www.domain.com/?utm_source=Affiliate Name&utm_medium=affiliate&utm_campaign=Branding&utm_content=Human Resources

http://www.domain.com/?utm_source=Affiliate Name&utm_medium=affiliate&utm_campaign=Campus Name&utm_content=Program Name

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Affiliate Optimization(partner sends you conversion data)

Single Most Important Thing To Remember:Accurately and systematically track your partners!

Affiliate Name

Leads Cost Enrollment Rates

Partner 1 1250 $77,500.00 2.24%

Partner 2 1350 $27,000.00 0.74%Affiliate Name

Leads Cost Enrollment Rates

CPE

Partner 1 1250 $77,500.00

2.24% $2,767.86

Partner 2 1350 $27,000.00

0.74% $2,700.00

Affiliate Name

Affiliate Sub ID

CPL Leads Cost Enrollment Rate

Enrolls CPE

Partner 1 1 $80.00 500 $40,000.00

1.00% 5 $8,000.00

Partner 1 2 $50.00 750 $37,500.00 3.00% 23 $1,630.43

Partner 2 1 $20.00 600 $12,000.00 0.75% 5 $2,400.00

Partner 2 2 $20.00 750 $15,000.00 0.65% 5 $3,000.00

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Email Marketing

3rd Part Email Lists

Internal Email Lists

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3rd PartyEmail Lists

All Pricing Models SHOULD Be Created Equal

CPM CPI

CPC

CPV

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EmailOptimization

Optimization Begins Before You Send Out Your 1st Email

• Know Your Prospects & Target Accordingly

• Multiple Creative

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Internal Email List

• Nurture Current Leads• Revitalize Stale Leads

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Internal Email List(Drip Campaign) Welcome

Email

Open House

ReminderNew Lead

Application

Reminder

Upcoming Open House

Schedule

Application

Accepted

Don’t Forget To Register

Classes Start Soon

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EmailOptimization

Single Most Important Thing To Remember:Accurately and systematically track your partners!

http://www.domain.com/?utm_source=Email List Provider&utm_medium=email&utm_campaign=Newsletter&utm_content=Weekly

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Traditional OfflineMarketing Sources

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Smart Media Buying

• Understand your CPM• Calculate & Understand

Success for the Campaign

$10,000 Spend = 100 leads

• Understand your Demographic & Geographic Targeting

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Reporting & Tracking

• Track where Able• Tracking URLs• Tracking Phone Numbers

• Television Logs• Radio/Podcast Air Time• Survey Current Students• Add To Web Form

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Building Your FirstMedia PlanHow to Choose Your Budget

1. Percentage of Gross Revenue

2. Percentage of Net Revenue

3. More than the Competition

4. What Feels Right

5.Desired Growth

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Building Your FirstMedia PlanDefine & Understand Your Goals

Pros• Increased Student

Inquiry• Quick Results• Low Barrier to EntryCons• Decreased Inquiry

Quality• Increased Staffing

Needed• Loss of brand

control

Pros• Brand Control• Increased Inquiry

Quality• Long Term SuccessCons• High Cost• Potentially Slow

Results

Lead Gen Focused

Brand BuildingFocused

INQUIRY FOCUSED

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$1,000,00011,248 leads$88.90 CPL450 Students

Building Your FirstMedia PlanBrand Building Focused

Lead Gen75%

Branding25%

Yearly Budget

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Building Your FirstMedia PlanDetail Oriented!

Affiliate25%

Paid Search27%

Email2%

Display13%

Direct Mail7%

Television27%

Lead Generation Budget

Television40%

Radio14%

Transit20%

Referral26%

Branding Budget

$750,0009,615 leads$78 CPL385 Students

$250,0001,633 leads$153.13 CPL65 Students

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It’s a Process

2004 – Less Than 10,000 visitors p/month2014– Over 60,000 visitors p/month

Brand Name is Currently Worth Over $780,000 p/month

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How To Choose Advertising Source?

Historical DataMedia Channel ExpertMedia Provider HelpAgency Feedback/Help

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How To Choose Advertising Source?

OptimizeTest

Repeat

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Time to Get Going

• Who’s doing all the work?• Internal Marketing Team• Agency Marketing Team (Fee for

Service)• Revenue Share• Combination

• Expectations • Lead Generation• Enrollment Rates• CPE/CPS

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Egbavwe PelaEducation Dynamicsepela@educationdynamics.com201-377-3342Evaluation Keyword: pela

Thank You