leveraging online marketing channels to amplify your customer base

Sabel Harris @sabelharris

Leveraging Online Marke.ng Channels to Amplify Your Customer Base


Hi I’m Sabel

Washington, DC Coffee, riding my bike, and good food

Senior Marke4ng Manager, Demand Genera4on at Contactually Co-‐organizer of Digital Marke4ng DC


What we’ll cover today

I. Today in Marke/ng II. The Digital Customer Journey III. Analyzing Metrics IV. Op/mizing V. Content VI. Other Tac/cs VII. Q&A


Today in Marke.ngMarketers are spending more and more year over

year on their digital channels


Today in Marke.ng

Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet

users researching products and services online.

Source: CMO Council


Today in Marke.ngMarketers are crea*ng more and more content

Source: Marke1ngProfs and CMI


Today in Marke.ng

More than 40% of US markeDng professionals said they increased their spend on data-‐driven

marke/ng.

Source: CMO Council


The Digital Customer JourneyWhere are these customers coming from?


Sales and Marke.ng Funnel


The Digital Customer Journey

Source: Harvard Business Review


…You have to be every where or at least where your audience is

looking for you.


Analyze


Metrics


Metrics

KPIs


Metrics

KPIs

Goals


ExampleGoal:

To Increase your social media engagement by 20%.


ExampleGoal:


KPIs: Retweets, Clicks, Likes,

Shares, Overall Interac*ons


ExampleGoal:


KPIs: Retweets, Clicks, Likes,

Shares, Overall Interac*ons

Metrics: Followers, Number of Posts, Traffic from Posts


Where and What to Measure


Google Analy.cs


Google Analy.cs

•Behavior •User Flow

•Acquisi*on •In Page Analy*cs

Where to gain the best insights:


Google Analy.cs

• User FlowWhere to gain the best insights:


Google Analy.cs

• Acquisi*onWhere to gain the best insights:


Google Analy.cs

• In Page Analy*csWhere to gain the best insights:


LinkedIn Analy.cs

• Updates • Followers



LinkedIn Analy.cs

• UpdatesWhere to gain the best insights:


LinkedIn Analy.cs• Followers



TwiNer Analy.cs


TwiNer Analy.cs

•Tweets •Engagements •Followers



TwiNer Analy.cs

•Tweets Where to gain the best insights:


TwiNer Analy.cs

•Engagements Where to gain the best insights:


TwiNer Analy.cs•Followers



Facebook Insights


Facebook Insights

•Posts •People •Visits



Facebook Insights•Posts



Facebook Insights•People



Facebook Insights•Visits



Op.mize


Where is your audience?


How do you go there?


Timing


Timing Op4mize the 4mes you post, and/or share things

Source: TrackMaven


Test


Channel Op.miza.on


Channel Op.miza.on Email

Subject Lines:

•“You are not alone” •Tell What’s Inside •Ques4ons •How to’s •Personaliza4on

•How You Met •Emo4onal •Sneak Peek •Deadline •No Subject

*More examples can be found here: hVp://blog.contactually.com/2015/01/20-‐subject-‐lines-‐will-‐get-‐emails-‐opened/

http://blog.contactually.com/2015/01/20-subject-lines-will-get-emails-opened/


Channel Op.miza.on TwiVer


Channel Op.miza.on Instagram

The number of hashtags


Channel Op.miza.on Blog PostsLonger Posts


Content


Visuals


Visuals Visuals are processed 60,000x faster than text


Repurpose


Repurpose

339,625 views Oh snap!


SEO


SEO

Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet

users researching products and services online.


Paid Ads


Cura.on


Repost


Other Tac.cs


Compe..ve Analysis


Compe..ve Analysis•Social Media Channels •Get some help •Look on their website


Ask Your Customers


Ask Your Customers•Surveys •In person •Automated emails •Case Studies


Thank Your Customers


Thank Your Customers•Hand wriSen notes •Favori*ng tweets •Automated emails


Q&A


You can access the slides…

Extra Bonus For Downloading The SlidesNaughty By Nurture: Everything You Need to Know

About Nurture Campaigns

hMp://info.contactually.com/leveraging-‐online-‐marke/ng-‐ieci


Thank You!

TwiMer: @sabelharris Linkedin: linkedin.com/in/sabelharris

Email: [email protected]

More QuesDons?

mailto:[email protected]

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