online marketing presentation.ppt

8/9/2019 Online Marketing Presentation.ppt

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Sell or Go Home Part VI

Strategies for Finding Customers, WinningTheir Business and Keeping Them for Life


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Who m I!

" Co#founder, $ight $le%en

" Founder, Longe%it&

" Co#founder, eFle' C(S

" Co#founder, Phill& Startup Leaders

" Featured Spea)er and (entor, Lean Startup (a*hine

" d%isor& Board (em+er, Side rts

" d%isor& Board (em+er, Pointsl&

" d%isor& Board (em+er, rt Institute of Philadelphia" $ntrepreneur in -esiden*e, Cor.o Center

" (entor to man& Philadelphia startup *ompanies

" http/00a+outme0aaronm*lean

2

http://about.me/aaronmcleanhttp://about.me/aaronmclean


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Wh& 1ou re Here

" 1ou2re +uilding a small +usiness in the lo*al *reati%e or

te*h e*onom&

" 1ou 3ant to find out 3hat &ou need to )no3 to help &our

*ompan& gro3 and sustain

" 1ou need pra*ti*al ad%ise &ou *an put to 3or) in &our

*ompan&, toda&

3


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What4s The 5eal With 6Sell or Go Home7!

4

8ption / 8ption B/


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Before We Start9

" Ho3 man& are online0digital mar)eting professionals!

" Ho3 man& are running their o3n +usiness!

" Ho3 man& 3ant to run their o3n +usiness!

" Ho3 man& sell their produ*t online :$*omm;!" Ho3 man& offer digital mar)eting ser%i*es to their *lients or *ustomers!

" Ho3 man& are S$( e'perts!

" Ho3 man& are S$8 e'perts!

" Ho3 man& are dire*t mar)eting e'perts!

" Ho3 man& are lead gen mar)eting e'perts!" Ho3 man& are alread& mar)eting online and are here to learn ho3 to

target and mar)et smarter, for +etter -8I!

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Part VI/ Sell or Go Home

" Online Marketing

Strategies

" Where do 18< 3ant to

start!

" =ote/ We ma& onl& ha%e

time for > of the ?9

6

" Building a Finan*ial (odel

" Basi*s of 6Google Traffi*

$stimator7

" S$8" S$(/ 5ispla&, Ke&3ord

" $mail (ar)eting


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Building a Basi* Finan*ial (odel

" Ho3 man& ha%e +uilt a finan*ial model that a**ounts for

%aria+les, *onstants and *al*ulates pro@e*ted -8I, prior

to laun*hing an online mar)eting *ampaign!

" Who *an tell me/ What %aria+le and *onstants do &ouneed to 3or) 3ith to +uild a +asi* finan*ial model for

online mar)eting! :1ou *an pi*)/ S$8, S$(, $mail, et*;

" Who is *urrentl& *al*ulating their 6*ustomer lifetime

%alue7!" What %aria+les do &ou need to *al*ulate *ustomer

lifetime %alue!

7


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Building a Basi* Finan*ial (odel :S$( e'ample;

" Varia+les/

A Ke& term

A (onthl& impressions

A (onthl& *li*)s

A %erage monthl& *on%ersion from traffi* to lead

A Con%ersion of leads that respond to

sales0mar)eting

A %erage monthl& 6*lose7 0 sales *on%ersion

A %erage re%enue per transa*tion

A Cost per *li*)" Cal*ulated0*hie%ed/

A (onthl& traffi* %olume to We+site

A -e%enue re*urring

A -8I

8

W h o c a n t e l l m e w h a t ’ s m i s s i n g ?


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$'ample

10

D o

f - e % e n u e s - e p r e s e n t e d + & C u s t o m e r s

ll Customers that Bu& 1our Produ*t

!


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11

No te: I can send this to you!


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Basi*s of Google Traffi* $stimator

" Who *an tell me 3hat &ou *an use Google Traffi*

$stimator for!

" re an& of those of parti*ular interest to people to dis*uss

further!

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Basi*s of Google Traffi* $stimator

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8rgani* VS Paid

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S$8

" Who *an tell me ho3 on#page S$8 3or)s!

" Who *an tell me ho3 off#page S$8 3or)s!

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8n#Page S$8 $lements

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E

Page Title5omain

H

Bod& Content

lt Te'tFile Si.eFile =ame Captions


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Importan*e of 5omain =ame/ 8n#Page S$8 $lements

EWe rea*hed E +&

pointing one :; ualit&

lin) from another We+

propert& to this domain

3ith the te't 6La3 Firm

(ar)eting Philadelphia7


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8n#Page S$8

19

Who *an fill in the +lan)/

Content is/


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Content is King

" Who *an tell me 3h&!

A Content is Food

A Google is Hungr&

A Gi%e Google a -eason to Come Ba*) to 1ou

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Ho3 8ff#Page S$8 Wor)s/ Popularit& Contest

http://nytims/"#$eo%

Bo+/ Photographer

(ar&/ Je3eler

Jill/ Classi*al Composer

!


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S$8 Lin) Building

" H&potheti*al situation/ So*)s*om

A The& sell/ green so*)s, &ello3 so*)s, +lue so*)s, striped

so*)s, arg&le so*)s, an)le so*)s, )nee high so*)s :et*;

" Who *an tell me/ A If a +logger 3ere to 3rite an arti*le on their +log, and in that

+log arti*le, referen*e &our We+site, ho3 *ould0should a lin)

+e stru*tured and 3here should it lin) to!

A :3e *an 3hite+oard this if need +e;

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S$(/ 5ispla& 0 Ke&3ord

" What are some elements of a formula for a su**essful

online ad%ertising *ampaign!

23

8 li d ti i - i f S


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d

& u a l i t y

Success!

Targeting -ele%an*e Cost Per Impression Cost Per Cli*)

Con%ersion-e%enue 0 Transa*tionLifetime ValueContinual (easuring

and 8ptimi.ation

8nline d%ertising -e*ipe for Su**ess

' (emem$er!

)/* )/*

8 li d ti i 0B T ti S St


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8nline d%ertising 0B Testing Su**ess Stor&

1 K t th Cit S St


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1our Ke& to the Cit& Su**ess Stor&

+re,(oll -opstop N. 0o +andora Weather$ug

Industry)1erage #(

Lo3 D

High MD

+riorampaign

)1erages

High D # D

Ourampaign

Lo3 MND OD OD 223 ND

0B Testing

-igh 243 ND OD 5"3!!! D

(e1enueIncrease

3 !!!


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$mail (ar)eting

" What are some elements of a formula for a su**essful

email mar)eting *ampaign!

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$mail (ar)eting -e*ipe for Su**ess


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List Building Q

Segmentation

& u a l i t y

Success!

Targeting -ele%an*e Rualit& Content Q5eli%er& Cost Per Cli*)

Con%ersion-e%enue 0 Transa*tionLifetime ValueContinual (easuring

and 8ptimi.ation

$mail (ar)eting -e*ipe for Su**ess

' (emem$er!

)/* )/* )/*

$mail (ar)eting 0B Testing Su**ess Stor&


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*

/on 1er s ion 6 +

7 7 3

(e 1enue +er #r

an sac t ion

6 + 7 7 3


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Conta*t

For a *op& of the presentation, please go to/

wwweight,ele1encom/cor8o

aron Ha&dn (*Lean

http/00a+outme0aaronm*lean

31
http://about.me/aaronmcleanhttp://about.me/aaronmclean

online marketing presentation.ppt

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