searchlove boston 2015 | eppie vojt, 'from rankings to full funnel ownership
TRANSCRIPT
FULL FUNNEL NUDITY
Eppie Vojt, @eppievojt
Driving massive profit growth through full funnel ownership.
3 RULES FOR SUCCESS IN BUSINESS & LIFE
PURSUE POSITIVE INFORMATION ASYMMETRY
1:
WHERE POSSIBLE, DEAVERAGE
2:
EMPLOY THE MOST POWERFUL FORCE IN THE UNIVERSE
3:
PRACTICAL APPLICATION
I USED TO DO SEO WITH NO BUDGET.
NOW, I DO SEO WITH NO BUDGET.
I USED TO DO SEO WITH NO BUDGET.
NOW, I DO SEO WITH NO BUDGET.
NOW, I MARKET WITH NO BUDGET.
WHAT CHANGED? SO…
SHOW ME HOW A PERSON GETS PAID…
RED VENTURES’ MODEL We assume marke*ng risk on behalf of our partners
We are only compensated when we win (deliver a sale)
We tend to own the en*re sales and marke*ng process
Use technology to close feedback loop on sales & marke*ng cycle
YOU DON’T HAVE TO FOLLOW OUR MODEL …
I’LL JUST PUT THESE HERE …
OUR MODEL WORKS
WHY
THE FUNNEL
Marke*ng Sales
THE FUNNEL IS BROKEN
THE FUNNEL IS BROKEN Digital Marke*ng Agency (+) Design / Dev Firm Internal Opera*ons / Outsourced Center Fulfillment Team
EVERYTHING LOOKS LIKE A NAIL.
WHEN YOU’RE A HAMMER
DON’T BE A HAMMER.
YOU’RE NOT A HAMMER.
OWN WHAT HAPPENS DOWN FUNNEL
RESTORING THE FUNNEL
SOLVING FOR OFFLINE CONVERSION
Uses over 1.5 million phone numbers
Intelligently leases a phone number to each unique visitor
Connects sales center performance to marke*ng / website performance
Supplies technographic informa*on about callers
FOCUS ON LIFETIME VALUE
CLV = POSITIVE INFORMATION ASYMMETRY
“WE NEED 100% LIFT!” - CLIENT
WHAT DO YOU DO?
IMPROVE RANKINGS
IMPROVE RANKINGS FIND NEW KEYWORDS
IMPROVE RANKINGS FIND NEW KEYWORDS UHHH…
IMPROVE CONVERSION?
THAT DOESN’T MEAN MAKE THE BUTTON BLUE.
TEST TO SOLVE REAL PROBLEMS.
TEST TO SOLVE REAL PROBLEMS FOR SPECIFIC AUDIENCE SEGMENTS.
CRM = POSITIVE INFORMATION ASYMMETRY
“WE NEED 100% LIFT!” - CLIENT
Bid on Avg -‐ Exis.ng
Paid Search, $5 CPC
Paid Search, $5 CPC
1000 impressions
700 impressions
250 visits 175 visits
50 responses 10 sales
35 responses 10 sales
9 ac*va*ons 9 ac*va*ons
25% CTR
20% RR
20% RC
90% AR
Cost: Baseline: $1,250 -‐ Exis*ng: $ 875 Op*mized: $2,400
Op.mized
Paid Search, $6 CPC
1600 impressions
400 visits
100 responses 30 sales
27 ac*va*ons
Assume $100 bounty / sale Revenue: Baseline: $900 -‐ Exis*ng: $900 Op*mized: $2,700
Profit: Baseline: -‐$350 -‐ Exis*ng: $ 25 Op*mized: $300
25% RR
30% RC
HAVE REAL BUSINESS CONVERSATIONS.
Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center.
Caller A $400 Bounty (Low-‐Risk Credit) 90% Conversion Likelihood
Caller B $300 Bounty (Medium-‐Risk Credit) 75% Conversion Likelihood
STAFFING PLANNING
Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center.
STAFFING PLANNING
Caller A $400 Bounty (Low-‐Risk Credit) 90% Conversion Likelihood 45 minute sold talk *me (proj) 7 minute non-‐sold talk *me (proj)
Caller B $300 Bounty (Medium-‐Risk Credit) 75% Conversion Likelihood 20 minute sold talk *me (proj) 5 minute non-‐sold talk *me (proj)
Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center.
STAFFING PLANNING
Caller A $400 Bounty (Low-‐Risk Credit) 90% Conversion Likelihood 45 minute sold talk *me (proj) 7 minute non-‐sold talk *me (proj) Expected Revenue: $360 Expected Talk Time: 41.2 minutes Revenue / Minute: $8.74
Caller B $300 Bounty (Medium-‐Risk Credit) 75% Conversion Likelihood 20 minute sold talk *me (proj) 5 minute non-‐sold talk *me (proj) Expected Revenue: $225 Expected Talk Time: 16.25 minutes Revenue / Minute: $13.85
MY “GIVE IT UP” hcp://bit.ly/eppie-‐searchlove
I’M EPPIE VOJT IF YOU ENJOYED THIS PRESENTATION…
AS ALWAYS,
I’M IAN HOWELLS IF NOT…