Getting results from your online marketing

vicki allpress hill the audience connection vicki@audienceconnection.com

What do you want to do better when it comes to online marketing?

Everything.

That was then…

This is now…

Getting results means Being audience-focus Entering a conversation Building community Following best practice Having a clear focus Being ‘on brand’ Using the right tools Tracking real data

Planning your online marketing

Maximizing online marketing opportunities

Measuring the outputs of your online marketing

Today’s workshop

Planning your online marketing

How to go from “we’re a bit ad hoc” to knowing what you are doing, when, and why.

Planning your online marketing

The importance of planning Integrating online with offline Elements of a strategy The planning process Getting started

Planning your online marketing

The importance of planning◦ Creates logical steps◦ Disciplines your thinking◦ Everything is captured◦ The hard work is done◦ Maximizes the impact

Planning your online marketing

Integrating online with offline◦ Why are you differentiating?◦ Different strokes, different folks◦ Distinct approaches◦ Feed off each other◦ Consistent customer experience

Everett Rogers (1931 - 2004)

The study of the diffusion of innovation is the study of how, why, and at what rate new ideas and technology spread through cultures.

Planning your online marketing

Elements of an online strategy◦ Website & CMS◦ Database integration◦ Online sales channels & products◦ Online marketing tactics & tools◦ Social media policies◦ Online publishing◦ In-house capability◦ Analytics and ROI

Planning your online marketing

The planning process◦ Where are we now?◦ What are we aiming for?◦ Who are we targeting?◦ What are our high level

strategies?◦ Which tools and tactics will we

use?◦ How will we resource it?◦ What is the timeframe?

Planning your online marketing

Getting started◦ Identify champions◦ Brainstorm with the best ones◦ Gather data and evidence◦ Prioritise what will have most impact◦ Set clear milestones◦ Don’t over-complicate

Maximizing online marketing opportunties

Quick tips for best practice

Best practice websites

User able to easily achieve desired tasks

Navigation is clear & user knows where they are

Consistent look & feel Text is readable and easy to

scan for headers & links Content is showcased Accessibility is considered Site is ‘search-engine-

optimized’

“If a website is difficult to use, people leave…”

Jakob Nielsen

Best practice email

Permission based Respects the recipient Is relevant & provides value Deployed via professional

email management system’ Has the right ‘tone of voice’ Is conversion-focused Delivers on expectation Measured & tracked

Best practice online social networking

Conversation not monologue Build relationships Be where customers are Distinct approach for each

channel Honest & real Maintained & updated Clear internal policy Measured & tracked

Measuring the outputs of your online marketing

How to know what’s working and what’s not

Measuring the outputs of your online marketing

The importance of metricsWhat can you measure?Deciding what to focus onUsing the informationGetting started

The importance of metrics

Online marketing is completely measurable

Data now accessible to us We can know what’s

working and what’s not Fine-tune activity Improve results Provide evidence

Funders—ranging from government agencies to corporations, foundations, and individuals—are now demanding proof that their past support has been effective. Without generally accepted metrics, arts organizations will have more and more trouble making a case for themselves.

Metrics of Success in Art MuseumsThe Getty Leadership Institute

What can you measure?

Website – visitors, traffic, content, goal conversion, ecommerce

Campaigns – response rates, cost per response, cost per acquisition, conversion

Email – deliverability, open rates, CTR, unsubscribe rates, conversion

Social media – acquisition, interactions (number & quality), CTR, conversion

Deciding what to focus on

Crucial to ask the right questions

Seek the information that enables you to improve effectiveness, find new opportunities and increase revenue from tickets, donations or merchandise

Remember to look at trends Set your own targets, KPIS &

benchmarks

“The systems had given us the answers – but we didn’t know what our questions were…”Beth Aplin - Strike Gold: Mining Box Office Knowledge, Ticketing Professionals Conference 2009

Using the information

Make educated decisions about your website

Improve web visitor numbers & conversion rates

Change marketing channels, tools, messages or design

Know where to best focus your staff and budget resources

Be persuasive with informed ammunition

Getting started

Talk to key people on your team

Determine the questions Locate the answers –

find/develop the right reports Delegate responsibilities Set up templates/regular

dates for disseminating reports

Don’t get overwhelmed by the data & start small

“What is your job?”

“How does it intersect with our online

marketing/website?”

“What do you most want to know about our online marketing/website?”

vicki allpress hill the audience connection vicki@audienceconnection.com