Digital Marketing Series: Measuring Digital Marketing Performance

Digital Marketing Webinar Series: Measuring Digital Marketing Performance

September 11, 2013

Measuring Digital Marketing Performance

Dan ShaperoFounder, ClikCloud

Pay-as-you-go Digital Marketing

Pay-as-you-go Digital Marketing ServiceTurnkey Digital Marketing Service for MSPs

• SEO Websites

• Blog Articles

• Email Newsletters

• Full Service Agency

Dan Shapero

FounderClikCloud

Digital Marketingwww.clikcloud.com

• CompTIA BOD 2008 – 2011

• SVP/EVP Kaseya 2006 – 2011

• 20 Year Technology Industry Veteran

• Contributing Writer SMB Nation & CRN

ClikCloud OverviewPay-as-you-go Digital Marketing Service• Custom Tailored Website• Bi-Monthly Blog Content• Monthly Newsletter• Hosting & Web Analytics Included• Pay-per-click Ad Management

Attendee Offer:Free Marketing ConsultationEmail: info@ ClikCloud.comSubject: ”consultation”

“We needed a way to cost effectively boost our on-line marketing efforts and ClikCloud delivered!"

Mike Sickle, President & Founder of Dynamic Network Advisors

For More Info visit:ClikCloud.com/comptia

Today’s Agenda

• Fundamentals• What tools to use

– Web, Email, PPC, Social Media• What to Measure?• How to use analytics to improve performance• Tips for finding top key words for SEO and

PPC campaigns

Website Site Objectives

Educational

Informational

Sales Leads

Operational

Support your Brand

Website Fundamentals• Ensure Your Phone

Number is Prominent throughout your site

• Have a Strong, Easy to Find “Call to Action”

• Include Keyword Rich Content

• Add a Human Element

Why Track Performance?

• Performance Tracking Helps Eliminate Waste

• Allows You to “Double Down” on What Works

• Rule of Thumb: 10X Return on Your Marketing Spend ROI

What to Track: Webanalytcs

• Visitors & Page Views• Navigation Paths• Referral Sources

– By Search Engine– By Keyword

• Conversion Tracking• Visitor Data

Snap Shot

Trends== ==Referrals

By the numbers…

Search Result: Blog

Referral Source

Trends over Time

Navigation PathsIdentifies Visitor Behavior and Bounced Traffic

Why Visitors Bounce?• Content Doesn’t

Match Offer• Offer is Buried

Behind links• Broken Links• Outbound Links• Lack of Human Factor• Content is Below the

Fold

Expect Bounce Rates up to 60%

Top Pages• Identifies Popular Pages

and Themes• Provides Insight For

SEO and PPC Campaigns

• Source of Ideas for Newsletter and Blog Content

Market Share

Other SEO Tools• Webmaster Tools

• Google, Bing, Yahoo• Keyword Discover

• Adwords, Word Tracker,Wordle

• Ranking Tools Woo Rank, Alexa

• Social Media Tools • Bt.ly, HootSuite

Webmaster Tools

Webmaster Tools

?Source=Email

• List Size• Open Rates• Click Through Rates• Opt Out Rates• Conversion rates

Email Marketing Performance

?Source=Pay-Per-Click

• Click Through Rates (CTR)

• Cost per Click (CPC)• Top Key Words• Conversions

Social Media

• Micro Blogs– Facebook, Twitter,

Linkedin• Reach

– Followers, Likes, Views, Retweats

• Quality– Positive vs. Negative,

Engagement

Weekly Social Trends

Weekly Social Trends

Web Analytics and Social Media

Impact of Blogging ==>>

Other Social Media

• Mentions• Sentiment• Top Keywords• Top Users

Summary

• Understand your Site Objective

• Measure to Improve ROI

• Always Measure Everything!

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Questions?

Free Marketing Consultation: Info@clikcloud.com

Subject: CONSULTATIONwww.your-website.com

Your IT Industry Association

Get this recorded webinar at www.comptia.org: Digital Marketing Series: Measuring Digital Marketing Performance

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