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Panning for Gold:
Taking the Next Step in Your Marketing
Presented By:
Steve McGinty American Bar Association
Chicago, IL
Daniel McHugh National Institute for Trial Advocacy
Boulder, CO
Presented at: ACLEA 54th Mid-Year Meeting
February 10th –12th, 2018 San Antonio, Texas
Steve McGinty AmericanBarAssociation
Chicago,IL
Steve is the Director of Marketing Communications for ABA CLE (American Bar Association Continuing Legal Education). He has been a professional marketer for more than 20 years and with ABA CLE for the past 11 years. Prior to working for the ABA, Steve spent time with both the American Medical Association and The Chicago Tribune Company helping them analyze their marketing databases and engineering ways to increase and retain customers and members. He holds a Bachelor of Science in Business degree from Miami (Ohio) University and a Master of Science in Predictive Analytics degree from Northwestern University.
Daniel McHugh NationalInstituteforTrialAdvocacy
Boulder,CO
I have been at NITA for nearly 10 years now and an ACLEA member for the majority of that time. The best part about my role in NITA’s Sales & Marketing department is that I get to watch an amazing group of people defy one of the age‐old business cliché’s: Every time you DO something new, you DON’T DO (or do less of) something else. I say not so fast my friend. We pride ourselves on trying something new while keeping other items running smooth. When the new things work, great, let’s do more of it. When they don’t work, great, let’s figure out why and try something else.
Panning for Gold: Taking the Next Step
in Marketing
Steve McGinty, American Bar Association Daniel McHugh, National Institute for Trial Advocacy
Jennifer Oppenheimer, Virginia CLE
Why Digital Advertising?
OYour Buyers Are Constantly on Digital Channels
OMarketers Have Greater Targeting Capabilities
OPersonalization and Seamless Conversation
What can we do right now to improve our marketing?
DESIGN E-MAIL FOR MOBILE
O In 2011, 8% of e-mail opens.
O In 2016, mobile dominates e-mail client market share with a 54% open rate.
Source: Litmus
What can we do right now to improve our marketing?
UTILIZE VIDEO CONTENT
O Increase click rates by 300%
Source: Emma
What can we do right now to improve our marketing?
PERSONALIZE E-MAIL O Create more engaging e-mail
experiences -- ones that feel less like a robot, and more like a friend
O Increase opens by 26% Source: Campaign Monitor
What can we do right now to improve our marketing?
SEGMENT E-MAILS
ORelevant e-mails drive 18 times more revenue than broadcast e-mails (Source: Mailigen)
OProtect your list from overuse
What can we do right now to improve our marketing?
TEST websites and e-mails:
OBrowsers and Devices
OA/B Tests for offers, design, landing pages, subject lines, time/day
Digital Advertising Strategies
O Customer Acquisition
O Customer Nurturing
O Customer Loyalty, Cross-Sell, and Upsell
O Branding
(Source: Marketo Definitive Guide to Digital Advertising )
Lifecycle & Customer Journey
Source: Marketo
Persona Marketing (Segmentation)
Display (Banner Advertising)
O Utilize Display Networks
O Google Display Network
Social Media Advertising
O Can target precisely
O Linked In
O Facebook
O Twitter
O YouTube
O Etc.
O Don’t key on social media objectives
O Do key on meaningful business objectives (Source: Harvard Business Review)
Retargeting
O Only two percent of web traffic converts to a sale on a first-time visit
1. a potential customer visits your website →
2. the customer leaves your site without making a purchase →
3. they continue surfing the web →
4. your ad is displayed on a different webpage →
5. the ad draws the potential customer back to your site, where they then make a purchase.
(Source: Outbrain)
Retargeting
A/B Testing for e-mails and website optimization
A/B Testing
Make Data-Informed Decisions 1. Collect Data 2. Identify Goals 3. Generate Hypothesis 4. Create Variations 5. Run Experiment 6. Analyze Results
Source: Optimizely
A/B Testing
Want to increase completed checkouts? Test for:
O Homepage promotions
O Navigation elements
O Checkout funnel components
Source: Optimizely
A/B Testing
Want to increase readership, time on site, and social sharing? Test for:
O Email sign-up modals O Recommended content O Social sharing buttons
Source: Optimizely
A/B Testing in Google Analytics
Go to your Optimize Account (Main menu > Accounts).
A/B Testing in Google Analytics
A/B Testing in Email
What can we do right now to improve our marketing?
TRACK EVERYTHING
“The world is now awash in data and we can see consumers in a lot clearer ways.”
Max Levchin, PayPal co-founder.
Track your print
Not as powerful as digital tracking, but cannot hurt!
O Unique URLs and/or specific landing pages
O Unique search codes for products
Track your phone calls
Customer service reps have unique relationships with customers
O Have them ask the callers where they heard about you or the specific program or product
O Give them tracking sheets for consistent, easy reporting
Track your e-mail
Message Sent Results
Track your e-mail
Click Tracking O Track how many times each link in a
message has been clicked.
O Can often track down to the individual recipient
Track your e-mail
Follow your tracking from your email client to Google Analytics
Track your e-mail
Where did they go next?
Track your e-mail
Where did they exit?
Track your website though GA
ONew Sessions – are you getting fresh customers?
OChannels – how did they get there?
OBounce Rates – what makes them leave?
Track your website though GA
OPage Views – which are your most popular pages?
OEngagement – how long are they staying on your site?
ODevices/Mobile – how do they get to your site?
Track your website though GA
CREATE EVENTS!!
OUser interactions that can be tracked independently.
ODownloads, multiple links to the same place, video plays, etc.
Metrics
O Impressions
O Reach
O Clicks
O Click-Through-Rate (CTR)
O Engagement Rate
O Conversions
O Cost-Per-Lead (CPL)
O Effective Cost-Per-Thousand (eCPM)
Source: Marketo Definitive Guide to Digital Advertising
Lifecycle & Customer Journey
Revisited
Content Marketing
OWhat is Content Marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience — and, ultimately,
to drive profitable customer action.” –Content Marketing Institute
Content Marketing
OWhat content to you have/use?
OHow do you solicit content?
It’s more than articles/emails
Videos
Social Media
One of ACLEA’s Own
Relevant
Valuable
Valuable
Consistent
