5 Ways to Improve Your Digital ProgramJustin Kerley@KerleyJ

How do you improve a digital program?

A digital program means something different to everyone

It’s that way for a reason! There is no one-size-fits-all approach

The truth is, there’s no magic bullet, a bag of tricks is only going to get you so far

So I can’t come up with 5 ways to improve your digital program without sounding like I’m selling snake oil

How do you improve a digital program?

You improve your marketing approach and apply it online

Be Helpful

Users are trying to solve a problem

Real-World Example

As people continue to search for answers to their problems, they look to others like them

Case studies, blog posts and testimonials are a great way to show how you’ve made your customers’ lives/businesses better

Real-World Example

Real-World Example

• Real World Example – Line/Shape/Space

Understand your audience – stop thinking about how you can sell your products to them, start thinking about what problems they have and what they might be interested in

Real World Example

Be Different and Engaging

When you look around at your competitive landscape, chances are you see a lot of the same things

How are you going to differentiate yourself from the field?

Real World Example

Real World Example

Be Relevant

73% of users are fed up with irrelevant content

Source: The Marketing Blender

The deluge of content that can come with giving up your contact information, may cause users to hesitate

72% of B2B buyers are most likely to share useful content via e-mail

Source: The Marketing Blender

All is not lost, if you’re going to contact a prospect/customer via e-mail, speak to them as if they are an audience of one

Real World Example

Entire List Blast: Open Rate = 18%, Click Rate = 14%, Unsubscribe = 0.31%

Real World Example

Personalized E-mails: Open Rate = 33%, Click Rate = 21%, Unsubscribe = 0.21%

Remarketing is chance for you to re-engage with a past visitor with relevant ad creative

General remarketing ads are very effective, but tying a user’s behavior on your site to specific messaging increases that impact

Real World Example• Remarketing as a whole has a

cost/conversion of $23.88 compared to $76.47 for all other campaigns

• 100% of conversions from remarketing came from specific audience ad groups

Be Informed

46% of marketers cannot confidently tie marketing ROI to specific lead-generation campaigns

Source: FormStack

This boils down to three major issues – quality of data collected, attribution and understanding the value of a lead

When tracking leads generated by your website – what are you typically tracking?

What about phone calls? How are you tracking those leads?

Call tracking software can help attribute the source of those calls

Real World ExampleForm submissions from search accounted for 175 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 391 over the last 30 days

Real World ExampleForm submissions from search accounted for 28 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 114 over the last 30 days

In a multi-screen world or if the buying process may require multiple touch points prior to a sale – how do you attribute what generated your lead?

First touch attribution vs. last touch attribution

The reality is it’s somewhere in the middle

Who can tell me the value of a lead that comes in from the web?

You need to know the sales close rate for leads and the average sale price (preferably the lifetime customer value)

Example: If you close 1 out of every 5 leads that are generated (20% close rate) and the average sale price is $5,000, each lead generated is worth $1,000

Tying it all togetherWhen setting up a goal – you can add the value of that goal completion

Various reports will then help further define the value of a marketing channel

Or the value of a specific page on site

Be Flexible

Track the progress of the various channels of your plan and do more of what’s working and do less of what’s not

Real World Example

To promote bariatric surgery, first step is to get users to signup for a seminar that covers the process and what they need to commit to

Real World Example

A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates

Real World Example

A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates. Ads were run on AdWords, Bing and Facebook

First seminar results: Facebook accounted for 11% of ad spend, yet accounted for 38% of signups

Real World Example

After the first seminar date passed, we increased the budget for the Facebook campaign

Second seminar results: Facebook accounted for 35% of ad spend and drove 52% of signups

Thank you