How to use digital marketing to measure & improve the ROI of marketing spend

Search engine

Online adverts

Social media

Online referral

Web page with a form which

offers something of

value in exchange for email address

Email 1Always with unsubscribe

link

Email 2Always with unsubscribe

link

Email XAlways with unsubscribe

link

EmailAlways with unsubscribe

link

Customer enters buying phaseEither with sales

person, retailer or automated buying help

campaigns

Attract strangers

Convert strangers to

contactsEducate & nurture contacts until

ready to buy

Convert contacts to customer

when ready to buy

Maintain relationship

until a repeat purchase is

needed

- Free ebook- Tips- Brochure download- Book product demo- Contact form- Sales enquiry- Offline form on iPad

- After sales feedback - After sales advice- Ask for online reviews- Service reminders- Product use tips- Maintenance advice- End of warranty reminder- Help them be an expert at ..what they do or want to do

Printed material

Increase understanding of why you might want to buy your product without mentioning your brands

Link warranty registrations to lead source to analyse where customers come from to increase marketing ROI

In person event

You need someone's permission to stay in contact. There is no point trying to promote our product until they are ready to buy. People don’t want to be “sold to” even if they are ready to buy. With one click they can unsubscribe, you lose permission and waste the money spent on acquiring the contact. We need to provide value and help them to keep their permission.

If customer identifies themselves as ready to buy skip nurture phase eg Demo request

If did not buy or was not ready to buy put back into nurture phase until ready to buy

Product sale is made here

All data (contacts/analytics/conversions) stored in one place to analyse how to optimise progression through buyer's journey & customise their experience