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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!
26
Your IT Industry Association
Get this recorded webinar at www.comptia.org: Digital Marketing Series: Measuring Digital Marketing Performance
Register for future webinars at: www.comptia.org/events/webinars
