f Online Marketing part I 2013 11 06 Sales Funnel Sales Funnel Sales Funnel Attention Interest Desire Action Satisfaction Sales Funnel Attention Interest Desire Action Satisfaction ID: 516029
Download Presentation The PPT/PDF document "Chosen components o" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Chosen components of Online Marketing – part I
2013/
11
/06Slide2
Sales FunnelSlide3
Sales FunnelSlide4
Sales Funnel
Attention
Interest
Desire
Action
SatisfactionSlide5
Sales Funnel
Attention
Interest
Desire
Action
SatisfactionSlide6
Sales FunnelMarketing components:
SEM/SEO, Online Advertising, Content Marketing, Trade Shows….
(Web
Analytics & Campaign
Management)
Sales funnel optimization:
A/B, MVT Testing
Personalization & Segmentation
Lead Scoring
Lead NurturingUsability testing (UX)Email MarketingMarketing AutomationContact Management (CRM)
…Slide7
Marketing ComponentsSlide8
Marketing ComponentsSlide9
Marketing ComponentsSlide10
SEM – paid vs. organic search on SERPSlide11
SEM vs. PPC advertisingP
PC =
pay
per
click
, internet advertising
model,
advertisers
pay only when the ad is clicked.PPC became
common
term
PPC is
more
interactive, results-oriented method compare to display advertising
payed by time period, number of visitors
or
impressions
SEM includes PPC, SEO &
LinkbuildingSlide12
Search engines with SEM (PPC) programs
Googl
e =
Google
Ads
Yahoo!
and
Bing
= Microsoft adCenter Ask.comBaidu - ChinaSeznam.cz - Czech Republic = Sklik
Yandex
- Russia
Rambler
- RussiaTimway - Hong KongOnkosh
- Arabic search - Middle EastAýna - Arabic search - Middle East and North AfricaLeit.is – IcelandSEM (PPC) programs Slide13
SEM vs. PPC advertisingSlide14
SEM – paid vs. organic search on SERPSlide15
SEM vs. PPC advertising
97% of Google’s revenue!Slide16
PPC Advertising - Google Adwords
Ad
position
is determined by
AdRank
AdRank
=
Max
. CPCMAX CPC (max bid) refers to the maximum bid you designate that you're willing to pay for a given keyword.Slide17
PPC Advertising - Google Adwords
Ad
position
is determined by
AdRank
AdRank
=
Max
. CPC x Quality ScoreMAX CPC (max bid) refers to the maximum bid you designate that you're willing to pay for a given keyword.Quality Score (0-10)
is
the grade Google gives your
adSlide18
PPC Advertising - Google Adwords
Ad
position
is determined by
AdRank
AdRank
=
(Max
. CPC x Quality Score) x ad extensions and formatsMAX CPC (max bid) refers to the maximum bid you designate that you're willing to pay for a given keyword
.
Quality
Score
(0-10)
is the grade Google gives your adAd extensions
– additional info/links giving customers more reasons to click your adSlide19
PPC Advertising - Google Adwords Slide20
PPC Advertising - Google Adwords Slide21
PPC Advertising - Google Adwords
If Mallory has quality score of 5 -> $.26Slide22
PPC Advertising - Google Adwords
Quality Score
Your keyword's expected
click through
rate (CTR):
The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad
Your display URL's past CTR:
How often you received clicks with your display URL
Your account history
: The overall CTR of all the ads and keywords in your accountThe quality of your landing page: How relevant, transparent, and easy-to-navigate your page isYour keyword/ad relevance:
How relevant your keyword is to your ads
Your keyword/search relevance:
How relevant your keyword is to what a customer searches for
Geographic performance:
How successful your account has been in the regions you're targetingYour ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)Your targeted devices:
How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devicesSlide23
PPC Advertising - Google Adwords
Keyword =
“
zimn
í pneumatiky“Slide24
PPC Advertising - Google Adwords
Quality Score
Your keyword's expected
click through
rate (CTR):
The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad
Your display URL's past CTR:
How often you received clicks with your display URL
Your account history
: The overall CTR of all the ads and keywords in your accountThe quality of your landing page: How relevant, transparent, and easy-to-navigate your page isYour keyword/ad relevance:
How relevant your keyword is to your ads
Your keyword/search relevance:
How relevant your keyword is to what a customer searches for
Geographic performance:
How successful your account has been in the regions you're targetingYour ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)Your targeted devices:
How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devicesSlide25
PPC Advertising - Google Adwords Slide26
PPC Advertising - Google Adwords
Various types of extensions
Ad ExtensionsSlide27
PPC Advertising - Google Adwords
Basic ad extension:
the
sitelinkSlide28
PPC Advertising - Google Adwords
Location extensions
Offer
extensionsSlide29
PPC Advertising - Google Adwords
Application extension
Call extensionsSlide30
PPC Advertising - Google Adwords
Ratings extension
Location extensionSlide31
PPC Advertising - Google Adwords
Social annotations:
why
google
+ is importantSlide32
Google Adwords
The Google Network is split into the
Search Network
(which includes Google and other search sites like AOL) and the
Display Network
(which includes a collection of websites that have partnered with
Google
display partners
, YouTube, and specific Google properties, such as Gmail). Slide33
Keyword-targeted
Placement-targeted
Google
Adwords
Slide34
Google Adwords
Devices
:
Computers
Mobile Devices
Tablets
In
2014, half of Google’s searches will be on
mobile.
Only 5% of adwords clients are using mobile ads. Slide35
1.
Focus
on clicks: Cost-per-click (CPC) bidding
Automatic bidding
(most
clicks
possible
within daily
budget)
vs.
Manual bidding
(maximum CPC bids)2. Focus on conversions: Conversion Optimiser
3. Focus on impressions: Cost-per-thousand impressions (CPM) biddingGoogle Adwords
Slide36
3 types of interest-based advertising:Interest categories
allow you to reach people based on their interests, such as sports or travel, even when they visit a page related to a different subject on the Display Network.
Remarketing
allows you to show your ads on Display Network sites to people who previously visited your website and tailor your message to their specific interest.
Demographic
targeting
lets you reach people on the Display Network who we think are associated with certain demographic categories, like gender or age range
.
Google
Adwords
Slide37
Interest categoriesreach people based on their interests as they browse pages across the Google Display
Network
b
ased on websites
visited
Google associate
interests
and
demographics with a visitor’s anonymous cookiehttp://www.google.com/ads/preferences
Google
Adwords
Slide38
Google
Adwords
Slide39
Google Adwords Slide40
Google Adwords Slide41
Google
Adwords
Slide42
Remarketing“97% of new visitors do not convert the first time they arrive at your site.”
Remarketing
is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display
Network.
Set up
remarketing
Create
remarketing
list
Add the remarketing tag to your site Add remarketing lists to an ad group
Google
Adwords
Slide43
Basic remarketing strategies1) Reach all visitors to your website
target group
= (Homepage) or (Any page on your domain)
Provide details of the offer, special offer, seasonal message… etc.
Also efficient to use negative audience – talking to new people
2) Showcase different product categories
target
group
= (Visitors of product category)
Visitors of “Women Clothes” category get different ad than visitors of “Men Clothes”
3) Appeal to visitors who didn't convert
target group
= (Point 1) – (group of those who convert)
Visit but not
bought/
Downloaded but not installed the product Booking.com – next day: (viewed hotels) – those that you visited
Google
Adwords
Slide44
Basic remarketing strategies4) Re-engage visitors with abandoned shopping carts (using custom
combination
list)
target group = ("
Shopping Cart" page) – (Order Confirmation
)
Offering a discount or other incentive
5) Up-sell
or cross-sell to existing customers (complementary
products, services or content)target group = (Order Confirmation of product A) – (Didn’t visit product B) Complementary (Related) goods, services or content (whitepaper)
WII console + Additional
Remote Control
-
Nunchuck
6) Reach customers within a certain time period after they completed a
purchasetarget group = (Order Confirmation) + time aspect (usually period)WII console -> after 30 not later than 90 days buys a next game/ Trial of software
Google
Adwords
Slide45
Google
Adwords
Slide46
Demographic targeting
reach
customers who’re likely to be within the demographic
(=
age, gender
) groups
that you choose.
Google
Adwords
Slide47
Google
Adwords
Slide48
Questions
?Slide49
Marketing ComponentsSlide50
Sales FunnelMarketing components:
SEM/SEO, Online Advertising, Content Marketing, Trade Shows….
(Web
Analytics & Campaign
Management)
Sales funnel optimization:
A/B, MVT Testing
Personalization & Segmentation
Lead Scoring
Lead NurturingUsability testing (UX)Email MarketingMarketing AutomationContact Management (CRM)
…
*B2C versus B2B (Alza.cz versus Kentico.com)
*longer
salescycle
*complex product *N decision makers (Mazda.cz)Slide51
Lead ScoringSlide52
Lead ScoringSlide53
Lead Scoring
For example
100,000
10,000
100Slide54
Lead Scoring
A/B testing
For example
100,000
10,000Slide55
Lead Scoring
100
For example
100,000
10,000Slide56
Lead Scoring 10,000 leads, 5 sales reps -> 100 leads/day/salesmanSlide57
Lead Scoring Identify interesting leads and focus on them (lead scoring) Slide58
Lead Scoring Identify interesting leads and focus on them (lead scoring)
Nurture rest of leads using automated processes (lead nurturing via marketing automation)Slide59
Lead Scoring
Lead Scoring
10,000Slide60
Lead Scoring
Lead
nurturing
10,0000Slide61
Sales FunnelMarketing components:
SEM/SEO, Online Advertising, Content Marketing, Trade Shows….
(Web
Analytics & Campaign
Management)
Sales funnel optimization:
A/B, MVT Testing
Personalization & Segmentation
Lead Scoring
Lead NurturingUsability testing (UX)Email Marketing
Marketing Automation
Contact Management (CRM)
…Slide62
Lead Scoring
“Automated
process of qualifying
and segmenting
leads on your
website” Slide63
Lead Scoring
Behavioral
– identify the level of the leads’ engagement with your company based on their activities, such as visited pages, downloaded documents or submitted
forms
Demographics
- identify the fit of the leads for your company based on their profile values, such as
location, job title
or completeness of data
Contextual –
traffic source of the lead
Number of pointsSlide64
Lead Scoring
Email
Phone
Company
Country
Job title
Number of
p
ageviews
Repeated visits to website
Number of videos watched
Whitepaper download
Download of Trial version
Installation of Trial version
Newsletter SubscriptionSlide65
Lead Scoring
Rajesh
Chanchad
Email: rajesh@gmail.com
Phone: N/A
Company: N/A
Country: India
Job title: Student
Pageviews
: 150+Repeated visits to website: 8Videos watched: 14Whitepaper downloads: 2Download Trial versionInstallation of Trial versionSubscribed to newsletter--------------------------------------
70pts
Daren Smith
Email: daren@gmail.com
Phone: N/A
Company: N/A
Country: IrelandJob title: Web DeveloperPageviews: 20+Repeated visits to website: 2Videos watched: 1Download Trial version
Installation of Trial version
--------------------------------------
70pts
Josh Mosley
Email: josh@falconsoftware.com
Phone: +1 255 254 841
Company: Falcon Software
Country: USA
Job title: CTO
Pageviews
: 10
Repeated visits to website: 1
--------------------------------------
70pts Slide66
Lead Scoring
Rajesh
Chanchad
Email: rajesh@gmail.com
Phone: N/A
Company: N/A
Country: India
Job title: Student
--------------------------------------
5pts.Pageviews: 150+Repeated visits to website: 8Videos watched: 14Whitepaper downloads: 2
Download Trial version
Installation of Trial version
Subscribed to
newsletter
---------------------------------------65pts
Daren SmithEmail: daren@gmail.comPhone: N/ACompany: N/ACountry: IrelandJob title: Web Developer
--------------------------------------
20pts
.
Pageviews
: 20+
Repeated visits to website: 2
Videos watched: 1
Download Trial version
Installation of Trial version
---------------------------------------
50pts
Josh Mosley
Email: josh@falconsoftware.com
Phone: +1 255 254 841
Company: Falcon Software
Country: USA
Job title: CTO
--------------------------------------
50pts
.
Pageviews
: 10
Repeated visits to website: 1
---------------------------------------
20ptsSlide67
Lead Scoring – Two Scales
Phone Number
10
Company Name
5
Company Email Address
5
Country
0-15
Explicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Traffic source - Direct
5
Traffic source - External Search
2
Traffic source - External Search inc. "kentico"
3
PPC Search Network Campaigns
5
Implicit Data - Behaviour at Website
Number of Visits to Website
4
Number of Page Views
6
Number of Page Views
8
Number of Page Views
4
Number of Page Views
4
Visit to the "Purchase" Page
10
Visit to the "Order" Page
25
Download of Assets
10
Internal Search
2
Kentico Newsletter Subscription
10
Lead Nurturing Email Click
5
Video Play
1
Personal Demo Registration
15
Hosted Trial Request
15
Hosted Trial Actual Usage
15
Download Trial Version
15
Download Free Edition
3
Install of Trial or Free Edition
15
WWAG Installation
10
Webinar Registration
15
Webinar Attendance
10
Become a Partner
15
Partner Registration
10
Training Requests
15
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your Business
Data – max 35 pts.
Activities – unlimited pts
.
Full list:
http://
bit.ly/ourleadscoring
Slide68
Lead Scoring – Two Scales
Explicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your BusinessSlide69
Lead Scoring – Two Scales
Explicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your BusinessSlide70
Lead Scoring – Two ScalesExplicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your BusinessSlide71
Lead Scoring – Two ScalesExplicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your BusinessSlide72
Lead Scoring – Two Scales
Explicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your BusinessSlide73
Lead Scoring – Two ScalesExplicit (Demographic) Scores Show How Well the
Leads Fit Our Business
Implicit (Behavior Based) Scores Show How Well the
Lead Engages with Your BusinessSlide74
Lead Scoring – Main benefits
Increased Sales
Productivity (time effectiveness, frustration)
Shorter Sales
Cycle (sales focus)
Increased conversion rate from qualified lead to opportunity
Visibility down the
pipeline (reliability of forecast)
Measurable ROI of lead generation (quantity versus quality)
Better understanding of your buyer personas and their customer journeys
Better alignment of sales & marketing effortsSlide75
Questions
?Slide76
Lead Nurturing vs. Marketing Automation“
Marketing
automation
is the use of software to automate marketing
processes”
“
Lead
nurturing
is a marketing term for building relationships with potential clients even if they are not currently looking to buy a product or service.”Slide77
Marketing Automation
Trigger type
Description
Contact created
Activates the process for new contacts created in Kentico CMS. You can specify an additional
Condition
that must be fulfilled for the trigger to start the
process.
Contact changed
Activates the process whenever the data of a contact is updated. You can specify an additional
Condition
that must be fulfilled for the trigger to start the process
.
Activity performed
Activates the process when contacts perform a specific
activity
on the website.
•
Select the
Activity type
that contacts must perform to initiate the process.
•
You can specify an additional
Condition
that must be fulfilled for the trigger to start the automation process. Use the
Activity...
rules to specify detailed requirements for the trigger activity
.
Score exceeded
Activates the process for contacts that exceed a specified
score
value.
•
You can specify an additional
Condition
that must be fulfilled for the trigger to start the process.
•
Select which score the trigger monitors using the
Score name
field.
•
Type the
Score value
that contacts must reach to initiate the process
.
Slide78
Marketing Automation
Step
Description
Condition
Splits the process into two branches based on a condition. The process automatically transitions to the next step according to the result of the condition
.
Multi-choice
Splits the process into any number of branches based on a set of conditions.
•
If exactly one condition is met, the process automatically continues through the given branch.
•
If multiple conditions are fulfilled, designated users need to
manually choose
the next step
.
First win
Splits the process into any number of paths based on a set of conditions. The process automatically continues through the branch whose condition is met first
.
User choice
Splits the process into any number of branches. Designated users need to
manually choose
the next step for each contact in the process.
Wait
Halts the process for a specified amount of time before continuing to the next step
.
Finished
Represents the end of the process.Slide79
Marketing Automation – 10 examples1] Topic-oriented lead nurturing, trigger: content downloadSlide80
Marketing Automation – 10 examples2] Increase sales readiness, trigger: achieving high lead scoreSlide81
Marketing Automation – 10 examples3] Abandoned Shopping Cart, trigger: shopping cart abandonment
remind them of their forgotten purchase (“There is a giraffe left in your shopping cart!”)
get valuable feedback on why they didn’t finish the purchase (“Not enough space for a giraffe?”)
offer a special discount to your loyal, long-term buyers (“You were about to buy a third giraffe – get it with free delivery now!”)Slide82
Marketing Automation – 10 examples4] Upsell, Cross sell and Cycle-based sell, trigger: past purchases and sales cycles
Upsell
: Offer new/better versions of what they purchased (suggest a better, faster, stronger giraffe
)
C
ross
sell: Offer complimentary products to their purchase (e.g. the parasite-eating
Oxpeckers
(tick birds) that hitch a ride on giraffes’ backs, helping them stay parasite-free
)
Cycle-based
sell: Offer products that are being purchased in a cycle (as a
Oxpecker’s
life expectancy is lower than that of a giraffe, offer your customers their just-in-time replacement)Slide83
Marketing Automation – 10 examples
4
] Upsell, Cross sell and Cycle-based sell, trigger: past purchases and sales cyclesSlide84
Marketing Automation – 10 examples5] After Sale Support, trigger: sales cycle stageSlide85
Marketing Automation – 10 examples6] Customer Happiness, trigger: high or low Net Promoter
Score and
sales cyclesSlide86
Marketing Automation – 10 examples7
] Wake Inactive Leads, trigger: inactivity of leads
8
] Highly Engaged Persons, trigger: certain lead score and activitiesSlide87
Marketing Automation – 10 examples9] Event communication automation, trigger: manually or event registrationSlide88
Marketing Automation – 10 examples10] Employees Training, trigger: manual Slide89
Marketing Automation – Main benefits
Increased p
roductivity (time effectiveness)
Increased ROI (higher income from current lead generation investment)
Increased customer engagement
Deepened
and
maintained positive customer relationships
Increase market visibility and reach through multi-channel
campaigns
Better marketing
and
sales alignmentSlide90
TasksSet up two dimensional lead scoring system
Prepare list of lead scoring rules for Explicit Data (Demographics)
Consider having IP address and any data that you required from visitor using online forms
At least 4 rules for this category
Prepare list of lead scoring rules for Implicit Data (Behavior/Context)
Which actions will be repetitive and will these have some overall point limit?
At least 6 rules for this category
Use at least one negative score
Establish lead scoring groups and their labels
How would you name the groups (cold, warm, hot)?What score level needs to be achieved in each dimension to reach the group?Design lead nurturing workflow to warm up your leads (=to make them sales ready leads)
Your workflow should have at least 3 steps excluding Trigger (start) and Finish (in this case the Finish point is: Sale or Import to CRM) Slide91
Questions
Twitter:
@
petrpas
cmswire.com/
author
/
petr-passinger
/
Slide92
Questions
Twitter:
@
petrpas
cmswire.com/
author
/
petr-passinger
/