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How to Calculate Content Marketing ROI

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How to Calculate Content Marketing ROI


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Despite a huge surge in adoption of content marketing, measuring the business impact of content is complicated.


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“ HOW DO I CALCULATE CONTENT MARKETING ROI? ” Is the most common question we hear from marketers struggling to build their own business case internally.


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Many are plagued by their inability to measure the effectiveness of their content initiatives...


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but they’re measuring too narrowly...


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and vanity metrics such as “likes” and “views” aren’t enough on their own merit.


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Marketers need to be able to measure things that have a quantifiable value that they can take to the bank.


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In this guide, we’ll map out how to calculate the impact of content across the business and the recommended metrics to benchmark your content initiatives.


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TABLE OF CONTENTS BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE THE BUSINESS CASE BRAND AWARENESS BRAND HEALTH CONVERSIONS YOU NEVER WOULD HAVE REACHED


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PART 1 BUILD THE BUSINESS CASE


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All marketing spend should be tied to quantifiable results the sales team and executives can understand.


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Knowing the costs and ROI of other marketing departments will also help benchmark your content marketing program and see how to stack up in comparison.


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If you’re not sure what metrics to ask for, here are some to get you started: Average cost per lead Conversion rate Customer acquisition cost Average deal size Marketing % of customer acquisition cost Marketing-generated pipeline Time to payback customer acquisition cost Marketing-generated opportunities Cost per registration (content or events) Marketing-generated deals Cost per sale Marketing-generated revenue


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PART 2 FIND THE BUDGET


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Sometimes it can be difficult for companies to carve out sufficient budget to fund new content marketing programs.


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But we can find this budget if we look in the right places.


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But we can find this budget if we look in the right places. (which is probably not here)


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First, we need to have a solid understanding of your organization’s current content costs and utilization.


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Every organization creates content, so start with calculating those content costs.


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STEP 1 CONDUCT AN AUDIT FOR A SAMPLE OF THE CONTENT YOUR ORGANIZATION PRODUCES


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STEP 1 STEP 2 CONDUCT AN AUDIT FOR A SAMPLE OF THE CONTENT YOUR ORGANIZATION PRODUCES APPLY THE AVERAGE COSTS IN ORDER TO GAIN A SENSE FOR THE SIZE OF THE PROBLEM


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Next, we need to understand how much of your content actually gets used.


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ON AVERAGE, 60-70% OF CONTENT GOES COMPLETELY UNUSED


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REMEMBER, CONTENT THAT GETS CREATED, BUT NEVER USED IS 100% WASTE.


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(That’s a lot of waste)


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Current content production costs Amount that gets used How much your organization is wasting on unused content


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A planned content marketing strategy would provide a platform to share, reuse and repurpose that unused content in order to grow brand awareness, improve brand health and drive conversions.


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Next, we need to look at opportunity costs from under-performing digital assets


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We know customers are tuning out advertising…


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.1% The average click-through rate of display ads is 0.1%. (DoubleClick) 8% Only 8% of internet users account for 85% of clicks on display ads (and some aren’t even humans!) 50% About 50% of clicks on mobile ads are accidental (comScore) (GoldSpot)


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In fact, you’re more likely to be struck by lightening than click a banner ad. Source: Business Insider, 2011


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Asking for a small percentage of a larger advertising budget for short-lived campaigns is a good place to start looking for budget donations.


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Finally, approach budgeted teams with a partnership opportunity.


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“ There was a team at SAP that had an enormous budget for advertising campaign landing pages. Those pages typically saw a 99.9% bounce rate, and any traffic that went there was paid. I asked for a small percentage of that budget with the promise of driving organic traffic to the site. It was a winwin for the both of us. ” -  Michael Brenner – Head of Strategy, NewsCred Former VP of Content and Marketing Strategy, SAP


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BRAND AWARENESS BRAND HEALTH PART 3 MEASURE THE BUSINESS CASE CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS PART 3 MEASURE THE BUSINESS CASE WE CAN DO THIS A FEW DIFFERENT WAYS


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BRAND AWARENESS BRAND HEALTH 1 BUSINESS CASE BRAND AWARENESS CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS In other words, how many of your early-stage prospects are finding their way to your company website?


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED ORGANIC SEARCH TRAFFIC Search traffic your site receives from Search traffic your site receives from paid search advertisements versus traffic keywords that never mention your brand due to a high organic search ranking. name or products. ORGANIC SEARCH SHARE OF VOICE The percentage of online conversations in your space that include your brand.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED ORGANIC SEARCH TRAFFIC Search traffic your site receives from Search traffic your site receives from paid search advertisements versus traffic keywords that never mention your brand due to a high organic search ranking. name or products. ORGANIC SEARCH SHARE OF VOICE The percentage of online conversations in your space that include your brand.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED ORGANIC SEARCH TRAFFIC Search traffic your site receives from Search traffic your site receives from paid search advertisements versus traffic keywords that never mention your brand due to a high organic search ranking. name or products. ORGANIC SEARCH SHARE OF VOICE The percentage of online conversations in your space that include your brand.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PAID VS. ORGANIC SEARCH TRAFFIC


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it. You can literally earn your audience’s attention vs. buying it.


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BRAND AWARENESS BRAND HEALTH Organic search traffic can be calculated easily via Google Analytics. 1  Go to Acquisition 2  Campaigns 3  Organic Keywords CONVERSIONS


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BRAND AWARENESS You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. BRAND HEALTH CONVERSIONS


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BRAND AWARENESS You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. In this example, the site has received 359,953 visits from organic search traffic, totaling 25% of overall traffic. BRAND HEALTH CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Next we want to see how much paid traffic we’re receiving, which we can also find in Google Analytics’ ‘Paid Keywords.’ In this example, let’s say we spend $100,000 on paid search traffic for 1,078,779 visits.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” 1,078,779 359,593 $100,000 X


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” 1,078,779 359,593 $100,000 X ALGEBRA DOES COME IN HANDY!


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” ORGANIC SEARCH TRAFFIC IS WORTH $33,333 PAID $100,000 359,593 X ALGEBRA DOES COME IN HANDY! 75% 25% TOTAL TRAFFIC 1,078,779 359,593 COST/VALUE 1,078,779 ORGANIC $100,000 $33,333 TRAFFIC PERCENTAGE


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: UNBRANDED ORGANIC SEARCH TRAFFIC


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Any visitor that searches your brand name already knows where they want to go. X


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Unbranded organic search traffic is important to calculate because we want to know about the people who didn’t know where they would end up. ?


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BRAND AWARENESS BRAND HEALTH CONVERSIONS They had a question or need, asked a search engine for direction, and that interaction brought them to you. X X X


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BRAND AWARENESS BRAND HEALTH CONVERSIONS “ is nothing The buyer journey more than a series of questions that must be answered. ” - IDC -


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To calculate unbranded organic search, we need to exclude your brand or products’ name from the search.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To calculate unbranded organic search, we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To calculate unbranded organic search, we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. In this example, our brand and products contain the word “Raspberry.”


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic. We go back to our table to calculate the value of this traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” 1,078,779 269,692 $100,000 X


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic. We go back to our table to calculate the value of this traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” ORGANIC UNBRANDED SEARCH TRAFFIC IS WORTH $24,100 PAID 1,078,779 $100,000 269,692 X ORGANIC 75% 19% TOTAL TRAFFIC 1,078,779 269,692 COST/VALUE $100,000 $24,100 TRAFFIC PERCENTAGE


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: ORGANIC SEARCH SHARE OF VOICE


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BRAND AWARENESS BRAND HEALTH CONVERSIONS This essentially measures how much your brand or product is talked about compared to your competitors. COMPETITOR 1 COMPETITOR 2 COMPETITOR 3


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BRAND AWARENESS BRAND HEALTH CONVERSIONS This essentially measures how much your brand or product is talked about compared to your competitors. COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 YOU


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BRAND AWARENESS BRAND HEALTH CONVERSIONS First you want to choose a group of words based around your brand’s product or service.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS When choosing your words, be sure to stay within a common theme. In this example, we’ll use a dance brand. Keywords: •  Dance Shoes •  Dancing Shoes •  Cheap Dance Shoes •  Affordable Dance Shoes •  Ballet Shoes Source: Moz, How to Calculate Share of Voice for Organic Search


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BRAND AWARENESS BRAND HEALTH CONVERSIONS In general, it’s better for your SEO strategy to focus on a specific topic.


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BRAND AWARENESS BRAND HEALTH Think narrow and deep, instead of broad and shallow. CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Next, choose your competition. Who do you want to compare yourself against?


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BRAND AWARENESS Be sure to know what URLs you’re wanting to track of your competitors. Some may use off-branded URLs for their content marketing efforts. For example, ConAgra’s content marketing is done on an off-brand site, Forkful. The site provides time-saving kitchen tips and advice for cooking with kids. BRAND HEALTH CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now record the rankings for each keyword you selected for yourself and your competitors. If you do rank, record in what position. (Note: You can rank more than once) KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now record the rankings for each keyword you selected for yourself and your competitors. If you do rank, record in what position. (Note: You can rank more than once) KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES When doing this, keep in mind there is no point in looking at more than the top 10…


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BRAND AWARENESS BRAND HEALTH CONVERSIONS …because only 2% of users travel to the 2nd page of Google. Source: Eyetools Inc.


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BRAND AWARENESS 2014 GOOGLE CLICK THROUGH RATES BRAND HEALTH CONVERSIONS Now that you have your rankings, calculate your share of voice for each keyword using the chart to the left. POSITION CTR 1 31.24 2 14.04 3 9.85 4 6.97 5 5.5 KEYWORD 6 3.73 7 RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 0 DANCING SHOES 2 3 4 8 0 CHEAP DANCE SHOES 2 9 0 AFFORDABLE DANCE SHOES 5 10 0 BALLET SHOES Source: Moz, Google Organic Click-Through Rates in 2014.


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BRAND AWARENESS 2014 GOOGLE CLICK THROUGH RATES BRAND HEALTH CONVERSIONS Now that you have your rankings, calculate your share of voice for each keyword using the chart to the left. POSITION CTR 1 31.24 2 14.04 3 9.85 4 6.97 5 5.5 KEYWORD 6 3.73 7 RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 31.24 14.04 9.85 0 DANCING SHOES 14.04 9.85 6.97 8 0 CHEAP DANCE SHOES 14.04 9 0 AFFORDABLE DANCE SHOES 10 0 BALLET SHOES Source: Moz, Google Organic Click-Through Rates in 2014. 5.5


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BRAND AWARENESS BRAND HEALTH CONVERSIONS If your rank more than once, simply add the click through rates to find that keyword’s total share of voice. 55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38 KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV DANCE SHOES 31.24 14.04 9.85 55.13% DANCING SHOES 14.04 9.85 6.97 30.86 CHEAP DANCE SHOES 14.04 14.04% 5.5 5.5% AFFORDABLE DANCE SHOES BALLET SHOES


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To find your overall share of voice, average the share of voice for all your keywords. 55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38 KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV DANCE SHOES 31.24 14.04 9.85 55.13% DANCING SHOES 14.04 9.85 6.97 30.86 CHEAP DANCE SHOES 14.04 14.04% 5.5 5.5% AFFORDABLE DANCE SHOES BALLET SHOES TOTAL SHARE OF VOICE 26.38%


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BRAND AWARENESS BRAND HEALTH CONVERSIONS If there’s a gap between your market share and your share of voice, that means your competition is wooing your prospects before you!


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BRAND AWARENESS BRAND HEALTH CONVERSIONS If you don’t want to go through the manual trouble, there are a few tools that will help you calculate this: QUICK SPROUT: Allows you to enter up to 3 competitor sites and get a ranking on key scores for each SEMRUSH: Offers free search analysis for your site and your competitors


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BRAND AWARENESS BRAND HEALTH 2 BUSINESS CASE BRAND HEALTH CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS If you’re like most brands, you probably promote yourself too much.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS (and we tune you out)


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BRAND AWARENESS BRAND HEALTH CONVERSIONS “ Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date. ” David Beebe Vice President of Global Creative + Content Marketing, Marriott International


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BRAND AWARENESS LET PEOPLE GET TO… 1  KNOW YOUR BRAND BRAND HEALTH CONVERSIONS


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BRAND AWARENESS LET PEOPLE GET TO… 1  KNOW YOUR BRAND 2  LIKE YOUR BRAND BRAND HEALTH CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS LET PEOPLE GET TO… 1  KNOW YOUR BRAND 2  LIKE YOUR BRAND 3  TRUST YOUR BRAND ENOUGH TO BUY FROM YOU


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BRAND AWARENESS BRAND HEALTH Brand health measures how your digital audience feels about you. CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS BOUNCE RATE People giving your The amount of time visitors spend on your site. The number of times someone engages with your brand. Which content is resonating most with your audience. The percentage of brand exclusive access visitors who enter your to their inbox, opening site and then leave, the opportunity for you rather than continuing to market to them. to view other pages.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS BOUNCE RATE People giving your The amount of time visitors spend on your site. The number of times someone engages with your brand. Which content is resonating most with your audience. The percentage of brand exclusive access visitors who enter your to their inbox, opening site and then leave, the opportunity for you rather than continuing to market to them. to view other pages.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS BOUNCE RATE People giving your The amount of time visitors spend on your site. The number of times someone engages with your brand. Which content is resonating most with your audience. The percentage of brand exclusive access visitors who enter your to their inbox, opening site and then leave, the opportunity for you rather than continuing to market to them. to view other pages.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS BOUNCE RATE People giving your The amount of time visitors spend on your site. The number of times someone engages with your brand. Which content is resonating most with your audience. The percentage of brand exclusive access visitors who enter your to their inbox, opening site and then leave, the opportunity for you rather than continuing to market to them. to view other pages.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS BOUNCE RATE People giving your The amount of time visitors spend on your site. The number of times someone engages with your brand. Which content is resonating most with your audience. The percentage of brand exclusive access visitors who enter your to their inbox, opening site and then leave, the opportunity for you rather than continuing to market to them. to view other pages.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : AUDIENCE GROWTH PAID VS. ORGANIC SEARCH TRAFFIC Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. SOCIAL SHARES/ FOLLOWERS Users who have subscribed to updates on your brand’s social accounts. SHARE OF VOICE/ OFFSITE SEO What “they” say about you.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : AUDIENCE GROWTH PAID VS. ORGANIC SEARCH TRAFFIC Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. SOCIAL SHARES/ FOLLOWERS Users who have subscribed to updates on your brand’s social accounts. SHARE OF VOICE/ OFFSITE SEO What “they” say about you.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : AUDIENCE GROWTH PAID VS. ORGANIC SEARCH TRAFFIC Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. SOCIAL SHARES/ FOLLOWERS Users who have subscribed to updates on your brand’s social accounts. SHARE OF VOICE/ OFFSITE SEO What “they” say about you.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: TIME ON SITE


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BRAND AWARENESS BRAND HEALTH CONVERSIONS NOT ALL TIME ON SITE IS EQUAL. B HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS TIME ON SITE A HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS C D LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS PAGE VIEWS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS NOT ALL TIME ON SITE IS EQUAL. B HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS TIME ON SITE A HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS C D LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS PAGE VIEWS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS NOT ALL TIME ON SITE IS EQUAL. B HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS TIME ON SITE A HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS C D LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS PAGE VIEWS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for GOOD INDICATOR FOR POOR INDICATOR FOR Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking) Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for GOOD INDICATOR FOR POOR INDICATOR FOR Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking) Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for GOOD INDICATOR FOR POOR INDICATOR FOR Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking) Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for GOOD INDICATOR FOR POOR INDICATOR FOR Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking) Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS NOT ALL TIME ON SITE IS EQUAL. B HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS TIME ON SITE A HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS C D LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS PAGE VIEWS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD For sites that only provide a simple response or quick answers Generally implies disinterest in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites where visitors are seeking answers (ie: directories) Most websites In this case, repeat visitor behavior is a crucial contributing factor. Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD For sites that only provide a simple response or quick answers Generally implies disinterest in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites where visitors are seeking answers (ie: directories) Most websites In this case, repeat visitor behavior is a crucial contributing factor. Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD For sites that only provide a simple response or quick answers Generally implies disinterest in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites where visitors are seeking answers (ie: directories) Most websites In this case, repeat visitor behavior is a crucial contributing factor. Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS THE GOOD THE BAD For sites that only provide a simple response or quick answers Generally implies disinterest in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites where visitors are seeking answers (ie: directories) Most websites In this case, repeat visitor behavior is a crucial contributing factor. Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS NOT ALL TIME ON SITE IS EQUAL. B HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS TIME ON SITE A HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS C D LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS PAGE VIEWS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS THE GOOD THE BAD May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site GOOD INDICATOR FOR POOR INDICATOR FOR Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies Source: Panalysis, How to Interpret Time on Site, 2015


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BRAND AWARENESS BRAND HEALTH CONVERSIONS When determining your time on site goals, it’s important to keep in mind why someone is going to your site.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: REPEAT VISITORS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS 96% of people visiting your site aren’t actually ready to purchase from you. Source: Social Media Today, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS So you need to think of other ways to bring prospects back to your site so that when they are ready to purchase, they choose you.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS If your ultimate goal is to sell a product or service, you're much more likely to sell to visitors who come back time after time. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Repeat Visitor Ratio (RVR) measures the percentage of visitors who return to your site after an initial visit during some specific time period. Let’s say you got 4,000 visitors this month and 800 were repeat visitors. 800/4,000 = 20% Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS RVR is great way to determine whether you are successfully engaging your site visitors. New visitors are fine, but repeat visitors are great since once you "have" a new reader you don't have to spend time and money attracting that reader--your content is sufficient. So the higher your RVR the better your website must be at engaging the average new visitor. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To put a monetary value on RVR, we need to look at the average amount you’re spending in advertising to drive net new traffic.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors. 800 * $1.56 = $1,250 Therefore, our repeat visitors are valued at $1,250 per month.


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BRAND AWARENESS BRAND HEALTH How do you improve your RVR? CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS How do you improve your RVR? 1.  Better target your marketing 2.  Provide great content 3.  Ensure site navigation is streamlined and intuitive 4.  Constantly create new content to keep the site fresh and relevant. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors…


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… Otherwise you’ll be preaching to the same choir.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SOCIAL LIKES


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Social “likes” are a light indicator for whether or not your audience is resonating with your content.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS While many have tried, it is difficult to assess real value in a like. However, it is important to track social shares over time to ensure your content is reaching baseline or increasing level of engagement.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SUBSCRIPTIONS


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BRAND AWARENESS BRAND HEALTH Your email list is an asset, and should be valued as such. Source: AMEX Open Forum, What’s Your Email List Worth (In Actual Dollars)?, 2013 CONVERSIONS


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BRAND AWARENESS BRAND HEALTH FIRST THING’S FIRST: Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark. POSITIVE RETURN Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST


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BRAND AWARENESS BRAND HEALTH CONVERSIONS FIRST THING’S FIRST: You must know your maximum allowable NEGATIVE RETURNS! cost threshold for getting a new subscriber, otherwise, you’re spending in the dark. or, worse yet, to the point of negative returns. POSITIVE RETURN Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Knowing your cost to obtain a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Knowing your cost to obtain a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… And what your maximum allowable cost to obtain a new subscriber should be. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS As a rule of thumb, your list sign-up cost per acquisition (CPA) should be well under your average sale amount from a new customer and within range of what you pay to obtain other valuable actions, such as webinar sign-ups, free content downloads or even direct sales. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS First, calculate what it actually costs you to get a new subscriber from each list-building method. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS First, calculate what it actually costs you to get a new subscriber from each list-building method. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 Now we need to determine your maximum allowable CPA for acquiring a new list member, and continue to invest in the methods that fall at or below your CPA. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say you’ve tested a few tactics and decided that your maximum allowable CPA for a new email address is $1.50. MAXIMUM ALLOWABLE COST $1.50


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Moving forward, you’ll want to continue pursuing all methods costing $1.50 or less. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Over time, we need to also measure the quality of the subscribers on your list by monitoring things like average sale value and unsubscribe rate. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200


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BRAND AWARENESS BRAND HEALTH CONVERSIONS When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200


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BRAND AWARENESS BRAND HEALTH CONVERSIONS When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA. The higher the quality of subscribers you attract, the more likely they are to convert to becoming not only customers but also your best customers-resulting in more revenue from which to raise your CPA. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To calculate the value per subscriber, we need find the difference between the sale value and cost per acquisition for the subscribers. To do this, we use the formula below: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200


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BRAND AWARENESS BRAND HEALTH CONVERSIONS We’ll use Facebook Ads as an example: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS VALUE PER SUBSCRIBER = ( 200 * 100 * ( 1 – 0.30 ) – 200 * 2.30 ) / 200 Therefore, the value of each Facebook subscription is $67.70 METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber. However, since paid search’s CPA is more expensive than our maximum allowance of $1.50, we should defer to webinar and Twitter tactics. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: BOUNCE RATE


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Your site’s bounce rate is a metric that indicates the percentage of people who land on one of your web pages and then leave without clicking anywhere else on your site.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts. Since attracting and converting visitors into qualified leads is the main objective for content marketing, this is an important metric to measure and improve. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS How should your site stack up? Here are some good bounce rate benchmarks: 40% - 60% CONTENT WEBSITES 10 20 30 40 50 60 70 80 90 % 50 60 70 80 90 % 30% - 50% LEAD GENERATION 10 20 30 40 70% - 98% BLOGS 10 20 30 40 50 60 70 80 90 % 30 40 50 60 70 80 90 % 30 40 50 60 70 80 90 % 90 % 20% - 40% RETAIL SITES 10 20 10% - 30% SERVICE SITES 10 20 70% - 90% LANDING PAGES 10 20 30 Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 40 50 60 70 80


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BRAND AWARENESS BRAND HEALTH Why do visitors bounce? Two reasons: 1  They didn’t find what they were looking for 2  The page wasn’t user-friendly Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 CONVERSIONS


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BRAND AWARENESS BRAND HEALTH So what can you do to improve your site’s bounce rate? CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Attract the right visitors •  Choose the right keywords to match your content ATTRACT THE RIGHT VISITORS -- not just to attract the most number of visitors •  Maintain top rankings for branded terms •  Write attractive, useful meta descriptions for search Choose the right keywords to match your content, not just attract any visitors engine users Create multiple landing pages with unique content and keywords for different types of visitors Maintain top rankings for branded terms. Write attractive, useful meta-descriptions for search engine users Improve targeting of online advertising campaigns. Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Enhance usability •  Make your text readable through sensible organization ENHANCE USABILITY and the use of larger fonts, bulleted lists, white space, good color contrast, and large headlines •  SENSIBLE ORGANIZATION GOOD COLOR CONTRAST 6 Use well-organized, responsive layouts that allow for 1 quick and easy navigation on all platforms and browsers WHITE SPACE 5 MAKE TEXT READABLE 4 BULLETED LISTS Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 2 LARGER FONTS 3 LARGE HEADLINES


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Use a good layout •  Quick navigation •  Easy to find search •  Content in sections •  Responsive layout for multiple platforms and browsers USE GOOD LAYOUT QUICK NAVIGATION EASY TO FIND SEARCH CONTENT IN SECTIONS Responsive layout for multiple platforms and browsers 17.4% of views from mobile devices Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Speed up page load •  Use little or no self-loading multimedia content. •  Set external links to open in new browser windows/tabs. •  Don’t let ads distract from your content: Place static ads to SPEED UP PAGELOAD USE LITTLE OR NO SELF-LOADING MULTIMEDIA CONTENT. sides, and avoid pop-ups and self-loading multimedia ads SET EXTERNAL LINKS TO OPEN IN NEW WINDOWS DON’T LET ADS DISTRACT Place static ads to sides Avoid pop-ups Avoid self-loading multimedia ads Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Provide good content •  Have an obvious main message •  Use clear headers and subheads •  Tailor content to intended visitors •  Use stylish copy and images •  Make your content error-free •  Include a clear call-to-action and obvious links to next steps PROVIDE GOOD CONTENT 1 Obvious main message 2 Clear heads and subheads 3 Tailored to intended visitors 6 Clear call to action Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 4 Stylish copy and images 5 Few errors 7 Obvious links to next steps


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PAID VS. ORGANIC SEARCH TRAFFIC


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it. You can literally earn your audience’s attention vs. buying it.


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BRAND AWARENESS BRAND HEALTH Organic search traffic can be calculated easily via Google Analytics. 1  Go to Acquisition 2  Campaigns 3  Organic Keywords CONVERSIONS


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BRAND AWARENESS You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. BRAND HEALTH CONVERSIONS


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BRAND AWARENESS You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. In this example, the site has received 359,953 visits from organic search traffic, totaling 25% of overall traffic. BRAND HEALTH CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Next we want to see how much paid traffic we’re receiving, which we can also find in Google Analytics’ ‘Paid Keywords.’ In this example, let’s say we spend $100,000 on paid search traffic for 1,078,779 visits.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” 1,078,779 359,593 $100,000 X


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” 1,078,779 359,593 $100,000 X ALGEBRA DOES COME IN HANDY!


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. CROSS MULTIPLY & DIVIDE TO FIND “X” ORGANIC SEARCH TRAFFIC IS WORTH $33,333 PAID $100,000 359,593 X ALGEBRA DOES COME IN HANDY! 75% 25% TOTAL TRAFFIC 1,078,779 359,593 COST/VALUE 1,078,779 ORGANIC $100,000 $33,333 TRAFFIC PERCENTAGE


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SOCIAL SHARES + FOLLOWERS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS While social shares can be seen as an engagement metric, but should be quantified as a free source of distribution and reach.


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BRAND AWARENESS BRAND HEALTH Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. CONVERSIONS


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BRAND AWARENESS BRAND HEALTH Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). CONVERSIONS


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BRAND AWARENESS BRAND HEALTH Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers. CONVERSIONS


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BRAND AWARENESS BRAND HEALTH Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers. Based on the value of each view from our paid distribution, we can also value our 500 organic views at $0.20 each, or $100 total. CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Brands should also track if their social follower growth positively correlates with their total number of shares. If it does, this would indicate that your organic social shares are reaching the right audience for your brand.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: SHARE OF VOICE/OFFSITE SEO


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Google has stated that it uses more than 200 factors to rank a web page, but which are the most important? Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS There is one thing virtually all SEO experts agree upon: The number and quality of links coming into your site is near the top of the list. Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS So how can you measure your off-site SEO? Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS So how can you measure your off-site SEO? •  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS So how can you measure your off-site SEO? •  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) •  With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you. Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS So how can you measure your off-site SEO? •  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) •  With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you. •  Do the same with your competitors’ sites and compare Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS What to do with this data? Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links •  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links •  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? •  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH CONVERSIONS What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links •  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? •  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful •  Build your inbound links gradually. Google algorithms will notice, and may penalize a quick accumulation of links Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


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BRAND AWARENESS BRAND HEALTH 3 BUSINESS CASE CONVERSIONS YOU NEVER WOULD HAVE REACHED CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS These are prospects who became customers because of either helpful, useful and/or entertaining content you provided them.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand spends Percentage of leads sourced by content Percentage of people who take to acquire a lead. compared to other marketing programs. a desired action.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in Percentage of leads sourced by content Percentage of people who take advertising to acquire a lead. compared to other marketing programs. a desired action.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in Percentage of leads sourced by content Percentage of people who take advertising to acquire a lead. compared to other marketing programs. a desired action.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: COST PER LEAD


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Calculating content marketing’s cost per lead is crucial in order to benchmark your program’s effectiveness against other marketing programs.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Determining this is quite simple. To begin, we need to know the costs accrued to create and distribute the content.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: •  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000


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BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: •  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. •  For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. •  Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000


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BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: •  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. •  For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. •  Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation TOTAL COST $3,000 $13,000 $23,000 Strategy Guide Sponsored Webinar $20,000


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. •  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. •  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). •  $13,000 / 205 = $63 CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. •  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). •  $13,000 / 205 = $63 •  Therefore, our ROI Guide cost $63 per qualified lead. CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120 CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177


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BRAND AWARENESS BRAND HEALTH CONVERSIONS To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120 Therefore our average total cost per lead for content marketing is $120. CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PERCENTAGE OF LEADS SOURCED


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BRAND AWARENESS BRAND HEALTH CONVERSIONS In order to determine the percentage of leads from content marketing, we first need to gather total number of leads sourced from other marketing programs.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. PROGRAM MQLs Content 205 Events 300 Advertising 30 Email 100 Public Relations 75 Total 710


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. To find the percentage, we take 205/710 to find that content marketing accounts for 28.9% of total qualified leads. PROGRAM MQLs PERCENTAGE Content 205 28.9% CONTENT EVENTS Events 300 42.2% Advertising 30 4.2% Email 100 14.2% ADVERTISING EMAIL Public Relations 75 10.5% Total 710 100% PUBLIC RELATIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: CONVERSIONS


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BRAND AWARENESS BRAND HEALTH CONVERSIONS Finally, to determine the actual revenue sourced by content marketing, we need to look at conversions.


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. •  205 * 50% = 102.5 conversions PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. •  205 * 50% = 102.5 conversions •  Based on that finding we assume these sales will average $500, so to find the total value we •  multiply 102.5 * $500 = $51,000 PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5


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BRAND AWARENESS BRAND HEALTH CONVERSIONS For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. •  205 * 50% = 102.5 conversions •  Based on that finding we assume these sales will average $500, so to find the total value we •  multiply 102.5 * $500 = $51,000 •  Therefore, our total content marketing conversions are worth $51,000 PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS TOTAL CONVERSION VALUE Content 205 50% $500 102.5 $51,000


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WANT TO LEARN MORE? Our team of strategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success.


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Introducing NewsCred. THE MOST COMPREHENSIVE CONTENT MARKETING SOLUTION. SOFTWARE CONTENT SERVICES Social Content Production 5,000 Licensed Publishers Global Implementation Workflows & Social Governance Original Content Network 24/7 Support & Training Global Asset Management Rights-cleared UGC Strategy Workshops Social Publishing & Distribution Performance Measurement Editorial Consulting


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Get in touch! STRATEGY@NEWSCRED.COM


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