CEO's Measuring Paid Search & SEO To Increase Profit Margins
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Presented by: Justin Q. Croxton
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In this seminar, Justin Croxton, the CEO of Que Commerce, discusses how companies and marketing firms can more effectively measure paid search and SEO to increase ROI and attract more customers.
Transcript of CEO's Measuring Paid Search & SEO To Increase Profit Margins
Presented by: Justin Q. Croxton
Meet Our Speaker
Justin Q. CroxtonManaging PartnerQue Commerce» MBA - NYU Stern
School of Business » Over 5 Years
Experience» 6 Years Commercial
Real Estate Experience» Enjoys Boating,
Running, Golf, Travel
MarketingWeekNYC House Keeping
» #mktgwknyc
» tag@marketingwknyc
» Fill Out Survey At End
Agenda• Sustainable Advantage – Strategic Marketing• Industry Statistics• Traditional Marketing Channels• Marketing Funnel• Measurement & Attribution
o Paid Searcho SEO
• ROI Analysis In Action• Content Strategy – Bonus Section• Action Items For Your Business• Q & A
Warning & Good News
• Intermediate Level Training• Drill Down Into “Most” Details – NOT ALL
Seminar Objectives
• More Informed & Creative• Establish Practical Methods To Measure over 90% of
Digital Functions
You
Sustainable Advantage
• Strategy – The singular inputs that allow companies to differentiate and expropriate value in order to maintain a competitive advantage over a period of time.
• Digital Marketing – Sustainable (But For How Long?)
Digital Marketing Industry Statistics
• 83% of Consumers Search For A Local Business Online
• SEO (Search Engine Optimization) leads to 14.6% conversion rate compared to direct mail which is 1.7%
• 92% of Consumers Use Search Engines As Much As Email
• Over 70% of Consumers Use Social Media
• 583 Million Searches Per Day In The United States
• Inbound Leads Cost 61% Less Than Outbound Leads
• Key – Only 6% of CEO’s allocate their marketing budget to SEO Efforts
Is This You?
Traditional Marketing Channels
Traditional Marketing Funnel
Traditional Marketing Funnel
Funnel Tracking
What Pathway Did The Shopper Take?
What Is SEO & Paid Search Today
Leading Key Performance Indicators
Leading KPI’s Marketing KPI’s Revenue/Biz KPI’s
Backlinks Visitors (unique/returning) Conversions (i.e. phone calls)
Click Through Rate Tweets/Shares Proposals & Assessments
Rankings Brand Mentions ROI Increases
Page Rank Email Sign-Ups/Downloads Sales
Average Position Phone Impressions Emails
All Starts With Customer Value• Average Customer Value (ACV)
• Retention Value (RV) - % of Customers Who
Repurchase * ACV
• Referral Customer Value - % of referrals from Existing
Customers * ACV
• Lifetime Customer Value (Defined) – Total Earned Over
Defined Lifetime of Customer
• Total Customer Value = RCV + RV+ (ACV or LCV)
Cashflow – 3 Months, 6 Months, 1 Year
ACV Example - Hotel• Room Rate = $450
• Average Daily Stay = 3 Night
• Average Customer Value = $450
• Retention Value = 5%
• Retention Value = 5% * $450 = $22.50
• Referral Customer Value = 5%
• Referral Customer Value = 5% * $450 = $22.50
• Total Customer Value = $22.50 + $22.50 + $450 = $495.00
Cashflow – 3 Months, 6 Months, 1 Year
Conversion Process
What Are Your Conversion Levels?
• In Store Visits• Phone Calls• Leads Form Generated• Proposal Requests• Emails• Social Shares (Measuring Brand Awareness)• Website Sales• Downloads
• Place Values On Them – Determined By Historical Data
Paid Search In Action
Atl Property Management, LLCResidential Property Management
Atl Property Management garnered one client totaling $1,000 - $2,500 in Revenues – Average Customer
Value
Real Estate Conversion Funnel
ROI Analysis In Action
Tools For Tracking• Google Analytics
• Google Conversion Tracking
• Hubspot
• Hootsuite
• Moz Analytics
• Raven Tools
• RingCentral (Call-Forwarding System)
• Call Rail/Mongoose Metrics (Not Required)
• Traditional Excel Spreadsheet (EMAIL ME)
Content Strategy• PULL IN CUSTOMERS AND OWN THE CONVERSATION
• News Story• Videos• Press Release• Announcements• Contests• Articles• Sales Promotion• Unique/Adds Value
Your Action Items• Run A Google Adwords Test
o $400 - $500 Budgeto 3 - 7 Days» Have Google Analytics Installed On Your Website» Develop Your Own Model For Measurement» Clean Up Your Website» http://niftymarketing.com/optimal-local-landing-
page-infographic» Determine Your Lead Generation Funnel» Start Blogging – And Research Topics» Create Social Accounts – Use Them Regularly» Begin Creating Value Adding Content
What I Wanted You To Get
What Did You Learn?
Contact the Speaker
• Justin Q. Croxton• Visit: http://que-commerce.com• Email: [email protected]• Call: (404) 966-5252• Social Profiles
o Twitter: Que_Commerceo http://facebook.com/quecommerceo http://linkedin.com/quecommerce
