Download - 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

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

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