Sell or Go Home Part VI

Strategies for Finding Customers, Winning

Their Business and Keeping Them for Life

Who Am I?

Co-founder, Eight Eleven

Founder, Longevity
Co-founder, eFlex CMS
Co-founder, Philly Startup Leaders
Featured Speaker and Mentor, Lean Startup Machine
Advisory Board Member, Side Arts
Advisory Board Member, Points.ly
Advisory Board Member, Art Institute of Philadelphia
Entrepreneur in Residence, Corzo Center
Mentor to many Philadelphia startup companies
http://about.me/aaronmclean
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Why You Are Here

Youre building a small business in the local creative or
tech economy
You want to find out what you need to know to help your
company grow and sustain
You need practical advise you can put to work in your
company, today

What's The Deal With Sell or Go Home?

Option A:

Option B:

Before We Start

How many are online/digital marketing professionals?

How many are running their own business?
How many want to run their own business?
How many sell their product online (Ecomm)?
How many offer digital marketing services to their clients or customers?
How many are SEM experts?
How many are SEO experts?
How many are direct marketing experts?
How many are lead gen marketing experts?
How many are already marketing online and are here to learn how to
target and market smarter, for better ROI?

Part VI: Sell or Go Home

Online Marketing
Strategies
Where do YOU want to
start?
Note: We may only have
time for 3 of the 5

Building a Financial Model

Basics of Google Traffic
Estimator
SEO
SEM: Display, Keyword
Email Marketing

Building a Basic Financial Model

How many have built a financial model that accounts for
variables, constants and calculates projected ROI, prior
to launching an online marketing campaign?
Who can tell me: What variable and constants do you
need to work with to build a basic financial model for
online marketing? (You can pick: SEO, SEM, Email, etc.)
Who is currently calculating their customer lifetime
value?
What variables do you need to calculate customer
lifetime value?
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Building a Basic Financial Model (SEM example)

Variables:

Who
can
te l

Key term
l
Monthly impressions
Monthly clicks
Average monthly conversion from traffic to lead
Conversion of leads that respond to
sales/marketing
Average monthly close / sales conversion
Average revenue per transaction
Cost per click

me w
hats
miss
in

g?

Calculated/Achieved:
Monthly traffic volume to Website
Revenue + recurring
ROI
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Building a Complete Financial Model

Customer cohort analysis
Purchase trends by:

Time of day
Season
Day of week
Type of device
Type of operating system
Geographic location
(Lots more)

Campaign creative breakdown (A/B)

Average tells an incomplete story; calculate for the curve what
does your bell look like and where is the revenue potential?
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% of Revenues Represented by Customers

Example

All Customers that Buy Your Product

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!
u
o
y
o
t
s
i
h
t
d
Note: I can sen

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Basics of Google Traffic Estimator

Who can tell me what you can use Google Traffic
Estimator for?
Are any of those of particular interest to people to discuss
further?

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Basics of Google Traffic Estimator

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Organic VS Paid

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SEO
Who can tell me how on-page SEO works?
Who can tell me how off-page SEO works?

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On-Page SEO Elements

Page Title
Domain
H1

Body Content
#2
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File Name

File Size

Alt Text

Captions

Importance of Domain Name: On-Page SEO Elements

#1

We reached #1 by
pointing one (1!) quality
link from another Web
property to this domain
with the text Law Firm
Marketing Philadelphia

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On-Page SEO

Who can fill in the blank:

Content is:

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Content is King
Who can tell me why?
Content is Food
Google is Hungry
Give Google a Reason to Come Back to You

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How Off-Page SEO Works: Popularity Contest

Bob: Photographer
Mary: Jeweler

http://nyti.ms/10TbeoJ

Jill: Classical Composer

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SEO Link Building

Hypothetical situation: Socks.com
They sell: green socks, yellow socks, blue socks, striped
socks, argyle socks, ankle socks, knee high socks (etc.)

Who can tell me:

If a blogger were to write an article on their blog, and in that
blog article, reference your Website, how could/should a link
be structured and where should it link to?
(we can whiteboard this if need be)

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SEM: Display / Keyword

What are some elements of a formula for a successful
online advertising campaign?

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Online Advertising Recipe for Success

!
r
e
b
m
e
& Rem
ality
Qu

Targeting Relevance

Cost Per Impression

Cost Per Click

Revenue / Transaction

Conversion

Ad
A/B

Continual Measuring
and Optimization

A/B

Lifetime Value

Success!
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Online Advertising A/B Testing Success Story

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Your Key to the City Success Story

Pre-Roll

Hopstop

NYC Go

Pandora

Weatherbug

5.5%

0.26%

6.0%!!!

0.29%

Industry
Average CTR
Low

.04%

High

.08%

Prior
Campaign
Averages
High

0.2% - 0.4%

Our
Campaign
Low

0.86%

0.17%

0.17%
A/B Testing

High
Revenue
Increase

1.57%

0.26%

0.27%

1% !!!
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Email Marketing
What are some elements of a formula for a successful
email marketing campaign?

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Email Marketing Recipe for Success

!
r
e
b
m
e
& Rem
ality
Qu

Targeting Relevance

Quality Content &

Delivery

Cost Per Click

List Building &

Segmentation

A/B

Continual Measuring
and Optimization

A/B

Lifetime Value

A/B

Revenue / Transaction

Conversion

Success!
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Email Marketing A/B Testing Success Story

B
A

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Email Marketing A/B Testing Success Story

%
X
X
P
U
n
o
Conversi
tion
c
a
s
n
a
r
T
Per
e
u
n
e
v
e
R
UP XX%

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Contact
For a copy of the presentation, please go to:
www.eight-eleven.com/corzo
Aaron Haydn McLean
http://about.me/aaronmclean

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