Sell or Go Home Part VI

1. Sell or Go Home Part VI Strategies for Finding Customers, Winning Their Business and Keeping Them for Life

2. 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

3. Why You Are Here • You’re 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

4. What's The Deal With “Sell or Go Home”? Option A: Option B:

5. 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?

6. 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

7. 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?

8. Building a Basic Financial Model (SEM example) • Variables: • Key term • 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 • Calculated/Achieved: • Monthly traffic volume to Website • Revenue + recurring • ROI Who can tell me what’s missing?

9. 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?

10. Example % of Revenues Represented by Customers All Customers that Buy Your Product

11. Note: I can send this to you!

12. 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?

13. Basics of Google Traffic Estimator

15. Organic VS Paid

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

17. Page Title On-Page SEO Elements Domain H1 Body Content #2 File Name File Size Alt Text Captions

18. Importance of Domain Name: On-Page SEO Elements We reached #1 by pointing one (1!) quality link from another Web property to this domain with the text “Law Firm Marketing Philadelphia” #1

19. On-Page SEO Who can fill in the blank: Content is:

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

21. How Off-Page SEO Works: Popularity Contest ? Bob: Photographer Mary: Jeweler http://nyti.ms/10TbeoJ Jill: Classical Composer

22. 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)

23. SEM: Display / Keyword • What are some elements of a formula for a successful online advertising campaign?

24. Quality & Remember! Online Advertising Recipe for Success Ad Targeting Relevance Cost Per Impression Cost Per Click A/B A/B Continual Measuring and Optimization Lifetime Value Revenue / Transaction Conversion Success!

25. Online Advertising A/B Testing Success Story

26. Your Key to the City Success Story

27. Email Marketing • What are some elements of a formula for a successful email marketing campaign?

28. Quality & Remember! Email Marketing Recipe for Success List Building & Segmentation Targeting Relevance Quality Content & Delivery Cost Per Click A/B A/B A/B Continual Measuring and Optimization Lifetime Value Revenue / Transaction Conversion Success!

29. B Email Marketing A/B Testing Success Story A

30. B Email Marketing A/B Testing Success Story Conversion UP XX% Revenue Per Transaction UP XX%

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