Presented by: Marguerite Inscoe

Transcription

1 Presented by: Marguerite Inscoe Inbound Marketing Strategist AND Victor Clarke Marketing Media Expert 2

2 Presenter Bio Marguerite Inscoe Marguerite is the owner of a full service inbound marketing agency, ReLaunchU. Her first career was in workplace learning and performance. Her love of helping people be better at what they do made the transition inbound seamless and enjoyable. Connect with her on LinkedIn and Facebook. 3

3 Avoid the Fast Food Marketing Trap How to Create Healthy and Profitable Online Marketing Presenter Bio Victor Clarke Victor s company, Clarke, Inc., is a marketing media services provider using the tools and techniques presented in this webinar. Clarke, Inc. works with businesses that do not have a dedicated marketing staff to improve their sales and marketing results using both ink-on-paper and pixels-on-a-screen marketing strategies. Connect with him on LinkedIn and Facebook. 9/23/2014 Copyright LaunchU LLC

4 Fast Food Why is it so delicious? No shopping No cooking No cleaning Low cost Flashy marketing Everyone else is doing it! 5

5 Fast Food Produces empty calories. For people it results in: Difficulty in delaying gratification Chronic health issues In business marketing it results in: The constant need to see quick returns Lack of strategic planning for marketing Chasing the next promising tool or product 6

6 Healthy eating, as well as healthy marketing is only for the committed in daily action and financial investment. Eating the right thing every once in a while doesn t produce notable results or provide long-term benefits. Apply healthy marketing practices periodically doesn t generate revenue quickly, or even at all. Regularly applied healthy marketing activities has a compound effect over time, creating a competitive advantage in the marketplace. 7

7 If we want to be more For our clients For our community For our employees Healthy marketing is critical for growth. It means we have to do more To shape our marketing To grow our business 8

8 Online Marketing What represents healthy Focused Target Shaped for specific types of people (personas) not just demographics. Valued People want first hand experience or learn from a trusted 3 rd party reference. Ownership Intellectual property, established process, and in-sourcing. Closed-Looped Performance tracking from suspect to sale, then to retention and up-sell. Ongoing Regular, repeatable activity that is monitored and tweaked for improvement. Builds Equity Adds to the marketing system and has a compound effect over time. 9

9 Marketing Metrics What the boss cares about. Cost of Client Acquisition (CAC) How to measure efficiency in your marketing and sales. Is it going up or down? Month of Sales and Marketing Cost Customers = CAC Month s New Marketing Percent of CAC How much the cost of marketing contributes to gaining a new client. Marketing Cost Sales and Marketing Costs = M%-CAC Ratio of Lifetime Value to CAC (LTV: CAC) Determine the best ratio for adding to the bottom line but also fueling growth. Lifetime Value (LTV) = (Revenue the customer pays in a period - gross margin) Estimated churn percentage for that customer. Time to Payback CAC How soon money can be made from a new client. Ideally >12 months for on-going clients. CAC Month of Margin-Adjusted Revenue = Time to Payback 10

10 Online Marketing What represents unhealthy Broad Target Trying to be appealing to everyone and using wide broadcast channels. Annoying Brand awareness and top-of-mind is losing impact with consumer-decision making. Outsourced when it could be in-sourced. Is it producing empty calories? Unaccounted Performance not tracked in order to assess how well it contributes to sales and retention. Intermittent Dictated by the ebb and flow of sales or latest interests in marketing technology. Shortsighted Activity that generates supply for today, not building for the future. 11

11 River Pools and Spas Welcome to the Most Educational Swimming Pool Blog in the Country! Average of 70 pool installations down to 17 in 2009 Spent $250,000 in marketing to make 4 million Focused on answering questions via blog Over 850 pages of content Most visited in the world 30% of sales direct from website (placing an order) Spends $25,000 in marketing to make 4.5 million 12

12 Consumers want Self-serve: Anytime, Anyplace, Anything If you don t make what consumers want available in a self-serve format, it limits their ability to experience your company. Consumers need To experience VALUE before they enter the buying stage. VALUED == How awesome you are. VALUED == How great a sales promotion is. VALUED == How entertaining you are. VALUE = Helping them to be awesome! 13

13 Ingredient #1 Focus on helping not selling. They experience value when your marketing helps them Be better at their job Improve relationships Educate their kids Make cost effective choices With keeping the house organized Look good in front of friends Experience progress in a project Get the job promotion they want And the list goes on Ingredient #2 Transparency. They know you are valuable, now they want to know everything they can about WHAT and HOW you deliver. 14

14 Cooking Process Let the ingredients speak for themselves. 15

15 Sobiesek Services Inc Using healthier cooking processes in marketing. A 26-year-old family owned and operated business that has grown to over 300 employees. Offers plumbing, heating & air conditioning solutions across PA, MD, DE, and NJ. SEO consultant not performing, too many different platforms, not enough analytical information Consolidated systems with Hubspot and focused on website traffic, social media, marketing, and conversions, Resulted in 33% less PPC, 204% increase on closed online customers, 125% increase in online revenue. I'm not sitting at my desk trying to come up with ideas for people I know nothing about. I feel like I'm getting to know our customers, and as a marketer, that's exciting information to have! -Brittney, Marketing Manager 16

16 How Healthy is Your Online Marketing? None 1 pt Sort of 2 pts Okay 3 pts Killer 4 pts Self-Serve Helpful Transparent Organic Close-Loop Automated Nurturing Intelligence In-sourcing Converting CRM Total For Each Column Total Score 0-10 pts: You have no marketing program! pts: There is a serious amount of opportunity to improve pts: It s time to decide how healthy you really want your marketing to be pts: Super, you already know what you are doing 40+ pts: You teach the next class 17

17 Resources Download these anytime from our websites. Copyright LaunchU LLC