BarnRaisers



10 essential infographics to create a digital marketing plan 0

Posted on August 23, 2015 by Rob Petersen

 

 

Digital Marketing Plan

U.S. advertisers’ spending on digital advertising will overtake TV in 2016 and hit $103 billion in 2019 to represent 36% of all ad spending, according to Forrester’s latest estimates based on its ForecastView model.

That means a lot more businesses are going to be in need of an effective digital marketing plan.

To guide you through the development, here are 10 essential inforgraphics to create a digital marketing plan.

  1. WHAT IS DIGITAL MARKETING? Begin with an understanding of what is digital marketing. Make sure your audience knows what they’re getting. How it works. What are ways to achieve desired results. What tactics are going to be in the plan and what the measurement tools are. This infographic from Pixaal starts you on your way.

what is digital marketing2. TOP 10 DIGITAL BRANDING TRENDS: Account for key developments. Take them into consideration in developing your plan. Know what to be aware of, what to avoid and what to expect. This infographic from the Borenstein Group provides good perspective and context.

Top 10 Trends for a Digital Marketing Plan

3. SEO: EXPLAINED: 54% of people find a website through natural search results according to Forrester. Understand how to reach the majority of people who find your website and attract even more. Search Engine Optimization, the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine, is a primary requisite to every digital marketing plan. This infographic from NerdyFace explains what to enable on your site for effective SEO.

seo-explained

4. SEO VS PPC: While 85% of clicks on a search engine page go to an organic search listing, if your site isn’t at a top listing, that click isn’t going to go to your business. PPC (Pay Per Click) allows a web owner a quick way to be listed in a top position by paying for ads. In addition to a high search rank, a PPC campaign is relatively easy to measure and manage through the accessible of measurement like CPC (Cost Per Click), CTR (Click Through Rate) and Conversions. The author of this infographic isn’t identified but has objectively explained the differences and benefits of each.

SEO vs PPC for Digital Marketing Plan

5.  THE ANATOMY OF CONTENT MARKETING: 70% of consumers prefer getting to know a company via articles rather than ads according to kapost. Content Marketing takes many forms and has many benefits. This infographic from Axonn explains the various forms Content Marketing takes, results it produces and why it is so important for effective digital marketing.

Content Marketing for Digital Marketing Plan

6. SOCIAL MEDIA MARKETING: While Content Marketing is the primary ingredient of Social Media Marketing, there is an art and science to effectively using social network to accelerate, amplify and activate your audience. Social Media Marketing is a marketing discipline unto itself in any digital marketing plan. This infographic from Visual.ly created on PiktoChart puts the two in contest and the reasons to devote resources to both.

Social Media Marketing in Digital Marketing Plan

7. MOBILE MARKETING: US adults spent on average 34 hours per month using the mobile internet on smartphones. By comparison, they spend 27 hours on the PC internet. Of that smartphone internet time, apps capture 86 percent of usage. Only 14 percent of smartphone internet access time comes via the mobile web according to Marketing Land. This infographic from Milo shows how much of consumer behavior has gone mobile and the top tactics marketers should pursue.

mobile marketing for digital marketing plan

8.EMAIL BEST PRACTICES: In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States according to the CMO Council. Email marketing requires discipline and steady attention. This infographic from eMerge gives best practice so you can carry on the due diligence that is required for email marketing.

email marketing digital marketing plan

9, MOST IMPORTANT DIGITAL MARKETING METRICS: “If you can’t measure it, you can’t manage it,” said Peter Drucker. This infographic from Digital Marketing Philippines gives you the most important measurements to manage.

what is digital marketing

10. DIGITAL MARKETING ROI: Does digital marketing produce results? Here are 8 studies from an infographic BarnRaisers did for the IAB that proves it does, It also shows digital marketing works best when it is integrated into the overall marketing mix.

digital marketing plan ROI

Do these infographics give you guidance for your digital marketing plan? Do you need help with a digital marketing plan that will build your business?

 

 

 

10 case studies where web analytics insights drove ROI 0

Posted on August 09, 2015 by Rob Petersen

 

 

web analytics

What good is data if you don’t know what to do with it?

Web Analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding consumer behavior, improving user experience and optimizing web usage.

This might sound intimidating to some but the reason why companies do web analytics is simple: To find insights that help make better business decisions.

Who does it well?

Here are 10 case studies of companies that used insights from web analytics and drove ROI.

  1. BT FINANCIAL GROUP: Is a leading provider of superannuation, investment and insurance products. The BT website focuses on service and usability with an online application form as one of the key conversion points. Landing pages with different combinations of the design elements for testing are created to optimize the user experience and maximize conversions. With conversion testing, BT increases form completions by more than 60%.
  2. BUILDDIRECT: Does business in more than 100 countries with an expanding portfolio of building materials. Though the company is growing rapidly, management is eager to improve the efficiency of its online spending. Through web analytics, BuildDirect finds home buyers who purchase a sample have a 60% likelihood of returning to the site within the next 30 days and placing a full order,  BuildDirect uses GA’s A/B testing capabilities to perfect its marketing approach. With insights from web analytics, BuildDirect increases sales by 50%.
  3. HARVARD UNIVERSITY: To expand the digital reach of two established schools, Harvard Summer School and Harvard Extension School, Harvard ran a 12-month SEO and PPC campaign. They use web analytics as an audit to identify technical setbacks, content positioning, to create new landing pages for search traffic, and top-of-funnel paid search awareness campaigns. The result are: 1) 89% increase in visits from organic search, 2) 75% increase in registrations from organic search, 3) 30% increase in CTR with AdWords and 4) 124% increase in ROAS with AdWords.
  4. KEEN FOOTWEAR: Is an outdoor shoe manufacturing company based in Portland, Oregon. The company needs a better way to measure, analyze, understand metrics that mattered on their social network provide meaningful insight. A framework involving reach, engagement, influence, sentiment and effect is developed. Key Performance Indicators (KPIs) within each area are established. Using the metrics: 1) Page Likes increase by 92%, 2) Post Reach increase by 342%, 3) Post Engagement increase by 137% and Active Users increase by 213%.
  5. MOTOREASY: Is a company that sells extended auto warranties. Motoreasy’s Web site is re-designed to give you a quote for an extended auto warranty on your car. This involves: 1) Tell people what you want them to do (fill in the form) and 2) tell them the benefits of doing so(you’ll get a quote which could save you money). The telephone number is featured prominently at the top, making it easy for them to call if they found filling out the online form too tedious.  These changes reduce the drop out rate from 65 percent to 29 percent overnight. This increases the completion rate of the sign up page from 31% to 69%.
  6. NIKE GOLF: Is the golf-specific retail branch of Nike. Although there is the benefit of the Nike brand, there is also the lack of a focused keyword strategy on the Nike Golf website. It is very difficult for search engines to crawl for content. Research helps make decisions like whether target keywords should be “golf apparel”, “golf clothing”, “golf clothes” or “golf sportswear.” As a result of the research, Nike Golf sees a 169% in total increase in organic search traffic.
  7. ON THE BEACH: Offers value for money flights and hotels to the world’s most popular beach holiday destinations, providing consumers with a huge selection of travel products, including 50 million airplane seats and more than 30,000 hotels. On the Beach finds that their generic search is undervalued under last click reporting, a discovery that allows the company to build a custom attribution model and increase budget on generic campaigns. This helps drive a higher volume of site traffic, holiday sales and market share in the travel sector, which in turn led to a 25% increase in ROI.
  8. PBS: Helps individual PBS producers and local PBS stations create and promote each section within PBS.org. PBS wants to develop a coordinated approach to analysis and reporting that would inform their future strategic decisions. Analysis of search engine trends leads to an increase in PBS traffic by 30%. Web analytics is set up to allow PBS to evaluate the way users consumed video. As a result, PBS increases both conversions and visits by 30%.
  9. PUMA: Has rich, dynamic web site; but, just as PUMA constantly improves its products, it also believes in making site changes that help visitors easily achieve their goals. While testing its web site header, it finds a variation that increases online orders by 7.1%. Puma more than doubles the amount of time visitors spend interacting with PUMA brand content, such as news, videos, and photos. It results in 47% more traffic.
  10. RYANAIR: Is Europe’s largest low fare airline. 99% of Ryanair’s bookings are made through its website making it the company’s single most important marketing tool. Web Analytics helps understand email and visitor behaviour. Ryanir is able to increase click-through rates by 200%, decrease bounce rate by 18%, increase visitor traffic by 16% to strategic pages and double revenue generated from their email campaigns.

We, at BarnRaisers, are big believers in how data-driven results helps make better business decisions. Helping companies connect the dots between strategy, execution and results is a big part of what we do.

To these case studies help you see how insights from web anlaytics can drive your businsess’ ROI?

 

5 data-driven metrics prove ROI of SEO 0

Posted on May 10, 2015 by Rob Petersen

 

ROI of SEO

 

  • 64% of traffic to a website comes from Organic Search (source: Conductor)
  • $750/month to $8,000/month is the range  for retainers companies pay for SEO (source: Search Engine Watch)
  • $100/hour to $300/hour is the range on an hourly basis

Search Engine Optimization (SEO) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

These facts show:

  • An understanding of Organic Search is necessary for businesses to succeed on the internet
  • Search Engine Optimization (SEO) is big business and costs vary widely
  • SEO should be tracked and measured to know its return on investment (ROI)..

With 5 data-driven metrics, you can prove the ROI of SEO. We’ll show you based on the SEO we do for our company, BarnRaisers.

  • WEBSITE VISITS FROM ORGANIC SEARCH: SEO that works drives more visitors to a website. For our business, we know 83% of traffic comes from organic search (more than average). We know it attracts over 11,000+ visits/month and over 85% are new. We get this information from Google Analytics. We work at SEO largely by providing relevant content (like this blog) to our visitors using priority “keywords” (metric #4). We track it every month.

ROI of SEO - Metric #1

  • LINKS: When search engines crawl your site, they look to see if you are an “authority.” This is determined by other sites that refer visitors through “inbound links.” If you’re providing relevant content on a regular basis, “authoritative links” should increase and the search engine raise your rank. We know we have 289 inbound links. We monitor them regularly and watch where they come from. Guest blog posts have served us well from increasing our inbound and authoritative links. There are many services that track links. These are tracked from Marketing.Grader.

ROI of SEO - Metric #2

  • INDEXED PAGES: Search engine catalog search pages for every query a user makes. The number of search engine pages your website is cataloged on are your “indexed pages.” More is better than less and, if your SEO is working, indexed pages increase. From the same source above, we have 1,100 indexed pages and are glad it has grown and continue to grow.
  • KEYWORD RANK: 32.5% of people click on the website in the first position in Organic Search from their search query; 90% click on a listing from the first page (source: Chitika). Understanding what keywords your business ranks high and how they match with what you do in very important. In our case, we achieve first page rank for keywords that reflect analytic expertise like “Key Performance Indicators,” “kpis” and “crm.” Since this is what we do, we’re glad about it. We also see how must value our efforts in Organic Search provide compared to paying for these keyworks on a CPC (cost-per-click) basis. The figures below come from SEMRush.

ROI of SEO - metric #4

  • KEY TRANSACTION ACTIVITIES (CONVERSIONS): People like to do business with people they know, If you like what you’ve read, you can: 1) Subscribe to our newsletter, 2) Download our free eBook, 3) Buy a book we’ve helped author or 4) View our process for working on SlideShare. We track all these activities and know a certain percentage of people who do their activities become customers. We also know what percent come from Organic Search because we’ve set up “goals” in Google Analytics. Through all these measures, we are able to determine if and how our efforts in SEO generate ROI.

ROI of SEO - metric #5

 

If you need more information on the cost of SEO, below in an infographic.

Do these 5 metrics prove the ROI of SEO to you? Did it help to show you how to measure SEO based on what we do? Does your business need help with SEO?

SEO costs

15 case studies prove ROI of Facebook ads 1

Posted on February 15, 2015 by Rob Petersen

 

 

Facebook ads case studies

1,500 stories are waiting to be seen every time a person visits their Facebook News Feed according to Facebook.

Facebook also says their algorithm prioritizes them to users so they see what they’re most likely to be interested. Do they?

For these 15 brands, the right ad was served to the right person at the right time.

But much of the credit belongs to the brands who are featured. They set measured investments, tested a variety of Facebook ad properties and used the media channel to engage and interact with their Fan base. From strategies that had a specific plan and purpose, they saw a return that exceeded expectations.

Here are 15 case studies that prove the ROI of Facebook ads.

  1. 1-800-FLOWERS: Began to use its Facebook page during the Valentine’s Day season to extend its social community and help consumers pick and purchase flowers with ease. The flower company used Facebook ads to give fans 15% their purchase and 50 Facebook Credits to be used on Facebook Games. They implemented Shared Stories that allowed friends of consumers see what they were buying. 4,000 transaction are directly attributable to the effort and Likes doubled to 120,000+.
  2. ANA (ALL NIPON AIRWAYS): used a creative grouping of keywords to target advertising to users specifically interested in traveling and Japanese culture and developed ad creative that resonated with their audience. Facebook ads resulted in a 25%  CTR. Conversion resulted in positive ROI which is unique for ANA considering their product is not an impulse purchase for most people and Japan is not traditionally seen as a leisure destination.
  3. ARIA RESORT AND CASINO: decided to make its Facebook Page, where it has more than 200,000 fans, the hub of its campaign. ARIA ran a Facebook Offer that included a $110 resort credit plus VIP passes to its Haze nightclub, available to all customers who booked two nights on select dates. ARIA used Premium Facebook Ads and sponsored stories driving to its booking site featuring the promotion. ARIA saw more than 1,500 room nights booked for a nearly 5X ROI.
  4. ARTLOG: A social platform allowed people to connect with the international art scene. The company decided to use Facebook Ads to promote events and sell tickets to art events like exhibitions, tours, and discussions. For $75 Artlog spent on Facebook, it saw $200 in ticket sales
  5. BASEBALL ROSE: Offered artificial roses made from real baseballs and softballs. They spent $200.00 to grow their fan base, and made $1,000 in Facebook revenue from that investment.
  6. BOOKIT.COM: A private booking company for vacations wanted to grow its connections to its Facebook page and engage more with its existing fans. The company promoted a giveaway called “Trip a Day in May Giveaway” where it gave away a free trip each day during the month of May. It also targeted friends of fans and used Sponsored Stories to get more connections. There was a 30% month over month revenue increase in June and a 1400% increase in revenue for the quarter.
  7. CANVAS PEOPLE: wanted to drive brand recognition and establish a presence on Facebook to: 1) Increase fan engagement to build a dedicated Facebook community and 2) drive Facebook fans to purchase directly from
  8. CIL: A Canadian paint company, created a Facebook app and invited people to create more ‘manly’ paint colour names. Notable examples include ‘beer foam’; ‘razor burn’; ‘hockey puck’; and ‘pansy violet’. Over a 45-day period and on a small budget, the campaign generated well over $1,000,000 in earned media exposure, 100 million online impressions and most importantly, a 10% increase in sales.
  9. GRAVITY DEFYER: A shoe retailer, used Facebook ads, promoted and boosted to directly talk to customers and make sure any customer service issues are addressed through the channel. The opportunity for direct response and customer interaction doubled revenue attribution from Facebook in the past 10 months and drove one-fourth of its overall website traffic from Facebook. As a result from their efforts on Facebook, the team saw an average ROI of 450%, with campaigns ranging from 300% to 600% ROI.
  10. HUBSPOT: The all-in-one marketing software platform wanted to promote its brand in a 3-month campaign as a thought leader in the B2B field on Facebook to: 1) Lead fans to its Page and ultimately engage them with other content and 2) drive customer engagement and generate more leads. HubSpot saw a 71% sales increase coming from Facebook and a 15% increase in ROI.
  11. LUXURY LINK: Ran Facebook Ads that offered travel packages for people interested in upscale getaways. They marketed a live chat with a Caribbean travel expert. The ads were targeted at married people interested in Chanel, Fendi official Page, Prada and Starbucks. Here is a sample of the ad copy used: “Get 65% offa luxury vacation. Book your dream getaway today!” 100% increase in sales for travel packages coming from Facebook
  12. NILA WAFERS: showed sales increase of +9% in test market locations among consumers who saw Facebook ads versus a control group of consumers over the course of a five-month campaign. The Facebook ad campaign for Nilla Wafers also was able to reach 11.3 million households through 190 million total impressions (16.8 impressions per household).
  13. ROSEWOOD KENNEL: Breed German Shepherds. They spent just $30.00 growing their fan base before they sold their first puppy. Each puppy goes for $1,350. They saw a 4400% ROI
  14. TOUGH MUDDLER: The 12-mile obstacle course events company wanted to use Facebook to spread the word about its series of obstacle course challenges that take place in different cities around the world. They saw a 24X  increase in sales in just two years, with Facebook being the primary advertising and engagement channel for the company; a 5-10X return on advertising spend on Facebook and a 5-8X higher click-through rate (CTR) for ads in news feed vs. traditional ad displays.
  15. VAMPLETS: A small business that makes baby vampire dolls introduced Facebook ads as a new channel for driving revenue. Despite a fairly small Facebook ad budget of $250 per month, they’re generating an additional $1,000 in revenue, directly tracked to the ads themselves. This gives them a positive ROI of 300% and shows how cost-effective Facebook ads can be, particularly when you’re going out to a more unique or targeted audience.

Does your business use Facebook ads? Do you have a strategy and plan for them? Do these case studies convince you of the ROI that’s possible if you do?

 

17 essential KPIs every B2B marketer should know 0

Posted on February 08, 2015 by Rob Petersen

 

 


Key Performance Indicators (KPIs) are quantifiable measurements, agreed to beforehand, that reflect the critical success factors of an organization. They differ depending on the type of business, but, for any business, they are the actionable scorecard that keeps their strategy on track as this video from Erica Olsen of OnStrategy shows

KPIs are metrics tied to a target. For B2B marketers, KPIs should be the five or six most important metrics that measure the success of their strategy to increase and accelerate commerce transactions between businesses.

More often, these days, that strategy involves digital marketing and tactics like website optimization, search engine marketing, content marketing, email marketing, webinars, videos, ebooks, podcasts, social media and social selling.

What KPIs should B2B Marketers consider to keep their strategy on track? Here are 17 essential KPIs for B2B marketers,

  1. SALES REVENUE: A KPI scorecard start with the primary measurement that determines success. Sales revenue is often considered #1. It may be obvious but it also shows offline and critical business requirements are integral to any KPI scorecard.
  2. PROFITS: But not all B2B customers are equal. Some may generate strong sales revenue but also involve a lot of costs to maintain. That’s why, to some B2B businesses, sales revenue is important, but profits are more important because they provide a stronger measure on the health and viability of the business.
  3. WEBSITE VISITS (SESSIONS): A visit is one individual visitor who arrives at a web site and proceeds to browse. A visit counts all visitors, no matter how many times the same visitor may have been to the site.
  4. WEBSITE UNIQUE VISITORS (USERS): A unique visit tells which visits from previous item are visiting the site for the first time. The website can track this as unique by the IP address of the computer.
  5. MOBILE VS. DESKTOP VISITS: According to Marketing Land, mobile devices are responsible for 30% of website visits and 15% of online orders. And growing. So understanding what devices prospect use to access a website and the experience they have on a mobile device is now important.
  6. BOUNCE RATE: The percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). Bounce Rates are considered a measure of a website’s relevance because, in most cases, if a website is relevant, visitors will view more than a single page.
  7. SALES LEADS: The identification of a person or entity that has the interest, authority and budget to be a customer. From a measurement standpoint, this might be determined by someone who subscribes to a newsletter, downloads an ebooks or attends a webinar. Or the total of people who do these and other related activities.
  8. QUALIFIED LEADS: Like profits may be more important to some businesses than sales; qualified leads are more important than leads. A qualified lead with need, budget and buying authority; who meets the customer profile or Buyer Persona and has a buying horizon that falls within your business plan. The criteria for a qualified lead is often debated withing B2B companies. That’s why making “Qualified Leads” a KPI is productive because the definitaion of the KPIs have to be agreed-to before it can be measured.
  9. COST PER ACQUISITION (CPA): How much is it costing you to acquire each lead? How many leads are generated by each one of your marketing efforts, and what’s the value of those leads? Cost Per Acquisition (CPA) is a metric that helps connect the value of marketing with results. It help determine if there is Return on Investment (ROI) for the initiatives being undertaken.
  10. TRAFFIC SOURCES: People like to do business with people they know. If marketing effort generNow that you know CPA in general.
  11. COST PER CLICK (CPC): If paid advertising is used, CPC is the actual price paid for each click, Cost-per click is important because it: 1) quantifies how much has to be invested to generate interest, 2) can often be tracked to a specific keyword and ad that generated the click and 3) can be changed up or down to optimize results relative to investments.
  12. CLICK THROUGH RATE (CTR): The number of clicks an ad receives divided by the number of times the ad is shown expressed as a percentage (clicks ÷ impressions = CTR). A good click though rate depends on various factors such as channel (Paid search, Display, Facebook) and position. But good click rates usually begin in the range of 1% to 3%.
  13. CONVERSION RATE: The percentage of users who take a desired action is the conversion rate. The desired action can take many forms, varying from site to site. Examples include sales of products, membership registrations, newsletter subscriptions, software downloads, or just about any activity beyond simple
    page browsing. Conversion rate is one of the most important metrics in digital marketing and, in marketing, essential to determining return on investment (ROI)
  14. MACRO CONVERSIONS: Because conversion rate is so important, a number of conversion activities might be tracked to understand the buying process. A macro conversion the primary conversion on a website, for example a completed online order or a completed lead generation form.
  15. MICRO CONVERSIONS: Smaller engagements such as a newsletter sign up or a user watching a product video and micro conversion. Taken together, macro and micro conversions enable an understanding of a customer’s buying process.
  16. CUSTOMER LIFETIME VALUE (CLV): The dollar value of a customer relationship, based on the present value of the projected future cash flow from the customer relationship. The value of knowing CLV is that it is  is a prediction of the net profit attributed to the entire future relationship with a customer.
  17. RETURN ON INVESTMENT (ROI): A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. ROI is the measurement that reveals how well a business is being managed. ROI is a calculation. Here are most often used calculations.

If you are a B2B marketer, do these KPIs provide the actionable scorecard to keep your business on track? Is there anything that is left out? Or you would want to consider?

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    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, analytics and data-driven results.



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