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

• 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

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

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 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?

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 Part VI: Sell or Go Home

• Online Marketing • Building a Financial Model

Strategies • Basics of “Google Traffic
• Where do YOU want to Estimator”
• SEO
start?
• SEM: Display, Keyword
• Note: We may only have • Email Marketing
time for 3 of the 5…

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 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
– Key term
can t e
ll me w
– Monthly impressions hat’s
– Monthly clicks m issin
– Average monthly conversion from traffic to lead g?
– 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

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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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 Example
% of Revenues Represented by Customers

All Customers that Buy Your Product

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 d t hi s t o y ou!
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

e mb e r !
& Rem
ality
Qu Targeting Relevance Cost Per Impression Cost Per Click

Ad

A/B A/B

Continual Measuring Lifetime Value Revenue / Transaction Conversion

and Optimization

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

Industry
Average CTR

Low .04%

High .08%

Prior
Campaign
Averages
High 0.2% - 0.4%

Our
Campaign
Low 0.86% 0.17% 0.17% 5.5% 0.26%

 A/B Testing 

High 1.57% 0.26% 0.27% 6.0%!!! 0.29%

Revenue
Increase
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

e mbe r !
& Rem
ality
Qu Targeting Relevance Quality Content & Cost Per Click
Delivery

List Building &

Segmentation

A/B A/B A/B

Continual Measuring Lifetime Value Revenue / Transaction Conversion

and Optimization

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

n UP X X %
o
Conversi

T ran saction
even ue Per
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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