In a recent CMS Wire article entitled ‘Social Media Marketing: Measuring Impact For Real’, author Chelsi Nakano sums up the importance of having real impact on ROI by using social media efforts to convert prospects into buyers through a single stat-heavy infographic that will really resonate with the way you consider adopting a social media strategy in the future.
All posts tagged Analysis
How to Use Pay-Per-Click Advertising
Selling online is not the same as selling in a brick and mortar location. When we set up shop in the real world we usually have an instant audience – they simply walk by our store and enter if they feel like it. To sell online, however, it takes the effort of driving traffic and attracting customers to our websites and landing pages.
There are many ways to attract traffic to our websites and most of these methods require a considerable cost and time investment. If you want your website to generate sales, one of the most effective ways to use internet marketing to meet this goal is done through the process of Pay-Per-Click (PPC) advertising.
Join C&A at the Illinois Eloqua User Group
Couch & Associates is pleased to organize and sponsor this summer’s Illinois Eloqua user group. Thanks to our friends at DeVry for providing the venue for this long anticipated event!
We would like to take this opportunity and assemble like minded marketers focused on Revenue Performance Management. C&A will also share best practices focused on addressing the challenges around Data Hygiene by bringing their NYC and Toronto “Cost of Bad Data” presentation to Illinois. But the main purpose of this session is to spark discussion among the local Eloqua community. You’ll be able to bounce ideas, share initiatives you’ve seen generated success, hear what Eloqua customers are up to, and network with fellow marketers.
The Importance of Focusing on the Right Marketing Metrics
The most sophisticated marketers focus on the metrics that matter most. Remember the good old 80/20 rule? Let’s spend some time discussing how to spend our marketing budgets wisely.
To start, the two most essential sources of data come from the sales funnel and marketing campaigns. The sales funnel is an important component because it allows us to improve performance by setting benchmarks and continuously testing our efforts. Sales funnel data continues to push the boundaries of successful campaign executions while at the same time eliminating campaigns that don’t work. When we know what is happening within each step of the funnel (which leads are progressing and which aren’t showing any movement), we can better assess which nurturing campaigns will work to revive leads that need an extra push and nurture the ones that are moving towards the end of the sales cycle.
Why Unsubscribe Reporting Is Like An Iceberg
One of the most important email statistics that you can look at is your unsubscribe rate from an email campaign. At a high level, unsubscribes can often times validate if your campaign hit the nail on the head in terms of your or content and messaging…. or did it?
I like to compare unsubscribe reporting to an iceberg – 10% of your unsubscribe reporting is typically done by looking at the total number of unsubscribes from your campaign, but 90% of the reporting (what I believe to be the most important) is done by analyzing who unsubscribed.
For example, if you send out 10,000 emails and 100 people unsubscribe, you would have an unsubscribe rate of 1%. However, if you drill into who those 1% of unsubscribes are and you notice that the majority of them are considered high value prospects in regards to industry or title job/role, your unsubscribe rate might not start to look so hot.
Here are a few ways that you monitor your email unsubscribes:
1. Setup a simple Eloqua dashboard – this dashboard could reference fields in your database such as Title, Industry, Lead Score or Lead Source in relation to those that are unsubscribing.
2. Ask why someone is unsubscribing – if you are utilizing a subscription management/preference center and someone chooses to opt out, offer them an option to explain why. You will be surprised as to how many people will actually provide a reason.
As the GI Joe’s used to say – “Now you know… and knowing is half the battle”.
Chad: Got you - thx!...
Mike MacFarlane: Hey Chad,
In the past I have not used this method, but you could easi...
Mr.H: Love it!...
