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How to Report Marketing Results to Your Clients

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Learn how to effectively report your internet marketing results to your clients.

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How to Report Marketing Results to Your Clients

  1. Reporting Marketing Results to Your Clients <ul><li>How to Effectively Show Online ROI </li></ul>Patrick Shea Partner Channel Marketing Consultant Twitter: @mpatrickshea email: pshea@hubspot.com Hashtag: #reportinbound
  2. What We’re Going to Cover <ul><li>Parts of Speech </li></ul><ul><li>Why You Should Report </li></ul><ul><li>How to Report </li></ul><ul><li>Mechanics of Good Reporting </li></ul>
  3. Two Different Types of Speech re ∙ port [ri-pawrt, -pohrt] – noun, verb Where are the reports? What sort of numbers are reflected in those reports? When was the last time we ran those reports? We need to report back to management on those marketing initiatives. What next steps are we going to recommend after reporting to the board next week?
  4. VERB
  5. WHY You Need to Report http://www.flickr.com/photos/erdogan/2399205847/sizes/l/
  6. Maintain your retainer
  7. State of the Marketing Services Industry 1 2 3 4
  8. Motivate to Collaborate
  9. Path to Upselling and Referrals
  10. Summary of WHY <ul><li>Maintain Retainer </li></ul><ul><li>Motivate to Collaborate </li></ul><ul><li>Path to Upsell and Referrals </li></ul>
  11. How to Report
  12. HOW to Report <ul><li>Telling a Story with Numbers </li></ul><ul><li>Mechanics behind a Successful Meeting </li></ul><ul><li>Key Numbers HubSpot Recommends </li></ul>
  13. Inbound Marketing is an ever-evolving data set… … and a really good story.
  14. 101
  15. Positioning 101 WHAT BUSINESS ARE YOU IN? Answers these Questions: HOW DO YOU DO IT? AND FOR WHOM DO YOU DO IT?
  16. Internet Marketing 101 Get Me Found! Get Me Leads!
  17. http://www.flickr.com/photos/sidewinder/1402368118/sizes/z/
  18. http://www.flickr.com/photos/state-records-nsw/4175558248/
  19. KEYWORDS
  20. Static pages are optimized Blogs are deployed Social media sharing Pay Per Click Link Building Lead Capture Call to Actions Landing Pages Lead Nurturing Traffic Generation Email Marketing You’ve Got the Elements of the Story…
  21. … Now Go Tell It!
  22. Tell the Right Story http://www.flickr.com/photos/somegeekintn/3484353131/sizes/l/
  23. Know your Audience http://www.flickr.com/photos/loop_oh/5293597191/sizes/l/
  24. Know Their Goals http://www.flickr.com/photos/tomaskohl/5126298044/sizes/l/
  25. Tell the Story in the Right Language http://www.flickr.com/photos/regi_a/4462985171/sizes/o/
  26. The Mechanics of Good Reporting http://www.flickr.com/photos/neurolysis/3335080917/sizes/l/
  27. Scheduling http://www.flickr.com/photos/neurolysis/3335080917/sizes/l/
  28. Scheduling <ul><li>Build meeting frequency into contract </li></ul><ul><li>Try to piggyback or overlap with other marketing/sales meetings they have </li></ul><ul><li>Enable timely snapshots </li></ul><ul><li>Invite all stakeholders </li></ul>
  29. Materials http://www.flickr.com/photos/smemon/4902523202/sizes/l/
  30. Materials <ul><li>Get deck to them ahead of time </li></ul><ul><li>Bring printouts </li></ul><ul><li>Allow them space to take notes </li></ul>
  31. http://www.flickr.com/photos/tom1305/5099106903/sizes/l/ Format
  32. Format <ul><li>Start with highlights </li></ul><ul><li>Explain challenges </li></ul><ul><li>Hold questions until the end </li></ul><ul><li>Tell them how to listen </li></ul>
  33. Outputs
  34. Outputs <ul><li>Outline clear next steps </li></ul><ul><li>Ask for buy-in/approvals </li></ul><ul><li>Leave time for their feedback/ideas </li></ul>
  35. Summary <ul><li>Frequency </li></ul><ul><li>Scheduling </li></ul><ul><li>Materials </li></ul><ul><li>Format </li></ul><ul><li>Output </li></ul>
  36. VERB ✔
  37. NOUN
  38. http://www.flickr.com/photos/threedots/115805043/sizes/l/ Recommended Numbers
  39. Get Me Found! Get Me Leads! Two Main Problems of Inbound Marketing (AKA, the Two Stories You’ll Tell)
  40. Remember the Coal
  41. GET ME FOUND! No one comes to my website. I have no traffic. My competitors rank for keywords and I’m invisible.
  42. Get Me Found Search Engine Optimization Blogging Social Media
  43. For SEO
  44. Blogging Search Engine Optimization Blogging Social Media
  45. For Blogging
  46. Social Media Search Engine Optimization Blogging Social Media
  47. For Social Media
  48. For Social Media
  49. For Social Media
  50. Get Me Found: The Big Picture
  51. GET ME LEADS! I’ve got traffic. People come to site but bounce without doing anything
  52. Get Me Leads On-Site Campaign Effectiveness Lead Nurturing Efforts Off-Site Campaign Effectiveness
  53. On-Site Campaign Effectivess
  54. A:B Testing
  55. Off-Site Campaign Effectivess On-Site Campaign Effectiveness Lead Nurturing Efforts Off-Site Campaign Effectiveness
  56. Referring Sites / Inbound Links
  57. Link Placements
  58. PPC Measurement
  59. Lead Nurturing Efforts On-Site Campaign Effectiveness Lead Nurturing Efforts Off-Site Campaign Effectiveness
  60. Email Efforts
  61. Get Me Leads: Big Picture
  62. Huge Picture
  63. SEO Blogging Social Media Landing Pages Lead Nurturing Link Building Now What?
  64. http://www.flickr.com/photos/heavyweightgeek/2334939683/sizes/l/ Leads to Conclusions
  65. http://www.flickr.com/photos/featheredtar/2267158499/sizes/l/ Leads to Recommendations
  66. “ It is imperative that we are consistent with holding the reporting meeting and that actionable items are noted, assigned and given a date for completion. This sets up a means to continuously improve a clients inbound marketing, their sales/marketing process and fills our buckets with more opportunities to help. I think this makes us more a part of the clients team and should earn us the right to continue the retainer.” <ul><li>Steve Visio </li></ul><ul><li>Heligonix </li></ul>
  67. http://www.flickr.com/photos/amagill/3367543296/sizes/l/ More Work Conclusions Recommendations
  68. CASE STUDIES
  69. <ul><li>Started with a redesign to increase consumer engagement (landing pages) </li></ul><ul><li>Used blog to change preconceptions around products </li></ul><ul><li>Continued conversation in social media with active monitoring, and ran contests </li></ul>http://www.slideshare.net/kunocreative/inbound-marketing-real-cases-real-results http://www.kunocreative.com/ STORY MET WITH CLIENTS EVERY TWO WEEKS 50% ON RESULTS, 50% ON STRATEGY
  70. <ul><li>Continued with 12-month engagement </li></ul><ul><li>Multiple referrals </li></ul><ul><li>External and Internal </li></ul>RESULTS Website Traffic up 500%, 650+ Blog Subscribers in 90 Days, Over 7,000 Leads from Social Media
  71. <ul><li>Need to increase leads and sales </li></ul><ul><li>Used blogging and SEO to get found, and then Landing Pages to drive conversion </li></ul><ul><li>Nurtured leads through email campaigns </li></ul>STORY REGULAR MEETINGS WITH CUSTOMER, RELAYED A SOUNDBITE RELATING TO RESULTS EVERYTIME THEY SPOKE
  72. <ul><li>Retainer in effect </li></ul><ul><li>Closed a referral deal after two calls </li></ul><ul><li>Charging a higher rate </li></ul>RESULTS Customer’s sales grew by 25% Website contributing to largest backlog ever of work
  73. Ask for Help… <ul><li>Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request </li></ul><ul><li>Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/ </li></ul>
  74. END / THANK YOU QUESTIONS?
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Learn how to effectively report your internet marketing results to your clients.

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