1. Measuring Results
Internet Marketing ROI
Tim Torian
MCSE CCNI
President, Torian Group, Inc.
Technology with Integrity
www.toriangroup.com

2. Measuring Results - Agenda
 Very brief introductions
 Internet marketing checklist
Setting the context
 What to measure: Your Plan
 Keywords and Web search
 Search Engine Optimization – what works
 What to measure / Related Tools
 Using Facebook for marketing
 Questions

3. Why Measure?
 You Measure to Manage
 Built from Goals
 Actionable
 Cost vs. Value

4. The Tools
 Your domain name(s)
 Email: name@yourdomain.com
 Website www.yourdomain.com
 Blog / Online Articles
 Local Search / Directories: Google Maps…
 Social Media: Facebook, LinkedIn, Twitter…
 Newsletter / Email marketing
 Pay per Click Advertising
 Video / Podcasts
 Integration with traditional marketing

5. Foundation
 Have a good product / service
 Deliver it well
 Know what makes you best
 Can you be “found” on the Internet?
 Identify Keywords
 Use them across all tools
 Are you remarkable?
 Is your message clear and consistent?
 Are you communicating on all channels?

6. Your Brand
 What You Promise
 The Idea(s) people have about your business
 Logo / Your “look” – Brand Recognition
 One message, multiple media:
 Business name
 Domain name
 E-mail
 Graphics, Fonts used, Colors

7. Effective Communication
 At the level desired – Not too much or too little
 Does not offend or intrude
 The right media – The way I want it
 The right time – When I want it
 Experienced as a service, not an ad
 Brings me closer with each contact

8. Core ‘talkable’ Difference
What makes you remarkable?
 Positioning – your “Unique Selling Proposition”
 Brand recognition – what you stand for
 Moments of truth – the customer experience

9. Where are your customers?
 How are you being found now?
 Tracking referrals and new customers
 Customer life cycle
 Your Ideal customer / client
 Persona – Getting insights
 Demographics
 Listen to your customers
 How does web marketing fit?

10. Sales Cycle
 Know: They have heard about you
 Like: They are interested
 Trust: They want to act
 Try: They check you out
 Buy: Sale made, Service provided
 Repeat:They are a customer / client
 Refer: They are a fan / advocate

11. Using the tools
 Know: Search, Social Posts, Online Content
 Like: Website /Blog, Newsletter, Social Media
 Trust: Website, Social Media, Repeated Contact
 Try: Webinar, Downloads, Interactive content
 Buy: Shopping Cart, Product info online
Self service, Social media for support, Forums
 Repeat: Interactive website, Build community via
Social media, CRM tools. Newsletter
 Refer: Social Media, Interactive
Website, Downloadable /sharable content.

12. Marketing / Sales Plan
 Goals
 Good: Have our company show in the first page for the
following keywords: “Visalia Computer Repair”
 Bad: Increase our sales
 Really bad: Have more website visitors
 Related measures:
 AdWords statistics for “Visalia Computer Repair”
 Who else shows up?
 Where are we using this phrase…
 Example insight:
 Our Local Map listings show more than website

13. Website Basics
 10 seconds
 Landing pages
 Good content (Value)
 Call to action
 Contact information
 Identify your audience
 Know what action you want them to take
 This is what you want to measure

14. Website Usability
 Good enough syndrome
 Segment by audience
 Clear next action
 Contact information
 Consistency – especially navigation
 Easy to read / easy to understand
Don’t make me think!
 Test on a few friends / clients

15. Search: Keywords

16. Finding your Product/Service
 How are people searching for your services?
 Identifying Keywords
 Keyword tools:
 Google adwords: http://adwords.google.com
 Commercial tools:
 Wordtracker.com
 Keyworddiscovery.com
 Searching for you or your products / service

17. Google AdWords
http://adwords.google.com


18. Search Engine Optimization
 “Organic” search results
 It’s all about keywords
 Spiders
 Create “Landing” pages
 Have useful content
 Inbound links
 Pay per Click advertising
 Reuse other writing (big target)
 Generate traffic – reasons to visit
 Brand awareness: are they searching for you?

19. SEO Basics
 Domain Name(s)
 Keywords in content
 Keywords in headings and titles
 Traffic
 Relevant inbound links
 Meta tags – not used as much
 Make sure they are glad they found you!

20. Website measures
 Content: Volume and quality
 Activity: (google analytics)
 Unique visitors (trend over time)
 Bounce rate
 Visited from (source)
 Path taken (landing pages) , sources of clicks
 Number of Inbound links – Growing / Declining
 Ask good questions, then use the data to find
answers

22. Website Actions
 Add good content (work in your key phrases)
 Landing pages
 Reuse: email, articles, industry news
 Adapt content from the web
 Adapt from competitors
 Solicit links
 Add web url to your email
 Put web link on all your sites: Facebook, etc.
 Find complimentary sites and suggest
 Directories, anything you belong to

23. Links
http://siteexplorer.search.yahoo.com

24. Website Usability
 Heat Map
 Path Taken
 User Testing
 Provide ways to comment
 Survey, Review, Posts
 Internal Site

25. Heatmaps

26. Usability testing
 Can be as simple as asking
 Specify a task, see what they do
 Can use screen capture plus webcam
 Test early and often

27. Local Search - Results
 Citations
 Visitors
 Traffic driven to website
 Local site tools
 Google Places
 Yahoo Local
 Embed analytics
 Google analytics URL builder tool

28. Email Marketing
 Delivery rate (Message / list quality)
 Open rate, and when (Best time to deliver)
 Links Clicked on (what’s interesting)
 List Building:
 Number of new sign-ups, and source
 Sign up tools: on website, social media
 Track results:
 Incentives or contact linked to specific mailings
 Mailchimp.com
 Free, full analytics, templates, tutorials

29. Social Media
 Facebook – Social / business networking
 LinkedIn – Professional networking
 Twitter – real time updates
 Content: YouTube, SlideShare, others
 Podcasts – audio recordings for download
 RSS and other feeds
 Find out what your Customers /Clients use

30. Social Demographics
1. Where are your customers online?
2. What are your customers’ social
behaviors online?
3. What social information or people do your
customers rely on?
4. What is your customers’ social influence? Who
trusts them?
5. How do your customers use social technologies
in the context of your products.

31. Facebook: Recent Changes:
 Managing your feed – Subscribers
 Privacy settings
 Ticker
 Timeline / Home
 Smart Lists (Friends added automatically)
 Work / School / Family / City
 Built In lists: sets scope of sharing

32. How to use Facebook
 Personal Profile – Build your network
 Groups (part of Profile) – More interaction
 Business Page – Permission marketing
 Community Page – Expertise
Tips:
 User support / Building community
 Add value in your posts. Humor has value.
 Spend a few minutes responding specifically to
individual posts.

33. Pages vs. Groups
 Members join as fans  Members Join as Members
 Fan pages are public  Visible only after login
 Better for long term  Better for Group Discussions
relationships  Officers to facilitate / monitor
 Apps can be added  No Apps No Stats
 Visitor tracking / Stats  Email under 250 members /
 Message delivered to Wall Message delivered to FB
as status update message inbox
 Unlimited Fans  Limited to 3000 members
 Join by “like” page  Anyone can add / member
must accept join request
 Supports documents

34. Measuring Results
 Facebook Insights
 Friends (rate by goals for the relationship)
 Fans
 Track your time spent and posting:
 Set goals to post daily / weekly…
 Business (productive) vs Fun
 Response to posts
 Leads or referrals obtained
 Inbound links to website
 Use lists for segmentation

35. Social Media Management Tools
 Hootsuite
 Tweetdeck
 Yoono
 Seesmic

36. Video and Media
 Determine relevance
 Views / downloads
 Leads generated – Build in tracking

37. Advertising Online
 Google Adwords / Facebook ads
 Built in analytics
 Drive traffic to landing page or fan page
 Impressions – You are visible
 Daily / monthly cap on cost
 Pay only for those that click

38. Monitoring Results
 Start with desired result
 Who is visiting your site
 Who is reading your article / blog / newsletter?
 Are they getting what they wanted?
 Are they doing what you intended?
How did you decide to
do business with us?