Eppie Vojt - From Rankings to Full Funnel Ownership

Transcript

1. FULL FUNNEL NUDITY Eppie Vojt, @eppievojt Driving massive profit growth through full funnel ownership.
2. 3 RULES FOR SUCCESS IN BUSINESS & LIFE
3. PURSUE POSITIVE INFORMATION ASYMMETRY 1:
4. WHERE POSSIBLE, DEAVERAGE 2:
5. EMPLOY THE MOST POWERFUL FORCE IN THE UNIVERSE 3:
6. PRACTICAL APPLICATION
7. I USED TO DO SEO WITH NO BUDGET.
8. NOW, I DO SEO WITH NO BUDGET.
9. I USED TO DO SEO WITH NO BUDGET.
10. NOW, I DO SEO WITH NO BUDGET.
11. NOW, I MARKET WITH NO BUDGET.
12. WHAT CHANGED? SO…
13. SHOW ME HOW A PERSON GETS PAID…
14. RED VENTURES’ MODEL We  assume  marke*ng  risk  on  behalf  of  our  partners   We  are  only  compensated  when  we  win  (deliver  a  sale)   We  tend  to  own  the  en*re  sales  and  marke*ng  process   Use  technology  to  close  feedback  loop  on  sales  &  marke*ng  cycle  
15. YOU DON’T HAVE TO FOLLOW OUR MODEL …
16. I’LL JUST PUT THESE HERE …
19. OUR MODEL WORKS WHY
20. THE FUNNEL
21. Marke*ng   Sales   THE FUNNEL IS BROKEN
22. THE FUNNEL IS BROKEN Digital  Marke*ng  Agency  (+)   Design  /  Dev  Firm   Internal  Opera*ons  /  Outsourced  Center   Fulfillment  Team  
23. EVERYTHING LOOKS LIKE A NAIL. WHEN YOU’RE A HAMMER
24. DON’T BE A HAMMER. YOU’RE NOT A HAMMER.
25. OWN WHAT HAPPENS DOWN FUNNEL
26. RESTORING THE FUNNEL
27. SOLVING FOR OFFLINE CONVERSION
28. Uses  over  1.5  million  phone  numbers   Intelligently  leases  a  phone  number  to  each  unique  visitor   Connects  sales  center  performance  to  marke*ng  /  website   performance   Supplies  technographic  informa*on  about  callers  
29. FOCUS ON LIFETIME VALUE
30. CLV = POSITIVE INFORMATION ASYMMETRY
31. “WE NEED 100% LIFT!” - CLIENT
32. WHAT DO YOU DO?
33. IMPROVE RANKINGS
34. IMPROVE RANKINGS FIND NEW KEYWORDS
35. IMPROVE RANKINGS FIND NEW KEYWORDS UHHH…
36. IMPROVE CONVERSION?
37. THAT DOESN’T MEAN MAKE THE BUTTON BLUE.
38. TEST TO SOLVE REAL PROBLEMS.
39. TEST TO SOLVE REAL PROBLEMS FOR SPECIFIC AUDIENCE SEGMENTS.
41. CRM = POSITIVE INFORMATION ASYMMETRY
43. “WE NEED 100% LIFT!” - CLIENT
44. Bid  on  Avg   -­‐  Exis.ng   Paid  Search,   $5  CPC   Paid  Search,   $5  CPC   1000   impressions   700   impressions   250  visits   175  visits   50  responses     10  sales   35  responses     10  sales   9  ac*va*ons   9  ac*va*ons   25%  CTR   20%  RR   20%  RC   90%  AR   Cost:   Baseline:                $1,250   -­‐  Exis*ng:              $      875   Op*mized:          $2,400   Op.mized   Paid  Search,   $6  CPC   1600   impressions   400  visits   100  responses     30  sales   27  ac*va*ons   Assume  $100  bounty  /  sale     Revenue:   Baseline:                $900   -­‐  Exis*ng:              $900   Op*mized:        $2,700   Profit:   Baseline:                -­‐$350   -­‐  Exis*ng:                $      25   Op*mized:            $300   25%  RR   30%  RC  
45. HAVE REAL BUSINESS CONVERSATIONS.
46. Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center. Caller  A     $400  Bounty  (Low-­‐Risk  Credit)   90%  Conversion  Likelihood   Caller  B     $300  Bounty  (Medium-­‐Risk  Credit)   75%  Conversion  Likelihood   STAFFING PLANNING
47. Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center. STAFFING PLANNING Caller  A     $400  Bounty  (Low-­‐Risk  Credit)   90%  Conversion  Likelihood   45  minute  sold  talk  *me  (proj)   7  minute  non-­‐sold  talk  *me  (proj)   Caller  B     $300  Bounty  (Medium-­‐Risk  Credit)   75%  Conversion  Likelihood   20  minute  sold  talk  *me  (proj)   5  minute  non-­‐sold  talk  *me  (proj)  
48. Assume we have heavy call volume, constrained staffing, and want to maximize yield within the sales center. STAFFING PLANNING Caller  A     $400  Bounty  (Low-­‐Risk  Credit)   90%  Conversion  Likelihood   45  minute  sold  talk  *me  (proj)   7  minute  non-­‐sold  talk  *me  (proj)     Expected  Revenue:  $360   Expected  Talk  Time:  41.2  minutes   Revenue  /  Minute:  $8.74   Caller  B     $300  Bounty  (Medium-­‐Risk  Credit)   75%  Conversion  Likelihood   20  minute  sold  talk  *me  (proj)   5  minute  non-­‐sold  talk  *me  (proj)     Expected  Revenue:  $225   Expected  Talk  Time:  16.25  minutes   Revenue  /  Minute:  $13.85  
49. MY “GIVE IT UP” hcp://bit.ly/eppie-­‐searchlove  
52. I’M EPPIE VOJT IF YOU ENJOYED THIS PRESENTATION… AS ALWAYS,
53. I’M IAN HOWELLS IF NOT…