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#pimeetup - Online Channels for your Accounting Practice

#pimeetup - Online Channels for your Accounting Practice

Part of the Launchpad: Future of Accounting & Technology #pimeetup. Online channels and the pro's and conn's of each channel (Inbound Marketing, PR, Display, PPC, Social and Email/CRM) and what is best for your accounting business.

Links:
https://adwords.google.com/ - PPC & Display & Retargeting/Remarking
http://advertise.bingads.microsoft.com/en-au/home - PPC
https://buysellads.com/ - Display
https://www.adroll.com/product/prospecting - Display & Retargeting/Remarking
https://ads.twitter.com/ - Social Media
https://business.facebook.com/ - Social Media
https://www.linkedin.com/ads/ - Social Media
http://www.helpareporter.com/sign-up - PR
http://www.sourcebottle.com/subscribe.asp - PR
http://mailchimp.com/ - CRM
https://www.intercom.io/ - CRM
http://simplymeasured.com/free-social-media-tools/ - Social Media Analysis
https://klout.com/home - Social Media Analysis

Vincent Koc

August 27, 2015
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  1. ABOUT VINCENT -  Head of SEO & Inbound Marketing @

    IMWT -  Geek inside -  Analytics & Search Marketing Background t: @koconder e: [email protected]
  2. GETTING THE RIGHT MIX FOR YOU DIGITAL MARKETING CHANNELS There

    are quite a few types of marketing channels with a number of pro’s and con’s. Get the mix that works for your practice Paid Inbound Marketing PR & Social Email & CRM
  3. PAID – PAY PER CLICK “PPC” DIGITAL MARKETING CHANNELS Pros:

    Ø  Fast setup Ø  Quick validation Ø  Highly targeted Cons: Ø  Expensive & Saturated Ø  No long term asset value Ø  There are incumbent advertisers Ø  Requires active optimization Tools: Google Adwords, Bing
  4. PAID – DISPLAY DIGITAL MARKETING CHANNELS Pros: Ø  Fast setup

    Ø  Targeted Audiences Ø  Good for cheap/quick branding Cons: Ø  Generally poor engagement rate Ø  More likely to complete Naval Seal Training or survive a plane crash than click a banner ad Tools: Google Display Network, Buy Sell Ads
  5. PAID – RETARGETING DIGITAL MARKETING CHANNELS Pros: Ø  Cheapest inventory

    out there Ø  Strong engagement audience Ø  Highly targeted based on your users Cons: Ø  Cool factor makes you look bigger Ø  You need visitors first Ø  Requires constant maintenance and optimisation Tools: Adwords, Adroll, Facebook
  6. PAID – FACEBOOK & TWITTER DIGITAL MARKETING CHANNELS Pros: Ø 

    50/50 depending on audeince Ø  Super awesome for products Ø  Crazy demographic and location targeting Cons: Ø  Users are oversaturated with ad’s Ø  Requires even more ad refreshing Ø  Can get expensive fast if you don’t keep an eye out Tools: Twitter, Linkedin, Facebook
  7. PR & SOCIAL DIGITAL MARKETING CHANNELS Pros: Ø  Exposes you

    to big numbers at once Ø  Gives spike of traffic Ø  Maybe strategic instead of growth (i.e. getting in front of VC’s) Cons: Ø  No Guarantees Ø  Sinks a lot of time Ø  Can backfire or feed your vanity Tools: Haro, Sourcebottle, Google Alerts
  8. CRM – EMAIL MARKETING DIGITAL MARKETING CHANNELS Pros: Ø  Still

    one of the most engaged Ø  Can drive significant revenue Ø  Strong lead nurturing capability Cons: Ø  Needs a sizable list to work Ø  Can’t hammer with offers every day, focus on value to customer Tie with Facebook ads from CRM emails? Tools: Intercom, Mailchimp
  9. HOW CAN I MEASURE MY MARKETING IN A FEW EASY

    STEPS? INTRO TO MEASURING WITH ANALYTICS
  10. WHAT IS WEB ANALYTICS? INTRO TO MEASURING WITH ANALYTICS Web

    analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage. Aquisition Behavior Conversion How did users found me ? What did users do ? Did users do what I want them to ?
  11. IN COMPARISON TO OFFLINE INTRO TO MEASURING WITH ANALYTICS 1

    • People know your business from newspapers, magazines or word of mouth 2 • People visit or call your physical business for services 3 • People check out directly 1 • People find your site from digital marketing channels 2 • People browse around your online store, look for products/ service details 3 • People checkout or fill a form on your website ONLINE OFFLINE
  12. BUILDING A BETTER PICTURE INTRO TO MEASURING WITH ANALYTICS Web

    analytics allows us to start building a better picture for each step of the funnel and provide information for any marketing you are doing online.
  13. STEP 1. GOOGLE ANALYTICS “GA” INTRO TO MEASURING WITH ANALYTICS

    There are a number of tools out there, but Google Analytics is FREE and gives you a breath of information and lets you get started right away and very simple to setup on most sites!
  14. STEP 2. CRAZY JARGON INTRO TO MEASURING WITH ANALYTICS There

    are some terms used in Digital Marketing that may not make much sense. Most business are used to dealing with “people” instead of: -  Sessions -  Pageviews A A C B DAY 1 DAY 2 USER X USER Y USER X A C B A B B 1 hour lunch A C
  15. STEP 3. CONVERSION / GOALS INTRO TO MEASURING WITH ANALYTICS

    Newsletter Download A file Play a video Like a content Macro conversion Micro conversions Ultimate goal of your success Goals toward your success
  16. DIFFERENT TYPES OF TRAFFIC INTRO TO MEASURING WITH ANALYTICS Direct

    •  Types url •  Bookmark Search •  SEO •  Adwords Referral •  Forums •  Blogs •  Related sites Social •  Facebook •  Twitter •  Linked in •  Etc. Others •  Email •  Banner Ads
  17. TRAFFIC CHANNELS REPORT INTRO TO MEASURING WITH ANALYTICS Data to

    look at : -  How the different channels distribute ? -  Which channel converts most ? -  Which channel bounce most ? Things to consider : -  Aim for a « balanced diet » on the traffic sources -  Stop investing in channels with low conversion rate
  18. SOCIAL NETWORKS REFERRAL INTRO TO MEASURING WITH ANALYTICS Data to

    look at : What are the top social networks? Any surprises ? (e.g. Facebook on which I’ve spent a lot of money is not that efficient compared to Naver) Things to consider : Kill campaigns on the social media that drives low traffic volume if you’re spending a lot on them.
  19. IN CONCLUSION INTRO TO MEASURING WITH ANALYTICS •  Know what

    you are looking for before you start •  Look for important/impactful items •  Ensure your data is significant •  You can’t break GA if you are not an admin so go for it •  The more you use it and go back to it, the more insight you can get out of it, the more interesting it gets Tools are fantastic but they only can provide a limited value without you
  20. FURTHER THINGS TO TRY INTRO TO MEASURING WITH ANALYTICS Free

    further online training to widen skills and analytics knowledge Free tools to start giving you more analytics on the social media side Paid Remarketing/Display advertising to bring back users that almost converted Free Journalism opportunities in your inbox everyday – Potential gem!