Email marketing has been used for maybe the last 20 years. But we still see companies not understanding how to properly analyze its results. Email marketing isn’t the sexiest marketing channel, and sometimes it just doesn’t get much attention. Sometimes the basics – in even the most organized marketing operations -- just seem to fall [...]
It still seems that a lot of companies are allergic to Google Analytics. We’ve been told: “We periodically hire someone to review our Google Analytics.” How can you only “periodically” learn where your traffic is coming from – and what traffic you’re getting from each marketing effort? I guess that means you’re only spending marketing [...]
Are you keeping track of your Cost Per Lead, Conversion Rate, and Cost Per Sale at every step of your sales funnel? Do you know those numbers by marketing effort? Understanding the value of every lead and sale can help you decide whether to continue particular marketing programs. When you can prove to your boss [...]
Why not dazzle your boss with a measurable marketing plan? What’s a measurable plan? One that includes quantifiable objectives and a budget to reach those objectives based on past results. When management gives you the company’s sales objectives, be sure you’re ready with a grounded-in-fact budget proposal to achieve them. Where the budget begins Let’s say [...]
Not sure? If you asked them what it costs to bring in every new customer, would they know – or would it be a guess not really grounded in actual numbers? Do they know your cost per sale by individual channel? What about cost per lead? Do they know lead conversion percentage at every step [...]
Digital marketing strategies have been around for more than 20 years. Haven’t we learned by now how to maximize results from every effort? What prevents stellar marketing results? Usually, it’s due to two strategic gaps: 1. Lack of focus on results (and ROI) You may not be focused on Traffic, Leads, and Sales — [...]
Do you really know how to calculate ROI? How about Lifetime Value? Can you explain how to calculate “marketing contribution”? Here’s a simple presentation of the key marketing math formulas, along with practical ways to calculate things like Lifetime Value. (Discussion of the formulas appears below.) Marketing Math: Key Metrics to Maximize Marketing Dollars from [...]
ROI — or Return on Investment — is used to measure the rate of return that a marketing program or programs achieved for the money invested. The simple ROI formula is: Net Profit / $ Marketing Costs Getting to the Net Profit number takes a few steps [...]
