Sell or Go Home Part VI
Strategies for Finding Customers, Winning
Their Business and Keeping Them for Life
Who Am I?
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Co-founder, Eight Eleven
Founder, Longevity
Co-founder, eFlex CMS
Co-founder, Philly Startup Leaders
Featured Speaker and Mentor, Lean Startup Machine
Advisory Board Member, Side Arts
Advisory Board Member, Points.ly
Advisory Board Member, Art Institute of Philadelphia
Entrepreneur in Residence, Corzo Center
Mentor to many Philadelphia startup companies
http://about.me/aaronmclean
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Why You Are Here
• You’re building a small business in the local creative or
tech economy
• You want to find out what you need to know to help your
company grow and sustain
• You need practical advise you can put to work in your
company, today
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What's The Deal With “Sell or Go Home”?
Option A:
Option B:
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Before We Start…
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How many are online/digital marketing professionals?
How many are running their own business?
How many want to run their own business?
How many sell their product online (Ecomm)?
How many offer digital marketing services to their clients or customers?
How many are SEM experts?
How many are SEO experts?
How many are direct marketing experts?
How many are lead gen marketing experts?
How many are already marketing online and are here to learn how to
target and market smarter, for better ROI?
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Part VI: Sell or Go Home
• Online Marketing
Strategies
• Where do YOU want to
start?
• Note: We may only have
time for 3 of the 5…
• Building a Financial Model
• Basics of “Google Traffic
Estimator”
• SEO
• SEM: Display, Keyword
• Email Marketing
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Building a Basic Financial Model
• How many have built a financial model that accounts for
variables, constants and calculates projected ROI, prior
to launching an online marketing campaign?
• Who can tell me: What variable and constants do you
need to work with to build a basic financial model for
online marketing? (You can pick: SEO, SEM, Email, etc.)
• Who is currently calculating their “customer lifetime
value”?
• What variables do you need to calculate customer
lifetime value?
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Building a Basic Financial Model (SEM example)
• Variables:
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Key term
Monthly impressions
Monthly clicks
Average monthly conversion from traffic to lead
Conversion of leads that respond to
sales/marketing
– Average monthly “close” / sales conversion
– Average revenue per transaction
– Cost per click
• Calculated/Achieved:
– Monthly traffic volume to Website
– Revenue + recurring
– ROI
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Building a Complete Financial Model
• Customer cohort analysis
• Purchase trends by:
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Time of day
Season
Day of week
Type of device
Type of operating system
Geographic location
(Lots more)
• Campaign creative breakdown (A/B)
• “Average” tells an incomplete story; calculate for the curve –
what does your “bell” look like and where is the revenue
potential?
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% of Revenues Represented by Customers
Example
All Customers that Buy Your Product
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Basics of Google Traffic Estimator
• Who can tell me what you can use Google Traffic
Estimator for?
• Are any of those of particular interest to people to discuss
further?
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Basics of Google Traffic Estimator
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Organic VS Paid
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SEO
• Who can tell me how on-page SEO works?
• Who can tell me how off-page SEO works?
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On-Page SEO Elements
Page Title
Domain
H1
Body Content
#2
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File Name
File Size
Alt Text
Captions
Importance of Domain Name: On-Page SEO Elements
#1
We reached #1 by
pointing one (1!) quality
link from another Web
property to this domain
with the text “Law Firm
Marketing Philadelphia”
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On-Page SEO
Who can fill in the blank:
Content is:
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Content is King
• Who can tell me why?
– Content is Food
– Google is Hungry
– Give Google a Reason to Come Back to You
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How Off-Page SEO Works: Popularity Contest
Bob: Photographer
Mary: Jeweler
http://nyti.ms/10TbeoJ
Jill: Classical Composer
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SEO Link Building
• Hypothetical situation: Socks.com
– They sell: green socks, yellow socks, blue socks, striped
socks, argyle socks, ankle socks, knee high socks (etc.)
• Who can tell me:
– If a blogger were to write an article on their blog, and in that
blog article, reference your Website, how could/should a link
be structured and where should it link to?
– (we can whiteboard this if need be)
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SEM: Display / Keyword
• What are some elements of a formula for a successful
online advertising campaign?
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Online Advertising Recipe for Success
Targeting Relevance
Cost Per Impression
Cost Per Click
Revenue / Transaction
Conversion
Ad
A/B
Continual Measuring
and Optimization
A/B
Lifetime Value
Success!
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Online Advertising A/B Testing Success Story
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Your Key to the City Success Story
Pre-Roll
Hopstop
NYC Go
Pandora
Weatherbug
5.5%
0.26%
6.0%!!!
0.29%
Industry
Average CTR
Low
.04%
High
.08%
Prior
Campaign
Averages
High
0.2% - 0.4%
Our
Campaign
Low
0.86%
0.17%
0.17%
 A/B Testing 
High
Revenue
Increase
1.57%
0.26%
0.27%
1% !!!
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Email Marketing
• What are some elements of a formula for a successful
email marketing campaign?
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Email Marketing Recipe for Success
Targeting Relevance
Quality Content &
Delivery
Cost Per Click
List Building &
Segmentation
A/B
Continual Measuring
and Optimization
A/B
Lifetime Value
A/B
Revenue / Transaction
Conversion
Success!
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Email Marketing A/B Testing Success Story
B
A
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Email Marketing A/B Testing Success Story
B
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Contact
For a copy of the presentation, please go to:
www.eight-eleven.com/corzo
Aaron Haydn McLean
http://about.me/aaronmclean
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