Customer Life Cycle
Transcript: Before Awareness Keyword Rankings - For Example: Wall Protection or Wall Panel or Hospital Wall Cover - Growth of targeted keywords Compare Among Search Engines - Google - Yahoo - Bing Traffic Quality - Organic Bounce Rates - Repeat Visitors - Pageviews Per Visit - Average Visit Duration Traffic Volume - # of visits come from organic search - Growth of organic traffic Conversion Rate - Contact Requests, Appointment Requests, Phone Calls, Video Watches - Distinguish between conversions rates from organic search and other sources Determine ROI Based on # of Visiting Customers After This, People Become AWARE After that, Customers get to KNOW our products. Known Sales Qualified Opportunity Won Lead-to-MQL Conversion Rate MQL-to-Opportunity Conversion Rate Opportunity-to-Customer Conversion Rate Search KPIs What we measure? 1. Track Reach- Impact • Connections, Followers, Likes, Views and Subscribes • Audience Growth Rate 2. Engagement - Interact • Clicks, Retweets, Mentions, Shares, Comments • Average Engagement Rates 3. Conversion – Act • Registration from content downloads • Online Lead Generation • Phone-in Leads 4. Return Visit Rate And One More Thing... E-commerce Search Investment (cost) Social Media KPIs Lead-to-Customer Conversion Rate What we measure? 1. Brand Specific Search - Construction Specialties, Acrovyn, Pedisystems 2. Mentions Per Period - How many times your brand is mentioned during a given time period (Twitter, Facebook, Blogs, News) 3. Brand Recognition - Conduct an informal straw poll on larger social networks, or a more structured survey of a broader audience through something like a market research firm Identifying Winning Marketing Assets UX KPIs Optimize the Stages of Your Sales Funnel 1. Measure Usability (Surveys, Structured Interviews, Heuristic Evaluation, Card Sorting, Data Analytics) - Success Rate (# of participants that successfully completed a task) - Time-on-task (The average amount of time it took for participants to complete a task) - # of Errors (The average number of times an error occurred, per participant, while performing a particular task) - Motion Failure Rate (Establish an ideal or “happy path” and compare participants actual results against it) -Satisfaction (simple three question post-task survey) 2. Measure Usefulness 3. Average length stay in website & Visit frequency 4. Onsite social media click (How many people become followers through our website) 5. Baseline the current experience 6. Measure the new experience Brand KPIs Trace each customer back to the source of their first visit to your website- e.g. paid programs, organic search, social media, or email marketing. Analyze metrics such as Visits per $ spent in each channel Leads per $ spent in each channel Visit-to-lead ratio per channel Lead-to-customer ratio per channel Awareness Identifying Winning Marketing Channels HubSpot Example Investment Advertising Cost Marketing Automation Marketing Qualified Sales Accepted Success / Failure rate of each platform (conversion rate, loss rate) SEO Vendors / Inbound Marketing Service Firms / Web Design Agency Cost of Service & Pricing Models from 600+ Agencies 1. Hourly SEO Costs Vary Across Countries, $76-$200/hour is Most Common 2. By-the-Project Pricing is Popular and Most Commonly $1,000-$7,500 3. Monthly Retainer Pricing Has the Widest Spread, the two most common are $251-$500/month (13.8%) and $2,501-$5,000/month (11.3%). Visitor-to-Lead Conversion Rate Investment (Cost) Social Media Marketing Service 1. Facebook and Twitter Management: $4,500 / month 2. Social Media Strategy: $3,000 - $15,000 / month Marketing Accepted That's Progress So Far Continual Analysis of Key Metrics at each stage of the funnel Customer Life Cycle 1. Create a list of all the activities a lead can generate before becoming a customer, such as requesting a sample of your product, visiting certain pages of your website, or downloading certain pieces of content. 2. Look for items with the highest close rates. Close rates of leads that requests a sample = leads ask for a sample and become customers/ all leads ask for a sample 3. Find out the highest close rates.