如何向客戶(hù)報(bào)告營(yíng)銷(xiāo)效果-(英語(yǔ))

ReportingMarketingResultstoYourClientsHowtoEffectivelyShowOnlineROIPatrickSheaPartnerChannelMarketingConsultantTwitter:@mpatricksheaemail:pshea@Hashtag:#reportinboundWhatWe’reGoingtoCover2PartsofSpeechWhyYouShouldReportHowtoReportMechanicsofGoodReportingTwoDifferentTypesofSpeech3

re?port[ri-pawrt,-pohrt]–noun,verbWherearethereports?Whatsortofnumbersarereflectedinthosereports?Whenwasthelasttimeweranthosereports?Weneedtoreportbacktomanagementonthosemarketinginitiatives.Whatnextstepsarewegoingtorecommendafterreportingtotheboardnextweek?4VERB5WHYYouNeedtoReport/photos/erdogan/2399205847/sizes/l/6MaintainyourretainerStateoftheMarketingServicesIndustry712348MotivatetoCollaborate9PathtoUpsellingandReferralsSummaryofWHY10MaintainRetainerMotivatetoCollaboratePathtoUpsellandReferrals11HowtoReportHOWtoReport TellingaStorywithNumbersMechanicsbehindaSuccessfulMeetingKeyNumbersHubSpotRecommends1213InboundMarketingisanever-evolvingdataset……andareallygoodstory.14101Positioning10115WHATBUSINESSAREYOUIN?AnswerstheseQuestions:HOWDOYOUDOIT?ANDFORWHOMDOYOUDOIT?InternetMarketing10116GetMeFound!GetMeLeads!17/photos/sidewinder/1402368118/sizes/z/18/photos/state-records-nsw/4175558248/19KEYWORDS20StaticpagesareoptimizedBlogsaredeployedSocialmediasharingPayPerClickLinkBuildingLeadCaptureCalltoActionsLandingPagesLeadNurturingTrafficGenerationEmailMarketingYou’veGottheElementsoftheStory…21…NowGoTellIt!22TelltheRightStory/photos/somegeekintn/3484353131/sizes/l/23KnowyourAudience/photos/loop_oh/5293597191/sizes/l/24KnowTheirGoals/photos/tomaskohl/5126298044/sizes/l/25TelltheStoryintheRightLanguage/photos/regi_a/4462985171/sizes/o/26TheMechanicsofGoodReporting/photos/neurolysis/3335080917/sizes/l/27Scheduling/photos/neurolysis/3335080917/sizes/l/SchedulingBuildmeetingfrequencyintocontractTrytopiggybackoroverlapwithothermarketing/salesmeetingstheyhaveEnabletimelysnapshotsInviteallstakeholders2829Materials/photos/smemon/4902523202/sizes/l/MaterialsGetdecktothemaheadoftimeBringprintoutsAllowthemspacetotakenotes303132/photos/tom1305/5099106903/sizes/l/FormatFormatStartwithhighlightsExplainchallengesHoldquestionsuntiltheendTellthemhowtolisten3334OutputsOutputsOutlineclearnextstepsAskforbuy-in/approvalsLeavetimefortheirfeedback/ideas35Summary36FrequencySchedulingMaterialsFormatOutput37VERB?38NOUN39/photos/threedots/115805043/sizes/l/RecommendedNumbers40GetMeFound!GetMeLeads!TwoMainProblemsofInboundMarketing(AKA,theTwoStoriesYou’llTell)41RemembertheCoal42GETMEFOUND!Noonecomestomywebsite.Ihavenotraffic.MycompetitorsrankforkeywordsandI’minvisible.GetMeFound43SearchEngineOptimizationBloggingSocialMediaForSEO44Blogging45SearchEngineOptimizationBloggingSocialMediaForBlogging46SocialMedia47SearchEngineOptimizationBloggingSocialMediaForSocialMedia48ForSocialMedia49ForSocialMedia50GetMeFound:TheBigPicture5152GETMELEADS!I’vegottraffic.PeoplecometositebutbouncewithoutdoinganythingGetMeLeads53On-SiteCampaignEffectivenessLeadNurturingEffortsOff-SiteCampaignEffectivenessOn-SiteCampaignEffectivess54A:BTesting55Off-SiteCampaignEffectivess56On-SiteCampaignEffectivenessLeadNurturingEffortsOff-SiteCampaignEffectivenessReferringSites/InboundLinks57LinkPlacements58PPCMeasurement59LeadNurturingEfforts60On-SiteCampaignEffectivenessLeadNurturingEffortsOff-SiteCampaignEffectivenessEmailEfforts61GetMeLeads:BigPicture62HugePicture6364SEOBloggingSocialMediaLandingPagesLeadNurturingLinkBuildingNowWhat?65/photos/heavyweightgeek/2334939683/sizes/l/LeadstoConclusions66/photos/featheredtar/2267158499/sizes/l/LeadstoRecommendations67“Itisimperativethatweareconsistentwithholdingthereportingmeetingandthatactionableitemsarenoted,assignedandgivenadateforcompletion.Thissetsupameanstocontinuouslyimproveaclientsinboundmarketing,theirsales/marketingprocessandfillsourbucketswithmoreopportunitiestohelp.Ithinkthismakesusmoreapartoftheclientsteamandshouldearnustherighttocontinuetheretainer.”SteveVisioHeligonix68/photos/amagill/3367543296/sizes/l/MoreWorkConclusionsRecommendationsCASESTUDIES69Startedwitharedesigntoincreaseconsumerengagement(landingpages)UsedblogtochangepreconceptionsaroundproductsContinuedconversationinsocialmediawithactivemonitoring,andrancontests70/kunocreative/inbound-marketing-real-cases-real-results/STORYMETWITHCLIENTSEVERYTWOWEEKS50%ONRESULTS,50%ONSTRATEGYContinuedwith12-monthengagementMultiplereferralsExternalandInternal71RESULTSWebsiteTrafficup500%,650+BlogSubscribersin90Days,Over7,000LeadsfromSocialMediaNeedtoincreaseleadsandsalesUsedbloggingandSEOtogetfound,andthenLandingPagestodriveconversionNurturedleadsthroughemailcampaigns72STORYREGULARMEETINGSWITHCUSTOMER,RELAYEDASOUNDBITERELATINGTORESULTSEVERYTIMETHEYSPOKERetainerineffectClosedareferraldealaftertwocallsChargingahigherrate73RESULTSCustomer’ssalesgrewby25%Websitecontributingtolargestbacklogeve