Want a 1,200% ROI Improvement? Read on …
Your 90-day Blueprint for ROI
Following is a model you can use or customize to create your own low-cost, high-ROI online campaign – complete with trackable metrics – that I have seen implemented with success. This campaign has at least 24 unique possible touch points, in essence providing insurance that you’ll touch enough prospects the 7-11 times necessary to reach your objectives.
The objectives of this campaign are to: (1) Generate 3,000 new sales with an average sale price of $1,000; (2) Strengthen your brand by demonstrating your company’s industry leadership and expertise; and (3) Execute with a total marketing budget of $25,000, delivering a significant 1,200% ROI.
July/August. To start, create the first of a three-part article series (with three corresponding Webcasts) that illustrates your company’s industry thought leadership on a current “hot topic.” Of course, the topic should be related to the solutions your company delivers. Target the audience of a widely-read industry publication.
Next, revise Web site content to align and maximize organic search results for the topics to be covered in the article triad. You’ll need to do this early to allow search engines the time required to “crawl” for the new content.
Early September. Phase 1 of the campaign begins. Article 1 is published with live links in the e-zine version and URLs in the print version that take readers to a landing page specific to this campaign. The landing page offers: (1) The article available for download. (2) Registration to attend an Article 1-related Webcast. (3) Sign-up for a mailing list to keep informed about other available Webcasts, articles and helpful tips. (4) Registration to request product or pricing information.
A paid search campaign for $5,000/month is also implemented for terms related to Article 1. A search “conversion” is defined as completing any of the four actions above. A conversion is valued at $5, which is considered high … but prior experience indicates that early integrated campaign initiatives generate fewer conversions than later ones. An electronic direct mail (EDM) blast is also sent to target buyers and influencers in your company’s database, with a link to the landing page. The blast goes to 50,000.
Reader Comments.
Good article – but kathleen, you need a better picture taken!
This article was an excellent plan and not the “advertoirial” I was expecting; it actually follows it’s own plan!
I am looking forward to the following phases, Webtrends deserves to “turn the corner” and if you follow your own advice I have high expectations.
Good luck Kathleen, with your experience you should nail it!
Where do I sign up for a “Kathleen Brush” feed?
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