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Kathleen Brush, chief marketing officer of WebTrends, webtrends.com, has been the senior marketing executive at several enterprise software companies including WatchGuard Technologies, Stamps.com and Websense.

Brush has a Ph.D. in Management and International Studies and is a published author on business and marketing strategy.

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Want a 1,200% ROI Improvement? Read on …

Written on
April 25th 2008
Author
by Kathleen Brush  |
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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.



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Reader Comments.

Good article - but kathleen, you need a better picture taken!

Posted by Anonymous | 2:50 pm on April 25, 2008.

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!

Posted by -FAN | 5:38 pm on April 25, 2008.

Where do I sign up for a “Kathleen Brush” feed?

Posted by Chris | 9:04 am on April 29, 2008.

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