1. How Do The Pro’s Measure the Effectiveness of Their Marketing Efforts?
Emphasis on Online Marketing

2. So Many Options!
Sales per region, per store, per person, per vehicle, etc.
Cost to Acquire
Lifetime Value - the projected revenue that a customer will generate during their lifetime. See the great infographic below
Cost per lead and qualified sales opportunities
Recall rates
Reach
Forwards, likes, tweets (WOM)

3. Advice From the Pro’s
A Group of Very Successful Executives and Entrepreneurs Were Asked How They Quantifiable Track/Determine the Effectiveness of Their Marketing Strategies.
Here’s What They Had To Say…

4. Cost of Acquisition - LTV
Cost to acquire a single new customer (cost of acquisition). This simple statistic will help you evaluate the overall rate of growth of your business.
“For our clients, we try to keep it very simple. It’s cost of customer acquisition minus lifetime value. CCA would include advertising costs + marketing costs + sales rep salary (the number of them normally required to make a sale) for the length of time our sales process normally takes. In other words, if our client’s sales process (lead to close) usually take 3 months, we take the cost of those activities for 3 months, divide it by the number of sales made in that period by that sales team and we have our CCA. So, if we have a CCA of $235, and a LTV of $35,000, we feel like we’ve done our job.”
If the cost to find, convince, and onboard new customers is too high, your business won’t be viable in the long-term.

5. Click Through and Conversion Rates
Click through rates
Response rates
Submission rates (submitted forms)
“Click through rates or response rates are great information to look at but if they do not result in revenue for the business, then you might be spinning your wheels and not getting any real traction. The only way that you would focus on other metrics for a longer period of time is if your response rate is very high but just not converting well.”

6. Online Analytics Assistance
Google Analytics, Woopra, Customer.io , Sprout Social
HubSpot -Marketing has shifted to a completely data-driven industry, powered by conversion rates, click-to-open percentages, SEO, keyword analytics, and submission rates. HubSpot not only allows you to see all of these metrics, but it guides you through the whole process with a robust knowledge center. Any number you could possibly want to know, whether it’s website visits, page performance, blog hits, social media metrics, CTA clicks (and anything else you can think of), is all found within the portal.

7. Engagement Metrics Useful engagement metrics to track:
Brand Awareness – type your brand name into Google and Twitter and see what people are saying. Are there positive comments and reviews, or are there negative statements you need to address? Either way, it gives you a glimpse into how your brand is perceived.
Social shares (re-tweets, shares, likes, +1’s) – We have all heard the cliché saying, “sharing is caring”. Well it is true! People only share what they want to share and they share it because the content has something that is relevant to them in some way. Discovering who is sharing your content offers marketers great insight into demographics, target audience and reach.
Commenting – When people comment on your website, it give marketers the chance to engage with them. When you engage with your users by commenting back, it shows that there is a ‘real’ person involved, who cares to respond. If you compare two blog posts, one that has comments vs. one that does not, it is obvious which content had more impact.
Inbound links – The number of external links to your website from other relevant, authoritative sites indicates that other people have found your content and consider it a valuable resource or reference.”

8. Conversion Rates
I would like to point out a metric that we give a top priority to. It’s: *Number of conversions / Cost per conversion*. The following ratio gets the closest to Return of Investment (ROI), as the ultimate marketing principle.

9. Another Plug For Analytic Software
In terms of tools, we use a combination of HubSpot, Salesforce, and Google docs / spreadsheets.”

10. Search Results
If I’m working with a client who is concerned about web site traffic, visitor engagement and also how many visitors are converted to customers per visit and which products they buy from a list of available products on their web site, then I trust Google Analytics to give me answers with point and click ease. If my client happens to be more concerned with web mentions and market reach online, I use Google search results, the Google Alert tool and good old regular web surfing to determine the effectiveness of such a campaign.

11. Google Alert is Free! Try it Now
Every time Google’s crawler finds a mention of your business name it will save it to a report.  That report is automatically ed to you every day where results are found.  This way you can sit back, check your , and watch for the places on the internet where your customers are talking about.
How To Set Up A Google Alert:
Setting up a Google Alert for your food truck is easy. Simply follow these steps.
Step One. Go to The Google Alerts page
Step Two. Click the “Alerts” under the Specialized Search section.
Final Step. Enter the keywords you want Google to search for and the address you want them sent to.
S That’s it, you Google Alert is all set up. Now managing your online reputation just got a whole lot easier. 
Be sure you refine the keywords you use to search for customer comments based on what Google Alerts is sending you versus what you find when you do a search.
Refining Your Search:
Make sure you don’t waste any time in search out articles that include your truck’s name, but don’t actually discuss your truck.
Use quotation marks. Use quotes (“ “) around your truck’s name to make sure results match the phrase exactly and not just partially.  This will help limit the number of irrelevant results you get, but may cut out some relevant ones as well.
Try different combinations. Experiment with some common variations of your food truck’s name to make sure you are catching all the references your customers might be using.

12. What is Google AdWords?

13. FANTASTIC INFOGRAM EXPLAINING ADWORDS!

14. What is Google Analytics?
According to Google Analytics, we can boil online objectives into five common categories: ecommerce, lead generation, content publishing, online information, and branding.
For ecommerce, your objective is to sell products or services. You'll use Google Analytics to find ways to increase those sales and track your performance over time.

15. Lead Generation
For lead generation, your aim is to collect user information and you'll test strategies and the landing pages to find a working combination.

16. Content Publishing
For content publishers, the goal is to encourage repeat visits and engagement. So, you'll be tracking what keeps people clicking and interacting with the site.

17. Online Information
For online information, it's important that users find what they're looking for when they need it.
So, you'll be interested in what content they're finding or not finding.

18. Branding
For branding, the key objective is awareness and loyalty. Is your site being shared, linked to, and engaged with on the greater web? It's more than just looking at how many people visit your site. That information is just a fraction of what you'll need to make informed decisions. Every site will have actions. Google Analytics tracks all of those actions, and then it boils it down into easy to understand reports.

19. Now It Gets Real!
You Have Bid and Purchased Google AdWords… So How Do You Track Your Effectiveness? Do you use the freemium version of Google Analytics or another popular platform like Hubspot?

20. Before Proceeding, define the following
Analytics
SEO
Marketing Automation
Salesforce Integration
Conversion Rates
Landing Page
A/B Testing
Leads
CTA – Call to Action
PPC – Pay Per Click
SEO – Search Engine Optimization
CRM _ Customer Relationship Management

21. CASE STUDY: HUBSPOT

22. HUBSPOT -Social Media Management
Social media management systems provide functionality to administer social media accounts, schedule posts, suggest content, and boost posts
Social media monitoring software provides functionality for listening, tracking, and gathering relevant content across wide ranges of social media. Social media monitoring products are used by social media, marketing, and communications teams to identify trends, track competitors, and understand customer sentiment. The products can also be used by researchers to gain information on social trends or by media outlets to identify breaking news. Social media monitoring tools allow marketers to personalize content to specific users or demographics, identify thought leaders or influencers, and respond to positive or negative mentions. Many social media products monitor posts in a variety of different languages and countries, allowing businesses to localize advertisements. These products are intended to provide demographic data, understand social media presence, identify negative mentions, engage users, and improve a brand’s reputation. Social media monitoring products often provide information that benefits social analytics software.

23. HUBSPOT - S
Personalize s to get more opens and click-trough's.
Get more of your s opened and links clicked when you tailor each to each subscriber.
You can use an subscriber’s lifecycle stage, list membership, or any information in their contact records to automatically serve up the most relevant subject lines, content, links, attachments, and calls-to-action.
Then you can schedule your campaign one time, hit send, and know that your will show up in each inbox at the optimal time, regardless of time zone differences

24. s Continued
Use A/B tests to uncover the subject lines that get the most opens, and the content and calls-to-action that earn you better engagement rates and more sales.
Dive even deeper into your data to see who’s engaging with each and when, what device they were using, the most popular links and documents, and more. Use this insight to design new tests that will take conversion rates to new heights

25. HUBSPOT - Sites
Personalize content for every visitor, and optimize for search.
Your visitors aren’t one-size-fits-all. Your website shouldn’t be either.
Personalize content, CTAs, forms, and even HTML to automatically adapt to the unique needs of individual visitors so you can offer a better user experience while increasing conversion rates.
Use the built-in SEO recommendations to optimize your pages for search, and simultaneously keep your site secure with SSL also included.

26. Sites Continued
Analytics software helps you track how your website is growing over time and how individual pages are converting strangers into customers so you measure and improve your site’s performance.

27. Hubspot -SEO Plan your content strategy and build search authority.
Identify the right keywords and topics to target in your content so you can build authority, and gain visibility for the keywords that matter.
Conduct keyword research, get suggestions, and access monthly search data to estimate the traffic potential of specific keywords. Use with HubSpot’s content strategy tool to prioritize the topics that actually drive search traffic so you can formulate a well- researched keyword strategy.
Track all of the keywords important to your business in one dashboard, and watch your traffic increase over time as you optimize your content and build search authority.

28. SEO Continued
Analyze your search traffic and compare competitors’ rankings.
Easily monitor key SEO metrics, and watch your organic search traffic grow over time.
Measure how many visits, leads, and customers you’re generating from organic search to your site as a whole, or to individual site pages, landing pages, blog posts, and campaigns.
Monitor who is sending you inbound links and keep an eye on how your competitors are ranking for the keywords you're targeting (and how you compare) in a single dashboard. Then use this data to modify your SEO strategy and outrank competing businesses.

29. Hubspot - Landing Pages
Personalize landing page content for individual visitors.
Display personalized content, CTAs, and forms for each and every visitor to improve the performance of your landing pages.
Dynamically show different content based on a visitor’s location, source, device, buying stage, or any other contact detail stored in your CRM. Gather more information about prospects using dynamic forms that never ask the same question twice.
When you tailor landing page content to individual visitors, your conversion rates will skyrocket

30. Hubspot - Landing Pages
Analyze, test, and optimize landing page performance.
Identify your best converting landing pages in a centralized dashboard. Then dig deeper to see how many visits, contacts, and customers each page is generating.
Get customized keyword suggestions to optimize your page for search. Then A/B test every element, including headlines, images, calls-to-action, and more, to see which version drives the most conversions

31. Hubspot -Analytics
Analyze your site’s performance with key website metrics.
Measure both the quantity and quality of traffic you’re getting to your website as a whole, or on a page-by-page basis.
Analyze how each of your pages are performing in terms of views, keywords, and inbound links, and identify which traffic sources bring in the most visits, contacts, and customers over time. Then drill down into each source to see the individual contacts and companies it’s generating.
When you know which sources of traffic are driving the most value, you can focus your marketing campaigns on the ones that matter.

32. Analytics
See detailed reports for every one of your marketing assets, from website and landing pages, to s, blog posts, social media accounts, calls-to- action, and more. Then use the competitors report to see how you compare to other companies in your industry.
With HubSpot’s integrated analytics, you’ll have all the data you need to make smarter, data-driven decisions that help you grow.

33. Hubspot-Social Media
Manually publish content directly to LinkedIn, Facebook, Twitter, and more, or connect your social accounts to your blog and automatically share new content as it gets published.
Schedule content for later, and get suggestions for the best times to post so you can get your content in front of your followers at exactly the right moment.

34. Hubspot-Monitor Social Media Mentions
See every interaction with your messages, and create custom keyword monitoring streams for everyone on your team to surface the interactions they care about.
Then trigger alerts to specific people on your  sales team when a prospect mentions you or a specific keyword or hashtag. You’ll never miss an opportunity to engage with followers, nurture leads, or delight your customers

35. Hubspot Integration
And because HubSpot integrates all your marketing with your CRM, you can see the number of visits, leads, and customers social media is generating for your company.
With HubSpot, struggling to report social media ROI is a thing of the past.

36. Hubspot - Promote Blog Content and Analyze Its Performance
Create a blog from a template then use the calendar tool to plan your blog’s editorial calendar in advance, then schedule posts to publish at the best times. Connect your blog to your social media accounts and automatically share new content on top social networks.
Customizable subscriber s automatically notify readers when you publish new content so your dedicated readers never miss a post. Then identify which blog posts are generating traffic, leads, and customers with HubSpot’s built-in analytics tools so you can create more of the content that drives results.

37. Need a Cheat Sheet?

40. Pricing
Hubspot: $0-$2,400/month
Google: $0 - $150k/year

41. Summary – How Much Do I Recall?
There are 7 bullet points that discuss ways in which marketing return is tracked. Do you understand all 7 bullets?
12 new vocabulary terms were listed before discussing our case study. Can you define them all?
There are 12 areas that Hub Spot can help you with. Can you briefly explain them all?
Entrepreneur’s share some great advice! Do you remember it?
Online objectives are boiled down to 5 categories. What are they?
Do you understand the concepts of Adwords, Google Alerts, Google Analytics, and HubSpot?