Performance Marketing - Strategy, Channels & Metrics
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The document outlines a performance marketing strategy, emphasizing the importance of targeting high-intent audiences and utilizing various channels like SEM, SEO, and display advertising. It compares growth hacks with growth engines, advising on the need for sustainable and scalable marketing strategies. The author also discusses key metrics for measuring success in the marketing funnel and offers practical examples and questions to guide targeting efforts.
Performance Marketing - Strategy, Channels & Metrics
- 1. PERFORMANCE MARKETINGSTRATEGY, CHANNELS & METRICS BY: VAISHALI SINGH GROWTH MARKETING PROFESSIONAL
- 2. STUFF WE WILL COVER TODAY THE MARKETING FUNNEL MARKETING FUNCTIONS MAPPED TO FUNNEL PERFORMANCE MARKETING SPEND STRATEGY with CHANNELS & METRICS GROWTH HACKS vs GROWTH ENGINES
- 3. QUICK BRUSH UP SEARCH ENGINE IS A LOT LIKE A FOOD EXPERT KNOWS THE BEST PLACES AS PER CUISINE RATES BASIS PERSONAL EXPERIENCE, USER REVIEWS , OTHER REVIEWERS PENALTY FOR BAD REVIEWS /SERVICE
- 4. QUICK BRUSH UP SEM,SEO & DISPLAY SEM: PULL CHANNEL PAID TRAFFIC GOOGLE/BING SEO: PULL CHANNEL FREE TRAFFIC GOOGLE/BING DISPLAY PUSH CHANNEL PAID TRAFFIC GDN/FB/NETWORKS BANNER/GIF /VIDEO
- 6. THE CONVERSION FUNNEL Time to Convert depends on Category - High/Low Involved Decision
- 7. ORDERING FOOD VS BUYING PHONE Comes Across Ad for App X Comes Across Ad for Phone on App Y Installs & Signups Up on App Reads Reviews / Visits Offline Store/ Consults Friends / Compares Price Buys phone from App Y Installs the App & Registers Eat Out / Call2Order / App X for Food Orders Food from App X Refers friend for App X Refers friend for App Y
- 10. Impressions/ Reach / Sessions Installs / Registrations / Leads Meaningful actions like - ViewProduct, AddToCart Transactions / Revenue Brand NPS Score K factor of Referral Program
- 11. PERFORMANCE MARKETING MINDSET CHASE HIGH INTENT AUDIENCE MEASURING & OPTIMIZING METRICS ON LOW SPILL CHANNELS WITH CUSTOMIZED MESSAGING
- 12. PERFORMANCE : CHASE HIGH INTENT AUDIENCE ON LOW SPILL CHANNELS WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ? SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ? LISTENERS OF RADIO-MIRCHI IN MUMBAI ? USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ? SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ? SOMEONE ATTENDING IIT TECH FEST ? SOMEONE SUBSCRIBED TO HEALTH TIPS PAGE ON FACEBOOK ? SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC? SOMEONE WHO WENT TO SITES SELLING INSURANCE?
- 13. PERFORMANCE : CHASE HIGH INTENT AUDIENCE ON LOW SPILL CHANNELS WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ? SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ? LISTENERS OF RADIO-MIRCHI IN MUMBAI ? USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ? SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ? SOMEONE ATTENDING IIT TECH FEST ? SOMEONE WHO LIKED HEALTH TIPS PAGE ON FACEBOOK ? SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC? SOMEONE IN MARKET TO BUY HEALTH INSURANCE?
- 14. - CREATE HYPOTHESIS - RUN PILOT - SCALE IF SUCCESSFUL VALIDATE INSTINCTS WITH DATA
- 15. PERFORMANCE : BUCKET YOUR SPENDS INTO CONVERSION & AWARENESS CHANNELS START WITH CONVERSION CHANNELS PERFORMANCE LED SPEND PLAN
- 16. 10 MINS BRAND A : WANTS TO LAUNCH HEALTH INSURANCE FOR PETS WHO CAN THEY TARGET ? HINT: THINK WHAT YOUR TARGET USERS DO ONLINE ? SEARCH ?| IN MARKET ? | FACEBOOK ? | VIDEOS? | INFLUENCERS ?
- 17. GROWTH HACKS OVER GROWTH ENGINES TACTICAL LIMITED LIFE NOT SCALABLE NON LINEAR GROWTH STRATEGY LED SUSTAINABLE SCALABLE PREDICTABLE GROWTH
- 18. GROWTH HACKS DELIVER - MOST WHEN BOOTSTRAPPING LETS DISCUSS A FEW GROWTH HACKS BUT DON'T CREATE A PSYCHOLOGICAL BIAS TOWARDS INVESTING IN LONG TERM STRATEGIES
- 19. TESTING DEMAND FOR AN ON-DEMAND MAID SERVICE
- 20. COST OF FLYERS INR 3500/- EXOTEL NUMBER FREE RAN PILOT IN 2 SOCIETIES
- 21. PRODUCT MARKET FIT FOR CERTIFIED PRE OWNER BIKES SERVICE
- 22. DEMAND FREE OLX AD SUPPLY FREE ON OLX HIRED MECHANIC FOR BIKE CHECKS INR 2000/-
- 23. HIRING SUPPLY FOR A BIKE TAXI SERVICE DEMAND FOR RENTOMOJO FREE POSTS IN FACEBOOK FLAT & FLATMATES GRP
- 24. IT'S A WRAP! THE MARKETING FUNNEL MARKETING FUNCTIONS MAPPED TO FUNNEL PERFORMANCE MARKETING SPEND STRATEGY with CHANNELS & METRICS GROWTH HACKS vs GROWTH ENGINES
- 25. THANK YOU Write to me here : singh.vaishali02@gmail.com Lets stay connected : LINKEDin : Vaishali Singh