验证想法和测试新的营销渠道（MTN＃06）
Move The Needle|3月15日
In this edition
- 付费搜索与SMB广告的付费社交
- Driving more growth our of your funnel
- Conversion, the forgotten marketing lever
趋势和见解（来自Benchmark Groups)
付费搜索与付费的社交：哪个是您的SMB的正确渠道？
Most small and medium-sized businesses (SMBs) don’t have a huge budget for ads, so they’ve got to be selective about where they’ll use their ad spend and make big bets.
一般来说,他们会有两个地区th运行ese ads online:
搜索广告：确切的时刻在他们寻找解决方案的确切时刻前往潜在的买家。
社交广告：与合适的人联系，并提示对您的产品或服务的认识和考虑。
如果你subscribe to the whole “demand creation” vs “demand capture” distinction, here’s how you might view them through that lens:
Search ads = demand capture (capturing existing intent for a product/service from someone who is in-market).
社交广告=需求创建（在不在市场上或类别意识的受众中创建您的业务需求）。
如果您以这种方式查看，那么选择这两者中哪个最能满足您的需求非常容易。
如果您想建立品牌知名度，创造需求并从现在开始6-12个月填充管道，则可以使用社交广告。而且，如果您想转换积极寻找解决方案的现有潜在客户，则将使用搜索广告。
但是我们想深入一步，找到：
- 中小型企业如何考虑每个人的利弊
- How much the average business spends on ads each month
- And what specific channels they’re spending it on.
The highlights
OurGoogle广告基准用于中小型企业（在2023年2月期间，该数据从2027年的20家公司取样）显示median ad cost of $1,841.01, and median cost-per-click (CPC) of$ 1.16。
According to the data from ourSMB的Facebook广告基准组（来自1334个来源的采样），median cost was$1,598.23, and the median CPC was $0.32.
从那里开始，我们调查了70个中小型企业，发现：
- Google Ads is by far the most utilized ads channel for SMBs
- 98% of SMBs utilize some type of ad spend
- 44% have < $5k/mo in spend, 30% spend over $9k/mo
Read the full article and view all the datahere。
驱动可预测的性能（来自Metrics & Chill)
通过改善现有的营销和销售渠道来推动增长
您可能必须在明年达到某种增长目标。从广义上讲，有两种方法可以做到这一点。
您可以确定增长的新机会（=将更多的人加入您的渠道），也可以提高当前营销和销售渠道的性能（改善渠道的各个阶段的转换）。
寻找新的增长机会至关重要，但需要大量时间，金钱或两者兼而有之。SEO或付费广告等新的增长计划可能需要几个月才能旋转和衡量。有机内容渠道可能需要更长的时间。
But almost everybody can improve their existing funnel in some way. And just to be clear, by “funnel”, I mean the entire journey your target customer takes from the moment they come into contact with your company, to the time they hand you money.
Optimizing your existing funnel offers a few benefits:
It helps you get quick(er) wins.If you’re at an early-stage company, they probably have fairly aggressive growth goals (especially if they’re VC-backed). Improving an existing area of your funnel can be a great way to chalk up some quick wins in a short timeframe.
It helps you understand how your company grows。如果您对漏斗没有很好的可视化，那么您几乎不可能知道公司的成长方式，或者发生的事情如何影响上下驾驶数字，而Visa Versa则是。如果您增加了博客的流量，则在渠道下方的转换率会发生什么？如果您对ICP（理想的客户资料）的利基市场对您的近距离产生了什么影响？这些都是良好的营销和销售渠道将帮助您理解的事情。
它可以帮助您推动更可预测的增长。If you don’t know how much performance you can expect at each stage of the funnel, or what channels are driving the best performance, it’s really hard to forecast growth. But if you have your funnel clearly mapped out, you can predict what kind of growth you might see if you increase a single percent at each stage.
I recently got to talk with Adam Goyette, to learn the framework he uses to identify opportunities for improvement in your funnel, and further optimize it to drive more performance. Adam is the founder ofcurdis, where he helps early-stage SaaS companies grow faster. He’s also led marketing at companies Help Scout and G2.
我喜欢他的框架，因为它清晰，简单和实用。几乎任何公司都可以应用它，并使用它来确定更多的增长机会。
对于Skimmers，这是30,000英尺的概述：
- 衡量您现有的性能，并每月监视它
- Identify the best-performing and worst-performing stages
- 在表现最佳的情况下加倍，并提高表现最差的
- Then experiment with simultaneously growing your funnel stages, as well as new marketing opportunities
For the rest of you, I’ll unpack each step below.
测量和监视您的性能。
You might assume that every company has a good understanding of their funnel, but you’d be wrong. Adam says you’d be surprised by the number of SaaS companies he sees who aren’t visualizing the customer journey.
Instead, most companies are monitoring different stages of their funnel with native reporting inside various tools. In other words, they’ll monitor website traffic in Google Analytics, sales pipeline in HubSpot, and revenue or churn in ProfitWell. But they don’t have a centralized place where they can view the performance of each stage of the funnel.
So the first step is to build out a centralized funnel that highlights the performance of your company at each stage. If you’re doing it for the first time, most tools will provide you at least a few months of historic data which can serve as your starting point.
建立了集中式漏斗后，亚当说您应该每个月对其进行监视。您的每月办理登机手续可能看起来像这样…
让负责在特定阶段拥有数字的团队成员对其进行更新（或确保它们自动拉动时正确）。然后举办一次会议，在此会议中，您会在其中审查每个阶段，并查看哪些数字有所改善，掉落的数字以及为什么发生这些更改的原因。
例如，您可能会看到付费广告的流量大大降低，发现这是由于您的付费团队丢弃了一群无效的关键字。
Or you might find that your churn rate increased, and find that one of your new marketing channels is driving more “bad-fit” customers to sign up, who churn at a higher rate.
到第一阶段结束时，您将对公司在每个阶段的表现有更好的了解。您还将更清楚地了解漏斗的每个步骤如何影响他人。
宏还是微型漏斗？两个都。
当您构建漏斗时，您应该如何详细？亚当建议两种观点：宏和微观。
The macro view should display the primary stages a customer advances through, and the performance of each stage. This view is best for sharing the most important information with shareholders, and investors, or at an all-hands meeting.
The micro view should include every single step you can measure that a prospect takes on their journey to becoming a customer. The purpose here is to provide your team with a complete view how your company is performing at every stage.
This includes:
- How much traffic you’re getting, and where it’s coming from
- What those visitors do when they’re on the site
- Where those visitors frequently leave the site
- 您驾驶它们采取特定措施的页面的转换率
- What they do after signing up, or booking a demo
- 实际上有多少人出现在演示中，变成机会并关闭
- Etc.
确定表现最好和最差的阶段。
一旦建造了漏斗，亚当说您的眼睛应该转到表现最好和最差的区域。通过在这里磨练，您可以确定快速获胜的最佳机会。
But how do you know what’s “good” or “bad”? In other words, if your homepage conversion is 2.3%, your close rates are 13%, or your website traffic is 3,440 sessions/month, how do you know what’s lower or higher than average?
Adam says you can use a combination of factors: industry benchmarks (像这些），来自同行的反馈以及过去的经验。使用这三个，大多数经验丰富的营销领导者可以轻松挑选出表现特别高或低表现的阶段。
“You kinda have to understand your funnel a little bit, but if you’re seeing, ‘only 5% of our leads that we’re passing over are actually converting into an opportunity.’ That’s like a big red flag, right? What’s happening then? Is it a lead quality issue? Is it something in the qualification process with the BDR team? Is it in the BDR to AE handoff?”
加倍最好，并改善最坏的情况。
Once you’ve identified the best and worst-performing stages of the funnel, you’ll want to improve them further.
Your goal is to get the worst-performing stage up to an average level of performance. And then you want to double down on the stage that is performing best, to drive more growth out of it until you hit a plateau. For example, if you’ve invested heavily in SEO and your best performance is monthly organic sessions to the site, you should double down on that until you see that growth level out.
在测试新渠道增长的同时，继续优化漏斗。
At this point, you’ve established your funnel and are monitoring it with your team every month. You found the best-performing stage and doubled down on it to find a quick win, and you focused on improving a stage that was performing below average for your industry.
在这一点上，亚当建议测试新的增长机会（新的营销渠道，增长实验等）以进行增长，同时努力继续改善渠道的其他领域。
In other words, once the best-performing stage is maxed out, and the worst-performing stage is brought up to average, you can go through the rest of the funnel looking for other stages you can squeeze more growth out of.
To help you identify which areas have the best opportunity, he offered a few tips:
是好奇。
从根本上讲，营销领导者应该很好奇。你应该问，”为什么are these numbers what they are? What’s impacting them further up the funnel? What’s contributing to this performance? And what steps could we take to improve it?”
当您提出问题和调查时，您一定会发掘一些机会。例如，亚当询问客户的付费广告在哪里运行，发现他们在国际上为客户提供服务，因为他们在全球范围内投放广告。因此，亚当仔细观察了这些数字，并注意到，尽管每个国家的转换率大致相同，但美国客户的年度合同价值（ACV）几乎是两倍。因此，他们进行了一个实验，在该实验中，他们加倍广告范围，并且仅在美国展示了广告。结果，他们看到管道大幅增加。
Project the potential reward.
当您评估漏斗的特定阶段时，请问“如果我们改进这一点，最好的情况是什么？”为了帮助您确定果汁是否值得挤压。
If youcould将您的主页转换从2％提高到3％，在交易，注册或收入方面，结果将是什么？如果很重要，请考虑这样做。如果没有那么有影响力，请继续前进。
Look for obvious areas of improvement, where basic best practices are missing.
Adam says that a seasoned marketer, you can usually quickly look at something and see if there’s more opportunity to improve it.
For example, you might notice that your paid ad campaigns have really poor creative. Or your homepage is missing some obvious language or content visitors would expect to see. Or a form might have 7 fields when it only needs 3.
通过奖励和困难组织机会。
为了帮助您更加定量，有效地运行优化实验，Adam建议通过潜在的奖励和难度组织和优先考虑它们。
您可以列出每个机会，并为其分配两个数字：“增长潜力”得分，以及“需要努力”的分数。然后，您可以优先考虑具有最大增长潜力并且需要工作量最少的机会。
Driving more predictable growth, over time.
在您花了足够的时间上，您将开始更好地了解所有阶段如何相互影响。您将了解哪些渠道最有效，并且可以在漏斗的每个阶段推动整体增长。结果，您将能够更准确地预测增长或了解您可以从特定投资中获得什么样的收入。
Community Feature (onLinkedIn)
被遗忘的营销杠杆：转换。
在与亚当的对话中，他打开了在您的营销和销售渠道中找到现有增长机会的价值。通常，这意味着在各个阶段提高转化率。
Emily Kramer (Co-Founder of MKT1) had a great post on this:
“有1个营销杠杆经常被遗忘。
That lever is conversion—and fixing conversion is often the lowest hanging fruit. Improve conversion and you can increase revenue by 2x to 3x.
为了增加收入，您有3个主要杠杆：
- Traffic: Drive more traffic to your website
- 价格：提高合同价值或减少折扣
- 转换：吸引更多访问者注册或预订销售会议
球队通常只是专注于第一杆：推动更多流量。但是，修复转换通常比将更多的人和公司驶入渠道的顶部要便宜得多。
Here are a couple of scenarios to illustrate why you need to get going on fixing conversion, especially given the current state of slashed marketing budgets…”
Drive predictable growth
加入“ Move The Needle”，并获取此类问题，这些问题已交付给您的收件箱。我们分享了B2B领导者的策略，策略和想法，以推动公司的一致，可预测的增长。
