Don’t Sabotage Your Marketing: How to Track Your Sales

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good morning everyone good afternoon if you're joining us from the east coast my name is eduardo silva i will be your host here for today we'll be getting underway here in just a moment allowing a couple more moments for everyone to join the webinar here so stay tuned we'll be back with you in just a moment thank you once again for taking the time out of your day or afternoon to join us here for today's webinar uh today we'll be talking about how not to sabotage your marketing initiatives and tracking your sales through all of these different marketing channels what's called revenue attributions so ultimately what this amounts to is if you integrate uh revenue attribution strategies to your duchy menu equals more sales it's as simple as that so let's go over our agenda for today today we're going to be covering why you should implement revenue attribution how digital marketing can increase traffic to your menu and the highest roi channel channels we've seen for dispensaries across north america some great secrets here that we'll be sharing with you guys today i am very very excited about this particular topic it is absolutely one of my favorites because it is the truth behind digital marketing and how we actually can help different businesses not only thrive but also make it through this difficult time which is covet that everybody's experiencing a little bit about myself my name is eduardo silva i'm the vp of sales here at foot traffic really really excited to have the opportunity to share this information with you and uh certainly look forward to the opportunity to speak with you on a 101 as well so any questions you may have in the future feel free to reach out to us here for traffic get in touch with your account manager and or myself happy to once again help you um you know create some strategies and or at least share some insights right to help you advance your business a little bit about foot traffic so we are a uh this digital marketing uh firm uh we focus exclusively in digital marketing for the cannabis space we've been doing so for five years now starting with southern california five years ago in the medicinal side and very quickly spreading throughout north america sharing some of the tried and tested methodologies if you will the digital marketing for our industry considering there are so many challenges right associated with compliance so once again let's get into some of the housekeeping items here getting ourselves ready for all of this content uh once again we are going to be covering quite a lot uh i am very very excited to be sharing this with you but before getting started let's take those cell phones put them face down on your desk just so you don't get distracted as we're going to be moving very very fast and with a lot of content that may be a very big importance to you so also take a moment to familiarize yourself with the zoom interface there is a q a button okay so if you go to the top of the screen where you see the zoom control panel there click on that q a submit any questions live as we're going through the webinar we do have panelists here on staff that will be answering those questions live for you so once again get familiar with the interface and then be sure to stick around we do have some special offers for attendees that will we're going to be sharing at the end of the webinar today so stick around so we do love dutchy and there's a very um a big reason for this one it's uh it's a really useful platform for both dispensaries and for customers alike it's user friendly and it can be embedded on your website or you can actually request a sub domain so that customers stay on your web page which is very very important there's one more feature that we really love about this menu platform and that's its integrations through dutch integrations dispensaries have the ability to track sales and create reports this is unparallel of importance when it comes to digital marketing so why does this matter well according to hubspot research 43 percent of marketing teams say that proving roi is their toughest challenge that means that they can't measure the success of their marketing or they don't know how to this is crazy when you think about it because dispensaries are putting thousands and thousands of dollars into different marketing channels and most don't even know what's actually working and what isn't so that's why it's important now because you have duchy you're ahead of the curve with this by adding google analytics to your website and enabling e-commerce tracking you can get the best picture of how well your digital marketing is working for you and then invest more of your budget into the channels with the largest returns it's as simple as that doubling down on what works and stop the bleeding right on channels that do not bring the return for your dispensary so imagine being able to see how many sales your last text message led to or pinpointing the revenue from organic search results when you have the right pieces in place you don't have to play guest games uh with your marketing budget you can make decisions based on measurable results and that's what we're going to be talking about today all you need is the right tools and a hard working team that values transparency to implement it and that's where foot traffic comes into play to maximize your dutchy menu you will want to make sure you enable google analytics integration you can do this by visiting the settings click on integrations click google analytics click settings again and then add your google analytics id and then save you can see the example of the settings on the slide image here you will want to create a sub domain for each dutchy menu that you have so that you can actually track the google analytics per channel okay you will have to ask your account manager at dutch to set this up for you once the subdomain is set up visit the settings in google analytics and enable e-commerce tracking once you have everything set up be sure to place some test orders on the duty menu and confirm that the sales data is tracking google analytics if you don't know what google analytics is just know that it's a free tool that allows you to track different website metrics and it's crucial for really determining the effectiveness of your marketing efforts and because we've worked with hundreds of dispensaries we've noticed that many people don't set up google analytics property because this is a key part of being able to measure your progress it is vital that you have this set up right otherwise you will think you're tracking your progress but you won't get measurable and actionable results reach out to your foot traffic account manager and get that set up if you have any challenges once you have duchy and google analytics integration set up you will want to make sure that you are tracking the right data the slide image is an example of what your data will look like when tracking the success of your marketing channels you have full transparency to every visitor and transaction that is placed on your website beautiful okay where did the website visitors come from was it organic search direct referral paid search email or social media what products did they view did they look at flower or vapes what products did they buy you see all of this data in google analytics some of the most important data points to track relating to sales and marketing includes users new users sessions users and sessions for each marketing channel e-commerce conversion rate transactions every transaction value revenue and then finally revenue for each marketing channel now why is this important revenue attribution earlier i mentioned that tracking the results for marketing campaigns and that actually has a specific name it's revenue attribution at its most basic revenue attribution it's all about drawing a line from your marketing to your sales to see which channels are the most effective for your dispensary you can certainly guess what's bringing in customers but it's not as helpful as actually tracking and measuring your different marketing campaigns once you're able to track you can then increase right or think about how you want to attribute the sales there are different revenue attribution models and you will need to consider which one will give you the best information so the different be the difference between these models has to do with customers interacting with your marketing okay most customers are going to come across different marketing campaigns from your dispensary but they don't always find it compelling enough to actually execute on an order in other words to buy from you so for example a customer may see a geo ad for your campaign when they're clicking through their espn right app and click on it without making a purchase the next day they decide to go to google your dispensary and they complete a purchase you can choose to attribute the sale to the first touch which was the geo ad that educated the customer in the first place or the last touch which was the seo work done to get your dispensary to rank in google there are also revenue attribution models that give different weights to these various campaigns your customers interact with before making a purchase to keep things simple we're fans of measuring the effect of the last touch essentially these are the campaigns that help push customers over the finish line so if a customer saw google ads for your dispensary then did a search and then ultimately made a purchase after seeing a geo ad in their favorite app then we would count the geo ad as the impetus for the sale in addition to what duchy and google analytics are tracking you will also need to track the cost of your different marketing initiatives when you have this data and you compare to the sales per channel you can then determine the roi on your marketing so let's talk about roi it's really simple to calculate roi for each one of your marketing campaigns first gather all of your marketing expenses for each channel next look at the revenue data in google analytics for each of the marketing channels that you want to measure subtract the investment from the channel and then divide the total by the investment here's an example from one of the campaigns that we have run our client invested nine thousand dollars into seo for q2 the revenue they received from the channel in q2 was 450 000 when you subtract the investment from the revenue and divide that by the investment we get an roi which in this case is 49 for every dollar that was spent in seo i don't know about you but when i see these numbers i say step on the accelerator because it's definitely returning a lot of return on investment here so here's another example in a case study that shows the results from a google ads campaign over 30 days period over 30 days we generated 238 conversions in other words in other words individuals that actually purchased 34 725 in revenue based on the one thousand dollars and sixty eight one thousand one hundred and sixty eight invested this is a return on investment of twenty nine dollars for every dollar spent okay so we know now that if you were to compare these were the same customer right if you were to compare these two different strategies you know that the seo strategy is returning more on every dollar spent than google ads however they both have their place when it comes to acquiring new customer to help you get started we're actually offering a free 30-day trial of google google ads campaign if you sign up by july 31st we'll share more information about this offer later in the presentation as well we think that revenue attribution is crucial for creating strategies that deliver it may not seem like it but we are in a recession and yes the future remains unclear will states close back up right will they issue another shelter in place we're not sure but by enabling revenue attribution right now you can give your dispensary the best chance your weather to storm you will be able to clearly show which channels are leading to the most sales and then allocate your budget using that data in other words stretch your budget to the max at foot traffic we feel this is invaluable and it really aligns with one of our core values which is transparency we know that digital marketing can be confusing but when you implement revenue attribution and tie it to your dutchy menu you can start seeing measurable results and make informed choices about your marketing strategy as we've been helping our clients get set up with revenue attribution and explaining the results we've noticed that certain channels have extraordinary results these returns do vary depending on the market because we work with different dispensaries across the entire us and canada markets our clients face varying regulations and markets and the channels that may work well for one won't necessarily translate into success in another that's another reason why measuring revenue attribution is so important it gives you insight into your dispensary and not only one dispensary but if you have multiple which dispensary are returning better returns on different strategies you don't have to take another dispensaries result as fact you can measure what's happening at the different locations and make decisions based on each individual location data with that said let's dive into the services that we've measured as the most effective for dispensaries who use dutchy first and foremost seo stands for search engine optimization which is the practice of increasing the quality and the quantity of traffic to your website through organic search results this is unpaid traffic that comes from google it's very valuable when customers want to find a dispensary near them they turn to search and google in particular if you want to show up in those search results then it's crucial that you have a robust seo strategy and a team that can actually implement it for you otherwise searches will go right to your competition search engine optimization shows that your page is of relevance for the particular keyword that customer is searching for in our business that may be boulder dispensary detroit provisioning center or san francisco marijuana delivery when you have a good seo strategy two things will happen one you will show up higher in the search results and two you will get more organic traffic when you rank better in google it helps you create brand trust and authority it shows searchers that your site is relevant and that it may be of use to them right and also ranking higher means that you will automatically equate to more quality uh traffic directly from google in fact the top three results of a search tends to get 75 percent of all of the organic traffic i'm going to repeat that because that's very important 75 percent of all of the traffic from a google search goes to the top three results the lower you are on the search result the less traffic you will get okay organic traffic is one of the most dependable sources of traffic and revenue for many businesses out there that's because it's not just any web traffic thanks to optimization it will be relevant high quality traffic these are people who are already looking for you they're already interested in what you actually have to sell for our seo clients we see an incredible roi as i showed you earlier in a previous slide in fact for many of them it is the best performing marketing channel which equates to nearly 70 percent of all of their e-commerce revenue with returns as high as 93 dollars for every dollar spent google ads is pay-per-click advertisement hosted on the world's most popular search engine when executed correctly you can get your dispensary ads above all other search results now 93 percent of internet searches in north america are done on google making this a very valuable tool for your dispensary it's the most used search tool in the world and the one that most is most popular amongst your customers as well if you have your ads set up correctly you can start appealing to the potential customers you need to who are already looking for a dispensary near them and send them directly to your menu part of the reason that google ads is such a high roi tool is that you're advertising to people who are already interested in your service you're not putting up a billboard and hoping that someone who's interested in your product will just happen to be driving by google ads is targeted advertising that is meant to reach individuals who are predisposed to want to buy from you when executed properly these ads can quickly increase your web traffic and help you drive sales our customers have made an average of a 48 return on every dollar spent on google ads that's that's 4 800 roi to give you some perspective food traffic is the leader in google ads management for dispensaries across north america and we actually manage over one million dollars annually in google ad span let's transition to geo ads geo advertising is the use of display ads on mobile devices within a certain geographical area geo ads allow you to connect with new customers right where they are which the record increase in internet traffic because the covet online display ads can help you keep deals front and center we have network of compliant cannabis friendly sites and apps that allows us to share your display ads and drive sales you can use geo ads to advertise directly to people within your delivery area or near your dispensary and we can create the ads for you in a way that is compliant within your state or province for example display ads in california must display dispensaries license number plus you will always have the opportunity to review the ads before they go live as well so we work in collaboration with you online display ads help keep your dispensary front and center with your customers and once they enter one of the perimeters you've created for your ads they will see your ads and if they use one of the mobile sites and apps within the network again one of the biggest problems facing dispensary is the lack of compliant ways to advertise and our geo ad service not only addresses this concern but we make the whole process fluid for you you can also use promo codes through dutchy to boost and track the effectiveness of campaigns for example if you want to create a mailer which is yet another service that we provide you can include a promo code and then track how often it is used promo codes can also be valuable as a way to a b test different messages for example you can insert a promo code into a different text message to see which one is the most effective at converting into sales specials are also another way to track customers interest you can create a special it can be one a time a one-time special or even a recurring special you can then email this to your customers within duchy and track the number of times people click on your special link this helps you fine-tune your offerings so that you can create better deals that your customers want to take advantage of if you want to track in your marketing effectiveness what are you waiting for when you have this information you can practically print money you will be able to invest in the most effective marketing methods for your store take the guesswork out of your marketing and start relying on proof and when you combine foot traffic's marketing services with your duchy menu you will know exactly what's going on with your marketing efforts no more wasted budgets but extremely digital excellent digital marketing strategy which drives qualified leads to your menu that's what we're working towards we're offering a 30-day free trial for all google ads campaigns if you sign up by july 31st as i mentioned and foot traffic is the leader google ads management meant for dispensaries in north america and we manage north of one million dollars annually so this is a tried and tested way for you to actually take advantage today so let me go ahead and turn over to our attendees here for questions three questions already came in so we'll start there but once again feel free to use our q a function here for any questions relating to the material that you heard here today can you set up revenue attribution for us great question and the answer is yes um we do this as part of the service for every single one of our clients it is actually one of our first steps as soon as we onboard a customer is setting up revenue attribution why because as you heard here today it is the most valuable way to measure success it is also part of our core principles of transparency and we operate not only as a digital marketing agency but a marketing analytics agency meaning we work with data and we work with solid amounts of data so that we can make educated business decisions on your behalf and educate you in the process see more questions here do you manage any google ads for dispensaries that sell thc absolutely this is actually our expertise this is what we focus on primarily although we did get our start in the medicinal side uh early on um that tested very very positively as well in the thc market so we've been doing thc advertising now for five years successfully google ads and not one campaign shut down not one customer blacklisted uh and this is one of our core principles here is making sure that we are operating within compliance another question here relating to the colorado market utilizing google ads successfully despite despite compliance barriers once again google ads um maybe i should just clarify google as an organization does business with a lot of international markets right and so they cannot promote that they do business with um illegal industries however they're not necessarily just blocking people that are doing advertisement and because we we have two google ad certified individuals on our staff that runs our google ads campaigns and monitors every single one of them we also ensure that every single one of the ads are compliant right and we've been doing this for five years once again compliantly not getting any of our clients shut down i hope that uh that addresses that question how many dispensaries do you currently work with that use dutchy that is a great question um unfortunately i don't know the exact number but it is in definitely closing in on the the hundred mark at least uh of dispensaries out there probably over a hundred if you were to consider brick and mortar sites uh that are leveraging duchy so absolutely uh one of our core focuses because he allows for the tracking right wonderful questions everybody once again um if you have any additional questions we're gonna put a link here in our chat window so you can actually get back in touch with us schedule a call get started if you want to take advantage of a free trial of google ads once again no obligation here just uh get started and see if it works well for you and your market we're happy to do so and uh and that's it um thank you once again for taking the time out of your day um and once again if you want to get in touch with us uh we're happy to um speak to you on a one-on-one level do a proper consultation uh but revenue attribution is very important uh and i would just highlight that especially now during this trying time it's going to be of of utmost importance right because you want to make sure that your marketing dollars are stretched to its max and generating the most possible revenue uh possible so once again my name is eduardo silva vp of sales here within foot traffic thank you once again for your time have a wonderful rest of your day and we look forward to the opportunity to speak with you soon ]