Stop thinking about driving traffic to your website like a straight line – It’s a circle!

All your marketing channels should work together to bring you the best possible result – and here are 5 ways to show you how!

Many marketers see online channels as separate silos when driving web traffic to clients’ websites. However, digital channels should all work together to bring you the best possible business result. In short, the traffic generated by one digital channel should be the foundation of your next one.

With this in mind, I’ll show you how you can make 5 digital channels work together.

Step 1 – Affiliate marketing

First, partner up with people who’ll promote your product or service – many companies offer this kind of service. They offer snippets on their newsletters, social media pages, or even their website where you can be featured. Your goal is to come up with an offer that will make readers click on the featured link and land on your website. The main advantage of this strategy is reaching a new audience and generate brand awareness.

When taking advantage of this strategy, consider:

  • What’s the business objective you want to achieve?
  • Which third parties would best represent your business identity?
  • Would their audience be interested in your products?

Take away lesson 1: Find out online companies in your niche where you can be featured.

Step 2 – Landing page optimization

Once the third-party audience has clicked on your link, your landed page should represent both your brand and the promised offer. Your lead magnet should be so relevant to the prospect’s needs or problems that they can’t help but ex­change their contact information to get it. To help you convert even more prospects:

  • Keep your message short and in line with your third-party snippet – no wordy landing pages
  • Make taking action really simple – no redirects and lengthy sign-up forms
  • Make clear how the special offer or discount can be redeemed– no extra T&C
  • Ask for an email address if offering free content – expand your mailing list

Take away lesson 2: Keep your landing page short, easy to use, and in line with your offer.

Step 3 – Email marketing

If people have taken advantage of your special offer and left their contact details, they can now be contacted via email. To promote additional products (cross-selling) and services (up-selling). Don’t forget to include guides or free content to support your customers. Consider this strategy:

  • People take advantage of your discount – They order online
  • An automatic email follows up with a thank you and a link to supportive information
  • A week later, a sales team representative calls to catch-up
  • Follow up with an automatic email to thank the customer and a link to additional information (depending on the outcome of the phone call)

Take away lesson 3: Follow up users that converted with an automatic email – show you care by providing additional information.

Step 4 – Pay-per-click advertising

Not all the prospects who clicked will take advantage of your offer. However, they showed an initial interest and therefore are already further down the sales funnel. To increase conversion, take advantage of remarketing by using pay-per-click advertising (PPC). Es­sentially, you generate an audience of people who visited your landing page and through display advertising you show those prospects your offer a second time. In this case, PPC success is achievable if you:

  • Create a targeted audience. Create a segment of users who visited your landing page and turn that segment into an AdWords/Bing audience.
  • Create a Display Ad. Create a visually appealing ad that helps people who previously visited your site come back. Consider a different landing page if the first one did not work.
  • Third parties. Spend some time considering which sites would be most relevant. For instance, if you notice competitors advertising on specific sites, it might we worth investigating how you could be featured as well.

Take away lesson 4: Remarket your landing page visitors with PPC advertising.

Step 5 – Long-term influence

People that were exposed to your third-party offer might not have clicked or landed on your page. However, that doesn’t mean that they did not find your proposal worthy of their attention. Therefore, specific KPIs should be measured to establish the long-term influence of the third-party campaign.

  • Did the organic and/or direct traffic increase after the campaign came out?
  • Did brand awareness increase – more branded searches?
  • Did the sales team receive more phone calls regarding the company’s product range?
  • Did the third-party campaign influence online conversions?

Take away lesson 5: Investigate the long-term influence of your campaign.

Conclusion

An effective digital marketing strategy takes all channels into consideration and makes them work together to achieve the same business result – profit. This is why you should stop seeing the channels as separate entities and start visualizing marketing as a big round circle in which each channel feeds into the other.

Who else wants to set up Google UTM tags for Pardot tracking?

As a digital analyst who knows the importance of efficiently recording and reporting marketing activities, there are moments where you feel overwhelmed.

You know that tracking is at the core of every marketing strategy (Avinash Kaushik anyone?), but at the same time, you are often full of doubts. Does this product update need a brand new campaign? Does this Facebook update belongs to the Social Media Campaign or the Product Launch Campaign? Possibilities are endless, your patience…a little less.

The frustration that I just described can become even more unbearable when results are expected to happen fast. Perhaps, when you joined a new company and want to impress your senior manager or when you want to pitch a new client. Or when you realized your predecessor never bothered tracking anything or that their tracking strategy took inspiration from the Memento plot!

Unfortunately, there is no choice, but taking a deep breath and start putting reason into the digital madness.

Luckily for you, I have already slain the dragon, and I’m here to show you how you can do the same. In few easily repeatable steps, you’ll always be able to track any campaign and effectively report your results to any client, manager or stakeholder.

Tracking and reporting will never be the same again.

Step 1: Set up your campaign structure

Independently from the business, you will run a certain number of marketing campaigns throughout the year. Those might include:

  • Product launch [to introduce a new product to the market]
  • Newsletter [to communicate to your clients]
  • Seasonal promotion [offers and discounts]
  • Product promotion [to promote a product that is not selling]
  • Events and workshops

I would recommend having a brainstorm at the beginning of each financial year, to determine how many types of campaigns the team will be running. To come up with ideas, I would suggest to include questions such as:

  • Will we be running discount & promotions?
  • Will we be launching new products?
  • Will we be attending social events?
  • Will we be running affiliate programs?

Continue reading Who else wants to set up Google UTM tags for Pardot tracking?

How to set up remarketing with the new Google AdWords Interface – An easy trick

A website may see hundreds or even thousands of daily visitors that do not convert. They come, spend time browsing through pages, but do not take that business-related action so close to your heart.

What can you do? Just let them go and hope they’ll come back to finally convert?

Well, you might.

But why not giving luck a little help?

In this post, I’ll show you how you can generate a specific audience in Google Analytics and re-target them with AdWords paid campaigns.

STEP1 – Create a Segment in Google Analytics:

First, you need to select a specific segment of your audience that you want to target. For instance, you might select all the users that landed on a product page. In this case:

  1. Log in to Google Analytics
  2. Click on Audience (or any other menu)
  3. Click on Overview (or any other submenu)
  4. Click on +Add Segment
  5. Select Advanced > Conditions
    1. From the first drop-down menu select “Landing Page”
    2. From the second drop-down menu select “Contains”
    3. In the TextBox write a keyword that uniquely identifies your landing page URL (for instance, if all your landing pages contain the word “fitness” in their URL, write “fitness” in the field box)
    4. Add more conditions if necessary by clicked on AND or OR
  6. Add a name to your segment
  7. Click SAVE

Continue reading How to set up remarketing with the new Google AdWords Interface – An easy trick

Increase your AdWords ROI in less than 10 minutes

Here are the steps to follow if you want to increase your AdWords ROI in 10 minutes or less (depending on the size of your account):

  1. Open your AdWords Account
  2. Select a very large timeframe (at least 6 months)
  3. Select a single campaign
  4. Open the AdGroups Tab
  5. Add the Conversions to the table (if not present)
  6. List the AdGroups in ascending order of Conversions(*)
  7. Stop any poor performing AdGroups
  8. You should now have only good performing ads
  9. Repeat steps 3-8 with all the remaining campaigns

(*) This quick tip works well only if you have set up your attribution modeling correctly (or are you still using the default “Last Click Attribution”?)