Before digital marketing there was an old saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
Today this is no longer true. The marketing and advertising landscape has being completely transformed by the internet. Although traditional channels like Television still offer a significant opportunity in terms of reach, their potential is eclipsed by the fact that their effectiveness cannot be accurately measured. In contrast, search engine marketing, social advertising and programmatic ad buying, offer increasingly effective tools to measure and control your ad spending.
The first step in crafting a digital strategy is to build a separate landing page for each campaign. This will be the destination url for your ads. The reason this is important is that contrary to your homepage, your landing pages are tailor made to match the messaging, call-to-action and colors in your ads. The idea is to communicate relevance and reassure the visitor once they click on your ads that they are at the right place.
Next, you want to make sure that you can measure which ads result in better quality traffic so you can ‘optimize’ your spending and improve your return-on-investment. The simplest tool to use for this is Google Analytics. It’s free and it offers a great starting point. Independent of the tool that you decide to use, the important thing is to avoid simply measuring pageviews and clicks. Instead make a point of defining your goals (i.e. make a sale) and tracking what percentage of visitors help you to achieve these goals.
Now that you are able to compare traffic channels against each other and focus your advertising budget on those with the best ROI, it is time to start improving your landing pages. This is called A/B testing and the idea is to compare variations of your landing page, to see which proves most effective. Tools like Visual Website Optimizer make this process a lot easier than it used to be.
A strong inbound marketing strategy is essential for every company in a business-to-business market. It is a long-term initiative that requires patience and effort, but one that has proven very successful for organizations such as Kissmetrics and HubStop.
The first step in the development of your inbound marketing strategy is to define the type of questions that you believe your target audience will be interested in having you answering, and the frequency you can commit to writing every week. This is your content strategy. As a rule of thumb, the longer that your sales cycle is, the deeper and more extensively you should write about each topic.
The main reason for spending our time creating content is that it is simply the most marketable thing that you can attach your name to. Instead of promoting your company, promote your content and utilize every available channel of distribution to let it spread.
For the majority of small to medium size businesses search is often the main source of traffic. Today, good content results in good search rankings. Without saying that all the traditional keyword driven strategies are no longer effective, content is a powerful predictor of relevance as far as Google is concerned.
Social Media also takes a less confusing meaning when we think of it as a channel to distribute our content. Few people are interested listening to self-serving talk about your brand. But many are likely to be interested in following you if they can anticipate a future stream of content with consistent topic, quality and frequency.
Most importantly, quality and in-depth content pieces afford you the opportunity to build an email list. Provided that the topic is sufficiently specific and relevant to them, users will be willing to give you their email address in exchange for it. This is why content is such a powerful tool. It lends itself well to distribution and it becomes the spearhead of your sales strategy. By nurturing your email list you can in time move individuals down the sales funnel with ease.
Another smashing presentation by Rob Campbell (@roberrific). After an hour of growth hacking worthy content, the presentation capitulated with a close competition for which participant would have the opportunity to have their very own site analyzed on the spot.
The core of the matter is Google ranking. Is their business on the first page or not? Most likely than not it isn’t, so what’s standing in their way to traffic riches? Contestants pitched their businesses and subjected their pages to close and public scrutiny of their on-site/meta SEO optmimization. Keywords might have lost their mojo in the metadata keywords tag, but they are still the foundation of an SEO strategy. Finding those keywords in the URL, Title and H1 is most important at this stage.
All in all, our fifth event was definitely awesome and by popular vote, the winner was Jane from www.MyHealthSphere.ca.
The prize: community driven SEO power. The crowd blogged and tweeted content linking back to their site. Within three weeks Jane will be raise from obscurity to be on the first page of Google.
A special thanks goes out to Vigorate Digital E-commerce Software for contributing the Keurig Office Pro Coffee maker that David Woogan took home, and to Personal Service Coffee for donating the office coffee that rained down on participants with the most thoughtful questions.
After participating in Amir’s complete workshop, I knew that he was going to bring an incredibly fresh angle to the group. We all know that we should be taking advantage of the audience potential that YouTube has, but at the same time it can be daunting. The great thing about his talk, is that Amir breaks it all down into digestible pieces that make it easey to get started, experiment and improve. If that isn’t the very essence of growth hacking, I don’t know what is.
If you are interested in learning more about Video Marketing and what you should consider when creating your first YouTube channel, then set aside an hour and a half this weekend and soak it all in.
Tiffany Da’Silva was equally insightful, as she was entertaining. Her talk was based on the marketing wisdom of Avinash Kaushik and Brian Eisenberg, and she delivered the content with a healthy dose of laughter.
If you are interested in learning more about analytics, persuasion architecture or pay-per-click, Tiffany’s talk is a must watch.
I have created a highlights video that alludes to all of her key points but if you have an hour to spending ‘upping’ your game on CRO, watch the full talk hosted by EventMobi “Do you need a better conversion rate?”