As marketers, it’s important that we never allow our businesses to become too dependent on any one channel. Our brands must stand on their own, independent of any single source of traffic. Our goal should be channel independence.
We’re not talking about channels like Discovery or Lifetime – we mean the channels through which a website acquires traffic. Achieving channel independence, means deriving value, traffic and conversions from an assortment of channels so that your business is not overly dependent on any one digital channel for an uncomfortable portion of traffic or sales. In this post, we’ll review the importance of channel independence and give a few ideas for how to best leverage it.
In digital reporting, context is critical. Our marketing efforts don’t exist in a vacuum and in addition to broader consumer and economic trends, companies face fierce competition for share of voice and online sales.
In an increasingly competitive environment, benchmarking becomes important for any organization to properly evaluate their performance. In growing markets, it’s possible to see a rise in traffic and sales and be losing market share. In shrinking markets, you can see decreased sales while growing overall market share.
One of the best ways to determine which way is truly “up” is to benchmark some of your competition to provide you with the context you need to best interpret your own digital marketing results. While there is no universal source of competitor intelligence, there are a few different options at our disposal. In this post, we’ll cover the inexact science of how to compare your competitors’ website traffic stats, using Alexa, Similarweb, SEMRush and benchmarking in Google Analytics.
Business Intelligence. Data Reporting. These two terms are so closely related that they are often mistakenly lumped together or used interchangeably in the business world. But Business Intelligence and Data Reporting are immensely different concepts that, when misunderstood can be detrimental to an organization’s strategies and growth prospects. In digital advertising, where marketing teams are expected to provide regular and meaningful reports on their efforts, the confusion can be magnified.
Correctly understanding the differences can help digital marketers report back to stakeholders more effectively and give them the tools and frameworks they need to create longer-term value for their organizations. In this post, we will identify some key differences between Business Intelligence and Data Reporting and provide some basic suggestions as to how each is appropriate in different scenarios.
If your agency is running Facebook ad campaigns for clients, you need to provide them with a monthly Facebook report. Not only do regular Facebook analytics prove ROI, but they also provide valuable intangible benefits to your clients and your agency.
Consider this common scenario. Your client’s sales pipeline is slowing. They come to you with a clear request: help them increase inbound leads, asap. Because you’re a savvy account manager, you’ve done your research and know that Facebook would be a great place to find these leads – not just because it’s the largest social media platform in the world, but because a large portion of your client’s target audience uses Facebook.
As is the case at many companies, your client is skeptical. For all its exponential growth over the last decade, many executives are still wary of putting budget and resources toward social media advertising. It seems too trendy, or maybe they’ve tried it before and didn’t see any business benefits. You successfully make your case, though, and are rewarded with buy-in (and a budget) to begin running Facebook ad campaigns.
Now, it’s time to put up or shut up. The best way to prove that you know your stuff, and are delivering value, is with regular Facebook marketing reports, delivered at least monthly. Here’s how your client and your agency will benefit.
In digital marketing, we talk a lot about user engagement. Metrics like time spent on page, likes, shares, and re-tweets are all used to measure how engaged our users are. But engagement can go deeper than single-click actions. Truly engaged users will create new content for a website. That content can have multiple layers of value. This little bit of wonderful is called user-generated content (UGC).
UGC is one of those topics that in recent years seems to have a panel or workshop at nearly every marketing and advertising conference, because who doesn’t love free new content that represents actively engaged users? But while the enthusiasm and interest in UGC is ever-present on the brand/organizational side, the same cannot always be said on the consumer/user side. So how do you make your users want to generate content for you?
In this blog post, we’ll review the “What” and the “Why” for UGC and we’ll describe four ways to help you encourage and leverage user-generated content.