The Complete Customer Journey: From Strategy & Tactics to Measurement
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In this workshop I taught the audience how to develop a comprehensive multi-channel marketing strategy that addresses the complete customer journey. We also discussed how to leverage the right tactics for your business and ultimately how to maximize your return on investment.
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The Complete Customer Journey: From Strategy & Tactics to Measurement
- 1. THE COMPLETE CUSTOMER JOURNEY Kevin Getch Founder + Director of Digital Strategy Webfor From Strategy & Tactics to Measurement
- 2. PLEASE TAKE 10 SECONDS TO ANSWER THIS QUESTION
- 5. 1. (5-7 minutes) 1. (5-7 minutes)
- 7. I’m the Founder + Director of Digital Strategy at Webfor, an award winning creative & digital marketing agency in Downtown Vancouver (Washington).
- 9. In my spare time… I am the Past President of SEMpdx, a nationally recognized non-profit focused on supporting and educating the digital marketing community.
- 11. @KevinGetch
- 12. Why? @KevinGetch
- 13. “Business has only two basic functions - Innovation & Marketing. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” - Peter Drucker @KevinGetch
- 15. @KevinGetch DEVELOP A DIGITAL STRATEGY TACTICS DEEP DIVE MEASUREMENT
- 16. Start with a Strategy
- 17. A good plan violently executed now is better than a perfect plan executed next week. - General Patton
- 18. @KevinGetch
- 19. Customer Centric Digital Marketing Strategy: A strategic plan revolving around your customer designed to achieve a major business objective through marketing and measurement initiatives. @KevinGetch
- 20. 5WH
- 21. Who is my Ideal Customer? 5WH Strategy Brainstorm: Who are we? Business identity. What are our competitors doing? Market? When: Timeline. Where: Where are we now? Current SWOT analysis. Why: Clear Outcomes/Objectives. Purpose. Your “Why” How: Tactics/Channels/Deliverables/Measurement
- 23. “Efficiency is doing things right. Effectiveness is doing the right things.” - Peter Drucker @KevinGetch
- 24. @KevinGetch
- 25. @KevinGetch
- 28. @KevinGetch WiFi Certainty Feel Important Love & Connection Variety Progress Impact
- 29. Understanding (& Loving) Your Customer
- 30. I think it's impossible to really understand somebody, what they want, what they believe and not love them the way they love themselves. - Orson Scott Card @KevinGetch
- 33. @KevinGetch
- 34. @KevinGetch
- 36. Talk to Sales & Customer Service
- 37. @KevinGetch
- 39. @KevinGetch
- 40. @KevinGetch
- 41. @KevinGetch
- 42. Yes, Blunt is GOOD!
- 43. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” - Peter Drucker @KevinGetch
- 44. @KevinGetch
- 47. CUSTOMER JOURNEY
- 48. CUSTOMER JOURNEY A visual representation of what a person is feeling, thinking & doing as they interact across multiple channels and move through different stages of the buying process.
- 49. Excitement, Fear, Anxiety, Hope, Confident, Unsure Wants, Desires, Goals, Analysis, Expectations, Questions Actions, Experience, Platform, Channel, Device feeling thinking doing
- 50. @KevinGetch
- 51. The customer becomes aware of… identifies a problem, need, or want often triggered by external or internal stimuli. Receptiveness may be increased due to their awreness AWARENESS Ultimately your goal is to have this person become a brand champion and advocate for your brand. ADVOCACY During the purchase decision the person assesses the risk of making the purchase… PURCHASE A critical stage… post purchase satisfaction plays into repeat and retention.. RETENTION The person begins to consider, research, compare and evaluate your product/service. EVALUATION @KevinGetch
- 52. @KevinGetch
- 53. @KevinGetch
- 54. MAPPING CHANNELS DEVICES & KEYWORDS
- 55. @KevinGetch
- 56. @KevinGetch
- 57. @KevinGetch
- 59. @KevinGetch
- 60. @KevinGetch
- 62. @KevinGetch
- 63. @KevinGetch
- 64. @KevinGetch
- 65. @KevinGetch
- 66. @KevinGetch
- 67. @KevinGetch
- 68. @KevinGetch
- 69. Integrating Channels & Tactics A comprehensive customer centric strategy integrated across channels, tactics and teams can make your efforts 10x more effective.
- 70. Your Customer is at the Center of Your Marketing Strategy Endorsers - (Media, Influencers, Customers, Peers, Vendors, etc.) Community
- 72. S You’ve been drinking… A LOT! You have to go to the bathroom, but there’s a minute left in the game and your team is about to score. What do you do? @KevinGetch
- 73. Direct SocialSearch ● Organic SEO ● Paid Ads @KevinGetch Tactics ● Website/App ● Content/Value ● UX/CRO ● Brand ● PR/RM ● Measurement ● Email ● Text ● Chat Bots ● Push ● Organic Social ● Paid Ads
- 74. ● Organic SEO ● Paid Ads @KevinGetch Tactics ● Website/App ● Content/Value ● UX/CRO ● Brand ● PR/RM ● Measurement ● Email ● Text ● Push ● Organic Social ● Paid Ads Direct SocialSearch
- 75. Direct Social Search @KevinGetch ● Organic SEO ● Paid Ads Tactics ● Website/App ● Content/Value ● UX/CRO ● Brand ● PR/RM ● Measurement ● Email ● Text ● Chat Bots ● Push ● Organic Social ● Paid Ads
- 79. How would you rate the effectiveness of the different tactics you've utilized? @KevinGetch
- 80. @KevinGetch
- 81. @KevinGetch
- 82. Website Best Practices 1. Website should load quickly 2. Visually appealing design 3. Clear messaging/value proposition 4. Mobile friendly/responsive design 5. Call to action placed appropriately
- 88. @KevinGetch
- 89. Search
- 90. Search SEO PPC SEO & PPC
- 91. Local & Organic Local & Organic Paid (Adwords) Paid (Adwords) Paid (Adwords) Local & Organic @KevinGetch
- 93. Our Story
- 94. Our Story
- 95. Huge opportunities I found in less than an hour of research. These are high volume keywords currently on the 2nd or 3rd page of Google.
- 97. On-Page Optimization ● Title Tag ● Meta Description ● Quality + Engaging Content ● Optimized Image Name + Alt Text ● Internal Linking ● Site Architecture ● User Experience ● Schema ● & Much more... @KevinGetch
- 98. On-Page SEO Factors On-Page SEO Factors Title Tag URL Structure Headings (H1/H2) Alt Tag Body Text
- 100. NAME . ADDRESS . PHONE @KevinGetch
- 102. AUTHORITY, QUANTITY AND CONSISTENCY OF CITATIONS @KevinGetch
- 103. Reputation Management If Potential Revenue = $1,000,000 Now = $570,000 Loss of $430,000
- 104. Customer Experience can be is Your Best Marketing
- 105. Customer Experience
- 106. @KevinGetch
- 107. @KevinGetch Historical Performance Ad Text Landing Page Expected CTR Keywords Quality Score Bid Ad Rank
- 108. @KevinGetch
- 109. INSTALL GOOGLE PIXEL
- 110. @KevinGetch
- 111. @KevinGetch
- 112. @KevinGetch
- 113. Content [AKA] VALUE
- 115. @KevinGetch The content you create as part of the digital experience should provide a tremendous amount of value and be... Engaging Useable Useful
- 116. Social
- 119. Direct
- 120. FREE for 2,000 Subscribers Mailchimp.com
- 121. Tidings
- 122. MobileMonkey
- 124. @KevinGetch
- 126. Setup Google Analytics Goals @KevinGetch Create goals that reflect the user journey and align with the desired actions you want the user to take on your website.
- 129. @KevinGetch
- 131. @KevinGetch Manually match up all leads (phone calls, form completions, etc.) with your CRM data or sales/bookkeeping records to get your actual return on investment.
- 132. @KevinGetch Integrate and automatically associate analytics data into your CRM with the “Measurement Protocol”. You can also send details from your CRM back into Google Analytics. Measurement Protocol
- 133. @KevinGetch
- 135. The Future of Digital & The Customer Experience @KevinGetch
- 137. @KevinGetch
- 139. @KevinGetch
- 140. @KevinGetch
- 141. @KevinGetch
- 142. @KevinGetch
- 143. … a "major new iOS initiative" that goes by the codename Proactive … a personal assistant that's far smarter than Siri's current incarnation. Source: http://www.theverge.com/2015/5/27/8671457/apple-proactive-google-now-ios-9 @KevinGetch
- 145. “The goal of all of these companies is to become the best personal assistant you’ve ever had and in large part to provide personalized information and ads proactively before a user even makes a request. This represents a fundamental shift in the way we think about mobile marketing.” @KevinGetch
- 146. @KevinGetch “Consumers habits will evolve along with technology. But the one thing all searchers have in common is that they want assistance every step of the way. Marketers who remember that will be rewarded with growth.” Ken Wheaton, Editor Google
- 147. @KevinGetch PROACTIVE ASSISTANCE IS THE HOLY GRAIL
- 148. "When you obsess over your customer "When you obsess over your customer, develop a successful marketing strategy "When you obsess over your customer, develop a successful marketing strategy, execute it effectively "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry "When you obsess over your customer, develop a successful marketing strategy, execute it effectively, commit to providing the best product/service in your industry and you measure meaningful metrics your business will experience incredible success and so will your clients." - Kevin Getch
- 149. Webfor.com/swivel Thank you for your time! @KevinGetch | kevin@webfor.com
Notas do Editor
- See Results: https://www.mentimeter.com/s/9bd6a3b668cde0144833dfd07eb7467c/1ce15d86d03e Just by being here it says so much about you… it says you’re passionate… you want to learn and get better so you can grow and help others.
- This is to remind me to bring the energy level like I was 5 years old. My goal is to deliver a tremendous amount of value to you today… and in order to do that… i need to help you guys retain as much of the information as possible. Normally people only retain about 10% of the information if they’re passively listening… I’ve taken a few steps to make sure you get the full value out of today… First, I’m going to give you 100% of my energy and focus… (If I’m going to do that… is it ok to ask you to do the same?) We’re going to sprint through a lot of information… and then we’ll take a short break a little after the hour mark. I’m going to let you know in advance… that not only will the slides of this be available afterwards, but we’re recording the entire session and I’ll give you the opportunity to get the complete video free of charge. You will want to rewatch this a couple times to make sure you’re getting the entire value. This will allow you to put down the computer/phone and take notes with a pencil or pen as they will stay in your mind better.
- I’ve also created 2 tests throughout this workshop… There is a scoreboard that you will see after each test you take… just by knowing this your mind is already looking to store more information. I’m going to give a new Google Home Mini to the person with the highest test scores as an added incentive. Don’t worry if you don’t get it on the first try… there will be another option near the end. Hey… if I can do this stuff… so can you… To prove anything is possible here is a picture of me in my goth phase..
- As you can see… anything is possible... Met an amazing woman and have two smart and off the charts awesome kiddos… They wanted to say Hi…
- Why I started Webfor
- 19 out of 20 businesses fail in 10 years. First- Why do most businesses fail? A: Not understanding their customer Failure to innovate…
- There are numerous a business fails as running a business is a complex… but there are two main reasons: The leader fails to innovate, adapt and evolve themselves and the business into who/what it/they needs to be to succeed… and they fail to truly understand and anticipate their customers needs so that they can be in front of them at the right time with the right message. For those of you who help businesses… you are critical to their success.
- I love this quote by Peter Drucker. The leader fails to innovate, adapt and evolve themselves and the business into who/what it/they needs to be to succeed… and they fail to truly understand and anticipate their customers needs so that they can be in front of them at the right time with the right message. For those of you who help businesses… you are critical to their success.
- One last thought… before we jump in… One of my favorite oxymoron’s is “Anticipatory Retaliation”
- How to develop a comprehensive multi-channel marketing strategy that addresses the complete customer journey We’re going to dive into some of the tactics and then we’re going to discuss how to understand what’s working and what’s not so you can reallocate your budget from non-performing areas to areas that are producing returns.
- Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward. Scale is important. If you’re planning to travel to another planet that no one has ever been to before the level of planning should probably be a little more than if you’re trying to plan a client lunch meeting… make sense? (Drop strategy book… )
- In this study we did of 50 businesses in 2017 only 33% had a documented digital marketing strategy.
- Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
- https://docs.google.com/document/d/1wiMEV_7fNNiJpiwBVwmyCh8dlTyvJ2GoWU8X0NGKH4s/edit#
- You will be able to download this customer centric digital marketing strategy worksheet at webfor.com/swivel.
- Efficiency is doing things right. Effectiveness is doing the right things. This gentleman is very efficient in his cannonball form… however… he is not effective. And this is unfortunately what many business are doing. Of course… no one in here...
- That doesn’t mean you just jump in…. Before you jump in… I want to share one of my favorite business strategy quotes with you.
- Let me give you another example. I could be the best archer in the world… have won every archery contest in the world… I could hit the bullseye more than anyone else. Literally the most efficient archer ever… But, put me out in a dark field where I can’t see the target and what are the odds of me hitting the bullseye? I could shoot 100,000 arrow and never even hit the target. But if I researched and found my target… I shined a light on it… Could I consistently hit that target? You bet I could. So that’s where we’re going to start out today. I’m going to first show you how to shine a light on your target… and also where to aim on your target so your message hits home.
- You need to know your customer better than anyone else. If you can get the who part right and you understand their behaviour a lot of the rest should fall into place.
- People are critical to every aspect of your overall success. Whether it’s understanding your customer, yourself, or your team. I’m going to give you a basic lesson in human psychological needs.
- I’m going to give you a basic lesson in human psychological needs. We tend to move away from things that we associate with loss of these, that take away or cause pain, etc. And we move towards things that we associate with giving us more… of the feeling… gain/pleasure.. Certainty - If i went to buy something… and I read a lot of reviews that said I never even got the product… I’m going to probably stay away (no certainty). If I see positive reviews and a shipping/product satisfaction guarantee.. Importance - Love & Connection - Variety - Progress (Growth) - Impact - WiFi -
- A few of the best ways to get to know your customer is to talk to them… I know… crazy right! The other thing you can do if you don’t have access to your clients customers is talk to the people that talk to them. This could be customer service or salespeople.
- "When you obsess over your customer, develop a successful marketing strategy, commit to providing the best product/service in your industry and you measure meaningful metrics your business will experience incredible success and so will your clients."
- Remember the acronym F.U.D.D. so that you can get to understand your customers Fears, Uncertainties, Desires & Decision Making.
- Two critical tactics to putting yourself in your customer's shoes are… building personas and mapping your customer's journey.
- In this study we performed only 35% of respondent said they had defined personas to help them target their ideal clients.
- Claritas can be used to better understand your target customer.
- Besides being able to access all of the most recent census information online which does provide a lot of valuable information…Claritas has created what they call the PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors. You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well. Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code. This is especially important for brick and mortar stores or anyone that draws their clients from the local area. So, now you know thyself… and you also know thine peeps. So, what is the next W in the 5 W’s……. What?
- This is one of the number one areas for opportunity if you don’t have access to talking to the customer. For a small business you can literally create a google spreadsheet and have your customer service or sales people put in common questions, concerns (fears), desires, etc. You should be looking at this and cross referencing your website (online presence) to see how ell it is currently addressing these areas for your customer.
- PollFish is another option - cheaper - but it doesn’t give you the ability to regine down to a local state like say Seattle. You can select country though so if that’s not important is is probably half as much. Surveying your customers can be extremely helpful, but don’t let it replace actual individual customer interviews. Now, if you haven’t been building your list (like you’re supposed to)… Or if you have no customer base you can also use a tool like survey monkey to for market/audience research. They have millions of people and you can choose people with specific demographic traits to ask your questions to.
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- “Yes, Blunt is Good!” ~ Elon Musk
- This is an example of a persona. So, how do you get the information to build your persona(s)?
- This is an example of a persona. So, how do you get the information to build your persona(s)?
- We created this unique value proposition worksheet to help a number of the small business we work with as we noticed many of them didn’t have clarity… or at least weren’t able to effectively communicate the real unique value they provide…
- Through your data collection and your thought process you want to ask yourself, what is our potential customer feeling, thinking & doing in this moment. Are there barriers to them purchasing? Is the messaging clear? Do they understand the value? Are there technical issues in the way? Are we showing up in different channels? Does our site architecture support a good UX? Etc. Rebekah Cancino shared this slide at MozCon… and….
- The biggest problem I have with this is… the customer journey does not end at purchase!!!
- Your product, sales teams, billing, your service, your customer service… EVERYTHING IS MARKETING to one extent or another.
- This is where you can map some of your keyword research along with the different stages of their experience, you’ll also do some competitive analysis, uncover what channels are producing and what devices your customers favor.
- Top conversion paths to understand channel utilization prior to conversion
- If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
- If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
- If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
- Not only will this information help you in better understanding the customer experience it will also help you inform your overall strategy. While implementing OpenGraph…
- How could understanding what the top referring sites are help you? These sites could provide valuable links to your website that not only drive tons of additional traffic, but also help benefit your SEO
- Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
- I usually draw this out… starting by explaining that their customer should be at the center of their strategy… Creating a marketing strategy is a complex and time consuming process.
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry There are a few general rules of thumb you can use… but understand.. Generally there will be less interaction in Search if there currently isn’t a demand for your product. Story of guy who came in… saying he needed SEO. He had created a new product and there wasn’t a demand for it. There is a demand for content from these people so you could develop a strategy that employs connecting with the community through creating useful, usable & entertaining content. Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Preperation H… or Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you it can be done.
- Depends Joke (Should be near discussing social. Maybe intro through there are a few general rules of thumb. Search… there needs to be a demand for your product. //again not always true// Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you. #ManGoals
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- https://play.kahoot.it/#/?quizId=dd6e4498-bc30-45f9-b48d-085c442a1032 Explain that I will have random quizzes and why I’m doing it… My goal is to provide you with as much value as possible. Just by you knowing their is a quiz you will retain the information better. Also, gamification and competition helps drive learning… + for those who don’t see themselves on the leaderboard… their will still be a chance at the very end to come back. Their is a prize as well… OK… Furiously take notes like your income depends on it… because it does.
- We’ve talked about Who, Why, What & Where… let’s get tactical and dive into the How for a bit. While we don’t have time to cover every tactic we’re going to cover some of the more complex and/or popular tactics
- One of the key questions we asked practices was… How would you rate the effectiveness of the different tactics you’ve utilized?
- From our study of 50 businesses they rated the different tactics in the following manner. Now this is going to vary considerably depending on the type of business, the market, etc. Interesting correlations: Businesses with a higher level of confidence in knowing which channels produced more customers for them were more often over the 1 Million mark. - This could mean that as you better understand... you are able to be more effective and grow larger - Alternatively, it could mean as you grow larger you have more resources to track? Either way we’ll get into measurement… because regardless of what..
- It wasn’t surprising that traditional media was on average rated less effective. Again, your business… your market may vary. Test & Measure and reallocate.
- Share a stat that is relevant to them.
- Share a stat that is relevant to them.
- Share a stat that is relevant to them.
- Share a stat that is relevant to them.
- Explain Organic & paid search
- Explain Organic & paid search
- Tell our story.
- Tell our story.
- Spyfu ads
- On-Page SEO Factors It doesn't matter if you have the most beautiful website with an amazing user experience if people can't find it. It's like putting your best salesperson ever out in the middle of the desert with no one around.
- Links, Mentions, Citations, etc. Google uses endorsements such as links, press & mentions like votes to determine the trust and popularity of a website. Not all websites are created equal. Getting a link from the New York Times could be comparable to an electoral vote. The opposite can also be true… If you’re endorsed by the wrong crowd.
- Niche sites like Healthgrades,
- In this study done by BrightLocal… they surveyed consumers who would use a business based on their star rating. Having No Strategy… doesn’t only hurt… it’s expensive too! VERY EXPENSIVE!
- More than half of our new clients come from referrals!!!
- The relevance of the keywords, ad text & landing page combined with the expected performance of the Ad with Ad Extensions as well as the historical performance are what determine the quality score. In the auction the bid is multiplied by the quality score and that determines your “Ad Rank”... which is your position in auction. The 1-10 Quality Score shown in your account is an aggregated estimate of your overall performance in ad auctions; therefore, it can’t be used at auction time to determine Ad Rank. Real-time, auction-specific quality calculations of expected clickthrough rate, ad relevance, and landing page experience, among other factors, are used to calculate Ad Rank at auction time. These factors, which are based on things known only at the time of the auction, can heavily influence the quality of the user’s experience.
- Install Google Pixel. This will allow you to start building up an audience that you can activate at anytime. You’ll be able to create a message (sale, promotion, call to action) and get it in front of your audience for FREE. The only time you pay is when they click on the ad (for display remarketing). If you wait until you’re ready to run an ad you’ll be too late. Remarketing needs to build an audience over time.
- Example of acct we took on where everything wa
- Example of acct we took on where everything wa
- Appliance repair Electrical Garage door repair Heating and air conditioning House cleaning House painting Locksmithing Plumbing
- If you’re mapping the content you create to the customers needs we’ve uncovered from the user and keyword research then you’re going to be one step ahead of most businesses.
- Install Facebook Pixel. This will allow you to start building up an audience that you can activate at anytime. You’ll be able to create a message (sale, promotion, call to action) and get it in front of your audience for much less than creating a normal facebook campaign.
- Mailchimp.com - Free for up to 2,000 subscribers
- Mailchimp.com - Free for up to 2,000 subscribers
- Mailchimp.com - Free for up to 2,000 subscribers
- While I could talk about processes across many different areas… today we’re going to focus on the process of measuring the effectiveness and efficiency of your marketing. It’s extremely important as you can reallocate budget from areas that are not effective to areas that are to help you grow your business even more.
- This was one of the more concerning results… but not super surprising. Over half of the practices surveyed said they were “Not sure” what the ROI is from the agency they’re working with. Only about 13% said they were getting a return greater than 3X. 3X is the minimum you should be getting on any digital marketing spend in my opinion.
- Number of calls Set value to calls
- For many businesses there’s still one last large attribution gap that often happens after a lead or call comes in. Many businesses are either not equipped or are not doing the work to connect the dots between those leads and when they turn into a sale. You can integrate lead and analytics/call tracking data into your CRM tool so that you know how much revenue is being impacted by each channel. You can even share back the information in your CRM with GA to create
- https://developers.google.com/analytics/solutions/crm-integration#measurement-protocol-with-google-analytics-visitor-identifier
- https://play.kahoot.it/#/?quizId=d153129a-3768-4389-b2f1-71f81ab115cc
- One of my favorite topics is the future of SEO. Personally I believe it is an extremely positive and exciting future, but I have a broader view of what an SEO does… or at least can do… so let’s jump right in.
- The personal computer was a big disruptive trend in the 1970’s and then in the late 1980’s the Web was groundbreaking. Then in the last 10 years it has been the age of mobile. Well now we are about to go through another major shift. We are just at the beginning of the AI revolution…
- As computing power increases search engines will get even better at processing different types of media including audio, images, video, etc. This will make for a better overall experience… a more visual experience.
- I’m not only going to show you how to navigate this constantly changing landscape I’m going to show you how to thrive in it.
- Search is becoming very personal. We ask questions like How far did I run… What time should I wake up? What should my heart rate be? We trust search to answer these questions… and we clearly want it to be personalized to us.
- Should I cut my hair… should I get bangs… this clearly wasn’t me searching. Why is my hair falling out? That could have been me.
- There’s been a couple posts from Google recently… that even if you have seen them…. They are worth re-reading.. This next chapter is driven by three fundamental shifts in how we think about Search https://www.thinkwithgoogle.com/advertising-channels/search/search-strategy/
- Of course Apple created… a “major new iOS initiative” that goes by the codename PROACTIVE… a personal assistant that’s far smarter than Siri’s current incarnation.
- You think Voice Search is big… what do we call it when we’re just having a conversation? Is it still search. Conversational Queryless Search will be When you’re having a conversation… is it even searching? Yeah… it is when everything is being stored and then it’s utilizing that…
- Source: https://www.thinkwithgoogle.com/advertising-channels/search/search-strategy/ You won’t hear any of the companies going after this market say it outloud because they’re not trying to sound the alarm for any competing companies or provide any competitive insight… but Assistance is much bigger than search. Search is just where the assistant derived from.. But when you have an assistant layer… it can actually “assist” in all channels and interactions making it the largest The shift I’m referring to is when this personal assistant goes from a “reactive” state to a “proactive” state. This is what I imagine my personal assistant will look like… living inside all of my devices... constantly working.. Never sleeping (hence the coffee) I call him Jarvis (for obvious reasons).... What do I mean by going from a reactive to a proactive state? Well, currently we have to swipe, click a button or make a voice command to set a reminder or …. In the not too distant future… here is a conversation I see myself having with Jarvis. While having my morning coffee :)
- PROACTIVE ASSISTANCE… is the holy grail. Easily grow search volume by 20-30X - by switching from reactive to proactive… meaning from only doing a search when I specially request it to constantly reviewing and assessing my needs and surfacing information it deems would provide value to my experience. What many people don’t realize is… they think of “Assistants” as being part of the search channel. Do you think any of these companies think about them this way? I would venture to say “No… or only partially”. Much like an executive assistant has a lot of power because they determine what get’s through to the executive… Assuming there isn’t a major push back in adoption, which is why we’re seeing a very subtle and calculated approach to bringing in proactive features.. “Assistance” will be the largest gateway channel in the world. Not just for search… but for “All the Things”. Search, Social, Purchases, communications, meetings…
- Put in your email and we’ll send you the slide deck, resources and once the video is published we’ll forward that to you as well.