A pixel, it doesn’t sound like a social
media term does it? A pixel is what an image is made up of right? Technically, yes,
but in terms of Facebook advertising it is a very important element – read on
and I will explain it all in plain English…
is the Facebook Pixel?
In short it’s a piece of code that is added
to your website, it works in conjunction with Facebook Advertising. It is an
analytics reporting tool that allows you to measure the effectiveness of your
advertising by tracking and understanding what actions your customers perform
on your website.
does it do?
The pixel tracks all users that visit your
website and references the data collected to social media accounts if the information
matches. These website visitors are then added to an ‘audience’ for future advertising
purposes. By collecting this information, you can track conversions, build
target audiences and remarket your engaged audience.
how does it track users?
The pixel works by triggering cookies in
your browser as customers visit your website.
really need to install the Pixel?
Your ads will still run without installing
it, but by completing this simple step it will give you a wealth of information
about your customers and audience. Without it, you will be able to see
Facebooks metrics like reach (how many people seen the ad) and impressions (how
many times the ad was shown) however by adding Event tracking from your Pixel
you can see how many people bought or enquired on your website and if setup
correctly the value of the transaction.
mentioned an audience – what is this?
An audience is the target group of people
you are going to show your ads to. Although it may be fantastic to think you
can show your ad to everyone in Ireland with minimal effort, is this really
what you want? By creating audiences you are defining exactly who your ideal customers
are by location, age , gender, interests & even job title to name just a
few. There are 3 types of audience types:
Custom Audience – these are
audiences created from your pixel or through interactions on your
Look alike Audience – create a
similar larger audience to your custom audience, Facebook will use their algorithm
to determine an audience with similar characteristics to the custom audience
you are copying.
Saved Audience – this is a manually
created audience based on demographics, interests and behaviours.
can I remarket to my customers?
There are several ways to remarket once the
pixel has been setup. You could create an audience of website visitors for any
period up to a maximum of period of 180 days and show them ads with a discount
to bring them back to your website and purchase. You could add rules when
creating the audience including and excluding certain people such as website
visitors who have visited your post transaction thank you page, as this would suggest they have already completed a
transaction on your website.
it hard to install on my website?
There are three ways to add the Facebook
pixel to your website:
Use an integration or Tag
Manager – This can be used in conjunction with platforms such as Spotify,
WordPress or Woo Commerce
Manually install the code – the
code needs to be added to a global Header of the website.
Email instructions to a developer
– Simply email the pixel and the instructions directly from Facebook to your
do I do then?
Make sure your code works. You can do this by installing the Facebook Pixel helper on your browser which will help you highlight if it is present and if there are any errors.
I see the Facebook Pixel Data?
Yes within the Event Manager of Facebook Adverts you can see what information is
coming from your pixel. Some of this information includes:
URLs – from this you can
exactly what pages your pixel is firing from
Domains – This is helpful if
you have the pixel installed on more than 1 domain.
Devices – See what device your
customers are using, you can tailor your ads in the future to reflect this
Each and every day, we as humans interact with a wide variety of technologies. From the phone in our pocket to watch on your wrist, technology is an ever-increasing part of modern life for each one of us. In many ways, technology is limiting the need for human interaction, with self service checkouts now commonplace in supermarkets and intelligent fast food ordering through dedicated websites, it would appear as though human intervention is seen now as hinderance rather than adding value. The same is holding true when it comes to advertising, and in particular search engine advertising, where in recent years we have seen the rollout of machine learning technology.
In 2017, Google began unveiling the first of their machine learning technologies through its ad platform, and since then, developments have continued to make advertising your business online significantly easier. In this piece we will explore a few of the machine learning technologies available to business and search marketers in Google Ads to help you hone your skill and grow your overall return on investment through Google Ads.
In – Market Audiences – Targeting People who actually need your business
But with so many searches happening every second, serving your ads to the correct target market has proven difficult. But not anymore. We’ve already mentioned that the first of Googles Machine Learning Technologies was unveiled in 2017. In-Market Audience targeting was said technology.
For the first time, businesses can target potential customers actively researching solution providers with their advertising.
Google’s Machine Learning technology interprets search behaviour, website interactions & search patterns to develop a picture of the service or solution a user is looking for. Using ourselves as an example, we can now target individuals actively researching web service providers such as SEO & SEM partners as well as people looking for website developers.
Aside from the obvious benefits, in-market audience targeting can prove an invaluable resource for building brand awareness for fledging businesses, as they can deliver their marketing message to individuals actively looking for solutions
Bid Strategies – Get more users to your website through bid automation
A further addition to Google Ads is the introduction of new smart bid strategies. These strategies utilise a succinct combination of machine learning and contextual signs to deliver intelligent bids during the bidding process. Factoring in elements such as time of day, user location and even the users device allows smart bidding strategies utilise the most appropriate bid.
Smart Bidding strategies can be harnessed in a multitude of ways, but marketers should endeavour to ensure their chosen strategy aligns with their marketing objectives. Having used smart bidding with great effect over the past number of months, we have seen significant reductions in cost per acquisition metrics for a multitude of clients across a variety of industries.
Responsive Search Ads – Serve enticing ad copy that actually appeals to your customers.
Responsive Search Ads are a machine learning newcomer so to speak. Currently in Beta, responsive search ads allow advertisers add a variety of USP focused headlines, as well as numerous descriptions, and Googles Machine Learning technology will serve the most appropriate ad copy to the end user. Although it is still relatively early days for this technology, we have seen it reduce cost per click by up to 75%.
We envisage this automation technology becoming mainstream following beta testing and will become search advertising cornerstone going forward. Get ahead of the competition today and start using and testing responsive search ads in your Google Ads Campaigns.
So, what does the future hold? The reality is the sky is the
limit. We are only beginning to see machine learning at work in Google Ads and
I have no doubt that machine learning will become a profound influence on
search marketing over the coming years. So why not try out some of the new
Facebook Events are a valuable & free way of promoting upcoming events for your business. The Facebook event will succeed or fail within its Facebook events page, take your time, set it up correctly and your event is bound to succeed. Alongside the event there needs to be a build of anticipation to the upcoming event, which may include countdowns, release date, drip feeding information bit by bit to build interest.
some of our top tips for setting up a successful event:
Tell a story: use your business stories as a countdown for the 5 days before you publish your event. This will build up anticipation and will also be a daily reminder that ‘the big reveal is happening in 5 days’. On the day of the event, use the previous 5 days of graphics as a countdown in 5 stories and then reveal your event on the last story. These can also be posted daily to your business profile.
Cover photo: Your cover photo (1920X 1080 pixels) should attract attention and be representative of your event. This is the image that appears if attendees share your event with others on Facebook or if you decide to put a paid advertisement behind your event.
Shorter is Sweeter: Due to the smaller mobile screen size keep your event name short, sweet and to the point. Test it on mobile before you publish to ensure you can read the full title.
Get the basics right: Facebook’s algorithm will recommend events to users based on several factors, one of them is geographical location. It’s important that the event’s information is correct including its location and time of the event.
Description: Make descriptions easy to read, this is where people will get all their information on your event from. Don’t over populate this area with unnecessary information, if you have a website with more detailed information link it for them to go and read.
Be sure to also select the appropriate event category: The algorithm will show this event to people who have similar interests or have previously attended events from the event category
Cross-Promote with Event Co-Hosts: If you’re working with another business to plan and market an event, consider utilising your partner’s Facebook followers to help generate attention and increase event responses.
Add a ticket link: Let people know where they can get tickets for your event, if you have a website add the URL to the dedicated area for tickets. If your using Eventbrite, you can now sell ticket or enable free registration directly on Facebook. This new checkout experience results in a 2x increase in actual ticket sales (Facebook data in partnership with Eventbrite, 2017).
Keep promoting: Don’t let your event just sit there and hope it will gain traction naturally. Post updates about the upcoming events to the business timeline. Keep sharing an upcoming event on your business page so your followers can see the event which will generate interest, especially if you keep sharing it in the lead up to the event.
Don’t spam your event: Less is more here, although it may seem like a good idea to constantly keep posting and sending notifications to attendees, according to Facebook’s own Event marketing research, events that send lots of notifications experience considerable audience disengagement.
Give attendees the insider info: Sharing pre-event setting up and last-minute additions to the event to further excite existing attendees is a great idea because it further engages them and will also give them a last-minute reminder that the event is soon.
Learn from your event. Facebook Event Insights allows you to view insights about the people your events have reached and their response to each event.
“Facebook isn’t just the world’s most
popular social media platform. It’s also a powerful events hub. With 490
million people using Facebook events every month, it’s the discovery site
everyone turns to when they want to find out what’s going on.”
Insight and interpretation has long been at the very core of
retail excellence. Understanding your customer, identifying their needs,
behaviours, challenges and obstacles and ensuring your retail store can
effectively cater for these individuals has set many a retail outlet apart from
it’s competitors. The same criteria for success hold true for online retail.
The best (and most profitable) online retailers are continually reviewing and
interpreting real time data and feedback from customers to help develop a more
immersive and enjoyable online experience.
Developing a rounded approach to online retail has delivered
success to a cross section of industries and has proved a minefield for many
small and mid-level retail companies. However, there are a range of tools that
can help you embellish your online offering, help your company grow online and most
importantly, deliver much more than just
a “best practice” experience for your customers. In this blog, we rate just
some of the tools that we believe could be of benefit to Irish Retail Companies
in pursuit of online success.
The Old Reliable
How It Works
Google Analytics is a powerful and free tool from Google that works through the addition of a unique piece of code to your website. This code includes a unique UA code that determines where information is sent when a visitor visits your website
What It Does
Use Google Analytics to find out pretty much everything you
could want to know about your website visitors. From the mobile device most frequently
used by your visitors to how long they spend on site, Google Analytics gathers
an incredible amount of data.
What You Can Learn
Practically everything. There is simply too much too learn,
however below are some of the key things that retail store owners could and
should be interested in learning though Google Analytics.
Marketing Channel Revenue Return – How much revenue is my
website generating from my digital marketing efforts. Now a newspaper
advertisement can’t do that for you.
Unique Users – How many unique visitors have come to my
website? A very similar trait to a footfall metric for your bricks & mortar
Cart Abandoners – How many people have thought about buying
something, only to leave it back and walk back out the door.
Visitor Demographics – Understanding the age profile of your
online customers can help you make better sales promotion choices.
These are just 4 of the plethora of information, that retail
stores can learn through a Google Analytics account.
Dmac Media Score: 6/10
Google Analytics power is immense. However, it’s held back
by its complexity for people not using it every day. Don’t get us wrong, we
highly recommend that all websites utilise Google Analytics. Just don’t be
expecting to grasp it all at once.
The new kid on the
How it Works
Hotjar works in exactly the same fashion as Google Analytics – simply add a small piece of code to the website.
What it Does
Essentially Hotjar records how your website visitors
interact with your website. From your Hotjar Dashboard, you can watch up to 300
website visitor videos and determine the user pathways of choice as well as any
barriers to conversion that might be negatively impacting your performance. In
addition, Hotjar’s Heat & Click Maps can provide real insight into the
navigation elements most frequented by your website visitors as well as user
drop as they scroll through your content.
What can you Learn
Hotjar is a incredibly powerful tool for digital marketers.
We’ve used Hotjar to various degrees and have helped us identify a range of
issues and improve websites from a user experience. As we’ve already mentioned,
you’ll identify the user pathways most frequented by your visitors which you
can then use to enhance user experience. Pitfalls or barriers to conversion
also become glaringly apparent following a Hotjar review, enabling business
owners to take action and become more successful online. We’ve also used the click
and scroll maps to empower call to action placement as well the positioning of
key website content, to provide users with next steps ands keep them engaged.
Dmac Media Score: 10/10
Hotjar’s ease of use coupled with simple rollout puts it the
top of our list. The wealth of information and interpretation gives unrivalled
insight into how your visitors interact with your website.
An oldie but a goody
How it Works
Keyword Planner is a tool associated with Google Ads, which can be off putting for business not looking to engage with paid advertising. However, this free tool gathers genuine keyword search data from Google, that can be subsequently used to develop organic keyword strategy.
What It Does
Keyword planner aggregates a range of keywords as entered by
the user offering real time averages from the previous 12 months data and help
you forecast future search volumes. You can use Keyword Planner to gain insight
into keyword search volumes from any country in the world, helping you identify
new markets beyond the boundaries of Ireland. You can also use it to help
generate keyword ideas that you might not have thought about through the clever
“Find New Keywords” option.
What You Learn
Essentially, keyword planner can provide key insight into
the search volumes for potential keywords. This can help you build an SEO map
and develop a strategy that will maximise your websites organic reach and
potential. In addition, Keyword Planner can help you plot the seasonality of
products meaning you can develop your sales promotion & pricing strategy to
coincide with in-season products.
Dmac Media Score: 8/10
An invaluable resource for both pay per click advertising
and organic strategy, keyword planner is an integral part of a Digital
Marketers arsenal. Yes, there are other keyword research tools, but we’ve found
that real keyword insight for the Irish search market can be gained through
The SEO Partner You’ll
How it Works
Moz SEO Software is the brainchild of Rand Fishkin, a leader in the world of SEO Tools. Moz is an easy to use SEO tool that essentially looks at your website from Googles perspective and tells you what can be improved to “Keep Google Happy.” Moz uses crawl technology, the very same as Google, however unlike Google, Moz feeds back any issues negatively impacting the websites organic perspective to you, the user.
What it Does
In effect, Moz sends a crawl bot in the very same way Google
does and identifies a range of website issues that are impacting how search
engines interpret your website. The issues it finds are then collated in an
easy to use site crawl interface, so you can make the relevant improvements. In
addition, Moz reviews the strength of your domain, pages & even details how
your website ranks in a weekly report, so you can see just how well your
website is performing in Google Search.
What You’ll Learn
The power of Moz is really harnessed through its easy to use
and interpret interface. Data from Moz is categorised into 6 primary headings,
which will tell you everything from how your websites ranks in Google Search
for a specific keyword, to how your website stacks up against competitors. We
regularly use Moz’s site crawl tool to improve overall website efficiency and
performance from Google Bots perspective. This incredibly useful tools direct
our both our manual and technical SEO efforts for clients. We also use the
links tool to great effect, examining our clients domain and page authority
regularly to evaluate our link building efforts.
Dmac Media Score: 8/10
Get on top of your technical and manual SEO efforts with Moz
software. It’s easy to use interface coupled with insightful data can help your
website climb the ladders of Google and gain real traffic.
hashtag: n. A word or phrase preceded by a hash sign (#), used on
social media websites and applications, especially Twitter, to identify
messages on a specific topic. Oxford English Dictionary
In the world
of social media, the hashtag is likely the most popular means of categorising
content on social media. It makes your own content discoverable and
allows you to find relevant content from other people and businesses. The
hashtag also allows you to connect with and engage other social media users
based on a common theme or interest.
to use hashtags is fundamental to your success on social media.
Here are some #toptips to help you achieve success.
A hashtag used on a public account is discoverable by anyone who does a search for that hashtag. If you’re using hashtags for discovery, keep it short don’t string too many words together under a single hashtag as this is not how they are designed to work. Be specific, the more specific you can get with your hashtag, the more targeted your audience will be—and a targeted audience generally means better engagement.
Users can now follow hashtags, and in turn they can also unfollow them. Don’t use irrelevant hashtags although it’s not a known fact it’s a reasonable assumption that this will have a negative impact on your organic content. For example, using a well-known travel tag such as #wanderlust on your new product release will have a negative impact on your ranking.
Don’t #spam #with #hashtags. Avoid using too many within a single post. Don’t have more hashtags than words. Just because Instagram allows up to 30 on any single post this does not mean you have to add 30! Try to limit this to under ten for Instagram & LinkedIn and approx. 1-2 for Facebook and Twitter.
Format your hashtags. No spaces are allowed but #YouCanCapitaliseToImproveReadability, do not use punctuation marks or this will break the tagging.
Branding. Don’t go too long or too clever, in general, if you’re creating a branded hashtag you should try to keep it short and simple or else it will never be found or used by your target audience.
Post Ideas. For upcoming hashtag holidays and to look through daily trends the Hashtag Holiday Calendar Here Is a very handy tool to have to hand.
Cater hashtags to the social network you’re using, see Hootsuite’s Blog on this for more info about:
Do your research. To try to calculate the popularity of a hash tag you can use hashtagify.me. They will also suggest alternatives and accompanying hashtags. For current trending hashtags pop over to Twitter where there is a top trending of the day list.
Track your success. If you have an Instagram business account, you can now see the insights for each for your post as well as the number of views that came directly from the hashtag.
Keep an eye on your competitors. As within all elements of business it’s always smart to keep an eye on what the competitor is doing, and social media is no exception. Check out some of their hashtags for popularity and if they are relevant to your business too.
This is the recurring question asked time and time again to our digital marketing team. Your social media platform should represent your business both professionally and personally. Many businesses forget the “social” part of social media and constantly advertise products.
When promoting your business, focus on the
solution you provide, not the products you sell. It’s essential to add value to
your customers and build on your brand image. Never underestimate the fact that
your most important asset (and downfall) on social media, is visual
content. Be sure the images you upload
reflect the image you want to portray for your business. Video is highly
engaging and the recognised way forward.
A guide as to what to post
Are you owl 1, 2 or 3? Owl 1 eyes completely shut oblivious to the world of social media, Owl 2 Half an idea but not sure what or where to post? Or are you owl number 3? Eyes firmly on the prize?
⅓ of your
social content promotes your business, this includes product promotion &
⅓ of your
social content should share ideas, pictures and stories from like-minded and
similar businesses, this is content about your business but not product
⅓ of your
social content should be based on personal interactions within or indeed
outside of your business and build your personal brand.
Even with these
guidelines keep in mind that you should add to the ‘Social’ aspect of the post.
Instead of taking a screengrab of the shoe on your website, how about a staff member puts them on their
feet, goes outside and take a quick boomerang video of the product? This
approach is guaranteed to gain more interest than another picture of a still
motionless product and takes minimal time, effort and zero money.
What you need to
remember when trying to figure out what to post is that…… People are nosey!! Even
a simple picture of a delivery in your stockroom will gain traction, you would
be surprised the majority people who have never worked in retail and really do think its Narnia out there! A hidden
world of all the best products that we are keeping all for ourselves. No, we
promise we aren’t hiding all the stock on you and yes, we promise if we had what
you’re looking for we would most definitely sell it to you! Make your customer
feel special by showing them sneak peaks into your business and as an added
bonus this will build the personal side of your business.
Ideas & where to find them
Another extremely common question is what
content do I post? I know how to, but I can never think of anything to post.
A very simple way around this is to get
organised, get yourself a content calendar! Start it off with adding all the
national holidays this can feed fodder for numerous posts during the year.
Next, add your colleague’s birthdays. Now you can just do a generic Happy
Birthday post but if you’re really organised, you’ll get regular cake’s out of
This ties nicely into my next point -take
your camera/phone out, no screen grabs or borrowing other people’s
images/content use your camera and get photos of the people behind the scenes.
I have seen time and time again that photos with actual people in them gain
higher level of traction then those without.
For an added level of timeliness, look through daily trends and hashtag holidays for 2019 days here: Hashtag Holiday Calendar. This can be so much fun to do & to make a personal twist on it, see our own post for #LoveYourPetDay here
And on the note of
#hashtags if you want to calculate the popularity of a hash tag you can use hashtagify.me
Bank of memes
This is a term I like to use for your stash
of funny content you find when browsing your social media channels, when you
see it, save it and bank it for when you need good content to post. Trying to
find/trying to think of content on the fly can be very hard and will make the
job of social media posting far harder than it should be! Posting funny,
relatable content that’s relevant to your business or brand can encourage fans
to tag their friends – this helps to spread brand awareness without feeling
overly promotional. Also, by a person interacting with your post they are more
likely to be shown your posts in the future.
When to post
Finally, the all-important decision to me
made at the end of all this when will I post it?
Well to be honest If I knew this, I
wouldn’t be writing this blog! The best logical way to keep track of your
previous posts and engagements and schedule content for the optimal time for
your audience specifically, but if time is short use your Facebook page
insights to see when your followers are online as shown below:
I love quotes and this is one of my favourites
as it’s really applicable to the team I work with and was exemplified at the
“None of us is as smart as all of us” (Blanchard, 2019)
Working at Dmac Media for the last 9 years as an Account Manager I’ve learned a lot about all the disciplines involved in and around Web Design, The actual design process, the User Experience, Post Launch Optimisation, SEO, Content Writing, Digital Marketing, Google Ads, Social Media Marketing etc.
Working with my customers to build their businesses online I have a fairly large range of skill and understanding of the online market place. By attending conferences and going to networking meetings I always find something new to add to my repertoire.
At the recent Amplify Conference I learned a lot of new things and got clarity on some things that aren’t part of my day to day dealings with clients…
Looking at the agenda I noted that there were 10 presentations from a range of speakers. Some were representing international/national companies like Google, LinkedIn and Three Ireland, as well as experts from around the country, including our own Dave McEvoy who spoke at length on “UX” (The User Experience)
I’ve chosen to highlight a few speakers that I
personally found either informative or inspirational.
Shane Murphy & Dan Sweeney – Co Founders of Digi-guys
Joanne Sweeney – Founder of Digital Training Institute
Gearoid Buckley – Senior Demand Generation Manager at LinkedIn
Shane Murphy & Dan Sweeney – Co Founders of Digi-guys
favourite presentation of the day came from Shane Murphy & Dan
Sweeney – Co Founders of Digi-guys, now re-branded as “PLAY Creative Agency” I must take my hat off to
the two lads from Cork who are making waves with Marketing Video’s for high
profile businesses across Ireland.
appeared on stage in video, rather than in person. The video introduction was
immediately engaging, I was hooked! They added humour, wit and wrapped it up in
their personalities. I immediately wanted to see more, then low and behold they
appeared in person on the stage with buckets of useful information.
know for example, that 72% of people would rather use video to learn
about a product or service? No? Nor did
I, although it’s one of my favourite ways of learning. I use video tutorials to educate my clients
all the time, including everything from, “How to add and set up another email
in my Gmail account” right through to “how to index my site with Google”
The boys went on to tell us about Video production, how to
get started, what equipment you might need etc. Their answer was music to my
ears, “Just get your phone out and start!”
They exclaimed, begin at the beginning and develop your skills as you go.
Well, it was a bit
more than that to be fair, but they did say, once you’d got your theme,
sketched out a few scenes, decided on the platform you want to launch the video
on, get out your phone and start shooting J
A good bit of advice was to shoot a long video and then use
parts of the video on different platforms.
Now to be fair, that’s probably beyond most of us, but it resonated with
me as we write long blogs (like this one) then take snippets from them for use on Social Media platforms.
The benefit might not seem obvious to you, but think about
all the preparation work you do to shoot a 1 minute video. A fair bit I’d say. But, if you shoot a 6
minute video and then cut and edit it into 8 more usable pieces it’s much more
flexible, keeps the tone and the message the same but is deliverable on just
about every social media platform…
In short, their advice was:
Make sure your video has a Start, Middle and an
Grab Your Audience’s attention
Build in Call to Actions
Define what’s different about your business
Be honest, tell your story, showcase your Brand
Remember you are pitching towards your
customers, clients, fans
Add Value back to your clientele, offer
discounts, special offers etc.
They also talked about creating a hero to solve the problem that exists in your business model. For us at Dmac Media Ltd it might be something like this:
You are a retailer, footfall is decreasing year on year. As online sales grow and footfall decreases,
you need someone to help you begin trading online. They need to be talking English to you not
“Tech Speak”. The video would identify
the problem, introduce the problem solver (Dmac Media Ltd) showcase the
solution followed by a call to action “contact Dave O’Brien for a free
consultation on: 071 9300 637”
Joanne Sweeney – Founder of Digital Training Institute
Rolling right back to the beginning of the day, the first
speaker was Joanne Sweeney Founder of Digital Training Institute and her
presentation focused on “How to Create and Effective Digital Strategy”
Joanne gave us plenty of wisdom nuggets, such as:
The average word count for page 1 ranking websites is 1,890
words – So Content is still King!
Mobile first: Page speed loading is probably the Queen to the content King- your website has just 3 seconds to load before the average consumer’s patience is tried and they press the back button!
Irish people are checking their phones up to 57 times a day
with short bursts of activity – 74 Seconds – so linking that into videos – they
need to be short and snappy and generally speaking, a 5 minute video won’t be
watched the whole way through…
Influencer Marketeers are growing in Ireland. Bloggers and video bloggers are now
influencing the publics buying choices.
* Brands are dedicating more resources to influencer
marketing because it works. Today, 81% of consumers regularly purchase items having
seen them shared on social media first.
According to a study by Collective Bias, 60% of in-store shoppers are influenced by
social media and blog posts.
Plus, 70% of millennial consumers make purchasing decisions
based on recommendations from peers.
The day moved on and some of the presentations overlapped
with other speakers as you might expect, but the next speaker that caught my
attention was, Gearoid Buckley: Senior Demand Generation Manager at LinkedIn.
Gearoid Buckley – Senior Demand Generation Manager at LinkedIn
Gearoid began by talking about his role in LinkedIn. He is responsible for the online marketing
strategy for LinkedIn, and has been for the last five years. I think he knows
He’s been engaging with SME’s to demonstrate the values of
both Organic and Pay per Click advertising on LinkedIn. Now I must confess I’m
not a Digital Marketer, I’m an account manager, so I wasn’t well versed in the
benefits of B2B networking and marketing on LinkedIn. But I soon got my
Gearoid explained the similarities between Digital Marketing
Strategies using Google Adwords, Google Shopping and Social Media PPC
Firstly, he defined LinkedIn as a Social Media Platform. Surprised?
I was., It is primarily a professional platform or network and I had never
really thought of is as a “Social” platform, yet I write, read and share posts
on it much like I do on Facebook.
I guess LinkedIn is as much a Social Media platform as any
other, just without pictures of your baby, cats falling into toilets and all
those infernal videos of people having near misses or painful looking spills
So where is the Marketing opportunity on LinkedIn for SME’s?
First things first, make sure your company profile is whole
and complete. There are lots of blog
posts on how best to complete your company profile on LinkedIn – https://buffer.com/resources/linkedin-marketing-strategy
– But always do the obvious in making sure it’s up to date, don’t keep old
employee profiles active and make sure there are no typo’s! Post something
relevant to your industry/business weekly or monthly or whenever possible. Like
and follow other people, join groups, follow your peers and in short, get familiar and present in your larger
LinkedIn community – Remember if you’re not in you can’t win!
Back to the basics of Digital Marketing on LinkedIn. I
suppose the key difference between LinkedIn and other social media platforms is
that everyone on LinkedIn is in business in one way or another. From Owners, MD’s, Senior Managers, Marketing
Managers right through to employees and people seeking employment.
So, if you design the right campaign strategy you are in
effect, marketing to a captive audience.
You can customise and segment your campaign adverts and put them in
front of the exact person/persona you want to reach. Happy days!
LinkedIn offer some amazing insights into company
performance based on their LinkedIn profile and activity:
For example, did you know:
Two professionals join LinkedIn every second
There are 590 million (and growing every minute
by 120 people) users worldwide *Dec 2018
45 percent of LinkedIn users are in upper
46 percent of LinkedIn users are female
94 percent of B2B marketers on social media use
LinkedIn to publish content
Posts with images get twice as many comments
Video posts are 5 times more likely to get
50 percent of B2B web traffic originating from
social media comes from LinkedIn
80 percent of B2B leads generated on social
media come from LinkedIn
Gearoid went on to tell us how easy the Self-Service
Advertising platform is to set up, how easy it is to create and manage
Campaigns, Ad formats supported in Campaign Manager are Sponsored Content,
Sponsored InMail and Text Ads. You can also engage with a LinkedIn marketing
expert to produce carousel ads, target marketing campaigns and re-marketing
Overall, even for people who have been in the industry for a
long time, attending the Amplify Digital Marketing Conference is very
worthwhile, as it is a unique opportunity to learn from the experts, to chat with them and more importantly you’ll
be networking with potential partners and future business connection.
Write interesting and inspiring Subject Lines to get your email opened!
If you want to get your emails opened by an important client or a new prospect? Then there are two things you must never do and three things that will increase your chances of getting your email opened.
Two things you should never do:
Never ever use Subject lines like these below. Doing so will drive your email straight into the Spam or Junk folder!
Order/Order status/Orders shipped by
Double your income/Earn extra cash/Earn €X extra per week
Make money/Online biz/business opportunity
Instead of using these old and somewhat dubious subject lines, Make it Short, Make It Personal and Make it Relevant
If you don’t want your email to be deleted before it’s even opened avoid Subject lines like this:
Hi, I’m writing to you to discuss….. (That’s content not a subject line)
Are you busy? (No I’m sitting here waiting for you to write to me!)
“Make it personal, make it short, and make it relevant!”
The question you should always ask yourself when writing an email subject line is: “If you received this in your inbox would you be motivated to open it? Or would you delete it?” Do your Research, use your Imagination, make your email worth opening! Add value to the recipient.
“Would you be motivated to open an email you sent?”
When getting started, first figure out what the objective of your email is. Is it a genuine follow up to a meeting, is it a follow up to a product purchase or is it a Cold Call? Understanding the context of the email you are sending will help a lot with the subject line and what you’re saying in the body of the email.
Three things you should always try to do:
1. Keep it Short: Keep your Subject line to less than 10 words, 5 if at all possible.
2. Be Specific: “71% of customers are more likely to buy from you if you have a website”
3. Make it Intriguing: ”64% of Irish customers mistrust businesses with free email addresses!”
Imagine you are a busy manager, MD or business owner, how many emails do you receive each day? 20, 40, 60 or even more? How many of those are important to you, valuable to your business or are intriguing enough to make you read them?
Put yourself in the shoes of the recipient, would you be motivated by your subject line to open the email you sent?
“Put yourself in the shoes of the recipient”
If you are cold calling via email, expect a read/response rate of zero! Although you may occasionally get an irate response from someone who’s had one too many spammy emails.
Do your research and reach out to customers who would genuinely benefit from your product or service.
Stand for a moment in the shoes of your recipient, is my proposition of value to them? If you’ve done your research you will know this alreadyJ
When it comes to making purchases online, many business owners mistakenly believe that their customers purchase choices are sporadic and random. In fact, before making a purchase online, customers undergo a multi-step process that reaffirms their decision and helps convince them that they have made the correct choice.
This multistage process is most commonly referred to as the Online Buying Process. Understanding the motivations of customers at each stage in this process is essential when it comes to optimising your website and leveraging digital marketing practices. In this blog we explore the online buying process at greater depth, making it easier for you to understand the process and help you drive your online business.
The very first stage in the online buying process is referred to as the problem identification phase and it is essentially that, the identification of a problem or issue that could be overcome by buying a product or service. In many cases the problem is clearly defined and specifies a want or need of that customer. E.g. “I need a bigger car” or “I want a new waterproof jacket.” The role of content marketing at this phase is massive, many customers may not have identified their problem yet, and scripted content that attracts and engages their attention can often kick start the buying process.
Having identified their particular issues or pain point, customers subsequently begin to seek out information and research potential solutions to their problem. It is at this stage that the customers most desired solution becomes apparent, as they gather information. For instance, their initial search may be something like “waterproof jackets” and as they gather more information they begin to clearly identify their most desired solution and ultimately searching for something like “Ladies Helly Hansen Insulator Jackets”. Having a clear understanding of how customers motivations develop through this phase and optimising your search engine tactics to capitalise on such phases will drive your customer acquisition strategy and ultimately grow overall sales.
Evaluation of Alternatives Phase
Having clearly defined their particular solution, consumers move on to the evaluation of alternatives phase. Here they research a variety of potential solution providers, ultimately seeking out the most appropriate fit for them. Customers want to reaffirm that their decision to purchase with your company is the best decision. Having a strong understanding of your customer is key at this phase. Let’s face it, price is one of the most influential factors for B2C business and ensuring your price points are competitive is key to winning online sales. However, customers may have ulterior motivations, like the after sales service or delivery time, that could factor in the next phase – their purchase decision. The length of time a user spends at the evaluation of alternatives phase is proportional to the expected spend. Small spends can are often born off the back of a very short evaluation of alternatives. Much larger spends tend to be quite drawn out and multi session. In some cases, it isn’t surprising to see 10+ visits to your website before a consumer ultimately makes a purchase.
It seems counter intuitive to go through all that work and not make a purchase, but believe it or not, customers still walk away from sales at this stage. For example, external factors such as an unexpected expense or large bill may have eradicated the disposable budget which the customer may have put aside for said purchase. Perhaps the customer has forgotten the problem that prompted the initial buying process or feel like the issue has been resolved. Remarketing and email marketing can aid the purchase decision and ultimately convert customers.
Congratulations, we’ve got a sale. Or have we? The purchase phase is the time when user has committed to making the purchase. They’ve done their research, evaluated alternative providers and decided that your business has come out on top. But is making a purchase on your website really as easy as it could be? Objectively test your purchase process. Keep it as clear and simple with as few steps as possible. Consider mobile users, and ensure the process is clear and easy for them also.
Post Purchase Evaluation
Even though the sale has been made, it doesn’t mean that the process has ended for the customer. In fact, your new customers further evaluate their decision to purchase with your company. Was your service or product as described? Were delivery times accurate? Were they billed correctly? All these and more are questions that could diminish customer loyalty in an instant, putting future purchases with your business in jeopardy. Following up with services, reviews and feedback from consumers, all offer customers the opportunity to have their say and share their experience. Leveraging customer loyalty schemes and ‘previous customer only sales promotions” can continually enhance your reputation and grow your online business.
Good luck with perfecting your online buying process and if you have any related questions don’t hesitate to get in touch.
If your understanding of marketing attribution is cloudy, don’t worry you are far from alone. Many digital marketers & traditional marketers feel at sea when it comes to attribution models. In this article we throw you a life ring and help you find your feet when it comes to marketing attribution.
Attribution as a whole relates to the business of assigning credit to a marketing channel. Before we get into the nitty gritty of it all, let’s firstly clear up some of the digital marketing jargon your likely to come across during this piece. First off…
If I had a penny for every time I have been asked to explain what a conversion is, I certainly wouldn’t be sitting here writing an article on attribution. Essentially, a conversion is any customer action which you can define as being profitable for your business.
A conversion can be anything you deem valuable for your company, from an email sign up to an online transaction. Conversions generally take two forms – micro or macro. Micro conversions contribute to the buyer journey and helps buffer a potential customer through your sales funnel. Macro conversions, on the other hand are the ultimate action you want your customer to take, i.e. request a quote, call your business or complete an online transaction.
Secondly some metrics. Return on ad spend (or ROAS) and cost per acquisition (or CPA).
Return on ad spend boils down to the amount of money a company receives for every euro spent on an advertising source i.e. spend €100 advertising, receive €1000 in revenue.
Cost per acquisition or cost per conversion relates to the amount of money a company spends to generate a conversion action. i.e. Spend €10 and gain 1 email sign up or generate one call.
Now that we have cleared that up, let’s examine what exactly attribution is and how these elements play a role…
Attribution is the process of assigning the credit for these micro & macro conversions to a marketing channel or set of channels, offering greater channel insight for marketing professionals. Doing so, can help optimise budgets, spend and even refine marketing efforts to drive an increased return on ad spend and lower cost per acquisition.
Sounds great right?
Now that you have a basic understanding of what “attribution” is let’s examine it a little closer.
There are a range of different models when it comes to attribution. Each model assigns credit differently to various channels used by a customer leading up to a conversion. These models can be categorised intolast click or last interaction, first clickorfirst interaction, linear, time decay or position based. Don’t fret if you’ve never heard of these models, we are going to examine each one closer. For each of the following we are going to use the following customer journey as an example.
Monday – Clicks Facebook Ad
Tuesday – No Action
Wednesday – Clicks Google Search Ad
Thursday – No Action
Friday – Clicks Google Shopping Ad & Converts
• Last Click Attribution
Last click or last interaction attribution model assigns the credit for the conversion the very last touch point used by the customer. Applying the last click attribution model to the above example would assign all the credit to the Google Shopping Ad click and nothing elsewhere. Has its limitations, right?
• First Click Attribution
First click attribution performs in exactly the same manner as last click attribution, however in this case all the credit would be assigned to the first click that brought the customer your website. In the example above, this would mean your Facebook campaign would be assigned all the credit for the conversion, and why shouldn’t it, after all this is how the customer first found your website. But if you weren’t using Google Search ads or Google Shopping would that customer have bought from you or a competitor?
• Linear Attribution
The linear attribution model could be described as a fairer attribution model. In this instance it assigns credit equally among all touch points that led to the conversion. In the example given above, this would mean that 33.33% of the credit would be assigned to each of the three campaigns that contributed to the overall sale.
• Time Decay Attribution
Utilising a time decay attribution model gives greater emphasis to the clicks closer to the conversion. Essentially this model reduces the value of the first click and assigns greater credit to each subsequent click with the final click being assigned the most credit. In the example above, 60% would be assigned to the Google Shopping Campaign, 30% to the Google Search Campaign & 10% to the Facebook Ads Campaign.
• Position Based Attribution
Position based attribution assigns credit to the first and last clicks primarily, and divides the remaining credit among touch points throughout the customer journey leading to conversion. Essentially this attributes the most credit to what brought the customer to your site initially, and what ultimately led to their conversion and minimises the value of any intermittent marketing channels. In the above example 40% of the credit would be assigned to the Facebook Ads Campaign & 40% assigned to the Google Shopping Campaign, while the Google Search Campaign would receive 20% of the credit.
Each attribution model has its own pros & cons and grasping the concept can prove quite tricky initially.
When it comes to choosing an attribution model that’s right for your business, understanding your customer journey is key. If you are retailing a high ticket item, customers tend to spend much longer in the research and evaluation phase and so may visit your website numerous times before converting. In this instance, each touch point had a role to play in convincing the customer, so a linear or time decay model is most appropriate.
On the other hand, if your customers journey to conversion is quite short, and their overall spend is low, it is likely they will move to research and evaluation phase quite readily suggesting a last click or position based attribution might be most appropriate.
While attribution is a rather complex, multifaceted topic, if you take away one thing from this article let it be this – no attribution model is perfect. Despite your best efforts, every model has is shortcomings and the pursuit of perfection can lead to unrestrained hair pulling and sleepless nights.
“The secret of mastering attribution is knowing when good is good enough.”
Thankfully, from an introductory perspective, Google Analytics can help you gain understanding in the role each of your marketing channels plays in your overall performance. It even has built in attribution models and a comparison tool so you can see just how each channel performs under each model. Getting to grips with these models and other analytics reports you could be using can and will help you optimise your online marketing and drive greater return