Episode 16: Role of UX in a site’s marketing effectiveness

We can all agree that websites should persuade visitors to buy our products & services, right? There is a whole field that focuses on how websites do this, called User Experience (UX). 

To find out what marketers need to know about UX, I talked with Farhad Khan, an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. He has since received Ottawa Business Journal’s Top 40 under forty distinctions and has also started a podcast called The ButterFly Effect. 

Listen for his description of how design impacts a site’s marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization.

Shownotes

People & Products Mentioned

 

 

Episode 15: Ad Fraud and what you can do about it

This episode looks at the impact of fraudulent traffic on digital marketing. We’ll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it’s still good business to advertise, in spite of problems with ad fraud.

Shownotes:

Ideas and Products mentioned in the episode

Humans Account for Less than 40% of Global Web Traffic.

Pixel Stuffing (see ‘pixel stuffing’)

Ad Stacking 

Misrepresentation ad fraud (video) 

Ad injections

Google Data Centres

Ad Fraud Bots reported by White Ops 

IAB.canada

Media Rating Council (MRC)

TAG standards

Blade Runner Voight-Kampff machine 

Polygraph Machine    

Ads.txt

Google Tag Manager Conversion Linker (Video) – incorrectly called it Conversion Looker in the audio.

Anti-drug PSA 

Arthur Andersen & Enron conflict of interest

Script to find How much of your traffic uses adblockers

People mentioned in the episode:

Bob Hoffman (adcontrarian) 

Mark Schaefer 

Scott Stratten

Gabe Leydon 

Augustine Fou 

Reboot:

To see invalid traffic numbers and percentages in your Google Ads account:

  1. login to your account and navigate to the campaign level
  2. Click the Columns icon and add the invalid interaction data columns
  3. If there are clicks you consider invalid that are not reported, you can request an invalid traffic investigation. Details are at the bottom of this page: https://www.google.com/ads/adtrafficquality/what-you-can-do.html

Episode 14: The Role of Content throughout the funnel

This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer’s vertical and funnel stage. Hear how they:

  • Implemented the email communications and marketing content into their Marketing Automation tool.
  • What kind of marketing resources they needed to build and maintain the platform
  • How to customize content for different audiences, without making too much work for yourself 
  • How to present dashboard data such that management understands how you use the budget to create content and what business-related numbers that influence.

Shownotes:

Ideas and Products mentioned in the episode:

People mentioned in the episode:

Reboot:

If you haven’t yet built content, use the attached Content Planning Template

If you have content on your site and you are auditing its marketing effectiveness, use some of the templates shown here:

 

Episode 13: How Content Experience Makes the Whole Funnel Work

This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can’t just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor of Samurai Marketing, you’ll hear the 12 steps he follows for creating content that measurably improves the number of users who engage and become leads.

Show Notes: 

People/Things mentioned in the show.

Episode Reboot: 

Here is James’ 12-step checklist for Creating WebPage and Blog Post content

Content checklist
Content checklist

Episode 12: How Traffic Makes the Whole Funnel Work

traffic channels for acquiring site visitors

This is the fourth in our five-part series on Making the Whole Funnel Work.

In this episode, we talk about traffic; not the automotive type but the web visitor type. This solocast talks about all the ways web analytics tools classify traffic to your site. Then I focus on four of those channels that you can affect for getting more traffic to your site.

Show Notes: 

People/Things mentioned in the show:

For more on this topic, check out Episode 2: http://leadgeneering.com/ep2/

Episode Reboot: 

Check out the Acquisitions report in your Google Analytics. Navigate in the left menu to “Acquisitions” to see all the submenu items.



download

Episode 11: How Conversions Make the Whole Funnel Work

In this episode, we look at both sides of website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common actions used on leading-edge websites. Listen in for answers to these topics:

  • Why do we have conversions?
  • How to optimize your conversions
  • How to choose what call-to-action to put on your webpage
  • How to effectively use chatbots, contact form, call buttons, questionnaires, etc

Ideas and Products mentioned in the episode:

Chat tools

Botacademy

Drift

PureChat

Zendesk

Intercom

Snapengage

Olark

People mentioned in the episode:

Karl Blanks and Ben Jesson, author  “Making Websites Win”

Chris Goward, author “You Should Test That

Brad Geddes, author “Advanced Google AdWords”

Tim Ash, author “Landing Page Optimization”

Sangram Vajre, Flip the Funnel

Reboot:

Enjoy this list of Conversions/Calls-to-Action from “You Should Test That” (reprinted with permission)

Lead-Generation Goals

If lead generation is your overall purpose, the goals might include any of the following specific user actions:

  • Request a quote
  • Create an online quote
  • Request an in-person demo
  • View an overview video
  • Request a phone call
  • Take a quiz or poll
  • Request a situation analysis
  • in a contest
  • Request market information
  • Fill out a needs-analysis
  • Book a meeting
  • questionnaire
  • Use a needs-analysis wizard
  • Ask a question
  • Use an interactive savings or RO
  • Complete a contact form inquiry
  • calculator
  • Download software
  • Click to call
  • Sign up for trial offer
  • Click to chat
  • Request a printed brochure
  • Make a phone call
  • Request a catalogue
  • Register for a webinar
  • Download an online brochure
  • Register for a conference
  • Download a whitepaper
  • Sign up for a newsletter
  • Download an ebook
  • Sign up for a blog subscription
  • Download a worksheet
  • Sign up for an RSS feed Subscription
  • Download a case study

E-Commerce Goals

For e-commerce, your goals might be based on any of these common metrics:

  • e-commerce purchase conversion rate
  • Average order value
  • Return on ad spend
  • Revenue per visitor

Or they might include any of the following user actions:

  • Sign up for an RSS feed
  • Request a catalog
  • Subscription
  • Ask a question
  • Add to cart
  • Click to cali
  • Save to a wish list
  • Click to chat
  • Sign up for auto-reordering
  • Sign up for a newsletter
  • Add accessories (up-sell)
  • Sign up for a blog subscription

Affiliate Marketing Goals

For affiliate marketing, your goals might include a specific revenue-per-visitor value, along with any of the following actions:

  • Click through to an affiliate site
  • Sign up for a newsletter
  • Sign up for a blog subscription
  • Fill out a needs-analysis questionnaire
  • Sign up for an RSS feed subscription
  • Use a needs-analysis wizard
  • Find a service provider
  • Use an interactive savings or ROI calculator
  • Find savings in your area
  • Create an online quote

Subscription Goals

Subscription goals might include any of the following actions and metrics:

  • Sign up for a free trial subscription
  • Upgrade subscription
  • Paid subscription signups
  • Average subscription signup value

There are many more goals you can track, depending on your business model. For each test, choose the one that drives the most revenue. Once you have identified the goals for your test, you’ll be ready to set up your conversion-optimization experiment and get testing.

 

Episode 10: How a Tracking Infrastructure Makes the Whole Funnel Work

This episode covers what needs to be in place to know everything about people’s interactions with your website.

Listen in for answers to these topics:

  • What are the main pieces of a funnel infrastructure
  • What are the skills you need to set up and maintain your infrastructure?plinko
  • How to track what’s happening in your site through Google Analytics, everything from a video view to use of a chatbot
  • Which tools manage the tags behind these conversions
  • What you need to run A/B testing

You’ll also hear how Mother Hubbard, Gas Tanks and the game of Plinko all relate to tracking on your website.

Ideas and Products mentioned in episode:

Installing the Google Sheet add-on

Google Analytics

Search Console

Google’s Campaign URL Builder

Uptime Robot

VisualPing

Google Tag Manager

Google Optimize

HubSpot

Eloqua

Marketo

Pardot

Google Analytics Suite

People mentioned in episode:

Sayf Sharif

Sangram Vajre

Reboot:

Please go see the Google Marketing Platform by going into https://analytics.google.com and clicking the 2 by 2 grid icon shown below.

 

 

 

 

 

 

 

Episode 9: How Dashboards Make the Whole Funnel Work

How dashboards help make the whole funnel work

Here is the 7-step process described for building a marketing dashboard:

  • Interview stakeholders
  • Review Technology
  • Select KPIs
  • Group requirements
  • Select Charts
  • Prototyping/Wireframing
  • Launch

Ideas and Products mentioned in episode:

Entity relationship Model (ERM)

Database Schema

Extract Transform Load (ETL)

Supermetrics

Domo

Tableau

Klipfolio

Geckoboard

Google Data Studio

People mentioned in episode:

Special thanks to Doug McCaffrey who collaborated on this dashboarding initiative with me.

Ben Yoskovitz

Alistair Croll

James Hebdon

Robert Rose

Matt Heinz

Christopher Berry

Reboot:

Look at Nicholas Kelly’s site, Nicksight.com for ideas and products related to dashboard-making


Episode 8: Top Paid Search Updates of 2018

paid search updates 2018 recap

This episode looks at 2018’s Top Changes in Paid Search Marketing. We have three PPC Professionals who reviewed the long list of features that PPC platforms made in 2018 and cut it down to a handful that are having the largest impact on B2B companies. Hear what we think are the best and worst changes made this past year, and what advertisers should to in reaction to them.

2018 Top Paid Search panel

Special thanks to two people who know their way around all the major PPC platforms, Pierre Levasseur and Olga Gladycheva, for joining as guest panelists in this episode. The updates covered include:

  • Google Analytics Audience Report
  • Bing Native Intent Ads
  • Responsive Search Ads
  • Smart bidding Display campaigns
  • Click to Message Email Forwarding
  • Bing’s new LinkedIn targeting abilities through Microsoft Audiences
  • Google Ads Removal of some Budget Limits
  • Custom Intent Audiences for Display/Retargeting
  • New Script GTAG.JS in Response to Browsers dropping cookies
  • Google Ads Suggested Ad copy
  • Smart display campaigns
  • Increased targeting of mobile traffic on display campaigns

Episode 7: Integrating CRM and Marketing Automation into your Funnel

Ed Goffin of Pleaora Technologies talks about CRM and Marketing Automation

In this episode, we hear from a company that’s successfully using two enterprise applications to run sophisticated digital marketing programs.

Shownotes:

Ed Goffin works at Pleora Technologies and can be reached at ed.goffin@pleora.com

They use Salesforce as their CRM and Pardot for Marketing Automation.