Marketing: Persevere, Persevere, Persevere

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Persevering in marketing is a lot like persevering to reach a goal

 

Marketing: Persevere, Persevere, Persevere

My father once told me “When times get tough, persevere”.

Anecdotally, after having met so many businesses over the years, there are two key numbers that I hear over and over: 11 and 13. These are the years it takes many businesses to find the success many dream of when they first start a business.

Both numbers are fairly big and if your business is just starting out reading that may seem frightening…

But I may have a short cut.

MARKETING!

I was in a networking event just this week where this fella said to me “advertising – just doesn’t work. The only way to build your business is word of mouth.” Now, be it driving down the freeway passing billboard after billboard, listening to the radio, watching the TV or looking at the amount of content being produced online I think there is a weight of evidence that may suggest otherwise.

Word of mouth is a beautiful acoustic performance and let’s be honest there are few things better than being in an intimate room with an artist and hearing them play just for you, but it can be equally thrilling listening to your favorited artist belt out the same tune with 100,000 people singing along around you in a stadium.

But to sing to 100,000 you need to amplify the singers voice and this, for me, is a key to growing your business quickly… amplifying your marketing efforts.

That amplification can be scary be it as a singer or as a business takes commitment

  1. Because you need to invest infrastructure to achieve it and,
  2. Because you need to be able to back up your promise of a great show or else you are going to seriously damage your brand…

I think a big part of the reason that many businesses are afraid of implementing marketing initiatives is because they are genuinely afraid of growing. Afraid of the commitment it takes…

So, if you are not afraid read on.

Like business itself, I believe, like my father did, that marketing is about perseverance.

Perseverance in Marketing

How does this apply to marketing?

The big bad world of marketing is massive and the options endless; so how can any business know what is going to work for them and what business can possibly afford to do, or try, them all?

And even if you could, where you find success may ultimately surprise you….

Unfortunately, marketing isn’t an absolute science, moreover one of the greatest challenges of business is differentiation and much like your USP (and you should have one (Have a read about USP’s here) your marketing needs to set you apart from your key competitors. The look, feel, messaging and channels you use may be guided by your competition (note: research is key to standing out) but may take time to make work.

Time…that old chestnut. Yes, great marketing takes time – marketing is a marathon not a sprint and you should prepare for accordingly.

Here are some things to consider

  • Have a genuine goal
  • Have a plan
  • Some will recommend 90 days but we would suggest 180 day to trial and evolve a marketing initiative before abandoning it. Not 2 weeks!!!
  • During that time test and tweak it
  • Understand what the purpose of your marketing is there to achieve. There is a huge difference between marketing for sales vs marketing for brand awareness, so be clear about what it is you are aiming for before you begin.
  • Invest in quality execution. If you can’t do it well, don’t do it at all.

Marketing success won’t happen overnight. The companies that do it best are those that are willing to roll up their sleeves, get a bit dirty, do the work and stick with it.

A creative director I used to work with many years ago, Paul, once said to me “Ideas a worthless, what makes a great idea is how you execute it” and most businesses abandon them for the next bright object instead of sticking with their plan. Which is one of the greatest challenges we face as an agency, we build plans for businesses and a timeline with which to permeate it, only to have the client change their objectives or be concerned they are not seeing results one or two months in.

Yes, you can always change something if it doesn’t work. But, before you do, make sure you didn’t just abandon great ideas or great plans because the results weren’t instant or because it was more fun to try something new.

Marketing in some ways can be like going to the gym and working with an agency like working with a personal trainer…It is going to be hard. The trainer is going to build you a plan and going to push you to stick to it.

 

Your muscles will be sore, your diet may be restricted and for a while it may feel like you are getting nowhere, but stick with it and you will come out of it looking and feeling better than ever.

 

Remember

Be patient

Be involved

Be consistent and

Be persistent…

 

And both your business and your marketing will flourish. And if you need some help, just ask we’re always here.

 

 

 

Photo by Ian Chen on Unsplash
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Differentiating yourself in a crowded marketplace: A comparison

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Unique Selling Proposition Real World Example

 

Differentiating yourself in a crowded marketplace Breakdown

When I was musing about Unique Selling Propositions (USPs) the other day I thought it would be interesting to give a real-world example. It just so happens that the next ad I saw was for QuickBooks and my decision was made.

Can you tell me the difference between Quickbooks, Xero and MYOB?

I can’t… I am not an accountant and all but basic accounts receivable and payable is lost on me.

What I can tell you is how I view the three brands

 

By the way, this was the ad:

 

QuickBooks

The ad in question, plays very much to a small business owner – it is accounting software that makes your life easier, especially the incomparably annoying job of chasing accounts in arrears.

Xero

Although Xero has been around for a while in internet years it seems like the easy yet technologically advanced choice.

MYOB

MYOB is an interesting case it has both a positive and a negative from the one factor: its age; they have years of proven experience and many happy customers in Australia but like pc vs mac they may have a little image problem of being a dinosaur.

 

 

But that’s just my viewpoint, let’s have a look at how they portray themselves online.


Upon landing on QuickBooks you can notice a few things

  • Small business: they refer to their customers as the hardest workers shameless pandering but also how small business view themselves (and rightly so) and their navigation includes small business, self employed and then accountants/bookkeepers – also there is a hardworking small business owner in the hero image looking at her phone after working on pottery.
  • customer service: voted #1 plus you have multiple options of using that customer service via the side buttons; live chat and customer service number in the navigation.
  • Technology: you also have a video that is in the shape of a mobile (smaller image next to it denotes it works across all platforms) with a the User Experience (UX) of their app they know a lot their small business owners are on the go and want access to a simple to use platform from their mobile.
  • Last but not least; you will see the word Your books, made easy

 

Xero’s current home screen has:

  1. Social proof: a million subscribers; an image of a few happy customers from different industry but all pretty trendy looking; and Canstar winners 4 years running.
  2. Tech savvy: the branding itself is very sleek; tagline is better business; and they have Features & Tools as their first nav choice after which they have Why Xero plus words like advisor, resources and partners are all speaking to its technological prowress.
  3. Local: I thought Xero was trying to sound approachable mentioning AUS and NZ as well as YOU BEAUTY but something I did not know was that it was founded in NZ and is listed on the ASX. So there you go.

And lastly MYOB:

  1. Design/technology: whether or not my assumption was right about MYOB being considered a dinosaur in the accounting software space – they are definitely rallying against it via new branding (it was updated less than 2 years ago), a young trendy person who has her finances sorted on a phone
  2. No nonsense, easy copy: DONE… Set your business up for success… actually lets you run a business.
  3. Social Proof: also like Xero over a million users but they don’t need to include NZ in their drawing pool.
  4. Big & oozing with legacy: A breakout mentions version 19. The copy asserts that their software scales with you and the navigation separates you into small, bigger and accountants/partners.

 

So, you might think my prognostications were to pat myself on the back if they turned out to be right but it was quite the opposite – my intent was to suggest that each of these companies do a great job of keeping their messaging consistent; that we almost instinctively know what we are getting from them even if we know little of them. The differences might appear small (to anyone who doesn’t spend hours appraising the UX of different websites weekly) but they are there.

 

On a side note, if you did focus on UX (and websites in general) every day you would notice other little things.

  • Like the banner for all three has copy on the left and image on the right
  • Another common best practice for Software-as-a-service companies is to offer a free trial.
  • The fact that the call-to-action buttons are all green the universal symbol for go even though QuickBooks is the only one that uses green in their branding colour scheme. Don’t feel like you must use green, it’s not 100% fool proof, some use red as it suggests urgency or special but at the end of the day our mantra is test early and test often.
  • And you will notice that the word “you/your” appears at least once on each of them – Remember, you are always talking to your customers on your website – be friendly!

 

But I digress, back to differentiating yourselves… if the website has passed the 5 second test and attention is piqued a user may scroll below the fold where usually they will see more important selling points of a product.

 

QUICKBOOKS

 

XERO

 

 

MYOB

 

QuickBooks focusses on you: save time, claim dollars and mentions (again) their award-winning support.

 

It should be note Xero has a customer video stories breakout before the list of features when scrolling down the page. Xero decided to have a few more bites at the cherry – showcasing 9 features that will change your life. The focus here is on the variety and technological strength of the application with over 700+ third party apps.

 

And MYOB goes for the national pride theme for Aussies by Aussies and speak to a human but not just any human an Australian human. And you can do it wherever you want.

 


Each brand has its differences and similarities but they have all carved out a niche for themselves by appealing to different consumers. So even if you think your offering is the same there will be a way to showcase why you are the right business to solve their need.

 

 

 

 

Photo by rawpixel on Unsplash
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Should you switch your Instagram account to a business profile from a personal one?

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Decisions Decisions Instagram personal or business

 

Should you switch your Instagram account to a
business profile from a personal one?

You have probably wondered about this before, if you haven’t already made the switch. There are definitely lots of pros to having a business Instagram account, rather than a personal one. Keep reading to find out if switching to a business account will be beneficial for you!

 

Would Instagram analytics be useful to you – real time metrics?

Being able to (very easily) analyse your Instagram audience, your engagement and your account discovery can be very helpful.

With a business profile, you can see:

– How many people are viewing your profile per week.

– How many individual accounts you are reaching per week.

– The total number of times that your posts have been seen.

– How many people have saved your posts.

– Who your Instagram audience is – their location, age range and gender.

– What days and hours are best for you to post!

You can then leverage all of this valuable information to optimise your content and your overall Instagram performance.

 

Would you like to promote your posts?

If you have a media budget (big or small, it doesn’t matter!) then having a business profile would definitely be of interest to you. Even just spending a couple of dollars a day for a few days during a big online sale can have a huge impact, and dramatically increase your reach.

 

Would you like to be able to clearly display your website link and your contact options?

When switching over to a business profile, you are able to decide which of your contact information you would like to display – phone number, address, email and/or your website address. Of course this is beneficial to almost any business! You can still add your phone number or website address to your Instagram bio on your personal account, however this takes up character space (only 150 characters allowed) that you may want to use for something else, e.g. some information about your brand or a tagline. Also, on a business profile, the contact options will come up as contact buttons e.g. “Call” or “Email”, which keeps things clean and tidy, and very accessible for the user!

So, lots to think about here! Hopefully we have helped give you some more insights into the benefits of switching your Instagram account over to a business profile, so you can make a clearer and more informed decision!

Happy Instagramming!

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Marketing First Principles – USP – Unique Selling Proposition

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How to define my USP Unique Selling Propositions

 

Marketing First Principles – USP – Unique Selling Proposition

Whether you are a start-up or an established business you will find yourself wanting to differentiate yourself from your competitors – enter the Unique Selling Proposition or USP an easy way for us marketers to discuss what makes you different and more importantly what makes you and your offering better or more appealing than your competitors.

I include established businesses, along with start-ups, as you would be surprised how often a business might not have one, might not realise they have one or have forgotten their roots over time (an always on principle is important).

1 – How to define your unique selling proposition?

If you are a start-up and you created your business because you saw a niche in the market than it’s obvious your USP is your niche, good for you – you’ve already completed steps 1 & 2, skip to part 3. Point in fact, a new client recently started up a mobile coffee business in an area that doesn’t have one – USP solved Coffee Brought To You.

You could be in an industry with what may seem as fairly rigid terms of service. Example: I am an accountant – I do your books (speaking of accounting, learn about how accounting software platforms differentiate themselves in the Australian market HERE) it doesn’t feel like there is much room to separate yourselves from the other accountants out there.

But

There is always a way

A good place to start is by asking yourself what’s most important to you and your business:

Best in market/Premium

Value

24/7 availability

Location

Design

In-person consultation

Customer service

2 – Research

Learn what your competitors are doing.

If you said value than you might want to find the other’s prices and beat them – (but we would more likely recommend adding value because simply lowering prices can become a race to the bottom).

If on the other hand, you may have said premium make sure you only stock the best products.

Not only do you learn from your competitors learn from your customers. Ask them – why do they keep coming back and then use that as inspiration.

3 – Solidify

Now that you have an idea write a paragraph explaining it or write 3 key things about your USP.

Just get it out of brain and onto the page.

Now that you have done that reduce and repeat. You may even find that you can get it down to a tag line.

Some examples of taglines that are USPs in their own right

The burgers are better at Hungry Jacks – simple effective no social proof needed they are just stating the fact.

9 out of 10 dentists agree… – this is a poof that people in the know suggest it.

Open happiness – Holy Coca Cola Batman… this is abstract but it is unique

One of our favourites however has to be finger lickin’ good.

Speaking of KFC and Coca-Cola another USP for both of them is secret and you can’t get it any where other than their product. The Coca-Cola recipe is a well-known secret… umm is that an oxymoron? you know what I mean… it’s well-known that it is a secret. And KFC has the mysterious 11 secret herbs and spices.

4 – Promote your USP

This can be considered part of your general marketing activities but remind people constantly what makes you great. Be it in person, at your storefront, on your promotional materials; in your edms and naturally on your digital home the website.

Following these steps will add value to your business and will also solidify in yours’ and the other employees’ minds what your brand is all about.

If you or someone you know is having trouble with USP drop us a line.

 

 

 

 

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5 TIPS TO HELP MARKET YOUR SMALL BUSINESS

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5 TIPS TO HELP MARKET YOUR SMALL BUSINESS

I regularly meet with small business owners, and almost every single one procrastinates in some way when making marketing decisions. Typically, for one of three key reasons:

  1. They want total assurance that it will work.
  2. They think they can/want to try to do it by themselves.
  3. They don’t have the budget, but are keen to invest in it when they do.

I can empathise, on this last point especially, as someone who has worked with some of the world’s largest companies where budgets are often much larger. I can also understand the hesitation for small businesses with small budgets who feel like it’s all very intangible and question whether it will really work and be worth the financial investment.

If you are keen to improve your business’s marketing but feel stuck or unsure of what to do next, keep reading!

Below are 5 tips on how to stand out and be noticed by potential customers and clients.

 

1 – Have clear objectives… not just that you “want to sell more”.

Small businesses rarely actually know what they want. They want growth and they want more sales.

But what does that actually look like. Be real, I want to sell 10 more of that or I want to make +X in revenue.

Once you clearly know your objectives, it is far easier to assess the value of your proposed marketing initiatives.

And remember, if you have no marketing collateral, no social media presence or have never reached out to your customers before, you have to factor in what I like to call momentum costs. Just like exercising after “letting yourself go” for a bit, the first little while in the gym will be hard and won’t show much result. So be patient. All great things take time!

 

 2 – Add value

Ok, so you are starting to market yourself – awesome! Unfortunately, so many small businesses leave marketing their business until they reach a moment of desperation. The problem here is two-fold:

  1. If you have not engaged and cultivated your audience before now, then there probably aren’t many people listening. Big businesses can make noise, small businesses rarely can. So don’t leave it until the last minute. It takes time to build an audience, and only then will results be achieved.
  2. When you are desperate, you head to last resort alternatives like sales. Discounts are often of value in a retail environment but for most businesses I meet, one of my first marketing tips is to look at the product and see where you can increase sale or margin through value-adding… Not only does it potentially mean selling less for the same result, but you don’t undermine the value of your product, or look “desperate”.

 

3 – Consistently publish great content and maintain your presence

Consistency is key and the concept of an “always on” approach is something often unachievable by small businesses because when you get busy, your marketing falls off the priority list. So, find a partner and outsource it.

Now there is a cost to this, so make sure you understand the genuine value of marketing to your business, and make sure that your marketing costs are factored into your product or service costs.

It would surprise you just how many businesses I meet who don’t factor marketing into their product pricing, and the thought of eating into margin generally sends small business owners into some sort of small seizure! So do the numbers and be realistic!

High quality content will improve your reach and your brand exposure, but beyond this, a solid investment in content speaks volumes to the consumer. It makes your business look more legitimate, which in turn makes the decision-making process for the potential buyer much easier.

Great content also helps with SEO, which means you are getting more bang for your buck.

 

4 – Reinvent previous content

There is nothing wrong with reusing existing content that has performed well in the past. We do this often – and think about it, it makes total sense! If you invested time or money in good content in the first place, it deserves to be reused. It may be seen by a totally different audience, which means lots of potential new customers!

We have hundreds of articles and some of them are really great (who are we kidding, ALL of them are great), with lots of super insightful information. So, pull out the very best and create small pieces of new content.

 

5 – Budget

I have worked with lots of of SME’s (all the way up to those with $50 million turnovers), and not many have a realistic budget when it comes to marketing.

Great social media is not free. Nor are great articles, graphics or videos. Yes, there are tonnes of people out there touting cheap or DIY solutions and I am not discouraging them, but believe it or not, marketing is a skill. An agency like ours knows exactly how to deal with all of the marketing challenges your business might stumble across; and we feel pretty confident that we can build you a solid strategy and execute it with more success than you can likely do on your own (no offence)!

You perceive yourself as a highly skilled professional (individual or organisation) of your field, so:

  1. Focus on doing what you do best. Saving a few dollars on marketing doesn’t make much sense when you should be spending your time in your field of expertise, and improving your craft! Let a marketing expert do their thing, while you do yours!
  2. If you can recognise your skillset and experience in yourself, make sure you recognise these in your selected marketing partner. Trust that they are skilled (and do your due diligence, of course) and work with them to deliver your objectives.

Make sure you allocate a budget that is realistic to the task. If you want to make $1million in additional revenue, $5K is not a realistic budget (sadly)! If we could all spend just $5K in marketing and make $1M, everyone would be pretty successful!

Don’t get me wrong, you will always hear those sensational stories of people who made millions by investing just $500 in marketing, or who did it all by themselves overnight, etc. etc. , however these are genuinely “right time, right place”, stories. Be realistic!

And finally, budget doesn’t only apply to money. Make sure you are realistic with the time your budget needs for success. Just how making $1M by spending $5K on marketing is probably underdoing it, 5 days to achieve $1M in sales is probably not realistic either. Here at Remember, we tend to work in quarters or six month blocks as for most businesses this is more reflective of the timeline they will require in order to achieve meaningful and measurable goals.

Happy Marketing! Feel free to drop us a line if you think we can help you!

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A McDouble Ad Review MMOM

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MARKETING MASTERSTROKE OR MISTAKE?

I am often unimpressed with McDonald’s advertising campaigns – they are too scared to do anything other than vanilla efforts that make 12 people in a focus group unoffended, and it leaves the ads without substance and ultimately unsatisfying.

In the past two days Maccas dropped a couple of ads onto our screens, and again, nothing is new both are safe efforts.

But storytelling technique can overcome a safe effort and transform it into a truly great piece of marketing – one of the ads succeeds with flying colours. Can you tell which?

It’s the baby drive thru ad.

The way in which it builds the story is masterful. In the beginning, you don’t know exactly what’s happening but you do know something out of the ordinary is happening so your curiosity is piqued, then you realise the problem, a problem that anyone with kids (or nieces and nephew, in my case) can immediately relate to, the crew member on drive thru has acknowledged the problem and now has to solve it. For the next twenty seconds, we are held captive by the solution and her earnest reaction.

It’s a great ad for the storytelling and underpinning the story is the advertisement Maccas is:
Is the place you turn to late at night
Staffed by helpful friendly people
Maccas can solve your problems

The second ad, whilst not horrible, suffers from the same old problem – it’s boring! The ad is showing off their new coffee blend – a notorious shortfall at the golden arches but there are two elements that stick out for me in this offering.
1) My cousin is in it – nice work, Andy!
2) Who knows their MickeyDees server by their first name (other than my cousin, apparently)? It’s a subtle nod by Maccas to say McCafe is a café – it’s as good as your local and you will get the same quality service and beverage – maybe not by a hairy hipster waxing lyrical about their newest green deconstructed coffee (that’s another cousin, sorry Ed).

It’s rather a nice touch but it’s too subtle to work, hence I think it falls flat (just like the coffee served).
So this week we get a masterstroke and a mistake all from the one company.

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Not getting enough traffic?

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WHY AM I NOT GETTING ENOUGH TRAFFIC TO MY WEBSITE?

We all want a constant stream of people viewing our site.

 

A constant stream is good but what we really want is a constant stream of high quality users, the kind that are interested in our offering and enquiring. Or better yet, converting then and there.

 

How do you go about building organic traffic to your website?

 

Let’s start with the stuff that is easy to fix.

I say easy because it’s stuff that most people can test and can go to you, or your local web development company, to fix.

 

Speed – I feel the need, the need for…

 

The speed of your website is paramount to rising up the rankings on search engines. If your site is slow, people will leave. Basically, we know that people are impatient, because if they clicked on your link from an organic search, they know that there are 4 million other results to read simply by hitting the back button. If your website is taking longer than 4 seconds (many suggest quicker, but us Aussies are a docile bunch comparatively) the user can get frustrated. Pingdom has done a great job of researching the correlation between the likelihood of a user bouncing as time goes by.

 

Things you can probably do in house:

  1. Optimise your images – If you have 2000px wide image in a 300px wide box you need to resize. It is just a waste and will not look any better.
  2. Redirects – If your landing page has a redirect, a browser has to execute that before it can start loading. If it then has to redirect to a mobile page such as m.domain.com (more on mobile sites later) well then it will have to execute that one as well.

 

Things that you might need help with are:

  1. Enable compression, optimising css, removing renderblocking JS and leveraging caching.
  2. Learn more about page speed with google here and test your speed with pingdom.

 

Mobile – Being mobile is the new agile

I mentioned mobile above, but it still bears repeating that if your website is not responsive yet, make it so. We know that mobile accounts for well over 50% of all searches, and search engines like to send their searchers to websites with a good experience for the operating system that is being searched on.

 

Good design is good

57% of people won’t recommend a business or brand with a poorly designed mobile site. Ouch! Imagine your shirt not being pressed being the reason you missed out on a new client. A bad user experience can quite easily cause lack of interest in your website. People won’t link to, and share, bad content.

 

Design is not just limited to the overall look of your site, it’s your individual pages as well. If you have a new page or blog entry, make sure it’s not just a mountain of text; make it easily consumable, some simple suggestions are headlines, bullet points…

hang on

  • headlines
  • bullet points (yay)
  • imagery (appropriate imagery)
  • videos
  • a readable font (size, colour and style)
  • provide a CTA and sharing options

 

 

SEO – ESOteric or essential

SEO might seem like a bit of voodoo, but there are tried and true methods that can help boost your rankings, and in turn boost your traffic. SEO will help by making it easier for the engines to crawl your website, read your images, etc. but a good strategy will also help your website offsite by making sure there are no bad inbound links and create good high quality inbound links.

 

Keywords: this can be considered part of your SEO strategy or your content strategy, but once you have discovered who you are writing for (ideal customer/s) and what they are searching for, you will then have a pretty clear idea of what your keywords should be. Also spend some time on how you will use these in longtail search.

 

Influence the influencers

Speaking of inbound links, ask your favourite industry influencers to share your content. If it’s good, they will want to share it because it looks good on them to share good work. Ask nicely and engage them with why you think your content would work for their audience. No is the worst thing they can say.

 

You’re still reading? I haven’t scared you off yet? Well… the above was the easy part, and the ugly truth for why you might not be getting any traffic, is that your content is bad. There I said it… it had to be said…

 

Content is king

The more people like your article, the more they will want to share the article and things will just snowball from there. It’s hard… it takes time… and if you are not dedicated to the process, it’s pointless. Quality over quantity always!

 

Practice makes perfect – you won’t hit it out of the park on your first attempt, but then again you don’t have to publish your first attempt. Or you can publish it and learn from mistakes.

 

Writing copy that opens your brand up to new audiences and creating copy that will turn your leads into clients, isn’t something you can do half-heartedly. It’s a skill, and like any skill, it takes dedication to learn.

 

So what have we learned

The easy part – making your content as accessible to your targets as possible

The hard part – making your content creative, convincing, informative, entertaining, compelling.

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Why Doesn’t My Mailchimp Click Equal My Google Analytics?

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WHY DON’T MY MAILCHIMP CLICKS EQUAL MY GOOGLE ANALYTICS?

The above question, or variations thereof, come up often when talking with clients (and family and friends that want to bend your ear at a get together).

On a side note, I feel for the doctor oft cornered at a party with requests like, “could you just have a look at this mole?” Working in digital marketing, I am more and more finding myself answering questions from IT to Print: ‘I think I have a virus on my computer…’ to ‘how wide should my letterbox drop go?’

But enough about my dazzling social life – back to the job at hand.

Why do I have more clicks and less sessions on my analytics?

It comes down to a fairly mundane answer.

First of all, we make sure that the figures we are talking about are correct. Every once in a while you get a zero from analytics only to find out that a client’s landing page didn’t have the Google Analytics (GA) tracking code on it.

Then, if we are indeed trying to compare apples to apples, it’s usually due to a combination of factors.

But the main contributors are:

  • Click and close: A user may click on the link and then close the page before the page has loaded, which means the GA tracking code didn’t have a chance to register a hit on Analytics. This can happen because the user accidentally clicked the link, your server is slow, they have slow internet and gave up, or they just simply changed their minds. Also, it’s a good idea to have your GA code near the top of your page so it can load quickly and thus track that click… even if it is a bounce.
  • Multiple clicks: A user may click the link multiple times in succession. Like with ad servers, your mail distributor will track all the clicks instantly but GA will only record a session every 30 minutes. So, if a user went to read an article on their computer, changed to another page and then went back to the email to click on the link again to finish reading the article, Mailchimp will have registered two clicks and Google only one.
  • Road blocks: Many people wittingly or unwittingly might be throttling your analytics via use of a browser setting like switching off javascript (js) or having a technology or add-on for their browser that actively blocks GA.

So unfortunately, like with many systems, it’s not perfect, and your numbers will not often marry up 100%. But there should be some consistent differences which will let you extrapolate findings to see what’s working and what isn’t in your emails or other marketing endeavours.

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My Week With Drip

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My Week With Drip

Automation Software Review

Drip is one of the many marketing automation platforms out there. I had heard good things so I decided to give it a go and see if the rumours were true.

 

Initial impressions

Signing up and setting up the account was a breeze, although many in this day and age hate giving away a credit card in the free trial period. I continued.

Choosing an automation platform is a daunting challenge for most people. With so many options, it’s hard to know which one is right for you. Even though you may think when setting up the account, it’s easy optimising it for your company, it’s not. It takes hours, and honestly, if you are time poor you might make excuses not to do it…

But the time poor are the exact ones who should be making the effort. If you can carve out some time to start thinking about your marketing other than a second thought you might realise how, with a little gumption, you can save yourself loads of time in the long run.

Imagine being able to sort the tire kickers from the genuine leads without doing anything.

Oops went on a tangent about martech in general, back to Drip.

It has all the expected options.

 

 

Campaigns (with A/B testing options) for all your EDMs.

Broadcasts – one off emails (bonus resend if unopened after a certain amount of days).

Subscribers – upload your database here and new additions nestle nicely into your predefined terms.

Forms – Get information about your users, get more subscribers.

Automation – Broken into Workflows and Rules.

Analytics – Bird’s-eye view and campaign level metrics.

 

Using it

So, the tools are simple and the design is intuitive, but if you feel out of your depth there are instructional videos for practically everything.

 

This is where the time churn comes in – setting up all your automations with your new powers.

You want to get your campaigns just right so it will take some time. But you can also set up some very basic flows to get you started or use Drip’s library of templates. There might be a little customisation on your end to make it perfect for your needs, but most of the job is already done for you.

Integrations

You will have to have a look through to see if it will work seamlessly with your current systems (or work well enough to jettison some). But overall it has a solid amount of integrations for a beginner (e.g. FB lead ads, SumoMe, Eventbrite and Instapage) and will actually help push you in the right direction for other services you might not be using yet.

 

Pricing

It is priced fairly compared to competitors in the same space. A bonus is the free starting point for a complete beginner (less than 100 subscribers), but if you are dedicated to using your flows and putting your best foot forward in your other marketing endeavours, you won’t be <100 for long.


Summation

Drip is a solid automation tool with a good amount of customisation and, whilst not enterprise level, it does a great job of providing you the tools any SME would need, much like Wishpond, and has many offerings alongside the bigger players like Marketo and Hubspot.

Did you like this review? Let me know if you would like more reviews on automation software? Would you like more detailed information in a review or was this just about right? Hit us up on info@remembercreative.com

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The 7 deadly sins of bad content

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We’re shining a light on what makes bad content … we’re naming and shaming a few sinners.

BAD CONTENT SIN #1 – PLAGIARISM: SAME SAME BUT SAME

Your content should set yourself apart from your competitors. There are many platforms for you to check your content for plagiarism: a couple of good ones are Grammarly.com and https://www.copyscape.com/. Sometimes plagiarism is a genuine accident. Our advice, get in front of the situation as soon as you are made aware of it and apologise to owner of the content. And then sometimes it’s blatant:

via Just Creative

BAD CONTENT SIN #2 – KEY WORD CURSE

How many ways can I mention Sydney, Plumbing and CBD in a paragraph? This shouldn’t be anyone’s aim when writing … the answer, by the way, is 5. According to another plumbing website I was on, they had the gall to have anchor text “plumber in Sydney” and “Sydney Plumbing” on the same line, both linking to the URL I was already on … bravo!

BAD CONTENT SIN #3 – JARGON – MY PERSPICACITY KNOWS NO SATIETY*

Part and parcel of the above is speak in a language your readers understand. If you are writing for the average punter, steer clear of theoretical physics but if your business is Nat’s Aeronautic and Space Agency, by all means, go right ahead.

“…The large mass of Wand Z particles is the reason why weak forces are called that way: the mass of these vector bosons is a hindrance to their ability to mediate long-range interactions…” (from Science 2.0 a fascinating read for the eggheads among us)

People are likely to misinterpret or just get bored quickly

Jargon also leads into technical or difficult language like using $10 words for no reason. There are many readability tools out there. Flesh Kincaid Reading Ease score is a determination of how easy your content is to read based on school grade level. There’s a reason why the “Dummies” books are successful.

BAD CONTENT SIN #4 – UNINTERESTING: MONOTONE DRIVEL

Email copy that makes you reach for the delete button before the first sentence is fin…

It’s time for a game – open your junk folder, click an email at random. Here is mine: first sentence first paragraph:

On the occasion of festive season currently I am running with following offer for you if you are looking for developing a e-commerce website for selling your products online.

Apart from the fact that I already work for a digital agency and not in need of help with our digital, I doubt the copy would be compelling even in their native tongue. The subject was equally bamboozling: “want to achieve..”. No question mark, two fullstops, no capital letters just want to achieve.. – it’s impressive when you think about.

BAD CONTENT SIN #5 – POOR TIMING

We often think of ways to include content around a current theme whether it’s an automated Birthday discount or Xmas special. But it works the other way around as well.

I probably don’t even need to mention it, but don’t run a bucket list competition telling us the places you want to visit before you die if you’re an airline that has had two plane disasters in recent memory. No one would be that silly would they?

via Digiday

BAD CONTENT SIN #6 – UNFOCUSED

Always remember who you are creating content for. Whether you are writing for a broad audience, or a specific audience, make sure you are putting yourself in their shoes.  If you’re not focussing your content on the reader and their needs, then they won’t read it!

Also, trying to link or associate your brand with a cause needs to be done in a focussed way. Being audience focussed when creating content is also not treating them like a idiot, lest we forget this doozy from Woolworths a couple of years ago:

BAD CONTENT SIN #7 – MEASURE TWICE, CUT ONCE

OR READ TWICE, PRESS SEND ONCE

For the love of god – Just reread once before you press send 🙂 See if you can spot the error in the below post from influencer Scott Disick.

via Refinery29

Make sure you fact check your sources and that any facts are sound.

via Business2Community

This is not just confined to content writing, it can be your design as well. Starbucks is a master at many things but this one wasn’t well thought out.

via buzzfeed

And, of course, sometimes there’s nothing you can do but laugh.

via bored panda

 

BUT WAIT THERE’S MORE

We know Seven Sins was enough for the bible, but how ’bout a couple of bonus ones. #8 can lose you new business and #9, well, it can lose you a whole lot more.

BAD CONTENT SIN #8 – DID YOU GET THEIR DIGITS? CALL TO ACTION

I don’t think I need to say this to you fine folk, but I would advise having a call to action in anything you create.

I saw this ↓ on the street a few weeks ago.

Wow, I really need an engraver let me just give this person a call… umm no phone number… I’ll email them… nup, not that either… hmmm I guess I could just wait next to their car until they come back.

 

BAD CONTENT SIN #9 – WALK THE LINE, DON’T CROSS IT

Feel free to be a bit cheeky, risk is often worth the reward. But then again sometimes take a long hard look at yourself in the mirror, and ask “Is this risky or inciting criminal activity?” Bloomingdales we’re looking at you …

via Washington Post

*Gotta love a good Simpsons quote

via GIPHY

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Written By: Rob