Monthly Archives: March 2015

Nicola Peaty

Understanding the Fundamentals of Marketing Analytics

By Nicola Peaty

“If you can’t measure it, don’t do it.” Words from the Marketing Director, which will stay with me forever since my days in a centralised marketing department. Gone were the times of ‘how can we spend this money on hospitality, glossy brochures and a few events?’. Now it’s all about accountability, budget justification and ROI.

Analytics have become the solution, largely thanks to online data. So every marketer should be equipped with the facts and figures, which hold the answers to all marketing activities. Every activity should be measured, monitored and assessed for its performance compared to its objective.

Before you immerse yourself in the vast world of data, take time to stop and decide what you fundamentally need for the business. What data actually matters and is meaningful to you? There is so much available you could spend a lot of wasted time tracking the number of everything, when potentially you may need to know the WHO rather than the HOW MANY. This is vital so that you can then set up exactly what you need in terms of data collation, the reporting process and the ongoing analysis to then understand implications and implement improvements.

Marketing activities: Website analytics are of course fundamental in understanding every part of activity that occurs in the main hub of your online presence. Understanding the effectiveness of your website will help feed into the all other activity you carry out online. Every company should have a definitive list of KPIs they require for their website. But when it comes to marketing analytics, the list of marketing KPIs can run on and on. See example:

web vs marketing

So it’s important to decide from the outset, which marketing analytics your company really needs. That comes down to the requirements of the marketing plan. Activities and their analytics should inevitably be chosen to meeting your company’s specific goals.

The next question is, does each activity have a target and if so how? Is this based on previous activities or are they aspirational figures. Setting realistic measures is vital for all concerned. Then you have a genuine basis to compare your data results.

Finding out as much as possible before launching into any activity will ultimately help you get the best results. Assessing all previous marketing will give you the insight to shape and determine the specifics of any campaign. For example:

* If you have set up an SEM campaign, maybe to a specific landing page, what are your aims in terms of traffic or a call to action? Who responds best in your market and what incentive or hook will trigger the required action?
* If you have an email campaign planned, do you know the optimum ways of getting the best results eg type of message to type of audience, sent at the best time of day, to get most response?
* If you are launching a competition via social media, which platforms will you include to draw the best response and interaction?
Knowing the answers to the above questions really build marketing intelligence and thereby demonstrates the importance of choosing the right analytics.

Market analytics: Understanding important data related to your market will also give you useful facts about your audience. Profiling your customers into the highest buyers and most valuable clients will allow you to focus different activities on them compared to lapsed and new customers. So looking at your data, or gaps in your data, do you know the following:

* who is visiting your site
* who is actually purchasing form your site
* who is the most interactive on your social media
* who are the advocates and share your content
* who prefers face to face meetings
* who complains to customer services
* who likes to receive emails
* who unsubscribes to promotional emails

Knowing your market also includes the competition. Research and market share can give the analysis to understand whether the market is shifting, if there are any new opportunities or potentially any loss or gain in certain products/services. Plus it’s important to gauge their marketing activity and online presence and what type of campaigns they are implementing to attract certain customers.

Put this type of data together with your customer profiles and you have yourself some powerful intelligence to keep your company, and marketing, ahead of the curve and of the competition.

The holistic review: A lot of time can be spent analysing the finer details of certain data, but it also has to be assessed as part of the bigger picture. This means pulling together the findings of everything that you have decided is important for your business and learning from the implications this includes:

* the marketing performance across all activities,
* the marketing performance across all channels,
* the response from marketing campaigns across all departments involved eg sales, customer services,
* the performance from past to present marketing,
* the response from segments in your market,
* the activity from the competition,
* the response of the market from activity from the competition.

All the above will feed into your future activities, plans and strategies. You can then test and evaluate new and existing ideas, based on solid facts and figures, and build on these as you develop more and more intelligence.

Process: The final part of the analytical equation is implementing the process within your company. Everyone involved must be briefed into their part of the process and how they feed into the overall data collation and objectives. Dedicated staff are now employed to handle data analytics, but other departments play their part such as sales, customer services, market research and even IT and accounts.

Technology is so advanced in helping with data collection, analysis and predictions, but you obviously need the experts to help manage and decipher the findings. You can use anything from Google analytics to content management scoring and predictive conversion rates to planned ROI. As long as you know the following, you can establish a basic but comprehensive marketing analytics action plan:

* exactly which data you need,
* how best to collect the required data,
* how to report on the findings of the data,
* learning and Implications of data findings for the business.

Here’s a useful infographic about the analytics based online marketing and how it works:

analyticsbased-online-marketing--how-it-works_50291ccca42e5_w587

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Nicola Peaty

How to create a successful landing page.

By Nicola Peaty

Landing pages have become a great tool for marketers, created for specific marketing objectives. The two main purposes for landing pages are 1. a funnel path to convert leads and 2. data collection within a lead generation campaign. Both require simple but effective pages in order to achieve the desired results. Below are some tips and examples of how to create successful landing pages:

* Eye-catching headine. As with all things online, you don’t have much time to grab visitors’ attention, so make sure your headline communicates exactly what you are offering. Whether it be a promotion for a new product line or the heading for a particular article, be bold and be clear.

GROUPON is simplicity at its best. They’ve used a striking block colour, with a bright contrasting image. The data capture shows how simple it has to be in order to collect basic details.

groupon-2

MAILCHIMP is a great example of a clear heading, catchy image and an obvious call to action.

MailChimp-Landing-Page-1024x760

 

*Keep the message clear. Visitors landing on the page should be able to quickly determine the value of your proposition. The main point is to give them compelling and succinct information which encourages them to click through or give their details. Use bullet points to list the main benefits so that it’s quick and easy for a visitor to scan and deduce why they should move closer to a consumer decision.

NETFLIX landing page shows how to communicate a lot of information is a neat and easy format. The visitor can see exactly how the process works with the short one word headings across the bottom together with brief copy with an exemplary image. The family photo, FREE TRIAL circle and simple data capture form pulls it altogether nicely, encouraging visitors to sign up.

netflix-landing
GIFTCARD is a beautifully branded and effective page. Four bullet points is all it takes to explain how it works and with an obvious, but not in your face, button to send a gift card.

gift card examples-of-great-landing-pages

 

* Funnel where you want them to go. This means avoiding too many links on one landing page, with different messages which could confuse and lose visitors. If you keep it simple then one or two effective ‘sign ups’ or ‘click heres’ should work and funnel the visitors exactly where you want them.

UK Digital Cameras landing page has quite a lot of content and yet it is still easy to understand there are two options which would funnel visitors according to their specific needs. You can either get a quote for an old camera or buy a new camera with an offer on a particular model.

UKDigitalCameras1

 

* Incentivise well. Competitions and prizes are great for landing pages. Make sure the offer is simple, clear and enticing. Know your market and create the design and impact accordingly. Using Facebook as your funnel through page can also build your social media audience.

The International Make-up Academy landing page is perfectly designed and branded for its target market with one striking image. ‘Enter’ and ‘Like’ are the two calls to action and the 500 voucher is stated clearly in the succinct copy.

FB comp-landing-pages-tima

 

* Be creative. This is your chance to hit your market with something compelling that engages them and convinces them to take the next step along their visitor journey. Knowing your audience will allow you to decide the appropriate tone and impact of your design and message.

Coca Cola created a page to attract youth apprentices. They added the bonus of a $5000 incentive for nominations. But they didn’t stop there. Possibly as this was targeted at a young market, they included a video of the ‘most outrageous way to share a coke’. I doubt many visitors resisted the urge to click and view and just have a bit of fun.

Cola landing pageimage

In summary, landing pages can be effective, without being complicated. Keep the message and design clear and simple and you will enhance the chances of achieving your required results. Know exactly what your objective is, your target market and match your proposition with creativity and purpose. Not forgetting to capture and funnel leads by simple calls to action.



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