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How Lead Scoring can Increase Sales

What is Lead Scoring?

Lead scoring is the process of assigning values, often in the form of numerical points, to each lead you have. You can score based on the professional information they’ve given you, and how they engage with your business or site. You can look at previous leads and their information to see which attributes indicate that someone is a good fit for your product. Create models that rate consumer compatibility based on a point range of 0 to 100. Six models you can create based on data you collect from those who interact with your business are demographic information, company information, online behavior, email engagement, social engagement, and spam detection.

How to increase sales

The best way to find out what matters most is to talk to your sales team, your consumers, and look at your analytics and run reports. Sales reps know the type of people who went from leads to customers based on their past experience, so talking to them can give you a good general idea of which marketing pieces work best. Talking to consumers who have gone through the process is a good way to find out what was responsible for getting them to buy from you. You will want to run an attribution report to see which marketing efforts lead to conversions throughout the funnel. Contacts reports can also give you information about which activity led to more contacts and revenue. There are three ways to calculate lead scoring; Manual, Logistic Regression, and Predictive Lead Scoring. With Manual, you calculate lead-to-customer conversion rate, then choose different attributes customers you believe were high quality leads, and then calculate the individual close rates. Logistic Regression involves employing a data mining technique. Predictive uses machine learning to go through thousands of data points and pick the best one so that you do not have to.

https://blog.hubspot.com/marketing/lead-scoring-instructions

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Google Analytics Goal Types

According to Neil Patel, there are four goals that are important to the success of your business. They are URLs, Visit Duration, Pages/visit, and Events. URL destination goals keep track of specific URLs, which are triggered whenever someone goes to that specific URL. The second one is visit duration goals, which track how many people stay on your page for a specific amount of time. This is most useful for things like support sites. Pages/visit goals measure how many pages each visitor sees before they leave. With event goals you can track just about anything you want, you just have to add javascript to the element you want to track. However, you cannot use event goals in a funnel because each step needs to be a URL, including the goal.

That being said, I think setting a visit duration goal would be most beneficial for Project Digital. This way we can see which pages keep readers engaged the longest, and we can compare the timestamps when they click from page to page.

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The Perfect Mix: Paid Ads and Organic Searches

Each one is important in its own way. Paid ads are what you see at the top of the search results page. They are the first thing people see. They can also be placed on social media platforms and on other websites. Organic Searches are what appear under the paid ads on the results page after you have entered a search query. People are most likely to click on the organic search results that appear on the first page. Therefore, if you use both paid ads and you position yourself on the first page of organic search results, you are increasing the amount of times consumers see your information.

They both ultimately aim to increase flow to your website. Keywords are the most important aspect of both. You need to make sure you are using keywords that are driving the most traffic. You can also see what keywords your competitors are using and bid for those words. Once you have decided on your ads, you can measure the traffic in Google Analytics.

For more info, click below!

https://www.searchenginejournal.com/combine-seo-ppc/276771/#close

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What A/B testing can do for you

What is A/B testing?

An A/B test is a randomized experiment that involves two or more variants of the same web page. Once you have set up a test with two or more variants, set objectives, and specified your target, you will collect data. You then analyze that data and determine if those changes should be implemented on your page. The key is to start with small changes like changing the color of something.

How to create an A/B test

Have you ever wondered how certain aspects of your site affect traffic and consumer engagement? Through A/B testing, you can see how they affect your site. Once you have developed a hypothesis about how to solve a problem you see with your site, you create an A/B test. You then create variants (original page and original page with changes) and set objectives. What are you trying to measure? Is it clicks, scroll depth, duration? You decide. Last, set your target. In the who section, you will want to pick a percentage of users that you want to see the page with changes. I would suggest 50% so that you know the variants are evenly shown. You will also want to set when the users will see the changed page. For example, you can set it so that they will see it when the URL matches.

Creating a good hypothesis

Below is an article about how to create a good hypothesis.

https://vwo.com/blog/ab-testing-hypothesis/

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Campaigning Across Multiple Channels

Setting up your campaign

With google analytics, you can add campaign parameters to the destination URLs to identify the campaigns that refer traffic. The five parameter types are utm_source, utm_medium, utm_campaign, utm_content, and utm_term. Once you have picked a parameter type, it must be paired with a value. The user can do that manually or through a platform-specific URL builder tool. Once the URL has been added and the data has been collected, it is processed and reported in dimensions and metrics on google analytics.

Best practices for collecting campaign data

  1. Tag only what you need
  2. Create your links with the URL builder
  3. Use only the campaign variables you need
  4. Do not send personally identifiable information

For more information, click below!

https://support.google.com/analytics/answer/1033863?hl=en&ref_topic=1032998

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Targeting with Custom Affinity Audiences

What is audience targeting?

It is a way to reach people based on their interests, habits, what they are actively searching, and how they interact with your business. Once you figure out what your audience’s interests and habits are, you can define who you want to target for a specific ad group or campaign. There are four campaign types with audience types to match. They are display, search, video, and hotel. Audience targeting can improve your business’ performance and give more insight into who your customers are.

How it can benefit your business

Through the use of cookies, you can collect detailed information on those that visit your site. As long as they are allowing cookies, you can find out what affinity group they belong to, where they’re from, what language they speak, and even more. After you analyze the data collected, you can design an ad group or a campaign that matches your audience and gives them what they actually want.

https://support.google.com/google-ads/answer/2497941

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The Value of Site Tagging

What does Google Tag Manager do?

Google Tag Manager allows the user to update measurement codes and related code fragments that, when triggered, can track and analyze how people interact with the site or a specific aspect of the site. The user can create variables that can be used to simplify and automate tag configurations. A collection of tags, triggers, and variables on a site or app is called a container.

How it can benefit your business

Tag Manager allows the user to tell what people are clicking on, how far people scroll down the page, how long they are on the page, and even more. In the video below, he shows step-by-step how to set up button click tracking.

Click below to learn more!

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Old vs. New Search Console

Overview

Search Console allows you to monitor your site and manage your site’s performance in Google Search. Google is currently aiming to replace the Legacy tools with new ones that take the old tools to a whole new level.

Benefits of New Search Console

The new search console offers a variety of benefits that aim to make life easier for its users. In the article shown below, there are five new tools that make the change worth it for the user and a list of the old tools that have been removed/improved. One new tool is Crawl Errors in Index Coverage Report, which allows the user to find and fix their problems much faster than they could have with the Legacy tools available. Another useful tool is Sitemaps Data in Index Coverage Report, which allows the user to track URLs submitted in Sitemap files. With these new tools, Google also offers users the chance to view data over the past 16 months, rather than just three months. The new tools give detailed reports about specific pages and makes search console mobile friendly, which allows users to access their site’s information easily.

https://www.searchenginejournal.com/5-new-features-coming-to-google-search-console-and-7-that-are-getting-removed/289369/#close

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SEO and Your Business

SEO can offer many benefits for your business, whether that be more traffic to your site or even a better idea of who your target audience is. Google analytics allows for anyone to improve their business by providing useful data and even suggestions for improvement for little to no cost.

Article: https://blog.apruve.com/10-benefits-of-google-analytics-for-business

As you can see in the article, Google analytics organizes your data and presents it to you in a way that is easy to understand. This article lists the top ten benefits and then explains why they are useful and how they can improve your performance.