how-marketing-support-sales-close-deals

How Google Analytics Can Help Your Sales Team – Content Marketing Success

Support, Marketing and Sales Can and Should Work Together – Content Marketing + Google Analytics Help Make This Possible

Speaking as a marketer whose roles have intersected with business development, sales, and customer/technical support; one thing I know is that these departments should be talking.

Break Down Communication Barriers For Collaboration Success

Assuming you agree with both of my above statements, you should start thinking about how you can make the conversations happen. We’re all busy. Nobody wants extra meetings on their calendars, so coming up with creative ways to have these conversations and create alignment is a must.

Remote Working Apps For The Win

The discussion doesn’t necessarily have to be in person. While hosting a weekly in-office stand-up would be nice, in today’s work environments, it isn’t always possible. Remote workers can dial in using a video conferencing platform like Skype or Zoom. If it is just a quick screenshare demo of a question that tech support receives frequently, they can use a tool like Loom to record audio while they talk and include the screen as they navigate around a topic. AND – to make it even more personal, they can include a little window of their face (video or avatar) in the lower left corner of the video!

Another quick way to share tips can include setting up a Slack channel specifically for communicating hot topics. In the channel, you can have the discussion around each tip in threads for each, and share supporting links to help the marketing team create sound, helpful content. Trello can also serve as a great tool to help the marketer manage the incoming tips so they don’t lose anything or get overwhelmed by all the great feedback from the team.

Super Easy Places To Find Helpful Content For Content Marketing

Your Email Outbox

This overlooked tip is one that I’ve shared for years. It’s an easy one and typically the sender writes a great title in the subject line. Take a look at the emails to which you’ve responded. Any luck?

Support Tickets

If you are using a support ticket management system, take an opportunity to login now and see what the support tickets have consisted of for the last quarter. Depending on the services you provide, some of them may be a little too complex to write about, but others may be quick wins for FAQ’s videos that can position you as a thought leader in your industry.

Hashtags

A tool that I like to use to identify hashtags to include in social posts is called Hashtagify.me. Do a search for your companies solution or service and see what hashtags people are using. You can adjust the search according to the results. Once you identify some relevant hashtags, head over to Twitter and enter the hashtag in the Twitter search. You can start to see the types of posts people are sharing and questions they are asking and that will help you see what you can jump in on.

Google Search Console

Assuming you are using Google Analytics, you should also have your Search Console configured so you can see some of the search queries that website visitors are entering to land on your pages. You can use these to write content to specifically answer the questions and phrases that visitors enter to land on your site.

Answer The Public

This one is pretty cool too. Answer The Public is an engine that you can plug in some of your search console findings and expand to see suggested titles and alternative topics to include.

Google Alerts

When all else fails, see what others are writing about! By setting up Google Alerts, you can schedule key term or phrase updates to come right into your inbox as soon as they are published.

How Content Marketing and Google Analytics Help the Sales Team – The Recipe for Success

If you were reading this and wondering when I was going to tie in the sales team, here you go…

When your marketing team finishes publishing their content, they will ideally be appending UTM tags at the end of each of the links when they share them. They are likely sharing the content they produce on a variety of different platforms like social media, email, social ads, PPC, and maybe even some snail/direct mail.

When they do this, the UTM tags they use will help the web analyst (this could be the marketer themselves) identify which of the different pieces of content inside each of the campaigns is really resonating with the website visitors and if your marketing and tech stack are configured appropriately, they will also be able to see specifically which content drove the greatest number of conversions.

Let’s explore a few tools that can help make this happen.

Oogur For UTM link building

Patting oogur on the back, this application really helps marketers efficiently build links with consistent UTM’s for clear and concise Google Analytics reports. The key here is to use a platform like oogur so you can get a historical report of specific channels, sources, mediums, and campaigns inside Google Analytics without having to manipulate any data or make any guesses about web traffic.

Xink for Email Signature Automation

Giving your marketing team access to update your email signature to reflect current campaigns keeps messaging fresh and consistent across teams. Your tech support team can benefit from having their signature updated with a hot tech topic. Your sales team may want to display an upcoming webinar for lead generation or nurturing. Your marketing team may want to showcase the latest eBook.

The point is, using the prime real estate in your email signature can be a super effective way to drive awareness and ultimately leads that fill the sales funnel.

Leadfeeder For Traffic Segmentation & Reporting

If you haven’t heard of Leadfeeder yet, I highly recommend checking it out. I learned about this website visitor tracking solution from someone in my network. Leadfeeder is, to put it simply, a product that serves B2B clients, so they can understand which companies visit their website, where they’re clicking and how to connect with these leads and turn them into prospective customers for sales nurturing.

Its highly accurate data is made possible by its partnership with Google Analytics—and this is what makes Leadfeeder standout from other website visitor and sales intelligence tools I have found. Plus, it offers many CRM and Zapier integrations to your favorite tools so you can build more effective marketing and sales processes from top to bottom. For marketers specifically, it is also a great way to test your efforts to see what is working in your campaigns and what is not working, such as CPC and email marketing, pages on the website with low click-through, or gated content that is not receiving traffic, and much more.

For this specific use case, what I really, really love about Leadfeeder, is its ability to segment your incoming web traffic by UTM tags. This platform runs off of your Google Analytics reports, so it is imperative that you are diligent in tagging your inbound links so you can get really granular with your reporting.

Leadfeeder also, once you have your account set up and connected with Google Analytics, tells you the names of the companies that have visited your website based on the network name of the company as identified by IP address inside Google Analytics. From there, you can connect to LinkedIn within Leadfeeder to see who in your CRM or LinkedIn contacts you may want to reach out to while the website visitor is still “hot.” By segmenting by UTM tag in Leadfeeder, you can then drill down into something as specific as which graphic caught their attention enough to have them click-through.

You can sign up for a free 14-day Leadfeeder trial to see all the features and give it a test run. They even backload in 30 days of your prior website traffic activity so you can hit the ground running with recent data to start connecting with leads that matter.

CRM Connected With Web Forms

By using lead generation forms on your website combined with marketing plugins or add-ons, you can connect your CRM (Hubspot or Salesforce, as examples) to pick up data like which link with specific UTM tag a user entered your website from, or the number of pages a lead visited, and which piece of content they saw before taking the step to give you their information to become a lead.

Supplying your sales team with this data inside the platform they live within helps them have relevant, informed conversations with leads and gets them one step further in the deal process.

Don’t forget to grant them access to all the great content that you are creating and sharing in your campaigns! They may receive questions that you may have already created cornerstone content around and they can look like an instant hero to your potential new customer!

These are my suggestions. What do you do to connect your sales and marketing teams?

utm-tags-facebook-marketing

What Do Poker and UTM Tags Have In Common?

UTM tags – Like playing poker without blinds …

That may not be the best analogy, but it’s the best I’ve got right now. 🙂

I love when I see marketing explained in ways that make me laugh. On Twitter this weekend, Stephanie Studer started the fun with her Tweet:

Stone Temple, But Not The Pilots

The Tweet contained a link to a blog post by a marketing agency called Stone Temple. I did a little digging on them and learned that they were recently acquired by Perficient Digital! As we are a startup, this news was exciting because I know that it took a lot of hard work and dedication to reach that stage in their business. Congrats to them!

 What’s so funny?

This video is a little corny (my kind of humor), but really well articulated with regard to the explanation of how and why to use UTM tags. They explain some best practices and some don’ts when it comes to using UTM tags to help track digital marketing success.

Start using UTM tags today

Sign up for an oogur account. Rather than using the Google URL Builder or a spreadsheet, as many marketers do, we make it pretty easy for you to build links, use consistent UTM tags, and see crystal clear Google Analytics reports.

Get started here.

how-to-track-leads-email-signatures

How To Track Leads From Your Email Signatures

Email Signature Marketing Automation Drives Leads – UTM Tags Help With Tracking Them In Google Analytics

If you have signed up for an email signature management platform, you’re ahead of the game when it comes to taking advantage of one of the most personal means of presenting calls to action in your everyday communication.

If you haven’t yet, we recommend taking a look at the available platforms to help with managing your team’s signatures.

Why email signature marketing works

Think about how many 1:1 emails you send out daily. You are breaking through the noise of automated emails and hitting inboxes of your VIP’s directly.

They recognize your name.

They open the email because you are addressing them directly.

They get email on all their devices because it is the primary means of business communication.

In addition to the personal message you send to the contact, you have the opportunity to engage them in yet another way. Including a beautiful email signature with a CTA prompting them to learn more about your company’s current deal, event, ebook, blog post, or whitepaper, is such an effective way to send a relevant message to an already engaged contact.

Automation is better than manually updating email signatures

Leading the marketing for an Indianapolis software company, one of the things that I took up on myself was ensuring that our team had consistent email signatures. If we had an event to promote, a tool that we wanted to share, or a product announcement, I would create my signature first. Once I was satisfied with my signature, I would copy and paste it in an email and send it to the rest of the team. It never failed. We would spend HOURS revising alignment, font, links, etc… It was really a pain.

How email signature automation works

Take a tool like xink.io, for example. Once the application is enabled throughout the company’s overarching email system, the xink platform enables the marketing team to create unique signatures that automatically update in the footer of the designated category of users defined in the platform.

It may make sense for your support team to have a different CTA than your sales team. An example may be a link to an FAQ document or a how-to video that answers the top received question from customers. These are some examples to give you ideas.

How to track the clicks from the email signatures

Email signature platforms provide analytics in addition to the management features. You can expect to see data like how  many times your CTA was clicked, the number of opens, and more. Some platforms offer the enablement of standard UTM tagging. However, if you really want to drill down into the signature campaign traffic, including which CTA specifically drove the greatest number of leads, we recommend custom UTM tagging.

Using a tool like oogur, you can easily build links for each individual email signature marketing campaign, segment or group of team members, and clearly identify and track the specific content that drove the greatest amount of traffic and conversions.

A fully tagged link might include the following:

what-are-utm-links

I created another post that explains how to see the data in Google Analytics. Check it out here.

Now the question becomes: To include NPS voting or not?

p.s. You can get a FREE TRIAL of Xink! 

Without NPS Voting: 

custom-email-signature-example
Signature created with xink.io

 

With NPS Voting (Great example to include in support team email signatures!)

email-signature-net-promoter-score-buttons
Signature created with xink.io

 

Have you seen creative email signatures? We’d love to hear about them in the comments!

affiliate-marketing

4 Tips to Ensure Affiliates Are the Right Fit

4 Tips to Ensure Your Affiliate Partners Are the Right Fit

Affiliate marketing seems like a win-win situation. Hordes of eager bloggers who have established themselves in the blogosphere passionately recommend and advocate for your brand, steer consumers towards your retail site, and take a tidy commission for their efforts. Yes, the dream scenario can happen. However, there are ways you can excel in this…and ways it can go disastrously wrong. Here are a few tips to ensure that the wrong affiliate partners don’t end up representing your precious brand.

Whether you are running affiliate marketing in-house or working with an affiliate marketing company, this post will help you run or oversee a credible campaign that you can be proud of.

Too Much?

via GIPHY

As with any type of advertising or marketing, too much of anything is a good indication that things may not be going well. Any barrage of emails, social posts or blog mentions about a particular brand or product is not a positive. You, your affiliate marketing employee or agency should have the talent and discretion to expertly advocate for your brand consistently yet subtly. We all know the dangers of too much advertising, so make sure your team shows restraint. Aggressive SEO tactics, spammy correspondence, and other heavy-handed tactics would indicate that this affiliate partner doesn’t have much of a connection with their audience. There are plenty of talented bloggers out there who do the right thing, so keep looking.

Try Before You Buy

Bloggers succeed because of the honest connection they develop with their audience; authenticity is their stock in trade. So, why would you want someone telling folks about your product or service without ever trying it first? Short answer: you don’t. There’s a lot of ways this could go wrong…the first one being the obvious experience of a blogger clearly not knowing the ins and outs of your product. You want personal input and guidance from your affiliate partner, and, if it’s clear to you that they haven’t used your product, it’ll be clear to the readers also.

Another indication is excessive copying and pasting of your website copy on their page. Sure, you want some of your messaging and details to be reported, but when the page is full of other people’s writing, it’s a safe assumption that the affiliate didn’t take much time to work with what you gave them. Point being, you should send all of your affiliate partners product from your brand and ensure they experience your brand before they vouch for it.

Content is King

Performance-based content producers got to where they are by generating awesome content. Plain and simple. Their opinions and writing style were entertaining and informative enough that their audience was drawn to them and stuck around to the point where the content creator could start monetizing their site. Unfortunately, sometimes success can overtake quality. Any vetting process of potential partners needs to include a hard look at any websites the affiliate partner is using.

Look for clear examples of their content to be prominent and featured on the first page you see. If it’s stacked with banner ads, links, and random products, that may be a red flag, and you should visualize how upset you’d be seeing your brand plugged in on a busy splash of ads and links.

Stay in Your Lane

Now, there are infinite numbers of niches to dive into on the Internet. From wholesome to dark, young to old, simple to future tech…it’s all out there. And while there are some lifestyle bloggers that have a big and diverse enough voice to cover a wide range of products, most have made their name by covering a specific subject. So, if you are selling crochet supplies and the niche expert blogger with thousands of loyal crochet fans starts reviewing energy drinks or sports cars, you might want to reconsider.

Look, this isn’t an easy line of work to be in, and some affiliates might take on some out-of-place products to help pay the rent. Some might even have the self-deprecating and humorous style to pull off an off-topic review, and that should be acknowledged. Generally speaking, however, it’s a good idea to monitor your affiliate partners for topic and tone and enlist the experts to ply their crafts.

Also, it’s possible one of these bloggers has posted a controversial statement in the past, either contrary to your beliefs or just plain offensive. You might not want to be involved in that…the Internet never forgets. In case you missed it, here’s a few examples of how brands have gone awry.

Do you have any affiliate marketing tips? We would love to hear from you!

This guest post was written by Kristen Matthews. Kristen does freelance influencer, affiliate and content marketing for B2C and B2B brands. She can be found on Twitter @KristenWords.

kristen-matthews-influencer-affiliate-content-marketer

google-analytics-utm-campaign-reports

I’m Using UTM Tags, But Now What?

Have you been using UTM tags, but aren’t really sure why?

I had a meeting yesterday with an oogur user and realized that there were some opportunities to share some of my favorite tips when using UTM tags and Google Analytics.

These questions were answered and it seemed worthy of sharing with you in case you were also wondering!

  1. Where do I see the Google Analytics reports for the campaign that I just launched?
  2. Is there a dashboard that I can create to see all of my data?
  3. If I run an A/B test using different CTA’s or links in different areas of my email, where can I see that in Google Analytics? (See response to question #1)

 

Question 1:

Where do I see the Google Analytics reports for the campaign that I just launched?

There are a few different ways which you can drill down and see the reports. The way that I typically navigate to see them is as follows:

Step 1: When you login to Google Analytics, navigate to the Acquisition menu item and click on Campaigns. As you expand that menu item, you’ll see a few different options, but for now, just select All Campaigns.

Step 2: Click into the campaign you are currently running. This campaign name would have been set in your utm_name=______ parameter. By default, you will see the Source/Medium data.

Step 3: Click the Secondary Dimension drop down. Enter “content” in the search field and select Ad Content. For those of you who have named the utm_content field in the links you’ve built to monitor an A/B test, this is where those variates will appear. (different buttons, text link, etc…)

 

Question 2: 

Is there a dashboard that I can create to see all of my data? 

For a really simple way to see all the data from the links you’ve built with UTM tags, I recommend this dashboard that you can implement right out of the crowdsourced gallery in GA. To find it, follow these steps:

Step 1: Login to Google Analytics and select Customization > Dashboards > Create.

Step 2: Select Import From Gallery. Filter by Campaigns by checking the Campaign filter box on the left in the popup.

Step 3: Scroll the Custom Campaigns Snapshot dashboard seen here and click Import.  

Step 4: Choose the Analytics view you’d like to see data from (likely one filtered that excludes your internal IP addresses). Name it something you’ll recognize later and save it. You’ll be able to revisit this dashboard later by taking the first steps over again: Customization > Dashboards.

Tip! Don’t forget to filter by the date range you are wishing to analyze!

google-analytics-utm-campaign-report-utm-dashboard

 

 

I hope this helps you out! Have any other questions about UTM tags or how you can see more campaign data? Reach out! I’d love to chat.

Email nicki@oogur.com.

Tweet @oogurit.

Comment below.

Sign up for an oogur account!

attribution-reporting-google-analytics

Video: Understanding Attribution Models in Google Analytics

Are You Trying to Understand the Google Analytics Attribution Model Reports?

You are not alone.

On my content creation mission, I found a great resource for Google Analytics information that I wanted to share. Have you heard of LovesData?

Benjamin breaks down some of the most frequently asked questions from GA users. He manages several digital marketing courses online as well as educational videos like the one below on his LovesData YouTube channel.

Attribution reports and UTMs

I picked this video because it supports the reason that you should be using oogur. In order to clearly see where your incoming traffic and leads are coming from, you need to do some pre-work for your attribution reports to be effective. If you leave your content up for GA to interpret for you, you won’t get completely accurate data.

For example: If you create a blog post and then share it with your favorite Slack community, all of those clicks and conversions, unless you have tagged them with UTM tags, are going to show up in your GA reports as Direct Traffic. You know that isn’t right, but you won’t be able to tell the difference without the UTM tags clarifying this traffic source for you.

Sign up for an oogur account to get started with UTM tags.

Explanation in Plain English – The Video

 

What did you think?

Answer these questions for me in the comments please!

  1. After watching the video, what do you think about the different models?
  2. How are you measuring success now?
  3. Do you currently favor one model over the other in your Google Analytics console?

Let me know in the comments below!

Just one more reminder… Sign up for oogur. 🙂

hulk-smashing-direct-traffic-google-analytics

What is Google Analytics Direct Traffic?

Why Do I See So Much Direct Traffic in Google Analytics?

Over the years, one of the most baffling and frustrating things to see in my Google Analytics reporting has always been the amount of Direct Traffic which doesn’t tell me a whole lot about how someone got to my website. direct-traffic-google-analytics

When a visitor lands on your website, they reach it by performing one of many actions. They either:

  1. Know your URL because of your killer marketing and advertising which has generated so much brand awareness that they just type it directly into the browser
  2. Love your site, so it is bookmarked in their browser
  3. See one of your ads in their search results for something related to your product or service
  4. Receive an email from your marketing team that has an attractive CTA that they click
  5. Follow you on social media and click on one of your latest updates about a new blog post on your website
  6. Click on the link in your bio or from a conversation in your favorite Slack group
  7. Click from a link in your software they have installed on their machine
  8. Receive a text message from you with a link to go to a special landing page with an announcement just for them
  9. Maybe someone from your team or someone who if a fan of your company shared the link to your website with someone in a chat window on Skype

Which of these are the Direct Traffic culprits?

If your URL is visited from numbers 1, 2, 3, 4, 5, 6, 7, 8, 9 and they aren’t tagged to tell Google Analytics otherwise, they have the potential to show up as Direct Traffic in your acquisition reports. Crazy, right?

What’s the big deal though?

Direct Traffic is kind of like this:

incredible-hulk-smashes-direct-traffic

You work your butt off to plan the biggest, most fantastic Christmas party that your team has ever had. Everyone is absolutely raving about it. You have left no detail unplanned. You even thought to get holiday scented soap for the restrooms.

Your co-worker gets up to give a toast to you for doing such an amazing job. But you can’t believe your ears. Did he seriously just take credit for this whole party?

That’s Direct Traffic. Ok – maybe it isn’t Hulk Smash worthy, but you see where I’m going. Direct Traffic will take the credit for all the work that you invest into your campaign if you don’t tell GA to associate it with the campaign you are building.

Let’s start changing the amount Direct Traffic and see better data

It is actually pretty simple. It’s nothing new or magic, it just takes a little time to add a few tags to the end of the links you share and you will start to see that not all traffic is what GA says it is.

The 5 UTM tags that will help you solve this mystery are:

utm_source

utm_medium

utm_name

utm_term

utm_content

Ok – but what do you mean I just need to add UTM tags?

With a link builder and management application like oogur.com, you can pretty easily add these tags to the links you’ll use in your next Tweet or newsletter.

It is wise to do some planning before you get started though.

Campaign Name

First – think about your next campaign. Will you be promoting a sale on swim suits? What will you call it in your CRM? Do you have other platforms where you track your campaigns? If so, try to be consistent in what you use in your naming conventions so it is easy to visibly see how your campaign is performing when you login to Google Analytics next time.

Once you decide the campaign name, you can use that for the utm_name, or Campaign UTM.

Source

Where will you share the links you are building? Twitter? Facebook? LinkedIn? Cool. More than likely, you’ll be using those over and over. Oogur can store those for you so you don’t have to type them in again.

Medium

The utm_medium is that general bucket of where you are sharing your links. In this case, we’ll call the medium ‘social’. As a rule of thumb, if you’re going to call it social now, call it social forever. That way, you’re able to look back a year later and get consistent reporting for that medium. If it performs well, maybe invest more resources into that medium. Makes sense, right?

Keyword

The utm_keyword is not necessary unless you are building a link for a Google AdWords campaign. Otherwise, if where you are sharing is organic, you can skip this one.

Content

This is where you can have a lot of fun. Let’s say your team is really competitive. Sally is confident that her graphic is going to stomp Marcus’ ad. Alright Sally – it’s your time to shine. When you build your links, build one for Sally and one for Marcus and when you share the link, be sure to share the corresponding graphics so you can announce the winner at the end of the campaign.

What I mean with this is that you can track your A/B tests using the utm_content parameter.

Sounds fun, right?

Get started with an oogur account. We just opened up a free tier for you to check out.

Enjoy!

google-url-shortener

Oogur Update: The Transition Away From the Google Shortener API

Google Shutting Down URL Shortener – Here’s What We Are Doing

Have you arrived on the oogur website because you were looking for a better way to manage UTM parameters and the links you build for marketing and PPC campaigns? Sweet. We’ve done our job to get you here.

The not so great news though, is that we have built our application’s shortening and click tracking analytics features using Google’s link shortener API.

Google recently announced that they will be discontinuing support for the service for API users in March 2019. We are being proactive and getting ahead of the timeline.

Three Options

  1. Bitly’s API – a strong contender in this decision. The API allows us to do everything oogur was doing and more.
  2. Firebase Dynamic Links – This is another Google product.
  3. Building our own shortener – The more resource consuming effort.

We will announce the direction we’ve decided to run shortly as we make the updates to our application.

About this update: You can read the Google announcement on their developer blog here.

Get the updates as they happen. Subscribe below.





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