Posts Tagged ‘channel segmentation’

Nov 09
2011

Facebook Ads Webinar ScreenshotSecond webinar in a series of marketing tips from Facebook.  There’s some great information here, not only great practices to follow, but we’re listening to the “horses mouth”, so they could answer any questions about the interface.   If you are a Facebook Fan Page admin/owner looking to beef up the activity on your page,  I strongly recommend attending them – click here for more info on the Facebook Marketing Bootcamp .
This particular one was on Facebook Ad’s.    As Facebook’s bread and butter, sure – this is where they make their money from you, but the system works – getting you large groups of laser targeted audiences due to their ability to segment their 800 million users by interest!

Here are some notes on how to use Facebook Ads to effectively market your business or Facebook Fan pages:

Use Facebook ads to drive fans to your page and even more than that, use them to reach friends of those fans.

-800 Million active users on Facebook – scale of TV, precision of direct marketing, as well as ability to harness power of connections between friends.

-There are 4 ad formats:

  • Standard Ads
  • Application Ads (app)
  • Like Ads (FB Pages)
  • Event Ads

-The last 3 include a powerful tool – social context (meaning they can display “[Your Friend] likes this”, which is more likely to inspire “trust” and thus, better chances at click-through).

Important Steps:

1) Make sure you’re targeting efficiently.

Understand your audience. Ex. Are you a brick-and-mortar store? Then a good question would be “Where is my audience located?”

Other things to consider: Demographic targeting?  Does a specific gender come to my store?  What’s their education?

More precise targeting: Likes and interest?  Ex. Are you a restaurant?  Then try touch people who like a certain type of food.

 

2) Design an engaging ad.

Make sure to get the “creative” right!  This could be the difference between someone clicking on your ad, or not.

Succinct copy!  Be short and clear, but compelling.

Use an image that is eye-popping.

Make sure to have engaging content – Promos (“Free Download!”).  Questions (“Do you like pizza?”)

Your ad should be action-oriented – explicitly tell them what you want them to do.  ” ‘LIKE’ our page!”

 

3) Setting correct budget and bid – you can only reach certain people with a certain budget.

Lower bids get lower chances of ad’s being run.  Bid a good number and if your ad is doing well, bid on the high end.

 

4) Analyzing and Optimizing

Test multiple versions. Multiple text, headers, images, etc.  Choose the most optimized.

“Page Post Ads” – if you have a good post with good comments – you can create ads out of those to reach people it normally wouldnt.   Links, events, questions, photos, videos, etc.   Target posts.

Define strategy.  Do you want to drive sales? Or get more fans?

More best practices to drive traffic to your page:

Select to run a “Page Post Ad” – sometimes you have a great post on your page and you want more than just your fans to see it.   Facebook Ads allows you to run this.

Choose a image that’s engaging – human interactions are usually more successful.

Ad copy needs to be engaging – asking a question, promoting a discount

Create a sense of URGENCY – let them know when promo is ending.

 

Questions from the Audience:

I set up campaign, but I have very few impressions?  What do I do?

Make sure to set bid high so it’s competitive.

 

Can I give access to someone else to manage my ads without giving them access to my profile?

Go to Ads manager and you can add verified users to see ads.

 

How often should you check the results of your ads?

Every couple days.  Make changes based on results of engagement.

A good indicator that your ad is working is if you hit your budget everyday.  If not, you may have to up your bid.

 

What does “Targeting by broad category” mean?

Broad category are common categories.  Ex.  Broad category are “pets”.  Precise interest are “dogs”.

 

Is it better to have broad or precise targeting? 

Depends on your own goals.  If you want people with likes or interest similar, go with broad targeting.  But if you’re advertising a product that is specific, then go with precise interest.  You may want to add several price interests.

 

If I don’t bid high enough, possible my ad wont show?

Yes.  You need to bid high enough.

 

How long would you run an ad before adjusting it?

Every couple days.  At least every 10 to 12 days to make sure your ad isn’t going stale.

 

Nov 02
2011
Facebook Marketing Bootcamp Logo We usually look to different industry experts for their experience and insights on Facebook Marketing, so it’s nice to finally get best practices directly from Facebook.  Since it’s their product, they can validate what practices really do work and what are meant to be used with their system (though, of course, we can’t forget there’s a definite “sales” element involved in them trying to get us to try their Facebook Ads :) ).  The Facebook Marketing Bootcamp is providing free webinars over the next coming weeks.   Register and you get a free $25 coupon for Facebook Ads, so you might want to register here.Today’s webinar was the first in the series and it was titled “How Your Business Will Be Better In A Connected World”.  It gave a general overview on how Facebook can benefit your business and what technology Facebook has to offer.

Here are some summary notes:

Our lives our made of connections to things we care about: people, songs, hobbies, sports, places – this makes us who we are.

Technology (such as Facebook) brings us closer – transforms how we connect and share our lives – on an ongoing basis.

Benefits to businesses?  They can connect to friends’ friends – through word of mouth.

Stats:

  • Word of mouth is twice as likely to cause engagement, 4 times as likely to cause purchase.
  • 800 Million on Facebook
  • 350 use mobile
  • 2 billion posts/day
  • 500 million log in
  • 250 million photos uploaded

Conversations and sharing are happening in a way never done before

It’s up to you to build essential connections – not just count clicks.  Our job to spark conversations, inspire sharing.

How to Grow Your Business

Pages

  • Upload photos and info to express your business
  • Engage – this is how you let people know and communicate with your audience – ask questions, exclusive offers.
  • FB recommends to connecting to at least 10% of your base – statistically, these are your influencers.
  • Updates, photos, events, etc – posts go to their newsfeeds

Ads

  • Simple to reach your fans and their friends per ads.
  • Utilize Facebook Ads, sponsored stories.  Granular targeting – by interests, local reach.

Sponsored Stories – shows your target audience how their friends interact with businesses.

  • Take actions already happening with your page and make it visible by friends’ friends.
  • Ads manager – you can turn on sponsored stories
  • You want them to always be running – you can boost your reach

Social Plug-ins

  • Simple line of code and you can integrate your site with Facebook and its social capabilities
  • Have to ask yourself though, “Is it good for my kind of site”
  • American Eagle added a “like” button so people can share with their friends.

1-800-Flowers – make sure everything they do is social.  Contests, promos, etc.  Starts every campaign with the question “Is it Social?”

It allows you to communicate with customers on a consistent basis.  Facebook page allows you to blast message to fans already interested.

Increase Facebook fan base by “marrying” offline and online together – in store signs, receipts, etc.  Add “Facebook” info to your offline literature.

Success Stories

How consistent should we post?  There’s no exact science, it’s on a page by page basis.    But there are a couple rules of thumb:

  • Post at least once a week
  • Set up a post calendar – post certain types of content on certain days to keep users engaged.
  • Most effective? It will vary between business to business, but mix it up.
  • Put questions in your posts to get feedback.
  • Utilize photo/video to grab attention.
  • Over time, you will see what kinds of posts gets you the most amount of feedback.

Sep 01
2011

Chart Incline
An age old debate never seems to settle is whether Analytics is hard or easy. Ironically, this debate could be resolved if we (those of us in the web analytics industry), simply realized that analytics is both hard and easy. What’s certainly hard is convincing end users to commit and leverage analytics and make better use of data. When more people become data driven and adopt analytics, then analytics geeks (such as yours truly!) will find themselves impacting strategies at the executive table. Marketers, business owners and consultants could benefit greatly from making the “easy” accessible and the “hard” simplified.

To reach this goal, marketers need a guide to help build the marketing accountability that analytics, and smart people, bring to the table.

I hope to provide this guide and structure in my 7-Step Analytics Reporting Framework whitepaper. This framework will help marketers navigate through seas of data and reports and leverage insights to impact their business.

You can download the full whitepaper here.

Download Whitepaper

And for those of you on the go, here’s a quick outline of what to expect:

1- Define your requirements

Clearly identify what you need to measure and extract key data to measure your performance. This is the foundation for all following steps.

2- Know your channels

Pageviews alone won’t cut it anymore.  Different media platforms require different measurement approaches and techniques. Understand the characteristics of your channels and how to track each of them.

3- Trim your metrics

When it comes to reporting, apply this strategy: “less is more”. Just because you have a lot of data doesn’t mean you need it all.

4- Segment for context

Absolute numbers and aggregates hide a wealth of insight and can be very misleading. . Segment and allow “context” to give your data meaning.

5- Put intelligence at your service

Let computers crunch the numbers. Let reports detect and flag significant changes in your key performance indicators automatically. (If you are not a Google Analytics user, it’s time to jump on the bandwagon and leverage its powerful Intelligence engine.)

6- Integrate reporting

Data from your website offer just few pieces of the puzzle. Incorporate data from mobile, social, offline, competitive, etc. and look at the big picture.

7- Automate

Tired of manual reporting? Automate your reports. This gives you more time to do proper analysis.

Bonus Step

Channel Attribution & Multi-Channel Funnels

Download the full whitepaper here. Feel free to comment and share.

Download Whitepaper

Mar 30
2011

Supercharge MarketingYou just attended an informative digital marketing and analytics conference and you’re pumped to make it a banner year for your organization. Your analytics and marketing goals are set and now you are serious about making a difference and you want to:

  • Better understand your customers
  • Improve your site performance
  • Squeeze every bit of ROI from your marketing initiatives, and
  • Provide valuable insight/recommendations to the business

Lofty goals and they should be. But are they achievable? Yes! Supercharge your marketing by implementing the 6-step Analytics Framework outlined in this post (although, for those of us addicted to data, it seems as though we might benefit more from a 12-step program :) ).

Before I dive into the framework, and for the (hopefully small) minority that is still getting familiar with analytics, it’s time to get serious about measurement or risk falling behind. Here’s why everyone should jump on the analytics bandwagon:

  • Millions of sites, from start-ups to Fortune 25, use enterprise-class analytics solutions such as Google Analytics to improve their site performance.
  • Today, analytics literature is abundant. Do a quick search for “web analytics” on Amazon and you’ll get over 200 results.
  • Even in this day and age, it seems that only a few companies are serious about measurement and analysis. It’s time to move beyond the basics and treat data as a strategic asset. So if you’re looking for gold, it’s clear where you have to dig. Big companies like IBM can’t acquire analytics companies fast enough!

So we have established that there is more interest in data and more access to enterprise level analytics – but what is missing? We need smart people and commitment to a process. And as importantly, we need practical tips to guide us through the web of analytics. Assuming you have (or can get) smart people who care about the business and ask the right questions, here is a tried and tested framework guaranteed to take your marketing optimization to the next level.

The 6-step Analytics Framework

  1. Know Thy Channels
  2. Metrics: Less is More
  3. Segmentation: Give Me Context
  4. Intelligence at Your Service
  5. Reporting
  6. Automation

Let’s get started!!

1 – Know Thy Channels

Campaign Segmentation

Your traffic is skyrocketing and you don’t know why. Not a good thing. You deserve more visibility. And since you’re smart and up-to-date, you know you can’t measure every channel using old metrics and by using just one tool. Hello Multiplicity! The good old pageviews won’t cut it anymore. Because channels are constantly evolving (did you know of anyone measuring “tweets” three years ago? :) ), it’s crucial to understand the characteristics of each channel and identify meaningful metrics specific to that channel.

For example:

  • If you are a content site, and you are busy producing videos, you want to measure the success of this digital content. Look at user behavior and events (play, pause, forward etc) and understand where and when your audience is most engaged with your content.
  • If blogging is your forte, measure number of comments, average words per post and average words per comment. Successful blogging is comprised of an engaged audience. We use WordPress’ Blog Metrics.
  • If you’re one of the millions on FaceBook, listen to the conversation through comments, ‘likes’, shares, etc. Today, conversations happen outside of your own site.

Blog Analytics

Power tip: Identify all your channels and document what engagement and outcomes you expect and want to measure.

2 – Metrics: Less is More!

Are you drowning in rivers of data? To prevent sinking, critically examine your load. Just because you have access to large amounts of data and reports in Google Analytics (and the four other tools you have on your site), you don’t need it all. When sorting through data, remember: less is more. Just focus on what keeps your CEO awake at night (or jumping for joy :) ). Focus on key results, here are recommendations:

  • eCommerce: report on revenue, ROAS and compare to expected outcomes
  • B2B businesses: report on qualified leads and cost/lead
  • Report on conversion rates and what channels are best/worst performers
  • If you are just starting your analytics journey and you don’t have your analytics solution fully implemented, reporting on a “basic” yet powerful metric such as bounce rate will help you identify your worst offenders (campaigns and pages) and that’s something you can improve fairly quickly
  • If you’re really advanced, develop your own custom KPIs. For example, check out how philly.com has done it. This newspaper website is measuring engagement on a new (and slightly complex) level. They are asking very thoughtful questions to help them understand their user behavior.

Power tip: Identify and trend 2-3 metrics for each of your stakeholders (business, marketing, IT, product, support)

3 – Segmentation: Give Me Context

Last month, you had one million visitors to your site. Sounds good, but is it? Not if you had three million visits two months ago. So always give your data context, segmentation is key. With Google Analytics, you can apply advanced segmentation capabilities to slice and dice your data in almost every other way you need (e.g. paid vs. non paid searches, engaged vs. non-engaged, geography, visitor type, browser, time comparison, etc. you name it). If you are the deep-dive type, you should then zoom in on your segments for more meaningful data and whatever makes sense for your business.

  • If you have an eCommerce site, report on sales this month, planned sales, sales last month and sales during the same month last year

eCommerce Segmentation

Power tip: Review your current dashboard and assess where to add an additional dimension to each report

4 – Intelligence at Your Service
Let computers do all the number crunching. Make faster, smarter decisions with reports that automatically detect and surface significant changes in your key performance indicators. It’s your site and you’re responsible for it. So log into Google Analytics, set your preferences, and let intelligence do the work. As a result, you’ll have more time to analyze and properly present your data.

Google Analytics Intelligence

Power tip: Set Google Analytics custom alerts for each of the KPIs on your dashboard

5 – Reporting
It’s the end of the month again and reports are due and you know that your site is no longer the center of the universe. You have offline data sources, campaign cost data, mobile applications, surveys etc.) So you want to blend the data for a meaningful presentation, insight and actionability. For your Analytics dashboards, bring in data from different sources and organize it under one framework.

Reporting Framework

Power tip: Trend and report on those 2-3 KPIs you identified earlier

6 – Automation

Better manage your time by automating your reports. Manual reporting can take so long that we eventually neglect properly analyzing the information. Many tools are available to send data to your inbox (or dashboard). So once you have selected your key performance indicators, and to the extent possible, automate report generation. Why you might ask? Trust me, you’ll have much more time to act on the data. But, wait, there’s more!

Reporting Automation - Google Analytics to Excel

For example:

  • Say you run an eCommerce site and you are using Google Analytics, find your favorite tool in the Google Analytics Application Gallery and get that data out of GA and in to your favorite application. Check out the application from our good friends at ShufflePoint who leverage the Google Analytics API to export data into Excel and Powerpoint (we simply are very impressed by what they have done and do recommend their solution to our clients). Done are the copy and paste days. Voila! One click and your data is in Excel! You can then use simple trending/charting options, advanced pivots or more elaborate dashboards as you see in these snapshots. Analyzing the data requires smart people, but getting reports should be a piece of cake. Now, spend your time wisely on important things (like reading E-Nor blog posts :) ).

eCommerce Reporting Automation - Google Analytics to Excel


Concluding Notes

To summarize, marketing optimization is not a one time thing, or something that we “set and forget”. You want to “measure.. analyze… optimize” and start again. I encourage you to establish a weekly, monthly and quarterly set of activities to improve your measurement framework. The details will depend on your business and marketing activities but you definitely want to audit what you do to ensure you:

  • Stay updated on new marketing channels
  • Measure only what matters
  • Run reports efficiently
  • Dedicate time to analysis
  • Upgrade your team’s Excel/reporting/analysis/presentation skill-sets
  • Act on findings to positively impact the business and make sure the organization is aware of the impact!

So here it is. The 6-step framework to supercharge your marketing optimization effort! I hope you put it to use and I welcome your input, comments and feedback.

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