We explore how intelligent marketing technology stacks can help marketers manage their omni channel marketing strategy. Plus, the perils of walking the line between creativity and efficiency. And at the very end, the very own Brian Massey, gives a formula to start prioritizing our traffic-driving investments.

Digito Marketus:

This is a species of primate known generically as digital marketers. During the day, it’s natural habitat is tall square nests built for it, called offices. These are social animals that travel in groups called “departments.” They work alongside other species, such as Neandersales and Blockus ITeas.

This clever species forages through forests of audiences dining primarily on the fruit of the prospect tree, which they share with a symbiotic species, the Neandersales.

This species is known for working in places with scarce resources. They have evolved to flourish with very little. As such, they must be highly creative AND they must be efficient..

They are advanced enough to use tools that help them make fewer mistakes, giving them time for more creative pursuits.

If you’re listening to this podcast, you are either Digito Maketus or manage a department of them.

My guest today studies this species for a living. And — surprise — she actually is a member of the Digito Marketus.

Lindsay Tjepkema (Chep Ka MA), Director of Marketing for the Americas at Emarsys, is a marketer who markets to marketers.

Do you know "Digito Marketus" or are you one of them? Then listen to this podcast on how to walk the line between creativity and efficiency with marketing technology stacks for the omnichannel strategy.

Podcast: Digito Marketus is a species commonly known as “Digital Marketers”

Lindsay Tjepkema | Using Marketing Technology Stacks to Create Stacks of Cash

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

Resources and links discussed:

On this episode of Intended Consequences, we come to understand how this fascinating species walks the line between creativity and efficiency, crayons and spreadsheets, design and databases.

We’ll talk about how she uses marketing technology stacks for the OmniChannel strategy to create stacks of cash.

We lure Digito Marketus out of its nest– using a trail pens, thumb drives and t-shirts emblazoned with corporate logos — and ask some important questions.

What is it that drives your creativity? What are the roots of your experience that lead you into this role? And how do you balance this creative desire with the need to be efficient and data-driven?

On every episode of this podcast, we give you one technique to challenge you as a marketer, manager or business owner. So, accept the challenge and take your business or practice to new heights. It’s at the very end of the podcast.

Intro to Marketing Technology Stacks for the OmniChannel Strategy

I think marketers really just need to know what what’s available to them and how how to use it so that they can be more successful.

During this podcast, I want to ask that you actively participate in this conversation. What I mean by that is – while I’m asking Lindsay questions, I want you to asking yourself those questions. For example, when it comes to marketing what does success mean for your organization?

And to dig even deeper, Lindsay and I go into this question of “why is it that marketers seem to struggle to get to that next to the next level of success? Are you struggling?

This conversation with Lindsay will start with me first asking how she measures success.

If you want to connect with Lindsay Tjepkema or Emarsys and Host of the Marketer + Machine podcast. You can check her out at emarsys dot com and her podcast.

We talked about knowing the value of a lead on this episode. If you sell stuff online, it’s easy to know how much a transaction is worth. But what if you generate leads or email list subscribers?

When you get back to the office (a formula to start prioritizing your traffic-driving investments)

When you get back to the office, try to put a dollar value on your leads or subscribers — even if you’re an eCommerce business, you must be using an email list.

THIS DOES NOT HAVE TO BE ACCURATE. What you want is a dollar value that you can use to prioritize what you’re investing in. It will require you to look in Analytics and possibly the customer relationship management system your sales team uses.

It’s basically, the revenue generated from your Website divided by the number of leads you generate.

It requires you to understand how many leads or subscribers you’re generating and then how much revenue you are getting from that.

Don’t let silos get in the way. When you don’t have real data, estimate.

At the end of the day, you’ll be able to say, “we generated 100 leads last month. That’s $2500 dollars in our pocket!

Alright scientists, that’s it for this week.

Let’s see why knowing your customer is key to marketing and conversion success and from this insight you can begin to find opportunities for growth.

Valentin Radu is a businessman, a successful businessman, who believes knowing your customer is fundamental. He has built the first online car insurance company in Romania and sold it to within a few years.

So, if you’re Valentin, what do you do for an encore?

You build the tools you wish you had when you were building your business and offer them to other businesses so that they can be successful.

You can lead a horse to water, but he still won’t look good in a bikini.

Valentin Radu believes we spend too much time chasing new customers, when we should be spending our time and energy on our “true lovers”. Listen and see if you agree.

Knowing Your Customer with Valentin Radu

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

Resources and Links Discussed

Key Takeaways

  1. The Human Biases Holding You Back. Learn more about human biases, how they work together, and why it impacts your role as a marketer.
  2. Gain Executive Buy-In. How do you know what made your customer buy to begin with? Who is your buyer? And when you get the answers to these questions – how do you get buy-in from leaders in the organization to make the pivots needed based on the data?
  3. Understanding What Drives. It’s important to know which calls to action tend to drive the most clicks, and which pages (Instagram, Facebook, Twitter, etc.) are getting the most ad traffic.

It turns out that these exciting tools bump up against something less procedural, and more… human.

Imagine this: You are offered a magical machine that lets you read the thoughts of the people coming to your website. Not the personal stuff, just the stuff that applies to your business.

You can see how they solve problems. You can try different designs, different copy, different calls to action to see if they find it easier to buy. And you don’t have to redesign your website.

You can hear what they are trying to do and what is confusing them.

You can point them to the information they need at any time.

And the magic tools wouldn’t violate their privacy in any way.

You might be skeptical, of course. But would you be resistant to this?

The answer is, that you probably would be. This is human. There are a number of biases that all humans harbor. These biases — confirmation bias, availability bias, novelty bias, survivorship bias — work together to keep us doing what we’ve always done, even when we clearly need change.

Fortunately, humans are also social animals. Our biases can be up-ended by the behaviors of others. When we talk about using social signals to change human behavior, we are talking about Culture.

In a company, culture is a huge, powerful lever. This also makes it difficult to move, especially if you are not a leader in your company. You can feel like Sisyphus, pushing that bolder up the hill. Over and over agin.

The opportunity, however, is great. Marketing has always been about knowing your customer. We’ve never had access to more information about our customers. Will you be an agent of knowledge or will you remain mired in your biases?

Understanding Your Customers

When a visitor arrives on your site what is it that you want them to do? Well most marketers would say first, you want them to buy. And then you want them to come back.

This is the charge.

So how do we take our customers — our site visitors — and turn them into ‘true lovers’ as our guest today, Valentin Radu from Omniconvert calls them?

Getting them to buy and come back is the charge. But here’s the challenge.

How do you know what made your customer buy to begin with? Who is your buyer? How do you know the action they took when they first landed on your site? How do you get the freedom as a marketer to experiment, to look at the data, to understand the data in order to make decisions to increase conversions?

And when you get the answers to those questions, how do you get buy-in from leaders in the organization to make the pivots needed based on the data?

Knowing your customer is key to marketing and conversion success.

Knowing your customer is key to marketing and conversion success.

Experimenting with Your Marketing

These are the questions we explore in this episode. Experimenting with your marketing is the only way that you can truly know what is working. It’s the only way you can succeed. Marketing and status quo cannot go together. At least for my listeners.

You might be thinking, that all sounds great Brian, but how do I influence change to allow for more more experimentation and effect true company growth?

Omniconvert is a CRO tool that helps marketers increase conversion rates. From surveys to overlays – it’s a marketers sandbox. You can find out more by connecting with me or head on over to omniconvert dot com.

When you get back to the office.

When you get back to the office, I suggest that you start using a little data in your decision-making process. You can start with some data that is already “laying around.”

When was the last time you looked at what your PPC and Facebook ad team were doing? Many digital marketers don’t spend a lot of time with the advertising, but there are some real gems of growth here.

And most of us are doing some sort of advertising.

Call down to your ad team and ask them for a spreadsheet of all of the ads they’ve been running. Go back six months or even a year. Ask for the ad text, the number of impressions, the number of clicks, the cost per click and the link URL. This is easy for them to generate. If they can track conversions, definitely ask for conversions for each ad.

Then spend some time with this data. You’ll understand:

  • Which calls to action tend to drive the most clicks.
  • What pages are getting the most ad traffic. You’ll want to go and see how these pages are performing in analytics.
  • How many ads are sending traffic to the home page.

From this, you can begin to find opportunities for growth.

Are you using words like the best clicked ads? Are you sending good clicks to bad pages? And is there a better place to send traffic than the home page? The answer is yes, by the way.

Then share your findings with at least one other person.

You have just begun culture change. You radical, you.

Alright scientists, that’s it for this week.

Knowing Your Customer with Valentin Radu

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

Do online reviews really matter, and do they make a difference to your business? The answer is yes, they absolutely do.
Consumers increasingly use reviews left by other consumers as part of their pre-purchase research efforts, and a bad review can have serious effects on your sales.
Herd shopping psychology plays an ever effect on consumers’ behavior online. Groupon is a wonderful example of that, with deals kicking in only if a certain amount of people pay for them. Research shows that the more people have already opted in on a deal, the likelier it is new visitors will commit to it.
User reviews are not so far removed from this phenomenon.

Over 80% of people said that positive reviews would encourage them to purchase a product. The same number of people changed their minds about purchasing after reading as little as one or two negative reviews.

Fake & Negative Reviews

Unfortunately, fake reviews exist, and they exist in a massive abundance. Competitors have been known to leave bad reviews on products posing as disgruntled customers, That is why more needs to be done to help consumers identify a fake review.

You are bound to get a negative review at some point during your business career. That’s simply the reality and nature of the world. It can be devastating for a business, but most people recognize that everyone makes mistakes. A couple of bad reviews aren’t going to put the nail in your coffin and close your business down.

Here are just some of the facts why online reviews are not to be ignored:

  • 68% of millennials trust online reviews, with positive ones producing an 18% average uplift in sales
  • Consumer reviews are more trusted than descriptions that come from other manufacturers, nearly 12 times more.
  • 90% of consumers read less than 10 reviews before forming an opinion about a business which means these decisions being made are made quickly, without much hesitation.
  • The top five industries to be affected negatively by online reviews are restaurants, hotels, doctor’s offices, hospitals and hair salons.

Negative reviews aren’t all bad; these have been known to create a buzz around your business and increase its exposure, unlike fake reviews that have been so outlandishly obviously fake and ridiculous that they go viral.
Want to learn more about how online reviews can make or break your business? Check out our infographic.

User Reviews are the King

User Reviews are the King

About the Author

Josh Wardini, Editorial Contributor and Community Manager at websitebuilder.org. With a preliminary background in communication and expertise in community development, Josh works day-to-day to reshape the human resource management of digitally based companies.

 

When you think of the machine that is your online business, what do you picture? Do you see something organic? Something mechanical?

I think it’s helpful to pick a vision. The marketing and sales functions are too complex. The tools and channels are changing faster today than at any time in history. Thanks, internet.

The advertising, marketing and sales process.

Vizualize your marketing machine to make good decisions about where to invest.

Visualizing the process helps us focus on the pieces one at a time, instead of being overwhelmed by the mass of moving parts that feed our pipes, funnels and drips. When we work with clients, we tend to talk about knobs.

Here’s what I mean.

Our Marketing Machine Looks Like A Scientific Instrument

The most powerful metric for an online marketing ecosystem is acquisition cost.

The lower your acquisition cost, the higher your profit.

The lower your acquisition cost, the cheaper all of your advertising becomes.

The lower your acquisition cost, the more places you can afford to advertise.

But acquisition cost isn’t a dial you set. It’s the product of several dials.

The Acquisition Cost Spectrophotometer

We control acquisition costs using a device called the “Acquisition Cost Spectrophotometer” (ACS). This powerful device has two dials.

1. Traffic cost

2. Conversions — Typically leads or online transactions

We plug the ACS into any incoming channel — search engines, email, referrals, social media and so on. Then we begin to play with the knobs.

If we increase the traffic costs, but the conversions stay the same, we increase our acquisition cost, and the little red warning light turns on. If we dial down the traffic costs and keep the conversions the same, acquisition costs go down, and the red warning light goes off.

So, if we can increase conversions without increasing traffic costs, we get all the benefits of a lower acquisition cost. And for the paid search channel, we can actually lower the traffic costs by raising the conversion rate because Google rewards ads with effective landing pages by placing them higher on the search results pages.

Mathematically, the acquisition cost is calculated as:

Total Traffic Cost/Conversions

OR

Total Traffic Cost * Conversion Rate

If we put our metaphor down for a moment, we know that each of these “knobs” actually involves an entire process. Our “Traffic Cost” knob is controlled by an advertising and media team focused on getting the highest quality clicks for the fewest dollars.

Our “Conversions” knob is a metaphor for a team of data scientists, developers, designers and test techs focused on delivering the right experience to entice action.

All the marketer needs to do is determine if they should be investing in traffic or conversions, then fund the teams accordingly.

Vectron Conversion Analyzer

These are the primary knobs you turn when optimizing for conversion.

These are the primary knobs you turn when optimizing for conversion.

The Vectron Conversion Analyzer doesn’t actually exist, but we can visualize ourselve adjusting the knobs as we optimize our site.

When focused on optimizing a website for a given traffic channel, there are a number of knobs we control. I visualize a “Vectron Conversion Analyzer” as a metaphor for our process.

This amazing device allows us to control a number of “ingredients” that can lead to more conversions for any given traffic source. If you read this column, you’ll be familiar with most of the knobs on this little gem.

Value Proposition

The headlines, text, and images that spell out the value being offered by your company and products. Answers the question, “What’s in it for me?”

Layout and User Experience

The way the design draws a visitor’s eye to the important parts of each page and the cues that move them step-by-step along their exploratory journey.

Should important information be moved above the fold? Is there a visual hierarchy that tells the visitor what is important?

Credibility And Authority

A site design’s first job is to make the site seem credible. It should communicate that the company and products represent an authority in the solution space that it occupies.

Trust And Security

The visual cues that tell a visitor that the site will treat any information exchanged with care and veracity.

Social Proof

What do others like me think about this company, site and products?

Splitting The Signal

The Vectron machine splits the traffic up, allowing us to test different settings at one time. This is how we determine two very important things:

1. What is lacking from the site that visitors expect.

2. By how much each change increases the site’s performance.

AB Testing gives you the feedback on your conversion optimization work.

AB Testing gives you the feedback on your conversion optimization work.

Visualizations That Help You Prioritize

We rarely have the budgets to invest in every part of our marketing machine. Having a metaphor by which you can visualize the pieces working together offers a powerful way to decide how to invest over time.

Using the visualization at the top of this page, you may not have any luck seeding your brand clouds with advertising until you’ve built brand awareness. When it rains, you should invest in the downspouts that drive leads into the soil of marketing.

If your sales close ratios aren’t flowering, you may need to look at the quality delivered by ads and conversion together. Once you have a low acquisition cost, you can again invest in more expensive advertising channels to seed your brand’s rain clouds and bring the rain.