DaBrian Marketing Blog: News, Insights, and Digital Marketing

Leveraging Attribution Modeling to Measure ROI & ROAS

August 11, 2015 by Daniel Laws Leave a Comment

According to 2015 CMO.com Stats about Marketing ROI, 93% of CMOs say that they are under more pressure to deliver measurable return-on-investment (ROI). Google Analytic defines “attribution modeling” as “the rule or set of rules that determines how credit for sales and conversions is assigned to touch-points or any point of contact between a buyer and a seller in conversion paths” (i.e. lead generation or sales process). Are you using attribution modeling to measure ROI or return on advertising spend (ROAS)?

Measure Marketing ROI and ROAS with Attribution Modeling

In general, most web analytics tools (Google Analytics, Adobe Analytics, comScore, WebTrends, etc.) associate the last point of contact, whether it be search, email marketing, social media, or ad that referred the customer with all the credit for the lead or sale. If paid advertising was the initial marketing channel in the lead generation process, but the potential customer didn’t fill out the online form until later via non-paid search (SEO), shouldn’t this count for something?

Understand Metrics, Act on Insights and Make Recommendations with Attribution

Can marketing executives really make better decisions without understanding the metrics that are associated with reporting? Attribution modeling provides marketing executives with a tool to compare different attribution models, understand their impact on lead/sales and the cost per lead/sale, and identify marketing channels that lead to higher ROI/ROAS. For example, take a look at the ROAS for last interaction vs. position based attribution modeling with Google Analytics:

Why Should Marketing Executives care about Attribution Modeling?

As marketers, we know that a lead or sale is based upon multiple points of contact with a brand. So, why should we continue to only allocate credit to the last interaction? Let’s take the Google Analytics scenario above for example. Take a look at the image above, the ROAS for paid search was 232% for the last point of contact (last interaction). If you use the position based model, this would have been an ROAS of 314.77% which is 82.47% than the last point of contact. This could be the difference between continuously running paid search and reallocating your budget elsewhere. By doing this more than once, it can create the perception of paid search marketing as an expense versus revenue generator.

Take Action with Multi-channel Attribution Modeling

The pressure is on marketers to measure ROI and to tell the story through data so here are our recommendations to get you started. First, identify the value of a lead or a sale and get confirmation from the executive team. Without a value, it’s going to be impossible to calculate ROI or ROAS. Then, identify an attribution model that best fits your business, test it and compare the metrics to put it into context. Finally, align your chosen attribution modeling with your insights, recommendations, and actions. Remember, attribution model isn’t perfect and technology continues to evolve, so continuously evaluate your chosen attribution model with the actual leads and sales your business is getting.

Leave us a comment below to share your thoughts or your experience with attribution modeling.

Successful Tips for B2B White Papers

August 5, 2015 by Dabrian Marketing Group Leave a Comment

Pardot states that “86% of B2B marketers are producing content.” Your company may be part of this percentage, but are you creating the RIGHT content specifically for your customers? White papers at times get bypassed by blogs or other social platforms, but using them as a medium to inform clients about relevant information is a fantastic idea. One you will not regret. Forgetting about this form of communication and focusing more on the others can be a gigantic mistake for your company. When a white paper is executed correctly, it can be an incredible attribution to your company and impact it positively. Business can attract new customers and educate followers by writing white papers with these best practices. Before you begin, sit down with your team to create a strategy and set objectives of what your white papers will look like altogether.

Assure each white paper is written to capture attention

The most fascinating topic will be meaningless if the paper is poorly written. It will instantly lose your reader’s attention. Write in a tone that your audience will clearly understand and will want to continue reading. As Pardot says, these papers do not have to be “cut and dry.” Captivate their attention with humor, compelling stories, and quality content. Add personal character to your business’s white paper to allow a distinct uniqueness to set yourself apart from the rest. Other options include adding pictures, quotes, and sidebars. Being visually friendly is just as important as the content itself.

Gain quality content

After choosing a familiar topic that will be useful for your readers to gain additional knowledge, find ways to get reliable information to support what you already know. Content Marketing Institute suggests conducting interviews with other experts in the industry. Ask for the marketing material they are currently using and what their most popular or trusted resources are. Use dependable search engines, such as Google Scholar, and other well-researched white papers to complete your research. It does not matter whether your company writes a five or fifty-page paper as long as the content is entertaining and entirely relevant. Cushion your content with facts and quotes by respected professionals that pertain to the topic.

Educate, Do not sell

Customers, clients, and competitors read your white papers to become educated and to see what exactly does your company know. Your content is to educate and NOT directly sell your product or service. While reading it, they want to be intrigued. Displaying your company’s expertise without pushing a sale may bring in new clients you might not have originally thought of.

White papers can be an essential way to connect with your clients. It can be the first step in signing a new customer for your service. Entice them to contact your company personally. Spark their desire to work with you by writing a successful B2B white paper they will learn from and enjoy.

Check out our white papers! Contact us today or leave us a comment below to share your thoughts or receive additional information on our services.

Expand Your Home and Garden Business With Digital Marketing

July 29, 2015 by Dabrian Marketing Group Leave a Comment

Digital Marketing comes in all shapes and sizes. For those with businesses in the home and garden field, there lies a recognizable opportunity for your business to grow and bloom with digital marketing. Email marketing, Pay per Click (PPC) advertising, and social media can all positively impact your business if you develop the right niche and utilize the right tools to do so.

How Can Email Marketing Help with Sales?

According to the Direct Marketing Association, email marketing yields an average 4,300% return on investment for businesses in the United States. By implementing email marketing, you can reach all of your current and potential customers while sharing the latest and greatest news and promotions your company is offering. Say you’re a lawn care business and your company is promoting a seasonal special, “20% off Lawn Care Services.” By adequately utilizing email marketing, your current and potential customers will be able to access your promotion all within the click of a button. Along with sharing promotions, emails marketing allows you to successfully measure your campaign and the performance on lead generations or sales.

Are you taking advantage of all Social Media has to offer?

If you are not taking advantage of social media, then you need to get into the game! Social media is the quickest and most cost effective way to share new products and showcase projects or work that you have just completed. Social media allows your business to directly interact and engage with customers, which now goes both ways as well. Your customers are able to reach you with any of their questions in a timely fashion. The personal touch you include in your social media pages will help humanize your brand and allow you to reach a whole new audience.

Can PPC help attract the right audience?

Email marketing and social media are great for showcasing your promotions or new products, but if you want to attract customers searching online for specific products or services you offer, then Pay per Click (PPC) is the way to go. Pay per Click (PPC) allows you to connect with the right customers across all platforms and devices, makes sure your ads are shown in the right place at the right time, and easily tracks and measures how your campaign is performing.

Whether you want to promote a special offer or showcase a finished renovation, having an effective digital marketing strategy can help your business blossom into a marketing producing machine!

Contact us and learn how DaBrian Marketing can help your business flourish.

Project Budgets: An Inside Look

July 22, 2015 by Dabrian Marketing Group Leave a Comment

Great! You’ve signed the contract, dotted the i’s and crossed the t’s! You’ve gained a new client and your excitement level is through the roof! You’ve been allocated a budget, and should plan accordingly. Let’s take an inside look into how to use your budget wisely.

Develop a Plan

Once you’ve been in your business long enough, you’ve got filing cabinets filled with plans you never use! The best advice I could ever provide, is to stick to it! Develop a plan that is all encompassing, with “if-then” scenarios strategically documented, and with time allocated properly. Discussing your plan with each employee is also key. Assure that the goals within the contract are clear, define roles and responsibilities, confirm the resources needed are accounted for, and guarantee that the time allocated matches any changes made to their processes.

Read more information detailing project plans: How to Create a Clear Project Plan

Match your Plan to your Budget

Once you’ve developed a plan that aligns to your goals, assuring your budget falls in line is a major priority. There are a number of spreadsheets, platforms, and guides to help you align your budget. Smartsheet is one of those platforms that allows team members to collaborate, gain approvals, and report upon budget goals that are being met or exceeded. There are plenty of resources out there to assist in this process, but flushing out this process can only be done once your team is on the same page and your plan is clear. Knowing that in order to build a house, you must start from the ground up, may seem like an easy process to follow, but knowing that the price of insulation has recently skyrocketed might affect your budget and plan.

Stay Up to Date

The key to project plans is tracking progress. Become familiar with your employee’s processes to understand the issues at hand that may affect timelines. Know that the turnaround time for content to become approved by your client’s compliance team is two weeks, but that the company-wide work-retreat may affect this. Even though timelines may never stay on it’s written path, following the path is the objective. Variables outside of your company’s reach are not to be stressed about. Knowing that your team is working diligently to assure these goals are met provides peace of mind. Utilizing tools that allow for easy communication and collaboration can keep you informed and on budget.
Here you can find a blog on 3 Great Messaging Apps for Work!

Don’t be Afraid to Adjust

Adjusting your project’s timeline or budget isn’t the worst thing in the world. The worst outcome would be losing a client due to the inability of being flexible. The continuously gaining cost of ink is far less than the cost of no longer having a paying client. Always maintain a fluid relationship with your clients to notify them of any changes and updates. Keep up the good work and conquer!

For more information about project budgets and how we can help you grow, contact us or leave us a comment below!

Why Should you Update your CMS?

July 15, 2015 by Dabrian Marketing Group Leave a Comment

Before we get started on why we need to keep your website up-to-date, let’s get to the “why” behind why the updates come about. Updates are made generally to fix incompatibility, security, and bug issues. We can’t forget the most known update, when updating adds more features. If you don’t update your Content Management System (CMS), you might be missing out on fixes, new / fixed features, as well as, leaving yourself open to a security risk.

Why Bug Fixes Are Made

Bug fixes are released because there was some vulnerability in the code that was not caught before. It is easy to miss this because a website’s code might be 10,000+ lines of code long. It’s like watching a movie the 2nd time and catching something you missed before. If you don’t update your CMS, you could be leaving yourself open to be hacked. If you hold customer information, then you have a bigger risk of losing all or a vast majority of your clients if you do get hacked.

Dangers To Update Your CMS

I have 10+ updates and I want to update now! — Hold on there, don’t rush and wildly update your CMS without a plan. Updates come with new / fixed features and they might remove some old features, too. When that happens, and you are updating past a few versions, chances are your site will break. If your site is having issues check out one of our past blogs to help fix it.

What To Do Before Updates

Before you update anything, always make a full backup of your site in case it does go down. Depending on the size of your site it might take a few minutes or a few hours. Once that is done, update the CMS core first. It is the most important part of your site. It is your sites engine and needs to be in top condition. If something is going to break, chances are it will be here.

Now that your site’s core is updated, you need to update any plugins/extensions. If you’re updating more than 1 version, something might break which is why you should do the smart thing and schedule the update to you when your site has the least traffic. You usually start on a Friday and if needed, you then have the weekend to fix it. Just make sure your developer is reachable in case something breaks, so they can reprogram it to minimize downtime.

Lastly, the theme updates. These may get messy and often go against the principle. Updating the theme you are using often isn’t a smart thing to do. When the theme is updated, your custom code (if any) will most likely be removed. This forces you to reprogram much of your site. Generally, themes don’t update often, but if yours has one, back everything up first and then do the update. After any update, look over your site to assure nothing is broken. If everything’s good, then you’re all okay! If something broke, then roll it back to your backup, and notify anyone who would possibly update the site to not do that update.

Conclusion

Even if you have 1 update or 10 updates to make, always make sure to backup your site before each one. Remember, updating it can also cause issues to arise on your site, so be sure to schedule it during your site’s lowest traffic time. By doing that, you will prevent 90% of issues and protect yourself from being hacked. If you are interested in starting a wordpress blog site, check out this article.

Have a question about updating your CMS? Fire away in the comments below!

Ecommerce Website Platforms That Help Grow Your Business!

July 8, 2015 by Justin Miller Leave a Comment

Make Sure Your Ecommerce Website Platform Is Up To Par

With summer time quickly passing by, the daunting thought of back to school shopping approaches every parents mind. If your Ecommerce platform is not up to par with your competition, parents will be choosing them over you for their back to school needs. Even if your website doesn’t have a shopping cart, you may lose business to competitors who do. Did you know that U.S. eCommerce sales will increase over 11% this year, and over 10% again in 2016 and 2017.

If you’re considering changing or adding an Ecommerce function to keep up with the shopping trends, here are a few platforms that can give your website the shopping power it needs, when it needs it the most!

Volusion

Volusion has a lot of features, simple interface, and good security. It has over 900 features which include store builder, design, built-in marketing, social media tools, inventory management, secure hosting, and 24/7 customer support. It also features a mobile-responsive website and administrative section. If you have a small number of products (100 or less) and still want all the features, then a $15/month Mini Plan, which includes unlimited storage and no transaction fees, is perfect for you. The Premium Plan is $135/month for unlimited products. Could this platform help you with the influx of shoppers online?

Bigcommerce

Bigcommerce is easy-to-use and has a lot of built-in features which let you create a store that converts interest into sales. It offers mobile responsive themes, flexible product management, inventory control, optimized checkout, analytics and 24/7 support. In addition, a setup wizard and Bigcommerce University offer lessons in online store design and marketing. Standard pricing is $29.95 per month, with a 1.5% transaction fee, in addition to other credit card processing fees. A Plus account is $79.95 per month with no transaction fees. Will bigcommerce be the right platform for your business needs?

3dcart

Opening and running an online store is fast and effortless as 3dcart includes many of the most needed features. The dashboard is easy to navigate and quickly allows you to access the most important store areas. The dashboard includes data on SEO, social media, mobile store templates, product management, statistics, and security. 3dcart also offers an app store with a substantial number of add-ons. Their “Mini” costs $19.99 a month for up to 200 products, while the Power Plan costs $129.99. Both plans offer no transaction fees. Will the 3dcart platform help your business when it needs it the most?

Shopify

Shopify’s features include over 100 themes, mobile commerce capabilities, your own domain name, marketing/SEO, a blogging platform, the ability to host an entire website, and online education. Shopify also has many apps that you can download and install in your store. Pricing starts at $29 per month, with a 2.9% plus 30 cent rate if you use their credit card processor. Higher plan’s have lower per-transaction fees. Does Shopify seem to fit your business needs?

Big Cartel

Big Cartel is a basic platform which targets artists looking for easy solutions to sell their products online. If you are looking to sell a few products online and don’t mind basic features and limited themes, this is for you. A basic Gold Plan allows you to feature five products for free, with no inventory management. The Platinum Plan is $9.99 per month for up to 25 products, while Titanium is $29.99 per month for up to 300 products. The more you pay the more features you unlock. Does the Big Cartel have all the things your shopping platform needs?

With Ecommerce sales on the rise year after year will your platform be able to handle the rush at back to school time or during the Holiday season?