5 Mistakes Your Internal Marketing Team Are Making
The benefits of having an in-house marketing team are easily listed. It’s cheaper – if you hire directly, you’re not paying for talent plus agency
46.8%
UP IN CONVERSION
27.7%
LOWER COST PER CLICK
1. Drive your sales success forwards with the key Four Metrics
2. Discover how the four metrics worked so effectively for one of our clients
3. Learn how Google Adwords is just part of our integrated offer
4. We’ll explain the benefits of a wonderfully effective media tool
5. Discover how our AdWords tool expertise is put to use for you
6. The 13 pain points you have to avoid in online marketing
1. Drive your sales success forwards with the key Four Metrics
2. Discover how the four metrics worked so effectively for one of our clients
3. Learn how Google Adwords is just part of our integrated offer
4. We’ll explain the benefits of a wonderfully effective media tool
5. Discover how our AdWords tool expertise is put to use for you
6. The 13 pain points you have to avoid in online marketing
Are you chasing the right customers? In the right places? Are they ready to buy? Or are you wasting your money on tyre-kickers?
Is your offer better? Is it the right price? What extra value to your customers get? Why should they buy from you, rather than your competitor?
Is it sticky? Or do you leak customers like an old bucket? Can they see the next step? Can it load in under 3 seconds?
How easily does your site convert visitors to sales? How quickly can they purchase once they decide to buy? Have you tested it?
The four key metrics are a great foundation for any online marketing campaign. They function across all media channels, all markets and all types of campaigns. They’ll get your thinking robust. They’ll keep your focus on growth.
Here’s how we accelerated enquiry for a law firm’s website
Defining the targetThe first step was to stop showing ads to people that didn’t matter. The AdWords keyword tools provide so many options, it’s inviting to load near-related key words and terms into campaigns. But if you reach the wrong people the quality of your traffic falls. For example if you’re selling “kitchen sinks” you might be tempted to add “kitchen appliances” as it’s a big kitchen keyword traffic generator. But there’s no point talking to people wanting a blender. Very very few actually will want a sink. You’ll only increase your Google Adwords costs and waste your budget on users with low intention.
For Arnold Thomas Becker we greatly improved the quality of their website traffic by adjusting traffic relevance. Using 2500+ negative keywords we actually blocked most irrelevant traffic. We also looked at AdWords scripts to improve efficiency. Their conversion rate shot up as there were less tyre kickers and time wasters on their site. We also ensured sure that the right ads directed traffic to the right “keyword rich” page. This greatly improved Keyword Quality Scores and brought the Cost Per Clicks way down.
Determining the OfferWe asked Arnold Thomas Becker plenty of questions. We ask all our clients questions, that’s how we get to know your business and deliver solutions. Have you looked at your top 20 competitors websites? Have you checked that they’re offering is better or worse than yours? How do your services and products compare? What are they doing that you’re not? Can you see any weaknesses? What can you add to your offer that will make it more attractive to customers?
If you’re selling products or services online it’s time we talked about price. Research tells us that customers are actually happy to pay a little bit more if you give them the right reasons:
How’s the experienceThis is where your website does the work for you. Understandably, customers don’t like a negative user experience. It also reflects on your entire business. If your website doesn’t function properly customers may think your products and customer service aren’t that great either. It’s not fair, but that’s the way it goes.
If your site is functioning well customers can find what they need and don’t waste time doing it. The more time it takes them, the more money your business will lose, and the more AdWords Google will cost you on a Cost Per Click basis. Get it right and make more sales. Get AdWords and SEO working together and you’re really driving the traffic – for less cost. Optimisation is always a goal.
In Arnold Thomas Becker’s case we found some significant problems preventing better lead generation. Call to action required high engagement in the form of making phone calls or filling in forms. Both lead generation alternatives required some site adjustment to function better. When the user experience improved, we improved inquiry dramatically.
FREE ADVICE – If your website Bounce Rates are under 40%, that’s great. Between 40% and 55% is average, while 55-65% means you need to sharpen up. If your Paid Traffic Bounce Rate is below 20%, or above 90%, your tracking or code installation may have errors.
Getting it doneFor any site with an ecommerce function the key is to cut, cut, cut. Not prices though. Reduce the time it takes a customer to get from arriving to buying. For example, 31% of customers dump their shopping cart because they asked to create an account (baymard research). So don’t get in their way at the wrong time, optimise their experience.
If you didn’t close the sale the first time around, use AdWords remarketing and retargeting campaigns to get them the next time. Using cookies we track a customer’s journey online and re-present your messages to them at an appropriate site at appropriate times. Customers are for more likely to return to your site if they see your advertising more than once.
UP IN CONVERSION
LOWER COST PER CLICK
DOWN COST PER CONVERSION
UP IN SEARCH IMPRESSIONS
“Shout have delivered us more and higher quality leads than our media agency delivered. It was a good move utilising a specialist agency. We are now opening far more matters for our lawyers on the same budget, delivering us more return on our Adspend.”
Chelsea Corbel
Guarantees inspire confidence via indifference. Limited offers generate the fear of losing out on a great deal, scarcity motivates action. Reviews get consumers thinking that if their peers are happy, it must be ok. Countdown clocks generate a sense of urgency to take action.
We assign you a dedicated account manager. Service is a priority.
It’s always about your bottom line and always has been
SHOUT’s strategic expertise makes sure your numbers are on the up
There’s never any guesswork we always make informed decisions
We use multimedia executions to amplify your online sales
Comprehensive reporting that tells you what you need to know
A Google AdWords campaign can always be tweaked for more
Communication is always king in our world
We focus on measurable performance usually through KPI’s
We can fill your sales funnel in no time. Just ask us how.
PESO is an amazing media tool for filling sales funnels and maximising conversion. It allows us to develop media strategies that use independent channels in combination more effectively and more powerfully. Like understanding how getting AdWords setup properly can be combined more effectively with your organic SEO to deliver more traffic.
Using the PESO model, SHOUT’s experts are able to pick and choose the channels that matter for your business. Knowing which Paid, Earned, Shared or Owned media choices are best combined to remove obstacles to consideration, improve your conversion rates and boost conversion speeds (getting people buy faster). In a nutshell – way more bang for your buck.
Media Relations, Bloggers, Social Influencers
Detractors, Loyaltists, Advocates
Charities, Communities, Co-Branding, Sponsorships
Facebook, Instagram, Twitter, LinkedIn, Youtube, Pinterest
Expert, Employees, Customers, User-Generated, Reviews, Webinars
Afiliates, Ambassadors, Sponsored, Native, Exit Intent, Landing Pages
Sponsored Posts, Facebook ads, Fan Acquisition, Stories
Optimised, Sharable, Engaging, Google Score
With over 12 years in the business, we’ve learned a thing or two. Experience makes all the difference when you work with a digital marketing agency. Unlike many of our competitors, there’s more than one or two strings to our bow and AdWords help is only the start. While some agencies handle search marketing and others handle social media, we do it all. To be truly effective, online marketing requires a fully integrated approach. We have more tools, more media options and more ways to get your profits taking off.
Accountability is everything at SHOUT and campaign measurement is no different. So tracking is a key measure when it comes to AdWords on Google performance. Without tracking the vital metrics, you just can’t know how well a Google AdWords setup is truly performing. We’ll show you which metrics matter – like calls in adverts and on your website, forms, app downloads etc. Know your money-making metrics and get your budget delivering success. And while metrics tell you what’s happening right now, it’s your growth planning that determine how you’re getting there.
We have multiple clients who convert as 25% on paid search. Most of our clients we have been able to make Adwords a profitable and scalable channel by taken a conversion led strategy.
Yes. Google Analytics access and the correct configuration conversion tracking is essential. During the onboarding process we will configure conversion tracking to be able to track and measure key information that will inform our technologists on how to optimise campaigns, recommend adjustments to landing pages and assess the sites user flow. In some cases we will recommend further tracking solutions such as call tracking and heat map testing software to be able to provide deeper insights on user behaviour to inform optimisations.
Yes. We can customise the reports to provide the information that you need to be able to track. We provide our clients with 24/7 dashboard reporting. As long as the metric can be tracked within Google analytics then we can track a metric within our dashboards. Some clients engage us for full analytics services and also providing customised board reports that can even be designed into your corporate branding. Ready to be able to hand through to your management.
Yes. You will receive a dedicated account manager who will work closely with you and our technologists to be able to ensure that campaign goals are achieved. Our account managers have over 10 years experience. You won’t be assigned a junior who is reading top line statistics to you. Our account managers are highly experienced in digital strategy and understanding the role that digital plays in your businesses overall strategy.
You will receive SEM reporting monthly. You will have access to a dashboard that you can log into any time to monitor progress of your campaign. If you have specific reporting requirements please speak to one of our client engagement directors who can help accommodate and plan your reporting needs.
We are very partner friendly and have no issues working with your other partners to ensure your success. We have many clients where we work very closely with other key partner agencies to ensure that your brands marketing goals are achieved and that all partners are aligned.
Here are the 13 biggest reasons so many businesses don’t get it right. In here you’ll can get the success you want with the advice you need. Learn the tricks and tips from us and other online experts, that will set you up for super-sized growth.
From cutting back on the jargon, to finding the right audience, to how to create messaging that works right across multiple media channels.
And it’s not just fancy marketing theory. It’s full of useful, practical information and genuine insight drawn from big business and small business, real examples, in the market you’re operating in right now.
We wrote this book because we’d like to see you avoid the pain points so many others have experienced. This e-book helps you to avoid the traps and the traffic killers that stand between your plans, and the sales you know can be had.
This guide is FREE, it’s yours today, download it now
We have articles covering all areas of digital marketing – these are free to everyone so, what are you waiting for?
The benefits of having an in-house marketing team are easily listed. It’s cheaper – if you hire directly, you’re not paying for talent plus agency
Insights Share on linkedin Share on twitter Share on facebook Rank Math or Yoast SEO: Which One will suit you better? Launched in 2010, Yoast
Insights Share on linkedin Share on twitter Share on facebook Editing the Shopify Robots.Txt File: The How-to Guide The Shopify robots.txt file enables you
How do you turn those visitors into customers who love your products and refer their friends to your services?
Research suggests that over the next few years, almost 50% of search traffic will go through voice systems like mobile
We are lucky enough to have a number of retail businesses as clients. And, while there are always some specialist factors involved in every industry
We imagine you would have been convinced by now but hey, if you still have more questions, we understand. Give us a ring or better yet, for getting this far, we’ll give you a full hour free consultation. That’s $500 in value – FREE just for getting to the bottom of the page.
Let’s get together and chat today!
Melbourne (HQ)
431 Riversdale Rd
Hawthorn East, VIC 3123
Sydney
Suite 1308, 109 Pitt St
Sydney, NSW 2000
Brisbane
320 Adelaide St
Brisbane, QLD 4000
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