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Formerly known as Local Internet Leads

Speak to a Digital Marketing Specialist today

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Formerly known as Local Internet Leads

Speak to a Digital Marketing Specialist today

image description(877)572-4072
Clive Clifford

Clive Clifford

President & Co-Founder

Clive is a co-founder of Locallogy and serves as its president. He is responsible for the day-to-day management of the company and planning future strategy and growth. Recognized as an Internet marketing specialist, Clive has extensive experience both in computer technology and business. His extensive computer experience made him an early adopter of the Internet, and he has built hundreds of web sites.

A serial entrepreneur, he also acquired extensive business experience by starting and running businesses on three different continents. His passion for small business led him to become a business coach with ActionCOACH, where he was also a member of the select President's Club and received both national and regional awards.

In the little spare time he has, Clive enjoys playing golf, watching rugby and mentoring his two sons.

Exposure, Traffic and Conversion – the metrics that really count!

The vast majority of our clients are looking to get more leads from their digital marketing. For these clients the key metrics are Exposure, Traffic and Conversion.

Exposure- this is the number of times your ad, website, local listing or other digital property was exposed or seen by prospects. Typically this is reported as "impressions".

Traffic– the actual number of visits to your website from actual prospects. It should exclude bots or other automated visits.

Conversion- there are often a number of different conversions. For example what is the conversion from impressions to visitors? (also known as CTR or click-thru-rate) The next conversion is from visitors to actual leads (call or form completed) and is one of the most important metrics! (you can read more here – link to article)

Custom Data Puke

AvinashKausik writes a great blog called Occam's Razor and it is here that I came across the term "custom data puke" which I love. A “custom data puke” is just a rehash or presentation of the data without any real insight or actionable items. Unfortunately most dashboards and web or digital marketing reports are just custom data pukes. Another way of looking at this is that one is digital marketing data and the other is digital marketing analysis.

“If you see a data puke then you know you are looking at the result of web reporting, even if it is called a dashboard.
If you see words in English outlining actions that need to be taken, and below the fold you see relevant supporting data, then you are looking at the result of web data analysis.” - Avinash

So let me show you some examples courtesy of Occam’s Razor.

courtesy of Occam's Razor
custom data puke example - courtesy Occam's Razor

Those look pretty neat right? Well laid out, colors used to highlight certain areas. The top one has some nice graphs. However, where are the words in English outlining actions that need to be taken?

You guessed it, these are just custom data pukes.

Why are you paying for expertise?

If you paying a company to do any part of your digital marketing you need more than a custom data puke or dashboard. These are easily generated by one of thousands of different reporting programs and require no real skill or expertise to produce.

You are paying for their expertise to analyze the data and come up with insights and actions that need to be taken to improve your results, aren’t you? If they are the experts then surely they can give you that?

Many companies will shy away from doing this because it holds them accountable, good for you but often not so good for the company. The flip side is that digital marketing is part science and part art. That means they will not always be right and sometimes will take actions that don’t work out! Be prepared to cut them some slack and monitor how they recover – that’s what really counts.

Here is an example of a report produced for one of our clients:

Sample Actionable Digital Marketing Report

Note that column on the right that summarizes what was achieved the previous month and then provides the actionable items that are planned for the next month together with the expected outcome of these actions.

You can also see the Exposure (Impressions), Traffic and Conversion metrics listed in the example report for each digital marketing area – SEO, PPC, etc. Note that often these numbers differ from one platform to another or one program to another and can often be inaccurate. The important issue is to decide on one platform so that you can see the trends.

Calculating your ROI

The final part is to make sure you are tracking your Return on Investment (ROI). At the basic level this is done by assigning a value to every digital marketing lead and then tracking your ROI by comparing the value of these leads to what they cost you.

Once again you will see these numbers are prominently presented in the sample report and this client got an overall 395% ROI on their digital marketing for January.

Expectations and getting what you paid for

For most people it is time to raise their reporting expectations from getting “custom data puke” dashboards or reports to getting actionable data that holds people accountable.

At the same time, you can’t expect to get all of this on a rock bottom budget. It takes time and expertise to analyze the data, make decisions and produce actionable reports however the results should be more than worth it in terms of your ROI.

 

 

First let's define "website conversion rate". Put simply it is the number of visitors to your website that complete a specific goal. For almost all of our clients that goal is one of two things:

  • A phone call
  • Entering contact information into a form.

In some cases there might also be the option of signing up for a newsletter or some information like a white paper.

So how is this calculated? # of goal completions / Total # visitors = Your website conversion rate (usually expressed as a percentage)

So, let’s take an example from one of our clients in the maid service industry.

They received 1117 visitors to their website and from that they got 146 phone calls & contact forms. This gives them a conversion rate of 146/1117 = 13.1%. If you have the right data you can break it down further which gives even better insight.

  • SEO – (41+4+0)/(302+40+14) = 12.64%
  • PPC - (36+27)/(292+112) = 15.6%
  • Local Listings – 31/249 = 12.4%

Interestingly, if you look at just Bing paid ads it is 27/112 = 24.1%! Definitely worth seeing if you can put more money into Bing ads don’t you think?

Your website is the funnel that all your digital marketing goes through.

If you think about it, improving your website conversion rate will impact on every aspect of your digital marketing. Running paid ads? Doing SEO? Improving your local listing? Boosting your social media?

Virtually everything you do from a digital marketing perspective drives traffic to your website. Increasing your conversion rate gets you more leads without increasing your dollar spend in any of those areas.

So what's a good conversion rate and how do you improve it?

Unfortunately there is no quick answer to what a good conversion rate is. There are many variables to take into account such as your market niche, the size of purchase, your geographic area, the average length of your sales cycle plus the urgency of purchase.

I wrote an article about this that you can find on our blog http://www.locallogy.com/conversions-rates-the-ultimate-measure-of-how-effective-your-internet-marketing-is. According to Marketing Sherpa the average is 8.2% and the median is 3.75%. (By contrast the average for our clients is 22% and the median is 23%).

What will the impact of increasing your conversion rate be?

This is usually an interesting exercise. If you conversion rate is a reasonable 10% and you get say 500 visitors to your website that means you are getting around 50 leads. If you could bump that up to say 12% you would get 60 leads! If you could get it up to 15% that would give you 50% more leads or 75!

If you don't know or are not measuring your conversion rate you need to find out what it is. This is a number that your digital marketing company should be providing to you every month along with what they are planning to do to increase it.

Here are a few things that can have a big impact on your website conversion rate:

  • Your CTA (Call To Action) is one of the most important. Most are boring or very similar to what your opposition offers.
  • Social proof – things like testimonials and /or case studies
  • Prominent Contact Information – do they have to look to find your phone number?
  • Guarantees – these give potential customers more confidence and therefore generally increase conversions
  • Website designed for conversion – unfortunately most websites are not designed with conversion as one of the top priorities, they are designed for you and not your prospects.

 

 

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