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Measure Value, Not Activity

30 Aug

Are You Measuring the Right Results?
Business People Meeting Growth Success Target Economic Concept

Open rates, click through rates (CTRs), and conversions are just a few of the metrics most B2B marketers tend to use when determining the results of their work. But are those really the best metrics for determining success?

According to new data from Forrester, not necessarily. More and more B2B marketers are now struggling to tie these results to revenue. The truth is that while the metrics described above do a good job in a vacuum of helping marketers determine whether their marketing is working, they don’t necessarily shed light on whether or not the marketing efforts are generating real dollars for the business as a whole.

Increasingly, it’s not just CMOs who are looking at marketing results, it’s the CEOs. They want to see a direct correlation between marketing spend and sales generation. If the numbers don’t work out, then the marketing department or creative agency might not work out either.

Despite the demand for revenue-based results looming above them, B2B marketers are still struggling to deliver these types of results. So what is complicating their efforts? According to the article, there are several main challenges:

  •  Internal data is difficult to collect, connect, and analyze given the silos that exist in many workplaces.
  • Too much data! Marketers have access to more than ever before, and sometimes it is difficult to cut through the clutter.
  • Marketers aren’t always “numbers people.” Think of the best ones you know—they’re usually creative types who may not have developed the analytical skills necessary to excel—no pun intended.
    Marketing is a subjective field, but by looking at the right numbers and presenting them to the right people, B2B marketers can convert numbers into usable information that can drive real results for the business. (For some fabulous tips about presenting results to others, read this blog by an account service professional at ER Marketing, Matt Bartlett.)

Testing subject lines and measuring open rates and CTRs is great, but only insofar as it improves your approach to your marketing goals. If it helps you fine tune your approach, all the better. To prove your worth as a B2B marketer, you need to start measuring the value of what you do, not just the activity.

To read the full article about the Forrester findings, click here.

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3 Reasons to Renovate Your Website (And 3 Sites That Are Getting It Right)

18 May

An Outdated Website May Have Bigger Consequences Than You Think

web design

ChrisGuest Contributor:
Chris McCutcheon, Interactive Manager

Websites. We see and interact with them every day, and it seems there is one for just about everything. As an interactive manager at ER Marketing, I’ve seen it all when it comes to websites—the good, the bad, and the oh-so-ugly.

Not too long ago I had someone ask me to look at their website. I pulled it up on my phone and nothing showed up. Thinking it was a little strange, I waited until I got home and found it on my iPad. Still nothing. I knew then that something was definitely going on with this site. She said it was new, so why wouldn’t it come up? Turned out the entire site had been done in Flash, which I discovered after I pulled it up on my laptop. She was extremely disappointed and had no idea the person she hired to do her website built it using old technology.

So, ask yourself a few questions about your own website. Does it look good on mobile? Is the site built in Flash? Still using clipart from 1999? Still relying on misguided keyword stuffing? Is it supporting your brand? Unless it’s been updated recently, it might be time to rethink your website.

Here are 3 reasons why it may be time to renovate your website:

1. It’s not mobile friendly.

  • Two-thirds (64%) of adults own a smartphone, which means if your site doesn’t render properly, or delivers a bad user experience, potential customers may go elsewhere.
  • Google will ding you. They announced last year that sites will be penalized in the rankings if they aren’t mobile friendly. According to research by online ad network Chitika, Google page one results enjoy a whopping 95% of all search traffic, while 91% of searchers never reach page two.

2. Unknown security vulnerabilities.

  • Security flaws affecting an older website are much more likely, as these sites rely on older technology.
  • Even if you might not have confidential information you are worried about being stolen, there are other reasons you should be concerned, like letting unfiltered data insert into your database. This can cause a high risk of SQL Injection, which leads to your site being hacked—and unwanted links being injected into your site.
  • If you use any kind of third-party software—meaning your IT department didn’t code it—you must make sure it is always up-to-date. Any outdated software with security flaws can cause your site to be at risk.

3. High page abandonment rate.

  • Many older sites take forever to load. Sure, you may love the large images and the huge slideshow, but it’s probably making your site lag. 47% of consumers expect a webpage to load in 2 seconds or less, and 40% of people abandon a website that takes more than 3 seconds to load. [1] Google values the length of time someone stays on your page, so if your website has a high abandonment rate, your SEO will be negatively impacted as Google puts delivering the best and most relevant content to users first and foremost above all else.
  • Poor navigation. If the user doesn’t know what to do or where to go, you are missing out simply because there isn’t any clear direction for the user.
  • Many websites fail to deliver a clear sense of what the company offers. Unless you are a well-known brand, you need to let people know who you are and what you can offer them in a way they can understand and easily access.

Here are a few sites in the building products industry to inspire you and get you thinking about your own site:

Blu Homes

  • Site is responsive and mobile friendly
  • Good user experience
  • Nice, easy to navigate design

Royal Building Products

  • Loads fairly quickly, even with a full screen slider
  • Offers a clear sense of who the company is and what they offer
  • Displays well on mobile devices

Guardian Building Products

  • Utilizes a card-style layout for chunks of content
  • Mobile friendly
  • Easy to navigate

[1] https://blog.kissmetrics.com/loading-time/

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7 Tips for Effectively Communicating Marketing Results

19 Jan

Results

How You Share Your Results Is Just As Important As the Results Themselves

MattBartlett

Guest Contributor:
Matt Bartlett, Account Manager

A couple of years ago, I was tasked with presenting campaign results to a few C-Suite level contacts by one of my clients. I was extremely excited and wanted to give the best and most detailed presentation they’d ever seen. I included every number I could find. I included every detail offered by the tracking solutions we were using. And then, about halfway through my presentation, everyone in the room was reading email on their phones. I was crushed. How could they not care? What I’ve learned is that I wasted a lot of my time and theirs with that presentation…

We’ve written before about the importance of reporting and analytics when it comes to your marketing tactics. You won’t find many successful marketers arguing that results aren’t important. But the fact is, if you can’t communicate results effectively, you are wasting everyone’s time and money—particularly in the building industry, which has high expectations for ROI.

Your Client Is Not Your Only Audience

There are two audiences to consider when communicating marketing results. The first is obvious: the client (or, if you’re a marketer who works on the corporate side, it may be another department or a member of the executive team).

The second, and one that is often overlooked, is your internal team—the people that actually did the work. It’s just as important for them to regularly hear results (even throughout the campaign) so they know what works and what doesn’t for future projects, or so they can course correct in real-time if performance isn’t meeting expectations.

When Delivering Results, Speak Their Language

Below are some of my tips to make sure both audiences actually understand the results you prepare for them:

1. Include a Summary: And make sure to use common language when you do it. Remember that not everyone is a marketing geek like the rest of us, so dumb down the language and minimize the jargon. Raw stats are great and should be included, but don’t forget to provide a high-level summary for easy, at-a-glance consumption.

2. Focus on the Right Metrics: Does bounce rate matter? What about click-to-open-rate (CTOR)? Does your client care about impressions? All metrics are important in one way or another, but decide early on in the process which metrics tie directly back to the stated goals and only report on those. The rest will only confuse and distract from the point.

3. Define Your Metrics: Not only do you need to worry about which metrics to present, but you also need to make sure that your audience understands what they are. Consider utilizing a standard block of definitions for each of the words that you include in the summary. Make sure the definitions explain not only how the metrics work, but why they matter. Bonus points if you can alter each definition slightly to make it hyper-relevant to the goals of the project.

4. Make It Visual: Different people consume information differently. In addition to the summary and actual stats, consider how you can convert the data into easily digestible graphics. Maybe it’s as simple as creating a bar or line graph, but maybe some information could best be communicated as an infographic. In the case of the latter, you might involve your design team in creating a simple graphic to lend greater clarity to results. Could go a long way in helping all audiences understand.

5. Tie It to the Bottom Line: This can be difficult based on what financial information the client is willing to share, but the best performance reports include ROI and show how the marketing activity in question impacted the client’s bottom line. Understand your client’s overall business, not just their marketing. Your job doesn’t exist in a vacuum.

6. Share It Internally: All departments have skin in the game here. Employees often don’t understand marketing or how it impacts what they do. Make it matter by sharing performance.

7. Time Is of the Essence: In today’s world, waiting two months to report on metrics is pointless. Share performance during and immediately after the campaign. Better yet: if possible, give the client access to real-time metrics so they can monitor progress on their own time.

ROI is only good if everyone involved understands it—your team, your client(s), and the people your client reports to. All too often, you see marketers download a last-minute Excel spreadsheet or print out a screenshot from Google Analytics. But “lost in translation” is unacceptable when it comes to results. As marketers, the core of our work is about clarifying products and services through smart, focused, creative work; why wouldn’t we get just as creative to simplify and clarify those results so we can do even better work in the future?

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