COVID-19 B2B Marketing

B2B Marketing During COVID-19: Cindy Flynn

Cindy Flynn, of Hackler Flynn Law, has gone from doing four webinars a year, to an average of six per week thanks to the Covid-19 pandemic.

She took some time to speak with ATAK CEO, Austin LaRoche about her increased webinar schedule, shared some tips for running successful webinars, and how she’s connecting with business owners looking for advice on how to navigate the Covid-19 crisis.

Video Transcription

Austin LaRoche: Thanks so much for being her e today. My name’s Austin Laroche and, here at ATAK, we’re just starting a little, marketing and the time of Covid-19 series. And with me today, I’ve got, Cindy Flynn from Hackler Flynn law. How are you doing today, Cindy?

Cindy Flynn: I am great, thanks Austin. Thanks for having me.

Austin LaRoche: Cindy, I wanted Cindy to come on because Cindy is doing so many webinars. I think I’m going to have to start nicknaming her, the screen queen.

How many webinars are you doing a week right now?

Cindy Flynn: Probably on average six.

Austin LaRoche: Six webinars a week. So Cindy is an employment attorney, and she represents, entrepreneurs and companies and, and employment battles. And so, the webinars have, I assume, mostly focused on the new Cares Act.

Cindy Flynn: Yes. And Covid-19 and employment law and how to, how to deal with it as a business owner.

Austin LaRoche: What are some of the common questions that you’r e seeing from customers?

Cindy Flynn: Oh, man. The biggest thing that I think is blowing people’s minds right now is, providing an expense reimbursement for your employees who are working from home for internet and cell phones and how many businesses are not doing that, but I think it’s going to be a big area in which plaintiff’s attorneys out there are going to find a way to file a class action lawsuits again business owners.

Austin LaRoche: I just been so impressive of how you’ve been able to just take hold of a situation because so many different companies in different industries, they’re, they’re being disrupted and they need somebody within their industry to be some sort of voice of reason and in that thought leader. And so it’s cool to hear like your, your big point of view with everything is that you see, you see this area being somewhere where employment law is about to be shaken up.

So before all of this started though. How many webinars were you doing just regularly or maybe ever?

Cindy Flynn: I think I did four last year in total.

Austin LaRoche: I, I’ve always said that webinars, webinars are kind of like QR codes, like they’re perfect in theory. Right? And then, and then it was like, until we were all forced to work from home, like we all still wanted that, like, you know, handshake face to face and now it’s like, well.

Webinars are make complete sense. And it’s the best way for daily, continued education.

Cindy Flynn: Yes. And Austin, you know, our firm hired, ATAK your amazing company last year. And one of the things on our to do list that we talked about was getting out and putting together webinars for our clients, our prospects, our friends, our community.

And it was kind of, you know, number 101 on my to do list when we were forced to all those zoom. It’s so easy to put together a webinar and to host a webinar, and that’s where the idea actually came from you guys. So, you know, I, I’m forever grateful for that. And then Covid-19 just made it like we put it into action, right?

And, and have a full audience and. No. Just as an employment lawyer, we are trying to pump out as many free webinars to our community as possible because I really feel strongly that businesses are going to be sued this year. we’ve had four clients now in the last two weeks, come to us with demand letters from employees that they’ve gotten rid of, that they’ve terminated since Covid. So I just, I feel so strongly that I’m like, please talk to your employment lawyer or call me if you don’t have one, because, I, it’s just, it’s just an area in which, you know, some businesses are going to get into trouble, but

Austin LaRoche: It’s something that everyone’s concerned with and, you know, and anytime there’s transition, everybody wants to able to do things the right way. Right? And so being able to consult somebody like yourself is an area where I feel like in businesses that have a great advantage now. You know, even before they have to make a lot of the tough decisions and also learn a lot of things.

Cindy Flynn: I think it’s a good opportunity to work with companies like yours.

I mean, I think. I’m keeping you guys plenty busy right now with all this. Every time I put together, you know, the content, I send it over to your team for that, like design, image, you know, consistency. Cause we want to make sure with all our marketing efforts that it’s consistent throughout, right? And so your team does such an excellent job on putting together, and the final touches on all of the content that, you know, my te a m puts together and then making it not so much legalese, but common language that people can understand. So that’s another thing though. I think that now’s a good time to also focus on marketing efforts and consistency throughout your organization.

Austin LaRoche: Yeah, it’s funny. I keep telling everybody there’s like two paths you’re going to take during this time, and sometimes those are blended, right?

One is invest in infrastructure of the marketing. You always wanted that new website. You wanted to install a new CRM, like now that things have slowed down to an extent, like there’s that time to really invest in that infrastructure or, and, or, you know, invest in the thought leadership, which is what you’re doing and you’re telling your market how to get out in front of Covid-19 of how to, you know, navigate this mess.

And I think that, both those things can be, both those things can be really good investments. And I want to go back to what you were talking about with the webinars because, now that you’ve done them so often, six a week, what are some, like, what are, what would you say some do’s and don’ts would be for someone who wants to host a webinar?

Cindy Flynn: You know, I think, the more prepared you can be, like in any speech, the better, the more you can anticipate your, the questions that people are going to ask you. The better. and it gives you a chance to really be prepared and do your due diligence because, I mean, what else are you doing right now?

Right. I’m preparing for webinars. Some of the things that I think, you know, you want to avoid when doing a webinar, any presentation for that matter is reading directly off the screen. Right? Like it makes you sound like a robot. but I think that’s with any sort of speech that you get, you never want to, you want to use PowerPoint to your advantage.

And something that your team does great is, you know, I can put together a slide with like, Oh, this information. And then they take it all away and put like a picture or, you know, a graphic or something to where it’s, it’s so much easier to understand. So, but I think that just goes with not only webinars, but with any sort of presentation you’re giving.

Austin LaRoche: I absolutely, I, any, any time you can avoid having everyone reading your screen instead of listening to what you’re saying, you’ve got to take it. What about anything like a technical, I know you’ve been using yours, you used zoom for your webinars.

Cindy Flynn: I do. And it’s great. You have, it’s not the normal, zoom package.

They have something additional. Where you can have up to a hundred people in a webinar. They also have like 500 have been on 2000 person webinars and there are different structures there. But what’s nice about that is it allows you to, just see the speakers and your PowerPoint presentation or whatever you want to do as far as sharing your screen.

You don’t have to see all 100 people are all 2000 people, you know, in a single. I guess gallery view room.

Austin LaRoche: Yeah, zoom room or zoom banquet hall.

Cindy Flynn: Right, right. Great.

Austin LaRoche: So you said you’ve been doing the a hundred person, webinars for yours?

Cindy Flynn: I mean, if I do one with the bar association or something like that, it’s obviously a lot bigger or other networking organizations, you know, their limit is a thousand.

With regard to, the limits, I like to keep it to a hundred people because with our webinars that we’ve been doing is very interactive, so people can ask questions throughout and what they, what they have on there, under zoom, under webinars, is a QA section so that people can type in questions and then you can respond to the questions.

And then sometimes when it gets to a hundred people or so in a webinar. I have one of my associates on the line as well, so she’s able to answer specific people’s questions that it’s not necessary to bring to the whole group. I’ve found that to be really helpful because I’ve done webinars with a lot of people and to navigate questions and keep it flowing throughout can be challenging at times.

Austin LaRoche: I mean, it’s still a hundred and have the question moderator, to be able to help delineate. Okay.

Cindy Flynn: And I also have her chime in as well too, throughout so that it’s not my voice. I mean, with most webinars, sometimes it is my voice just talking for an hour, but it’s nice to break it up a little bit too. Okay.

Austin LaRoche: And so on the question and answers, do you, do people, do you have like a time at the end for questions or is it, you know, if anybody has a question throughout, what, what’s best practice there and how do you balance that?

Cindy Flynn: I like to do it throughout, that way if I’m talking about something in the beginning, you know, I can, my mind can stay on that subject matter and then I can answer the questions as they roll in while we’re on the slide and it’s particular and pertaining to that area that we’re talking about rather than waiting until the end. But that’s just my style, you know, I think, I think you have to go with what works best for you. But I have been, asked questions at the very end, and then I try and go back to like slide 10 and you’re like scrolling through the irrelevant information so that everybody kind of knows what you’re talking about.

Austin LaRoche: Keeps it engaging too, because people feel more involved. Well that’s great. Well, I think after hearing a little bit of, things I didn’t know as a business owner, I’m going to need to pop into one of the next, three webinars can go to your website,

Cindy Flynn: It’s HacklerFlynn.com and then I have an events section that your team put together that is amazing. And, you can either look for, our upcoming events, which, I mean, we have some scheduled out too next February already on the website. And then you can also scroll back and look at past events and see the recordings from any of those for free.

Austin LaRoche: For free? So, there’s, there’s zero reason why business owners should not go and get caught up on, on what’s what they need to know now that we’re in the age of Covid as employers.

Cindy Flynn: That’s right. That’s right.

Austin LaRoche: Awesome. Great. Well, thank you so much. I really appreciate you doing this and I, I’m excited for all the people who will continue to, to learn from you and hopefully protect themselves because of you, and thank you again.

Zoom Conference

How B2B Companies Can Delight Their Customers During COVID-19

It’s been several weeks since the United States reported its first positive case of COVID-19 (also known as Novel Coronavirus). To mitigate the risk of spreading the virus, millions of people are practicing social distancing by staying inside and avoiding crowds.

Though this practice is keeping our communities safe, it has negatively impacted a lot of companies as they are not receiving the same constant business.

However, there is a silver lining to social distancing for businesses. People are building stronger relationships with their families, friends, neighbors, and communities. This has created the perfect opportunity for companies to strengthen their relationships with their current customers.

With the virus putting most company’s acquisition activity on pause, your existing customers will have the confidence to complete purchases and act as your advocates during this time.

We have compiled some creative strategies to help you build a stronger connection with your target audience so that it will not only outlast the virus outbreak but also for years to come.

1. Assure Them Your Company Can Deliver in New, Innovative Ways

Many things are changing so you want to ensure your customers know they will still be receiving the same support from your company despite the virus’s effects on your operations. In communicating with your audience, elaborate on the value propositions they care about that you will continue to provide. Ease their hesitations.

Now comes the hard part. If you tell your customers they can be reassured that they are receiving the best qualities of your business during social distancing, you need to know how to deliver on that promise. Make no mistake, things will change. But for applicable companies, you can provide the same service to them in new, exciting ways.

Take advantage. Figure out how to replace what was with what is now and project your new direction with confidence. Make sure to keep your message clear, crisp, and confident.

2. Host a Virtual Event

Don’t let your canceled or postponed event stop you from showcasing your products and services to your customers. There are plenty of platforms and channels for you to host a virtual webinar, presentation, or panel.

Most people are looking for entertainment while they are social distancing in their homes. Let your virtual event be something for them to look forward to by providing tips and product demos, unveiling new products and services, giving a behind-the-scenes look into your business, or discussing new insights within your industry.

On social media, you can also host Facebook Live or Instagram Live events, which leads us to our next idea…

3. Increase Your Social Media Activity

It’s no secret that screen time has gone up for many people since the beginning of the quarantine. Social media is one of the biggest factors for this high activity as people are frequently checking for the latest updates on the virus.

Whether you’re posting about the virus or product offers, this is the best time to start ramping up your social media strategy. With higher posting frequency on social media, you can ensure you show up in your customers’ news feeds.

Also, be sure to offer options for your customers to contact you via Facebook Messenger, WhatsApp, and other instant messaging platforms. This will allow you to answer questions and provide other information your customers may need.

4. Video Chat with Your Customers

Give your customers some literal Face Time. If your sales team is in regular contact with your customers, have them switch to video conferencing to give a more human interaction during this time of isolation.

Video chat also allows your customers to build trust and assurance through a 1-on-1 experience with your team. Your team can answer questions in real-time, demonstrate some complementary products they own or give them an inside look into new products.

5. Support Your Customers Beyond Selling

Take a look at how your customers have been managing their efforts during the pandemic. Have they donated to an organization or started a relief of their own? If so, this would be a great opportunity to either donate to that same organization or relief to show that you and your customers share the same values.

COVID-19 has affected pretty much every industry across the board so your company can look for ways to support your industry. As part of the health & wellness community, one of our clients, Paragon Laboratories, recently donated a large supply of N95 respirators to local hospitals in the Southern California area to keep their community healthy.

Another way you could support your customers would be to provide complementary services you don’t normally offer, such as product demos or virtual training. Your company can also host free weekly webinars to showcase thought leadership and open up a conversation between you and your customers.

Companies taking any of the measures listed above will let their customers know they are trying to make their lives better despite the growing pandemic. Your customers will see that your company cares about its community, which will lead them to want to continue doing business with you. By focusing on building these relationships, your company will be in a much better position to get back on track as soon as the virus passes.

7 Ways B2B Companies Can Use Thought Leadership to Overcome Their COVID-19 Challenges

There is an opportunity for every business in every industry to use the uncertainty of this moment to utilize thought leadership. If you want to lead, what better time than in a crisis? 

Thought leadership is the gateway to customer trust. By exemplifying knowledge and leadership in a given industry, thought leaders develop content that is compelling, has a strong point-of-view, and educates. This builds credibility and eases customer hesitations. In fact,  Edelman’s 2019 B2B Thought Leader Impact Study found that 58% of B2B decision makers made buying decisions based on thought leadership.

Thought leadership in the time of the Coronavirus is vital. Simply put – the people willing to guide their target market towards a better future have the opportunity to come out of this crisis in better economic shape than those that sit still. Those are the stakes. 

So, how do you exhibit thought leadership? Create content through this simple lens: based on my experience and knowledge, what can I provide for my customers and industry that guides them to a better tomorrow? 

Your work will be an investment that should come with no immediate expectation. You’re not just educating the people that keep your company’s lights on, but also your competitors and others in the industry. You will need to be creative to standout in the crowd. Everyone is at home with a lot of time to brainstorm ideas and develop something unique. 

Here’s a few ideas that may help you get ahead of the competition.

7 Creative Ways You Can Use Thought Leadership to Overcome COVID-19 Challenges

1. Create a Virtual Trade Show

One of the most common setbacks clients in the B2B space have seen is the cancellation and postponement of trade shows. This is certainly not an ideal scenario. There were thousands upon thousands of people in their target market who were planning on walking by their booth, offering an opportunity to catch their eye and begin, at the very least, a conversation. That target market still exists. In most industries, the need they have for these products and services has not vanished either. 

Anyone with access to their product or service can set up individual or group meetings on Zoom to demo their product or service. Video conference technology (Zoom/GTM/Google Hangouts/etc) makes it easy. If you boil it down, all we’re suggesting is to do a video conference demo. But if you package it the right way, it becomes a can’t miss opportunity for everyone sitting at home bored out of their mind and in dire need of excitement and content.

Let’s say your company sells shoelaces.

You can email your mailing list and let them know “In lieu of Shoelace Expo 2020 being canceled, we are taking private one-on-one meetings to demo our new shoelaces. Please reach out if you’re interested.” That is something you can do, however, I doubt it would be very effective. 

What if you went this way…

“Announcing Virtual Shoelace 2020! Our Private Shoelace event starts Monday. 

Due to the cancellation of Shoelace Expo 2020, our team at Schu Laces is hosting a virtual trade show Monday, Tuesday, and Wednesday of next week. We will debut 7 new product lines and provide a sneak peek to the first 10 customers that book a private appointment for Monday. Access is INVITE Only and by receiving this email, you are on the list of prospective buyers to which we are extending an invitation. Click on this calendar link now and book your spot to get an exclusive early look at the Schu Lace Spring line.”

Now that sounds a helluva lot more exciting than getting a one-on-one demo, right? It keeps the spirit of the trade show alive and provides your company with the chance to possibly bring in some partner businesses (that are not competitors) and set up different rooms, demos, and time slots. 

2. Develop a Mega-Panel Webinar 

Circling back to the uncertainty of COVID-19, every industry is trying to figure out “what happens next?” While no one can be certain, industry leaders should have the insight and foresight to be able to help others get an idea of where the winds are shifting.

The best way to approach this idea is to find 2-3 others you feel would make a great “panel” with you. Evaluate these potential panel-mates based on personality, chemistry, vision, audience, success, and industry-specific factors to determine who would be right to host the panel with you.

From there, come up with a title for the presentation that directly touches on your industry’s impact as a result of the virus. Don’t be afraid to go “State of the Union” with a title like “The Future of the Shoelace Industry Post-Corona” or “How the Shoelace Industry Will Look After COVID-19”. Make sure the idea is both topical and looking ahead. 

Lastly, work with your panel on a rough outline of what the presentation should look like, the technology you will use, how you will organize Q&As, and how you will promote the event to your industry. Set your plan and execute it!

3. Go Live on Social Media to React to Industry News

Many thought leaders do a great job of making you feel like you could be there best friend if you knew them in real life. They are relatable and speak conversationally so that their audience feels comfortable and accepting of their message.

One of the great ways to exemplify that is by utilizing the live tools on social media. Facebook Live, Instagram Live, and Linkedin Live can be great resources to utilize for thought leaders.

If you’re going to go this route, stay on message, and be consistent. Let’s say you decide you want to move ahead and go live on Linkedin every day. Pick a consistent time. If you’re going to recap the news from the day, maybe look at 4 pm to 6 pm as a window. Go live and have continuity to what you are saying. 

Let’s keep using our Shoelace company as an example. Their Linkedin Live might look something like:

“I’m Johnny Schu, and as we have been doing since the beginning, we’re talking about how the Shoelace market is being affected by the Coronavirus. Today, the state of California issued a ‘Stay-at-Home’ Order, effectively shutting down all not essential businesses in the country’s most populated state. The brick and mortar athletic stores on the west coast are going to take a hit, and Shoelace companies solely relying on traditional retail, especially regionally, are going to need to shift focus. Ecommerce shoe stores, such as Zappos, are still open and the expectation is that the loss of revenue from this ban may result in an uptick in online sales. If you sell shoelaces, this is another indicator that online stores should be your sole focus right now.”

That would be a way to start, but one of the key things to do with any live feed is to have at least one hour of content planned or have the ability to improvise. Live feeds get prime placement in the algorithm of most social networks, but people peruse them in and out and by going longer, you are giving yourself more time for people to come in and see the content.

Additionally, you should have a Q&A component at the end of every live session so you can answer questions and give your audience a chance to engage with you.

4. Become a Trusted Source Through Aggregation

Of all the terrifying aspects of the Coronavirus, perhaps the most horrific has been the spread of misinformation. It is so hard to keep up with what has been determined to be factual and what turns out to be bogus.

If you want to earn trust with your audience and be seen as a credible voice, one of the easiest things you can do is consolidate the most accurate and relevant information of the day and put it into a single source.

This can simply be a blog post that you email to your database and share on social media. If you can do this consistently, you will be able to garner the attention of your target market by simply only sharing and aggregating accurate and relevant information. 

5. Start an Industry Slack Channel and Facilitate the COVID Conversation 

Slack is a perfect platform to facilitate conversations centered around shared interests. If our friend Johnny Schu were to create a “Shoelace Industry + COVID19” Channel, he could be the straw that stirs the drink in his particular field of work.

By organizing the channel, inviting the industry folks to participate, consistently providing good information to that channel (especially if he’s already investing in aggregating this information on his blog), asking for engagement and ideas, Johnny is positioning himself as a leading voice on the topic, even if he is not providing one iota of an opinion. 

Slack channels are free, easy to create and give you the perfect platform to control the message.

6. Develop a Virtual Training Program

One thing I often hear business leaders complaining about is their lack of time. COVID-19 has provided many with more time than they ever believed they would recapture. Using this time to invest in others is a great way for thought leaders to educate their employees, customers, and industry.

With software like Absorb or Mindflash, creating a virtual training program with an LMS has never been easier or more customizable. If you know the curriculum in which you want to develop, these programs will help you cross the finish line.

Remember, teaching is leading. And every industry, especially those hit hardest by the Coronavirus, needs to learn a thing or two as the pandemic extends.

7. Learn Something New and Document the Journey

Have you ever wanted to learn a new process, technology, or platform? What better time than now? And what better way to learn than to showcase the experience to your industry? 

Companies see shiny new objects in their industry all the time. However, rarely do business leaders have the capacity to become early adopters. With the Coronavirus and the conditions it has built, anyone can take advantage of the newfound time and try something new – the crazy AR technology somebody told you about, the email automation platform your competitors started using – you name it. Dig your claws into it and share the journey for all to see.

If you’ve built your name as a thought leader in your industry, your opinions on the learning experience are going to carry more weight than you may realize.

Conclusion

In the end, these 7 ideas are all connected by a single mission – to get you to speak up and distribute your point-of-view for the world to see. How you do it is up to you, but the opportunity is yours to grasp. Are you the leader you present yourself to be? Then step up and start publishing 😉

ATAK, Marketing, and Moving Ahead in the Age of COVID-19

“You never know how strong you are, until being strong is your only choice.” – Bob Marley

For those of us that serve in leadership positions at our respective companies, one of the most frustrating feelings is not having control. We’re used to calling the shots, making the decisions, and living with the consequences. But COVID-19 has brought a lot of unknown variables. There is still so much we do not know about the final impact this virus will have on our global economy and when or how we will come back from this. This uncertainty fuels our anxiety.

I’ve thought a lot about the choices ATAK Interactive has made and is making in response to this new world we are living in. Since Thursday, March 12th, our team has been working remotely. This shift in setting does not affect our ability to execute at 100%, and I have found that our entire team’s communication, immediacy, and efficiency increased across the board.

As an organization, we have built a set of core values that is the backbone of how we run our company, manage our clients, and fulfill our scopes. Some businesses create generic ra-ra values such as “commitment to excellence,” but at ATAK, every element of our operation – hiring, performance, attitude – is reflected in these values. We don’t have them written on the wall or until now, have ever shared them to the outside world.

I am showcasing them here today because I believe they reflect how we are responding to this pandemic, how we will continue to serve our clients as we navigate these muddy waters, and how we will empower our customers to use thought leadership to overcome COVID-19.

ATAK’s Core Values

  • I am the problem, I am the solution
  • I see possibilities
  • I will adapt, and I will evolve
  • I want to be better, I will work to be better
  • I will innovate where others imitate

When it comes to helping our clients and businesses navigate the challenges of COVID-19, we’re going to stay true to ourselves. We will be the solution. We will see possibilities. We will adapt. We will work hard. And we will innovate.

Over the next few weeks, ATAK will be releasing content centered around marketing during these times. We will offer ideas and examples that aim to inspire you to push through the uncertainty, find your voice, and extract your creativity.

Many things are changing in this moment, but ATAK is not. I have said for years that our job is to help companies utilize the latest technology to grow their business. No global pandemic or economic recession is going to change that.

We know now is the time when many of you need us the most. We are your partners. We are your biggest fans. And we are here, continuing to work for you, each and every day.

Sincerely,

Austin LaRoche
CEO
ATAK Interactive

Clear eyes. Full hearts. Can’t Lose.

B2B Marketing Strategy

5 B2B Marketing Trends in 2020

Over the years, the B2B marketing landscape has noticeably changed. Driving this transformation is the B2B buyer journey, which has gotten longer and more complex. 82% of B2B buyers are spending more time in the research phase, using more sources to research and evaluate products and services. And when researching, buyers make an average of 12 searches prior to engaging on a specific brand’s website.

As more companies view marketing as part of the greater buyer journey, creating an experience that immediately engages the buyers and moves them from lead to customer is the number #1 priority that B2B businesses must focus on in 2020. To help you accomplish this, we gathered 5 B2B marketing trends to shape your 2020 B2B marketing strategy.

5 B2B Marketing Trends in 2020

As the buyer journey grows more complex, so does the marketing funnel. In order to have a successful marketing strategy, focus on these five B2B marketing trends for 2020:

  1. Align sales and marketing efforts through sales enablement
  2. Use ABM to target specific accounts with relevant, highly personalized messaging
  3. Invest in trade shows for lead generation
  4. Streamline your martech into one stack
  5. Use data to drive your messaging

1.    Sales Enablement

In the 2020 B2B marketing landscape, marketing will play a bigger role in sales enablement. When marketing and sales work together, a solid sales enablement strategy can positively affect your company’s bottom line by increasing the number of customers and sales. As such, marketing must understand what resources and tools sales needs in order to efficiently move the buyer through the buyer journey—from nurturing the prospect, to closing the deal and beyond.

Resources and tools to strengthen your sales enablement strategy include:

  • Customer case studies highlighting your previous customer’s success to attract prospects;
  • Whitepapers that attract and educate your prospects on what problem your company solves;
  • Email sequences that automate the outreach and follow-up process to nurture and connect with leads as well as close deals;
  • Live chats which allow sales reps to engage with and close interested contacts in real-time;
  • Sales enablement software, like HubSpot, that gives a complete overview of the sales pipeline as well as access to a wide variety of marketing tools.

2.     Account-Based Marketing (ABM)

As more and more B2B buyers expect and value personalization, account-based marketing, or ABM, is an important trend for B2B marketers in 2020. Similar to sales enablement, ABM is a collaborative effort between marketing and sales. But, unlike a traditional marketing funnel, ABM requires marketing and sales to concentrate their resources on a specific set of target accounts and create personalized campaigns for each account. These campaigns contain messaging designed to address the specific needs and motivations of that specific account to immediately engage them and bring them into the buyer journey.

Traditional vs Account Based Marketing Funnel

With such a high degree of personalization, ABM is typically more successful at generating higher quality leads and maintaining customer relationships. ITSMA found that 87% of marketers that measure ROI saw ABM outperforming every other marketing investment. This makes account-based marketing an essential trend to adopt to your overall marketing strategy.

3.    Trade Show Marketing

In an increasingly digital-focused landscape, trade show marketing is still a valuable B2B marketing strategy in 2020. A solid B2B lead generation strategy, trade shows give you and your company the opportunity to (1) engage with high quality leads in-person and (2) increase brand awareness among your target audience. B2B marketers who use ABM should especially invest in trade shows as these events provide the opportunity for a face-to-face meeting with buyers from target accounts.

In the past, the main challenge of trade show marketing for B2B marketers has been measuring the success of their participation. However, this is rapidly changing. With a rise of martech and CRM systems like HubSpot, marketers now have access to better data on how many leads and sales conversions were generated from the trade show. This greater trackability makes trade shows are a worthwhile investment for B2B marketing in 2020.

4.    Martech Stack Consolidation

As we see continued growth within the martech industry (the number of martech companies has grown from approximately 150 to 7,000 in 2018), an important B2B marketing trend in 2020 is consolidating your company’s marketing technologies, or martech, into one optimized stack.

Juggling several different marketing technologies in a marketing campaign can create compatibility issues that disrupt your B2B sales and marketing pipeline. So, cutting back and focusing on the ones that actually work is the key to enhancing your B2B marketing efforts. An optimized stack of one or two solutions to handle multiple functions and offer integration with other platforms will streamline your marketing strategy. Martech consolidation means all your data will be in one place and less time will be spent on training your employees.

For an easy and intuitive martech, we recommend HubSpot as it encompasses both sales and marketing and seamlessly integrates with over 200 platforms and apps.

5.    Data-Driven Messaging

Data is an essential component of running a successful marketing campaign. It provides deep insight into who your target market is (which helps you attract higher quality leads), and where your customer is within the buyer’s journey.

Leveraging this data to create personalized B2B marketing campaigns for your target audience is proving to be a huge trend in 2020. Data-driven messaging is all about focusing on your users and delivering experiences that are relevant to them in order to boost your lead generation efforts. In addition, using data gathered from Google Analytics and/or your martech stack will help your B2B marketers build stronger relationships with the businesses they are targeting. With so much data to comb through, it is important to look at meaningful metricsto get an accurate picture of your B2B marketing efforts.

Conclusion

The B2B marketing landscape is constantly evolving. Buying behaviors of B2B buyers have shifted significantly and are continuing to do so today. To keep up, B2B marketers must adopt these 5 B2B marketing trends to get high-quality leads and the results they want from their 2020 marketing strategy.

California State Flag

4 Myths About the New California Consumer Privacy Act (CCPA)

On January 1st of this year, the California Consumer Privacy Act (CCPA) went into effect. It’s the first major comprehensive privacy legislation to be passed in the U.S. for over two decades.

The landmark act gives California consumers control over their online personal information and how a company uses it. More specifically, the CCPA supports California residents with their right to access and review their personal information, as well as know:

  • What personal information about them is being collected, used, shared, or sold;
  • Whether their personal information is being sold and to whom; and
  • How to opt-out of the sale of their personal information.

Additionally, the CCPA grants California consumers the ability to ask companies to delete all of their collected personal data and sue those companies if the privacy guidelines were violated.

If notified of a violation, companies have 30 days to comply with the CCPA regulations, with fines up to $7,500 per consumer record if not resolved. Large tech companies, such as Facebook and Google, have already been hit with billion-dollar lawsuits over violations of the European Union’s General Data Protection Regulation (GDPR), a data privacy law that compares similarly to the CCPA.

Smaller companies, however, do not have that kind of money, leaving them vulnerable to the new legislation. To help your business prepare for the CCPA and avoid unnecessary lawsuits, we have compiled a list of the biggest myths that have been circulating the new law.

Myth #1: Your Business Is NOT Affected Because It’s Not Based in California

Currently, the CCPA affects businesses that meet one of the following criteria:

  • Gross annual revenue of over $25M;
  • Buy, receive, or sell the personal information of 50,000 or more consumers, households, or devices; and/or
  • Derive 50% or more of annual revenues from selling consumers’ personal information.

Some companies meet this criterion but believe they are not affected by the privacy law because they are not based in California; however, this is not true. Companies do not need to be based in California, have a physical presence in the state, or even be in the U.S. to be affected by the new law. If they meet the criterion above and serve California residents, they must comply with the CCPA regulations.

Myth #2: GDPR Compliance Guarantees CCPA Compliance

This may come as a surprise, but GDPR compliance does not mean your company is compliant with the CCPA. The biggest difference between the two is that the new privacy law definition of personal data is more expansive than GDPR’s definition. This may drastically impact the data mapping efforts your business implemented to receive GDPR compliance, and additional efforts may need to be taken to comply with the CCPA.

Myth #3: The Information Your Business Has Is Not “Personal Information”

Compared to GDPR, the CCPA has a broader description of the type of personal information considered sensitive. According to the CCPA, personal information can be described as:

  • Identifiers (name, postal address, IP address, email address, account name, social security number, driver’s license number, etc.);
  • Characteristics of protected classification under California or federal law;
  • Commercial information (personal property records, products or services purchased, purchasing history and tendencies, etc.);
  • Biometric information;
  • Geolocation data;
  • Professional or employment-related information;
  • Education information; and/or
  • Audio, electronic, visual, or thermal information.

Basically, if you’re collecting a person’s data online marketing, advertising or other digital initiatives, you more than likely have collected at least one type of personal information. But don’t worry, this isn’t the issue.

The real problem is when a consumer requests a record of their personal information collected by your company. A company has 45 days after the request to provide a comprehensive report of all personal information records. This can be challenging for most companies, as identifying and compiling all data records can be extremely time-consuming.

A good strategy to avoid this problem is to gather less data. Many companies don’t know what personal data they’re collecting, so it may be beneficial to look into the type of information you’re collecting from your customers and assess which areas are unnecessary. This will help your business avoid any legal trouble, as well as potentially create an opportunity to differentiate yourself by showcasing the type of solid privacy protection practices your company employs.

Myth #4: Being Quick to Change Your Policies Is the Best Plan of Action

Though it’s usually better to get things done promptly, the CCPA is the exception to this rule. Data privacy is relatively new to legislation and will continue to be an ongoing process. This means that the current regulations will most likely change in the coming years, so you don’t want to spend so much time and energy into updating all of your policies, only for them to be updated again within a short period.

The best approach to complying with the CCPA is to audit your practices and determine where you stand with personal data and how it is collected, stored, handled, and disclosed. From here, you should be in a good position to identify the next steps in updating your policies. However, it’s worth noting that once these policies are updated, you should revisit them regularly to ensure compliance with the CCPA and avoid any legal actions against your company.

The CCPA has been in effect for only a few months but has already sparked plenty of questions and concerns among businesses and privacy advocates. This is just the start of a trend of increased regulations around consumer privacy, as other states are drafting up their own privacy laws. For now, your company should focus on complying with the CCPA and developing a strategy to handle consumer requests for their personal information records.

ATAK HubSpot Gold Partner

ATAK Interactive Named HubSpot Gold Agency

In the summer of 2018, I made a decision I did not think I would ever make – I decided that ATAK Interactive needed to become a HubSpot agency. For years, I railed against HubSpot’s Inbound Methodology, which I found, and still find, misleading and ineffective. But once I looked under the hood, I recognized that “Inbound” was a marketing ploy the company used to get more users and agencies to adopt the system and that beneath the “if you blog, they will come” nonsense was an incredible piece of software.

A year and a half later, I couldn’t be a bigger HubSpot evangelist.

As I wrote a few weeks back, the biggest benefit of HubSpot is its ability to combine sales and marketing. I couldn’t recommend a better tool for merging these two impactful growth areas (marketing and sales) that will see each department transform into a single entity over the next decade. And after spreading this message to prospects and customers over the past 20 months, we are entering a new chapter in our relationship with the company.

This spring, ATAK Interactive is being named a HubSpot Gold Partner, after successfully implementing the system with our clients and proving to be a valuable agency partner that helps businesses implement and optimize the tool. We are grateful to the HubSpot team and their support in helping us learn the best practices for agencies, teaching us new ways to use the product, and being there to answer all of our “rookie” questions.

To celebrate what we have achieved with the tool, we wanted to share a couple of features and capabilities that our clients have loved most about the HubSpot…

The Salesforce Integration

Enterprise sales teams typically use Salesforce. As one of my friends in the SaaS world likes to joke, when someone asks her “what CRM do you use?” she replies, “is there more than one?” nodding to Salesforce. The experience sales teams have with the tool was the driver in helping them grow to a billion-dollar company. Unfortunately, the marketing tools they have in their Marketing Cloud and Pardot do not typically have the same positive reception. This is what makes the Salesforce and HubSpot integration so powerful. It’s combining two amazing pieces of technology, so sales teams can utilize the workflows, customer behavior monitoring, and automation tools that marketers have loved for years. While the integration can be tedious depending on contacts, properties, and historical data, the two platforms play nice together and the integration is fairly seamless.

Automated Outreach

ATAK always aims to be a sales team’s best friend. Whether it’s constructing clear messages, designing attractive collateral, or generating qualified leads, we try to give our partners all the ammo they need to grow their business. The latest is how we can develop sequences and workflows for their sales teams to automate – but still personalize – their outreach emails to prospects and leads. Beyond the simple construction of workflows, sales teams can be notified when prospects open an email, click a link, or visit one of their website pages, giving them valuable insight as to what matters most to that particular lead. It’s easy to build, easy to customize, and helps save time for our “best friends.”

Streamlined Operations

While I won’t keep harping on just how much HubSpot streamlines sales and marketing (even if it TOTALLY does!), I’ll illustrate that streamlining different areas of your business can go far beyond these two arms of a business. For starters, HubSpot’s Service Hub houses customer service tools like a ticketing system, ticketing pipeline, live chat, conversational bots, and more. Having Sales, Marketing, and Customer Service all on the same page, seeing what’s going on with important customers and prospects, is incredibly value. However, some clients take it even further. Whether they’re integrating HubSpot with project management tools like Asana, finance tools like Quickbooks, or communication tools like Slack, companies can make sure their systems are working together. One client of ours even built a 12-step development process they use for their clients into HubSpot so every person in their company can see where each customer is in their journey.

If you’re interested in learning more about how HubSpot can benefit your business, and you want to talk to a GOLD Partner (high fives all around #TeamATAK), feel free to shoot me an email at austin@atakinteractive.com and I can help you carve a vision of how your company can get the most out of the tool.

Thanks for reading, and thanks to everyone on our team that has helped our customers grow with HubSpot. 👊

HubSpot Sales and Marketing

How HubSpot Integrates Sales and Marketing

“The hurt caused to companies (of any size) by the technology silos between marketing and sales departments will force a fundamental relook at how they deploy these technologies. Marketing & sales can no longer afford to be separated technologically or strategically – bridging the age-old gap has to happen now to ensure continued revenue growth.”

Satya Krishnaswamy, Head of Personalization, Adobe

If you believe the gap between Sales and Marketing functions in the B2B space is going to continue to close in the 2020s, look no further than the technology. While we can outline the many reasons sales and marketing departments have been at odds over the years, it’s safe to say there’s never been a time when getting these two on the same page has been easier.

For companies that use HubSpot, multiply that last sentence by 10x.

Traditionally, HubSpot has marketed itself as a platform for inbound marketing. They created the category “inbound marketing,” and built the technology to support that function to great success in the mid-2000s and early 2010s. But the true strength of the platform has shifted.

Inbound used to promote itself through an “if you blog it, they will come” lens. Create compelling content, publish it on your blog, schedule it on your social media channels, and watch as your inbox gets flooded with leads! That part of inbound has and always will be a myth. But the part of inbound that DOES work is utilizing the content you’re creating in all parts of the customer lifecycle to help grow the company.

Nowadays, HubSpot’s strength is that it allows sales teams to see how effective its marketing team is performing for each contact, understand what the prospect is actually interested in, and change the conversation accordingly. Essentially, this is the technology answer to changing this…

to this…

Somehow, the company that railed against sales teams and outbound tactics has built the perfect tool for them to gather the intelligence they need to succeed at their job.

In 2014, HubSpot added a CRM. Since then, it has added a fully flourished Sales Hub with tools for outreach, lead nurturing, pipeline segmentation, and so much more. Its technology essentially “spies” on any prospect who has given you their information (whether through one of your website forms, or via email) and you can track, among others, every email they open, blog post they read, and page on your website they visit.

But that’s just the tip of the iceberg! Let’s look at how each operates:

On the left, you see how Sales teams generally Attract, Connect, Close, and Delight their prospects and customers. On the right, you see the same for marketing.

Let’s look at how Marketing + Sales teams use HubSpot at each step.

Attract

For sales, it’s never been easier to automate outreach than it is with HubSpot. If you have a prospect list you built through LinkedIn or other means, you can put prospects into an automated sequence with ease.

With Marketing, all of your Google Ad tracking is seamlessly integrated into HubSpot, and your social media posts can be published directly through the platform.

Connect

For salespeople, connecting generally occurs during conversation and opens up an opportunity to educate someone on what it is they do. Creating personalized content through templated landing pages and emails is simple and intuitive with HubSpot. When you connect HubSpot forms, any lead generated becomes automatically entered into your CRM and as mentioned above, you will now be able to watch their every move 😉

Close 

The process from Connect to Close varies in length and difficulty for companies. But for Sales and Marketing teams looking to come together, this is where the tool plays nicely.

With the email integrations, workflows can be automated based on prospect behavior. Not returning an email? Let’s send Prospect A into Workflow A and remind them 3 days from now. Did they visit our website? Let’s send Prospect B into Workflow B and provide more educational content based on which page they came to.

Sales teams can use email templates based on situations, have meetings scheduled from their calendars, enroll prospects in a series of highly personalized email sequences, and find relevant files easily as they try to close their prospect into a customer.

Delight

There are two types of customer delight – educational and experiential. HubSpot makes the educational part of delighting a customer – teaching them the latest and greatest – incredibly easy and relevant.

Their SEO tool helps you research topics that people are showing interest in, and offer some derivatives as well, enabling you to create blog content relevant to your audience. As mentioned earlier, you can schedule your social media posts straight from their publishing tool. As your contacts start interacting with your content, HubSpot allows you to track this behavior,  so you can gain the intel needed to write the perfect follow-up to topics.

But the biggest benefit? Everybody’s playing in the same sandbox!

Too often, the divide between marketing and sales is how they are siloed. With HubSpot, each department has access to the same files, can monitor where prospects are in the customer lifecycle and make smart decisions accordingly, and run reports that show the effectiveness of their efforts.

The structural benefits of having the Sales Hub where one department lives each day integrated with the Marketing Hub, where the other department lives, allows all parties to row the boat in the same direction, coming together to help grow your company.

Google Search

What The Google BERT Update Means For SEO

Google BERT marks another major update to the company’s search algorithm in 2019. 

The Most Important Update in Five Years 

At the end of October 2019, Google announced a Bidirectional Encoder Representations from Transformers update, lovingly referred to as BERT. Google also took the unusual step of announcing that the release was the most significant update to its search algorithm in five years. They also stated that they expected BERT to impact at least 10% of ALL search queries.  

So, What is Google BERT? 

According to  Google:  

“Well, by applying BERT models to both ranking and featured snippets in Search, we’re able to do a much better job helping you find useful information. In fact, when it comes to ranking results, BERT will help Search better understand one in 10 searches in the U.S. in English, and we’ll bring this to more languages and locales over time. 

Particularly for longer, more conversational queries, or searches where prepositions like “for” and “to” matter a lot to the meaning, Search will be able to understand the context of the words in your query. You can search in a way that feels natural for you.” 

In a nutshell, BERT has resulted in a significant leap in Google’s ability to not only better understand the context in queries, but to also apply the learning to longer and more conversational search queries.  

Google has been able to reach this breakthrough in query processing thanks to its work in neural networks and machine learning. 

What Does BERT Mean for My Site’s SEO? 

The long and short of it is, not much and everything.  

Because BERT deals with the way Google interprets user’s search queries, it doesn’t directly affect your on-site SEO. However, since Google is now much better at taking context into account, it’s far more critical than ever for your site content to be clear and well written.  

SEOs should look to focus on creating highly specific, well-written content. Your content should be unique, authoritative, and trustworthy. 

Ok, but Can I See Some Examples of Google BERT in Action… 

We get it. It can be hard to understand how Google BERT is going to affect search queries.  

Let’s look at some examples provided by Google:

Google search results example before and after Google BERT for travel to brazil

Notice how the search results changed drastically after BERT has been applied. 

Instead of returning a news article bout travel to Brazil, the algorithm is now intelligent enough to understand the intent of the searcher and provides a result that answers the search query more accurately.

Google search results page before and after Google BERT for

In this example, we once again see how Google BERT has greatly improved the understanding of the context of a question. The much-improved understanding of the search query provides a much better search result that not only answers the user’s question, but also understands their intent.

Conclusion 

So far, we’ve told you what Google BERT is and what it does. We’ve also told you it’s going to affect a large number of searches and search results. That all sounds bad, but we promise it’s not. 

While the update may lead to a drop in search traffic, that’s not necessarily a terrible thing.  

Why? 

Well, because Google is now better able to understand the context of queries, it should do a much better job of weeding out traffic that is not likely to convert and probably should never have visited your site in the first place. 

Lastly, BERT is an excellent reminder to all SEOs to go back and review their site content.  

In cases where you do see a drop in traffic, take the time to review the content on those pages and refresh and optimize them as necessary. 

SEO has long been about creating unique, quality content, and Google BERT is another reminder that all of the content you create should focus on answering the questions your site visitors are asking.  

If you believe your site has been affected by the Google BERT update? ATAK can help …..Contact Us Today.

Audience in facebook

How To Use Facebook Audiences To Grow Your Business

With more than 2 billion monthly active users, Facebook is, without a doubt, the most important social media network today. As marketers, it is impossible to ignore these statistics and the treasure trove of data these billions of users have given Facebook access to. Thanks to this insight, you can now create Facebook audiences that can help take your business to the next level.

Read on to learn more about how Facebook has turned this data into actionable data that has allowed marketers to cut through the noise and target the right customers at the right time.

With your standard pay per click (PPC) advertising model, marketers are tasked with making educated guesses (at best) about their prospective customer’s intents and habits. That means trying to find the keywords they’re most likely to use when searching for your service or product. Altogether, that limits a marketers ability to target potential customers and despite the best data, still involves some guessing and luck.

Facebook is different.

Because of the immense wealth of knowledge they have gathered from their users, they have given advertisers incredible control over who they are targeting, when they’re targeting them, and how they’re targeting them.

One quick thing: The Facebook pixel is a piece of code that needs to be installed on your site before you can take advantage of Facebook’s targeting options. Check out our post on the Facebook Pixel to learn more about it and how to set it up.

Now, let’s dive into Facebook targeting options.

Facebook targeting options are organized around “audiences.” You can think of audiences as the market(s) or persona(s) you are looking to target with your services, products, and marketing message. They allow you to target broadly or very specifically with options like age, gender, location, interests, job title, education, and more.

But that’s just the tip of the iceberg and still involves a fair bit of guessing about your ideal customer’s demographics, interests, and more.

Thankfully, Facebook provides marketers with 3 core audience types that allow for varying degrees of specificity: 1) Saved Audiences, 2) Custom Audiences, and 3) Lookalike Audiences.

Let’s start with ‘Saved Audiences.’

Saved audiences will be familiar to every marketer out there, especially those that regularly work with personas.

These audiences allow you to target to market and customer demographics like the ones mentioned above. You can then save the audience and continue to use or modify it across different campaigns.

Despite how well you know the demographics and psychographics of your ideal customer or client, saved audiences are still cold audiences and should be treated as such. However, that doesn’t mean you should avoid them. In fact, custom and lookalike audiences both depend on saved audiences to be most effective, so spend some time making them as dialed in as possible.

Once you nail down your saved audiences, it’s time to move on Facebook’s higher converting audience options: Custom Audiences.

Custom Audiences

Custom audiences are Facebook’s highest converting targeting option and with good reason.

These audiences allow you to craft audiences in a few ways. For example, you can upload a list of customer emails or phone numbers, and once matched, show ads to just those groups of people.

If you have installed the Facebook pixel on your site (if you haven’t, what are you waiting for?), you can create audiences based off any number of actions people have taken on your website.

You can target people who have visited your website, specific pages on your site, and/or performed specific actions while there. If you have an app, you can target people based on the actions they’ve taken while using it.

Custom audiences are so powerful because you get to skip having to guess who your ideal client or customer is. With the information custom audiences provide, you can target your ideal customer with an exact marketing message at the perfect time.

If you’re serious about using Facebook ads to drive business growth, taking your time to create valuable custom audiences is well worth the effort. By doing so, you’ll put yourself in an excellent position to take full advantage of Lookalike Audiences.

Lookalike Audiences

Finally, we have lookalike audiences.

Once you have a created valuable custom audiences, Facebook can use its vast data to match the users in your custom audiences with other Facebook users that share many of the same characteristics.

With lookalike audiences, you can then target users that you would never have known to target otherwise.

One thing to keep in mind regarding lookalike audiences: Facebook gives you multiple options to pick from when it comes to the size of your audience. The smaller your audience, the more closely it will match your target audience, the bigger the audience, the broader, less exact your matching will be.

One Last Thing…

Although Facebook’s targeting options make our lives easier as marketers, there are still some best practices we need to follow to get the most out of the platform.

First, you need to make sure you are placing your audiences in their correct places along your buyer’s journey. Treating a lookalike audience as if they are a long-time customer is a sure-fire way to waste the advantage those audiences are giving you.

Second, your marketing message matters! You still need to address your customer’s pain points, your unique selling proposition.

Finally, make sure your message is tailored to where your audience is in their buyer’s journey.

We hope you can see why Facebook’s targeting options are crucial in today’s advertising climate. With countless options ranging from broad to pin-point specifics, Facebook has given marketers a powerful tool to add to their marketing toolkits.

If you’re interested in learning more about how Facebook advertising can help your business grow, we’d love to help. Drop us a note, we’d love to chat!

Facebook business ad page

Why The Facebook Pixel Is Essential To Your eCommerce Business

With more than 1 billion active daily users, Facebook has become a staple of many people’s daily lives. As an eCommerce business today, the social network is virtually impossible to ignore and doing so can significantly impact sales and performance. 2018 statistics show that more than 93% of marketers use Facebook for advertising and more than 3 million businesses use Facebook to promote their services or products. Facebook has taken notice of these statistics as well and it has taken the immense amount of data it collects to help advertisers market their products and services to their ideal customers at the ideal time. Read on to learn how the Facebook Pixel is essential for businesses looking for eCommerce success on Facebook.  

What is the Facebook Pixel? 

With more than 2 billion monthly users, the chances of reaching your ideal audience on Facebook are high. But, as all marketers know, reaching your customers is only half the battle. You also need to be able to serve them with the correct marketing message at the correct time. That means using analytics to know what products and services matter to them most, when they’ve added products to their cart but failed to check out, and more. 

Enter the Facebook Pixel. Facebook created the pixel to provide marketers with a way to track the performance of their advertising efforts. More importantly, the pixel tracks the actions users take after clicking on an ad on Facebook. The pixel is simply a piece of code that gets added to every page of your website. The pixel is simple to install if you are comfortable working with your website’s code. Otherwise, a web developer can easily help complete the task.  

Once installed, the pixel is triggered when someone visits your website and takes an action(s). It then reports this action. These actions are important in two ways:   

  1. They allow you build custom audiences that help you find more potential customers and clients
  1. they allow Facebook’s algorithm to become better and better at serving your ads to people that will be more likely to take certain actions. Some of the actions you can track include pages/products viewed, items added to cart, abandoned carts, checkouts, and more. 

As a marketer, having access to this information should put a giant smile on your face. 

What Can The Pixel Do? 

As we mentioned above, one of the greatest features of the Facebook Pixel is the ability to create custom audiences, and by extension lookalike audiences. Because the pixel can track several actions, it gives marketers the ability to create highly targeted visitor segments and serve them ads tightly tied to the actions or products they have interacted with.  That alone would be an incredible advantage for marketers.  

However, because Facebook has collected so much data from its users, it can also use custom audiences to find other people with the same likes, interests, and characteristics. These audiences are called “Lookalike Audiences” and can help you reach millions of additional potential customers.  

Can you see how helpful that is to marketers constantly on the lookout for new customers? Marketing strives to create a personal connection with potential customers and having the ability to cut through the noise with targeted messages is a tremendous advantage. 

The real beauty of the pixel, however, is in its ability to track your visitors’ actions. The pixel allows you to dynamically target users with ads for the exact products or services they were viewing. You can target users who placed items in their cart but did not checkout with special offers to entice them to come back and complete their purchase. You can even walk a potential client through your entire funnel by setting up the pixel to track their actions on your site. 

What If I Use A Software Platform Like Shopify or Magento? 

Luckily, because the pixel is a simple piece of code, it can work across a wide number of websites.  

If your business runs on a popular eCommerce platform like Shopify or Magento, the process is even easier. As preferred partners, both Magento and Shopify make it even easier to install the Facebook Pixel and start collecting data.  

Magento offers a plugin that quickly and easily adds the pixel. For a step by step guide to installing the pixel, you can visit Facebook’s own support page.  

Shopify’s installation process is even simpler. 

Regardless of your website’s backend, there is no reason not to have the Facebook Pixel installed and collecting data. 

Conclusion

As we hope you can see, the Facebook Pixel is a powerful piece of code that can help supercharge your business. With the help of the pixel, through custom or lookalike audiences, reaching your target personas and fine-tuning your targeting helps maximize marketing budget and minimizes wasted spend. Once you’ve reached your target audience, the pixel takes things a step further and allows you to target them with messages that address the actions they have taken and interests they have shown on your website. For marketers, this combination should be too good to pass up.  

At ATAK, we understand the incredible advantage the Facebook Pixel provides and so we ensure pixel tracking is implemented across all our client’s websites and eCommerce stores.  

We hope we’ve given you a good idea of what the Facebook Pixel is and why having it installed on your website is non-negotiable. If you have any questions about the pixel, feel free to reach out. We’d love to chat! 

Sponsored post in instagram feed

These Are The Instagram Metrics You Should Be Measuring

Ed Note: This week, ATAK’s Marketing Manager Sarah Shimoda shares some insight on the real Instagram metrics you should be focusing on. For help attracting, connecting, closing, and delighting your customers on Instagram, schedule a consultation with us today. Enjoy!

Instagram has changed over the past few years and is showing no signs of stopping any time soon. The company launched the Boomerang photo app in 2015, shifted their chronological algorithm in early 2016 to show users the “best” posts first, and introduced their version of Snapchat,  Stories, that transformed the product completely. With all these changes and features Instagram produces and hitting over 600 million monthly active users, it has earned its spot as one of the top social media channels, making it a crucial platform for businesses, big or small.

When it comes to companies using Instagram, posting about their product and using fun hashtags are one thing (or two things, technically), but it can get a little daunting when it comes to looking at the actual numbers and understanding the impact of users responding to posts. Let’s break down some of the most important metrics to measure when it comes to your business’s Instagram account.

Engagement Metric

This goes without saying, but it’s safe to conclude that pretty much everyone likes to be liked — both in real life and in the digital space. When you have an Instagram account for your business, receiving a bunch of likes and comments not only gives you a sense of validation in your product, but also gives you important metrics to help you measure your account’s engagement to give you an idea of how your content is performing and how it resonates with your customers and potential customers.

Key Metric to Pay Attention to

Your profile’s engagement rate is arguably the most vital metric to take into account when it comes to Instagram. After all, Instagram’s new algorithm looks to bump the most engaging posts to the top in order to enhance the users’ experience. According to Iconosquare, the sweet spot for an account’s engagement rate falls between 3-6%. Being available to respond immediately to comments is a crucial component in order to help increase your chances of getting more engagement on your post, and achieving your goals.

We are all familiar with accounts that have thousands of followers, but upon digging deeper in their feed, we find they have noticeably low likes and comments compared to how many followers they have. Not only is it off-putting, but it deters the user from your call-to-action, whether it’s something as simple as leaving a comment or subscribing to your newsletter. Don’t be one of these accounts!

Think of engaging with people on your account as a form of customer service. In real life when dealing with customers, good or bad, you wouldn’t just ignore them, right? You would engage with them. Having conversations with your customers through the comments section is a way to have them return to your account and continue engaging with the content you put out. This is especially important when you are in the process of growing your following. Of course, once you start getting hundreds of comments per post, it’s nearly impossible to keep up and respond to each one, but it’s certainly a good habit to start early on to show your customers you’re a real person.

Audience Metrics

Determining your audience is a vital part of helping you figure out who your customers are — which is one of the first things to think about when mapping out your marketing strategy. In your Instagram account, you can learn some interesting facts about your followers, such as location, age range, gender, and even the day and time your followers tend to be the most active on Instagram. With this type of data in hand, it’s a great place to start to test out different content that aligns with your demographic.

Key Metric to Pay Attention to

Aside from metrics such as gender, location, and age, Instagram has another metric under Audience that provides data on the average times and days your followers are on Instagram. In the example below, we see a good amount of this account’s followers are on Instagram around 3pm on Mondays. This tells us they should plan to release their upcoming posts at this time and assess its performance from there.

Stories

Rolled out in 2016, Stories is Instagram’s version of Snapchat, which allows users to post photos or videos that are visible for 24 hours. Stories play a big role in Instagram now, with users interacting just as much with this as regular posts, and we think a part of this is due to Stories being right at the top when you open Instagram. With that, if it makes sense for your business, Stories would be a great thing to participate in, if you aren’t already.

Additionally, Instagram added a feature to this called “Highlights” where you can choose some of your past Stories and make them visible and permanent on your Instagram account, under your bio. Think of these as the best of your Stories that you think are useful and worth having users return to, hence calling them highlights. This would be good to document a product launch, an ongoing giveaway or contest, tutorials and more.

Key Metric to Pay Attention to

Some of the important metrics related to Stories you should take note of are Forward and Back. These are the actions that users do when they are viewing your Stories. If you’re seeing a lot of users tapping forward on your Stories, it’s important for you to try to determine why. Typically, this is a good indicator that your content didn’t resonate with the user, so be sure to make note of that and try to optimize your future Stories to prevent forward taps. On the other hand, if you’re seeing some traction on your back taps, then this could potentially mean your story caught the user’s eye, and they wanted to go back and view it again, which is good! Be sure to take note of that content and test it in future Stories.

Now that you have a better understanding of some of the top Instagram metrics, you have the knowledge to confidently dive into your account to analyze your numbers in order to determine the next steps to improve your content and grow your following.

Inbound Through the Eyes of a New Marketer

Ed. note: Today, ATAK’s very own Content Marketing Coordinator, Meredith Burns, is sharing a few thoughts on her goal to learn more about the importance of inbound marketing. Enjoy!

Up until a few months ago, I had about as much marketing experience as your local neighborhood kid selling lemonade at the end of the street. I knew that a good-looking sign, the need for refreshment, and an affordable price of 50¢ a cup were what I needed to make the sale. Seemed easy enough to get the hang of, right? My previous education and career background had prepared me for the classical music and digital media markets, so I had dabbled in self-promotion before. I was looking for a career change that would let me express myself but also give me the opportunity to help others in the process. My nature is to seek out a challenge, so I pursued a career in a totally different area. After months of taking volunteer jobs and applying, I landed a spot at ATAK Interactive. And so, my journey began!

I had quite a bit of ground to make up on the marketing front. I was quickly introduced to HubSpot as a guide. My new managers and colleagues encouraged me to take a look into the courses on HubSpot Academy. One of my goals for my first quarter of employment was to complete and pass the Inbound certification. I had never heard of Inbound but it sounded good and I knew that it was something that our company had implemented in their strategy. I was preparing myself for a whole new way of thinking. This felt like a great way to dive head-first into the marketing pool.

My first impression of Inbound: not blown away. Turns out the main concept behind Inbound was something I felt like I had been doing since my lemonade stand days. According to HubSpot, Inbound is the “philosophy based around helping people.” It was neither groundbreaking nor a new concept to me. Sure, seems like a great way to generate leads and get people to like you. People love being helped! The Inbound that HubSpot gives us comes off as an “if you blog it, tweet it, Instagram it, they will come” approach.

With that being said, Inbound does have its strengths. There are quite a few tools that have been helpful in my professional growth. Here are some of the things that worked for me from a fresh standpoint:

What Worked  

The main aspect of this method that I liked is that it was a systemized process. Some of it is overcomplicated, but for the most part, it gave me the guidelines I needed.

  • Attract, Engage, Delight: It has a nice ring to it. It’s a logical way to market. With this process, both the business and the customer benefit in the end. I can think of MANY companies that could really benefit from a reminder of the “delight” stage. Inbound does a good job of making it understood that the process must be continuous and that appreciating the customer for their opinions and perspective will encourage them to come back for more. In my few months here, I have seen how invaluable this is. With so many personalities and perspectives, a majority of clients/customers will respond best to an empathetic employee.
  • Building a SCOPE
    • SCOPE stands for Standardize for consistency, Contextualize for relevance, Optimize for clarity, Personalize for impact, Empathize for perspective. These steps fit within attract, engage, delight and are another broken down process that I think is easy to lose sight of. As a content creator and project manager, this process is especially relevant to my daily work. If I am not making timely and relevant content, then I am not really creating anything of much value. My job is to guide clients who have little to no experience in managing their digital image. The SCOPE model is helpful for both myself and my clients to monitor their social media presence

What Didn’t Work

  • Combining Funnels and Flywheels
    • HubSpot started to lose me on this one. It was way too complicated, and the metaphor just didn’t click for me. I understood the purpose of the flywheel (as representing company growth), but when they tried to fit “funnels” (a representation of the different steps in the Buyer’s Journey) INSIDE of a flywheel, it seemed messy. I had to re-watch the video so that I could pass the test, and I still didn’t quite grasp it.
  • Inbound is PASSIVE
    • This is a biggie. The Attract stage of the Inbound methodology is supposed to be the moment when the prospective client becomes hooked. The components of this stage include: posting ads, videos, blogs, and creating unique content for social media based on a content strategy. Yes, all of these are great ways to get your information out there, but as someone who comes from a non-marketing background, I was expecting to learn a more aggressive way to make a first impression. This version of Inbound seems to rely solely on digital avenues that don’t require much conversation. This is a more hands-off approach.
    • On the flip side, being too aggressive can definitely drive people away. I can’t count the number of times that the fitness club, Equinox, has contacted me within the first week of me expressing even the slightest amount of interest in membership. It honestly drove me away and made me feel like they needed me more than I needed them. Desperate much? So in that sense, airing on the passive side does sound safe. However, just putting out a blog or posting a cool graphic and hoping that it will make an impression is not going to be the only way to get a lead. Setting up a phone call, face-to-face meeting, and showing up a to support your client at events have gone a long way for me so far in my marketing career.

Why Did I Need to Learn This?

I sat down with ATAK Interactive’s CMO, Austin LaRoche (aka, my boss’s boss’s boss), to get the 411 on how this actually is going to help me out in the long run. Here were a few key points he made:

Inbound gets misconstrued and essentially has just become the nomenclature for how we define our online lead generation. It’s about getting good leads to come to us and that’s something that’s really important for companies to be able to do to be able to grow their business.

Okay… got it. Makes sense.

“With a lot of clients that we work with and have success with, I don’t want to call it unintentional Inbound, but it’s been a mixture of a lot of different things. Instead of just ‘if you blog it, they will come,’ we have also done a lot of hard work to connect with local media outlets and face-to-face interaction. That type of exposure helps us get more Inbound leads. When you break down the fundamentals of it, like you did, you can kind of see some of the flaws. It helps you to be able to put it into perspective. As long as you recognize that the methodology is not the end-all-be-all, you’ll see that it’s being able to take the things that work from it and then making them work for our clients.”

Well when you put it like that, I can see why understanding Inbound will be helpful. One step closer to being a real marketer. YEAH! All joking aside, Austin essentially needed me to understand Inbound because it is an important method in the digital world that we live in today. While a very passive approach on its own, we can tailor our strategy to be more proactive and in turn “delight” the customer based on their individual needs. Implementing Inbound into my work has been both intuitive and unintuitive. Overall, the Inbound methodology is a helpful guideline in developing strong business and personal connections.

email marketing trends that matter in 2019

Email Marketing Trends that Actually Matter in 2019

Every day our inboxes are flooded with emails from companies trying to sell us on something. If you receive 20 or more email marketing messages a day, odds are, most of them get sent straight to the trash bin. Too many businesses believe in quantity over quality when it comes to blasting those on their email marketing list – this is a big no, no!

If you take a step back and put yourself in the consumers’ shoes, you’ll find that it’s starting to take a toll on their level of trust with some of these organizations. Especially, those that buy or sell email lists. But, from a business owner’s perspective, with all the clutter landing in consumers’ inboxes, how do you set yourself apart from the competition? Reading more on emerging email marketing trends and applying them is a great start! Below, we’ll provide you with an overview of 2019 email marketing trends that matter the most. Embrace them, and you’ll be one step ahead of the competition.

Personalization Vs. Privacy

As we touched on earlier, consumers are becoming distrustful of large companies that are misusing their data. Those who are angry are speaking out and governments are responding. In 2018, we saw GDPR take effect in Europe and the passage of broad privacy regulations in the state of California. Restrictions are likely to only get more rigid this year.

That said, consumers expect a certain level of personalization in marketing messages and web experience. According to Adobe, 33% of consumers say companies recommending products that don’t match their interests is the main reason they unsubscribe. Ultimately, consumers want to know how their data is being used and that it’s being used in ways to benefit them, not exploit them.

Smarter Spam Filters with AI and Machine Learning

Not only are marketers catching on to AI/machine learning technology, but Email Service Providers (ESPs) are increasingly growing their data sets to improve algorithms that can block and filter out all kinds of spam messages. According to SpamLaws.com, spam makes up about 45% of all emails and 73% of this figure points to identity theft. This year, more than ever will be a challenge for senders’ emails to land in inboxes if they consistently produce a low open rate.

Design Matters

Since the birth of email started out as a purely text-based channel, marketers have traditionally paid more attention to producing quality copy, along with headers, and proper grammar. In 2019, that has all changed. Gone are the days when captivating copy was the only important aspect of a blog or campaign. Marketers have begun to realize that effective posts are as much about the imagery as the words, and we are focusing on design elements such as animated illustrations, icons, bold button colors, and more. As we start to see an influx of traffic and engagement, expect to see this trend go even further as marketer’s design efforts pay off.

Interactive Content Takes off

As marketers, we know campaigns should be dynamic and not static, it’s 2019 after all. Today, it’s even easier than years prior for marketing platforms to make it seamless to add a host of interactive elements, and we’re here for it. Emails are now including things like image carousels, navigational anchor tags, sliders, survey forms, and more.

There are other more basic ways marketers can enable audiences to engage and interact with messages, such as including a “reply to us” option for recipients. This option makes it more important than ever for senders to continue to have an active email address available, otherwise, it makes you look like you don’t give a rat’s ass about your customer. When we all know, this is simply not the case. At a minimum, senders should consider experimenting with this sort of simple interactivity to boost engagement and experiment with this trend in 2019.

Some Parting Words to Leave You With…

Though email may be one of the oldest forms of digital marketing, it’s definitely not obsolete. On the contrary, it still has the power to make or break your business, so you better prepare for the coming trends and embrace the advanced tactics in this field in order to remain competitive and dominate within your market place.

By using email marketing that involves a combination of personalization, smart technology, bold design, and interactive content, you can take your business to the next level and grow your subscriber base considerably. Before going all in, just make sure to test all of our suggestions and let us know in the comments if you need any additional help or just reach out to us.

Now go forth and be awesome!

ATAK at Inbound3 1

Why We Decided to Become a Hubspot Partner

Over the next 6 months, ATAK is excited to make a series of announcements about our company and some of the new frontiers we will soon be entering. The first of these comes today.

ATAK is now a HubSpot Agency, and after just a short month with them, have already become Silver Partners.

I want to take a little time and express why we chose to team with HubSpot and why we believe in the company and their vision.

For anyone unfamiliar, HubSpot describes themselves as “inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers.” At their core, they are a software company. But like many great organizations, they know why they do what they do and have built an evangelical following of agencies and clients because of it.

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6 B2B Marketing Strategies for 2019

The world of business to business marketing is constantly expanding and best practices are changing rapidly. When was the last time you updated your company’s B2B marketing strategy? We want to make sure you’re staying up to date with the most effective strategies so you can maintain your competitive edge. Read on for some of our top B2B strategies to help your company get ahead.

1. Sophisticate Your Email Marketing by Keeping Your CRM Well Maintained

The first step to effective marketing is to know your customer really well. One way you can achieve this is by keeping your CRM in tip-top shape. A CRM is only useful if you keep your lists well maintained, ensuring all information is up to date, labeling your campaigns accurately and clearly, standardizing your data conventions across the board, and doing regular audits for data quality. With a clean list, you can begin sending much more targeted email campaigns to prospects at all stages of the funnel, in specific regions, industries, etc.

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SEO Mistakes You’re Probably Making

6 SEO Mistakes You’re Probably Making (And How to Fix Them)

Sure, it’s easy to nod along whenever your colleagues mention SEO, but sometimes all the jargon goes right over your head. Ranking. Organic. Keyword Density. Trust us, you’re not alone. But don’t let it intimidate you. As complicated as SEO can be, there are still very simple steps you can implement today that will ensure your content is up to industry SEO standards.

First off, what is SEO really, and why does it matter? Search Engine Optimization (SEO) is the process of optimizing your online content so that it’s more likely a search engine, like Google or Bing, serves your link as the top result when users search a keyword. It’s important that your content pages are optimized because it will help increase site traffic which in turn can increase leads and transactions.

Well if SEO is so important, everyone’s probably pretty great at it, right? Turns out, even some of the best website out there make these seven common SEO mistakes:

1. Having Messy URLs

Keep your URLs as clean and concise as possible to help improve SEO rankings and user experience. Some blog visual editors, like WordPress, automatically pull in the title or first line of the blog post into the URL field. Often times, this is a bit too long and chock full of grammatical articles, like “the” or “an”. Always take the time to shorten these URLs until they simply contain pertinent words. For example, if your article title is “32 Reasons Why Lemurs Are Super Awesome”, you can tailor your URL down to “/awesome-lemurs” or “/reasons-lemurs-awesome”.

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instagram stories

Can You Use Instagram Stories to Increase Sales?

Instagram added Instagram Stories as a way to compete with the app millennials are obsessed with, SnapChat. Now it’s become its own entity and brands are finding unique ways to use it towards their marketing and content efforts, from increasing online traffic to generating foot traffic to offering special deals.

What are Instagram Stories?

First, you may be saying to yourself, “I’ve seen these ‘Instagram Stories’ before but what are they exactly?” Great question. Instagram Stories is a feature that lets you post images, 15 second video clips, or text, that vanish in 24 hours. It also includes a “live” function, which we will only cover briefly today. Why would something so ephemeral be beneficial to your content strategy? Instagram Stories is a great tool to help your brand stay top of mind because they’re shown in real time. This means each time you add a story, your brand pops to the front of the line-up and your followers are more likely to see it. Also, the more often you post content that incentivizes users (i.e. coupon codes, secret sales), the more your followers will be trained to check your stories on a daily basis.

It might seem like a lot to digest, but don’t worry. We’re going to break it into seven very simple steps you can take to use Instagram Stories to increase sales.

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linkedin profile improvement

How to Optimize Your Company LinkedIn Page in 40 Minutes (or Less!)

You’ve been connecting with colleagues and peers on LinkedIn for years but have you tapped into the power of LinkedIn company pages? Having an optimized LinkedIn company page can help you stay top of mind, become a thought leader in your industry, and attract top talent. Here are seven simple ways to spruce up your company page.

To Get Started

Simply click on the “Me” icon in the upper right corner, and click on your company page. Once there, hit “Overview” and use the small pencil icon on the top right corner of each section to edit the content within.

1. Add a Banner

Time Spent: 5 minutes
Swap out LinkedIn’s default banner image for a branded one; it’s a quick change that packs a big punch. We recommend keeping it simple and using your company’s homepage as a reference point, it’s best for your users to have a cohesive experience between platforms.

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Facebook Targeting Strategies

8 Facebook Targeting Strategies You Should Try Today

If you’ve spent hours wringing your hands over your Facebook ads strategy, you’re not alone. The clunky UI, confusing options, and vague reporting tend to elicit frustration from even the most experienced digital marketer. It doesn’t have to be this way. Check out these eight tried and true strategies that will help you unlock the full potential of your Facebook ads.
(Note: Many of these strategies only work if you have the Facebook Pixel installed on your website. If you haven’t installed this already, you can learn how to do so here.)

1. Utilize Life Event Targeting

Facebook is always reminding you about your friends’ life events: birthdays, engagements, weddings, you name it. You can actually use Facebook’s rich, life event knowledge to your advantage when creating targeted Facebook ads. This means if you’re a florist, you can target people that have an upcoming birthday or who have just gotten engaged.

2. Enhance Remarketing Strategies

Sometimes customers need that one extra nudge before purchasing. You want to make sure that if they’ve engaged with a product ad in the past, make sure they’re seeing that same product again, you can do this through creating a remarketing strategy. Consider your customer funnell and remarket based on what their interest and intent may be. For example, if you’re retargeting to users who have landed on your blog, you’ll likely want to serve them content focused ads, while as if it’s users that have landed on a product page, you’d prefer to serve them a product ad.

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AV ipad mockup

How a Fully Integrated B2B Marketing Campaign Delivered Results

Last September, Anderson & Vreeland prepared for their largest trade show of the year, LabelExpo Americas 2016. Inside their booth was some of the most cutting edge equipment in flexographic printing – the Flint nyloflex Xpress, the Xeikon ThermoflexX, and the AV Flexologic SAMM 800.

But the highlight for the company was the “Great Packaging Starts with a Great Workflow” exhibition. For months leading up to LabelExpo, A&V had unveiled an optimal printing process that began with the Hybrid Packz software, moved to GMG for color precision, and used the Screen Truepress Jet L350UV to print pristine and vibrant labels with a rapid turnaround. To showcase the workflow, the company partnered with Chicago’s Church Street Brewery to re-design the label for their seasonal Helles Bock and print the new label through this new process.

Inside the LabelExpo booth were bottles of freshly brewed and delicious Helles Bock for prospects to enjoy while they learned how the label on the beer they were drinking was developed.

It was the culmination of a five month integrated marketing campaign led by ATAK Interactive that would help the company sell 20% more product than they had at the previous LabelExpo.

Here’s how we built, executed, and delivered this successful campaign from start to finish.

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GO campaign mockup

6 Strategies for Building a Nonprofit Website in 2019

Every nonprofit organization can benefit from having a digital presence to solidify their mission and spread their message. The process of website development can be overwhelming. At ATAK, we help clients get down to the core of their identity, and use this to guide the website design and development process.

Attracting new donors, and staying top-of-mind with everyone in your donor base, is a complicated balance in 2019. Mindful and well-meaning donors can still become forgetful as time goes on, necessitating ongoing marketing work and the importance of integrating donor database, payment, and media systems into a website from the ground up.

When creating a nonprofit website, attention has to be equally split between communicating a message to current and potential donors, and creating an interactive, technically flawless experience.

Here are 6 must-haves ATAK’s development and marketing teams have built into nonprofit websites in 2019 so far:

1. Sharing Your Message and Call to Action

It’s important that your website design is intuitive and attractive to your visitors. When built right, your website will attract visitors who have never heard of your charity, or mission.

A responsive website design with arresting copy is a must-have for nonprofit organizations to look modern and transparent. Your website should clearly communicate what you do, who you are, and why you’re doing it. This includes information on your home page, an ‘About’ page sharing what you do and who leads your organization, and a blog where your team can share news and opinion.

our mission

For our client Elevate Adventures, this meant a concise, step-by-step for the process of facilitating a nature experience for nonprofit organizations.

The art direction for this project was clear: we would let the national parks speak for themselves. Sweeping nature photos share Elevate’s spirit of adventure and reverence for the National Parks it helps others access and enjoy.

national park adventures

The right branding and visual style helps build confidence in your site and organization. The right logo, design, and imagery combine in a way that helps visitors quickly and simply understand what your organization wants them to do – such as donate, engage, or volunteer.

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AB testing green

Small Changes Lead to Big Numbers: A/B Tests to Run on Your Website’s Homepage

Consider your homepage the entryway to your online business. Here, you have the fleeting opportunity to impress upon your visitors… pretty much everything about your company. From the abstract (your brand personality and values) to the tangible (current promotions), every element on your homepage can stand to be optimized through A/B tests so that potential customers get the most out of their first visit.

In this post, we’ll guide you through some of the options worth implementing on your site’s homepage elements. Keep in mind that since the homepage is far on the sales funnel from the final purchase, the measure of success for a well-optimized homepage isn’t necessarily increased revenue, but lowered bounce rates, increased product page views, increased click-throughs, and so forth — essentially, any additional activity from the homepage onward indicates a win.


Starting From the Top


The header on your homepage is where you’ll find your logo and navigation. Run a few A/B tests on the placement of your logo. Will it go at the top right, center, or left? This may not seem like a change that will garner statistically significant results, but see if these variations make a difference in average time a user spends on your site.

Testing your search bar language is quick and easy so don’t ignore the opportunity to improve your site’s activity. Indicators of the success of this test can include increased product page views and increased average order value (AOV) due to the customer shopping for products that they hadn’t previously considered. Continue reading

Data Solutions Much More Than Just SEO

Data Solutions: Much More Than Just SEO

There are many ways to bring traffic into your website when you’re working with a digital marketing agency. Within marketing, we call these channels. To clients, they look more like services. The primary channels for bringing in digital marketing traffic are:

  • Social Media
  • Pay-Per-Click and Remarketing
  • Content Marketing
  • Email Marketing
  • Search Engine Optimization
  • Affiliate Marketing
  • 3rd Party Links (i.e. – press coverage, interviews)

It’s very uncommon that any of these channels will perform on its own. This is almost always a blend of tactics, integrated into one campaign. The better your campaign target and messaging, the more likely it is to resonate with prospects. This is where a data solutions department can be particularly useful.

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