online marketing

In online marketing, being able to collect the right performance metrics is very critical because they indicate what campaign is working and what is not. If you are using paid advertising such as Paid Per Click(PPC), the analytics are even more critical to help you assess your Return On Investment(ROI). One of the most effective methods of gathering such metrics is through UTM parameters that enable you to understand with greater precision what is driving traffic and conversions.

What are UTM parameters?
They are codes added to a URL that helps Google Analytics understand where traffic came from. To add the parameters, you must separate them from other parts of the URL with a question mark. It is because of this that you might find a URL that is very long. However, if you remove all the codes after the question mark, the URL would still work fine (but it cannot point to where it came from).

UTM Parameters are divided into five categories:

• Utm_source is a required UTM that identifies the source of the traffic. For example, utm_source=twitter

• Utm_medium is a required parameter that tells you where the link was used (social media, email advertising, CPC). Example, utm_medium=cps

• Utm_campaign is a required UTM and tells the campaign where the link was drawn from. For example, utm_campaign=whitepaper

• Utm_content is an optional utm that describes the particular link that a follower used. Example, utm_content=free-trial

• Utm_term is an optional utm that captures the keywords that a user followed to get to an ad or product. Example, utm_term=Calgary+painter

How UTM Parameters help in PPC campaigns
Having known what UTM parameters are and how they work, let’s turn to how they help in PPC campaigns.

UTM parameters help you track effectiveness of paid campaigns
Using UTM parameters, you can follow paid advertising and even compare several platforms. For example, you can use (utm_source) to compare which of the two platforms is generating better results. In each platform, you can narrow down to check the campaigns that are working well for your PPC using (utm_campaign) or even check various contents using (utm_content).

Make better decisions from analysis in Google Analytics
With proper application of UTM parameters, you can tell what is working and what is not from Google Analytics. Because the data shows which online marketing campaigns worked well and what did not bring results, you will be able to make the right decision. You might decide to concentrate on the campaigns that are generating higher conversion rates or revitalize what is performing sub-optimally.

Allocate more resources to platforms and campaigns that are delivering results
In marketing, everything narrows down to ROI. If any platform or PPC campaign is not generating sufficient traffic and conversion, UTM parameters will help you identify them and concentrate on what is working. For example, if over 95% of traffic and conversion after an aggressive PPC campaign came from Facebook, while the remaining 5% was from five other social media channels, a marketer might decide only to use Facebook.

Always remember that to get the right metrics from UTM parameters, you need to apply them properly. However, if your AdWord account is enabled, just enable auto-tagging, and the codes will be added automatically.

In online marketing, one of the most effective marketing tactics is using a mailing list. When compared with direct social media marketing, email lists will drive conversions 3 times more which means an elevated level of sales, profit, and return on investments. Today, social media is used as a powerhouse to connect, an asset to leverage the brand strength, and more importantly, a tool to expand a business’s mailing list. The following are top 5 methods of using social media to build a mailing list for your online marketing campaigns.

Gather emails from your business twitter account
If the business is active on Twitter, you can utilize LGC (lead generation cards). Go to the control dashboard to select ‘creative’ and then ‘card’ on the subsequent drop-down menu. On the card, check ‘create lead generation card’ and then select ‘lead generation’. Here, you can come up with a new card by adding an appealing image and info for followers to take notice. Remember that though many people will be willing to click the hit button, giving them a good reason is a very good idea. Show them the advantages of being on the mailing list and they will come in large flocks.

On Facebook, use the call to action button
When you call for your followers and audience to take action, they will be anxious to follow the adjacent step. You can do this in several ways

• Using a sign-up button: This is an option for your followers to join the mailing list. On the Facebook page, you can create a CTA (call to action) and then click the signup form on the drop down menu. All visitors who hit the CTA will be redirected to your page.
• Utilize services of an ESP (email service provider) for followers who want to sign up on the mailing list right on Facebook.
• Use a header image with a description: For every image that you include on Facebook, you are allowed to use the header. Here, you should add a link to your signup form, homepage, or landing page to harvest emails.

Prepare and host a high-profile social media webinar
When you prepare a Webinar, one rule is to have all interested followers subscribe using their email address. Webinars are usually specific and many people who attend are in your niche and will keep following you if you have good services. You may have a presentation, ebook, free offer, coupons, or followers for a new product release in a webinar.

Invite all visitors to sign up on your Instagram posts
Though many people rarely use Instagram to build the mailing list, it can still be utilized creatively. You should include your link inside the posts you add so that all followers can connect with your page. Some marketers even ask followers to include email addresses when leaving comments so that they can pick them and add them to the mailing list.

Use Periscope to harvest follower emails Periscope is among the fastest upcoming social networks preferred by many people because of inherent deep engagements. To gather emails using Periscope, consider doing the following

• Generate highly valuable content
• Ask your followers to share views with new visitors
• Inform followers about offers and freebies
• Invite fans to get freebies after a short sign up using their email.

Even as you keep working and growing your email list and subscribers, the ultimate goal should be high click-through rates. Do not simply stop after working on a great landing page or email campaign, take your online marketing to the next level. The following are top five secrets you can use to raise email click rates.

Anchor your texts and position links appropriately
The main cause of low click-through rate is poor anchor text and use of link placement. Make sure to include multiple links on the call-to-action for optimum exposure. Also, the call to action text should be enticing enough to attract the client and encourage them to click through. Make sure to relate the text to the industry and particularly the respective post that the visitor is reading your website.

Make sure all posts and newsletters have top quality content
One of the main mistakes that many people make is thinking that clients will click-through their emails irrespective of the posted content. However, you must follow the golden principle of content marketing; content is king. Instead of filling a newsletter with fluff and lots of emails, work on top notch content starting with magnetic titles, factual data, and focus on addressing real problems for the target audience. If you are in the fitness niche, you might consider working on posts that bring tested methods of cutting weight and even incorporate professional advice. This way, clients in the fitness industry will want a connection to the author and click-through.

Split test email campaigns to know what works
In many instances, telling with precision what clients want can be an uphill task. The fast shifting marketing dynamics can complicate the problem even further. However, email marketing companies such as MailChimp allow users to split test their campaigns to understand and use what works. Do not simply work on a single email campaign and believe it will be the best; develop a few of them and split test them to know what content is better and how to redefine the campaigns in future.

Misleading headings/subject line
To draw clients to your newsletter or content in the email campaign, many people use great headlines but fail to add related content. Your readers will feel cheated and even consider unsubscribing at some point. For example, if your headline talks about the best methods of cutting weight in just two weeks, having content entirely about selling fitness products in a store might be frustrating. Ensure that you have top quality, well researched, and data supported content that rhymes well with the headline.

Utilize one clear and emphatic call to action (CTA)
If you note that the click-through rates are low, one possible reason could be diminishing interest or distraction. It is advisable to focus on one distinct call-to-action and move a step further to explain why visitors should click them. For example, will visitors get a 50% discount on your eBook, free offers, or another freebie? Remember to position the CTA button appropriately so that every visitor can easily see it and make a click-through.