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Why Every PPC Marketer Should Utilize UTM Parameters

October 2, 2017 By Team Impossible Leave a Comment

Online Marketing, Online Marketing Malaysia

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.

Growing Your Email List In Social Media Marketing

September 18, 2017 By Team Impossible Leave a Comment

Online Marketing, Online Marketing Malaysia

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.

 

Top Five Strategies to Use When Creating an E-commerce Store

August 28, 2017 By Team Impossible Leave a Comment

SEO, SEO Malaysia

The modern customer is savvy and wants to keep moving to the next higher level of information access, socializing, and shopping. Retailers using the traditional brick-and-mortar model are experiencing a rapid shrink in their market base and it is a matter of time before everything goes online. By February 2015, E-commerce sales in the US surpassed $300 billion. This trend is expected to keep going up as more traders take to e-commerce.

New retailers and investors keep asking about the right way to get into e-commerce system. Well, while it is the ultimate way to go, it is critical to understand how e-commerce operates to optimize customer engagement, sales, and ROI. The following are top five strategies that will help you come up with a winning e-commerce store for your brand.

Testing the demand for your products

Before using a lot of money to get an e-commerce website, it is prudent to subject your products to some test to tell whether to proceed or not. One method of doing this is creating a good platform to reach the target market and test how prepared it is for your products. A good example is running a blog about the products you will sell and review the reception. You can also distribute the product to different users and ask for their feedback.

Carry comprehensive research about your competition

Just like you have decided to go online, the chances are that there are other brands similar to yours that are already selling their products online. Here, you must carefully review the competitors to establish their operations to reposition yourself appropriately. It is prudent to review your product to ensure it brings more value and encourages a need in your audience to get the product from you.

Select the ideal platform for your store

The ability of your store to transform from the current conventional model into a highly effective online store will greatly depend on the selected platform. To get the right platform for your store, look for great shopping cart software, good web-hosting agreement, and credit card processing ability. Take the search for a good platform a step further to establish the one that has good online security, connection to shipping logistics, and analytics. It should also allow you to conduct Search Engine Optimisation(SEO) for your website to increase its presence and positioning online.

Include good product descriptions

Unlike in a conventional store, customers in online shops rely on descriptions. Here, you need to capture your products in pictures, use videos, and use texts to describe them vividly so that every visitor is left in no doubt to buy your product. Remember, the intention is to give correct information so that the client will get satisfied, come back for more, give positive feedback, refer others, and become part of your extended community.

Linking the website with social media

Because your business is already online, you need to maximize sales by reaching a larger audience in other segments especially on social media. Many people are on social media and leveraging your brand there will bring a lot of traffic and conversions. Your online marketing efforts should include running a social media campaign, opening contests, giving discounts, and using influencers to build a large following for your brand. These will make your brand become an authority, raise sales, and sustain high profits all year round.

Five Secrets to Raise Email Click-through Rates

August 7, 2017 By Team Impossible Leave a Comment

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.

Five Best Free Apps to Test Your Mobile Optimized Website

July 26, 2017 By Team Impossible Leave a Comment

The smartphone has become an important handheld companion for all people. It can prepare presentations, take photos, find direction, and convert into a computer back in the office. More importantly, the smartphone is the preferred device for online searches, social media liaison, and shopping. Because more than 50% of all visitors use their mobile phones, getting a mobile optimized web page is a must for serious online marketers as well as a necessity to push your website’s ranking up in Search Engine Optimisation(SEO).

After working on a mobile optimized site, make sure to test every aspect for assurance that your visitors will get the best experience. The following are top five best free apps to help you test your mobile optimized website.

(i)    Google Mobilizer
This is a very user-friendly tool to help you test your site in mobile browsers. To use this tool, all that is required is the web page address to see what works and what needs to be reviewed. It allows you to trim some components, tweak the page, and make other minor changes for a better view. When you use this tool, it gives you the actual visual view of the page on mobile phones.

(ii)    MobiReady
This mobile website analyzer is based on crucial components such as page, site, codes markup, and images among others. It generates results for you to know the level of compatibility and generates an error report about what should be done. However, unlike Google Mobilizer that has features to make the adjustments, this tool only points where the problem is.

(iii)    iPad Peek
This testing tool helps a website manager to assess a site’s compatibility with the screen of Apple’s iPad. To get better results, it is advisable to use top browsers such as Google Chrome or Apple Safari for a better simulation. If the website works well in this tool, it will be easily accessible on most mobile devices.

(iv)    dotMobi Emulator
One way to optimize the reach of mobile phone users is ensuring that even those with older phones can still access the site. The dotMobi emulator helps you to preview the web page on various mobile phones including the older ones. To use the app, you are required to download Java Browser plugin.

(v)    Gomez
This is a mobile readiness test evaluator that works on 30 tested and proven mobile website construction techniques. It will rate your website on a scale of 1-5 and generate useful advice on how to make key improvements. The tool only requires you to include personal information such as email, name, and website address to complete the analysis.

(vi)    iPhoney
This is one of the most accurate mobile websites testers for iPhones. Though the app is not designed to work as a simulator, it allows the user to create 320x480px sites that are compatible with all iPhone screens. Even though the app focuses on the access of a website using iPhones, it will also be available on most of the other smartphones.

Whether it is a new website or you want to shift the old one to a new mobile optimized platform, make sure to test the site well before launching. Your website is the backbone of your online marketing efforts, if you do not manage it well, it will discourage leads from forming. Besides, you should also conduct the tests periodically to cite issues and fix them immediately for better user experience.

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