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Sam Fields
10/21/2015

The Wonderland of #Google Tag Manager

You may have come across Google Analytics and Google Tag Manager during your foray into the world of Conversion Tracking. If that’s the case, then this blog will probably have you salivating in anticipation for this instalment by the Bearded Dragon (TM), me.

If you’ve already put the Conversion Tracking code on your “thank you” page, excellent, I have taught you well, young Padawan, you will go far. If you haven’t, I’m not mad, just disappointed. There is hope to redeem yourself, though.

Go to www.google.com/tagmanager while using your Google Account and create an account (yes, at present there is a lot of account creation; an issue I’m sure Google is working on). It’s relatively simple, once you’ve created the Tag Manager account, it provides a piece of code that goes on every page of your website, just after the opening <body> tags.

If you have difficulty, you probably should have your web developer put it on. Don’t feel bad, there are so many different types of websites out there that the simple instructions above can’t service them all.

Google Tag Manager houses other pieces of Google code, allowing you to add Analytics, Remarketing and our old friend, Conversion Tracking, without having the code of your website looking like an extended version of War and Peace written in Wingdings.

So now we have Google Tag Manager installed, I’m going to bypass the fiddly details of installing Analytics, Remarketing, and Conversion Tracking into the Tag Manager, despite it being one of the most exciting things I do. There’s information out there, but I want to talk about something more important to a business owner; the analysis. Let’s say that your Online Marketing Magician waves his wand in a SFW manner and suddenly your GTM is loaded with all the pieces of code, including Analytics. You can see real time tracking of people viewing your site, but you notice that while there are many people visiting, none are contacting you. It puzzles you, but you understand that the internet is subject to trends and one day is not able to represent any meaningful data.

SEO

You return in a week, because you’ve read somewhere, like here, right now, that allowing data to accumulate over a decent period of time gives a better understanding of what is happening in the website. Here are a few simple tips for initially reviewing data in Google Analytics:

  1. Bounce Rate.

If the bounce rate is above 60%, something is awry on the site. I like to see a 40% or lower Bounce Rate. Maybe your clients are being greeted with a wall of text; maybe they aren’t being greeted with enough information. This is one of my first indicators of whether a website is ‘working’ and is relevant to the interests of the person who has found your page. 

  1. Time Spent on Site + Pages Visited.

If people are visiting many pages and spending many minutes on a page, your website MUST be working, right? Not necessarily, especially if they jump off your site after doing their research without leaving their contact details. It is possible to gain these clients back using a Remarketing strategy, however, I would first look into why they are spending so much time and not contacting you. Maybe your website is a ‘brochure site’, giving people all the information they need to make a decision. If you want people to get in touch with you, you may need to revamp your website to be a ‘sales page’, in that it provides just enough interest to whet the appetite and leave them begging for more, where the only way to find out more is to contact you.

3.  Channels 

This is where your traffic is coming from and can indicate what advertising strategy is working best for you.

  1. Goals!

Like Conversion Tracking, only more in depth and across all of your channels. You can set up Goals and Goal Funnels, giving an insight into the behaviour of people on the site when it comes to getting in touch with you. If you are an e-commerce site, Goal Funnels may display to you the choke point in your sales process. Some of my clients have complained that they were getting many abandoned shopping carts, but after taking a look in Analytics we have found the drop off point and determined there was a glitch, a bug or even something as simple as requiring too much information of the potential client.

There are so many factors that influence the behaviour of people on the internet. Analysing data over weeks, months, and years will assist in figuring out the right strategy to catch new clients. Install Tag Manager, as I’ve recommended, as the possibilities for Tracking are growing within it. An as always, if you’re keen to get started sooner rather than later, then get in touch with the team here at Get More Traffic on 1300 332 256 today.

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Recent Posts

10/05/2022

Always On Marketing

Are You Missing Out On Sales By Not Having An Always-On Marketing Strategy?

Right now, technology is progressing at such a fast pace for everyone, including online businesses. This progression has led to some serious benefits in the world of e-commerce and digital marketing, but it also means that customer expectations are higher than ever. Statistics show that 75% of smartphone users expect immediate information when using their devices, and 51% believe that businesses should be available to chat 24/7. 

“That’s ridiculous! I’m just one person!” 

We can hear you shout through your screen, and yeah, at first glance it sure does seem ridiculous, but let’s not forget you’re not just one person. You’ve got technology on your side. Technology doesn’t need to take breaks or go to sleep or have a two week holiday in the Bahamas to blow off the cobwebs. Technology is your little workaholic friend. You can use it to develop an always-on marketing strategy that satisfies your customers while also letting you rest. Because, you know, you’re human, and being switched on all the time isn’t a healthy way to be. 

In this blog, we’ll take you through some of the most useful always-on marketing strategies to help you out. Soon enough, you’ll have happy customers and a business that operates 24/7, all while maintaining 8 hours of sleep a night (hopefully). Fasten your seatbelts, drivers! We’re heading out on the road to success. 

What is Always-On Marketing?

We know that customers now expect near-instantaneous responses from businesses when they shop online but did you also know that personalisation has a massive effect on buying habits? According to Accenture, 91% of consumers are more likely to purchase from businesses that provide a personalised shopping experience. Always-on marketing combines 24/7 availability with highly personalised content strategies to create content for customers that serves their exact requirements whenever they need it. 

While other marketing tactics focus on campaigns that push products in short bursts, always-on marketing has an unwavering presence. It helps businesses reach their target audience, retain their customers, and consistently build brand awareness. Even though many always-on marketing strategies are automated, they still require some manual work, not only in content creation but also for market research. 

To keep your content personalised, always-on marketing heavily relies on first-party data collected from your customers. With cookie policies changing soon, collecting this data can require a little more effort and innovation. However, once you have conducted your market research and created your content, the hard work is pretty much over. Simply set up your automations, leave them to run in the background, and analyse the data they produce whenever you need.

The Best Content Strategies for Customer Retention

Okay, so let’s have a look at the most popular always-on strategies used today. You’ll want to implement strategies that are easy to maintain and will make customers feel as though the content is there to serve them and their particular needs. The following marketing tools are easy to personalise and are incredibly effective at helping business owners retain customers while also attracting new ones. They can also be dispersed between multiple sites to help you get the most reach, making it easier for customers to find you no matter from where they are searching. 

Email Automation

Email automation is one of the easiest ways to create a personalised shopping experience for your customers. It utilises your website analytics to help you target people based on product preferences, behaviour, and past purchases. Email automation is a great way to use a customer’s past buying habits to personalise the offers they receive in the future. What’s more, getting people to sign up to receive emails is also a fantastic way to convert new traffic into leads. Simply create a pop up that encourages them to sign up (a 10% discount will usually do the trick) and ask them to select what offers they’d like to hear about in the future. 

These emails also save business owners an immense amount of time as they can create a personalised experience without having to write individual messages to every single customer. That’s because the personalisation of these emails doesn’t hinge on the content inside them. Instead, it comes down to the specific times that customers receive these messages. For example, a welcome email can contain the same message for every customer. The personalisation comes down to it only being sent to them right after they sign up. 

Automations can be triggered to be sent out at any number of specific times. In doing so, these triggers create a shopping experience that comes across as specific to each client without you having to spend forever writing individual emails for every customer. Examples include:

 

  • A welcome email when customers first sign up
  • Sending a reminder email when they abandon a cart
  • Promotion emails when you launch a new product that relates to their past purchases
  • Sending them a discount code on their birthday
  • Special offers in the lead up to celebrations like Christmas, Mother’s Day, and Easter
  • Black Friday reminders

Chatbots

Chatbots are great for providing instantaneous customer support. They’re able to interact with consumers in real-time and give them that personalised, speedy service we talked about earlier. There are a few types of chatbots available but ultimately, they’ll all assist with your always-on marketing strategy. Chatbots are also better than humans at dealing with loads of information and can scan a consumer’s enquiry and provide a solution almost immediately. Whether it’s two in the morning or 6pm on a Sunday, you can rely on chatbots to deliver premium customer support and solutions. 

On-Demand Resources

As we said, consumers crave convenience so if you really want to keep their attention (and their business) we highly recommend implementing on-demand resources. Look, you don’t have to flood your customers with a plethora of information they didn’t ask for or mightn’t find useful, but if there’s anything you think they could benefit from when it comes to your goods and services, make that information available. This could look like:

  • Instruction videos
  • Size guides
  • Downloadable instruction manuals
  • Frequently asked questions 
  • Tips for choosing the right product

Making these resources super accessible also decreases traffic to your customer support team as studies show consumers often look for their own solutions before turning to customer care. 

Social Media Engagement

This sounds like a given, but you’d be surprised how many businesses either forget or don’t know how to use social media to their advantage. But, there are so many features on social media that assist businesses with always-on marketing. Here are some examples:

  • Polls and Questions: You can set polls or questions on platforms like Instagram, Facebook, and LinkedIn.
  • Stories: Most social media story features are set to appear for 24 hours. This means you can engage with customers even when you’re getting those eight hours of shuteye we talked about earlier. 
  • Contests and Giveaways: “Like, share, tag a friend, and follow us for your chance to win!”. Seriously though, who doesn’t love a giveaway? Plus, you’ll likely end up with a bunch of new followers in the process. Market expansion, anyone?
  • Ad Scheduling: AI and automation is your friend. Trust us. You can reach your desired audience anywhere and at any time when you schedule your ads. 

Gain Access to the Best Marketing Strategies for Your Business With Get More Traffic!

Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!

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27/04/2022

April Digital Marketing Industry Updates

New Multisearch Feature on Google App

Google is beta-testing a new Multisearch feature that will help users having trouble expressing their thoughts in a search query. If you’ve ever had trouble trying to find the perfect piece to add to your closet, or a good addition to your dining set or living room furniture, then this feature is the one for you. You can take a screenshot of a dress, for example, and then add in “yellow” or “pink” to find the dress in a different colour. Or you can snap a photo of your house plants and then add “care instructions” to find out how to help them grow. While the feature is only available in English in the U.S. at the moment, this will definitely be a feature to look forward to with regards to search.

TikTok Testing Search Ad Placements

TikTok is currently beta testing search ad placements for their platform. The test was first spotted by David Herrmann, president of Herrmann Digital, a paid social advertising company and shared on Twitter. These search ads, though, are just ad placements. Keyword targeting is not yet available to advertisers. Despite that, the additional placement on TikTok search is definitely promising. Companies looking beyond Google for advertising opportunities would be keen to jump onto TikTok, especially as TikTok has been proven to also have high purchasing intent.

Instagram Updates Ranking Algorithm to Benefit Creators

Recently, Instagram chief Adam Mosseri made a statement that they were currently updating Instagram’s algorithm to favour creators. New Product Tags and Enhanced Tags have been added for greater reach and relevance, as well as an update to the algorithm to favour original content. Additionally, Instagram is also looking into making adjustments to hashtag pages to help increase engagement on hashtags. With these additions, creators and influencers should be able to increase their engagement on the platform.

Twitter Testing Out its “Edit” Function

One feature that has long been requested for Twitter is an edit feature. Recently, Twitter CEO Parag Agrawal suggested that they are working on an edit function. Having such a function would be a useful tool to correct the many typos that occur on the social media platform. The edit function, however, keeps a record of the history of the edited tweet, which would be a compromise between what users want and need versus Twitters long-standing arguments against adding an edit button.

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