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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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24/11/2021

Give them the Feels! The Power of Emotional Marketing

Are you a music lover? Imagine standing in line to buy tickets to the greatest concert ever. Or, if it’s more appropriate, imagine standing in line outside of an Apple store at 5:00 A.M. just so you can be one of the first to purchase the latest model with some game-changing features and updates.

The curiosity that blossoms when you first hear about this thing, the anticipation that comes with standing in line, and the joy and excitement that hit home when you finally hold that ticket or phone in your hand is the power of emotional marketing.

 

What is Emotional Marketing?

Marketing, in its essence, is all about conveying a message that resonates and creates a connection between the audience and the business. It’s about creating an emotional connection through the telling of a relevant story.

The way that a brand makes you feel and the experience that comes with associating yourself with that brand help create this overall experience. And this experience results from Emotional Marketing. It’s this experience that moves someone from being just a prospect into a customer, and eventually, an avid fan.

 

How to Cultivate Emotion into Your Marketing Campaign

There are a lot of factors that contribute to creating an emotional response in your audience. One element that’s usually the first thing that people notice are the visuals that you use, particularly in your web design.

The way your website is designed should be able to convey the experience of what it’s like to engage and be a part of your brand. Avoid cold and distant designs and focus instead of bringing your brand personality to the forefront.

One example of a brand that does this well is Chubbies Shorts, wherein if you scroll down a bit after the header and some announcements on sales, you’ll get to a part that says, “Welcome to Chubbies. Here is what we believe. We believe in the weekend…” This part goes on into what seems like a manifesto of who Chubbies is and what they’re all about.

This is where both the visuals and copywriting mix and intermingle to create an overall cohesive experience. Audiences who buy into the Chubbies philosophy and experience are more likely to engage with the brand and purchase their items.

 

It’s All About Emotional Storytelling

Marketing and advertising are really just another way of telling and sharing a story.

Keep in mind, however, that it’s not just about you telling your story as a brand or as a business. Rather, it’s about telling your ideal customer’s story better than they could tell it themselves. The best way for you to connect with your audience is to communicate in a way that speaks to them. Use words and phrases that they would use when they try to communicate their pains and problems.

For Chubbies, it’s all about comfort, freedom, and fun. It’s all about the weekend and enjoying the weekend.

For Apple users, it’s all about beautiful, sleek, and intuitive design and use.

Think about the ads that have stuck with you in the past. Think about how they made you feel. Think about how they stimulated your curiosity, how they built up that desire in you to want to purchase their product.

More often than not, they connected with you because they told you a story. And it’s not just any story. It’s your story.

The reason you went out to buy their stuff was because you saw yourself in that ad, in that image, in that setting. And you wanted to be that person.

Emotions are what bridge the connection between a brand and its customers. And the best way to bring out those emotions is through the art of storytelling. It’s not enough to be technically-savvy with design. It’s not enough to be grammatically correct.

Find a way to emotionally connect with your audience by letting them know that you get what they’re feeling. You understand where they’re coming from. And you can help them.

As digital marketing experts, we are expert storytellers as well. Want your brand’s story told? Need help with spreading your story to your ideal audience? Call us today and let’s talk about how we can position your brand as one that people will not only recognise, but will wholeheartedly follow.

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23/11/2021

November Digital Marketing Industry Updates

New Google Features Coming to Increase Privacy and Security

Several new features have been recently released by Google recently that focus on increasing security for its users. These features were rolled out to celebrate Cybersecurity Awareness Month. These updates include Security Hub for Pixel devices, VPN expansion to new countries, and an HTTPS-First Mode for Chrome users. For business owners, the most notable change to pay attention to would be the HTTPS-First Mode. HTTPS websites are secure websites that reduce the risk of online threats. This new feature gives Chrome users a warning before loading a less-secure site. For those not yet on HTTPS, this could greatly affect your traffic and your business, especially if you’re selling products on your website. So if you haven’t secured your site as HTTPS yet, now would be the best time to make sure you make the change.

Google Performance Max Now Open to All Advertisers!

Online consumer behaviour has been in constant flux, especially this past year. It was because of this that Google introduced Performance Max as a step towards automation and a new way to buy Google Ads across Search, YouTube, Display, Discover, Gmail, and Maps, all from a single campaign. Performance Max was first rolled out to a select number of advertisers for testing. And after strong beta results, Google has now released the product to all advertisers worldwide. Google considers Performance Max as a good way to complement your keyword-based Search campaign to help grow your performance across their advertising channels.

Instagram’s Encouraging You to Take a Break!

Do you sometimes wonder where time has gone whenever you decide to take a short break and scroll through your Instagram feed? Before you know it, 60 minutes have passed when you intended to scroll through for about ten. Instagram is well-aware of this and is testing out a new feature that gives you a little nudge that maybe it’s time to take a break from Instagram. How does it work? First, you opt into the feature, and then you get to choose how much time passes before the app will send you a reminder that it’s time for a break. This can be after 10, 20, or 30 minutes. After the allotted time passes, you’ll get a message on the app saying, “Time for a break? Take a moment to reset by closing Instagram.” The feature doesn’t block access from Instagram after the prompt, though, but only sends you a reminder. Taking a break from Instagram will be up to you.

Facebook’s Facial Recognition System is Going Away

Facebook has recently decided to shut down their Facial Recognition system. For those unfamiliar with it, this is the feature that automatically identifies your face in the photos and images uploaded onto the social media platform. This allows Facebook to provide suggestions on who to tag in your photos and also notifies those included in the photo whether they’d like to tag themselves in it. This system was also used to create image descriptions for blind and visually impaired people. However, the system has incurred growing concerns, especially in terms of user privacy. As a result, Facebook has decided to shut down the Facial Recognition system and will explore how else they can use the technology for better-suited purposes.

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