Site Conversion | eMarketing Innovation Insights

Is Your Call to Action Still Valuable to Your Target Market?

When testing and analyzing digital marketing data, the focus is often on the content or creative elements. While these elements certainly factor into digital marketing success, it’s important not to overlook the foundational elements that the content and creative is built on. This is especially important in reviewing the target audience and calls to action

Digital Marketing Bias: “My gut feel is the same as metrics.” or “Don’t make judgment calls, just follow the metrics.”

The use of data in digital marketing can be a divisive one because the two biases are more common than a balanced view. This is a problem because a skewed perspective on how to use metrics can steer a digital marketing campaign toward trouble or miss opportunities. Effective use of metrics is a careful balance

Digital Marketing Biases

Mark Twain said, “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” Trainers, consultants, and professional coaches should take that quote to heart when analyzing their digital marketing campaigns. Our biases about digital marketing are often what prevent us from objectively considering new

Test Your Conversion Mechanism – Every Time, All the Time

The pre-dominant reason that trainers, consultants, and professional coaches run marketing campaigns is to generate leads or sales. While larger firms might include branding and market exposure as a goal, it’s not the primary focus. For this reason, digital marketing should always drive to a call-to-action. If someone completes that call-to-action, they are counted as

Map Your Call-to-Action Visitors Flow

Is your site sending visitors on a path to nowhere? The answer to this is always “no” but the reality is that many trainers, consultants, and professional coaches have digital marketing offers that ultimately lead to nowhere. It’s important to review your site at launch and then periodically to make sure that calls to action

Digital Marketing Goals: Projects for Improvement or Business as Usual

As the year closes out, digital marketing goals should be set for the following year. This can be especially true in digital marketing because campaigns can be repetitive and trainers, consultants, and professional coaches might allow that to lull them into complacency. This can cause swift declines in results due to the digital marketing environment

Subjective Digital Marketing Analytics

Metrics are only as good as the analysis. This seems obvious but many trainers’, consultants’, and professional coaches’ marketing campaigns revolve around putting the best face on the results. Rather than spending time “putting lipstick on a pig”, really look at the data to see what channels and efforts are generating results . . .

Make Social Sharing Easy

Most people engage in social media to interact with a target market and gain a following. Often times, generating that interest is easier said than done. Valuable commentary and content is a prerequisite to gaining a valuable following but beyond that, sharing should be made easy on your audience to broaden your reach. The unique

Making Your Digital Marketing Relatable

It’s not uncommon for us to run into a trainer, consultant, or professional coach that says, “I’m putting a lot of effort into marketing and I’m just not seeing results.” Sometimes the effort is questionable but many times there is a legitimate marketing campaign being rolled out with little to show for it. If you

Always Keep Key Performance Indicators (KPI) in Focus

Every marketing campaign should have clearly defined key performance indicators (KPI) that are completely within the control of that marketing campaign. For instance, a KPI could be registrations for events, requests for more information, RFPs, or sales from an online store. Those KPI’s should then be assigned target numbers that serve as a benchmark to

Category: Site Conversion