The Importance of Google Analytics and How the Napier Group is Here to Help

Whether you run a business, website, personal blog or social media accounts; Google Analytics is the ultimate free tool you need to adopt to help you succeed in this increasingly important digital world. Do you know where your leads are coming from? How long are customers staying on your website? What social media channels give you the best return of investment?

Google Analytics is an online tool designed to answer these questions by analysing your website traffic. It allows you to understand your website and users to better evaluate the performance of your marketing, content, products and more. Based on one platform, you can gain access to Google’s unique insights and machine learning capabilities to make the most of your data. In fact, Devrix states that at least "38% of companies rely heavily on data to gather information about customer behaviour that they can use to improve their sales flow".

Google Analytics adds a few lines of tracking code into the code of your website and this then monitors the various actions your website visitors take including: demography, age, pages visited, and time spent on the website. It’s a platform that caters to all levels of experiences, from beginners to full-time professional data analysts.

It’s a helpful tool for marketers because not only is it free, but it allows you to see the performance of all your marketing campaigns whether its Pay Per Click (PPC), Search Engine Optimization (SEO), new blogs, or sales; and ultimately enables you to make informed decisions on whether those campaigns were successful or not.

The platform allows you to simplify previous mundane tasks, as it automatically collates all the data and puts it into spreadsheets and Google Docs. You can create customized reports, which has easy integration with other tools and platforms, and gives you a deeper understanding of why users are leaving your website, your exact target audience and devices used to access your site.

Google Analytics can also help you find problem pages on your website that aren’t performing at their optimum. However, although you may have found the problem page, it can often be difficult to find the specific issue. For example, it could be the call to action, the loading speed forcing users to leave the site, a broken link or perhaps it’s because the site is not mobile-friendly. Therefore, it may be beneficial to learn more about Google Analytics to gain a competitive advantage.

If you are using Google Analytics, then it’s important that you tag all your adverts, emails and other digital campaigns with the correct coding to ensure that Google Analytics can track results accurately.  At the Napier Group, we have a Google Analytics Link Generator that will ensure you create a link that’s in the right format to transfer data across correctly. Use the tool to enter the details of your campaign and instantly receive your Google Analytics coded link.

Try out our generator today and let us know how it worked for you!


Do you Know the Difference Between your MQLs and SQLs? Try Our Definition Tool

Many of us constantly pick up new leads that might lead to new business for us, either through strategies such as inbound marketing, or by attending conferences, trade shows, and events.

But how do we sift the leads that are serious about getting help with marketing from others with only a casual interest in what we can do?

The more casual leads are known as Marketing Qualified Leads, or MQLs, while those closer to buying our services are Sales Qualified Leads or SQLs. We need to know the difference, so we can point MQLs towards more marketing material or take a more active sales approach with SQLs to convert them into real clients.

To help define who is who, we have built a tool that helps you clarify the characteristics of both MQLs and SQLs, identifying which behaviours qualify the lead for marketing or sales effort.

The tool takes you through a series of questions for each section and then provides an easy to read breakdown of your information – this defines the behavioural features you are looking for in an MQL and an SQL.

Try our MQL and SQL definition tool now, and get in touch to let us know if our tool has helped you!

 


Easily Develop Personas with our B2B Persona Creator Tool

It’s no secret that the key to a successful campaign, is ensuring that you are targeting the right audience, and with the right messages. Online platforms now play a significant part in interacting with consumers, and it’s important that you identify the most effective channels to communicate with your audience.

A buyer persona is a fictional representation of a company’s specific target customer, it provides detailed information about your ideal customer’s demographics, career background and goals. A persona might include the following: age, job role, skills in terms of using the internet and their understanding of the product, as well as the key challenges they face. It’s also important that your persona document addresses the objective that they are trying to achieve from visiting your website, as this will help you solve the challenges they are facing in their position.

A persona creates a ‘human’ representative for the businesses’ larger target audience and provides the team with a shared understanding of customers in terms of goals and capabilities. In companies with multiple units who each target different customers, having personas is so important to make sure you establish the differences between them and how to best target their needs. How many personas a company needs will depend on how many different segments your customers fit into.

As part of the Napier Group, we understand that it can be time-consuming and difficult to create customer personas on your own. Our B2B Persona Creator Tool allows you to develop personas for a specific campaign, and truly understand the audience you want to target from the beginning.

Gathering information from goals and objectives, to identifying the media channels your customers use, our tool provides an easy to read concise PDF, detailing all the information you need to create a successful targeted campaign.

Why not try it out today? Or get in touch now if you want us to provide some further information on personas and how we can help you.


Analyse your Website with Our SEO Audit and Reporting Tool

With 93% of online experiences beginning with a search engine, and 75% of people never scrolling past the first page on Google, it’s hard to argue that SEO shouldn’t be an important part of your digital marketing strategy.

Each year, Google makes hundreds of changes to search, reporting an incredible 3,234 updates in 2018, an average of almost 9 per day!

As part of the Napier Group, we understand that SEO should be an important aspect of your digital marketing strategy; and our SEO Audit tool allows you to easily review your own website, quickly identifying any problematic areas that need attention, enabling you to make subtle changes to your site, and improve your own ranking on Google.

Our SEO Audit tool analyses key aspects of your website including:

  • Mobile Optimisation - Our SEO tool checks the site compatibility with mobile devices and delivers a simple usability score.
  • Page Speed – An important factor in search rankings, our tool measures speed for both mobile and desktop versions of your website.
  • Keyword Analysis – Our tool identifies the single, two, three and four-word keywords from the page, enabling you to optimize copy to meet your SEO goals.
  • HTML Headings – It’s important to have a structure to your page, as this will provide a good user experience. Search engines use headings to index the structure and content of your web pages.

 

Why not try our SEO Audit Tool today, and gain insight into how you can move up Google’s rankings. Alternatively, to find out more about how we can help you with SEO, and get the advantage on your competitors, give us a call on 020 8667 9660 or email us now.


Empower yourself with our marketing ROI calculator

As part of the Napier Group, we realise the importance of proving a return on an investment to your team, both when putting forward a proposal for marketing campaigns, as well as providing feedback to directors when a campaign has been executed. 

Quantifying leads generated from a range of marketing tools such as website enquiries, social media leads and events can be achieved using marketing automation tools like Hubspot. Feeding data from these softwares into our calculator enables you to funnel all of your website visitors into one place, then increase or decrease your current conversions to calculate how many MQLs, SQLs and customers you generate yearly.

 

First off input all of your website visitors, contacts generated, MQLs (Marketing Qualified Leads), SQLs (Sales Qualified Leads) and customers. Then the percentage of visitors to contacts, contacts to MQLs, MQLs to SQLs and SQLs to customers. Next fill in your target performance numbers, the estimated revenue per customer and the marketing budget invested in your campaign.

Et voila! Press calculate and our calculator will generate the potential increase in profit and the return on investment.

 

See how the calculator works for you and feel empowered by the numbers at your next marketing review.  Equally, why not get in touch to find out how our suite of PR and marketing activities could amplify future project success?

We’d love to hear from you.


5 Top Digital Marketing Tactics for Future Success

It’s no secret that the digital age has changed the way B2B companies interact with their customers. With technology constantly evolving, tactics that once used to be revolutionary, like personalisation, are now expected from consumers, and companies are having to regularly rethink their digital strategy to ensure they are communicating with consumers effectively.

At Armitage, we understand how technology has evolved marketing, and what B2B companies need to do in order to interact with customers successfully. This is why we’ve pulled together 5 top tactics your digital marketing strategy should include, to ensure success for the future:

Original Video Content

Video marketing, especially within the B2B sector, has become a great tool for companies to introduce their solutions to consumers.

If you’re not already, targeting your customers with an interesting two- or three-minute video is a great way to provide them with valuable, bite size content. Your video needs to be engaging and you can do this through a variety of ways including:

  • Walk your viewer through how you helped a specific customer get from point A to B, show them how your company started, or how you developed a specific feature of your product. Hook your audience with an easy to understand video first, before going into specifics.
  • Useful and Educational Content: Include useful and educational content. Whether you choose to share tutorials of how to use your product/solution, product demos, or ‘how-to’ style videos, this is a great way to provide your audience with information in a quick and simple way.

 

 

Influencer Marketing

The word ‘influencer’ is commonly associated with the B2C world, with beauty bloggers more commonly coming to mind. This could explain why influencer marketing has been slow to gain momentum within the B2B tech sector; but the last year has seen a rise, with technology companies increasingly partnering with influencers to improve their credibility and social media reach.

As tech buyers become more desensitized to the marketing they see daily, influencer marketing provides companies with a fantastic opportunity to leverage influencers, who have built a loyal following and credibility within the industry, to market to decision makers.

In the first half of 2019, we’ve seen a clear increase in awareness about influencers, with both clients and potential clients requesting more information about influencer marketing and the benefits it can provide for them. If your looking to invest into influencer marketing, and want to know how Armitage can help you, get in touch!

Re-Targeting Current Clients

Often one of the biggest digital marketing tactics B2B companies overlook is retargeting current clients.

Usually, clients are only using/buying 20% of what your company offers. By including a re-nurturing plan in your marketing strategy that actively re-target’s current customers, you will be able to build a process that ensures your company is facilitating consistent retention, upsell and cross-sell of additional products, features and services.

Re-targeting can be implemented across a range of different digital platforms, with the most popular including Google Ads, AdRoll and LinkedIn.

SEO and Content

We all know content is king when it comes to SEO success. SEO sits at the heart of any digital marketing strategy and aligning your SEO to your content is vital in maintaining a strong presence online and driving leads to your website.

But how do you ensure that you’re not only writing content, which is highly ranked, but also quality content that is user-focused?

SEO can be complicated but the following three tips will ensure you are well on your way to achieving success:

  • Keyword Research: Perhaps one of the most significant factors of SEO, is completing good keyword research. Find relevant keywords that relate to your expertise, products/services and your audiences search intent.
  • Topic Research: Analyse your keyword research and identify topics on what your audience wants to learn, so you can produce content that will help them solve their problems.
  • Focus on Readability: Ensure your piece of content is readable. Is your content easy to follow? Clear on what it is describing? To be readable, your content needs to present all types of information in an understandable way.

 

 

Marketing Automation Tools

There’s no longer a way to escape marketing automation, as across the marketing world, companies are either looking to invest, beginning to implement or already have access to marketing automation tools.

A marketing automation tool such as HubSpot, provides a simple way for marketers to stay on top of contacting and nurturing leads. With sale cycles lasting weeks, months and even years within the B2B tech industry, marketing automation helps you stay top of mind, and market to your contacts on a regular and intelligent basis; and more importantly it isn't time-consuming for either the marketing or sales team.

At the speed technology is changing, it’s clear to see that marketing automation is one tool marketers will not be able to ignore for much longer; as marketing automation platforms like HubSpot or Marketo will provide companies with the opportunity to interact with their customers more simply and successfully.

We hope these tactics help you when moving forward with your digital marketing strategy, and please get in touch today, if you have any questions, or require further assistance.


Inbound marketing

Inbound Marketing: 5 Tips for Success

Marketing strategies tend to come and go, but Inbound
marketing has proved that it is here to stay.

Even after a decade in the marketing world, inbound
marketing is perceived as a ‘revolutionary’ concept; viewed as a strategy that works,
it delivers excellent results for companies who have taken the plunge and
adopted inbound marketing into their marketing strategy.

However, like most strategies, inbound marketing is not
exempt from being reviewed; and marketers should evaluate their tactics
regularly to ensure they are producing the results you need.

At Armitage, we understand what is required to ensure you
implement a successful inbound marketing strategy; so, we thought it was only
right to share the following 5 tips to ensure your inbound marketing is a
success:

Keep Your Content Fresh

Content is the most important aspect of your inbound
marketing strategy, but with time limits, and everyday pressures, it can be
challenging to keep up with a content schedule. Often this means marketers fall
into the habit of repeating posts, resulting in readers seeing the same content
again and again.

It’s important to have variety in your content, and although
writing new tip sheets, or whitepapers are good, not all content creation needs
to be time consuming. A key way to keep your content fresh without spending
lots of time, is repurposing content you already have.

Take an interesting and popular blog post. What’s stopping
you from turning it into a SlideShare? Or repurposing it as a video? You’ll be
surprised by the amount of great content you already have, which is ready and
waiting to be re-purposed. 

Position Yourself as the Industry Expert

It can be easy to forget that the people searching/reading
your content are trying to solve a problem.

For inbound marketing to be a success, you need to create
content that captures the attention of your leads, by pre-empting their
questions and providing them with the answer to their problems.

You should always write content with your clients/potential
clients in mind. What do they struggle with? What are the key problems they
have faced in the past? By identifying these issues, and more importantly
addressing them in your content, you are instantly positioning your company as
the expert in the industry providing the answers the reader is looking for.

Make it Easy for Customers to Contact You

This may seem like an obvious tip, but it is often
overlooked in making sure your website makes it easy for people to understand
what it is you do and how to contact you.

For example, if your website is your primary source of
inbound opportunities, getting in touch with a real person should always be one
click away on any page of your website.

If a potential customer is on your website and struggles to
find a way to contact you; whether this be via email, phone, or social
engagement, you create the risk of losing a qualified lead within seconds.

To avoid this, make sure you have clear CTAs on all key
pages of your website directing the visitor to your contact information. Or
even better, make sure a clear email address and phone number is featured on
every page of your website, by including this information on the footer of your
pages.

Increase Inbound Visitors to your Site with SEO Strategies

Put yourself in your prospect shoes, they are requiring a
solution to a problem and the first thing they will do is turn to Google.

It is vital that you are properly optimizing your website
and content, to increase organic search traffic. By effectively leveraging
search engine optimization, targeting high traffic keywords, and analysing data
trends, you’re positioning your website and brand higher in the search engine
results, increasing your online visibility to inbound visitors.

Don’t Forget to Nurture Your Leads

Often marketers are so focussed on using inbound tactics to
attract people, they can forget one crucial element – nurturing your leads.

It is important to remember that once a lead fills in a form
or downloads a piece of your content, you need to follow up through email or
calling to qualify and nurture the lead.

With Marketo
revealing that a massive 96% of visitors viewing your website aren’t ready to
buy; lead nurturing is vital in helping your leads through each stage of the
funnel, (whether this be through email marketing, lead scoring or list
segmentation) until they are in a position to buy.

It can be a tough job to ensure your inbound marketing strategy is running smoothly and successfully; but by utilizing these top five tips, your company will be on the right path to inbound marketing success!


5 Content Creation Hurdles and How to Overcome Them

 

Whether you’re B2B or B2C we are all aware that creating content for blogs, website, social media, and downloadable content is important. But if it were easy we’d all be churning out content like there’s no tomorrow… and that’s not the case, is it? That’s why it’s important to take it back a step and think about some of the hurdles that are holding us back and how we can overcome these challenges.

We’ve all heard how content is king and you’re probably pretty bored of hearing it, but it really is a vital part of your marketing strategy. Here are some key content creation hurdles and how to overcome them.

 

 

1. Not Mixing It Up

Once a writer has found their comfort zone it can be easy for them to continue writing in the same way, and eventually produce content that doesn’t feel fresh or unique.

Sticking with what you have done before (with the same structure and topics because you think that if it worked before then it will work again) is not the right approach and main reason why there is so much repeat content out there. This strategy might work for a while but is doomed to fail eventually.

How to Overcome:

Start by creating a list of blog titles that are relevant for your industry and your audience, if you are stuck for ideas think about what your site needs to be ranking for, and blogs to answers the queries that your potential customers may have. Once you have an initial list, you can use tools such as Google Trends or the HubSpot Blog Ideas Generator to expand this list by finding related topics.

Be unique and different – try new methods/ styles before your competitors do. Read and share content by industry leaders, to give insight and spark ideas for future blog posts for your own company. Frequently reading high-quality content will support your own content generation.

 

 

2. Balancing Creativity and SEO

When writing blogs or website content for your site it’s always valuable to keep in mind search engine optimisation (SEO). However, when faced with creativity over SEO it can be difficult to get the right balance. SEO is crucial for people to be able to find your site, but a blog that’s just written for the sake of SEO is not one that people are going to want to read or be interested in.

How to Overcome:

The key here is to choose your blog topic and a focus keyword (based on your SEO) and use the keyword where appropriate, but always write with your readers in mind! This means that the content must be well written and inform the reader of an area of interest to them. Keyword stuffing is not an effective route to go down.

Syndicated content is another solution to overcome this challenge. Producing syndicated content on other authority sites provides you with a backlink that will increase your sites SEO authority. This will also in turn, drive more traffic to your website and raise awareness of your brand to visitors of the authority site. Just make sure that these sites are relevant to your industry to ensure that your providing readers with useful content.

 

 

3. Time is Money

We are in fact against time itself when it comes down to writing content, we all wish we could produce great quality blogs in less time, but it doesn’t work like that.

Whether you outsource or write your own content, time is money, and writing good content is not quick nor easy. Companies often find that there isn’t enough budget to spend time on blogging in replace of activities that are considered to be more beneficial to the company.

Insufficient resources are amongst one of the many problems content makers face, especially in agencies when you’re constantly balancing client deliverability’s and fitting in time for your own content writing.

How to Overcome:

Delegation is a good method for splitting up the workload and achieving more content without too heavily impacting one employee’s workload. Of course, every workplace structure will be different, but this should be trialled to help overcome time challenges. When there’s a team of employees with different expertise, it allows better quality content to be delivered, by delegating content topics to people with specific knowledge.

 

 

4. Rising Above with Competition

Companies are now being faced with an increasing amount of competition when writing about the same topics that have already been mentioned in the industry; especially if your company is working within a small niche. Which brings the question, how do you produce unique content that stands out?

How to Overcome:

Make sure for every piece of content you post, it’s the best it possibly can be. Do this by taking the time to properly choose an interesting topic that will resonate with your audience. You should research your topic first, understand that good content isn’t going to be lightning fast to produce, and most importantly get your content proofed to ensure it hits the mark and that there are no grammar mistakes. There is nothing that will damage your brands reputation more than mistakes in their content, and it happens all too frequently.

 

 

5. A New Generation of Sponsored Content

There’s been a big shift towards the pay-to-play marketing and organisations paying for their content to get in the search results. Which, to be frank, is getting in the way of unpaid content being noticed in the organic search results. Don’t fear as organic still lives on, but as the big social media players such as Facebook and LinkedIn gain more intelligence and segmentation options, maybe it’s about time we consider opting for a part organic and part paid content strategy.

How to Overcome it:

As I mentioned, keep going with the organic but I’m encouraging you to give paid a go. For best results, define a suitable budget and set specific demographics for targeting your content at the right people, get goals (gain web traffic, more followers on social) and see if it is worth it. Try a few different approaches and see how it goes!

 

 

I hope this blog has helped you find solutions for some challenges content marketers face and inspired you to keep writing as your business grows.