Six Digital Marketing Tools That Work

Super Simple and Effective Marketing Tools to Grow Your Business

PixelMe

What it does: Allows you to embed your Facebook, Adwords and other tracking pixels into any link. This is super helpful when you’re curating content. You can share the most viral content from any source or medium and also reap the benefit of growing your custom audience and pixel tracking data. It leverages any link into a data driven marketing tool.

Visme

What it does: Visme is a mature infographic SaaS (software as a service) that allows you to make engaging, animated and beautifully crafted infographics. The time to create is drastically reduced by the block editor and other useful features, like section resizing. Another thing I really like about Visme is their knowledge base. Usually these are straight up tedious. With Visme’s KB (knowledge base) you can learn more about elements of design than from many art or design classes.

Rocketium

What it does: Want to make killer 10 second video ads? Maybe a mock newscast? What about Buzzfeed style listicles? Rocketium has all that covered and more. Features I enjoy: music collections to use in your video, branding options, beautifully animated slide transitions, no need for video of your own. With Rocketium you can show up at the party with some copy and a few images and leave with a killer video for your website or social media profiles.

BuzzSumo

What it does: We all want to share great content, right? With BuzzSumo you can do just that. Find the most viral content for nearly any keyword. Another useful feature of Buzzsumo is you can filter content by engagement, popularity, virality and platform. This is a serious game changer for your social media. It’s doubly effective when you pair it up with PixelMe above. When you do that, everyone that clicks the links you share, is now part of your pixel audience. Feel free to start serving them relevant ads (based on the content they click of course).

Quuu Promote

What it does: Sharing other peoples viral content is a good strategy, but what if you want your own content to go “viral”? Enter Quuu Promote. Send your content to them and watch the likes and shares start rolling in. Has this happened to you? You have a killer piece of content, you share it, but it’s just not getting the reach you need on social media. It’s a problem we’ve all probably faced. The people who are seeing it are liking and sharing it, but there’s just not enough eyeballs on your content. Quuu Promote fixes that by sending your content into the feeds of it’s Quuu Content Curation users (a separate service provided by them). Once your content is approved, it’s loaded into the hopper and boom you’re engagement just doubled, tripled or quadrupled.

Book Like a Boss

What it does: The Simplest Way to Schedule Appointments and Sell Your Products & Services. End frustrating email tag and make scheduling meetings and selling your services effortless with an all-in-one simple booking page. The integrations are also spectacular! BLAB has the perfect blend of technical functionality and ease of use that makes it a great choice for most businesses and solo-entrepreneurs. Another thing I really enjoy about Book Like a Boss is their embeddable widgets. Embedding a calendar on your site that shows your availability for bookings is a breeze (and super useful for closing). Share you link, add it to your email footer or start driving traffic with ads. The possibilities for getting traffic to your booking page are endless. Throw in the easy to use Facebook pixel integration and you’re ready to start serving ads and tracking results.

If you enjoyed this content you can learn more about digital marketing on my blog at robertmcmillin.com.

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7 Timeless Tips on Advertising from Ogilvy

You’ve probably heard of David Ogilvy and his timeless marketing book “Ogilvy on Advertising”. If you haven’t, I strongly encourage you to pick up a copy here.

I’d like to share with you a few of my favorite nuggets of wisdom that I’ve found in his book and have used for my clients, successfully, and that you can start using today to help your business grow. Let’s jump in…

Speak Visually. Create an infographic with Visme

Marketing Tip Number One:

It pays to give most products an image of quality. A first class ticket.

Marketing Tip Number Two:

Big ideas are what it takes to attract consumers to your product. (Which leads us to…)

Marketing Tip Number Three:

How to recognize a big idea.

Did it make me gasp when I first saw it?
Do I wish I thought of it?
Is it unique?
Does it fit strategy to perfection?
Could it be used for 30 years?

In a recent post I wrote about harnessing the power of mass desire on to your product, I covered why some ads run for 30 days and some run for three decades. You can check it out here.

Marketing Tip Number Four:

Positioning (what it is and what it isn’t)

Positioning is not a buzzword. Simply put, it is “What a product does and who it is for”.

Marketing Tip Number Five:

For local advertising you get [much] better results when you name the city/location in your headline.

Marketing Tip Number Six:

Recall increases by [an average factor of] 28% when you put your headline in quotes.

Marketing Tip Number Seven:

Story Appeal (use it). Add photos that arouse curiosity and entice the prospect to read the copy.

When it comes to marketing your business you have to take a unique approach, because after all, your business is unique and the problems you solve and face will be unique as well.

Copying what others do won’t get you there. Learning principles, tips and “hacks” that are proven effective will help. However, it’s up to you and your team to find the groove that makes your product irresistible to your customers.

These tips can get you some of the way there but don’t look for all the answers on the internet. Use your mind, trust your gut (you understand your business better than anyone else) and rely on the facts that can help you leverage your marketing efforts further.

When you’re creating your next marketing campaign try to remember these tips and this quote from Steve Jobs. I find it both insightful and motivating, I hope you do to!

“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
– Steve Jobs

What’s Your Web Traffic Like?

Most clients who I talk to have Google Analytics hooked up to their site. My typical client, never looks at it, and those who do scan some top line numbers, like visits, new traffic and time spent on the site. What they don’t realize is if they dig a bit deeper in their web traffic, there is a wealth of advice waiting to be had in Google Analytics


I want to break down a client of mine’s web traffic for you. So far this month my client has seen 1,569 sessions on their web site. The traffic is meeting their expectations, but the conversions are lower than expected. So we jumped into Google Analytics to see if we could understand what’s going on.

Behavior Flow

We started off looking at Behavior Flow. This client is getting traffic from social media campaigns, email campaigns, and organic traffic, and Behavior Flow shows us what people do when they arrive on the site, based on the traffic source. We saw pretty quickly that their email recipients were much more likely to stay on the site, and click through to the inner pages that we needed.

The social media people, however, were floundering. Nearly 90% didn’t click on anything, and of those who did, we were seeing just a handful arrive at our registration page. Our first impression was that we needed to re-evaluate our social campaign, because if 90% are dropping off, we’re probably missing our target market.

Acquisition

Our next stop was the acquisition tab, where we looked at how our social media campaigns were performing. Our campaign URLs all have UTM codes, so it was pretty simple to see which campaigns were bringing in traffic that led to conversions, and which campaigns were total duds.

Acquisition was helping confirm our suspicion that we needed to adjust some things in our social media campaign. However, it was more nuanced than our initial impression. Our campaigns were all targeting the same audience, and since some were more successful than others, it seemed that the issue wasn’t our target audience, but was probably ensuring that the messaging in the ads was supported by the landing page. Canceling or adjusting some social media creatives would probably increase conversions.

Device

Our last stop flipped all our thinking. We compared the difference between our mobile and desktop traffic. Our web traffic was 53% desktop, 47% mobile, but our conversions were 85% desktop, 15% mobile.

We looked deeper and found that nearly 80% of our social media traffic was coming in on mobile devices, and 90% of them were dropping off without clicking a single thing. When we compared social mobile traffic to email mobile traffic, we found the same low conversion rates. However, most of our email recipients are older, and they were arriving to the site via desktop, not mobile.

It was clear that while we needed to adjust some of the campaigns, the real issue here was the mobile experience. My client has a responsive site, but the mobile site loads slowly, and the user experience was never really considered. It was basically a modified version of the desktop site.

Now, my client has a decision to make. They can stop advertising on channels that cater to mobile users, and keep their website as is. Or they can completely rethink the mobile experience, and deliver mobile-friendly content to their mobile visitors.

As the world moves more and more mobile, it should be an easy decision to make.