As little as five years ago, I remember most web marketing conversations focused on organic rankings. For most companies, it was more than enough to be ranking high organically. Since then, things have most definitely changed. AdWords and PPC have grown so much in that time and now offer marketing possibilities that simply aren’t possible via SEO. Additionally, Social media has changed the web forever in the way it allows customers and companies to interact. Add on top of that the growing world of mobile internet and the whole online arena is in a very different place! Perhaps the most important aspect of this change for businesses to grasp hold of is the fact that their customers look them up across a variety of online channels. We need to be present across multi channels of web marketing in order to engage our customers effectively. Here’s why.
One of the most interesting newer features of Google Analytics is the Multi Channel Funnels data. Within this section of Analytics, Google aims to help us see how the iptv barato. various channels we market our business through online all contribute to our sales/action conversions from our websites. The fact that Google Analytics is now reporting to us on how our web marketing activities all work together to engage our customers tells us how important a multi channel approach is to our success.
After watching the above, have a look at your own Analytics data within Multi Channel Funnels, what do you see? Most people find that there is much more to a conversion than they first thought – many of their new customers might have visited them via PPC, SEO and Social media before taking action and hence, all three channels can be credited with playing a part in each overall conversion. Most of us will find that more people than we could have imagine encounter us multiple times in multiple ways before they “choose us”, this is why our web marketing should be multi channel.
Why is Online marketing Now Multi Channel?
2. We’re also prepared to search for longer than we used to in order to find exactly what we’re looking for. Sometimes this means we start a search at home, then continue it on our smartphone on the train or whilst waiting for our haircut etc. We have more options to access the web overall and most people do just that. Furthermore, the “deal” is for many of us simply the first part our search.
3. People are also now look deeper than just the “offer. ” Who it is from is also important. Testimonials, reviews and perhaps most importantly, social media, all play a part here at representing our reputation online. In particular, social media has meant that we can all very quickly find out more about any business and the actual people behind it. People ask “Do I want to spend money with this business? ” “With these people? ” Not only are customers interested in what you offer, but also how knowledgeable, reputable, active and well reviewed you are too.
4. Everyone is different, people all have their favourite ways of finding what they are looking for and the depth and importance of the above three points vary for all of us. Multi channel possibilities means that everyone can find what they want online in each and every way they like best.
The various marketing channels online offers us very different ways to engage with our customers. AdWords, for example, is a medium from which we need to grab out customers attention quickly as we don’t have many text characters to spare! Enticing clicks through to our website allows us to say more. Twitter has similar character restrictions, but like all social media platforms, people are there to learn more about us, our company, our people and our brand. When working across such different marketing mediums we need to ensure there is a consistent connection between what we sell and what we say.
2. How real are we as a company and as human beings?
If we go back four or five years, search engine results were full of faceless sites with little or no contact details offering all kinds of products to cure/enhance/fix our every whim. Today, the reality for any company is that our organisation and our people are now easily found. We should sell things we believe in, say why we believe in them and what we want to do for those that choose to believe in us too. Authenticity, accessibility and high levels of visible service are all important parts of web marketing.
3. How do we react?
How are we dealing with any negative feedback? Do we deal with negative feedback at all? What do we learn from our positive feedback? Building a strong online presence comes from how we handle both positive and negative situations, both can actually enhance our reputation if we handle them with points 1 and 2 above firmly embedded within our approach.
Finally, look within your Analytics data for Multi Channel Funnels for your “hidden help”. The data provided by Google here can show us instances where one aspect of our online marketing may not directly lead to sales conversions, but does “assist” in that final conversion in conjunction with other channels. This is very useful when evaluating social media which is notoriously difficult to measure ROI for. Multi Channel marketing also means multi channel analysis and uncovering what combinations of marketing channels work for us in the long run. We don’t want to pull our time and resources away from one channel of web marketing that actually greatly helps us further down the road.
I am Phil Byrne, a web marketeer originally from the UK and now living and working across a number of places on this fine Earth. I adore everything web, music, film and travel related. I have a major passion for emotive web marketing and brand positivity. I hope my post here helps you take your online marketing in new and successful directions.