Posted on April 28th, 2016
Breakout session 3 finds Zenith 2016 #hungry! And not for lunch, which is just around the corner. The starved campaign scaling, multi-channel maneuvering-masses are grabbing their seats to join Megan Taggart, SEM Account Manager at AIMCLEAR, and John Lee, Managing Partner at Clix Marketing, for their presentation…
Creatively Scaling Campaigns: Multi-Channel Integration and Leveraging Sales Funnel Attribution
Follow these two!
Megan Taggart : @MeganTaggartMN
John Lee : @John_A_Lee
Their presentation aims to improve and optimize cross-channel marketing efforts!
John Lee takes the stage and kicks off his presentation on sales funnel attribution.
There’s a battle raging for marketers’ attention and dollars. It can be a bit rattling. We as marketers are also in a constant state of education, and new options. The customer journey is increasingly complicated. It’s hard to track EVERYTHING, at once.
Attribution Models: A lot of people stop at first versus last click attribution models. Advanced channel attribution models include linear weighting and U-shape attribution, and various platforms allow for customization. Attribution is still a problem, as it’s not telling the whole story.
Similarly, getting and tracking leads is not the end of the sales road, it’s NOT the full story. Many industries require long sales cycles with multiple touch points.
Marketers would be wise to look to sales funnel attribution as the voice of reason. By focusing on sales funnel attribution, advertisers can better understand the combined effect of organic advertising, ad networks, their website itself, their CRM, and any marketing automation.
Why should you care? Because it may help attribute cost and revenue metrics to a lead throughout the sales cycle. Sales funnel attribution is also able to factor in multiple channels and multiple touch points throughout the cycle. And finally, it may lead to CLEAR AND ACTIONABLE DATA.
How do we get to the magical nirvana of sales funnel attribution? Add another service to your marketing technology stack, develop a strong case of OCD for data stacking, and use tracking website pixels.
Tracking Best Practices: When URL tagging, use nomenclature that both you and your client understand.
Track calls as well. Not all leads come from a lead form. Leads aren’t all online. Call tracking via numbers on your website leads to better incoming lead insight, and is often used more than call extensions.
Test outside your comfort zone. Try Twitter lead gen cards, Facebook lead ads, and Gmail ads with built-in click-to-call buttons. By doing so, you may keep users comfortable, in their search, social, or app interface.
Get creative with ad formats and content. Explore video as a channel. Video is powerful and effective. Use big, bold images via canvas ads to engage while keeping viewers on Facebook. Get creative with both video and images via Lightbox and carousel ads.
Go play, have fun!
As John Lee wraps up, Megan Taggart takes the stage to cover channel integration.
Multi-channel is an operational view, while omni-channel is viewing an experience through the eyes of a customer.
Benefits to channel integration:
(1) Focus on consumer, not channel. By factoring this in early on, it will directly benefit your ROI.
(2) Fluid channel management.
(3) Shared insights.
(4) Streamline reporting and management.
Tie your goals to KPIs. What’s your goal and how will you get there? Understand both.
Understand your tracking capabilities. Calculate your marketing pipeline. Know how your channels work together.
Identify the following barriers to entry: Technology, Channel Strategy Silos (looking at metrics differently across company departments), Customer Data Silos (customer data may be fragmented), and a long sales cycle.
Break Barriers: Regularly audit, reconfigure, and combine team structures and channel strategies. Implement cross-channel reporting. Be agile (allocate resources to what’s working, don’t be afraid to pivot when something’s not).
When to bring these ideas up: New business pitches, strategy refreshes, QBRs, and weekly status updates.
Remarketing: Include both search and social teams. Connect paid social amplification with RLSA.
Remarketing Tactics: Establish a unified UTM tagging structure, and an understanding by audience, ad type, structure, etc. Once that is in place, move to analytics, start creating remarketing lists, and create ads that are as tailored as you need.
Remarketing Applications: Bring an audience in via social, then remarket to them in search. Run social advertising based on psychographic audience targeting, then combine these efforts with intent, observed in search remarketing campaigns.
Messaging is always the most important. Always understand where your audience is in the funnel and how to best reach them.
Mirror content creation and social targeting data. Advise content creation by the very audiences you plan on promoting to. Create content based on audience type, instead of casting a wide net and hoping an audience is interested.
Advise content creation with GA query data. If customers are asking questions that lead them to your site, USE IT to write content!
Use proven queries in social headlines. If site visitors are searching for you using certain terms, use those familiar keywords in social headlines.
Think of social media as psychographic display. Use Facebook dark posts, promoted tweets, and LinkedIn page post ads to drive users to your website.
Optimize social targeting. Use negative keyword lists from search to affect social audiences (apply by excluding interests in social).
The biggest thing to remember is to break down barriers. Send search team members to social conferences, social managers to search events, have joint meetings and brainstorming sessions, and promote cross-platform learning and growth.
With their appetites for omni-channel education fully fed, Zenith 2016 embarks on its next great session: lunch!