HOW TO USE DATA TO REVITALIZE YOUR MARKETING
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The document provides tips on using data and search engine optimization (SEO) to drive brand awareness and sales. It discusses analyzing website traffic data from tools like Google Search Console and Google Analytics to understand visitor demographics and how people interact with pages. The document also emphasizes optimizing content for search engines by using clear titles, short paragraphs, subheadings, and focusing content directly on target search terms to improve search visibility and rankings.
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HOW TO USE DATA TO REVITALIZE YOUR MARKETING
- 1. — HOW TO USE DATA TO — Proven Strategies For Using Information To Drive Brand Awareness And Sales. REVITALIZE YOUR MARKETING Trevor Pease
- 3. Advertising Best Practices • Does Advertising Actually Work? • Why Print matters • Using Data in Traditional Media (Eyeballs and Touch Points)
- 4. Does advertising work? Yes, it does
- 5. Baked Beans?
- 6. Looks like an ad but isn’t
- 7. 21 millions views online
- 8. $240 BILLION
- 9. But why does it work?
- 21. Circulation • Independently audited circulation
- 22. BPA Audit
- 23. Qualified Circulation Per Issue 14526 14552 14559 14552 14326 14624 4061 4188 4298 4343 4839 4692 15768 15903 16016 16204 16204 16324 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 Janaury February March April May June ACT - 2019 Print Digital Unique Total Qualified
- 24. Mailing Address Data for Total Qualified Circulation 87% 11% 1% 1% Circulation - 16,204 Individuals by Name, Job Title and/or Function Individuals by Name Job Title or Job Function Only Company Name Only
- 25. Circulation Data by Business Type 56 % 31% 10% 3% Circulation – 16,204 Construction & Utility Contractors * Crane Rental, Specialized Transport & Rigging OEM's, Distributors and Dealers Others
- 27. Signet AdStudy
- 28. Please indicate if you are involved, either as an individual or as part of a group or committee in the initiation, recommendation, specification, approval or purchase of any of the following products or services. 67% 49% 20% 31% 46% 26% 51% 18% 30% 13% 11% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% Mobile Cranes Crawler Cranes Tower Cranes Trailers/Specialized Transport Systems/SPMTs Rigging Hardware/Below the Hook Gantries/Specialized Lifting Safety & Training Fleet Management/Telematics/LMIs Engineering/Lift Planning/Software Risk Management/Insurance Aftermarket Parts/Components/Crane Repair & Refurbishment Equipment Finance/Leasing Involved in One or More: 85%
- 29. 30% 35% 40% 48% 20% 57% 7% 0% 10% 20% 30% 40% 50% 60% Bought products or services advertised Recommend/specified products Referred an ad/article to someone else in the company by passing along a tearsheet, photocopy or actual issue Discussed an ad/article with someone else in the company Requested additional information from a company, sales representative or distributor Visited an advertiser's Website Other action Took One or More Actions: 83% What action(s) have you taken during the past year as a result of advertisements in AMERICAN CRANES & TRANSPORT?
- 30. Mean: 1 hour and 12 minutes
- 31. Total Readers Per Copy: 4.2 people
- 32. 0 3% 3% 0 21% 10% 61% 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 Both print and online/html (Content on khl.com/magazines/ American-cranes-and-transport) Online/html (Content on khl.com/magazines/ american-cranes-and-transport) All three No preference Both print and digital publication Digital publication (Replica of print publication in digital format) Print In what format would you prefer to receive AMERICAN CRANES & TRANSPORT?
- 33. • 21% prefer print accompanied by a digital copy • 61% prefer print only • 57% visit your website • 1h 12m reading each issue • 85% of readers make purchasing decisions
- 34. Thank You
- 35. — HOW TO USE DATA TO — Proven Strategies For Using Information To Drive Brand Awareness And Sales. REVITALIZE YOUR MARKETING Tim Hillegonds
- 36. Most of the world will make decisions by either guessing or using their gut. They will be either lucky or wrong. — SUHAIL DOSHI Founder, Mix panel
- 39. • How many people are visiting your website? • Where do these people live? • Are they using a desktop or a mobile device? • What sites are they using to find your website? • Which marketing tactics are getting the most attention? • Which of your pages do people like the most? • How many of your visitors become customers?
- 40. ANALYTICS ME
- 42. Where there’s traffic, there’s hope. Each visit to your website is the chance for something good to happen, so traffic is the first goal of digital marketing. — ANDY CRESTODINA Or bit Media
- 43. TRAFFIC REPORT
- 44. GO TO… BEHAVIOR SITE CONTENT ALL PAGES TRAFFIC REPORT
- 45. TRAFFIC REPORT
- 46. THREE THINGS YOU CAN DO… 1. Make sure the page is clear, concise, and consistent with your brand’s message. 2. Think about where you want your visitor to go next. 3. Tie your corporate goals to individual pages. TRAFFIC REPORT
- 50. SUMMARY If we have data, let’s look at data. If all we have are opinions, let’s go with mine. — JIM BARKSDALE For mer N ets c ape C EO
- 51. — HOW TO USE DATA TO — Proven Strategies For Using Information To Drive Brand Awareness And Sales. REVITALIZE YOUR MARKETING Izzy Crouch
- 52. Who Am I? Campaign &TrafficAnalyst for KHL, responsible for increasing traffic to the websites and proactively optimising client digital marketing campaigns. Previously worked as a digital marketing consultant for 10 (ish) years Get in touch with any questions about SEO or digital marketing at izzy.crouch@khl.com
- 53. What is SEO? SEO, or Search Engine Optimisation, is the process of getting website traffic for “free” from search engines such as Google and appearing in the “natural” results.
- 54. Why Worry About SEO? • 93% of online experiences start with a search engine • 75% of users never scroll past the first page • 50% of searches have at least 4 words • No one wants their competition to appear higher than them.
- 55. Google Search Console Google Search Console provides detailed information about how your website performs in search results. View performance for • Search queries • Site pages
- 56. Largest Crane Companies in the US Over 3 months “largest crane companies in the US was searched for 98 times…. ….And there were only 19 clicks on ACT for that search term
- 57. Stolen content The number one position in Google is taken up by a website that has taken KHL’s information for their article.
- 58. Where is ACT? ACT only appeared near the bottom of the page.
- 59. Brand recognition To make matters worse, Google recognises that this search term is associated with ACT100
- 60. Why Google Liked It • Article in “Listicle” format (sorry) • Clear title • Optimised image
- 61. Optimised format • Clear introduction • Numbered list • Short, easy-to-read paragraphs.
- 62. Non-optimised content • No mention of “crane companies” • Long form paragraphs • No subheadings
- 63. ACT100 2019 • Clear title • Concise introduction • Numbered list
- 64. As if by magic…..
- 65. In Summary • Use Google Search Console as well as Google Analytics • Ensure your content is written for the web • Clear, obvious headlines • Short, succinct, on-topic introduction • Short, sentences and paragraphs • Clear subheadings • Optimised images
Notes de l'éditeur
- Good afternoon Graveyard shift – Clever and funny ad to wake you up. Whilst it is indeed my children’s favorite commercial it does pose some interesting questions (not least the question of if space is a vacuum, how did the monster hear the fart in the first place) Eyeballs and touch points.
- Advertising works and I will use data to show. The Baked Beans ad is an excellent and unusual example…of an advert working
- Baked Beans. It’s not for astronauts. Is not actually a real advertisement for baked beans
- You kinda think its for Heinz baked beans but it’s actually says HAYNES… a made-up company. It was in fact created by a small CGI outfit called Cinesite. And they were showing off their computer imagery capabilities Rumor has it that Cinesite offered the commercial for free to Heinz, but the $47 Billion-dollar corporate giant felt that the negative connotations were too much for their brand. So even though everyone knows that beans make you fart, Heinz didn’t want to acknowledge it.
- Heize’s loss was Cinesite’s gain – 21 millions views online Got them noticed by the film company’s that use this computer wizardry And are now one of the premier players in the action, sci fi and superhero universe. If you have seen a marvel film, you have seen their work
- Notes – So of course advertising works….. It’s why there will be $240 billion dollars spent on advertising in America…. this year alone. The important point here…..is that whilst I’m highlighting the business to consumer market …….it absolutely works for us here in the business to business market. Even more so in niche markets like Cranes, Rigging and Specialized Transport. Now I doubt if anyone here has a multi million dollar advertising spend to play with. If you do….please raise your hand….I will be taking you to dinner this evening.
- The better question is why does it work… Mountains of data here. To me it’s best summed up by the clever folk at the Baylor Collage of Medicine
- So the scientists have crunched a lot of data….and when you advertise…… your message can be SENSORY…. whilst creating and reinforcing a bias about your product. Most of us prefer Coca-Cola or Pepsi….and you generally get a visceral reaction to the question
- And look at these two iconic American brands. I’m not man enough to drive a pick up truck, but I’m yet to meet an American that doesn’t have an opinion on the F150 or the Chevy Silverado. But this is consumer – what about our World?
- Well you all know these brands… When I ask owners of crane rental companies what cranes they run…. not one of them say, I don’t don’t really care…or… I run the cheapest crane possible. Crane owners all have their coke or Pepsi preferences. Rope makers, widget makers, insurance providers, engine manufacturers, hook blocks, spreader beams, LMI’s, Crane Cameras, software suppliers, rental co’s, rigging co’s. It doesn’t matter what you do within this industry, as long as you have a GOOD product. you can create a bias and ultimately loyalty… when you market and advertise. That may sound like a sales pitch…. It really isn’t. You place 1 ad in ACT and expect miracles, you’ll be disappointed. Print advertising is not a panacea. I’m talking about any form of marketing. Sponsoring this event, google ad words, a booth a Conexpo, a PR campaign, Your CEO making a presentation… And best of all, word of mouth. What I’m saying is…. cover these bases and you’ll be creating an awareness that lasts.
- Here’s a snapshot of KHL’s crane & specialized transport portfolio. to this day…. It’s still driven by American Cranes & Transport & International Cranes & Specialized Transport.
- In the World of Construction and particularly lifting and moving, print magazines are still the driving force. Why? Why does print matter? I get asked this a lot Simply put, print matters because readers, which happen to be your customers, still prefer a print magazine over any other form of information. And I will show you the data to support this. But before then….
- look at this random group of companies. Talk about co’s They all have something in common. They are all companies that are launching print magazines this year.. Why is this happening? People need information. But go online and it’s endless. Everyone think’s they’re a journalist these days….most of it is crap. You promote on twitter and there’s a dozen tweets to hide your message. Advertise on Youtube and there’s a rabbit hole of other videos vying for attention. What’s true, what’s fake news? What’s been sensationalized and used a click bait?
- Good publishing houses with reputable magazines haver become a trusted source. So if you have quality journalists, producing unique and relevant information, produced in a format that demands your full attention…. you have yourself a commodity.
- You need a design that draws people to it. Strong design forces people to pick it up.
- It’s the difference between a might read and must read.
- And this leads us to eyeballs and indeed touchpoints. Everyone’s chasing eyeballs. For magazines eyeballs means Circulation… This is some of the most important data you should reviewing and using.
- Remarkably only 14% of B2B periodicals are independently audited. This is a shame as you can tap into some excellent data points via a 3rd party audit. Now there are Plenty of good magazines that aren’t audited… but the potential for publishers to be economical with their circulation figures is high. We see it all the time.
- We use the BPA which stands for Business Publications Audit, but there are several circulation auditors out there. And you can drill down into these Audits to find some excellent data to help with your marketing
- BPA will visit our corporate HQ and seek proof of printing and distribution. They will show qualified, unqualified, print and digital readers. And when I say digital, I mean they specifically download a digital copy of our print edition. Blue = print…. Orange =Digital. Grey is qualified. Unqualified is extra issues, like the ones outside on the table by reception. Scott Bragg example
- Here we drill down further into this data – Tiny amount is addressed to “President” or “Purchasing Manager”
- Of course crunch the data to breakdown our circulation by industry. A good audit should show a breakouts. You’ll see here 56% into Construction Contractors and 31% directly into Cranes, Rigging and Transport. Includes: energy - oil & gas, wind power, public & private utilities, offshore, ports & docks Sub Contractors and Consulting Engineers
- Geographic Breakdown So we can quarantine eyeballs, but what about Touch Points? Incase the term “touch points” is new to you, it’s a term for measure customer contact. Your sales team or your website is a touch point with the customer. It’s also used by the advertising industry as a potential point of reference when gleaning information about all of us for advertisers. Your age, your income, your zip code, your online searches, your TV viewing habits… for example. Before the internet marketers were lucky to glean a dozen or so touch points on any of us. Ten years ago this number was approaching a hundred… and when Facebook and Cambridge Analitica became embroiled in the election scandal, they were offering over 1000 touch points on voters to interested parties. Apparently, the average amount is 250, who no one really knows. I’m curious about these things and I’ll happily give you a couple of eye-opening examples during the Q&A if anyone is interested. wha the industry uses to describe If But these days…even in print…you can use
- So here we are using data produced via independent market research and advertiser studies. We use Signet Research to create touch points in print media. One a year we pick an issue and all qualified advertisers become part of the annual ad study for the market. If you are part of this study, you can expect to receive a 60-100-page document outlining reader recollection, how your advert rates alongside your competitors and even verbatim reader comments on what they think about your ad copy. This is a free service to qualified advertisers
- Outside of the data collected on your own specific advertising message, we also collect data on the reader themselves. This is where it gets interesting. TALK ABOUT SLIDE
- TALK ABOUT SLIDE. 83% of reader have taken action in the past 12 months.
- Talk about slide 1 hour and 12 minutes reading this product. You will not get that online. Again quality journalism. That’s the secret sauce here.
- 4.2 -can’t guarantee the quality of the other 3.2 readers, but it’s worth noting.
- Talk about slide. 61% print only. plus 21 % The market research is carried our online. So this online reader survey to tell us that they prefer a print product! So in 2019, in our industry… this is why print matters
- One slide to remember, plenty of time for Q&A afterwards, Tim and Izzy’s presentations are way more data driven that mine. Talk about slide 57% visit your website. This goes back to why company’s like Airbnb is launching print media….. You get people to their website.
- Thank you for your time and please remember to save any questions until after all three presentations. Tim…
- According to Suhail Doshi, the 20-year-old founder and former CEO of Mixpanel, a data analytics company that raised $77 million over 10 years, “Most of the world will make decisions by either guessing or using their gut. They will be either lucky or wrong.” So how do you change this? How do you not depend on being either lucky or wrong? It’s simple really. By using data. But which data? And where do you get this data?
- Well, like everything else in the world, if it doesn’t come from Amazon, it comes from Google, right? From Google Analytics to be specific. At this point, I’m sure everyone in this room has heard of Google Analytics. But for those of you who haven’t, or for anyone who needs a refresher, Google Analytics is a web analytics service that tracks and reports on the specifics of website traffic. These days, 66 percent of all website using analytics technology are now using Google Analytics, which I’m pretty sure means Google knows pretty much everything about us. So what can Google Analytics tell you?
- It can tell you a lot. More than you ever need to know. Google Analytics tracks thousands of data points, many of which you’ll never use. But there’s a ton of useful information in there that can help you make data-driven decisions about your audience, your brand, and your business. It can help you answer questions like:
- How many people are visiting your website? Where do these people live? Are they using a desktop or a mobile device? What sites are they using to find your website? Which marketing tactics are getting the most attention? Which of my pages do people like the most? How many of my visitors become customers? You can find answers to all of these questions, and a whole lot more, but that’s only half the challenge. The other half is figuring out what to do with the answers once you have them.
- Look, at the end of the day, analytics is a monster of a topic so we’re only going to talk about two things—two reports, actually. I want you to walk away from this presentation knowing how to run, and then read, two reports that I think you’ll find really helpful. Just two. So don’t get too squirrely. The reports we’re going to spend a few minutes talking about are commonly called the traffic report and the navigation summary.
- We’ll start with the traffic report, which is also known as the page report. Why start with traffic?
- Because, as Andy Crestodina of Orbit Media says, “Where there’s traffic, there’s hope. Each visit to your website is the chance for something good to happen, so traffic is the first goal of digital marketing.”
- But first things first. Where do you find it? How do you get there?
- Log in to you Google Analytics account. Once you’re there, on the left hand side, you’ll see a menu that looks like this. Go to “behavior”, then “site content”, then “all pages.”
- That’ll bring up a page that looks like this, which gives you information like total pageviews (the total number of times your page has been viewed), unique page views (the total number of times specific individuals viewed the page), average time on page (how long they spent on the page on average), entrances (how many times someone entered your site through that page), bounce rate (the percentage of visitors who viewed one page and left), and exit pages. But now that you have all this information, what should you do with it?
- So what can you do with that data? Look for the pages that get the most traffic and ask yourself some basic questions. But remember that just because a page gets a lot of traffic doesn’t mean it’s an effective page. You might need to do some work in optimizing each page to make sure you’re doing everything you can to take advantage of the traffic. You’ll want to review the pages that get the most traffic to: Ensure that the page puts your brand’s best foot forward. Is this page highlighting the right information or services? Is all the information current and correct? Do you have the right calls to action on there? If you’ve done all the work to get someone to your page, don’t lose the opportunity by highlighting all the wrong stuff. Think about where you want your visitor to go next. Include your best links. Given that high-traffic pages bring a lot of visitors, make sure you point them in the right direction to go next. What’s the action they need to take? Fill out a form? Read something? Look at pricing? Whatever it is, be sure you’ve got a clear path forward. Finally, and this is a big one, can you match a corporate goal with a page on your site? For example, if you’re trying to increase crane rentals, and all your sales folks are pushing hard to get cranes rented, are you seeing an increase in traffic on the crane rental page? If not, then ask yourself why. Is it a problem with how the page is laid out? Does it have the right meta descriptions? Is the information clear and concise? Can you run and ad pushing traffic to that page? How about an email campaign? If you’ve got a corporate goal, the web is one more tool you can use to achieve it. Don’t sleep on your landing pages. They can do a ton of work for you. So now that we’ve gone through the basics of the Traffic Report, let’s move on to the next report. The Navigation Report.
- This report is pretty easy to find once you’re in the Traffic Report. All you need to do is click on any page, like the home page, and then click the option for Navigation Summary near the top.
- It’ll bring up a page that looks like this. You’ll notice there are two columns—one called Previous Page Path and one called Next Page Path. What this is telling you is the page the visitor was on right before they came to the page you chose—in this case, the home page. You can see where they were and where they went, which is pretty amazing if you think about it.
- This report is giving you a whole bunch of information about something we refer to as UX, or user experience. The Previous Page Path is useful because it offers some context in understanding how people get to this page, and it may offer clues as to what information people have – and what they still need. The Next Page Path shows what people clicked on next, which might indicate what questions people still have and whether or not the place you want them to go next is actually where they went. Remember those calls to action we talked about? The next page path can tell you if they’re actually working. So at the end of the day there’s quite a bit you can learn from just these two reports. I’ll leave you with this quote from the former CEO of Netscape.
- “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”