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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

B2B SAAS marketing to SMEโ€™s best marketing approach

One of the effective ways for SAAS companies to reach SMEโ€™s is content marketing. Content marketing means SAAS companies can create helpful content that educates SMEโ€™s on how they can help solve their problems. So it can be direct, transparent and immediately helpful. Often using their product is part of the solution. So it makes this tactic perfect.ย  Other benefits of content marketing, is that it is low cost to get started. Effective content works 24/7, so is a… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How bootstrapped SAAS are growing with zero little marketing budget

Bootstrapped SAAS companies often adopt content marketing to help grow their business. It is a great place to start, as it is close to the purchase, is very little to no cost to get started (other than internal resource) and it gives the SAAS business the opportunity to engage customers on relevant topics. The direct to customer approach also means the company can pivot and adjust based on feedback. A vital element when they are early on and still figuring… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why do brands do branded content.

Brands use branded content to help meet the customer where they are. By partnering with others, who have their customers in their audience, they can reach those customers more effectively. Leveraging the work the partner has done to create a unique audience and tone of voice. It also means the brand can speak to the customer in the tone of voice created by that partner. It is a really effective way to reach those audiences, where they are. It creates… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Conversion vs Conversion Rate

Conversions shows the amount of conversion actions taken by customers. Conversion rate, is the rate at which they convert. The former is helpful for seeing how many conversions have happened, and is that enough to be meaningful for the business goals. And the latter, is helpful to see how effective you are being at converted customers. Both metrics are invaluable in driving business goals. Without the, you would be flying blind. Other conversion rate metrics which can be insightful are:… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How can I increase my conversion rate?

The best technique to increasing your conversion rates is simulating the process that customers go through. Sitting down in a session, going from start to finish, note what they see/hear/read. And then overlay that with the data on how well each step has gone. That is the best way to find opportunities for higher conversion rates. You can also use data to help you zoom in on particular areas, to understand why customers are dropping off at a certain point,… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why conversion rate is high

Having a high conversion rate is a good problem to have! But the reason it could be high, is a few things. Well targeted to a small group. Should it be a bigger group? A low and easy to complete call to action. Is it too easy? Or are you measuring the right thing? A mistake in measurement. It does happen! Some metrics to look at could be: Conversion by traffic source, and conversion by traffic source by device Conversion… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why conversion rate optimization is important

Conversion rate optimization is a top priority for marketers, to continuously fine tune performance and see where air is leaking from the system. You have to remember what conversion rate optimization means for customers, it means a more effective experience for them, a more streamlined process. And you want customers to have the best experience possible. So having your team focus on it, is vital. If not, your competitors certainly will. Some metrics to look at could be: Conversion by… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Low CTR but good conversion rate

A low CTR but high conversion rate can be a confusing datapoint. It can often be seen with content recommendation ads. However it can be a good thing. The reason is, potential customers are reading the headline before clicking. And if the headline is accurate, it is self selecting as to who this will be most relevant for. Then the most relevant people click through and then do convert at a higher rate. So where you see this happening, is… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How to get a higher conversion rate

The best technique to getting a higher conversion rates is simulating the process that customers go through. Sitting down in a session, going from start to finish, note what they see/hear/read. And then overlay that with the data on how well each step has gone. That is the best way to find opportunities for higher conversion rates. You can also use data to help you zoom in on particular areas, to understand why customers are dropping off at a certain… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Which UTM parameters are required?

Only one is required, to pass the data. You donโ€™t need to use them all, in fact modern browsers prefer if you use less and just the essential. For privacy concerned customers, this is a better approach, to just use what is necessary. So whether it is 1,2 or 3. Itโ€™s up to you. You also donโ€™t have to use the parameters for what they are named, you could put anything, anything that is helpful for you to analyze. But… Continue reading

Ben Young
Ben Young
October 28, 2022