1604.14

Breathe for Jo – Chiefs Tickets

Posted by Alastair in Uncategorized

In support of my friend Jo Smith I’m giving away our Exeter Chiefs Rugby tickets this weekend (19th April). We have four Gold Card tickets in an excellent location (central and only a few seats down from Rob Baxster himself). The tickets get you access to the Gold Card bar before and after the game and are worth a great deal of money.

How can you win them? 

Simply put in a sealed bid to my email address (alastair@iambanksy.co.uk) by Friday (18th April) lunchtime (1pm). The highest bidder will get the tickets. I’ll give you a call so please don’t forget your phone number. You’ll need to pick the tickets up from me on either the Friday night or Saturday before the game.

All the money will go straight to Jo.

Read Jo’s story here: http://www.exeterexpressandecho.co.uk/Campaign-launched-save-Exeter-mum-Jo-suffering/story-20935307-detail/story.html

Her just giving page can be found here: https://www.justgiving.com/yimby/breatheforjocampaign

1104.14

Google AdWords Goes (not provided)

Posted by Thomas Haynes in Digital Marketing, PPC

Yesterday Google announced that they will no longer pass Keyword data from Ads on Google to analytics packages in order to keep searches secure. This follows the previous changes to the data provided from organic search queries.

What is (not provided)?

Back in 2011 Google began to send an increasing percentage of users to the SSL encrypted version of their search engine in order to “protect their privacy”. The secure version of Google doesn’t pass their Keyword data (the search terms they entered) into analytics packages including Google Analytics. This eventually lead to most website visits via Google organic search being registered under the keyword (not provided). At the time this only applied to organic searches and keyword data was provided for Campaigns using Google’s AdWords PPC platform.

Yesterday’s change means that analytics packages won’t provide keyword data when a user has clicked on a PPC ad on Google, instead the keyword will be represented as (not provided). For now the change is on Google.com but we expect it to roll out across other localised versions including Google.co.uk soon.

What Does This Actually Change?

The short answer is nothing. Keyword data will no longer be appended to referral URLs but this doesn’t mean that this data is lost, it simply means that it wont enter your analytics package in this way. The data is still available in AdWords and from there it can be imported into Google Analytics or exported via the AdWords API for use in PPC management platforms such as Marin who report that their service will be unaffected.

When we report on Keyword data for our Google PPC campaigns we take this data directly from AdWords so this won’t change anything for us. If you have issues with finding keyword data in Analytics make sure that you have connected your AdWords and Analytics accounts and the chances are this won’t affect you at all.

3101.14

What is Inbound Marketing?

Posted by Amanda in Company News, Digital Marketing, Online Marketing, Social Media

Not sure what all this Inbound Marketing stuff is all about? Here’s a great, concise explanation from Alastair and you can always contact us here if you’d like to find out more.

For many years marketeers have focused on outbound marketing..

Your message is pushed out attempting to buy people’s attention. Think Radio, Think Magazine Ads, Think TV. With Inbound Marketing the focus switches to ‘earnt’ attention. By providing your prospects with something of value they give you permission to keep marketing to them.

For example, giving away advice in a blog article or whitepaper which your prospect finds via Google is a good form of Inbound Marketing. If you’re lucky, they subscribe to your blog feed and in turn give you permission to market to them in the future.

This is the first step. True inbound companies work on converting these prospects into customers, taking them on a journey down a purchasing funnel.

This is called lead nurturing. This consists of email auto-responders; automated emails which give your prospect useful information, help & advice through the buyer funnel,

Conversion optimisation; offering up different formats of the same page on your website to find out which convert more regularly and even dynamic content; if I know you’ve downloaded a document from my site before, I might put a personal message for you next time you return – you’re now marketing to an audience of 1.

The first step to inbound marketing is to work out your buyer personas. In my business, one of our personas is Bob. Bob is the managing director of a successful business turning over more than a million pounds a year. He built the business from scratch and is fascinated by marketing because he recognises that it’s the route to take his business to the next level. He’s a passionate person who knows what he wants and looks to employ the best people for the job. He doesn’t try and drive people down on price because he appreciates quality.

Now, when we create our marketing material we think of Bob. Would this blog article be of interest to him, would this letter we’re sending out get through his PA? Is this whitepaper something he’s likely to print and take home to read?

With Inbound marketing, your focus becomes more defined and less time is wasted trying to appeal to all.