4 new Google Analytics features the pros are already using

September 18, 2014

This summer, Google Analytics released some new features. You’re as much of an analytics pro as the next guy — or, the next guy reading the Zebo blog, at least — so you should know what the new bells and whistles are all about. Some of them are API changes that’ll mostly be relevant to large agencies and power users, but there’s also the Chrome Extension, which is handy. Read on to learnRead more…

Read more...

This summer, Google Analytics released some new features. You’re as much of an analytics pro as the next guy — or, the next guy reading the Zebo blog, at least — so you should know what the new bells and whistles are all about. Some of them are API changes that’ll mostly be relevant to large agencies and power users, but there’s also the Chrome Extension, which is handy. Read on to learn more.

Chrome extension makes in-page analytics more convenient

If it was cumbersome to study in-page analytics before, Google has made it simpler with their new Chrome extension.

Load up the free extension, and now, when you visit a site whose analytics account you’re logged into, you can see your metrics dashboard and an overlay of who’s clicking where.

You can add the in-page analytics Chrome extension here.

Data import feature lets you bring together multiple business systems

When you run a complex business, the website and its analytics are often just one part of the picture. A few examples of things you can do with data import:

  • Upload inventory data and tie it into website analytics
  • Import cost data from advertising networks
  • Upload values after a transaction happens, like total customer spend, last purchase date or a loyalty score

Here’s how you get started with data import for Google Analytics.

Google Analytics Premium customers benefit from DoubleClick integration

If you’re running display ads via DoubleClick, this integration is exciting because it empowers you to go deeper than the run-of-the-mill last-click attribution that tends to obscure the role of display advertising in your conversion funnel.

The new reports available will allow you to get a more holistic picture of how display factors into your customer’s path to purchase.

3 new APIs to simplify analytics for large businesses

Embed API

This API is meant for creating custom dashboards in your own applications, as in the example below.

AdWords linking API

If you’ve been an SEM manager of any kind, you probably know you can link analytics and AdWords. You’ve also probably been in a situation where a simple link / unlink function isn’t enough, especially when multiple advertising accounts and analytics profiles enter the picture.

AdWords Links in the Management API allows you to get, list, create, update and delete links between Google AdWords accounts and Google Analytics properties and manage which views (profiles) to populate with AdWords data.

Provisioning API

This API lets you programmatically create new analytics accounts. It’s intended for service providers with many clients to be able to quickly and automatically create GA instances, and it’s available by invite only.

Now you’re clued in. So tweet this post and get back to work!

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Is a Free Consult Valuable?

July 6, 2014

B2B/non-ecommerce marketers and their potential customers have a problem.

The marketer is responsible for driving revenue, but often there’s a significant delay between when someone shows interest in a product/service and when a deal gets signed, which is why many marketers fall back to the performance metric of leads generated.

Potential customers need someone to pitch in but have minimal extra time because they’re so busy trying to cover the gap they’re looking to hire for.Read more…

Read more...

B2B/non-ecommerce marketers and their potential customers have a problem.

The marketer is responsible for driving revenue, but often there’s a significant delay between when someone shows interest in a product/service and when a deal gets signed, which is why many marketers fall back to the performance metric of leads generated.

Potential customers need someone to pitch in but have minimal extra time because they’re so busy trying to cover the gap they’re looking to hire for. They need to quickly evaluate many highly complex solutions, often without an objective point of reference to guide the process.

This blog post evaluates the “free consult” as a solution for helping marketers set up qualified conversations for their sales people and potential customers to quickly but effectively determine whether this is the right solution. While, yes, there are customers who know what they want, call the company number and place an order, in working with hundreds of lead-gen-driven sales processes, my take on the data is that more complex sales processes can’t be reduced to an e-commerce transaction and require a live conversations driven by both parties.

Marketers have several tools in their arsenal to facilitate this conversation — we’ll focus mainly on the free consult but want to set the landscape.

The marketer’s lead generation toolkit

1. List a phone number. While only ready buyers, people selling something or customers with an issue tend to call a listed number, it’s good form to make your people easily and quickly available.

2. Provide a contact form. Not everyone is a phone person, but there are folks who will get a conversation going via a contact form and then email leading up to a live conversation.

3. Have a social media presence you monitor. Yes, people will tweet at or LinkedIn message you. It’s one of my favorite ways of connecting with new people and companies.

4. Offer a free content resource such as white paper or webinar in exchange for contact info. #1-3 are communication methods for someone looking to buy. If you create valuable resources, people may genuinely just be looking for good information. How to uncover which of these leads are real buyers, or get them to the point where they are, is one of the great challenges of modern marketing. Nonetheless, this can be an incredibly powerful revenue generation methodology.

5. Newsletter subscription. Like #4 but less information has to be given by the prospect.

6. Offer a free trial. This is an incredibly powerful conversion tool for companies that offer a try-able product or service, but there will be a significant number of participants who are just researching.

7. Offer a free consult.

Many savvy people immediately become cautious when they see the words “free” and “consult” joined together. Nothing is free in this world. At a minimum, having a conversation costs us time, which is for many of us is our most precious resource. More importantly, if we’re reaching out to an expert for help, we’re likely to take that person’s advice. Thus, even though it may be “free” in the financial sense, there’s a lot at stake for a prospect entering a free consult.

The 7 golden rules of free consults

If a marketer/sales person/company cares about you, the prospect, they’ll do the following to ensure your free consult is valuable.

1. Ask what you’re looking for AND give you that as quickly as possible or say sorry I can’t offer that.

2. Ask you questions that diagnose your problem not just qualify you as a buyer.

3. Offer as complete a solution as quickly as possible. I believe strongly that ideas, concepts and theories are a public resource. I only want to be paid for helping you implement the thinking, not for making you aware of it.

4. Answer questions directly and transparently. There’s nothing worse than asking someone what something costs, how long it takes or who else uses it and getting a round-about answer.

5. Get to the point quickly.

6. Ask: “Is this what you were looking for, and how else can I be helpful?”

7. Always come from the perspective that it’s better to give extreme value regardless of compensation.

Personally, I’m extremely cautious about booking free consults. I try to do as much research only as possible first and use the consult as a way of answering questions that I’ve found to have less clear-cut answers. I also use the consult as a way of evaluating whether this is someone or a company I want to do business with. When I get the vibe this is someone who genuinely wants to be helpful, I keep going through their sales process. As soon as I feel like I’m being worked, I bail.

When it’s me giving the free consult, I work as hard as possible to do a good job with the 7 Golden Rules of Free Consults. Regardless of whether someone becomes a customer, I want them to feel that their time has been well spent and they’ve gotten real value.

If you want a free consult on your conversion optimization/online marketing program, reach out to me to set up a time for a free consult.

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