Category Archives: Campaign Management

2 Free Tools To Measure Online Marketing Performance

The best thing about online marketing for me is that everything is measurable.  And I mean everything.  By using some basic tools we can see in our own marketing where a Froggo client first came into contact with one of our marketing messages, see what they did as an action, right through to either being face-to-face with them or them purchasing one of our products online.

But… when it comes to online performance it can be tricky to get your head around where to start.  What exactly should you be measuring?  Here are three of our favourite tools to use – two of them are free!

Google Analytics

A must have tool for any website.  You’ll be amazed at just how much data Google Analytics will show you about your website.

Free-Tools-To-Measure-Online-Marketing-Performance-2

See how many visits you’re getting each month.  Track where they’re coming from.  See which content is most popular.  Even features like visitor flow visualisation, which shows you the path users take through your website, are now available and it’s all free!

If you haven’t done already, get over to Google Analytics now, set up your account in minutes (even less if you already have a Google account) and get the tracking code onto your website.

Google Webmaster Tool

This tool is again another free tool courtesy of Google.  It’s quick to set up and gives you huge insight into how Google is viewing your website – this is important especially if you have broken links etc.

Free-Tools-To-Measure-Online-Marketing-Performance-3 

The Google Webmaster Tool will allow you to quickly see and fix any problems like 404 errors on your website.  It allows you to examine your inbound links, which is a really good way to measure the performance of your SEO campaigns.  I’d even go as far to say that it’s the best tool for measuring inbound links as it’s Google reporting back to you on which links they have indexed instead of relying on what some third party tool is telling you they have found.

Another great use of the Google Webmaster Tool is the search query analysis feature.Free-Tools-To-Measure-Online-Marketing-Performance  

This allows you to examine which keywords are driving you the most traffic in the search engines.  You can monitor things like impressions to clicks which of course gives you your average CTR for each search query.  This free tool really does hold quite a lot of power.  When you open your account, make sure you link it to your Google Analytics account so that you can pull data from each application.

3 Reasons To Use Wistia In Your Email Marketing Campaigns

Hello it’s James here and in this short video I’m going to be sharing some pretty cool stuff that we’ve been using with Wistia in our email marketing campaigns.

What is Wistia?

So firstly what is Wistia?  Well, in the words of Wistia, themselves: “Professional Video Hosting and Analytics for your Business”.  So basically instead of using something like YouTube to host your videos, you can use Wistia to have much more controls over things like video player options.  Things like colours, play buttons, you can even add clickable Call To Actions (CTAs) at the end of the video which can be either an image or text.  Of course, that’s great if the video’s purpose is to make the viewer do something once they finish watching.  I would hope that all of your videos do this!

So let’s take a look at some of the reaosns why we’ve been using Wistia in some of our recent email marketing campaigns:

1) Fast upload, Sexy Video Player, Easy To Use

One of the great things about using Wistia videos in an email marketing campaign is the fact that it’s just so easy to use.  At Froggo, we like to use a lot of video as our tests show that our conversions are generally much higher when we do.  So this means that sometimes we’ll use a sequence of videos in a campaign.

Now, before using Wistia, we would self host all of our videos and use a player like JW Player or Easy Video Player.  But the problem with doing this is that you have to convert videos to be web ready.  A process that depending on how powerful your computer is, can take hours of unnecessary time spent.  With Wistia, you just select your file, upload, add any custom settings you want, and embed.  Simple.

2) Powerful Heatmap Tracking

Powerful heatmap tracking makes Wistia what it is.  It’s a feature that most video hosting providers just dont have.  So what’s so good about it?  Well, on the first day of a new email campaign you’ll be driving traffic to a landing page where you’ll be wanting visitors to take some form of action whether it’s to call you, leave their email, or just download something.

Now, with your Wistia video embedded on the page, you can now track how people are watching your video:

  • Are they watching it all the way to the end?
  • When are they dropping off?
  • At what time in the video is that… Is it after a particular CTA?
The heatmaps give you all of this data.  It really is powerful data to have as it allows you to split test your videos and improve them on each new launch.  Of course this will work particularly well if you have a product or service that you run regular promotions for.

3) Email Tagging

If you thought the heatmap tracking and other analytics data was powerful, email tagging will excite you further.  So what’s email tagging?  Well, the data that we’ve already pulled from Wistia is pretty powerful on it’s own, but now imagine if you had a way of telling which subscribers from your email marketing list watched the video, how long for, when they dropped off, and what time in the video was that?

Not only that… how many times did that individual person watch the video, what day was it when they watched, what time specifically did they watch it?  Now imagine segmenting these people by these stats and adding them to some kind of lead scoring software like Office Autopilot, tailoring a custom follow up sequence for each, and then sending them down that particular marketing funnel.  You’re going to have yourself a pretty powerful marketing campaign.

Remember it’s all about the data.  Make sure you’re collecting as much of it as possible.  Ideally you want to be able track your sales from the very first marketing touch point right up to when they buy, and continue tracking through that buyers customer life cycle.

I hope you’ve enjoyed this video.  Any questions, comments or feedback are welcome below.  I’m James Downton, at Froggo Marketing.  I’ll catch up with you next week.

Build Your Marketing Campaigns Around Spending Behaviour

Video Transcription

So here’s a little bit of theory to mix in with some of the things that I’ve been saying.  If you want to end up with a finished transaction, you’ve got to be able to understand people’s spending behaviour.  And the cross-over between that is where you as a company deliver the promise to the customer that you made them.

You deliver the promise.  You get money.  Logical.

But how can you shape spending behaviour?  Well that’s when marketing comes in to play.  And what you need to do in your marketing is in your customer, you’be got to  create (for them) the expectation of the promise.  And the way that you can shape the marketing is by planning correctly how to do it.

And that is all about being able to anticipate the need of the people that you are marketing to.  Marketing planning is all about being able to anticipate, in advance, what you think your target market is going to think, feeel, and do.

How To Write Email Subject Lines That Get Opened

As our client base for campaign management continues to grow each week, one of the top questions I always here is:

“How should we write our subject lines – is there a right way to do it?”

Whilst there’s definitely a right way to do it, there isn’t really a wrong way AS LONG AS you follow certain rules.  Not following the rules and sending out non responsive email subject lines could damage your list as it trains your subscribers to ignore your emails… AND if the majority of your subscribers use an email service provider such as Gmail, then Gmail’s filters will learn that this isn’t something that’s important and they’ll automatically add it to the spam list.  So you can start to see the importance of getting this right.

So to keep you safe I’ve put together a sort of checklist/guide that I’m calling my Subject Line WIN list.  Use these in your auto-responder follow up sequences and your broadcasts and watch your open rates increase dramatically.  So here we go:

1) Avoid The Spam Blockers

Yes there are certain words that spammers use in their emails that you should DEFINITELY avoid putting into your subject lines.  The image below show’s you which one’s to avoid like the plague! – BUT there are literally hundreds of these words.  The good news is that you can get a complete list of these here: Very naughty words.

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2) Don’t Use Capital Letters

Using all capitals (shouting in internet land) is another big no-no that triggers the spam filters.  Please don’t do this.  Spam filters will not allow you to shout at people.

3) Use Long Subject Lines

From the testing we’ve carried out in a wide range of different markets, we’ve found that longer subject lines get better open rates.  Approximately 50 characters is a good length.  Of course, this means you get more room to persuade the subscriber to open your email.  Win-Win!

4) No Smoke and Mirrors

Be upfront, honest and tell the subscriber what’s going to be in the email content.  Certainty is one of the core human needs – play to it!  Make people feel that when they click on your email that they’re in control and safe.

5) Use A Number

People love numbers! I’m not sure exactly why this is but it probably borrows power from the need of certainty and our most valuable currency, time.  I.e. What exactly are you going to show me and is it worth my time?

6) Make It Personal

It’s always good to start your email subject lines and your email content with a a first name tag.  It does get attention, however, don’t overuse this.  I’d recommend only using it in the subject line 1 out of every 3 times, sometimes less.  It’s best to use the first name tag when you know you have better rapport with your email list but this will depend on the type of industry you’re in.

7) Ask An Open Question

Asking open questions will make people pause for thought and instantly place themselves into the context or situation that the subject line creates.  It’s also a great way to build intrigue and a sense of curiosity.

8) Use Exciting Words

Well.. as exciting as a word can be.  What I mean here is to use words that pack-a-punch like

  • Essential…
  • Powerful…
  • Must Have…
  • Breakthrough…
  • Proven…
These high voltage words are a winning ingredient to making emails irresistible to open.

9) Time

Everybody worries about running out of time and you should be taking advantage of this with your email subject lines.  You can use it both positively and negatively by either saving people time, like “double email open rates”, or adding time pressure “only 10 hours left to register…”.

Examples That Use The “Subject Line WIN List”

’9 powerful tips to double your email open rate’
‘James, get the proven strategy for increased email open rate’
‘Do your email open rate stats look like this…?’
’2 min video shows exactly how to double your open rate’
‘The 1 thing to avoid that will lose you email opens’

As always, questions, comments and large donations are welcome.

The Top 5 Must Follow Steps To A Best Selling Campaign

Video Transcription

So info-preneuring as a strategy, let’s get to the content of what you do.  Here’s your blueprint.  Here’s another money slide for you, you might want to write this down.  Info-preneuring as a strategy is you’ve got to have something to sell to somebody who wants what you have.

Now online, it’s easy to find those people and I’m going to show you how to do that in just a second but I want to make sure that you write that down for now.  Something to sell to someone who wants what you have.  Otherwise you’re having a hobby here, right? So you need to make money. It’s not a bad thing to want to make a profit. You’ve just got to deliver value. Ok, everybody got that?

Second thing is, you’ve got to have something to say and a specific way to position it.  And what I mean by that, is go back into the needs.  On the two days, if you come along, that diagram I showed you yesterday about why people buy, we go into the VERY specific details. Every component of that so that you’ll understand very clearly what you’ve got to do. Something to say and a specific way to position it.  Don’t do what everybody does and SPAM and go, “Buy my stuff” or “follow this link”.  That’s amateurs, they don’t know what they’re doing.  All they’re doing is irritating people and it does NOT work.

Here’s the third thing – you’ve got to have a proven, measurable, profitable system to follow.  A PROVEN, MEASURABLE, PROFITABLE, SYSTEM to follow.  Now, here’s another top tip on that one. It’s NOT a clickbank photograph.  It’s not a photograph of how much money I’m making from clickbank or somebody else is making on clickbank or the number of people who have subscribed today, it’s not that. It’s a system. It has steps.  Very clearly demarcated.  I’m going to give it to you today.  I’m going to give you that system.

And then when you get a little bit deeper into this, to make this complete for you, you have to have specific objectives with deadlines.  And if you don’t have specific objectives with deadlines for your clients, your people, if you’ve got employees, your business or your brand, you will not make progress.  You’ll drift.  Business is all about deadline.  Accounting is all about making a profit by a certain date. You drift without a deadline. Is that right?  Those of you that have got businesses?

And then the last one is you’ve got to have an effective and an active marketing plan.  Emphasis on EFFECTIVE and ACTIVE marketing plan.  And all of this can be delivered with the technology of the internet.

So, all of the things that Bob said last night, how do the guys take this and how do they apply the marketing to their projects in order to take those things forward.  Here it is in five bullet points.  

Something to sell to someone who wants what you have.  Means, create your product and find the market.  Something to say.  Means, to be articulate and think about the positioning of your marketing language, and the positioning of what it is you’ve got to say, and then there’s a specific way to position it, right?  And the system we’re going to cover off in a second.

How am I doing? Ok? We’re not getting lost in the overwhelm again? Cool, just checking in with you.

Now.  You’re getting paid.  Now, if you follow those five things, you can sit back and watch the till ringing.  I’ve got another version of this presentation that I deliver to businesses, and it’s called “How to make the till ring”.  As apposed to “internet marketing your way to millions”, which is, obviously, one of Bob’s brands.

Now you’re getting paid, and here’s the system.  You don’t need to write this down.  Just watch it because we’ll give you the slide.  This is the system but let me explain to you what the different parts of the system  are.