The 80/20 Rule tells us that 80% of results come from 20% of the efforts. In marketing it’s more like 90/10. Especially when it comes to content performance.Do you know which specific URLs make up your top 10%? What content hooks your audience? Which specific sources of traffic perform the best?In one hour, you’ll learn to use GA4 to discover the low hanging fruit in your marketing and which actions are the most likely to drive the biggest impact. This session covers the reports and analysis you can use to start getting better results from digital, discover which adjustments have the greatest impact on traffic and conversions …without an expensive website redesign.
[Expert Panel] New Google Shopping Ads Strategies Uncovered
Co-founder / CMO - Andy Crestodina, Orbit Media Studios
1. MASTER
CLASS
CHICAGO, IL ~ MAY 3 - 4, 2023
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Andy Crestodina
CO-FOUNDER / CMO
ORBIT MEDIA STUDIOS
Data-Driven SEO and Lead
Generation Master Class
46. Why don’t I rank?
Email Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media
47. Why don’t I rank?
Email Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media
48.
49.
50.
51. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…
52. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…
53. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…
54. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…
55. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…
56. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…
57.
58.
59.
60.
61. Why don’t I rank?
Medium
broadest origin of traffic
email
Source
Specific (branded) origin of traffic
mailchimp
Campaign Name
Specific marketing effort
april_newsletter
Campaign tracking for an email newsletter
62.
63.
64.
65.
66.
67. Next Steps
…now that you know your
top email campaigns
• Create new campaigns that emulate
those top performers
• Simply resend the top emails
using different subject lines
72. Next Steps
…now that you know your
top social networks
• Get active in networks
with low traffic, high engagement
• Accept the limits of networks
with high traffic, low engagement
• Double down on networks
with high traffic, high engagement
76. Next Steps
…now that you know your
top performing articles
in social media
• Keep promoting articles with the
highest engagement levels
• Produce more similar content
and promote it in those same channels
81. Next Steps
…now that you know your
performance of every article
• If email or social traffic was unexpectedly
low …promote once more
• If engagement within any channel was
unexpectedly high …keep promoting
84. Why don’t I rank?
Recently hacked
Narrowing the options
Is this cloud-based? Does it integrate with X?
What are the service level agreements?
Show uptime statistics.
Schedule a demo.
Triggers
Decision Stage
Q’s and
Objections
How we can help?
Dave, Systems Engineer
Buys technology for his financial firm.
85.
86. Take me back to that moment when
you first realized you needed help.
87. What else did you try?
What didn’t you love about it?
90. What can you do now (or do better)
that you couldn’t do before?
91. Why don’t I rank?
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability
92. Why don’t I rank?
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability
93. Why don’t I rank?
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability
94. Why don’t I rank?
source: NN Group
Causes of User Failure
95. Why don’t I rank?
What was the biggest
challenge you were
hoping to solve?
I wanted better
insights, not just
dashboards
You already have
dashboards, but you’re
still not getting insights.
Marketing Client
96. Why don’t I rank?
What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client
97. Why don’t I rank?
What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales
98.
99. Largest text is vague
Testimonial is vague,
boring and fake
Not a real person
They’re on a separate page
101. Why don’t I rank?
Logo
Headline
Face, name,
title, company
Target keyphrase
Elements of a great testimonial
102. Why don’t I rank?
Boring, typical web copy Personal expression of purpose
“Food waste is a global problem.”
“That’s why we started this company.
We’re 100% focused on cutting waste through
predictive ordering."
Reduce Food Waste
Powerful predictive dashboards for smarter
ordering for the food service industry
103. Why don’t I rank?
Pile of unsupported
marketing claims
Page filled with evidence
source: 7 Ways to use Social Proof
104.
105. Why don’t I rank?
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action
106. Why don’t I rank?
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action
109. Our products
Our baking and pastry products
Ideas & Insights
New Ideas from Inside Our Bakery
Our Customers
100 Years of Quality Baking Ingredients