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Evaluating Digital Agency Billing Models

Published April 27, 2017
It takes a very special kind of person to enjoy managing money. It’s even rarer to find someone who enjoys asking people for money. But whether you love it or hate it, at the end of the day, an agency needs to bill clients in order to keep the lights on. Across the industry, opinions vary widely on the best approach to billing, especially when digital work can be difficult to “show” outside of a final report.
In this article, we’ll review four possible approaches to billing clients, along with their pros and cons:
  • Percentage of spend
  • Hourly
  • Flat Fee
  • Profit-Based

 

 

Using Facebook Audience Insights

Published April 20, 2017
They say that opposites attract, but long-term relationships are usually built on shared interests and values. While that applies to everything from friendships to marriages, it also applies to the relationships brands build with consumers. Knowing what your customers like, what they care about, and how they spend their time and money allows you to build better, more meaningful connections.
That’s why any good marketer is consistently looking for more ways to learn about their audience. What age, gender, and geographic demographics do they fall into? What are their hobbies? What brands do they like? Where do they shop?
Facebook’s Audience Insights allows you to pinpoint these and other data points about potential customers on social media, where individuals are most likely to share personal details about their lives online. Whether you’re planning a Facebook ad campaign or new audience intelligence for a marketing campaign elsewhere, you’ll likely find valuable information in this section of Facebook. In this article, we’ll go over how to use Audience Insights and how to segment potential audiences using various data points.

 

 

Five Retargeting Tactics to Reach Potential Clients

Published April 13, 2017
We’ve all experienced it. You visit a site, view a product, and then see ads for that product as you’re browsing other sites. You think, “I just looked at that, how do they know?!”
This happens as a result of a digital market tactic known as retargeting (also commonly known as remarketing). It’s a ubiquitous advertising technique that most web users are familiar with at this point. Whether the ad is helpful or annoying largely depends on the execution of the campaign.
While retargeting has undeniably proven value for driving conversions, when it’s done improperly some consumers may find it a little unnerving. The issues are common; people complain about seeing the same ads over and over, or continue to see ads after having already made a purchase decision.
When you’re planning a retargeting campaign, the strategy should go beyond simply setting up a code and targeting everyone who visits your site. In this article, we’ll review five tactics to help take your retargeting to a new level. We’ll focus on AdWords, Facebook, and Bing, although other platforms allow you to retarget as well. When we’re talking about AdWords, we’ll use the term “remarketing”, because that’s the term that Google uses within this platform.

 

 

Four Time Management Tips for Digital Agencies

Published April 6, 2017
When you think about the biggest challenges facing digital marketing agencies, what comes to mind first? Keeping up with an insanely fast-paced industry? Maintaining consistency through staff turnover? Keeping clients happy in a competitive business? All of these are day-to-day realities for any agency. But by addressing one of the largest internal challenges – time management – an agency can begin to face these other challenges.
Managing time properly can allow breathing room for education, training, team building, creativity, and proactivity. Having time for these “luxuries” can mean the difference between satisfaction and dissatisfaction for both clients and employees. Efficient time management can also have a significant impact on revenue and profit loss. In this article, we’ll review four tips to help you better make use of your time and accomplish not only more work but better quality work.

 

 

Dispelling Digital Marketing Myths

Published April 3, 2017
You are meeting with a client. You have finished delivering a data-supported pitch for your 2017 digital marketing initiative when the client turns to you, pauses, and declares none of this is needed because people don’t research their product online.
Or, you are in an internal meeting with your boss. You are mid-sentence pitching her on the need for a new hire in your department when she stops you, smiles, and says you have a tool for that. You don’t need a human.
Whether you work in-house or at an agency, these are soul-crushing times. You know in your gut that something is correct, but you have been smacked in the face with a digital marketing myth. We’ve been there. And we share your pain.
To help, today we outline five digital marketing myths and how to get around them. Let’s start with an oldie but goodie.

 

 

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.