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{PODCAST} In-Ear Insights: Fixing The Marketing Funnel
In this episode of In-Ear Insights, Katie and Chris take you behind the scenes as they examine first quarter marketing data. Listen in as they audit Trust Insights’ own marketing data, identify weak spots, determine a course of action, and look at ways to gather additional data for better marketing insights.
Listen to the audio here:
http://traffic.libsyn.com/inearinsights/tipodcast-reflection.mp3
Download the MP3 audio here.
Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher Penn
This is in your insights, the trust insights podcast.
In today’s in your insights, we are turning, I guess, the mirror or the looking glass inward. Katie, you wanted to tackle a problem that I’m sure a lot of other marketers have. But we’re looking at in our own data. So why don’t you set the stage?
Katie Robbert
Yeah, absolutely. So every month, as good marketers responsible marketers, we collect our own series of metrics around the health of the company and our growth. And today being the first of the month. I did that for the previous month. And so what I’m seeing in our data is substantial growth in terms of traffic awareness, people interacting with our content, downloading materials signing up for our newsletter. However, that’s not necessarily leading to conversions in terms of people raising their hand and saying, I want to work with you. And so the question that we’re wrestling with and thinking about if we take ourselves out of it, what advice would you give to a client? The question is, I’m really great at driving traffic, but nobody is converting. What do I do?
Yeah. So Chris, I would sort of turn to you. And say, if a client came to you with a question like that, where would you even start them?
Christopher Penn
So I look at a couple things. One, are you punching people in the face hard enough? Which is to the the the way of saying how obvious Are you being with your calls to action, all the calls to action blending in or they like screaming in your face? If you need this, do this. And so I guess the first place I would start is looking at the UI. And I would do I call the room test where if you load up a page, any given page on the new step across the room is the call to action obvious enough on your laptop screen from across the more if you take your mobile phone, and you load the you hold it at arm’s length is a visually obvious call to action. And if there is, that means it’s not a creative issue. That means then it’s probably an Well, let’s let’s step back, Bob stone in 1968, created a framework called the direct marketing framework, which he calls list offer creative, and it’s super straightforward. Do you have the right audience the list? Do you have the right offer? And then you have the right creative?
Do we have the right audience? Are we getting the right people to the website? It’ll be question number one. So we look at the demographics who we want to be targeting. And we’ll look at the demographics based on things like Facebook Audience Insights from our tracking
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In this episode of In-Ear Insights, Katie and Chris take you behind the scenes as they examine first quarter marketing data. Listen in as they audit Trust Insights’ own marketing data, identify weak spots, determine a course of action, and look at ways to gather additional data for better marketing insights.
Listen to the audio here:
http://traffic.libsyn.com/inearinsights/tipodcast-reflection.mp3
Download the MP3 audio here.
Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher Penn
This is in your insights, the trust insights podcast.
In today’s in your insights, we are turning, I guess, the mirror or the looking glass inward. Katie, you wanted to tackle a problem that I’m sure a lot of other marketers have. But we’re looking at in our own data. So why don’t you set the stage?
Katie Robbert
Yeah, absolutely. So every month, as good marketers responsible marketers, we collect our own series of metrics around the health of the company and our growth. And today being the first of the month. I did that for the previous month. And so what I’m seeing in our data is substantial growth in terms of traffic awareness, people interacting with our content, downloading materials signing up for our newsletter. However, that’s not necessarily leading to conversions in terms of people raising their hand and saying, I want to work with you. And so the question that we’re wrestling with and thinking about if we take ourselves out of it, what advice would you give to a client? The question is, I’m really great at driving traffic, but nobody is converting. What do I do?
Yeah. So Chris, I would sort of turn to you. And say, if a client came to you with a question like that, where would you even start them?
Christopher Penn
So I look at a couple things. One, are you punching people in the face hard enough? Which is to the the the way of saying how obvious Are you being with your calls to action, all the calls to action blending in or they like screaming in your face? If you need this, do this. And so I guess the first place I would start is looking at the UI. And I would do I call the room test where if you load up a page, any given page on the new step across the room is the call to action obvious enough on your laptop screen from across the more if you take your mobile phone, and you load the you hold it at arm’s length is a visually obvious call to action. And if there is, that means it’s not a creative issue. That means then it’s probably an Well, let’s let’s step back, Bob stone in 1968, created a framework called the direct marketing framework, which he calls list offer creative, and it’s super straightforward. Do you have the right audience the list? Do you have the right offer? And then you have the right creative?
Do we have the right audience? Are we getting the right people to the website? It’ll be question number one. So we look at the demographics who we want to be targeting. And we’ll look at the demographics based on things like Facebook Audience Insights from our tracking
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