Online customer reviews, and even more so reviews through Google My Business (GMB), are a critical part of digital marketing efforts for businesses with physical offices or retail locations. According to BrightLocal, the average consumer reads at least ten reviews before making a purchase, with 91 percent of consumers relying on positive reviews to make…

Successful selling requires support from an organization that can offer training, software tools, and other resources to improve sales effectiveness and performance at the individual and team-wide levels. The best way to build this infrastructure is through a sales enablement strategy, providing a framework to facilitate the collaboration, communication, and support that are necessary to…

Sales enablement is a fast-growing service offered by many marketing agencies, but we want to dive deeper into how agencies like yours can better embrace this practice internally to improve sales. As agencies face the challenges of scaling their sales efforts and improving conversion rates and ROI, they’re increasingly seeking out tools and strategies to…

Just like W-shaped and U-shaped models, Z-shaped attribution models are named so due to the shape that they make when you take an overall graphical-level view of how each channel receives credit. As you might’ve guessed, Z-shaped attribution is a multi-touch model that gives credit to all touchpoints in the customer journey. It’s also a…

Like other similarly-named models (think W-shaped and Z-shaped models), U-shaped attribution is a multi-touch, position-based model that vaguely resembles a U when you take a graphical look at how it apportions credit. A multi-touch model means that it takes into account all the different touchpoints along the customer journey, while it’s classified as a position-based…

A W-shaped attribution model falls into two main categories: Multi-touch: this means that it takes into account (i.e. gives credit to) multiple touchpoints along the consumer’s buying journey. Position-based: This means that the way it decides to apportion credit to those touchpoints depends on their position, in other words where they appear along the buying…

If you’re not a decision-maker within your marketing department, getting stakeholder buy-in can make or break your strategy turning into execution. But what really earns stakeholder buy-in at the end of the day? Anecdotally, it seems most marketers struggle with stakeholder buy-in — we all have frustration stories either personally or from our peers about…

The ongoing evolution of digital marketing channels, strategies, and technologies has yielded the deepest, most advanced metrics in marketing and sales history. With just a few little clicks from a prospect, you learn so much — from where the lead found you to what you should do to nurture the relationship. This ease of data…

Online consumers are often hesitant to give out their information, particularly if doing so adds effort to the search process. Even if they notice a relevant ad that generates interest, getting them to access a separate website, locate a contact form, and fill out their information may create a significant-enough obstacle to prevent that prospect…

A local SEO strategy is vital for every small business, drawing in website visitors and customers searching for goods and services in their own cities or towns. According to Google, 46 percent of all search queries have a local intent. For any local business, if you aren’t optimizing your website for local searches, you’re missing…

When your sales team scores a conversion for your company, it’s rarely an event that occurs in isolation. Sales professionals may dream of a perfect one-touch conversion with a new client, but the reality is much more complex: multiple touches, multiple channels, and an organizational headache when it comes to assigning credit for the victory.…

Businesses live or die by the quality of their leads — it’s a fact. And if there aren’t enough qualified leads, sales just won’t happen. There’s nothing worse than Marketing believing they are delivering the best gift of all time – a sure sales – that doesn’t materialize. Sales loses confidence in Marketing. Marketing’s frustration…

Businesses invested in their marketing and sales processes can gain much from attribution reports. The data yielded by lead attribution can drive new marketing strategies, inform current campaigns, and ensure that underperforming channels aren’t languishing. These marketing analytics come with one little problem: To the average client, they might seem too advanced. Although the various…

  “I think the most critical piece of CallRail here is it enables us to understand exactly how well we’re doing and communicate that back to our end clients. My name is Conrad Saam. I run Mockingbird. We’re an agency that focuses exclusively on the legal market. So, we had this great opportunity with a…

What is a linear attribution model? A linear attribution model focuses on multi-touch attribution–meaning it takes into account and attributes credit to multiple touchpoints along the customer journey. In fact, this model actually takes into account every single interaction that a prospect has with your brand prior to purchasing. Mathematically-speaking, they’re incredibly easy to understand.…

Every purchase is the result of a consumer journey. That journey begins with a desire—I want a new hat to make me look cool in front of my friends!—and ends with an exchange that benefits your business—if you give me that hat, I’ll give you more money than it cost to make and market! While…

For your site to be seen by online customers, you need to optimize your website for search engines. This is where SEO comes into your marketing strategy. Without a strategy for search engine optimization (SEO), your business could be and is missing out on a slew of prospects who are local to you, but unaware…

Who is on your website and what are they doing there? What kinds of web traffic are you driving? If you’re a marketer, these are burning questions you probably ask yourself frequently. You’ve probably already gone to great lengths to figure out how to monitor this activity. There are a variety of ways you can…

Most paths to purchase are not a straight line. There are lots of ways for customers to discover your brand, engage with it, and move further down the sales funnel. That’s why attribution models have become a necessary tool for marketers looking for data to improve their campaigns. What is attribution modeling? Attribution modeling is…

Make your business seen within your community Google My Business (GMB) is a free platform that helps any business take control of their local search presence, which is especially helpful for small businesses. If you’ve ever been in a new city and entered “restaurants near me” into Google, you’ve already seen GMB in action. Google’s…

Lead generation is a critical process for any marketing agency. If you want to help your clients find leads of their own, you had better be able to perform this service to grow your own business first. A marketing agency directory can be a valuable source of these leads. If you’re a serious marketing agency,…

NAP Consistency refers to the accuracy of a location-based business’s Name, Address, and Phone number across all business listings, local directories, social media profiles, and websites. It is widely considered a search ranking factor for local SEO. Don’t forget about your homepage URL as well as this is the most important element to keep consistent.…

Approximately 342,000 billboards dot American roads and highways, according to Statista, with nearly 9,000 of those being video billboards that cycle through ads every several seconds. About 15% of Americans own cellular phones that aren’t smartphones, according to Pew Research Center. That means in a room of 20 people, three are likely using flip phones…

Let’s talk about agency pricing. Value-based retainer pricing models are a hot topic in today’s agency world. The idea that you charge clients based on the value you provide rather than a flat rate has emerged as a remarkable step toward delivering outstanding, innovative results for your customers. From this concept, points-based retainers emerged. Point…

Designing an effective contact form or lead generation form can make a huge impact on the number and quality of leads you attract. Still, designing an effective form for your company is no easy task. The good news is there are many form builders available to help you develop high-quality webforms. Form tools are by…