by Carolyn Lyden  Mar 5, 2020

What is call tracking?

What is call tracking? Call tracking is the process of determining how callers found your business. Marketing and sales teams can use call tracking data to measure the success of advertising campaigns and optimize future marketing strategy. When did call tracking start? Call tracking in some form has existed since telephones were first invented and…

by Charlie Braithwaite  Feb 13, 2020

What is Z-shaped Attribution?

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…

by Charlie Braithwaite  Feb 12, 2020

Guide to U-shaped Attribution

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…

by Charlie Braithwaite  Feb 11, 2020

Guide to W-Shaped Attribution

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…

by Melissa Garner  Feb 6, 2020

Next-level tips for tracking leads from offline sources

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…

by Charlie Braithwaite  Jan 29, 2020

A guide to linear attribution

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.…

by Melissa Garner  Jan 27, 2020

SEO vs Local SEO: What’s the difference?

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…

by Brittney Sovik  Jan 23, 2020

Attribution models: What they are, why they matter, when to use them

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…

by Billy Watts  Jan 17, 2020

What is NAP Consistency?

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.…

by Tameka Hughes  Nov 20, 2019

What is customer success?

Customer success is the business methodology of ensuring customers achieve their desired outcomes while using your product or service. Customer Success is relationship-focused client management, that aligns client and vendor metrics and goals for mutually beneficial business outcomes.   The importance of managing customer success Customer success management transforms your customer relationship through strategic and…

by Jay Hansborough  Nov 18, 2019

GCLID vs UTM: Understanding every click

URL tracking parameters, also known as tracking codes or tracking tags, are tools that record the origin of a click. When someone clicks on a link in one of your ads, emails, or other marketing efforts, these little snippets of computer language, which are attached to the ends of URLs, capture all sorts of valuable…

by Kara Kelly  Nov 13, 2019

How does call tracking work?

If you’re in marketing, it’s likely you’re tracking leads using forms on your website. But if your ads, emails, or landing pages include a phone number, you may be missing out on credit for leads that come in through a call (or text). Depending on your industry, callers can be the most motivated leads. Call…

by Elizabeth Allen  Nov 7, 2019

What is product positioning?

Product positioning is developing a strategy to market a product or service to its target audience. Effective positioning highlights product benefits and attributes with messaging that clearly states your product’s value over your competitors. The strategy and process of positioning a product involves with identifying the problem(s) you’re solving through your product features, conducting market…

by Christina Bourne  Oct 31, 2019

What is a product life cycle?

Product life cycle is a term used to describe the stages of creation, growth, and retirement that any product goes through as it makes it way to and through the hands of its users. The traditional stages are a product life cycle are development, introduction, growth, maturity, and decline. The product life cycle lives mainly…

by Karissa Austin  Oct 30, 2019

MQL vs. SQL: How to define lead types in marketing and sales

The buyer’s journey has never been more complex. With new technologies are drastically revolutionizing the way we market and purchase products, it’s no longer as simple as a customer walking into your store and buying something they need. Nowadays, consumers are inundated with ads on their phones, laptops, TVs, and, of course, billboards. More choice…

by David Schroeder  Oct 29, 2019

What is customer lifetime value?

Customer Lifetime Value (CLV) is the total value in revenue a customer represents to a company over the entirety of their business relationship or customer life cycle. It is one of the most important metrics to track for overall business performance. The importance of measuring CLV Customer Lifetime Value (CLV) can be one of the…

by Dan Wakefield  Oct 28, 2019

What is time-decay attribution?

Time-decay attribution is a multi-touch attribution model that gives some credit to all the channels that led to your customer converting, with that amount of credit being less (decaying) the further back in time the channel was interacted with. The assumption here is that the first advertising channel your customer interacted with merely planted the…

by Tim Niziak  Oct 25, 2019

How to define a marketing-qualified lead

Defining and identifying marketing qualified leads (MQLs) is the catalyst for all marketing efforts. In this piece, we’ll explore what an MQL is, how they can be qualified, the relationship between MQLs and SQLs (sales-qualified leads), and how MQLs can help show return on investment (ROI). What is a marketing-qualified lead? A marketing-qualified lead is…

by Jay Hansborough  Oct 23, 2019

Call campaign tactics: Call-only ads vs call extensions

More than 60% of Google’s search engine traffic came from mobile devices through the first six months of 2019, as more and more consumers moved their online purchasing journeys from desktop to mobile. For small business owners and digital marketers, call-only ads and call extensions are effective ways to capitalize on this trend, improve mobile…

by Melissa Garner  Sep 30, 2019

What is a heat map?

A heatmap is a data visualization tool that displays user data captured on a website in the form of color density maps to convey user behavior and traffic patterns. The more intense the color values of certain areas, the more traffic that location of a page has received.   Benefits of using a heat map…

by Melissa Garner  Sep 25, 2019

What is a featured snippet?

A featured snippet provides a summarized answer to a users search query at the top of the Google search engine results page (SERP), right above position 1. These answers are scraped from other sites content that best satisfies the user’s search. Also referred to as position zero, the featured snippet answer is contained in a…

by Melissa Garner  Sep 18, 2019

What is latent semantic indexing (LSI)?

Latent semantic indexing (LSI) is a complex system used by search engines to analyze the relationships between terms and concepts on a page in an effort to provide the most accurate and relevant search results.   The importance of latent semantic indexing for search Latent semantic indexing uses natural language processing (NLP) to help a…

by Melissa Garner  Aug 25, 2019

What is information architecture?

Information Architecture, often written as IA, is the organization of information into a hierarchy to make it easier to use. IA gives structure to information including content organization, site structure and navigating hierarchy in website redesigns. The importance of Information Architecture to the user’s experience The term ‘Information Architecture’ dates from 1975 and is attributed…

by Melissa Garner  Aug 13, 2019

What is lead generation?

Lead generation is a marketing strategy that aims to generate interest in a product or service from prospective customers and turn them into qualified leads ready to make a purchase.   The importance of lead generation Lead generation is a critical marketing strategy for sustainable long-term business growth as it not only works to generate…

by Melissa Garner  Aug 8, 2019

What is a sales funnel?

A sales funnel, also known as a purchase funnel, is a consumer-based marketing model designed to replicate a potential customers journey through the stages of the buying process for any product or service. The typical stages of the sales process include: Awareness Interest Decision Action   The importance of the sales funnel process A sales…