#Silverback strategies firemon how to#

“And using mass media, the key levers to drive growth were reach and frequency. “As marketers, we were taught to master the funnel - a linear customer journey from awareness to consideration to purchase,” Google’s President of the Americas Allan Thygesen wrote in a September 2018 post entitled Beyond the Traditional Marketing Funnel - A New Formula For Growth on the Think With Google blog. This often ignores the importance a blog can play in earlier stages and even throughout the sales funnel.Īnd, as our friends at Google point out, that means you’re missing out on a lot of value because the way users interact with the digital environment has changed so radically. By default, the platform attributes conversions to the channel that received the last click before the conversion. We can only look at data - and Google Analytics looks at users in sessions. That’s what we’re here to do.īut before we start the math… A Few Blog ROI Notes to Keep in Mind

#Silverback strategies firemon how to#

To do that, you’ll need a more in-depth method of figuring out how to estimate the revenue and ROI for a blog. And while attribution modeling can help you understand which individual posts drive conversions, that’s often not enough information to show if those conversions are actually leading to customer spend. Yes, you want to pay attention to your blog’s growth. There are so many other aspects that blogs can bring to the table.īut the fact remains: at some point, a client, or a boss, or someone who can directly impact your career, will ask you that hard question - what are we getting for all those blogs you’re writing?

You don’t always want to get bogged down on the monetary value. Read More: A Full-Funnel Marketing Strategy for Lead Generation Many marketers lean on shares, time on page, bounce rate, engagements on social and other top-funnel metrics to determine whether or not their content is resonating. Let’s be clear: blog ROI isn’t always measured by direct, attributable revenue generation. However, this does not mean we should throw our blog budgets down the drain with no hope of seeing a measurable return. It’s hard to marry the data between the revenue tracking platform and Google Analytics because you can’t easily go back and combine the two. These businesses typically have a longer sales process, and Google does not collect that information. Measuring blog ROI depends much more on your revenue tracking platform outside of Google Analytics. Service-based businesses - plumbers, electricians, designers, etc. User privacy, limits to analytics and murky data sets mean you can’t always track which behaviors led to a specific customer transaction as accurately as you like, even if you’ve implemented a first-party data strategy. Unfortunately, complete data sets with that granular level of detail are not always available. Every content marketing agency in the industry would rejoice! It would be great if marketing teams could easily tie every behavior by individual users directly to digital marketing objectives. Calculating blog ROI isn’t straightforward or simple. Knowing what makes the magic happen helps content marketers improve our skills and be more efficient with our blogging budgets. Are we actually helping the bottom line? This level of marketing attribution is critical to solving major marketing pain points. We want to figure out how much a blog contributes to a company’s revenue. Collaborate with the Director, Client Services and Sr.Content marketers want to know which blog posts catch users’ attention, push prospects down the sales funnel or convince leads to become customers.Work directly with Director, Client Services to plan, implement and audit paid media campaigns & strategies that align with client KPIs and marketing goals.Responsible for driving the strategy, innovation and performance of multiple client Paid Media strategies and building long lasting client relationships.What You'll Do - Channel Expertise & Innovation