How to Create an Awesome Facebook Cover Page in Three Steps

In light of Facebook's recent update to its photo guidelines, which now allow you to include CTAs in cover photos, we wanted to show you how to get creative with your cover graphics.

        • Include a link to your content in your cover photo description.
        • Assign a toll-free number to your Facebook page to track phone conversions.

          Once you've created your cover photo, post a link to it on our Facebook page so we can check out your handiwork.

            Three Signs You Might Be a Marketing Hoarder

            There’s a growing problem in the marketing world. It’s hard to identify, because many businesses that struggle with this problem seem perfectly normal to the naked eye.

            But in the nooks and crannies of these businesses, there lurks a deep, dark secret.

            Hoarding.

            Chances are, you’re familiar with the term. Shows such as A&E’s “Hoarders,” TLC’s “Hoarding: Buried Alive,” and Animal Planet’s “Confessions: Animal Hoarding,” have shed light on the problem of excessive attachment to possessions and animals, leading to unsanitary living conditions and alienation from family and friends.

            But the concept of hoarding is not one that a lot of people apply to marketing. Like hoarding of possessions, this practice can be harmful to your business and can alienate your consumers.

            Are you a marketing hoarder? If you have any of the following symptoms, you just might be.

            You Have Trouble Letting Go of Old Marketing Content


            “But that’s the way we’ve always done things.”

            “It’s worked for us in the past.”

            “This might work for us again someday.”

            Sound familiar?

            Is your marketing department cluttered with emails, white papers, print ads and direct mail pieces galore? Don’t get us wrong — there’s nothing wrong with having a large inventory of content. However, there is something wrong with investing in and maintaining that content without assessing its value to your business.

            Marketing is all about getting the right message to the right customer at the right time. The value of content should not be determined by how much money you invested in it or how cool everyone thought it was at that trade show three years ago. Instead, base your marketing decisions on how much profit your campaigns directly generate for your business and the level of impressions they have on your consumers.

            What to do about it.
            Divide your content into categories: content you can’t do without, content you need to re-evaluate and content that without a doubt needs to go. Then segment your audience into personas and determine which content is appropriate for your audience’s demographic at each stage of the sales cycle. If you find your content is not quite right for a particular audience, start fresh and create a campaign that appeals to your consumers’ interests.

            Once you’ve put your campaigns into place, analytics tools like ClickPath will be your friend. Tracking the metrics that are most important to your business will help you assess your prospects’ engagement with your marketing and quantify the value of your campaigns. If your ads aren’t doing anything for you in terms of customer engagement and ROI, you’ll know it’s time to bid that content adieu. (But be warned: Gathering data and using it to your business’s benefit is tricky work. Read on to see why.)

            Your Data Is Disorganized


            Impressions.

            Organic search ranking.

            Click-throughs.

            Page views per visit.

            Email open rates.

            White paper downloads.

            Video views.

            Returning site visits.

            Calls.

            So many metrics, so little time.

            We’ve established that having an analytics process in place is, of course, the first step toward assessing which campaigns can stay awhile and which need to go. Unfortunately, with the volume of data available, it’s easy to get overwhelmed. That’s why only 0.5 percent of the world’s data is actually being analyzed and 70 percent of useful data is not being taken advantage of.

            With the multitude of analytics software on the market, it’s easy to fall into the trap of thinking that if it’s possible to obtain data, you should. But just because you have the ability to capture a certain type of data doesn’t mean you should if you end up with more data than you can analyze or data that won’t help you reach your business goals.

            What to do about it.
            First determine what metrics you’ll use to gauge your success. For example, if your business offers a top-tier service or high-value product that’s commonly found online, it’s likely that prospects who are serious about buying will call your business directly for more information. In that case, search terms that lead to calls would be an important metric to track.


            Then determine your top metrics (no more than five) and create a dashboard that allows you to track your marketing success. ClickPath even has a built-in dashboard (shown above) and yields organized reports that help you quickly evaluate your campaign performance. As you develop your analytics process, you can evaluate the success of the marketing campaigns you decided to keep and any new ones you decided to create.

            For more on selecting the right metrics, check out “The Definitive Guide to Marketing Metrics and Marketing Analytics” by Marketo.

            You Have Limited Customer Interactions


            “Call now.”

            “Click here.”

            “Download this.”

            “While you’re at it, buy our stuff too.”

            Feeling a little overwhelmed? You’re not alone.

            When prospects are hit with a barrage of marketing, they’re confused as to who you are and what you’re asking of them. Their first reaction is to shut down, hit unsubscribe and add their number to the Do Not Call list.

            Think of the hoarders’ homes you’ve seen on TV. Because their homes are overtaken by so many possessions, it’s hard to tell who they are as a person. On the flip side, when you walk into a nicely decorated, organized house, it’s easy to catch a glimpse of the owner's personality because they’ve chosen to keep things in their home that truly matter to them.

            Likewise, when your message or marketing is cluttered, your customers don’t know who you are as a company or what you want them to do.

            What to do about it.
            Follow the KISS principle. When you deliver marketing messages that are consistent, targeted to your audience’s interests and needs and have a clear call-to-action, people are willing to listen to what you have to say. Through analytics, you’ll be able to assess what your consumers’ sweet spots are, and before you know it they’ll be on speaking terms with you again.

            If you suspect that you might have a problem with marketing hoarding, start by getting your campaigns organized, put some analytics in place and begin improving the lines of communication with your customers.

            SEO vs. PPC: What's Your Keyword Battle Plan?

            Search engine optimization (SEO) has long been touted as the way to get more clicks and increase online traffic to your website. Why invest in pay-per-click ads when SEO is free? Yet with sponsored ads taking up the top real estate on search results pages and accounting for the majority of clicks from people looking to buy, isn't it time to put your money where the clicks are?

            google advertising
            This study is the property of WordStream.

            Three Secrets You Can Discover by Scanning Your Calls for Keywords

            You may already be tracking which marketing campaigns are generating the most calls for your business, but are you evaluating offline communications as well? If not, you may be missing out on the opportunity to uncover some juicy information in your sales calls.

            Don’t have time to listen to your calls? That’s understandable. You’re trying to run a business!

            If you’re running short on time, try using an intelligent speech-recognition tool, such as RECOGNIZE by Who's Calling, that scans calls for the keywords you define, displays the results in a report and gives you the option to listen to full call recordings for context.

            Here are a few secrets you'll discover by searching call content for keywords.

            What Motivates Prospects to Call


            Wouldn’t you love to know what prospective leads are specifically discussing with your staff when they call? Gathering this type of information can help you tailor your future ads around a popular product feature or consumer pain point that you hear callers drop repeatedly.

            Which Content Customers Need


            Product-based customer service teams often field support questions from customers whenever new updates or features are released. If you scan inbound calls for a pattern of support questions that your team is being flooded with, you can spot opportunities to create customer-focused content in the form of tutorial videos and white papers, allowing your customers to get their questions answered without having to contact a support representative.

            Where the Competition Is Failing


            We all love to hear callers say, "I am currently a [insert competitor name here] client, but am unsatisfied with [insert competitor’s shortcoming]." Scanning inbound calls for competitive keywords gives you insight into what their customers are unsatisfied with. Using this information, you can create campaigns that target the competition’s weakness and highlight how your company has the better solution.

            Scanning for keywords can help you focus your customer service support, reel in your prospective customers and outsmart the competition. To demo the keyword-finding features of RECOGNIZE, click here.

            The Number One PPC Conversion You're Forgetting to Track

            When you add a new keyword to your PPC campaign, do you experience a slight rush while anticipating its performance? You’re not alone.

            Keyword optimization is a game every webmaster is playing to win, and the reward is a top-ranking ad spot on Google. However, getting searchers to click your ad is where the strategy comes into play.

            You design an inviting PPC ad.

            You bid on relevant keywords.

            You see that your keywords have too many impressions and not enough clicks.

            So you make your keywords more specific.

            You then receive a low traffic notification.

            The trial and error goes back and forth until finally you optimize your bidding strategy and achieve a high click-through rate (CTR). You feel confident that all your online advertising efforts aren’t going to waste — or are they?

            We’re not suggesting that a high CTR isn’t an important part of your online strategy. In fact, obtaining this goal means that your keywords have found a sweet spot coveted by many.

            But consider this: What if your company’s sales are not completed online? The plot thickens.

            Let us explain. Pretend for a moment that you operate a rehabilitation center. When potential customers browse your website, they’re most likely not going to sign up for treatment online without calling and asking more questions. This means that you cannot depend on CTR-based metrics alone to gauge if your online strategy is successful. You need to link online activity to offline purchases.

            This is why call tracking is vital to businesses that view phone calls as extremely valuable to their success. To gain insight into which keywords and ads are generating a high volume of calls for your business, try using a Web analytics tool such as ClickPath. ClickPath dynamically inserts a toll-free number on your website, linking call data to the keywords a visitor searched for and the ads they clicked on.

            If your company falls into the high-consideration category, then phone calls are a crucial component of determining ROI. If you’re only measuring your PPC campaigns’ success by its CTR when phone calls are where your sales are actually being completed, it’s time to track your calls.