Tag Archives: How To’s

Google Analytics tip: shortcuts for excluding multiple keywords

Gummy Bear CircleWhen we do our company reporting each month, we exclude branded keywords, in order to better understand how the people who don’t already know about us are finding our company. Rather than putting more effort into attracting those who are already interested, we need to make sure we capture the traffic that “doesn’t realize they need us.”

To do so, we have to clear out all of that branded noise in order to see what these people are actually searching. We wrote about how to do this a few years back (see Google Analytics tip: how are prospects finding your site? filtering out branded keywords.), but the method we mentioned then involves typing in keywords one by one to create an advanced filter.

Excluding branded keywords one at a time can be a long, arduous process. However, there is a much more efficient method, one that relies on Regular Expressions rather than a simple search. Continue reading

Silverpop how-to: setting up a basic preferences center

danThis week, we welcome a guest post from one of our Senior Online Marketing Managers, Dan Caro. Dan is Silverpop Certified and is in charge of designing and optimizing email campaigns for many Whereoware clients. Here, he discusses the ins and outs of the Silverpop preferences center feature, why you should set one up for yourself, and how to go about doing just that! Let’s take a closer look.

If you’re new to the Silverpop platform, you may not know what a “preferences center” is. That’s okay! It’s simply a feature that allows your recipients to opt in and out of content lists based on their email preferences.

We’ve found that this is a great way to build trust and rapport with your recipients. Providing options demonstrates that you respect your customers’ choices; you acknowledge that they may not want to receive everything you are sending, and they appreciate that you are being mindful and respectful of their wishes. It’s a win-win situation! Continue reading

Google Analytics tip: a beginner’s guide to advanced segments

We’ve explained before how coupling Google Analytics’ Advanced Segments with other criteria can help you to create time-saving shortcuts, but what exactly ARE Advanced Segments? To understand, let’s look at them in light of New Visitors (site traffic).

While steady returning visits are crucial to any e-commerce success, new site traffic is a good indicator of a healthy, growing business. Traditionally, Google Analytics allows you to view New Visitors by going to the Audience > Behavior > New vs Returning section, but what if you want to explore all of your Analytics reports from the standpoint of New Visitors? This would mean being able to see how new traffic found your site, conversions from new visits, which pages draw the most new visits, and more.

This is where Google Analytics’ Advanced Segments feature comes in. Advanced Segments is an overarching filtering function that allows you to view a specific type of traffic and analyze it until you’re ready to turn it off or until you end your Analytics session.

GA-AdvSeg

Continue reading

Marketing automation tip: 4 steps to integrate Salesforce + marketing automation

Did our recent post on reasons to integrate Salesforce + marketing automation get you jazzed up and ready to implement this for your own company? Great! We’re going to walk you through the steps you need to take to make this a reality.

Step 1: agree on terminology

First and foremost, you need to know how you’re defining your leads in the various buying stages. Issues often arise because sales and marketing aren’t speaking the same language. Your teams need to sit down and talk, using the SiriusDecisions Waterfall model to agree upon definitions. Have them ask themselves the following question (crucial to tagging or identifying any lead!). Continue reading

Silverpop how-to: using Contact Insight

Peter_BHG_Sept13This week, we welcome a guest post from one of our Web Marketing Managers, Peter Bergen. Peter is a Certified Salesforce Administrator and is also Silverpop Certified. Here, he walks us through Silverpop’s Contact Insight feature, sharing what it does, why it works, and what a difference it can make for your marketing.

If you’re just getting started with Silverpop, then you might not be aware of all of the neat features that are built right into the platform. One of those features that I think everyone takes for granted is Contact Insight.

What makes this so important? The Contact Insight function provides rich information on your contacts’ online behaviors, including the emails they’ve opened, the links they’ve clicked, the pages on your website they’ve visited, and much more.

The Contact Insight page, which is available out-of-the-box for all records in all of your Engage databases, can be accessed through the Engage platform, sent in lead alerts, and integrated with your lead/contact detail pages in your Salesforce environment. Let’s take a closer look at the specifics: Continue reading

Google Analytics tip: taking a closer look at internal site search

A while ago, we wrote about the very important task of using internal search results to improve your website. In the previous post, we focused mainly on the importance of looking at which search terms are being used in your site’s internal search. In this post, however, we’d like to take it one step further and break down Google Analytics’ entire ‘Site Search’ reports section, since there’s a lot of valuable information hidden in there. Continue reading

Silverpop how-to: combining A/B tests with Send Time Optimization

jaredThis week, we welcome a guest post from one of our Web Marketing Managers, Jared Ruppert. Jared is Silverpop Certified and in charge of designing and optimizing email campaigns for many Whereoware clients. Here, he explains the benefits of Silverpop’s A/B testing and Send Time Optimization (STO) features…and shares a nifty little trick for making the two work together!

Want to increase open rates and ultimately boost your bottom line? Silverpop’s A/B testing and Send Time Optimization (STO) features are simple to use and can drastically improve your email performance. Silverpop’s A/B testing feature makes it easy to test things like “from name” and subject lines. The platform also offers automated Send Time Optimization (STO), which allows you to send your message to contacts at the precise day and time they are most likely to check messages (identified based on past behavior). Continue reading

Marketing automation: a how-to guide

robotIt’s been demonstrated again and again that automated emails are much more effective than normal emails.

You’ve heard the statistics, with some companies seeing open rate improvements as high as 49%!

Armed with this knowledge, you’re eager to move past blast mailings, but you’re not quite sure where to begin.

With our many years of experience helping both clients and ourselves to optimize + deploy automated, behavior-triggered emails, we’re happy to help.

Download our free How-To guide, “5 simple steps to improve your marketing automation skills,” and you’ll be ready to automate your own B2B or B2C emails in no time!

Get our free B2B marketing automation guide (.pdf):


Get our free B2C marketing automation guide (.pdf):

 

Google Analytics tip: what’s the big deal with bounce rates + exit rates?

ballIf you’ve ever worked in Google Analytics, there’s no doubt that you’ve seen the Bounce Rate stat or heard others refer to it. But what exactly is a Bounce Rate?

A Bounce Rate is a way of measuring users who visited a page on your site, but left before exploring the site any further.

However, an Exit Rate measures something similar – users who came across a page while browsing on the website and opted to leave the site rather than continue further. Users who bounced and users who exited were both on the website and then left. So what’s the difference?

Bounce rate vs. exit rate

An Exit Rate is a way of measuring visitors who took a look around the site, but then left from the website while on a certain page or completing a certain action. On the other hand, a Bounce Rate implies that they ‘bounced’ immediately – that they didn’t explore any other pages on the site.

A good rule of thumb:
Continue reading.

Marketing automation tip: sneak a peek at the Whereoware Quality Control checklist

Get a free copy of the Whereoware checklist:


Make your emails error-free

Quality control is a tricky business, no matter what industry you’re in. Here at Whereoware, we’ve developed a thorough email checking process, centered around a unique checklist that is consulted twice before every single email is sent.

The process starts with the Creator of the email, who builds the email HTML, puts together the program, and then sends out a test mailing.  After the Creator reviews the entire email, they pass it to the Checker.

The Checker looks for the exact same things as the Creator, but with fresh eyes.  They check for:

  • the mechanics of the email
  • misspellings
  • formatting
  • broken links

They also keep an eye out for any best practice issues, monitoring:

  • quality of the eye path
  • clarity of the call to action
  • the use of the first 300 pixels
  • …and more!

Curious to find out what else is included in the Whereoware checklist?

Grab our free one-page .pdf and see for yourself!