Welcome to the first edition of Marketing Realities & Home Truths.
Every Friday, I will endeavour to provide a quick marketing perspective that you may not of heard before or agree with. That’s okay, we don’t have a monopoly on knowledge here.
However, hopefully appreciate the thought and effort that has gone into the post. 😊
The New World in 2023
In the new world of Chat GPT, I think it’s important for all of us to share ideas and have opinions, otherwise, we become redundant and automated.
Marketing Perspective #1
The vast majority and an increasing number of visitors to your website, DO NOT CONVERT first click.
Exceptions to this are moment-based service businesses such as plumbers who answer their phone, events with limited availability and low priced, low involvement purchases.
Otherwise, most of us do our research and convert on the second or third + clicks.
So what does this mean?
SEO receives far too much credit for conversions that were not created by SEO.
The Truth – What really happens?
- The user clicks on a Google ad, does research, types in your brand and the conversion is treated as an organic conversion (SEO)
- The user clicks on a Facebook or linked in ad, then types in your brand and the conversion is treated as an organic conversion.
- Your sales team leaves a voicemail, the user does more research on your company and the lead is treated as an SEO or organic conversion.
- You send an email the user clicks on your blog, then types in your brand afterwards and once again SEO gets the conversion.
- A user sees your re-marketing banner does not click on the banner, and then visits your website later on. Once again another potentially false SEO conversion.
The reality – Most of your marketing reporting is wrong because it only measures last-click conversions.
What should you do?
Rather than focus on the defect, I suggest:
- Set up re-marketing code and funnels for all your important products & pages (so you can optimise 2nd click)
- Consider investing in 2nd and 3rd click Google Ads campaigns
- Invest in valuable content and downloads that help your customers make the right decision whilst capturing their data when they visit your website.
Make sure you set up Google Analytics 4 correctly so you can truly take advantage of all the new marketing opportunities available from their new reporting.
Hope you like the first edition of Marketing Realities and Home Truths.