Working Together

 Where should you focus your time and energy?

Successful Performance Marketing relies on having clear business objectives that are translated into marketing goals which can be built on a solid website foundation. What does a solid foundation look like?

Your website & CMS

A successful business requires relevant and unique content on your website to engage your audience, with the ability to edit, update and add to this content and implement any necessary code and website tracking. It would be fantastic if you can track leads through the sales process to close and even better if this was integrated with your website analytics.

I will be delivering high quality traffic to your website which will deliver leads at an optimum Cost per Lead (CPL) or Product Sales at a positive return on investment. I won’t be delivering video plays on YouTube, likes on Facebook or banner impressions on Display networks. I can help set up the measurement side to understand what good website traffic looks like, define similar audiences and refine performance based on this closed loop.

My Time & Energy

  1. Driving traffic to your website

  2. Measuring its effectiveness

  3. Feeding back on the impact this has on your business and using it to improve the quality of traffic driven to your site

  4. Making the money spent on marketing deliver tangible and transparent profits that directly impact the bottom line

Your Time & energy

  1. Understanding your business and your customers

  2. Ensuring your website is useful and functional

  3. Supporting other channels such as Social to deliver great customer service and nurture existing customer relationships

We should both have better things to do than create graphs for every metric and write up, read and discuss weekly reports about average position and cost per click (CPC). We will be dedicating our time to finding out who your customers are, where they live online, what they want from your business and delivering a positive impact to your bottom line.

Where Should you focus your budget?

The most efficient places where your specific audience show the highest intent to purchase is with paid advertising on Google Search and Bing Search, then possibly Affiliates, Email followed by very specific sub-sets of Display advertising. Generally, Paid Social i.e. Facebook is very useful for discovering insights about who your target audience is and what they do but it is not a Primary Performance Channel (PPC!). This should be the focus of what’s left of your marketing budget after you have created a great website with valuable content and at least one way for customers to do something useful once they get there.

  1. A website that provides value to your audience with content that is kept relevant and up to date

  2. A way to reach your audience directly via email

  3. Paid Search

  4. Specific types of Display activity on specific networks

  5. Anywhere but on “influencer” marketing

    1. Spend it instead on Billboards, TV, Print, Radio

focus on impact

In short, we should all be spending most of our time, energy and money where it will have the most impact. These are the things which you own and control. You control your website, its content, features and functionality including speed and responsiveness. Drive traffic to the thing that you own not rent. Get rewarded by attracting new customers and build relationships with them directly via email. Get rewarded again from Google with better organic results, lower costs on Paid Search and higher quality potential customers. Get rewarded from your customers with positive reviews, recommendations and referrals!

You rent everything else. All social channels are rented and fundamentally out of your control. Do not spend time, effort, energy and money improving these onsite metrics when you could be delivering business results via your website.

“Do not spend money on Influencer marketing. Focus on what you own and control over and above 3rd party platforms.”