Digital Marketing

Consider the impact of PPC on your offline goals.

I’ve decided to rehash this post as its relevant to work I’ve been doing lately. This scenario may be familiar to millions: You haven’t had any sales on your site, but your spending tons on Adwords. What are you missing?

Take a look at this picture of an experiment on an E-commerce site. What does it show?

Analytics screen shot

what is this even showing?

A decrease in web traffic

All it shows is less hits on a website once Adwords was paused. To some it looks like the site is doomed.  If I was to show you a conversion for E-commerce sales and monetize this then it would look even worse. This is a real problem for SMEs the world over.

What’s more important… Traffic or leads? What impact does ad words have on overall business? 70 percent of the visitors are new. 1,886 unique people have seen this site in 7 weeks. 50% of them are from Adwords. How would a business cope if it got that many extra phone calls? Or that much passing trade… most SMEs would need more staff to cope with that. Anyway, what happened was: 15% of website visitors from the campaign requested a call back – for information on high ticket items.  The number of times the website was cited under “how did you hear about us” increased by 5%. This is all linked.

So what?

If the sales team that deal with these inquiries can convert, you’ve returned your investment. Just because a goal isn’t met in your E-commerce site, does not mean something else hasn’t improved – make sure you see the bigger picture. Many people are researching online but purchasing offline. Consider the impact of your digital activities on offline activities and you might just realise your efforts are working.

How can I track this?

It’s difficult, half the time you rely on other people to do make your metrics work. A lot of web agencies will tell you now that they can put  a phone number on each advert and port it to your phone, whilst this works, you rely on the agency. Consider having an “adwords phone” where you use one number for all ads, or make sure that the adverts go to a unique landing page.

How to schedule a tweet with Hootsuite.

How to schedule a tweet with Hootsuite. With images

For anybody who has never done it before, follow this very concise guide with visuals.

Log in to Obviously, sign in with twitter is the easiest way or it starts to get fiddly after that.

Sign In

Sign in

Sign in with Twitter, click “authorise app” if you are logged in. If not fill out the credentials


Authorise Twitter

If you don’t already have streams then all you will see if the compose new Tweet box, get typing.



If you want to add in a link then type it in the box. Click shrink button, you cant miss it. Your link appears next to your tweet shortened into an Owly.

Shrink a link

Shrink and Link

Click calendar function and either allow Hootsuite to auto schedule for you, set the time and date, I prefer to use the auto scheduler. Or you could hit send now.



See your tweet

See your tweet

See your tweet

There are other tools available for you to do this, but I personally think this is the best one for newbies. The same process can be followed for as many social networks as you have in your streams. I would say Hootsuite is the most user friendly.

I’ts not you, It’s them (and their social anxiety)

The voyeurs, the devoted, the credibles’ and the needy. They are engaging with your social network activity, they just don’t like social displays of affection.

So you start a Facebook fan page, a LinkedIn and a Twitter page to communicate with customers.  You have all these ideas, you plan out your content to the letter, with timescales. It’s going to go viral.  A month later you haven’t quite hit the 30 likes for feedback from Facebook stats. Panic sets in. The only way to get Twitter followers is by reciprocal follows, and you think this just isn’t working out. Panic sets in again…but wait… Hold on!

How do you know people aren’t seeing your social networking campaigns?

Ever been to a party and had somebody talk to you about something you posted on Facebook? This person didn’t like it or comment, but they mentioned it to you – this is probably happening with your social networks for business too.

Take a look at this image – it’s the bottom of the heat map of an e-mail report. It’s where links to social networks go. As you can see, people are clicking on this:


Did they convert to followers or liker’s?  No.

So what is the point of this?

Check your web analytics on a day an email campaign goes out and there are more referrals from social than on a normal day – these people click the content links in your social networks.


But they wont like or follow your pages. Congratulations, you are their guilty secret.

How do you that its not your followers? The location, visitor type?  Using reporting in the Email Service Provider –  you can narrow down who it might of been by cross referencing clickers with followers.  There are lots of ways to rule things out with analytic’s packages and email reporting and social for deductive reasoning. I call it Investigative Marketing. 

So why aren’t they making that Social Display of Affection? This is because there are types of social networker.

4 types of social networker

Coming from the angle of the SME. This has been narrowed down to 4 categories of social networker.

  1. The Voyeurs – Like nothing, Say nothing, Click everything.  A stalker if you like and probably your competition!
  2. The Devoted – Likes, Re-tweets, follows and shares . Commits 100%, doesn’t evaluate what others are doing – just acts. Not necessarily a customer, but a content freak.
  3. The Credible – Is interested in your content,  clicks but doesn’t follow, checks that you have enough credible followers and will only admit they like your content then.  Takes a couple of these to make the commitment then the rest follow.  It is “social” networking after all. They want you to be fashionable.
  4. The Needy – People after reciprocal follow’s. “I’ll like you, if you like me back.” Not usually relevant to your business and often trying to offer you a service.

To summarize, stick with your social networking endeavors and continue creating and sharing that content. People are seeing and engaging with it. Just like the crush they had in school, they weren’t ready to admit that your content and your brand means something to them.