Is your Google Ads AdWords strategy and collateral material aligned with I-Want-To Moments?

As we look at overall marketing we need to make sure that we are purpose driven – and part of that purpose is to achieve a connection with the right people, at the right time, in the right place and provide the right information!  This helps establish engagement which were we strive for activation!  The saying is 2 wrongs don’t make a right, but I would suggest that 4 rights can help lead to activation.

‘2 wrongs don’t make a right, but 4 rights can help lead to activation!’

So we want to connect with the Right customers, at the Right time, in the Right place with the Right information. Our customer who are mobile users are searching the internet using either their keypads or asking Siri for help will normally follow one of a few identified I-Want-To pathways to achieve their desire during  ‘micro-moments‘ which are defined as when consumers act….

Let’s look at I-Want-To moments that start us on the connection process it’s a road map of the users vision or desire their I-Want-To:

  • I want to learn… or I want to know
  • I want to do…
  • I want to find…
  • I want to buy…
  • I want to do… or   ‘how to’ moments

Each of these moments or ‘micro-moments’, as they are referred to in Google AdWords training materials and they are significant. How you create the content for you ads, Main Content for your landing pages, your offers, your timing, demographic targeting, location/proximity should be planned and prepared for based upon activating customers during these micro-moments.

You don’t have to be all things to all people, and you shouldn’t expend advertising budgets for them all, but you should try to be the best at the ones you choose! Make sure you understand why you chose them, what you want to happen and prepare the right resources to achieve your goals – what micro-moment are you going to choose to meet your consumer on their buying journey.

We used to refer potential consumers as innovators, early adopters, early majority, late adopters (late majority) or Laggards  – these terms are still valid but everything has been accelerated in the purchase process. The following definitions come from http://www.businessdirectory.comClassification of consumers on the basis of their degree of readiness to try a new product. … Starting with those with the highest readiness to try, they are: 

  • Innovators: venturesome people and risk takers who are the very first users; comprising about 2.5 percent of the target market 
  • Early adopters: prestige oriented opinion leaders, about 13.5 percent of the target market,
  • Early majority: the leading segment of the mass market, about 34 percent of the target market
  • Late majority: followers of the early majority, also about 36 percent of the target market 
  • Laggards: conservative, price conscious segment, about 14 percent of the target market 

So my question to you as a leader in your organization – what micro-moments do you expect your potential consumers to align with? who are you targeting based upon your product lifecycle?

Q: If you build your buyer personas, and overlay your marketing resources with the right mirco-moments can you increase your likelihood of activating them and/or engaging them?

Q: Where do we drop the ball in the micro-moments? Wrong customer? Wrong place? Bad E-A-T on your landing pages? what else?

Thanks again, you questions and feedback are welcomed –

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

New Google Analytics Interface – great training deck review – Spinach Helpful Tip of the week

New Google Analytics training - Golden Ratio Marketing - Marketing

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

Starting with something as simple as a new logo in the upper left hand corner, also your user settings icon which used to be a gear is now three dots. This is where you can get to your User settings, Send feedback, and request Help.

The new logo in the upper left hand corner, is where you can toggle the navigation by tapping anywhere within this section or on the down arrow icon – that will allow you to scroll between your accounts, your properties, and your views.

Alibris: Books, Music, & Movies

Let’s see, another change that offers up additional advantages around ‘notifications’, when you open up notifications, they will be represented in the form of cards. The new setup includes the ‘bell’ icon or symbol in the upper right hand corner, this icon allows you to view then you can copy any of these notifications as plain text.

Your user icon in the upper right hand corner will allow you to see all of your emails and user accounts you’re logged into. This will also act as a link to your global Google account settings.

Please take a moment to click on and view this great training video below presented by Brad Batesole:

New Google Analytics Interface training deck

$5 off orders of $60+, with code 5OFF valid 4/16-4/30

Also, as we discussed in our earlier Spinach Helpful Tip of the Week when we reviewed the article Exploring Google Analytics’ New User Interface by Marcus McCarthy here are some other updates:

The page listing all accounts was removed and the functionality of the categories was changed. You will notice that when a user selects a category in the navigation now, their previously opened category closes. This is a good thing because it prevents a huge list from opening when you are digging into your data.

Also, the “Admin” Tab, which used to be at the top of the page, well now it’s been moved to the bottom left of the page.

As we find updates and new information, great articles and authors to share we will bring them to you. Hope you enjoyed our Spinach Helpful Tip of the Week.

If you have any questions, or tips to share please leave a comment below!

What is a ‘Spinach helpful tip’?

Have you ever walked around all day with something in your teeth, but no oPopeye Spinachne tells you. A real friend doesn’t let that happen, they take you to the side and tell you. It may be embarrassing at first but not as bad as finding out at the end of the day after meeting with clients and your boss about a raise – when it is too late to do anything about it. Especially if your trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

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Exploring Google Analytics’ New User Interface – an article by Marcus McCarthy from Delphic Digital

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

How many times have you received the dreaded ‘Update’ message on your phone or from the App store. It becomes even more of an event when it’s your Google Analytics dashboard – Here’s a great article by Marcus McCarthy with Delphic Digital:

As a quick reminder Delphic Digital was a 2016 Stackies Award Winner – their insights into how they utilized their Marketing Technology Stack tools to deliver their focus on:

  • Acquisition
  • Nurturing
  • Retention
  • Insights & Analytics
  • Communication
  • Productivity

Marketing Technology Stack – 2016 Stackie Winner

Source: Exploring Google Analytics’ New User Interface

Alibris: Books, Music, & Movies

$5 off orders of $60+, with code 5OFF valid 4/16-4/30

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Using Socratic Questioning as part of your day to day Sales & Marketing Leadership – Installment 2 – Spinach Helpful Tip of the Week

Socratic Questioning as part of your day to day Sales & Marketing Leadership  

Socrates - Golden Ratio Marketing - Demos 2 Go - Marketing - SEO - SEM

In this second installment we will continue to explore Socratic Questioning methods you should utilize to better understand a projects or a person’s Goals and
Purposes: 

Questioning Goals and Purposes: All thought reflects an a person or project’s agenda or purpose. Assume that you do not fully understand someone’s thought (including your own) until you understand the agenda behind it.

Questions that focus on ‘purpose in thinking’ help remove internal biases from a Leaders decision, provides clarity and creates  should follow a logical line of reasoning. Socrates a former solider was renowned in early Greece as a philosopher teacher whose most famous pupil Plato believed, taught and demonstrated in his soliloquies that a disciplined practice of thoughtful questioning enabled his student’s to examine their own ideas as well as other’s logically and to help them determine the validity of those ideas:

  • What are you trying to accomplish here?
  • What is your central aim or task in this line of thought?
  • What is the purpose of this assignment/creative brief/SWOT analysis/relationship/policy/law?

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As a Leader you need to make sure the proposal’s you are evaluating and the supporters or Champion of those proposal’s understand what they are proposing and have thought out What they are trying to accomplish with this project? If they don’t know how can you be expected to support with your organizations resources – time, money, manpower, manufacturing…..

ex. Let’s offer a sample of our product to everyone attending an upcoming event….   Sounds good, now it’s time to have the dialogue

Remember these questions aren’t only for your employees and leaders in your organization they’re for you as well. What are you trying to accomplish? What is your central aim with this new CRM system? You need to communicate this to your team, your vendors

As we continue our discussion about using Socratic questioning we’ll look at how all thought reflects an agenda or purpose. I’ll recommend you continually refer to the desired decision/outcome you hope to achieve and how they will align with the desired  WIIFM or What’s In It For Me for the consumer whether they are B2B or B2C.  Whether your developing your creative brief, reviewing your SWOT analysis, completing a one page marketing plan, performing SEO optimization or key words alignment we need to assume you do not fully understand someone’s thought (including your own) until you understand the drivers behind it.

Taking time to drill down and utilize Socratic questioning always provide value, I’ll say it again the scariest thing a Leader can ever hear from his team is, ‘ because we have always done this!’

Time to tell them about the Spinach in their teeth right now.

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips

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“Can the Motorcycle Safety Foundation (MSF) help you become a better Sales person and a better Marketer?” – Spinach Helpful tip of the Week

“Can the Motorcycle Safety Foundation (MSF) help you become a better Sales person and a better Marketer? How can you use the Motorcycle Safety Foundation’s SEE principal in a Market-Driven Organization? – Spinach Helpful tip of the Week

The Motorcycle Safety Foundation’s SEE strategy, a 3-step process used to make appropriate judgments, and apply them correctly in different traffic situations:

Search

Evaluate

Execute

The leadership of a Market-Driven Organization who are focusing on market expansion, ongoing digital projects like SEO optimization, new and existing Brand development will follow the steps of the Market-Driven Process incorporating all phases into their strategic planning and market planning.

In today’s competitive environment and crowded market it’s critical for you to SEE and to adopt and live the Market-Driven Process within and across your organization – from the Information gathering (Visual ~ Search) and data scrubbing where you convert information and data into insights (Cognitive ~ Evaluate) through the execution phase (Motor Skill ~ Execute).

Searchsearch aggressively ahead, to the sides and behind to avoid potential hazards (and opportunities) even before they arise.   You will engage your marketing technology stack and begin to review your analytics and dashboards to monitor and enhance the outcomes of your sales and marketing teams who are implementing and living the Market-Driven Process.  Search during your initial steps where you are gathering information and data  – looking at market intelligence, sales cycles, conversion rates, cost of conversion, inputting information and filtering it from your companies CRM system, eCommerce site, Google & Bing adwords dashboard and utilizing the market intelligence that is available from other sources converting information and data into insights and actionable strategies.

  • Oncoming traffic ~ hazards, opportunities – competitive products, new entrants into the market, alternate offerings, etc.
  • Traffic coming from the left and right and approaching from behind – social media, competitive sales people, competitive marketing programs (rebates, incentives, coupons, contests, etc.), advertisement, associations, etc.
  • Hazardous road conditions – suppliers, manufacturers, regulatory agencies, environmental factors, etc.

The sales and marketing teams living the Market-Driven Process and a Market-Driven Organizations needs to leverage market intelligence including their own existing in-house and external data the traffic and hazardous of the road to better understand customer and product lifecycles and purchasing habits.

Evaluatethink about how hazards can interact to create risk for you. Anticipate potential problems to reduce risk. – pre-call planning and training for the sales team, focus groups, research and surveys for the marketing team

  • Road and surface characteristicspotholes, guardrails, bridges, telephone poles and trees – competitive environment, seasonal effect, transportation, logistics, etc.
  • Traffic control devices – look for traffic signals, including regulatory signs, warning signs, and pavement markings, to help you evaluate circumstances ahead – contracts, formulary, exclusivity agreements, State and Federal regulations, legal, financial, etc.
  • Vehicles and other traffic – may move into your path and increase the likelihood of a crash – new technology, competition, etc.

Now it is time to evaluate, check your dashboards, conversion rates, number of overall transactions, Quality scores for your keyword searches and A/B ad test statistical results – what are we seeing –  take that information and data just like the motorcycle driver scanning the traffic and hazardous road conditions evaluate how they will interact…anticipate potential problems these move customers through the customer lifecycle and adapt with them along the way, reducing attrition and driving long-term customer relationships.

Executecarry out the decision, to create more space and minimize harm from any hazard

  • Communicateyour presence with lights and/or horns – Marcom, promotional message, advertising, education
  • Adjust your speedby accelerating, stopping or slowing
  • Adjust your position – and/or direction

Apply the old adage “one step at a time” to handle two or more hazards.Remember, to understand the culture of an organization so that it can be successful implementing a Market-Driven Process and become a Market-Driven Organizations they need to leverage market intelligence including existing in-house information and external information to better understand customer and product lifecycles and purchasing habits that will then trigger promotional/marketing programs and contract initiatives that move customers and adapt with them through the customer lifecycle, reducing attrition and driving long-term customer relationships. As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips regarding the Market-Driven Process:

http://www.forcardrivers.com/index.html

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