Wednesday, 19 June 2013

Why can't Marketers Code?


If you think this is code - you need help!
As someone working in marketing, you've probably heard or at least some stage, said; 'I'm not actually technical, you'll have to speak to the techies'

In today's digital dawn of modern marketing, should we still be thinking like this?

Unless you've been hiding under a rock (which is not wifi-enabled, I might add) for the last decade, you might not have noticed that techies can now talk and do most other normal social and business functions too - so it begs the question - why can't marketers code?

While self-confessed geeks such as Zucker, Gates, Page & Brin are busy running the internet for us, is it that unreasonable to expect digital marketers to be equipped with HTML or Java programming knowledge? Or if an academic programming background is too much to expect, should marketers take the initiative and learn to code themselves using online free tutorials such as Code Academy - You gotta start somewhere!

Okay, so we may be a few years away from Marketing Directors expecting marketeers to have coding skills. However, without these, digital marketing managers today are increasingly frustrated on having to depend upon IT or tech departments to action marketing objectives.

So the next time, a simple marketing task is held up by the need to use a techie to add some code which entails facing an IT ticket queue of mammoth proportions, ask yourself, 'If I could code a little, wouldn't my life be much easier?'

Having asked myself that question about 18 months ago, I personally found using...:

  • A slice of Code Academy
  • Time with techies to find out how it all knits together
  • View source option on internet browsers to examine website code
  • Notepad to check and change email creative html 
  • Reading up with the help of an old html book
  • Google to plug any annoying gaps in my wafer thin coding knowledge

... has worked wonders to speed up my marketing effectiveness. Whilst I'll never be a No.1 coder, I can solve many simple bugs and make changes to code without the need to submit myself to ticket request IT hell.

And.... guess what... my life is now much easier! I don't sweat the small stuff and leave the big stuff to the coding experts.

Thursday, 13 June 2013

Top Ten Lead Generation Insider Tips

Lead Generation & Performance Marketing Insight

Could you use a quick injection of lead gen insight without the hassle of a registering for a whitepaper download?

If so, here is a top ten tips sheet for those working in performance marketing and lead generation companies. Check out below:

  1. Co-reg leads versus traffic leads - On average, expect standard co-registration (host and post) leads to convert at c. 30% of a email/banner advert driving traffic to site lead
  2. The need for speed - when converting leads over the phone, according to an MIT study, the odds of qualifying a lead in 5 minutes versus 30 minutes drop 21 times.
  3. Welcome emails - Sending an instant email to your leads (not only is the very least you can do) also yields email open rates of 30-40%+ and click thru's of 15-25%+ (from my experience)
  4. Pricing Tiers - Set monthly cost per lead tiers by source to boost volumes within target cost per acquisition (CPA)
  5. Too much copy - Don't overload lead generation advertisements (especially co-registration adverts) with too much text and multiple marketing hooks. Understand your target market and focus on the key USP. Offering something exclusive helps to clinch the consumer opt-in for the right reasons. Ask yourself, what would make ME buy it?
  6. Retain control - Don't allow your offer to be brokered out to third party sites without your consent
  7. Police your partner sites - Manually check publisher sites to ensure copy compliance and branding guidelines are being followed
  8. To incentivise or not - Don't be afraid of advertising on incentivised sites. You can tailor the offer and payout accordingly to ensure it plays a important role in the lead generation marketing mix
  9. Be a consumer - Complete your own sign-up forms - if you can't register easily, expect an above average drop-out rate.
  10. Split-test - Everything! And then test everything again!
Admittedly, there may be technical and resource challenges preventing all ten being followed, but hey, no-one said Performance Marketing was easy!