How to Think About Website Retention Our last bucket for managing customers after they have completed a desired action is called Retention. At this point, the holy grail has been attained and the customer has converted per our major KPIs. Again, this is highly...
Nurture Knowing that the vast majority of visitors are not ready to convert means we have to approach this marketing problem like that of a gardener. A visitor might opt-in for a newsletter or Like us on Facebook. They’ve given us their permission (a truly sacred...
Managing Website Traffic At this point, we have traffic flowing into our digital property from Owned, Earned, or maybe even Paid sources. We’ve survived a technology build and are in the thick of executing against our KPIs. What to do with all these website visitors?...
Executing Online Campaigns – Paid Media Our last lever falls under Paid. As we’ve undoubtedly seen, online marketing is a diverse and daunting field. It is best to leave Paid as the last lever to pull on the Execution checklist due to its complexity and high cost of...
Managing Online Campaigns – Earned Media Our next execution lever consists of Earned and is the most influential but also the category with the least amount of control. Examples of Earned could include things like User Generated Content (UGC) where a user adds content...
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