Google Analytics has been giving companies and organizations vital information about their website users since 2005. While the world was listening to music on Apple's colorful iPod nano, Google released an innovative new tool online. It allowed marketers and business owners to see who went to their website and what they did once they got there. This tool provided insight on page views, sessions, and bounce rates. Now known as Universal Google Analytics, this powerful database gave viewers valuable information and reporting capabilities to make strategic marketing decisions. 

As technology is forever evolving, Google is now rolling out Google Analytics 4 (GA4)—a new platform that offers more tools than the already feature-packed Universal Google Analytics. In this article, we will cover what GA4 has to offer and what it can do for you and your business.

‍

Meticulous Viewer Reporting 

GA4 has changed the way Google structures and collects its data.  Previously, sessions (a group of user interactions that take place within a given period) and page views (the number of people viewing a webpage) were some of the key metrics used. Now the company has built everything around events (user interactions on your website that cannot be tracked as page views within a session) and users. This model processes each user interaction as a standalone event. The benefit of storing users’ interactions as separate events is to give you a more in-depth look at what your users are doing on your site. For example, as a business, you can track things like clicks, add to cart, file downloads, generate leads, page views, scrolls, video plays, and much more. You can still look at things on a broader session level, but also have the ability to see specific aspects of your user interactions on your website. The GA4 dashboard is now customizable and allows you to add or remove different metrics and graphs to create custom reporting.  

Cross-Platform Tracking 

GA4 also allows you to track your users across platforms using a unique ID code. This lets you follow your user from your website or application and store all the data in one place. Another major benefit, predictive metrics, enables you to use historical data to foresee user actions such as purchase probability or revenue prediction. This will help with retargeting your audience and understanding which users are more likely to make a purchase. These changes will allow you to better track your customers’ journey and ultimately predict their future actions. Business owners will find this particularly useful as they plan and target new users. 

Should your company or organization set up Google Analytics 4? 

Yes! 

Using the latest and greatest technology always has its pros and cons. Luckily, Google allows you to run both Universal Analytics and Google Analytics 4 side by side. Your company can still use the older version while you learn and get comfortable with GA4. It is important to have GA4 set up and to collect data as soon as possible because it will not pull preexisting data to populate. GA4 is not the industry standard (yet), but using it sooner rather than later will benefit your business’s marketers as they continue to collect data. This tool will be a valuable asset in the future and provide your business a competitive advantage. Google will be sunsetting Universal Analytics starting July 1, 2023. While that may seem a ways off, making the switch now to GA4 would certainly put you and your team ahead of the process.

Have questions about GA4 or getting the most information out of your website analytics? We’re here to help.

‍

‍

St. Patrick's Day observes the death of St. Patrick, the patron saint of Ireland. Today, the holiday is celebrated with parades, special foods, music, dancing, drinking, and a whole lot of green. While many brands take advantage of holidays to create special promotions or campaigns, here are some ways to make your own luck with marketing!

Start Early

The best part about holidays, large or small, is that they are already scheduled for us on our calendars. Don’t get pinched for forgetting to wear green. Expert schedulers suggest planning your holiday marketing up to six months in advance to cover the messaging development, task delegation, and expenses for your campaign.

Do Your Homework

Do you know the difference between a shamrock and a four-leaf clover? The answer may surprise you. Research is the support that undergirds any marketing strategy. If your content is centered around a holiday you are not familiar with, don’t make assumptions – research all that you can to avoid sharing misinformation. Being sensitive to diverse cultures will help make sure your marketing isn't tone deaf or fails to resonate.

Limited Edition Products

It is likely that your products are already pure gold. But limited edition merchandise has the potential to increase your brand's awareness along with what you already have. It can provide sufficient value, improve connection, and increase demand. Commemorating dedicated events and holidays with limited edition memorabilia can leave a lasting impact.

Consider Interactive Content

As opposed to passive viewing, interactive content marketing engages users by requiring them to participate in the process. Eighty-eight percent of marketers credited interactive content for differentiating their brand from their competitors. Whether you are sharing digital surveys and quizzes, or mailing care-packages with branded games, you will want to leave your clients greening ear to ear!

Connect With Your Community

City-wide promotions are a terrific way to expand your brand’s visibility. Sponsorships and providing branded merchandise at events, like St. Patrick’s Day parades, festivals, and 5Ks, can be a fun way to get your business’s name out there. Research the events going on in your community and connect with local organizers to join the celebration!

And there you have it: 5 ways to start making your own luck with marketing. You don’t have to do this alone - 5Points Creative is a full-service creative agency based in Roanoke, Virginia, specializing in marketing, advertising, digital, branding, and communications for mission-driven organizations. For more information, contact us here.

‍

While it seems like it was just yesterday, I remember back in the ‘80s when my workplace was decorated with those motivational posters featuring a beautiful photograph and a strong statement intended to lift the spirits and inspire everyone. I bet you’ve seen those, too.

I called it: Breakroom Inspiration.

While I’m not sure it really worked, the photos were mighty pretty, that’s for sure. Often the sayings fell a little flat – especially if you were working in an environment that was less than ideal.  At least corporate leadership acknowledged the fact their employees had a significant need for inspiration.

That’s still the case. We all need to get a lift from something – no matter from where it comes.  I like to think it can come from a variety of sources.  When I get stuck creatively I often go back to a file where I keep creative ideas, and look for an approach that might get me unstuck. Or I might find an idea I used in the past, that can now be used to uniquely solve a new problem.

My friend Jim Link, a Minneapolis-based Consultant, wrote a book about this concept and called it “IdeaLinks”(link to book please).  The approach is to store up great ideas and use them to solve future problems you may face in business.

How2Get the Best Answers

There was a time when a member of our creative team saw a sign he liked outside of a restaurant. That particular sign was designed to draw pedestrians into dine. Well, he stashed that idea away. A few years later it was retrieved and became the foundation for one of my favorite marketing campaigns created by our agency. There was also the occasion when I was dealing with a prospect who had gone quiet on me. Remembering the power of coffee, and using our 5Points Creative branding, I sent her a customized bag of java, along with a clever note, to jumpstart the sales process. It worked.

Great ideas are often right in front of us, but sometimes we don’t see them.  Other times they’re tucked away in a folder waiting to be used. Occasionally, when you open that file, there’s an idea in there that perfectly fits the challenge you’re currently facing.  So, if you’re solving a business problem or creating a new campaign, seek inspiration.  Also, be open to finding old ideas that can be used to solve new challenges. No matter what the source.

Perhaps old motivational posters aren’t the answer.  Being open minded, storing good ideas, and giving yourself room to dream, think, and process is usually inspiration enough.

###

‍

Your business website is designed with your customer in mind. But have you also considered the possible jobhunters who will navigate your website?

If recruiting new employees is important to the success of your business, the first step is making a good first impression with the job candidates you’re hoping to engage. While it’s essential to attract and convert customers, creating a presence on your website specifically for jobseekers is just as important – especially since most candidates will research your company online before applying or reaching out with questions. If you have an open position at your business, here are five website features that will help fill your web forms with quality applicants.

Start With “Why”

Why does your business exist? It may seem like an unusual question, but your answer is one of the most powerful assets when attracting new talent. It’s the core of shaping every decision you make as a business leader, from hiring to strategy. The concept behind starting with “why” is simple: Applicants really care about why your business is needed and how it is impactful to see if their own values are compatible with yours. Statistics show that 79% of job seekers will consider a company’s mission statement before applying. To attract new employees, start with positioning yourself as a leader in your industry by providing your business’s mission and values on your website. This will help viewers establish a personal connection to your business, and drive applications.

Bring Your Company Culture to Life

Whether you’re a small-to-medium sized business, or one of many large corporations, your company culture is what makes it unique. For most organizations, your website serves as the “windows” through which visitors peek to see what your company is all about. Although being authentic is highly valued by job seekers and potential employees alike, you want to make sure your website represents your business in its truest form. Coming across as too casual, or overly polished and formal, can do more harm than good.

While there's a delicate balance between what your customers and applicants experience through your website, a dedicated company culture page can help target the right candidates. This is a great opportunity to give applicants a transparent look into what future employees can expect. If you’re not sure what to say online about this, an internal deep dive into how your company culture is working (or not working) may be the best first step.

Separate the Experience

Many company websites have a general “contact us” form, but do not have a specific landing page or email address for job candidates. When customers, partnering businesses, and job seekers are all using the same contact form, the data your website collects can be affected negatively. When job candidates need to contact your HR or recruiting team, having a separate experience on how they engage with your company will help to keep customer conversion data separate from job applicants. By creating a separate landing page or form for job inquiries, you’ll be able to gather more accurate data about the people reaching out to you, especially if they’re hunting for an open position at your company.

Simplify the Application Process

According to CareerBuilder, 60 percent of job seekers stop filling out online applications due to their length or complexity. Think about ways you can make the online application process easier for users. Consider including an option for users to save unfinished application forms for later. It is also helpful to offer more than one way to apply, whether it’s on a specific landing page on your website, through a third-party network (like LinkedIn), or in person, etc. The overall goal is to attract and engage job candidates. Making sure their on-line application experience goes well, adds to the success of your recruitment process.

Regularly Update Content

It’s important to update content frequently enough so it’s still relevant, but not so often that you overwhelm candidates (or yourself). Typically, hiring managers will recommend having three to four key pieces of information on your website at any given time—this way people can quickly learn about your company’s open position, and apply for the job easily and efficiently. Having too much information on your website can actually deter candidates from applying because they may be overwhelmed by how complicated it seems to apply for a job. Keeping things simple is always key when trying to attract new talent!

Eager to learn how you can make improvements to your website to attract new talent? Let’s talk!

It Happens Way2Frequently 

You’re pretty careful not to hand your car keys to just anyone, right? I mean, sure – a valet, the guy at the car wash, your spouse – to those folks you’ll toss ‘em and take your chances. Your teenager? That may be a different question. How about someone you don’t know very well? Not likely. 

Yet that’s exactly what happens in the marketing world all too often. Your car keys are just as personal and valuable to you as your business’s digital presence. If you take a moment to consider the situation you may already be in, then you’ll quickly see just how important it is to maintain your own website and social media logins. 

Time and again 5Points Creative has encountered situations where a client asked us to build them a new website or to update their Facebook, LinkedIn, or Instagram pages. We agree to step in and support them, only to discover they can’t locate their own access information. It’s crazy, but frequently they’ve delegated this information to a receptionist, an intern, an outside company, or frankly someone they don’t even interact with anymore. 

That’s a problem. 

Double Check This4Your Own Good 

When we first started building websites a half-decade ago, clients would ask us to set up their Domain Name Registration, or their Facebook Pages, etc. We would politely decline their request and advise them to think about what they were really asking an outside company to do. It seemed like some clients believed we were lazy or didn’t want to do the work to set up their programs correctly. However, there is a critical first step they needed to learn before handing over their virtual marketing “keys" to just anyone. 

We had to explain to those clients that setting up their digital logins is not something you want to casually delegate to someone outside of your company. It involves critical information a business owner or leader should absolutely protect and handle carefully. Our suggestion: make sure you’re in charge of your business’s Domain Name Registrations and logins. Our team will then provide the precision and dynamic digital marketing services to drive your online presence to success. 

Otherwise, you may end up like so many clients we’ve encountered through the years. They are stuck trying to find the GoDaddy password to an email address no one can access. Hold those marketing keys closely for the long-term win. It may take you a few extra minutes, but you’ll have hours of peace of mind in the future. 

### 

‍

Advertising can seem expensive, but it does not have to be. If you use the right strategies to maximize your budget, you can get the most out of your marketing dollars. Here are some tips to help you reach new customers without draining your budget or cutting into your profit margins.

Start With An Advertising Strategy

Let's say you have a specific fitness goal in mind. How do you intend on making progress? You are likely to change your diet and schedule time into exercise. Strategies map-out a series of steppingstones that lead to visible results. In this way, advertising is similar. When there is no strategy behind your advertising dollars, it can be hard to measure your ROI (return on investment) and make cost-effective choices.  

Before you begin your advertising strategy, make sure to have a clear set of objectives for your brand, yourself, and any team members involved. To ensure that you allocate resources appropriately, start with these three elements (we will dive into these a little later):  

1. Target Audience – Who are you trying to reach? Which advertising media channels (text, speech, images, videos using TV, radio, online, outdoor etc.) will reach your audience most effectively? Will your audience discover your TV commercial first, or drive by your billboard every morning on the way to work?

2. Message – Center your message based on who your target audience is and their pain points. How does your product or service help them?

3. Conversion Actions - Which actions do you want users to take (such as filling out a form or buying a product)? Do not forget to include key performance indicators (KPIs) that can be measured to ensure your metrics are moving in the right direction.

An advertising strategy should begin with outlining what you want to promote and to which audience. This will help you decide how much your budget should be, what media channels you should use to reach your audience, and how often you will want to promote your product or service.

Who Is Your Target Audience?

Identifying your target audience is one of the important first steps in any advertising campaign. When you define your target audience, you can develop messages that are relevant to their needs and desires. If you do not already have one in mind, do some research to find out who might be good candidates for your product or service.

Your target audience may be divided into multiple segments. For example, a ketchup company’s target audience may be segmented into restaurant owners buying wholesale, and everyday grocery shoppers buying bottles. Both groups are looking for ketchup, but the advertising they see may differ based on their needs. The more you can define your audiences, their interests, where they spend their time, and pain points, the stronger you can plan your advertising campaigns. A suitable place to start is by talking directly to your customers, customer-service representatives, and sales teams. The more you can learn about who buys your product or service (and why), the better.

Craft Your Message

Once you understand your target, you can begin to choose your messaging. What offers do you want to communicate to your audience? If it is a product, you may want to advertise the benefits that make it superior to others of its kind. If it is a service, you may want to promote a discount with a limited-time offer. Your message should include reasons why your audience must choose your brand over your competition.

Go where your audience spends their time. Understanding which media channels your audience is active with will give you a better idea of where to distribute your advertising dollars. It is important to understand channel distribution across all major media platforms, including search engines, social media networks, television, and on. Knowing where your target audience spends their time will help you narrow down where to advertise, who you want to reach, and how much money to invest in each media channel.

Testing messages and creative through your advertising campaign can help with reaching a stronger ROI over time. Often these tests require several optimizations to find the strongest creative and message.

Measuring Effectiveness

Remember that hypothetical fitness goal from earlier on? What tools would you use to measure your success: a scale, or a fitness app on your smartphone? Similarly, think of the kinds of tools you could use to measure success for your advertising efforts.  

There are many ways to go about it. You can use website visits, qualified leads, phone calls, or revenue as a metric. Whichever you choose, you should set up the proper tagging and tracking in the beginning to report on important key performance indicators (KPIs).

It is important to look at both hard data and soft data when collecting your KPIs. Hard data can include information such as clicks, signups, website visits, viewers, and listeners, as well as sales conversions. Soft data can be information that is susceptible to interpretation, such as audience brand-recall.

Do Not Make This Mistake

Many advertisers stop reporting and measuring KPIs after their campaigns have ended. It is important to continue reporting on campaigns for a month or more (depending upon the campaign) as continuing results can be seen after the first promotional phase. They say momentum is challenging to obtain; but once you have it, it keeps on growing! Continue to track your brand’s momentum over time to record any patterns and success stories you will discover.  

Like many things, measurement tools come with a cost. It is important to allocate an area of your advertising budget to be spent on monitoring and reporting on KPIs throughout the advertising campaigns and after they have ended.

Every good advertising story has a beginning. Let yours start with us! 5Points Creative is a full-service agency with the team of advertising professionals to help jumpstart your campaign. For more information, contact us here.

‍