Analytics Solutions & KPIs for SMB marketing — Palmer Houchins // CallRail

Quotes

• “As we have seen in the present digital marketing landscape, that playing field level for SMBs, a lot of times we think of it as just the front-end.” -Palmer“Even for small, local kind of business, there is a plethora of opportunity whether it be on actual ad performance and triggering how to tie that back to a lead, which is Callrail does a great job too.” -Palmer“In a similar way to how many marketing channels an SMB has as its disposal which can be overwhelming, there’s a similar type of problem where there are so many data sources now that comes to SMBs.” -Ben“What I think is really effective is to streamline a marketing plan of understanding that if we’re running these search ads or social ads, what’s our goal here. Are we expecting conversions on the site or are we looking for engagements? Then measure accordingly.” -Palmer“I think it helps to keep focused in an environment that hasn’t a lot of time. It’s also helpful to provide a toolkit that can communicate value to the rest of the organization to make sure that they understand what’s happening from a marketing perspective and how that’s driving value and increasing performance across the board.”-Palmer“For starting out of the gate, when we’re focused on a website, the pervasiveness of Google Analytics is something that is just an easy way to start understanding the simple ways of implementing a campaign without requiring a huge amount of resources that will give you a good signal of what’s happening within your environment.” -Palmer “What is really important is that you have an easy-to-understand and relatively easy to implement a solution that allows you to measure what that customer journey looks like and how it starts to take shape.” -Palmer“Multi-touch attribution is a bit of a minefield. Using that to sort of stitch things together is less trying to say, here’s the one touchpoint that is important and you can forget the other too. It’s about evaluating how all these touchpoints work together.” -Palmer“There is a number of more specialized solutions that have popped up for different types of businesses. If you are driving retail traffic, that’s very different when you are running a law practice. Looking for analytics that may have been custom-built for different verticals is an area where I would encourage folks to see what’s out there.” -Palmer“When you are thinking about analytics, it is very similar to the toolset and marketing channels. You need to right size for your business.” -Ben “You should be a data-driven business but you have to right size and not get lost because there is so much that can come to businesses of all size, it can be overwhelming and can waste your valuable time.” -Ben