Yea! They May Have Signed Up From Your Emails but… Where Did They Originally Come From?
“Small businesses must spend money on Facebook, Google, and email marketing to find new customers and retain the ones they acquire.
But there’s a problem in the market. Most people evaluate their marketing by focusing on the “last touch” of their marketing campaign — what is called “last click attribution.” This tells the marketer only the very last click before a purchase or financial commitment into your service. It does not detail how they first attracted the prospect, converted them to a lead, or re-engaged them while already a lead.” - Wicked Reports
Attributes shown above, comes from Google Analytics. It shows that Social Networks assisted some of my conversions along with referrals, but the direct link clicks are the highest conversion value! That makes sense because if they really know me, they will type in the website URL and find me and take action!
I have a client that gets organic traffic from google, and from his email list.
“The traffic from those attributes seems to be higher quality than his Facebook ads” he said!
He paused his Facebook ads, and his organic traffic decreased! Each played a role., and no one knew what was going on but us!
Thanks to a software called Wicked Reports, (kiss metrics also does this) we were able to show the client that these people who saw his Facebook ads first because aware of his brand. Then they remembered him and searched him from google and purchased his services.
By pausing his Facebook ads, there was no way for them to remember his brand therefore when they searched for his service they chose another competitor.
This is called multi-step marketing, which is in our case nothing but touches.
First Touch!: Facebook ad video
Second Touch: Facebook Ad Click to the website
Third Touch: Google search and find the customer’s brand and clicked back to his website!, downloaded his ebook.
Fourth-eighth Touch: Email Marketing
Nineth Touch: They saw a broadcast of him offering a 28 day challenge and decided to take action and sign up for the program.
You see! He believed that they all came from his emails, when infact they did but the only way they got to his email list from originally from Facebook.
Traffic that is warm usually convert. After being on my email list for about 8 months, i have had users tell me they have been following my posts for months in and now decided to take action and sign up!
Save your leads today, so that they will convert tomorrow.
Sourced from Google Analytics it shows that it takes around 17+ touches for a user to take action on my website. For example #10 shows a user who came directly as a referral and then came back directly and took action.
You can’t think of it as throwing fire in the furnace and the train taking off immediately!
You have to feed the fire for a few hours, then it starts to take off, and later it will build momentum, and soon enough speed!
My email list is building now as we speak, and the people who signed up months ago for my ebooks are now signing up for my service! So consistently I am getting a steady flow of clients, and steady flow of leads!
If that makes sense, click the image below to download my AIDA formula and understand the value of content to build warm lists that eventually turn into high quality customers!