Summary In today's episode, I break down what bounce rate actually means for blog content and why a single number can mislead you. Here's what this means for you. You'll stop treating bounce rate as one universal metric and start reading it in context so you focus your energy on pages that truly need fixing.…
Shea asks, “Wondering your perspective on how to measure the financial impact of earned media when it doesn’t include a backlink to the company website?” This is a fairly common question. There are several ways to peck away at this and arrive at a conclusion that’s on reasonably solid ground. Let’s dig into those methods.…
Summary In today's episode, I walk through how to use Google Analytics 3's competitive benchmarking feature to compare your marketing performance against industry peers and turn the results into actionable dollar amounts. Here's what this means for you. You'll gain a framework for identifying which channels are underperforming and quantifying the revenue you're leaving on…
When we think about KPIs, key performance indicators, we tend to think of them monolithically. We think about them as though there are one set of KPIs that apply to everything we do in marketing. “Marketing’s KPI is qualified leads.” “Marketing’s KPI is brand awareness.” These monolithic statements are fine for a big picture view…
Summary In today's episode, I explore podcast advertising best practices with John from Marketing Over Coffee, covering the biggest mistakes advertisers make and the most common mistakes podcast hosts make. Here's what this means for you. You'll understand whether sponsoring a podcast or building your own makes more sense for your business, and how to…
Stacey asks, "I’m so curious if you know of any proxies that work for estimating the value or volume of these "dark social" networks?" Measuring dark social media is obviously quite difficult since it’s by definition outside the scope of most tracking (hence dark). Depending on the urgency and importance, there are a few things…
One of the most frequent questions I receive on a regular basis is, "How do we determine what our marketing KPIs are?" Marketing KPIs, or key performance indicators, are those numbers, those metrics that will make or break your marketing. Here’s an easy way to determine what your marketing KPIs are. What metrics determine whether…
Summary In today's episode, I walk through how to diagnose and fix website UX issues using tools like Microsoft Clarity, Hotjar, and Crazy Egg. Here's what this means for you. You gain a systematic approach to improving conversions by focusing first on the pages that already drive revenue rather than tinkering randomly. You'll also learn…
