Posts tagged #Digital Marketing

What are UTM Codes?

UTM Codes Green Gate

Urchin Tracking Module codes, better known as UTM codes or parameters, are simple pieces of code that are attached to the end of a URL. This code allows the user to track the source, medium, and campaign that drives traffic to the landing page associated with the URL. An example of a UTM code is highlighted in the URL below in bold: &utm_medium=social&utm_source=facebook

The added snippet of code is traditionally made up of three components:

  1. Campaign: Groups all of the content from one campaign in your analytics platform (product, promo code, or slogan).

  2. Source: Which site or platform referred the user to the page. (Facebook, Google, Newsletter4)

  3. Medium: Where the ad was placed (cpc, banner, email).

If you would like to be more specific, there are two additional components you can include:

  1. Campaign Term: Identifies the paid ad group or keywords associated.

  2. Campaign Content: Used to differentiate between ads within the same campaign.

Businesses that use UTM codes in URLs are better able to make informed decisions.  UTM’s allow them to:

  • Measure and show impact of specific marketing initiatives.

  • Track the same piece of content across multiple marketing platforms.

  • Better allocate budgets

  • Measure the effectiveness of guest posting.

To get started generating your own custom URLs click here.



Posted on May 25, 2016 .

Why You Should Invest in Inbound Marketing

Photo by  Davide Ragusa

Inbound marketing is the method of bringing in visitors to your website through engaging, interesting content like blogging and social media, rather than through ads, email lists, and paid leads. So why should your business invest in it?

Control the conversation and enrich your brand’s authority while building lasting relationships

Today’s consumers want access to content on demand without much noise surrounding that content, like ads or irrelevant information. This is evidenced by the staggering statistics of consumers trying to avoid unsolicited cold calls, advertisements, and other forms of direct marketing:

  • 200 million Americans have registered their phone numbers on “Do Not Call” lists.
  • 91% of email users have unsubscribed from a company email they previously opted into.
  • 86% of people skip television ads.

With inbound marketing you pull customers through to your website by providing quality and relevant content to your target consumer. By investing in inbound marketing as opposed to outbound, you are encouraging appropriate potential buyers to come to you, rather than inflicting your message on unwilling parties. This changes the tone of your interactions with your potential clients by putting your brand in a position of being a sought-out answer to a problem, while allowing your brand to reinforce your expertise in your industry and build a healthy and trustworthy relationship.

Attract quality leads effectively and efficiently.

The ROI of inbound marketing is higher than outbound marketing for two reasons. The first is that the upfront cost is lower: According to Hubspot, the average cost per lead is 62% less than that of outbound marketing. This is because inbound marketing lives online, where infrastructure is cheaper and the higher costs of traditional mediums used by outbound marketing are eliminated. Additionally, results are much easier to measure quickly and accurately through the tools used in inbound marketing - such as HubSpot and Google Analytics - than through outbound marketing. As a result of being able to monitor, analyze, and measure online behavior, your company can see what is working at any point in time and make proper adjustments immediately, making your marketing efforts  more efficient and effective.

The second reason for the higher ROI of inbound marketing is simple:

the traffic received via inbound marketing is more likely to end in a sale because the visitors brought in to your website are already looking for what you’re selling.

This means that you’re not wasting money trying to attract potential buyers that have no need or interest in what you have to offer.

Inbound marketing can be seen as a more authentic mode of connecting with clients, and overall, results in a higher return on investment (ROI) with less upfront costs. To see how your business could benefit, get in touch with us here.