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class=\"value\">2<span>/week</span></span>\n					<span class=\"caption\">Subscriber Growth</span>\n				</div>\n				<div style=\"clear: both;\"></div>\n			</div>\n				</div>\n				<div class=\"rad_dashboard_optins_stats rad_dashboard_lists_stats_graph\">\n					<div class=\"rad_rapidology_graph_header\">\n						<h3>New sign ups</h3>\n						<div class=\"rad_rapidology_graph_controls\">\n							<a href=\"#\" class=\"rad_rapidology_graph_button rad_rapidology_active_button\" data-period=\"30\">Last 30 days</a>\n							<a href=\"#\" class=\"rad_rapidology_graph_button\" data-period=\"12\">Last 12 month</a>\n							<select class=\"rad_rapidology_graph_select_list\"><option value=\"all\">All lists</option><option value=\"mailchimp_7b987f46cb\">mailchimp - Pipedrive Exports</option><option value=\"mailchimp_3d26970ca7\">mailchimp - Daniel Reilly Contacts</option><option value=\"mailchimp_edea480a29\">mailchimp - 5 Day Double Lead Gen Course</option><option value=\"mailchimp_00a55ba16a\">mailchimp - SEO Negative Keywords List Download</option><option value=\"mailchimp_674a656a11\">mailchimp - Revenue Tracking Quick Start</option><option value=\"mailchimp_aa0ca56c9b\">mailchimp - How Call Tracking Works Whitepaper Subscribers</option><option value=\"mailchimp_48c0ae4660\">mailchimp - Instant Updates</option><option value=\"mailchimp_abece8222a\">mailchimp - Newsletter Subscribers</option><option value=\"mailchimp_f793a2055d\">mailchimp - Main list page two</option><option value=\"mailchimp_7b987f46cb\">mailchimp - Pipedrive Exports</option><option value=\"mailchimp_3d26970ca7\">mailchimp - Daniel Reilly Contacts</option><option value=\"mailchimp_edea480a29\">mailchimp - 5 Day Double Lead Gen Course</option><option value=\"mailchimp_00a55ba16a\">mailchimp - SEO Negative Keywords List Download</option><option value=\"mailchimp_674a656a11\">mailchimp - Revenue Tracking Quick Start</option><option value=\"mailchimp_aa0ca56c9b\">mailchimp - How Call Tracking Works Whitepaper Subscribers</option><option value=\"mailchimp_48c0ae4660\">mailchimp - Instant Updates</option><option value=\"mailchimp_abece8222a\">mailchimp - Newsletter Subscribers</option><option value=\"mailchimp_f793a2055d\">mailchimp - Main list page two</option></select>\n						</div>\n					</div>\n					<div id=\"rapidology_line_chart\" class=\"rad_dashboard_lists_stats_graph_container\"></div><div class=\"rad_rapidology_overall\">\n				<span class=\"total_signups\">10 New Signups | </span>\n				<span class=\"signups_period\">2 Per Day</span>\n			</div></div>\n				</div>\n				<div class=\"rad_dashboard_optins_stats rad_dashboard_optins_all_table\">\n				<div class=\"stats-collapse\"><h2 style=\"display:inline\">View Opt-In Stats</h2><span class=\"dashicons dashicons-arrow-down-alt2 rad_dashboard_show_hide show-hide-icon\"></span></div>\n					<div class=\"rad_dashboard_optins_list\">\n						<ul>\n								<li data-table=\"optins\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_header\">Opt-In Form</div>\n									<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column rad_dashboard_icon rad_dashboard_sort_button\" data-order_by=\"impressions\">Views</div>\n									<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column rad_dashboard_icon rad_dashboard_sort_button\" data-order_by=\"conversions\">Opt-Ins</div>\n									<div class=\"rad_dashboard_table_rate rad_dashboard_table_column rad_dashboard_icon rad_dashboard_sort_button active_sorting\" data-order_by=\"conversion_rate\">Conversion Rate</div>\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Clear Stats</div>\n									<div style=\"clear: both;\"></div>\n								</li>\n							</ul><ul class=\"rad_dashboard_table_contents\"><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_pop_up rad_dashboard_status_inactive\">Exit Intent Wait</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">1018</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">14</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">1.4%</div>\n						<div class=\"rad_dashboard_table_column\"><span data-optin_id=\"optin_2\" class=\"dashicons dashicons-no clear_individual_stat\"></span></div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">Get More Popup</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">1522</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">9</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0.6%</div>\n						<div class=\"rad_dashboard_table_column\"><span data-optin_id=\"optin_1\" class=\"dashicons dashicons-no clear_individual_stat\"></span></div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_inline rad_dashboard_status_active\">Revenue Tracking Quick Start</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">894</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">5</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0.6%</div>\n						<div class=\"rad_dashboard_table_column\"><span data-optin_id=\"optin_4\" class=\"dashicons dashicons-no clear_individual_stat\"></span></div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_inline rad_dashboard_status_active\">Negative Keyword List Optin</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">3124</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">6</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0.2%</div>\n						<div class=\"rad_dashboard_table_column\"><span data-optin_id=\"optin_5\" class=\"dashicons dashicons-no clear_individual_stat\"></span></div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">How Call Tracking Works Whitepaper</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">108</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">0</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0%</div>\n						<div class=\"rad_dashboard_table_column\"><span data-optin_id=\"optin_3\" class=\"dashicons dashicons-no clear_individual_stat\"></span></div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item_bottom_row\">\n					<div class=\"rad_dashboard_table_name rad_dashboard_table_column\"></div>\n					<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">6.6k</div>\n					<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">34</div>\n					<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0.5%</div>\n				</li></ul>\n					</div>\n				</div>\n				<div class=\"stats-collapse list-stats\"><h2 style=\"display:inline\">View List Stats</h2><span class=\"dashicons dashicons-arrow-down-alt2 rad_dashboard_show_hide show-hide-icon\"></span></div>\n				<div class=\"rad_dashboard_optins_stats rad_dashboard_lists_stats\">\n					<div class=\"rad_dashboard_optins_list\">\n						<ul>\n											<li data-table=\"lists\">\n												<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_header\">My Lists</div>\n												<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column rad_dashboard_icon rad_dashboard_sort_button\" data-order_by=\"service\">Provider</div>\n												<div class=\"rad_dashboard_table_rate rad_dashboard_table_column rad_dashboard_icon rad_dashboard_sort_button active_sorting\" data-order_by=\"count\">Subscribers</div>\n												<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column rad_dashboard_icon rad_dashboard_sort_button\" data-order_by=\"growth\">Growth Rate</div>\n												<div style=\"clear: both;\"></div>\n											</li>\n										</ul><ul class=\"rad_dashboard_table_contents\"><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Main list page two</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">1834</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Main list page two</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">1834</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Daniel Reilly Contacts</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">555</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Daniel Reilly Contacts</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">555</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Pipedrive Exports</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">314</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Pipedrive Exports</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">314</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Newsletter Subscribers</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">36</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">2/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Newsletter Subscribers</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">36</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">2/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Revenue Tracking Quick Start</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">4</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">1/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Revenue Tracking Quick Start</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">4</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">1/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">SEO Negative Keywords List Download</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">4</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">SEO Negative Keywords List Download</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">4</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">5 Day Double Lead Gen Course</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">2</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">5 Day Double Lead Gen Course</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">2</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">How Call Tracking Works Whitepaper Subscribers</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">1</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">How Call Tracking Works Whitepaper Subscribers</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">1</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Instant Updates</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item rad_dashboard_parent_item\">\n						<div class=\"rad_dashboard_table_name rad_dashboard_table_column\">Instant Updates</div>\n						<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\">mailchimp</div>\n						<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">0</div>\n						<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">0/week</div>\n						<div style=\"clear: both;\"></div>\n					</li><li class=\"rad_dashboard_optins_item_bottom_row\">\n					<div class=\"rad_dashboard_table_name rad_dashboard_table_column\"></div>\n					<div class=\"rad_dashboard_table_conversions rad_dashboard_table_column\"></div>\n					<div class=\"rad_dashboard_table_rate rad_dashboard_table_column\">5500</div>\n					<div class=\"rad_dashboard_table_impressions rad_dashboard_table_column\">2/week</div>\n				</li></ul>\n					</div>\n				</div>\n				<div class=\"stats-collapse page-stats\"><h2 style=\"display:inline\">View Page Stats</h2><span class=\"dashicons dashicons-arrow-down-alt2 rad_dashboard_show_hide show-hide-icon\"></span></div>\n\n				<div class=\"rad_dashboard_optins_stats rad_dashboard_pages_stats\">\n						<div class=\"rad_dashboard_optins_list\">\n							<ul>\n								<li>\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_header\">Highest converting pages</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column rad_table_header\">Conversion rate</div>\n									<div style=\"clear: both;\"></div>\n								</li>\n							</ul>\n							<ul><li class=\"rad_table_page_row\">\n								<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_page_row\">9 Types of Businesses that need Call Tracking</div>\n								<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">18.4%</div>\n								<div style=\"clear: both;\"></div>\n							</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_pop_up rad_dashboard_status_inactive\">Exit Intent Wait</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">20%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">Get More Popup</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">16.7%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_page_row\">\n								<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_page_row\">Our Top 6 Ways To Reduce Your Cost Per Lead With Call Tracking</div>\n								<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">18.4%</div>\n								<div style=\"clear: both;\"></div>\n							</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_pop_up rad_dashboard_status_inactive\">Exit Intent Wait</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">20%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">Get More Popup</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">16.7%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_page_row\">\n								<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_page_row\">Offline Conversion Tracking – How To Calculate The True ROI Of Your PPC Campaign</div>\n								<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">15.5%</div>\n								<div style=\"clear: both;\"></div>\n							</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_pop_up rad_dashboard_status_inactive\">Exit Intent Wait</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">16.7%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">Get More Popup</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">14.3%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_page_row\">\n								<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_page_row\">5 Reasons Why Marketing Agencies Need Call Tracking</div>\n								<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">10%</div>\n								<div style=\"clear: both;\"></div>\n							</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_pop_up rad_dashboard_status_inactive\">Exit Intent Wait</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">20%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">Get More Popup</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">0%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_page_row\">\n								<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_table_page_row\">We Asked 4 Lawyers What Their Biggest Online Marketing Challenges Are</div>\n								<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">10%</div>\n								<div style=\"clear: both;\"></div>\n							</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_pop_up rad_dashboard_status_inactive\">Exit Intent Wait</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">20%</div>\n									<div style=\"clear: both;\"></div>\n								</li><li class=\"rad_table_optin_row rad_dashboard_optins_item\">\n									<div class=\"rad_dashboard_table_name rad_dashboard_table_column rad_dashboard_icon rad_dashboard_type_flyin rad_dashboard_status_inactive\">Get More Popup</div>\n									<div class=\"rad_dashboard_table_pages_rate rad_dashboard_table_column\">0%</div>\n									<div style=\"clear: 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INSERT INTO `wp_posts` VALUES (2,1,'2015-12-29 15:13:52','2015-12-29 15:13:52','This is an example page. It\'s different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this:\n\n<blockquote>Hi there! I\'m a bike messenger by day, aspiring actor by night, and this is my blog. I live in Los Angeles, have a great dog named Jack, and I like pi&#241;a coladas. (And gettin\' caught in the rain.)</blockquote>\n\n...or something like this:\n\n<blockquote>The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickeys to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community.</blockquote>\n\nAs a new WordPress user, you should go to <a href=\"http://ruler:8888/wp-admin/\">your dashboard</a> to delete this page and create new pages for your content. Have fun!','Sample Page','','publish','closed','open','','sample-page','','','2015-12-29 15:13:52','2015-12-29 15:13:52','',0,'http://ruler:8888/?page_id=2',0,'page','',0),(4,1,'2015-12-29 15:56:03','2015-12-29 15:56:03','','Home','','publish','closed','closed','','home','','','2017-10-18 12:02:15','2017-10-18 11:02:15','',0,'http://ruler:8888/?page_id=4',0,'page','',0),(7,1,'2015-12-29 15:57:40','2015-12-29 15:57:40','','Blog','','publish','closed','closed','','blog','','','2017-10-26 15:20:45','2017-10-26 14:20:45','',0,'http://ruler:8888/?page_id=7',0,'page','',0),(9,1,'2015-12-29 15:58:56','2015-12-29 15:58:56','<p style=\"text-align: center;\">Hits, clicks, bounce rate, engagement, reach - analytics products are full of buzzwords like this, they are interesting to some extent but how much do they matter? What can you actually do with these metrics? At Ruler we felt that the most important figures were missing and that\'s why we set out to “Measure What Matters”.</p>\r\n<p style=\"text-align: center;\">Ruler gives you the individual visitor level information Google Analytics is missing - leads, sales, phone calls, revenue and companies for the real people looking at your website presented in a simple, actionable and intuitive way—all on one screen in real time.</p>\r\n<p style=\"text-align: center;\">At Ruler we believe analytics should be about useful information that will benefit everybody in the business, not just your web designer or techies—giving you the insight you need to make better decisions, optimise your marketing campaigns, reduce spend and improve your financial performance.</p>','Why Ruler Analytics?','','draft','closed','closed','','why','','','2017-05-15 17:18:04','2017-05-15 16:18:04','',0,'http://ruler:8888/?page_id=9',0,'page','',0),(13,1,'2015-12-29 16:00:34','2015-12-29 16:00:34','<section id=\"section-sources\" class=\"features-section\">\r\n	<div class=\"container\">\r\n		<div class=\"row\">\r\n			<div class=\"col col-md-push-4 col-md-8 col-right hidden-sm\">\r\n				<div class=\"img-wrap home-hero-image-wrap\"><img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/conversions-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"conversion\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/visits-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"visitor\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/call-tracking.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"phone\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/dash-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"integrations\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/companies-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"company\" />\r\n				</div>\r\n			</div>\r\n			<div class=\"col col-md-pull-8 col-md-4 text-left\">\r\n				<h2>Phone Call Tracking</h2>\r\n				<p class=\"intro-text\">Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.</p>\r\n				<div class=\"feature-selector selected\" data-target=\"conversion\">\r\n					<h4>Features</h4>\r\n					<div class=\"feature-info\">\r\n						<!--<a href=\"#\" class=\"btn btn-ghost-blue btn-arrow vert-spacer-xs\">Visitors</a>-->Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"visitor\">\r\n					<h4>Visitor Details</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"phone\">\r\n					<h4>Phone Call Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"integrations\">\r\n					<h4>500+ Integrations</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"company\">\r\n					<h4>Company Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n			</div>\r\n		</div>\r\n	</div>\r\n</section>\r\n<section id=\"section-recent-companies\" class=\"features-section\">\r\n	<div class=\"container\">\r\n		<div class=\"row\">\r\n			<div class=\"col col-md-push-8 col-md-4 text-left col-right\">\r\n				<h2>Form Tracking</h2>\r\n				<p class=\"intro-text\">Match form conversions using real customer data against the exact marketing source from which it was generated. Utilising visitor level journey tracking to definitively calculate ROI for every marketing channel.</p>\r\n				<div class=\"feature-selector selected\" data-target=\"2-conversion\">\r\n					<h4>Conversion Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"2-visitor\">\r\n					<h4>Visitor Details</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"2-phone\">\r\n					<h4>Phone Call Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"2-integrations\">\r\n					<h4>500+ Integrations</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"2-company\">\r\n					<h4>Company Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n			</div>\r\n			<div class=\"col col-md-8 col-md-pull-4 hidden-sm\">\r\n				<div class=\"img-wrap home-hero-image-wrap\"><img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/conversions-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"2-conversion\" /><img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/visits-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"2-visitor\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/call-tracking.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"2-phone\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/dash-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"2-integrations\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/companies-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"2-company\" />\r\n				</div>\r\n			</div>\r\n		</div>\r\n	</div>\r\n</section>\r\n<section id=\"section-company-detail\" class=\"features-section\">\r\n	<div class=\"container\">\r\n		<div class=\"row\">\r\n			<div class=\"col col-md-push-4 col-md-8 col-right hidden-sm\">\r\n				<div class=\"img-wrap home-hero-image-wrap\"><img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/conversions-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"3-conversion\" /><img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/visits-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"3-visitor\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/call-tracking.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"3-phone\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/dash-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"3-integrations\" />\r\n					<img class=\"feature-img\" src=\"/wp-content/themes/ruler/assets/images/companies-shot.jpg\" alt=\"\" width=\"960\" height=\"auto\" data-ref=\"3-company\" />\r\n				</div>\r\n			</div>\r\n\r\n			<div class=\"col col-md-pull-8 col-md-4 text-left\">\r\n\r\n				<h2>Visitor Journeys</h2>\r\n				<p class=\"intro-text\">Ruler shows every individual visitors journey on your website across multiple sessions. Attribute your calls and form conversions to the marketing source across multiple visits.</p>\r\n\r\n				<div class=\"feature-selector selected\" data-target=\"3-conversion\">\r\n					<h4>Conversion Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"3-visitor\">\r\n					<h4>Visitor Details</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"3-phone\">\r\n					<h4>Phone Call Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"3-integrations\">\r\n					<h4>500+ Integrations</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n				<div class=\"feature-selector\" data-target=\"3-company\">\r\n					<h4>Company Tracking</h4>\r\n					<div class=\"feature-info\">\r\n						Match phone calls with website visitors and how they found you. View the callers journey and listen to the call recording. No more guesswork in attributing phone calls to marketing spend.\r\n					</div>\r\n				</div>\r\n			</div>\r\n		</div>\r\n	</div>\r\n</section>\r\n\r\n<section id=\"\" class=\"\">\r\n	<div class=\"container\">\r\n		<h2 class=\"text-center\">Features in Detail</h2>\r\n		<Br />\r\n		<div class=\"row\">\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/additional-call-features.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Additional Call Features</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/static-offline-call-tracking.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Static & Offline Call Tracking</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/agency-call-tracking.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Agency Call Tracking</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/any-number-type.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Any Number Type - Local or Free in over 50 Countries</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/call-recording.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Call Recording</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/cost-effective-no-contract.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Cost Effective & No Contract</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"http://ruler.epicwip.co.uk/wp-content/themes/ruler/assets/images/features-icons/form-visitor-journey-tracking.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Form & Visitor Journey Tracking</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"/wp-content/themes/ruler/assets/images/features-icons/campaign-keyword-call-tracking.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Campaign & Keyword Call Tracking</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"/wp-content/themes/ruler/assets/images/features-icons/keyword-reprovided.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Keyword Re-Provided</p>\r\n			</div>\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"/wp-content/themes/ruler/assets/images/features-icons/dynamic-number-insertion.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Dynamic Number Insertion</p>\r\n			</div>\r\n\r\n	<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"/wp-content/themes/ruler/assets/images/features-icons/google-adwords-analytics-integrations.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Google Adwords, Google Analytics & 500+ Integrations</p>\r\n			</div>\r\n			\r\n\r\n			<div class=\"col-md-4 col-xs-12\">\r\n				<div class=\"feature-icon\"><img src=\"/wp-content/themes/ruler/assets/images/features-icons/quick-easy-setup.svg\" alt=\"\" /></div>\r\n				<p class=\"p-with-icon\">Quick & Easy Set-up</p>\r\n			</div>\r\n\r\n		\r\n		</div>\r\n	</div>\r\n</section>','Features (Sliders)','','publish','closed','closed','','features-sliders','','','2016-11-04 15:52:33','2016-11-04 15:52:33','',0,'http://ruler:8888/?page_id=13',0,'page','',0),(15,1,'2015-12-29 16:01:12','2015-12-29 16:01:12','','Pricing','','publish','closed','closed','','pricing','','','2016-10-19 13:36:49','2016-10-19 12:36:49','',0,'http://ruler:8888/?page_id=15',0,'page','',0),(17,1,'2015-12-29 16:19:05','2015-12-29 16:19:05',' ','','','publish','closed','closed','','17','','','2017-05-24 10:20:29','2017-05-24 09:20:29','',0,'http://ruler:8888/?p=17',14,'nav_menu_item','',0),(20,1,'2015-12-29 16:19:05','2015-12-29 16:19:05',' ','','','publish','closed','closed','','20','','','2017-05-24 10:20:30','2017-05-24 09:20:30','',0,'http://ruler:8888/?p=20',15,'nav_menu_item','',0),(22,1,'2015-12-29 21:15:20','2015-12-29 21:15:20','“The use of Ruler provides the campaign team with a deeper level of insight and reporting than previously measured.”','James Lawton-Hill','','publish','closed','closed','','testimonials4','','','2016-11-14 12:21:24','2016-11-14 12:21:24','',0,'http://ruler:8888/?post_type=testimonials&#038;p=22',0,'testimonials','',0),(23,1,'2015-12-29 21:20:50','2015-12-29 21:20:50','','1384049_10151900226481211_1420767879_n','','inherit','open','closed','','1384049_10151900226481211_1420767879_n','','','2015-12-29 21:20:50','2015-12-29 21:20:50','',22,'http://ruler:8888/wp-content/uploads/2015/12/1384049_10151900226481211_1420767879_n.jpg',0,'attachment','image/jpeg',0),(24,1,'2015-12-29 21:57:56','2015-12-29 21:57:56','“With this software, we are able to give credibility to each department and show return on investment more effectively.”','Sarah Boustouller','','publish','closed','closed','','testimonial3','','','2016-11-14 12:19:16','2016-11-14 12:19:16','',0,'http://ruler:8888/?post_type=testimonials&#038;p=24',0,'testimonials','',0),(25,1,'2015-12-29 21:57:51','2015-12-29 21:57:51','','10155455_10100567533335991_8495985885305053960_n','','inherit','open','closed','','10155455_10100567533335991_8495985885305053960_n','','','2015-12-29 21:57:51','2015-12-29 21:57:51','',24,'http://ruler:8888/wp-content/uploads/2015/12/10155455_10100567533335991_8495985885305053960_n.jpg',0,'attachment','image/jpeg',0),(30,1,'2015-12-30 15:32:30','2015-12-30 15:32:30','<h3>Background:</h3>\r\n<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sodales hendrerit arcu, sit amet finibus ipsum blandit ut. Sed non purus et ex bibendum rhoncus.</p>\r\n<Br>\r\n<h3>Challenges:</h3>\r\n<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sodales hendrerit arcu, sit amet finibus ipsum blandit ut. Sed non purus et ex bibendum rhoncus.</p>\r\n<Br>\r\n<h3>Solution:</h3>\r\n<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sodales hendrerit arcu, sit amet finibus ipsum blandit ut. Sed non purus et ex bibendum rhoncus.</p>','Tata Steel','','draft','closed','closed','','tata-steel','','','2016-11-04 15:27:54','2016-11-04 15:27:54','',0,'http://ruler:8888/?post_type=case-studies&#038;p=30',0,'case-studies','',0),(31,1,'2015-12-30 15:31:33','2015-12-30 15:31:33','','tata-steel-logo-white','','inherit','open','closed','','tata-steel-logo-white','','','2015-12-30 15:31:33','2015-12-30 15:31:33','',30,'http://ruler:8888/wp-content/uploads/2015/12/tata-steel-logo-white.png',0,'attachment','image/png',0),(32,1,'2015-12-30 17:54:19','2015-12-30 17:54:19','Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed placerat ligula ipsum. Aenean et lacinia mi. Nam varius at ligula a placerat. Vestibulum ut velit massa. Nulla at mi lacus. Nam id lobortis eros. Morbi vestibulum justo eu ex lacinia tincidunt. Maecenas eu rutrum sem, in pretium leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin nunc risus, venenatis non nibh vel, imperdiet laoreet leo. Sed in nulla eget quam mollis pretium. Etiam commodo metus eget condimentum suscipit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nam et eros faucibus, egestas tellus vitae, interdum dolor.\r\n\r\nUt fringilla sagittis justo eget pellentesque. Nam a tortor libero. In hac habitasse platea dictumst. Praesent lorem massa, placerat non vehicula eu, hendrerit sed dolor. Etiam tempor maximus porta. Donec hendrerit, sapien quis varius placerat, magna enim blandit erat, a convallis nisi ex aliquam odio. Phasellus aliquet turpis sit amet mi sagittis, sit amet semper ipsum vehicula. Curabitur finibus sodales eros, et pellentesque augue tincidunt ut. Nullam a hendrerit lacus, euismod eleifend dui. Vivamus purus leo, varius vel rutrum ut, congue a nunc. Etiam quis egestas leo. Integer a nunc quis erat laoreet feugiat. Integer lorem lorem, pulvinar at mi hendrerit, pulvinar mollis metus.','Tech Crunch','','publish','closed','closed','','tech-crunch','','','2016-01-07 15:41:12','2016-01-07 15:41:12','',0,'http://ruler:8888/?post_type=press&#038;p=32',0,'press','',0),(33,1,'2015-12-30 17:54:36','2015-12-30 17:54:36','Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed placerat ligula ipsum. Aenean et lacinia mi. Nam varius at ligula a placerat. Vestibulum ut velit massa. Nulla at mi lacus. Nam id lobortis eros. Morbi vestibulum justo eu ex lacinia tincidunt. Maecenas eu rutrum sem, in pretium leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin nunc risus, venenatis non nibh vel, imperdiet laoreet leo. Sed in nulla eget quam mollis pretium. Etiam commodo metus eget condimentum suscipit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nam et eros faucibus, egestas tellus vitae, interdum dolor.\r\n\r\nUt fringilla sagittis justo eget pellentesque. Nam a tortor libero. In hac habitasse platea dictumst. Praesent lorem massa, placerat non vehicula eu, hendrerit sed dolor. Etiam tempor maximus porta. Donec hendrerit, sapien quis varius placerat, magna enim blandit erat, a convallis nisi ex aliquam odio. Phasellus aliquet turpis sit amet mi sagittis, sit amet semper ipsum vehicula. Curabitur finibus sodales eros, et pellentesque augue tincidunt ut. Nullam a hendrerit lacus, euismod eleifend dui. Vivamus purus leo, varius vel rutrum ut, congue a nunc. Etiam quis egestas leo. Integer a nunc quis erat laoreet feugiat. Integer lorem lorem, pulvinar at mi hendrerit, pulvinar mollis metus.','Smashing Magazine','','publish','closed','closed','','smashing-magazine','','','2016-07-09 16:36:00','2016-07-09 15:36:00','',0,'http://ruler:8888/?post_type=press&#038;p=33',0,'press','',0),(35,1,'2015-12-30 18:02:15','2015-12-30 18:02:15',' ','','','publish','closed','closed','','35','','','2017-05-24 11:42:56','2017-05-24 10:42:56','',0,'http://ruler:8888/?p=35',3,'nav_menu_item','',0),(45,1,'2016-01-05 14:36:28','2016-01-05 14:36:28','','Facebook','','publish','closed','closed','','facebook','','','2016-01-05 14:36:28','2016-01-05 14:36:28','',0,'http://ruler:8888/?p=45',1,'nav_menu_item','',0),(46,1,'2016-01-05 14:36:28','2016-01-05 14:36:28','','Twitter','','publish','closed','closed','','twitter','','','2016-01-05 14:36:28','2016-01-05 14:36:28','',0,'http://ruler:8888/?p=46',2,'nav_menu_item','',0),(47,1,'2016-01-05 14:36:28','2016-01-05 14:36:28','','Linkedin','','publish','closed','closed','','linkedin','','','2016-01-05 14:36:28','2016-01-05 14:36:28','',0,'http://ruler:8888/?p=47',3,'nav_menu_item','',0),(49,1,'2016-01-06 13:09:05','2016-01-06 13:09:05','An individual visitor in that month no matter how many times they visit the site.','What is a unique visitor?','','publish','closed','closed','','what-is-a-unique-visitor','','','2016-01-06 13:09:05','2016-01-06 13:09:05','',0,'http://ruler:8888/?post_type=faq&#038;p=49',0,'faq','',0),(50,1,'2016-01-06 13:09:51','2016-01-06 13:09:51','Ruler will identify how many visitors you get and select your package for you.','What if I don\'t know how many visitors I get?','','publish','closed','closed','','what-if-i-dont-know-how-many-visitors-i-get','','','2016-01-06 13:11:25','2016-01-06 13:11:25','',0,'http://ruler:8888/?post_type=faq&#038;p=50',0,'faq','',0),(51,1,'2016-01-06 13:11:47','2016-01-06 13:11:47','We have access to every UK and International number type which can be selected within your settings. There is an additional charge for phone calls if you choose a premium number such as free phone number as they incur minute charges.','What sort of phone numbers can you use?','','publish','closed','closed','','what-sort-of-phone-numbers-can-you-use%e2%80%a8','','','2017-06-09 12:24:11','2017-06-09 11:24:11','',0,'http://ruler:8888/?post_type=faq&#038;p=51',0,'faq','',0),(52,1,'2016-01-06 13:12:30','2016-01-06 13:12:30','Phone numbers are free unless you require a premium number type e.g. a free phone or geographic in which case additional minutes charges may apply if you receive a high amount of inbound calls approx 2pence per minute(£).','Is there an additional charge for phone numbers?','','publish','closed','closed','','is-there-an-additional-charge-for-phone-numbers','','','2016-01-06 13:12:30','2016-01-06 13:12:30','',0,'http://ruler:8888/?post_type=faq&#038;p=52',0,'faq','',0),(53,1,'2016-01-06 13:12:58','2016-01-06 13:12:58','No, Ruler’s call tracking is completely seamless and will work with your existing phone system.','Does Ruler’s phone call tracking need to integrate with my telephone system?','','publish','closed','closed','','does-rulers-phone-call-tracking-need-to-integrate-with-my-telephone-system%e2%80%a8%e2%80%a8','','','2017-06-09 12:25:48','2017-06-09 11:25:48','',0,'http://ruler:8888/?post_type=faq&#038;p=53',0,'faq','',0),(54,1,'2016-01-06 13:13:27','2016-01-06 13:13:27','Yes, Ruler will identify your package based on the number of website visitors.','Can I upgrade or downgrade anytime?','','publish','closed','closed','','can-i-upgrade-or-downgrade-anytime','','','2016-01-06 13:13:27','2016-01-06 13:13:27','',0,'http://ruler:8888/?post_type=faq&#038;p=54',0,'faq','',0),(55,1,'2016-01-06 13:14:06','2016-01-06 13:14:06','We accept payment via Visa, Mastercard or American Express. If you want to pay using a different method please <a href=\"/contact/\">contact us</a>.','What payment methods do you accept?','','publish','closed','closed','','what-payment-method-do-you-accept','','','2016-02-07 13:16:12','2016-02-07 13:16:12','',0,'http://ruler:8888/?post_type=faq&#038;p=55',0,'faq','',0),(56,1,'2016-01-06 13:14:34','2016-01-06 13:14:34','No, Ruler is a rolling monthly product and you can cancel anytime.','Will I be locked into a contract?','','publish','closed','closed','','will-i-be-locked-into-a-contract','','','2016-01-06 13:14:34','2016-01-06 13:14:34','',0,'http://ruler:8888/?post_type=faq&#038;p=56',0,'faq','',0),(57,1,'2016-01-06 13:15:11','2016-01-06 13:15:11','Integration is simple and should take only 5 minutes, please see the <a href=\"/integration-guide/\">integration guide</a> for more information or <a href=\"/contact/\">contact us</a> for assistance.','How do I integrate Ruler?','','publish','closed','closed','','how-do-i-integrate-ruler','','','2016-02-07 13:15:40','2016-02-07 13:15:40','',0,'http://ruler:8888/?post_type=faq&#038;p=57',0,'faq','',0),(58,1,'2016-01-06 13:16:05','2016-01-06 13:16:05','Ruler’s reports come with a CSV export option.','Can I download my data from Ruler?','','publish','closed','closed','','can-i-download-my-data-from-ruler','','','2016-01-06 13:16:05','2016-01-06 13:16:05','',0,'http://ruler:8888/?post_type=faq&#038;p=58',0,'faq','',0),(59,1,'2016-01-06 13:16:47','2016-01-06 13:16:47','There are no user fees, we only charge based on unique visitors.','Do you charge per-user fees?','','publish','closed','closed','','do-you-charge-per-user-fees','','','2016-01-06 13:16:47','2016-01-06 13:16:47','',0,'http://ruler:8888/?post_type=faq&#038;p=59',0,'faq','',0),(60,1,'2016-01-06 13:17:11','2016-01-06 13:17:11','All prices are subject to UK VAT.','Do you charge VAT?','','publish','closed','closed','','do-you-charge-vat','','','2016-01-06 13:17:11','2016-01-06 13:17:11','',0,'http://ruler:8888/?post_type=faq&#038;p=60',0,'faq','',0),(61,1,'2016-01-06 13:17:31','2016-01-06 13:17:31','We ask for your card details so that there is no interruption in reporting following your free trial. You will not be charged for 30 days and can cancel at anytime.','Why do you need my credit card info?','','publish','closed','closed','','why-do-you-need-my-credit-card-info','','','2016-01-06 13:17:31','2016-01-06 13:17:31','',0,'http://ruler:8888/?post_type=faq&#038;p=61',0,'faq','',0),(62,1,'2016-01-07 09:46:56','2016-01-07 09:46:56','','feature-img-conversions','','inherit','open','closed','','feature-img-conversions','','','2016-01-07 09:46:56','2016-01-07 09:46:56','',4,'http://ruler:8888/wp-content/uploads/2015/12/feature-img-conversions.jpg',0,'attachment','image/jpeg',0),(63,1,'2016-01-07 10:07:59','2016-01-07 10:07:59','','feature-img-calls','','inherit','open','closed','','feature-img-calls','','','2016-01-07 10:07:59','2016-01-07 10:07:59','',4,'http://ruler:8888/wp-content/uploads/2015/12/feature-img-calls.jpg',0,'attachment','image/jpeg',0),(64,1,'2016-01-07 10:13:13','2016-01-07 10:13:13','','feature-img-intergrations','','inherit','open','closed','','feature-img-intergrations','','','2016-01-07 10:13:13','2016-01-07 10:13:13','',4,'http://ruler:8888/wp-content/uploads/2015/12/feature-img-intergrations.jpg',0,'attachment','image/jpeg',0),(65,1,'2016-01-07 10:42:21','2016-01-07 10:42:21','','feature-img-companies','','inherit','open','closed','','feature-img-companies','','','2016-01-07 10:42:21','2016-01-07 10:42:21','',4,'http://ruler:8888/wp-content/uploads/2015/12/feature-img-companies.jpg',0,'attachment','image/jpeg',0),(68,1,'2016-01-07 13:14:59','2016-01-07 13:14:59','','Stephensons','','publish','closed','closed','','68-2','','','2016-01-07 13:24:57','2016-01-07 13:24:57','',0,'http://ruler:8888/?post_type=logos&#038;p=68',0,'logos','',0),(70,1,'2016-01-07 13:14:49','2016-01-07 13:14:49','','stephensons-logo-grey','','inherit','open','closed','','stephensons-logo-grey','','','2016-01-07 13:14:49','2016-01-07 13:14:49','',0,'http://ruler:8888/wp-content/uploads/2016/01/stephensons-logo-grey.png',0,'attachment','image/png',0),(72,1,'2016-01-07 13:33:37','2016-01-07 13:33:37','','bupa-logo-grey','','inherit','open','closed','','bupa-logo-grey','','','2016-01-07 13:33:37','2016-01-07 13:33:37','',0,'http://ruler:8888/wp-content/uploads/2016/01/bupa-logo-grey.png',0,'attachment','image/png',0),(73,1,'2016-01-07 13:46:58','2016-01-07 13:46:58','','DSV','','publish','closed','closed','','dsv','','','2016-01-18 13:21:13','2016-01-18 13:21:13','',0,'http://ruler:8888/?post_type=logos&#038;p=73',0,'logos','',0),(74,1,'2016-01-07 13:46:54','2016-01-07 13:46:54','','dsv-logo-grey','','inherit','open','closed','','dsv-logo-grey','','','2016-01-07 13:46:54','2016-01-07 13:46:54','',0,'http://ruler:8888/wp-content/uploads/2016/01/dsv-logo-grey.jpg',0,'attachment','image/jpeg',0),(76,1,'2016-01-07 14:05:59','2016-01-07 14:05:59','','bruntwood-logo-grey','','inherit','open','closed','','bruntwood-logo-grey','','','2016-01-07 14:05:59','2016-01-07 14:05:59','',0,'http://ruler:8888/wp-content/uploads/2016/01/bruntwood-logo-grey.png',0,'attachment','image/png',0),(78,1,'2016-01-07 14:10:56','2016-01-07 14:10:56','','HDNH-logo-grey','','inherit','open','closed','','hdnh-logo-grey','','','2016-01-07 14:10:56','2016-01-07 14:10:56','',0,'http://ruler:8888/wp-content/uploads/2016/01/HDNH-logo-grey.jpg',0,'attachment','image/jpeg',0),(79,1,'2016-01-07 14:13:45','2016-01-07 14:13:45','','Capita','','publish','closed','closed','','capita','','','2016-01-07 14:13:45','2016-01-07 14:13:45','',0,'http://ruler:8888/?post_type=logos&#038;p=79',0,'logos','',0),(80,1,'2016-01-07 14:13:41','2016-01-07 14:13:41','','capita-logo-grey','','inherit','open','closed','','capita-logo-grey','','','2016-01-07 14:13:41','2016-01-07 14:13:41','',0,'http://ruler:8888/wp-content/uploads/2016/01/capita-logo-grey.png',0,'attachment','image/png',0),(82,1,'2016-01-07 16:50:50','2016-01-07 16:50:50','','feature-img-visitor','','inherit','open','closed','','feature-img-visitor','','','2016-01-07 16:50:50','2016-01-07 16:50:50','',4,'http://ruler:8888/wp-content/uploads/2015/12/feature-img-visitor.jpg',0,'attachment','image/jpeg',0),(83,2,'2015-12-10 10:48:50','2015-12-10 10:48:50','It is all well and good studying analytics to see how many unique users are visiting your site, how long they stay on a particular page for, and how many choose to leave after consuming the content. But what are you doing with this information?\r\n\r\nSome administrators’ prime concern will be boosting traffic numbers or increasing hits for a specific search term. Although this is understandable, you should be giving greater precedence to your audience’s browsing experience. After all, this will provide more lucrative rewards in the long term from Google and other search engines as well as your actual customers.\r\n\r\nBut in order to deliver greater personalisation, demographics such as geography and device type don’t provide much assistance. Therefore, you must delve a little deeper and start focusing on user behaviour instead.\r\n\r\nHow to study user behaviour\r\n\r\nWhen presented with a plethora of numbers and graphs, it can be difficult to figure out the behaviour of users. You must somehow analyse the data in front of you to create different scenarios that relate to behavioural trends in real time.\r\n\r\nThankfully, there are several real-world examples of how this can be done. Follow these success stories and you can personalise each and every user’s visit, enhance their browsing experience, and achieve more conversions.\r\n\r\nAdobe\r\n\r\nFor new users, Adobe has a fairly standard home page. However, when you browse for something specific like information on responsive websites and then return to the very same home page, Adobe shows you a different piece of content relating to your previous activity, in this case mobile devices.\r\n\r\nAdobe’s website attempts to understand the interests of every user by monitoring their activity, such as browsing for specific topics or watching certain videos. As this example proves, you can enhance any individual’s experience by finding out whether they are on your site for a particular reason and then present a customised home page associated with the same motivation.\r\n\r\nAmazon\r\n\r\nIt will probably come as no surprise to hear that Amazon also delivers personalised experiences by studying user behaviour through analytics. When visiting its home page, you are typically presented with a range of products that might be of interest, even if you have never search for these items before.\r\n\r\nAmazon looks at browsing behaviour and previous purchases to identify products you might want to buy. While this seems like a fairly obvious thing to do for an online retailer, it is just one of the reasons why Amazon continues to reign supreme in terms of ecommerce.\r\n\r\nAmerican Express\r\n\r\nA company like American Express already has the upper hand when it comes to understanding user behaviour thanks to detailed information about offline purchase history. However, its website still delivers an extremely personalised experience based solely on browsing activity.\r\n\r\nFurthermore, American Express doesn’t try to sell products that will be of little interest to certain users either. If you are looking for travel insurance, it will concentrate on this vertical rather than other banking services such as credit card rewards.\r\n\r\nThe importance of monitoring user behaviour\r\n\r\nAlthough you should still give attention to things like user profile information and referring sites, the importance of monitoring user behaviour through web analytics is something that requires a great deal of attentiveness.\r\n\r\nBy finding out what pages and products interest your users as well as what they are likely to buy and why they may not have completed a purchase in the past, you can deliver a truly personalised browsing experience that will reap more rewards than monitoring simple metrics like traffic numbers and page views.\r\n\r\n&nbsp;\r\n\r\n[ninja_form id=5]','It\'s about time your business started monitoring user behaviour','','publish','open','open','','its-about-time-your-business-started-monitoring-user-behaviour','','','2017-04-28 11:22:44','2017-04-28 10:22:44','',0,'http://ruler:8888/?p=83',0,'post','',0),(84,1,'2016-01-11 10:44:34','2016-01-11 10:44:34','','screen-shot-2015-12-10-at-10.18.12','','inherit','open','closed','','screen-shot-2015-12-10-at-10-18-12','','','2016-01-11 10:44:34','2016-01-11 10:44:34','',83,'http://ruler:8888/wp-content/uploads/2016/01/screen-shot-2015-12-10-at-10.18.12.png',0,'attachment','image/png',0),(87,2,'2016-01-11 13:22:44','2016-01-11 13:22:44','Not only does today’s extensive online world enable any business to sell its products or services to global audiences, it also provides in-depth insights into consumer behaviour. In fact, there is an untold amount of data about interactions and transactions available at your fingertips every time a consumer browses your website, clicks a hyperlink, replies to social media activity or completes an ecommerce transaction.\r\n\r\nThis is web analytics; the collection of data to be measured, reported on, and examined by a business in order to make more informed and effective decisions. But what else do you need to know about analytics? What types of web analytics are on the market? And how do you choose between all of the options?\r\n<h4>Understanding web analytics</h4>\r\nDespite the fact that web analytics about consumer activity can help any organisation achieve better business outcomes, there is little to no point in gathering data if you aren’t able to read and interpret it properly.\r\n\r\nNot every piece of data available will be relevant or valuable according to your organisation’s objectives. So, your attitude towards web analytics should be more concerned with measuring quality rather than quantity, because at the end of the day it is the customer’s experience that matters most.\r\n\r\nBut by attracting, nurturing, and retaining customers through the use of web analytics, a whole host of benefits can be enjoyed. These include operational efficiency, lower costs, and greater loyalty.\r\n\r\nYou will need to leverage the signals and trends found within data to enhance the user’s experience, but this can be done through a comprehensive of audit of digital and software assets relevant to the business, such as your CRM, website, social media, and other systems or sources.\r\n<h4><strong>Types of web analytics</strong></h4>\r\n<h5><strong>Google Analytics</strong></h5>\r\nThis is the most popular analytics platform but also the most simple and straightforward. It primarily focuses on traffic visiting your website, how they got there, how long they stay for, and various other metrics in-between.\r\n<ul>\r\n 	<li>Divides up your audience by things like source, location and operating system to see how various demographics behave</li>\r\n 	<li>Collects and collates ecommerce data and reports, which can include revenue and sales information.</li>\r\n</ul>\r\n<h5><strong>Optimizely</strong></h5>\r\nAlong with analytics, Optimizely also boasts an A/B testing and personalisation platform that attempts to deliver “the best experiences for every customer across desktop, mobile web, and mobile apps.”\r\n<ul>\r\n 	<li>Custom goal tracking to measure actions such as sign-ups and conversions.</li>\r\n 	<li>Advanced targeting, allocation and scheduling features for testing, which requires zero coding, HTML or programming knowledge</li>\r\n 	<li>Access to real-time results for faster and better decisions</li>\r\n</ul>\r\n<h5>Ruler Analytics</h5>\r\nHere at Ruler Analytics, we can give you individual visitor level information that other platforms can’t. From leads and sales to revenues and companies, our platform presents information about people looking at your website in a simple, actionable, and intuitive way.\r\n<ul>\r\n 	<li>Presents you with unique details of conversions, such as the marketing method, keyword, tweet or post that led to success</li>\r\n 	<li>The ability to discover phone call data including duration, how long it took to answer, and how many you missed to enhance the customer’s experience.</li>\r\n 	<li>Exhaustive information about individual and company data, such as pages viewed, geographical location, number of employees, and financial details.</li>\r\n</ul>\r\n<h5>Choosing the right analytics</h5>\r\nAlthough some analytics platforms are free, additional capabilities and functionality will cost more money. Therefore, it is imperative you choose the right platform from the get-go.\r\n\r\nGoogle Analytics is a great foundation to build from, as it can help you understand the type of traffic coming to your site and consumer habits on each page. Optimizely on the other hand can assist in building a better solution in relation to what you found out from Google Analytics.\r\n\r\nBut to truly improve conversions while simultaneously delivering a better experience to your audience, consider implementing Ruler Analytics. To see whether our analytics platform can work for you, take a demo or start a free trial today.','Back to basics: Where to start with web analytics','','publish','open','open','','back-to-basics-where-to-start-with-web-analytics','','','2017-01-10 12:19:06','2017-01-10 12:19:06','',0,'http://ruler:8888/?p=87',0,'post','',0),(88,1,'2016-01-11 13:22:25','2016-01-11 13:22:25','','screen-shot-2015-11-25-at-16.53.21','','inherit','open','closed','','screen-shot-2015-11-25-at-16-53-21','','','2016-01-11 13:22:25','2016-01-11 13:22:25','',87,'http://ruler:8888/wp-content/uploads/2016/01/screen-shot-2015-11-25-at-16.53.21.png',0,'attachment','image/png',0),(94,1,'2016-01-14 10:43:23','2016-01-14 10:43:23','','tata-steel-logo','','inherit','open','closed','','tata-steel-logo','','','2016-01-14 10:43:23','2016-01-14 10:43:23','',30,'http://ruler:8888/wp-content/uploads/2015/12/tata-steel-logo.png',0,'attachment','image/png',0),(95,1,'2016-01-14 10:47:07','2016-01-14 10:47:07','','tata-featured','','inherit','open','closed','','tata-featured','','','2016-01-14 10:47:07','2016-01-14 10:47:07','',30,'http://ruler:8888/wp-content/uploads/2015/12/tata-featured.jpg',0,'attachment','image/jpeg',0),(96,1,'2016-01-14 14:42:27','2016-01-14 14:42:27','','sources','','inherit','open','closed','','sources','','','2016-01-14 14:42:27','2016-01-14 14:42:27','',4,'http://ruler:8888/wp-content/uploads/2015/12/sources.jpg',0,'attachment','image/jpeg',0),(97,1,'2016-01-14 14:42:57','2016-01-14 14:42:57','','recent_companies','','inherit','open','closed','','recent_companies','','','2016-01-14 14:42:57','2016-01-14 14:42:57','',4,'http://ruler:8888/wp-content/uploads/2015/12/recent_companies.jpg',0,'attachment','image/jpeg',0),(98,1,'2016-01-14 14:43:45','2016-01-14 14:43:45','','recent_calls','','inherit','open','closed','','recent_calls','','','2016-01-14 14:43:45','2016-01-14 14:43:45','',4,'http://ruler:8888/wp-content/uploads/2015/12/recent_calls.jpg',0,'attachment','image/jpeg',0),(99,1,'2016-01-14 14:53:42','2016-01-14 14:53:42','','visit-detail-2','','inherit','open','closed','','visit-detail-2','','','2016-01-14 14:53:42','2016-01-14 14:53:42','',4,'http://ruler:8888/wp-content/uploads/2015/12/visit-detail-2.png',0,'attachment','image/png',0),(100,1,'2016-01-18 13:21:07','2016-01-18 13:21:07','','dsv-logo-grey','','inherit','open','closed','','dsv-logo-grey-2','','','2016-01-18 13:21:07','2016-01-18 13:21:07','',0,'http://ruler:8888/wp-content/uploads/2016/01/dsv-logo-grey.png',0,'attachment','image/png',0),(103,1,'2016-01-25 13:07:37','2016-01-25 13:07:37','','widget-profile','','inherit','open','closed','','widget-profile','','','2016-01-25 13:07:37','2016-01-25 13:07:37','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/widget-profile.jpg',0,'attachment','image/jpeg',0),(104,1,'2016-01-25 13:07:57','2016-01-25 13:07:57','','widget-intergrations','','inherit','open','closed','','widget-intergrations','','','2016-01-25 13:07:57','2016-01-25 13:07:57','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/widget-intergrations.jpg',0,'attachment','image/jpeg',0),(105,1,'2016-01-25 15:56:16','2016-01-25 15:56:16','','feature-img-calls','','inherit','open','closed','','feature-img-calls-2','','','2016-01-25 15:56:16','2016-01-25 15:56:16','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/feature-img-calls-1.jpg',0,'attachment','image/jpeg',0),(106,1,'2016-01-25 15:56:50','2016-01-25 15:56:50','','feature-img-companies','','inherit','open','closed','','feature-img-companies-2','','','2016-01-25 15:56:50','2016-01-25 15:56:50','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/feature-img-companies-1.jpg',0,'attachment','image/jpeg',0),(107,1,'2016-01-25 16:01:25','2016-01-25 16:01:25','','feature-img-visitor','','inherit','open','closed','','feature-img-visitor-2','','','2016-01-25 16:01:25','2016-01-25 16:01:25','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/feature-img-visitor-1.jpg',0,'attachment','image/jpeg',0),(108,1,'2016-01-25 16:35:48','2016-01-25 16:35:48','&nbsp;\r\n<h4>Call</h4>\r\nGive us a call if you have any questions or require any help on:\r\n<h3><span class=\"ruler-tel\">0800 083 2472</span></h3>\r\n&nbsp;\r\n<h4>E-mail</h4>\r\nDrop us a line using the form below:\r\n\r\n[ninja_forms id=9]\r\n\r\n&nbsp;\r\n<h4>Address</h4>\r\nRuler Analytics Ltd\r\n11th Floor\r\nRoyal Liver Building\r\nLiverpool\r\nL3 1HU','Contact','','publish','closed','closed','','contact','','','2016-02-06 22:32:57','2016-02-06 22:32:57','',0,'http://ruler.epicwip.co.uk/?page_id=108',0,'page','',0),(113,1,'2016-01-25 17:14:00','2016-01-25 17:14:00','','zapier-logo','','inherit','open','closed','','zapier-logo','','','2016-01-25 17:14:00','2016-01-25 17:14:00','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/zapier-logo.png',0,'attachment','image/png',0),(115,1,'2016-01-25 17:33:33','2016-01-25 17:33:33','','widget-profile-2','','inherit','open','closed','','widget-profile-2','','','2016-01-25 17:33:33','2016-01-25 17:33:33','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/widget-profile-2.png',0,'attachment','image/png',0),(121,1,'2016-01-26 08:32:06','2016-01-26 08:32:06','','bruntwood','','inherit','open','closed','','bruntwood-2','','','2016-01-26 08:32:06','2016-01-26 08:32:06','',0,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/01/bruntwood.png',0,'attachment','image/png',0),(122,1,'2016-01-28 08:41:19','2016-01-28 08:41:19','This is a preview of how this form will appear on your website\r\n<div class=\"form\">\r\n[ninja_forms id=1]\r\n</div>','ninja_forms_preview_page','','publish','closed','closed','','ninja_forms_preview_page','','','2016-01-28 09:36:01','2016-01-28 09:36:01','',0,'http://ruler.epicwip.co.uk/?page_id=122',0,'page','',0),(126,1,'2016-01-26 08:53:12','2016-01-26 08:53:12','','feature-img-visitor-3v2','','inherit','open','closed','','feature-img-visitor-3v2','','','2016-01-26 08:53:12','2016-01-26 08:53:12','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/feature-img-visitor-3v2.png',0,'attachment','image/png',0),(130,1,'2016-01-26 09:24:51','2016-01-26 09:24:51','When a person visits your website Ruler checks the source of the traffic which is recorded in\r\nthe Dashboard. Ruler is an intelligent system so can identify certain traffic sources on it\'s\r\nown but you can also override Ruler to ensure traffic is attributed correctly or for bespoke\r\ncampaigns. Certain traffic sources will only work if you create your own URL. Please see the section below called\r\nThe Ruler URL to see how this is done.\r\n\r\n&nbsp;\r\n\r\n<article><header>\r\n<h3>The Ruler URL &amp; Variables</h3>\r\n</header>You can override Ruler by using the variables in the url. Ruler recognises Google\'s UTM variables (utm_). Below is a list of the variables you can use, you can use all of them or none at all.\r\n\r\n</article><article>Ruler contains a short link builder (found in your settings) to do all this for you or you can create your own bespoke tracking links. </article><article><header>\r\n<h3>Google Variables:</h3>\r\n</header></article><article>\r\n<ul class=\"contentList\">\r\n	<li><b>utm_source</b> - The source of the traffic e.g. google, facebook, email etc</li>\r\n	<li><b>utm_medium</b> - The medium of the traffic e.g. ppc, social</li>\r\n	<li><b>utm_term</b> - The keyword that if applicable e.g. analytics - Keyword Insertion (KWI) will also work</li>\r\n	<li><b>utm_campaign</b> - Any specific campaign details you might want to see in reports</li>\r\n	<li><b>utm_content</b> - Any specific content details you might want to see in reports</li>\r\n</ul>\r\nFor instance the following URLs would tell Ruler the traffic was from a Google, \'PPC campaign\' with the keyword \'Analytics\':\r\n<pre><code>http://www.yourwebsite.com/?utm_source=google&amp;utm_medium=ppc&amp;utm_term={keyword}</code></pre>\r\nFor the specific traffic sources for each area please see below. Ruler will also check if your variables contain any variables in a different section and apply to correct section accordingly incase you use a different rationale.\r\n\r\n</article><article><header>\r\n<h3>Something to bear in mind</h3>\r\n</header>It is imperative that you test each URL to make sure it works with your site as your site may rely on variables in the URL already. If your site URL already includes a ?variable you will need to use a &amp;variable, for instance if your URL looked like this:\r\n<pre><code>www.yourwebsite.com/?cat=10&amp;prod=20</code></pre>\r\nYou would add:\r\n<pre><code>www.yourwebsite.com/?cat=10&amp;prod=20&amp;utm_source=google&amp;utm_medium=ppc&amp;utm_term={keyword}</code></pre>\r\nThe golden rule is to check your URLs for each type you set-up.\r\n\r\n</article><article><header>\r\n<h3>Different traffic sources, different codes</h3>\r\n</header>You will need to create URLs for certain traffic sources to ensure that Ruler knows exactly where your traffic comes from. The codes for each traffic source on the dashboard are below.\r\n\r\n</article><article><header>\r\n<h3>Direct</h3>\r\n</header>People who type in your website address into their browser, no URL required.\r\n\r\n</article><article><header>\r\n<h3>Search Engine (PPC)</h3>\r\n</header>Ruler can automatically detect traffic from Google AdWords (PPC) including the keyword, you just need to make a quick tweak in your settings. You may want to override the urls for bespoke campaigns or for use with Yahoo and Bing.\r\n\r\nIn order to ensure Ruler collects Google Adwords data you need to ensure that \'Auto Tagging\' is enabled. To do this sign in to your Google Adwords account, click on the My Account menu and choose Preferences. Under the tracking heading, ensure that Auto Tagging is set to \'Yes\'.\r\n\r\nHere are the variables and examples:\r\n<ul class=\"contentList\">\r\n	<li><b>utm_source</b> - google, yahoo, bing etc</li>\r\n	<li><b>utm_source</b> - ppc</li>\r\n	<li><b>utm_term</b> - e.g. analytics, analytics program - Keyword Insertion (KWI) will also work</li>\r\n	<li><b>utm_campaign</b> - if applicable e.g. mobile, display network etc</li>\r\n	<li><b>utm_content</b> - if applicable e.g. special offer of page name</li>\r\n</ul>\r\ne.g.\r\n<pre><code>http://www.yourwebsite.com/&amp;utm_source=google&amp;utm_medium=ppc&amp;utm_term={keyword}</code></pre>\r\n</article>&nbsp;\r\n\r\n<article><header>\r\n<h3>Search Engine (SEO)</h3>\r\n</header>You can\'t bespoke your SEO URLs as the search engine determines this. However Ruler picks this information up anyway if it is available.\r\n\r\n&nbsp;\r\n\r\n</article><article><header>\r\n<h3>Referral</h3>\r\n</header>People who click a link from another site, no URL required.\r\n\r\n&nbsp;\r\n\r\n</article><article><header>\r\n<h3>Social Media</h3>\r\n</header>You can set-up URLs for Social Media to track people back to the post or tweet they are responding to. The first two characters tell Ruler where the traffic comes from. You can then use your own reference to identify the exact nature of the visit, here are a few examples:\r\n<h4>Social Media Codes</h4>\r\n<ul class=\"contentList\">\r\n	<li><b>utm_source</b> - facebook, twitter, pinterest, linkedin</li>\r\n	<li><b>utm_source</b> - social</li>\r\n	<li><b>utm_term</b> - if applicable you can use this as a unique reference such as to identify the tweet or post</li>\r\n	<li><strong>utm_campaign</strong> - if applicable</li>\r\n	<li><b>utm_content</b> - if applicable e.g. post, status, tweet or image</li>\r\n</ul>\r\ne.g.\r\n<pre><code>http://www.yourwebsite.com/?utm_source=facebook&amp;utm_medium=social&amp;utm_term=status-offer-1234&amp;utm_content=status</code></pre>\r\n&nbsp;\r\n\r\n<header>\r\n<h3>Email</h3>\r\n</header>Email works in the same way as Social Media With the nature of e-mail software you could add specific\r\nreferences for the email, the different links in the email and even the email address.\r\n<ul class=\"contentList\">\r\n	<li><b>utm_source</b> - email</li>\r\n	<li><b>utm_source</b> - email</li>\r\n	<li><b>utm_term</b> - if applicable you can use this as a unique reference such as the email address</li>\r\n	<li><b>utm_campaign</b> - if applicable newsletter-month, segment1</li>\r\n	<li><b>utm_content</b> - if applicable e.g. product, special offer</li>\r\n</ul>\r\ne.g.\r\n<pre><code>http://www.yourwebsite.com/?utm_source=email&amp;utm_medium=email&amp;utm_term=info@ruleranalytics.com&amp;utm_content=welcome-email</code></pre>\r\n&nbsp;\r\n<h3>Other</h3>\r\nFor anything else use the Other source. You could use this for anything that doesn\'t fall into normal traffic sources or other specific campaigns such as banner ads or other adverts, for instance:\r\n<ul class=\"contentList\">\r\n	<li><b>utm_source</b> - other</li>\r\n	<li><b>utm_source</b> - other</li>\r\n	<li><b>utm_term</b> - if applicable you can use this as a unique reference such</li>\r\n	<li><b>utm_campaign</b> - if applicable qrcode, bannerad</li>\r\n	<li><b>utm_content</b> - if applicable e.g. product, special offer</li>\r\n</ul>\r\ne.g.\r\n<pre><code>http://www.yourwebsite.com/?utm_source=other&amp;utm_medium=other&amp;utm_term=ref123&amp;utm_campaign=bannerad</code></pre>\r\n</article><article><header>\r\n<h3>Questions</h3>\r\n</header>Any questions <a href=\"/contact\">get in touch</a> and we will be happy to assist with this.\r\n\r\n</article>','Customise Ruler','','publish','closed','closed','','customise-ruler','','','2016-04-01 12:52:28','2016-04-01 11:52:28','',0,'http://ruler.epicwip.co.uk/?page_id=130',0,'page','',0),(132,1,'2016-01-26 09:26:38','2016-01-26 09:26:38','&nbsp;\r\n\r\n<header>\r\n<h3>Step 1 - Tracking tag</h3>\r\n</header>\r\n\r\nThis tag needs to be on every page that you wish to track. This tag will allow you to see visitors, companies, keywords, pages views and referring sites.\r\n\r\nTo integrate the tag copy and paste the following code into each page just before the <b>&lt;/body&gt;</b> tag.\r\n\r\nOnce this is complete you should start to see data in your reports within 15 minutes.\r\n<pre><code>\r\n&lt;script type=\"text/javascript\"&gt;\r\n\r\n   var __raconfig = __raconfig || {};\r\n   __raconfig.uid = \'&lt; YOUR SITE ID &gt;\';\r\n   __raconfig.action = \'track\';\r\n\r\n   (function () {\r\n\r\n   var ra = document.createElement(\'script\');\r\n   ra.type = \'text/javascript\';\r\n   ra.src = (\'https:\' == document.location.protocol ? \'https://\' : \'http://\') + \'www.ruleranalytics.com/lib/1.0/ra-bootstrap.js.php\';\r\n   var s = document.getElementsByTagName(\'script\')[0];\r\n   s.parentNode.insertBefore(ra, s);\r\n\r\n   }());\r\n\r\n&lt;/script&gt;\r\n\r\n</code></pre>\r\n\r\n&nbsp;\r\n\r\n<h3>Step 2 - Conversion Tracking - Option 1</h3>\r\n<article><header></header><header>Ruler can also automatically detect forms and scrape information from the page without any additional coding, please <a href=\"/contact\">Contact us</a> and we will be happy to set this for you.\r\n\r\n&nbsp;\r\n\r\n<h3>Step 2 - Conversion Tracking - Option 2</h3>\r\n</header>This tag should only be on the pages that you wish to track a conversion on whether it be a lead, sale or other action. This tag will allow you to match your conversion to the exact source of traffic.\r\n\r\nTo integrate the tag copy and paste the following code into your conversion page somewhere above the Tracking tag.\r\n\r\nIt is possible to add any information / variables that you capture (such as the persons e-mail address or order number) to the Conversion tag, see below for an example, you can name the capture fields whatever you like.\r\n\r\nThis tag would capture other variables assuming they are available on the page e.g.:\r\n<pre><code>\r\n&lt;script type=\"text/javascript\"&gt;\r\n\r\nvar RulerAnalyticsPayload = {\r\naction: \'convert\',\r\nvariable: \'PopulateWithVariable\'\r\n};\r\n\r\n&lt;/script&gt;</code></pre>\r\n</article><article><header>\r\n\r\n&nbsp;\r\n\r\n<h3>Step 3 - Phone Calls</h3>\r\n</header>In order to set-up phone tracking you need to sign up and complete the form on the integration page.\r\n\r\nPhone tracking can take up to two business days to set-up depending on the number type but usually only takes one.\r\n\r\nIn order to use phone tracking you must have the tracking tag installed.\r\n\r\nOnce this is in place you will need to have a phone number on your website written in HTML with a div tag around it, you may already have this but we need to know the name of the class, e.g.:\r\n<pre><code> &lt;span class=\"ruler-tel\"&gt;0800 000 000&lt;/span&gt; </code></pre>\r\n&nbsp;\r\n\r\n</article><article><header>\r\n<h3>Other Integrations</h3>\r\n</header>Ruler integrates with 500+ other products via Zapier, read more here: <a href=\"https://www.ruleranalytics.com/zapier/\">https://www.ruleranalytics.com/zapier/</a>\r\n\r\n&nbsp;\r\n\r\n</article><article><header>\r\n<h3>Need more help?</h3>\r\n</header>For more information please <a href=\"/contact\">Contact us</a> and we will be happy to help you through the process.\r\n\r\n</article>','Integration Guide','','publish','closed','closed','','integration-guide','','','2016-03-04 14:36:18','2016-03-04 14:36:18','',0,'http://ruler.epicwip.co.uk/?page_id=132',0,'page','',0),(134,1,'2016-01-26 09:28:00','2016-01-26 09:28:00','The Ruler Reseller program provides the opportunity for agencies, introducers and other organisations to offer Ruler Analytics to their clients as part of their other products and services.\r\n\r\n<strong>Benefits to Reseller include:</strong>\r\n<ul style=\"margin-top: 0;\">\r\n 	<li>Ongoing revenue share.</li>\r\n 	<li>White label version of Ruler Analytics and marketing material.</li>\r\n 	<li>Can be placed on a sub domain of your choice.</li>\r\n 	<li>Dedicated account management.</li>\r\n 	<li>Enhanced login to access reporting for all of your accounts.</li>\r\n 	<li>Training &amp; Support.</li>\r\n 	<li>No set-up or affiliation costs.</li>\r\n 	<li>Recruit other partners for additional revenue share.</li>\r\n</ul>\r\n<strong>Ready to get started?</strong>\r\n\r\n<a class=\"btn btn-danger\" href=\"https://ruleranalytics.tapfiliate.com/\" target=\"_blank\" rel=\"noopener noreferrer\">Become a Reseller</a>','Resellers','','publish','closed','closed','','resellers','','','2017-05-24 10:21:44','2017-05-24 09:21:44','',0,'http://ruler.epicwip.co.uk/?page_id=134',0,'page','',0),(136,1,'2016-01-26 09:28:50','2016-01-26 09:28:50','<p>Join the Ruler affiliate program today. Set-up is simple and payment is immediate upon a complete sale with a full reporting suite to monitor the progress of your campaign.</p><p><a href=\"/contact\">Contact us</a> to find out more.</p>','Affiliates','','draft','closed','closed','','affiliates','','','2017-05-24 10:23:49','2017-05-24 09:23:49','',0,'http://ruler.epicwip.co.uk/?page_id=136',0,'page','',0),(138,1,'2016-01-26 09:29:31','2016-01-26 09:29:31','Ruler has secured seed capital, please <a href=\"/contact\">contact us</a> to see our slide deck or to discuss further.','Investors','','publish','closed','closed','','investors','','','2016-02-06 22:37:32','2016-02-06 22:37:32','',0,'http://ruler.epicwip.co.uk/?page_id=138',0,'page','',0),(140,1,'2016-01-26 09:30:10','2016-01-26 09:30:10','<h2>Overview</h2>\r\n<strong style=\"font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 14px; background-color: initial;\">Lead Forensics</strong> is a B2B analytics solution which enables business owners, or those in charge of acquiring new business, to see which companies have been visiting their website. It also makes getting in touch with each company easy by providing contact details and, sometimes even a direct contact at the company. This is very powerful for closing new business.\r\n\r\n<strong>Ruler Analytics</strong>, offers the same company lookup functionality that is seen in Lead Forensics, at a lower monthly cost as a well as a visitor level analytics solution which provides business owners with a complete and transparent marketing diagnostic - exposing the exact channels responsible for every sale, lead or phone call.\r\n<p>&nbsp;</p>\r\n<h2>Features</h2>\r\nHere are some of things Ruler does that Lead Forensics doesn’t do:\r\n<ul>\r\n	<li>Track the journey of every visitor through your website</li>\r\n	<li>Track conversions and enquires and match them back to the marketing source including keyword</li>\r\n	<li>Track inbound phone calls from your website</li>\r\n	<li>Integrate into 500+ other products including CRM and Email Tools</li>\r\n</ul>\r\n<h2>Trial</h2>\r\n<ul>\r\n	<li>Lead Forensics offers a limited free trial and will not allow you logins to the product.</li>\r\n	<li>Ruler Analytics offers a full feature trial with logins to the product so you can use it.</li>\r\n</ul>\r\n<h2>Pricing</h2>\r\n\r\n\r\n<div class=\"row\">\r\n			<div class=\"col-md-12\">\r\n				<ul class=\"priceToggle\">\r\n					<li><a class=\"button-base price-toggle-month active\">Billed Monthly</a></li>\r\n					<li><a class=\"button-base price-toggle-year\">Billed Yearly <span>save 10%</span></a></li>\r\n					<li><a class=\"pound-toggle button-base button-p3 active\">£</a></li>\r\n					<li><a class=\"euro-toggle button-base button-p3\">€</a></li>\r\n					<li><a class=\"dollar-toggle button-base button-p3\">$</a></li>\r\n				</ul>\r\n			</div>\r\n\r\n			<div class=\"option-list-views\">\r\n						<div id=\"call-tracking\" style=\"display: none;\">\r\n			    	<div class=\"col-xs-12 col-sm-4 col-md-4\">\r\n						<div class=\"panel panel-default panel-price\">\r\n							<div class=\"panel-heading text-center\">\r\n								<h4>START-UP PLAN</h4>\r\n							</div>\r\n							<div class=\"panel-body text-center price-item\">\r\n		                        <div class=\"pound\">\r\n		                            <span class=\"hide price\">£89</span>\r\n		                            <span class=\"price-monthly show\">£99</span>\r\n		                        </div>\r\n		                        <div class=\"euro hide\">\r\n		                            <span class=\"hide price\">€114</span>\r\n		                            <span class=\"price-monthly show\">€129</span>\r\n		                        </div>\r\n		                        <div class=\"dollar hide\">\r\n		                            <span class=\"hide price\">$134</span>\r\n		                            <span class=\"price-monthly show\">$149</span>\r\n		                        </div>\r\n							</div>\r\n							<div class=\"panel-heading text-center\">\r\n								<h5>Monthly</h5>\r\n							</div>\r\n							<div class=\"panel-body text-center middle\">\r\n								<p>Up to<br>\r\n								<span>1,000</span><br>\r\n								CALL MINUTES PER MONTH\r\n								</p>\r\n							</div>\r\n\r\n							<div class=\"boxed-af\">\r\n								<a class=\"btn btn-lg btn-block btn-danger\" href=\"http://app.ruleranalytics.com/signup/\">Book a Demo</a>\r\n							</div>\r\n\r\n							<div class=\"panel-footer\">\r\n								<h4>Main Features</h4>\r\n								<ul class=\"pricing-features\">\r\n									<li>Up to 1,000 Call Minutes</li>\r\n									<li>Visitor Level Call Identification</li>\r\n									<li>Call, Form &amp; Transaction Tracking</li>\r\n									<li>Organic Keyword Re-Provided (BETA)</li>\r\n									<li>Google Analytics Integration</li>\r\n									<li>500+ Integrations via Zapier</li>\r\n									<li>Company Identification</li>\r\n								</ul>\r\n								<h4>Call Tracking Features</h4>\r\n								<ul class=\"pricing-features\">\r\n									<li>View Calls by Keywords</li>\r\n									<li>Phone Call Durations</li>\r\n									<li>Call Recording</li>\r\n									<li>View Missed Calls</li>\r\n									<li>Email Alerts</li>\r\n								</ul>\r\n							</div>\r\n						</div>\r\n						<!-- /PRICE ITEM -->\r\n					</div>\r\n\r\n					<div class=\"col-xs-12 col-sm-4 col-md-4\">\r\n						<!-- PRICE ITEM -->\r\n						<div class=\"panel panel-default panel-price\">\r\n							<div class=\"panel-heading text-center\">\r\n								<h4>ENTERPRISE PLAN</h4>\r\n							</div>\r\n							<div class=\"panel-body text-center price-item\">\r\n\r\n		                        <div class=\"pound\">\r\n		                            <span class=\"hide price\">POA</span>\r\n		                            <span class=\"price-monthly show\">POA</span>\r\n		                        </div>\r\n		                        <div class=\"euro hide\">\r\n		                            <span class=\"hide price\">POA</span>\r\n		                            <span class=\"price-monthly show\">POA</span>\r\n		                        </div>\r\n		                        <div class=\"dollar hide\">\r\n		                            <span class=\"hide price\">POA</span>\r\n		                            <span class=\"price-monthly show\">POA</span>\r\n		                        </div>\r\n\r\n							</div>\r\n							<div class=\"panel-heading text-center\">\r\n								<h5>Monthly</h5>\r\n							</div>\r\n							<div class=\"panel-body text-center middle\">\r\n								<p>Up To<br>\r\n								<span>UNLIMITED</span><br>\r\n								Call Minutes Per Month\r\n								</p>\r\n							</div>\r\n\r\n							<div class=\"boxed-af\">\r\n								<a class=\"btn btn-lg btn-block btn-danger\" href=\"http://app.ruleranalytics.com/signup/\">Book a Demo</a>\r\n							</div>\r\n\r\n				\r\n						</div>\r\n					</div>\r\n				</div>		\r\n						<div id=\"company-tracking\" class=\"active\">\r\n					<div class=\"col-xs-12 col-sm-4 col-md-15\" style=\"width:25%;\">\r\n			    		<div class=\"panel panel-default panel-price\">\r\n			    			<div class=\"panel-heading text-center\">\r\n			    				<h4>MICRO PLAN</h4>\r\n							</div>\r\n							<div class=\"panel-body text-center price-item\">\r\n	                            <div class=\"pound\">\r\n	                                <span class=\"hide price\">£26</span>\r\n	                                <span class=\"price-monthly show\">£29</span>\r\n	                            </div>\r\n	                            <div class=\"euro hide\">\r\n	                                <span class=\"hide price\">€33</span>\r\n	                                <span class=\"price-monthly show\">€37</span>\r\n	                            </div>\r\n	                            <div class=\"dollar hide\">\r\n	                                <span class=\"hide price\">$38</span>\r\n	                                <span class=\"price-monthly show\">$42</span>\r\n	                            </div>\r\n	                        </div>\r\n							<div class=\"panel-heading text-center\">\r\n								<h5>Monthly</h5>\r\n							</div>\r\n							<div class=\"panel-body text-center middle\">\r\n								<p>Up to<br>\r\n								<span>1,000</span><br>\r\n								Unique Visitors\r\n								</p>\r\n							</div>\r\n\r\n							<div class=\"boxed-af\">\r\n								<a class=\"btn btn-lg btn-block btn-danger\" href=\"http://app.ruleranalytics.com/signup/\">Free Trial</a>\r\n							</div>\r\n						</div>\r\n					</div>\r\n\r\n\r\n	    			<div class=\"col-xs-12 col-sm-4 col-md-15\" style=\"width:25%;\">\r\n						<div class=\"panel panel-default panel-price\">\r\n							<div class=\"panel-heading text-center\">\r\n								<h4>SMALL PLAN</h4>\r\n							</div>\r\n							<div class=\"panel-body text-center price-item\">\r\n	                            <div class=\"pound\">\r\n	                                <span class=\"hide price\">£44</span>\r\n	                                <span class=\"price-monthly show\">£49</span>\r\n	                            </div>\r\n	                            <div class=\"euro hide\">\r\n	                                <span class=\"hide price\">€49</span>\r\n	                                <span class=\"price-monthly show\">€59</span>\r\n	                            </div>\r\n	                            <div class=\"dollar hide\">\r\n	                                <span class=\"hide price\">$59</span>\r\n	                                <span class=\"price-monthly show\">$69</span>\r\n	                            </div>\r\n							</div>\r\n							<div class=\"panel-heading text-center\">\r\n								<h5>Monthly</h5>\r\n							</div>\r\n							<div class=\"panel-body text-center middle\">\r\n								<p>Up to<br>\r\n								<span>2,500</span><br>\r\n								Unique Visitors\r\n								</p>\r\n							</div>\r\n\r\n							<div class=\"boxed-af\">\r\n								<a class=\"btn btn-lg btn-block btn-danger\" href=\"http://app.ruleranalytics.com/signup/\">Free Trial</a>\r\n							</div>\r\n\r\n							\r\n						</div>\r\n					</div>\r\n\r\n	    			<div class=\"col-xs-12 col-sm-4 col-md-15\" style=\"width:25%;\">\r\n						<div class=\"panel panel-default panel-price\">\r\n							<div class=\"panel-heading text-center\">\r\n								<h4>START-UP PLAN</h4>\r\n							</div>\r\n							<div class=\"panel-body text-center price-item\">\r\n\r\n	                            <div class=\"pound\">\r\n	                                <span class=\"hide price\">£89</span>\r\n	                                <span class=\"price-monthly show\">£99</span>\r\n	                            </div>\r\n	                            <div class=\"euro hide\">\r\n	                                <span class=\"hide price\">€114</span>\r\n	                                <span class=\"price-monthly show\">€129</span>\r\n	                            </div>\r\n	                            <div class=\"dollar hide\">\r\n	                                <span class=\"hide price\">$134</span>\r\n	                                <span class=\"price-monthly show\">$149</span>\r\n	                            </div>\r\n\r\n							</div>\r\n							<div class=\"panel-heading text-center\">\r\n								<h5>Monthly</h5>\r\n							</div>\r\n							<div class=\"panel-body text-center middle\">\r\n								<p>Up to<br>\r\n								<span>10,000</span><br>\r\n								Unique Visitors\r\n								</p>\r\n							</div>\r\n\r\n							<div class=\"boxed-af\">\r\n								<a class=\"btn btn-lg btn-block btn-danger\" href=\"http://app.ruleranalytics.com/signup/\">Free Trial</a>\r\n							</div>\r\n\r\n							\r\n						</div>\r\n					</div>\r\n\r\n	    			<div class=\"col-xs-12 col-sm-4 col-md-15\"  style=\"width:25%;\">\r\n						<div class=\"panel panel-default panel-price\">\r\n							<div class=\"panel-heading text-center\">\r\n								<h4>ENTERPRISE PLAN</h4>\r\n							</div>\r\n							<div class=\"panel-body text-center price-item\">\r\n\r\n	                            <div class=\"pound\">\r\n	                                <span class=\"hide price\">POA</span>\r\n	                                <span class=\"price-monthly show\">POA</span>\r\n	                            </div>\r\n	                            <div class=\"euro hide\">\r\n	                                <span class=\"hide price\">POA</span>\r\n	                                <span class=\"price-monthly show\">POA</span>\r\n	                            </div>\r\n	                            <div class=\"dollar hide\">\r\n	                                <span class=\"hide price\">POA</span>\r\n	                                <span class=\"price-monthly show\">POA</span>\r\n	                            </div>\r\n\r\n							</div>\r\n							<div class=\"panel-heading text-center\">\r\n								<h5>Monthly</h5>\r\n							</div>\r\n							<div class=\"panel-body text-center middle\">\r\n								<p>OVER<br>\r\n								<span>100,000</span><br>\r\n								Unique Visitors\r\n								</p>\r\n							</div>\r\n\r\n							<div class=\"boxed-af\">\r\n								<a class=\"btn btn-lg btn-block btn-danger\" href=\"/contact/\">Contact Us</a>\r\n							</div>\r\n\r\n						</div>\r\n					</div>\r\n				</div>					</div>	</div>\r\n\r\n<p>&nbsp;</p>\r\n<h2>Why is Ruler Analytics different to Lead Forensics?</h2>\r\nThe biggest difference between Lead Forensics and Ruler Analytics is that Lead Forensics is a B2B analytics solution while Ruler Analytics is a B2B and B2C analytics solution. Because Ruler Analytics tracks a wider range of website users, the level of data on offer - leads, sales, phone calls, revenue, companies - is greater, as visualised in the head-to head above.\r\n\r\nHowever, Lead Forensics is a proven web analytics solution, and at Ruler we’re fond of the way that it goes about its business. For starters, Lead Forensics is incredibly easy to set up; all the website admin has to do is add a single line of JavaScript to every web page that needs to be tracked. This process takes minutes and it doesn’t take long before the user has insightful and actionable data about visitors.\r\n\r\n<strong>Here are some of the key features of Lead Forensics:</strong>\r\n<ul>\r\n	<li>Access real-time intelligence about prospects</li>\r\n	<li>Find out when they visited</li>\r\n	<li>See what they searched for</li>\r\n	<li>Identify the pages they viewed</li>\r\n	<li>View business turnover and their industry SIC code</li>\r\n</ul>\r\nAccording to Lead Forensics, these features can boost online ROI, identify and help prioritise new sales leads, increase lead conversion, reduce the time spent on costly marketing practices, and identify cross-selling opportunities with existing clients. With hundreds of happy users, we have no doubt that this web analytics solution delivers on what it promises.\r\n\r\n<strong>But Ruler does too, plus so much more…</strong>\r\n\r\nWhen we started building Ruler Analytics, we wanted to create a web analytics solution that offered the data that Google Analytics couldn’t - the source of every lead and sale, and the source of every phone call that’s generated on a website. Our software is now able to tell the webmaster how leads and sales are generated and what makes the phone ring.\r\n\r\nCrucially, Ruler Analytics has been refined over the past 12 months to really nail ROI. The dashboard has been designed to display valuable data all in one place. For example, the Ruler Dashboard Sources section lists the source of traffic, the visits from each source, the amount of conversions from each source, the number of calls from each source, and the revenue generated from each source, and the Ruler Recent Calls section displays the source (number), date, time, duration of call and lets you play the call recording back - this reduces marketing spend significantly.\r\n\r\n<strong>So what’s the advantage to Ruler?</strong>\r\n\r\nThe basic level of data and insight Ruler offers is the same as what Lead Forensics offers, however Ruler goes one step further with a greater level of depth, such as the number of visits along with pages viewed, where leads and sales come from and their individual values, and a better set of features for tracking and recording phone calls. All of these additional features add up to create a more advanced analytics solution for business owners who wish to fully understand who their customers are, and collect valuable information about ‘invisible’ website visitors to feed sales teams with valuable leads.\r\n\r\n','Lead Forensics Alternative','','publish','closed','closed','','lead-forensics-alternative','','','2017-02-10 14:14:46','2017-02-10 14:14:46','',0,'http://ruler.epicwip.co.uk/?page_id=140',0,'page','',0),(144,1,'2016-01-26 09:32:19','2016-01-26 09:32:19',' ','','','publish','closed','closed','','144','','','2017-05-24 11:43:02','2017-05-24 10:43:02','',0,'http://ruler.epicwip.co.uk/?p=144',9,'nav_menu_item','',0),(145,1,'2016-01-26 09:32:18','2016-01-26 09:32:18',' ','','','publish','closed','closed','','145','','','2017-05-24 11:42:59','2017-05-24 10:42:59','',0,'http://ruler.epicwip.co.uk/?p=145',6,'nav_menu_item','',0),(147,1,'2016-01-26 09:32:18','2016-01-26 09:32:18',' ','','','publish','closed','closed','','147','','','2017-05-24 11:43:00','2017-05-24 10:43:00','',0,'http://ruler.epicwip.co.uk/?p=147',7,'nav_menu_item','',0),(148,1,'2016-01-26 09:32:18','2016-01-26 09:32:18',' ','','','publish','closed','closed','','148','','','2017-05-24 11:42:58','2017-05-24 10:42:58','',0,'http://ruler.epicwip.co.uk/?p=148',5,'nav_menu_item','',0),(149,1,'2016-01-26 09:32:18','2016-01-26 09:32:18',' ','','','publish','closed','closed','','149','','','2017-05-24 11:42:57','2017-05-24 10:42:57','',0,'http://ruler.epicwip.co.uk/?p=149',4,'nav_menu_item','',0),(150,1,'2016-01-26 09:32:17','2016-01-26 09:32:17',' ','','','publish','closed','closed','','150','','','2017-05-24 11:42:55','2017-05-24 10:42:55','',0,'http://ruler.epicwip.co.uk/?p=150',2,'nav_menu_item','',0),(151,1,'2016-01-26 09:37:22','2016-01-26 09:37:22','Welcome to our website. If you continue to browse and use this website you are agreeing to comply with and be bound by the following terms and conditions of use, which together with our privacy policy govern Ruler Analytics’s relationship with you in relation to this website.\r\n\r\nThe term “Ruler Analytics” or “us” or “we” refers to the owner of the website. The term “you” refers to the user or viewer of our website.\r\n\r\nThe use of this website is subject to the following terms of use:\r\n\r\nThe content of the pages of this website is for your general information and use only. It is subject to change without notice.\r\n\r\nNeither we nor any third parties provide any warranty or guarantee as to the accuracy, timeliness, performance, completeness or suitability of the information and materials found or offered on this website for any particular purpose. You acknowledge that such information and materials may contain inaccuracies or errors and we expressly exclude liability for any such inaccuracies or errors to the fullest extent permitted by law.\r\n\r\nYour use of any information or materials on this website is entirely at your own risk, for which we shall not be liable. It shall be your own responsibility to ensure that any products, services or information available through this website meet your specific requirements.\r\n\r\nThis website contains material which is owned by or licensed to us. This material includes, but is not limited to, the design, layout, look, appearance and graphics. Reproduction is prohibited other than in accordance with the copyright notice, which forms part of these terms and conditions.\r\n\r\nUnauthorised use of this website may give to a claim for damages and/or be a criminal offence.\r\n\r\nFrom time to time this website may also include links to other websites. These links are provided for your convenience to provide further information. They do not signify that we endorse the website(s). We have no responsibility for the content of the linked website(s).\r\n\r\nYour use of this website and any dispute arising out of such use of the website is subject to the laws of England and Wales.\r\n\r\nWe do not offer refunds however there are no contracts and you can cancel anytime.','Terms & Conditions','','publish','closed','closed','','terms-conditions','','','2016-01-26 09:37:22','2016-01-26 09:37:22','',0,'http://ruler.epicwip.co.uk/?page_id=151',0,'page','',0),(153,1,'2016-01-26 09:37:49','2016-01-26 09:37:49','This privacy policy sets out how “Ruler Analytics” uses and protects any information that you give “Ruler Analytics” when you use this website.\r\n\r\n“Ruler Analytics” is committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement.\r\n\r\n“Ruler Analytics” may change this policy from time to time by updating this page. You should check this page from time to time to ensure that you are happy with any changes.\r\n\r\nWhat we collect\r\n\r\nWe may collect the following information:\r\n\r\nName\r\nContact information including email address\r\nWhat we do with the information we gather\r\n\r\nWe require this information to understand your needs and provide you with a better service, and in particular for the following reasons:\r\n\r\nInternal record keeping.\r\nWe may use the information to improve our products and services.\r\nWe may periodically send promotional email about new products, special offers or other information which we think you may find interesting using the email address which you have provided.\r\nFrom time to time, we may also use your information to contact you for market research purposes. We may contact you by email, phone, fax or mail.\r\nWe may use the information to customise the website according to your interests.\r\nSecurity\r\n\r\nWe are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.\r\n\r\nLinks to other websites\r\n\r\nOur website may contain links to enable you to visit other websites of interest easily. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.','Privacy Policy','','publish','closed','closed','','privacy-policy','','','2016-01-26 09:37:49','2016-01-26 09:37:49','',0,'http://ruler.epicwip.co.uk/?page_id=153',0,'page','',0),(156,1,'2016-01-26 09:38:26','2016-01-26 09:38:26','We use cookies our across our website to help enhance user experience and help make visits to our site more effective.\r\n\r\nCookies are small data files which are sent from a web server to a web browser, and, depending on the type of cookie being used, either expire at the end of a browsing session or are stored until a set date.\r\n\r\nCookies are used for a variety of purposes, namely to help us monitor how customers user our site and how we can best modify it to accommodate their needs. Please note, however, that restricting the use of cookies may impact the functionality of our website.\r\n\r\nBy using our website and agreeing to the terms of this policy, you consent to our use of cookies in accordance with the terms of this policy.\r\n\r\n<strong>Cookies We Use</strong>\r\n<table style=\"border: 1px solid #ccc;\" border=\"1\" cellspacing=\"0\" cellpadding=\"0\">\r\n<tbody>\r\n<tr>\r\n<td valign=\"top\" width=\"130\">Cookie Type</td>\r\n<td valign=\"top\" width=\"132\">Cookie Name</td>\r\n<td valign=\"top\" width=\"354\">Description</td>\r\n</tr>\r\n<tr>\r\n<td valign=\"top\" width=\"130\">Google Analytics</td>\r\n<td valign=\"top\" width=\"132\">_utma\r\n_utmb\r\n_utmc_utmz</td>\r\n<td valign=\"top\" width=\"354\">To improve the performance of our site and to help enhance user experience, we use a service provide by Google Analytics which allows us to count the amount of page visits and traffic sources our site receives.</td>\r\n</tr>\r\n<tr>\r\n<td valign=\"top\" width=\"130\">Ruler Analytics</td>\r\n<td valign=\"top\" width=\"132\">_ra</td>\r\n<td valign=\"top\" width=\"354\">To improve functionality and to help measure the amount of page visits and traffic sources our site receives, we use a monitoring service provided by Ruler Analytics.</td>\r\n</tr>\r\n</tbody>\r\n</table>\r\n<strong> </strong>\r\n\r\n<strong>Blocking Cookies</strong>\r\n\r\nMost web browsers allow you to block cookies from being installed on your device through browser setting configuration. To obtain information about how to do this with your browser, please click one of the following links;\r\n\r\n<strong>Firefox</strong> – <a href=\"https://support.mozilla.org/en-US/kb/enable-and-disable-cookies-website-preferences\">https://support.mozilla.org/en-US/kb/enable-and-disable-cookies-website-preferences </a>\r\n\r\n<strong>Chrome</strong> - <a href=\"http://support.google.com/chrome/bin/answer.py?hl=en&amp;answer=95647\">http://support.google.com/chrome/bin/answer.py?hl=en&amp;answer=95647</a>\r\n\r\n<strong>Internet Explorer</strong> – <a href=\"http://support.microsoft.com/kb/196955\">http://support.microsoft.com/kb/196955</a>\r\n\r\n<strong>Safari</strong> – <a href=\"http://docs.info.apple.com/article.html?path=Safari/3.0/en/9277.html\">http://docs.info.apple.com/article.html?path=Safari/3.0/en/9277.html</a>\r\n\r\n<strong>\r\nDeleting Cookies</strong>\r\n\r\nMost web browsers also allow you to delete cookies that are stored on your device through browser configuration. To obtain information on how to do this with your browser, please click one of the following links;\r\n\r\n<strong>Firefox</strong> – <a href=\"http://support.mozilla.org/en-US/kb/Cookies\">http://support.mozilla.org/en-US/kb/Cookies</a>\r\n\r\n<strong>Chrome</strong> – <a href=\"http://support.google.com/chrome/bin/answer.py?hl=en&amp;answer=95647\">http://support.google.com/chrome/bin/answer.py?hl=en&amp;answer=95647</a>\r\n\r\n<strong>Internet Explorer</strong> – <a href=\"http://support.microsoft.com/kb/196955\">http://support.microsoft.com/kb/196955</a>\r\n\r\n<strong>Safari</strong> – <a href=\"http://docs.info.apple.com/article.html?path=Safari/3.0/en/9277.html\">http://docs.info.apple.com/article.html?path=Safari/3.0/en/9277.html</a>\r\n\r\nMobile phone and tablet users may have to refer to their handset manual or in-phone settings for details on how to block or delete cookies from their mobile browser.','Cookie Policy','','publish','closed','closed','','cookie-policy','','','2017-10-26 10:09:54','2017-10-26 09:09:54','',0,'http://ruler.epicwip.co.uk/?page_id=156',0,'page','',0),(159,1,'2016-01-26 09:38:52','2016-01-26 09:38:52','The information contained in this website is for general information purposes only. The information is provided by “Ruler Analytics” and whilst we endeavour to keep the information up-to-date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the website or the information, products, services, or related graphics contained on the website for any purpose. Any reliance you place on such information is therefore strictly at your own risk.\r\n\r\nIn no event will we be liable for any loss or damage including without limitation, indirect or consequential loss or damage, or any loss or damage whatsoever arising from loss of data or profits arising out of or in connection with the use of this website.\r\n\r\nThrough this website you are able to link to other websites which are not under the control of “Ruler Analytics”. We have no control over the nature, content and availability of those sites. The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.\r\n\r\nEvery effort is made to keep the website up and running smoothly. However, “Ruler Analytics” takes no responsibility for and will not be liable for the website being temporarily unavailable due to technical issues beyond our control.','Disclaimer','','publish','closed','closed','','disclaimer','','','2016-01-26 09:38:52','2016-01-26 09:38:52','',0,'http://ruler.epicwip.co.uk/?page_id=159',0,'page','',0),(161,1,'2016-01-26 09:39:12','2016-01-26 09:39:12','This website and its content is copyright of “Ruler Analytics” - © “Ruler Analytics” 2016. All rights reserved.\r\n\r\nAny redistribution or reproduction of part or all of the contents in any form is prohibited other than the following:\r\n\r\nyou may print or download to a local hard disk extracts for your personal and non-commercial use only\r\nyou may copy the content to individual third parties for their personal use, but only if you acknowledge the website as the source of the material\r\nYou may not, except with our express written permission, distribute or commercially exploit the content. Nor may you transmit it or store it in any other website or other form of electronic retrieval system.','Copyright','','publish','closed','closed','','copyright','','','2016-01-26 09:39:12','2016-01-26 09:39:12','',0,'http://ruler.epicwip.co.uk/?page_id=161',0,'page','',0),(163,1,'2016-01-26 09:39:58','2016-01-26 09:39:58',' ','','','publish','closed','closed','','163','','','2016-01-26 09:39:58','2016-01-26 09:39:58','',0,'http://ruler.epicwip.co.uk/?p=163',5,'nav_menu_item','',0),(164,1,'2016-01-26 09:39:58','2016-01-26 09:39:58',' ','','','publish','closed','closed','','164','','','2016-01-26 09:39:58','2016-01-26 09:39:58','',0,'http://ruler.epicwip.co.uk/?p=164',4,'nav_menu_item','',0),(165,1,'2016-01-26 09:39:57','2016-01-26 09:39:57',' ','','','publish','closed','closed','','165','','','2016-01-26 09:39:57','2016-01-26 09:39:57','',0,'http://ruler.epicwip.co.uk/?p=165',3,'nav_menu_item','',0),(166,1,'2016-01-26 09:39:57','2016-01-26 09:39:57',' ','','','publish','closed','closed','','166','','','2016-01-26 09:39:57','2016-01-26 09:39:57','',0,'http://ruler.epicwip.co.uk/?p=166',2,'nav_menu_item','',0),(167,1,'2016-01-26 09:39:57','2016-01-26 09:39:57',' ','','','publish','closed','closed','','167','','','2016-01-26 09:39:57','2016-01-26 09:39:57','',0,'http://ruler.epicwip.co.uk/?p=167',1,'nav_menu_item','',0),(168,1,'2016-01-26 09:42:27','2016-01-26 09:42:27','','recent-conversions-large','','inherit','open','closed','','recent-conversions-large','','','2016-01-26 09:42:27','2016-01-26 09:42:27','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent-conversions-large.jpg',0,'attachment','image/jpeg',0),(169,2,'2016-01-26 09:57:05','2016-01-26 09:57:05','As an analytics software company, conversion is our area of expertise. At Ruler, we help hundreds of businesses all over the world implement effective <a href=\"http://www.ruleranalytics.com/blog/post/2014-02-11-what-is-conversion-rate-optimisation-cro\">conversion rate optimisation</a> strategies based on accurate and insightful data.\r\n\r\nOne thing we have found during our time within this market is that there\'s one element of a web page that\'s often overlooked by marketers, an element which is critical to good conversion.\r\n\r\nI\'m talking, of course, about typography.\r\n\r\nFor most marketers, typography is an unknown topic. I mean, isn\'t typography all down to the website designer? Isn\'t it their responsibility to choose a font that\'s going to engage potential customers?\r\n\r\nIn short, no. It is the marketers responsibility to manage a website, and that means choosing typography that\'s going to convert.\r\n\r\nThe link between conversion rates and typography has been scientifically proven. To choose typography that\'s right for a website, it\'s important to first understand what typography is.\r\n<h4>So what is typography?</h4>\r\nThe word typography originates from the invention of movable type, and it\'s a word used to describe the process of where art meets text. Essentially, typography is a tool which can be used to express personality and style, which in the case of a website, means a brand identity.\r\n\r\nWhen a website visitor loads your page the very first thing they will see is text. The visitor will scan this text for relevant information and if your website has that information in a well laid out pattern, it is going to deliver its message effectively. A visitor will scan the size of text, the length of paragraphs, length of lines, etc. After this, a visitor is going to judge your website and all of this happens within a few seconds.\r\n\r\nWith that in mind, typography is critical to conversion.\r\n\r\n<strong>Key elements of typography</strong> There are generally six elements which make up the art of typography. These are:\r\n\r\n<strong>Typeface</strong>\r\n\r\nTypeface refers to a group of characters which share the same design.\r\n\r\n<strong>Font</strong>\r\n\r\nA font is a specific style of typeface with a set width, height, and length.\r\n\r\n<strong>Line length</strong>\r\n\r\nThis is the distance between text that is present between the right and left margins of a page.\r\n\r\n<strong>Leading</strong>\r\n\r\nThis is the space between baselines.\r\n\r\n<strong>Kerning</strong>\r\n\r\nThis is the white space between letters.\r\n\r\n<strong>Tracking</strong>\r\n\r\nThis is the process of adjusting space between letters over a range of characters.\r\n\r\n<strong>So why is typography important?</strong>\r\n\r\nTypography is where art meets text - but it\'s also where clarity meets the reader.\r\n\r\nIf your website copy is difficult to read because the typeface is too small, the words are too close together, the letters are too close together, then your visitors will either leave your website or they will struggle through your copy and ultimately not be convinced by it.\r\n\r\nTypography is crucial because it can make or break a conversion. It is the process of understanding information effortlessly and well-formatted copy is going to ensure that your visitors focus remains on retrieving valuable information.','Does Typography Affect Conversions?','','publish','open','open','','does-typography-affect-conversions','','','2017-01-10 12:19:40','2017-01-10 12:19:40','',0,'http://ruler.epicwip.co.uk/?p=169',0,'post','',0),(170,1,'2016-01-26 09:56:55','2016-01-26 09:56:55','','typography','','inherit','open','closed','','typography','','','2016-01-26 09:56:55','2016-01-26 09:56:55','',169,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/01/typography.jpg',0,'attachment','image/jpeg',0),(176,1,'2016-01-26 16:01:58','2016-01-26 16:01:58','','recent-conversions-test','','inherit','open','closed','','recent-conversions-test','','','2016-01-26 16:01:58','2016-01-26 16:01:58','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent-conversions-test.png',0,'attachment','image/png',0),(177,1,'2016-01-26 16:08:28','2016-01-26 16:08:28','','recent-conversions-400','','inherit','open','closed','','recent-conversions-400','','','2016-01-26 16:08:28','2016-01-26 16:08:28','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent-conversions-400.png',0,'attachment','image/png',0),(178,1,'2016-01-26 16:10:00','2016-01-26 16:10:00','','recent-conversions-400','','inherit','open','closed','','recent-conversions-400-2','','','2016-01-26 16:10:00','2016-01-26 16:10:00','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent-conversions-400-1.png',0,'attachment','image/png',0),(182,1,'2016-01-30 15:26:50','2016-01-30 15:26:50','','recent_calls','','inherit','open','closed','','recent_calls-2','','','2016-01-30 15:26:50','2016-01-30 15:26:50','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent_calls-1.jpg',0,'attachment','image/jpeg',0),(183,1,'2016-01-30 15:29:26','2016-01-30 15:29:26','','Phone Call Tracking','','publish','closed','closed','','phone-call-tracking','','','2016-02-11 10:29:59','2016-02-11 10:29:59','',0,'http://ruler.epicwip.co.uk/?page_id=183',0,'page','',0),(193,1,'2016-02-06 20:25:09','2016-02-06 20:25:09','[bookademo]','Book a Demo','','publish','closed','closed','','book-a-demo','','','2017-06-13 16:18:01','2017-06-13 15:18:01','',0,'http://ruler.epicwip.co.uk/?page_id=193',0,'page','',0),(196,1,'2016-02-06 20:29:32','2016-02-06 20:29:32','','','','publish','closed','closed','','196','','','2016-02-06 20:29:33','2016-02-06 20:29:33','',0,'http://ruler.epicwip.co.uk/nf_sub/196/',0,'nf_sub','',0),(201,1,'2016-02-06 20:46:19','2016-02-06 20:46:19','','','','publish','closed','closed','','201','','','2016-02-06 20:46:19','2016-02-06 20:46:19','',0,'http://ruler.epicwip.co.uk/nf_sub/201/',0,'nf_sub','',0),(203,1,'2016-02-06 20:56:53','2016-02-06 20:56:53','','analytics','','inherit','open','closed','','analytics','','','2016-02-06 20:56:53','2016-02-06 20:56:53','',87,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/01/analytics.png',0,'attachment','image/png',0),(205,1,'2016-02-06 20:57:31','2016-02-06 20:57:31','','user-behaviour','','inherit','open','closed','','user-behaviour','','','2016-02-06 20:57:31','2016-02-06 20:57:31','',83,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/user-behaviour.png',0,'attachment','image/png',0),(206,2,'2016-02-06 21:15:33','2016-02-06 21:15:33','The introduction of Google Panda may well have taken place nearly five years ago, but its power and potency still requires your utmost attention. This “old hat” service, which takes no prisoners when searching the Internet and penalising pages that don’t meet its exacting quality standards, is something that every business should always bear in mind, especially when it comes to old content.\r\n\r\nSome are of the opinion that when content reaches a certain age, it doesn’t matter anymore. This is because Google already knows that the content is old and has previously classified it as irrelevant. But this couldn’t be further from the truth.\r\n\r\nProviding it still exists on your site and remains accessible to Google’s algorithm, which incorporates Panda and its semi-regular updates, old content can have a damming effect on your search ranking. At the same time, it is bound to hurt conversions too, as less traffic will lead to fewer people signing up to newsletters or buying your products.\r\n\r\nBut is removing old content actually a good idea? With just a few tweaks and changes, you can improve the quality of your website copy but also capitalise on the benefits that stronger, higher quality content can bring, which includes better search engine rankings and more conversions.\r\n\r\n<strong>What to do with old content</strong>\r\n\r\nEven before Panda came to be, the typical approach towards content was creating a 500 word or less blog post about a keyword-focused topic that related to your brand or its products and services.\r\n\r\nNow, 500-word pieces of content don’t always suffice in today’s extensive online world, with some saying that you need to double or even triple this previously prosperous length.\r\n\r\nAccording to Medium, the ideal post should take around seven minutes to read and be about 1,600 words long. A similar study by SerpIQ recommended a figure of 2,400 words after counting the content of the top ten search results for a variety of queries.\r\n\r\nSo, how do you go about identifying and fixing old content?\r\n\r\n<strong>Identifying and fixing old content</strong>\r\n\r\nFor sites with hundreds and thousands of old posts under 1,000 words, the prospect of auditing content will be quite daunting. However, the Panguin tool from Barracuda Digital can link up with your Google Analytics, scan your traffic history, compare traffic recorded with dates of known algorithm updates and flag any pages that noticed a sharp decline.\r\n\r\nBut once this content has been discovered, you will then need to polish up the copy and add more words according to what has changed since then. However, some blog posts might be beyond saving, requiring a complete and permanent removal.\r\n\r\nWith valuable and evergreen content, think about a rewrite that incorporates new data and more insights. If you can boost it up to 1,500-2,000 words and promote on social media, this content will become much more valuable.\r\n\r\nIf you have several short posts on the same or similar subjects, it might be worth merging this content into one article. This technique is perfect for FAQ posts, which bring together separate and segregated pages into one valuable resource.\r\n\r\nHowever, don’t be scared to delete old posts that no longer serve a purpose or add value to the user’s experience. Even if they performed well a few years ago, some blogs could now be harmful to both SEO and conversion performance.','Is removing old content a good idea – or will it hurt conversions?','','publish','open','open','','is-removing-old-content-a-good-idea-or-will-it-hurt-conversions','','','2016-02-07 11:22:27','2016-02-07 11:22:27','',0,'http://ruler.epicwip.co.uk/?p=206',0,'post','',0),(207,1,'2016-02-06 20:58:25','2016-02-06 20:58:25','','content','','inherit','open','closed','','content','','','2016-02-06 20:58:25','2016-02-06 20:58:25','',206,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/02/content.png',0,'attachment','image/png',0),(233,1,'2016-02-06 22:55:26','2016-02-06 22:55:26','','customer','','inherit','open','closed','','customer-2','','','2016-02-06 22:55:26','2016-02-06 22:55:26','',4,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/customer-1.png',0,'attachment','image/png',0),(238,1,'2016-02-06 23:30:52','2016-02-06 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10:30:25','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent_companies-1.jpg',0,'attachment','image/jpeg',0),(242,1,'2016-02-07 10:36:25','2016-02-07 10:36:25','','recent-conversions','','inherit','open','closed','','recent-conversions','','','2016-02-07 10:36:25','2016-02-07 10:36:25','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/recent-conversions.jpg',0,'attachment','image/jpeg',0),(243,1,'2016-02-07 10:39:15','2016-02-07 10:39:15','','pages','','inherit','open','closed','','pages','','','2016-02-07 10:39:15','2016-02-07 10:39:15','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/pages.jpg',0,'attachment','image/jpeg',0),(244,1,'2016-02-07 10:40:29','2016-02-07 10:40:29','','referrals','','inherit','open','closed','','referrals','','','2016-02-07 10:40:29','2016-02-07 10:40:29','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/referrals.jpg',0,'attachment','image/jpeg',0),(245,1,'2016-02-07 10:41:14','2016-02-07 10:41:14','','keywords','','inherit','open','closed','','keywords','','','2016-02-07 10:41:14','2016-02-07 10:41:14','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/keywords.jpg',0,'attachment','image/jpeg',0),(246,1,'2016-02-07 10:42:09','2016-02-07 10:42:09','','phone-call-stats','','inherit','open','closed','','phone-call-stats','','','2016-02-07 10:42:09','2016-02-07 10:42:09','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/phone-call-stats.png',0,'attachment','image/png',0),(247,1,'2016-02-07 10:43:29','2016-02-07 10:43:29','','dashboard','','inherit','open','closed','','dashboard','','','2016-02-07 10:43:29','2016-02-07 10:43:29','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/dashboard.png',0,'attachment','image/png',0),(248,1,'2016-02-07 10:45:35','2016-02-07 10:45:35','','visit-detail','','inherit','open','closed','','visit-detail','','','2016-02-07 10:45:35','2016-02-07 10:45:35','',13,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/visit-detail.png',0,'attachment','image/png',0),(253,1,'2016-02-07 11:05:36','2016-02-07 11:05:36','','Company Tracking','','publish','closed','closed','','company-tracking','','','2016-11-17 12:01:30','2016-11-17 12:01:30','',0,'http://ruler.epicwip.co.uk/?page_id=253',0,'page','',0),(259,1,'2016-02-07 11:44:22','2016-02-07 11:44:22','Please click the image below to download your eBook:\r\n<center><a href=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/how-does-call-tracking-work.pdf\" target=\"_blank\">\r\n<img class=\"aligncenter size-full wp-image-2290\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/ebook-sidebar.png\" alt=\"ebook-sidebar\" width=\"262\" height=\"276\" />\r\n</a></center>','Subscribe Download','','publish','closed','closed','','subscribe-download','','','2016-11-14 15:20:34','2016-11-14 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16:36:19','',0,'https://www.ruleranalytics.com/nf_sub/284/',0,'nf_sub','',0),(285,0,'2016-02-11 16:36:33','2016-02-11 16:36:33','','','','publish','closed','closed','','285','','','2016-02-11 16:36:34','2016-02-11 16:36:34','',0,'https://www.ruleranalytics.com/nf_sub/285/',0,'nf_sub','',0),(286,0,'2016-02-12 20:48:11','2016-02-12 20:48:11','','','','publish','closed','closed','','286','','','2016-02-12 20:48:11','2016-02-12 20:48:11','',0,'https://www.ruleranalytics.com/nf_sub/286/',0,'nf_sub','',0),(287,0,'2016-02-13 22:05:41','2016-02-13 22:05:41','','','','publish','closed','closed','','287','','','2016-02-13 22:05:41','2016-02-13 22:05:41','',0,'https://www.ruleranalytics.com/nf_sub/287/',0,'nf_sub','',0),(289,3,'2016-02-26 12:30:31','2016-02-26 12:30:31','<h2>A/B Testing is not only Valuable – it’s Satisfying, too.</h2>\r\n&nbsp;\r\n\r\nThere’s something incredibly fulfilling about running a test that gives a clear overview of web page performance. However, it’s not all plain sailing and mistakes are often made whilst A/B testing.\r\n\r\n&nbsp;\r\n<h3>Here are the Top Mistakes that we see Businesses do Whilst A/B testing:</h3>\r\n&nbsp;\r\n<h4>Thinking A/B testing will Solve the Low Demand for your Product or Service</h4>\r\nIf your website is struggling to convert users, it’s easy to blame CRO. But sometimes, it isn’t conversion rate optimisation that’s to blame for the low demand for a product.\r\n\r\nSometimes, it’s the product itself, or your marketing strategy – and A/B testing isn’t going to help you solve those problems. It’s important to take a look at your sales/marketing funnel and to assess all avenues to gain insight into the reasons for low product or service demand.\r\n\r\n&nbsp;\r\n<h4>Running too Many Tests</h4>\r\nIn a similar vein to our first point, it can be easy to run test after test on a website without looking at the bigger picture – how you are going to get customers to your website. You see it is all well and good maximising the conversion rate of the people who find you, but you should never neglect the ways that you are going to pull in new customers.\r\n\r\n&nbsp;\r\n<h4>Testing Days or Weeks After Making a Change</h4>\r\nThis mistake is one we really wish businesses would iron out. It’s when a business makes a change to a web page then does another further down the line, rather than at the same time with two versions of a web page. The issue we have with this is that you are effectively wasting your own time and the potential business benefits of testing pages side-by-side and gathering data about the performance of the pages.\r\n\r\n&nbsp;\r\n<h4>Using Somebody Else’s Data</h4>\r\nIt’s easy to assume that a business in your market with a similar structure will produce invaluable data for your own website. But this is not always the case. What works for them may not work for you. You can use another entity’s data to guide your changes, however you should never count on that data to improve your conversion rates. Count on your own.\r\n\r\n&nbsp;\r\n<h4>Not Seeking user Input and Customer Feedback</h4>\r\nThe people who really understand your website are your users – so there’s no better source of information than them. And yet, a lot of businesses choose to gather data from tools and software instead of the people who are using their service.\r\n\r\nThis is obviously a mistake. And so, we recommend running a site survey or even a poll or two that asks your users how they would feel about certain user interface changes or how they would change your site to improve their shopping experience with you.\r\n\r\n&nbsp;\r\n<h4>Running Tests that are Too Short</h4>\r\nA/B testing requires time to work. Ideally, you want to test two or more versions of a web page for more than 7 days. However, a lot of businesses run tests for longer and it is these businesses that are gathering the best data.\r\n\r\nYou should do the same and run A/B tests for a good amount of time. Our data suggests that running a test for 7 days gives a 95% or higher likelihood of finding a winning version.\r\n\r\n&nbsp;\r\n<h4>Not Testing Everything, and Making ‘Blind Changes’</h4>\r\nThis mistake is really, really common. For example, the CEO of a business may ask a website developer to add an image to a web page without it being tested. To the CEO, this is just an image and it can’t possibly do any harm. Yet the data may say otherwise.\r\n\r\nAnd so, it’s important for those in charge of conversion rates and user experiences to stand up and say <em>no – we’re not going to do that</em>, at least not before the impact of adding that image or other element has been analysed and we are sure it won’t adversely affect us.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/Eh00PoR76NY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nStartup Lab workshop: A/B Testing done right via <a href=\"https://www.youtube.com/channel/UC51bU7uJjsdcIEUzY1HHZsA\">GV</a>\r\n\r\n&nbsp;\r\n<h4>Don\'t Forget</h4>\r\nYou can monitor the progress of your A/B results using Ruler Analytics Visitor Report <a href=\"https://www.ruleranalytics.com/features/\">Learn More</a> - P.s Make sure you follow us on <a href=\"https://twitter.com/RulerAnalytics\">Twitter</a> so you can keep up to date with all our latest news here at Ruler Analytics.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Common Mistakes Businesses are Doing Whilst A/B Testing','','publish','closed','open','','common-mistakes-businesses-are-doing-whilst-ab-testing','','','2017-01-10 12:15:38','2017-01-10 12:15:38','',0,'https://www.ruleranalytics.com/?p=289',0,'post','',0),(291,3,'2016-02-16 12:16:27','2016-02-16 12:16:27','','Common Mistakes Made Whilst A:B Testing','Common Mistakes Made Whilst A:B Testing','inherit','closed','closed','','common-mistakes-made-whilst-ab-testing','','','2016-02-16 12:16:47','2016-02-16 12:16:47','',289,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Common-Mistakes-Made-Whilst-AB-Testing.png',0,'attachment','image/png',0),(302,0,'2016-02-16 14:19:39','2016-02-16 14:19:39','','','','publish','closed','closed','','302','','','2016-02-16 14:19:39','2016-02-16 14:19:39','',0,'https://www.ruleranalytics.com/nf_sub/302/',0,'nf_sub','',0),(303,3,'2016-02-23 13:00:01','2016-02-23 13:00:01','<h1>Google Analytics is the Most Popular Web Analytics Software in the World</h1>\r\n&nbsp;\r\n\r\nIt’s <em>good</em> – so good in fact that in <a href=\"https://econsultancy.com/reports/online-measurement-and-strategy-report/\" target=\"_blank\">Econsultancy’s </a><em><a href=\"https://econsultancy.com/reports/online-measurement-and-strategy-report/\" target=\"_blank\">Online Measurement and Strategy Report 2013</a>,</em> it was revealed that 56% of businesses rely exclusively on Google for web analytics.\r\n\r\nHowever, <strong>Google Analytics is not the all-in-one analytics platform it’s made out to be</strong>. Sure, it’s packed full of features, but there are things it can’t do and crucially, the things it can’t do are some of the most valuable for businesses. In this article, those things will be revealed.\r\n\r\n&nbsp;\r\n<h4>Who’s Calling and Which Marketing Campaigns are Delivering Phone Calls</h4>\r\nIf you have a phone number on your website, and you are using Google Analytics exclusively, then you have absolutely no way to collect data about each individual call. You are missing out on a lot of valuable data that can be provided by another analytics software – data that can help you make operational improvements and track call performance.\r\n\r\nFor example, our analytics software, Ruler Analytics, tracks every step of a phone call from the length of time it takes to answer phone calls to who is calling, with company information to help you form the best possible relationship. You can analyse the quality of inbound calls and identify which calls came from which marketing campaigns you are running.\r\n\r\nFrom your Ruler dashboard you can see the number of the caller, the date of the call, the time of the call, the duration of the call and listen to a recording of the call. <a href=\"https://www.ruleranalytics.com/features/recent-calls/\">Find out more</a>\r\n\r\n&nbsp;\r\n<h4>How individual users are using your website</h4>\r\nWithin Google Analytics you can gather a lot of data about your users. However, what you can’t do is track individual users. The benefit to being able to do this is that you can assess exactly how somebody is using your website and from this plan exactly how you could improve that person’s experience.\r\n\r\nYou could even track multiple users and check for behaviour similarities to improve your site for higher conversions or better user satisfaction.\r\n\r\nThe Holy Grail of this feature is real-time tracking. Our analytics software offers this, so you can effectively track an individual at user level in real-time.\r\n\r\n&nbsp;\r\n<h4>How individual users convert and the processes they go through</h4>\r\nWho’s converting? Who isn’t? The fact is, you have no idea with Google Analytics.\r\n\r\nAll you have is a conversion rate for your page and no information to go on. You can’t see who is converting and who isn’t. The benefits to being able to see this are obvious – you’ll discover patterns in user behaviour that will lead to website improvement.\r\n\r\nYou will be able to track your customer’s journeys and see which points were of the most benefit to them.\r\n\r\n<strong>For example</strong>\r\n\r\nif an individual user spends plenty of time on your pages reading product information and suddenly abandons their shopping cart, something may be wrong.\r\n\r\nAnd if you can see other individuals who have done this, then something’s definitely wrong.\r\n\r\n&nbsp;\r\n<h4>What companies are visiting your website</h4>\r\nLarge B2B corporations that receive hundreds of thousands of visitors every month to their website need a way to filter the best leads.\r\n\r\nUnfortunately, Google Analytics offers very little by way of user information except age, gender, location and what device they are using – there is no personal information to go on, so many leads are lost.\r\n\r\n&nbsp;\r\n<h4>Ruler Analytics goes into much more detail about your visitors.</h4>\r\nOur software has a Visitor Detail page that shows additional information about each visitor.\r\n\r\nFor instance, you can see a visitor’s company information, their latest conversions, their latest phone call, their usage details and if the data is available, a picture of that person, their name, email address and a Google Map.\r\n\r\nThis ensures you can filter out the high quality leads and follow up on them; it ensures you get the most out of your website and the data that it can produce for you.\r\n\r\nAre you interested to learn more about this exciting product? You can <a href=\"https://app.ruleranalytics.com/signup/\" target=\"_blank\">sign up</a> to Ruler Analytics for FREE in less than 20 seconds.','4 Things Google Analytics Can’t Tell You','','publish','closed','open','','4-things-google-analytics-cant-tell-you','','','2017-01-10 12:14:30','2017-01-10 12:14:30','',0,'https://www.ruleranalytics.com/?p=303',0,'post','',0),(330,3,'2016-02-16 15:16:18','2016-02-16 15:16:18','','Screen Shot 2016-02-16 at 15.10.50','','inherit','closed','closed','','screen-shot-2016-02-16-at-15-10-50','','','2016-02-16 15:16:18','2016-02-16 15:16:18','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-16-at-15.10.50.png',0,'attachment','image/png',0),(332,3,'2016-02-16 15:18:57','2016-02-16 15:18:57','','Screen Shot 2016-02-16 at 15.18.17','','inherit','closed','closed','','screen-shot-2016-02-16-at-15-18-17','','','2016-02-16 15:18:57','2016-02-16 15:18:57','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-16-at-15.18.17.png',0,'attachment','image/png',0),(337,3,'2016-02-16 15:24:52','2016-02-16 15:24:52','','Screen Shot 2016-02-16 at 15.23.40','','inherit','closed','closed','','screen-shot-2016-02-16-at-15-23-40','','','2016-02-16 15:24:52','2016-02-16 15:24:52','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-16-at-15.23.40.png',0,'attachment','image/png',0),(339,3,'2016-02-16 15:28:24','2016-02-16 15:28:24','','Screen Shot 2016-02-16 at 15.26.54','','inherit','closed','closed','','screen-shot-2016-02-16-at-15-26-54','','','2016-02-16 15:28:24','2016-02-16 15:28:24','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-16-at-15.26.54.png',0,'attachment','image/png',0),(357,3,'2016-02-16 15:47:08','2016-02-16 15:47:08','','Visitor Report','','inherit','closed','closed','','screen-shot-2016-02-16-at-15-46-29','','','2016-02-16 15:47:26','2016-02-16 15:47:26','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-16-at-15.46.29.png',0,'attachment','image/png',0),(365,3,'2016-02-16 16:04:50','2016-02-16 16:04:50','','Company Report','Ruler Analytics ','inherit','closed','closed','','screen-shot-2016-02-16-at-16-03-52','','','2016-02-16 16:05:20','2016-02-16 16:05:20','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/Screen-Shot-2016-02-16-at-16.03.52.png',0,'attachment','image/png',0),(367,3,'2016-02-16 16:15:11','2016-02-16 16:15:11','4 things Google Analytics can\'t tell you','4 things Google Analytics can\'t tell you','','inherit','closed','closed','','3','','','2016-02-16 16:15:41','2016-02-16 16:15:41','',303,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/3.png',0,'attachment','image/png',0),(387,0,'2016-02-18 19:27:56','2016-02-18 19:27:56','','','','publish','closed','closed','','387','','','2016-02-18 19:27:56','2016-02-18 19:27:56','',0,'https://www.ruleranalytics.com/nf_sub/387/',0,'nf_sub','',0),(388,2,'2016-02-21 19:06:55','2016-02-21 19:06:55','<h4>The Problem</h4>\r\nIn a lead generation scenario we don\'t know the quality of the lead until it is qualified or processed which can take time depending on your market.\r\n\r\nPPC campaigns are therefore measured and optimised based on conversions or goals, often the goal or conversion figure doesn\'t match the number of leads you have. This is clearly a big issue particularly when leads are high value.\r\n\r\nEven well run PPC campaigns can suffer in this scenario as we see conversion rates improve and cost per acquisition decrease however the quality of converted leads remains the same.\r\n\r\n&nbsp;\r\n<h4>The Solution</h4>\r\nIn order to solve this problem we need to stop measuring and optimising for conversions and goals and get to the real detail which is the lead itself. This involves matching our real leads to the exact keyword that created them.\r\n\r\n&nbsp;\r\n<h4>Approach</h4>\r\nIn order to match the lead to the keyword we need to structure the campaign and add some additional tracking to our website (forms &amp; phone numbers).\r\n\r\nWe also find for lead generation companies over 50% of their leads come through inbound calls so we also need to track and match calls to enquiries.\r\n\r\n&nbsp;\r\n<h4>Identifying the Traffic Source</h4>\r\nThe first stage is to ensure you know the exact traffic source and in the case of PPC, the keyword. Google encrypts the majority of this traffic (keyword not provided) so you will need to pass the keyword to the landing page in the url using the Final URL option. Here is an example of what your url might look like, keyword insertion works here and can save time:\r\n\r\nhttp://www.yourwebsite.com/?utm_source=google&amp;utm_medium=ppc&amp;<strong>utm_term={keyword}</strong>\r\n\r\nMore information here:\r\n\r\n<a href=\"https://www.ruleranalytics.com/customise-ruler/\">https://www.ruleranalytics.com/customise-ruler/</a>\r\n\r\n&nbsp;\r\n<h4>Tracking Forms</h4>\r\nOnce we have sent the traffic to the website we need to capture the visitors form details so we can match them up. You could store the traffic data and pass it through the form in a hidden field but this would not attribute value to multiple visits. Ruler Analytics tracks each visit and journey and can scrape all form inputs so this is taken care of.\r\n<h4>Tracking Phone Calls</h4>\r\nAs mentioned earlier from our data we see over 50% of lead generation conversions come through the phone so we need a way to match the individual call to the keyword. Ruler Analytics takes care of this by showing a different phone number to each visitor allowing us to match the traffic source to the inbound call. Offline or static number calls can also be tracked for example this would allow you to track calls from a print ad or Google Ad Extension.\r\n\r\n<center>\r\n</center>\r\n<h4>Matching-up</h4>\r\nNow that we have a list of leads and calls we now have to match them up to see which ones converted into real business. This can be done manually via spreadsheet and fed back to the person responsible for the PPC campaign to optimise accordingly. Ruler Analytics also allows you to pass your leads and calls to CRM products automatically using Zapier.\r\n\r\n<center></center>&nbsp;\r\n<h4>Optimisation &amp; ROI Calculation</h4>\r\nOnce we have identified the keywords that are driving the high quality leads we are able to optimise the campaign based on this rather than a conversion count. We are also able to calculate an exact ROI id the leads are matched against revenue generated.\r\n\r\n&nbsp;\r\n<h4>Conclusion</h4>\r\nThe end result is the predictable nature of PPC should turn your marketing efforts into a numbers game removing the current ambiguity and allowing your to optimise and definitively calculate ROI.','Definitively measuring ROI and optimising your PPC campaign in lead generation using Ruler Analytics','','publish','closed','open','','definitively-measuring-roi-and-optimising-your-ppc-campaign-in-lead-generation-using-ruler-analytics','','','2017-01-10 12:15:26','2017-01-10 12:15:26','',0,'https://www.ruleranalytics.com/?p=388',0,'post','',0),(390,1,'2016-02-21 19:06:04','2016-02-21 19:06:04','','zapier','','inherit','closed','closed','','zapier-2','','','2016-02-21 19:06:04','2016-02-21 19:06:04','',388,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/zapier.png',0,'attachment','image/png',0),(391,1,'2016-02-21 19:06:29','2016-02-21 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14:15:15','','','','publish','closed','closed','','422','','','2016-02-29 14:15:15','2016-02-29 14:15:15','',0,'https://www.ruleranalytics.com/nf_sub/422/',0,'nf_sub','',0),(423,0,'2016-02-29 15:38:26','2016-02-29 15:38:26','','','','publish','closed','closed','','423','','','2016-02-29 15:38:26','2016-02-29 15:38:26','',0,'https://www.ruleranalytics.com/nf_sub/423/',0,'nf_sub','',0),(424,0,'2016-03-02 08:58:53','2016-03-02 08:58:53','','','','publish','closed','closed','','424','','','2016-03-02 08:58:53','2016-03-02 08:58:53','',0,'https://www.ruleranalytics.com/nf_sub/424/',0,'nf_sub','',0),(425,0,'2016-03-02 09:09:53','2016-03-02 09:09:53','','','','publish','closed','closed','','425','','','2016-03-02 09:09:53','2016-03-02 09:09:53','',0,'https://www.ruleranalytics.com/nf_sub/425/',0,'nf_sub','',0),(426,1,'2016-03-02 21:12:12','2016-03-02 21:12:12','<strong>Interested in starting a career in digital?</strong>\r\n\r\nWe are always on the look out for talented, enthusiastic and hard working people - particularly with digital marketing expertise.\r\n\r\n<strong>Current Positions</strong>\r\n\r\n<em>Online Marketing Manager </em>\r\n<em>Business Development Manager</em>\r\n\r\nPlease send your CV to: info@ruleranalytics.com.\r\n\r\nNo Recruitment Agencies Please.','Careers','','publish','closed','closed','','careers','','','2016-03-02 21:12:12','2016-03-02 21:12:12','',0,'https://www.ruleranalytics.com/?page_id=426',0,'page','',0),(430,1,'2016-03-02 21:12:39','2016-03-02 21:12:39',' ','','','publish','closed','closed','','430','','','2017-05-24 11:43:00','2017-05-24 10:43:00','',0,'https://www.ruleranalytics.com/?p=430',8,'nav_menu_item','',0),(437,1,'2016-03-04 14:48:08','2016-03-04 14:48:08','','zaps','','inherit','closed','closed','','zaps','','','2016-03-04 14:48:08','2016-03-04 14:48:08','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/zaps.png',0,'attachment','image/png',0),(449,1,'2016-03-04 16:18:52','2016-03-04 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10:10:47','2016-03-09 10:10:47','','','','publish','closed','closed','','457','','','2016-03-09 10:10:47','2016-03-09 10:10:47','',0,'https://www.ruleranalytics.com/nf_sub/457/',0,'nf_sub','',0),(459,3,'2016-03-18 12:30:34','2016-03-18 12:30:34','<h2>If you\'re not Measuring your Analytic Metrics Correctly, How are you Going to Improve on Them?</h2>\r\n&nbsp;\r\n\r\nDespite the fact that <strong>analytic metrics can help any webmaster or marketer boost the performance</strong> of their content, site or campaigns, they need to be used in the right way. For example, there is little to no point in identifying the pages that aren’t performing as well as others and then doing nothing about it.\r\n\r\nOn top of that, you must also consider that <strong>analytic metrics aren’t always what they seem</strong> and may be interpreted in unduly negative ways.\r\n\r\nSo, with this in mind, <strong>here is a look at 4 analytic metrics you’re probably doing wrong</strong>.\r\n\r\n&nbsp;\r\n<h4>Bounce Rate</h4>\r\nMost web masters and marketers will look at a high bounce rate with unease or anxiety and immediately want to do something about it.\r\n\r\nHowever, you might be viewing this particular metric in completely the wrong way.\r\n\r\nWith programs like Google Analytics, your bounce rate is shown as an overall percentage for all users. But this doesn’t take into account the behaviour of individuals that could be finding content efficiently and effectively.\r\n\r\nFor example, a blog post on your site could contain useful or valuable information that is easily consumable. Therefore after reading the content, visitors will “bounce” straight away.\r\n\r\nWhile this results in a high bounce rate, it is far from a bad thing. Thus, examine your users on an individual level, rather than an overall statistic\r\n\r\n&nbsp;\r\n<h4>Exit Rate</h4>\r\nOnce again, this is viewed as a negative analytic metric by most, even though it can be an indication that your pages are performing adequately. For instance, a page that has been designed to convert will have a high exit rate.\r\n\r\nThe same goes for contact pages, where the user will find your phone number or email address and leave instantly, as well as pages with a high SERP rank for long tail keywords.\r\n\r\nSo when it comes to exit rate, think about intent and search position before coming to a cynical conclusion.\r\n\r\n&nbsp;\r\n<h4>Time Spent on Website</h4>\r\nYou may think that this metric tells you how much time visitors are actively consuming your content, but with software like Google Analytics this isn’t true.\r\n\r\nIn fact, it only measures how long your web page is open in the user’s browser.\r\n\r\nAs a result, you don’t know whether the user has multiple taps open and is actually viewing other pages instead of your own. This hardly provides an accurate measurement of user behaviour and can skew a webmaster or marketer’s diagnosis of analytical data\r\n\r\nBut with Ruler Analytics, you can find out what time an individual started on your site and when their last activity was.\r\n\r\nThis gives you a more explicit insight into your online audience’s browsing and consumption preferences.\r\n\r\n&nbsp;\r\n<h4>Conversion Rate by Channel</h4>\r\nYet another metric that has the potential to cause confusion, conversion rate by channel might not always be what it seems.\r\n\r\nAn individual user could visit your site via Facebook, come back later as a direct and then place an order or fill in a form depending on your goal.\r\n\r\nMost software programs will show this as a direct when technically the user initially found your site via Facebook.\r\n\r\nThankfully, this inaccuracy can be overcome with the visitor tab in Ruler Analytics.\r\n\r\nNot only will this show you what each visitor is doing on your site, it also indicates how many sessions or visits they have made and where they came from, such as social media.\r\n\r\nTo start measuring your analytic metrics correctly sign up to Ruler Analytics here in less than 20 Seconds by <a href=\"https://app.ruleranalytics.com/signup/\">signing up here</a>. Don\'t forget to follow us on Twitter to keep up to date with any updates regarding <a href=\"http://www.twitter.com/ruleranalytics\">@ruleranalytics</a>.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','4 Analytic Metrics You\'re Probably Doing Wrong','','publish','closed','open','','4-analytic-metrics-youre-probably-wrong','','','2017-01-10 12:06:24','2017-01-10 12:06:24','',0,'https://www.ruleranalytics.com/?p=459',0,'post','',0),(467,3,'2016-03-10 16:58:59','2016-03-10 16:58:59','','4 analytics metrics you\'re probably measuring wrong','','inherit','closed','closed','','1','','','2016-03-11 11:07:39','2016-03-11 11:07:39','',459,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/1.png',0,'attachment','image/png',0),(469,0,'2016-03-11 08:06:39','2016-03-11 08:06:39','','','','publish','closed','closed','','469','','','2016-03-11 08:06:39','2016-03-11 08:06:39','',0,'https://www.ruleranalytics.com/nf_sub/469/',0,'nf_sub','',0),(470,3,'2016-03-11 10:17:32','2016-03-11 10:17:32','','Common Mistakes Businesses are doing Whilst AB Testing','','inherit','closed','closed','','1-2','','','2016-03-11 10:18:13','2016-03-11 10:18:13','',289,'https://www.ruleranalytics.com/wp-content/uploads/2016/02/1.png',0,'attachment','image/png',0),(477,3,'2016-03-11 10:46:28','2016-03-11 10:46:28','','google-analytics-bounce-rate','','inherit','closed','closed','','google-analytics-bounce-rate','','','2016-03-11 10:46:28','2016-03-11 10:46:28','',459,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/google-analytics-bounce-rate.jpg',0,'attachment','image/jpeg',0),(483,3,'2016-03-11 11:06:57','2016-03-11 11:06:57','','Ruler Analytics','','inherit','closed','closed','','visit-detail-4','','','2016-03-11 11:07:21','2016-03-11 11:07:21','',459,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/visit-detail.png',0,'attachment','image/png',0),(485,3,'2016-03-11 11:14:48','2016-03-11 11:14:48','','Ruler Analytics','','inherit','closed','closed','','screen-shot-2016-03-11-at-11-08-52','','','2016-03-11 11:15:14','2016-03-11 11:15:14','',459,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/Screen-Shot-2016-03-11-at-11.08.52.png',0,'attachment','image/png',0),(492,3,'2016-03-14 13:53:32','2016-03-14 13:53:32','<h2>You have a 30-50% Chance of Converting a Lead into a Customer over the Phone</h2>\r\n&nbsp;\r\n\r\nRegardless of whether potential patrons want to know more about a product or existing clientele have a pressing problem that needs solving, every call your business receives is of the utmost importance.\r\n\r\nHowever, numerous organisations don’t give this long-established form of communication the attention it deserves.\r\n\r\nThis is despite the fact monitoring business calls can bring about numerous far-reaching rewards, which include:\r\n\r\n&nbsp;\r\n<h4>Improving Employee Performance</h4>\r\nVarious companies will listen in on the phone calls a new hire makes and receives during on boarding or initial training to make sure they are up to speed with important operational processes.\r\n\r\nBut why should business call monitoring end there?\r\n\r\nJust because employees understand what is required of them doesn’t mean to say they are the finished article or performing to the best of their abilities. Therefore, implementing call monitoring to see where improvements to staff performance can be made while liaising with clients and customers is hugely beneficial.\r\n\r\n&nbsp;\r\n<h4>Identifying How Many Calls You Have Missed</h4>\r\nMissing just one telephone call might not seem like a big deal, but what if it was a lucrative client or customer that wanted to place a big order?\r\n\r\nBy failing to get an answer, they may feel as though you don’t care about their money and will look elsewhere, such as an industry competitor. Introduce tracking software however and you can identify how many calls you have missed and at what times they weren’t answered.\r\n\r\nWith this information, you can piece together a strategy that ensures crucial calls are never missed.\r\n\r\n&nbsp;\r\n<h4>Effectively Dealing With Customer Complaints</h4>\r\nThe customer service representatives that are tasked with listening and resolving complaints don’t always have an easy time of things.\r\n\r\nHowever, monitoring your business calls can provide a helping hand to these employees, especially with difficult customers. For example, some callers may complain about the service they received or claim your staff promised something when in fact they didn’t\r\n\r\nIf this is the case, simply listen back to the call, find out what was said, and come to an accurate and amicable solution.\r\n\r\n&nbsp;\r\n<h4>Understanding What Keywords are Generating the Call</h4>\r\nEven if clients and customers are looking at your products or services online, they may choose to get in touch via the telephone instead of email or live chat.\r\n\r\nBut how do you know where their interest came from and why they chose to call?\r\n\r\nWell, with the exclusive call-tracking feature from Ruler Analytics, you can see what keywords are encouraging communication. If you are running a <a href=\"https://www.ruleranalytics.com/definitively-measuring-roi-and-optimising-your-ppc-campaign-in-lead-generation-using-ruler-analytics/\">PPC campaign with a particularly keyword</a> that is generating plenty of calls, it could well be beneficial to introduce additional SEO or social media activity for the same keyword.\r\n\r\n&nbsp;\r\n<h4>Discovering In-Depth Customer Information</h4>\r\nWhenever an employee picks up the phone, they very rarely have an idea of who might be on the other end.\r\n\r\nWithout information about why they are getting in touch, your staff might not be able to deal with their enquiry in an effective way. However, Ruler Analytics has the ability to show you the journey each individual took before making the call.\r\n\r\nYour staff can identify who the caller is, where they are calling from and even what type of browser they are using or what content they are consuming.\r\n\r\n&nbsp;\r\n<h3>What Could you use to Measure these Fundamentals?</h3>\r\nRuler Analytics <a href=\"https://www.ruleranalytics.com/phone-call-tracking/\">call tracking feature</a> can provide you with the following:\r\n<ul>\r\n 	<li>Phone Call Source Report – This enables you to identify which marketing channel is producing the most leads.</li>\r\n</ul>\r\n<ul>\r\n 	<li>Recent Call List – Using this feature allows you to identify the numbers of your recent callers, as well the keyword they used to find your website.</li>\r\n</ul>\r\n<ul>\r\n 	<li>Stat Report – The Phone Call Stats report allows you to see an overview of your results which includes; the number of calls you’ve received over a specific period, the percentage of your missed calls, the average duration per phone call and the time it takes to answer.</li>\r\n</ul>\r\nTo learn more about this exciting feature <a href=\"https://app.ruleranalytics.com/signup/\">sign up</a> to Ruler Analytics today in less than 20 seconds - To keep up to date with all the latest news here at Ruler make sure you follow us on Twitter at @Ruleranalytics.\r\n\r\n&nbsp;','5 Reasons why you need to Start Monitoring your Business Calls','','publish','closed','open','','5-reasons-need-start-monitoring-business-calls','','\nhttps://www.ruleranalytics.com/definitively-measuring-roi-and-optimising-your-ppc-campaign-in-lead-generation-using-ruler-analytics/','2017-01-10 12:09:36','2017-01-10 12:09:36','',0,'https://www.ruleranalytics.com/?p=492',0,'post','',0),(495,3,'2016-03-11 12:18:36','2016-03-11 12:18:36','','Ruler Analytics','','inherit','closed','closed','','2','','','2016-03-11 12:19:06','2016-03-11 12:19:06','',492,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/2.png',0,'attachment','image/png',0),(506,3,'2016-03-11 14:56:58','2016-03-11 14:56:58','','Ruler Analytics','','inherit','closed','closed','','feature-img-calls-1-2','','','2016-03-11 14:57:56','2016-03-11 14:57:56','',492,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/feature-img-calls-1.jpg',0,'attachment','image/jpeg',0),(515,0,'2016-03-12 15:45:55','2016-03-12 15:45:55','','','','publish','closed','closed','','515','','','2016-03-12 15:45:55','2016-03-12 15:45:55','',0,'https://www.ruleranalytics.com/nf_sub/515/',0,'nf_sub','',0),(516,0,'2016-03-14 02:04:16','2016-03-14 02:04:16','','','','publish','closed','closed','','516','','','2016-03-14 02:04:16','2016-03-14 02:04:16','',0,'https://www.ruleranalytics.com/nf_sub/516/',0,'nf_sub','',0),(518,0,'2016-03-14 13:20:14','2016-03-14 13:20:14','','','','publish','closed','closed','','518','','','2016-03-14 13:20:14','2016-03-14 13:20:14','',0,'https://www.ruleranalytics.com/nf_sub/518/',0,'nf_sub','',0),(519,0,'2016-03-15 11:02:33','2016-03-15 11:02:33','','','','publish','closed','closed','','519','','','2016-03-15 11:02:33','2016-03-15 11:02:33','',0,'https://www.ruleranalytics.com/nf_sub/519/',0,'nf_sub','',0),(520,0,'2016-03-15 11:08:15','2016-03-15 11:08:15','','','','publish','closed','closed','','520','','','2016-03-15 11:08:15','2016-03-15 11:08:15','',0,'https://www.ruleranalytics.com/nf_sub/520/',0,'nf_sub','',0),(523,0,'2016-03-16 10:16:29','2016-03-16 10:16:29','','','','publish','closed','closed','','523','','','2016-03-16 10:16:29','2016-03-16 10:16:29','',0,'https://www.ruleranalytics.com/nf_sub/523/',0,'nf_sub','',0),(524,0,'2016-03-20 21:15:25','2016-03-20 21:15:25','','','','publish','closed','closed','','524','','','2016-03-20 21:15:26','2016-03-20 21:15:26','',0,'https://www.ruleranalytics.com/nf_sub/524/',0,'nf_sub','',0),(526,0,'2016-03-22 06:20:48','2016-03-22 06:20:48','','','','publish','closed','closed','','526','','','2016-03-22 06:20:48','2016-03-22 06:20:48','',0,'https://www.ruleranalytics.com/nf_sub/526/',0,'nf_sub','',0),(527,0,'2016-03-28 10:32:57','2016-03-28 09:32:57','','','','publish','closed','closed','','527','','','2016-03-28 10:32:57','2016-03-28 09:32:57','',0,'https://www.ruleranalytics.com/nf_sub/527/',0,'nf_sub','',0),(529,3,'2016-03-30 14:10:49','2016-03-30 13:10:49','<h2>If you’re not Tracking your UTM tags in the Right Way, How do you Expect Accurate Results?</h2>\r\n&nbsp;\r\n\r\nModern marketers are blessed with an abundance of promotional practices to take advantage of, but all of which are fairly useless and pointless if you fail to track and monitor their success.\r\n\r\nRegardless of whether its a specific social media update or a blog post on your website, UTM codes can help measure the impact your marketing efforts are having.\r\n\r\nAlso known as UTM parameters, these little snippets of text can be added to the end of a URL to let your analytics program that someone has arrived through a certain source, channel or campaign.\r\n\r\nHowever, in order to be truly effective and influential, UTM codes must be tagged in the right way. If not, you won’t be able to draw accurate or reliable conclusions about your online content and activity.\r\n\r\n&nbsp;\r\n<h4>Not Using Link Shorteners</h4>\r\nDespite the benefits UTM tags can bring, they also have the drawback of being rather long and unsightly.\r\n\r\nTherefore, if you use a UTM tag on social media, some users might be reluctant to click. Thankfully, you can use software such as <a href=\"https://goo.gl\">Google URL Shortener</a> to make UTM links much more appealing and less unattractive.\r\n\r\n&nbsp;\r\n<h4>Tracking Only Clicks and Not Conversions</h4>\r\nMeasuring the number of clicks your UTM gets can be relatively helpful. However, it is much more advantageous to track the number of conversions as well because this will give you an accurate insight into the quality of your marketing materials or social media activity.\r\n\r\n&nbsp;\r\n<h4>Confusing ‘Medium and Source’</h4>\r\nMedium refers to the type of marketing channel you are using, such as social media, email, or CPC, whereas source is concerned with the specific platform, like Facebook, Twitter, or LinkedIn.\r\n\r\nThe example URL provided in point 4 shows these UTM tag differences in action; social is the medium, but Facebook is the source.\r\n\r\n&nbsp;\r\n<h4>Using Characters Such As \";\", \"/\", \"?\", \":\", \"@\", \"=\" and “&amp;\"</h4>\r\nThe reason why these characters should be avoided is because they are already reserved in a URL. For example, an ampersand (&amp;) is used to separate each parameter (such as source or medium) in your UTM link.\r\n\r\nHere is what we mean  www.example.com/?utm_source=Facebook&amp;utm_medium=Social&amp;utm_campaign=exampleurl\r\n\r\n&nbsp;\r\n<h4>Mixing Lowercase and CAPS</h4>\r\nAgain this is a coding issue, as UTM links are case sensitive. Therefore, the words “Email” or “email” would be recorded differently in your analytic software, even though they are meant to have the same purpose.\r\n\r\n&nbsp;\r\n<h4>Giving Away TOO Much</h4>\r\nThere is no harm in giving away your social media source, but things are different when it comes to email marketing campaigns. This is because people can easily discover what software you are using to un-humanise the brand.\r\n\r\nTherefore, don’t give this away when attaching UTM tags to email. Instead, replace the source with utm_source=signup or utm_source=newsletter depending on what your email is targeting.\r\n\r\n&nbsp;\r\n<h4>Confusing Campaign Names</h4>\r\nIn order to avoid any mix-ups or misunderstandings, always try to use simple campaign names in your UTM tags, which each and every member of staff can understand.\r\n\r\nThere is no point in making things more difficult when they don’t need to be.\r\n\r\n&nbsp;\r\n\r\nRuler Analytics gives you the ability to track UTM tags individually using the visitor report, to learn more <a href=\"https://app.ruleranalytics.com/signup/\">SIGN UP</a> in less than 20 seconds and receive a FREE 30 day trial.\r\n\r\nDon\'t forget to follow us on <a href=\"https://twitter.com/RulerAnalytics\">Twitter</a> to keep up to date with all the latest news.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','7 ways you\'re using UTM Tags Wrong','','publish','closed','open','','7-utm-tag-mistakes-youre-probably-wrong','','','2017-01-10 12:04:34','2017-01-10 12:04:34','',0,'https://www.ruleranalytics.com/?p=529',0,'post','',0),(531,3,'2016-03-29 16:06:24','2016-03-29 15:06:24','','www.ruleranalytics.com','','inherit','closed','closed','','screen-shot-2016-03-29-at-16-01-42','','','2016-03-29 16:07:21','2016-03-29 15:07:21','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/Screen-Shot-2016-03-29-at-16.01.42.png',0,'attachment','image/png',0),(540,3,'2016-03-29 16:28:00','2016-03-29 15:28:00','','www.ruleranalytics.com','','inherit','closed','closed','','screen-shot-2016-03-29-at-16-27-25','','','2016-03-29 16:28:21','2016-03-29 15:28:21','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/Screen-Shot-2016-03-29-at-16.27.25.png',0,'attachment','image/png',0),(542,3,'2016-03-29 16:36:42','2016-03-29 15:36:42','','www.ruleranalytics.com','','inherit','closed','closed','','screen-shot-2016-03-29-at-16-35-57','','','2016-03-29 16:37:10','2016-03-29 15:37:10','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/Screen-Shot-2016-03-29-at-16.35.57.png',0,'attachment','image/png',0),(546,3,'2016-03-29 16:45:26','2016-03-29 15:45:26','','www.ruleranalytics.com','','inherit','closed','closed','','screen-shot-2016-03-29-at-16-44-44','','','2016-03-29 16:45:45','2016-03-29 15:45:45','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/Screen-Shot-2016-03-29-at-16.44.44.png',0,'attachment','image/png',0),(557,3,'2016-03-30 13:35:32','2016-03-30 12:35:32','','www.ruleranalytics.com','','inherit','closed','closed','','sailorsclub','','','2016-03-30 13:35:50','2016-03-30 12:35:50','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/SAILORSCLUB.png',0,'attachment','image/png',0),(567,3,'2016-03-30 13:56:16','2016-03-30 12:56:16','','www.ruleranalytics.com','','inherit','closed','closed','','screen-shot-2016-03-30-at-13-55-27','','','2016-03-30 13:56:38','2016-03-30 12:56:38','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/Screen-Shot-2016-03-30-at-13.55.27.png',0,'attachment','image/png',0),(579,0,'2016-03-30 18:07:22','2016-03-30 17:07:22','','','','publish','closed','closed','','579','','','2016-03-30 18:07:22','2016-03-30 17:07:22','',0,'https://www.ruleranalytics.com/nf_sub/579/',0,'nf_sub','',0),(580,3,'2016-03-31 09:31:06','2016-03-31 08:31:06','','SAILORSCLUB (1)','','inherit','closed','closed','','sailorsclub-1','','','2016-03-31 09:31:06','2016-03-31 08:31:06','',529,'https://www.ruleranalytics.com/wp-content/uploads/2016/03/SAILORSCLUB-1.png',0,'attachment','image/png',0),(583,0,'2016-03-31 10:24:41','2016-03-31 09:24:41','','','','publish','closed','closed','','583','','','2016-03-31 10:24:41','2016-03-31 09:24:41','',0,'https://www.ruleranalytics.com/nf_sub/583/',0,'nf_sub','',0),(587,2,'2016-04-01 14:16:22','2016-04-01 13:16:22','We have recently launched a new feature that allows you to automatically capture form submissions from your site without the need for any developer time or additional coding.\r\n\r\nSimply click the check box on Site Settings &gt; Automatically capture form submissions and Ruler will do the rest, alternatively this option is available as part of the set-up process on sign-up.\r\n\r\nThis feature will capture all form submissions so you may capture additional information such as hidden fields and search form submissions that you don\'t want to see. The functionality to remove this is coming soon but for the time being please contact us and we can refine this for you.','New Feature: One Click Automatic Form Capture','','publish','closed','open','','one-click-automatic-form-capture','','','2017-01-09 14:56:18','2017-01-09 14:56:18','',0,'https://www.ruleranalytics.com/?p=587',0,'post','',0),(588,1,'2016-04-01 14:14:37','2016-04-01 13:14:37','','autocapture-580','','inherit','closed','closed','','autocapture-580','','','2016-04-01 14:14:37','2016-04-01 13:14:37','',587,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/autocapture-580.png',0,'attachment','image/png',0),(590,2,'2016-04-01 14:31:06','2016-04-01 13:31:06','<strong>The Problem </strong>\r\n\r\nEmail products such as Mailchimp and Campaign Monitor allow you to see which users have opened your e-mail campaigns as well as other metrics such as open rate, bounce rate , location etc. This is useful but it doesn\'t allow you to see what pages the user goes on to look at, if they have previously visited or if they visit again in the future.\r\n\r\n<strong>The Solution</strong>\r\n\r\nRuler Analytics solves this problem by allowing you see the journey of each individual visitor through your website showing you the pages they look at over multiple sessions and if they take any actions including filling out forms or making a phone calls.\r\n\r\n<strong>How it works</strong>\r\n\r\nRuler automatically tracks the journeys of users and captures the actions they take. In order to identify them you need to use the e-mail mail merge functionality to pass their name or e-mail address through in link they click. To do this you might construct the link like the below and Ruler Analytics will do the rest - your customers will appear in Ruler Analytics reporting along with their journeys.\r\n\r\n<strong>Example Mail Chimp Link</strong>\r\n\r\n<code>http://www.yourwebsite.com/?utm_source=email&amp;utm_medium=email&amp;utm_content=welcome-email&amp;utm_term=*|EMAIL|*\r\n</code>\r\n<strong>Example Campaign Monitor Link</strong>\r\n\r\n<code>http://www.yourwebsite.com/?utm_source=email&amp;utm_medium=email&amp;utm_content=welcome-email&amp;utm_term=[email]\r\n</code>\r\n<strong>Other Products</strong>\r\n\r\nThis will work with any e-mail product, you just need to add their specific e-mail mail merge field.\r\n\r\n<strong>Conclusion</strong>\r\n\r\nThis solution allows you to gain more insight into the behaviour of your users and what e-mails trigger them to look at as well as tracking e-mails through to form conversions and phone calls at a visitor level.','Tracking Users Journey from Email products such as Mailchimp or Campaign Monitor using Ruler Analytics','','publish','closed','open','','tracking-users-journey-email-products-mailchimp-campaign-monitor-using-ruler-analytics','','','2017-01-09 14:50:39','2017-01-09 14:50:39','',0,'https://www.ruleranalytics.com/?p=590',0,'post','',0),(591,1,'2016-04-01 14:30:40','2016-04-01 13:30:40','','ruler-cm-mailchimp','','inherit','closed','closed','','ruler-cm-mailchimp','','','2016-04-01 14:30:40','2016-04-01 13:30:40','',590,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/ruler-cm-mailchimp.png',0,'attachment','image/png',0),(593,2,'2016-04-01 16:44:33','2016-04-01 15:44:33','<strong>Overview</strong>\r\n\r\nIn the first of a series of articles called Ruler Trends we take a look at the data across the Ruler network to see trends from clients in different sectors and industries. The data is based on over a million individual visitors across hundreds of sites.\r\n\r\nThe focus on this article is lead generation and a look at the trends which lead to enquiries specifically to form fill outs vs phone calls the implications of different devices and browsers. We could also look at traffic source data however this tends to be a little more skewed by brand awareness and sector.\r\n\r\n&nbsp;\r\n\r\n<strong>Ruler Trends Data</strong>\r\n\r\n<strong>Traffic by Device Type</strong>\r\n\r\nDesktop - 58.26%\r\nMobile &amp; Tablet - 41.74%\r\n\r\n&nbsp;\r\n\r\n<strong>Enquiry Types - Calls vs Form Conversions</strong>\r\n\r\nCalls - 75.31%\r\nForm Conversions - 24.69%\r\n\r\n&nbsp;\r\n\r\n<strong>Calls vs Forms based on Device Type</strong>\r\n\r\nCalls\r\nDesktop - 55.96%\r\nMobile &amp; Tablet - 44.04%\r\n\r\nForm Conversions\r\nDesktop - 62.50%\r\nMobile &amp; Tablet - 37.50%\r\n\r\n&nbsp;\r\n\r\n<strong>Browsers</strong>\r\nChrome - 33.30%\r\nMobile Safari - 26.66%\r\nIE - 13.87%\r\nChrome Mobile - 12.85%\r\nFirefox - 4.65%\r\nAndroid browser - 3.78%\r\nSafari - 3.25%\r\nOther - 1.64%\r\n\r\n<strong>Observations</strong>\r\n\r\nSome of the trends we see here are typical of any industry however there are some interesting points that stand out. There are obviously other considerations to be taken into account such as the prominence of on page forms and telephone numbers and calls to action but assuming this has been catered for the data does reveal some interesting insights.\r\n\r\nWe are seeing more traffic from desktop than mobile and tablet devices despite the shift towards mobile. This may be caused by B2B lead generation being more focused on desktop where as B2C and content driven channels receive more traffic from social channels and therefore to mobile devices.\r\n\r\nThe ratio of phone calls to form enquiry volume is particularly interesting as well as how this increases on mobile compared to desktop. 75% of inbound enquiries for lead generation are via the phone. As there is a relatively even split in terms of volume of conversions between form fill outs and calls on mobile devices approximately 33% of all inbound leads are coming from phone calls on mobile devices.\r\n\r\nBased on ratio of telephone enquiries to form enquires and increase in smart phone usage the focus on inbound telephone enquiries and the tracking of calls and the marketing source only looks set to become more prominent.','Ruler Trends - 75% of inbound enquires are via phone calls in lead generation','','publish','closed','open','','ruler-trends-75-inbound-enquires-via-phone-calls-lead-generation','','','2016-11-14 14:22:46','2016-11-14 14:22:46','',0,'https://www.ruleranalytics.com/?p=593',0,'post','',0),(594,1,'2016-04-01 16:36:26','2016-04-01 15:36:26','','ruler-trends','','inherit','closed','closed','','ruler-trends','','','2016-04-01 16:36:26','2016-04-01 15:36:26','',593,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/ruler-trends.png',0,'attachment','image/png',0),(601,2,'2016-04-01 17:06:57','2016-04-01 16:06:57','<h3>The Problem</h3>\r\nIf your using Salesforce Web-to-Lead forms you can pass your website enquiries straight to Salesforce, however how do you know the marketing source that created it? Ruler Analytics is able to capture the marketing information and match it to the leads you have in Salesforce using Zapier.\r\n\r\nAlternatively if you are not using Web-to-Lead forms Ruler can also send the leads to Salesforce to!\r\n\r\n&nbsp;\r\n<h3>How it Works</h3>\r\nRuler Analytics automatically captures any form enquiry details including Web-to-Lead forms as well as capturing the marketing source - this includes keywords and the session and discovery source if applicable or over multiple visits.\r\n\r\nUsing Zapier, Ruler Analytics can then send enquiries to Salesforce to either create a new lead or update an existing one at the same time adding the marketing source to appropriate Salesforce fields.\r\n\r\n&nbsp;\r\n<h3>The Result</h3>\r\nThe end results is that your website enquiries are populated in Salesforce with the appropriate marketing source allowing you to attribute value and measure the ROI and effectiveness of your marketing campaigns when the lead is closed.\r\n\r\nFor more information about Zapier, visit our Zapier integration page: <a href=\"https://www.ruleranalytics.com/zapier/\">https://www.ruleranalytics.com/zapier/</a>\r\n\r\nIf you need any help getting set-up or have any questions please <a href=\"https://www.ruleranalytics.com/contact/\">contact us</a>.','Using Ruler and Zapier to capture the marketing source for Salesforce Web-to-Lead forms','','publish','closed','open','','using-ruler-zapier-capture-marketing-source-salesforce-web-lead-forms','','','2016-11-04 16:07:52','2016-11-04 16:07:52','',0,'https://www.ruleranalytics.com/?p=601',0,'post','',0),(602,1,'2016-04-01 17:01:19','2016-04-01 16:01:19','','ruler-salesforce','','inherit','closed','closed','','ruler-salesforce','','','2016-04-01 17:01:19','2016-04-01 16:01:19','',601,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/ruler-salesforce.png',0,'attachment','image/png',0),(604,2,'2016-03-31 14:12:03','2016-03-31 13:12:03','Ruler Analytics phone tracking works by overriding the phone number on your website and replacing it with a unique phone number for each individual visitor. When the number is called the call is sent to your original number.\r\n\r\nEach time a new visitor lands on the website the phone number is changed by Ruler accordingly.\r\n\r\nAs Ruler is able to match the number to a unique visitor, Ruler is also able to tell you more information about the visitor who called such as the marketing method that drove the visitor to the website (E.g. Google AdWords and the keyword) and the pages the visitor looked at etc.\r\n\r\nRuler is also able to tell you the callers number, how long the call lasted, how long it took to answer and listen to a recording of the phone call.\r\n\r\n<strong>FAQ</strong>\r\n<strong>What if somebody writes the number and calls the number later?</strong>\r\n\r\n<em>If Ruler cannot match the number to a visitor the call will still work but it will appear in reporting as an unspecified call.</em>\r\n\r\n<strong>Do you offer different number types?</strong>\r\n\r\n<em>We have access to every UK and International number type including Free, Premium, Geographic and Non-Geographic which can be requested within your settings.</em>\r\n\r\n<strong>I have multiple offices / locations. Can I have more than one number?</strong>\r\n\r\n<em>Yes, you can have as many different numbers as necessary.</em>\r\n\r\n<strong>Is there an additional cost or minute charge?</strong>\r\n\r\n<em>Phone numbers are free unless you require a specific premium number type e.g. a free phone or geographic in which case additional minutes charges may apply if you receive a very high amount of inbound calls approx 2 pence per minute(£).</em>\r\n\r\n<strong>Does Ruler’s phone call tracking need to integrate with my telephone system?</strong>\r\n\r\n<em>No, Ruler’s call tracking is completely seamless and will work with your existing phone system.</em>\r\n\r\n<strong>Can I use Ruler numbers for other marketing campaigns such as offline and print?</strong>\r\n\r\n<em>Yes, please contact us and we can provide specific additional numbers for each campaign you are running.</em>','How does Ruler Analytics phone call tracking 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12:13:53','',0,'http://ruler.epicwip.co.uk/?page_id=686',0,'page','',0),(688,1,'2016-04-26 12:49:39','2016-04-26 11:49:39','[ninja_form id=5]','Beta / Bolt-ons','','publish','closed','closed','','beta-and-bolt-ons-pricing','','','2017-04-28 11:14:03','2017-04-28 10:14:03','',0,'http://ruler.epicwip.co.uk/?page_id=688',0,'page','',0),(696,1,'2016-04-27 10:15:23','2016-04-27 09:15:23','[fac_icon icon=\"check-circle\" color=\"#79b52a\" color_hover=\"#79b52a\" font_size=\"16\"]\r\n\r\n[fac_icon icon=\"times\" color=\"#5b5b5b\" color_hover=\"#5b5b5b\" font_size=\"18px\"]','Tick','','publish','closed','closed','','tick','','','2016-04-27 10:29:23','2016-04-27 09:29:23','',0,'http://ruler.epicwip.co.uk/?post_type=fac-shortcodes&#038;p=696',0,'fac-shortcodes','',0),(715,1,'2016-05-03 14:05:26','2016-05-03 13:05:26','','Pricing Ian','','publish','closed','closed','','pricing-ian','','','2016-05-03 14:05:26','2016-05-03 13:05:26','',0,'http://ruler.epicwip.co.uk/?page_id=715',0,'page','',0),(717,1,'2016-05-04 11:03:46','2016-05-04 10:03:46','','test2','','publish','closed','closed','','test2','','','2016-05-04 11:03:46','2016-05-04 10:03:46','',0,'http://ruler.epicwip.co.uk/?page_id=717',0,'page','',0),(725,1,'2016-07-09 16:35:00','2016-07-09 15:35:00','','40b8d82c30ce132763f92d237d92445c_400x400','','inherit','closed','closed','','40b8d82c30ce132763f92d237d92445c_400x400','','','2016-07-09 16:35:00','2016-07-09 15:35:00','',33,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/40b8d82c30ce132763f92d237d92445c_400x400.jpeg',0,'attachment','image/jpeg',0),(726,1,'2016-07-09 17:02:06','2016-07-09 16:02:06','','Screen Shot 2016-07-09 at 5.01.42 PM','','inherit','closed','closed','','screen-shot-2016-07-09-at-5-01-42-pm','','','2016-07-09 17:03:04','2016-07-09 16:03:04','',0,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/Screen-Shot-2016-07-09-at-5.01.42-PM.png',0,'attachment','image/png',0),(730,1,'2016-08-08 17:37:11','2016-08-08 16:37:11','<div class=\"row case-study\">\r\n   <div class=\"case-study-col col-md-6 col-xs-12\">\r\n     <div class=\"vertical-middle\">\r\n       <h2>Stephensons Law Firm</h2>\r\n       <p>Stephensons Solicitors LLP is a full service law firm that acts for individuals, businesses and other organisations.</p>\r\n       <a href=\"#\" class=\"btn btn-ghost\">Learn more</a>\r\n     </div>\r\n  </div>\r\n   <div class=\"case-study-col case-study-col-image col-md-6 col-xs-12\" style=\"background-image:url(http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/Screen-Shot-2016-08-11-at-2.14.09-PM.png)\">\r\n  </div>\r\n</div>\r\n\r\n\r\n<div class=\"row case-study\">\r\n  \r\n   <div class=\"case-study-col case-study-col-image col-md-6 col-xs-12\" style=\"background-image:url(http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/Screen-Shot-2016-08-11-at-2.14.16-PM.png)\">\r\n  </div>\r\n <div class=\"case-study-col col-md-6 col-xs-12\">\r\n     <div class=\"vertical-middle\">\r\n       <h2>National Claims Helpline</h2>\r\n       <p>National Claims Helpline is one of the leading claims management companies based in the United Kingdom.</p>\r\n       <a href=\"#\" class=\"btn btn-ghost\">Learn more</a>\r\n     </div>\r\n  </div>\r\n</div>\r\n\r\n<div class=\"row case-study\">\r\n   <div class=\"case-study-col col-md-6 col-xs-12\">\r\n     <div class=\"vertical-middle\">\r\n       <h2>Optionis</h2>\r\n       <p>Over 1,000 inbound leads created.</p>\r\n       <a href=\"#\" class=\"btn btn-ghost\">Learn more</a>\r\n     </div>\r\n  </div>\r\n   <div class=\"case-study-col case-study-col-image col-md-6 col-xs-12\" style=\"background-image:url(http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/Screen-Shot-2016-08-11-at-2.14.09-PM.png)\">\r\n  </div>\r\n</div>','Case Studies','','publish','closed','closed','','case-studies','','','2016-11-09 08:03:37','2016-11-09 08:03:37','',0,'http://ruler.epicwip.co.uk/?page_id=730',0,'page','',0),(741,1,'2016-08-09 17:01:59','2016-08-09 16:01:59',' ','','','publish','closed','closed','','741','','','2017-05-24 10:20:26','2017-05-24 09:20:26','',0,'http://ruler.epicwip.co.uk/?p=741',10,'nav_menu_item','',0),(745,1,'2016-08-11 13:06:39','2016-08-11 12:06:39','','Screen Shot 2016-08-11 at 1.06.22 PM','','inherit','closed','closed','','screen-shot-2016-08-11-at-1-06-22-pm','','','2016-08-11 13:06:39','2016-08-11 12:06:39','',30,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/Screen-Shot-2016-08-11-at-1.06.22-PM.png',0,'attachment','image/png',0),(746,1,'2016-08-11 14:14:58','2016-08-11 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16:15:28','',0,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/ss-conversions.png',0,'attachment','image/png',0),(769,1,'2016-08-22 17:15:33','2016-08-22 16:15:33','','ss-companies','','inherit','closed','closed','','ss-companies','','','2016-08-22 17:15:33','2016-08-22 16:15:33','',0,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/ss-companies.png',0,'attachment','image/png',0),(770,1,'2016-08-22 17:15:38','2016-08-22 16:15:38','','ss-calls','','inherit','closed','closed','','ss-calls','','','2016-08-22 17:15:38','2016-08-22 16:15:38','',0,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/ss-calls.png',0,'attachment','image/png',0),(774,1,'2016-08-23 16:48:29','2016-08-23 15:48:29','<center><img class=\"aligncenter wp-image-3522 \" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/Screen-Shot-2016-08-11-at-2.14.09-PM.png\" alt=\"\" width=\"773\" height=\"509\" /></center>\r\n<h3></h3>\r\n<h3>Background:</h3>\r\nStephensons Solicitors LLP is a full service law firm that acts for individuals, businesses and other organisations. It has offices nationally including; Altrincham, Horwich, Manchester, London, St. Helens, Leigh and Wigan.\r\n\r\nHead of marketing and partner at Stephensons, Sarah Boustouller sees online channels to market as business critical. With this in mind, Stephensons has both an in house team and the support of an SEO and PPC agency.\r\n\r\nHowever, it was proving difficult to determine the Return on Investment (ROI) definitively for organic and paid for online marketing.\r\n<h3>Challenges:</h3>\r\nThe marketing team wanted to demonstrate clearer ROI to each legal service department and to support business development in terms of giving them more specific visitor profiles.\r\n\r\nThere was a need to have better management information regarding the source of work, as it was often difficult to determine from clients if they have clicked on a paid for link, or come through organically.\r\n\r\nRealising the importance and opportunity in determining how leads are generated, the marketing department at Stephensons looked at different options but found that Ruler best met the above challenges.\r\n<h3>Solution:</h3>\r\nHaving been introduced to Ruler Analytics, Sarah was impressed by the company’s unique offering. With sharper and more acute management information, Ruler Analytics offer a much more precise way of monitoring the ROI of online activity.\r\n\r\nRuler Analytics talked Sarah and her team through product features and the at-a-glance analytics dashboard. The marketing team found it helpful to see which keywords had brought visitors onto the site organically, making for a more informed, key-word friendly marketing and advertising strategy.\r\n\r\nWith Ruler Analytics’ software, Sarah’s team now has the ability to determine which calls come from paid for or organic searches, as well as garner a better overall understanding of the ROI on their activities and justify budgets. Furthermore, Ruler Analytics offered insight into which commercial businesses were visiting their site and which pages they were looking at – a useful tool for informing the business development team of potential new business leads and seeing which sectors they could target in future.','Stephensons: Leading Law Firm Measure Marketing ROI With Ruler Analytics','','publish','closed','closed','','leading-law-firm-masters-marketing-measurement-ruler-analytics','','','2017-10-26 14:46:32','2017-10-26 13:46:32','',0,'http://ruler.epicwip.co.uk/?post_type=case-studies&#038;p=774',0,'case-studies','',0),(775,1,'2016-08-23 16:49:49','2016-08-23 15:49:49','','Stephensons Solicitors','','publish','closed','closed','','stephensons-law-firm','','','2017-05-24 10:20:26','2017-05-24 09:20:26','',0,'http://ruler.epicwip.co.uk/?p=775',11,'nav_menu_item','',0),(777,1,'2016-08-23 16:57:01','2016-08-23 15:57:01','<div class=\"speech-bubble\">\r\n						<div class=\"media\">\r\n		\r\n							<div class=\"media-body text-center\">\r\n								<br>\r\n								<div class=\"quote\">\r\n									<p>“The ability to track not only digital but inbound phone calls meant that the true ROI of the campaign has been easily established and we were able to adapt the campaign for improved conversion rates based on this insight.\r\n\r\nWe\'re now rolling out Ruler Analytics in other parts of the business and fully integrating it with our CRM system; salesforce.com.\"</p>\r\n								</div>\r\n								<br>\r\n\r\n								<img width=\"100\" height=\"auto\" src=\"/wp-content/themes/ruler/assets/images/stars.png\" alt=\"5 stars\">\r\n\r\n								<div class=\"client-details\">\r\n									<div class=\"client-face\">\r\n									<img width=\"75\" height=\"75\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/james_lawton-hill_-_optionis-75x75.jpg\" class=\"media-object img-circle wp-post-image\" alt=\"james_lawton-hill_-_optionis\" srcset=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/james_lawton-hill_-_optionis-75x75.jpg 75w, https://www.ruleranalytics.com/wp-content/uploads/2016/08/james_lawton-hill_-_optionis-150x150.jpg 150w, https://www.ruleranalytics.com/wp-content/uploads/2016/08/james_lawton-hill_-_optionis-300x300.jpg 300w, https://www.ruleranalytics.com/wp-content/uploads/2016/08/james_lawton-hill_-_optionis-250x250.jpg 250w, https://www.ruleranalytics.com/wp-content/uploads/2016/08/james_lawton-hill_-_optionis.jpg 400w\" sizes=\"(max-width: 75px) 100vw, 75px\">									</div>\r\n\r\n									<p class=\"client\">\r\n										<strong>James Lawton-Hill</strong><br>Marketing Director - Optionis										<br>\r\n<center>\r\n<img width=\"200\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2015/12/optionis.png\" class=\"attachment-full size-full\" alt=\"optionis\"></center>									</p>\r\n								</div>\r\n								\r\n							</div>\r\n						</div>\r\n					</div>\r\n\r\n\r\n\r\nThe campaign ran for two months across radio, outdoor and multiple digital channels (PPC, Display and social). Utilising Ruler Analytics the team were able to track all inbound traffic across digital and phone sources. Through call tracking the team were able to help monitor and adapt the telesales scripts to ensure higher conversion rates. The software also provided clear insight into user behaviour across the site from all prospects when taking inbound calls. Understanding the lead source across digital and phone ensured the campaign was adapted for subsequent higher conversion rates. Integrating with CRM allowed us to report on the marketing ROI and optimise based on closed business rather than leads.\r\n<ul>\r\n 	<li>Over 1,000 inbound leads created</li>\r\n 	<li>Pipeline opportunity value of over £350k</li>\r\n 	<li>451 inbound calls linked to the campaign</li>\r\n 	<li>Full ROI and tracking across both phone and digital channels</li>\r\n</ul>\r\n“The use of Ruler Analytics provided the campaign team with a deeper level of insight and reporting than had previously been measured. The ability to track not only digital but inbound phone calls meant that the true ROI of the campaign has been easily established and we were able to adapt the campaign for improved conversion rates based on this insight.\r\n\r\nWe’re now rolling out Ruler Analytics in other parts of the business and fully integrating it with our CRM system; salesforce.com. For any campaign involving both inbound phone and digital channels I would highly recommend Ruler Analytics to provide the insights needed to show true ROI.”','Optionis: Over 1,000 inbound leads created','','publish','closed','closed','','optionis','','','2016-11-14 12:13:33','2016-11-14 12:13:33','',0,'http://ruler.epicwip.co.uk/?post_type=case-studies&#038;p=777',0,'case-studies','',0),(778,1,'2016-08-23 16:56:55','2016-08-23 15:56:55','','optionis-logo','','inherit','closed','closed','','optionis-logo','','','2016-08-23 16:56:55','2016-08-23 15:56:55','',777,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/08/optionis-logo.png',0,'attachment','image/png',0),(779,1,'2016-08-23 16:56:56','2016-08-23 15:56:56','','james_lawton-hill_-_optionis','','inherit','closed','closed','','james_lawton-hill_-_optionis','','','2016-08-23 16:56:56','2016-08-23 15:56:56','',777,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/08/james_lawton-hill_-_optionis.jpg',0,'attachment','image/jpeg',0),(780,1,'2016-08-23 16:58:47','2016-08-23 15:58:47','<center><img class=\"aligncenter wp-image-3524\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/Screen-Shot-2016-08-11-at-2.14.16-PM.png\" alt=\"\" width=\"660\" height=\"433\" /></center>\r\n<h3>Background</h3>\r\nNational Claims Helpline is one of the leading claims management companies based in the United Kingdom.\r\n\r\nThe head of business development and marketing, Amy Smeaton, needed to cut costs and ensure spend from the marketing department was going as far as possible, as well as determine where calls were coming from to make sure marketing efforts were not going to waste.\r\n<h3>Challenges</h3>\r\nEach enquiry received by National Claims Helpline is assessed for the case and then either filtered or sent to the panel to take on the claim. The marketing team were finding that conversions were taking place both on and off the website, be that through phone calls or online form fills, so it was hard to narrow down exactly where they were coming from.\r\n\r\nWith the company paying for different terms through Google AdWords and Pay Per Click (PPC), such as ‘can I claim’ or ‘what should I do if I have a car accident’, the team were receiving many invalid enquiries, meaning a lot of wasted budget from marketing.\r\n\r\nThe team was using a lot of guess work and needed an analytics tool to fill in the gaps. It was important to determine which were the most effective key words and which weren’t, as well as show which conversions were from Google’s PPC and AdWords campaigns and which weren’t.\r\n<h3>Solution</h3>\r\nBeing a big advocate of analysing data and making decisions based on it, Amy took an interest in Ruler Analytics and signed up for free trial.\r\n\r\nAfter meeting with the team and hearing about the technology and what Ruler could offer, it became obvious Ruler Analytics was just what they needed.\r\n\r\nRuler showed the team how to see what each individual had googled and made it easier to focus in on the more relevant search terms such as ‘car accident’ and not just ‘how do I claim’ (which could be related to claiming benefits from the Government). Amy and her team can also now can see which key words convert and which don’t, meaning that the PPC and AdWords campaigns could be streamed.\r\n\r\nTerms such as ‘no win, no fee’ were highlighted as ones that surprisingly didn’t convert well, plus they were expensive and too broad. Whereas, many customers would find the website by searching ‘what to do after a car accident’. This meant that Amy and her team could cut costs on unnecessary spend and refine to those providing a stronger return on investment.\r\n\r\nUsually in distress and anxious about an incident, the marketing team saw the importance in making clients feel comfortable and build their trust. They wanted to be able to better understand the customer journey and make the experience as easy as possible in order to stand out over competitors.\r\n\r\nRuler allowed National Claims Helpline to do just this by utilising the visitor level journey tracking to see what clients were doing as they moved through the website. By tracking this journey, the marketing team have been able to edit the website and ensure they are giving clients all the information they need.\r\n\r\nNational Claims Helpline have seen a return on the investment into Ruler Analytics in less than two months. It is now working with the team at Ruler to help build new marketing campaigns around the insight gained from the analytics.','National Claims Helpline: Definitive ROI In Less Than Two Months','','publish','closed','closed','','national-claims-helpline-claiming-roi-less-two-months','','','2017-10-26 15:08:50','2017-10-26 14:08:50','',0,'http://ruler.epicwip.co.uk/?post_type=case-studies&#038;p=780',0,'case-studies','',0),(781,1,'2016-08-23 17:04:14','2016-08-23 16:04:14','','National Claims Helpline','','publish','closed','closed','','national-claims-helpline','','','2017-05-24 10:20:27','2017-05-24 09:20:27','',0,'http://ruler.epicwip.co.uk/?p=781',12,'nav_menu_item','',0),(782,1,'2016-08-23 17:04:15','2016-08-23 16:04:15','','Optionis Group','','publish','closed','closed','','782','','','2017-05-24 10:20:28','2017-05-24 09:20:28','',0,'http://ruler.epicwip.co.uk/?p=782',13,'nav_menu_item','',0),(783,1,'2016-08-23 17:05:16','2016-08-23 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09:20:17','',0,'http://ruler.epicwip.co.uk/?p=851',2,'nav_menu_item','',0),(854,1,'2016-11-04 14:31:18','2016-11-04 14:31:18','','Zapier Integration','','publish','closed','closed','','zapier-integration','','','2017-06-06 10:25:38','2017-06-06 09:25:38','',0,'http://ruler.epicwip.co.uk/?page_id=854',0,'page','',0),(856,1,'2016-11-04 14:42:30','2016-11-04 14:42:30','','salesforce','','inherit','closed','closed','','salesforce','','','2016-11-04 14:42:30','2016-11-04 14:42:30','',854,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/salesforce.png',0,'attachment','image/png',0),(857,1,'2016-11-04 14:46:13','2016-11-04 14:46:13','','salesforce-large','','inherit','closed','closed','','salesforce-large','','','2016-11-04 14:46:13','2016-11-04 14:46:13','',854,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/salesforce-large.png',0,'attachment','image/png',0),(859,1,'2016-11-04 14:57:55','2016-11-04 14:57:55',' ','','','publish','closed','closed','','859','','','2017-05-24 10:20:25','2017-05-24 09:20:25','',0,'http://ruler.epicwip.co.uk/?p=859',9,'nav_menu_item','',0),(860,1,'2016-11-04 15:48:29','2016-11-04 15:48:29','','Features','','publish','closed','closed','','features','','','2016-11-13 17:13:27','2016-11-13 17:13:27','',0,'http://ruler.epicwip.co.uk/?page_id=860',0,'page','',0),(863,1,'2016-11-04 15:54:29','2016-11-04 15:54:29',' ','','','publish','closed','closed','','863','','','2017-05-24 10:20:16','2017-05-24 09:20:16','',0,'http://ruler.epicwip.co.uk/?p=863',1,'nav_menu_item','',0),(864,1,'2016-11-04 15:56:40','2016-11-04 15:56:40','','ruler-salesforce','','inherit','closed','closed','','ruler-salesforce-2','','','2016-11-04 15:56:40','2016-11-04 15:56:40','',601,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/ruler-salesforce.png',0,'attachment','image/png',0),(870,1,'2016-11-04 16:23:20','2016-11-04 16:23:20','','Keyword Reprovided','','publish','closed','closed','','keyword-reprovided','','','2016-11-04 16:24:27','2016-11-04 16:24:27','',0,'http://ruler.epicwip.co.uk/?page_id=870',0,'page','',0),(872,1,'2016-11-04 16:26:46','2016-11-04 16:26:46','','Visitor Journeys','','publish','closed','closed','','visitor-journeys','','','2016-11-04 16:42:20','2016-11-04 16:42:20','',0,'http://ruler.epicwip.co.uk/?page_id=872',0,'page','',0),(874,1,'2016-11-04 16:29:06','2016-11-04 16:29:06',' ','','','publish','closed','closed','','874','','','2017-05-24 10:20:24','2017-05-24 09:20:24','',0,'http://ruler.epicwip.co.uk/?p=874',8,'nav_menu_item','',0),(875,1,'2016-11-04 16:29:05','2016-11-04 16:29:05',' ','','','publish','closed','closed','','875','','','2017-05-24 10:20:23','2017-05-24 09:20:23','',0,'http://ruler.epicwip.co.uk/?p=875',7,'nav_menu_item','',0),(876,1,'2016-11-04 16:29:36','2016-11-04 16:29:36',' ','','','publish','closed','closed','','876','','','2017-05-24 11:43:03','2017-05-24 10:43:03','',0,'http://ruler.epicwip.co.uk/?p=876',10,'nav_menu_item','',0),(877,1,'2016-11-04 16:33:00','2016-11-04 16:33:00','','Form Tracking','','publish','closed','closed','','form-tracking','','','2016-11-04 16:41:22','2016-11-04 16:41:22','',0,'http://ruler.epicwip.co.uk/?page_id=877',0,'page','',0),(879,1,'2016-11-04 16:35:07','2016-11-04 16:35:07',' ','','','publish','closed','closed','','879','','','2017-05-24 10:20:22','2017-05-24 09:20:22','',0,'http://ruler.epicwip.co.uk/?p=879',5,'nav_menu_item','',0),(882,1,'2016-11-04 16:36:03','2016-11-04 16:36:03','','Google Analytics Integration','','publish','closed','closed','','google-analytics','','','2016-11-04 16:38:56','2016-11-04 16:38:56','',0,'http://ruler.epicwip.co.uk/?page_id=882',0,'page','',0),(884,1,'2016-11-04 16:37:40','2016-11-04 16:37:40',' ','','','publish','closed','closed','','884','','','2017-05-24 10:20:23','2017-05-24 09:20:23','',0,'http://ruler.epicwip.co.uk/?p=884',6,'nav_menu_item','',0),(886,1,'2016-11-04 16:44:54','2016-11-04 16:44:54','','Google Analytics Integration','','publish','closed','closed','','google-analytics-integration','','','2016-11-04 16:50:48','2016-11-04 16:50:48','',0,'http://ruler.epicwip.co.uk/?page_id=886',0,'page','',0),(888,1,'2016-11-04 16:46:12','2016-11-04 16:46:12','','ga-integration1','','inherit','closed','closed','','ga-integration1','','','2016-11-04 16:46:12','2016-11-04 16:46:12','',886,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/ga-integration1.png',0,'attachment','image/png',0),(889,1,'2016-11-04 16:47:07','2016-11-04 16:47:07','','ga-integration2','','inherit','closed','closed','','ga-integration2','','','2016-11-04 16:47:07','2016-11-04 16:47:07','',886,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/ga-integration2.png',0,'attachment','image/png',0),(890,1,'2016-11-04 16:48:23','2016-11-04 16:48:23','','ga-integration3','','inherit','closed','closed','','ga-integration3','','','2016-11-04 16:48:23','2016-11-04 16:48:23','',886,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/ga-integration3.png',0,'attachment','image/png',0),(891,1,'2016-11-04 16:49:25','2016-11-04 16:49:25','','Google Analytics Integration Guide','','publish','closed','closed','','google-analytics-integration-guide','','','2017-05-24 11:43:04','2017-05-24 10:43:04','',0,'http://ruler.epicwip.co.uk/?p=891',11,'nav_menu_item','',0),(892,1,'2016-11-05 06:55:55','2016-11-05 06:55:55','[signup]','Sign up for Ruler Analytics','','publish','closed','closed','','signup','','','2016-11-05 06:55:55','2016-11-05 06:55:55','',0,'http://ruler.epicwip.co.uk/?page_id=892',0,'page','',0),(895,3,'2016-04-14 15:24:30','2016-04-14 14:24:30','<h2><em>Give Sales Staff Insight into Lead Source, Lead Location, Product Information and Company Identification</em></h2>\r\n&nbsp;\r\n\r\n<strong>If your business does not spend enough time on lead generation, you won’t be able to identify potential customers interested in your products or services.</strong> Then again, if you do not recognise the importance of prospecting either, you probably won’t be able to encourage movement down the sales funnel.\r\n\r\nBut <strong>with data analytics, you can markedly improve both lead generation and prospecting</strong>, which in turn can help your sales team become more productive.\r\n\r\nIn this article, we are going to tell you what elements and aspects of data analytics your sales team need to know about in order to become more productive, and how they can <strong>secure a higher number of customer conversions</strong> as a result.\r\n\r\n&nbsp;\r\n<h4>Understanding the Potential of Each Marketing Channel</h4>\r\nAlthough information about how customers find your company might be better suited to marketing teams, it is still hugely beneficial for sales departments.\r\n\r\nBy understanding how leads are generated through your most and least popular marketing channels, such as Google, PPC, and social media, sales teams can calculate which source(s) are converting leads into opportunities (Leads Converted to Opportunity/Total Number of Leads = Conversion Percentage).\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2377\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/5-ways-your-sales-team-can-become-more-productive-with-analytics-www.ruleranalytics.com_-1.gif\" alt=\"5 ways your sales team can become more productive with analytics - www.ruleranalytics.com\" width=\"802\" height=\"306\" />\r\n\r\nThey can then prioritise their time more resourcefully and only concentrate on the sources that will produce the most valuable outcomes. With Ruler Analytics, it is possible to easily identify your most effective marketing source by using the source report feature.\r\n\r\n&nbsp;\r\n<h4>Discovering the Location of Potential Leads</h4>\r\nJust like lead source, it is also incredibly useful to know which regions or areas are generating most traffic. While marketing teams can use this information for local SEO purposes or social media targeting, your sales department can capitalise on the location of potential leads to target the right regions or areas while prospecting in the future.\r\n\r\nAgain, it is simple and straightforward to discover lead location with Ruler Analytics. On the visitor report, you can click through to more in-depth geographical information, which includes the exact location of each and every visitor.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2378\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/5-ways-your-sales-team-can-become-more-productive-with-analytics-www.ruleranalytics.com_-2.gif\" alt=\"5 ways your sales team can become more productive with analytics - www.ruleranalytics.com\" width=\"806\" height=\"300\" />\r\n\r\n&nbsp;\r\n<h4>Insight into Product Information</h4>\r\nIt makes sense to give your sales team information about which products or services are attracting leads so that they can tailor their message for each interaction.\r\n\r\nFor example, if a lead visits Ruler Analytics’ site, looks at pages relating to call tracking, and then asks us to contact them for a demo, our sales rep can start the conversation with enticing information about the content they viewed.\r\n\r\nBut in order to receive this kind of data, you need to track visitors and leads individually, which Google Analytics does not do.\r\n\r\nHowever, the same can’t be said for Ruler Analytics, as our visitor report enables you to identify what pages your leads were browsing before converting a particular goal, such as making a phone call, filling in a form, or requesting more information.\r\n\r\n&nbsp;\r\n<h4>Having Access to Company Identification</h4>\r\nEven though company identification can give staff vital clues about who is browsing your site, this information might present itself on Ruler Analytics anyway. Our software manages to extract the full financial history of companies as well as the contact details of employees that clicked through your site.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2379\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/5-ways-your-sales-team-can-become-more-productive-with-analytics-www.ruleranalytics.com_-3.gif\" alt=\"5 ways your sales team can become more productive with analytics - www.ruleranalytics.com\" width=\"799\" height=\"292\" />\r\n\r\n&nbsp;\r\n<h4>Knowing Which Keywords are Generating the Most Visits</h4>\r\nIn 2011, Google turned the marketing world upside down with it\'s \"not provided\" feature. This update left many marketers in the dark, as they were unable to understand which organic keywords were generating revenue and traffic to their website.\r\n\r\nHowever, with \"Ruler Analytics Re-provided\" both marketers and sales teams can overcome this obstacle\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2380\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/5-ways-your-sales-team-can-become-more-productive-with-analytics-www.ruleranalytics.com_-4.gif\" alt=\"5 ways your sales team can become more productive with analytics - www.ruleranalytics.com\" width=\"801\" height=\"229\" />\r\n\r\n&nbsp;\r\n\r\nAgain, by understanding what your potential leads are searching for, your sales team can tailor their approach, which in turn will help win over your prospects.\r\n\r\nTo put the productivity potential of our data analytics to the test,<strong> Sign your Sales Staff up for a FREE 30-day Trial.</strong> You can also follow Ruler Analytics on <a href=\"https://www.facebook.com/ruleranalytics/\">Facebook,</a> <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a>, and <a href=\"https://www.linkedin.com/company/ruler-analytics/https://www.linkedin.com/company/ruler-analytics/\">LinkedIn</a> for more updates and our latest product developments.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','5 Ways Your Sales Team Can Become More Productive With Analytics','','publish','closed','open','','5-ways-can-help-sales-team-become-productive-using-data-analytics','','','2017-01-10 11:59:57','2017-01-10 11:59:57','',0,'https://www.ruleranalytics.com/?p=654',0,'post','',0),(896,3,'2016-04-19 17:13:42','2016-04-19 16:13:42','<h2><em>Receive Notifications about New Calls, Companies, and Conversions Direct to your Mobile or Email Inbox</em></h2>\r\n&nbsp;\r\n\r\nWith Ruler Analytics, you can collect and collate countless pieces of data about things like leads generation and visitor journeys. But what if you want to use this information on other applications or share your findings with clients and colleagues? Well, thanks to Zapier, this is easier than ever before.\r\n\r\nZapier is a tool that enables you to connect Ruler Analytics with other web apps online, making it easier to “automate tedious tasks.” Zapier works by using things called ‘Triggers’ and ‘Actions’ to increase efficiency and establish better lines of communication. But don’t worry if you have never heard of these terms before, as we will explain everything you need to know below.\r\n\r\n&nbsp;\r\n<h4>What is a Trigger?</h4>\r\nA trigger is something that happens in an app, such as a <a href=\"/call-tracking-and-analytics-integrations/\">conversion on your website</a> that has been identified by Ruler.\r\n\r\n&nbsp;\r\n<h4>What is an Action?</h4>\r\nAn action is the step that takes place immediately after a trigger has happened. Depending on the trigger type, you can have this information sent to an email address, mobile phone number, or even another platform such as Salesforce or Trello.\r\n\r\n<strong><em>Example of Triggers and Actions Working;</em></strong>\r\n\r\nA conversion happens on your website (trigger), which you then receive an SMS about (action). More examples and further information about Triggers and Actions can be found <a href=\"https://zapier.com/help/creating-zap/\">here</a>.\r\n\r\n&nbsp;\r\n<h4>What apps does Zapier Support?</h4>\r\nZapier supports more than 500 different apps, but some of the most well known include:\r\n<ul>\r\n 	<li>MailChimp</li>\r\n 	<li>Salesforce</li>\r\n 	<li>Slack</li>\r\n 	<li>Trello</li>\r\n 	<li>Pipedrive</li>\r\n 	<li>Dropbox</li>\r\n 	<li>Evernote</li>\r\n 	<li>Facebook Pages</li>\r\n 	<li>Twitter</li>\r\n 	<li>Most Google products and services</li>\r\n</ul>\r\n<h4></h4>\r\n<h4>How do you set-up a ‘Zap’ with Ruler Analytics?</h4>\r\nSetting up a Trigger and Action with Zapier is known as a ‘Zap.’ For the purpose of this how-to guide, we will keep things simple by setting up an SMS alert (text message) for every time Ruler Analytics identifies a website conversion.\r\n\r\n&nbsp;\r\n\r\nFirst, you will need to click on the option ‘Create new Zap,’ after which you will need to search for Ruler Analytics in your app list.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2590\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/2.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"701\" height=\"346\" />\r\n\r\n&nbsp;\r\n\r\nNext, you will need to set-up your trigger. After finding Ruler Analytics in your app list, you will be asked to select the trigger you would like to use. For this example, we are going to use the trigger ‘new conversion.’\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2593\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/3..png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"700\" height=\"319\" />\r\n\r\n&nbsp;\r\n\r\nIf you haven’t already, you will be asked to login to your Ruler Analytics account, as this enables Zapier to gather the data it needs to set-up your trigger. After completing this step, you will then need to select your website\r\n\r\n&nbsp;\r\n\r\nNow we can move onto your action. Remember we are going to use an ‘SMS’ alert for our example;\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2594\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/5.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"701\" height=\"285\" />\r\n\r\n&nbsp;\r\n\r\nSelect whether you wish to trigger a phone call or SMS.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2595\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/6.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"701\" height=\"332\" />\r\n\r\n&nbsp;\r\n\r\nEnter the phone number you want the information to be sent to. You will soon receive a PIN to authorise your mobile phone number.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2596\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/7.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"701\" height=\"384\" />\r\n\r\n&nbsp;\r\n\r\nNext, you will be given the option to personalise the message that Zapier sends to your phone when there is a trigger in Ruler Analytics. Once you are happy with your message, click on create and continue.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2598\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/10-1.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"701\" height=\"326\" />\r\n\r\n&nbsp;\r\n\r\nCongratulations, you have successfully set up your first Zap. You can use Ruler Analytics to set-up triggers for:\r\n<ul>\r\n 	<li>New calls</li>\r\n 	<li>New companies</li>\r\n 	<li>New conversions</li>\r\n</ul>\r\nBut now that you know how to create SMS alerts for new conversions, why not challenge yourself and explore the other capabilities of Zapier by setting up an integration using Pipedrive as well?\r\n\r\n&nbsp;\r\n<h4>How to set up Ruler Analytics with Pipedrive integration</h4>\r\nFor this example, we are going to use the trigger ‘new company.’ <strong>Seeing as you already know how to set-up a trigger, we are going to skip this step and go straight to the action</strong>. Don’t forget you can always reference our first example if you get stuck.\r\n\r\nSearch for Pipedrive in the action apps dropdown menu. Once you have found it, you will be required to login to your <a href=\"https://www.pipedrive.com/\">Pipedrive</a> account if you haven’t already done so. You can then select your desired option. Because we have chosen the ‘new company’ trigger, let’s create a new deal in Pipedrive (deals are opportunities that can be moved through the pipeline).\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2600\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"699\" height=\"300\" />\r\n<h4></h4>\r\nYou will then be asked to set-up your Pipedrive deal. Even though the new company trigger allows you to add a company name, business address, and marketing source to your Pipedrive deal, we are going to use a test name for this example.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2601\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/12.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"701\" height=\"290\" />\r\n\r\n&nbsp;\r\n\r\nAfter confirming the details, your newly created deal should theoretically appear in your Pipedrive account. Once again, well done!\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2602\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/13.png\" alt=\"How to transfer your Ruler Analytics data to SMS, Pipedrive and 100+ Web Apps using Zapier - www.ruleranalytics.com\" width=\"700\" height=\"345\" />\r\n\r\n&nbsp;\r\n<h4>Conclusion</h4>\r\nAlong with the ability to automate repetitive tasks, Zapier also has the potential to increase efficiency and boost productivity, as members of staff won’t need to waste time manually moving data from one source to another.\r\n\r\nWhat’s more, with Ruler Analytics integration, triggers provide greater insight into the performance of your site, while actions ensure you never miss out on crucial calls, conversions, or company information. We feel as though Ruler Analytics and Zapier can work hand in hand to quickly identify leads and close in on prospects with greater accuracy.\r\n\r\nZapier is not included in the cost of Ruler Analytics, so you will need to pay them a fee before integrating with any web app. However, Zapier does have a <a href=\"https://zapier.com/sign-up/\">14-day free trial </a>for you to see whether it can improve and enhance your lead generation and sales prospecting.\r\n\r\nIf you are not signed up to Ruler Analytics either, you can also take advantage of our 30-day free trial - which doesn’t ask you to hand over any credit card details.\r\n\r\n&nbsp;','How to Transfer your Ruler Analytics Data to SMS, Pipedrive and 100+ Web Apps using Zapier','','publish','closed','open','','transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier','','','2017-01-10 12:46:01','2017-01-10 12:46:01','',0,'https://www.ruleranalytics.com/?p=692',0,'post','',0),(897,3,'2016-04-25 14:44:33','2016-04-25 13:44:33','<h2>Ignore the Advice of Articles that Suggest Certain KPIs, as every Organisation’s most Important Metrics will be Different</h2>\r\n&nbsp;\r\n\r\nIn the absence of Key Performance Indicators (KPIs), how do you know if your business is on the right track for success? Some organisations will simply look at bottom-line sales for proof of profitability, but conversions alone won’t provide insight into which areas are working well or require improvement.\r\n\r\nThis is where KPIs come into play. Essentially, they are the most important quantifiable metrics that show you whether the business is achieving its financial goals and long-term objectives according to current performance.\r\n\r\nIt sounds rather obvious, but the words ‘key’ and ‘performance’ are critical here, as not all the metrics you measure will be important. In fact, if you look online for recommendations of KPIs, you will probably be given a lot of false information, as the majority are useless to your cause.\r\n\r\nFor this reason, you need to take a step back and ask yourself “What KPIs will actually boost business growth?”\r\n\r\n&nbsp;\r\n<h4>How to Choose the Right KPIs for your Business</h4>\r\nSeeing as every business is unique, you can’t rely on a guide to tell you what you should or shouldn’t be measuring. However, there are things you can take into consideration when attempting to choose the right KPIs for your business.\r\n\r\n&nbsp;\r\n<h4>Less is more</h4>\r\nWith Ruler Analytics or any other analytics software, you can measure an abundance of different, yet equally detailed metrics such as hits, clicks, and conversions. But in spite of this profusion of choice, think about how many you definitely need.\r\n\r\nLess is more when it comes to KPIs. If you try to track too many KPIs all at once, you can end up counteracting your performance efforts. Therefore, you should avoid tracking more than 10 KPIs at a time.\r\n\r\n&nbsp;\r\n<h4>Take into Account the Size of your Company</h4>\r\nRegardless of whether you are an established business with countless clients or a new start-up trying to attract consumer interest, it is essential that you make allowances for the size of your business when deciding what metrics to track.\r\n\r\nIf your product or service isn’t market fit, then it would be fairly useless measuring cost per acquisition, as there wouldn\'t be much to quantify. On the other hand, it would make sense to monitor your awareness, such as how visitors are finding your business.\r\n\r\n<strong>Here are two examples based on SAAS (Software as a service), both of which are at different stages in terms of size.</strong>\r\n\r\n<strong><u>Early stage start-ups:</u></strong>\r\n<ul>\r\n 	<li>Amount of unique visitors</li>\r\n 	<li>Stickiness</li>\r\n 	<li>Customer feedback</li>\r\n</ul>\r\n<strong><u>Established businesses looking to scale and expand:</u></strong>\r\n<ul>\r\n 	<li>Churn</li>\r\n 	<li>Lifetime value</li>\r\n 	<li>Cost per acquisition</li>\r\n 	<li>Monthly revenue</li>\r\n</ul>\r\n&nbsp;\r\n<h4>Every Business is Different</h4>\r\nWhereas a product fit Saas company will want to measure the amount of sign-ups or retention of users, a professional law firm is bound to be more interested in monthly recurring revenue and referrals.\r\n\r\nDon’t forget that your KPIs need to be relevant to your business and its own unique goals. Think carefully about what metrics are most important for sustainable success and choose your KPIs accordingly.\r\n\r\nRemember, Ruler Analytics can help you track anything from conversions and phone calls to individual customers. To find out how your business can track KPIs with the help of Ruler Analytics, take advantage of our free 30-day trial.\r\n\r\n&nbsp;\r\n<h4>What have we learnt?</h4>\r\nKPIs are essential in order to understand whether you are on track to meet your objectives. However, this doesn’t mean to say the metrics you decide to monitor should be the same as other businesses.\r\n\r\nPick KPIs that are relevant to you and the size of your business. Also, less is more when it comes to choosing KPIs, as certain metrics will be inconsequential to prolonged prosperity.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong> </strong>\r\n<h4></h4>','How to Pick the Right KPIs for your Business?','','publish','closed','open','','secret-picking-right-kpis-business','','','2017-01-10 11:43:17','2017-01-10 11:43:17','',0,'https://www.ruleranalytics.com/?p=777',0,'post','',0),(951,2,'2016-05-17 14:28:38','2016-05-17 13:28:38','<h2>The damage from Google’s “Not Provided”</h2>\r\nThe damage from Google’s “Not provided” has been substantial, and it has touched hundreds of thousands of businesses since its introduction in 2011. The data that businesses relied on to help understand what organic keyword(s) generated the revenue is simply no longer available in the same capacity.\r\n\r\nIt has left marketers in very awkward position when trying to justify their marketing spend, when they can’t provide a CPA (Cost Per Acquisition) at keyword level.\r\n<h2>Move Forward with Re-Provided by Rulers Analytics</h2>\r\nAt Ruler Analytics we are pleased to announce the launch of our new feature, Ruler Re-Provided. <span class=\"s1\">This feature allows you to expose a keyword used during an organic search,</span> putting the power back into your hands..\r\n\r\nRuler re-provided data solves the massive SEO headache caused by Google\'s \'Not Provided\', as well as the ability to combine this with the attribution for online enquiries and phone calls at keyword level, not only giving you the ability to see the bigger picture across all your marketing channels but, allowing you to base your decision on data rather than guess work.\r\n<h2>How Ruler Re-Provided Works</h2>\r\nThe feature works by looking at which keywords rank for the particular landing page from Google Organic traffic, as well as the amount of search volume and estimated click trough rate. Matching them to the visitor journey, conversion or phone call.\r\n\r\nOur visitor detail page shows a full list of keyword variations that rank for a given landing page and estimates the most likely keyword to have generated the visit &amp; conversion/lead. As well as the detail of the lead itself.\r\n\r\nIf you would like to learn more or test this feature please <a href=\"https://www.ruleranalytics.com/book-a-demo/\">contact us</a> for a free trail and start taking back control of your marketing spend.','Get Your “Not Provided” Keyword Data Back - With Re-Provided By Ruler Analytics','','publish','closed','open','','get-not-provided-keyword-data-back-re-provided-ruler-analytics','','','2017-01-09 14:38:01','2017-01-09 14:38:01','',0,'https://www.ruleranalytics.com/?p=951',0,'post','',0),(964,3,'2016-04-27 13:58:52','2016-04-27 12:58:52','<h2>Both PPC and SEO Campaigns Look set to Suffer from Google’s SERP Change, which means you might need to Explore Alternative Marketing Options</h2>\r\n&nbsp;\r\n\r\nGoogle recently revealed that it would no longer show ads on the right hand side of its search engine results pages (SERPs). At the same time, a number of other changes were also confirmed, which included:\r\n<ul>\r\n 	<li>Four text ads instead of three in the mainline area above organic listings for highly commercial queries</li>\r\n 	<li>Three text ads at the bottom of the SERPs</li>\r\n 	<li>The total number of text ads appearing on a SERP shrinking from as many as 11 to a maximum of seven</li>\r\n 	<li>Product listing ad blocks and Knowledge Panels still showing in the right rail for relevant queries</li>\r\n</ul>\r\nIn a statement, Google explained: <em>“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”</em>\r\n\r\nMatt Lawson, Director of Performance Ads Marketing for Google, added: <em>“We are making this update to improve the user experience on Google Search and to make that experience consistent across desktop, tablet and mobile. By showing fewer ads, our search experience matches how people actually engage with Google.”</em>\r\n\r\nBut what do these changes mean for the future of your PPC campaign and organic search efforts?\r\n\r\n&nbsp;\r\n<h4>Shopping ads will Remain</h4>\r\nIf you are an ecommerce marketer, then you can breathe a sigh of relief, for the time being at least. Google will continue to show shopping adverts on the right hand side of the SERPs.\r\n\r\nWhat’s more, Google’s new layout could even work in your favour. Owing to the fact there will be fewer ads to compete with, you should benefit from lower CPC rates. However, a lot will depend on your niche.\r\n\r\n&nbsp;\r\n<h4>Rise in Advertising Costs</h4>\r\nEven though Lawson says Google experiments and early returns have noticed no appreciable changes to costs-per-click in aggregate, he does advise keeping an eye on your bids, budgets, and average position.\r\n\r\nThis is because positions 5 to 8 simply won’t cut it anymore, you may as well bid for page two.  A couple of years ago, a study by <a href=\"https://www.chitika.com/\">Chitika</a> revealed that page 1 results garnered 92 per cent of all traffic from the average search, with <a href=\"https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study\">traffic dropping off by 95 per cent for page 2</a>.\r\n\r\nSo, in spite of Lawson’s claims, there is a very strong chance you will need to up your bids if you want to keep generating traffic. Users won’t scroll down to the bottom of the page to see your ad when competitors are easily clickable at the top.\r\n\r\n&nbsp;\r\n<h4>SEO’s Loss is PPC’s Gain</h4>\r\nWith Google now showing 4 ads at the top instead of the previous 3, organic listings have been pushed down a lot further. This isn’t necessarily a problem for PPC customers, unless you are running an SEO campaign alongside your advertising activity.\r\n\r\nAlong with having to scroll down to only see reaching organic results, online users are also <a href=\"https://searchenginewatch.com/sew/study/2215868/53-of-organic-search-clicks-go-to-first-link-study\">more likely to click the first link</a> according to a study produced by Search Engine Watch. Therefore, converting through organic listings just became much more difficult.\r\n\r\nThe fact that Google has removed the slide shade between ads and organic results doesn’t help matters either, as some users might not be able to tell the difference between the two. Although a yellow ‘Ad’ box appears, this is still good news for PPC and bad for SEO.\r\n\r\n&nbsp;\r\n<h4>How will Google’s Changes Affect you as a Business?</h4>\r\nIt all comes down to your niche. If you are an ecommerce business, you should benefit from Google’s changes. However, if you are a business that operates a service, such as legal advice, you might need to reconsider your PPC and SEO options.\r\n\r\nOne thing is for sure - you are now less likely to achieve conversions through organic listings alone. For this reason, it might be worth shifting your attention away from SEO and investing more time, effort, and resources into the new format for PPC ads.\r\n\r\n&nbsp;\r\n<h4>What other Options are Available?</h4>\r\nIf you are not a fan of Google’s changes and believe it is simply trying to get more businesses to pay for advertising, you could try Bing instead. Microsoft is constantly finding new ways to raise the awareness and improve the functionality of its search engine.\r\n\r\nFor example, Bing appears in the Windows 10 Start Menu and can be used to find web content on the Xbox One. Unlike Google, it still displays ads on the right hand side of results pages. Thus, it is well worth a look for your PPC campaign if you will struggle to meet the demands and costs of Google’s changes.\r\n\r\nAnother option is social media advertising. More and more people are using Facebook, Twitter, Instagram and other platforms to discover the latest offers from their favourite brands and to receive recommendations from friends. One of the biggest advantages of paying for promotion on social media is the targeting options, which can be based for things like demographics, location, and interests.\r\n\r\nRather than trying to grab the attention of users through endless social media activity, which might not even have the desired effect, it is often far more beneficial to pay for advertising that will definitely be displayed in front of the eyes of your target market.\r\n\r\n&nbsp;\r\n<h4>Conclusion</h4>\r\nWith Google’s SERP changes, every business with a PPC or SEO footprint will need to re-think their outlook and activity. The removal of right hand ads will increase competition and as a result cause advertising costs to rise, which might force some businesses to abandon PPC altogether.\r\n\r\nHowever, before you turn your attention towards SEO, remember that the addition of a fourth ad above organic listings will make it even harder to achieve clicks this way. Therefore, it could be time to explore other marketing methods instead.\r\n\r\nEven though Bing might not be able to topple Google for quite some time, it is a viable option for organisations wanting to keep PPC advertising costs down. Alternatively, consider the power of social media, as the influence that Facebook, Twitter, and Instagram users can have on your conversions is immense.\r\n\r\n&nbsp;\r\n<h3></h3>\r\n<h3></h3>','PPC: Will the Removal of Google’s Right Hand Ads Affect your Conversions?','','publish','closed','open','','ppc-will-removal-googles-right-hand-ads-affect-conversions','','','2017-01-10 11:18:52','2017-01-10 11:18:52','',0,'https://www.ruleranalytics.com/?p=807',0,'post','',0),(965,3,'2016-05-11 12:04:20','2016-05-11 11:04:20','<h2><em>Despite I</em><em>ntroducing Six ‘new’ Products, this Enterprise-Level Version of Google Analytics still has its Shortcomings</em></h2>\r\n&nbsp;\r\n\r\nGoogle recently unveiled Analytics 360; a suite of six new products designed for enterprise-level companies wanting to bring simplicity to “the often laborious work of unifying and syndicating marketing and advertising data across channels,” <a href=\"http://searchengineland.com/google-analytics-360-suite-launch-audience-dmp-244713\">according to Search Engine Land</a>.\r\n\r\nBut before you get excited about <a href=\"https://www.google.co.uk/analytics/360-suite/#?modal_active=none\">Google’s latest analytics offering</a>, it is important to note that the 360 suite’s key features aren’t particularly revolutionary, as several platforms already provide the same functionality. What’s more, Google Analytics 360 is somewhat of a rebrand of the search engine giant’s existing products and services.\r\n\r\n&nbsp;\r\n<p style=\"text-align: center;\"><img class=\"aligncenter wp-image-2584\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/05/Ruler-Analytics-all-you-need-to-know-about-Google-360-suite-www.ruleranalytics.com_.png\" alt=\"Ruler Analytics: all you need to know about Google 360 suite - www.ruleranalytics.com\" width=\"750\" height=\"626\" />Source: <a href=\"https://analytics.googleblog.com/2016/03/introducing-google-analytics-360-suite.html\">Google Analytics Blog</a></p>\r\n\r\n<h4></h4>\r\n<h4>What’s New?</h4>\r\nGoogle claims it has developed six new products with Analytics 360. However, two of the suite’s offerings are rebrands of current capabilities.\r\n<ul>\r\n 	<li><strong>Rebranded products: </strong>Analytics 360, Attribution 360</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>New products: </strong>Tag Manager 360, Data Studio 360, Optimise 360, Audience Centre 360</li>\r\n</ul>\r\nThese products are currently only available to premium customers as they undergo beta testing. This is when software is pre-released to a majority group of users to try and test in real conditions.\r\n\r\nIn many respects, software that undergoes beta testing won’t change much to the public version. However, it gives developers and in this case Google an idea of how their software looks, feels, and functions while also providing insight into any issues or errors.\r\n\r\n&nbsp;\r\n<h4>Rebranded Products</h4>\r\n<ul>\r\n 	<li><strong>Google Analytics 360: </strong>Or in other words, Google Analytics Premium, which is an enterprise level tool for large companies. Google Analytics 360 has the same functionality as Google Analytics Premium, but with a few added features that will be explained further on in this article.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Google Attribution 360 - </strong>This is simply an updated version of Adometry, which Google acquired back in 2014. Google Attribution 360 is more advanced than other attribution tools as it pulls in outside information such as views, click throughs, and TV analysis.</li>\r\n</ul>\r\nAlong with other parts of the 360 suite, both Analytics and Attribution will remain separate products so they can be added as and when required.\r\n\r\n&nbsp;\r\n<h4>New Products</h4>\r\nAfter years in the making, these products have finally been completed and released by Google. They will go head-to-head with existing products on the market provided by Adobe, Oracle, and Salesforce to name a few.\r\n<ul>\r\n 	<li><strong>Tag Manager 360:</strong> Although similar to the existing Tag Manager used by ‘freemium’ customers, this updated version offers more guarantees including a reliable uptime, service level agreements, and a different interface. In case you don’t know what Tag Manager does, it makes it easier to tag your website to collect information about users and their interactions.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Optimis\r\ne 360 (beta):</strong> This A/B split testing, stand-alone tool allows you to test and personalise multiple variations of a landing page. All the while, you can track the performance of each and every one in the hope of identifying a winning variation. Optimise 360 ties in with the Audience Centre 360 as well as DoubleClick and AdWords.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Audience Centre 360 (beta):</strong> This Data Management Platform (DMP) works with DoubleClick to bring all your data together, which can include analytics, search, display, email, social, and CRM. You will get automatic access to the proprietary data of Google and more than 50 other third-party providers too. As a result, you can better understand who your most valuable customers are across various channels like PPC and SEO.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Data Studio (beta):</strong> This brand new product is a data and visualisation tool, which enables you to take everything that happens in your suite and turn it into a dashboard complete with easy to understand metrics.</li>\r\n</ul>\r\n&nbsp;\r\n<h4>Who can and will use Google Analytics 360?</h4>\r\nSeeing as Google Analytics 360 is an enterprise class tool from enterprise users, it is not suitable for small to medium sized businesses. While the standard version of Google Analytics is available for free, it hasn’t witnessed any of these changes.\r\n\r\nAt this moment in time, you must be a premium user or invited by Google to use Analytics 360. Therefore, you might want to explore alternative analytics platforms.\r\n\r\n&nbsp;\r\n<h4>How Does Ruler Analytics Compare to Google 360?</h4>\r\nAccording to a study commissioned by Forrester research, Google wanted to understand what today’s marketers were struggling with the most. The results found that a marketer’s success is heavily dependent on their ability to <a href=\"https://www.google.com/analytics/360-suite/resources/featured/whitepaper-discover-how-marketing-analytics-increases-business-performance.html\">integrate analytics into other advertising and marketing software</a>.\r\n\r\nThis is something that Google Analytics 360 has now introduced. However, our solution here at Ruler Analytics has been able to do this for a while now with the help of Zapier.\r\n\r\nIn fact, Ruler Analytics can be integrated with more than 500 different services through Zapier, enabling you to automate various tasks and receive immediate notifications about conversions. We recently wrote a blog post on how Ruler Analytics works with Zapier, so <a href=\"https://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/\">check it out to learn more</a>.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nRuler Analytics is also a people-based platform, which means unlike Data Studio 360, we monitor visitors on an individual level rather than simply providing a general overview. This completely separates us from Google Analytics 360 while giving Ruler Analytics users the upper hand.\r\n\r\nBy monitoring individual journeys, we are able to tell you how specific users found your site, what pages they looked at, the behaviour that led up to a conversion, and whether or not the visitor returned. So, in spite of the brand new features of Google Analytics 360, it still takes a more session-based approach, which doesn’t explore the nitty gritty of website visitor data.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2585\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/05/all-you-need-to-know-about-google-www.ruleranalytics.com_.png\" alt=\"Ruler Analytics: all you need to know about Google 360 suite - www.ruleranalytics.com\" width=\"750\" height=\"430\" />\r\n\r\n&nbsp;\r\n\r\nTo see what you could be missing out on, why not try Ruler Analytics for FREE with our <a href=\"https://www.ruleranalytics.com/book-a-demo/\">30-day trial</a>. You can also follow us on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a> and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> for analytics news and information.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h4></h4>\r\n<h4></h4>','Ruler Analytics: All you need to know about Google 360 Suite','','publish','closed','open','','ruler-analytics-need-know-google-360-suite','','\nhttps://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/','2017-01-10 11:16:53','2017-01-10 11:16:53','',0,'https://www.ruleranalytics.com/?p=878',0,'post','',0),(999,3,'2016-05-23 12:30:09','2016-05-23 11:30:09','Since the advent of analytics, we have all become expert authorities on things such as bounce rate and time on page. However, don’t be fooled into thinking that every piece of data at your disposal requires careful contemplation, as some metrics are somewhat redundant.\r\n\r\nFor example, vanity metrics have the potential to pull the wool over your eyes, as it makes you think as though you have accomplished something magnificent, when in fact quite the opposite is true.\r\n\r\nWith this in mind, it is imperative you separate useful information from worthless data. To help out, here are some common vanity metrics and why you should ignore them.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/4-analytic-metrics-youre-probably-wrong/\">4 Analytic Metrics you\'re Probably Measuring Wrong</a></strong>\r\n\r\n&nbsp;\r\n<h4>Twitter Followers</h4>\r\nOkay, so there is nothing necessarily bad with having an abundance of Twitter followers. But there is little to no point in having so many people look at your social media activity if they aren’t interacting with what you’ve got to say.\r\n\r\nThousands of Twitter followers do not produce conversions or increase your revenue, so focus on metrics that are concerned with these areas instead.\r\n\r\n&nbsp;\r\n<h4>Email Open Rate</h4>\r\nAgain, this metric is comparable with the number of people consuming your communication on social media. Just because someone has opened your email doesn’t mean to say they are actually interested in the content.\r\n\r\nIn fact, they could be completely uninspired with what your email marketing campaign consists of.\r\n\r\n&nbsp;\r\n<h4>Comments</h4>\r\nThis one is up for discussion, as some people believe that comments are an important metric, as it shows you are igniting audience interest.\r\n\r\nHowever, others feel as though the thoughts and opinions of commenters are fairly futile because they aren’t generating leads or those all-important conversions.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/inbound-marketing/secret-picking-right-kpis-business/\">What is the Secret to Picking the Right KPI for your Business?</a></strong>\r\n\r\n&nbsp;\r\n<h4>Free Trial Users</h4>\r\nAlthough offering your clients or customers a free trial can encourage movement down the sales funnel, you shouldn’t get carried away with how many people are enjoying a complementary sample.\r\n\r\nYour priority should be how many people decide to buy or want to continue their subscription.\r\n\r\n&nbsp;\r\n<h4>How to Avoid Being Fooled by Vanity Metrics</h4>\r\nThese are just a handful of metrics to be aware of, as plenty more could exist depending on what you monitor and measure analytics for. Always consider the following:\r\n<ul>\r\n 	<li><strong>Distinguish whether your data is useful or not</strong>. Will the information help you make a better, more informed decision or does it only sound impressive?</li>\r\n 	<li><strong>Re-evaluate whether data is meeting your goals</strong>. Go back and think carefully about the metrics you are collecting. If they aren’t contributing towards your initial objectives, seek out more actionable information instead.</li>\r\n 	<li><strong>Find links between metrics and results</strong>. If you can’t correlate the number of visitors to a landing page with sales of a particular product, then it’s probably not worth monitoring.</li>\r\n</ul>\r\nYou may feel as though every piece of analytical data is crucial to the success of your business, otherwise it wouldn’t exist. However, the aims of every organisation are different, which means you must focus on the metrics that really matter to your individual requirements.\r\n\r\nHere at Ruler Analytics, we believe our solution features the kind of capabilities and functionality any business can benefit from. So, sign-up to a <a href=\"https://www.ruleranalytics.com/book-a-demo/\">free 30 day trial</a> and find out for yourself.','Top 4 Vanity Metrics you Should be Ignoring','','publish','closed','open','','4-vanity-metrics-you-should-be-ignoring','','https://www.ruleranalytics.com/blog/inbound-marketing/secret-picking-right-kpis-business/\nhttps://www.ruleranalytics.com/blog/analytics/4-analytic-metrics-youre-probably-wrong/','2017-01-10 11:04:43','2017-01-10 11:04:43','',0,'https://www.ruleranalytics.com/?p=999',0,'post','',0),(1110,3,'2016-05-30 16:53:17','2016-05-30 15:53:17','<h2><em>The Most Important thing to remember is finding an Analytics Product that meets your Organisation’s own Requirements</em></h2>\r\nIf you want to receive detailed insights into the behaviour and activity of visitors arriving at your website, the go-to option at the moment is Google Analytics and has been for quite some time now.\r\n\r\nHowever, the world of data analytics is quickly evolving, which means there are literally hundreds of other platforms currently available.\r\n\r\nAlthough this profusion of choice is very much a good thing, as you will be able to find an analytics product that suits your own wants and needs rather than those of your competitors, it can also be quite a confusing landscape to negotiate.\r\n\r\nSo, in order to find the right option, it is necessary to ask yourself a set of questions, which Ruler Analytics has taken the liberty of including here:\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/\">How Google Analytics is Measuring Bounce Rate Wrong</a></strong>\r\n\r\n&nbsp;\r\n<h4>What Types of Data are you Analysing?</h4>\r\nFirst and foremost, you will need to think about the types of data you will be measuring. Some businesses might be solely concerned with counting website visitors, whereas others will want an extensive overview of how digital marketing efforts influence conversions.\r\n\r\n<i><em>Example: </em></i>Are you a company that receives a lot of phone enquiries from your website? If so, you will need a piece analytic software that not only measures your online metrics, but your offline metrics too.\r\n\r\n&nbsp;\r\n<h4>What are you Planning to do with Data?</h4>\r\nOnce you have identified the types of data you need to analyse, you must consider what you will do with this information. Is it to create reports about your sales team or to optimise marketing activity?\r\n\r\n<em>Example: </em>If you are using analytics software to capture phone calls and leads, you will then need to add this information to your CRM (e.g. <a href=\"https://www.pipedrive.com\">pipedrive</a>). Therefore, a solution that is sophisticated enough to integrate with other applications across the web is highly advantageous. You can then have data sent straight to your CRM automatically and focus on more important areas of the business.\r\n\r\n&nbsp;\r\n<h4>Can it Work with Big Data?</h4>\r\nNext up, give thought to the size of data you are collecting and ask yourself whether your choice of web analytics software can cope. You may also need to ponder the future and whether the business is likely to expand.\r\n\r\n<em>Example: </em>With questions like how many visitors on average are you expecting and how many phone calls are you receiving on a daily basis, you will be able to identify an analytics database that can handle information on your organisation’s specific scale.\r\n\r\n&nbsp;\r\n<h4>Does it come with Professional Services and Technical Support?</h4>\r\nLast but not least, you should look for a platform that offers professional services and technical support. This is on account of the often-complex nature of web analytics software.\r\n\r\n<em>Example: </em>Imagine encountering a problem with your web analytics software or struggling to use the in-built technical tools. You will not be able to make the most of your analytics database and could even end up with inaccurate results. Therefore, choose a provider that will be able to communicate with you on a regular basis, especially during the first year of implementation.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/sales/5-ways-can-help-sales-team-become-productive-using-data-analytics/\">5 Ways you can help your Sales Team Become more Productive using Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h4>Could Ruler Analytics be a Match for you?</h4>\r\nWith Ruler Analytics, you benefit from a platform that can handle online and offline metrics, integrate with other applications, scale up or down according to your needs, and offer support every step of the way.\r\n\r\nAlong with all the online metrics you could ever want, Ruler Analytics can track offline metrics too, such as the phone numbers of callers, how long calls last, and how long it takes your staff to answer. This is made possible through call tracking, which gives each website visitor a unique number to call without having to change your business’s local number.\r\n\r\nAs for integration with other platforms, Ruler Analytics can work seamlessly alongside Zapier, an automation tool that supports over 500 applications. It can be used to refresh your CRM, keep email lists up-to-date, and send alerts about conversions via email or SMS message.\r\n\r\nThere is no need to worry about Big Data either, as Ruler Analytics uses a sliding price plan depending on the volume of your website. We can identify how many visitors you get automatically and simply select the right package for you, which range from <a href=\"https://www.ruleranalytics.com/call-tracking-pricing/\">Essential to Elite.</a>\r\n\r\n&nbsp;','4 Questions to ask yourself when Choosing your Data Analytics Software','','publish','closed','open','','choosing-your-data-analytics-software','','https://www.ruleranalytics.com/blog/sales/5-ways-can-help-sales-team-become-productive-using-data-analytics/\nhttps://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/','2017-01-10 11:01:29','2017-01-10 11:01:29','',0,'https://www.ruleranalytics.com/?p=1110',0,'post','',0),(1115,3,'2016-05-28 09:16:31','2016-05-28 08:16:31','Say you have just launched a new landing page, which has been designed and developed with best practices in mind. You would expect your Google Analytics data to report strong traffic numbers and impressive levels of engagement.\r\n\r\nHowever, there is every chance you will be greeted with an extraordinarily high bounce rate. Unfortunately, this is an all too common occurrence for several marketers, who will then go back and change their landing pages even if nothing is wrong.\r\n\r\nThe problem lies in the way Google Analytics measures your bounce rate. Along with throwing off your website data, this can also cause unnecessary effort and expense\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/conversions/ruler-analytics-conversion-rate-lying/\">Is your Conversion Rate Lying to you? </a></strong>\r\n\r\n&nbsp;\r\n<h4>The Importance of Bounce Rate</h4>\r\nEven though the secrets of Google’s algorithm are not fully known or understood by everyday online users, bounce rate is just one of many factors that can have an impact on your search engine results page ranking.\r\n\r\nIf Google sees that your site doesn’t interest or engage visitors, it will assume your content isn’t good or relevant enough to rank in a prominent position. Therefore, your site will be pushed down into results page obscurity. In Google’s opinion, high bounce rates mean low quality web pages.\r\n\r\n&nbsp;\r\n<h4>The Methodology Behind Bounce Rate</h4>\r\nGoogle calculates bounce rate as “the percentage of sessions/(visits) where only one interaction occurs.” A website hit is the initial action, but if there isn’t a second interaction within 30 minutes, it becomes a bounce.\r\n\r\nSo, if someone arrives at your site from a marketing campaign, Google will automatically record a page view, which is the initial action. Then, if that visitor does not interact with your site a second time within 30 minutes of their page view, it counts as a bounce.\r\n\r\nBut this doesn’t factor in the possibility that the visitor actually found your on-page content useful, interesting, valuable, or relevant. They could have scrolled down the page, consumed everything you had to offer for 29 minutes, and maybe even clicked a pricing tab or watched a video. Google would still consider this a bounce, when in reality it was an interaction.\r\n\r\n&nbsp;\r\n<h4>Receiving a More Accurate Bounce Rate Insight</h4>\r\nAs opposed to Google’s bounce rate methodology, Ruler Analytics uses visitor level analytics instead. This monitors and measures the journey of each user, giving you a more accurate bounce rate and a more insightful overview of website performance.\r\n\r\nOn top of that, Google Analytics will show bounce rate as an overall percentage, ignoring the behaviour of individuals that could be finding, consuming, and enjoying your content. But this isn’t the case with Ruler Analytics, as we record how many visits each user makes along with the pages they looked at and the duration of browsing.\r\n\r\nUsing our earlier example of a landing page, we can also match real customer data against the exact marketing source from which it was generated. Whereas Google Analytics’ bounce rate can throw your marketing efforts out of whack, Ruler Analytics will enable you to calculate a definite ROI for every channel or campaign.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/4-things-google-analytics-cant-tell-you/\">4 Things Google Analytics can\'t tell you</a></strong>\r\n\r\n&nbsp;\r\n<h4>Decreasing your Bounce Rate</h4>\r\nEven if you choose to use Ruler Analytics for more accurate bounce rates, you still need to do something about Google’s penchant for penalising content-rich pages, as this could adversely affect your search engine ranking.\r\n\r\nOne option is to encourage visitors to click on other links within your website. Unfortunately, this won’t work with landing pages. But seeing as Google counts two types of interactions in its bounce rate, you should forget about the pitfalls of ‘page views’ and concentrate on ‘events’ instead.\r\n\r\nEvents track how a visitor engages within your page, such as when they watch a video, download a document, or sign-up to a newsletter. Therefore, they are perfect for increasingly popular long-form landing pages.\r\n\r\n&nbsp;\r\n<h4>Adding Events to your Website</h4>\r\nYou can add events to any action on your website where a visitor might interact, such as menus, links, or buttons. On a landing page, events can be added for watching videos, viewing features, or a sign-up button.\r\n\r\nYou can also add events for scrolling down or even when a page is loaded. This might sound extreme, but the influence events can have on your bounce is dramatic.\r\n\r\nSo, by combining Ruler Analytics’ individual user analysis with events for important interactions, you can overcome the obstacles associated with Google’s incorrect measurement of bounce rates. Don’t forget you can still sign up for a free 30-day Ruler Analytics trial so what’s holding you back?\r\n\r\n&nbsp;','Exposed: Why your Google Analytics Bounce Rate is Wrong','','publish','closed','open','','google-analytics-bounce-rate-wrong','','\nhttps://www.ruleranalytics.com/blog/analytics/4-things-google-analytics-cant-tell-you/','2017-01-10 11:03:36','2017-01-10 11:03:36','',0,'https://www.ruleranalytics.com/?p=1115',0,'post','',0),(1120,3,'2016-06-02 10:07:20','2016-06-02 09:07:20','<h2><em>Many Marketers will Simply look at their Daily Cost and CTR to Determine Success when this doesn’t actually Paint an Accurate Picture</em></h2>\r\n&nbsp;\r\n\r\nFairly self-explanatory, but we will still describe what social ads are for the benefit of those unaware. Social ads are paid-for promotional posts on networks like Facebook, Twitter, Instagram, and LinkedIn.\r\n\r\nEven though social media can create free publicity for your business through organic updates alone, several networks are changing their algorithms so that fans and followers might not be able to see all of your activity.\r\n\r\nThis may seem frustrating, but a lot can be said for spending money on social ads anyway. After all, they allow you to target specific audiences who will have a genuine interest in your products or services, thus increasing the chances of a conversion.\r\n\r\nTo give an example, with Facebook you can decide who you want your ads to reach by filling in the following:\r\n<ul>\r\n 	<li>Location</li>\r\n 	<li>Age (x to y)</li>\r\n 	<li>Gender</li>\r\n 	<li>Language</li>\r\n</ul>\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/choosing-your-data-analytics-software/\">Questions to ask yourself when choosing the Right Analytics Platform</a></strong>\r\n\r\n&nbsp;\r\n<h4>So, What if a Social Media user Clicks on your AD?</h4>\r\nThe analytics dashboards of social media sites will tell you how many clicks you have received as well as your daily cost and CTR (Click Through Rate). This is all well and good, but you need to remember that clicking an ad is only the start of your visitor’s journey.\r\n\r\nFor this reason, several marketers get it wrong because they are blinded by how many clicks they have received instead of focusing on their initial goal. What’s more, marketers must also be aware of how customers are behaving onsite in order to make necessary changes rather than thinking what is best for them.\r\n\r\n&nbsp;\r\n<h4>What are the Options Available?</h4>\r\nThe vast majority of marketers are still continuing to use aggregated platforms such as Google Analytics to monitor traffic to their websites from social ads. But if you are familiar with Google Analytics, you will know that it doesn’t track visitors individually, which won’t exactly benefit your social media marketing efforts\r\n\r\nHowever, with Ruler Analytics you can find out exactly where a visitor has come from, as it identifies and categorises the source. In this case, it would be Social Paid (Facebook, Twitter, etc.).\r\n\r\nUnlike similar platforms and products, Ruler Analytics can track visitors individually, rather than simply providing an overall statistic. As a result, you are given a lot more in-depth and detailed information. This includes:\r\n<ul>\r\n 	<li>The pages an individual visits</li>\r\n 	<li>Conversion details like email and order number</li>\r\n 	<li>Phone call details like number, duration, and a recording</li>\r\n 	<li>Company details like links to employee and financial listings</li>\r\n</ul>\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/conversions/ruler-analytics-conversion-rate-lying/\">Is your Conversion Rate Lying to you?</a> </strong>\r\n\r\n&nbsp;\r\n<h4>How can using Ruler Analytics Benefit your Social AD Campaigns?</h4>\r\nBy tracking visitors individually, you will get to know your entire audience on a whole new level. For instance, you will be given the ability to locate where most of your visitors are clicking from, which you can then specify for your next social ad.\r\n\r\n<em><strong>Here’s a potential scenario for you:</strong></em>\r\n\r\nYou have a Facebook ad campaign running in the Northwest of England. The data from Ruler Analytics has revealed that your ads are producing more conversions in Liverpool than Manchester.\r\n\r\nYou could then use this information to optimise your campaign for more conversions i.e. increase your spend in Liverpool and decrease it in Manchester.\r\n\r\nThis is just one of the ways you can enhance your online endeavours using Ruler Analytics. In addition to social ads, it can also better inform your sales team, introduce metrics to offline marketing activity, and much, much more.\r\n\r\nTo find out for yourself, why not take advantage of our FREE demo of Ruler Analytics by simply getting in touch. Don’t forget to <a href=\"http://www.twitter.com/ruleranalytics\">follow us on Twitter</a> for the latest goings-on.\r\n<h4></h4>','How to get more Value from your Social Media Ads','','publish','closed','open','','how-to-get-more-value-from-your-social-media-ads','','\nhttps://www.ruleranalytics.com/blog/analytics/choosing-your-data-analytics-software/','2017-01-10 10:59:04','2017-01-10 10:59:04','',0,'https://www.ruleranalytics.com/?p=1120',0,'post','',0),(1149,3,'2016-06-08 11:00:27','2016-06-08 10:00:27','<h2><em>Unless you want Unreliable and Inaccurate Data, Ditch Last Click Attribution in Favour of Visitor Level Analytics</em></h2>\r\n&nbsp;\r\n\r\n<strong>You might not realise it, but there is a good chance that your choice of web analytics software uses a last click attribution model</strong>. Although somewhat self-explanatory, this means the last click of a user’s journey is given credit for any conversion.\r\n\r\nHowever, <strong>last click attribution only tells you half of the story</strong>. If truth be told, it is actually completely flawed <strong>and can totally skew your analytics data. </strong>\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/social-media/how-to-get-more-value-from-your-social-media-ads/\">How to Get More Value from your Social Media ADs</a></strong>\r\n\r\n&nbsp;\r\n<h4><strong>The Problem with Last Click Attribution</strong></h4>\r\nIn theory, last click attribution seems like the best way to measure the performance of your marketing channels. In reality, this simply isn’t the case.\r\n\r\nSay for example an individual found your website while browsing Facebook. They decided to click the link but then left soon afterwards. What would happen if they came back again by typing your URL into their browser and actually completed a conversion this time around?\r\n\r\nWell, using the last click attribution model, it would show up as a direct conversion. However, this doesn’t take into account the fact that the individual actually discovered your website on Facebook, meaning the conversion should be attributed as social.\r\n\r\nThankfully, there is an alternative, and it comes in the form of <a href=\"/features/\">visitor level analytics</a>, which tracks each and every visitor’s entire journey.\r\n\r\nAny business that sells a product or service will know that its rather unlikely for customers to convert on their first visit, as they might shop around for the best deal or look up online reviews. Therefore, knowing the steps a customer takes before signing up to a newsletter or completing a purchase is crucial.\r\n\r\n&nbsp;\r\n<h4><strong>How Last Click Attribution is Completely Flawed</strong></h4>\r\nIf you only pay attention to last click attribution, you are effectively ignoring the performance of your entire marketing activity. To demonstrate this point, let’s borrow the aforementioned Facebook example again.\r\n\r\nIn this scenario, last click attribution would give Facebook absolutely no credit, even though it was the key driver behind that individual’s conversion. If you were to continue using last click attribution regardless, you might stop dedicating as much time to social media endeavours too, as it clearly isn’t generating much traffic to your website.\r\n\r\nTo add insult to injury, by reducing the resources you had dedicated to social media, you will probably see conversions decline as well, because you are getting rid of a potent publicity and promotional tool - Facebook.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/choosing-your-data-analytics-software/\">4 Questions to ask yourself when Choosing your Data Analytics Software</a></strong>\r\n\r\n&nbsp;\r\n<h4><strong>A Better way to Measure the Performance of your Marketing Channels</strong></h4>\r\nSo, now that we have identified and established the pitfalls of last click attribution, how can you accurately measure the performance of your marketing channels? Also, how can you use analytics to understand the role each component of a campaign plays when conversions are achieved?\r\n\r\nThe answer is visitor level analysts software, which enables you to see how each individual uses and interacts with your website.\r\n\r\nIf you were to use Ruler Analytics with our earlier example, you would know that the visitor had actually visited your website twice; first through social media and secondly by typing the URL into their browser.\r\n\r\nAs a consequence of this, you would also be able to make more effective, better-informed decisions about your marketing activity and with any luck, increase website traffic and boost those all-important conversions.\r\n\r\nRuler Analytics currently has a <a href=\"https://www.ruleranalytics.com/book-a-demo/\">free demo</a> promotion, giving you a first-hand look at how visitor level analytics works.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Ruler Analytics: Go Beyond Last Click Attribution','','publish','closed','open','','go-beyond-last-click-attribution','','\nhttps://www.ruleranalytics.com/blog/analytics/choosing-your-data-analytics-software/','2017-05-15 15:34:35','2017-05-15 14:34:35','',0,'https://www.ruleranalytics.com/?p=1149',0,'post','',0),(1158,3,'2016-06-10 13:22:36','2016-06-10 12:22:36','<h2><em>Delve even Deeper into the Ruler Analytics Platform by making use of our Keyword Report Feature</em></h2>\r\n&nbsp;\r\n\r\nFrom SEO and PPC to content and social media, the vast majority of digital marketing techniques would simply fall apart without keywords. Along with being given the ability to target specific audiences interested in your products and services, keywords can also provide key insights into your marketing activity. With this information, you can then increase traffic and onsite conversions.\r\n\r\nAt Ruler Analytics, we aim to provide our customers with as much data as possible for improvement and optimisation purposes, which includes a Keyword Report. In this article, we will explain what the Keyword Report does and how it can be of assistance to you.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/conversions/ppc-will-removal-googles-right-hand-ads-affect-conversions/\">Will the Removal of Googles Right Hand ADs Affect your Conversions?</a></strong>\r\n\r\n&nbsp;\r\n<h4>What is Ruler Analytics’ Keyword Report?</h4>\r\nThis feature on Ruler Analytics enables you to see what keywords are driving visitors to your site. Although most will come as no surprise, you may discover a keyword or two that you are not already targeting.\r\n\r\nSounds good right? Well, there is even more to our Keyword Report. In fact, you are also able to identify whether a keyword has produced a conversion or telephone call or not and how much revenue is being generated from it.\r\n\r\nIn addition to knowing what keyword triggered a visit for specific individuals, you can see what pages they looked at as well.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/\">Why your Google Analytics Bounce Rate is Wrong </a></strong>\r\n\r\n&nbsp;\r\n<h4>How can Ruler Analytics’ Keyword Report help you?</h4>\r\n<ul>\r\n 	<li><strong>Discover new keywords</strong> - Even if you have conducted extensive keyword research prior to a marketing campaign, you never quite know what your audience will search for. However, our Keyword Report does exactly this and gives you the ability to target new opportunities in the hope of receiving higher visitors numbers</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Removes all guesswork</strong> - As much as marketers hate to admit it, there are times when even the most skilled SEO specialist or proficient PPC professional will make assumptions about search terms, especially if based on their own experiences, which can be extremely detrimental to the success of a campaign. But with our Keyword Report, all guesswork is completely removed from the equation.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Content marketing ideas</strong> - Content marketing is a great way to increase online exposure, improve customer relationships, and boost bottom-line conversions. However, if you are struggling to think of ideas for your next blog post, consider referencing our Keyword Report, as you could craft pieces of content based on what customers are searching for on a regular basis.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Streamline marketing activity </strong>– The competitive nature of SEO and PPC means you might not be generating as many clicks as you would like from a certain keyword. But rather continuing the counterproductive exercise of increasing your bids, why not use our Ruler Analytics to target other keywords instead? As a result, your marketing efforts will become a lot more effective and efficient.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Rebrand or realign product names and descriptions</strong> - It might seem like a drastic step to take, but our Keyword Report could throw up results that make a compelling case for rebranding or realigning your product names and descriptions. By updating product names and descriptions to include terms your audience are searching for, you are bound to receive more traffic.</li>\r\n</ul>\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/ruler-analytics-conversion-rate-lying/\">Is your Conversion Rate Lying to you?</a></strong>\r\n\r\n&nbsp;\r\n\r\nDon’t forget that Ruler Analytics is currently offering you a free demo of our product along with a <a href=\"https://app.ruleranalytics.com/signup/\">free 30-day trial</a>. So, take advantage of this no obligation opportunity before its too late.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Increase Traffic and Onsite Conversions using Ruler Analytics Keyword Report','','publish','closed','open','','ruler-analytics-keyword-report','','\nhttps://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/','2017-01-10 12:28:11','2017-01-10 12:28:11','',0,'https://www.ruleranalytics.com/?p=1158',0,'post','',0),(1208,3,'2016-06-15 12:30:50','2016-06-15 11:30:50','<h2><em>Capitalise on the Merits of Call Tracking, which Includes Gaining Information about Visitors on an Individual Level, with Ruler Analytics’ Unique Approach </em></h2>\r\n&nbsp;\r\n\r\n<strong>With call tracking, your marketing activity has the potential to become more straightforward, efficient, and cost-effective</strong>. What’s more, you are given access to a wealth of information, which <strong>can help determine whether your lead generation and conversional funnel efforts are reaping the right rewards.</strong>\r\n\r\nBut in spite of these boons and benefits, some businesses are reluctant to adopt call tracking, predominantly because of concerns relating to changing their phone number. On top of that, some pieces of call tracking software carry certain limitations. However, <strong>at Ruler Analytics we provide easy to setup call tracking, allowing you to accurately measure the performance of your marketing channels.</strong>\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/ruler-analytics-keyword-report/\">Increase Traffic and On-site Conversions using Ruler Analytics Keyword Report</a></strong>\r\n\r\n&nbsp;\r\n<h4><strong>How does Ruler Analytics Phone Tracking Work?</strong></h4>\r\nCall tracking from Ruler Analytics works by overriding the phone number on your website, replacing it with a unique phone number for the individual visitor in question. When the number is dialled, the call gets sent to your original number – whether it be a landline or mobile.\r\n\r\nBasically, each and every time a new user arrives on your website, the phone number is changed by Ruler Analytics.\r\n\r\nAlso, seeing as Ruler is able to match the number to a unique visitor, we can also tell you more information about your audience, from the marketing method that encouraged action (e.g. PPC, SEO or Social) to the web pages they looked at.\r\n\r\n&nbsp;\r\n\r\nMore reasons to choose our unique call tracking software is that we can also tell you:\r\n<ul>\r\n 	<li><strong>The caller’s number</strong></li>\r\n 	<li><strong>How long the call lasted</strong></li>\r\n 	<li><strong>How long it took to answer</strong></li>\r\n</ul>\r\nYou can even record and playback all of your phone calls, allowing you to accurately measure the value of any telephone lead – great tool for b2b marketing!\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/last-click-attribution/go-beyond-last-click-attribution/\">Go Beyond Last Click Attribution</a></strong>\r\n\r\n&nbsp;\r\n<h4><strong>Frequently asked Questions about Ruler Analytics Call Tracking</strong></h4>\r\n<strong>How do I Launch Call Tracking on my Website?</strong>\r\n\r\nOnce everything has been set-up with us here at Ruler Analytics, we will give you a code, which essentially replaces your telephone number wherever it is advertised onsite. If you don’t have the technical know how to implement this, we are here to help every step of the way.\r\n\r\n&nbsp;\r\n\r\n<strong>Do you have Access to every Type of Phone Number?</strong>\r\n\r\nRuler Analytics will have access to the following, all of which can be requested in your settings - Free, Premium, Geographic, and Non-Geographic.\r\n\r\n&nbsp;\r\n\r\n<strong>How Long does it take to Work?</strong>\r\n\r\nAs opposed to other methods of keeping your local number with call tracking, such as porting, Ruler Analytics unique software works as soon as you add the code to your website. The longest you will have to wait is 15 minutes while the data appears in your Ruler Analytics dashboard.\r\n\r\n&nbsp;\r\n\r\n<strong>What if S</strong><strong>omebody Writes the Number down and then Decides to Call Later?</strong>\r\n\r\nIf Ruler Analytics cannot match the number to a visitor for any reason, the call will still go through. However, it will appear in reporting as an unspecified call.\r\n\r\n&nbsp;\r\n<h4><strong>Conclusion</strong></h4>\r\nFor all the advantages call tracking can afford, it is natural that some marketers feel a little bit uneasy about changing their local number in order to receive in-depth insights about customers. But what Ruler Analytics has done is develop a way of making your number appear different to each and every website visitor without having to change your actual phone number.\r\n\r\nAs a result, it has never been simpler to implement call tracking. Also, by identifying visitors individually, you are given even more actionable data to improve your marketing efforts.\r\n\r\nIf you are still unsure, why not try Ruler Analytics for 30 days with our free of charge trial? You can also follow us on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a> for the latest news and industry developments.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h4></h4>\r\n&nbsp;\r\n\r\n&nbsp;','Start Tracking Phone Calls Today with Ruler Analytics','','publish','closed','open','','feature-start-tracking-phone-calls-today-ruler-analytics','','\nhttps://www.ruleranalytics.com/blog/analytics/ruler-analytics-keyword-report/','2017-10-26 15:17:11','2017-10-26 14:17:11','',0,'https://www.ruleranalytics.com/?p=1208',0,'post','',0),(1217,3,'2016-06-13 16:52:42','2016-06-13 15:52:42','<h2><em>Aggregated Data from Tools like Google Analytics isn’t as Insightful or Accurate as you might think…</em></h2>\r\n&nbsp;\r\n\r\nAs marketers, we are forever analysing website data to not only enhance the user’s online experience, but to improve our overall performance. However, in a world where an increasing amount of software is available, most businesses continue to use traditional tools, such as Google Analytics.\r\n\r\nThis is all well and good for a free, easy to use resource that can provide you with some incredibly interesting information. Furthermore, with estimates suggesting that between 30-50 million websites use Google Analytics, it must be doing something right.\r\n\r\nBut the most widely used web analytics platform isn’t as flawless as you might expect. This is due in large part to its aggregated data model, which groups big pieces of information together to provide an overall statistic.\r\n\r\nFor example, if 100 people visit your website and seven ended up converting, Google Analytics would calculate a 7 per cent conversion rate. Fair enough, but what if you want to know what those 7 visitors did before converting? What pages did they visit and how did they arrive at your website in the first place?\r\n\r\nUnfortunately, aggregated data cannot answer these questions, which is too bad for marketers wanting to base decisions on fact rather than instinct or truly understanding the journey each and every customer takes before converting.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/choosing-your-data-analytics-software/\">4 Questions to ask yourself when Choosing your Data Analytics Software</a></strong>\r\n\r\n&nbsp;\r\n<h4>But what is the Alternative?</h4>\r\nIt’s simple - stop analysing website activity as an overall statistic and start examining visitors on an individual level instead. By doing so, you will be able to see how each and every visitor experiences and interacts with your website, such as the pages they browse before completing a journey.\r\n\r\nWith this insightful and extensive information, you will be able to optimise the user experience and increase overall performance, which if we are not mistaken, is the whole purpose of digital marketing.\r\n\r\nRuler Analytics is one platform that tracks visitors individually, which can provide you with details about the following:\r\n<ul>\r\n 	<li><strong>Conversions</strong> - Email, order number, over value and revenue</li>\r\n 	<li><strong>Phone calls</strong> - Numbers, durations, and recordings</li>\r\n 	<li><strong>Companies</strong> - Links to employee and financial listings</li>\r\n 	<li><strong>Campaign sources</strong> - SEO, PPC, or social media</li>\r\n 	<li><strong>Website data</strong> - Duration on site, device browser, operating system, multiple individual visits and page journeys</li>\r\n</ul>\r\n&nbsp;\r\n<p class=\"media-heading\"><strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/\">Why your Google Analytics Bounce Rate is Wrong</a></strong></p>\r\n&nbsp;\r\n\r\nIt is in every marketer’s nature to want the very best insights and information. But by using aggregated data via tools like Google Analytics, you won’t benefit from the utmost in accuracy. Instead, you will need to choose a more precise platform, such as Ruler Analytics.\r\n\r\nYou can even give it a go for free by signing up to our 30-day trial.<a href=\"https://www.ruleranalytics.com/book-a-demo/\"> Simply book a demo and we will be in touch.</a> Don’t forget to follow us on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a> too.\r\n<h4></h4>','Your Numbers Don’t Lie…but they don’t tell you the Full Story','','publish','closed','open','','numbers-dont-lie-but-dont-tell-full-story','','https://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/\nhttps://www.ruleranalytics.com/blog/analytics/choosing-your-data-analytics-software/','2017-01-10 10:57:26','2017-01-10 10:57:26','',0,'https://www.ruleranalytics.com/?p=1217',0,'post','',0),(1234,3,'2016-06-22 12:28:31','2016-06-22 11:28:31','When it comes to monitoring and measuring web traffic, most people will utilise Google Analytics, as it’s free and easy-to-use. But for all its benefits, Google Analytics has one major drawback - it only gives you aggregated data. This is when several different measurements are combined, giving you a summary of your web statistics.\r\n\r\nAggregated data is great for providing a general overview of traffic coming in and going out of your website, but in order to truly harness the power of analytics, you need to focus on collecting and collating individual data instead. As you can probably guess, this gives you the ability to track users on an individual level.\r\n\r\nBut why is visitor level data so much more important and influential than aggregated data? And how can your business make the most of it?\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\">Start Tracking Phone Calls Today with Ruler Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h3><strong>The Possibilities of Visitor Level Analytics</strong></h3>\r\n&nbsp;\r\n<h4>Track Visitor Journey</h4>\r\nWith aggregated data, you will be told how visitors arrived at your site, which pages they looked at, and where they came from. Although useful, it is somewhat unfair to group individual users together, as each and every visitor will be embarking on different online journeys with different wants and needs.\r\n\r\nBut thanks to visitor level analytics, you can follow these individual users, track visitor journeys, and better understand your clients or customers. By monitoring the pages they are looking at the most or least, you can start to create bespoke online experiences, which are tailor made for singular audience members.\r\n\r\n&nbsp;\r\n<h4>Duration on Site</h4>\r\nYet another piece of aggregated data that can deceive your eyes and skew any conclusions you’ve made about content is duration on site. This is because one user might stick around for 10 seconds, while another could stay for 10 minutes.\r\n\r\nBut individual data can tell you how long specific users have browsed your site for. This is particularly useful if you are experiencing a high bounce rate. Simply find out what is causing individual users to go somewhere else and then do something about it.\r\n\r\n&nbsp;\r\n<h4>Location</h4>\r\nSo, you’re looking at aggregated data about location and find that your site is receiving a lot of traffic from a particular area of the country. Big deal. How is this going to benefit you in terms of individual engagement for a localised marketing campaign?\r\n\r\nFocus on individual data however and you’re bound to generate more positive, targeted results. For example, if you’re running a local campaign in Manchester and Liverpool but the majority of users are coming from Liverpool, you can use individual data to target more worthwhile visitors there.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/numbers-dont-lie-but-dont-tell-full-story/\">Your Numbers Don\'t Lie ...But They Don\'t Tell You The Full Story</a></strong>\r\n\r\n&nbsp;\r\n<h4>Drawing a line between aggregated data and visitor level analytics</h4>\r\nHere at Ruler Analytics, we do not believe that aggregated data is a bad thing. Far from it in fact, as this kind of information is still really useful for giving you an overall picture of web traffic activity.\r\n\r\nHowever, if you really want to understand how users are behaving on your site, then individual data is the only way to go. By monitoring and measuring the movements of specific visitors, you will be able to better serve your entire audience.\r\n\r\nRuler Analytics can provide all of the aforementioned individual data advantages with our unique solution. To find out for yourself, why not take advantage of our free demo?\r\n\r\n&nbsp;\r\n\r\n&nbsp;','The Benefits of Visitor Level Analytics','','publish','closed','open','','visitor-level-analytics','','https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\nhttps://www.ruleranalytics.com/blog/analytics/numbers-dont-lie-but-dont-tell-full-story/','2017-01-10 10:46:41','2017-01-10 10:46:41','',0,'https://www.ruleranalytics.com/?p=1234',0,'post','',0),(1271,3,'2016-06-20 10:00:20','2016-06-20 09:00:20','<h2><em>Wave Goodbye to the Past and Present Methods of Call Tracking, as the Future Promises to Provide more in-Depth and Insightful Information about your Leads</em></h2>\r\n&nbsp;\r\n\r\nThere are a number of reasons why businesses use call tracking to receive astute and incisive information about their telephone leads. It can streamline marketing activity, increase efficiency among your workforce, and perhaps most importantly, boost the bottom line of the business.\r\n\r\nBut for the purposes of this article, Ruler Analytics is going to take a look back at all the different types of call tracking, while at the same time, highlighting their respective differences and implications<strong>.</strong>\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/5-reasons-need-start-monitoring-business-calls/\">5 Reasons why you need to Monitor your Business Calls</a></strong>\r\n\r\n&nbsp;\r\n<h4>Campaign Level Call Tracking</h4>\r\nThis is the most basic form of call tracking and involves buying a volume of telephone numbers before assigning each number to a specific campaign.\r\n\r\nWith the ability to use the numbers for both offline and online campaigns, you can measure the performance of your digital marketing activity quite easily. However, an issue you are likely to face is attribution, because when someone calls, the campaign is simply attributed to the number they dialled.\r\n\r\nTake this scenario for example. A visitors arrives at your website through a Pay-Per-Click advertisement, takes a look around, decides to leave, but then comes back directly two days later and completes a conversion. Your data will attribute the conversion to direct when in reality it was PPC that did all the hard work.\r\n\r\n&nbsp;\r\n<h4>Session Level Call Tracking</h4>\r\nThis is based on “dynamic number insertion” technology. In contrast to campaign level call tracking, a session based telephone number is assigned to each and every one of your website visitors.\r\n\r\nOnce again, session level tracking follows a last click attribution model. So, irrespective of whether an individual has visited your site before or not, the source used to generate the call and conversion will receive no credit.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h4>Visitor Level Call Tracking</h4>\r\nAlthough similar to session level call tracking, as it also uses dynamic number insertion technology for each visitor, visitor level call tracking includes more detail into prospects and leads than ever before\r\n\r\nSession level call tracking will only provide you with information about one specific journey and doesn’t tell you whether an individual has made previous visits or decided to come back.\r\n\r\nBut with visitor level call tracking, you can see if an individual has browsed your website content before making that all important call. You are also told what source they used to find you.\r\n\r\nAs you will no doubt agree, the vast majority of customers won’t convert without looking elsewhere first, which is why the information visitor level call tracking provides is so valuable.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\">Start Tracking Phone Calls Today with Ruler Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h4>Hold the Phone - What is the Best Option for you?</h4>\r\nFew businesses would argue with the potential downsides of both campaign and session level call tracking. After all, the last click attribution model can provide you with wildly inaccurate data about leads and conversions, which could then have an adverse impact on future sales and marketing activity.\r\n\r\nThe last thing you want to do is cut your social media marketing budget because a flawed call tracking method says most conversions happen directly, when in fact Facebook and Twitter are the channels where most people discover your business.\r\n\r\nIf you are serious about measuring the performance and ROI of your marketing channels, then you must recognise the dangers of last click attribution and choose a visitor level call tracking method instead.\r\n\r\nHere at Ruler, we fully support visitor level call tracking with our all-encompassing analytics package. What’s more, we can also record and playback your business phone calls. Therefore, visitor level call tracking gives you the ability to measure both the quantity and quality of incoming leads.\r\n\r\nSee what you could be missing out on by booking a call tracking demo today and receive a no obligation, <a href=\"https://www.ruleranalytics.com/book-a-demo/\">free trial for 30 days too</a>.\r\n<h4></h4>\r\n&nbsp;\r\n<h4></h4>','The Past, Present and Future of Call Tracking','','publish','closed','open','','past-present-future-call-tracking','','\nhttps://www.ruleranalytics.com/blog/call-tracking/5-reasons-need-start-monitoring-business-calls/','2017-01-10 10:55:44','2017-01-10 10:55:44','',0,'https://www.ruleranalytics.com/?p=1271',0,'post','',0),(1285,3,'2016-06-27 10:11:19','2016-06-27 09:11:19','Rather than explicitly telling your clients and customers what to buy via sales pitches and advertisements, a number of businesses are adopting outreach marketing instead. By reaching out to consumers and discovering what they really want, any organisation has the ability to not only develop more effective campaigns, but also improve reputations among audiences, as outreach marketing shows you really care about individual opinion.\r\n\r\nBut in order to be successful with this promotional practice, you will need accurate and actionable data about your target market. After all, this is the fundamental building block of outreach marketing, which every subsequent decision will be based on. But how do you go about collecting and collating information about your audience? With Ruler Analytics, it is easier than you think, regardless of whether you are a B2B or B2C organisation.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\">Start Tracking Phone Calls Today with Ruler Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h4>Find out what Companies are Visiting your Site</h4>\r\nAs opposed to other software suites, Ruler Analytics goes further when it comes to identifying inbound traffic. With our Recent Companies feature, you can discover what organisations have visited your website as well as the pages they looked at.\r\n\r\nFor the purposes of outreach marketing, this can enable you to follow members of staff on social media sites such as LinkedIn, Twitter, and Facebook. From there, you can build strong relationships and seek out potential leads.\r\n\r\nIn addition to outreach marketing, the Recent Companies feature can also help to target organisations that didn’t covert on your website and validate campaigns based on relevancy and quality.\r\n\r\n&nbsp;\r\n<h4>Identify where each Visitor is from</h4>\r\nDelve into Visitor Detail on Ruler Analytics and you will be greeted with an abundance of information about each and every user that has visited your site. This is particularly interesting in terms of location, as it can markedly boost your outreach marketing efforts.\r\n\r\nIf it becomes apparent that valuable visitors are from a specific region, you could use this data to connect with more people in that area or even implement a local PPC or SEO campaign.\r\n\r\nYour target market is much more likely to think highly of marketing materials that have been developed with their regional preferences in mind than that of a large scale multinational corporation.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/visitor-level-analytics/\">What is Visitor Level Analytics and Why does your Business Need It? </a></strong>\r\n\r\n&nbsp;\r\n\r\nInterested to learn more on how Ruler Analytics can help you with your outreach marketing? You can either email us at info@ruleranalytics or book a demo using this link, and don\'t forget we\'re on <a href=\"https://www.linkedin.com/company/ruler-analytics\">Linkedin</a> and <a href=\"https://twitter.com/ruleranalytics\">Twitter</a>.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','How Ruler Analytics can help with your Outreach Marketing','','publish','closed','open','','ruler-analytics-can-help-outreach-marketing','','https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\nhttps://www.ruleranalytics.com/blog/analytics/visitor-level-analytics/','2017-01-10 10:45:01','2017-01-10 10:45:01','',0,'https://www.ruleranalytics.com/?p=1285',0,'post','',0),(1291,3,'2016-06-29 10:30:37','2016-06-29 09:30:37','<h2>Just because Google Analytics is the Most Popular Platform for Measuring and Monitoring Website Data doesn’t mean it’s the Best</h2>\r\nIt is safe to say that Google Analytics is the most popular analytics software in the world. In fact, estimates suggest that as many as 30-50 million websites use Google Analytics to find out information about various visitor metrics.\r\n\r\nWith such a profusion of data available, which relates to everything from language and location to behaviour and benchmarking, it is possible to measure, manage, and make better visitor and conversion levels, or so you are led to believe.\r\n\r\nFor all its advantages, there are several problems and pitfalls with Google Analytics, which the search engine giant might not tell you about, but Ruler Analytics will.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\">Start Tracking Phone Calls Today with Ruler Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h4>Data Discrepancy</h4>\r\nIf you are a webmaster who doesn’t check their site regularly, this won’t affect you much. However, if you or your employees continually browse the company website, carry out testing, and then scrutinise the analytics data on a daily basis, then problems with discrepancy could create wild inaccuracies.\r\n\r\nYou might already know this, but Google Analytics uses aggregated data, which means grouping visitor information such as page views and bounce rates together into an overall statistic.\r\n\r\nTherefore, visiting the company website multiple times a day can have a significant impact on your end of the month figures, as you and your employees will be getting pooled together as just one statistic, which doesn’t tell the whole story.\r\n\r\n&nbsp;\r\n<h4>No Cookie, No Data</h4>\r\nIn order for Google Analytics to track a visitor, it needs to have access to their cookies. But if for some reason it cannot obtain this information, Google Analytics won’t recognise or register the user.\r\n\r\nThis flawed method of tracking users can have an impact with returning visitors too. Say for example Sneezy is browsing the Internet and lands on example.co.uk for the first time, but within five minutes completes a conversion and switches off the computer.\r\n\r\nTwo hours later, his friend Bashful switches on the same computer, looks at the same site, and completes the same conversion. Technically, these visits should be classified as two. However, because of the defective way Google Analytics uses cookies, it automatically connects them together and presumes the site received just one unique visitor, which is completely wrong.\r\n\r\n&nbsp;\r\n<h4>What’s the Time?</h4>\r\nThere is a lot of confusion around how Google Analytics measures the metric Time Spent. Essentially, it will measure the time on site from the first page load to the last page load. This isn’t a problem for visitors flicking through your entire site, but if they only browse one page then you will encounter an issue.\r\n\r\nWhat if they land on a blog page, spend five minutes reading, extract all the information they need such as your email address or Twitter handle, and then leave? Google will mark this interaction as 0.00 seconds spent on site, which couldn’t be further from the truth.\r\n\r\nYet another potential pitfall is if a user visits your site but then leaves the tab open and goes elsewhere. Google Analytics can’t determine whether the user has other tabs open in their browser and will just time out 30 minutes after the last activity.\r\n\r\n&nbsp;\r\n<h4>Data Sampling</h4>\r\nThis is particularly problematic if you are a large company with numerous employees, as you have no doubt got a lot of traffic coming to your website. So, if you try to a run a report that includes a large amount of information, there is every chance Google will use sampling.\r\n\r\nGoogle says, “sampling is widely used in statistical analysis because analysing a subset of data gives similar results to an analysis of a complete data set, while returning these results to you more quickly due to reduced processing time.”\r\n\r\nThe crucial word here is “similar.” Although it’s nice to receive results back in double-quick time, can you really afford to base your website analysis on a sample, when the rest of the data shows something completely different?\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/\">Why your Google Analytics Bounce Rate is Wrong</a></strong>\r\n\r\n&nbsp;\r\n<h4>So, What can you do to Avoid these Errors?</h4>\r\nSadly, there is no way around the shortcomings of Google Analytics. However, you could always choose another platform to measure, monitor, and manage your website data, such as Ruler Analytics.\r\n\r\nUnlike Google, Ruler Analytics does not use aggregated data. Neither does it use cookies. Instead, we track each visitor individually, which means you can pinpoint exactly what pages any user has been on and how long they were there for. You can clearly determine which of your website visits are made by an employee rather than a potential lead too.\r\n\r\nIndividual visitor tracking reveals a whole host of additional information including:\r\n<ul>\r\n 	<li><strong>Conversion details</strong> - Email, order number, over value, and revenue</li>\r\n 	<li><strong>Phone call details</strong> - Number, duration, and a recording</li>\r\n 	<li><strong>Company details</strong> - Links to employee and financial listings</li>\r\n 	<li><strong>Location</strong></li>\r\n 	<li><strong>Device browser</strong></li>\r\n 	<li><strong>Operating</strong> <strong>system</strong></li>\r\n</ul>\r\nRuler Analytics also goes above and beyond the standard call of duty by telling you how visitors found your website in the first place, such as SEO or PPC. This means you are privy to an all-encompassing picture of your website visitors’ journeys.\r\n\r\nAnother awesome thing about Ruler Analytics is the way it can identify multiple visits. Remember our Sneezy and Bashful example? Google uses cookies to track visitors, which means if two separate people land on your website from the same device, it automatically assumes it’s just one user.\r\n\r\nBut with Ruler Analytics and our individual visitor approach, you are able to go through and observe multiple hits by different people on the same device. For instance:\r\n<ul>\r\n 	<li><strong><em>Sneezy: Home page &gt; Features &gt; Call Tracking &gt; Company Identification &gt; Book a Demo &gt; Fill in form (Conversion)</em></strong></li>\r\n 	<li><strong><em>Bashful: Home page &gt; Blog &gt; Book a Demo &gt; Fill in form (Conversion)</em></strong></li>\r\n</ul>\r\nAs for measuring time on site, Ruler Analytics will start the clock as soon as a visitor arrives and won’t press stop until their very last activity, even if they end up staying on the same page. This gives you a much more accurate insight into average time spend.\r\n\r\nRegardless of how many visitors your site receives, we won’t sample data either. No matter whether it’s 20 or 2,000 visitors a month, Ruler Analytics will let you pick your own data range, i.e. day, week, or month.\r\n\r\nGoogle Analytics might be the most popular analytics platform around, but that doesn’t mean to say it’s the best. To try Ruler Analytics on for size, take advantage of our FREE 30-day trial by booking a demo. Follow us on Twitter for updates about all things analytics too.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h4></h4>\r\n<h2></h2>\r\n&nbsp;','4 Shocking Secrets you may not know about Google Analytics','','publish','closed','open','','4-shocking-secrets-may-not-know-google-analytics','','https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\nhttps://www.ruleranalytics.com/blog/analytics/google-analytics-bounce-rate-wrong/','2017-07-18 12:56:30','2017-07-18 11:56:30','',0,'https://www.ruleranalytics.com/?p=1291',0,'post','',0),(1396,3,'2016-07-11 15:15:42','2016-07-11 14:15:42','<h2>Choose Ruler Analytics as your Email Campaign Tracking Provider for the Very Best Metrics Information and Marketing Insights</h2>\r\n&nbsp;\r\n\r\nFrom social media to content marketing, there are a number of ways you can promote your business online. However, the power of email can increase brand exposure, improve customer relationships, and boost your bottom-line conversions.\r\n\r\nEmail marketing is a form of direct marketing, which has several advantages over traditional paper-based communication you get through the post. It has the potential to reach a substantial number of subscribers too and allows content to be personalised for each recipient.\r\n\r\nBut perhaps most importantly, it is often more cost-effective than other means of marketing, regardless of whether you do it yourself or through an agency. What’s more, your return on investment can be tracked and has a record of being high when executed correctly.\r\n\r\nEven so, you need to carefully consider your options when choosing an email tracking platform and provider.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/ruler-analytics-can-help-outreach-marketing/\">How Ruler Analytics can help with your Outreach Marketing</a></strong>\r\n\r\n&nbsp;\r\n<h4>Complications of Email Campaign Tracking</h4>\r\nPlatforms such as Mail Chip and Reply can provide you with a whole host of metrics about your email campaign including bounce rate, CTR, and geo-location. However, this data only reveals one side of the story and not an all-encompassing overview.\r\n\r\nWhat marketers really need access to is information about what visitors are doing after that all-important click. For example, what pages they are visiting and whether or not they complete an onsite conversion. It all comes down to how your email campaign tracking provider actually collects and collates data.\r\n\r\n&nbsp;\r\n<h4>Go Beyond the Click with Ruler Analytics</h4>\r\nBy using Ruler Analytics, you can overcome the problem of limited email campaign tracking data. With our platform, we track visitors on an individual level, enabling you to see the pages they looked at and whether or not they viewed your website previously.\r\n\r\nOn top of that, Ruler Analytics will also provide alerts about completed conversions as well as important details concerning each individual visitor.\r\n\r\nYou can also maximise your marketing activity by including UTM codes in every email. These little snippets of text can be added to the end of a URL to help you track the success of a campaign. With this information, Ruler Analytics will then track the campaign, source, medium, content, and term.\r\n\r\nOne of the easiest ways to integrate UTM codes into your email campaigns is with <a href=\"https://support.google.com/analytics/answer/1033867?hl=en\">Google’s URL builder</a>, which effortless generates URLs for custom campaigns and website tracking.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/visitor-level-analytics/\">What is Visitor Level Analytics and why does your Business need it?</a></strong><a href=\"https://www.ruleranalytics.com/visitor-level-analytics/\"> </a>\r\n\r\n&nbsp;\r\n<h4>Getting Started with Ruler Analytics</h4>\r\nTo find out more about email campaign tracking with Ruler Analytics, you can either get in touch with us for a chat or take advantage of our current free trial.\r\n\r\nRequest a demo and one of our friendly team members will be in contact with a date and time tailored to fit your schedule. Once the demo is complete, you will know all about the possibilities Ruler Analytics offers and can enjoy a complementary 30 days of our tracking platform.\r\n\r\nDon’t forget we are on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a>, <a href=\"https://www.facebook.com/ruleranalytics/\">Facebook</a>, and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> too with updates and insights about everything analytical.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Email Campaign Tracking with Ruler Analytics','','publish','closed','open','','email-campaign-tracking-ruler-analytics','','https://www.ruleranalytics.com/blog/analytics/ruler-analytics-can-help-outreach-marketing/\nhttps://www.ruleranalytics.com/blog/analytics/visitor-level-analytics/','2017-01-10 10:22:39','2017-01-10 10:22:39','',0,'https://www.ruleranalytics.com/?p=1396',0,'post','',0),(1405,3,'2016-07-14 10:00:15','2016-07-14 09:00:15','<h2><em>Track Website Visitors with Ruler Analytics to Gain Access to the Most Valuable Metrics for Social Media Success</em></h2>\r\nEven though social media is a great way to keep in touch with close friends or family members and find out the latest news stories or current cultural trends, it also has extensive benefits for businesses. The statistics about social media speak for themselves:\r\n<ul>\r\n 	<li>There are 2.3 billion active social media users around the world</li>\r\n 	<li>91 per cent of retail brands use two or more social media channels</li>\r\n 	<li>38 per cent of organisations plan to spend more than 20 per cent of their total advertising budgets on social media channels, up from 13 per cent a year ago</li>\r\n 	<li>1 million new active mobile social users are added every day. That’s 12 each second</li>\r\n 	<li>People aged 55-64 are more than twice as likely to engage with branded content than those 28 or younger.</li>\r\n</ul>\r\nHowever, success on social media isn’t always easy to ascertain. What’s more, you need to make sure you are monitoring and measuring the right metrics with your social media campaign tracking platform.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/email/email-campaign-tracking-ruler-analytics/\">Email Campaign Tracking with Ruler Analytics</a> </strong>\r\n\r\n&nbsp;\r\n<h4><strong>The Issue with Vanity Metrics</strong></h4>\r\nDespite the fact social media is now an established string to almost every marketer’s bow, several individuals are making the mistake of basing success on how many fans, followers, comments, replies, and shares they get. These are also known as vanity metrics, a somewhat flawed method of social media tracking that gives you a false sense of success.\r\n\r\nTo know whether or not the activity and content on your social media accounts is having the desired effect, such as generating more website traffic and increasing bottom line conversions, you need to track both free posts and paid-for promotion in a different way.\r\n\r\nThankfully, Ruler Analytics has the answer with our unique social media campaign tracking platform.\r\n\r\n&nbsp;\r\n<h4><strong>How Ruler Analytics can help with your Social Media Tracking</strong></h4>\r\nSocial media tracking from Ruler Analytics is a much more in-depth and accurate way of finding out whether your campaigns are succeeding. Unlike other platforms and products, Ruler Analytics tracks visitors individually, rather than simply providing an overall statistic.\r\n\r\nSo, as far as social media campaign tracking is concerned, we can tell you where a visitor has come from, because our platform identifies and categories the source. We can also alert you when a conversion is made and show you the pages that visitor looked at when arriving from social media.\r\n\r\nSocial media tracking from Ruler Analytics can benefit your ad campaigns too. For example, if the data we reveal shows that your ads are generating more conversions in Liverpool than Manchester, you can optimise your spend accordingly and increase those all important conversions.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/ruler-analytics-can-help-outreach-marketing/\">How Ruler Analytics can help with your Outreach Marketing</a></strong>\r\n\r\n&nbsp;\r\n<h4><strong>Tracking Social Media Activity with Ruler Analytics</strong></h4>\r\nTo find out how Ruler Analytics can improve your social media activity and reveal more accurate insights into your marketing campaigns, simply sign up for a demo and free trial.\r\n\r\nOnce you request a demo, one of our friendly team members will get in touch whenever is most convenient for you. After showing you how everything works and explaining the advantages our platform can afford, you will be given a free 30-day trial of Ruler Analytics.\r\n\r\nFor even more news and information about social media analytics, don’t forget to follow us on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a>, <a href=\"https://www.facebook.com/ruleranalytics/\">Facebook</a>, and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a>.\r\n\r\n&nbsp;\r\n<h4></h4>\r\n&nbsp;','Social Media Tracking: The Importance of Monitoring and Measuring the Right Metrics','','publish','closed','open','','social-media-tracking-importance-monitoring-measuring-right-metrics','','https://www.ruleranalytics.com/blog/email/email-campaign-tracking-ruler-analytics/\nhttps://www.ruleranalytics.com/blog/analytics/ruler-analytics-can-help-outreach-marketing/','2016-12-06 10:58:05','2016-12-06 10:58:05','',0,'https://www.ruleranalytics.com/?p=1405',0,'post','',0),(1431,3,'2016-07-19 11:09:18','2016-07-19 10:09:18','<h2><em>Discover in-depth Information about the Companies Browsing your Products and Services Online with Ruler Analytics’ unique ability to Track Website Visitors</em></h2>\r\n&nbsp;\r\n\r\nIn this article, we are going to give our readers the opportunity to learn a little bit more about our company tracking feature. Basically, it allows you to track website visitors individually, whilst identifying the company they work for - useful tool for B2B marketing.\r\n\r\nEssentially, it can be used to collect information about companies that visit your site, how they arrived in the first place, their various details, the pages they looked at, and information about any conversions.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/email/email-campaign-tracking-ruler-analytics/\">Email Campaign Tracking with Ruler Analytics </a></strong>\r\n\r\n&nbsp;\r\n<h4>Receive a List of Companies that Visit your Website</h4>\r\nWebsite visitor tracking from Ruler Analytics will give you a list of companies that have previously looked at your site, with details about the date and time of their visit.\r\n\r\n&nbsp;\r\n<h4>Find out How they Discovered your Website</h4>\r\nRuler Analytics will also track website visitors to identify the initial source they used to find you.\r\n\r\nFor example, it could have been via social media or a PPC advertising campaign.\r\n\r\nIn this case, Ruler would provide you with the keyword used to trigger that visit too along with any UTM terms used in a specific URL.\r\n\r\n&nbsp;\r\n<h4>Determine Company Details Such as their Name, Address, and Phone Number</h4>\r\nAfter we track website visitors, Ruler Analytics will go out and discover their most important details and deliver them straight to your dashboard. Information can also include location and email if accessible.\r\n\r\n&nbsp;\r\n<h4>Reveal the Landing Page or any other Pages they Viewed</h4>\r\nRuler Analytics has the power to record any previous sessions an individual or company may have participated in, which includes all the pages they viewed on your website.\r\n\r\nThis is especially useful for analysing the effectiveness of landing pages.\r\n\r\n&nbsp;\r\n<h4>Track Down any Conversion Details</h4>\r\nLast but not least, the recent conversion report on Ruler Analytics will show your most recent leads or sales made via the website, including the date and time.\r\n\r\nFurthermore, this can also include call tracking, which not only has the ability to track the date and time of your latest telephone correspondence but also record the conversation that took place.\r\n\r\nYou can then listen back and measure the value of each telephone call.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/social-media/social-media-tracking-importance-monitoring-measuring-right-metrics/\">Social Media Tracking: The Importance of Monitoring and Measuring the Right Metrics [Infographic]</a></strong>\r\n\r\n&nbsp;\r\n<h4>How can Ruler Analytics’ Company Identification Software Benefit you?</h4>\r\nIf you are a business owner that provides products or services to another organisation, you will already know that B2B selling isn’t always a walk in the park. But without it you would be unable to track website visitors and generate any leads.\r\n\r\nTherefore, being given the ability to see which companies are visiting your website will give you a head start on prospecting. Consequently, this will allow you to turn leads into sales quicker as well.\r\n\r\nOn top of that, receiving a detailed overview of who is browsing your website will provide you with more accurate insights into the companies you are successfully targeting already.\r\n\r\nFrom here, you can then profile potential leads in order to create effective and targeted marketing campaigns.\r\n\r\nIt is also worth pointing out that Ruler Analytics allows you to download a CSV for website visitor tracking.\r\n\r\nThis means you can export and filter companies out into a spreadsheet, which as you will no doubt agree makes the prospecting process a lot less daunting.\r\n\r\n&nbsp;\r\n<h4>Start Tracking Website Visitors with Ruler Analytics</h4>\r\n<img class=\"aligncenter wp-image-2574\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/07/Company-identification-track-website-visitors-and-generate-leads-with-Ruler-Analytics-www.ruleranalytics.com_.png\" alt=\"Company identification track website visitors and generate leads with Ruler Analytics - www.ruleranalytics.com\" width=\"800\" height=\"459\" />\r\n\r\n&nbsp;\r\n\r\nTo find out how you can track website visitors with Ruler Analytics, simply <a href=\"https://www.ruleranalytics.com/book-a-demo/\">sign up today</a> for a complementary trial with no obligation.\r\n\r\nIf you request a demo with us, one of our friendly members of staff will get in touch at a time that suits you.\r\n\r\nOnce we have given you a demonstration of Ruler Analytics and explained the benefits it can provide, you will receive your free 30-day trial.\r\n\r\nYou can also follow us on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a>, <a href=\"https://www.facebook.com/ruleranalytics/\">Facebook</a>, and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> for the latest news and information from Ruler Analytics.\r\n\r\n&nbsp;\r\n<h4></h4>\r\n<h4></h4>\r\n<h4></h4>\r\n<h4></h4>\r\n<h4></h4>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h4></h4>\r\n&nbsp;','Company Identification: Track Website Visitors and Generate Leads with Ruler Analytics','','publish','closed','open','','track-website-visitors','','https://www.ruleranalytics.com/blog/social-media/social-media-tracking-importance-monitoring-measuring-right-metrics/\nhttps://www.ruleranalytics.com/blog/email/email-campaign-tracking-ruler-analytics/','2017-01-10 10:20:05','2017-01-10 10:20:05','',0,'https://www.ruleranalytics.com/?p=1431',0,'post','',0),(1543,3,'2016-08-08 15:48:38','2016-08-08 14:48:38','When someone visits a page on your website and leaves straight away without visiting another page or taking any action, it’s known as a “bounce”. As all online business owners and marketers will know, every bounce affects your bounce rate in Google analytics.\r\n\r\n<strong>This, in turn, has a knock-on effect not only for your Google rankings, but also for your ROI and marketing budget.</strong>\r\n\r\nIn theory, this would seem like an accurate means of monitoring the effectiveness of your website when it comes to customer engagement; but what if the method is flawed? There are instances when your bounce rate might not be exactly as it seems.\r\n\r\n&nbsp;\r\n<h4><strong>When is a Bounce not a Bounce?</strong></h4>\r\nWe all know someone who is still suspicious of doing business online, and would prefer to speak to someone over the phone. These people are likely to visit your website to get the telephone number of your business so they can speak to you in person.\r\n\r\nMost businesses would class this as a conversion; however, Google Analytics would still record it as a bounce, as the individual took no action on-site during the visit.\r\n\r\nAs Google would likely attribute this to a bad user experience or an irrelevant search result, it could have a negative effect on your Google ranking, which is damaging to all online marketing channels, particularly PPC campaigns.\r\n\r\nIt’s vital for your business to understand the reasons behind your bounce rate. This is why we have developed the Bounced Calls feature.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/analytics/track-website-visitors/\">Track Website Visitor and Generate Leads with Ruler Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h4><strong>Introducing Ruler Analytics Bounced Calls</strong></h4>\r\nBounced Calls is a feature built into the Ruler Analytics dashboard. It monitors the journey of each visitor individually, pinpointing all those who appear to have bounced on your website, but in reality completed a conversion such as a telephone call.\r\n\r\n&nbsp;\r\n<h4><strong>How Could Ruler Analytics Bounced Calls Benefit You?</strong></h4>\r\nThis information gives you a more meaningful insight into the performance of your website, and will give you the figures you need for more accurate calculations of your Cost Per Acquisition (CPA) and Return on Investment (ROI), enabling you to justify your marketing spend and allocate your budget as accurately as possible.\r\n\r\nIn addition, it can determine exactly which pages on your website are leading to the most phone calls, letting you know which elements of your site are the most effective and which need improvement.\r\n\r\n&nbsp;\r\n<h4><strong>Discover the Exact Keywords Used During an SEO Search</strong></h4>\r\nThe most effective way of minimising your bounce rate and keeping your Google ranking as high as possible is to make your site as relevant as possible to its target audience.\r\n\r\nIn order to do this, it’s important to use the keywords that are most likely to be used during a search.\r\n\r\nIn 2011, Google made this much more difficult for marketers to determine by introducing “Not Provided”, which withholds the keywords used during searches, leaving marketers without some of the vital information they need to calculate their CPA at keyword level.\r\n\r\nTo combat this, we developed Ruler Re-Provide, which uncovers the exact keywords used during searches.\r\n\r\nIt provides full lists of keyword variations used in searches for each landing page, and even identifies the specific keyword most likely to have generated each visit.\r\n\r\nThis enables you to target your PPC campaigns as effectively as possible, lowering your bounce rate and CPA, and allowing you to maintain your Google ranking.\r\n\r\nIn short, Ruler Analytics puts the power back into your hands, allowing you to take real control of your campaigns and get the most out of your marketing efforts.\r\n\r\nClick <a href=\"http://techcitynews.com/press_release/liverpool-based-%20ruler-analytics-%20visitor-level-\">here</a> for further information on Ruler Re-Provide and how it could help your business.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\">Start Tracking Phone Calls Today with Ruler Analytics</a> </strong>\r\n\r\n&nbsp;\r\n<h4><strong>Take Control of Your Marketing with Ruler Analytics</strong></h4>\r\nRuler Analytics offers a wide variety of benefits to help marketers get the best return on their campaigns.\r\n\r\nOur innovative software helps to take much of the guesswork out of your ROI calculations, providing you with all the vital metrics you need in order to target your audience as effectively as possible and allocate your budget to the best advantage.\r\n\r\nRuler Analytics is currently offering a free 30-day trial. For more information on this and other news, insights and information, please follow us on social media:\r\n\r\n&nbsp;\r\n\r\nTwitter: <a href=\"http://www.twitter.com/ruleranalytics\">@RulerAnalytics</a>\r\n\r\nLinkedIn: <a href=\"https://www.linkedin.com/company/ruler-analytics\">https://www.linkedin.com/company/ruler-analytics</a>\r\n\r\nFacebook: <a href=\"http://www.facebook.com/ruleranalytics\">www.facebook.com/ruleranalytics</a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h4></h4>\r\n&nbsp;\r\n\r\n&nbsp;','Ruler Analytics: Introducing “Bounced Calls”','','publish','closed','open','','ruler-analytics-introducing-bounced-calls','','https://www.ruleranalytics.com/blog/analytics/track-website-visitors/\nhttps://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/','2016-12-06 10:48:15','2016-12-06 10:48:15','',0,'https://www.ruleranalytics.com/?p=1543',0,'post','',0),(1558,3,'2016-08-10 10:15:39','2016-08-10 09:15:39','Setting up and running a small business is expensive, and usually requires a degree of risk.\r\n\r\nYou need to maximise your resources and turn a profit quickly and consistently in order to survive. That’s why you need to ensure your marketing is being targeted correctly and generating the best possible results.\r\n\r\nIf your business generates a lot of telephone enquiries through online marketing activities, it’s wise to invest in call tracking software that can provide you with real insight into the performance of all your marketing activities.\r\n\r\n&nbsp;\r\n<h2><strong>Keyword Level Call Tracking</strong></h2>\r\n<a href=\"/call-tracking/\">Keyword level call tracking</a> is a vital tool in analysing your marketing efforts. It assigns a unique phone number to each visitor. These numbers can be sent through to your business landline or mobile.\r\n\r\nBy monitoring them using analytics software, you can identify essential details about how they found your site, including the exact keywords they used in their search, and any other pages they previously visited.\r\n\r\n&nbsp;\r\n<h3><strong>Track Calls Back to Keyword Searches</strong></h3>\r\nKeyword level call tracking allows you to access the keyword your customer searched for that led them to your website, whether that search was organic or paid.\r\n\r\nMonitoring the most popular keywords driving traffic to your site enables you to target your marketing more effectively.\r\n\r\n&nbsp;\r\n<h3><strong>How can this Help Your Small Business? </strong></h3>\r\nEven today call tracking is disregarded as a marketing tool, despite it’s benefits. Below is a number of ways call tracking can not only provide you with more insight into the performance of your marketing channels, but how it can also have a positive impact on your ROI.\r\n\r\n&nbsp;\r\n<h3><strong>Measure the Impact of Your Content</strong></h3>\r\nTracking your callers’ activities on your website offers you insight into which pages they visited before they made their call.\r\n\r\nThis enables you to see which of your pages are driving the most conversions, plus how much time visitors actually spend engaging with your site.\r\n\r\n&nbsp;\r\n<h3><strong>Go Beyond Last Click Attribution</strong></h3>\r\n<a href=\"/blog/last-click-attribution/go-beyond-last-click-attribution/\">Going beyond last click attribution</a> will allow you to measure the activity that led up to a conversion. For example, say an individual finds your website via your PPC campaign. They visit your site and leave, but then return a day later via a direct search and convert by telephone.\r\n\r\nThe direct search would be credited for the conversion, when in fact the PPC ad started the process.\r\n\r\nMany marketers only credit the last click. Ruler Analytics allows you a deeper understanding of the processes leading to each conversion, giving you a more realistic picture of the effectiveness of your campaigns.\r\n\r\n&nbsp;\r\n<h3><strong>Integrate with Other Web Applications</strong></h3>\r\nRuler Analytics allows you to <a href=\"/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/\">integrate with other online applications</a>, so you can automate certain tasks for increased productivity.\r\n\r\nYou can send your call data straight from your Ruler dashboard to CRM or your mobile device, and set it up for actions such as sending you a text whenever your website receives a call.\r\n\r\n&nbsp;\r\n<h3><strong>Detailed Call History</strong></h3>\r\nA detailed call history will allow you to revisit previous prospects, whether or not they converted in the past. If you have a new service or product to offer, the ability to retrieve potential customer details offers you the chance to approach them again.\r\n\r\nAs they will already have some knowledge of your company, it’s much more likely than a cold call to lead to a conversion.\r\n\r\n&nbsp;\r\n<h3><strong>Potential Geo-Location Business Expansion</strong></h3>\r\nThe core aim for any start-up or small business is growth. Call tracking allows you to find out the geographical locations of the people who are calling your company. This will enable you to assess which geographic areas you are generating the most business from, and identify potential opportunities for expansion.\r\n\r\n&nbsp;\r\n<h3><strong>Improvements to Your ROI</strong></h3>\r\nCalculating the ROI (Return on Investment) of all your marketing activities is essential as it shows you what is working and what isn’t, allowing you to allocate your marketing budget effectively.\r\n\r\nKeyword level call tracking shows you exactly how much traffic has been driven to your site by each individual marketing activity.\r\n\r\n&nbsp;\r\n<h3><strong>Improvements to Your Operational Standards</strong></h3>\r\nCall tracking enables you to record and play back all your phone calls. This allows you to build up an accurate picture of your customers, their preferences and dislikes. This will assist you in providing exactly the right services and/ or products your customers need the most.\r\n\r\n&nbsp;\r\n<h3><strong>Improved Staff Management</strong></h3>\r\nWith the ability to record and play back phone calls, in addition to gaining a greater understanding of your customers, you can also monitor your staff.\r\n\r\nThis is a highly effective means of ensuring that your staff are providing the best levels of customer support, and increasing conversions. It can also be a very effective training tool.\r\n\r\n&nbsp;\r\n<h3><strong>Don’t be Left Behind</strong></h3>\r\nA wide variety of businesses across all industries are already using Ruler Analytics call tracking, including hotels, law firms, medical surgeries and tradesmen, gaining a significant edge over their competitors.\r\n\r\nIf you want to stay ahead in your field, and would like to learn more about Ruler Analytics keyword level call tracking and web analytics, please don’t hesitate to request your free demo. This also comes with a FREE 30-day trial, enabling you to explore the many benefits of Ruler Analytics for yourself!\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2337\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/09/9-ways-your-small-business-can-benefit-from-call-tracking-www.ruleranalytics.jpg\" alt=\"9 ways small businesses can benefit from call tracking - www.ruleranalytics.com\" width=\"750\" height=\"465\" />\r\n\r\n&nbsp;\r\n\r\nFor more information on this, plus other news and insights, follow <a href=\"http://www.twitter.com/ruleranalytics\">Ruler Analytics</a> on Twitter, <a href=\"https://www.linkedin.com/company/ruler-analytics/\">LinkedIn</a> and <a href=\"https://www.facebook.com/ruleranalytics/\">Facebook.</a>\r\n\r\n&nbsp;\r\n<h4></h4>\r\n&nbsp;\r\n\r\n&nbsp;','9 Ways Your Small Business Can Benefit From Call Tracking','','publish','closed','open','','9-ways-small-business-can-benefit-call-tracking','','','2016-11-23 11:43:46','2016-11-23 11:43:46','',0,'https://www.ruleranalytics.com/?p=1558',0,'post','',0),(1559,2,'2016-11-04 11:02:20','2016-11-04 11:02:20','When promoting and publicising your business, it is difficult to ignore the power and potential of digital marketing, especially with Pay-Per-Click (PPC) advertising. Organisations that don’t want to spend time and effort on SEO in the hope of achieving a prominent results when they can simply <a href=\"https://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/\">bid on the keywords their customers are searching for</a> and appear at the very top of the page.\r\n\r\nAs a result, online exposure and audience interest increases, while click-through and conversion rates should soon follow suit too. However, PPC campaigns can also generate more incoming phone calls, particularly for businesses that offer a one-to-one service, such as legal advice.\r\n\r\nEven though we are living in a web-based world, this traditional form of communication remains crucial for several industries and organisations. What’s more, using a call extension in your PPC ads can increase click-through rates by 6-8 per cent according to Google.\r\n\r\nBut that doesn’t mean to say every call you receive from a PPC campaign should be called a \"conversion\". In fact, it could cause negative ROI and defeat the point of PPC.\r\n\r\n&nbsp;\r\n<h4>How can Calls from a PPC Campaign be a Problem for Marketers?</h4>\r\nBelieve it or not, some businesses are making the mistake of counting ALL incoming calls as conversions. Although the initial objective of convincing a prospect to get in touch has been achieved, they might not find the company’s products or services to their liking and go elsewhere.\r\n\r\nTherefore, any organisation utilising <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">PPC campaigns should measure the quality of a lead</a> or phone call rather than simply counting how many times the phone rings, as this can give you a false sense of success.\r\n\r\nFor instance, your PPC campaigns could be driving existing customer support calls instead of new business opportunities. Something as simple as this can lead to negative ROI too.\r\n\r\n&nbsp;\r\n<h4>Avoid the Trap of Counting all Calls as Conversions</h4>\r\nDon’t kid yourself that all calls are conversions. Not only will you end up with a misleading conversion rate, your PPC campaign could take a financial hit too. What’s more, the analytical data available today means that there really is no excuse for taking such a slapdash approach.\r\n\r\nBy using a <a href=\"https://www.ruleranalytics.com/call-tracking.html\">call tracking platform like Ruler Analytics</a>, you can avoid the issues associated with counting all calls as conversions but also reap a number of far-reaching rewards too.\r\n\r\n&nbsp;\r\n<h5>Record and Playback a Business Call</h5>\r\nRuler Analytics will give you a list of calls that are matched against specific marketing sources, with a click through to view the visitor detail too.\r\n\r\nThe ability to listen back to your phone calls also allows you to determine whether or not a specific call can be classified as a genuine lead. This overcomes the problem of support calls being measured as conversions.\r\n\r\n&nbsp;\r\n<h5>Establish which Keywords were used During a PPC Search</h5>\r\nThis handy feature gives you the ability to establish which keyword was used during a search. Therefore, you can determine the quality of a keyword and adjust your bidding activity accordingly.\r\n\r\nTo give an example, if a keyword is delivering a high conversion rate with genuine leads interested in your products and services, you can justify increasing the bid.\r\n\r\n&nbsp;\r\n<h5>Identify whether or not a Call was Missed</h5>\r\nWith Ruler Analytics, you don’t have to worry about missing potential leads again. Every time a call is missed, you will be told about it along with additional information such as when it was missed, the number of the call, the time, and the date.\r\n\r\nBecause Ruler Analytics monitors visitors on an individual level, you will also know what they were specifically interested in too. So, when you call back, your correspondence can be that bit more personal, increasing the chances of an actual conversion.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter  wp-image-2555\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/11/counting-all-calls-as-conversions-can-harm-your-PPC-campaigns-www.ruleranalytics.com_.jpg\" alt=\"counting all calls as conversions can harm your PPC campaigns - www.ruleranalytics.com\" width=\"701\" height=\"434\" />\r\n\r\n&nbsp;\r\n\r\nYou can record and playback calls for greater lead clarification. Secondly, you can establish which keywords were used to optimise your PPC campaign. Last but not least, you can identify whether a call was missed and never lose out on a potential lead ever again.\r\n\r\nThe key takeaway here is recognising the importance of measuring quality not quantity. To give Ruler Analytics’ call tracking feature a go, sign-up for a FREE 30-day trial today. You can also follow us on <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a> and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> for the latest news and information about all things analytical.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','PPC: Counting all Calls as Conversions can Lead to Negative ROI','','publish','closed','open','','counting-all-calls-as-conversions-can-lead-to-negative-roi','','https://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/\nhttps://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/','2017-01-09 15:28:03','2017-01-09 15:28:03','',0,'https://www.ruleranalytics.com/?p=844',0,'post','',0),(1638,3,'2016-08-17 11:50:09','2016-08-17 10:50:09','<a href=\"https://analytics.google.com/analytics/web/\">Google Analytics</a> is the most widely used web analytics service in the world. It tracks and reports on all your website traffic, allowing the user to gain insights about site visitors including where they came from, their geographical location and how long they stayed on the site. It can also track specific conversions including lead generation and sales, vital metrics that you need to calculate your ROI and justify your marketing spend. In addition, Google Analytics is integrated with AdWords to offer a more in-depth analysis of how well a particular landing page is performing.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/dynamic-number-insertion-work/\">How does Dynamic Number Insertion Work?</a></strong>\r\n\r\n&nbsp;\r\n<h4>Google Analytics facts and stats</h4>\r\nThere are now over 73 million websites using Google Analytics; that’s over 8% of the entire internet! It’s used by 67% of the 10,000 most popular websites, and almost 50% of the top million, so it’s obviously doing something right. It also allows you to create multiple dashboards to show different metrics.\r\n\r\nThe best thing about Google Analytics is that it’s FREE, although paid upgrades are available.\r\n\r\n&nbsp;\r\n<h4>Ruler’s partnership with Google Analytics</h4>\r\nAt Ruler Analytics, we are pleased to announce that we have recently become a certified partner of Google Analytics. Partners are deemed to have demonstrated significant knowledge and experience of internet marketing and AdWords. Our partnership status means that you can now search for Ruler Analytics using Google’s <a href=\"https://www.google.com/analytics/partners/company/5176147499286528/gadp/5629499534213120/app/5707702298738688/listing/5122315436163072\">official partners list</a>.\r\n\r\n&nbsp;\r\n<h4>How our partnership benefits your business</h4>\r\nIntegrating your Ruler account with Google Analytics will allow you to create goals for phone calls. Your phone call goals can then be viewed throughout all Google Analytics reports. In addition, they will be connected to AdWords, giving you greater insight into performance.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post:<a href=\"https://www.ruleranalytics.com/blog/call-tracking/9-ways-small-business-can-benefit-call-tracking/\"> 9 ways your Small Business can Benefit from Call Tracking</a></strong>\r\n\r\n&nbsp;\r\n<h4>FAQ about Google Integration</h4>\r\n<strong>How does Ruler integrate with Google Analytics?</strong>\r\n<p class=\"p1\"><span class=\"s1\">When we track a phone calls in Ruler</span><span class=\"s1\"> we send this data through to Google Analytics using their API. We can do this for online numbers or numbers that appear in your offline materials.</span></p>\r\n<strong>Does it cost extra?</strong>\r\n\r\nNo, Ruler Analytics integration is completely free of charge.\r\n\r\n<strong>Can I get Google Analytics data sent to my Ruler dashboard?</strong>\r\n\r\nNo, at present it only works one way, Ruler &gt; Google.\r\n\r\n<strong>How long does it take for the data to appear in Google Analytics?</strong>\r\n\r\nData can take up to 15 minutes to be seen in Ruler Analytics. However, once your data has been registered in Ruler Analytics, it should appear in Google Analytics straight away.\r\n\r\n<strong>Is it just for call tracking only?</strong>\r\n\r\nYes, it is at present; however, our developers are always researching and discovering new ways in which they can improve our reporting.\r\n\r\nFor any more enquiries about Google Analytics integration or Ruler Analytics itself please get in touch with us here at info@ruleranalytics.com and don’t forget to follow us on Twitter <a href=\"http://www.twitter.com/ruleranalytics\">@RulerAnalytics</a>.\r\n\r\n&nbsp;\r\n<h4></h4>\r\n&nbsp;\r\n\r\n&nbsp;','Ruler and Google Analytics - The Perfect Partnership','','publish','closed','open','','ruler-and-google-analytics-the-perfect-partnership','','https://www.ruleranalytics.com/blog/call-tracking/dynamic-number-insertion-work/\nhttps://www.ruleranalytics.com/blog/call-tracking/9-ways-small-business-can-benefit-call-tracking/','2017-01-09 16:43:23','2017-01-09 16:43:23','',0,'https://www.ruleranalytics.com/?p=1638',0,'post','',0),(1657,3,'2016-08-15 17:16:13','2016-08-15 16:16:13','Any business needing to measure the impact of their online advertising on their inbound phone calls needs Dynamic Number Insertion (DNI). It is an essential part of call tracking; without it you are unable to assess the effectiveness of your campaigns accurately.\r\n\r\n&nbsp;\r\n<h4>How Dynamic Number Insertion works</h4>\r\nWhen someone visits your website via an organic search or clicking on an ad, DNI technology generates a number unique to that ad campaign, website, keyword or other source depending on your business. It is normally used to assess the performance of a specific ad campaign, such as Pay Per Click (PPC), Social Media or Offline. However, what if DNI could go one better, and actually provide you with all the background information that led to each individual making their call?\r\n\r\n&nbsp;\r\n<h4>DNI with Ruler Analytics</h4>\r\nRuler Analytics Dynamic Number Insertion offers you a greater insight than other DNI packages, as it assigns an individual phone number to each individual visitor to your site. By doing this, you are now able not just to determine how each user found your site, but also:\r\n<ul>\r\n 	<li>Any pages the individual visited before making the call, pinpointing the exact source of the conversion</li>\r\n 	<li>Call details: call recordings, number, time and date</li>\r\n 	<li>Whether or not the individual had made a return visit</li>\r\n 	<li>Whether they used another source to find you originally.</li>\r\n</ul>\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/feature-start-tracking-phone-calls-today-ruler-analytics/\">Start Tracking Phone Calls Today with Ruler Analytics</a></strong>\r\n\r\n&nbsp;\r\n<h4>Which companies need Dynamic Number Insertion?</h4>\r\nIf your business generates leads over the telephone, DNI is essential if you want to find out which of your online marketing efforts is generating the best results. This applies to many businesses including hotels, restaurants, solicitors, tradesmen, hairdressers, I.T. services; an inexhaustible list of industries.\r\n\r\nLet’s <a href=\"/blog/ppc/get-more-from-your-ppc-campaigns/\">use a PPC campaign as an example</a>. There is a huge variety of software available, both paid and free, that can tell you which paid search keywords are driving web conversions to your site. However, what they can’t tell you is what impact your PPC ads are having on your telephone leads. Without this information, it’s impossible to calculate the effectiveness, and therefore the cost, of each ad, campaign and keyword.\r\n\r\n&nbsp;\r\n<h4>Benefits of Dynamic Number Insertion</h4>\r\nNow you know what Dynamic Number Insertion is, it’s time to focus on how it can benefit your business.\r\n\r\n&nbsp;\r\n<h5>Any number type available</h5>\r\nAt Ruler Analytics we can provide you with almost any number type, whether you’re looking for local numbers, paid or 0800. This can be especially helpful for businesses who want to establish a local presence, as a local phone number makes people in your area more likely to call you.\r\n\r\n&nbsp;\r\n<h5>Which keywords and campaigns are generating the most leads</h5>\r\n<a href=\"/call-tracking/\">Keyword level call tracking</a> enables you to determine which keywords and campaigns are generating the most telephone leads.\r\n\r\n&nbsp;\r\n<h5>Optimise your budget</h5>\r\nWithout keyword level call tracking you can’t assess which keywords offer the best returns, and therefore how paid search is impacting your phone-based revenue.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/9-ways-small-business-can-benefit-call-tracking/\">9 ways your Small Business can Benefit from Call Tracking</a> </strong>\r\n\r\n&nbsp;\r\n<h4>Measure the value of each telephone lead</h4>\r\nRecord and play back all your telephone leads who called using a unique number on your website, whether they found you via SEO, PPC or Social. Listening back to your telephone calls allows you to determine the value of each call.\r\n\r\nKeyword level call tracking offers you valuable information about how your campaigns are performing. This information will save you potentially wasting money on marketing activities that are simply not working.\r\n\r\nRuler Analytics are currently offering a demo of their Dynamic Number Insertion, to give you the chance to discover how well it could work for your business. Along with the demo, they also include a FREE 30-day trial of Ruler Analytics, so you can see for yourself the many ways in which it can help you assess your marketing activities and turn them into profits.','How does Dynamic Number Insertion Work?','','publish','closed','open','','dynamic-number-insertion-work','','','2017-05-24 12:46:41','2017-05-24 11:46:41','',0,'https://www.ruleranalytics.com/?p=1657',0,'post','',1),(1762,3,'2016-08-22 16:28:08','2016-08-22 15:28:08','Previously, we took a look at <a href=\"https://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/\">how Ruler Analytics integrates with other web apps using Zapier</a>. In this article we are going to dive deeper, focusing on how Ruler Analytics specifically integrates with Sales Force.\r\n\r\n&nbsp;\r\n<h4><strong>A Quick Look at Zapier</strong></h4>\r\nFor those of you who have no previous knowledge or experience of Zapier, here’s a quick explanation that could change the way you work forever!\r\n\r\nZapier is a tool that allows you to connect one web app to another, making it easy to automate many of the simple tasks that currently take up too much of your time.\r\n\r\nIt is designed for users with little or no technical knowledge; you don’t need to know anything about code, so don’t be scared!\r\n\r\nZapier allows you to follow its self explanatory onscreen prompts, and basically does all the hard work for you.\r\n\r\nThe link that integrates two apps is called a Zap. A Zap is created by choosing a <strong>trigger</strong> from one app and an <strong>action</strong> that relates to the other. As an example, you could create a Zap that when you get an email in Gmail (trigger), notifies you by SMS (action).\r\n\r\nTo create a Zap, you simply choose the appropriate trigger and action from the lists each app provides, and leave the rest up to Zapier.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/NMW6RMABgdE\" width=\"800\" height=\"429\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nSource Youtube <a href=\"https://www.youtube.com/user/ZapierApp/\">ZapierApp</a>\r\n\r\n&nbsp;\r\n<h4><strong>Making it Work with Ruler Analytics</strong></h4>\r\nIn the past, you would have required an API key from Ruler Analytics before being able to integrate with Zapier. However, we are pleased to announce that we are now officially part of the Zapier website so there is no need for an API key anymore.\r\n\r\nYou do still need to be signed up with Zapier in order to use it, though. Zapier is currently offering a 14-day free trial for new users. You can <a href=\"https://zapier.com/sign-up/\">sign up here</a>.\r\n\r\n&nbsp;\r\n<h4><strong>Let’s get started!</strong></h4>\r\nWe have put together an easy step-by-step guide to creating a Zap between Ruler Analytics and Sales Force, to save you the tedious task of transferring your data manually. It really is this easy:\r\n\r\n<strong>Step 1 and 2:</strong> Once you have created your Zapier account, select the <strong>Make a Zap</strong> option. First you will need to choose your trigger app. To do this, type “Ruler Analytics” into the search bar, then select.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1779\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-1-and-2-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 1 and 2 - www.ruleranalytics.com\" width=\"802\" height=\"430\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Step 3:</strong> Next you will be given a choice of 5 triggers:\r\n<ul>\r\n 	<li>New Conversion</li>\r\n 	<li>New Call</li>\r\n 	<li>New Company</li>\r\n 	<li>Returning Company</li>\r\n 	<li>Missed Call</li>\r\n</ul>\r\nYour choice of trigger will all depend on your type of business. For this example, we are going to choose New Conversion. Once you have made your decision, simply continue.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1783\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-3-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 3 - www.ruleranalytics.com\" width=\"801\" height=\"429\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Steps 4 and 5:</strong> If you have already entered your Ruler Analytics account details then you can move straight onto Step 6; if not then simply fill in your account details by using the onscreen instructions. Here you will also need to identify the site you want to track if your Ruler account has more than one.\r\n\r\nIf set up correctly then you will receive a notification, which will allow you view your conversion to make sure everything looks OK.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1786\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-4-and-5-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 4 and 5 - www.ruleranalytics.com\" width=\"803\" height=\"430\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Steps 6 and 7:</strong> Zapier will test your trigger by locating an existing conversion. You will need to make sure that you have at least one recent conversion created and it matches the trigger option you chose.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1791\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-6-and-7-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 6 and 7 - www.ruleranalytics.com\" width=\"801\" height=\"429\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Step 8:</strong> Next you will be prompted to choose the app you want the action to relate to, for example, Salesforce.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1799\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-8-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 8 - www.ruleranalytics.com\" width=\"800\" height=\"428\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Steps 9 and 10:</strong> Select an action, for example, “Create New Lead”. Select, then follow the onscreen instructions to <strong>Connect Your Account</strong> and hit Continue.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1801\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-9-and-10-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 9 and 10 - www.ruleranalytics.com\" width=\"800\" height=\"429\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Step 11:</strong> You will then be asked to set up your Salesforce Lead. Name and Company are compulsory here; all other fields are optional. To select a name and company, simply click on the plus sign next to the field and select the appropriate options from the list.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-1802\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-11-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 11 - www.ruleranalytics.com\" width=\"800\" height=\"429\" />\r\n\r\n&nbsp;\r\n\r\n<strong>Step 12:</strong> Once you have chosen your desired options you’re ready to go! You will start receiving data from Ruler into your Sales Force account straight away.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2570\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/How-to-Transfer-your-Analytics-Data-to-Salesforce-Step-12-www.ruleranalytics.com_.png\" alt=\"How to Transfer your Analytics Data to Salesforce Step 12 - www.ruleranalytics.com\" width=\"801\" height=\"429\" />\r\n\r\n&nbsp;\r\n<h5><em>Please Note:</em></h5>\r\nZapier charges a monthly fee once the 14 day trial has finished. You can find their Plans and Pricing options <a href=\"https://zapier.com/pricing/\">here</a>.\r\n\r\nIf you don’t currently have Ruler Analytics and would like to learn more about the product and the benefits it can offer your business, please don’t hesitate; book a demo today and one of our team will be in touch.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','How to Integrate Ruler Analytics and Salesforce','','publish','closed','open','','how-to-integrate-ruler-analytics-and-saleforce','','\nhttps://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/','2017-01-09 16:37:30','2017-01-09 16:37:30','',0,'https://www.ruleranalytics.com/?p=1762',0,'post','',0),(1818,3,'2016-08-25 10:00:48','2016-08-25 09:00:48','In order to assess the effectiveness of marketing strategies and justify spend, marketers need metrics. Metrics are essentially <a href=\"https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/evaluating-marketing-performance-23/marketing-performance-metrics-134-7590/\">sets of numerical data</a> based on different marketing activities, that can then be measured against targets to assess marketing performance.\r\n\r\nThis quantifiable evidence then allows marketers to allocate their budgets according to which areas justify the greatest spend. Metrics are useful for building marketing performance in a variety of other ways too:\r\n<ul>\r\n 	<li>They give a fairly accurate idea of brand awareness and the effectiveness of marketing campaigns within your target audience.</li>\r\n 	<li>They provide information on your competitors.</li>\r\n 	<li>They provide an information base that can be drawn upon to help influence future decision making.</li>\r\n</ul>\r\nFor Pay Per Click (PPC) campaigns, one of the most commonly used metrics is Click Through Rate (CTR). However, the effectiveness of CTR as a measurement of marketing performance has long been the subject of debate.\r\n\r\n&nbsp;\r\n<h4>What is \'Click Through Rate\'?</h4>\r\nIn a nutshell, CTR is the number of people who actually click on your ad. It is used to measure online advertising performance, particularly for PPC campaigns. CTR is calculated by dividing the number of times an ad is clicked by the number of impressions (times it is seen).\r\n\r\n&nbsp;\r\n<h4>Why is CTR Important?</h4>\r\nCTR is especially important to PPC campaigns as it has an impact on your <a href=\"http://www.wordstream.com/click-through-rate\">Quality Score</a>, which is what determines the cost and effectiveness of your paid search campaigns. Quality Score is Google’s rating of the quality and relevance of your PPC ads and keywords. Therefore, CTR has a direct impact on your Return on Investment (ROI). CTR also has a number of <a href=\"https://www.aabacosmallbusiness.com/advisor/important-click-rate-ctr-really-042603295.html\">other benefits</a>:\r\n<ul>\r\n 	<li>It gives you an overall view of how well your ads are attracting your target audience. This is especially useful if your rates during a campaign are unusually high or low.</li>\r\n 	<li>It provides you with a base of visitors who will potentially convert.</li>\r\n 	<li>It helps to determine the success of a particular campaign compared to previous ones you’ve run.</li>\r\n 	<li>It helps to gauge your success against your competitors.</li>\r\n 	<li>It helps you to evaluate the effectiveness of your call to action.</li>\r\n</ul>\r\n&nbsp;\r\n<h4>Common problems marketers face when measuring CTR</h4>\r\nIt can be difficult to determine how much CTR actually affects your Google rankings due to <a href=\"http://www.searchengineland.com/important-click-rate-seo-campaign-229588\">other factors</a>. For example, if a company suddenly improves the quality of its content and promotes its website better, their rankings will improve at the same time as being discovered by more users and therefore getting more clicks. Other reasons why people are hesitant to use CTR as an accurate metric are:\r\n<ul>\r\n 	<li>It doesn’t always lead to a conversion.</li>\r\n 	<li>It can also include “bad” clicks, such as those from your competitors and cold callers.</li>\r\n 	<li>It doesn’t tell you the quality of the lead.</li>\r\n</ul>\r\n&nbsp;\r\n<h4>So what else should you be focusing on as well as CTR?</h4>\r\nMeasuring your CTR is still useful, as it gives you an idea of how well your ad is performing, and as it has an influence on your Quality Score, it does directly affect your ROI. However, alone it can’t tell you the real success of your marketing campaigns. ROI is the most important metric to monitor, as this is what will justify your marketing spend. ROI calculation requires more in-depth research into exactly how visitors are engaging with your website, and which elements are leading to the most conversions.\r\n\r\n&nbsp;\r\n<h4>How Ruler Analytics can help</h4>\r\nRuler is an invaluable tool in calculating your ROI, as it not only analyses visitor levels, but also monitors each lead individually, providing you with vital information about where your conversions are coming from. In addition, Ruler can also analyse the keywords during a search. With Ruler Re-provide, you can see exactly what your visitors are searching for, enabling you to include the right keywords for SEO, and providing attribution for phone calls and visitor journeys.\r\n\r\nTo see the benefits of Ruler for yourself, take advantage of the 30-day free trial. For more information on this and all the latest news and updates, follow Ruler on <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a>, <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a> and <a href=\"https://www.facebook.com/ruleranalytics/\">Facebook</a>.','How Important is Click Through Rate in PPC?','','publish','closed','open','','how-important-is-click-through-rate-in-ppc','','','2017-01-09 16:13:29','2017-01-09 16:13:29','',0,'https://www.ruleranalytics.com/?p=1818',0,'post','',0),(1845,3,'2016-08-30 14:17:48','2016-08-30 13:17:48','Ruler Analytics is all about helping you maximise your marketing efforts and stay ahead of your competitors. That is why, with agencies in mind, we have devised the <a href=\"https://www.ruleranalytics.com/call-tracking-software-for-digital-marketing-agencies/\">Ruler Analytics White Label Partner Program</a>.\r\n\r\n&nbsp;\r\n<h4>What is the Ruler Analytics White Label Partner Program?</h4>\r\nA white label product is something that has been designed by one company, that is then offered to other companies with permission for them to rebrand it to make it appear as if they have designed it themselves.\r\n\r\nThis is what the Ruler White Label Partner Program allows you to do with our product. It’s a great opportunity for agencies to offer their clients all the benefits of Ruler, without having to go through us.\r\n\r\nYou can now upload your own branding to Ruler Analytics, and use it as if you designed the product yourself, giving you a great USP for both existing and potential customers.\r\n\r\n&nbsp;\r\n<h4>What Does the White Label Partner Program Include?</h4>\r\nThe Ruler White Label Partner Program offers your company and clients all the features and benefits of Ruler Analytics, including <a href=\"https://www.ruleranalytics.com/call-tracking/\">Call Tracking</a>, Ruler Keyword Re-Provide, Bounced Calls, Individual Visitor Tracking, Company Identification and much more.\r\n\r\nIn addition to the product itself, other benefits of the Partner Program include:\r\n<h5><strong>\r\n</strong>Full Training</h5>\r\nOur friendly and experienced Customer Support Team here at Ruler Analytics can provide you with a full tour of the product, including valuable hints and tips on the best ways to use the product to maximise its benefits for your company and clients.\r\n<h5><strong>\r\n</strong>Ongoing Support</h5>\r\nOur dedicated Customer Support Team are not just here for the beginning of your journey with Ruler. If at any time you or a client encounter an issue with the product, all you need to do is get in touch.\r\n\r\nOur team are here to help and will do their best to resolve any issues for you as quickly as possible.\r\n<h5><strong>\r\n</strong>Personalised Usernames and Passwords</h5>\r\nYou can give your clients the opportunity to set up their own users with password protection, so the right people can access the information they need, anytime, anyplace.\r\n<h5><strong>\r\n</strong>Can be Placed on a Sub-Domain of your Choice</h5>\r\nWe can place the product on a sub-domain of your choosing, so your clients will never have to visit our website. This allows you to brand the product authentically as your own, giving the best impression to your clients.\r\n<h5><strong>\r\n</strong>Dedicated Account Management</h5>\r\nWe provide you with a Master Login which allows you access to all your clients who have signed up to the product. This not only saves you time, but also gives you an overview of just how much Ruler Analytics is benefitting your business.\r\n\r\n&nbsp;\r\n<h4>How Will it Benefit Your Business?</h4>\r\nAll marketers know the importance of analytics in providing the vital information you need to calculate the ROI of your campaigns.\r\n\r\nThe Ruler White Label Partner Program allows you to offer this information to your clients, enabling them to budget more efficiently and target their marketing activities for maximum returns.\r\n<h5><strong>\r\n</strong>Demonstrate Your Worth</h5>\r\nThe biggest problem faced by agencies is often finding a way to demonstrate how their efforts generated those all-important leads, especially if they come in by phone.\r\n\r\nRuler’s Call Tracking and Individual Visitor Tracking features can solve these problems, giving you the ability to trace each telephone lead back to its original source.\r\n\r\nIt works using Dynamic Number Insertion (DNI) technology, which generates a unique number for each lead. This allows you to match each lead with the source that led them to your site, such as a PPC or SEO campaign, enabling you to demonstrate the proof that your hard work is paying off.\r\n<h5><strong>\r\n</strong>Upgrade Your Existing Services</h5>\r\nThe Ruler White Label Partner Program offers marketing agencies a great USP by enabling you to offer your clients a highly useful service that your competitors can’t provide.<strong>\r\n</strong>\r\n<h5><strong>\r\n</strong>Increase Your Own ROI</h5>\r\nIn addition to providing your customers with more insight into the performance of their marketing channels, you can also take advantage of all the benefits of Ruler for yourself, discovering your most profitable channels and determining what’s working and what isn’t, <a href=\"https://www.ruleranalytics.com/national-claims-helpline-claiming-roi-less-two-months/\">for more efficiently targeted marketing and an increased ROI</a>.\r\n\r\n&nbsp;\r\n<h4>Conclusion</h4>\r\nThe Ruler Analytics White Label Partner Program can offer a huge variety of benefits for you and your clients that will truly keep you ahead of the pack.\r\n\r\nIf you would like to discover more about Ruler Analytics or our White Label Partner Program, including pricing, please call us. Alternatively, to explore the benefits of Ruler for yourself, you can book a <a href=\"http://www.ruleranalytics.com/book-a-demo/\">demo online</a> with us today.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Ruler Analytics White Label Partner Program','','publish','closed','open','','ruler-analytics-white-label-partner-program','','','2017-01-09 16:11:37','2017-01-09 16:11:37','',0,'https://www.ruleranalytics.com/?p=1845',0,'post','',0),(1884,3,'2016-09-01 10:20:02','2016-09-01 09:20:02','Pay-Per-Click (PPC) is a vital element in any marketing campaign, as it can inform your entire marketing strategy in a variety of different ways.\r\n\r\nFor a start, it’s a great way of determining your target market, as statistics show that for consumers looking to buy a specific product, paid ads get <a href=\"https://www.protocol80.com/blog/ppc-statistics-small-business\">65% of all clicks</a>, with visitors from PPC sources 50% more likely to purchase something than organic visitors to your site. PPC campaigns can also increase your brand awareness by 80%.\r\n\r\nAccording to paid search <a href=\"http://www.unbounce.com/ppc/is-ppc-still-relevant-in-age-of-inbound-marketing/\">expert Matt Hessler</a>, “There’s no substitute for the ability to market to a user who is searching for your exact product.”\r\n\r\n&nbsp;\r\n<h4>Vital Information for Your Marketing Strategy</h4>\r\nIn comparison with other forms of targeted advertising, PPC <a href=\"https://www.digitalmarketingpro.net/5-reasons-why-ppc-is-important-for-small-business-success-550/\">shows results much faster</a>, so it can be a highly useful early indicator of the levels of interest you can expect to see from a particular product or campaign.\r\n\r\nPPC also allows you to target specific demographics that are likely to be interested in your product, as you choose the keywords that will result in your ad being shown at the top of a Google results page.\r\n\r\nNot only is this great for your business as an ad in the first position has an average click-through rate of <a href=\"http://www.slideshare.net/WishpondTechnologiesLtd/21-random-stats-and-facts-about-google-ad-words\">more than 7%</a>, but it also allows you to monitor which keywords are bringing in the most business, information you can then put to good use in the rest of your marketing strategy.\r\n\r\nAs <a href=\"http://www.unbounce.com/ppc/is-ppc-still-relevant-in-age-of-inbound-marketing/\">Brad Geddes</a>, Founder of Certified Knowledge, explains: “There is no channel other than PPC that can give you reach, scale, control and consistent results day-over-day like paid search.”\r\n\r\n&nbsp;\r\n<h4>Complications with Tracking PPC Conversions</h4>\r\nAll this evidence clearly illustrates how relevant PPC is as a marketing channel; it delivers quick results and provides you with information that will help you maximise the rest of your marketing strategy. But how do you actually determine how well it’s working for you?\r\n\r\nThe main problem with PPC has always been proving its effectiveness in quantifiable terms.\r\n\r\nWith no way of linking telephone leads back to their original source, marketers have had great trouble calculating the true ROI of PPC campaigns, as they haven’t been able to prove which conversions were generated by their paid ads. However, there is now a solution to this problem, thanks to Ruler Analytics.\r\n\r\n&nbsp;\r\n<h4>A New Solution</h4>\r\nRuler Analytics enables you to trace your web and telephone leads back to their original source, by tracking the visitors to your site on an individual level.\r\n\r\nThis means that not only can you monitor each of your visitors to their exact source (such as a PPC or SEO campaign), but you can also track the visitors that also completed a telephone call with the help of Ruler’s call tracking feature.\r\n\r\nDaniel Reilly, Director of Ruler Analytics, explains how it works and why this information is so vital for marketers:\r\n<blockquote>“Ruler Analytics was founded in response to the experience myself and my business partner, Ian Leadbetter, had with PPC, SEO, social and email marketing, and lead generation. We had used (and still do use) Google Analytics for many years, but as many business people find, it’s unable to display website leads and goal conversions in a visitor level context. When a visitor to a website fills in a form or dials the phone number on the site, businesses need to be able to see the exact keyword or referring URL that generated this lead or enquiry.\"</blockquote>\r\nNow, thanks to Ruler Analytics, marketers are able to access this vital information, so they can finally prove the ROI of their PPC campaigns by seeing how many leads and enquiries they have generated.\r\n\r\nThey can also see which keywords have generated the most interest, which can inform future campaigns, making it more possible than ever to target the exact audience who are the most likely to buy into your product or service, maximising the effectiveness of all your marketing activity.\r\n\r\n&nbsp;\r\n<h4>Conclusion</h4>\r\nPPC is still a highly effective marketing tool in itself, and also has an important role to play in informing the rest of your campaigns.\r\n\r\nNow, with the ability to calculate a realistic ROI for your PPC ads, this strategy could become more important than ever to your business.\r\n\r\nIf you would like to see for yourself how Ruler Analytics can help, we can provide you with a demo, which comes with a FREE 30-day trial, so you can see how the right information can make a greater success of all your marketing activities','Offline Conversion Tracking – How To Calculate The True ROI Of Your PPC Campaign','','publish','closed','open','','offline-conversion-tracking-calculate-true-roi-ppc-campaign','','','2017-01-09 16:09:16','2017-01-09 16:09:16','',0,'https://www.ruleranalytics.com/?p=1884',0,'post','',0),(1902,3,'2016-09-05 11:26:51','2016-09-05 10:26:51','As a marketing agency, you know that client expectations are high. They hire you to deliver the best possible results, and it’s your performance that separates you from the rest. Sometimes, however, it’s difficult to provide your clients with the positive proof they need that your efforts are paying off.\r\n\r\n&nbsp;\r\n<h2>Why Marketing Agencies Benefit From Call Tracking</h2>\r\nPreviously, one of the biggest problems faced by marketers has been the ability to prove which campaigns were generating telephone leads, but fortunately <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking solves this problem</a>.\r\n\r\nRuler Analytics in particular uses <a href=\"https://www.ruleranalytics.com/blog/call-tracking/dynamic-number-insertion-work/\">Dynamic Number Insertion (DNI)</a> technology, which generates a unique phone number for each campaign or website visitor, allowing marketers to trace which keywords led them to a website whether it be an organic or paid search.\r\n\r\nBelow are five ways marketing agencies can benefit from this technology, and why it’s crucial for agencies to incorporate call tracking into their business strategies.\r\n\r\n&nbsp;\r\n<h3>Demonstrate your worth</h3>\r\nA big problem agencies face is that they struggle to demonstrate how their efforts are generating those all-important leads over the phone. Call tracking provides the actual data you need by being able to trace the caller back to a specific source.\r\n\r\nAt Ruler Analytics, our call tracking system provides a unique number for each visitor, enabling their interactions to be recorded from keyword level.\r\n\r\nThis means you have access to the exact keywords they used in their search, what pages of your website they looked at, and whether or not they actually made a phone call, allowing you to provide your clients with the proof that your efforts are paying off for them.\r\n\r\n&nbsp;\r\n<h3>Upgrade your Existing Services</h3>\r\nAt Ruler Analytics, we enjoy close working relationships with other leading marketing agencies throughout the UK, and as a result of this we have been able to see how our products can be of immense benefit to other marketing professionals.\r\n\r\nThis is why we now offer <a href=\"/agency-partner/\">a special package for marketing agencies</a> who want to offer the benefits of call tracking to their customers. Not only will Ruler Analytics provide your agency with a unique selling point, but also allows your customers to see first-hand how well their campaigns are performing.\r\n\r\n&nbsp;\r\n<h3>Increase your own ROI</h3>\r\nAs a marketing agency, you’re all about increasing the ROI for your customers. However, it’s important that you remember to focus on your own business, too. Call tracking will enable you to find out which are your most profitable marketing channels, and which keywords are generating website visits and leads.\r\n\r\nThis insight can then be used to inform all your marketing efforts in the future, allowing you to get the most from your own marketing.\r\n\r\n&nbsp;\r\n<h3>Optimise your budget</h3>\r\nIf you’re providing PPC or SEO services, budgets are often tight, but expectations are still high. Visitor level analytics such as call tracking allow you to delve deeper into your marketing campaigns and discover which campaigns are failing to generate the expected returns.\r\n\r\nThis enables you to stop wasting money on under-performing platforms, and utilise this spend to better effect on campaigns that consistently generate higher returns.\r\n\r\n&nbsp;\r\n<h3>Integrated analytics</h3>\r\nAt Ruler Analytics, we have created call tracking software that can easily be integrated with your desired CRM, enabling you to see and understand your call data in context. You can find out more about <a href=\"https://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/\">our integration features here</a>.\r\n\r\n&nbsp;\r\n<h3>Conclusion</h3>\r\nModern technology has become so much a part of all our lives that it’s easy to forget the power of the humble telephone in this age of emails, instant messaging and live chat. However, phone calls are still as important as ever for many businesses when it comes to lead generation.\r\n\r\nCall tracking enables you to implement marketing strategies that will generate the most phone calls, both for you and your clients, and also gives you the ability to provide absolute proof that your marketing efforts are causing their phones to ring.\r\n\r\nBy being able to demonstrate that your campaigns are integrating telephone leads into the rest of your customers’ businesses, you are able to provide a truly comprehensive service that will keep you ahead of the pack.\r\n\r\nExperience the benefits of Ruler Analytics for yourself and book a demo today. Don’t forget to follow us on <a href=\"https://www.facebook.com/ruleranalytics/?fref=ts\">Facebook</a>, <a href=\"https://twitter.com/ruleranalytics\">Twitter</a> and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> for all our latest news and information\r\n<h4></h4>\r\n&nbsp;\r\n<h5></h5>\r\n<h5></h5>','5 Reasons Why Marketing Agencies Need Call Tracking','','publish','closed','open','','5-reasons-marketing-agencies-need-call-tracking','','https://www.ruleranalytics.com/blog/call-tracking/dynamic-number-insertion-work/\nhttps://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/','2017-06-22 11:08:07','2017-06-22 10:08:07','',0,'https://www.ruleranalytics.com/?p=1902',0,'post','',0),(1911,3,'2016-09-08 10:07:24','2016-09-08 09:07:24','There has been a great deal of debate recently about the positives and negatives of call tracking. At Ruler Analytics, we frequently get asked whether or not call tracking can be harmful to an SEO campaign, as there have been many articles decrying the whole notion of call tracking and claiming it can have a negative effect on your marketing efforts.\r\n\r\nWe at Ruler Analytics would like to set the record straight; but first let us explain what call tracking actually is.\r\n\r\n&nbsp;\r\n<h4>What is Call Tracking?</h4>\r\nIf you don\'t already know what Call tracking is, it\'s a method the marketing industry has developed to solve the problem of where your telephone leads actually come from.\r\n\r\nOur call tracking software in particular uses Dynamic Number Insertion (DNI) to assign a unique phone number to each visitor, area or campaign, such as a PPC or SEO campaign, allowing you to trace the source from which every visitor clicked through to your website, and which keywords were used in organic searches.\r\n\r\nCall tracking is typically used to measure the impact of PPC, SEO and retargeting campaigns, and is a vital tool for doing so, as without it, it’s impossible to prove the efficacy of your campaigns as you cannot provide proof that they were the sources of your telephone conversions.\r\n\r\nIt is also highly useful for marketing agencies, as it allows them to demonstrate to clients that they are achieving their targets\r\n\r\n&nbsp;\r\n<h4>How Can Call Tracking Be Negative For SEO?</h4>\r\nAs you know, SEO is all about getting your Google ranking as high as possible. One of the factors you have to take into account in order to achieve this is NAP.\r\n\r\nNAP stands for Name, Address, Phone number, and must be taken into account by anyone running an SEO campaign. Google use these to validate that your business is legitimate, by checking that they are the same throughout all online directories.\r\n\r\nIf different phone numbers appear in different places, search engine algorithms can become confused, and will rank you lower, which is likely to harm your SEO campaign.\r\n\r\n&nbsp;\r\n<h4>Will Call Tracking Harm Your SEO Campaign?</h4>\r\nIf call tracking is not used correctly, it can potentially damage your SEO efforts.\r\n\r\nCall tracking numbers should never be used in online directory listings, as a poor ranking will not only harm your SEO campaign but can also be harmful to the rest of your marketing efforts across the board.\r\n\r\nHowever, as long as your call tracking system puts all the necessary precautions in place to ensure that the call tracking numbers you are using are not visible to search engines, and only the actual phone number of your business is listed, call tracking will have no negative impact on your SEO campaigns or the rest of your marketing.\r\n\r\n&nbsp;\r\n<h4>How to use Call Tracking Correctly</h4>\r\nUsing call tacking correctly basically all comes back to the Dynamic Number Insertion technology.\r\n\r\nDNI works by using a Java Script code which displays a call tracking number to the caller, but ensures that the default phone number for your business is hard coded into your website, so it won’t change as far as the search engines’ bots are concerned.\r\n\r\nThis means that your Google ranking will not be affected, nor will your SEO campaign. By using this technology, you are still able to take advantage of call tracking to determine the exact sources of your telephone leads.\r\n\r\n&nbsp;\r\n<h4></h4>\r\n<h4>Conclusion</h4>\r\nRuler Analytics’ call tracking technology uses DNI, so the main phone number of your business is what is visible to the search engines, but a unique number will be generated for every individual user who clicks through to your website from an advertisement or organic search.\r\n\r\nThis enables you to determine exactly which campaign led each visitor to your website, providing you with the vital information you need to calculate the ROI of each campaign. It can also tell you which geographical areas your callers are coming from.\r\n\r\nIn the case of visitors who have found your site through organic searches, it shows you which keywords they have used in their search, so you can see exactly what the visitors to your site are searching for. This has huge benefits when it comes to informing your future marketing efforts.\r\n\r\nRuler Analytics are currently offering a demo which is accompanied by a FREE 30-day trial, so you can experience the benefits of Ruler Analytics for yourself.\r\n\r\nTo book your demo, <a href=\"https://www.ruleranalytics.com/book-a-demo/\">click here</a>, and for further news and information, please don’t forget to follow Ruler Analytics on <a href=\"http://www.ruleranalytics.com/twitter\">Twitter</a>, <a href=\"http://www.facebook.com/ruleranalytics\">Facebook</a> and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a>.\r\n<h4></h4>\r\n&nbsp;\r\n<h4></h4>','The Truth Behind Call Tracking and SEO','','publish','closed','open','','the-truth-behind-seo-and-call-tracking','','','2017-01-09 16:05:14','2017-01-09 16:05:14','',0,'https://www.ruleranalytics.com/?p=1911',0,'post','',0),(1936,3,'2016-09-12 10:59:17','2016-09-12 09:59:17','Whatever your industry, if your business generates many of its leads over the telephone, you could benefit from call tracking.\r\n\r\nCall tracking has been proven to increase conversions and lower CPA, especially as <a href=\"https://marketingtechblog.com/call-tracking-analytics/\">inbound callers are 10 to 15 times more likely to convert</a> than web leads. Many people still prefer to talk to a real person rather than filling in their details online.\r\n\r\nCall tracking is becoming more important than ever before, due to the rise of mobile searches and click-to-call, <a href=\"https://searchenginewatch.com/sew/how-to/2397015/click-to-call-and-the-big-data-gap\">with 70% of mobile searchers now calling a business directly</a> from search results. Phone calls are still the leader driver for PPC campaigns.\r\n\r\nSo how do you know where your telephone leads are coming from, and how would that information be useful to you?\r\n\r\nHere we take a look at some of the types of businesses that can benefit from call tracking, and how it could help them.\r\n\r\n&nbsp;\r\n<h4>Legal</h4>\r\nLaw firms have a tough time when it comes to online advertising. It is such a competitive category that keywords relating to legal services, such as “lawyer”, are the <a href=\"http://www.wordstream.com/blog/ws/2015/06/29/law-firm-marketing\">most expensive keywords</a> on search engines.\r\n\r\nAs a result of this, it’s vital for law firms to be able to prove the ROI of their PPC and SEO campaigns to justify spend.\r\n\r\nCall tracking enables you to see exactly how many of your calls are being generated by which online campaigns, enabling you to get the best returns from your marketing.\r\n\r\n&nbsp;\r\n<h4>Marketing Agencies</h4>\r\nThe <a href=\"/call-tracking/call-tracking-software-for-digital-marketing-agencies/\">most important thing for marketing agencies is measuring</a> and being able to prove the efficacy of their campaigns to their clients. Historically, this has been difficult to do.\r\n\r\nCall tracking provides the definitive proof your clients are looking for - that your PPC and SEO work is paying off.\r\n\r\nCall tracking also allows you to upgrade your services by offering call tracking as part of your package, giving you a USP that will keep you ahead of the competition.\r\n\r\n&nbsp;\r\n<h4>Real Estate</h4>\r\nIt’s common sense for estate agents to advertise online. But how many sales are you likely to make directly from your website? People are not going to “click buy” something as important and expensive as property; they will make a phone call to arrange to meet you and see it for themselves.\r\n\r\nThis makes call tracking an essential tool for real estate agencies as it enables you to see which of your online marketing efforts are generating the most phone calls.\r\n\r\n&nbsp;\r\n<h4>Dental and Cosmetic Surgery</h4>\r\nIn an emergency, people are likely to telephone a dentist rather than calling into the surgery to see if there’s an appointment.\r\n\r\nCall tracking will allow you to determine not only how your patients found you, but also how wide a geographical area they are coming from.\r\n\r\nFor cosmetic surgery clinics, the same applies; a lead will need to speak to someone to discuss their individual requirements and arrange a consultation, especially as many people choosing cosmetic surgery are sensitive about it and will not want to provide that information online.\r\n\r\n&nbsp;\r\n<h4>Home Services</h4>\r\nIf your business offers any kind of home improvement services, including plumbing, painting, cleaning, landscaping, window and door installation or any other home-related service, call tracking is essential.\r\n\r\nFor example, if a customer has a leak, they’re much more likely to telephone plumbers rather than filling in a form online and hoping someone emails them back.\r\n\r\nThe home services category is a highly competitive one on Google and it is therefore difficult to achieve top rankings.\r\n\r\nCall tracking gives you the ability to listen back to your calls to establish the reasons why people are calling your business, so you can target your online marketing more efficiently.\r\n\r\n&nbsp;\r\n<h4>Hospitality/ Hotels</h4>\r\nMany hotel businesses now provide online booking services. However, there are still many customers who prefer the reassurance of actually speaking to someone to ensure their reservation has been made. This is why telephone calls remain the biggest driver for hotel bookings.\r\n\r\nThis applies throughout the travel industry, whether you’re providing package holidays or specialist niche excursions.\r\n\r\nCall tracking is vital as it enables you to understand what people want from your services and therefore give you a better insight into your target market.\r\n\r\n&nbsp;\r\n<h4>Mortgage and Loan Providers</h4>\r\nNaturally, many people are reluctant to enter personal or financial information online, yet providing this information is an essential part of being approved for a loan or mortgage.\r\n\r\nTherefore many of your leads are likely to come in by telephone.\r\n\r\nCall tracking will enable you to see how they found you and which pages of your website they visited, informing you exactly how much information they had about your company before they chose to make the call.\r\n\r\n&nbsp;\r\n<h4>So what can you do to track calls?</h4>\r\nRuler Analytics’ call tracking system works by overriding the phone number on your website and replacing it with a unique number for each individual.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2337\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/09/9-ways-your-small-business-can-benefit-from-call-tracking-www.ruleranalytics.jpg\" alt=\"9 ways small businesses can benefit from call tracking - www.ruleranalytics.com\" width=\"801\" height=\"496\" />\r\n\r\n&nbsp;\r\n\r\nWhen the caller dials the number they see, it still goes through to your original phone number, be it a landline or mobile.\r\n\r\nBy tracking that individual number, Ruler Analytics can show you which ad campaign that person clicked on, or which keywords they searched for, as well as which pages of your website they looked at before they made their call, all vital information for getting the best returns out of your marketing efforts.\r\n\r\nRuler Analytics are currently offering a demo, accompanied by a FREE 30-day trial, so you can experience the benefits of call tracking and Ruler’s other features for yourself.\r\n\r\nPlease get in touch to book your demo, and don’t forget to follow Ruler Analytics on <a href=\"http://www.ruleranalytics.com/ruleranalytics\">Twitter</a>, <a href=\"https://www.facebook.com/ruleranalytics\">Facebook</a> and <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> for news and information\r\n<h5></h5>\r\n&nbsp;\r\n<h5></h5>','9 Types of Businesses that need Call Tracking','','publish','closed','open','','9-types-businesses-need-call-tracking','','','2017-01-09 16:00:39','2017-01-09 16:00:39','',0,'https://www.ruleranalytics.com/?p=1936',0,'post','',0),(1986,3,'2016-09-21 11:38:30','2016-09-21 10:38:30','One of the biggest problems for marketers has always been how to establish the original source of their telephone leads. Ruler Analytics can now offer a solution to that problem with our Call Tracking feature.\r\n\r\n&nbsp;\r\n<h4>How Does Ruler Analytics Call Tracking Work?</h4>\r\nRuler Analytics Call Tracking works by using Dynamic Number Insertion (DNI) technology. This overrides the phone number on your website and generates a unique one specific to each campaign, area or visitor, allowing you to see the exact source from which each visitor was directed to your website.\r\n\r\nThis is vital information as knowing how many calls each campaign has generated allows you to calculate the ROI of your PPC, SEO and other marketing activities, justifying your spend and allowing you to maximise your budget and target your marketing more effectively in future.\r\n\r\nRuler Analytics Call Tracking can also provide you with essential background information on each caller, such as whether they visited any other pages on your site prior to making their call, and whether their visit to your site was their first or a return visit.\r\n\r\nThis information allows you to determine the exact point at which they converted, and what previous actions led to the conversion, all of which can help you in your marketing efficiency.\r\n\r\n&nbsp;\r\n<h4>A Number to Suit Your Needs</h4>\r\nAt Ruler Analytics, we understand that different campaigns require different techniques, which is why we can provide you with a number that best suits your purpose for the calls you want to track.\r\n\r\n&nbsp;\r\n<h5>Geographical Numbers</h5>\r\nThese are “local” numbers, trackable numbers prefixed with an area code relating to a town, city or location in the UK, such 020 for London or 0151 for Liverpool.\r\n\r\nThese types of numbers work particularly well if you are running a local PPC or SEO campaign wanting to attract more business from a specific area. The number on your website is one of the top four factors in completing a conversion.\r\n\r\nIf a visitor to your site sees a local phone number, they are likely to trust your business more, as they feel you have an investment in their local community, and that if they call you they won’t be put through to a generic call centre that won’t understand their needs.\r\n\r\n&nbsp;\r\n<h5>Non-Geographical Numbers</h5>\r\nThese are numbers that don’t relate to a specific area. They usually begin with 03, 05, 070/ 076, 080, 0845, 0870, 083/ 4, 0871, 09, 116 and 188. These numbers are typically used by businesses that provide support or information, or handle payments over the phone.\r\n\r\nThey are useful if your marketing is not locally targeted and you are trying to attract nationwide business, as they create the impression of a large and profitable company with enough staff to handle your call.\r\n\r\nPlease note that premium numbers do come at a slightly higher cost. For further information on this, please contact the team at Ruler Analytics, who will be happy to discuss pricing options with you.\r\n\r\n&nbsp;\r\n<h4>Call Tracking Price Plans</h4>\r\nRuler Analytics Call Tracking numbers are FREE unless you require a specific number type, and remain within your package allowance, for example:\r\n<ul>\r\n 	<li><strong>Essentials Package: </strong>£99 per month; you receive up to 1,000 minutes.</li>\r\n 	<li><strong>Advanced Package:</strong> £149 per month, with up to 2,000 minute included.</li>\r\n</ul>\r\nGeographic and Freephone numbers may incur an additional charge of approximately 2p per minute if you receive a higher volume of calls than your package allocates.\r\n\r\nBoth packages also include Visitor Identification, Keyword Level Tracking and Company Identification, providing you with further vital information so you can see exactly where your customers are coming from, and which keywords are most effective in bringing visitors to your website.\r\n\r\nThis information can then be put to good use across the whole of your marketing activity, allowing you to target your marketing at the exact audience who are the most likely to buy into your product, so you can get the most of your campaigns and grow your business.\r\n\r\n&nbsp;\r\n<h4>Interested to Learn More?</h4>\r\nRuler Analytics offers a demo showing how Call Tracking can have a highly positive impact on your business. <a href=\"http://www.ruleranalytics.com/book-a-demo/\">Book one today</a> to discover the many benefits of Ruler Analytics for yourself.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','A Complete Guide to Ruler Analytics Call Tracking','','publish','closed','open','','a-complete-guide-to-ruler-analytics-call-tracking','','','2017-01-09 15:54:47','2017-01-09 15:54:47','',0,'https://www.ruleranalytics.com/?p=1986',0,'post','',0),(2080,3,'2016-10-04 16:01:09','2016-10-04 15:01:09','Pay Per Click (PPC) campaigns are an important part of your marketing activity, especially if you generate a lot of your business via telephone leads.\r\n\r\nIt offers <a href=\"https://www.distilled.net/blog/ppc/ppc-as-a-part-of-online-marketing-strategy/\">quicker results</a> than most other forms of advertising, and can bring in a reliable stream of business while you’re concentrating on your other marketing efforts. The success of your PPC campaigns can also offer you insights that you can then use to inform the rest of your marketing activity, generating greater success across the board.\r\n\r\nAccording to <a href=\"http://unbounce.com/ppc/is-ppc-still-relevant-in-age-of-inbound-marketing/\">Brad Geddes</a>, founder of internet marketing education company Certified Knowledge,\r\n<blockquote><strong>“There is no channel other than PPC that can give you reach, scale, control and consistent results day-over-day like paid search. It can be a very predictable channel to supplement the highs and lows that are often associated with content marketing.”</strong></blockquote>\r\nHowever, in order to get the most out of your PPC advertising, it’s vital that you have access to certain data that can allow you to track the performance of your campaigns so you can adjust them to gain the maximum benefits for your business. Here we take a look at the six metrics you can’t afford to be without.\r\n\r\n&nbsp;\r\n<h5>Keywords that are Driving Inbound Calls</h5>\r\nWith online conversions, it’s fairly easy to measure which keywords are driving them by using form submissions; but what about the conversions made through phone calls? If your company generates a lot of business by telephone, it’s vital that you know which keywords searches are leading people to call you. Otherwise you can end up reducing the effectiveness of your PPC campaigns by eliminating keywords that are actually generating a lot of offline conversions.\r\n\r\n&nbsp;\r\n<h5>Calls made from Ads Versus Landing Pages</h5>\r\nThis information offers you insights into the performance of your marketing activities. Are customers clicking through on your ads or are more being brought to you via your landing pages? This knowledge will allow you to adjust your marketing activities in order to target them more effectively.\r\n\r\n&nbsp;\r\n<h5>Geographical Location</h5>\r\nBy establishing which geographical area most of your leads are coming from, you can target your advertising more specifically, including setting <a href=\"https://support.google.com/adwords/answer/2732132?hl=en-GB\">bid modifiers</a>. These allow you to show your ads more or less frequently based on where people are searching from, saving you from wasting money on advertising in an area that is generating no leads.\r\n\r\n&nbsp;\r\n<h5>Quality/ Length of the Call</h5>\r\nTypically, the longer the call the higher the quality of the lead, however this necessarily this isn’t true. Just recording the length of a call isn’t good enough, you need to drill down, listen to the call and determine the quality for yourself. To do this, you need to invest in call recording. This process will allow you to filter out auto generated robot calls and telemarketers, who aren’t considered as “leads”.\r\n\r\n&nbsp;\r\n<h5>Percentage of Mobile Versus Desktop Users</h5>\r\n<strong>Mobile devices now account for 53 percent of paid search clicks</strong>; however, this is likely to vary from business to business. Understanding the type of device most people are using to search for your company allows you to adapt to that type of technology, making your website more attractive to your customers.\r\n\r\n&nbsp;\r\n<h5>Performance of PPC Landing Pages</h5>\r\nThe majority of landing pages offer two options: a form to fill out or a telephone number. Form fills allow you to gauge the success of a landing page when it comes to online conversions; however, in order to calculate how many telephone conversions a landing page has created you need to be using Call Tracking.\r\n\r\n&nbsp;\r\n<h4>How can you Measure these Metrics?</h4>\r\nRuler Analytics offers a complete solution which offers you easy access to all the metrics you need when it comes to determining the success of your PPC campaigns. Amongst its many features it offers:\r\n<ul>\r\n 	<li>Keyword Level Call Tracking, which enables you to see which keywords have been used in organic searches, or exactly which ad, landing page or pages of your website led the visitor to make their phone call.</li>\r\n</ul>\r\n<ul>\r\n 	<li>Dynamic Number Insertion, allowing you to generate a unique phone number for each visitor to your site. Depending on the nature of your business, this can be a local, premium rate or toll free number, whichever is likely to attract the most customers based on geographic location.</li>\r\n</ul>\r\n<ul>\r\n 	<li>Call Recording, allowing you to determine the length of calls and gain vital insights into what your customers want from you by listening back to them.</li>\r\n</ul>\r\nTo learn more about these features and the many other benefits Ruler Analytics can offer your business, please get in touch; and for regular news, updates and plenty of helpful insights, don’t forget to follow Ruler Analytics on Facebook, Twitter and LinkedIn.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','6 Call Tracking Metrics Every PPC Marketer Needs','','publish','closed','open','','6-call-tracking-metrics-every-ppc-marketer-needs','','','2017-01-09 15:52:21','2017-01-09 15:52:21','',0,'https://www.ruleranalytics.com/?p=2080',0,'post','',0),(2086,3,'2016-10-06 14:24:49','2016-10-06 13:24:49','In September 2014, Google AdWords released its own call tracking service, which it refers to as a “<a href=\"https://adwords.googleblog.com/2014/08/introducing-website-call-conversions.html\">website call conversions</a>” tool. Like Google Analytics, it’s completely free to use. But is it necessarily the best option? Here we take a look at how Google Call Tracking works, and how it compares to other call tracking services.\r\n\r\n&nbsp;\r\n<h4>How “Website Call Conversions” Services Work</h4>\r\nGoogle Call Tracking, like other call tracking services, uses Dynamic Number Insertion (DNI) technology. This allows the main phone number on your website to be overridden by a different number unique to an individual visitor, specific ad campaign, geographical area or other options of your choosing.\r\n\r\nBy tracking this individual number, it allows you to see the journey that led each visitor to make their call, such as which ad campaign they clicked on, which keywords were used in an organic search, or even how many pages of your website they looked at before they made their call.\r\n\r\nThis is a vital tool for marketers in working out the Return on Investment (ROI) of each ad campaign, allowing you to allocate your budget in the most effective way.\r\n\r\n&nbsp;\r\n<h4>What are the Disadvantages of Google Call Tracking?</h4>\r\n&nbsp;\r\n<h5>It Only Works for AdWords</h5>\r\nGoogle Call Tracking can only track calls generated by Pay Per Click (PPC) campaigns. These normally form only a small part of a company’s marketing activity. If a call is generated by a different campaign, such as an SEO or social media campaign, Google Call Tracking is unable to trace its source.\r\n\r\nThis is severely limiting, as you need to be able to calculate the success of all your marketing activities.\r\n\r\n&nbsp;\r\n<h5>It doesn’t include Call Recording</h5>\r\nGoogle has not installed Call Recording, even though many other call tracking services offer it. Call Recording is highly important as it allows you to monitor customer trends and preferences, as well as the quality of service your\r\n\r\n&nbsp;\r\n<h5>It only offers Toll Free Numbers</h5>\r\nGoogle Call Tracking only offers you toll free numbers for DNI purposes, so if you wanted a local or premium rate number to be displayed this isn’t possible with Google. This can put you at a disadvantage, especially if you get most of your business from your local area, as people are much more likely to call a number with their own area code if they’re looking for a local service.\r\n\r\nPremium rate numbers can be useful if your business is national or international, as it makes your operation appear large and professional. While a toll free number will be attractive to some callers, it is not always the right option for your purpose.\r\n\r\n&nbsp;\r\n<h5>Google doesn’t keep statistics of missed calls</h5>\r\nIf you’re only using Google Call Tracking, you won’t be able to trace any missed calls that have taken place as a result of your PPC campaign, as Google doesn’t keep records of them. This can lose you customers, as you don’t have the ability to call them back, so they could go to one of your competitors instead.\r\n\r\n&nbsp;\r\n<h5>Google Call Tracking doesn’t integrate with CRM Systems</h5>\r\nAs Google Call Tracking is unable to integrate with your CRM system, it means you cannot have all your data to hand in one easily accessible place.\r\n\r\n&nbsp;\r\n<h5>It’s Unable to Determine the Uniqueness of a Phone Call</h5>\r\nIn order to analyse the effectiveness of a campaign, it’s vital to know how many of your calls were from new leads and how many were returning visitors. Google Call Tracking is unable to provide this information, leaving you at a disadvantage when it comes to targeting your PPC efforts.\r\n\r\n&nbsp;\r\n<h4>What alternatives are available?</h4>\r\nRuler Analytics Call Tracking provides your business with a complete solution. It offers you:\r\n<ul>\r\n 	<li>Your choice of local, premium rate or toll-free numbers</li>\r\n 	<li>The ability to track calls generated by all of your marketing campaigns including PPC, SEO and social media</li>\r\n 	<li>Call recording</li>\r\n 	<li>Missed calls</li>\r\n 	<li>Whether a call was from a unique lead; for each call it can provide the caller’s number, how long the call lasted and even how long it took to answer</li>\r\n 	<li>The ability to integrate with your CRM system and Google AdWords, so it won’t cause you problems switching if you’re currently using Google.</li>\r\n</ul>\r\n<h4>Get in touch</h4>\r\nFor further information about Ruler Analytics and how our Call Tracking software could benefit you and your business, please get in touch; and for more news and insights don’t forget to follow Ruler Analytics on Facebook, LinkedIn and Twitter.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Google Call Tracking – Should You Be Using It?','','publish','closed','open','','google-call-tracking-should-you-be-using-it','','','2017-01-09 15:46:19','2017-01-09 15:46:19','',0,'https://www.ruleranalytics.com/?p=2086',0,'post','',0),(2128,3,'2016-10-10 15:06:06','2016-10-10 14:06:06','If you use Pay Per Click (PPC) advertising to market your business, you need some way of analysing the success of your campaigns.\r\n\r\nMany marketers use a form of <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking</a>, but not all call tracking solutions are the same. Here we take a look at three of the main pitfalls of not using call tracking properly, and how they can harm your PPC efforts.\r\n\r\n<strong> </strong>\r\n<h4>Ignoring Calls made from the Landing Page</h4>\r\nGoogle Analytics offers Call Forwarding as a means of tracking calls; it’s a solution that many people currently use.\r\n\r\nHowever, if this is the call tracking method you’re using, you may not know that it only records telephone calls made from either a call extension or a call-only ad. Using this system will only give you half the picture.\r\n\r\nWhile many people do call businesses directly from ads, there are still a great many who click through to the landing page first before they make a call.\r\n\r\nIf these calls are not being taken into account, you won’t be able to calculate the true ROI of your marketing activities, and you may find yourself abandoning marketing channels that were actually driving a lot of conversions.\r\n\r\nIn addition, tracking calls made from your landing page can show you how successful your landing page at persuading visitors to call your business, allowing you to make any necessary alterations to your website to drive more conversions.\r\n\r\n&nbsp;\r\n<h4>Counting all Calls as Conversions</h4>\r\nIn today’s online culture, counting call numbers and defining high numbers as success is simply not good enough.\r\n\r\nThese days success is measurable more by the quality of your leads than their quantity. Counting the calls you receive offers you very little insight into the success of your marketing activity, as not all the calls generated by your PPC or SEO ads can actually be counted as leads.\r\n\r\nPaid advertising online tends to attract a lot of other calls such as customer support calls and cold calls from other businesses with something to sell. Unless you are tracking your calls individually, you will have no means of separating these calls from the ones that have actually generated returns for your business.\r\n\r\nWithout this information, you don’t have any means of calculating the true ROI of your marketing campaigns, and you won’t be able to allocate your budget effectively or make any necessary changes to your future marketing activities.\r\n\r\n&nbsp;\r\n<h4>Not Optimising Keywords Based on Call Conversions</h4>\r\nIn order to get the most out of your PPC, and in turn, SEO campaigns, it’s necessary to track which keywords are driving the most calls and online engagement constantly.\r\n\r\nBy understanding which keywords your leads have searched for in order to bring them to your website, you can then use this information to influence your keyword bids and optimise your marketing campaigns. This will gain you higher search engine rankings, which is vital if you’re spending money on PPC.\r\n\r\nThe higher your position, the more traffic will be driven your way; it’s self perpetuating, but it requires you to be able to track your calls at keyword level and then utilise this information in your marketing activities to achieve the best possible results.\r\n\r\n&nbsp;\r\n<h4>The Solution</h4>\r\nIn order to avoid encountering any of these problems, you need to be able to track calls on an individual level. This gives you access to vital information including:\r\n<ul>\r\n 	<li>Which ad campaign each visitor clicked on to bring them to your site</li>\r\n 	<li>Which keywords they used in an organic search</li>\r\n 	<li>Which pages of your website they visited before they decided to make a call.</li>\r\n</ul>\r\nIf you have this information to hand, you can calculate the true ROI of each of your marketing activities, so you can allocate your budget more effectively. It also allows you to adjust your marketing efforts so they can yield better results.\r\n\r\nRuler Analytics Call Tracking uses Dynamic Number Insertion (DNI) technology to give you the solutions to all these problems. It does this by generating a unique number for each visitor to your website. By tracking this number, you can see the entire journey that led them to call you, providing you with all the information you need.\r\n\r\nRuler Analytics Call Tracking also includes Call Recording, which will enable you to determine the quality of each lead rather than just the quantity.\r\n\r\n&nbsp;\r\n<h4>Find Out More</h4>\r\nRuler Analytics are currently offering the first month FREE. To learn more about how Ruler Analytics can enable you to measure the real success and calculate the true ROI of your PPC campaigns, please get in touch and one of our friendly staff team will be happy to <a href=\"https://www.ruleranalytics.com/book-a-demo/\">book you a demo</a>.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','3 Call Tracking Mistakes that are Harming Your PPC Campaign','','publish','closed','open','','3-call-tracking-mistakes-that-are-harming-your-ppc-campaign','','','2017-01-09 15:43:34','2017-01-09 15:43:34','',0,'https://www.ruleranalytics.com/?p=2128',0,'post','',0),(2139,3,'2016-10-13 13:07:35','2016-10-13 12:07:35','If you market your business online and generate a lot of leads via telephone, you should be using call tracking.\r\n\r\nIt’s rapidly becoming more popular with marketers as it closes the gap between your marketing efforts and the leads they generate, allowing you to calculate the true ROI of your PPC and SEO campaigns by revealing the sources of your offline conversions.\r\n\r\nThis can save you money and maximise your profits by making sure your marketing efforts are being targeted in the right places.\r\n\r\nHowever, if call tracking is handled incorrectly it can potentially harm your SEO efforts instead of benefiting them. That’s why Ruler Analytics have put together this guide, to ensure you’re making your call tracking work for you.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/google-call-tracking-should-you-be-using-it/\">Google Call Tracking - Should you be using it? </a></strong>\r\n\r\n&nbsp;\r\n<h4>Do use DNI</h4>\r\nDynamic Number Insertion (DNI) is the technology that makes the difference when it comes to call tracking services. It works by generating a unique number for each visitor to your website.\r\n\r\nBy tracking this number, DNI allows you to determine which ad campaign each visitor saw, such as PPC, SEO or Social Media, or which keywords they used in an organic search.\r\n\r\nThis information is vital in calculating the success of each of your marketing activities.\r\n\r\n&nbsp;\r\n<h4>Do use Call Recording</h4>\r\nCall Recording is an ideal way of examining the quality of the leads you’re generating and obtaining some of the data essential for calculating your ROI. It can also allow you to monitor the quality of customer service your company is providing and how well you are meeting customer needs, and is highly useful for staff training purposes.\r\n<h4><strong> </strong></h4>\r\n<h4>Don\'t use Unique Numbers on Online Directories</h4>\r\nThis will have a negative impact on your search engine rankings, as search engine bots use NAP (Name, Address, Phone number) as a means of determining your ranking. If these change regularly, the search engines suspect you’re not a legitimate business, so they will rank you much lower.\r\n\r\nDNI solves this problem by using a JavaScript code that displays a unique number to each caller, but ensures that the default phone number for your business is hard coded into your website, so it remains constant as far as the search engines’ bots are concerned.\r\n\r\nThis allows you to advertise the main telephone number for your business on online directories, while still generating unique numbers for visitors, so you can track calls without affecting your search engine rankings.\r\n\r\n&nbsp;\r\n<h4>Don\'t Ignore Calls Made from the Landing Page</h4>\r\n<strong>On average, 70 percent of customers will have used the “click to call” button on a paid search ad</strong>; however, in order to calculate the true ROI of your campaigns, you need to gather as much data as possible, including tracking calls generated by your landing page.\r\n\r\n&nbsp;\r\n<h4>Don\'t Count All Calls as Conversions</h4>\r\nYou can gain very little insight into the success of your marketing activity by simply counting the calls you receive, as not all calls generated by PPC or SEO campaigns can count as leads. Online advertising attracts a lot of cold calls and customer support calls.\r\n\r\nIt’s vital that you’re tracking your call properly in order to separate these from the calls that have generated results for your business.\r\n\r\n&nbsp;\r\n\r\n<strong>Related Post: <a href=\"https://www.ruleranalytics.com/blog/call-tracking/9-types-businesses-need-call-tracking/\">9 Types of Businesses that need Call Tracking</a> </strong>\r\n\r\n&nbsp;\r\n<h4>What can you do to Ensure you’re using Call Tracking Correctly?</h4>\r\nRuler Analytics offers a complete, easy and safe <a href=\"https://www.ruleranalytics.com/call-tracking/call-tracking-analytics/\">call tracking solution</a>, giving you all the information you need to boost your marketing efforts without harming them in any way. Ruler’s features include:\r\n<ul>\r\n 	<li>DNI Technology, which will generate a unique number for each visitor to your website while keeping the main phone number for your business visible for online directories and search engine rankings.</li>\r\n 	<li>Call Recording, enabling you to assess the quality of the leads you’re generating and other vital information, allowing you to meet your customers’ needs.</li>\r\n 	<li>Access to essential data such as which ad campaign generated each call, which keywords were used in organic searches, and which pages of your website each caller visited.</li>\r\n</ul>\r\nRuler Analytics can also provide you with a wealth of additional solutions such as Ruler Re-Provided, which overrides Google’s “Not Provided”.\r\n\r\n&nbsp;\r\n<h4>Get in Touch</h4>\r\nThe friendly team at Ruler Analytics are always happy to answer any questions, and if you’re keen to try the benefits of Ruler for yourself, we are currently offering a FREE demo and 30-day trial. To take advantage of this offer, please give us a call, and don’t forget to follow Ruler Analytics on <a href=\"https://www.facebook.com/ruleranalytics\">Facebook</a>, <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> and <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a> for the latest news and insights.\r\n\r\n&nbsp;','The Do\'s and Don\'ts of Call Tracking','','publish','closed','open','','the-dos-and-donts-of-call-tracking','','\nhttps://www.ruleranalytics.com/blog/call-tracking/9-types-businesses-need-call-tracking/','2017-07-18 13:16:00','2017-07-18 12:16:00','',0,'https://www.ruleranalytics.com/?p=2139',0,'post','',0),(2182,3,'2016-10-17 15:47:32','2016-10-17 14:47:32','There are currently over 10,000 law firms operating in England and Wales, and in 2015, the number of practicing solicitors in the UK hit an all time high of 133,364. The vast majority of these are advertising their services online.\r\n\r\nSearch engines have been quick to cash in on the competition within the legal market when it comes to PPC advertising. “Lawyer” and “attorney” are the two most expensive keywords on Bing, with each costing over $100 per click. That’s why it’s more important than ever for law firms to understand the best ways to get the most out of their marketing efforts, to minimise spend and maximise returns. One of the most effective ways to achieve this is <a href=\"https://www.ruleranalytics.com/call-tracking/\">by using Call Tracking</a>. Here are four reasons why.\r\n\r\n&nbsp;\r\n<h2>Use Call Tracking to Improve Your ROI</h2>\r\nCall tracking enables you to increase the ROI (Return on Investment) of each of your marketing channels by providing you with vital information you need to get the most out of your marketing. It shows you exactly which campaign each visitor to your website has clicked on, such as PPC, SEO or Social Media, or which <a href=\"https://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/\">keywords were used in an organic search. </a>\r\n\r\nIt can even tell you exactly which pages of your website were visited before the call was made. This information can then all be used to improve your future marketing efforts and increase the ROI of each one.\r\n\r\n&nbsp;\r\n<h3>Maximise Your Budget</h3>\r\nBudgets are often tight, but expectations are still high. Visitor level analytics such as call tracking allow you to identify not just your most successful marketing activities, but also those campaigns which are not delivering the level of returns you were expecting.\r\n\r\nThis information will prevent you wasting any more money on platforms that aren’t performing well. You can then divert that designated spend into other campaigns that are consistently generating good results.\r\n\r\n&nbsp;\r\n<h3>Improve Your Existing Services</h3>\r\nRuler Analytics Call Tracking comes with call recording as part of the service. This is highly useful for ensuring that your staff are handling calls in the best and most appropriate ways, to maintain an exemplary level of customer service that will keep customers coming back to, and recommending, your business. Call recording is also an extremely useful staff training tool, as new staff can learn from previous examples, and both new and existing staff can gain an understanding of the level of service they are expected to provide.\r\n\r\n&nbsp;\r\n<h3>Measure the Quality of Your Leads</h3>\r\nListening back to recorded calls also enables you to analyse the quality and <a href=\"https://www.ruleranalytics.com/blog/analytics/track-website-visitors/\">type of leads your marketing campaigns</a> are generating. Are you attracting the kind of clients you’re looking for? Are you offering a service that meets the needs of your target market? Understanding these details will enable you to adjust your marketing and, if necessary, business efforts, to ensure you’re running a relevant and profitable business that is appropriate to the needs of your customers.\r\n\r\n&nbsp;\r\n<h3>The Right Call Tracking Solution for Your Law Firm</h3>\r\nRuler Analytics Call Tracking is an easy, user-friendly platform that provides with all the metrics you need to make sure your marketing efforts are working as effectively as possible for you. It uses Dynamic Number Insertion (DNI) technology, which generates a unique number for each visitor to your website. This number can then be tracked, enabling you to trace their journey from which advertising campaign they clicked on, or which keywords they used in an organic search, through to which pages of your website led them to make their call.\r\n\r\nRuler Analytics also provides Call Recording as part of the service, allowing you to capitalise on your online marketing efforts by providing the best possible service once a lead speaks to you in person.\r\n\r\nHaving all of this essential data to hand in one easily accessible place makes it easier than ever to get the most out of all your marketing activities and stand out from the crowd of legal professionals advertising online.\r\n\r\n&nbsp;\r\n<h3>Get in Touch</h3>\r\nThe friendly and experienced team at Ruler are always willing to help answer any of your questions, and you will receive as much ongoing support as you need. To see for yourself the many benefits that Ruler Analytics can bring to your business, please give us a call.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','4 Reasons Why Law Firms Need Call Tracking','','publish','closed','open','','4-reasons-law-firms-need-call-tracking','','\nhttps://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/','2017-01-09 15:40:29','2017-01-09 15:40:29','',0,'https://www.ruleranalytics.com/?p=2182',0,'post','',0),(2196,3,'2016-10-20 11:20:36','2016-10-20 10:20:36','Pay Per Click has been the subject of a lot of debate in recent years, with some questioning its relevance. However, it is a highly beneficial marketing activity, especially if your company generates a lot of telephone leads.\r\n\r\n52 percent of people who click on a PPC ad will call the advertiser; that’s a lot of business worth having. Marketing experts continue to agree that PPC has a vital place in a company’s marketing activity.\r\n\r\nAs Peep Laja, founder of the optimisation blog Conversion XL, says, “If you’re not using PPC, you’re making a conscious decision to not use all the channels at your disposal.” And if you want to maximise the benefits of your campaigns, <a href=\"https://www.ruleranalytics.com/blog/ppc/6-call-tracking-metrics-every-ppc-marketer-needs/\">PPC Call Tracking is an essential tool</a>.\r\n\r\n&nbsp;\r\n<h2>How does Call Tracking work?</h2>\r\nRuler Analytics Call Tracking works using Dynamic Number Insertion (DNI) technology.\r\n\r\nThis generates a unique telephone number for each visitor to your website, which is what the caller sees and dials instead of the main number of your business. Calls still come through to your business.\r\n\r\nHowever, by tracking this unique phone number, Ruler Analytics Call Tracking can provide you with vital information such as which of your marketing campaigns the caller saw, which keywords were used in an organic search, and which pages of your website they looked at before they made the call.\r\n\r\n&nbsp;\r\n<h3>How can PPC Call Tracking Benefit your Business?</h3>\r\nPPC Call Tracking can provide a wide range of benefits for your business and can increase the effectiveness of all your marketing activity, not just PPC. It does this through allowing you to:\r\n\r\n&nbsp;\r\n<h4>Effectively Track Phone Calls from PPC and other Marketing Channels</h4>\r\nThrough tracking the unique phone number generated by each visitor, Call Tracking can tell you which campaign they clicked on to lead them to your site, such as PPC, SEO or Social Media. This shows you how much interest is being generated by each of your marketing activities, highlighting which areas to concentrate on more heavily.\r\n\r\n&nbsp;\r\n<h4>Discover which Keywords were used During a Search</h4>\r\nIf a visitor found your website through an organic search rather than an ad campaign, Call Tracking enables you to determine which <a href=\"https://www.ruleranalytics.com/blog/analytics/ruler-analytics-keyword-report/\">keywords they used in their search</a>.\r\n\r\nThis information will allow you to target your PPC and SEO marketing campaigns more effectively towards your target audience.\r\n\r\n&nbsp;\r\n<h4>Use Local, Toll Free and Premium Numbers</h4>\r\nFree numbers are useful if you’re trying to generate a high volume of calls very quickly such as for a special offer or promotion.\r\n\r\nPremium numbers are often more suitable for larger companies as they give the impression of a company that operates on a national scale. Ruler Analytics Call Tracking allows you to generate the type of phone number that is most suitable for your purpose.\r\n\r\n&nbsp;\r\n<h4>Increase ROI</h4>\r\nFor your marketing to perform as efficiently as possible it has to yield the maximum Return On Investment (ROI). By enabling you to see which campaigns are performing the best, PPC Call Tracking allow you to target your marketing activity more effectively, <a href=\"https://www.ruleranalytics.com/blog/ppc/offline-conversion-tracking-calculate-true-roi-ppc-campaign/\">increasing the ROI of your campaigns</a> and allowing you to allocate your budgets to your best advantage.\r\n\r\n&nbsp;\r\n<h4>See which Pages are Generating the Most Calls</h4>\r\nYour website is probably your most important marketing tool, and each page has to be doing its job in terms of generating interest in your company.\r\n\r\nCall Tracking can show you which pages are performing the best, allowing you to make changes so your website can generate as much business as possible.\r\n\r\n&nbsp;\r\n<h4>Record and Play Back Calls</h4>\r\nRecording and listening back to calls allows you to build up demographic pictures of your target audience and their preferences, so you can focus your business on those most likely to use it.\r\n\r\nRecording calls also allows you to see the level of service your staff are providing, and can be very useful for training purposes.\r\n\r\n&nbsp;\r\n<h3>How Ruler Analytics Call Tracking can Help your Business</h3>\r\nRuler Analytics Call Tracking offers all these features, <a href=\"https://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/\">plus Ruler Re-Provided.</a>\r\n\r\nThe first software of its kind, this overrides Google’s “Not Provided”, in order for you to get back vital data about which keywords your customers are searching for.\r\n\r\nTo learn more about the many ways in which Ruler Analytics can benefit your business, please give us a call.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','6 ways Call Tracking can Benefit your PPC Campaign','','publish','closed','open','','6-ways-call-tracking-can-benefit-ppc-campaign','','\nhttps://www.ruleranalytics.com/blog/analytics/ruler-analytics-keyword-report/','2017-01-09 15:39:01','2017-01-09 15:39:01','',0,'https://www.ruleranalytics.com/?p=2196',0,'post','',0),(2214,3,'2016-10-24 10:30:19','2016-10-24 09:30:19','Content marketing is big business. It is now used by 93 percent of all marketers as a means of <a href=\"https://www.ruleranalytics.com/blog/analytics/track-website-visitors/\">generating leads and increasing revenue</a>.\r\n\r\n74 of companies say that content marketing has increased both the quantity and quality of their leads, while 95 percent of B2B buyers now consider content as a trustworthy source when making purchase decisions. These statistics make it clear why it’s a channel that all marketers should be tapping into.\r\n\r\nHowever, how do you determine its success? It’s easy for businesses to get distracted by vanity metrics, such as how many hits, social shares and retweets their blog posts are getting.\r\n\r\nThese metrics can be useful in gauging what your audience thinks of your content, and to that extent they can inform the rest of your marketing strategy. However, this data won’t give you the facts and figures to calculate the ROI of your content marketing campaigns.\r\n\r\n&nbsp;\r\n<h3>The Importance of ROI</h3>\r\nReturn on Investment (ROI) is the amount of money an advertising campaign has generated once the cost of the campaign has been subtracted. For any CEO, this is the only thing that matters. If they aren’t seeing a financial return, they won’t be willing to allocate more budget to content marketing in the future.\r\n\r\nMarketers need a way of proving how content is impacting lead generation and how these leads are translating into revenue. So how can you prove this?\r\n\r\n&nbsp;\r\n<h3>The Challenges of Measuring Your Content Marketing ROI</h3>\r\nMarketers and business owners alike struggle to calculate the true ROI of content marketing campaigns, as it requires access to a wide variety of metrics to determine how many leads a campaign has generated.\r\n\r\nPlatforms such as Google Analytics can be helpful to a degree, as they can show you how much traffic your content is getting and what the sources of that traffic are; for example, Twitter or LinkedIn.\r\n\r\nHowever, this is not where the visitor journey ends, so it should not be where your information ends, either.\r\n\r\nMarketers need to know what actions people are taking once the content has been read – in short, how many conversions it has created.\r\n\r\nExtracting this information can give marketers a much clearer idea of the true ROI of their content marketing; but this can only be achieved by tracking website visitors individually.\r\n\r\nThen there is the issue of telephone leads. Your content marketing could be generating the majority of your inbound leads; but unless you have a way of linking each telephone call with the online source that caused it, this will be impossible to prove.\r\n\r\n&nbsp;\r\n<h3>The Solution Lies in Visitor Level Analytics and Call Tracking</h3>\r\nVisitor level analytics allow you to see exactly which page of your website each visitor landed on, what page they converted on, and any other pages they looked at in between.\r\n\r\nThis not only offers you proof of your content marketing’s success, but also provides a real insight into the performance of your website as a whole, allowing you to make any necessary improvements to increase your ROI.\r\n\r\nWith <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking and DNI (Dynamic Number Insertion) software</a>, you have the ability to link a unique number to each specific visitor, enabling you to trace the journey that led them to make their call; for example, reading one of your blog posts.\r\n\r\nThis offers you the conclusive proof you need that your content marketing is generating leads and revenue for your company.\r\n\r\n&nbsp;\r\n<h3>Ruler Analytics can help</h3>\r\nRuler Analytics offers a complete solution that can give you all the metrics you need to prove the ROI of your content marketing campaigns.\r\n\r\nIt tracks online leads to the original source of their journey, allowing you to see exactly which campaign each visitor saw that led them to your website, and which pages of your site they visited before converting.\r\n\r\nRuler’s Call Tracking solution completes the picture. By using <a href=\"https://www.ruleranalytics.com/blog/call-tracking/dynamic-number-insertion-work/\">DNI technology to generate a unique number</a> for every visitor, it enables you to prove exactly which of your marketing efforts are generating your inbound telephone leads.\r\n\r\nLocal, premium rate and toll-free numbers are available to best suit the purpose of your marketing and your target audience, and the Advance Reporting feature provides you with vital information including the geographic location of callers and what device and browser they used, giving you all the information you need to target your content marketing to best effect in the future.\r\n\r\nThe difficulties of proving your content marketing ROI can be a thing of the past with Ruler Analytics. If you would like to see for yourself the benefits it could bring to your company, please call our team to <a href=\"https://www.ruleranalytics.com/book-a-demo/\">book your FREE demo today</a>.\r\n\r\n&nbsp;','Measure Your Content Marketing ROI with Analytics and Call Tracking','','publish','closed','open','','measure-your-content-marketing-roi-with-analytics-and-call-tracking','','https://www.ruleranalytics.com/blog/analytics/track-website-visitors/\nhttps://www.ruleranalytics.com/blog/call-tracking/dynamic-number-insertion-work/','2017-01-09 15:33:04','2017-01-09 15:33:04','',0,'https://www.ruleranalytics.com/?p=2214',0,'post','',0),(2227,3,'2016-10-27 17:13:17','2016-10-27 16:13:17','In 2013, the entire legal sector was forced to rethink the ways it approached marketing and generated leads, as a result of the Jackson Reforms. Here we take a look at the impact the reforms are still having today, and the solutions to the problems they have caused to the legal profession.\r\n\r\n&nbsp;\r\n<h3><strong>What are the Jackson Reforms?</strong></h3>\r\nThe <a href=\"http://www.lawgazette.co.uk/analysis/jackson-an-overview/70126.fullarticle\">Jackson Reforms</a> came about as the result of a review into civil litigation costs, which was carried out by Sir Rupert Jackson, a senior judge at the Court of Appeal. One of the main reforms he made was to ban referral fees from being paid or received. Prior to the Reforms becoming law, if you had a car accident and took your car to a garage for repairs, the garage owner could have sold your details to a personal injury lawyer and received commission. Jackson outlawed this practice, saying, “I recommend that lawyers should not be permitted to pay referral fees in respect of personal injury cases.”\r\n\r\nPreviously, many law firms had relied heavily on cheap, risk-free leads such as these from third parties including garages, claim companies and online affiliates. These sources of regular income were effectively cut off overnight.\r\n\r\nAnother of Jackson’s reforms was to do away with the “no win, no fee” model. While this allowed law firms to avoid riskier cases, it meant that less people were willing to pursue claims, leaving law firms with a drastically reduced customer base.\r\n\r\nFirms that had previously done little or no marketing were suddenly having to try much harder to attract customers, as they had to rely on their own efforts to generate leads and revenue.\r\n\r\n&nbsp;\r\n<h3><strong>The Challenges Law Firms Faced</strong></h3>\r\nMany law firms opted to try Google AdWords to bring in customers. However, this instantly became an extremely overcrowded marketplace, and Google were quick to spot an opportunity. “Lawyer” is now the sixth most expensive keyword category on Google AdWords, costing an average of £42.51 per click. That’s a large amount to spend when there is no guarantee of a click leading to a sale.\r\n\r\nLegal firms were also left unsure how effective their online marketing efforts were, due to the nature of their business. Customers seeking a lawyer would be much more likely to want to discuss their cases over the phone, rather than filling in an online form and waiting for a reply. Without a means of linking inbound calls back to the online source that generated them, legal firms found it impossible to calculate the <a href=\"https://www.ruleranalytics.com/blog/analytics/measure-your-content-marketing-roi-with-analytics-and-call-tracking/\">ROI of each of their online marketing efforts</a>.\r\n\r\nThese issues are still prevalent for many legal firms and are still having negative effects on their business, three years after the Jackson Reforms became law.\r\n\r\n&nbsp;\r\n<h3><strong>The Solution Lies in Visitor Level Analytics and Call Tracking</strong></h3>\r\nRuler Analytics software offers the answers to these problems by tracking visitors to your website on an individual level. This provides you with vital information including which ad campaign the customer clicked on or which keywords they used if the search was organic. It can also tell you exactly which pages of your website they visited, and whether they filled in an online form or made a telephone call.\r\n\r\nRuler Analytics has been proven to have many benefits for law firms wanting to get the most out of their marketing efforts, as those who have already adopted the software have found out. One such firm is <a href=\"https://www.ruleranalytics.com/case-study-call-tracking-for-lawyers/\">Stephenson’s Solicitors LLP</a>, who have offices nationwide and run both SEO and PPC campaigns online.\r\n\r\nThe firm wanted to demonstrate the ROI of their online marketing channels to each legal service department, in addition to assisting business growth by compiling more in-depth customer profiles. Sarah Boustouller, Partner and Head of Marketing at Stephenson’s, chose Ruler Analytics as it gave her and her team the ability to determine how leads were generated, which commercial businesses were visiting their site and which pages were being looked at, enabling them to improve the targeting of their marketing efforts.\r\n\r\nSarah says, “In one cost-effective solution, the product has managed to encapsulate elements of some of the leading solutions on the market. With this software, we are able to give credibility to each department and show return on investment more effectively.”\r\n\r\n&nbsp;\r\n<h3><strong>Ruler Analytics can Help your Law Firm Grow</strong></h3>\r\nJust like Stephenson’s, your legal firm can capitalise on your marketing efforts by using <a href=\"https://www.ruleranalytics.com/call-tracking/call-tracking-analytics/\">visitor level analytics and call tracking</a>. Call the team at Ruler Analytics today to discuss your requirements and receive a FREE demo, so you can see the benefits of Ruler Analytics for yourself.\r\n\r\nFor further news and insights, you can also follow Ruler Analytics on <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a>, <a href=\"http://www.facebook.com/ruleranalytics\">Facebook</a> and <a href=\"http://www.twitter.com/ruleranalytics\">Twitter</a>.\r\n\r\n&nbsp;','How Did the Jackson Reforms Change the Way Law Firms Approached Marketing','','publish','closed','open','','jackson-reforms-change-way-law-firms-approached-marketing','','\nhttps://www.ruleranalytics.com/blog/analytics/measure-your-content-marketing-roi-with-analytics-and-call-tracking/','2017-01-09 15:31:15','2017-01-09 15:31:15','',0,'https://www.ruleranalytics.com/?p=2227',0,'post','',0),(2235,3,'2016-10-31 12:00:47','2016-10-31 12:00:47','Pay Per Click (PPC) advertising is becoming increasingly popular with marketers, as it is an excellent way of <a href=\"https://www.ruleranalytics.com/blog/ppc/6-call-tracking-metrics-every-ppc-marketer-needs/\">generating targeted leads;</a> 52 percent of people who click on a PPC ad will make a call to the advertiser. It also provides a great deal of trackable data about your customer base that can then be used to inform the rest of your marketing activities. As conversions expert <a href=\"http://unbounce.com/ppc/9-conversion-experts-on-ppc-landing-pages/\">Theresa Baiocco</a> explains, “PPC ads are the fastest way to test assumptions, headlines, offers, keywords and landing pages.”\r\n\r\nHowever, the data PPC provides will only have limited relevance unless you are able to analyse it accurately. In order to do that, <a href=\"/call-tracking/\">you need to be using Call Tracking</a>.\r\n\r\n&nbsp;\r\n<h4><strong>How effective is Google’s Website Call Conversion Tracking?</strong></h4>\r\nGoogle\'s website call conversion tracking is free, and it allows advertisers to track calls generated by Google ads. Like pretty much all call tracking services, it uses DNI technology, which overrides the main phone number on your website with a unique number for each campaign or individual, allowing you to see how many telephone leads have been generated by that particular campaign.\r\n\r\n&nbsp;\r\n<h4><strong>What are the Disadvantages Involved?</strong></h4>\r\nWhile Google’s Forwarding Numbers can be useful in gaining some insight into the performance of your AdWords campaigns, it fails to provide some of the <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">vital metrics that all data-driven marketers need</a> in order to optimise their marketing strategies\r\n\r\n&nbsp;\r\n<h5><strong>It has no Call Recording </strong></h5>\r\nListening back to calls enables businesses to build up a more accurate picture of their customer base. It is also an excellent tool for improving customer service and understanding customer needs.\r\n\r\n&nbsp;\r\n<h5><strong>It doesn’t Integrate with CRM systems</strong></h5>\r\nUnlike Ruler and other third party call tracking solutions, Google Forwarding Numbers lacks the technology to <a href=\"https://www.ruleranalytics.com/blog/ruler-information/how-to-integrate-ruler-analytics-and-saleforce/\">integrate with CRM systems such as Salesforce</a>. This means you are unable to have all your data to hand in one easily accessible place.\r\n\r\n&nbsp;\r\n<h5><strong>It doesn’t Inform you of Missed Calls</strong></h5>\r\nForwarding Numbers does not keep statistics of missed calls or provide Caller ID. This means you could potentially be missing out on leads through not calling customers back. You are also unable to glean vital information about the geographic location of your customer base, making it harder to target your marketing efficiently.\r\n\r\n&nbsp;\r\n<h4><strong>So what else could you use to Optimise your PPC Campaigns?</strong></h4>\r\nRuler Analytics offers a complete call tracking solution, providing you with all the metrics you need to turn campaigns into conversions. Features include:\r\n\r\n&nbsp;\r\n<h5><strong>Ruler Re-Provided </strong></h5>\r\nThis is the first software of its kind. It enables you to <a href=\"https://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/\">retrieve the information denied to you by Google’s “Not Provided”</a>, allowing you to find out what keywords people are searching for that are driving inbound sales and lead conversions. This knowledge can then be used to inform all your future PPC, SEO and social media campaigns, ensuring that you are targeting the people who are going to be the most interested in your product.\r\n\r\n&nbsp;\r\n<h5><strong>Call Recording</strong></h5>\r\nListening back to recorded calls can allow you to gain an in-depth understanding of your customers, finding out what type of people they are and which keywords brought them to you. If you are using any keywords that have a low conversion rate, this can also help you to understand why. It can also acquaint you with your customers’ needs and preferences, and is an excellent way of training staff to make sure they are providing the right standard of customer service.\r\n\r\n&nbsp;\r\n<h5><strong>Advance Reporting</strong></h5>\r\nThis <a href=\"/blog/phone-call-tracking/3-call-tracking-mistakes-that-are-harming-your-ppc-campaign/\">provides you with data on each caller</a> including their geographic location, what time they called and the duration of their call. It also enables you to ascertain what internet browser, device and operating system they used. This information can highlight which areas most of your time and budget should be dedicated to; for example, if most of your leads are searching on mobile devices, your marketing should be optimised for mobile.\r\n\r\n&nbsp;\r\n<h5><strong>Integrate with 100+ Web Applications</strong></h5>\r\nRuler Call Tracking can easily be integrated with a huge variety of web applications including CRM systems. This will save you a great deal of time, as all of your lead data can be transferred into one handy location, with no more need for cross referencing.\r\n\r\n&nbsp;\r\n<h4><strong>Ruler Analytics has the Answer</strong></h4>\r\nIf you use PPC advertising, you really can’t afford to be without the essential metrics that will allow you to get the most out of your campaigns. Ruler is currently offering a FREE demo, and if you like what you see and sign up, you’ll get your first 30 days free, too! Give our friendly team a call to book a demo at your convenience.\r\n\r\nFor more news and insights, you can also follow Ruler Analytics on <a href=\"http://www.facebook.com/ruleranalytics\">Facebook</a>, <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> and <a href=\"http://www.ruleranalytics.com/ruleranalytics\">Twitter</a>.','Optimising your Google AdWords Campaign with Call Tracking','','publish','closed','open','','optimising-your-google-adwords-campaign-with-call-tracking','','https://www.ruleranalytics.com/blog/ruler-information/how-to-integrate-ruler-analytics-and-saleforce/\nhttps://www.ruleranalytics.com/blog/ruler-information/get-not-provided-keyword-data-back-re-provided-ruler-analytics/\nhttps://www.ruleranalytics.com/blog/ppc/6-call-tracking-metrics-every-ppc-marketer-needs/\nhttps://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/','2017-08-14 10:05:29','2017-08-14 09:05:29','',0,'https://www.ruleranalytics.com/?p=2235',0,'post','',0),(2236,1,'2016-11-05 18:05:05','2016-11-05 18:05:05','','optionis','','inherit','closed','closed','','optionis-2','','','2016-11-05 18:05:05','2016-11-05 18:05:05','',0,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/04/optionis.png',0,'attachment','image/png',0),(2237,1,'2016-11-05 18:05:56','2016-11-05 18:05:56','','optionis','','inherit','closed','closed','','optionis-3','','','2016-11-05 18:05:56','2016-11-05 18:05:56','',22,'http://ruler.epicwip.co.uk/wp-content/uploads/2015/12/optionis.png',0,'attachment','image/png',0),(2238,1,'2016-11-06 21:07:59','2016-11-06 21:07:59','','Salesforce Integration','','publish','closed','closed','','salesforce-integration','','','2016-11-21 14:42:26','2016-11-21 14:42:26','',0,'http://ruler.epicwip.co.uk/?page_id=2238',0,'page','',0),(2240,1,'2016-11-06 21:25:23','2016-11-06 21:25:23','<center><img class=\"aligncenter wp-image-3521 \" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/11/conscious-1.png\" alt=\"\" width=\"775\" height=\"509\" /></center>We had used different call tracking and analytics products in the past but were introduced to Ruler Analytics back in December 2015. We were impressed by the features and integrations along with the transparent and cost-effective pricing. We finally settled with Ruler Analytics in January 2016 after trialling the product and meeting the directors. We use it for ourselves and a number of our clients. We use the product to track website enquiries and inbound telephone calls at visitor and keyword level. In most cases we will aim to integrate Ruler Analytics with the law firm\'s CRM and Google Analytics to pass the keyword or marketing source that generated each lead or inbound telephone call via their website.\r\n\r\nThe Ruler Analytics team are super easy to deal with helping us to get each new account set up quickly and providing ongoing support and consultation should we need it.\r\n\r\nThe reporting and integrations that Ruler Analytics provides us are critical when it comes to matching telephone calls and form fills to the actual leads that close in CRM.','Conscious','','publish','closed','closed','','conscious','','','2017-10-26 14:09:00','2017-10-26 13:09:00','',0,'http://ruler.epicwip.co.uk/?post_type=case-studies&#038;p=2240',0,'case-studies','',0),(2241,1,'2016-11-06 21:23:49','2016-11-06 21:23:49','','conscious-logo','','inherit','closed','closed','','conscious-logo','','','2016-11-06 21:23:49','2016-11-06 21:23:49','',2240,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/conscious-logo.png',0,'attachment','image/png',0),(2242,1,'2016-11-06 21:24:33','2016-11-06 21:24:33','','conscious','','inherit','closed','closed','','conscious','','','2016-11-06 21:24:33','2016-11-06 21:24:33','',2240,'http://ruler.epicwip.co.uk/wp-content/uploads/2016/11/conscious.png',0,'attachment','image/png',0),(2243,1,'2016-11-08 11:15:58','2016-11-08 11:15:58','','','','publish','closed','closed','','2243','','','2016-11-08 11:15:58','2016-11-08 11:15:58','',0,'http://ruler.epicwip.co.uk/nf_sub/2243/',0,'nf_sub','',0),(2244,1,'2016-11-08 11:16:39','2016-11-08 11:16:39','','','','publish','closed','closed','','2244','','','2016-11-08 11:16:39','2016-11-08 11:16:39','',0,'http://ruler.epicwip.co.uk/nf_sub/2244/',0,'nf_sub','',0),(2245,1,'2016-11-08 11:16:56','2016-11-08 11:16:56','','','','publish','closed','closed','','2245','','','2016-11-08 11:16:56','2016-11-08 11:16:56','',0,'http://ruler.epicwip.co.uk/nf_sub/2245/',0,'nf_sub','',0),(2247,1,'2016-11-08 12:10:50','2016-11-08 12:10:50','Our digital, networked world provides an unparalleled amount of insight into what drives business growth. Marketers and sales teams can immerse themselves in reports, analytics and data that lay bare patterns of customer behaviour and how these can be tapped to increase sales through different marketing activity.\r\n\r\nHowever, how many businesses and marketers genuinely make use of this opportunity? And for those that do, how many are really getting all the information they need?\r\n\r\nWe believe that for too many, this avalanche of data is just so much white noise, preventing marketers from fully unlocking advantages from the insights available.\r\n<h2>Why might this be the case?</h2>\r\nFirstly, we might point the finger at the people providing the data. Analytics is still very much the art of the geek. And, whether consciously or unconsciously, it remains soaked in jargon and lacking in the traditional indicators of business success – business deal in profit or loss, not goals and conversions.\r\n\r\nThere is also a lack of integration. Businesses that do try and map customer trends often see leads coming in and sales being made, but rarely the direct connection between the two. Without knowing exactly which activity prompted each sale, they are left reading the tea leaves. Using trial and error to try and separate correlation from causation. Exactly the situation they were in before the ‘miracle’ of analytics.\r\n\r\nFinally, there’s the missing link between digital and traditional engagement. Web data is all very well, but what happens when customers have the temerity to go ‘analogue’ on us? Without adding elements like call tracking into our evidence, we’re only ever getting part of the picture.\r\n\r\nThis report seeks to answer some of these questions – looking at how effectively businesses in different sectors are getting to grips with analytics and where they might best improve.\r\n\r\nWe polled 1,000 business owners and marketers across the UK (via online survey in July 2016), asking if they used analytics and if so what they tracked and whether it told them exactly what they needed to know.\r\n\r\nThe answers reveal that we are only at the start of our information revolution and that most businesses have potential to significantly increase the ROI of their marketing activity.\r\n<h2>How businesses currently track marketing impact?</h2>\r\nAs expected, our survey shows that website analytics is now the norm. 92% of the businesses polled used some kind of analytics software to review the performance of their website.\r\n\r\nHowever, it was a minority (42%) that felt satisfied with what it told them. The key problem was gaining actionable insight – with 57% feeling that they couldn\'t use this data to manage their marketing spend more effectively.\r\n\r\nIt is clear from the research, that many businesses track only a few of the measures needed to give them confidence to make informed decisions.\r\n\r\nThe majority (78%) tracked the number of visits to their site and just under two thirds also tracked web form submissions or leads generated (64% each).\r\n\r\nHowever, relatively few used their analytics to also tell them the return on their digital marketing spend (21%) or the volume or outcomes of resulting telephone calls (18%).\r\n\r\nWorryingly one in seven businesses (14%) didn’t regularly track any of these indicators, making analytics (for them) barely worth the effort of installation.\r\n\r\n<img class=\"alignright size-full wp-image-1503\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/What-People-Track-With-Analytics.png\" alt=\"What-People-Track-With-Analytics\" width=\"486\" height=\"553\" />\r\n<h2>Which sectors are most focused on ROI?</h2>\r\nLooking at habits within different business sectors, there was a marked gap between the best and the worst exponents of embracing analytics.\r\n\r\nTop of the tree were retailers, the most likely to be using analytics in some form. Although even for this group, less than a third analysed the impact of digital marketing spend and just over one in five tracked resulting calls (22%).\r\n\r\nShockingly, worst of all were marketing companies themselves. Marketing and PR businesses were almost four times less likely to be tracking key indicators of how digital impacts on their sales. A clear case of failing to practice what you preach.\r\n\r\n<img class=\"alignright size-full wp-image-1499\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/sectors-that-use-analytics.png\" alt=\"sectors-that-use-analytics\" width=\"509\" height=\"579\" />\r\n<h2>Why customers call - Are you missing an opportunity?</h2>\r\nOf all the tools at a businesses disposal, call tracking is the least likely to be utilised. While it might seem decidedly 20th Century to build this into a modern analytics framework, failure to do so can leave you missing a key part of the marketing puzzle.\r\n\r\nThe telephone plays a very specific role in the buying process for customers. While most of us will use online tools for research and assessing possible purchases of suppliers, for many, the telephone is still the channel used to finalise the deal. In a survey of 1,000 consumers, 35% said that they preferred to buy over the phone than online. 41% also stated a preference for using the phone as part of the process of shopping around and 53% said that they choose to speak to someone when checking final details ahead of a purchase.\r\n\r\nIn addition, Ruler also found that lead generation websites in the UK receive around 75% of their inbound leads via inbound telephone calls compared to 25% form fills. And 56% of these phone leads come from a desktop search rather than from a mobile or tablet (42%).\r\n\r\nTherefore, the relationship between phone and online in the sales process is a crucial one. When looking to use analytics to attribute marketing to sales therefore, its inclusion is crucial.\r\n\r\n<img class=\"alignright size-full wp-image-1501\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/customer-preferences.png\" alt=\"customer-preferences\" width=\"543\" height=\"347\" />\r\n<h2>Call Tracking: The Missing Piece in the Marketing Puzzle</h2>\r\nDespite this fact, over half of the businesses we surveyed (53%) did nothing to monitor and track the calls received. Of those tracking calls, 17% still used a manual process of call logs, compared to 33% using call tracking software and 50% where calls were linked to a CRM system.\r\n\r\nLooking at the facts below, it’s clearly an area where the majority of companies looking to analyse the impact and ROI of marketing need to up their game.\r\n\r\n<img class=\"alignright size-full wp-image-1502\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/08/methods-of-call-tracking-used-by-business.png\" alt=\"methods-of-call-tracking-used-by-business\" width=\"800\" height=\"347\" />\r\n\r\n&nbsp;\r\n<h2>Lessons to be learned</h2>\r\nAnalytics are both everywhere and nowhere. We (virtually) all have them in some form or other, but few are fully utilising the tools at their disposal.\r\n\r\nWorst of all is the lack of connection being made between the online and real world.\r\n\r\nDespite phone calls being a hugely significant part of the sales process (according to our findings), very few seek to add this as part of the marketing – trying to make out the full picture with major pieces missing.\r\n\r\nBusinesses find themselves living in the age of big data and analytics, with still massive gaps in the knowledge that could drive their growth.\r\n\r\n<strong>So what’s the answer:</strong>\r\n<ul>\r\n	<li>Recognise that insight is crucial. Not only does it give you control over your growth, it also allows you to make informed decisions about the ROI of marketing spend – which could mean the difference between making a healthy profit or a damaging loss.</li>\r\n	<li>Get the right tools – look for insight that covers the key channels of communication and can be customised to your needs. What do you need to track and how do these relate to the important decisions you need to make.</li>\r\n	<li>Use the insights you gain. Knowing the facts is one thing, acting on them is another. Make ROI your guiding principle – be prepared to try new approaches (with careful eye on the data) and drop things you have always done but are no longer profitable or the best use of budget.</li>\r\n</ul>\r\n<h2>About Ruler Analytics</h2>\r\nRuler Analytics is a visitor level website analytics product that provides call tracking and lead tracking showing the exact keyword, source and journey of each inbound telephone call and website enquiry.\r\n\r\nWith a fully documented API, Ruler Analytics can integrate with any product that businesses currently use such as CRM, email or Google Analytics itself.\r\n\r\nRuler Analytics was designed and built by lead generation and digital marketing experts that had used Google Analytics and other tracking products for years but found that they either did not provide the granular level of detail and accuracy that was required to manage campaigns properly or that the cost of using such products was prohibitive and too expensive.\r\n\r\n<a href=\"https://www.ruleranalytics.com/Are-Businesses-Using-Analytics-&amp;-Call-Tracking-Effectively.pdf\">Download the PDF Version of the report</a>','Signal Amongst The Noise','','publish','closed','closed','','research-report-are-businesses-using-analytics-call-tracking-effectively','','','2016-11-08 12:11:12','2016-11-08 12:11:12','',0,'http://ruler.epicwip.co.uk/?page_id=2247',0,'page','',0),(2249,0,'2016-11-08 20:38:25','2016-11-08 20:38:25','','','','publish','closed','closed','','2249','','','2016-11-08 20:38:26','2016-11-08 20:38:26','',0,'https://www.ruleranalytics.com/blog/nf_sub/2249/',0,'nf_sub','',0),(2251,0,'2016-11-09 00:59:38','2016-11-09 00:59:38','','','','publish','closed','closed','','2251','','','2016-11-09 00:59:38','2016-11-09 00:59:38','',0,'https://www.ruleranalytics.com/blog/nf_sub/2251/',0,'nf_sub','',0),(2259,0,'2016-11-09 20:58:44','2016-11-09 20:58:44','','','','publish','closed','closed','','2259','','','2016-11-09 20:58:44','2016-11-09 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10:58:22','2016-11-21 10:58:22','',0,'https://www.ruleranalytics.com/blog/nf_sub/2347/',0,'nf_sub','',0),(2349,2,'2016-11-21 14:59:06','2016-11-21 14:59:06','<a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/4-reasons-law-firms-need-call-tracking/\">Online marketing for law firms</a> can be costly and difficult, as the marketplace is one of the most competitive in the world. Here at Ruler Analytics, we work with many lawyers who need help targeting and monitoring their online marketing activities.\r\n\r\nThe legal sector was <a href=\"https://www.ruleranalytics.com/blog/inbound-marketing/jackson-reforms-change-way-law-firms-approached-marketing/\">shaken up in 2013 by the Jackson Reforms</a>, which changed the ways in which law firms did business and generated leads.\r\n\r\nFirstly, they made it illegal for lawyers to pay for referrals from third parties such as garages and claims companies, which had previously provided a steady flow of customers who had been in road accidents.\r\n\r\nThey also did away with the “no win, no fee” model, which meant that fewer people were prepared to risk making claims.\r\n\r\nThis resulted in the legal sector needing to change its whole approach to marketing, creating a hugely competitive marketplace when it came to online advertising for lawyers.\r\n\r\n&nbsp;\r\n<h4><strong>Challenges Lawyers Face with Pay Per Click</strong></h4>\r\nHere at Ruler, we are constantly approached by law firms looking for assistance with their online marketing efforts and lead generation.\r\n\r\nIn order to find out the best ways to help them, we asked some of the firms who were getting on board with us what were the biggest challenges they were facing with their PPC marketing. Here’s what they said.\r\n\r\n&nbsp;\r\n<h5><strong>Law-Related Keywords Aren’t Cheap</strong></h5>\r\nAll our legal clients would agree that bidding for relevant keywords on Google AdWords is a costly process. <a href=\"http://www.wordstream.com/articles/most-expensive-keywords\">The keyword “lawyer” is the sixth most expensive</a> in its category, at an average £42.52 per click.\r\n\r\nCosts this high mean that you need to see a significant return on investment for your PPC efforts to be worthwhile.\r\n\r\nIn order to get the most out of your PPC campaigns, you need to be able to find out which keywords people are searching for that are leading them to your website.\r\n\r\nThis means that you need to be tracking visitors to your website individually, using Call Tracking software that enables you to track their entire journey back to keyword level.\r\n\r\nWithout this information you will be unable to calculate the true ROI of your keywords, and also choose the most relevant keywords to target your marketing effectively.\r\n\r\n&nbsp;\r\n<h5><strong> Determining where your Telephone Leads are Coming From</strong></h5>\r\nTracking your online leads alone does not give you a full picture of the efficacy of your marketing efforts, especially as most law firms generate a lot of business from inbound telephone calls.\r\n\r\nIn order to calculate the ROI of all your online campaigns, you need to be able to see the source of each telephone call.\r\n\r\nRuler Analytics Call Tracking allows you to track each caller individually, allowing you to see which of your ads they clicked on that led them to make the call.\r\n\r\nThis means you can budget more efficiently and stop wasting money on underperforming campaigns.\r\n\r\n&nbsp;\r\n<h5><strong>Understanding the true quality of your telephone calls</strong></h5>\r\nEffective marketing isn’t just about the number of clicks or calls you receive; it’s about making sure your ads are attracting quality callers who are turning into customers.\r\n\r\nThis is where Google AdWords’ own call tracking feature falls down, as it does not provide Call Recording.\r\n\r\nThis is essential as it allows you to listen back to conversations and build up a picture of your target customer, also illustrating whether some campaigns are generating better quality leads than others.\r\n\r\nGoogle Call Tracking also does not keep records of any missed calls; without this you could be missing out on any business that comes your way when you’re out of the office.\r\n\r\n&nbsp;\r\n<h5><strong>Making sure your website works for you and your clients</strong></h5>\r\nNo matter how successful your PPC ads are, they need to bring your leads through to a website that encourages them to take action.\r\n\r\nCall tracking software allows you to see how many pages of your website each visitor has looked at before they made their call or filled in an online form, and exactly which page they converted on.\r\n\r\nThis enables you to address any flaws in your website and make sure it is working effectively for you by providing your potential clients with all the information they need.\r\n\r\n&nbsp;\r\n<h4><strong>Ruler Analytics can help</strong></h4>\r\nRuler Analytics Call Tracking software provides you with all the information you need to negotiate the difficult task of marketing your law firm effectively online.\r\n\r\nBy tracking all your visitors at individual level and offering Call Recording and Missed Calls facilities, you can understand exactly how to get the maximum return on your marketing spend.\r\n\r\n<iframe class=\"wistia_embed\" src=\"https://fast.wistia.com/embed/iframe/sne6m9t7gh\" name=\"wistia_embed\" width=\"800\" height=\"500\" frameborder=\"0\" scrolling=\"no\"></iframe>\r\n\r\nIf you would like to see for yourself the many ways in which Ruler Analytics can benefit your law firm, give our team a call and <a href=\"https://www.ruleranalytics.com/book-a-demo/\">book your FREE demo</a>.\r\n\r\nTo stay ahead of the competition, follow Ruler Analytics on <a href=\"https://www.linkedin.com/company/ruler-analytics/\">LinkedIn</a>, <a href=\"http://www.ruleranalytics.com/ruleranalytics\">Twitter</a> and <a href=\"https://www.facebook.com/ruleranalytics\">Facebook</a> for all the latest industry insights and news.','We Asked 4 Lawyers What Their Biggest Online Marketing Challenges Are','','publish','closed','open','','asked-4-lawyers-biggest-challenges-heres-said','','https://www.ruleranalytics.com/blog/phone-call-tracking/4-reasons-law-firms-need-call-tracking/\nhttps://www.ruleranalytics.com/blog/inbound-marketing/jackson-reforms-change-way-law-firms-approached-marketing/','2016-11-22 09:54:18','2016-11-22 09:54:18','',0,'https://www.ruleranalytics.com/?p=2349',0,'post','',0),(2352,3,'2016-11-21 14:36:51','2016-11-21 14:36:51','','We Asked 4 Lawyers What Their Biggest Challenges Are: Here\'s What They Said - 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www.ruleranalytics.com','','inherit','closed','closed','','5-ways-your-sales-team-can-become-more-productive-with-analytics-www-ruleranalytics-com-8','','','2016-11-28 15:06:48','2016-11-28 15:06:48','',895,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/5-ways-your-sales-team-can-become-more-productive-with-analytics-www.ruleranalytics.com_-4.gif',0,'attachment','image/gif',0),(2383,2,'2016-11-30 11:20:56','2016-11-30 11:20:56','As all marketers know, reducing your Cost Per Lead (CPL) is a vital part of efficient marketing. <a href=\"https://www.ruleranalytics.com/call-tracking/\" target=\"_blank\" rel=\"noopener noreferrer\">Call Tracking Analytics</a> can provide you with all the vital information you need to keep your costs as low as possible while generating the best returns for your business.\r\n\r\n&nbsp;\r\n<h3>What is Cost Per Lead?</h3>\r\nCost per lead or CPL is calculated by dividing the total cost of generating all your leads by the number of leads acquired.\r\n\r\nIt is a vital metric in calculating your Return on Investment (ROI) accurately, yet many marketers are not working out their CPL correctly as they are not taking their telephone leads into account. <a href=\"http://unbounce.com/ppc/ppc-metrics-that-actually-matter/\">According to PPC marketer Jacob Baardsgaard</a>,\r\n<blockquote>\"approximately 75 percent of advertisers who generate inbound telephone leads don’t track them as conversions.\"</blockquote>\r\nThis means marketers who aren’t using Call Tracking in analytics are likely to be estimating their CPL too high, as they are only taking into account the number of clicks their online marketing campaigns are producing, rather than including the telephone leads those campaigns have generated.\r\n\r\nCall Tracking Analytics provides you with a more realistic CPL, by enabling you to see exactly which of your campaigns are generating inbound telephone leads by tracking each individual customer’s journey.\r\n\r\nHere are some examples of how Call Tracking in analytics can help reduce your CPL:\r\n\r\n&nbsp;\r\n<h4>Call Tracking Analytics allows you to focus on quality over quantity</h4>\r\nIf you run Click To Call advertising campaigns, such as <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">PPC</a>, SEO and Social Media, it’s easy to focus on how many clicks each campaign is generating. However, not all clicks lead to conversions; they may come from competitors or robots.\r\n\r\nUsing Call Tracking in analytics enables you to see the individual journey that led each visitor to your website, allowing you to concentrate on the quality leads that are likely to generate revenue for your company. This also prevents you from continuing to spend money on channels that are underperforming.\r\n\r\n&nbsp;\r\n<h4>Call Tracking can reveal keyword level data</h4>\r\nThe success of your PPC and SEO campaigns depends on getting your keywords right. Call Tracking Analytics allows you to see exactly which keywords each customer searched that led them to your website. This allows you to target your marketing more effectively by using relevant keywords that potential leads are actually searching for.\r\n\r\n&nbsp;\r\n<h4>Helps identify individual visitor journeys</h4>\r\nRuler Analytics Call Tracking works by using <a href=\"/blog/phone-call-tracking/dynamic-number-insertion-work/\">Dynamic Number Insertion (DNI) technology</a>. This assigns an individual number to each visitor to your site, which can then be tracked so you can see exactly which of your ad campaigns each visitor clicked on, and which pages of your website they visited before they made their call.\r\n\r\nThis allows you to make improvements to both your advertising and your website in order to target your audience effectively.\r\n\r\n&nbsp;\r\n<h4>Allows you to listen back to your phone calls</h4>\r\nRecording calls is vital if you want to understand the type of customers you are attracting and what they actually want from your business. This information can then be used to inform your marketing activities. Call Recording is also useful for training staff to provide the best standard of customer service.\r\n\r\n&nbsp;\r\n<h4>Provides you with in depth statistics about telephone calls</h4>\r\nRuler’s Call Tracking Analytics software shows you any calls you have missed. This allows you to call back prospective customers so you don’t miss out on any business, even when you have to be out of the office.\r\n\r\n&nbsp;\r\n<h4>Call Tracking can also help reduce CPA</h4>\r\nIn order to get the most out of your marketing budget, in addition to your CPL, you also need to focus on reducing your Cost Per Acquisition (CPA).\r\n\r\nThis is the next stage on from CPL. As you know, not all leads become customers; a lead can simply have visited your website and then taken no further action.\r\n\r\nCPA is the cost of each person who has actually become a customer and generated revenue for your company. It is worked out by dividing the total cost of your campaign by the number of customers it has generated.\r\n\r\nUsing Call Tracking in analytics allows you to calculate this number realistically, as it takes your telephone business into account.\r\n\r\n&nbsp;\r\n<h3>Case Study: National Claims Helpline</h3>\r\nNational Claims Helpline is one of the UK’s leading claims management companies. The company needed to cut its advertising costs and allocate its marketing budget more efficiently.\r\n\r\nIt was running several PPC and AdWords campaigns, but had no Call Tracking software, so they were using a lot of guesswork when it came to assessing which keywords were performing well, and which campaigns were generating their inbound telephone leads.\r\n\r\nThe company invested in Ruler Analytics after a free trail, and <a href=\"https://www.ruleranalytics.com/case-studies/national-claims-helpline-claiming-roi-less-two-months/\" target=\"_blank\" rel=\"noopener noreferrer\">saw a return on their investment within just two months</a>, as the insights they gained enabled them to target their marketing much more effectively.\r\n\r\n&nbsp;\r\n<h3>Try Ruler Analytics for Yourself</h3>\r\nIf you would like to see how Ruler Analytics Call Tracking can help you lower your CPL, give our friendly team a call and book a FREE demo. In addition, for all the latest industry insights follow Ruler Analytics on <a href=\"https://www.facebook.com/ruleranalytics\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook</a>, <a href=\"https://www.linkedin.com/company/ruler-analytics\">LinkedIn</a> and <a href=\"http://www.twitter.com/ruleranalytics\">Twitter.</a>\r\n\r\n[activecampaign form=4]\r\n\r\n&nbsp;','Our Top 6 Ways To Reduce Your Cost Per Lead With Call Tracking','','publish','closed','open','','6-ways-to-reduce-your-cost-per-lead-with-call-tracking','','\nhttps://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/','2017-05-24 12:47:02','2017-05-24 11:47:02','',0,'https://www.ruleranalytics.com/?p=2383',0,'post','',0),(2386,3,'2016-11-30 11:17:55','2016-11-30 11:17:55','','6 Ways To Reduce Your Cost Per Lead With Call Tracking - www.ruleranalytics.com','','inherit','closed','closed','','6-ways-to-reduce-your-cost-per-lead-with-call-tracking-www-ruleranalytics-com','','','2016-11-30 11:18:10','2016-11-30 11:18:10','',2383,'https://www.ruleranalytics.com/wp-content/uploads/2016/11/6-Ways-To-Reduce-Your-Cost-Per-Lead-With-Call-Tracking-www.ruleranalytics.com_.jpg',0,'attachment','image/jpeg',0),(2388,0,'2016-11-30 13:37:17','2016-11-30 13:37:17','','','','publish','closed','closed','','2388','','','2016-11-30 13:37:17','2016-11-30 13:37:17','',0,'https://www.ruleranalytics.com/blog/nf_sub/2388/',0,'nf_sub','',0),(2389,1,'2016-12-01 11:58:36','2016-12-01 11:58:36','','revenue-tracking-quick-start-guide','','inherit','closed','closed','','eguide-thequickstartguidetotrackingcampaignsatrevenuelevel-docx','','','2016-12-01 11:58:50','2016-12-01 11:58:50','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/EGUIDE-THEQUICKSTARTGUIDETOTRACKINGCAMPAIGNSATREVENUELEVEL.docx.pdf',0,'attachment','application/pdf',0),(2390,2,'2016-12-01 15:39:30','2016-12-01 15:39:30','There is the fundamental problem when marketing for lead generation.\r\n\r\nLeads, by their nature, are not sales.\r\n\r\nAt least not yet.\r\n\r\nYour leads could be high value, or worthless. They could close a sale tomorrow or next year.\r\n\r\nYour analytics might not even be telling you a true picture of where your leads are originating. Whilst most people track form fills, contacts through mediums such as phone calls and live chats go unattributed in most standard analytics setups.\r\n\r\nIf you’re running a marketing campaign and measuring success based on leads only, you have a gap in data that is stopping you improving results.\r\n\r\nWhilst tyre kicker, top of the funnel and research keywords may appear to be creating cost-effective leads and making your campaign look great. If there isn\'t any revenue coming out at the other end, you’re going to run into a problem.\r\n\r\nTake for example a client who came to us in the legal sector.\r\n\r\nTheir campaign was centred around an exact match keyword generating circa 80 leads a month - but spending the majority of a five-figure budget.\r\n\r\nLooking at their AdWords and Google Analytics accounts would lead you to believe that their performance was great.\r\n\r\nThey were acquiring leads, something was happening, and they were making (enough) money.\r\n\r\nHowever, the middle bit is what makes the difference.\r\n\r\nLike many others, they were failing to link their marketing activities directly to revenue, knowingly leaving a chasm in their insight.\r\n\r\nWhen we broke down the leads generated by the keyword, we found that they were acquiring on average just below 1 new customer a month that was making a significant enough impact on their revenue to be considered valuable.\r\n\r\nEven the high-value nature of their business didn’t offset their initial outlay.\r\n\r\nWe’ve seen this so many times, that we have a name for it.\r\n\r\n<img class=\"aligncenter wp-image-3650\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/southpark-strategy.png\" alt=\"south-park-strategy\" width=\"502\" height=\"380\" />\r\n\r\nWe call it the South Park strategy.\r\n\r\nThe solution? You need to evaluate your campaigns the same way you evaluate business: by the amount of revenue it generates\r\n<h4>Show me the money!</h4>\r\n<img class=\"aligncenter wp-image-3651\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/show-me-the-money.jpg\" alt=\"show me the money\" width=\"702\" height=\"345\" />\r\n\r\nTo find out leads are turning into real sales and creating revenue, you need a process to track and then match them with the marketing campaign or keyword that created them.\r\n\r\nThis is added insight is what will drive your campaign to the next level.\r\n\r\nThere are few steps to get this right, but once they are in place they should produce the data you need each time.\r\n<blockquote>NOTE: You can download a full breakdown of how to implement revenue tracking including spreadsheets, templates AND a 30 day free trial for Ruler Analytics <a href=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Ruler-Analytics-Revenue-Tracking-Quick-Start-Guide.pdf\">here</a>.</blockquote>\r\n&nbsp;\r\n<h3>Step 1 – Tagging – Identifying the Traffic Source</h3>\r\nThe first step is making sure the traffic coming to your website is tagged correctly so that you can see the exact source and any other variables associated such as campaign, keyword or advert reference. This is commonly done using UTM tags, which allow you to add specific labels to the landing pages (more info in our guide below.)\r\n\r\n&nbsp;\r\n<h3>Step 2 – Tracking – Software &amp; Tools</h3>\r\nThe next stage is to ensure that the data captured is at visitor level, so you are able to match with the marketing source and to a closed sale later. Most leads come in the form of an enquiry form, live chat or phone call. So you may need some additional marketing analytics or call tracking software at this stage, but you can also pass UTM tag values in your forms.\r\n\r\n&nbsp;\r\n<h3>Step 3 – Matching – Feedback &amp; CRM</h3>\r\nFinally, once you have captured the lead with the applicable marketing source there needs to be a feedback loop to see which leads closed into business, and just as importantly which leads didn’t.\r\n\r\nThis can be done manually in a spreadsheet, to begin with, so you can get used to the workflow and prove the business case. However, this could be cumbersome at higher volumes, so ideally they should be automatically matched to where you handle your leads, for instance in CRM.\r\n\r\n&nbsp;\r\n<h2>Next Steps</h2>\r\nOnce you have this process in place it allows you to see where the real conversions and revenue are coming from, measure ROI definitively and optimise your campaign accordingly.\r\n\r\nIf you want to learn more check out our <a href=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Ruler-Analytics-Revenue-Tracking-Quick-Start-Guide.pdf\">guide…</a>','You Probably Aren’t Measuring Your PPC Campaigns Properly','','publish','closed','open','','you-probably-arent-measuring-your-ppc-campaigns-properly','','https://www.ruleranalytics.com/blog/analytics/track-website-visitors/\nhttps://www.ruleranalytics.com/blog/analytics/7-utm-tag-mistakes-youre-probably-wrong/\nhttps://www.ruleranalytics.com/blog/ppc/definitively-measuring-roi-and-optimising-your-ppc-campaign-in-lead-generation-using-ruler-analytics/','2017-11-22 11:51:34','2017-11-22 11:51:34','',0,'https://www.ruleranalytics.com/?p=2390',0,'post','',0),(2391,1,'2016-12-01 12:13:00','2016-12-01 12:13:00','','underpants-gnomes-scheme','','inherit','closed','closed','','underpants-gnomes-scheme','','','2016-12-01 12:13:00','2016-12-01 12:13:00','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/underpants-gnomes-scheme.png',0,'attachment','image/png',0),(2392,1,'2016-12-01 12:14:49','2016-12-01 12:14:49','','showmethemoney','','inherit','closed','closed','','showmethemoney','','','2016-12-01 12:14:49','2016-12-01 12:14:49','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/showmethemoney.gif',0,'attachment','image/gif',0),(2393,1,'2016-12-01 12:27:06','2016-12-01 12:27:06','','pexels-photo-101584','','inherit','closed','closed','','pexels-photo-101584','','','2016-12-01 12:27:06','2016-12-01 12:27:06','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/pexels-photo-101584.jpeg',0,'attachment','image/jpeg',0),(2394,1,'2016-12-01 14:16:18','2016-12-01 14:16:18','','ruler-analytics-revenue-tracking-quick-start-guide','','inherit','closed','closed','','ruler-analytics-revenue-tracking-quick-start-guide','','','2016-12-01 14:16:18','2016-12-01 14:16:18','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/Ruler-Analytics-Revenue-Tracking-Quick-Start-Guide.pdf',0,'attachment','application/pdf',0),(2396,0,'2016-12-01 15:02:16','2016-12-01 15:02:16','','','','publish','closed','closed','','2396','','','2016-12-01 15:02:16','2016-12-01 15:02:16','',0,'https://www.ruleranalytics.com/blog/nf_sub/2396/',0,'nf_sub','',0),(2398,0,'2016-12-01 15:24:28','2016-12-01 15:24:28','','','','publish','closed','closed','','2398','','','2016-12-01 15:24:28','2016-12-01 15:24:28','',0,'https://www.ruleranalytics.com/blog/nf_sub/2398/',0,'nf_sub','',0),(2399,0,'2016-12-01 15:36:43','2016-12-01 15:36:43','','','','publish','closed','closed','','2399','','','2016-12-01 15:36:43','2016-12-01 15:36:43','',0,'https://www.ruleranalytics.com/blog/nf_sub/2399/',0,'nf_sub','',0),(2400,0,'2016-12-01 15:36:48','2016-12-01 15:36:48','','','','publish','closed','closed','','2400','','','2016-12-01 15:36:48','2016-12-01 15:36:48','',0,'https://www.ruleranalytics.com/blog/nf_sub/2400/',0,'nf_sub','',0),(2404,0,'2016-12-01 20:52:04','2016-12-01 20:52:04','','','','publish','closed','closed','','2404','','','2016-12-01 20:52:04','2016-12-01 20:52:04','',0,'https://www.ruleranalytics.com/blog/nf_sub/2404/',0,'nf_sub','',0),(2405,0,'2016-12-02 07:01:17','2016-12-02 07:01:17','','','','publish','closed','closed','','2405','','','2016-12-02 07:01:17','2016-12-02 07:01:17','',0,'https://www.ruleranalytics.com/blog/nf_sub/2405/',0,'nf_sub','',0),(2408,1,'2016-12-02 10:48:55','2016-12-02 10:48:55','','funnel','','inherit','closed','closed','','funnel','','','2016-12-02 10:48:55','2016-12-02 10:48:55','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/funnel.jpg',0,'attachment','image/jpeg',0),(2409,0,'2016-12-02 11:48:41','2016-12-02 11:48:41','','','','publish','closed','closed','','2409','','','2016-12-02 11:48:41','2016-12-02 11:48:41','',0,'https://www.ruleranalytics.com/blog/nf_sub/2409/',0,'nf_sub','',0),(2410,0,'2016-12-05 12:05:38','2016-12-05 12:05:38','','','','publish','closed','closed','','2410','','','2016-12-05 12:05:38','2016-12-05 12:05:38','',0,'https://www.ruleranalytics.com/blog/nf_sub/2410/',0,'nf_sub','',0),(2413,0,'2016-12-05 17:14:33','2016-12-05 17:14:33','','','','publish','closed','closed','','2413','','','2016-12-05 17:14:33','2016-12-05 17:14:33','',0,'https://www.ruleranalytics.com/blog/nf_sub/2413/',0,'nf_sub','',0),(2415,3,'2016-12-06 09:21:12','2016-12-06 09:21:12','','a complete guide to ruler analytics call tracking - 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Not only will you weaken your value proposition, but your quality score will also suffer.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2481\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"750\" height=\"375\" />\r\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Sourced from <a href=\"https://www.wordstream.com/articles/ultimate-quality-score-guide\">Wordstream</a>: Advertisers with a low quality score can pay up to 4 times more than their high scoring counterparts.</span></p>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">With low quality scores, you run the risk of multiplying your budget without seeing any real impact on revenue.</span>\r\n\r\n<span style=\"font-weight: 400;\">The good thing is that there are methods of improving your paid search campaigns - without sacrificing your relevancy.</span>\r\n\r\n<span style=\"font-weight: 400;\">But, how do you go about generating more PPC conversions with the same marketing budget?</span>\r\n\r\n<span style=\"font-weight: 400;\">It’s simple.</span>\r\n\r\n<strong><span style=\"text-decoration: underline;\">Your goal is to find what works, and optimise all of the variables around it. And I mean <i>alllllllll</i> of them.</span></strong>\r\n\r\n<span style=\"font-weight: 400;\">With good knowledge of those variables, whilst employing the concept of </span><a href=\"http://www.bbc.co.uk/news/magazine-34247629\"><span style=\"font-weight: 400;\">marginal gains</span></a><span style=\"font-weight: 400;\">, there\'s no reason why you can\'t continue to see growth in areas where you’re already noticing success.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Marginal Gains</span>\r\n\r\n<span style=\"font-weight: 400;\">Marginal gains are best described as ‘1 percent margin for improvement in everything you do.’</span>\r\n\r\n<span style=\"font-weight: 400;\">Popularised by British cycling coach Dave Brailsford, he believed that “if you improve every area related to cycling by just 1 percent, then those small gains would add up to remarkable improvement.”</span>\r\n\r\n&nbsp;\r\n\r\n<strong><img class=\"aligncenter wp-image-2482\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com-2.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"749\" height=\"393\" /></strong>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Brailsford began by optimising the obvious things like; riders nutrition, training regimes, the ergonomics of riding equipment, plus significant developments to the weight and balance of the bikes.</span>\r\n\r\n<span style=\"font-weight: 400;\">But he didn’t stop there. Brailsford realised that the opposition were also focusing on the same things. So to get ahead, Brailsford went beyond what one would usually expect.</span>\r\n\r\n<span style=\"font-weight: 400;\">They began searching for improvements in areas that were overlooked by their competion; things like discovering the ideal pillow that offered the best sleep, testing for the most effective massage gel and teaching riders the best way to cleanse their hands to avoid infection.</span>\r\n\r\n<span style=\"font-weight: 400;\">They searched for 1 percent improvements everywhere.</span>\r\n\r\n<span style=\"font-weight: 400;\">It may not sound exciting, but in 2010 Brailsford had a goal. He set a target that the Great British cycling team would be the Tour de France champions within 5 years time.</span>\r\n\r\n<strong>He was wrong. </strong>\r\n\r\n<em>They became champions within 3.</em>\r\n\r\n<span style=\"font-weight: 400;\">In 2012, Bradley Wiggins became the first British cyclist to win the Tour de France. The same year, the British olympic cycling team picked up 70% of all medals.</span>\r\n\r\n<span style=\"font-weight: 400;\">The following year another British cyclist, Chris Froome became Tour de France victor. Marking one of the most successful runs of any nation in modern cycling history.</span>\r\n\r\n<span style=\"font-weight: 400;\">The only way you can get ahead is by focussing on the details your competitors overlook.</span>\r\n\r\n<span style=\"font-weight: 400;\">If it’s good enough for the British Cycling team, then it’s good enough for you!</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Where To Find Your Marginal Gains</span>\r\n\r\nWhilst you’re probably doing some form of execution on the tactics below, it’s important to consider that optimisation is the result of changes over time. The more time you put into making smart decisions, the GREATER your rewards will be.\r\n\r\nDon’t be the lazy marketer who sets and forgets.\r\n\r\nEven the best campaigns, there are so many variables that can impact your performance. You should always follow the ABT principle:\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">A</span>lways <span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">B</span>e <span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">T</span>esting.\r\n\r\n<img class=\"aligncenter wp-image-2484\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_-1.jpg\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"750\" height=\"422\" />\r\n\r\nBy the end of this blog, you should have a bucket full of ideas for your PPC strategy.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Part 1: AdWords Tricks</span>\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Single Keyword Ad Groups</span>\r\n\r\n<span style=\"font-weight: 400;\">We have found that there is no other tactic as effective as Single Keyword Ad Groups</span><span style=\"font-weight: 400;\">. </span>\r\n\r\n<span style=\"font-weight: 400;\">If you want your CTR, quality score, average ad positions to go up whilst your cost per conversions and cost per clicks go down, Single Keyword Ad Groups are something you really need to consider.</span>\r\n\r\n<span style=\"font-weight: 400;\">It’s common knowledge that tightly themed ad groups will improve your campaigns, but whilst your competitors might view 10 - 20 keywords per ad group as tight, you’re going to go one step further.</span>\r\n\r\n<span style=\"font-weight: 400;\">You’re going to focus on a single keyword per ad group.</span>\r\n\r\n<span style=\"font-weight: 400;\">Because no one is as focused as </span><i><span style=\"font-weight: 400;\">you</span></i><span style=\"font-weight: 400;\">!</span>\r\n\r\n<span style=\"font-weight: 400;\">Single Keyword Ad Groups work so well because they allow you to control the message match between the keyword, text ad and landing page with laser sharp accuracy.</span>\r\n\r\n<span style=\"font-weight: 400;\">When you only have one keyword per ad group, you can make your ad super specific to the keyword itself.</span>\r\n\r\n<span style=\"font-weight: 400;\">For example, the ad for the keyword ‘SEO for Lawyers’ would look something like this:</span>\r\n\r\n<img class=\"size-full wp-image-2495 aligncenter\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics-1.png\" alt=\"11-unconventional-hacks-to-get-more-from-your-ppc-campaigns-www-ruleranalytics\" width=\"244\" height=\"81\" />\r\n\r\nYou should look to test at least two ad copy variations per ad group.\r\n\r\n<img class=\"aligncenter wp-image-2486\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"750\" height=\"134\" />\r\n\r\n<span style=\"font-weight: 400;\">Use this framework from </span><a href=\"http://unbounce.com/ppc/doing-adwords-wrong-make-it-right/\"><span style=\"font-weight: 400;\">unbounce.com</span></a>\r\n\r\n<span style=\"font-weight: 400;\">Your ad will have a perfect message match with the keyword you’re bidding on and will have a high relevancy for the searcher\'s intentions. High relevancy means higher click through rates, higher quality scores, lower cost per clicks and lower cost per conversion.</span>\r\n\r\n<span style=\"font-weight: 400;\">Once you’ve started building out your campaigns, they should begin to look something like this:</span>\r\n\r\n<img class=\"aligncenter wp-image-2485\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_-1.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"751\" height=\"552\" />\r\n\r\nWithin each ad group you should have the keyword with each different match type:\r\n\r\n<span style=\"font-weight: 400;\">+SEO +for +Lawyers</span>\r\n\r\n<span style=\"font-weight: 400;\">[SEO for Lawyers]</span>\r\n\r\n<span style=\"font-weight: 400;\">“SEO for Lawyers”   </span>\r\n\r\nDon’t worry, you don’t need to create a Single Keyword Ad Group for every one of your keywords. Just chose the top 5 - 10 with the highest amount of conversions/conversion value.\r\n\r\n<span style=\"font-weight: 400;\">You can read more about </span><span style=\"font-weight: 400;\">single keyword ad groups <a href=\"http://blog.ispionage.com/adwords-performance-skags.html\">here</a></span><span style=\"font-weight: 400;\">.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Ad Copy Optimisation</span>\r\n\r\n<span style=\"font-weight: 400;\">So you’ve wrote your two ad copies, set your campaign live - now what? Are you just going to leave it? No!</span>\r\n\r\n<span style=\"font-weight: 400;\">Ad copy optimisation is one of the simplest things you can do. It’s important that you’re constantly staying up-to-date with the requirements of your target market.</span>\r\n\r\n<span style=\"font-weight: 400;\">If you’re struggling to understand what value your target market is trying to unlock, ask them! Seriously, it’s the simplest way to get extremely useful feedback.</span>\r\n\r\n<span style=\"font-weight: 400;\">As long as you have a fundamental understanding of the English language, you can start testing ad copies.</span>\r\n\r\n<span style=\"font-weight: 400;\">We follow these golden rules:</span>\r\n\r\n<span style=\"font-weight: 400;\">Don’t rush your tests. Let them run. This will allow you to collect enough data so you can make more accurate decisions.</span>\r\n\r\n<span style=\"font-weight: 400;\">Let data decide. Don’t let your gut instinct be the decider of what wins and what doesn’t.</span>\r\n\r\n<span style=\"font-weight: 400;\">Don’t use technical jargon or buzzwords. Keep it simple and make sure it’s a true reflection of your product or services.</span>\r\n\r\n<span style=\"font-weight: 400;\">Don’t make false promises. You’ll only suffer by paying for clicks that don’t convert into sales.</span>\r\n\r\n<span style=\"font-weight: 400;\">Segment your data to get better insights. Maybe particular geographies work better with different ad copies, almost certainly you will see a difference between desktop and mobile.</span>\r\n\r\n<span style=\"font-weight: 400;\">Follow Google’s </span><a href=\"https://support.google.com/adwords/answer/1704392?hl=en\"><span style=\"font-weight: 400;\">guidelines to write successful ads</span></a><span style=\"font-weight: 400;\">.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Ad Extensions</span>\r\n\r\n<span style=\"font-weight: 400;\">Sitelinks have been around for quite some time now and </span><b>still</b><span style=\"font-weight: 400;\"> some people don’t use them, never mind incorporating them into their ongoing optimisation strategy.</span>\r\n\r\n<img class=\"aligncenter wp-image-2487\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"749\" height=\"326\" />\r\n\r\nIf you’re one of those people who aren’t using sitelinks, stop reading this blog and go and add them to your ads NOW!\r\n\r\n<span style=\"font-weight: 400;\">As well as increasing the real estate of your ads and pushing your competitors below the fold on the search engines, some sitelinks receive a click through rate that’s 5 times of the advert.</span>\r\n\r\n<span style=\"font-weight: 400;\">The benefits of sitelinks are endless:</span>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improves your click through rate...</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">...which in turn improves your quality score.</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Additional space for extra copy/messaging, which means more room getting your value across.</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Each sitelink has it’s own landing page. This gives searchers the option to find out more relevant information than what’s linked to in the ad.</span></li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Just some things to bear in mind when creating sitelinks:</span>\r\n\r\n<b>Don’t be tempted to create account level sitelinks! </b><span style=\"font-weight: 400;\">Whilst it might seem like a quick way to get results, you’ll benefit greatly from a small investment in time. </span>\r\n\r\n<span style=\"font-weight: 400;\">Make sure that all of your sitelinks are at campaign or ad group level. That way you can ensure that they’re a better match to the searcher\'s intent.</span>\r\n\r\n<b>Use enhanced sitelinks for even MORE SERP real estate. </b><span style=\"font-weight: 400;\">Enhanced sitelinks allow you to add another two lines of descriptive text for each link - like it’s own mini-ad! For example, you can go f</span>rom this:\r\n\r\n<img class=\"aligncenter wp-image-2488\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"750\" height=\"177\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">To this:</span>\r\n\r\n<img class=\"aligncenter wp-image-2489\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics-1.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"749\" height=\"287\" />\r\n\r\nGoogle says enhanced sitelinks can improve clickthrough rates by 30%.\r\n\r\n<span style=\"font-weight: 400;\">For even more ideas, check out WordStream’s </span><a href=\"http://www.wordstream.com/blog/ws/2016/09/06/sitelink-extensions-dos-and-donts\"><span style=\"font-weight: 400;\">advice on optimising sitelinks.</span></a>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Identify Your Top Keywords</span>\r\n\r\nLet’s face it - any marketer worth their bread and butter has a relative idea of their best performing keywords.\r\n\r\nBut as we’ve found out, that isn’t always the case.\r\n\r\nIf your PPC campaign has keywords that bring you traffic but don’t convert, you are losing money!\r\n\r\nTake for example a client of the famed Search Engine Land. The client had spent over $1million on PPC campaigns, but didn’t achieve any increase in market share.\r\n\r\nWhen Search Engine Land analysed their campaigns, they found that over 98% of their budget had been spent on keywords that returned them just 1 conversion per month.\r\n\r\nLuckily, <a href=\"https://www.ruleranalytics.com/keyword-reprovided/\">identifying your top (and worst) performing keywords</a> isn’t all that difficult.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Identifying Top Performing Keywords</span>\r\n\r\n<span style=\"font-weight: 400;\">Step 1 - Open AdWords and set the date range for 3 - 6 months</span>\r\n\r\n<span style=\"font-weight: 400;\">Step 2 - Click on the </span><b>Keywords</b><span style=\"font-weight: 400;\"> tab</span>\r\n\r\n<img class=\"aligncenter wp-image-2490\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com-2.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"749\" height=\"356\" />\r\n\r\n<span style=\"font-weight: 400;\">Step 3 - Click the </span><b>Filter </b><span style=\"font-weight: 400;\">dropdown menu and select </span><b>Create Filter</b>\r\n\r\n<span style=\"font-weight: 400;\">Step 4 - Apply a filter such as ‘Conversion Rate &gt; 2%’ (as seen above), or Conversions &gt; 3.</span>\r\n\r\n<em>With this information, you should be able to identify:</em>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What percentage of your ad spend do your top keywords account for? </span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which ad sets or campaigns do the majority of your top keywords reside?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are any high performing keywords maxing out on their budget?</span></li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Once we’ve identified these, we look to reallocate budget from low performers (use a filter like Conversions = 0) into top performers, or separate out top performers into their own campaign to give us more control over our budget. </span>\r\n\r\n<span style=\"font-weight: 400;\">Oh, and any keywords you’ve had for more than a month that aren’t getting you any conversions..</span>\r\n\r\n<span style=\"font-weight: 400;\">Delete them.</span>\r\n\r\n<span style=\"font-weight: 400;\">Your budget is better spent elsewhere.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Negative Keywords</span>\r\n\r\nIf you’re even just familiar with bidding on keywords, then it’s likely you know what negative keywords are.\r\n\r\nImagine you’re a fruit and vegetable company and you’re looking for new customers for your apples.\r\n\r\nThe likelihood is that you don’t want to appear when someone is searching for a new computer, so you don’t want your ads to show when a search phrase contains the words ‘computer’, ‘imac’ and ‘iPhone’.\r\n\r\nThese essentially become your negative keywords, and block your ad from delivering alongside any irrelevant searches.\r\n\r\nA quick way to get started with negative keywords is to use a list of common negative keywords to preemptively protect your campaigns.\r\n\r\nYou can download ours here:\r\n\r\n[rad_rapidology_inline optin_id=\"optin_5\"]\r\n\r\nNext, you will want to dive into the search query report to see if any irrelevant search queries are triggering your ads to be delivered.\r\n\r\nThis can be found by heading over to AdWords and selecting the Keywords then Search Terms tab.\r\n\r\n<img class=\"aligncenter wp-image-2491\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com-3.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"752\" height=\"156\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Bid For Sales, Not Conversions</span>\r\n\r\nWe recently covered our thoughts that <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">bidding on leads and conversions is wrong</a>, and that the modern marketer should instead optimise their campaigns for sales and conversions.\r\n\r\nThere’s a sort of hierarchy of importance when it comes to bidding optimisation.\r\n\r\nAt the bottom is impressions.\r\nThen there’s clicks.\r\nThen conversions.\r\nThen sales.\r\nAnd finally, revenue.\r\n\r\nThe most sophisticated marketers know that to be taken seriously in the boardroom - and to get the most return from your campaigns, you need to know exactly <a href=\"https://www.singlegrain.com/blog-posts/pay-per-click/how-to-gauge-the-success-of-your-ppc-campaign/\">how much revenue your campaigns</a> are adding to your bottom line.\r\n\r\nWhilst some keywords might have low conversion rates, they might be more relevant to the value people experience from your product and therefore more likely to acquire high value customers.\r\n\r\nWhen you can identify those keywords, you get a level of insight that even Google doesn’t know.\r\n\r\nIt’s the last real opportunity to strike gold in PPC.\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Part 2: On Page Hacks</span>\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Call Tracking</span>\r\n\r\nDoes your business have a phone number?\r\n\r\nIf yes, there could be a wealth of untapped potential sitting within your PPC campaigns that’s waiting to be tapped with the <a href=\"https://www.ruleranalytics.com/call-tracking/\">simple integration of call tracking</a>.\r\n\r\nIf people are clicking on your ads, picking up their phones and calling your company, you could be missing out on a huge chunk of conversion data.\r\n\r\nIt’s possible that some keywords you’re paying no attention to are your best performers.\r\n\r\nPlausible, considering that phone call leads usually convert at 30 - 40%, and for some companies, 50 - 75% of their leads come via the phone.\r\n\r\nThankfully, including phone call conversions as part of your optimisation mix isn’t that difficult.\r\n\r\nIn the old days, you’d have to rely on ‘how did you hear about us?’ survey or manually assigning unique phone numbers to each of your marketing channels, we now have software to do it for us.\r\n\r\nRuler Analytics uses <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/dynamic-number-insertion-work/\">dynamic number insertion</a>, along with a host of other features, to make sure that phone call conversions show up in your AdWords and Google Analytics interfaces.\r\n\r\nAll it takes is a small piece of code added to your page to get started.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Exit Intent</span>\r\n\r\nThe idea of an intrusive pop-up may seem annoying, but bear with me whilst I explain.\r\n\r\nExit intent tools use a small piece of javascript embedded in your website to detect the moment when a visitor is most likely to exit your page.\r\n\r\nOnce it detects this moment, it triggers a highly visible popup or overlay giving the visitor an incentive to stay or submit information - such as their email.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter size-full wp-image-2496\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_.gif\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"388\" height=\"232\" />\r\n\r\nImage sourced via <a href=\"http://www.optimonk.com/custom/optimonk/image/data/features/exit-intent-and-triggering/exit-intent-triggering-options_exit-intent-technology.gif\">Optimonk</a>\r\n\r\n&nbsp;\r\n\r\nWhat is important to consider is that this visitor was going to leave your website anyway.\r\n\r\nExit intent is your last ditch effort to convince them that you have some value that is worthy of their attention.\r\n\r\nThe visitor was going to leave anyway, so any perceived damage to your brand because of the obtuse nature of a popup won’t be felt by the visitor.\r\n\r\nBut maybe they were leaving not because you didn’t have what they wanted, but because they couldn’t find it?\r\n\r\nFor example, they were trying to find the right offer to suit their budget, the content they were reading wasn’t relevant to their needs at that point in time or they’re price sensitive and wanted a coupon before they made a purchase.\r\n\r\nExit intent gives you one last opportunity to help them find that.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Campaign Personalisation</span>\r\n\r\nAlthough, platforms like Qubit and Optimizely might be outside of your budget, we have seen huge success in using captures that are tailored towards the visitors campaign behaviour.\r\n\r\nFor example, if a visitor comes from a campaign that has a really low conversion rate, but we’re confident that it’s a relevant audience, we might display a slide in that gives them an unmissable offer.\r\n\r\nAn unmissable offer is something that the visitor simply can’t refuse - think an extended trial period, cashback offer or discounted product.\r\n\r\nThis isn’t a permanent solution, but it really helps you squeeze every last bit of juice out your testing period until you figure out a suitable message for your audience.\r\n\r\nGleam.io is a easy to use and affordable tool you can use to begin getting started with this.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Custom Landing Pages</span>\r\n\r\nAre you still sending campaign traffic to your homepage? Stop now! Stop, stop, stop!\r\n\r\nWe considered writing a lengthy description and justification of using landing pages, but there’s no better authority on the subject than Unbounce:\r\n\r\nYou should try to use a landing page for every inbound advertising campaign you operate. You might be selling multiple products or setting up promotional offers for different user segments and your homepage can’t deal with this level of message differentiation. The style and effectiveness of your inbound marketing will also vary according to the source (PPC, email, organic, social media, display banners), so you should try and provide a relevant experience to each input to the funnel.\r\n\r\nLanding pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.\r\n\r\nThere are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:\r\n<ul>\r\n 	<li>Ebook or whitepaper</li>\r\n 	<li>Webinar registration</li>\r\n 	<li>Consultation for professional services</li>\r\n 	<li>Discount coupon/voucher</li>\r\n 	<li>Contest entry</li>\r\n 	<li>Free trial</li>\r\n 	<li>A physical gift (via direct mail)</li>\r\n 	<li>Notification of a future product launch</li>\r\n</ul>\r\nThe length of your form and the level of personal data requested can have a direct impact on conversion. Try to ask for the absolute minimum amount of information that will enable you to market to your prospects effectively. For instance, don’t ask for a phone or fax number if you only need to contact them via email.\r\n\r\nIf you’re using Single Keyword Ad Groups (mentioned above), landing pages give you the opportunity to ensure that your message continues across the entire customer journey.\r\n\r\nUsing a product such as Unbounce to manage your landing page also means that you can A/B test different variations with ease.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Analyse Your Forms</span>\r\n\r\nIs there anything more annoying than going to sign-up for something and finding that they’re requesting information from you that they just don’t need?\r\n\r\nHubSpot analysed over 40,000 landing pages to investigate how form fields impact conversion rates. Perhaps unsurprisingly, they found that conversion rates being decreasing heavily for every extra field after the 3rd.\r\n\r\n<img class=\"aligncenter wp-image-2493\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com-4.png\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"750\" height=\"579\" />\r\n\r\nEvery extra piece of additional information has a drastic impact on the visitors motivation to complete your form. There are many case studies that prove this:\r\n\r\n<span style=\"font-weight: 400;\"><a href=\"http://www.conversionvoodoo.com/blog/2011/11/expedia-deletes-one-field-from-their-registration-process-increases-profit-12m/\">Expedia increased their profit by $12million simply by removing one form field</a>.</span>\r\n\r\n<span style=\"font-weight: 400;\">However, it’s important to analyse your own data. </span><a href=\"http://www.formisimo.com/blog/conversion-rate-increases-57-with-form-analytics-case-study/\"><span style=\"font-weight: 400;\">INTI increased their conversion rates by 57% by A/B testing</span></a><span style=\"font-weight: 400;\"> by ADDING an extra form field.</span>\r\n\r\n<span style=\"font-weight: 400;\">Like we said…</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2484\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_-1.jpg\" alt=\"11 Unconventional Hacks To Get More From Your PPC Campaigns - www.ruleranalytics.com\" width=\"751\" height=\"422\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Conclusion</span>\r\n\r\nMaybe you’re already aware of some of these methods and include them in your regular optimisation schedule, but I’d bet my car that the majority of you don’t pay them the attention they deserve.\r\n\r\nHopefully we’ve inspired you to dig a little deeper into your AdWords and landing page setup and you\'re now on your way to becoming the next upcoming PPC superstar - watch this space <a href=\"https://twitter.com/LukaszZelezny\">Lukasz Zelezny!</a>\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]','11 Unconventional Hacks To Get More From Your PPC Campaigns','','publish','closed','open','','get-more-from-your-ppc-campaigns','','http://www.formisimo.com/blog/conversion-rate-increases-57-with-form-analytics-case-study/\nhttps://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\nhttps://www.ruleranalytics.com/blog/phone-call-tracking/dynamic-number-insertion-work/\nhttp://blog.ispionage.com/adwords-performance-skags.html','2017-06-16 13:33:22','2017-06-16 12:33:22','',0,'https://www.ruleranalytics.com/?p=2476',0,'post','',0),(2478,3,'2016-12-12 15:11:23','2016-12-12 15:11:23','','11 Unconventional Hacks To Get More From Your PPC Campaigns','','inherit','closed','closed','','11-unconventional-hacks-to-get-more-from-your-ppc-campaigns-www-ruleranalytics-com','','','2016-12-12 15:11:44','2016-12-12 15:11:44','',2476,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_.jpg',0,'attachment','image/jpeg',0),(2479,3,'2016-12-12 15:47:08','2016-12-12 15:47:08','','','','inherit','closed','closed','','11-unconventional-hacks-to-get-more-from-your-ppc-campaigns-www-ruleranalytics-com-2','','','2017-01-10 10:09:43','2017-01-10 10:09:43','',2476,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_.jpeg',0,'attachment','image/jpeg',0),(2481,3,'2016-12-12 16:26:30','2016-12-12 16:26:30','','11 Unconventional Hacks To Get More From Your PPC Campaigns - 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www.ruleranalytics.com','','inherit','closed','closed','','11-unconventional-hacks-to-get-more-from-your-ppc-campaigns-www-ruleranalytics-com-8','','','2016-12-13 09:26:35','2016-12-13 09:26:35','',2476,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/11-Unconventional-Hacks-To-Get-More-From-Your-PPC-Campaigns-www.ruleranalytics.com_.gif',0,'attachment','image/gif',0),(2498,1,'2016-12-13 09:57:46','2016-12-13 09:57:46','','the-revenue-tracking-quick-start-guide','','inherit','closed','closed','','eguide-thequickstartguidetotrackingcampaignsatrevenuelevel-docx-2','','','2016-12-13 09:58:06','2016-12-13 09:58:06','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/EGUIDE-THEQUICKSTARTGUIDETOTRACKINGCAMPAIGNSATREVENUELEVEL.docx-1.pdf',0,'attachment','application/pdf',0),(2500,1,'2016-12-13 10:17:18','2016-12-13 10:17:18','','open-source-basic-negative-keyword-list','','inherit','closed','closed','','open-source-basic-negative-keyword-list','','','2016-12-13 10:17:18','2016-12-13 10:17:18','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/Open-Source-Basic-Negative-Keyword-List.xlsx',0,'attachment','application/vnd.openxmlformats-officedocument.spreadsheetml.sheet',0),(2503,0,'2016-12-13 15:47:25','2016-12-13 15:47:25','','','','publish','closed','closed','','2503','','','2016-12-13 15:47:25','2016-12-13 15:47:25','',0,'https://www.ruleranalytics.com/blog/nf_sub/2503/',0,'nf_sub','',0),(2504,0,'2016-12-13 16:38:57','2016-12-13 16:38:57','','','','publish','closed','closed','','2504','','','2016-12-13 16:38:57','2016-12-13 16:38:57','',0,'https://www.ruleranalytics.com/blog/nf_sub/2504/',0,'nf_sub','',0),(2506,0,'2016-12-14 13:15:37','2016-12-14 13:15:37','','','','publish','closed','closed','','2506','','','2016-12-14 13:15:37','2016-12-14 13:15:37','',0,'https://www.ruleranalytics.com/blog/nf_sub/2506/',0,'nf_sub','',0),(2507,0,'2016-12-15 17:14:27','2016-12-15 17:14:27','','','','publish','closed','closed','','2507','','','2016-12-15 17:14:27','2016-12-15 17:14:27','',0,'https://www.ruleranalytics.com/blog/nf_sub/2507/',0,'nf_sub','',0),(2509,4,'2016-12-20 12:00:51','2016-12-20 12:00:51','<span style=\"font-weight: 400;\">Marketers need to stop using leads for their goals.</span>\r\n\r\n<span style=\"font-weight: 400;\">Previously, leads were an acceptable way of measuring the performance of your marketing.</span>\r\n\r\n...When cloud-based applications weren’t the norm.\r\n<span style=\"font-weight: 400;\">...When the average marketing manager probably gave little attention to the CRM.\r\n</span><span style=\"font-weight: 400;\">...When the word ‘eyeballs’ was a measure seriously spoken about and the concept of attribution was alien to anyone outside of film and copyright.</span>\r\n\r\nIt was a time when sales and marketing teams sat in silos, divided by language, goals systems and processes.\r\n\r\n<span style=\"font-weight: 400;\">The problem with leads is that it doesn’t show on a balance sheet.</span>\r\n\r\n<span style=\"font-size: 17px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">A ‘lead’ doesn’t generate real value.</span>\r\n\r\n<span style=\"font-weight: 400;\">To simply focus on leads means you’re misguided. Unaligned with what your business is trying to achieve.</span>\r\n\r\n<span style=\"font-weight: 400;\">It means that you can often get stuck. Unable to see the wood for the trees.</span>\r\n\r\n<span style=\"font-weight: 400;\">Your marketing team can be stacking up mountains of leads, but your bottom line remains flat.</span>\r\n\r\n<span style=\"font-weight: 400;\">Sales can find themselves inundated with poor quality, irrelevant deals that take up all of their time but never had a chance of closing.</span>\r\n\r\n<span style=\"font-weight: 400;\">In fact, I’d go as far as saying that misaligned sales and marketing teams are the biggest problem faced in the customer acquisition function today.</span>\r\n\r\n<span style=\"font-weight: 400;\">To quantify that problem, I’d like to draw your attention to a study by the <a href=\"http://www.aberdeenservices.com/\">Aberdeen Group.</a></span>\r\n\r\n<span style=\"font-weight: 400;\">They found that teams with self described ‘good alignment’ grew their annual revenues by 20%.</span>\r\n\r\n<span style=\"font-weight: 400;\">Their out-of-sync counterparts?</span>\r\n\r\n<span style=\"font-weight: 400;\">Their revenues </span><b>declined</b><span style=\"font-weight: 400;\"> by an average of 4%. </span>\r\n\r\n<span style=\"font-weight: 400;\">It’s no surprise that </span><span style=\"font-weight: 400;\">80% of CEOs</span><span style=\"font-weight: 400;\"> don’t trust marketers. </span>\r\n<p style=\"text-align: left;\"><img class=\"aligncenter wp-image-2517\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/your-lead-generation-is-dead-www.ruleranalytics.com_.png\" alt=\"your lead generation is dead - www.ruleranalytics.com\" width=\"751\" height=\"534\" /></p>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">They fail to accept proper commercial responsibility, even though the tools they need to do so <a href=\"https://www.ruleranalytics.com/features/\">exist and are readily available.</a></span>\r\n\r\n<span style=\"font-weight: 400;\">Instead, they focus on fluff.</span>\r\n\r\n&nbsp;\r\n<p style=\"text-align: left;\"><img class=\"aligncenter wp-image-2516\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/your-lead-generation-is-dead-www.ruleranalytics.com_.jpg\" alt=\"your lead generation is dead - www.ruleranalytics.com\" width=\"750\" height=\"537\" /></p>\r\nThings that distract people from proper business goals.\r\n\r\n<span style=\"font-weight: 400;\">They’ll try and dazzle executives with the promise of ‘the next big thing’ like marketing automation and messaging bots, or even worse, reports on how many people have liked or shared their posts on social media.</span>\r\n\r\n<span style=\"font-weight: 400;\">What they should be doing is making efforts to prove their commercial impact. Focussing on generating more customer demand in a <a href=\"https://www.ruleranalytics.com/case-studies/optionis/\">quantifiable and measurable way.</a></span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">You Must Reassess Your Goals</span>\r\n\r\n<span style=\"font-weight: 400;\">You must understand, I’m not saying the practise of generating leads is wrong, dead, dying or going anytime soon.</span>\r\n\r\n<span style=\"font-weight: 400;\">What I am saying is;</span>\r\n\r\n<span style=\"font-size: 17px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">if you’re using leads to measure the performance of your marketing, then you need to reevaluate your strategy.\r\n</span>\r\n\r\n<span style=\"font-weight: 400;\">The ultimate goal for any marketer, salesperson and business is to generate more revenue. </span>\r\n\r\n<span style=\"font-weight: 400;\">So the way to make sure that every marketer, sales person and executive is aligned, the goal we must all strive for is simple.</span>\r\n\r\n<b>Revenue.</b>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">What is Revenue Marketing?</span>\r\n\r\n<span style=\"font-weight: 400;\"><a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">Revenue marketing</a> is a system that focusses on the entire customer journey, from discovery to each repeat purchase.</span>\r\n\r\n<span style=\"font-weight: 400;\">It influences people to continue their path to revenue. From becoming a lead, moving to a sales opportunity and finally becoming a paying customer.</span>\r\n\r\n<span style=\"font-weight: 400;\">The key to the evolution of revenue marketing is the rise in cloud-based CRM and marketing tools that can share data with each other.</span>\r\n\r\n<span style=\"font-weight: 400;\">If you know the impact of your actions through the entirety of the customer’s lifetime, you can accurately link it back to the initial investment.</span>\r\n\r\n<span style=\"font-weight: 400;\"><a href=\"http://www.ruleranalytics.com\">Marketing attribution systems</a> can pass data like the lead source, campaign, keyword and referrer alongside the lead’s name and contact information.</span>\r\n\r\n<span style=\"font-weight: 400;\">This information, paired with the customers revenue data, means you can now easily segment and view the exact revenue generated by your marketing efforts.</span>\r\n\r\n<span style=\"font-weight: 400;\">By focussing on the entire funnel, not just lead generation, sophisticated marketing teams are now making leaps and strides towards becoming one of the most indispensable functions.</span>\r\n\r\n<span style=\"font-weight: 400;\">No longer is marketing seen as a luxury, and one of the first functions in line for layoffs when times get hard, but a department that provides a tangible impact on the company\'s growth.</span>\r\n\r\n<span style=\"font-weight: 400;\">As these teams understand exactly how marketing activities correlate with revenue outcomes, planning is much simpler. Activities can be planned based setting a goal and working backwards to get a measure of what is needed to achieve them.</span>\r\n\r\n<span style=\"font-weight: 400;\">Revenue marketing is inclusive of all marketing methods and tactics. </span>\r\n\r\n<span style=\"font-weight: 400;\">The core premise is simple, figure out how you can use data and analytics to understand the impact of all of your sales and marketing activity on revenue.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">How To Become a Revenue Marketing Organisation</span>\r\n\r\n<span style=\"font-weight: 400;\">Becoming a revenue focussed marketing team is easier than you think.</span>\r\n<span style=\"font-weight: 400;\">All you need is a marketing attribution tool and CRM that integrate with each other.</span>\r\n\r\n<span style=\"font-weight: 400;\">Once this connection is formed, it’s simple to see the amount of revenue you actualise throughout the customer’s lifetime.</span>\r\n\r\n<span style=\"font-weight: 400;\">Marketers have been focussed on leads for so long because that’s all they were able see. </span>\r\n\r\n<span style=\"font-weight: 400;\">But now, there is no excuse. It’s time to optimise your marketing based on what really matters to your business. </span>\r\n\r\nREVENUE.\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]','Your Lead Generation Goals Are Dead','','publish','closed','open','','your-lead-generation-goals-are-dead','','\nhttps://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/','2017-04-27 12:01:00','2017-04-27 11:01:00','',0,'https://www.ruleranalytics.com/?p=2509',0,'post','',0),(2513,3,'2016-12-19 15:49:53','2016-12-19 15:49:53','','your lead generation goals are dead - www.ruleranalytics.com','','inherit','closed','closed','','your-lead-generation-goals-are-dead-www-ruleranalytics-com','','','2016-12-19 15:50:15','2016-12-19 15:50:15','',2509,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/your-lead-generation-goals-are-dead-www.ruleranalytics.com_.jpeg',0,'attachment','image/jpeg',0),(2516,3,'2016-12-19 16:06:32','2016-12-19 16:06:32','','your lead generation is dead - 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12:45:48','2017-01-10 12:45:48','',896,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/How-to-transfer-your-ruler-analytics-data-to-SMS-Pipedrive-and-100-web-apps-using-zapier-1.png',0,'attachment','image/png',0),(2612,2,'2017-01-17 09:15:24','2017-01-17 09:15:24','<span style=\"font-weight: 400;\">It’s plain to see that we’re all in on inbound call leads.</span>\r\n\r\n<span style=\"font-weight: 400;\">I’ll explain why. When we listen to our heart, our mind and the huge database of call data from thousands of clients, it’s clear that companies who open up their telephone lines as a touchpoint have a competitive advantage over those who don’t.</span>\r\n\r\n<span style=\"font-weight: 400;\">In fact, the day I’m writing this article we observe the 10th anniversary of the iPhone. It was this day in 2007 that marked a change in tides and evoked a revolution in technology.</span>\r\n\r\n<span style=\"font-weight: 400;\">No longer were users confined to desktop workspaces, they could carry their computers everywhere.</span>\r\n\r\n<span style=\"font-weight: 400;\">With this increased access, came increased usage.\r\n</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2613\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate-www.ruleranalytics.com_.png\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"700\" height=\"515\" />\r\n\r\n<span style=\"font-weight: 400;\">\r\nNowadays, people use their phones to search for business, things to buy and research. The mobile phone is a device built with phone calls in mind.</span>\r\n\r\n<span style=\"font-weight: 400;\">It’s no surprise that people choose to connect with a business through this medium.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">The Power of Phone Calls</span>\r\n\r\n<span style=\"font-weight: 400;\">Google found that 70% of mobile phone owners use click-to-call to contact businesses - this number is expected to increase in the upcoming future. </span>\r\n\r\n<span style=\"font-weight: 400;\">BIA/Kelsey says ‘</span><a href=\"http://www.biakelsey.com/research-data/current-research/phone-calls-are-the-new-click-the-true-smb-marketing-opportunity/\"><span style=\"font-weight: 400;\">phone calls are the new click</span></a><span style=\"font-weight: 400;\">’ and estimates that </span><a href=\"http://www2.biakelsey.com/Research-and-Analysis/Coverage-Areas/Mobile/insight-report-phonecalls-smartphone-era.asp\"><span style=\"font-weight: 400;\">73 billion</span></a><span style=\"font-weight: 400;\"> calls will be made to businesses next year.</span>\r\n\r\n<span style=\"font-weight: 400;\">Phew, that’s A LOT of minutes..</span>\r\n\r\n<span style=\"font-weight: 400;\">When a lead contacts us at Ruler Analytics, we use our own dedicated software to tell our CRM how that person got in touch with us, whether it be over the phone or by filling out a form online. </span>\r\n\r\n<span style=\"font-weight: 400;\">We found out that those who called us, converted into customers at 3x the rate of those who filled out a form online AND took an average of 3 days less - that’s 25% quicker!</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">The Great Disconnect</span>\r\n\r\n<span style=\"font-weight: 400;\">Despite these figures, there’s a disconnect between the actions of marketers. Some businesses <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/9-ways-small-business-can-benefit-call-tracking/\">don’t even display a phone number</a> on their website.</span>\r\n\r\n<span style=\"font-weight: 400;\">Most don’t know which marketing campaigns are responsible for driving the growth of inbound phone calls.</span>\r\n\r\n<span style=\"font-weight: 400;\">And that’s completely fine, if you’re trying to achieve:</span>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Stunted growth rates</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">An avoidance of speaking over the phone</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Not knowing the true ROI of your marketing activities</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Having no idea where your leads are coming from</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Slow, stagnating or declining growth</span></li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">But for those of us who don’t want to sabotage the success of our business, both encouraging and optimising inbound phone calls is a bucket of potential.</span>\r\n\r\n<span style=\"font-weight: 400;\">Whilst call tracking software like Ruler Analytics will help measure where your phone calls are coming from, it’s only when you begin putting tactics into place to increase your conversion rates that you’ll begin reaping the rewards. </span>\r\n\r\n<span style=\"font-weight: 400;\">With that in mind, here are a few simple tips which we found helped improve our growth - which you can easily try yourself.</span>\r\n\r\n<span style=\"font-weight: 400;\">By implementing these steps into your marketing strategy you too can help encourage website visitors make that all important phone call to your business.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">1. Display Local Phone Numbers</span>\r\n\r\nPeople like things they’re familiar with. It’s the same psychological phenomenon that is so powerful it even makes some prisoners miss prison.\r\n\r\nWhen I grew up and left for University, I learnt there’s nothing more familiar than the number you dial to engage with your parents landline.\r\n\r\nYou don’t take our word for it? The results of this experiment speak for themselves.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2614\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate-www.ruleranalytics.com_-1.png\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"700\" height=\"309\" />\r\n\r\n&nbsp;\r\n\r\nA local phone number will also make your business seem more trustworthy. When you serve up a generic 0800 number the visitor will assume that they’re in for one of the most frustrating experiences ever..\r\n\r\n<span style=\"font-weight: 400;\">..an automated touch type message followed by an awkward conversation with a call centre employee.</span>\r\n\r\n<span style=\"font-weight: 400;\">A local phone number signifies that your business operates locally.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">2. Give a Callback Request Option</span>\r\n\r\n<span style=\"font-weight: 400;\">People don’t call your business just because there’s a phone number visible, </span><b>they call your business because they prefer a more humanised experience. </b>\r\n\r\n<span style=\"font-weight: 400;\">Who can blame them? Businesspeople receive and send an </span><a href=\"https://www.salesforce.com/blog/2014/02/email-vs-phone-calls-business.html\"><span style=\"font-weight: 400;\">average of 115 emails a day</span></a><span style=\"font-weight: 400;\">. And the vast majority of them are perceived as spam.</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2616\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate-www.ruleranalytics.com_-2.png\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"701\" height=\"467\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Allowing individuals access to request a call back is a win-win situation for both parties. </span>\r\n\r\n<span style=\"font-weight: 400;\">Not only can your visitors gain from a personalised experience over the phone, it gives you time to understand the market in which your lead is calling you from. Allowing you to tailor a pragmatic approach, which in turn will help secure a growth in conversions. </span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">4. Make your CTA a Phone Number</span>\r\n\r\n<span style=\"font-weight: 400;\">This can have a significant influence on your conversion rate if you can segment and deliver a different webpage to mobile and desktop users. </span>\r\n\r\n<span style=\"font-weight: 400;\">Making your main call-to-action a phone number means it is the main focal point of your website.</span>\r\n\r\n<span style=\"font-weight: 400;\">Click to call is undeniably more popular for mobile users, however the jury is still out for desktop, so it’s better to test how your audience responds to it.</span>\r\n\r\n<span style=\"font-weight: 400;\">Bonus points if you can make your CTA:</span>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Clean and contrasting colour</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A distinct button text (e.g., “Get free access”)</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have white space surrounding them</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rectangular (sometimes rounded) shape</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Complementary border</span></li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Sourced from </span><a href=\"http://neilpatel.com/blog/click-here-16-hacks-thatll-get-your-call-to-action-buttons-clicked/\"><span style=\"font-weight: 400;\">Neil Patel</span></a><span style=\"font-weight: 400;\">. </span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">5. Include the Number in a Site-Wide Sticky Header</span>\r\n\r\nYou’re probably familiar with the sticky header. It’s when you’re on a website, and you scroll down but a section of the website ‘sticks’ to the top.\r\n\r\nThis is primarily used for navigation - but remember, not all people want to communicate in the same way.\r\n\r\nWith a sticky header, your number will always be visible, should that visitor decide they’d rather call you.\r\n\r\nIn this study by <a href=\"https://www.smashingmagazine.com/2012/09/sticky-menus-are-quicker-to-navigate/\">Smashing Magazine</a>, 40 participants were asked to use a website that had a sticky header installed. Later, they were asked about their experience.\r\n\r\nSix out of the 40 participants were indifferent. However, the other 34 that did have an impression said they found the sticky navigation easier and faster to use.\r\n\r\nNot bad eh?\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">6. Show That You’re Available</span>\r\n\r\nSince the beginning of time, it feels like shops have displayed signs like this in their window:\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2618\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate-www.ruleranalytics.com_-3.png\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"701\" height=\"328\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Do you know why? Because they make people come into their shops and BUY THINGS!</span>\r\n\r\n<span style=\"font-weight: 400;\">Display the times that your call handlers are available, or even better, have a availability icon next to your phone number to overcome any objections one may have about calling the number.</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2619\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate-www.ruleranalytics.com_.jpg\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"656\" height=\"265\" />\r\n\r\n&nbsp;\r\n\r\n<i><span style=\"font-weight: 400;\">Bonus points if it’s green and flashes.</span></i>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">7 and 8. Enable AdWords Click to Call and Call Extensions Features</span>\r\n\r\nUntil now, all of the suggestions we’ve made have been focussed on the landing page, but that’s not the only place you can display numbers.\r\n\r\nIf you’re a business on the internet, there’s a <a href=\"https://www.ruleranalytics.com/blog/ppc/get-more-from-your-ppc-campaigns/\">good chance you’re using AdWords</a> (if not, why not?!). But did you know that AdWords has two features that are tailor made for businesses switched on to inbound call leads?\r\n\r\nWhen you enable call extensions, Google will display a phone number alongside your ad in the search engine results page (SERP).\r\n\r\nEnabling them is easy! Simply head over to your AdWords account and:\r\n<ul>\r\n 	<li>Go to your Campaigns tab</li>\r\n 	<li>…then the Ad extensions tab</li>\r\n 	<li>Dropdown the View: Sitelinks extensions menu</li>\r\n 	<li>And select Call extensions. There’s a red button below with the text + EXTENSION that will allow you to create your own.</li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Once you’re happy with your call extension, you have the option to give your mobile visitors the choice to click on the headline or to call you directly.</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter size-full wp-image-2621\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate-www.ruleranalytics.com_-4.png\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"615\" height=\"437\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">If you choose the “just the phone number” option this is what your Google ads will resemble if an individual where to find your paid advertisement on a mobile device. </span>\r\n\r\n<span style=\"font-weight: 400;\">Both the headline and the call-to-action button will become a click-to-call feature. This will prevent the visitor from being directed to a landing page, leaving them with the only option to call you directly.</span>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2627\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/9-Ways-To-Improve-Your-Inbound-Call-Conversion-Rate1-www.ruleranalytics.com_.png\" alt=\"9 Ways To Improve Your Inbound Call Conversion Rate - www.ruleranalytics.com\" width=\"700\" height=\"735\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">9. Use Phone Call Tracking</span>\r\n\r\nSadly, there are a handful of businesses out there who haven’t opted into call tracking yet.\r\n\r\nIn fact, shockingly 18% of small business last year admitted to not tracking ANYTHING!\r\n\r\nWithout <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking</a> how do you know how many call leads your PPC campaign generated last month? Or more importantly the return on investment?\r\n\r\nYOU DON’T!\r\n\r\nSome marketers are still measuring the performance of their marketing based on metrics such as, visits and page views.\r\n\r\nI’m not saying this is a BAD thing, however there’s a great chance you’re underestimating your marketing channels, and realistically these types of metrics mean nothing if the leads aren’t coming in, right?\r\n\r\nWith call tracking you can assign a unique phone number to a particular marketing channel.\r\n\r\nThis allows you to track and record the amount of calls generated from a specific channel.\r\n\r\nIt provides you with instant access to the overall performance of a particular marketing source and allows you to <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">calculate a more definite ROI</a>.\r\n\r\nThe bottom line is...\r\n\r\nCall tracking is a key element if you want to profitably grow your business.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 24px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Conclusion</span>\r\n\r\nI guarantee if you put these methods to practice you will see significant conversion growth in the upcoming future.\r\n\r\nIt was these techniques that helped us improve our own performance, so there is no reason why you can’t benefit from them yourself!\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]\r\n\r\n&nbsp;','9 Ways To Improve Your Inbound Call Conversion Rate','','publish','closed','open','','9-ways-to-improve-your-inbound-call-conversion-rate','','https://www.ruleranalytics.com/blog/phone-call-tracking/9-ways-small-business-can-benefit-call-tracking/\nhttps://www.ruleranalytics.com/blog/ppc/get-more-from-your-ppc-campaigns/','2017-04-27 12:01:15','2017-04-27 11:01:15','',0,'https://www.ruleranalytics.com/?p=2612',0,'post','',1),(2613,3,'2017-01-11 12:10:37','2017-01-11 12:10:37','','9 Ways To Improve Your Inbound Call Conversion Rate - 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And according to </span><a href=\"https://economicimpact.google.com/about/#/?sections_activeEl=methodology\"><span style=\"font-weight: 400;\">Google\'s Economic Impact Report</span></a><span style=\"font-weight: 400;\">, businesses are currently making an average of $2 in revenue for every $1 they spend on AdWords.</span>\r\n\r\nNot convinced?\r\n\r\nIn the mid 2000’s, a group of businessmen decided to make a change.\r\n\r\nThey were troubled by the environmental impact of traditional five-gallon water coolers.\r\n\r\nThey set out to protect the planet, and designed a bottomless water cooler that would have a minimal effect on the ecosystem.\r\n\r\n<span style=\"font-weight: 400;\">Cleverly, they named their product </span><a href=\"http://quenchonline.com/\"><span style=\"font-weight: 400;\">Quench</span></a><span style=\"font-weight: 400;\">, and business was slowly on the rise up until 2009.</span>\r\n\r\nIn a bid to maximise their returns, they decided to focus on Google AdWords as a source of revenue.\r\n\r\nFrom 2009 to 2011, Quench received these results:\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">100% growth in revenue</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">75% expansion in employee base</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Growth in the market, from 15 to 35 local stores.</span></li>\r\n</ul>\r\n<span data-offset-key=\"7ma3j-0-0\">As it stands, 2/3\'s of sales </span><span class=\"passivevoice\"><span data-offset-key=\"7ma3j-1-0\">are generated</span></span><span data-offset-key=\"7ma3j-2-0\"> online.</span>\r\n\r\n<span style=\"font-weight: 400;\">All because they made the decision to adopt sponsored search advertising into their marketing approach.</span>\r\n\r\n<span style=\"font-weight: 400;\">You may be thinking, ‘why pay someone to do my PPC campaign, when I can potentially do myself’?</span>\r\n\r\n<span style=\"font-weight: 400;\">Well, outsourcing your PPC campaign to the right agency is a solid investment.</span>\r\n\r\nIt allows you to free up your time and resources, meaning you can focus on what matters the most.\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Business growth.</span>\r\n\r\n<img class=\"aligncenter wp-image-2657\" style=\"padding-bottom: 50px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-to-look-for-when-choosing-a-PPC-agency-www.ruleranalytics.com_.gif\" alt=\"What to look for when choosing a PPC agency - www.ruleranalytics.com\" width=\"750\" height=\"562\" />\r\n\r\n<span class=\"hardreadability\"><span data-offset-key=\"48sn2-0-0\">Not only will they take responsibility for time consuming tasks, but they will achieve levels of success that are hard to come by on your own</span></span><span data-offset-key=\"48sn2-1-0\">.</span>\r\n\r\nEven though there’s an ocean of choice, making the right decision isn’t easy.\r\n\r\n<span style=\"font-weight: 400;\">Trust me, I’ve been there.</span>\r\n\r\n<span style=\"font-weight: 400;\">PPC is an industry that suffers from many afflictions. </span>\r\n\r\n<span style=\"font-weight: 400;\">Whether it be a misunderstanding from the client’s perspective or overselling from the vendors. </span>\r\n\r\n<span style=\"font-weight: 400;\">The technical nature of PPC is not something people have an intuitive understanding of.</span>\r\n\r\n<span style=\"font-weight: 400;\">With that said, it’s easy for the bad eggs to use this as a way of fooling clients into paying them for lousy work.</span>\r\n\r\n<span style=\"font-weight: 400;\">However, these people shouldn’t put you off your search when trying to find a PPC agency. </span>\r\n\r\n<span style=\"font-weight: 400;\">Luckily, once you know what to look for, they’re easy to spot. </span>\r\n\r\n<span style=\"font-weight: 400;\">Below we’ve outlined a few red flags that you should bear in mind, when it comes to choosing a PPC agency.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">More Salespeople Than Strategists/Specialists\r\n</span>\r\n\r\n<span style=\"font-weight: 400;\">I don’t think there’s an industry in the world that’s more blighted with snake oil salesmen. </span>\r\n\r\n<span style=\"font-weight: 400;\">Personally, I am aware of too many churn and burn agencies who use the mystique of something unknown to pull the wool over someone’s eyes.</span>\r\n\r\n<span style=\"font-weight: 400;\">In the SEO industry, they’re easy to identify.</span>\r\n\r\n<span style=\"font-weight: 400;\">If someone is offering you a guaranteed 1st page placement on Google...</span>\r\n\r\n<span style=\"font-weight: 400;\">...TURN AWAY IMMEDIATELY!</span>\r\n\r\n<span style=\"font-weight: 400;\">Any 1st page placement worth ranking for is very difficult to achieve.</span>\r\n\r\n<span style=\"font-weight: 400;\">Instead of getting traffic and customers from an organic source, you’ll end up with ranking for a shoddy term that no one searches for and empty pockets.</span>\r\n\r\n<span style=\"font-weight: 400;\">Most PPC agencies usually offer SEO services alongside. </span>\r\n\r\n<span style=\"font-weight: 400;\">How confident are they that they’ll get you to the first page?</span>\r\n\r\n<span style=\"font-weight: 400;\">It simply goes against intuition. </span>\r\n\r\n<span style=\"font-weight: 400;\">In this case, the less confident an agency is, the better the choice.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">All Talk, No Action\r\n</span>\r\n\r\nThe Cambridge Dictionary defines the old idiom ‘the gift of the gab’ as:\r\n\r\n<img class=\"aligncenter\" style=\"border: 1px solid grey;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-To-Look-Out-For-When-Choosing-a-PPC-Agency-www.ruleranalytics.com_-1.png\" alt=\"What To Look Out For When Choosing a PPC Agency - www.ruleranalytics.com\" width=\"751\" height=\"188\" />\r\n<p style=\"text-align: center;\"><span style=\"font-size: 14px; font-color: #45474d; font-family: proxima_nova_alt_r;\">\"The <a href=\"http://dictionary.cambridge.org/dictionary/english/gift-of-the-gab\">ability to speak easily and confidently</a> in a way that makes people want to listen to you and believe you:\r\nShe\'s got the gift of the gab - she should work in sales and marketing\".\r\n</span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Some people are great at talking the talk, but lack the ‘doing’ part.</span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Thankfully, there’s a very simple way to diagnose whether an PPC agency is backing up their chit-chat with actions. </span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Simply log into your Google AdWords account (if you don’t have access to this, you should. If they don’t let you, leave them.)</span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In the top menu go to ‘Tools’, dropdown and select ‘Change History’.</span></p>\r\n<img class=\"aligncenter\" style=\"padding-bottom: 50px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-To-Look-Out-For-When-Choosing-a-PPC-Agency-www.ruleranalytics.com_.jpg\" alt=\"What To Look Out For When Choosing a PPC Agency - www.ruleranalytics.com\" width=\"755\" height=\"238\" />\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Here, you’ll be able to see every change that was applied to your account, when they were made and who made them.</span></p>\r\n<img class=\"aligncenter\" style=\"border: 1px solid grey;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-To-Look-Out-For-When-Choosing-a-PPC-Agency-www.ruleranalytics.com_.png\" alt=\"What To Look Out For When Choosing a PPC Agency - www.ruleranalytics.com\" width=\"750\" height=\"312\" />\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Bing Ads has a similar feature, also called Change History, but this time it’s located within the Campaign and Ad Group sections.</span></p>\r\n<p style=\"text-align: left;\"><img class=\"aligncenter wp-image-2663\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-To-Look-Out-For-When-Choosing-a-PPC-Agency-www.ruleranalytics.com_.gif\" alt=\"What To Look Out For When Choosing a PPC Agency - www.ruleranalytics.com\" width=\"750\" height=\"343\" /></p>\r\n<p style=\"text-align: left;\"><span style=\"font-size: 16px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Image source: <a href=\"http://www.wordstream.com/blog/ws/2012/03/28/google-adwords-change-history-tool\">Wordstream</a>\r\n</span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">For your PPC campaign to grow profitably, you must expect changes on a regular basis to your account. </span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">If you sign up to a PPC agency and don’t see changes, then you may need to ask some questions as to why.</span></p>\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">They’re Reactive\r\n</span>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Being reactive is one of the easiest ways to become mediocre, in your marketing, in your life, and beyond. </span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">If you only hear from an agency when they’re prompted, then there’s a good chance you’re not going to receive the service you deserve.</span></p>\r\n<p style=\"text-align: left;\">A good agency will let you know what steps they’re putting in place to improve your campaigns.</p>\r\n<p style=\"text-align: left;\"><span class=\"hardreadability\"><span data-offset-key=\"9tles-0-0\">Any barriers they’re attempting to maneuver, plus mistakes they’ve made that could </span></span><span class=\"adverb\"><span data-offset-key=\"9tles-1-0\">potentially</span></span><span class=\"hardreadability\"><span data-offset-key=\"9tles-2-0\"> impact your business before it’s too late</span></span><span data-offset-key=\"9tles-3-0\">.</span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">You can spot a reactive agency in how they communicate with you;</span></p>\r\n<span style=\"font-weight: 400;\">“I can’t…”\r\n</span><span style=\"font-weight: 400;\">“I have to…”\r\n</span><span style=\"font-weight: 400;\">“If only…”</span>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Reactive agencies don’t take responsibility for their actions, it’s never their choice and there’s always something else to blame. </span></p>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Instead, look for an agency that says; </span></p>\r\n<span style=\"font-weight: 400;\">“we can…”\r\n</span><span style=\"font-weight: 400;\">“we will…”\r\n</span><span style=\"font-weight: 400;\">“we prefer…” </span>\r\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\"> When discussing how they will tackle your challenges.</span></p>\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Riding The High Horse\r\n</span>\r\n\r\nMost clients aren’t as knowledgeable as the agencies employ - why would you employ someone to help you with something you already know?\r\n\r\nFor some reason, a few agencies are abusing their position of knowledge.\r\n\r\nYou’re well within your rights to ask questions.\r\n\r\nIf you don’t ask questions, how are you meant to understand how things work?\r\n\r\nIf an agency is as good as they as they are, then it shouldn’t take them more than a few moments to form a reasonable answer.\r\n\r\n<strong>It’s like the popular mantra says:</strong>\r\n\r\n<img class=\"aligncenter wp-image-2664\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-To-Look-Out-For-When-Choosing-a-PPC-Agency-www.ruleranalytics.com_-1.jpg\" alt=\"What To Look Out For When Choosing a PPC Agency - www.ruleranalytics.com\" width=\"749\" height=\"421\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">“If you can’t explain it simply, you don’t understand it well enough”.</span>\r\n\r\n<span style=\"font-weight: 400;\">If an agency refuses to explain things to you, that tells me that they don’t understand it well enough. </span>\r\n\r\n<span style=\"font-weight: 400;\">Or they don’t value the importance of human communication.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">No Domain Experience\r\n</span>\r\n\r\n<span class=\"veryhardreadability\"><span data-offset-key=\"7fk05-0-0\">An agency may be able to explain the technicalities of AdWords in extreme detail.</span></span>\r\n\r\n<span class=\"veryhardreadability\"><span data-offset-key=\"7fk05-0-0\">But, do they have experience working with other businesses in your industry</span></span><span data-offset-key=\"7fk05-1-0\">?</span>\r\n\r\n<span style=\"font-weight: 400;\">All of these factors will have a huge impact on how your campaigns are assembled.</span>\r\n\r\n<span style=\"font-weight: 400;\">If an agency can’t back up their technical knowledge with industry experience, take your business elsewhere.</span>\r\n\r\n<span style=\"font-weight: 400;\">With some things, there really is no experience without knowledge - unless you want to play the part as guinea pig in their experiment?</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">No Focus on Unit Economics\r\n</span>\r\n\r\nA PPC agency might think that their job is to spend your budget on as many <a href=\"https://www.ruleranalytics.com/blog/online-marketing/your-lead-generation-goals-are-dead/\">clicks and conversions as possible</a>, but they’re wrong.\r\n\r\nTheir work should be to make your pay-per-click campaign a self-perpetuating investment machine.\r\n\r\nMoney in, money out, at a ratio that fits your business.\r\n\r\nThis may seem a little complicated, but an agency should always aim to be acquiring customers at a percentage of what those customers are worth.\r\n\r\nCompanies look to acquire new customers at 20 - 80% of the customer’s lifetime value.\r\n\r\nThis however depends on where your growth priorities lie.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Metrics: The Good, The Bad and The Ugly\r\n</span>\r\n\r\n<img class=\"aligncenter wp-image-2665\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/01/What-To-Look-Out-For-When-Choosing-a-PPC-Agency-www.ruleranalytics.com_-1.gif\" alt=\"\" width=\"748\" height=\"324\" />\r\n\r\n<span style=\"font-weight: 400;\">If you’re a results driven person like me, metrics will be the lifeblood of your work.</span>\r\n\r\n<span style=\"font-weight: 400;\">PPC is an incredibly data-rich practise. However, just because the data is there doesn’t mean it’s being utilised properly.</span>\r\n\r\n<span style=\"font-weight: 400;\">We’ve outlined the 3 phases of reporting that tends to happen.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">The Ugly: we got 500 clicks from paid search.\r\n</span>\r\n\r\n<strong>What’s dreadfully wrong with this?</strong>\r\n\r\nIf you walked into a shop and tried to buy something with a click someone would call the police on you. A click has absolutely zero value in isolation.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">The Bad: we got 100 conversions from £5,000 spend.\r\n</span>\r\n\r\n<b>What’s wrong with this?</b>\r\n\r\n<span style=\"font-weight: 400;\">OK, we’re getting better, but we’re still dealing in arbitrary terms. What exactly is a conversion? Has someone joined my newsletter mailing list, or has a fortune 500 company taken out a yearly contract at £100,000 per month?</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">The Good: we generated 212 customers who are worth/estimated to be worth\r\n£10,500 in revenue over the next 12 months, representing a 2x Return on Ad Spend.\r\n</span>\r\n\r\n<strong>What’s right with this?</strong>\r\n\r\nNow we’re talking in terms of what matters - <a href=\"https://www.ruleranalytics.com/case-studies/leading-law-firm-masters-marketing-measurement-ruler-analytics/\">revenue</a>! Marketing is an investment and should be treated as one. It’s important for you to make sure the money you’re putting in is creating more value or you simply don’t have a business on your hands.\r\n\r\nWith this format, you know exactly how much more money you expect to realise on your bottom line from the investment you’ve made.\r\n\r\nIncluding, timescales and forecasts allows you to budget more effectively.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">What Have We Learnt?\r\n</span>\r\n\r\nSadly, just like any other industry there are people out there who only care about making a quick dollar.\r\n\r\nEven if it’s at the expense of someone else.\r\n\r\nJust remember, you’re in control, you’re the boss. If something doesn’t sound right, question it!!\r\n\r\nStay focused, the purpose of finding a PPC agency is to help your <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\">business grow profitably</a>.\r\n\r\nI hope I have inspired you to make the right choices when it comes to choosing your PPC agency.\r\n\r\n…and maybe I\'ll see your PPC ad in a search engine near me soon.\r\n\r\n[activecampaign form=4]','What To Look Out For When Choosing a PPC Agency','','publish','closed','open','','what-to-look-out-for-when-choosing-a-ppc-agency','','https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\nhttps://www.ruleranalytics.com/blog/online-marketing/your-lead-generation-goals-are-dead/','2017-04-27 12:01:39','2017-04-27 11:01:39','',0,'https://www.ruleranalytics.com/?p=2656',0,'post','',0),(2657,3,'2017-01-25 09:18:27','2017-01-25 09:18:27','','What to look for when choosing a PPC agency 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11:11:48','2017-02-13 11:11:48','','','','publish','closed','closed','','2708','','','2017-02-13 11:11:48','2017-02-13 11:11:48','',0,'https://www.ruleranalytics.com/blog/nf_sub/2708/',0,'nf_sub','',0),(2709,0,'2017-02-13 15:37:56','2017-02-13 15:37:56','','','','publish','closed','closed','','2709','','','2017-02-13 15:37:56','2017-02-13 15:37:56','',0,'https://www.ruleranalytics.com/blog/nf_sub/2709/',0,'nf_sub','',0),(2710,0,'2017-02-14 14:09:56','2017-02-14 14:09:56','','','','publish','closed','closed','','2710','','','2017-02-14 14:09:56','2017-02-14 14:09:56','',0,'https://www.ruleranalytics.com/blog/nf_sub/2710/',0,'nf_sub','',0),(2711,2,'2017-02-15 11:04:26','2017-02-15 11:04:26','I was so excited when I created my first Facebook Ad campaign.\r\n\r\nI can remember thinking that it was the answer to all of my problems.\r\n\r\nIt was so cheap and there was so much volume.\r\n\r\nIn fact, there are now over 1.86+ billion monthly active Facebook users, and it takes up 22% of the internet time Americans spend on mobile devices - compared with 11% on Google search and Youtube combined!\r\n\r\nIn my mind, I had it all figured out...\r\n\r\nMy ads would go up, tens of thousands of people would visit my website and convert into customers.\r\n\r\nThe reality? The ads went live and no one took any notice.\r\n\r\nThe few that did click through didn’t stick around for longer than 30 seconds.\r\n\r\n<img class=\"aligncenter wp-image-2723\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_-2.gif\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"799\" height=\"368\" />\r\n\r\nDid this experience make me stop using Facebook Ads?\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">NEVER</span>\r\n\r\nIn fact, it was quite the opposite.\r\n\r\nI dedicated the next few months of my life figuring out how to make them work.\r\n\r\nMy one caveat, this model won’t work for every business.\r\n\r\nFor example, lower value/margin ecommerce will require a more direct approach.\r\n\r\nThis approach works great for businesses with a physical location who need to build an audience and educate them about their product or services before they buy.\r\n\r\n<span style=\"font-weight: 400;\">Financial products, cosmetic surgeons, digital services and healthcare providers are just a few that benefit greatly from this business model.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">What Facebook Ads Really Are</span>\r\n\r\n<span style=\"font-weight: 400;\">Facebook is a social network. It wasn’t built to facilitate the sale of goods and services.</span>\r\n\r\n<span style=\"font-weight: 400;\">Content that does well on Facebook usually has an inherent value in it, that is realised just from consuming the content itself.</span>\r\n\r\n<span style=\"font-weight: 400;\">It’s something that’s funny, nostalgic, relatable and educational. </span><span style=\"font-weight: 400;\">\r\n</span>\r\n\r\n<span style=\"font-weight: 400;\">Friendships are built on interactions over time. It’s this process that we have to try and replicate for your business.</span>\r\n\r\n<span style=\"font-weight: 400;\">We first need to introduce ourselves and build trust with our audience, only then can we try and sell to them.</span>\r\n\r\n<span style=\"font-weight: 400;\">Don’t be naive like I was and think Facebook Ads will work like AdWords. </span>\r\n\r\n<span style=\"font-weight: 400;\">Trust me, I’ve been there, come back and got the T-shirt!</span>\r\n\r\n<span style=\"font-weight: 400;\">When someone is searching for a keyword relating to your product or business, the likelihood is that they’ve already completed the majority of their research.</span>\r\n\r\n<span style=\"font-weight: 400;\">The <a href=\"https://www.ruleranalytics.com/blog/ppc/what-to-look-out-for-when-choosing-a-ppc-agency/\">popularity of AdWords</a> means that the latter stages of the buying cycle have become saturated. </span>\r\n\r\n<span style=\"font-weight: 400;\">You and all of your competitors are competing for a small piece of the buying process.</span>\r\n\r\n<span style=\"font-weight: 400;\">Facebook Ads offers an antidote to this.</span>\r\n\r\n<span style=\"font-weight: 400;\">With Facebook, you can be the person who triggers the buying behaviour, and be the only business that’s in contention right from the moment the buyer decides they’re going to make a purchase.</span>\r\n\r\n<span style=\"font-weight: 400;\">In this post, I’m going to breakdown step-by-step exactly how we’ve been achieving this with our own business and others we work with.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">What You\'ll Learn</span>\r\n<ul>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to identify your perfect audience and double your click through rate</span></li>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to create educational content for your audience</span></li>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to promote your content to an audience that’s never heard of you</span></li>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to write compelling ad copy</span></li>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to choose the perfect image for your ad</span></li>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to create powerful landing pages in less than an 1 hour</span></li>\r\n 	<li><span style=\"font-size: 20px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">How to send people who’ve read your content to your offer page</span></li>\r\n</ul>\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 1: Define your Ideal Customer</span>\r\n\r\n<span style=\"font-weight: 400;\">I’m going to go out on a limb and say that not knowing your ideal customer is </span>the<span style=\"font-weight: 400;\"><strong> biggest</strong> mistake businesses make.</span>\r\n\r\n[activecampaign form=2]\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">By trying to create something everyone will like, they end up creating something nobody </span><i><span style=\"font-weight: 400;\">loves</span></i><span style=\"font-weight: 400;\">, and in doing so, kill their business.</span>\r\n\r\nRemember, you can be anything to anyone but you can’t be everything to everyone!\r\n\r\n<span style=\"font-weight: 400;\">Decide who you have the best chance of selling to with the resources you have at hand. </span>\r\n\r\n<span style=\"font-weight: 400;\">If you’re one of the few people whose product has a universal appeal, you’re going to have to narrow it down until you’re making your millions.</span>\r\n\r\n<img class=\"aligncenter wp-image-2725\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-Step-Guide-to-Convert-New-Audiences-With-Facebook-Ads-www.ruleranalytics.com_.gif\" alt=\"11 Step Guide to Convert New Audiences With Facebook Ads - www.ruleranalytics.com\" width=\"801\" height=\"457\" />\r\n\r\n<span style=\"font-weight: 400;\">Some questions to ask yourself:</span>\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How old are they?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are they male or female?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are they in a relationship?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do they have children?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What’s their net worth/income?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why do they need this service, what problem does it solve?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What are they most afraid of?</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What values do they aspire to?</span></li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">This type of exercise may seem like fluff to seasoned online marketers who are used to dealing with numbers, but this is CRUCIAL!</span>\r\n\r\n<span style=\"font-weight: 400;\">Don’t go near Facebook Ads UNTIL you’ve worked this out.</span>\r\n\r\n<span style=\"font-weight: 400;\">Figuring this out will help us target the ads, write the copy and select the correct creative for the biggest impact.</span>\r\n\r\n<span style=\"font-weight: 400;\">If all this sounds confusing, or you’re a busy person like me and simply don’t have the time to conduct your ideal client checklist, you’re more than welcome to download ours.</span>\r\n\r\n[activecampaign form=2]\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Don’t worry if you don’t have a huge audience, although anything less than 400,000 people means you’re going to have to squeeze as much juice as you can from a smaller audience. </span>\r\n\r\n<span style=\"font-weight: 400;\">To stop them becoming bored, angry or fatigued by your brand, you should constantly update the content you’re delivering to them.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 2: Create 3-6 Pieces of Educational Content</span>\r\n\r\n<span style=\"font-weight: 400;\">Now that we know who we’re going to sell to, we need to create content that will compel our audience to click through.</span>\r\n\r\n<span style=\"font-weight: 400;\">We’ve already established that a direct sell doesn’t work on Facebook.</span>\r\n\r\n<span style=\"font-weight: 400;\">The reason why?  </span>\r\n\r\n<span style=\"font-weight: 400;\">Your leads are COLD. </span>\r\n\r\n<img class=\"aligncenter wp-image-2715\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_.gif\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"799\" height=\"380\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">They aren’t ready to buy, they don’t trust you, but they’re probably in the mood to be educated, informed and delighted.</span>\r\n\r\n<span style=\"font-weight: 400;\">Your content will act as the vehicle that takes your product and implants it into the subconscious of your audience.</span>\r\n\r\n<span style=\"font-weight: 400;\">It’s like the movie Inception. You can’t just tell someone they need to buy something. </span>\r\n\r\n<span style=\"font-weight: 400;\">They need to piece together different bits of information and make that decision for themselves.</span>\r\n\r\n<span style=\"font-weight: 400;\">Ideally, you want to introduce a solution that they probably didn’t know existed. It is this process that will help establish you as an authority in the field.</span>\r\n\r\n<span style=\"font-weight: 400;\">Our goal here is to educate people. You must resist the temptation to try and sell mid-way through! </span>\r\n\r\n<span style=\"font-weight: 400;\">People aren’t stupid.</span>\r\n\r\n<span style=\"font-weight: 400;\">If they’re trying to learn and you pitch in mid-way through it’s going to turn them off quicker than garlic breath. </span>\r\n\r\n<span style=\"font-weight: 400;\">Our goal here is to get people to click on the content, at which point we will be able to retarget them.</span>\r\n\r\n<span style=\"font-weight: 400;\">Educational content is more in line with what people expect to see on Facebook, it’s more likely to be more relevant to your audience. </span>\r\n\r\n<span style=\"font-weight: 400;\">Relevancy = lower CPCs. </span>\r\n\r\n<span style=\"font-weight: 400;\">Lower CPCs = lower cost per acquisitions. </span>\r\n\r\n<span style=\"font-weight: 400;\">This is a complex system we’re building, but it will all start to piece together as you read.</span>\r\n\r\n<span style=\"font-weight: 400;\">A direct sell </span><strong>could</strong><span style=\"font-weight: 400;\"> potentially work on Facebook if you had an unlimited budget, but Facebook Ads can get really expensive when you’re not using retargeting (we’ll come onto this more later).</span>\r\n\r\n<span style=\"font-weight: 400;\">Here is a great example of an article that help express benefits without selling the product directly: </span>\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"http://www.madkudu.com/blog/how-cmos-use-customer-personas-to-generate-better-sales-leads/\">How SaaS CMOs use customer personas to generate better sales leads</a></span></li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">We can use this example to create a format to use to create our own educational content</span><span style=\"font-weight: 400;\">:</span>\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identify a problem for the customer.</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Explain why the problem is important</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Help them solve the problem themselves</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Finish with 1 CTA - Use us if you want us to solve this problem for you.</span></li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Don’t worry about giving away your ‘secret’. If you don’t, someone else will. </span>\r\n\r\n<span style=\"font-weight: 400;\">I told you not to sell mid content, but once someone has consumed the entire thing, we’ve got a little bit more leeway. </span>\r\n\r\n<span style=\"font-weight: 400;\">So at the end, include a soft call to action linking to one of the pieces we’re going to produce in step 2. </span>\r\n\r\n<span style=\"font-weight: 400;\">Not everyone will convert now, but some will.</span>\r\n\r\n<img class=\"aligncenter\" style=\"border: 1px solid grey;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-Step-Guide-to-Convert-New-Audiences-With-Facebook-Ads-www.ruleranalytics.com_.png\" alt=\"11 Step Guide to Convert New Audiences With Facebook Ads - www.ruleranalytics.com\" width=\"800\" height=\"420\" />\r\n\r\n<i><span style=\"font-weight: 400;\">An example of a soft call to action on the Ruler Analytics blog.</span></i>\r\n\r\n<b>IMPORTANT: </b><span style=\"font-weight: 400;\">Make sure the Facebook Pixel is on this page. Facebook Pixel Helper is a <a href=\"https://chrome.google.com/webstore/detail/facebook-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en\">Chrome add-on</a> that I’d really recommend to help you with this. </span>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 3: Create a Cold Target Audience</span>\r\n\r\nWhat we’re going to do now is take our content and promote it to people who’ve probably never heard of our business before.\r\n\r\nFacebook has 4 categories of targeting:\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li>Interest</li>\r\n 	<li>Demographic</li>\r\n 	<li>Behaviour</li>\r\n 	<li>Geographic</li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">All of these can be layered to niche down your audience to as specific as: </span>\r\n\r\n<span style=\"font-weight: 400;\">Men aged 16 - 18 who live in Shropshire that earn £35,000 a year and recently purchased something online.</span>\r\n\r\n<span style=\"font-weight: 400;\">Depending on how comfortable you are with Facebook, creating audiences may be a little bit difficult at first. </span>\r\n\r\n<span style=\"font-weight: 400;\">Thankfully, Facebook has given us a tool to help us find people who look just like the people we already know are valuable. That tool is called <a href=\"https://www.facebook.com/business/help/164749007013531\">Lookalike Audiences</a>.</span>\r\n\r\n<span style=\"font-weight: 400;\">Lookalike Audience takes onboard your current leads/customers and finds other Facebook users who have a similar profile.</span>\r\n\r\n<span style=\"font-weight: 400;\">Some suggestions to create a Lookalike Audience:</span>\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Upload the email list of people who have bought or used your service and create a lookalike list based on that</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use Facebook’s basic targeting and the ideal customer profile we established earlier to send 200 - 500 clicks to the content we produced and create a custom audience from that</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Based on people who have visited high value pages of your website/product </span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Based on people who have already liked your page</span></li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Lookalike Audience will provide you with a new audience you can reach out to.</span>\r\n\r\nTIP:\r\n\r\n<span style=\"font-weight: 400;\">Don’t forget to add in your geographical layer so you only reach people in your catchment area.</span>\r\n\r\n<span style=\"font-weight: 400;\">You will want to tailor how you write your ad copy for a new audience. </span>\r\n\r\n<span style=\"font-weight: 400;\">When you’re writing for an audience that’s never heard of you before, it’s important to express that you’re going to provide value.</span>\r\n\r\n<span style=\"font-weight: 400;\">For that reason, we recommend using longer-form copy. </span>\r\n\r\n<strong>Take a look at these two examples from Ryan Deiss:</strong>\r\n\r\n<img class=\"aligncenter wp-image-2717\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-Step-Guide-to-Convert-New-Audiences-With-Facebook-Ads-www.ruleranalytics.com_-1.png\" alt=\"11 Step Guide to Convert New Audiences With Facebook Ads - www.ruleranalytics.com\" width=\"800\" height=\"416\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">The ad on the left was targeted to an audience that already knew him (retargeting), whereas the ad on the right was a cold audience.</span>\r\n\r\n<span style=\"font-weight: 400;\">If someone has never heard of you before, you need to really explain yourself and give them a reason to click.</span>\r\n\r\n<span style=\"font-weight: 400;\">You wouldn’t walk up to a stranger in the street, expect them to know who you are and ask for your number.</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2718\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_-1.gif\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"701\" height=\"490\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 5: Select a Compelling Image</span>\r\n\r\nDon’t underestimate the importance of a great image!\r\n\r\nFacebook content is primarily visual, and is becoming increasingly more so with the rising popularity of video.\r\n\r\nIt’s difficult to give a formula for the perfect image so you need to test different ones to see what works.\r\n\r\nThankfully, it’s super easy with a new feature in <a href=\"https://www.facebook.com/business/help/162528860609436\">Power Editor</a> that allows you to create multiple variations of the same ad.\r\n\r\nThe <a href=\"https://www.quicksprout.com/2014/08/13/what-type-of-images-should-you-use-within-your-blog-posts/\">team at Quicksprout</a> did some research and discovered that animated graphics were the most shared image by type.\r\n<img class=\"aligncenter size-full wp-image-2719\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com-.jpg\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"700\" height=\"604\" />\r\n\r\n<span style=\"font-weight: 400;\">I must note. Animated graphics may not be suitable for your AD, it purely depends on your message.</span>\r\n\r\n<span style=\"font-weight: 400;\">Although, I thought it would be worth mentioning that royalty-free images are least likely to get noticed through the noise on Facebook. </span>\r\n\r\n<span style=\"font-weight: 400;\">The only things that are set in stone when it comes to selecting the right images are:</span>\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make sure it contrasts with Facebook’s UI - dark or bold images tend to work well</span></span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As humans, we’re hardwired to recognise faces in things, a phenomenon called Pareidolia. Use this to your advantage. Test different ages and genders and see which relate better to your audience.</span></span></li>\r\n 	<li><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Try and make sure the styling/messaging is consistent with your landing page.</span></span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Once you’ve completed these steps, we should now be sending targeted traffic to your content which is educating them on the importance of the problem you’re solving!</span></li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Next, is to send your new audiences to your educational content.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 6: Send People To Your Educational Content</span>\r\n\r\nNow that we have our content, we need to send people there.\r\n\r\nTake the cold target audience you created earlier, and produce a new campaign in Facebook with the settings:\r\n\r\nOptimise my ad delivery for: Traffic\r\n\r\n<img class=\"aligncenter wp-image-2720\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_.png\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"800\" height=\"437\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Take the long-form ad we created. Hint: Amy Porterfield is amazing at these. Click </span><a href=\"http://adicted.io/?s=amy+porterfield&amp;filter_seen=All+Time&amp;filter_button=All+Buttons&amp;filter_video=Is+Video%3F&amp;filter_reactions=%23+Reactions&amp;filter_like=Any+%23+Likes&amp;filter_love=Any+%23+Love&amp;filter_wow=Any+%23+Wow&amp;filter_haha=Any+%23+Haha&amp;filter_sad=Any+%23+Sad&amp;filter_angry=Any+%23+Angry&amp;filter_comments=Any+%23+Cmments&amp;filter_shares=Any+%23+Shares\"><span style=\"font-weight: 400;\">here</span></a><span style=\"font-weight: 400;\">.</span>\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2721\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_-1.png\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"801\" height=\"370\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Insert the URL of your educational blog posts.</span>\r\n<span style=\"font-weight: 400;\">Set the campaign live with a budget of around £5 per day, increasing it as you see performance improving.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 7: Create 1 - 3 Compelling Offers </span>\r\n\r\nThe job of the offer is to give someone a compelling reason to give you their contact details.\r\n\r\nPeople don’t just give out their email address without a good incentive.\r\n\r\nYour offer needs to be extremely appealing towards a problem your target audience is having.\r\n\r\nIn order to create a compelling offer, ask yourself the question:\r\n\r\nWhat keeps my customers awake at night?\r\n\r\n<img class=\"aligncenter wp-image-2726\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_-3.gif\" alt=\"11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com\" width=\"800\" height=\"450\" />\r\n\r\nFind a practical solution to that problem.\r\n\r\nThis is going to be the topic for your offer.\r\n\r\nDon’t make the mistake of creating a cumbersome 100 page e-book to download.\r\n\r\nPeople on Facebook aren’t in the mood to work. They want a quick win that’s going to be easy to digest.\r\n\r\n<strong>Examples:</strong>\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li>A 1 page PDF checklist of tools and resources</li>\r\n 	<li>Downloadable coupon/discount</li>\r\n 	<li>A 7-day video course delivered by email</li>\r\n 	<li>A free consultation/checkup/assessment</li>\r\n</ul>\r\n</ul>\r\n</ul>\r\nYour offer has to do one thing.\r\n\r\nIt needs to offer a quick, simple and concise solution to a very real problem they face.\r\n\r\nIf you can nail this, they won’t be able to resist giving you their details.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 8: Create a Landing Page for Each Offer</span>\r\n\r\nLanding pages are where we’re going to send people after they’ve viewed our educational content.\r\n\r\nCreate one landing page for each offer.\r\n\r\nThe design can be practically the same (people over emphasise design).\r\n\r\nHowever, the copy and creative should change to match the offer.\r\n\r\nThe goal of the landing page is to get someone to give you their contact details in exchange for the offer you’re providing - this is your One Metric That Matters.\r\n\r\nAlthough I said people over emphasise design - don’t be slack.\r\n\r\nIt isn’t super difficult to pick up the design skills you need to create a reasonable landing page.\r\n\r\nIf you don’t have the time, hire someone from Upwork.\r\n\r\nIf you’re not a developer, to create landing pages quickly and easily, there’s 4 pieces of software I’d recommend:\r\n<ul>\r\n<ul>\r\n<ul>\r\n 	<li><a href=\"https://www.leadpages.net/\">LeadPages</a></li>\r\n 	<li><a href=\"http://unbounce.com/\">Unbounce</a></li>\r\n 	<li><a href=\"https://www.optimizepress.com/\">OptimizePress</a></li>\r\n 	<li><a href=\"https://www.clickfunnels.com/\">ClickFunnels</a></li>\r\n</ul>\r\n</ul>\r\n</ul>\r\n<span style=\"font-weight: 400;\">We use Unbounce because it’s the most versatile and allows us to create the most professional looking designs, but each has their own benefits. </span>\r\n\r\n<span style=\"font-weight: 400;\">We will summarise their learnings, but for more information take time to read their blog </span><a href=\"http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/\"><span style=\"font-weight: 400;\">The Anatomy of a Landing Page.</span></a>\r\n<ul>\r\n<ul>\r\n<ol>\r\n 	<li style=\"font-weight: 400;\">\r\n<blockquote><strong>Benefits focussed headline\r\n</strong>Tell your readers what they will get by taking you up on this offer. Make sure the headline matches the offer in the advertisement and is a similar writing style. Resist the temptation to talk about yourself. You’ve got microseconds to catch the reader\'s attention - make sure they understand why they need to stay!</blockquote>\r\n</li>\r\n</ol>\r\n</ul>\r\n</ul>\r\n<blockquote>\r\n<ul>\r\n<ul>\r\n<ol start=\"2\">\r\n 	<li><strong> Subheadline\r\n</strong>Support the headline with some additional information. Explain to the reader how they’re going to realise that benefit.</li>\r\n</ol>\r\n</ul>\r\n</ul>\r\n<ul>\r\n<ul>\r\n<ol start=\"3\">\r\n 	<li><strong> Visual Content\r\n</strong>Use videos/images that show the context of use.</li>\r\n</ol>\r\n</ul>\r\n</ul>\r\n</blockquote>\r\n<ul>\r\n<ul>\r\n<ol start=\"4\">\r\n 	<li>\r\n<blockquote><strong> Form/Phone Number\r\n</strong>A landing page is useless unless it collects someone’s information! They should be the most visible part of your landing page. Once the reader has figured out what the benefit is, they need to figure out how to get it. This is how they do that.With forms, you should only ask for the information you need. For most people, this will be a name and email address. However, if you require further qualifying information go ahead and ask for it.Also with the copy on the form submit CTA, use language like ‘Yes, I want…’ rather than ‘submit form’.Make sure all phone numbers are tracked using <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking software</a>, we’ve heard Ruler Analytics is pretty good ;).Phone numbers can add an extra 75 - 100% of revenue to your campaign results.</blockquote>\r\n</li>\r\n 	<li>\r\n<blockquote><strong>Social Proof</strong> Always include social proof, it’s one of the easiest ways to improve your conversion rate.If you don’t have any, ask a customer to review or offer a free sample to a friend in return for a review.</blockquote>\r\n</li>\r\n</ol>\r\n</ul>\r\n</ul>\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 9. Send People Who’ve Read Your Educational Content to Your Offer Page</span>\r\n\r\n<strong>Create the Audience</strong>\r\n\r\nNow that we’ve warmed our audience up with our educational content, we can send them to our offer capture pages.\r\n\r\nTo do this, we will use Facebook’s retargeting features to target people who have viewed one of our educational pieces.\r\n\r\nSetting up this retargeting audience is simple:\r\n<ul>\r\n<ul>\r\n<ol>\r\n 	<li><strong>1. Go to Power Editor</strong></li>\r\n 	<li><strong>2. Audiences</strong></li>\r\n 	<li><strong>3. Create an Audience - Custom Audience</strong></li>\r\n 	<li><strong>4. Choose Website Traffic</strong></li>\r\n 	<li><strong>5. Under Website traffic</strong></li>\r\n 	<li><strong>6. Select the dropdown</strong></li>\r\n 	<li><strong>7. Choose people who visit specific pages</strong></li>\r\n</ol>\r\n</ul>\r\n</ul>\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2722\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-Step-Guide-to-Convert-New-Audiences-With-Facebook-Ads-www.ruleranalytics.com_-2.png\" alt=\"11 Step Guide to Convert New Audiences With Facebook Ads - www.ruleranalytics.com\" width=\"801\" height=\"183\" />\r\n\r\n<span style=\"font-weight: 400;\">Now in the URL box, we want to include snippets of the URLs for each of your educational content pieces.</span>\r\n\r\n<span style=\"font-weight: 400;\">You don’t have to include the whole URL, just enough to identify it.  </span>\r\n\r\n<span style=\"font-weight: 400;\">For example, if we were to set up a URL for this post it we would make it look something like this:</span>\r\n\r\n<span style=\"font-weight: 400;\">\"How-to-build-</span><span style=\"font-weight: 400;\">7-steps-to-convert\"</span>\r\n\r\n<span style=\"font-weight: 400;\">Set it to include traffic from the last 30 days, give it a name and click Save.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 10. Create the Ad</span>\r\n\r\nCreate a new Facebook Ad campaign, but this time you want to set the goal to Optimize for Website Conversions.\r\n\r\nUse the short-form copy ad from the <a href=\"http://www.digitalmarketer.com/\">digital marketer</a> example.\r\n\r\nSet the audience as the custom audience we made in the step previous.\r\n\r\nWhen the ad has spent between £50 - £200, check the performance and turn off any ads that are below a certain threshold.\r\n\r\nI’d class anything less than 1.5% CTR as low performing.\r\n\r\nWith the budget freed up from turning off these ads, you can start reinvesting it into the ads that are working, but DON’T increase by more than 15 - 20% per day or it’ll mess up with your cost per click.\r\n\r\nWe mentioned previously that it’s important to make sure your audience doesn’t become bored or fatigued with your brand/messaging.\r\n\r\nThe best way to monitor this is to look at the Frequency metric, if it’s over 5 you should be thinking about changing your creative.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Step 11: Close your Leads</span>\r\n\r\nIf you’ve followed these steps carefully, you should now be adding a steady stream of qualified leads to your sales pipeline - woohoo!\r\n\r\nDepending on the quality of your hook and content, the relevance of the leads may vary, but overtime you will come to understand how to better match your promotions with the value of your product.\r\n\r\nIf you’re looking to automate your sales outreach, we recommend using a tool like ActiveCampaign.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">Key Takeaways</span>\r\n\r\nIf your schedule is anything like mine, you might not have time to read this full article. That’s okay. I’ve put together a quick breakdown of everything you need to remember.\r\n<ul>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Not knowing your ideal customer is a fatal mistake. You can be anything to anyone, but you can’t be everything to everyone. Decide who you have the best chance of selling to with the resources you have. Don’t go near Facebook Ads until you’ve figured it out. </span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Direct selling doesn’t work on Facebook. Your leads are cold. They aren’t ready to buy, but they might be in the mood to be educated. Content that is educational is more in line with what people expect to see on Facebook</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You want to introduce a solution to their problems. This will help you become an authority in your field. However, you must resist the temptation to upsell mid-way.</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating new audiences can be a little difficult at first. Thankfully, Facebook released a tool called Lookalike Audiences to help with this. This tool is designed to help find other Facebook users who have a similar profile to your existing leads/customers.</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Remember, when writing for a new audience it’s important that you really explain yourself, give them a reason to click. You wouldn’t walk up to a stranger in the street, expect them to know who you are and give you their number. </span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Don’t underestimate the importance of a great image. Facebook is primarily visual. It’s hard to say EXACTLY what image you need to have on your ad. Thankfully, you can use Power Editor which will allow you to create multiple variations. </span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In order to create a compelling offer you must ask yourself; what keeps my customers awake at night.</span></span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">When it comes to landing pages, there’s no better authority than Unbounce.</span></li>\r\n 	<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Continuously check the performance of your ads. If the CTR is less than 1.5% TURN IT OFF!</span></li>\r\n</ul>\r\n</ul>\r\n[activecampaign form=4]','11 Step Guide to Convert New Audiences With Facebook Ads','','publish','closed','open','','11-step-guide-to-convert-new-audiences-with-facebook-ads','','http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/\nhttp://www.madkudu.com/blog/how-cmos-use-customer-personas-to-generate-better-sales-leads/\nhttps://www.ruleranalytics.com/blog/ppc/what-to-look-out-for-when-choosing-a-ppc-agency/','2017-04-27 12:02:58','2017-04-27 11:02:58','',0,'https://www.ruleranalytics.com/?p=2711',0,'post','',0),(2715,3,'2017-02-15 11:51:50','2017-02-15 11:51:50','','11 step guide to convert new audiences with facebook ads - www.ruleranalytics.com','','inherit','closed','closed','','11-step-guide-to-convert-new-audiences-with-facebook-ads-www-ruleranalytics-com','','','2017-02-15 11:52:02','2017-02-15 11:52:02','',2711,'https://www.ruleranalytics.com/wp-content/uploads/2017/02/11-step-guide-to-convert-new-audiences-with-facebook-ads-www.ruleranalytics.com_.gif',0,'attachment','image/gif',0),(2716,3,'2017-02-15 12:02:35','2017-02-15 12:02:35','','11 Step Guide to Convert New Audiences With Facebook Ads - 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I promise, there is a point to all this - you have my word.\r\n\r\nI can say hand-on-heart, that whilst we may have comparable competitors on certain aspects of our products, there isn’t a product that does ALL of these things like we do.\r\n\r\n...and for a fraction of the price too (if I say so myself).\r\n\r\nWe don’t even tie you into a contract!\r\n\r\nNot to come across as bragging...\r\n\r\n<img class=\"aligncenter wp-image-2756\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_.gif\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"702\" height=\"395\" />\r\n\r\n<span style=\"font-weight: 400;\">...but in the last 12 months only 1.4% of our customers who use our full product suite have chosen to end their contracts.</span>\r\n\r\n<span style=\"font-weight: 400;\">If you’re already a Ruler Analytics user, you will gain 3 or 4 times the value you’re getting out of using the product by just reading this post, and taking the time to understand some of the wonderous ways we use it.</span>\r\n\r\n<span style=\"font-weight: 400;\">Let’s get started. </span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">1. Track Which Marketing Channels are Sending Calls</span>\r\n\r\nLet’s get the obvious out of the way first.\r\n\r\n95% of our clients are using Ruler Analytics for call tracking, AND it’s no wonder why.\r\n\r\nCall tracking has been at the forefront of our marketing over the last year.\r\n\r\nWhat is it the makes call tracking so powerful?\r\n\r\nWell, I’m going use an example to showcase how paramount call tracking really is to businesses advertising their services and products online.\r\n\r\nThe former Online Advertising Manager at <a href=\"http://www.paychex.com/\">Paychex</a>, Jesse Kanclez, made a hair-raising discovery when trying to work out the cost per acquisition (CPA) of their paid search campaigns.\r\n\r\nData revealed that their CPA had been on the rise for quite some time, and although there had been some rule-based bidding, the team had never actually conquered automated bidding before.\r\n\r\nKanclez also noticed that, no effort had gone into the conversion rate optimization on their landing pages (the web page visitors land on after clicking a PPC ad)\r\n\r\nFrom there onwards, Jesse knew he had some serious work to do, if they were to successfully decrease the CPA of their paid search campaigns.\r\n\r\nAccording to Kanclez, form submission was driving around 65% of Paychex leads, which left phone calls contributing 35%.\r\n\r\nHow did they know this?\r\n\r\nTheir call centre representatives would have to ask the lead how they heard of the company and manually enter the source of the lead after the call.\r\n\r\nThis is NOT an effective method of measuring the success of your marketing campaigns.\r\n\r\nLuckily for Paychex, Kanclez realised this straight away, which led him to make the following statement:\r\n<blockquote>\"So, there is an area there where I recognised that we didn\'t have very accurate tracking to determine [if it] is coming from paid search, is it coming from an organic search or an email campaign, or a print piece, or anything like that. So, that was kind of the big decision there, to actually go ahead and use call tracking to kind of fill that gap”.</blockquote>\r\nHe also went on to say, “If we can more accurately attribute a phone call to paid search or organic where our cost-per-acquisition, especially on paid search, was increasing, [and] we were able to decrease our cost-per-acquisition with the added tracking that we can get from phone call tracking, we can spend this \'X\' amount of professional service fees on a phone call tracking solution”.\r\n\r\nSo, that’s what they did. They enlisted the help of call tracking to understand the productivity of their paid search campaigns.\r\n\r\nBefore the tracking system was installed, Paychex were under the impression that their PPC campaign accounted for 10-15% of all leads.\r\n\r\n<span style=\"font-size: 25px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">They were wrong.</span>\r\n\r\n<img class=\"aligncenter wp-image-2757\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_-1.gif\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"700\" height=\"417\" />\r\n\r\n&nbsp;\r\n\r\nAfter the call tracking system was put in place, the data revealed that PPC was in fact generating a MASSIVE 35% of ALL leads.\r\n\r\nAs you can already imagine, this discovery instantly reduced the CPA for paid search, as the team were able to attribute the telephone leads to their EXACT source.\r\n\r\nNO GUESSWORK INCLUDED!\r\n\r\nThis piqued the interest of other teams within the marketing department at <a class=\"zem_slink\" title=\"Paychex\" href=\"http://www.paychex.com/\" target=\"_blank\" rel=\"homepage\">PayChex</a>, and rightly so!\r\n\r\nIn no time, other marketers at PayChex were using call tracking to help reduce the ROI of their own marketing campaigns.\r\n\r\nCall tracking had a huge influence on how they optimised their landing pages. Instead of just focusing on just form submissions, they spent time testing and optimising their call tracking numbers.\r\n\r\nThanks to call tracking, their results were <strong>HUGE</strong>!\r\n<ul>\r\n 	<li>From 2011 to 2012, Paychex saw a <span style=\"text-decoration: underline;\">98%</span> rise in leads</li>\r\n 	<li>Over the same time, their CPA dropped by <strong>43%</strong></li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">You might be thinking, ‘I’ve thought about using call tracking, but I can’t afford to commit to something for 12 months, in case my circumstances change.’ </span>\r\n\r\n<span style=\"font-weight: 400;\">I get that.</span>\r\n\r\n<span style=\"font-weight: 400;\">I’m a very cautious person. I like to plan ahead, and ensure my livelihood is protected. It might the March 2nd, but I’m already thinking 3 months in advance. </span>\r\n\r\nAlthough I must point out, unlike other companies in the call tracking space, we have no minimum contract length.\r\n\r\nMeaning you’re free to leave whenever.\r\n\r\nNot only do we think this is fair, but it ensures that we’re constantly seeking to improve the product and to prevent anyone from leaving us.\r\n\r\nRuler makes call tracking simple. We onboard every user ourselves, manage the dynamic numbers and help guide you through the simple implementation on the technical side.\r\n\r\nOnce that’s complete, we are able to begin tracking calls in our dashboard, and within Google AdWords and Analytics through our native integrations.\r\n\r\nDon’t worry, I’ll cover integrations later.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">2. See WHO Converted, Not Just That a Conversion Happened</span>\r\n\r\nThere’s two types of website analytics:\r\n<ul>\r\n 	<li>Session based analytics</li>\r\n 	<li>Visitor based analytics</li>\r\n</ul>\r\nYou’re probably familiar with the session based analytics model if you’ve used Google Analytics.\r\n\r\nIf not, where have you been hiding for the past 12 years?!\r\n\r\nIt’s actually estimated that, <a href=\"http://marketingland.com/as-google-analytics-turns-10-we-ask-how-many-websites-use-it-151892\">30-50 million websites use Google Analytics</a>.\r\n\r\nAlthough, with session based analytics, there is no identification of visitors.\r\n\r\nConversions are simply reported as top line figures.\r\n\r\nThis is fine for businesses that focus on higher volumes and lower margins.\r\n\r\nHowever if you are a business whose leads or conversions are worth a considerable amount of money, then you will want to know more about the visit and conversion, not just that it happened.\r\n\r\nAs I’m setting this post live on a Thursday, I feel like a #TBT is in order for the next part.\r\n\r\n7 years ago, I co-founded an SEO agency with my business partner Daniel.\r\n\r\nOn a daily basis we would struggle to demonstrate our efforts to our clients. We could tell them that conversions were happening, but we couldn’t tell them who those conversions were.\r\n\r\nCome through Ruler Analytics.\r\n\r\n<img class=\"aligncenter wp-image-2758\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_-2.gif\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"701\" height=\"297\" />\r\n\r\n&nbsp;\r\n\r\nWith visitor level analytics, the focus is the visitor. NOT the session.\r\n\r\nYou can breakdown your data, understand what pages are popular with your audience.\r\n\r\nMore importantly, you can a flawlessly attribute the source that helped convert a visitor into a potential lead.\r\n\r\nRuler Analytics identifies visitors historically over multiple sessions.\r\n\r\nWhen they convert, you don’t only see the form fill data alongside the marketing data, but you can see every visit that user made before they converted - even if it was weeks ago!\r\n\r\nVisitor level analytics is something National Claims Helpline found great satisfaction in.\r\n\r\nNational Claims Helpline is a leading claims management company based in the UK. Because of the nature of their business, they wanted to provide their visitors with an impressive, yet comfortable experience after they clicked through from an advertisement.\r\n\r\nTheir solution = visitor level analytics.\r\n\r\nNational Claims Helpline went ahead and utilised visitor level analytics to understand what their guests were doing along their journey.\r\n\r\nSince they started tracking their customers individually, the marketing team at NCH have been optimising their landing pages based on previous human interaction.\r\n\r\n<img class=\"aligncenter wp-image-2760\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_.png\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com \" width=\"801\" height=\"191\" />\r\n\r\n&nbsp;\r\n\r\nIn my opinion, this is the most efficient, and unobtrusive way of collecting data about your visitors.\r\n\r\n<span style=\"font-weight: 400;\">I mean, have you ever been browsing on a website and been asked to fill in a survey for a chance to win a year\'s supply of unnecessary ‘things’.</span>\r\n\r\n<span style=\"font-weight: 400;\">I have, many times. And if I’m honest, I actually find this approach quite intrusive at times. </span>\r\n\r\nAs I have a background in marketing and co-founded my own businesses, I appreciate <strong><em>why</em></strong> individuals implement surveys on their website.\r\n\r\nIt’s an obvious way of gathering data on what website visitors are looking for and what they’re thinking. That data can go on to improve their online experience.\r\n\r\nThe exact same reason why National Claims Helpline and I use visitor level analytics.\r\n\r\nSame goal, just a different approach.\r\n\r\nAlthough, rather than waiting round in the hope someone will complete my online survey.\r\n\r\nI can just log into Ruler, see <strong>exactly</strong> who has been on my website, reveal the source they used to find me and discover what they have and haven’t been looking at.\r\n\r\nIt really is as <strong>simple</strong> as that.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">3. Add Hot Leads to Our Sales Pipeline</span>\r\n\r\nThis is one of the quickest and easiest ways to start making money back from an investment in Ruler Analytics!\r\n\r\nOur companies feature matches the IP addresses of your business against database of known businesses. We can identify who is looking at your website, even if they haven’t filled in a form or submitted their details.\r\n\r\nWe have an automation that recognises when a certain company has engaged with our content for an extended period of time.\r\n\r\nThis gives us an indication that they’re interested in what we have to offer.\r\n\r\nWe pipe this company into our CRM for a sales person to reach out to them.\r\n\r\nThe results are amazing, and the win rate for leads discovered this way is no less than a form fill.\r\n\r\nBy reaching out proactively, we’re able to address any apprehensions that the website doesn’t.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">4. Finding Out Which Channels Send The Best Quality Leads</span>\r\n\r\nWe briefly touched the benefits of <a href=\"https://www.ruleranalytics.com/visitor-journeys/\">visitor based analytics</a> earlier, and this is an extension of that.\r\n\r\nWhen you know who a conversion is, you can begin to get an understanding of what your best leads look like at the point of conversion.\r\n\r\nLet me give you a mind exercise to help explain what I mean.\r\n\r\nImagine you’ve got two channels, Facebook Ads and Google Ads. In Google Analytics, you can see the following:\r\n\r\n<img class=\"aligncenter size-full wp-image-2761\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_-1.png\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"649\" height=\"157\" />\r\n\r\n&nbsp;\r\n\r\nA fair conclusion based on this data is that both Facebook Ads and Google Ads performed equally.\r\n\r\n<span style=\"font-weight: 400;\">However, if analysis allowed you to see that business domains convert better than personal ones, how would you feel if the mix looked something more like:</span>\r\n\r\n<img class=\"aligncenter size-full wp-image-2768\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/ruleranalytics-roas.png\" alt=\"\" width=\"550\" height=\"221\" />\r\n\r\nYou’d be able to conclude that whilst they send you similar volumes of leads, Google Ads are a lot higher quality.\r\n\r\nOf course this is a simplistic example, but this is what is possible if you inspect your data and are diligent about your approach to analysis.\r\n\r\n<span style=\"font-family: proxima_nova_alt_rg; font-size: 30px;\">5. Uncovering Which Part of the Product Our Leads Are Most Interested In</span>\r\n\r\nWhen someone converts and that lead gets passed over to sales, it’s important that we know exactly which part of the product they’re most interested in.\r\n\r\nTo do this, we analyse the journey taken by each lead and build up a profile of what they’re interested in based on the pages they visited.\r\n\r\nCome through visitor level analytics.\r\n\r\n<img class=\"aligncenter wp-image-2763\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_-3.gif\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"801\" height=\"362\" />\r\n\r\n&nbsp;\r\n\r\nThe majority of the time, it’s a toss up between our call tracking and company tracking products.\r\n\r\nAlthough at times, we are able to build up more complex profiles based on the patterns in the blog.\r\n\r\nFor example, an individual may have read a couple of articles about PPC, before signing up to a demo.\r\n\r\nWith this data, we would be able to tailor our messaging towards the needs and problems that persona encounters, which really helps improve our win rates.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">6. Share Marketing Data With Your CRM</span>\r\n\r\nAnyone that’s worked with a CRM will know one thing - they’re super annoying to keep updated.\r\n\r\nIf your schedule is anything like mine, updating your CRM will most likely be at the bottom of your list of priorities.\r\n\r\nRuler Analytics is unique in that we don’t require our own forms to be able to extract the data from them.\r\n\r\nAny form fill that takes place on your website will be extracted by Ruler and imported into our database.\r\n\r\nHow is this even possible?\r\n\r\nBefore you say it, no we don’t dabble in the dark arts.\r\n\r\n<img class=\"aligncenter wp-image-2764\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_-4.gif\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"799\" height=\"388\" />\r\n\r\n&nbsp;\r\n\r\nWhen you install the Ruler Analytics javascript tag on your website, it will be able to identify any form fill data that’s submitted. It’s really not that interesting and you’ll just have to trust us - it works.\r\n\r\nWe have over 750 integrations, which allows you send data to many popular marketing and sales tools.\r\n\r\nWe even have native integrations with Google Analytics and AdWords.\r\n\r\nThere’s another huge benefit of sending form fill and phone call data via Ruler Analytics too, we also have the marketing data for that form fill.\r\n\r\nSo not only will we tell you that Joe Bloggs is now a lead, but we will also inform you which marketing channel, campaign or keyword he came from.\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">This allows you to create better alignment with your sales and marketing teams.</span>\r\n\r\n<span style=\"font-weight: 400;\">You can find more information on how to integrate your data with 750 applications here: </span>\r\n\r\n<a href=\"https://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/\">How to Transfer your Ruler Analytics Data to SMS, Pipedrive and 100+ Web Apps</a>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rg;\">5. Uncovering Which Part of the Product Our Leads Are Most Interested In</span>\r\n\r\nThe truth hurts but you need to know it.\r\n\r\nCEOs don’t trust marketers.\r\n\r\nThis isn’t just a generalisation, a recent study by the <a href=\"https://www.fournaisegroup.com/ceos-do-not-trust-marketers/\">Fournaise Group</a> found that this statement was true to the tune of 91% of all CEOs.\r\n\r\n<span style=\"font-weight: 400;\">Can you think </span><strong><i>why</i></strong><span style=\"font-weight: 400;\"> they don’t trust marketers?</span>\r\n\r\n<span style=\"font-weight: 400;\">When you’re in a boardroom, speaking about things like clicks and conversions will send your reputation down the tank. </span>\r\n\r\nAs much as your day-to-day may rely on these figures, they don’t pay the bills.\r\n\r\n<span style=\"font-weight: 400;\">In 2017, marketers need to be able to frame themselves as an investment rather than a cost centre. </span>\r\n\r\n<span style=\"font-weight: 400;\">This means we need to be able to demonstrate exactly how much revenue our efforts are bringing in.</span>\r\n\r\n<span style=\"font-weight: 400;\">Return on Ad Spend allows us to do that.</span>\r\n\r\n<span style=\"font-weight: 400;\">Here’s how <a href=\"https://adexchanger.com\">AdExchanger </a>describe it:</span>\r\n<blockquote><span style=\"font-weight: 400;\">“ROI optimizes to a strategy while ROAS optimizes to a tactic, yet some marketers use these terms interchangeably. ROI measures the profit generated by ads relative to the cost of those ads. It’s a business-centric metric that is most effective at measuring how ads contribute to an organization’s bottom line.\"</span></blockquote>\r\nSo how does Ruler Analytics helps you measure Return on Ad Spend (ROAS)?\r\n\r\nIf your business has an extended sales cycle, (this is the case for most businesses that aren’t low value/margin ecommerce) it isn’t enough estimating your ROAS based on an average.\r\n\r\nThe point of revenue often isn’t the point of conversion (when the person becomes a lead/a deal is created), we can’t even use custom goal values in Google Analytics.\r\n\r\nWhat we need to do is attribute the correct marketing source to the lead in our CRM or order management system. Something that Ruler Analytics allows you to do with ease.\r\n\r\nWith this data, we are able to calculate the exact amount of revenue generated for every campaign, channel and EVEN keywords!\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2765\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_-5.gif\" alt=\"7 powerful use cases for visitor level analytics - www.ruleranalytics.com\" width=\"799\" height=\"449\" />\r\n\r\n&nbsp;\r\n\r\nImagine the impression you would make on your company by being able to prove an unarguable return on investment that is 4 or 10 times the resources you’d be given.\r\n\r\nTHAT is how you make an impact in business. And how marketers must be measuring their campaigns in 2017.\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]','7 Powerful Use Cases for Ruler Analytics','','publish','closed','open','','7-powerful-use-cases-ruler-analytics','','https://www.ruleranalytics.com/blog/ruler-information/transfer-ruler-analytics-data-sms-pipedrive-100-web-apps-using-zapier/\nhttps://www.fournaisegroup.com/ceos-do-not-trust-marketers/','2017-04-27 12:02:58','2017-04-27 11:02:58','',0,'https://www.ruleranalytics.com/?p=2754',0,'post','',0),(2756,3,'2017-03-06 15:17:53','2017-03-06 15:17:53','','7 powerful use cases for visitor level analytics - www.ruleranalytics.com','','inherit','closed','closed','','7-powerful-use-cases-for-visitor-level-analytics-www-ruleranalytics-com','','','2017-03-06 15:18:11','2017-03-06 15:18:11','',2754,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/7-powerful-use-cases-for-visitor-level-analytics-www.ruleranalytics.com_.gif',0,'attachment','image/gif',0),(2757,3,'2017-03-06 15:23:26','2017-03-06 15:23:26','','7 powerful use cases for visitor level analytics - 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Today, we’re delighted to announce a brand new way of handling your data within the Ruler Analytics interface.\r\n<h3>Introducing The New Supercharged Grid View</h3>\r\nInstead of static tables, you will now be able to sort, filter and search your data however you please. And because everything is handled in the browser, it’s lightning fast!\r\n\r\n<img class=\"aligncenter size-full wp-image-2783\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/screenrecording.gif\" alt=\"Ruler Analytics Dashboard View\" />\r\n\r\nThis opens up a whole new realm of possibility for you to analyse your data without leaving Ruler Analytics. The grid is incredible versatile and allows you to search, sort and count on almost any criteria and column.\r\n\r\nSome of the questions we’ve been using it to answer are:\r\n<ul>\r\n 	<li>How many leads did I get from Google Natural this month?</li>\r\n 	<li>What keyword did the lead John Doe use to find my website?</li>\r\n 	<li>Who are the most engaged visitors on my website?</li>\r\n 	<li>How did the initial phone call with Maria White go?</li>\r\n</ul>\r\nThe grid is only the first of many new changes that we’re going to be releasing over the next few months, we can’t wait to share them with you.\r\n\r\n<a href=\"http://www.ruleranalytics.com?utm_source=rulerblog\">Ruler Analytics is a marketing analytics platform that business generate more revenue by uncovering the true impact of their marketing efforts. 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14:33:37','',0,'https://www.ruleranalytics.com/blog/nf_sub/2809/',0,'nf_sub','',0),(2810,2,'2017-03-24 16:10:08','2017-03-24 16:10:08','<span style=\"font-weight: 400;\">I just found myself updating one of our customers about some recent changes to AdWords Call Extensions when I thought to myself:</span>\r\n\r\n<span style=\"font-weight: 400;\">“Wouldn’t everyone benefit from knowing this?”</span>\r\n\r\n<span style=\"font-weight: 400;\">So, here I am. </span>\r\n\r\n<span style=\"font-weight: 400;\">All up in your inbox preaching about your PPC.</span>\r\n\r\n<img class=\"aligncenter wp-image-2811\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/AdWords-Call-Extension-Updates-You-Might-Have-Missed-www.ruleranalytics.com_.gif\" alt=\"AdWords Call Extension Updates You Might Have Missed - www.ruleranalytics.com\" width=\"698\" height=\"381\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Even though these AdWords call extensions updates took place a few weeks ago, a lot of people we’ve spoken to still aren’t aware of them. </span>\r\n\r\n<span style=\"font-weight: 400;\">Paid search is an incredibly competitive environment. It’s important that you’re keeping up-to-date with every opportunity Google serve up.</span>\r\n\r\nGoogle aren’t stupid - they know the amount of value high quality calls can drive to your business.\r\n\r\n<span style=\"font-weight: 400;\">So, on the 8th March, Google announced several updates to their AdWords call extensions.</span>\r\n\r\n&nbsp;\r\n<h2><span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Account-level Call Extensions</span></h2>\r\nThere’s three levels to your AdWords account hierarchy: ad group level, campaign level and account level.\r\n\r\nPreviously, it was only possible to add call extensions at ad group and account level. This provided a lot of flexibility, but made rolling out changes slow.\r\n\r\nTo speed up the time it takes to benefit from this feature, Google have now made it possible to add AdWords call extensions at account level.\r\n\r\nMeaning, that every compatible ad within that account will now benefit from having a number displayed alongside it in the search engine results page.\r\n\r\n&nbsp;\r\n<h2><span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">New Look AdWords Call Extensions</span></h2>\r\nAlthough Google is constantly tinkering and testing with iterations of their ad design, they also introduced a completely new format that now includes the businesses name suffixed onto the end of the phone number.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-2813\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/AdWords-call-extension-update-you-might-have-missed-www.ruleranalytics.com_.png\" alt=\"AdWords call extension update you might have missed - www.ruleranalytics.com\" width=\"701\" height=\"409\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Keep an eye out, as Google will continue to test new designs for call only ads, including the addition of caller satisfaction ratings.</span>\r\n\r\n&nbsp;\r\n<h2><span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Updated Call Reporting for Keywords and Ad Copies</span></h2>\r\nNew details will soon be added to the keyword and ad copy reports.\r\n\r\nAdditional details include, columns for “Phone impressions” and “Phone calls”, which will be added to the keyword and ad copy reports in the near future.\r\n\r\nThese changes are designed to give advertisers a more in depth view of call performance and make it easier to identify opportunities to improve their campaigns.\r\n\r\n&nbsp;\r\n<h2><span style=\"font-size: 30px; font-color: #45474d; font-family: proxima_nova_alt_rgbold;\">Automated Call Extensions</span></h2>\r\nNot currently live but due in the upcoming future, Google are also introducing automated call extensions to the public.\r\n\r\nPreviously only available to a few advertisers, automated call extensions will identify landing pages that already feature a prominent phone number, and automatically set up a call AdWords extensions and call reporting for this phone number to help you drive more calls to your business.\r\n\r\nIf you’re reading this post and you’re an avid PPC fan like myself, you will know that Google AdWords hosts it’s own call tracking service.\r\n\r\nYeah, it’s good, but it hasn’t got a patch on our <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking system</a> here at Ruler Analytics.\r\n\r\nOur call tracking system is simple, and provides a multitude of benefits.\r\n\r\nWe use dynamic number insertion (DNI) technology. Basically, a unique number is given to each of your website visitors.\r\n\r\nThis allows us to track your visitors individually, meaning we can see exactly what pages a visitor looked at before making that all important phone call to your business.\r\n\r\nThat’s not all..\r\n\r\nRuler Analytics can also provide you with the source and keyword an individual used to find your website, and will identify your visitors historically over multiple sessions.\r\n\r\nCall tracking is awesome if your want to turn you slow and steady PPC campaign into a revenue generating machine\r\n\r\n<img class=\"aligncenter wp-image-2818\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/giphy-8.gif\" alt=\"AdWords Call Extension Updates You Might Have Missed - www.ruleranalytics.com\" width=\"701\" height=\"439\" />\r\n\r\nTo learn more on how to supercharge the way you measure your marketing with call tracking, head on over to our <a href=\"https://www.ruleranalytics.com/book-a-demo/\">book a demo page </a>and get in touch with us today.\r\n\r\n[activecampaign form=4]','AdWords Call Extension Updates You Might Have Missed','','publish','closed','open','','adwords-call-extension-updates-might-missed','','','2017-04-27 11:51:17','2017-04-27 10:51:17','',0,'https://www.ruleranalytics.com/?p=2810',0,'post','',0),(2811,3,'2017-03-24 15:42:42','2017-03-24 15:42:42','','AdWords Call Extension Updates You Might Have Missed - www.ruleranalytics.com','','inherit','closed','closed','','adwords-call-extension-updates-you-might-have-missed-www-ruleranalytics-com','','','2017-03-24 15:43:12','2017-03-24 15:43:12','',2810,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/AdWords-Call-Extension-Updates-You-Might-Have-Missed-www.ruleranalytics.com_.gif',0,'attachment','image/gif',0),(2813,3,'2017-03-24 15:50:34','2017-03-24 15:50:34','','AdWords call extension update you might have missed - www.ruleranalytics.com','','inherit','closed','closed','','adwords-call-extension-update-you-might-have-missed-www-ruleranalytics-com','','','2017-03-24 15:50:53','2017-03-24 15:50:53','',2810,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/AdWords-call-extension-update-you-might-have-missed-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(2814,3,'2017-03-24 16:00:36','2017-03-24 16:00:36','','AdWords Call Extension Updates You Might Have Missed - www.ruleranalytics.com','','inherit','closed','closed','','giphy-6','','','2017-03-24 16:01:14','2017-03-24 16:01:14','',2810,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/giphy-6.gif',0,'attachment','image/gif',0),(2815,3,'2017-03-24 16:04:33','2017-03-24 16:04:33','','AdWords Call Extension Updates You Might Have Missed - www.ruleranalytics.com','','inherit','closed','closed','','adwords-call-extension-updates-you-might-have-missed-www-ruleranalytics-com-2','','','2017-03-24 16:05:20','2017-03-24 16:05:20','',2810,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/AdWords-Call-Extension-Updates-You-Might-Have-Missed-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(2818,3,'2017-03-24 16:11:37','2017-03-24 16:11:37','','AdWords Call Extension Updates You Might Have Missed - www.ruleranalytics.com','','inherit','closed','closed','','giphy-8','','','2017-03-24 16:11:55','2017-03-24 16:11:55','',2810,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/giphy-8.gif',0,'attachment','image/gif',0),(2819,0,'2017-03-26 00:06:00','2017-03-26 00:06:00','','','','publish','closed','closed','','2819','','','2017-03-26 00:06:00','2017-03-26 00:06:00','',0,'https://www.ruleranalytics.com/blog/nf_sub/2819/',0,'nf_sub','',0),(2820,0,'2017-03-28 14:00:14','2017-03-28 13:00:14','','','','publish','closed','closed','','2820','','','2017-03-28 14:00:14','2017-03-28 13:00:14','',0,'https://www.ruleranalytics.com/blog/nf_sub/2820/',0,'nf_sub','',0),(2822,2,'2017-03-30 16:17:16','2017-03-30 15:17:16','The people at LinkedIn have been busy making some huge changes to their platform, not only the introduction of native LinkedIn Lead Generation ads. Fresh from their acquisition by Microsoft, they rolled out a new look and feel. Something received with mixed feelings by their users.\r\n\r\nOne of the loudest criticisms the new interface has come under is it’s likeness to Facebook, and it’s easy to see why.\r\n\r\n<img class=\"aligncenter size-full wp-image-2829\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/output_7ZkiB0.gif\" alt=\"linkedin vs facebook\" width=\"582\" height=\"436\" />\r\n\r\n&nbsp;\r\n<h3>LinkedIn Vs Facebook</h3>\r\n&nbsp;\r\n\r\nBoth interfaces feature a large, central newsfeed that cascades down the centre. Above the news feed is the submission area. This is for sharing articles, photos and status updates.\r\n\r\nTo the right, a smaller column. For Facebook, this column is an activity feed, trending topics, and most important, room for ads.\r\n\r\nFor LinkedIn, their activity feed is called ‘What you need to know’ but sits above an ad unit. Much the same as Facebook’s.\r\n\r\nComparisons to Facebook don’t stop there. LinkedIn\'s feed algorithm is now more focused on person to person engagement. Before, it prioritised content sharing and status updates.\r\n\r\nI find myself spending a lot more time there - although I’d often rather not. Engagement on my posts is also a lot higher than it used to be.\r\n\r\nTo me LinkedIn used to be a ghost town. Now, it feel like it’s thriving.\r\n\r\nLinkedIn’s messaging feature has also received an update. Again, it’s like Facebook’s. The messaging of old was more like an email client rather than a modern chat interface. Now, it’s as good as the Facebook, WhatsApp and iMessage messaging services. If not missing a few features that help maintain the professionalism of the network.\r\n\r\n&nbsp;\r\n<h3>What does this mean?</h3>\r\n&nbsp;\r\n\r\nIf you think that LinkedIn are making these changes because it’s a nice thing to do, think again.\r\n\r\nThere\'s been a shift in digital ad spend over the last few years. Facebook Ads have began to challenge Google’s stronghold on PPC advertising.\r\n\r\nEveryday <a href=\"http://www.socialmediatoday.com/marketing/how-much-time-do-people-spend-social-media-infographic\">1.2billion</a> people spend an average of 35 minutes browsing Facebook. They have massive scale in reach and engagement. They have a remarkable amount of data about user demographics and web activity. And yes - they even track you when you aren’t using Facebook.\r\n\r\nThis has resulted in great success for Facebook. They’ve been able to grow their ad revenues 56% year on year to total <a href=\"http://www.campaignlive.co.uk/article/facebook-ad-revenue-rockets-57-26bn/1422945\">$26bn in 2016</a>.\r\n\r\n&nbsp;\r\n<h3>What Next For LinkedIn</h3>\r\n&nbsp;\r\n\r\nLinkedIn want to take a bite out of Facebook’s pie.\r\n\r\nBut they need to increase engagement and offer new opportunities to reach audiences. Engagement creates more time on site and more new, interesting stories to share. This opens up new space for ad units, and greater inventory size.\r\n\r\nThe redesign of LinkedIn Messenger was a perfect example of how they\'re doing this. LinkedIn introduced <a href=\"https://business.linkedin.com/marketing-solutions/sponsored-inmail\">Sponsored InMail</a> not long after they launched the new user interface. This is the first of many changes LinkedIn is due to make to their advertising solutions.\r\n\r\nWe were lucky to get hold of their road-map for 2017.\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"//www.slideshare.net/slideshow/embed_code/key/K67jH7npCGVoib\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> </iframe>\r\n\r\n&nbsp;\r\n<h3>Introducing LinkedIn Lead Generation Ads</h3>\r\n&nbsp;\r\n\r\nOne of LinkedIn’s first forays into advertising in 2017 was the introduction of the native LinkedIn Lead Generation ad unit (and yes, it’s almost exactly the same as Facebook’s).\r\n\r\nNative LinkedIn Lead Generation ads allow users to submit their details without leaving LinkedIn, as well as having all of the form fields pre-populated with their data. The combination of a reduction in friction (the user continues browsing LinkedIn rather than being taken off site) and allowing advertisers to piggyback off of the visitors trust in LinkedIn means they’re a lot more likely to perform better than adverts that send people to a landing page.\r\n\r\nSetting up a LinkedIn Lead Generation ad is easy, and it’s likely that you probably already have access to them, even if you didn’t know.\r\n<h3>Step-by-Step: How To Create a LinkedIn Lead Generation Ads</h3>\r\n&nbsp;\r\n<h4>Step 1: Create a LinkedIn Advertising Account</h4>\r\nGet started by signing in to <a href=\"https://www.linkedin.com/ad/?src=or-search&amp;veh=www.google.co.uk%7Cor-search&amp;trk=sem_lms_gaw\">Campaign Manager</a>. If you don’t have an account, you can <a href=\"https://www.linkedin.com/help/lms/topics/8121/8122/5749\">create one in minutes</a>.\r\n<h4>Step 2: Create a LinkedIn Lead Generation ad form</h4>\r\nIn the top right of your Campaign Manager there’s a menu item labelled ‘Tools’, hover over this to dropdown and you’ll see an option to create Lead Forms.\r\n\r\n<img class=\"size-full wp-image-2824 aligncenter\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/leadformsgif.gif\" alt=\"linkedin lead generation\" width=\"483\" height=\"316\" />\r\n\r\nCreating your lead form is relatively straight forward. Once you’ve configured it how you’d like, hit Save and head back to the Campaign Manager.\r\n<h4>Step 3: Promote Your LinkedIn Lead Generation Form</h4>\r\nOnce you’ve created your LinkedIn Lead Generation ad form, you’ll need to associate it with sponsored content in order for it to be delivered in the news feed.\r\n\r\nLinkedIn Lead Generation Ads forms only work with Sponsored Content campaigns. Once you’ve started creating one, make sure you’ve selected Collect Leads using LinkedIn Lead Generation Ads Forms.\r\n\r\nIt isn’t necessary to chose a conversion (the form submit is the conversion).\r\n\r\n<img class=\"aligncenter size-full wp-image-2823\" style=\"width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/03/formimage.png\" alt=\"linkedin lead generation\" />\r\n<h4>Step 4: Create/Select Accompanying Content</h4>\r\nNow, this step had me lost for a while. I’d created a form which I expected to select, but that isn’t until the next step. So go head and create new sponsored content or select an existing post that could work. You’ll add the form on the next step.\r\n<h4>Step 5: Targeting</h4>\r\nThis is no different to LinkedIn’s existing ads. I won’t go into this in detail, but you’ll be able to find lots of useful information <a href=\"https://www.linkedin.com/help/linkedin/answer/722/targeting-options-and-best-practices-for-linkedin-advertisements?lang=en\">already published</a>.\r\n<h4>Step 6: Set your campaign live</h4>\r\nSet your bids, hit Launch Campaign and off you go!\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]','LinkedIn Lead Generation Ads Have Just Launched - Here’s How to Take Advantage of Them Right Now','','publish','closed','open','','linkedin-lead-generation','','','2017-04-27 11:51:00','2017-04-27 10:51:00','',0,'https://www.ruleranalytics.com/?p=2822',0,'post','',0),(2823,1,'2017-03-30 09:55:54','2017-03-30 08:55:54','','','','inherit','closed','closed','','formimage','','','2017-03-30 11:34:41','2017-03-30 10:34:41','',2822,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/formimage.png',0,'attachment','image/png',0),(2824,1,'2017-03-30 09:56:43','2017-03-30 08:56:43','','leadformsgif','','inherit','closed','closed','','leadformsgif','','','2017-03-30 11:34:58','2017-03-30 10:34:58','',2822,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/leadformsgif.gif',0,'attachment','image/gif',0),(2825,1,'2017-03-30 10:13:56','2017-03-30 09:13:56','','llgaheader','','inherit','closed','closed','','llgaheader','','','2017-03-30 10:13:56','2017-03-30 09:13:56','',2822,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/llgaheader.png',0,'attachment','image/png',0),(2829,1,'2017-03-30 11:41:44','2017-03-30 10:41:44','','linkedin vs facebook','','inherit','closed','closed','','output_7zkib0','','','2017-03-30 11:42:17','2017-03-30 10:42:17','',2822,'https://www.ruleranalytics.com/wp-content/uploads/2017/03/output_7ZkiB0.gif',0,'attachment','image/gif',0),(2831,0,'2017-03-30 15:49:19','2017-03-30 14:49:19','','','','publish','closed','closed','','2831','','','2017-03-30 15:49:19','2017-03-30 14:49:19','',0,'https://www.ruleranalytics.com/blog/nf_sub/2831/',0,'nf_sub','',0),(2832,0,'2017-03-30 19:51:33','2017-03-30 18:51:33','','','','publish','closed','closed','','2832','','','2017-03-30 19:51:33','2017-03-30 18:51:33','',0,'https://www.ruleranalytics.com/blog/nf_sub/2832/',0,'nf_sub','',0),(2833,0,'2017-03-30 22:55:34','2017-03-30 21:55:34','','','','publish','closed','closed','','2833','','','2017-03-30 22:55:34','2017-03-30 21:55:34','',0,'https://www.ruleranalytics.com/blog/nf_sub/2833/',0,'nf_sub','',0),(2834,0,'2017-04-01 21:24:16','2017-04-01 20:24:16','','','','publish','closed','closed','','2834','','','2017-04-01 21:24:16','2017-04-01 20:24:16','',0,'https://www.ruleranalytics.com/blog/nf_sub/2834/',0,'nf_sub','',0),(2835,0,'2017-04-03 16:36:39','2017-04-03 15:36:39','','','','publish','closed','closed','','2835','','','2017-04-03 16:36:39','2017-04-03 15:36:39','',0,'https://www.ruleranalytics.com/blog/nf_sub/2835/',0,'nf_sub','',0),(2836,0,'2017-04-03 22:48:24','2017-04-03 21:48:24','','','','publish','closed','closed','','2836','','','2017-04-03 22:48:24','2017-04-03 21:48:24','',0,'https://www.ruleranalytics.com/blog/nf_sub/2836/',0,'nf_sub','',0),(2837,0,'2017-04-04 06:18:02','2017-04-04 05:18:02','','','','publish','closed','closed','','2837','','','2017-04-04 06:18:02','2017-04-04 05:18:02','',0,'https://www.ruleranalytics.com/blog/nf_sub/2837/',0,'nf_sub','',0),(2838,0,'2017-04-04 09:35:44','2017-04-04 08:35:44','','','','publish','closed','closed','','2838','','','2017-04-04 09:35:44','2017-04-04 08:35:44','',0,'https://www.ruleranalytics.com/blog/nf_sub/2838/',0,'nf_sub','',0),(2839,0,'2017-04-04 16:42:17','2017-04-04 15:42:17','','','','publish','closed','closed','','2839','','','2017-04-04 16:42:17','2017-04-04 15:42:17','',0,'https://www.ruleranalytics.com/blog/nf_sub/2839/',0,'nf_sub','',0),(2840,0,'2017-04-05 20:10:55','2017-04-05 19:10:55','','','','publish','closed','closed','','2840','','','2017-04-05 20:10:55','2017-04-05 19:10:55','',0,'https://www.ruleranalytics.com/blog/nf_sub/2840/',0,'nf_sub','',0),(2842,0,'2017-04-06 15:38:24','2017-04-06 14:38:24','','','','publish','closed','closed','','2842','','','2017-04-06 15:38:24','2017-04-06 14:38:24','',0,'https://www.ruleranalytics.com/blog/nf_sub/2842/',0,'nf_sub','',0),(2843,0,'2017-04-07 08:20:39','2017-04-07 07:20:39','','','','publish','closed','closed','','2843','','','2017-04-07 08:20:39','2017-04-07 07:20:39','',0,'https://www.ruleranalytics.com/blog/nf_sub/2843/',0,'nf_sub','',0),(2844,0,'2017-04-07 12:31:54','2017-04-07 11:31:54','','','','publish','closed','closed','','2844','','','2017-04-07 12:31:54','2017-04-07 11:31:54','',0,'https://www.ruleranalytics.com/blog/nf_sub/2844/',0,'nf_sub','',0),(2845,2,'2017-04-25 09:57:49','2017-04-25 08:57:49','Every team is different. You have different goals, different processes and use different tools. Because of that, it’s important that modern web applications can be modern, open and able to integrate with each other without much pain. I don’t think there’s any better application that enables those values more than <a href=\"https://www.zapier.com\">Zapier</a>.\r\n\r\nThat’s why we’re proud to announce that our integration has now completed it’s beta phase and is a complete, public integration. <a href=\"https://zapier.com/zapbook/updates/1050/new-app-ruler-analytics/\">You can read Zapier\'s announcement on their blog</a>.\r\n<h2>How To Use Zapier and Ruler Analytics</h2>\r\nDuring the beta period, we have seen some of the amazing ways customers have utilised Zapier to connect Ruler Analytics with applications that span sales, marketing and more. The ease of sharing data this easily is extremely convenient. It drastically improves the amount of value you’re able to realise from Ruler Analytics and opens up some unique use cases that we would’ve never before imagined.\r\n<h2>What is Zapier?</h2>\r\nFor those of you who are unfamiliar, Zapier is a simple way to share data between applications, even if they don’t have a native API integration. There’s nothing complicated required: no development, no coding, no special knowledge. Zapier takes one or more applications of your choice, and creates pipelines between over 750 other applications that use their platform.\r\n\r\nCreating an integration is simple. All you have to do is select the applications and data you wish to send. It’s no more difficult than creating a simple email workflow.\r\n<h2>Getting Started</h2>\r\nFirst of all you need to create an account with Zapier. There’s a free option as well as paid options for when your usage begins to increase.\r\n\r\nIf you’re a little daunted at all of the possibilities you now have available to you, check out some of the integrations other Ruler Analytics have already created on our zapbook. These premade zaps can simply be copied into your own Zapier accounts so you can get started straight away\r\n\r\n<script src=\"https://zapier.com/zapbook/embed/widget.js?services=ruler-analytics&limit=5\"></script>\r\n<h2>Why We Chose Zapier?</h2>\r\nRuler Analytics is primarily an application that deals with data. We are proud of the brilliant reporting interfaces we are building. It is used by our users everyday. But we know that there’s much more value in data when there’s a greater context around it.\r\n\r\nZapier allows us to turn our platform from a single silo of data into a living, breathing network that receives and channels information from many different sources. Whereas Ruler Analytics was once solely used by marketing professionals, we’re increasingly seeing individuals from the sales function and executive levels using Ruler data to measure the commercial impact of their sales and marketing activity.\r\n\r\nThis wouldn’t have been possible without Zapier.\r\n\r\nWhilst we will continue building out native integrations for the products our customers use the most (our AdWords and Google Analytics integrations for example), Zapier offers us an easy, effective and available solution from the go.\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]','Introducing Zapier: A Simple Way to Connect','','publish','closed','open','','introducing-zapier-connection','','','2017-04-27 12:02:54','2017-04-27 11:02:54','',0,'https://www.ruleranalytics.com/?p=2845',0,'post','',0),(2847,0,'2017-04-08 22:39:07','2017-04-08 21:39:07','','','','publish','closed','closed','','2847','','','2017-04-08 22:39:07','2017-04-08 21:39:07','',0,'https://www.ruleranalytics.com/blog/nf_sub/2847/',0,'nf_sub','',0),(2850,0,'2017-04-11 16:43:31','2017-04-11 15:43:31','','','','publish','closed','closed','','2850','','','2017-04-11 16:43:31','2017-04-11 15:43:31','',0,'https://www.ruleranalytics.com/blog/nf_sub/2850/',0,'nf_sub','',0),(2851,0,'2017-04-12 16:50:45','2017-04-12 15:50:45','','','','publish','closed','closed','','2851','','','2017-04-12 16:50:45','2017-04-12 15:50:45','',0,'https://www.ruleranalytics.com/blog/nf_sub/2851/',0,'nf_sub','',0),(2853,1,'2017-04-13 15:23:58','2017-04-13 14:23:58','<h2>Close the loop between Marketing & Sales</h2>\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/closed-loop-marketing-workflow.png\" style=\'max-width:100%;display:block;height:auto;\'>\r\n\r\n<p>Ruler Analytics \'closes the loop\' between marketing and sales by matching real customer form fills and phone calls against the marketing campaign and keyword from which it was generated and then integrates the data into your CRM.</p>','Closed Loop Marketing','','publish','closed','closed','','closed-loop-marketing','','','2017-05-15 16:34:00','2017-05-15 15:34:00','',0,'https://www.ruleranalytics.com/?page_id=2853',0,'page','',0),(2855,1,'2017-04-13 15:28:24','2017-04-13 14:28:24','','closed-loop-marketing-workflow','','inherit','closed','closed','','closed-loop-marketing-workflow','','','2017-04-13 15:28:24','2017-04-13 14:28:24','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/closed-loop-marketing-workflow.png',0,'attachment','image/png',0),(2856,0,'2017-04-15 20:32:41','2017-04-15 19:32:41','','','','publish','closed','closed','','2856','','','2017-04-15 20:32:41','2017-04-15 19:32:41','',0,'https://www.ruleranalytics.com/blog/nf_sub/2856/',0,'nf_sub','',0),(2858,0,'2017-04-18 08:57:35','2017-04-18 07:57:35','','','','publish','closed','closed','','2858','','','2017-04-18 08:57:35','2017-04-18 07:57:35','',0,'https://www.ruleranalytics.com/blog/nf_sub/2858/',0,'nf_sub','',0),(2859,0,'2017-04-18 08:58:10','2017-04-18 07:58:10','','','','publish','closed','closed','','2859','','','2017-04-18 08:58:10','2017-04-18 07:58:10','',0,'https://www.ruleranalytics.com/blog/nf_sub/2859/',0,'nf_sub','',0),(2860,0,'2017-04-18 09:50:29','2017-04-18 08:50:29','','','','publish','closed','closed','','2860','','','2017-04-18 09:50:29','2017-04-18 08:50:29','',0,'https://www.ruleranalytics.com/blog/nf_sub/2860/',0,'nf_sub','',0),(2861,0,'2017-04-18 17:26:17','2017-04-18 16:26:17','','','','publish','closed','closed','','2861','','','2017-04-18 17:26:17','2017-04-18 16:26:17','',0,'https://www.ruleranalytics.com/blog/nf_sub/2861/',0,'nf_sub','',0),(2862,1,'2017-04-19 14:02:14','2017-04-19 13:02:14','','The Q1 2017 Lead Generation Benchmark Report','','inherit','closed','closed','','the-q1-2017-lead-generation-benchmark-report','','','2017-04-19 14:02:14','2017-04-19 13:02:14','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/The-Q1-2017-Lead-Generation-Benchmark-Report.pdf',0,'attachment','application/pdf',0),(2863,0,'2017-04-19 15:16:13','2017-04-19 14:16:13','','','','publish','closed','closed','','2863','','','2017-04-19 15:16:13','2017-04-19 14:16:13','',0,'https://www.ruleranalytics.com/blog/nf_sub/2863/',0,'nf_sub','',0),(2864,2,'2017-04-25 14:39:25','2017-04-25 13:39:25','Imagine if you had access to the analytic dashboards of hundreds of organisations in a similar market to you. You\'d be able to compare, analyse and spot opportunities of where you could improve. Or worse, where you\'re falling short.\r\n\r\nAny self-respecting digital marketer <a href=\"https://www.ruleranalytics.com/marketing-attribution/\" target=\"_blank\">monitors their analytics</a>. You can compare performance historically, against different channels, by operation systems or screen size - the list is endless! However, the problem is this:\r\n<h3 style=\"text-align: center;\"><em><strong>You can only benchmark your performance against <span style=\"text-decoration: underline;\">your own</span> data</strong></em></h3>\r\n<p style=\"text-align: left;\">\"What is wrong with this?\" I hear you say. The problem is that you essentially have tunnel vision and you\'re unaware of the potential awesomeness that\'s occurring outside of your field of vision. You daren\'t try new things, because you have no evidence that they\'ve ever worked before.</p>\r\n<p style=\"text-align: left;\">Until now.</p>\r\n\r\n<h2 style=\"text-align: left;\">Introducing Our New Quarterly Lead Generation Benchmark Report</h2>\r\n<p style=\"text-align: left;\">We\'re blessed by having access to the conversion and deal flows of tens of thousands of companies, across many different industries. The key here is that, most industries tend to share similar lead generation profiles, so you can see if there are opportunities you\'re missing that the rest of your industry prospers from.</p>\r\n<p style=\"text-align: left;\">Have you ever wanted to know the answer to:</p>\r\n\r\n<blockquote>\r\n<p style=\"text-align: left;\">How does my lead generation performance compare to similar organisations in my industry?</p>\r\n</blockquote>\r\n<p style=\"text-align: left;\">Well, you do now!</p>\r\n[activecampaign form=4]\r\n\r\n<!-- BEGIN: Custom JavaScript -->\r\n<script>\r\nvar activeForms = document.getElementsByClassName(\'_form_4\');\r\nvar myForm = activeForms[0];\r\n\r\nmyForm.addEventListener(\"submit\", () => {\r\n  console.log(\'The form was submitted\');\r\n  ga(\'send\', {\r\n    hitType: \'event\',\r\n    eventCategory: \'Forms\',\r\n    eventAction: \'Submit\',\r\n    eventLabel: \'Modal Form\'\r\n  });\r\n});\r\n\r\n</script>\r\n<!-- END: Custom JavaScript -->','The Q1 Lead 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It will be in your inbox shortly.','Thank You','','publish','closed','closed','','ebook-download','','','2017-11-30 16:22:27','2017-11-30 16:22:27','',0,'https://www.ruleranalytics.com/?page_id=2925',0,'page','',0),(2926,1,'2017-05-08 14:21:02','2017-05-08 13:21:02','','meeting','','inherit','closed','closed','','meeting','','','2017-05-08 14:21:02','2017-05-08 13:21:02','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/meeting.ics',0,'attachment','text/calendar',0),(2927,0,'2017-05-08 16:13:34','2017-05-08 15:13:34','','','','publish','closed','closed','','2927','','','2017-05-08 16:13:34','2017-05-08 15:13:34','',0,'https://www.ruleranalytics.com/blog/nf_sub/2927/',0,'nf_sub','',0),(2928,0,'2017-05-09 09:36:14','2017-05-09 08:36:14','','','','publish','closed','closed','','2928','','','2017-05-09 09:36:14','2017-05-09 08:36:14','',0,'https://www.ruleranalytics.com/blog/nf_sub/2928/',0,'nf_sub','',0),(2929,0,'2017-05-09 09:40:09','2017-05-09 08:40:09','','','','publish','closed','closed','','2929','','','2017-05-09 09:40:09','2017-05-09 08:40:09','',0,'https://www.ruleranalytics.com/blog/nf_sub/2929/',0,'nf_sub','',0),(2930,1,'2017-05-09 09:41:13','2017-05-09 08:41:13','','meeting','','inherit','closed','closed','','meeting-2','','','2017-05-09 09:41:13','2017-05-09 08:41:13','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/meeting-1.ics',0,'attachment','text/calendar',0),(2931,2,'2017-05-10 15:28:42','2017-05-10 14:28:42','A year ago you decided that now was the time.\r\n\r\nYou were going to leave your job behind and embark on an exciting new adventure: to become the owner of your own agency.\r\n\r\nWith some contacts from your existing jobs and a good reputation in your local area, you set out to become the next Maurice Saatchi.\r\n\r\nIt was all going well, but then the leads started to dry up.\r\n\r\nYour network is exhausted, but the pressures of growing your business didn’t subside.\r\n\r\nWhat next? You’ve spent your career learning how to grow other people’s businesses.\r\n\r\nBut now, the onus is on your to grow your own.\r\n\r\nWith tight budgets and the unique set of challenges that come with growing an agency, there’s only a few go-to strategies that pretty much always work.\r\n\r\nOne of those is content marketing.\r\n\r\n&nbsp;\r\n<h2>Don\'t Get Left Behind</h2>\r\nIf your digital marketing agency is not yet using content marketing, you’re among the few.\r\n\r\nCurrently, <a href=\"http://contentmarketinginstitute.com/wp-content/uploads/2016/09/2017_B2B_Research_FINAL.pdf\">89% of B2B businesses</a> are using content marketing to fuel new business. And these businesses are generating leads and saving money: research shows that content marketing generates three times as may leads as traditional marketing, <a href=\"https://www.demandmetric.com/content/content-marketing-infographic\">but it costs 62% less</a>.\r\n\r\nIf you’ve been putting it off, 2017 is the perfect time to finally launch a content marketing campaign. Successful content marketing doesn’t require hiring a team to focus on writing and publishing new content multiple times each day.\r\n\r\nYou can reap the rewards of content marketing even with a small-scale approach and—if successful—scale your efforts later.\r\n\r\n&nbsp;\r\n<h2>Why Content Marketing Matters for Modern Businesses</h2>\r\nSeveral studies have uncovered findings that highlight why content marketing matters to modern businesses:\r\n<ul>\r\n 	<li><strong>Advertising is not as effective as it used to be.</strong> More than 200 million people <a href=\"https://pagefair.com/blog/2015/ad-blocking-report/\">use ad-blocking software</a>—they don’t even see ads when browsing the web. Additionally, Google may be adding a built-in ad blocker to a future version of its Chrome browser.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Your target audience is using search to make decisions.</strong> When making a decision, <a href=\"https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html\">71% of B2B buyers begin the process with a web search</a>, and that number continues to climb. A recent report shows that almost half of <a href=\"http://www.demandgenreport.com/resources/research/the-2017-content-preferences-survey-report\">B2B buyers report relying on online content</a> to make decisions more heavily this year than last year.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Content marketing drives more leads and increases revenue.</strong> B2B brands that maintain an active blog <a href=\"http://neilpatel.com/blog/beginners-guide-to-content-based-lead-generation/\">generate 67% more leads</a> than those who don’t, and conversion rates are <a href=\"http://resources.kapost.com/aberdeen-content-chaos.html?id=701E0000000AGpy&amp;source=marketeer#_ts=1405356124683\">nearly <em>six times</em> higher</a> for businesses that have adopted content marketing. 82% of marketers who blog <a href=\"http://www.stateofinbound.com/\">report a positive return on investment</a>.</li>\r\n</ul>\r\nContent marketing engages distracted decision makers in the places where they’re conducting research, isn’t impacted by ad-blocking software, and leads to increased leads, conversions, and revenue.\r\n\r\nThere’s a reason why 89% of B2B brands utilise content marketing.\r\n\r\nIt works.\r\n\r\n&nbsp;\r\n<h2>Why Is Content Marketing in 2017 Important for Digital Marketing Agencies?</h2>\r\nIn addition to the benefits listed above, content marketing is important for digital marketing agencies because it allows them to highlight their expertise and build authority.\r\n\r\nPublishing high-quality, in-depth, and unique content builds credibility with visitors—it shows that you know your business.\r\n\r\nFor proof of the power of content marketing for digital agencies, consider these case studies:\r\n<ul>\r\n 	<li>After adopting content marketing, <a class=\"zem_slink\" title=\"Internet Marketing Agency\" href=\"http://www.internetmarketingagency.com/\" target=\"_blank\" rel=\"homepage noopener noreferrer\">internet marketing agency</a> <a href=\"http://www.verticalmeasures.com/\">Vertical Measures</a> was able to <a href=\"http://www.verticalmeasures.com/content-marketing-2/how-can-content-marketing-improve-your-sales/\">eliminate its need for outbound salespeople</a>. Instead, the company uses its website and blog to answer the questions that outbound salespeople used to answer. The company’s remaining sales personnel handle inbound requests, and they’re able to close sales more quickly because customers are already fully educated.</li>\r\n</ul>\r\n<ul>\r\n 	<li>After investing time in several content marketing campaigns—including guest posts, blogging, and content partnerships—PPC management company KlientBoost built their traffic up to <a href=\"https://growandconvert.com/marketing/grow-digital-agency/\">50,000 unique monthly visitors</a>. Anyone can have an agency, so KlientBoost’s founder Johnathan Dane used quality content and exceptional design as a differentiator to build brand authority and establish trust with audiences.</li>\r\n</ul>\r\nOften, digital marketing agencies provide services that are exceptionally complex.\r\n\r\nServices like SEO, CRO, and analytics tracking and reporting—as a few examples—could lead to hundreds of how-to guides that walk audiences through each important step of these techniques.\r\n\r\nBut some agencies fear that divulging the process for completing tasks that the agency provides will encourage prospects to do the work themselves instead of hiring an agency.\r\n\r\nBut in many cases, the opposite is true.\r\n\r\nProspects often get overwhelmed by the amount of work that doing it themselves would require, so they decide to hire someone who obviously knows how to do it because they’ve clearly articulated the process online.\r\n\r\n&nbsp;\r\n<h2>Getting Started with Content Marketing</h2>\r\nThere are dozens of ways that you can move forward with content marketing in 2017.\r\n\r\nYou could start a blog or a podcast, guest post on other sites or collaborate with other companies to produce comprehensive ebooks, create videos or infographics.\r\n\r\nYou could even dive into social media marketing or email marketing.\r\n\r\nBut starting with everything at once will keep you from focusing on anything—you won’t have time to refine your strategy, and you’ll struggle to determine which strategies and channels are effective and which aren’t. Instead, pick one or two approaches, and focus on making them great. Then, build and expand iteratively.\r\n\r\nIf you want to start with the smallest-scale approach, simply add a blog to your agency’s website. Then, make a few important decisions that will guide your content strategy:\r\n<ul>\r\n 	<li><strong>Establish your goals.</strong> Why are you creating content? What do you hope to achieve with content marketing? By defining your goals upfront, you can develop a content marketing plan that supports those goals.</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Define your target audience.</strong> Who are you writing your content for? What are the needs, goals, and pain points of that audience? You must determine what that audience needs in order to provide answers that will drive qualified traffic to your site.[activecampaign form=2]</li>\r\n</ul>\r\n<ul>\r\n 	<li><strong>Determine your publishing schedule.</strong> How often will you publish? Consistency is more important than quantity initially. You don’t have to publish every day, but if you decide to publish once a week, you should make sure to publish a new post each week. Consistency keeps audiences engaged, and it helps with SEO by ensuring your site is fresh and regularly indexed.</li>\r\n</ul>\r\n&nbsp;\r\n\r\nWith this information, you can brainstorm topics ideas and begin creating an editorial calendar. You’ll also need to find someone to write the content: you can choose someone on your existing team who writes well and has the capacity for the extra work, hire a freelance writer on contract, or bring on a full-time content marketing manager.\r\n\r\n&nbsp;\r\n<h2>Content Marketing Is No Longer Optional</h2>\r\nThe best digital marketing agencies are using content marketing to grow revenue, build authority, and drive engagement and awareness.\r\n\r\nGet started with content marketing by adding a blog to your website and publishing once a week. Then, measure your results over time to decide if the approach is driving the results you hoped for. If it is, you can expand your efforts incrementally to publish more often and target additional channels.\r\n\r\n[activecampaign form=4]','Fuelling New Agency Business: The Importance of Content Marketing in 2017','','publish','closed','open','','agency-content-marketing-in-2017','','\nhttps://growandconvert.com/marketing/grow-digital-agency/','2017-06-07 19:14:49','2017-06-07 18:14:49','',0,'https://www.ruleranalytics.com/?p=2931',0,'post','',0),(2933,1,'2017-05-09 16:11:59','2017-05-09 15:11:59','','theimportanceofcontentmarketing','','inherit','closed','closed','','theimportanceofcontentmarketing','','','2017-05-09 16:11:59','2017-05-09 15:11:59','',2931,'https://www.ruleranalytics.com/wp-content/uploads/2017/05/theimportanceofcontentmarketing.png',0,'attachment','image/png',0),(2934,1,'2017-05-10 11:15:36','2017-05-10 10:15:36','','Screen Shot 2017-05-09 at 09.39.51','','inherit','closed','closed','','screen-shot-2017-05-09-at-09-39-51','','','2017-05-10 11:15:36','2017-05-10 10:15:36','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/Screen-Shot-2017-05-09-at-09.39.51.png',0,'attachment','image/png',0),(2936,1,'2017-05-16 16:42:09','2017-05-16 15:42:09','Put simply, AdWords Call Tracking allows you to see which networks, campaigns, ad groups, ads, and keywords are sending people to your website that then pick up the phone and call your business. Ruler Analytics - a Google AdWords Technology Partner - has a native integration with Google AdWords meaning all of the data we collect regarding call conversions is accessible through the AdWords user interface.\r\n\r\nThis data means that we can better optimise your campaigns and achieve a better return on investment. The campaign, ad group, ad, and keyword are fairly attributed for their contribution towards influencing the decision someone made to call your business. The direct integration means there is no noticeable delay between the call and the conversion being reported in AdWords, so you can begin making smarter optimisations right away.\r\n<h2>How AdWords Call Tracking Works</h2>\r\nWhilst the technology behind call tracking is complex, the process is simple. Let’s say that three people visit your website and each of them found your website by a different keyword:\r\n\r\nPerson A - Keyword ‘Home Services’\r\n\r\nPerson B - Keyword ‘electricians in Wilmslow’\r\n\r\nPerson C - Keyword ‘Plumbing’\r\n\r\nAlthough visitors to your website are anonymous, it’s possible to find out the referring information. This includes the source, campaign, channel, keyword and any custom URL parameters such as UTM and UCLID parameters.\r\n\r\nWith Ruler Analytics installed on your website, it will collect all of this referring information. Then for each visitor, it will serve up a unique phone number. This is known as dynamic keyword insertion.\r\n\r\nRuler’s technology associates the referring information with each unique number. So when the number is called, we are able to identify exactly which visitor made the call.\r\n\r\nBecause Ruler Analytics has a native integration with Google AdWords, we can share this information directly with them. It’s quick, accurate and happens in real-time. A few moments after the call, the conversion will show next to the relative campaign, advert and keyword.\r\n\r\n&nbsp;\r\n<h2><b>The Benefits of AdWords Call Tracking</b></h2>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Call tracking can help you optimise the delivery of your AdWords campaigns so that you focus on the keywords that deliver the most conversions. It helps you identify areas of performance that you would’ve never been able to spot without the help of AdWords call tracking.</span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">Alongside conversion tracking, call tracking also means you can listen back to inbound phone calls made to your company by people who visit from AdWords. This allows you to highlight improvements to your customer service as well as providing valuable information for your sales team. </span>\r\n\r\n<span style=\"font-weight: 400;\"></span>','AdWords Call Tracking','','private','closed','closed','','adwords-call-tracking','','','2017-05-17 10:38:13','2017-05-17 09:38:13','',0,'https://www.ruleranalytics.com/?page_id=2936',0,'page','',0),(2937,1,'2017-05-10 16:09:00','0000-00-00 00:00:00','','Agency Call Tracking','','draft','closed','closed','','agency-call-tracking','','','2017-05-10 16:09:00','2017-05-10 15:09:00','',0,'https://www.ruleranalytics.com/?page_id=2937',0,'page','',0),(2938,1,'2017-05-10 16:17:03','0000-00-00 00:00:00','','Call Centre Tracking','','draft','closed','closed','','','','','2017-05-10 16:17:03','2017-05-10 15:17:03','',0,'https://www.ruleranalytics.com/?page_id=2938',0,'page','',0),(2939,1,'2017-05-10 16:18:00','0000-00-00 00:00:00','','Inbound Call Recording Software','','draft','closed','closed','','call-recording','','','2017-05-10 16:18:00','2017-05-10 15:18:00','',0,'https://www.ruleranalytics.com/?page_id=2939',0,'page','',0),(2940,0,'2017-05-11 06:29:20','2017-05-11 05:29:20','','','','publish','closed','closed','','2940','','','2017-05-11 06:29:20','2017-05-11 05:29:20','',0,'https://www.ruleranalytics.com/blog/nf_sub/2940/',0,'nf_sub','',0),(2941,1,'2017-05-11 11:38:11','2017-05-11 10:38:11','','closed-loop-marketing-webinar','','inherit','closed','closed','','screen-shot-2017-05-11-at-11-24-36','','','2017-05-11 11:38:45','2017-05-11 10:38:45','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/Screen-Shot-2017-05-11-at-11.24.36.png',0,'attachment','image/png',0),(2942,1,'2017-05-11 11:39:00','2017-05-11 10:39:00','','meeting','','inherit','closed','closed','','meeting-3','','','2017-05-11 11:39:00','2017-05-11 10:39:00','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/meeting-2.ics',0,'attachment','text/calendar',0),(2943,0,'2017-05-14 04:51:04','2017-05-14 03:51:04','','','','publish','closed','closed','','2943','','','2017-05-14 04:51:04','2017-05-14 03:51:04','',0,'https://www.ruleranalytics.com/blog/nf_sub/2943/',0,'nf_sub','',0),(2944,0,'2017-05-14 13:38:11','2017-05-14 12:38:11','','','','publish','closed','closed','','2944','','','2017-05-14 13:38:11','2017-05-14 12:38:11','',0,'https://www.ruleranalytics.com/blog/nf_sub/2944/',0,'nf_sub','',0),(2945,0,'2017-05-14 15:11:59','2017-05-14 14:11:59','','','','publish','closed','closed','','2945','','','2017-05-14 15:11:59','2017-05-14 14:11:59','',0,'https://www.ruleranalytics.com/blog/nf_sub/2945/',0,'nf_sub','',0),(2946,0,'2017-05-15 10:21:18','2017-05-15 09:21:18','','','','publish','closed','closed','','2946','','','2017-05-15 10:21:18','2017-05-15 09:21:18','',0,'https://www.ruleranalytics.com/blog/nf_sub/2946/',0,'nf_sub','',0),(2949,0,'2017-05-15 12:41:25','2017-05-15 11:41:25','','','','publish','closed','closed','','2949','','','2017-05-15 12:41:25','2017-05-15 11:41:25','',0,'https://www.ruleranalytics.com/blog/nf_sub/2949/',0,'nf_sub','',0),(2951,1,'2017-05-15 15:22:14','2017-05-15 14:22:14',' ','','','publish','closed','closed','','2951','','','2017-05-24 10:20:18','2017-05-24 09:20:18','',0,'https://www.ruleranalytics.com/?p=2951',3,'nav_menu_item','',0),(2952,0,'2017-05-16 15:09:09','2017-05-16 14:09:09','','','','publish','closed','closed','','2952','','','2017-05-16 15:09:09','2017-05-16 14:09:09','',0,'https://www.ruleranalytics.com/blog/nf_sub/2952/',0,'nf_sub','',0),(2953,0,'2017-05-16 17:27:03','2017-05-16 16:27:03','','','','publish','closed','closed','','2953','','','2017-05-16 17:27:03','2017-05-16 16:27:03','',0,'https://www.ruleranalytics.com/blog/nf_sub/2953/',0,'nf_sub','',0),(2955,4,'2017-05-17 09:59:55','2017-05-17 08:59:55','In late 2003, David Gilroy and his two partners left their jobs at Sift - another UK web design agency - to launch <a href=\"https://www.conscious.co.uk/\" target=\"_blank\" rel=\"noopener noreferrer\">Conscious Solutions</a>. They were joined in 2004 by former colleagues Andrew Gray and Kevin Glass as founders.\r\n\r\nInstead of providing a diverse array of services to companies in a variety of sectors like Sift, Conscious was going to focus on a single service for a specific sector: building websites for law firms.\r\n\r\nMaking the decision early on to focus on a niche has been the foundation of Conscious’ success.\r\n\r\nToday, Conscious Solutions works with 300 law firms, enjoys an <a href=\"https://www.linkedin.com/pulse/conscious-solutions-reflections-2016-david-gilroy\" target=\"_blank\" rel=\"noopener noreferrer\">89% client retention rate</a>, and is set to turn over £2 million in revenue in 2017. And while they’ve grown into a full-service digital agency, they still only work with businesses in the legal sector.\r\n\r\nAccording to Gilroy, focusing on a niche provides Conscious with a strong marketing advantage, a simpler path to growing awareness and trust, and a sound future exit strategy.\r\n\r\nThis story outlines Conscious’ rise: how they got started, why they made the decision to focus on the legal sector, how that decision has contributed to their current success, plus valuable hints on how to start a marketing agency of your own.\r\n\r\n&nbsp;\r\n<h2>Setting Up a Niche Digital Marketing Agency</h2>\r\nDavid Gilroy is the Director of Stuff &amp; Things (aka: Sales &amp; Marketing) at Conscious Solutions - a UK-based digital marketing agency.\r\n\r\nHe launched the business back in 2003 with two partners, who were also former colleagues at his previous business, Sift.\r\n\r\nUnlike many competing agencies, David and his partners chose to forego the “spray and pray” method of finding new clients. Instead, they made the decision to focus on the legal sector before launching their agency.\r\n\r\nThe idea came from one of the divisions at Sift - Practice Web - that focused on websites for accountancy firms.\r\n\r\nGilroy and his partners liked the idea of focusing on a niche, and after conducting some research, landed on legal as the ideal sector.\r\n\r\nThere was only one firm with a similar approach and its market was in the United States.\r\n\r\nIt provided Conscious with a model to work from, and the lack of similar services in the UK suggested that there was a strong market need.\r\n\r\n“We did research in other sectors and didn’t feel like they were ready or the right size. In a sector like restaurants and hospitality, they wouldn’t necessarily value the internet (back in 2003 remember),” Gilroy says.\r\n\r\nGilroy believes their early decision to focus on the legal sector provides three major benefits:\r\n\r\n<strong>A specific focus makes it easier to build awareness and gain trust.</strong> When a law firm is looking for help with its website or marketing initiatives, \'we do the legal sector\' is a much more compelling statement than \'we’re a jack of all trades\'. Because Conscious is focused on the legal sector, it’s easier for clients to trust that they know the industry, and it’s simpler to attract attention when prospects are conducting early research into their options.\r\n\r\n<strong>Focusing on a niche leads to an instant value proposition.</strong> Gilroy believes that Conscious’ focus on the legal sector is a strong element for their marketing. “If someone says they do law, but also recruitment and some other professional services, it’s a lot easier decision to choose Conscious because that’s all we do, legal.”\r\n\r\n<iframe src=\"https://www.youtube.com/embed/msoIb3s7O30?list=PLC097485F795A13DC\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\n&nbsp;\r\n\r\n<strong>A specific focus lays the groundwork for an exit strategy.</strong> Most business owners start businesses with the intention of selling them if the right offer comes along. Gilroy believes their focus could make them more appealing to potential buyers. “If a firm with an interest in the legal sector was looking for an agency to buy, we believe we would be the most attractive.”\r\n\r\nFor individuals new to the market, who are searching for guidance on how to start a marketing agency of their own, Gilroy recommends the following:\r\n<ul>\r\n 	<li><strong>Do your research first.</strong> Find the right niche to focus on, make sure the market isn’t over-saturated with competitors, and ensure there’s demand in that niche for the services you plan to provide.</li>\r\n 	<li><strong>Think about scale before making a decision.</strong> While an industry may look promising at a glance, you need to consider its potential beyond finding initial clients. To acquire enough clients to build the size of your business, there must be a long-term market.</li>\r\n 	<li><strong>Make sure you have the appetite and skill set to succeed in the niche you choose.</strong> People who do startups can’t necessarily manage a full-grown business. Growing a business of that size takes many years and fierce dedication to your niche. Choose something you’re good at, or something you really want to become good at.</li>\r\n</ul>\r\n&nbsp;\r\n<h3>Growing a Startup Marketing Agency</h3>\r\nGilroy and his partners started Conscious Solutions with £80,000.\r\n\r\nOver the next few years, they took out a couple of additional small loans of £50,000 (under the then Small Firms Loan Guarantee Scheme).\r\n\r\nIt took a few years for the business to become profitable, but because the company works on a retainer model, their revenue built up exponentially over time.\r\n\r\nIn 2016, Conscious achieved <a href=\"https://www.linkedin.com/pulse/conscious-solutions-reflections-2016-david-gilroy\" target=\"_blank\" rel=\"noopener noreferrer\">more than 10% revenue growth</a>, and Gilroy expects the company to turn over £2 million in revenue this year.\r\n\r\nConscious was able to make it through those first few unprofitable years, because they had a long-term plan to work towards.\r\n\r\n“There’s a big difference between what you might do in the first year or two and what you would say no to three or four years later.\r\n\r\nOccasionally friends, family, and other people will come along and say, ‘would you design a website for a medical device and I will pay you a few thousand pounds?’\r\n\r\nYou say yes if you need a few thousand pounds. But in the long term, you have to make sure you’ve got a robust cash flow plan and model.”\r\n\r\nInitially, it’s fine to take on projects outside of your niche, as well as short-term, one-time-payment projects.\r\n\r\nDo what’s necessary to ensure there’s enough money to keep the business running. But all decisions must be made with long-term goals in mind.\r\n\r\nIf your long-term goal is to specialise in a niche, your primary goal should always be building your client base within that niche.\r\n\r\nWhile one-off projects may bring in needed cash initially, you’ll ultimately need to grow your business with clients that are willing to hire you on retainer.\r\n\r\nRetainers are a subscription payment model where clients pay a flat rate each month for a set amount of work. If you have ten clients on £1,000 per month retainers, you know you’ll bring in £120,000 for the year.\r\n\r\nBy knowing what you can expect to bring in, you can make plans for hiring new people to help grow the business, and rest assured that you’ll have the money to pay those new employees.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/VAKXKAXihcY?list=PLC097485F795A13DC\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\n&nbsp;\r\n\r\nIf you work on a per-project basis however, you can’t anticipate how much you’ll make for a given year - it’s dependent on how many projects you pick up. This makes it difficult to develop a growth strategy, and it puts your staff in risky positions.\r\n\r\nTo get through the first few years of operating a new agency Gilroy offers the following advice:\r\n\r\nTake time to develop a long-term strategy early on, and use that strategy to make decisions along the way. Conscious lost money for the first few years, but the loss was deliberate, it was designed to help the company build client subscriptions. Those subscriptions eventually led to the company’s profitability because the retainer revenues built up exponentially.\r\n\r\nDiversify your revenues. If Conscious was to lose its biggest client, it would only result in a loss of about 3% of their revenue. If you have a large client base rather than one or two major clients, you don’t have to worry about where revenue, including both profits and employee salaries, will come from, so you can enjoy more success and be a more responsible employer.\r\n\r\n&nbsp;\r\n<h3>Finding the Right Clients for Your Marketing Firm</h3>\r\nOne of Conscious’ mantras is DDWT: “Don’t deal with tossers.”\r\n\r\n<img class=\"aligncenter wp-image-2962\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/05/How-to-Start-a-Marketing-Agency-5-Lessons-from-David-Gilroy-of-Conscious-Solutions-www.ruleranalytics.com_.png\" alt=\"How to Start a Marketing Agency 5 Lessons from David Gilroy of Conscious Solutions - www.ruleranalytics.com\" width=\"851\" height=\"295\" />\r\n\r\n&nbsp;\r\n\r\nGilroy’s advice: “The one thing I look for, is clients who are going to listen. It’s really important that we work with people who want to work with us. Otherwise, you get too deep into a relationship that’s no good for either person.”\r\n\r\nWorking with clients who have professional personalities that are compatible with yours is crucial. Agencies should take time upfront to analyse their compatibility with prospects by asking the right questions. Another conscious mantra: “The quality of your questions defines the quality of your income.”\r\n\r\n<img class=\"aligncenter wp-image-2963\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/05/How-to-Start-a-Marketing-Agency-5-Lessons-from-David-Gilroy-of-Conscious-Solutions1-www.ruleranalytics.com_.png\" alt=\"How to Start a Marketing Agency 5 Lessons from David Gilroy of Conscious Solutions - www.ruleranalytics.com\" width=\"852\" height=\"268\" />\r\n\r\n&nbsp;\r\n\r\nBeyond compatibility, Gilroy looks to three aspects to qualify prospects (useful takeaway if you’re seeking information on how to start a marketing agency of your own):\r\n\r\nDo they have a need right now that Conscious can fill?\r\n\r\nDo they have some budget to allow Conscious to help them fill that need?\r\n\r\nWhat is their level of sophistication in terms of online marketing?\r\n\r\nAccording to Gilroy, “In the ideal world, a sweet spot of clients is where they have some kind of professional marketing person on staff.”\r\n\r\nThis allows Conscious to work with the client for improved digital marketing initiatives, but it also allows for consulting - providing advice and letting the internal marketing team run with suggestions.\r\n\r\n&nbsp;\r\n<h3>Forming a Successful Approach to Working with New Clients</h3>\r\nNow a full-service agency, Conscious offers a variety of services: branding, websites, SEO, PPC, email, content, social media, analytics, and even print marketing.\r\n\r\nHowever, they don’t recommend all of these services to clients up front.\r\n\r\nThey recommend the services a company needs by considering what existing resources are available.\r\n\r\nFor clients who wish to launch a new law firm, it’s likely that they only have a limited amount of budget to spend. In this circumstance, David would recommend that the client focuses on building an email list.\r\n\r\nThat list could contain friends, network connections, and people that the client has worked with before, anyone who might refer work.\r\n\r\nHe would also recommend that the client gets familiar with the <a href=\"https://www.linkedin.com/pulse/conscious-solutions-reflections-2016-david-gilroy\" target=\"_blank\" rel=\"noopener noreferrer\">new GDPR rules</a> that are coming in May of 2018.\r\n\r\nOnce the client has more marketing budget to play with, he’d recommend pay-per-click (PPC).\r\n\r\nOnly when these other initiatives have been mastered, he’d recommend that the client develops a search engine optimisation (SEO) strategy.\r\n\r\nHe would consider the client needs first, and the client’s resources second.\r\n\r\nFinally, he would make service recommendations based on the specific needs and resources uncovered in the first two steps.\r\n\r\nIn sales and marketing, there’s always some pressure to focus on revenue, but solid agency businesses are built with strong client relationships.\r\n\r\nDevelop lasting and trusting partnerships by getting to know what clients need, recommending <a href=\"/agency-partner/\">services that will enable them to meet their goals</a>, and building retainers over time rather than trying to cram everything in up front.\r\n\r\n&nbsp;\r\n<h3>Delighting Clients with Exceptional Service</h3>\r\nConscious is well-known as a pioneer in its use of <a href=\"/features/\">technology to provide extra value to clients</a>.\r\n\r\nWith technology, Conscious has not only been able to improve client campaigns, but also to definitively prove the value of its services. This has led to improved client retention.\r\n\r\nIn 2016, Conscious’ client retention rate was <a href=\"https://www.linkedin.com/pulse/conscious-solutions-reflections-2016-david-gilroy\" target=\"_blank\" rel=\"noopener noreferrer\">an impressive 89%.</a>\r\n\r\nGilroy’s elevator statement for Conscious is simple: “We help law firms make more money from their websites.” It’s this simple goal that enables Conscious to delight clients with exceptional service.\r\n\r\n“We’re always looking at tools that help us improve our operations as a business. But it’s also part of our service to clients. It’s our job to find third-party products, tools, and services. We evaluate them on behalf of all of our clients.\r\n\r\nWe have over 300 law firms who actively pay us money, and part of that agreement is to save them time by finding things that they can’t, and frankly shouldn’t, be finding for themselves.”\r\n\r\n<iframe src=\"https://www.youtube.com/embed/dmysnya-vjE?list=PLC097485F795A13DC\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\n&nbsp;\r\n\r\nBy testing different technologies on behalf of its clients, Conscious is able to recommend new tools with confidence, knowing that the recommended technologies will provide value.\r\n\r\nAs a bonus, these technologies help Conscious with client retention. Clients ultimately become reliant on recommended technologies, and since they view Conscious as the experts at taking advantage of those systems, they’re less likely to be willing to abandon the relationship.\r\n\r\n&nbsp;\r\n<h3>How to Start a Marketing Agency: What We Learned from David Gilroy</h3>\r\nIn our conversation with David, we gained several pieces of insight that are brilliant for both individuals who are looking for tips on how to start a marketing agency, and those who have been running an agency for a number of years:\r\n<ul>\r\n 	<li><strong>Choosing a niche creates distinct value.</strong> We included a few of Conscious’ customer testimonials here, but if you watch through the entire YouTube playlist, there’s a consistent theme: a deciding factor for many of its customers is that they specialise in the legal sector. Find a niche and make sure it’s the right niche, to gain instant trust and authority.</li>\r\n 	<li><strong>Take time to get to know your clients and their needs.</strong> By asking the right questions up front, you can ensure the client relationship will be advantageous for both parties. Additionally, you can ensure the services you offer will meet clients’ major goals, increasing retention.</li>\r\n 	<li><strong>Get to know new technologies, and recommend them to your clients.</strong> As an agency, it’s your job to recommend tools and software that streamline workflows, highlight opportunities, and prove successes. Not only will clients be grateful, but they’ll also be more likely to remain clients because they’ll view you as an expert on the tools they’ve grown dependent on</li>\r\n</ul>\r\nConscious enjoys millions in annual revenue, hundreds of clients, and high retention rates - and they’ve been going strong for more than a decade.\r\n\r\nIf you’re an individual, who is searching for actionable ways on how to start a marketing agency of your own. 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-moz-box-sizing:border-box; box-sizing:border-box; }\r\n #_form_6_ ._field-wrapper { position:relative; }\r\n #_form_6_ ._inline-style { float:left; }\r\n #_form_6_ ._inline-style input[type=\"text\"] { width:150px; }\r\n #_form_6_ ._inline-style:not(._clear) + ._inline-style:not(._clear) { margin-left:20px; }\r\n #_form_6_ ._form_element img._form-image { max-width:100%; }\r\n #_form_6_ ._clear-element { clear:left; }\r\n #_form_6_ ._full_width { width:100%; }\r\n #_form_6_ ._form_full_field { display:block; width:100%; margin-bottom:10px; }\r\n #_form_6_ input[type=\"text\"]._has_error,#_form_6_ textarea._has_error { border:#f37c7b 1px solid; }\r\n #_form_6_ input[type=\"checkbox\"]._has_error { outline:#f37c7b 1px solid; }\r\n #_form_6_ ._error { display:block; position:absolute; font-size:13px; z-index:10000001; }\r\n #_form_6_ ._error._above { padding-bottom:4px; top:-41px; right:0; }\r\n #_form_6_ ._error._below { padding-top:4px; top:100%; right:0; }\r\n #_form_6_ ._error._above ._error-arrow { bottom:0; right:15px; border-left:5px solid transparent; border-right:5px solid transparent; border-top:5px solid #f37c7b; }\r\n #_form_6_ ._error._below ._error-arrow { top:0; right:15px; border-left:5px solid transparent; border-right:5px solid transparent; border-bottom:5px solid #f37c7b; }\r\n #_form_6_ ._error-inner { padding:8px 12px; background-color:#f37c7b; font-size:13px; font-family:arial, sans-serif; color:#fff; text-align:center; text-decoration:none; -webkit-border-radius:4px; -moz-border-radius:4px; border-radius:4px; }\r\n #_form_6_ ._error-inner._form_error { margin-bottom:5px; text-align:left; }\r\n #_form_6_ ._button-wrapper ._error-inner._form_error { position:static; }\r\n #_form_6_ ._error-inner._no_arrow { margin-bottom:10px; }\r\n #_form_6_ ._error-arrow { position:absolute; width:0; height:0; }\r\n #_form_6_ ._error-html { margin-bottom:10px; }\r\n .pika-single { z-index:10000001 !important; }\r\n @media all and (min-width:320px) and 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!important; vertical-align:middle !important; }\r\n #_form_6_ ._row input[type=\"checkbox\"] + span label { display:inline; }\r\n #_form_6_ ._row span label { margin:0 !important; width:initial !important; vertical-align:middle !important; }\r\n #_form_6_ ._form-image { max-width:100%; height:auto !important; }\r\n #_form_6_ input[type=\"text\"] { padding-left:10px; padding-right:10px; font-size:16px; line-height:1.3em; -webkit-appearance:none; }\r\n #_form_6_ input[type=\"radio\"],#_form_6_ input[type=\"checkbox\"] { display:inline-block; width:1.3em; height:1.3em; font-size:1em; margin:0 0.3em 0 0; vertical-align:baseline; }\r\n #_form_6_ button[type=\"submit\"] { padding:20px; font-size:1.5em; }\r\n #_form_6_ ._inline-style { margin:20px 0 0 !important; }\r\n }\r\n #_form_6_ { position:relative; text-align:left; margin:25px auto 0; padding:20px; -webkit-box-sizing:border-box; -moz-box-sizing:border-box; box-sizing:border-box; *zoom:1; background:#fff !important; border:0px solid #b0b0b0 !important; width:100%px; -moz-border-radius:0px !important; -webkit-border-radius:0px !important; border-radius:0px !important; color:#000 !important; }\r\n #_form_6_ ._form-title { font-size:22px; line-height:22px; font-weight:600; margin-bottom:0; }\r\n #_form_6_:before,#_form_6_:after { content:\" \"; display:table; }\r\n #_form_6_:after { clear:both; }\r\n #_form_6_._inline-style { width:auto; display:inline-block; }\r\n #_form_6_._inline-style input[type=\"text\"],#_form_6_._inline-style input[type=\"date\"] { padding:10px 12px; }\r\n #_form_6_._inline-style button._inline-style { position:relative; top:27px; }\r\n #_form_6_._inline-style p { margin:0; }\r\n #_form_6_._inline-style ._button-wrapper { position:relative; margin:27px 12.5px 0 20px; }\r\n #_form_6_ ._form-thank-you { position:relative; left:0; right:0; text-align:center; font-size:18px; }\r\n @media all and (min-width:320px) and (max-width:667px) { #_form_6_._inline-form._inline-style 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class=\"_button-wrapper _full_width\">\r\n      <button id=\"_form_6_submit\" class=\"_submit\" type=\"submit\">\r\n        Submit\r\n      </button>\r\n    </div>\r\n    <div class=\"_clear-element\">\r\n    </div>\r\n  </div>\r\n  <div class=\"_form-thank-you\" style=\"display:none;\">\r\n  </div>\r\n</form><script type=\"text/javascript\">\r\nwindow.cfields = [];\r\nwindow._show_thank_you = function(id, message, trackcmp_url) {\r\n  var form = document.getElementById(\'_form_\' + id + \'_\'), thank_you = form.querySelector(\'._form-thank-you\');\r\n  form.querySelector(\'._form-content\').style.display = \'none\';\r\n  thank_you.innerHTML = message;\r\n  thank_you.style.display = \'block\';\r\n  if (typeof(trackcmp_url) != \'undefined\' && trackcmp_url) {\r\n    // Site tracking URL to use after inline form submission.\r\n    _load_script(trackcmp_url);\r\n  }\r\n  if (typeof window._form_callback !== \'undefined\') window._form_callback(id);\r\n};\r\nwindow._show_error = 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= \'text/javascript\';\r\n    script.charset = \'utf-8\';\r\n    script.src = url;\r\n    if (callback) {\r\n      script.onload = script.onreadystatechange = function() {\r\n      if (!r && (!this.readyState || this.readyState == \'complete\')) {\r\n        r = true;\r\n        callback();\r\n        }\r\n      };\r\n    }\r\n    head.appendChild(script);\r\n};\r\n(function() {\r\n  if (window.location.search.search(\"excludeform\") !== -1) return false;\r\n  var getCookie = function(name) {\r\n    var match = document.cookie.match(new RegExp(\'(^|; )\' + name + \'=([^;]+)\'));\r\n    return match ? match[2] : null;\r\n  }\r\n  var setCookie = function(name, value) {\r\n    var now = new Date();\r\n    var time = now.getTime();\r\n    var expireTime = time + 1000 * 60 * 60 * 24 * 365;\r\n    now.setTime(expireTime);\r\n    document.cookie = name + \'=\' + value + \'; expires=\' + now + \';path=/\';\r\n  }\r\n      var addEvent = function(element, event, func) {\r\n    if (element.addEventListener) {\r\n      element.addEventListener(event, func);\r\n    } else {\r\n      var oldFunc = element[\'on\' + event];\r\n      element[\'on\' + event] = function() {\r\n        oldFunc.apply(this, arguments);\r\n        func.apply(this, arguments);\r\n      };\r\n    }\r\n  }\r\n  var _removed = false;\r\n  var form_to_submit = document.getElementById(\'_form_6_\');\r\n  var allInputs = form_to_submit.querySelectorAll(\'input, select, textarea\'), tooltips = [], submitted = false;\r\n\r\n  var getUrlParam = function(name) {\r\n    var regexStr = \'[\\?&]\' + name + \'=([^&#]*)\';\r\n    var results = new RegExp(regexStr, \'i\').exec(window.location.href);\r\n    return results != undefined ? decodeURIComponent(results[1]) : false;\r\n  };\r\n\r\n  for (var i = 0; i < allInputs.length; i++) {\r\n    var regexStr = \"field\\\\[(\\\\d+)\\\\]\";\r\n    var results = new RegExp(regexStr).exec(allInputs[i].name);\r\n    if (results != undefined) {\r\n      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13:26:44','2017-06-06 12:26:44','',0,'https://www.ruleranalytics.com/blog/nf_sub/3019/',0,'nf_sub','',0),(3021,1,'2017-06-06 14:10:22','2017-06-06 13:10:22','','','','publish','closed','closed','','3021','','','2017-06-06 14:10:22','2017-06-06 13:10:22','',0,'https://www.ruleranalytics.com/blog/nf_sub/3021/',0,'nf_sub','',0),(3022,1,'2017-06-07 09:16:22','2017-06-07 08:16:22','','maths-formula','','inherit','closed','closed','','maths-formula','','','2017-06-07 09:16:22','2017-06-07 08:16:22','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/maths-formula.png',0,'attachment','image/png',0),(3024,2,'2017-06-07 15:26:13','2017-06-07 14:26:13','The average annual salary for a full-time digital marketing manager in the UK is £32,183.\r\n\r\nAt 40 hours a week, that boils down to £15.47 per hour.\r\n\r\nMost UK agencies, on the other hand, <a href=\"http://www.thewowcompany.com/wp-content/uploads/2016/12/Agency_Survey_2015_-_The_Results_without_the_webinar_ad.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">charge an average of £86 per hour</a>. That\'s more than five times the amount a business would pay for a full-time staff member.\r\n\r\nLooking at these numbers alone, it would never make sense to hire an agency.\r\n\r\nOf course, agency owners and staff understand that a comparison of the costs alone is a flawed approach.\r\n\r\nClients aren’t just paying for someone to execute tasks on their behalf.\r\n\r\nThey’re paying for incredible subject-matter expertise, impressive levels of experience, and detailed ROI reports.\r\n\r\nAlthough, knowing the value of an agency and proving it are two very different things.\r\n\r\nWhen pitching new clients, many agencies focus on proving the value of the services they provide.\r\n\r\nHowever, in doing so, they neglect to highlight the value of working with their agency.\r\n\r\nClients are convinced to invest in services, but because they’re focused on the bottom line, they hire a full-time employee to perform the recommended tasks at a significantly lower rate.\r\n\r\nFor this reason, agency pitches must be two-fold: you must prove the value of your services and the value of your agency.\r\n\r\nBy making a strong argument for the value of working with your agency, you’ll be much more likely to win the client, and much less likely to lose business as the result of a decision to hire someone full-time to perform the services you sold so well.\r\n\r\n&nbsp;\r\n<h2>Build Agency Business by Proving Worth in Value Per Pound</h2>\r\nLooking at the maths superficially, it can be difficult to prove that hiring an agency is cost-effective.\r\n<ul>\r\n 	<li>At £86 per hour, 40 hours of work from an agency would cost £3,440.</li>\r\n 	<li><span style=\"font-weight: 400;\">For a full-time employee at £15.47 per hour, 40 hours of work costs only £618.80.</span></li>\r\n</ul>\r\nOn paper, hiring a full-time employee saves a company £2,821.20 per each 40 hours of work. Although, this provides only a superficial view of the costs.\r\n\r\nStudies have shown that the average office worker is only productive for about <a href=\"https://www.vouchercloud.com/blog/office-worker-productivity/\" target=\"_blank\" rel=\"noopener noreferrer\">three hours per day</a>.\r\n\r\nThe other five hours are spent browsing social media sites, reading the news, chatting with coworkers, eating, making personal calls, and texting.\r\n\r\n<img class=\"aligncenter wp-image-3040\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/giphy-11.gif\" alt=\"How to Convince Clients to Hire You: The Maths Behind Agency Success - www.ruleranalytics.com\"  />\r\n\r\nThis means that businesses only really get 15 hours of productive work for each week of salary that employees are paid for.\r\n\r\nProductivity isn’t the only factor that affects the actual cost of having someone on staff full-time.\r\n\r\nMany additional factors must be considered, including employer National Insurance contributions, matching contributions to personal pension plans, and costs related to office space and work equipment.\r\n\r\nAdditionally, employees are paid for time off for holidays and sick leave.\r\n\r\nThe average for global employment costs is an additional <a href=\"http://www.uhy.com/employers-now-pay-average-employment-costs-worth-nearly-25-of-employees-salaries/\" target=\"_blank\" rel=\"noopener noreferrer\">25% of employee salaries</a>, and while most employees are paid for 253 working days per year, <a href=\"https://www.crunch.co.uk/blog/startup-advice/2015/01/26/how-much-does-it-cost-to-hire-an-employee/\" target=\"_blank\" rel=\"noopener noreferrer\">they only work 225 days</a>.\r\n\r\nWhen considering that none of these additional costs apply to hiring an agency, there is much less disparity between the costs:\r\n\r\n<img class=\"aligncenter wp-image-3026\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/How-to-Convince-Clients-to-Hire-You-The-Maths-Behind-Agency-Success-www.ruleranalytics.com_.png\" alt=\"How to Convince Clients to Hire You The Maths Behind Agency Success - www.ruleranalytics.com\"  />\r\n\r\nWhen considering actual costs, it’s only £26.40 more expensive per hour to hire an agency with a rate of £86.00 per hour than to hire a full-time employee at £15.47 per hour.\r\n\r\nThis provides a much more effective argument than the superficial difference of +£70.53 per hour (£86.00 – £15.47) for an agency.\r\n\r\nOnce you’ve established that there isn’t as much disparity between rates as a superficial glance might indicate, you need to prove what extra value will be provided for that additional £26.40 per hour.\r\n\r\n&nbsp;\r\n<h3>How to Get Clients by Highlighting Experience and Expertise</h3>\r\nThe real value of hiring an agency comes with the experience and expertise a team of dedicated practitioners brings to a business.\r\n\r\nThe bottom line is that a single digital marketing manager can never fill the shoes of an agency’s entire team of specialists.\r\n\r\nWhile it might be possible for a digital marketing manager to have a working knowledge of SEO, PPC, UX, analytics, content marketing, and social media marketing, it’s highly unlikely that a single individual will have detailed knowledge of all of these disciplines.\r\n\r\nHe/she is more likely to be an <a href=\"https://www.ruleranalytics.com/blog/content-marketing/agency-content-marketing-in-2017/\" target=\"_blank\" rel=\"noopener noreferrer\">experienced content marketer</a>, but only understand SEO, PPC, and analytics basics.\r\n\r\nAn agency, on the other hand, generally has a specialist overseeing each discipline.\r\n\r\nThat person is experienced in the discipline, has executed and learned lessons from multiple campaigns, and fully understands the best practices and approaches of that discipline.\r\n\r\nInstead of hiring one full-time generalist to oversee all digital marketing initiatives, hiring a full-service <a href=\"https://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing agency</a> provides a specialist for each individual area of concentration.\r\n\r\nThose specialists will not require the hours a generalist needs to train in each discipline, will not go through a period of trial and error, and will be able to suggest and implement proven practices from day one on the job.\r\n\r\nWhen pitching the value of your agency, consider putting together brief career histories and case studies for each individual who will lend time and expertise to the client’s projects.\r\n\r\nThis will highlight the experience that the agency brings to the table, and it will make any prospective full-time employee resumes pale in comparison.\r\n\r\nBelow is an example from <a href=\"http://www.digitalmarmalade.co.uk/company\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Marmalade</a>, who have took this technique on-board and featured it on their website:\r\n\r\n<img class=\"aligncenter wp-image-3027\" style=\"border: 3px solid #eeeeee; padding: 3px; margin: 3px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/How-to-Convince-Clients-to-Hire-You-The-Maths-Behind-Agency-Success-www.ruleranalytics.com_-1.png\" alt=\"How to Convince Clients to Hire You The Maths Behind Agency Success - www.ruleranalytics.com\"  />\r\n\r\nTheir company page includes the number of years each team member has in the industry, as well as their proficiencies in different services the agency provides.\r\n\r\nAnother great example, though not related to agency services, is the team page for <a href=\"http://www.exexco.com/about-us/meet-the-team.html\" target=\"_blank\" rel=\"noopener noreferrer\">Exceptional Exteriors</a>. It provides an excellent case of how team member profiles can be expanded to highlight experience and expertise.\r\n\r\n<img class=\"aligncenter wp-image-3028\" style=\"border: 3px solid #eeeeee; padding: 3px; margin: 3px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/How-to-Start-a-Marketing-Agency-5-Lessons-from-David-Gilroy-of-Conscious-Solutions-www.ruleranalytics.com_.png\" alt=\"How to Start a Marketing Agency 5 Lessons from David Gilroy of Conscious Solutions - www.ruleranalytics.com\"  />\r\n\r\nWhile it’s good to provide case studies and successes for the agency in general, providing these for the individual agency team members that clients will be working with can help establish the value of working with your team over hiring a full-time employee.\r\n\r\n&nbsp;\r\n<h3>Drive Agency New Business by Proving Revenue Impact</h3>\r\nMarketing teams and individual contributors often lean on metrics like increased traffic, leads, and clicks to highlight the value of their contributions.\r\n\r\nThe problem is that while increased traffic, brand awareness, and engagement are all wonderful benefits of marketing, they don’t highlight how marketing activities <a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\" target=\"_blank\" rel=\"noopener noreferrer\">drive business revenue</a>.\r\n\r\nWhat clients want from agencies—more than experience, expertise, or any other benefit—is more money.\r\n\r\n<img class=\"aligncenter wp-image-3031\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/How-to-Convince-Clients-to-Hire-You-The-Maths-Behind-Agency-Success-www.ruleranalytics.com_-1.gif\" alt=\"How to Convince Clients to Hire You The Maths Behind Agency Success -www.ruleranalytics.com\"/>\r\n\r\nIt’s why clients look for agencies: they want to increase revenue.\r\n\r\nTherefore, the best way to negate discussion on why your agency is worth the added hourly cost is to show how the investment will pay for itself through increased revenue.\r\n\r\nWith modern technology, it’s possible to engage in closed-loop marketing.\r\n\r\nClosed-loop marketing connects marketing campaigns with actual sales, allowing agencies to establish exact dollar amounts that were earned from marketing initiatives.\r\n\r\nIf you use technology to track marketing-driven revenue, you can show the client not only how they’ll get back what they pay you, but also how they’ll earn additional profits.\r\n\r\nWith the right setup of marketing and analytics technology, it’s possible to identify exactly what revenue was the result of marketing changes and campaigns.\r\n\r\nFor example, with <a href=\"https://www.ruleranalytics.com/marketing-attribution/\" target=\"_blank\" rel=\"noopener noreferrer\">Ruler Analytics</a> you can:\r\n<ul>\r\n 	<li>attribute incoming sales phone calls back to website visits</li>\r\n 	<li><span style=\"font-weight: 400;\">connect completed forms or conversions back to source marketing campaigns</span></li>\r\n 	<li><span style=\"font-weight: 400;\"><a href=\"https://www.ruleranalytics.com/zapier-integration/\" target=\"_blank\" rel=\"noopener noreferrer\">integrate with applications</a> like Pipedrive and Stripe to connect actual sales with marketing-acquired customers</span></li>\r\n</ul>\r\n<img class=\"aligncenter wp-image-3032\" style=\"border: 3px solid #eeeeee; padding: 3px; margin: 3px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/How-to-Convince-Clients-to-Hire-You-The-Maths-Behind-Agency-Success-www.ruleranalytics.com_-3.png\" alt=\"How to Convince Clients to Hire You The Maths Behind Agency Success - www.ruleranalytics.com\"  />\r\n\r\nThis allows you to track and report on exactly how much revenue you’re earning for your clients.\r\n\r\nThis helps solidify the value of your agency for existing clients—and prove your worth to new clients.\r\n\r\nIf you can show how paying your agency £100,000 per year can earn the client £200,000 per year, the value of hiring your agency is quantifiable and obvious.\r\n\r\nThe best part is that these revenue reports can be built into the services you provide, allowing the client to cancel their relationship with your agency at any time if results are poorer than expected—a much simpler process than getting rid of a full-time employee.\r\n\r\nAdditionally, measuring the performance of a full-time employee would require an additional investment in the types of technology that measure marketing revenue, and would likely bring costs associated with assistance getting set up and utilising the technology.\r\n\r\n&nbsp;\r\n<h3>Crafting the Perfect Pitch for Agency New Business Development</h3>\r\nHiring an agency is costly, and it can be difficult to convince clients to hire you if they’re only looking at a superficial bottom line.\r\n\r\nFor this reason, it’s important for agency marketing materials and pitches to include justifications for the cost of high hourly rates or retainers. These justifications should include:\r\n<ul>\r\n 	<li><span style=\"font-weight: 400;\">A breakdown of the actual costs of hiring a full-time employee to do the same work.</span></li>\r\n 	<li><span style=\"font-weight: 400;\">Experience, career histories, and case studies for agency team members.</span></li>\r\n 	<li><span style=\"font-weight: 400;\">Evidence from other clients and campaigns that highlight how your agency can earn enough revenue for the client to pay for agency costs and increase overall revenue.</span></li>\r\n</ul>\r\nBy including these items in your pitches and marketing materials, you can easily win over new clients, convincing them that your value is much greater than hiring a full-time employee to perform the work.\r\n\r\n&nbsp;\r\n\r\n[activecampaign form=4]','How to Convince Clients to Hire You: The Maths Behind Agency Success','','publish','closed','open','','marketing-agency-new-business','','https://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\nhttps://www.ruleranalytics.com/blog/content-marketing/agency-content-marketing-in-2017/\nhttps://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/','2017-06-21 15:31:55','2017-06-21 14:31:55','',0,'https://www.ruleranalytics.com/?p=3024',0,'post','',0),(3026,3,'2017-06-07 09:48:01','2017-06-07 08:48:01','','How to Convince Clients to Hire You The Maths Behind Agency Success - 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It means we can tailor our demo to you, and it also helps keep our databases nice and clean.</p>\r\n&nbsp;\r\n\r\n[ninja_forms id=26]','Book a Demo Step 2','','publish','closed','closed','','book-demo-step-2','','','2017-06-12 16:36:29','2017-06-12 15:36:29','',0,'https://www.ruleranalytics.com/?page_id=3048',0,'page','',0),(3050,1,'2017-06-09 14:17:29','2017-06-09 13:17:29','','','','publish','closed','closed','','3050','','','2017-06-09 14:17:29','2017-06-09 13:17:29','',0,'https://www.ruleranalytics.com/blog/nf_sub/3050/',0,'nf_sub','',0),(3051,1,'2017-06-09 14:17:56','2017-06-09 13:17:56','','','','publish','closed','closed','','3051','','','2017-06-09 14:17:56','2017-06-09 13:17:56','',0,'https://www.ruleranalytics.com/blog/nf_sub/3051/',0,'nf_sub','',0),(3052,0,'2017-06-09 15:19:55','2017-06-09 14:19:55','','','','publish','closed','closed','','3052','','','2017-06-09 15:19:55','2017-06-09 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lofty goal, but it’s been done many times before.\r\n\r\nWe’ve reviewed many different pieces of advice from a variety of successful seven-figure marketing agency owners and operators, discovered the consistencies, and combined them into this five-step process for achieving significant agency growth.\r\n\r\nIf you’re looking to <a href=\"https://www.ruleranalytics.com/blog/agency/marketing-agency-new-business/\" target=\"_blank\" rel=\"noopener\">grow and expand your agency</a> in the coming years, consider this seven-figure agency blueprint to learn how to do it in the most effective and profitable way.\r\n\r\n&nbsp;\r\n<ol>\r\n 	<li>\r\n<h3>1. Focus Your Efforts</h3>\r\n</li>\r\n</ol>\r\nWhen you’re just starting a marketing agency, you may be compelled to be everything to everyone.\r\n\r\nWhy focus on a specific service when you could be full-service?\r\n\r\nWhy focus on a niche when your target market can be every business, everywhere?\r\n\r\nWhile it may seem limiting to restrict services or focus on a specific industry or location, it’s crucial to agency growth.\r\n\r\nBy focusing on everything, you’ll never become excellent at anything.\r\n\r\nInstead, you’ll have to hire people that are excellent in your areas of weakness, which can overtax new agency funding.\r\n\r\nWhen David Gilroy and his partners founded Conscious Solutions, they started with a specific service.\r\n\r\nThey focused on web development, specifically designed for the legal sector.\r\n\r\n<img class=\"aligncenter wp-image-3110\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/5-Steps-to-Growing-a-Seven-Figure-Marketing-Agency-www.ruleranalytics.com1_.jpg\" alt=\"5 Steps to Growing a Seven Figure Marketing Agency - www.ruleranalytics.com1\" width=\"799\" height=\"628\" />\r\n\r\n<small><a href=\"https://www.conscious.co.uk/\">Conscious Solutions</a>: brand design &amp; marketing for law firms.</small>\r\n\r\nThis decision enabled <a href=\"https://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\">Conscious to scale their growth</a>, become subject-matter experts in the legal sector, and establish a unique value proposition for prospective clients: while others do everything, they only do legal.\r\n\r\nOver time, they expanded their service offering, and are now a full-service marketing agency.\r\n\r\nHowever, they still only provide services in the legal sector.\r\n\r\nEven with a focus on a niche, the agency turns over seven figures annually.\r\n\r\nStart with a focus, master that focus, and expand over time.\r\n\r\n&nbsp;\r\n<h3>2. Hire the Right People</h3>\r\nFor Ralph Burns, managing partner and Agency CEO at Dominate Web Media, <a href=\"https://www.digitalmarketer.com/scale-marketing-agency/\">hiring an all-star team</a> is key to growing a highly profitable agency.\r\n\r\n<img class=\"aligncenter wp-image-3113\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/5-Steps-to-Growing-a-Seven-Figure-Marketing-Agency-Advice-from-the-Experts-www.ruleranalytics.com4_.jpg\" alt=\"5 Steps to Growing a Seven Figure Marketing Agency Advice from the Experts - www.ruleranalytics.com4\" width=\"800\" height=\"548\" />\r\n\r\n<small>Keith Krance, Founder and CEO and Ralph Burns, Managing Partner with <a href=\"http://www.dominatewebmedia.com/about\">Dominate Web Media</a> team.</small>\r\n\r\nOne of the keys to hiring an all-star team is again <em><strong>focus</strong></em>.\r\n\r\nWhen growing the agency, Burns was initially inclined to hire people who exhibited similar strengths and traits as himself, but he quickly realised that was faulty logic.\r\n\r\nWhat he needed was people who were better than him, people who were experts at <em><strong>what they do</strong></em>.\r\n\r\nOver time, Dominate Web Media grew its business by adding focused experts to its team. Including, account managers, designers, programmers, copywriters, and data scientists.\r\n\r\nThe collaborative efforts of these experts was a significant driver of the agency’s success.\r\n\r\nWhen Burns is hiring new employees, he looks for people who are hungry, humble, and able to demonstrate their abilities.\r\n\r\nHungry means they’re naturally inclined to seek knowledge and improvement.\r\n\r\nHumbleness is required, because he needs his people to be excellent, but not full of themselves.\r\n\r\nAs far as demonstrating their work, Burns substitutes the traditional interview process with an audition.\r\n\r\nHe gives the candidate access to company information and has them perform a task.\r\n\r\nThis lets him see the candidate’s strengths and weaknesses much more effectively than simply reading a resume or having an awkward interview conversation.\r\n\r\nBy hiring the right people, Dominate Web Media has been able to grow its business without having to sacrifice quality along the way.\r\n\r\n&nbsp;\r\n<h3>3. Create and Streamline Procedures</h3>\r\nBeyond hiring the right people, you must give those people the tools they need to succeed.\r\n\r\nThat happens thorough documenting processes.\r\n\r\n<a href=\"https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/johnrampton/2016/02/29/8-ways-to-build-a-digital-marketing-agency/&amp;refURL=&amp;referrer=#7aff913b3a6b\">According to Richard Lorenzen</a>, the founder and CEO of public relations agency <a href=\"https://www.fifthavenuebrands.com/\">Fifth Avenue Brands</a>:\r\n<blockquote>“An agency can’t scale without systems and procedures in place for every aspect of operation. It is not enough to hire talented people and expect them to just know what to do with minimal guidance. You need specific policies and procedures in place for them to follow on a daily basis.”</blockquote>\r\nProcedural documentation provides new employees with a blueprint for success, and it also provides a framework for process improvement.\r\n\r\nBy documenting processes, employees can make suggestions for how processes can be streamlined and improved to increase productivity, effectiveness, and revenue.\r\n\r\nQuality can suffer when everyone just works using their own processes.\r\n\r\nIt creates inconsistencies for clients when working with different agency employees, and can lead to variable costs for identical tasks, which could result in poor client retention.\r\n\r\n&nbsp;\r\n<h3>4. Build Authority</h3>\r\nDominate Web Media’s founder Keith Krance believes that the number one <a href=\"https://www.digitalmarketer.com/scale-marketing-agency/\">growth hack for agencies</a> is building authority.\r\n\r\n<img class=\"aligncenter wp-image-3114\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/5-Steps-to-Growing-a-Seven-Figure-Marketing-Agency-Advice-from-the-Experts-www.ruleranalytics.com6_.jpg\" alt=\"5 Steps to Growing a Seven Figure Marketing Agency Advice from the Experts - www.ruleranalytics.com\" width=\"800\" height=\"297\" />\r\n\r\n<small>Kevin Krance, Founder and CEO of <a href=\"http://www.dominatewebmedia.com/\">Dominate Web Media</a>.</small>\r\n\r\nThe foundation of his agency’s success came after landing an important client who perceived him as an authority, because of a book he had self-published through Amazon.\r\n\r\nThat client referred him to additional clients, and the agency was born.\r\n\r\nThere are many ways that agencies can build their authority to grow their business:\r\n\r\n<strong>Educate</strong> – One of Krance’s areas of responsibility is managing the company’s education portal: Facebook Ads University. It’s a paid membership site that teaches subscribers how to succeed with advertising on Facebook. Any potential clients who subscribe to take courses in Facebook Ads University see obvious proof that Dominate Web Media knows its business.\r\n\r\n<strong>Publish</strong> – Krance started by writing and self-publishing a book, but there are many other ways to share knowledge and build authority. Neil Patel—one of the biggest names in marketing—has built his authority to guru status by regularly publishing high-quality and comprehensive blog posts on his web properties.\r\n\r\n<strong>Speak</strong> – Patel also <a href=\"https://www.quicksprout.com/2013/01/10/how-i-built-a-seo-agency-to-7-figures-a-year/\">recommends speaking at conferences</a> as a means of building authority and finding new clients. When Patel speaks, he offers tactical advice that companies can use. He also backs up those recommendations with evidence, providing examples companies of who’ve achieved success using the recommended tactics. His speaking engagements have led to seven-figure contracts.\r\n\r\nAuthority comes with many benefits.\r\n\r\nIt makes it easier to convince clients that the cost of hiring your agency is worth it, because you’re considered an expert in the field.\r\n\r\n<img class=\"aligncenter wp-image-3115\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/5-Steps-to-Growing-a-Seven-Figure-Marketing-Agency-Advice-from-the-Experts-www.ruleranalytics.com7_.gif\" alt=\"5 Steps to Growing a Seven Figure Marketing Agency Advice from the Experts - www.ruleranalytics.com\" width=\"799\" height=\"524\" />\r\n\r\nIt also leads to better brand recognition—which can lead to passive client acquisition, and more inbound links. Which can improve organic search visibility.\r\n\r\n&nbsp;\r\n<h3>5. Show Proof of Results</h3>\r\nIn the end, no number of growth hacks will help build a seven-figure agency if you’re incapable of satisfying your clients.\r\n\r\nSatisfying clients requires attention to many different things, providing effective customer service, getting results, and producing quality work.\r\n\r\nAlthough Mike Ramsey, President at Nifty Ventures, argues that <a href=\"https://moz.com/blog/from-zero-to-a-million-20-lessons-for-starting-an-internet-marketing-agency\">those things aren’t enough</a>:\r\n<blockquote>“I remember becoming a good SEO. I also remember getting amazing results for clients and still getting complaints from them. I thought they were the problem. Then I realised I was… I knew I had done a great job gaining more traffic, but the clients had no idea what was being done. They didn\'t understand what they were paying for and subsequently thought that I was unnecessary.”</blockquote>\r\nTo overcome this issue, Ramsey started providing clients with detailed reports and visuals showing what work had been done and what the results were. His customer complaints ceased.\r\n\r\n<img class=\"aligncenter wp-image-3117\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/5-Steps-to-Growing-a-Seven-Figure-Marketing-Agency-www.ruleranalytics.com9_.jpg\" alt=\"5 Steps to Growing a Seven-Figure Marketing Agency - www.ruleranalytics.com\" width=\"800\" height=\"481\" />\r\n\r\n<small>President, Mike Ramsay and the team at <a href=\"https://niftymarketing.com\">NiftyMarketing</a>.</small>\r\n\r\nHiring an agency is expensive. Clients want to know exactly what they’re paying for, and exactly what they’re getting as a result.\r\n\r\nTo provide this information, agencies must adopt modern analytics tools.\r\n\r\nWith <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking</a>, goal tracking and <a href=\"https://www.ruleranalytics.com/marketing-attribution/\">marketing attribution</a>, agencies can populate detailed reports for clients that show exactly how many leads and how much revenue their work is generating.\r\n\r\nThe bottom line:\r\n\r\nAgency growth begins with client satisfaction, and when it comes to client satisfaction, the proof is in the pudding.\r\n\r\n<img class=\"aligncenter wp-image-3121\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/5-Steps-to-Growing-a-Seven-Figure-Marketing-Agency-Advice-from-the-Experts-www.ruleranalytics.com16.gif\" alt=\"5 Steps to Growing a Seven-Figure Marketing Agency Advice from the Experts - www.ruleranalytics.com\" width=\"799\" height=\"448\" />\r\n\r\n&nbsp;\r\n<h3>Building a Seven-Figure Agency</h3>\r\nWhile it takes time to reach seven-figure profits, it’s not unachievable.\r\n\r\nMarketing agencies that are seeking to grow this year and in years to come should take time to make sure they have the right people, documented processes, a dedicated focus, expert authority, and the right tools for proving the value of their services to clients.\r\n\r\nFollow this blueprint, and watch profits soar.\r\n\r\n[activecampaign form=4]','5 Steps to Growing a Seven-Figure Marketing Agency: Advice from the Experts','','publish','closed','open','','growing-a-seven-figure-agency','','http://www.dominatewebmedia.com/about\nhttps://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\nhttps://www.ruleranalytics.com/blog/agency/marketing-agency-new-business/','2017-06-21 15:35:29','2017-06-21 14:35:29','',0,'https://www.ruleranalytics.com/?p=3105',0,'post','',0),(3106,3,'2017-06-20 11:08:57','2017-06-20 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15:26:28','2017-06-27 14:26:28','The headline of a recent article <a href=\"http://uk.businessinsider.com/companies-are-cutting-out-ad-agencies-and-going-in-house-2017-6?r=US&amp;IR=T\" target=\"_blank\" rel=\"noopener\">published in Business Insider</a> asserts that “the future of ad agencies has never been more in doubt.”\r\n\r\nIt tells the story of how Booking.com is getting rid of its advertising agency in favour of hiring in-house.\r\n\r\nAuthor Mike Shields connects Booking.com’s decision to the declining growth of the ad agency, suggesting that the traditional agency approach is no longer effective.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/UT-rn5Tv1E4\" width=\"660\" height=\"415\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n<small>Video courtesy of <a href=\"https://www.youtube.com/channel/UCde5lyhz54IYdyrbGA5F5rg\" target=\"_blank\" rel=\"noopener\">Booking.com</a><small></small></small>\r\n\r\nAgency clients can get more value for a lower price by hiring in-house, or by bringing in boutique firms or independent contractors to perform work on a short-term basis.\r\n\r\nTo make matters worse, Shields points to a <a href=\"http://adage.com/article/agency-news/ana-k2-find-evidence-pervasive-agency-rebate-collection/304347/\" target=\"_blank\" rel=\"noopener\">report from the Association of National Advertisers</a> that caused overall trust in agencies to suffer.\r\n\r\nThe report led many businesses to develop skepticism for agency reports on ad spending and revenue earnings.\r\n\r\nTo overcome these new trends, marketing and advertising agencies must <strong>evolve</strong>.\r\n\r\nThe foundation for that evolution is paved by providing what clients really want from agencies.\r\n\r\n<span style=\"font-weight: 400;\">By providing clients with the five things they really want (even if they don’t yet know they want them) agencies can definitively prove their value, eliminate trust issues, and overcome declining growth rates</span><span style=\"font-weight: 400;\">.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">1) Expertise: The Agency of the Future Is Focused</span></h3>\r\n<span style=\"font-weight: 400;\">The reign of massive, full-service, cross-industry agencies is coming to an end. </span>\r\n\r\n<span style=\"font-weight: 400;\">Instead, businesses are turning to consulting companies, smaller niche agencies, and independent contractors when specialised expertise is needed.</span>\r\n\r\nIn his final episode for Hubstaff’s Agency Advantage Podcast, Andy Baldacci <a href=\"http://blog.hubstaff.com/andy-baldacci-agency-system/\" target=\"_blank\" rel=\"noopener\">discussed his overall learnings</a> from the interviews he conducted of 77 agency owners.\r\n\r\nHis number one tip for agencies: develop a narrow position.\r\n\r\nDon’t specialise in digital marketing for small businesses.\r\n\r\n<a href=\"https://www.ruleranalytics.com/blog/content-marketing/agency-content-marketing-in-2017/\" target=\"_blank\" rel=\"noopener\">Specialise in content marketing</a> for business-to-business companies in the financial sector, or building <a href=\"https://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\" target=\"_blank\" rel=\"noopener\">websites for law firms</a>, or search engine optimisation for hotels in your local area.\r\n\r\nDevelop a distinct and detailed position:\r\n<ul>\r\n 	<li>Who you serve.</li>\r\n 	<li>What you do for clients.</li>\r\n 	<li>Why your agency is different.</li>\r\n</ul>\r\nBaldacci says that agencies resist positioning, because they’re afraid choosing a niche is too limiting, but he argues that you don’t need hundreds of clients to <a href=\"https://www.ruleranalytics.com/blog/agency/growing-a-seven-figure-agency/\" target=\"_blank\" rel=\"noopener\">build a large agency</a>.\r\n\r\nWhat you need is the ability to charge a small number of clients more money for the services you offer.\r\n\r\nPositioning creates expertise, and expertise justifies higher costs.\r\n\r\n<img class=\"aligncenter wp-image-3146\" style=\"border: 4px solid #eeeeee; padding: 3px; margin: 3px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/The-5-Things-Clients-Really-Want-from-Marketing-Agencies-www.ruleranalytics.com_-2.png\" alt=\"The 5 Things Clients Really Want from Marketing Agencies - www.ruleranalytics.com\" width=\"704\" height=\"157\" />\r\n<small>Transcript from <a href=\"https://twitter.com/andybaldacci\" target=\"_blank\" rel=\"noopener\">Andy Baldacci</a> on 6 Steps to Building the Agency of your Dreams.<small></small></small>\r\n\r\nIf you’re the only agency offering SEO specifically to local hotels, no other agency can compete with your expertise, and clients will be willing to pay more for that expertise.\r\n\r\nBy choosing a niche and becoming an expert, you can have fewer clients who are willing to pay higher amounts because you’re offering a specialised service that no full-service agency can compete with.\r\n\r\nThis also allows you to operate with fewer employees and lower operational costs.\r\n\r\nYou don’t need a variety of employees who are experts at all, potential digital marketing services for all potential industries.\r\n\r\nYou only need experts for the specific service you offer, and by focusing on that service within a specific niche, employees will get to know your focus industry in great detail.\r\n\r\nThe agency of the future is smaller and more specialised.\r\n\r\nChoose a niche, and become an expert.\r\n\r\n&nbsp;\r\n<h3>2) Value: What Clients Really Want from Agencies</h3>\r\nToo often, agencies operate as order-takers.\r\n\r\nClients submit requests, and agencies fulfIl those requests. A client wants a new website, so the agency builds it.\r\n\r\nA client wants content for their blog, so the agency supplies content.\r\n\r\nThe problem with this model is that you’re delivering a product, but you’re not necessarily delivering value.\r\n\r\nWhen a client comes to you with a request, it’s not enough to simply fulfil the request.\r\n\r\nYou need to dig deeper.\r\n\r\n<img class=\"aligncenter wp-image-3144\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/The-5-Things-Clients-Really-Want-from-Marketing-Agencies-www.ruleranalytics.com_-1.gif\" alt=\"The 5 Things Clients Really Want from Marketing Agencies - www.ruleranalytics.com\" width=\"700\" height=\"386\" />\r\n\r\nFind out why they want. What they’re asking for.\r\n\r\nThe answer will always be that the client is trying to solve a business problem, maybe they want more leads, need to increase revenue, or are trying to attract a different demographic.\r\n\r\nThe prospect or client may have gotten the idea for the solution they’re requesting from something they read online, but it may not be the best solution to their problem.\r\n\r\nThe job of the agency is to take time to understand the underlying problem and provide solutions that are likely to solve it.\r\n\r\nIt’s this exercise that allows agencies to provide real value, not the ongoing completion of randomly requested tasks.\r\n\r\nFor example, a B2B company may ask you to create a Snapchat profile and marketing strategy.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/dojH3qDUkh8\" width=\"660\" height=\"415\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n<small> Video courtesy of <a href=\"https://www.youtube.com/channel/UCOEMEjL1GBJ41uCWur5VXWQ\" target=\"_blank\" rel=\"noopener\">#ASKGARYVEE</a></small>\r\n\r\nIf you dig deeper and find out why, it may be because the CEO of the company read that other businesses saw success with social media marketing on Snapchat.\r\n\r\nYou can then provide demographic information for the channel to show why Snapchat won’t provide the desired ROI.\r\n\r\nIt’s primarily used by high schoolers and college-aged students who aren’t making purchasing decisions for businesses, and suggest alternative strategies that will lead to increased ROI.\r\n\r\n<a href=\"https://www.forbes.com/sites/jenniferrooney/2015/03/23/annual-effies-survey-clients-want-agencies-help-with-business-strategy-and-agencies-want-in/#7c65a77930bd\">More than half of clients</a> say that what they want from agencies is help with business strategy and consumer insight, but it’s easy for clients to lose track of those goals when executing on day-to-day tasks.\r\n\r\nInstead, the agency of the future must take the lead, seek to understand the problem clients are trying to solve with requests, and use their expertise to offer alternative solutions that will drive real value.\r\n\r\n&nbsp;\r\n<h3>3) Simplicity: The Key to Client Satisfaction</h3>\r\nOne of the reasons leading to Booking.com’s decision to replace their agency with in-house employees was to overcome the delays of working with an agency.\r\n\r\nWhen they wanted to request a change, they’d have to schedule meetings with multiple agency contacts weeks in advance.\r\n\r\nWhen clients want to make changes or need assistance, complex team structures and long delays in response are detrimental.\r\n\r\nModern life is instantaneous.\r\n\r\nWhen people have questions, they turn to their phones or smart speakers for instant answers.\r\n\r\nThat simplicity and convenience has become commonplace, making delays and complications more frustrating than they were in the past.\r\n\r\nClients seek simplicity.\r\n\r\nThey want a primary point of contact and reasonable response times.\r\n\r\nGoing back to expertise, having fewer clients that pay higher rates makes it simpler to give clients the attention they need in the moment they need it.\r\n\r\n<img class=\"aligncenter wp-image-3151\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/The-5-Things-Clients-Really-Want-from-Marketing-Agencies-www.ruleranalytics.com_-4.gif\" alt=\"The 5 Things Clients Really Want from Marketing Agencies - www.ruleranalytics.com\" width=\"702\" height=\"274\" />\r\n\r\nOn the other hand, if you’re trying to manage hundreds of clients, you’ll have an exponentially higher number of questions and requests, as well as more team members that must be involved with changes.\r\n\r\nThis creates complexity and delays, encouraging clients to seek simpler solutions.\r\n\r\nProvide clients with a primary point of contact, and set standards for response times.\r\n\r\nThis will simplify the relationship between clients and your agency and amplify client satisfaction.\r\n\r\n&nbsp;\r\n<h3>4) Trust: The Best Way to Increase Client Retention</h3>\r\nTrust is the product of accurate, detailed, and verifiable reporting.\r\n\r\nFirst, clients need detailed reports on why certain marketing activities and campaigns were chosen. If you decided to focus on email marketing instead of SEO, explain the reasoning for that decision in a report.\r\n\r\nIf it’s more cost effective, say so.\r\n\r\nIf it’s been proven over time to drive more leads than organic search, provide a report that proves it.\r\n\r\nDon’t say—show.\r\n\r\nThe same holds true for reporting on results.\r\n\r\nClients should receive detailed reports that explain what was done, why it was done, and what the results are, and they should have access to the analytics platform you’re using so they can validate the accuracy of the reports.\r\n\r\nIn all likelihood, your clients won’t bother to validate reports, but providing them with the means to do so gives them confidence that the numbers you’re reporting are accurate.\r\n\r\nIt is only through transparency that trust is earned.\r\n\r\nTake the time to provide detailed reports that highlight the ROI of your efforts in a manner that’s unquestionable.\r\n\r\n&nbsp;\r\n<h3>5) Data: Proving the Value Your Agency Provides</h3>\r\nEffective marketing follows the <a href=\"http://www.sciencebuddies.org/science-fair-projects/project_scientific_method.shtml\">scientific method</a>:\r\n<ul>\r\n 	<li>Ask a question.</li>\r\n 	<li>Do background research.</li>\r\n 	<li>Construct a hypothesis.</li>\r\n 	<li>Test the hypothesis.</li>\r\n 	<li>Analyse data and draw conclusions.</li>\r\n 	<li>Communicate results.</li>\r\n</ul>\r\nData is required for the background research (i.e. market research) needed to develop a hypothesis, and data is required to prove or disprove that hypothesis and communicate results.\r\n\r\nThe marketing agency of the future relies on data.\r\n\r\nIt needs technology that enables capturing and reporting on the data used to propose solutions, test them, revise them, and determine effectiveness.\r\n\r\nThe right technology enables <a href=\"https://www.ruleranalytics.com/closed-loop-marketing/\">closed-loop marketing</a>, the connection of revenue back to the campaigns that generated it.\r\n\r\n<img class=\"aligncenter wp-image-3148\" style=\"border: 3px solid #eeeeee; padding: 4px; margin: 3px;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/The-5-Things-Clients-Really-Want-from-Marketing-Agencies-www.ruleranalytics.com_-3.png\" alt=\"The 5 Things Clients Really Want from Marketing Agencies - www.ruleranalytics.com\" width=\"701\" height=\"413\" />\r\n\r\nSending clients reports on leads generated and traffic increases isn’t enough.\r\n\r\nThey want to know how your agency is helping grow their business, and increased leads and traffic don’t highlight the impact of marketing on the business’s bottom line.\r\n\r\nSuccessful agencies use tools that enable marketing attribution, and they give their clients access to those tools for transparency.\r\n\r\nThey also teach clients to use those tools to form their own insights and opinions, and they’re there to answer questions when the client is struggling to utilise the tool.\r\n\r\nThe data provides proof of the value your agency delivers, and proof of the success or failure of campaigns.\r\n\r\nThe tools also create long-term demand for your services.\r\n\r\nIf clients consider you an expert with the tools they’ve grown to rely on, they’ll be more likely to continue using your services on an ongoing basis, even if the extent of their needs is tied to help with the tools you’ve recommended.\r\n\r\nData allows you to highlight the benefit of your expertise with detailed and data-driven case studies.\r\n\r\nIt allows you to prove the value you provide and earn trust through detailed and actionable reports.\r\n\r\nIt’s the foundation of client satisfaction and retention in modern business.\r\n\r\n&nbsp;\r\n<h3>Putting These Client Retention Strategies in Place</h3>\r\nWhat clients think they want and what they really want from marketing agencies are often two different things.\r\n\r\nClients might think they want your agency to execute on requested tasks.\r\n\r\nAlthough, what they really want is to benefit from your agency’s expertise, to derive value from your ability to recommend proven solutions to their most complicated business problems.\r\n\r\nTo trust and validate that value and ROI are being delivered.\r\n\r\n<img class=\"aligncenter wp-image-3150\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/06/The-5-Things-Clients-Really-Want-from-Marketing-Agencies-www.ruleranalytics.com_-3.gif\" alt=\"The 5 Things Clients Really Want from Marketing Agencies - www.ruleranalytics.com\" width=\"700\" height=\"333\" />\r\n\r\nThey want all of this to be simple and convenient—not another tax on company resources.\r\n\r\nIf you only focus on one thing, start with data.\r\n\r\nData can provide you with the tools to choose a focused niche, to prove value and gain trust with existing clients, and to increase client retention.\r\n\r\nIt’s the foundation of modern business, and the starting point for eradicating doubt about the future of the agency model.\r\n\r\n[activecampaign form=4]','The 5 Things Clients Really Want from Marketing Agencies','','publish','closed','open','','what-do-clients-want-from-marketing-agencies','','https://www.ruleranalytics.com/blog/content-marketing/agency-content-marketing-in-2017/\nhttps://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\nhttps://www.ruleranalytics.com/blog/agency/growing-a-seven-figure-agency/','2017-06-28 13:59:28','2017-06-28 12:59:28','',0,'https://www.ruleranalytics.com/?p=3140',0,'post','',0),(3141,3,'2017-06-27 13:58:47','2017-06-27 12:58:47','','The 5 Things Clients Really Want from Marketing Agencies - www.ruleranalytics.com','','inherit','closed','closed','','the-5-things-clients-really-want-from-marketing-agencies-www-ruleranalytics-com','','','2017-06-27 13:59:00','2017-06-27 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17:16:19','2017-07-05 16:16:19','When we started Ruler Analytics, my co-founder Dan and I already had plenty of years of experience selling to businesses behind us.\r\n\r\nWe couldn’t help but feel that with a great product, the sales would be flocking in, and we’d be hitting the ground running in no time.\r\n\r\nWe know what it takes to <a href=\"https://www.prolificnorth.co.uk/2016/07/ruler-analytics-to-expand-team-following-second-6-figure-investment/\">find customers and sell to them</a>.\r\n\r\nNetworking, reaching out, and becoming part of our local business community had always been methods we could rely on.\r\n\r\nBut Ruler Analytics was different.\r\n\r\nRuler was our first time building commercial software to scale.\r\n\r\n<img class=\"aligncenter wp-image-3192\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-we-double-revenue-with-predictable-revenue-www.ruleranalytics.jpg\" alt=\"How we double revenue with predictable revenue - www.ruleranalytics\" width=\"700\" height=\"408\" />\r\n\r\n<small>Previous version of the Ruler Analytics dashboard 2013</small>\r\n\r\nUnlike our previous experience, growing Ruler Analytics didn’t mean getting 10, 20 or 50 customers.\r\n\r\nIt meant getting thousands. And for all our confidence, the idea of having to find and convince thousands of people that our product was the right solution for them was unchartered territory.\r\n\r\n&nbsp;\r\n<h3>Getting Our Initial Customer Base</h3>\r\nLuckily, our previous experience has always been in the marketing sector, so there was some crossover with the audiences we’d previously built and the market we were aiming at with Ruler Analytics.\r\n\r\nReaching out to people we already had relationships with provided us with our initial handful of users.\r\n\r\nThis was straightforward.\r\n\r\nThe idea for the product had been a result of the consistent need for a solution that provides more clarity around the business value of marketing.\r\n\r\nFor a lot of people we worked with, simply reporting on an arbitrary figure like conversions wasn’t enough.\r\n\r\nThey wanted to know <a href=\"https://www.ruleranalytics.com/visitor-journeys/\">who the person was</a>, how they’d contacted the company, and how much revenue their campaigns were contributing. But this pool of people was quickly saturated, and with the cost of advertising beyond our means.\r\n\r\nWe’d bootstrapped Ruler Analytics out of our own pockets for the majority of it’s life.\r\n\r\n<img class=\"aligncenter wp-image-3181\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-Ruler-Analytics-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_.gif\" alt=\"How Ruler Analytics Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"701\" height=\"315\" />\r\n\r\n<small>Latest version of the Ruler Analytics dashboard </small>\r\n\r\nWe had to turn to ways outside of our usual methods to turn our start-up into the thriving business it is today.\r\n\r\n&nbsp;\r\n<h3>Scaling Our Customer Acquisition</h3>\r\nIn their book, Predictable Revenue: <a href=\"https://www.amazon.co.uk/Predictable-Revenue-Business-Practices-Salesforce-com/dp/0984380213\">Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com</a>, co-authors Aaron Ross and Marylou Tyler wrote:\r\n<blockquote>An important part of enjoying work in a company, whether you’re an executive or an employee, comes from creating predictable income and sales, and freeing yourself and your team from the day-to-day slog of constantly wondering where each new customer will come from.</blockquote>\r\nThis book introduced the concept of predictable revenue: the idea that a company’s sales framework should be based on a process and formula, not sweat and guesswork.\r\n\r\n<img class=\"aligncenter wp-image-3196\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/predictable-revenue-guide-to-tripling-your-sales-part-1-intro-customer-success-6-638.jpg\" alt=\"How We Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"701\" height=\"526\" />\r\n\r\nInstead of marketing and selling to all potential customers, predictable revenue advocates:\r\n<ul>\r\n 	<li>Using data to identify promising customer segments.</li>\r\n 	<li>Focusing marketing and sales efforts on those segments.</li>\r\n 	<li>Transitioning from random revenue spikes to ongoing revenue generation.</li>\r\n</ul>\r\nBy following the principles of predictable revenue, companies can achieve consistent year-over-year revenue growth.\r\n\r\nIn fact, Ross used predictable revenue at <a href=\"http://www.salesforce.com\">Salesforce.com</a> to increase revenue by $100 million, then taught the idea to other companies - Responsys, WPromote, and HyperQuality.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/olH8Yf_aMfI\" width=\"660\" height=\"415\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nResulting in doubled or even tripled new revenue growth.\r\n\r\nAt Ruler Analytics, we’ve recently implemented the <a href=\"http://predictablerevenue.com/\">predictable revenue process</a>, and it’s enabled us to add the same number of customers in the first half of 2017 as we did for the whole of 2016.\r\n\r\nHere’s how we did it.\r\n\r\n[activecampaign form=13]\r\n\r\n&nbsp;\r\n<h3>Step 1: We Formalised Our Sales Process</h3>\r\nBefore adopting predictable revenue, our sales process mirrored some of the ineffective processes Ross describes in his book.\r\n\r\nOur sales activity was ad hoc and unfocused.\r\n\r\nWe used tools like <a href=\"https://trello.com/\">Trello</a> to record and reach out to leads, but it was chaotic and unproductive.\r\n\r\nThe first thing we did was move to a <a href=\"https://www.pipedrive.com/\">customer relationship management (CRM) platform</a>.\r\n\r\nThe CRM we chose was Pipedrive, because it was both affordable and easy to use.\r\n\r\n<img class=\"aligncenter wp-image-3182\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_.gif\" alt=\"How We Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"701\" height=\"397\" />\r\n\r\nPipedrive allowed us to access detailed reports on sales team interactions with leads and customers.\r\n\r\nWe could identify where leads were falling through the cracks, losing us revenue, and we could also quantify leads to determine our most valuable opportunities.\r\n\r\nWith Pipedrive in place, we could finally get a picture of how successful we were at moving leads through each stage of the sales pipeline.\r\n\r\n&nbsp;\r\n<h3>Step 2: We Modelled Out Our Sales Pipeline</h3>\r\nThe ability to run reports on customer and lead interactions with sales team members allowed us to identify the steps of our funnel that most often led to conversions.\r\n\r\nThe ability to visualise this information allowed us to define our sales pipeline, formalise it, and establish a nurturing process.\r\n\r\nUltimately, we found that the following pipeline stages were the most effective:\r\n\r\n<img class=\"aligncenter wp-image-3183\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_.png\" alt=\"How We Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"700\" height=\"492\" />\r\n\r\nOf course, we didn’t find the ideal process immediately.\r\n\r\nWe iterated a few times, adding stages in and removing stages.\r\n\r\nUsing Pipedrive, see what percentage of deals progressed through each stage and how long it took them to do this.\r\n\r\nFor example:\r\n\r\nFrom, <strong>Lead Discovered</strong> 100% of deals would flow into Contacted.\r\n\r\n80% of the deals in <strong>Contacted</strong> would progress to <strong>Demo Arranged.</strong>\r\n\r\n70% of the deals in <strong>Demo Arranged</strong> would progress to <strong>Demo Complete.</strong>\r\n\r\n90% from Demo Complete to <strong>Pending Payment</strong> and 90% of these would convert into a <strong>closed won deal</strong>.\r\n\r\nIn this example, our <strong>overall win rate would be 45%</strong>.\r\n\r\nMeaning that for every 100 leads we put into our pipeline, we’d get 45 won deals.\r\n\r\nThis allowed us to create a formula for predictable revenue.\r\n\r\nWe finally understood exactly how many new leads we had to get each month to meet our goals.\r\n\r\nHowever, this data didn’t give us the insight that we needed to make real changes to our sales and marketing strategy.\r\n\r\nTo use our new pipeline to grow revenue consistently, we needed more insight.\r\n\r\n&nbsp;\r\n<h3>Step 3: We Segmented Our Leads by Source</h3>\r\nPipedrive allows you to add custom segments, so we connected it with Ruler Analytics to significantly expand the amount of data we were capturing for each lead.\r\n\r\nWe setup a “Source” segment and passed data from Ruler Analytics to <a href=\"https://www.ruleranalytics.com/marketing-attribution/\">identify the channels leads were coming from</a>: inbound, outbound, partnerships, or business development.\r\n\r\n<img class=\"aligncenter wp-image-3179\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-Ruler-Analytics-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_-1.png\" alt=\"How Ruler Analytics Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"699\" height=\"321\" />\r\n\r\nOne benefit of this expanded data was that it allowed us to identify what marketing initiatives were generating not only the most inbound leads, but also the most won deals, that were most likely to deliver us customers.\r\n\r\nWe could also see which initiatives outside of marketing were the most likely to convert.\r\n\r\nWe tracked whether a lead was sourced from business development, partnership and outbound activity as well as our marketing activity.\r\n\r\nSome findings were common sense.\r\n\r\nInbound leads are unsurprisingly more effective than outbound leads, but there were some surprises that lead to tremendous growth which we wouldn’t have uncovered without following this methodology.\r\n\r\n&nbsp;\r\n<h3>Step 4: We Segmented Our Leads by Company Type</h3>\r\nThe connection between Pipedrive and Ruler Analytics also allowed us to identify what industries, segments, and company types were the most likely to convert.\r\n\r\nUsing these reports, we discovered that a certain segment of our customers were 1.4 times more likely to convert than other segments.\r\n\r\nWith this information, we could amend our sales outreach and marketing strategy to make sure we were targeting customers that we know would get value out of the product.\r\n\r\nWe knew this because we’d delivered value to existing customers in that segment.\r\n\r\n&nbsp;\r\n<h3>Step 5: We Narrowed Our Focus</h3>\r\nOur company has been <a href=\"https://bdaily.co.uk/articles/2016/07/21/liverpools-ruler-analytics-to-triple-in-size-with-six-figure-equity-boost\">growing at an amazing rate</a>, so we were a little hesitant to act on the information this new data had illuminated.\r\n\r\nWould we jeopardise our growth by narrowing our focus from an entire industry to a single segment within that industry?\r\n\r\nIn the end, we decided to go all in to see what happened.\r\n\r\nWe changed our marketing approach to focus on this new segment 100%.\r\n\r\nWe don’t even entertain the idea of producing content for other segments, for example.\r\n\r\nThe result: our monthly recurring revenue grew 2.5 times faster in the following two months than the two months prior.\r\n\r\nThe data told us a story we wouldn’t have discovered on our own, and the end result was a tremendous success.\r\n\r\n<img class=\"aligncenter wp-image-3184\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_-1.gif\" alt=\"How We Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"701\" height=\"394\" />\r\n\r\nWe’re sure that in the future we will expand our targeting, but we’re also confident that <a href=\"https://www.ruleranalytics.com/blog/agency/how-to-start-a-marketing-agency/\">focusing on a specific sector </a>will help us achieve our growth targets quicker than spreading ourselves thinly over multiple markets and segments.\r\n\r\n&nbsp;\r\n<h3>Achieving Predictable Revenue with a Core Skill-Set Focused on Data and Optimisation</h3>\r\nOne thing we learned from this experience is that, although it’s a sales rep’s instinct to try and land as many deals as possible, there are ways to approach leads smarter and achieve dramatically better results.\r\n\r\nThis is the core of the predictable revenue approach, and for us, it’s been a game changer.\r\n\r\nNow instead of running into things head first, we take the time to ensure that everything can be correctly measured, analysed, and optimised.\r\n\r\nWe make sure that our teams never waste time on systems they aren’t utilising properly.\r\n\r\nThis has increased sales and overall team morale.\r\n\r\n<img class=\"aligncenter wp-image-3185\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_.jpg\" alt=\"How We Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"698\" height=\"462\" />\r\n\r\nSales technology, when used properly, can create huge company-wide efficiencies.\r\n\r\nAlthough, when people aren’t trained or don’t understand the value, it serves as little more than an annoyance.\r\n\r\nEven if our current approach begins to falter, our systems will show a decline in growth.\r\n\r\nThis will allow us to adjust our approach, identify a new viable market quickly, and <a href=\"https://www.ruleranalytics.com/blog/agency/growing-a-seven-figure-agency/\">take steps to scale new growth</a>.\r\n\r\nIf we had simply continued our original, confusing, and misconstrued approach to sales, that would have been impossible.\r\n\r\nLuckily, the data and technology guided us to a place where we can focus our efforts on the most promising and qualified leads, and use that to grow revenue in a predictable way that should lead to long-term success and consistent growth.\r\n\r\n&nbsp;\r\n<h3>How Predictable Revenue Has Impacted Our Business</h3>\r\nRuler Analytics is now 18 months old as its own company.\r\n\r\nPrior to adopting the predictable revenue mindset, we’d grown our business through blood, sweat and tears for 12 months.\r\n\r\nWe’ve already surpassed that same number in the first 6 months of 2017, with half the stress.\r\n\r\n<img class=\"aligncenter wp-image-3186\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_-2.gif\" alt=\"How We Doubled Our Revenue in 6 Months with Predictable Revenue - www.ruleranalytics.com\" width=\"701\" height=\"394\" />\r\n\r\nWhat we like about predictable revenue is that it isn’t a hack or tactic that promises to deliver instant growth.\r\n\r\nInstead, it’s a framework that allows us to remove some of the mystery about what’s driving the growth of our business so that we can make better decisions about where to prioritise our efforts. And although there’s still the occasional throw of stress as we try to make targets, our efforts are now focussed on what’s important: the selling of the product.\r\n\r\nPredictable revenue has freed up our cognitive energy to focus on the important aspects, because it’s provided order around our operations - something we lacked.\r\n\r\nWith our business on course to triple in its second year, we can let out a little sigh of relief and keep our fingers crossed that we’ll maintain our course to becoming a truly world-class SaaS product, built in the heart of the UK’s industrious North West, and a true representation of what the city of Liverpool stands for: hard work, strong character, and incredible diversity.\r\n\r\n[activecampaign form=13]\r\n\r\n<a href=\"https://docs.google.com/document/d/1TBiEpO8X7dmV3xoWMPWkXGDM1xek0IrzTagUZ_3Zxo0/edit#\">Competition T&amp;Cs</a>','How We Doubled Our Revenue in 6 Months with Predictable 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technology.\r\n\r\nThe goal of our software is to make marketing easier by <a href=\"https://www.ruleranalytics.com/agency-partner/\">helping agencies</a> prove the value of their work and avoid difficult conversations where opinions are prioritised above hard data.\r\n\r\nWe know our technology enables marketing agencies to:\r\n<ul>\r\n 	<li>make data-based decisions that propel revenue growth</li>\r\n 	<li>share their successes with clients using detailed revenue metrics and reports.</li>\r\n</ul>\r\nAnd because of this, we know one of the ways we can be smarter as a company is to adopt the right technology.\r\n\r\nIn our marketing and general business operations, we use a lot of technology:\r\n<ul>\r\n 	<li>Ruler Analytics</li>\r\n 	<li>Pipedrive</li>\r\n 	<li>ActiveCampaign</li>\r\n 	<li>ChartMogul — to name a few.</li>\r\n</ul>\r\nBut with the adoption of each new technology comes the risk that processes will become siloed and divergent.\r\n\r\nIf our software doesn’t speak to each other, aren’t we just adding layers of complexity without realising compounding results?\r\n\r\nWe’ve found the answer to that conundrum: Zapier.\r\n\r\n<img class=\"aligncenter wp-image-3257\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Use-Zapier-To-Connect-Sales-Marketing-And-Revenue-Metrics-www.ruleranalytics.com_-1.jpg\" alt=\"How We Use Zapier To Connect Sales, Marketing, And Revenue Metrics - www.ruleranalytics.com\" max-width=\"100%\" max-height=\"100%\" />Zapier allows us to get a competitive advantage by connecting the three main layers of our customer acquisition stack, removing all potential technology silos.\r\n\r\n&nbsp;\r\n<h3>What Is Zapier?</h3>\r\nZapier is <a href=\"https://zapier.com/blog/best-zaps-automate-apps/\">workflow automation software</a> that executes a series of tasks across multiple apps using established triggers.\r\n\r\nFor example, if your work tasks are assigned over email but managed in Trello, a trigger can be established in Zapier for emails arriving from the people who assign the tasks.\r\n\r\nWhen an email is received from one of those senders, Zapier uses the email to create a Trello card.\r\n\r\n<img class=\"aligncenter wp-image-3247\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Use-Zapier-to-Connect-Sales-Marketing-and-Revenue-Metrics-www.ruleranalytics.com_.gif\" alt=\"How We Use Zapier to Connect Sales, Marketing, and Revenue Metrics - www.ruleranalytics.com\" max-width=\"100%\" max-height=\"100%\"  />\r\n\r\nThis eliminates the need to manually copy assignments from one app to another.\r\n\r\nIf you have thousands of tasks arriving each week, automating this process can save massive amounts of time.\r\n\r\nIt also reduces the likelihood that tasks will be missed because it removes the human error factor in data transference.\r\n\r\nIt’s thanks to automated Zapier workflows that we’re able to use multiple apps at Ruler Analytics. And not only can we use multiple apps, we can use them in ways that allow us to<a href=\"https://www.ruleranalytics.com/blog/ppc/you-probably-arent-measuring-your-ppc-campaigns-properly/\"> track revenue metrics</a> like never before.\r\n\r\n&nbsp;\r\n<h3>Our Customer Acquisition Stack</h3>\r\nAt Ruler Analytics, we have three main layers to our customer acquisition stack: marketing, sales, and revenue.\r\n\r\n<img class=\"aligncenter wp-image-3249\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Use-Zapier-to-Connect-Sales-Marketing-and-Revenue-Metrics-www.ruleranalytics.com_-1.png\" alt=\"How We Use Zapier to Connect Sales, Marketing, and Revenue Metrics - www.ruleranalytics.com\" max-width=\"100%\" max-height=\"100%\"  />\r\n\r\n<strong>The Marketing Layer</strong> – The first layer is purely concerned with how we generate traffic and leads.\r\n\r\nWe eat our own dog food, so the tool we primarily use to measure our success and gather data is Ruler Analytics. For traffic generation, we use AdWords, Facebook Ads, LinkedIn Ads, and AdRoll, among others.\r\n\r\n<strong>The Sales Layer</strong> – For sales, our primary tool is Pipedrive CRM. Pipedrive provides us with a visual sales funnel, allowing us to see how many leads turn into opportunities, opportunities into demos, and demos into deals.\r\n\r\n<strong>Between the Marketing and Sales Layers</strong> – ActiveCampaign, our sales and marketing automation solution, sits between sales and marketing layers.\r\n\r\nIt enables us to manage our email and paid social audiences from one interface, adding them to automations, and managing segmentation based on where the deal is in the sales cycle so that they always get the right message.\r\n\r\n<strong>The Revenue Layer</strong> – Our final layer is revenue. For this our tool of choice is ChartMogul. It allows us to create detailed reports on exactly what campaigns, channels, and keywords turn into revenue.\r\n\r\nBut in order for reports in ChartMogul to be useful, all of the data collected in each application used in our pipeline must be passed to subsequent systems and aggregated at the end in ChartMogul.\r\n\r\nThis is where Zapier makes our technology work for us.\r\n\r\n&nbsp;\r\n<h3>How Zapier Ties These Layers Together</h3>\r\nZapier passes important data captured in each application along to the next app in our process:\r\n\r\nRuler Analytics collects name, email, and phone number.\r\n\r\nIt also enriches <a href=\"https://www.ruleranalytics.com/marketing-attribution/\">lead information with marketing data</a>: channel, source, campaign, keyword, and device. Once the deal is in Ruler Analytics, we use this Zapier recipe to send it to Pipedrive:\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/Screen-Shot-2017-07-24-at-14.04.47.png\" alt=\"\" width=\"1458\" height=\"150\" class=\"aligncenter size-full wp-image-3263\" />\r\n\r\nWhen the deal is being dealt with in Pipedrive, we have a number of Zapier automations that ensure Pipedrive and ActiveCampaign are always synced:\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/Screen-Shot-2017-07-24-at-14.05.11.png\" alt=\"\" max-width=\"100%\" max-height=\"100%\" class=\"aligncenter size-full wp-image-3262\" />\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/Screen-Shot-2017-07-24-at-14.05.20.png\" alt=\"\" max-width=\"100%\" max-height=\"100%\"  class=\"aligncenter size-full wp-image-3261\" />\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/Screen-Shot-2017-07-24-at-14.05.30.png\" alt=\"\" max-width=\"100%\" max-height=\"100%\"  class=\"aligncenter size-full wp-image-3260\" />\r\n\r\nNote: ActiveCampaign does have its own integrated CRM, but we prefer to use Pipedrive. This step isn’t necessary if the <a href=\"http://www.activecampaign.com/crm/\">ActiveCampaign CRM</a> suites your needs.\r\n\r\nIf the deal is won, the data from Ruler Analytics and data gathered from Pipedrive and ActiveCampaign during the sales phase is sent to ChartMogul.\r\n\r\nThe reports ChartMogul can produce are much more in-depth, insightful, and actionable because of the enriched data we were able to pass between systems using Zapier.\r\n\r\n&nbsp;\r\n<h3>Using Zapier to Establish Revenue Metrics</h3>\r\nBy using Zapier to pass data to the different technologies we use in our customer acquisition stack, we can tie revenue back to the marketing campaigns and sales team members that generated it.\r\n\r\n<img class=\"aligncenter wp-image-3253\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Use-Zapier-to-Connect-Sales-Marketing-And-Revenue-Metrics-www.ruleranalytics.com_.png\" alt=\"How We Use Zapier to Connect Sales, Marketing, And Revenue Metrics - www.ruleranalytics.com\" width=\"801\" height=\"469\" />\r\n\r\nThis allowed us to <a href=\"https://www.ruleranalytics.com/blog/agency/predictable-revenue/\">double our revenue in six months</a>.\r\n\r\nZapier passes campaign source data from Ruler Analytics to Pipedrive and ChartMogul. This allows us to see:\r\n<ul>\r\n 	<li>exactly which marketing campaigns are driving revenue</li>\r\n 	<li>what campaigns have the highest performance</li>\r\n 	<li>what initiatives are producing low ROI and should be abandoned.</li>\r\n</ul>\r\nZapier also passes company type information from Pipedrive to ChartMogul, which allows us to see which industries are the most interested in our software.\r\n\r\nThis allows us to create targeted marketing and advertising campaigns for the industries that are most likely to benefit from our product.\r\n\r\nWithout Zapier, it would have been either impossible or extremely arduous to collect the information we needed to double our revenue.\r\n\r\nWith Zapier, we can automatically transfer important data between our adopted applications, enable those applications to work together instead of in silos, and generate the revenue metrics that really matter—those that help us grow as an organisation.','How We Use Zapier to Connect Sales, Marketing, and 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13:34:23','',0,'https://www.ruleranalytics.com/blog/nf_sub/3267/',0,'nf_sub','',0),(3268,0,'2017-07-25 14:41:33','2017-07-25 13:41:33','','','','publish','closed','closed','','3268','','','2017-07-25 14:41:33','2017-07-25 13:41:33','',0,'https://www.ruleranalytics.com/blog/nf_sub/3268/',0,'nf_sub','',0),(3275,2,'2017-07-26 14:55:22','2017-07-26 13:55:22','A few months ago, I was delighted to be introduced to a marketing agency I’d heard a lot about: <a href=\"https://theeword.co.uk/\" target=\"_blank\" rel=\"noopener\">theEword</a>.\r\n\r\nI was a fan of theirs and I’d previously spoken with one of their founders, <a href=\"https://www.prolificnorth.co.uk/2014/08/what-ive-learnt-al-mackin-founder-of-theeword-and-formisimo/\" target=\"_blank\" rel=\"noopener\">Al Mackin</a>, who was one of the few other SaaS aficionados building software in the North West of England.\r\n\r\n<a href=\"https://www.ruleranalytics.com/agency-partner/\">Marketing agencies</a> are our biggest customer segment at Ruler Analytics, and the pains they’re facing are almost always identical: it’s very difficult, but crucial, for marketing agencies to be able to prove the value of the services they’re providing to their clients.\r\n\r\nIt’s the <a href=\"http://is4profit.com/business-blog/the-business-owner-ian-leadbetter-and-daniel-reilly-ruler-analytics/\" target=\"_blank\" rel=\"noopener\">exact reason why</a> we built Ruler Analytics\r\n\r\nBut theEword was a unique challenge.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/N7-OR82vBQA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nLike most agencies, they were struggling to get one of their clients to realise that inbound phone calls were the result of the <a href=\"https://www.ruleranalytics.com/blog/agency/5-reasons-marketing-agencies-need-call-tracking/\" target=\"_blank\" rel=\"noopener\">agency’s marketing efforts</a>.\r\n\r\nAccording to Aisha Riaz, theEword’s Operations Director, “With digital, we need to show our clients the worth of everything we’re doing. But with content marketing and related services, it’s not always simple to track and report on important metrics.”\r\n\r\nWhere theEword differed from what we were familiar with is that the agency focuses primarily (though not exclusively) on marketing for the property and leisure industries. They offer a variety of services, including SEO, PPC, web development, and <a href=\"https://theeword.co.uk/services/creative/\" target=\"_blank\" rel=\"noopener\">content marketing</a>, each with the goal of: increasing the number of in-person visitors to local businesses, increasing footfall to tourist attractions or filling tenancy positions for property groups.\r\n\r\nWith many analytics tools, proving the connection between digital traffic and in-person traffic can be difficult. But for a sophisticated agency like theEword, making that connection is crucial.\r\n\r\n<a href=\"https://www.ruleranalytics.com/call-tracking/\" target=\"_blank\" rel=\"noopener\">Ruler Analytics call tracking</a> seemed like a promising solution.\r\n\r\n“One of the reasons we switched to Ruler Analytics was because of the client services side of things. We’ve worked with similar tools before, but our experience wasn’t great. Ruler Analytics allows us to go to the client and show exactly how much business we’ve brought in and where it’s coming from. It’s invaluable to us.”\r\n\r\n&nbsp;\r\n<h3>How Do theEword Delight Clients?</h3>\r\nFor theEword, work is composed of campaigns and initiatives designed to drive in-person visits to local businesses from residents of or visitors to a specific area—tourists, for example.\r\n\r\n<img class=\"aligncenter size-full wp-image-3280\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-theEword-Uses-Ruler-Analytics-To-Delight-Their-Clients-Case-Study-www.ruleranalytics.com_.jpg\" alt=\"How theEword Uses Ruler Analytics To Delight Their Clients [Case Study] - www.ruleranalytics.com\" />\r\n\r\nThey focus on using tactics like localised SEO, content marketing, digital advertising, and social media marketing to increase visitors to restaurants, tourist attractions, and events.\r\n\r\nIf reservations, product sales, or ticket purchases can be completed online, it’s simple to track those leads/conversions with general analytics tools.\r\n\r\nHowever, many people choose to perform these tasks by phone—or to make other inquiries that suggest they intend to patronise the business.\r\n\r\nWhen reservations are made, tickets are purchased, or hours of operation are requested by phone, most marketing agencies can struggle to <a href=\"https://www.ruleranalytics.com/marketing-attribution/\">attribute those leads</a> and sales back to the campaigns that generated them. This leads to inaccurate reporting that can damage agency relationships with clients.\r\n\r\nIf clients are unable to see the full picture of how many inquiries, sales, and reservations are being made, marketing agencies may struggle to prove their value and suffer from low client retention rates.\r\n\r\n&nbsp;\r\n<h3>Enabling Effective Client/Agency Reporting</h3>\r\nWhen transactions occur primarily online, agencies can simply provide their clients with a number of individuals who, for example, entered from a blog post and filled out a lead-capture form, or entered from a search ad and made a purchase.\r\n\r\nThis is more difficult when the goal of digital marketing is to drive in-person visits.\r\n\r\nHow do you <a href=\"https://www.ruleranalytics.com/blog/analytics/measure-your-content-marketing-roi-with-analytics-and-call-tracking/\" target=\"_blank\" rel=\"noopener\">prove that a piece of online content</a>, a visit from organic search, or a click on an ad drove an individual to ultimately visit an establishment?\r\n\r\nWith Ruler Analytics call tracking, the number of incoming calls can be attributed directly back to the source campaign.\r\n\r\n<img class=\"aligncenter size-full wp-image-3283\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-theEword-Uses-Ruler-Analytics-To-Delight-Their-Clients-Case-Study-www.ruleranalytics.com_.gif\" alt=\"How theEword Uses Ruler Analytics To Delight Their Clients [Case Study] - www.ruleranalytics.com\" />\r\n\r\nMarketing agencies can see which campaigns are driving the most phone calls, and phone calls can even be recorded to identify the intent of the call.\r\n\r\nIf the intent of the call was to make a reservation or purchase tickets, then the source and campaigns can be attributed directly to generated revenue.\r\n\r\nThis provides detailed reporting on how many leads agency campaigns are generating, and how many of those leads turn into sales.\r\n\r\nFor marketing agencies, showing how agency efforts and services have led to increased in-person traffic is crucial to proving the value of the services your agency provides.\r\n\r\nRuler Analytics simplifies the process of attributing calls, ticket purchases, and reservations back to the campaigns that drove them, allowing marketing agencies to highlight the outcome of their efforts.\r\n\r\n&nbsp;\r\n<h3>Additional Benefits of Tracking Online Marketing with Ruler Analytics</h3>\r\nFor theEword, the ability to provide enhanced reporting to clients has been just one benefit of adopting Ruler Analytics. When speaking with Aisha Riaz, she mentioned three other major advantages: price, service, and ease of use.\r\n<ul>\r\n 	<li><strong>Price:</strong> “In terms of price, Ruler Analytics is a lot cheaper than its competitors, which is obviously a good thing. But even if the price was the same or more expensive than other products, we’d go with Ruler Analytics. We’ve learned that you shouldn’t compromise on quality and service.”</li>\r\n 	<li><strong>Service:</strong> “For someone who isn’t technical the concept can go way over their head. But I can call the team at Ruler Analytics anytime and they’ll put it in layman’s terms for me—explain it very clearly. I think it’s also brilliant because the directors are open and willing to spend the time needed. You don’t get that with a lot of businesses, so I think just the personable side of the business is perfect.”</li>\r\n 	<li><strong>Ease of Use:</strong> “Ruler Analytics is really easy to use. Our client who’s using it has said so readily on the phone—she’s in the dashboard all the time because she loves using it. It’s clear, and if you need any help there are people on hand to help you straightaway and answer any of your questions.</li>\r\n</ul>\r\nIn the end, though, Aisha Riaz believes that the biggest benefit they’ve seen since implementing Ruler Analytics is the ability to provide detailed reports to clients. “It really shows you the value of what you’re doing in terms of marketing,” she says.\r\n\r\n&nbsp;\r\n<h3>Getting Started with Marketing Agency Analytics</h3>\r\nAs told by theEword, Ruler Analytics can really help build strong relationships between clients and their local marketing agencies.\r\n\r\nBy providing a means of connecting leads and sales—those that happen both online and over the phone—back to the specific campaigns that generated them, marketing agencies can prove their value more clearly than ever before, strengthen client relationships, and improve client service.\r\n\r\n&nbsp;','How theEword Uses Ruler Analytics To Delight Their Clients [Case 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17:18:44','2017-08-07 16:18:44','','','','publish','closed','closed','','3314','','','2017-08-07 17:18:44','2017-08-07 16:18:44','',0,'https://www.ruleranalytics.com/blog/nf_sub/3314/',0,'nf_sub','',0),(3319,2,'2017-08-11 14:05:31','2017-08-11 13:05:31','We’ve talked a lot about <a href=\"https://www.ruleranalytics.com/blog/agency/how-theeword-uses-ruler-analytics/\">marketing analytics</a>, the technology and tools that enable them on the Ruler Analytics blog over the last few months.\r\n\r\nWe’ve stuck to this theme for two reasons:\r\n\r\n1. We’ve experienced firsthand how measuring the results of campaigns can <a href=\"http://www.jeffbullas.com/how-to-grow-revenue-130-using-a-7-step-customer-retention-process/\">grow business revenue</a> faster than any other approach.\r\n\r\n2. We know that marketers and <a href=\"https://www.ruleranalytics.com/agency-partner/\">marketing agencies</a> struggle to prove ROI, and one of our major goals of both our analytics platform and blog content is to provide solutions to that problem.\r\n\r\nIn a recent ChartMogul guest post, we detailed our complete <a href=\"https://blog.chartmogul.com/ruler-analytics-chartmogul-closed-loop-marketing/\">closed-loop marketing process</a>.\r\n\r\nWhile that process is highly effective for attributing revenue back to marketing campaigns, it requires the setup and synchronisation of six separate tools.\r\n\r\nIf you’re looking to take small steps towards accurate marketing ROI reporting, the full process may seem a little daunting.\r\n\r\nSo today, we want to offer a less arduous approach to collecting marketing analytics, using what you learn to improve sales conversations, and analysing reports to improve your campaigns.\r\n\r\nIt’s possible to enjoy many of the benefits of marketing analytics simply by adding marketing data to Pipedrive CRM.\r\n<h3></h3>\r\n<h3>How to Add Marketing Data to Pipedrive</h3>\r\nOur basic process requires three tools: Ruler Analytics, Zapier, and Pipedrive CRM.\r\n<ul>\r\n 	<li>Using our own tool, we collect a lot of detailed marketing interaction data, including channel, source, campaign, keyword, and device.</li>\r\n 	<li>Our sales team uses Pipedrive as their preferred CRM solution to identify qualified leads and record outreach attempts, conversations, notes, and sales.</li>\r\n 	<li>Zapier acts as a handshake between the two systems, enabling the automated transfer of marketing data from Ruler Analytics to Pipedrive.</li>\r\n</ul>\r\nBefore you get started, you’ll need accounts set up for all three systems.\r\n\r\nWith accounts established on these three platforms, <strong>the process is simple</strong>.\r\n<h3></h3>\r\n<h3>Create Custom Fields in Pipedrive</h3>\r\nBy default, Pipedrive doesn’t have; Source, Channel, Campaign and Keyword fields.\r\n\r\nSo we will need to create them manually.\r\n\r\nNavigate to Settings &gt; Customise Fields &gt; and select which ever profile type you want to add your custom fields to (People, Organisations, Deals, etc.):\r\n\r\n<img class=\"aligncenter wp-image-3324\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/Step-by-Step-How-to-Add-Marketing-Data-to-Pipedrive-CRM-Deals-www.ruleranalytics.com_.gif\" alt=\"Step-by-Step How to Add Marketing Data to Pipedrive CRM Deals - www.ruleranalytics.com\" width=\"800\" height=\"472\" />\r\n\r\nNavigate directly to the profile type you wish to add the field to (Person, Organisation, Deal, etc.), and add the field directly within its detail view:\r\n<h4><img class=\"aligncenter wp-image-3325\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/Step-by-Step-How-to-Add-Marketing-Data-to-Pipedrive-CRM-Deals-www.ruleranalytics.com_-1.gif\" alt=\"Step-by-Step How to Add Marketing Data to Pipedrive CRM Deals - www.ruleranalytics.com\" width=\"526\" height=\"739\" /></h4>\r\nDone! The custom field is available for use in your Pipedrive account.\r\n\r\n&nbsp;\r\n<h3>Create a Zap to send form conversions to Pipedrive from Ruler Analytics</h3>\r\nNow we need to create the connection that populates the Pipedrive fields with Ruler Analytics data.\r\n\r\nThis is <strong>easy</strong> with Zapier.\r\n\r\n1. Head over to the Zapier dashboard and press the big, orange ‘Make a Zap!’ button, or click this <a href=\"https://zapier.com/app/editor\">link</a> if you’re already signed in.\r\n\r\n2. For the trigger app, you need to select Ruler Analytics. Simply start typing ‘Ruler Analytics’ in the search field and it should appear quite quickly.\r\n\r\n<img class=\"aligncenter wp-image-3320\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/Step-by-Step-How-to-Add-Marketing-Data-to-Pipedrive-CRM-Deals-www.ruleranalytics.com_.png\" alt=\"Step-by-Step How to Add Marketing Data to Pipedrive CRM Deals - www.ruleranalytics.com\" width=\"800\" height=\"407\" />\r\n\r\n3. When prompted to Choose a Trigger, select New Conversion then press \'Continue’.\r\n\r\n<img class=\"aligncenter size-full wp-image-3321\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Step-by-Step-How-to-Add-Marketing-Data-to-Pipedrive-CRM-Deals-www.ruleranalytics.com_.png\" alt=\"Step-by-Step How to Add Marketing Data to Pipedrive CRM Deals - www.ruleranalytics.com\" width=\"790\" height=\"397\" />\r\n\r\n4. Connect Zapier to the relevant Ruler Analytics account for the company whose conversions you wish you access in Pipedrive CRM.\r\n\r\n<img class=\"aligncenter wp-image-3322\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Step-by-Step-How-to-Add-Marketing-Data-to-Pipedrive-CRM-Deals-www.ruleranalytics.com_-1.png\" alt=\"\" width=\"800\" height=\"404\" />\r\n\r\n5. Select the website of the company whose conversions you wish you access in Pipedrive CRM. Once this process is complete, all conversion triggers recorded in Ruler Analytics will be automatically transferred to Pipedrive by Zapier, along with any relevant marketing data.\r\n\r\n6. We now need to select Pipedrive as the trigger app, just as we did in Step 1, but this time we’ll start typing ‘Pipedrive’.\r\n\r\n7. The trigger we will choose for Pipedrive is ‘Create a Deal’.\r\n\r\n8. Next, we will need to select the appropriate Pipedrive values that we want to be populated with our Ruler Analytics conversion date. We use the following where values in {curly braces} denotes Ruler Analytics data:\r\n\r\na. Deal Title: {Name of Company} Deal\r\nb. Status: Open\r\nc. Person’s Name: {Contact Name}\r\nd. Person’s Phone: {Contact Phone}\r\ne. Person’s Name: {Contact Phone}\r\nf. Source: Inbound\r\ng. Channel: {Discovery Source}\r\nh. Keyword: {Discovery Keyword}\r\n\r\n9. Once you’ve mapped the values, you’re now ready to go. Press Continue and your Zap should now be ready to go live.\r\n\r\n&nbsp;\r\n<h3>Why Add Marketing Data to Pipedrive?</h3>\r\nThere are several <a href=\"https://www.ruleranalytics.com/blog/ruler-information/how-we-use-zapier/\">huge benefits</a> to setting up this integration to enable marketing data to be passed along to Pipedrive.\r\n\r\nFirst, it allows you to connect leads back to the marketing campaigns that generated them.\r\n\r\nThis is useful for two reasons.\r\n\r\nKnowing which campaigns generate the most and fewest leads allows you to engage in a process of constant improvement.\r\n<ul>\r\n 	<li><strong>Learn what marketing channels are the most productive</strong>, and use that information to expand efforts on those channels. Conversely, identify underperforming channels and reduce or eliminate efforts on those channels.</li>\r\n 	<li><strong>Identify your biggest sources of traffic and leads.</strong> Ruler Analytics passes source data, organic search, display ads, social, etc. to Pipedrive. If you find that most new customers are arriving from organic search, it could be an indicator that expanding your content marketing efforts may increase leads and conversions.</li>\r\n 	<li><strong>Identify high and low-performing campaigns.</strong> Expand on the high performers and learn about the success of those campaigns. Kill underperforming campaigns, and avoid waste by learning which approaches aren’t worth pursuing in the future.</li>\r\n</ul>\r\nIt also allows for the generation of valuable marketing reports. Marketers and agencies can tie leads and conversions directly back to the campaigns that generated them, using that information to create and deliver marketing-generated ROI reports to clients and executives.\r\n\r\nThe second major reason to add marketing data to Pipedrive is that it allows sales team members to have more targeted and <a href=\"https://www.saleshacker.com/sales-call-research-project/\">personalised conversations with prospects</a>.\r\n\r\nFor example, the Ruler Analytics platform has multiple features: phone call tracking, form tracking, keyword re-provided, and company tracking, among others.\r\n\r\nSay we run multiple campaigns - one for each feature.\r\n\r\nSome customers will be most interested in call tracking, while others may be compelled to interact with campaigns promoting our keyword re-provided feature.\r\n\r\nWithout marketing data in Pipedrive, our sales team wouldn’t know which specific feature generated the form conversion or purchase.\r\n\r\nWhen they contacted the lead, they might spend too much time promoting features that the prospect has no interest in.\r\n\r\nBut with marketing data in Pipedrive, the sales team can see exactly which campaign generated the lead, allowing sales conversations to be targeted to that specific feature.\r\n\r\nBy connecting our marketing data from Ruler to Pipedrive, our sales and marketing teams are both able to engage in constant refinement, improvement, and personalisation, which in turn, leads to more prospects, more conversions, and more revenue.\r\n\r\n[activecampaign form=4]','Step-by-Step: How to Add Marketing Data to Pipedrive CRM Deals','','publish','closed','open','','step-by-step-how-to-add-marketing-data-to-pipedrive-crm-deals','','','2017-08-11 14:05:31','2017-08-11 13:05:31','',0,'https://www.ruleranalytics.com/?p=3319',0,'post','',1),(3320,3,'2017-08-09 09:45:39','2017-08-09 08:45:39','','Step-by-Step How to Add Marketing Data to Pipedrive CRM Deals - 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09:26:08','2017-08-18 08:26:08','','','','publish','closed','closed','','3351','','','2017-08-18 09:26:08','2017-08-18 08:26:08','',0,'https://www.ruleranalytics.com/blog/nf_sub/3351/',0,'nf_sub','',0),(3354,2,'2017-08-23 17:21:50','2017-08-23 16:21:50','As an industry, <a href=\"https://econsultancy.com/blog/65087-the-five-step-15-minute-guide-to-marketing-analytics/\" target=\"_blank\" rel=\"noopener\">marketing analytics</a> is evolving.\r\n\r\nThis evolution has been enabled, and driven, by technological advances and access to connected data.\r\n\r\nWant to <a href=\"https://www.itsupportmarketing.co.uk/hands-guide-target-specific-people-facebook-ads/\" target=\"_blank\" rel=\"noopener\">target your ideal customer</a> with advertising?\r\n\r\nSelect a set of location, demographic, career, and interest attributes, and connected data handles serving those ads only to individuals who meet your criteria.\r\n\r\nWant to <a href=\"https://www.mycustomer.com/community/blogs/nick-pugh/who-are-your-customers-and-how-do-you-reach-them\" target=\"_blank\" rel=\"noopener\">learn who your ideal customers are</a>?\r\n\r\nAdopt technology that collects data, and analyse it to discover commonalities.\r\n\r\nThe availability of connected data, and the user-friendly tools that enable marketers to access and understand it, has propelled the industry forward in a way that was previously impossible.\r\n\r\nThanks to data, <a href=\"http://blog.interactiveschools.com/blog/4-cs-the-modern-marketing-replacement\" target=\"_blank\" rel=\"noopener\">modern marketing</a> is personalised and targeted.\r\n\r\nIt’s more effective and less expensive.\r\n\r\nBut another result of data is that marketers can no longer just say that modern marketing is more effective and less expensive.\r\n\r\nThey have to prove it.\r\n\r\nThe first stage in the evolution of data-driven marketing was the collection and analysis of data to improve campaigns, increase traffic, and generate leads.\r\n\r\nThe second stage is using available data to <a href=\"https://www.kurve.co.uk/blog/how-marketers-can-use-data-better-in-2017-advice-from-14-data-experts\" target=\"_blank\" rel=\"noopener\">prove marketing ROI</a>.\r\n\r\nPreviously, marketing data could only extend as far as the point of transaction or lead conversion because software was delivered offline.\r\n\r\nBut now, with software as a service (SaaS) <a href=\"https://www.forbes.com/sites/louiscolumbus/2017/04/29/roundup-of-cloud-computing-forecasts-2017/#2872506031e8\" target=\"_blank\" rel=\"noopener\">growing to a $46.3B</a> (£33B) market in 2017, we can connect the data all the way through the entire customer lifecycle to revenue.\r\n\r\nMarketers can no longer rely on traffic, leads, and engagement metrics.\r\n\r\nCompany executives and marketing agency clients want to know the exact impact their investment in marketing has on business revenue.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/aHCZzU_f_mg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nBut <a href=\"https://globenewswire.com/news-release/2017/03/14/936344/0/en/CMO-Council-Founder-Donovan-Neale-May-on-CMO-Job-Loss-Financial-Impact-Analytics-for-Marketing-and-Why-Proof-Is-So-Important.html\" target=\"_blank\" rel=\"noopener\">according to Donovan Neale-May</a>, Executive Director of the <a href=\"https://cmocouncil.org/\">Chief Marketing Officer (CMO) Council</a>:\r\n<blockquote>\"The real problem has been that many marketers and communicators don’t have meaningful data skills, and most data scientists don’t understand marketing and communications.\"</blockquote>\r\nAt Ruler Analytics, we’ve set out to solve this problem.\r\n\r\n&nbsp;\r\n<h3>Ruler Analytics Is Evolving with the Marketing Industry</h3>\r\nRuler Analytics started as a side project, a way for me and Dan to scratch an itch.\r\n\r\n<img class=\"aligncenter wp-image-3180\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/07/How-We-Doubled-Our-Revenue-in-6-Months-with-Predictable-Revenue-www.ruleranalytics.com_.jpe\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"701\" height=\"349\" />\r\n\r\nBefore Ruler, we were both marketers.\r\n\r\nWe were running online marketing campaigns, but we had no way of tracking the inbound phone calls that the campaigns were generating.\r\n\r\nWe had the same problem with forms.\r\n\r\nAlthough we could track that someone had completed a form fill.\r\n\r\nWe couldn\'t see who that person was.\r\n\r\nThis was a big issue.\r\n\r\nNot all conversions are created equally, especially in industries where <a href=\"http://blog.incisive-edge.com/blog/how-to-calculate-and-improve-your-customer-lifetime-value\" target=\"_blank\" rel=\"noopener\">customer lifetime values</a> vary significantly.\r\n\r\nSo we initially built the platform for our own benefit.\r\n\r\nWe wanted to understand how many calls our campaigns were generating, and to get insight into the quality of leads who were filling out our forms. Because we were building it for ourselves, we bootstrapped the costs for the first couple of years.\r\n\r\nBut eventually we realised there was a larger market for this data.\r\n\r\nIf it was useful for us as marketers, there was a good chance it would be useful to other marketers as well.\r\n\r\nIn 2015, we <a href=\"https://www.prolificnorth.co.uk/2016/01/liverpool-analytics-startup-lands-six-figure-investment/\" target=\"_blank\" rel=\"noopener\">received venture capital</a> to build and grow the platform further.\r\n\r\nAs a result, we transitioned from marketing to technology.\r\n\r\nWe joined the community of <a href=\"http://www.onalytica.com/blog/posts/cloud-top-100-influencers-and-brands-2017/\" target=\"_blank\" rel=\"noopener\">SaaS providers</a>.\r\n\r\nBut once a marketer, always a marketer.\r\n\r\nThough our focus has shifted from execution to solution, we’re still focused on marketers as our primary audience.\r\n\r\nWe’re still looking for solutions to the industry’s biggest problems.\r\n\r\nAs the product and market developed over time, we noticed that marketers were becoming more involved in different stages of the business.\r\n\r\nFor instance, rather than just focusing on messaging and driving new leads, marketers now want to know which leads turn into revenue.\r\n\r\nThis is much more commonplace than it was five years ago.\r\n\r\nWhile this change may have been driven by marketers in some instances, I suspect it’s more the result of demands from clients and company leaders.\r\n\r\nIn a recent survey, nearly 70% of marketers noted that senior management teams and board members expect marketing to drive business growth.\r\n\r\nTo prove that marketing is driving business growth, marketers must be able to <a href=\"https://trackmaven.com/blog/how-to-calculate-roi-for-marketing-activities/\" target=\"_blank\" rel=\"noopener\">calculate marketing ROI</a>.\r\n\r\nNot leads generated, not traffic increases, not phone call volume, not social share counts: to thrive in today’s data-driven business environment, marketers must be able to report actual marketing-driven revenue to leaders, board members, clients, and stakeholders.\r\n\r\nBut marketing ROI has always been difficult to measure.\r\n\r\n&nbsp;\r\n<h3>The Problem of Measuring Marketing ROI</h3>\r\n<a href=\"http://www.maximus-marketing.co.uk/traditional-modern-marketing-techniques/\" target=\"_blank\" rel=\"noopener\">Before digital marketing</a>, marketers relied on print advertisements and commercials to build awareness and, hopefully, revenue.\r\n\r\n<img class=\"aligncenter wp-image-3367\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/how-were-changing-marketing-analytics-www.ruleranalytics.com_.gif\" alt=\"how were changing marketing analytics - www.ruleranalytics.com\" width=\"698\" height=\"393\" />\r\n\r\nAfter running these ads, they could measure increases in call volumes and foot traffic.\r\n\r\nHowever, it was difficult to attach a specific monetary value to those traffic increases, and even proving that the increases were the result of marketing was based more on causality than any hard evidence.\r\n\r\nOnce marketing moved online, marketers could begin collecting and reporting traffic metrics.\r\n\r\nThey could finally say, “This [specific campaign] drove [specific number of visitors] to our website.”\r\n\r\nThen came Google Analytics.\r\n\r\n<img class=\"aligncenter wp-image-3368\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/google-analytics.png\" alt=\"how were changing marketing analytics - www.ruleranalytics.com\" width=\"700\" height=\"358\" />\r\n\r\nNow marketers could see the traffic along with conversions, but conversions were never meant to support long sale cycles or web-based software.\r\n\r\nIt was designed to serve a world where the furthest a user\'s activity would go on the internet is to complete a transaction or become a lead.\r\n\r\nIt wasn’t until later that the entire experience, finding and using a product, would take place online.\r\n\r\nUsing platforms like Ruler Analytics, marketers could provide an exact count for the number of site visitors, phone calls, and leads generated by specific marketing campaigns.\r\n\r\nBut for long-sales cycles and recurring revenue businesses, there still wasn’t a way to accurately measure closed deals and revenue generated.\r\n\r\nTo calculate ROI, marketers must know exactly how much revenue a campaign, or the overall marketing program—generated.\r\n\r\nAnalytics technologies just haven’t provided that capability.\r\n\r\n&nbsp;\r\n<h3>The Current Analytics Solution</h3>\r\n<img class=\"aligncenter wp-image-3356\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/How-Were-Evolving-Marketing-Analytics-www.ruleranalytics.com_.png\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"701\" height=\"192\" />\r\n\r\nIn the image above, each one of these users would be represented as a goal completion in Google Analytics, even though some a vastly more valuable than the others.\r\n\r\nWithout knowing WHO the lead, and HOW they went on to use the product, it’s impossible to accurately <a href=\"http://blog.profitwell.com/saas-guide-to-calculating-and-reducing-payback-period\" target=\"_blank\" rel=\"noopener\">calculate customer acquisition cost</a> (CAC) or assign monthly recurring revenue (MRR) and lifetime value (LTV).\r\n\r\nEach of these values are needed to calculate true marketing ROI.\r\n\r\nMarketing and sales are disconnected, so marketers are unable to connect website traffic and campaigns to CRM leads and the <a href=\"https://www.ruleranalytics.com/blog/agency/predictable-revenue/\" target=\"_blank\" rel=\"noopener\">revenue they generate</a>.\r\n\r\n<img class=\"aligncenter wp-image-3357\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/How-Were-Evolving-Marketing-Analytics-www.ruleranalytics.com_-1.png\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"700\" height=\"260\" />\r\n\r\nAs a platform provider, we feel like our mission is to be able to identify pain points, understand what our customers are trying to achieve, and solve for those with a software solution, ideally in a manner that seamlessly fits with current products, workflows, and processes.\r\n\r\nThe <a href=\"http://blog.incisive-edge.com/blog/10-mind-blowing-statistics-from-state-of-inbound-2017\" target=\"_blank\" rel=\"noopener\">inability to calculate marketing ROI</a> is an obvious pain point and need for marketers, so we set out to provide a solution.\r\n\r\nWe wanted to update our platform to provide marketers with the ability to close the loop between marketing and sales, to allow marketers to engage in <a href=\"http://blog.whut.com/2017-trends-driving-sales-and-marketing-alignment\" target=\"_blank\" rel=\"noopener\">closed-loop marketing</a> by providing a means of measuring revenue generated across the full customer lifecycle.\r\n\r\n&nbsp;\r\n<h3>Developing a Marketing ROI Software Solution</h3>\r\nRuler Analytics began as an analytics solution that allowed marketers to <a href=\"https://www.ruleranalytics.com/call-tracking/\" target=\"_blank\" rel=\"noopener\">track phone calls</a> and measure the quality of leads generated through different campaigns.\r\n\r\nThose features have been retained, they still provide important and necessary marketing metrics, but we added some additional features to tie that data into the products marketers are already using, such as Google Analytics and CRMs.\r\n\r\nRuler Analytics now closes the loop between marketing-generated leads and actual revenue, allowing marketers to calculate and report on ROI and determine which campaigns/channels are the most effective.\r\n\r\nHere’s how it works:\r\n\r\n1. Potential customers visit your website via various campaigns and channels.\r\n\r\n2. Some of them come back on multiple occasions, via different campaigns and channels, before converting. Each touch point has an effect on the eventual lead or conversion.\r\n\r\n<img class=\"aligncenter wp-image-3358\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/How-Were-Evolving-Marketing-Analytics-www.ruleranalytics.com_-2.png\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"701\" height=\"166\" />\r\n\r\n3. Ruler Analytics tracks each anonymous visitor to the website over each of those sessions, collecting data on traffic sources and keywords used.\r\n\r\n4. Eventually, those visitors convert through forms, phone calls, or in-person visits. Ruler records those conversions, connecting the real user details back to the original marketing touch points.\r\n\r\n<img class=\"aligncenter wp-image-3359\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/How-Were-Evolving-Marketing-Analytics-www.ruleranalytics.com_-3.png\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"701\" height=\"322\" />\r\n\r\n5. The platform then feeds collected marketing data and closed-sale revenue data into Google Analytics, your CRM, and other products you’re already using.\r\n\r\n6. Marketers can then access that data in Google Analytics or AdWords, viewing the direct revenue earned through various campaigns, and measuring and optimising campaigns accordingly.\r\n\r\n<img class=\"aligncenter wp-image-3361\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/How-Were-Evolving-Marketing-Analytics-www.ruleranalytics.com_-5.png\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"700\" height=\"202\" />\r\n\r\nThe entire process is automatic, occurring behind the scenes without the need for marketing intervention. After setup, marketers simply pull their reports when needed for <a href=\"http://www.webatomic.co.uk/using-lifetime-value-for-optimising-ppc-campaigns-part-1/\">campaign optimisation</a> or ROI reporting.\r\n\r\n&nbsp;\r\n<h3>Solving Marketing ROI Metrics Pain Points with Ruler Analytics</h3>\r\nIn order for marketers to make reliable decisions about their campaigns, they need to base those decisions on bottom-line revenue data—not values for traffic, leads, or goal completions.\r\n\r\nThis is particularly true for SaaS platform marketers, because different traffic sources produce different amounts of revenue and different lifetime values.\r\n\r\nRuler provides the means to match marketing sources to individual customers over multiple touch points, and then pass this information to the tools already being used for reporting.\r\n\r\n<img class=\"aligncenter wp-image-3362\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/08/How-Were-Evolving-Marketing-Analytics-www.ruleranalytics.com_-6.png\" alt=\"How We\'re Evolving Marketing Analytics - www.ruleranalytics.com\" width=\"702\" height=\"251\" />\r\n\r\nWhile elements of our new features cross over with features of other software solutions, no other available solution enables complete closed-loop marketing.\r\n\r\nThey don’t address the whole loop, and the available features aren’t core to the product.\r\n\r\nOur new features are core to the platform and designed specifically to enable closed-loop marketing and reporting.\r\n\r\nThe result: no more guessing when it comes to planning and optimising marketing spend.\r\n\r\nMarketers are able to make decisions based on real revenue, not leads, and report an accurate marketing ROI to senior leaders and clients.\r\n\r\nAs a bonus, the ability to make informed decisions using revenue metrics will, in turn, decrease customer acquisition costs while delivering increased ROI and return on advertising spend (ROAS).\r\n\r\n[activecampaign form=4]','How We\'re Evolving Marketing Analytics [NEW FEATURES]','','publish','closed','open','','marketing-analytics','','\nhttps://www.ruleranalytics.com/blog/agency/predictable-revenue/','2017-09-13 12:02:25','2017-09-13 11:02:25','',0,'https://www.ruleranalytics.com/?p=3354',0,'post','',3),(3356,3,'2017-08-23 11:45:52','2017-08-23 10:45:52','','How We\'re Evolving Marketing Analytics - 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INSERT INTO `wp_posts` VALUES (3384,2,'2017-09-06 15:29:52','2017-09-06 14:29:52','More than <a href=\"http://www.marketingprofs.com/articles/2015/27698/2-million-blog-posts-are-written-every-day-heres-how-you-can-stand-out\" target=\"_blank\" rel=\"noopener\">two million blog posts</a> are published every day.\r\n\r\n<a href=\"http://www.marketingprofs.com/articles/2015/27698/2-million-blog-posts-are-written-every-day-heres-how-you-can-stand-out\" target=\"_blank\" rel=\"noopener\">Every minute of that day</a>, Twitter users send 350 thousand Tweets, and YouTube users upload 400 hours of new video.\r\n\r\nThe internet is oversaturated with content.\r\n\r\nAdditionally, the use of ad blockers <a href=\"http://uk.businessinsider.com/pagefair-2017-ad-blocking-report-2017-1?r=US&amp;IR=T\" target=\"_blank\" rel=\"noopener\">rose by 30% last year</a>, PPC is increasingly competitive, and organic visibility on social media is in serious decline.\r\n\r\nThese issues have all combined to make digital marketing more complex than ever.\r\n\r\nTo top it all off, tried-and-true marketing strategies are starting to plateau or fail altogether.\r\n\r\nPeter Caputa, CEO of Databox, spent 10 years of his career convincing companies of the power of inbound marketing before declaring last month that the traditional approach <a href=\"https://databox.com/inbound-marketing-not-working\" target=\"_blank\" rel=\"noopener\">doesn’t work anymore</a>.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/zp69ULGaAyg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n<small> Video courtesy of <a href=\"https://www.youtube.com/channel/UCHoXy3tknlnzXwSYWUPeZQQ\" target=\"_blank\" rel=\"noopener\">Databox: Mobile-First Business Analytics Platform</a></small>\r\n\r\nWhy?\r\n\r\nThe traditional approach to inbound marketing is redundant.\r\n\r\nMarketers read articles describing how [business] used [technique] to drive [result], and everyone replicates the strategy.\r\n\r\nThis copy-paste approach to marketing has grown tiresome for consumers. As Caputa says:\r\n<blockquote>“You can’t stand out by copying a methodology that’s used by tens of thousands of other companies. Buyers tune out marketing methods that look like everyone else’s, especially if you’re following the playbook your top five or five hundred competitors are following.”</blockquote>\r\nThe most successful marketers in the future will be those who are willing to innovate, think beyond best practices, and develop their own unique strategies for success.\r\n\r\n2018’s digital marketing trends will be focused on using data to discover ways to stand out.\r\n\r\n&nbsp;\r\n<h3>Trend #1: Innovators Will Succeed, Followers Will Struggle</h3>\r\nIn an article for <a href=\"https://www.thinkwithgoogle.com/marketing-resources/data-measurement/consumer-attention-economy-marketing-principles/?utm_medium=social&amp;utm_campaign=thinkwithgoogle&amp;utm_source=twitter&amp;utm_content=consumer-attention-economy-marketing-principles\" target=\"_blank\" rel=\"noopener\">Think with Google</a>, Harvard Business School professor and brand consultant Thales Teixeira makes a bold statement: “The advertising industry is broken.”\r\n\r\n<img class=\"aligncenter wp-image-3385\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_.jpg\" alt=\"3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com\" width=\"702\" height=\"431\" />\r\n<small> Thales Teixeria speaking at the INMA World Congress May 2017. </small>\r\n\r\nTeixeira argues that most ads are ineffective because advertisers are using a “spray and pray” approach.\r\n\r\nInstead of using technology to target the right audience with the right ads, they’re wasting money delivering ad campaigns to mass audiences, praying the message connects with some small percentage.\r\n\r\nThe result:\r\n<ul>\r\n 	<li>wasted resources</li>\r\n 	<li>consumer ad blindness</li>\r\n 	<li>lackluster results.</li>\r\n</ul>\r\nThe best practices of marketing often utilise this same spray and pray approach.\r\n\r\nMarketers publish case studies that highlight the benefits of video marketing, and brands <a href=\"https://blog.hubspot.com/marketing/pivot-to-video-is-misguided\" target=\"_blank\" rel=\"noopener\">lay off their entire editorial staff</a> to “pivot to video.” Marketers publish case studies that say long-form content ranks higher in search, or that you have to publish a new blog post every day to keep readers engaged.\r\n\r\nIn turn, brands fill their blog posts with fluff and publish low-quality content to meet the “<a href=\"https://moz.com/blog/blog-post-length-frequency\">ideal blog post length</a>” and “ideal publishing frequency.”\r\n\r\nThe reality is that no advertising or marketing approach works across the board for every company, every audience, and every campaign. What works are initiatives that meet the needs of your audience.\r\n\r\nTo execute successful campaigns, you must:\r\n<ul>\r\n 	<li>know and understand your audience</li>\r\n 	<li>cater every initiative to that audience and its needs</li>\r\n 	<li>use data to determine what works and what fails.</li>\r\n</ul>\r\nData drives innovation.\r\n\r\nIf you read a case study about how one company increased traffic, engagement, and revenue using video marketing, try out video marketing, and use an <a href=\"https://www.ruleranalytics.com/blog/analytics/marketing-analytics/\" target=\"_blank\" rel=\"noopener\">analytics platform</a> to measure results - perhaps you could use Ruler Analytics, if you aren\'t already! :)\r\n\r\nIf you want to know the ideal blog post length or publishing frequency, publish blog posts of different lengths and in different frequencies, and use data to identify what resonates with your audience.\r\n\r\nYou might find that your audience isn’t interested in watching videos.\r\n\r\nYou might find your prospects prefer 200 word blog posts over 5,000 word mini-manifestos.\r\n\r\nWith data, you can discover these things before you overhaul your entire marketing strategy to chase a tactic that doesn’t work.\r\n\r\nData-driven insights are incredibly valuable, but they’re impossible to arrive at if you’re blindly following the rules written by other marketers.\r\n\r\nTo succeed with marketing in 2018 and beyond, you must be willing to explore your own ideas, test them, and use data to develop your own unique set of best practices.\r\n\r\n&nbsp;\r\n<h3>Trend #2: Content Marketing Will Borrow from the Best Practices from ABM</h3>\r\nABM marketers conduct thorough research on key decision-makers at target accounts, and they use that research to develop outbound campaigns designed to speak to the specific audience needs.\r\n\r\n<img class=\"aligncenter wp-image-3386\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_.png\" alt=\"3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com\" width=\"700\" height=\"339\" />\r\n\r\n<small>Image Source: <a href=\"http://www.engagio.com/account-based-marketing/\">Account Based Marketing - The Next Evolution of B2B Marketing</a></small>\r\n\r\nThe results of ABM are impressive: 97% of marketers who have tried ABM say it results in a higher ROI, companies who’ve adopted ABM report as much as a 40% increase in contract values, and brands have reported close rates increasing as much as 285% after adopting the model.\r\n\r\nTo survive and succeed as inbound marketing declines in effectiveness, content marketing must target a specific, qualified audience.\r\n\r\nAt Ruler Analytics, <a href=\"https://www.ruleranalytics.com/blog/agency/predictable-revenue/\" target=\"_blank\" rel=\"noopener\">we used this approach</a> to close the same number of deals in the first half of 2017 as we did for the whole of 2016.\r\n\r\nBy mining the data from our own system and its integration with Pipedrive, we discovered that a specific segment was 1.4 times more likely to convert than others.\r\n\r\nWe shifted our marketing approach to fully target that segment, and in the two months following the shift, our monthly recurring revenue grew 2.5 times faster than it did in the two months prior.\r\n\r\nDevesh Khanal, co-founder of <a href=\"https://growandconvert.com/\">Grow and Convert</a>, calls this the customer-content fit - taking the time to identify the right customer, and publishing content that is written specifically for that customer.\r\n\r\n<img class=\"aligncenter wp-image-3387\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_-1.png\" alt=\"3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com\" width=\"701\" height=\"305\" />\r\n<small>Image Source: <a class=\"title ajaxlink\" title=\"Customer-Content Fit: A Framework for Producing Content That Attracts Customers\" href=\"https://growandconvert.com/content-marketing/customer-content-fit/\">Customer-Content Fit: A Framework for Producing Content That Attracts Customers</a></small>\r\n\r\nContent marketing must be more than just finding keywords, creating content, posting links to social media, and hoping something connects with someone who’s in the market to buy what you’re selling.\r\n\r\nThis approach may drive traffic, but it doesn’t drive qualified traffic that generates leads and builds revenue.\r\n\r\nWhat it does, instead, is encompass a lot of budget and effort that produces little ROI.\r\n\r\nTo achieve customer-content fit, content marketers must conduct detailed research on their ideal prospects—just like an ABM marketer would do for key contacts at target accounts.\r\n\r\nThe learnings from that research must then be applied to every sentence of every piece of content published.\r\n\r\nContent marketing in 2018 must be targeted, personalized, and valuable to your audience for it to rise above the noise, drive engagement with the right people, and continue to reign as king.\r\n\r\n&nbsp;\r\n<h3>Trend #3: Voice and IoT Technologies Will Impact Every Aspect of Marketing</h3>\r\nAccording to Google, <a href=\"https://www.iprospect.com/en/us/our-blog/google-home-accelerating-voice-search-growth/\" target=\"_blank\" rel=\"noopener\">20% of searches</a> are already conducted using voice search, and that number is <a href=\"http://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459\" target=\"_blank\" rel=\"noopener\">predicted to reach 50%</a> by 2020.\r\n\r\nVoice will have major impacts on content marketing and SEO.\r\n\r\nPurchases of Google Home and Amazon Alexa devices are predicted to exceed 24 million this year, and Alexa was already <a href=\"https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/debraborchardt/2016/12/27/amazon-says-echo-was-the-best-selling-product-this-holiday-sells-millions/&amp;refURL=&amp;referrer=#7e6f84ec161e\" target=\"_blank\" rel=\"noopener\">Amazon’s best-selling product</a> during the 2016 holiday season.\r\n\r\n<img class=\"aligncenter wp-image-3388\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_.jpeg\" alt=\"3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com\" width=\"700\" height=\"386\" />\r\n<small>Image Source: <a href=\"http://www.prnewswire.com/news-releases/the-2017-voice-report-predicts-more-than-24-million-amazon-echo-and-google-home-devices-will-be-sold-this-year-300394431.html\">The 2017 Voice Report Predicts More Than 24 Million Amazon Echo and Google Home Devices Will Be Sold This Year</a></small>\r\n\r\nAdditionally, after a recent Google patent, it was predicted that Google will use personal assistants <a href=\"http://searchengineland.com/patent-2-2-google-learns-guide-purchasing-decisions-273055\" target=\"_blank\" rel=\"noopener\">to recommend products</a>. Voice will have major impacts on advertising.\r\n\r\nAnd in recent Internet of Things (IoT) news, Google Assistant is being added to <a href=\"http://searchengineland.com/google-assistant-coming-speakers-home-appliances-lg-281673\" target=\"_blank\" rel=\"noopener\">several new LG home appliances</a>.\r\n\r\nPeople will use voice and personal assistants to control their devices, electronics, and appliances.\r\n\r\nThese new technologies will open the door for innovative marketing and advertising.\r\n\r\nVoice and IoT provide marketers with an ideal opportunity for innovation.\r\n\r\nSimon Penson, founder and Managing Director <a href=\"https://www.zazzlemedia.co.uk\" target=\"_blank\" rel=\"noopener\">Zazzle Media</a>, is <a href=\"https://moz.com/blog/voice-strategy-guide\" target=\"_blank\" rel=\"noopener\">already building a voice team</a> to develop and implement best practices for voice search SEO and get ahead of the curve.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/wRTuKPAa--g\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n<small> Video courtesy of <a href=\"https://www.youtube.com/user/zazzlemedia\" target=\"_blank\" rel=\"noopener\">Zazzle Media</a></small>\r\n\r\nHis advice:\r\n<blockquote>“We know from the minds of the most informed experts that voice is developing quickly and that it clearly offers significant benefits to its users. When those two key things combine, alongside a lowering cost to the technology needed to access it, it creates a tipping point that only ends one way: in the birth of a new era for computing. Such a thing has massive connotations for both digital and wider marketing, and it will pay to have first-mover advantage.”</blockquote>\r\nMarketers who are struggling with a languishing ROI and looking for new ways to stand out should take time to research the likely implications of voice and IoT on digital marketing and advertising.\r\n\r\nGetting in early while most are still ignoring the trend will allow marketing teams to develop best practices for the mediums, earn industry credibility by sharing some of those best practices with the wider marketing community, and retain their edge by keeping the most effective approaches confidential.\r\n\r\nThose that don’t will fall into the trap of acting on the best practices published by others, engaging in strategies that consumers have already been trained to ignore.\r\n\r\n&nbsp;\r\n<h3>The State of Digital Marketing in 2018</h3>\r\nIn 2018 and the years that follow, marketing must adapt to <a href=\"http://searchengineland.com/data-consumers-grow-demanding-impatient-brands-fall-behind-281075\" target=\"_blank\" rel=\"noopener\">rapidly shifting consumer preferences</a>.\r\n\r\nThanks to Google and mobile phones, consumers have learned that they can access the information they need the moment they need it with just a few clicks, or audible words.\r\n\r\nThis has led to a culture of impatience for brands that don’t deliver, and failing to deliver has lasting impacts.\r\n\r\nMarketers who take time to innovate and personalise will stand out in the crowded digital marketing industry, earning attention and engagement. That engagement will manifest itself as increased revenue and greater marketing success.\r\n\r\nThe starting point for innovation and personalisation is data. Implement systems that allow you to collect audience data, take time to mine it for valuable insights, and don’t be afraid to shift based on what you learn even, and especially, if it goes against what everyone else says you should do.\r\n\r\n[activecampaign form=4]','High-Powered Trends That Will Dominate Digital Marketing in 2018','','publish','closed','open','','digital-marketing-in-2018','','https://growandconvert.com/content-marketing/customer-content-fit/\nhttps://www.ruleranalytics.com/blog/agency/predictable-revenue/\nhttps://databox.com/inbound-marketing-not-working\nhttps://www.ruleranalytics.com/blog/analytics/marketing-analytics/','2017-09-19 14:20:23','2017-09-19 13:20:23','',0,'https://www.ruleranalytics.com/?p=3384',0,'post','',0),(3385,3,'2017-09-06 14:52:10','2017-09-06 13:52:10','','3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com','','inherit','closed','closed','','3-dynamic-trends-that-will-dominate-digital-marketing-in-2018-www-ruleranalytics-com','','','2017-09-06 14:52:57','2017-09-06 13:52:57','',3384,'https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_.jpg',0,'attachment','image/jpeg',0),(3386,3,'2017-09-06 15:02:48','2017-09-06 14:02:48','','3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com','','inherit','closed','closed','','3-dynamic-trends-that-will-dominate-digital-marketing-in-2018-www-ruleranalytics-com-2','','','2017-09-06 15:03:11','2017-09-06 14:03:11','',3384,'https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(3387,3,'2017-09-06 15:08:06','2017-09-06 14:08:06','','3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com','','inherit','closed','closed','','3-dynamic-trends-that-will-dominate-digital-marketing-in-2018-www-ruleranalytics-com-3','','','2017-09-06 15:08:34','2017-09-06 14:08:34','',3384,'https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_-1.png',0,'attachment','image/png',0),(3388,3,'2017-09-06 15:10:18','2017-09-06 14:10:18','','3 Dynamic Trends That Will Dominate Digital Marketing in 2018 - www.ruleranalytics.com','','inherit','closed','closed','','3-dynamic-trends-that-will-dominate-digital-marketing-in-2018-www-ruleranalytics-com-4','','','2017-09-06 15:10:36','2017-09-06 14:10:36','',3384,'https://www.ruleranalytics.com/wp-content/uploads/2017/09/3-Dynamic-Trends-That-Will-Dominate-Digital-Marketing-in-2018-www.ruleranalytics.com_.jpeg',0,'attachment','image/jpeg',0),(3392,0,'2017-09-10 15:07:40','2017-09-10 14:07:40','','','','publish','closed','closed','','3392','','','2017-09-10 15:07:40','2017-09-10 14:07:40','',0,'https://www.ruleranalytics.com/blog/nf_sub/3392/',0,'nf_sub','',0),(3393,0,'2017-09-13 15:00:51','2017-09-13 14:00:51','','','','publish','closed','closed','','3393','','','2017-09-13 15:00:51','2017-09-13 14:00:51','',0,'https://www.ruleranalytics.com/blog/nf_sub/3393/',0,'nf_sub','',0),(3395,2,'2017-09-14 13:50:14','2017-09-14 12:50:14','The math behind your SaaS go-to-market strategy can determine whether your business is going to succeed or fail before you\'ve even launched your product.\r\n\r\nIf you have a low lifetime-value product with a high sales cost, it won\'t work.\r\n\r\nIf your price point is low, but your goals are lofty, you’re going to need to build <a href=\"https://aggregateblog.com/saas-facebook-ads/\" target=\"_blank\" rel=\"noopener\">Facebook-like engagement</a> to hit those goals.\r\n\r\nBefore launching your SaaS product, it’s crucial to develop a successful approach to marketing and selling.\r\n\r\nKnowing which marketing and sales approaches will <a href=\"https://www.ruleranalytics.com/blog/agency/predictable-revenue/https://www.ruleranalytics.com/blog/agency/predictable-revenue/\" target=\"_blank\" rel=\"noopener\">drive revenue</a> requires defining your goals, identifying the audience that will allow you to hit those goals, and forming a strategy that’s catered to that audience.\r\n\r\nBy using the following go-to-market strategy examples, you can brainstorm the details of your launch, marketing, and <a href=\"http://content.digitalmediastream.co.uk/blog/how-to-build-a-successful-saas-sales-team\">sales strategies</a> to set your SaaS product up for success from day one.\r\n\r\n&nbsp;\r\n<h3>Go-To-Market Strategy Example 1: How to Build a £100 Million Business</h3>\r\nWhen building a go-to-market strategy for startups, many SaaS companies turn to Christoph Janz’s framework for <a href=\"http://christophjanz.blogspot.co.uk/2014/10/five-ways-to-build-100-million-business.html\">building a $100 million business</a>.\r\n\r\n<img class=\"aligncenter wp-image-3418\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/Partner_christoph_janz-e1497337967794.jpg\" alt=\"You Can’t Succeed In SaaS with the Wrong Go-To-Market Strategy - www.ruleranalytics.com\" width=\"701\" height=\"467\" />\r\n<small>Christoph Janz, Managing Partner at <a href=\"http://www.pointninecap.com/\" target=\"_blank\" rel=\"noopener\">Point Nine Capital</a>.</small>\r\n\r\nJanz’s framework is based on simple math, highlighting how many customers it takes to get to $100 million dollars, or £100 million for UK businesses, in annual recurring revenue (ARR) at different price points.\r\n\r\nTo <a href=\"http://labs.openviewpartners.com/how-to-get-to-100-million-in-arr/\">get to £100 million ARR</a>, you need one of the following:\r\n<ul>\r\n 	<li>1,000 customers who have subscribed to a service that costs £100,000+ per year.</li>\r\n 	<li>10,000 customers who have subscribed to a service that costs £10,000+ per year.</li>\r\n 	<li>100,000 customers who have subscribed to a service that costs £1,000+ per year.</li>\r\n 	<li>One million customers who have subscribed to a service that costs £100+ per year.</li>\r\n 	<li>10 million customers who have subscribed to a service that costs £10+ per year.</li>\r\n</ul>\r\nIf that seems confusing - don\'t worry. Christoph produced a nice illustration to make things a little less complicated:\r\n\r\n<img class=\"aligncenter wp-image-3417\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/You-Cant-Succeed-In-SaaS-with-the-Wrong-Go-To-Market-Strategy-www.ruleranalytics.com_.png\" alt=\"You Can\'t Succeed In SaaS with the Wrong Go-To-Market Strategy - www.ruleranalytics.com\" width=\"700\" height=\"550\" />\r\n<small>Image courtesy of <a href=\"https://twitter.com/chrija\" target=\"_blank\" rel=\"noopener\">Christoph Janz</a>. The y-axis shows the average revenue per account (ARPA) per year. In the x-axis you can see how many customers you need, for a given ARPA, to get to $100 million in annual revenues. Both axes use a logarithmic scale.</small>\r\n\r\nOf course, £100 million in ARR may feel like a lofty goal. But the basic premise is that it’s important to take time to define your ARR goal, and do the math to evaluate the likelihood of meeting that goal long-term.\r\n\r\nThe likelihood of meeting that goal is dependent on your price point and how many customers you can convert and retain.\r\n\r\nLet’s say, for example, that you just want to hit <a href=\"https://www.hotjar.com/blog/the-hotjar-story-part-2-from-beta-to-1-million-arr-in-6-months\" target=\"_blank\" rel=\"noopener\">£1 million in ARR</a>.\r\n\r\nIf your price point is £1,000 per year, you’ll need 1,000 customers to meet your goal.\r\n\r\nFirst, you need to determine if that goal is feasible:\r\n<ul>\r\n 	<li>Is there enough market demand to gain 1,000 product subscribers?</li>\r\n 	<li>Will those 1,000 subscribers be willing to pay £1,000 per year for your service?</li>\r\n</ul>\r\nIf the goal seems feasible, then you formulate your go-to-market strategy and <a href=\"https://www.ventureharbour.com/ultimate-startup-marketing-strategy/\" target=\"_blank\" rel=\"noopener\">marketing plan</a> around attracting customers who can afford to pay £1,000 per year for your service.\r\n\r\nIn this scenario, you’re likely targeting small businesses.\r\n\r\nJanz argues that the best marketing for small businesses is inbound marketing, so your go-to-market strategy and marketing plan should be focused on content, social media, email, and influencer marketing, as well as display and <a href=\"https://www.ruleranalytics.com/blog/ppc/get-more-from-your-ppc-campaigns/\" target=\"_blank\" rel=\"noopener\">PPC advertising</a>.\r\n\r\nDrive prospects to your website to convert.\r\n\r\nA large sales team doesn’t necessarily have a place in this model because small businesses are less likely to respond to cold calls, and many customers will likely convert on their own without ever needing to speak to a sales representative.\r\n\r\nOn the other hand, if you’re targeting enterprise businesses at a price point of £100,000+ per year, a large sales team may be more important than a heavy focus on inbound marketing.\r\n\r\nThe best SaaS go-to-market strategy considers the long-term goals of the business, determines what type of and how many customers will be needed to hit those goals, and uses the math to build a plan for how to target and convert those customers.\r\n\r\n&nbsp;\r\n<h3>Go-To-Market Strategy Example 2: The Mission Matrix</h3>\r\nEdward Ford, SaaS Growth Marketer at Advance B2B, recommends that SaaS companies looking to develop a go-to-market strategy adopt <a href=\"https://www.advanceb2b.com/thegrowthhub/the-mission-matrix-saas-go-to-market-strategy\" target=\"_blank\" rel=\"noopener\">The Mission Matrix framework</a>.\r\n\r\nThe Mission Matrix begins—like Janz’s framework—with knowing your ideal customer, though the types of customers you might target are narrowed down to three: small and mid-sized businesses (SMBs), mid-market businesses, and enterprise businesses.\r\n\r\n<img class=\"aligncenter wp-image-3420\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/You-Can’t-Succeed-In-SaaS-with-the-Wrong-Go-To-Market-Strategy-www.ruleranalytics.com_-1.jpeg\" alt=\"You Can’t Succeed In SaaS with the Wrong Go-To-Market Strategy - www.ruleranalytics.com\" width=\"800\" height=\"450\" />\r\n<small>Image Courtesy of <a href=\"https://twitter.com/NordicEdward\" target=\"_blank\" rel=\"noopener\">Edward Ford</a>. The Mission Matrix framework is built upon a 3x3 grid, that combines your possible sales strategy with possible target company.</small>\r\n\r\nNext, you determine the <a href=\"https://www.ben-cotton.com/blog/building-a-saas-sales-and-marketing-engine\" target=\"_blank\" rel=\"noopener\">marketing and sales approach</a> you plan to use to attract customers:\r\n<ul>\r\n 	<li>No/low touch – The business model is primarily self-service.</li>\r\n 	<li>Mid-touch – The business model is focused on inside sales and external partnerships.</li>\r\n 	<li>High-touch – The business model is focused heavily on direct outreach from sales.</li>\r\n</ul>\r\nDifferent combinations of target customers and approaches can lead to either success or failure.\r\n\r\nNo/low touch works well for SMBs to mid-market customers, mid-touch works well for mid-market to enterprise customers, and high touch works well for a primarily enterprise customer base.\r\n\r\nOn the other hand, a high-touch approach fails for SMB to mid-market customers, and a low-touch approach fails for enterprise customers. But the worst approach of all is what Ford calls the “Carpet Bomb Mission”, using all approaches to target businesses of all sizes.\r\n\r\nThe problem with this approach is that the lack of targeting results in a lack of focus.\r\n<blockquote>“Carpet bombing is a military tactic used to inflict damage to a large area without a specific target in mind. This same analogy applies to SaaS companies who have failed to clearly define a specific target; they will try and sell to anyone, which ultimately leads to no one.\"</blockquote>\r\nWith The Mission Matrix, SaaS companies can easily identify if their go-to-market strategy is setting them up for success or failure by plotting their target customers on a graph with the proposed sales approach.\r\n\r\nApproaches that are doomed to fail based on The Mission Matrix need to be revised before your product goes to market.\r\n\r\nOtherwise, you’ll set your business up for failure before your product is even launched.\r\n\r\n&nbsp;\r\n<h3>How to Build a Go-To-Market Strategy</h3>\r\nDon’t set your SaaS startup up for failure before you’ve ever launched it.\r\n\r\nRemember that different go-to-market and marketing tactics work for different types of customers.\r\n\r\nDefine your goals, define your price point, and define your customers.\r\n\r\nBuild your go-to-market strategy and marketing plan based on those answers, and you’ll be set up for success from the beginning.\r\n\r\n[activecampaign form=13]','You Can\'t Succeed In SaaS with the Wrong Go-To-Market Strategy','','publish','closed','open','','go-to-market-strategy','','https://www.ventureharbour.com/ultimate-startup-marketing-strategy/\nhttps://www.ruleranalytics.com/blog/ppc/get-more-from-your-ppc-campaigns/\nhttp://labs.openviewpartners.com/how-to-get-to-100-million-in-arr/\nhttps://www.ruleranalytics.com/blog/agency/predictable-revenue/https://www.ruleranalytics.com/blog/agency/predictable-revenue/','2017-09-26 11:07:11','2017-09-26 10:07:11','',0,'https://www.ruleranalytics.com/?p=3395',0,'post','',0),(3400,0,'2017-09-14 13:59:15','2017-09-14 12:59:15','','','','publish','closed','closed','','3400','','','2017-09-14 13:59:15','2017-09-14 12:59:15','',0,'https://www.ruleranalytics.com/blog/nf_sub/3400/',0,'nf_sub','',0),(3401,0,'2017-09-14 14:07:19','2017-09-14 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04:06:16','',0,'https://www.ruleranalytics.com/blog/nf_sub/3426/',0,'nf_sub','',0),(3428,0,'2017-09-26 16:05:26','2017-09-26 15:05:26','','','','publish','closed','closed','','3428','','','2017-09-26 16:05:26','2017-09-26 15:05:26','',0,'https://www.ruleranalytics.com/blog/nf_sub/3428/',0,'nf_sub','',0),(3429,0,'2017-09-26 19:40:19','2017-09-26 18:40:19','','','','publish','closed','closed','','3429','','','2017-09-26 19:40:19','2017-09-26 18:40:19','',0,'https://www.ruleranalytics.com/blog/nf_sub/3429/',0,'nf_sub','',0),(3431,0,'2017-09-27 09:38:15','2017-09-27 08:38:15','','','','publish','closed','closed','','3431','','','2017-09-27 09:38:15','2017-09-27 08:38:15','',0,'https://www.ruleranalytics.com/blog/nf_sub/3431/',0,'nf_sub','',0),(3432,2,'2017-09-27 11:26:25','2017-09-27 10:26:25','Coca-Cola’s “Share a Coke” campaign is a true <a href=\"https://www.hotjar.com/blog/2016/01/12/the-hotjar-story-part-1-from-idea-to-60000-beta-signups-in-6-months/\">marketing success story</a>.\r\n\r\nWith the campaign, the brand was able to grow sales of its signature beverage for the first time in ten years.\r\n\r\nThe hashtag #shareacoke became a trending topic on social media across the globe.\r\n\r\nUser-generated content earned the brand and its campaign <a href=\"http://www.coca-colacompany.com/stories/news-travels-fast-meet-the-parents-to-be-behind-the-shareacoke-inspired-viral-video\">tons of publicity and media coverage</a>, that required no cost or effort when two soon-to-be parents posted a video to YouTube where they announced their pregnancy by drinking from Diet Coke cans with the names “Mom” and “Dad” on them.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/h5yyzdgnxoc?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nThe “Share a Coke” campaign was brilliant because it was unique, clever, and compelling to the brand’s target audience.\r\n\r\nNow imagine that after seeing Coca-Cola’s success with the campaign, Pepsi started putting names on the labels for its beverages.\r\n\r\nPepsi’s campaign would fail to drive the same desirable results as the Coca-Cola campaign, and it would likely receive a tremendous amount of criticism from the media, other marketers, and the public.\r\n\r\nThe moral of the story: copying other brand’s marketing strategies is a path to mediocre results or, worse, complete failure. But this copy-paste approach is prevalent in <a href=\"https://martechexec.com/article/impact-ai-modern-marketing-scorecard.html\">modern digital marketing</a>.\r\n\r\nMarketers find something that works, publish an article or case study about it, and everyone else adopts the approach.\r\n\r\nThe result: customers get so tired of seeing the same tactics that they become blind to it.\r\n\r\nIt’s the cause of the <a href=\"https://unbounce.com/content-marketing/how-to-craft-headlines-that-get-clicked-without-resorting-to-clickbait/\">clickbait headlines</a> that claim email marketing is dead, content marketing is dead, SEO is dead, or Facebook marketing is dead.\r\n\r\nNone of those things are dead.\r\n\r\nPeople just either learned to ignore duplicative and unoriginal campaigns and techniques, or they found ways, like installing ad-blockers to avoid them completely.\r\n\r\nAn effective <a href=\"https://www.matthewbarby.com/customer-acquisition-strategies/\">customer acquisition marketing strategy</a> isn’t copied and pasted from the approaches, successes, and tactics of other businesses.\r\n\r\nIt’s unique, clever, creative, and personalised to both your business and your target customers.\r\n\r\nTo develop a successful marketing strategy, one that drives customers to your business, builds brand awareness, drives engagement, and produces real results - you must take time to develop your own customer acquisition playbook.\r\n\r\nIf you\'re unsure how to do this, don\'t worry, because I\'m going to show you how.\r\n\r\n&nbsp;\r\n<h3>Think Beyond Buyer Personas, and Work to Truly Understand Your Audience</h3>\r\nBuyer personas that are created as a result of a brainstorm are a good starting place, but at some point, you\'re going to have to dig deep and conduct some research in order to truly understand the unique profile of your customers.\r\n\r\nIn his article “You Don\'t Know Your Customer and It\'s Crippling Your Growth,” Benji Hyam argues that truly knowing your customer means having seven key pieces of information:\r\n\r\n<img class=\"aligncenter wp-image-3466\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-11.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"701\" height=\"452\" />\r\n\r\nThese pieces of information are very specific.\r\n\r\nThey require much more detail than what’s covered in the typical buyer persona.\r\n\r\nThere are a few different ways to get to this level of understanding about your audience:\r\n<h4>Conduct user research</h4>\r\nHave conversations with or survey prospective and existing customers, making sure to <a href=\"https://growandconvert.com/marketing/conducting-user-research/\">ask the right questions</a>.\r\n\r\nTalk to your sales team and customer service reps; these individuals have direct access to customers and often understand prospects’ needs and pain points better than anyone else. Add Qualaroo to your site to survey anonymous website visitors.\r\n<h4>Mine historical data</h4>\r\nAt Ruler Analytics, <a href=\"https://blog.chartmogul.com/ruler-analytics-chartmogul-closed-loop-marketing/\">we used our own platform and ChartMogul</a> to identify the specific sector where our product had performed the best over time.\r\n\r\nWithout the data, we may never have known that this sector was an important audience for us. By focusing our marketing on that sector, we were able to more than double our monthly recurring revenue.\r\n<h4>Focus on a niche</h4>\r\nTake Dave McClure’s “<a href=\"https://500hats.com/niche-to-win-baby-934eba97f28c\">Niche to Win</a>” approach. Focus your initial offerings on a small, niche audience.\r\n\r\nThe more focused you are, the more you’re able to work with customers and prospects in your niche, and the more knowledge you’ll build about the wants and needs of customers in that segment over time.\r\n<h4>Use a product analytics tool</h4>\r\nPlatforms like <a href=\"https://mixpanel.com/\">Mixpanel</a> and <a href=\"https://amplitude.com/\">Amplitude</a> are focused on helping you understand where you earn the most engagement from visitors to your site, what features users are most interested in, and how effective you are in moving prospects through the funnel.\r\n\r\nThis allows you to identify how your customers are using your product and also helps ensure they love it.\r\n\r\nAs Benji Hyam says:\r\n<blockquote>“When you know your customer inside and out, that’s when you’re able to come up with ideas, messaging and tactics that will change the growth trajectory of your business.”</blockquote>\r\nImpactful growth starts with really and truly knowing your audience.\r\n\r\nFor this reason, the starting point for any <a href=\"https://www.ventureharbour.com/ultimate-startup-marketing-strategy/\">customer acquisition marketing strategy</a> is doing the necessary research to go beyond buyer personas to develop a deep understanding of your audience.\r\n\r\n&nbsp;\r\n<h3>Know What Strategies Your Competitors Are Using</h3>\r\nYou <a href=\"https://conversionxl.com/blog/stop-copying-your-competitors-they-dont-know-what-theyre-doing-either/\">shouldn’t copy your competitors’ strategies</a>, but you should know exactly what their strategies are, which are working, which aren’t, and how their strategies could be improved.\r\n\r\nThen, focus on areas and channels they’re neglecting.\r\n\r\nSay, for example, that your biggest competitor is a content marketing master.\r\n\r\nThat competitor dominates the search results for relevant keywords with its massive library of comprehensive, actionable, audience-focused content.\r\n\r\nIts blog has thousands of backlinks from high-authority sites.\r\n\r\nOn the other hand, you’ve yet to write your first blog post.\r\n\r\nUntil recently, your website was a “coming soon” page, so you have few backlinks and zero authority with the search engines.\r\n\r\nIt doesn’t make sense to put all of your efforts into content marketing up front.\r\n\r\nIf you do, you’ll likely struggle to drive meaningful results in the short-term.\r\n\r\nWhat you need to do instead is find out what’s working for your competitors, and allocate less effort to those strategies initially.\r\n\r\nThen find out what techniques they’re neglecting, or identify ways to improve on their successful strategies, and use those ideas to develop your own unique strategy.\r\n\r\nThere are many ways to find out what your competitors are doing, what’s working for them, and what they’re neglecting:\r\n\r\n&nbsp;\r\n<h3>Ahrefs</h3>\r\n<a href=\"https://ahrefs.com/dashboard/metrics\">Ahrefs</a> is an SEO analysis tool that allows you to see what keywords competitors are ranking for and from whom they’re getting backlinks.\r\n\r\n<img class=\"aligncenter wp-image-3458\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-5.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"800\" height=\"516\" />\r\n\r\nUse it to find keyword and backlink opportunities, find out how competitors are promoting their content (guest posts, appearances on podcasts, etc.), and determine if there’s an opportunity to do what they’re doing—but better.\r\n\r\n&nbsp;\r\n<h3>SimilarWeb</h3>\r\n<a href=\"https://www.similarweb.com/\">SimilarWeb</a> allows you to research which channels—search, referral, email, PPC, display ads, and social—perform best for your competitors as well as across your industry.\r\n\r\n<img class=\"aligncenter wp-image-3455\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-2.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"801\" height=\"327\" />\r\n\r\nUse the information to identify channels competitors are failing to take advantage of, and focus efforts there.\r\n\r\n&nbsp;\r\n<h3>BuzzSumo</h3>\r\n<a href=\"http://buzzsumo.com/\">Buzzsumo</a> has many features that aid in competitor monitoring. Find out what content has received the most shares for both your competitors and important industry keywords.\r\n\r\n<img class=\"aligncenter wp-image-3457\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-4.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"800\" height=\"368\" />\r\n\r\nUse its monitoring feature to set alerts for your own brand, competitor brands, and important keywords. Identify key influencers in your industry for valuable partnership, sharing, and linking opportunities.\r\n\r\n&nbsp;\r\n<h3>Google Alerts</h3>\r\nSet up <a href=\"https://www.google.com/alerts\">Google Alerts</a> for competitor brand/product/author names, and receive a daily digest of newly published content that uses the words in your alert.\r\n\r\n<img class=\"aligncenter wp-image-3461\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-8.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"800\" height=\"436\" />\r\n\r\nThis is a great way to find out when competitors are shifting their tactics and focusing on new strategies.\r\n\r\nAdditionally, competitors will often share information publicly about their successes.\r\n\r\nYou can find out a lot about competitors by reviewing the case studies they’ve published on their sites, subscribing to their email list, following them on social media, and reviewing their new blog posts.\r\n\r\nGoing back to the earlier discussion of your largest competitor who is a content marketing master: using the tools above, you may find that because of its success with content marketing and SEO, your competitor doesn’t run AdWords ads.\r\n\r\nWith the right bids, you could get an ad for your product to appear above your competitor’s organic results.\r\n\r\n&nbsp;\r\n<h3>Conduct Experiments to Learn What Works</h3>\r\nOkDork’s Noah Kagan recommends using a <a href=\"http://okdork.com/quant-based-marketing-for-pre-launch-start-ups/\">quant-based marketing</a> approach:\r\n\r\n<img class=\"aligncenter wp-image-3462\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-9.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"701\" height=\"467\" />\r\n\r\nIf you’ve completed the audience and competitor research exercises, you already know your audience, and you know where competitors are failing to engage that audience.\r\n\r\nUse that knowledge to formulate specific techniques you plan to use in your customer acquisition marketing strategy.\r\n\r\nNext, conduct short experiments to test your theories.\r\n\r\nDon’t make the mistake of continuing to invest in an underperforming strategy.\r\n\r\nIt’s crucial to monitor results and find out what really works for you.\r\n\r\nNot everything will.\r\n\r\nIf something fails, identify the failure early, abandon the approach, and focus on something that is working.\r\n\r\nExperimentation is the final step in creating a customer acquisition strategy that’s unique to your business, not a basic replication of what others are doing.\r\n\r\nFind out what your target customers want and need, form hypotheses on how you can best fulfill those needs, and test those hypotheses to establish proof.\r\n\r\nWith techniques that are proven to work for your business, you’ll have created an original customer acquisition playbook that you can rely on when forming new marketing strategies designed to grow your business.\r\n\r\n&nbsp;\r\n<h3>Follow These Steps to Form a Unique and Effective Customer Acquisition Strategy</h3>\r\nSuccessfully growing a business requires marketers to think beyond “best practices” and clichés like “content is king.”\r\n\r\nBest practices are just recommendations.\r\n\r\nThey’re only best practices for you if you’ve taken the time to hypothesize, test, and establish proof.\r\n\r\n<img class=\"aligncenter wp-image-3465\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/09/How-to-Create-Your-Own-Customer-Acquisition-Playbook-www.ruleranalytics.com_-10.png\" alt=\"How to Create Your Own Customer Acquisition Playbook - www.ruleranalytics.com\" width=\"802\" height=\"172\" />\r\n\r\nContent may be king, but it’s the <a href=\"https://www.ruleranalytics.com/blog/online-marketing/digital-marketing-in-2018/\">king of an oversaturated market</a>.\r\n\r\nPublishing content isn’t enough.\r\n\r\nYou must publish quality, actionable, audience-focused content—and promote it on the right channels—to get it in front of the people who are interested in buying what you’re selling.\r\n\r\nWithout a customer acquisition marketing strategy that’s unique to your business, you run the risk of wasting time, budget, and resources on tactics that produce lackluster results.\r\n\r\nDon’t fail before you begin by replicating other brand’s strategies.\r\n\r\nGrow your business, do something unique, and achieve success by taking the time upfront to create your own customer acquisition playbook.\r\n\r\n[activecampaign form=4]','How to Create Your Own Customer Acquisition 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16:37:38','2017-10-13 15:37:38','','','','publish','closed','closed','','3475','','','2017-10-13 16:37:38','2017-10-13 15:37:38','',0,'https://www.ruleranalytics.com/blog/nf_sub/3475/',0,'nf_sub','',0),(3476,0,'2017-10-14 12:30:55','2017-10-14 11:30:55','','','','publish','closed','closed','','3476','','','2017-10-14 12:30:55','2017-10-14 11:30:55','',0,'https://www.ruleranalytics.com/blog/nf_sub/3476/',0,'nf_sub','',0),(3477,0,'2017-10-14 12:32:07','2017-10-14 11:32:07','','','','publish','closed','closed','','3477','','','2017-10-14 12:32:07','2017-10-14 11:32:07','',0,'https://www.ruleranalytics.com/blog/nf_sub/3477/',0,'nf_sub','',0),(3478,0,'2017-10-14 17:22:24','2017-10-14 16:22:24','','','','publish','closed','closed','','3478','','','2017-10-14 17:22:24','2017-10-14 16:22:24','',0,'https://www.ruleranalytics.com/blog/nf_sub/3478/',0,'nf_sub','',0),(3479,0,'2017-10-16 00:32:49','2017-10-15 23:32:49','','','','publish','closed','closed','','3479','','','2017-10-16 00:32:49','2017-10-15 23:32:49','',0,'https://www.ruleranalytics.com/blog/nf_sub/3479/',0,'nf_sub','',0),(3480,0,'2017-10-16 08:49:08','2017-10-16 07:49:08','','','','publish','closed','closed','','3480','','','2017-10-16 08:49:08','2017-10-16 07:49:08','',0,'https://www.ruleranalytics.com/blog/nf_sub/3480/',0,'nf_sub','',0),(3482,0,'2017-10-16 11:12:26','2017-10-16 10:12:26','','','','publish','closed','closed','','3482','','','2017-10-16 11:12:26','2017-10-16 10:12:26','',0,'https://www.ruleranalytics.com/blog/nf_sub/3482/',0,'nf_sub','',0),(3483,0,'2017-10-16 12:03:10','2017-10-16 11:03:10','','','','publish','closed','closed','','3483','','','2017-10-16 12:03:10','2017-10-16 11:03:10','',0,'https://www.ruleranalytics.com/blog/nf_sub/3483/',0,'nf_sub','',0),(3484,0,'2017-10-16 12:03:43','2017-10-16 11:03:43','','','','publish','closed','closed','','3484','','','2017-10-16 12:03:43','2017-10-16 11:03:43','',0,'https://www.ruleranalytics.com/blog/nf_sub/3484/',0,'nf_sub','',0),(3487,2,'2017-10-18 12:22:35','2017-10-18 11:22:35','<span style=\"font-weight: 400;\">A customer journey map is a visual representation of the steps customers go through when considering, making, and utilising a purchase. </span>\r\n\r\n<span style=\"font-weight: 400;\">It’s a valuable marketing tool because it defines the path to purchase from the perspective of the customer—not the company. </span><span style=\"font-weight: 400;\">Because journey maps are developed from the customer’s perspective, they can be used to form a plan for engaging prospects and customers, earning their attention and trust, in order to guide prospects deeper into the sales funnel and improve customer retention.</span>\r\n\r\n<span style=\"font-weight: 400;\">Agencies can use customer journey maps to create a timeline of the purchasing lifecycle, for both their own business as well as client businesses, and identify the goals customers have at each stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">Knowing where customers are in the journey and what goals they have at each stage allows you to deliver the right information, on the right channel, at the right time.</span>\r\n\r\n<span style=\"font-weight: 400;\">The end result: increased engagement, revenue, and brand loyalty.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">Customer Journey Mapping Examples</span></h3>\r\n<span style=\"font-weight: 400;\">To better understand what a customer journey map is, it’s helpful to look at some examples:</span>\r\n\r\n<img class=\"\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Basic_Customer_Journey_Maping_Example.jpg\" alt=\"\" width=\"700\" height=\"233\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source: </span><a href=\"http://www.business2community.com/strategy/buyer-journey-content-marketing-versus-sales-enablement-01164181#YpIy6SojuKX83HIy.97\"><i><span style=\"font-weight: 400;\">Business 2 Community</span></i></a></small>\r\n\r\n<span style=\"font-weight: 400;\">A basic customer journey map shows the major stages prospects move through before making a purchase. </span>\r\n\r\n<span style=\"font-weight: 400;\">The steps in the buying journey will vary based on product, selling model, and industry.</span>\r\n\r\n<img class=\"\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/10/IntermediateCustomer_Journey_Maping_Example.png\" alt=\"\" width=\"700\" height=\"454\" />\r\n<small>Source: <a href=\"https://accent-technologies.com/blog/resource-lib/mapping-content-buyers-journey/\">Accent</a></small>\r\n\r\n<span style=\"font-weight: 400;\">A more advanced customer journey map might detail the stages in the journey, along with the types of content that should be delivered to prospects at different stages.</span>\r\n\r\n<img class=\"\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Advanced_Customer_Journey_Maping_Example.png\" alt=\"\" width=\"700\" height=\"471\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source:</span><a href=\"https://go.forrester.com/blogs/15-05-25-b2b_buyer_journey_mapping_basics/\"> <i><span style=\"font-weight: 400;\">Forrester</span></i></a></small>\r\n\r\n<span style=\"font-weight: 400;\">An advanced journey map can be developed over time to include many additional details that can be helpful for companies and marketers. </span>\r\n\r\n<span style=\"font-weight: 400;\">It may contain details on key decision-makers, customer needs and goals, influencers, appropriate content types, and appropriate channels for each stage. </span>\r\n\r\n<span style=\"font-weight: 400;\">It may also extend beyond the purchase to map the entire customer lifecycle.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">How to Create a Customer Journey Map in 6 Steps</span></h3>\r\n<span style=\"font-weight: 400;\">A customer journey map can be an extremely useful tool for hitting, or exceeding, your digital marketing goals. </span>\r\n\r\n<span style=\"font-weight: 400;\">Map out the stages of the journey for different buyer personas to engage prospects and customers with more targeted and personalised communications.</span>\r\n\r\n<span style=\"font-weight: 400;\">Follow these six steps to develop a customer journey map. </span>\r\n\r\n&nbsp;\r\n<h4><span style=\"font-weight: 400;\">Step 1: Conduct Research</span></h4>\r\n<span style=\"font-weight: 400;\">The starting point for creating a customer journey map is collecting as much information as possible about your prospects and customers. </span>\r\n\r\n<span style=\"font-weight: 400;\">There are many ways to do this:</span>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><b>Interview existing customers.</b><span style=\"font-weight: 400;\"> Existing customers are a wonderful source of information. Gather their input by </span><a href=\"https://growandconvert.com/marketing/conducting-user-research/\"><span style=\"font-weight: 400;\">conducting user research</span></a><span style=\"font-weight: 400;\">—send surveys, schedule interviews, and organise discussion panels.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Interview sales and customer service staff.</b><span style=\"font-weight: 400;\"> You also need to gather information about prospects who didn’t convert, and former customers who left. Salespeople are great sources of information on why some people don’t become customers, and customer service reps can provide common reasons why customers fail to renew.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>See what your competitors are doing.</b><span style=\"font-weight: 400;\"> Review the websites of your biggest competitors. Take note of how information is organized on the site, and look at what CTAs are used on different pages. This can provide insight into competitor maps.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Collect user behavior data.</b><span style=\"font-weight: 400;\"> If you have an existing website, you can use an analytics program like </span><a href=\"https://www.ruleranalytics.com/\"><span style=\"font-weight: 400;\">Ruler Analytics</span></a><span style=\"font-weight: 400;\"> to create a map of how users interact with your website and its content across multiple sessions.</span></li>\r\n</ul>\r\n<img class=\"\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Ruler_Analytics_Visitor_Journeys.jpg\" alt=\"\" width=\"701\" height=\"434\" />\r\n\r\n<span style=\"font-weight: 400;\">\r\nOnce you’ve collected as much research as possible, review the information to find themes. The behaviors, concerns, goals, and actions that are repeated across multiple sources will become the stages of your customer journey.</span>\r\n\r\n&nbsp;\r\n<h4><span style=\"font-weight: 400;\">Step 2: Define Your Customer Journey Stages</span></h4>\r\n<span style=\"font-weight: 400;\">As you’ve taken time to conduct research, you should have a good idea of the steps your prospects and customers go through when considering, making, and utilising a purchase.</span>\r\n\r\n<span style=\"font-weight: 400;\">The most important thing at this stage is avoiding making things overly complicated. Because you have a lot of data, it’s easy to get so wrapped up in the details that you end up creating complex flow charts with dozens of steps and points of diversion.</span>\r\n\r\n<span style=\"font-weight: 400;\">Keep it simple. </span>\r\n\r\n<span style=\"font-weight: 400;\">Remember that you’re not trying to account for the detailed experiences of every single customer over every single touch point. </span>\r\n\r\n<span style=\"font-weight: 400;\">You’re simply creating a high-level version of the journey based on the majority of the research you collected.</span>\r\n\r\n<span style=\"font-weight: 400;\">Start with a basic set of stages that you know prospects and customers go through. </span>\r\n\r\n<span style=\"font-weight: 400;\">Here’s an example: </span>\r\n<ul>\r\n 	<li style=\"font-weight: 400;\"><b>Awareness</b><span style=\"font-weight: 400;\"> – The prospect becomes aware of a problem or need.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Exploration</b><span style=\"font-weight: 400;\"> – The prospect is actively researching solutions.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Comparison</b><span style=\"font-weight: 400;\"> – The prospect is researching vendors.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Purchase</b><span style=\"font-weight: 400;\"> – The prospect decides to make a purchase.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Validation</b><span style=\"font-weight: 400;\"> – The customer uses the purchase to solve the original problem.</span></li>\r\n 	<li style=\"font-weight: 400;\"><b>Renewal</b><span style=\"font-weight: 400;\"> – The customer decides whether or not to renew.</span></li>\r\n</ul>\r\n<span style=\"font-weight: 400;\">Go through your research, sort customer goals and behaviors into these stages. When you’re finished, you may have additional information that doesn’t fit into any of these stages. </span>\r\n\r\n<span style=\"font-weight: 400;\">In that case, you may need to add a new stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">For example, say you have a lot of research where prospects tried to solve the problem initially with a free service. </span>\r\n\r\n<span style=\"font-weight: 400;\">It wasn’t until those services failed to solve the problem that customers decided to make a purchase. </span>\r\n\r\n<span style=\"font-weight: 400;\">In this scenario, you may want to add an experimentation stage before the purchase stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">You may also find that the steps are out of order. </span>\r\n\r\n<span style=\"font-weight: 400;\">Say for example that most of your customers start with a free trial. </span>\r\n\r\n<span style=\"font-weight: 400;\">In this case, the validation stage may need to be on the timeline before the purchase stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">You can also remove stages if you find they don’t apply. </span>\r\n\r\n<span style=\"font-weight: 400;\">If you only sell one-time purchases, you probably don’t need a renewal stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">When you’ve finished this exercise, you’ll have a complete timeline showing each of the most important steps your customers take on their journeys.</span>\r\n\r\n<span style=\"font-weight: 400;\">To keep things simple, create the initial draft in a program like Microsoft Excel or Google Sheets.</span>\r\n\r\n<img class=\"\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Customer_Journey_Stages_Excel.png\" alt=\"\" width=\"700\" height=\"177\" />\r\n<h4><span style=\"font-weight: 400;\">\r\nStep 3: Adjust Stages for Different Buyer Personas</span></h4>\r\n<span style=\"font-weight: 400;\">Not every buyer will take the same journey, so you may need to go one step further and refine the stages based on specific buyer personas.</span>\r\n\r\n<span style=\"font-weight: 400;\">Say your company targets both SMBs and corporations. </span>\r\n\r\n<span style=\"font-weight: 400;\">Review those personas and your research to determine if either persona needs a distinct journey.</span>\r\n\r\n<span style=\"font-weight: 400;\">For example, your SMB persona is probably more likely to experiment with free solutions before deciding to make a purchase. </span>\r\n\r\n<span style=\"font-weight: 400;\">Your corporate persona probably doesn’t bother trying free services. </span>\r\n\r\n<span style=\"font-weight: 400;\">For the corporate persona journey, remove the experimentation stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">However, the corporation is more likely to have an implementation stage, where the SMB is more likely to self-service the purchase and its onboarding. </span>\r\n\r\n<span style=\"font-weight: 400;\">The corporate persona journey, then, will have an implementation stage that doesn’t appear in the SMB journey.</span>\r\n\r\n<span style=\"font-weight: 400;\">List each persona above its journey on your draft, and edit the stages of the journey as necessary.</span>\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Customer_Journey_Stages_and_Personas_Excel.png\" alt=\"\" />\r\n<h4><span style=\"font-weight: 400;\">\r\nStep 4: Identify Customer Goals for Each Stage</span></h4>\r\n<span style=\"font-weight: 400;\">Now that you have timelines created for each customer journey and have identified the major stages in those timelines, it’s time to take the most crucial step: determine what goals customers are trying to achieve at each stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">The research you did upfront is very helpful in this step. </span>\r\n\r\n<span style=\"font-weight: 400;\">Ideally, you’ll have information directly from your customers on what goals they were trying to achieve.</span>\r\n\r\n<span style=\"font-weight: 400;\">If your research doesn’t provide answers, you can still move forward. </span>\r\n\r\n<span style=\"font-weight: 400;\">Just imagine that you’re the customer in that stage, and think of exactly what you would be trying to accomplish.</span>\r\n\r\n<span style=\"font-weight: 400;\">You’ll come up with the right answer from the start, but if you don’t, it’s really not a big deal. </span>\r\n\r\n<span style=\"font-weight: 400;\">Your customer journey map should be a living document that you test, edit, and refine frequently as you gather new data. </span>\r\n\r\n<span style=\"font-weight: 400;\">For the initial version, use your best-educated guess, and take time to validate the information later.</span>\r\n\r\n<span style=\"font-weight: 400;\">Add a “customer goal” row to your draft, and add at least one goal to every stage of the journey.</span>\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Customer_Journey_Map_with_Customer_Goals.png\" alt=\"\" />\r\n\r\n&nbsp;\r\n<h4><span style=\"font-weight: 400;\">Step 5: Map Stages to Different Digital Touch Points</span></h4>\r\n<span style=\"font-weight: 400;\">Once you know what customers are trying to achieve, you can determine what sources of information they’re likely to use to achieve those goals.</span>\r\n\r\n<span style=\"font-weight: 400;\">Start by seeking these answers in your research. </span>\r\n\r\n<span style=\"font-weight: 400;\">If that doesn’t work, educated guesses, that you’ll validate later, are just as effective in an initial customer journey map.</span>\r\n\r\n<span style=\"font-weight: 400;\">Add another row to your draft, this time for “digital touch points.”</span>\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Customer_Journey_Map_with_Digital_Touch_Points.png\" alt=\"\" />\r\n\r\n&nbsp;\r\n<h4><span style=\"font-weight: 400;\">Step 6: Map Goals and TouchPoints to Content Types</span></h4>\r\n<span style=\"font-weight: 400;\">The final step in creating a digital customer journey map is identifying what content types are appropriate for different stages of the journey and different goals.</span>\r\n\r\n<span style=\"font-weight: 400;\">Use your research or make your best guess, and validate the information later. </span>\r\n\r\n<span style=\"font-weight: 400;\">Add a content row to your draft, and add types of content that are appropriate for each stage.</span>\r\n\r\n<img src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/04/Customer_Journey_Map_with_Content_Types.png\" alt=\"\" />\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">Using the Customer Journey Mapping Process for More Effective Marketing</span></h3>\r\n<span style=\"font-weight: 400;\">With a draft of your new customer journey map complete, you’re ready to start using the information to boost engagement with anonymous visitors, undecided prospects, and existing customers.</span>\r\n\r\n<span style=\"font-weight: 400;\">The information you’ve collected can be used to improve the effectiveness of many different digital marketing approaches.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">How a Journey Map Helps with Content Marketing and SEO</span></h3>\r\n<span style=\"font-weight: 400;\">First, use tools like</span><a href=\"https://moz.com/explorer\"> <span style=\"font-weight: 400;\">Moz Keyword Explorer</span></a><span style=\"font-weight: 400;\">,</span><a href=\"https://lsigraph.com/\"> <span style=\"font-weight: 400;\">LSI Graph</span></a><span style=\"font-weight: 400;\">, or</span><a href=\"https://adwords.google.com/home/tools/keyword-planner/\"> <span style=\"font-weight: 400;\">Google Keyword Planner</span></a><span style=\"font-weight: 400;\"> to build a list of search terms that are relevant to your business, products, and services.</span>\r\n\r\n<span style=\"font-weight: 400;\">Once you have a list, conduct a search for each keyword. Click each page-one search result, and see what type of content appears.</span>\r\n\r\n<span style=\"font-weight: 400;\">Click each page-one search result, and see what type of content appears.</span>\r\n\r\n<span style=\"font-weight: 400;\">Compare the content types that were in the search results to those that you recorded for the different stages of the customer journey. This should give you a good indication of what stage of the journey users are in when they search for those keywords.</span>\r\n\r\n<span style=\"font-weight: 400;\">This should give you a good indication of what stage of the journey users are in when they search for those keywords.</span>\r\n\r\n<span style=\"font-weight: 400;\">For example, if the results are all third-party comparisons, user reviews, and price comparisons, people searching for that keyword are most likely in the comparison stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">The content you create for that keyword should be designed to help the user meet their goal of narrowing down her options for potential solutions.</span>\r\n\r\n<span style=\"font-weight: 400;\">Not only does this help you cater content to the user’s specific needs in that stage, it also provides you with clarity on potential CTAs or related information to include in the content.</span>\r\n\r\n<span style=\"font-weight: 400;\">You know users in this stage are also interested in case studies, so link to relevant case studies from that content. You also know that they’re considering free options, so you may want to link to a feature comparison chart that compares your product to free services.</span>\r\n\r\n<span style=\"font-weight: 400;\">Finally, since you know the prospect probably isn’t yet ready to make the purchase, you can avoid wasting your CTA on demo and purchase offers. Instead, consider using a subscribe CTA to encourage users to opt-in to receiving marketing emails. </span>\r\n\r\n<span style=\"font-weight: 400;\">This will provide you with an opportunity to stay at the top of their mind while they’re in the process of testing free solutions.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">How a Journey Map Helps with PPC and Display Advertising</span></h3>\r\n<span style=\"font-weight: 400;\">The process described above can also be used to point PPC ads to relevant and contextual content. After conducting the research, you know where people are in their journey when searching for the terms you plan to bid on, so you can link to the types of content and promos that are most likely to meet their current goals.</span>\r\n\r\n<span style=\"font-weight: 400;\">In terms of display advertising, the customer journey map becomes very helpful for</span><a href=\"https://blog.hubspot.com/marketing/retargeting-campaigns-beginner-guide\"> <span style=\"font-weight: 400;\">retargeting campaigns</span></a><span style=\"font-weight: 400;\">. Setup retargeting ads to trigger when users visit specific pages of your site that indicate what stage of the journey they’re in. Then, use display ads to either re-engage those visitors or guide them further along their journey.</span>\r\n\r\n<span style=\"font-weight: 400;\">For example, say someone looked at your pricing page and then left the site. You can assume they’re in the comparison stage. Show them ads across other sites and social media channels that promote case studies or free trial offers.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">How a Journey Map Helps with Email Marketing</span></h3>\r\n<span style=\"font-weight: 400;\">The best approach to email marketing is to segment your audience so you can deliver personalized content. The journey map allows you to do this easily.</span>\r\n\r\n<span style=\"font-weight: 400;\">If you’re sending introductory-level blog post promotions to your entire email list, you’re missing an opportunity to drive prospects deeper into the sales funnel.</span>\r\n\r\n<span style=\"font-weight: 400;\">Instead, you should be segmenting your email list by each subscriber’s stage in the buying journey. You can identify stages by reviewing the types of content subscribers engage with. If they’re engaging with introductory blog posts, they’re probably in the awareness stage. If they’re engaging with promotional offers, they’re probably in the experimentation stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">If you know what stage the user is in, you can follow up with content that’s designed to cater to that stage, as well as to guide buyers into the next stage.</span>\r\n\r\n<span style=\"font-weight: 400;\">Keep in mind that segmenting your subscribers into the appropriate lists and sending personalized emails to different segments is a lot of work if you’re trying to do it manually.</span>\r\n\r\n<span style=\"font-weight: 400;\">If this is an approach you’re interested in, you may want to look into a</span><a href=\"https://zapier.com/learn/email-marketing/best-drip-email-marketing-apps/\"> <span style=\"font-weight: 400;\">drip email or marketing automation platform</span></a><span style=\"font-weight: 400;\"> that will perform these tasks automatically.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">The Importance of Digital Customer Journey Mapping</span></h3>\r\n<span style=\"font-weight: 400;\">The spray and pray approach to digital marketing no longer works. The most successful marketers and agencies are</span><a href=\"https://www.ruleranalytics.com/blog/online-marketing/digital-marketing-in-2018/\"> <span style=\"font-weight: 400;\">those that cater to their audiences</span></a><span style=\"font-weight: 400;\">.</span>\r\n\r\n<span style=\"font-weight: 400;\">Take time to build a customer journey map. Abandon your business goals briefly, and learn more about the goals of the people you’re trying to engage. 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coming from?\r\n\r\nIt\'s a problem every marketer has suffered from. You\'re getting leads. But you need more.\r\n\r\nBut you\'re sat at your desk and the ideas aren\'t coming. You feel empty. You simply can\'t think of anything else. \r\n\r\nFrustrating, isn\'t it?\r\n\r\nBut let me tell you a little secret. We can see how your competitors are getting their leads.\r\n\r\nWe\'re blessed that we have access to the conversion and deal flows of tens of thousands of companies, across many different industries. \r\n\r\nThe key here is that most industries tend to share similar lead generation profiles, so you can see if there are opportunities you\'re missing that the rest of your industry prospers from.\r\n\r\nHave you ever wanted to know the answer to:\r\n\r\n<blockquote>\r\n<p style=\"text-align: left;\">How does my lead generation performance compare to similar organisations in my industry?</p>\r\n</blockquote>\r\nWell, now you can! \r\n\r\nDownload our free whitepaper to get instant access to the deal profiles of thousands of companies across 5 different industries: Legal, Finance, Manufacturing and Supplies, Business Consultancy and IT & Telecommunications.\r\n\r\n[activecampaign form=16]\r\n\r\n\r\n','Where And How Different Industries Get Their Deals - The Lead Generation 2017 Benchmark 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08:53:01','2017-11-07 08:53:01','',0,'https://www.ruleranalytics.com/blog/nf_sub/3564/',0,'nf_sub','',0),(3565,0,'2017-11-07 11:56:28','2017-11-07 11:56:28','','','','publish','closed','closed','','3565','','','2017-11-07 11:56:28','2017-11-07 11:56:28','',0,'https://www.ruleranalytics.com/blog/nf_sub/3565/',0,'nf_sub','',0),(3566,0,'2017-11-07 11:57:04','2017-11-07 11:57:04','','','','publish','closed','closed','','3566','','','2017-11-07 11:57:04','2017-11-07 11:57:04','',0,'https://www.ruleranalytics.com/blog/nf_sub/3566/',0,'nf_sub','',0),(3567,3,'2017-11-07 15:36:36','2017-11-07 15:36:36','When it comes to the topic of revenue growth, most agencies will converge on one strategy: new business.\r\n\r\nWhy wouldn’t they? It’s the most obvious solution.\r\n\r\nMore accounts = more revenue.\r\n\r\nIt’s an unarguable fact.\r\n\r\nAlthough, with new business comes fresh responsibilities, and you may need to invest time researching an entirely new market before you can start focusing on your client\'s goals. Usually, new clients need onboarding and guidance, and this can take a significant amount of time.\r\n\r\nTo accommodate for this time your options are clear. You can either, divert your attention from the clients you’re already serving or add new people to your team.\r\n\r\nThe latter serving only to double the same issues you’re already facing by bringing in the new business.\r\n\r\nDon’t get me wrong. New business is the driving force behind many incredible agencies. And scaling new business whilst maintaining the quality of your agency is a skill that must be fulfilled if you want to survive in this saturated market.\r\n\r\nLuckily, there’s an alternative approach you can use to grow your revenues.\r\n\r\nInstead of overlooking those valued clients who you’ve served for so long, it means you pay more attention to them. It means giving them MORE value. It means your revenues can scale far faster than your operational expenses. It means you don’t have to waste your time on pitching and meetings that go nowhere with people who were never going to buy anyway.\r\n\r\nThat strategy?\r\n\r\nAccount expansion.\r\n\r\n&nbsp;\r\n<h2>The Power of Account Expansion</h2>\r\nIt’s no secret that finding new customers <a href=\"https://hbr.org/2014/10/the-value-of-keeping-the-right-customers\">costs more than keeping existing ones</a>.\r\n\r\nYou’d be surprised at how few agency owners invest in learning how to grow their existing account revenues.\r\n\r\nThey wrongly feel the only way to grow their agency is to take on new clients.\r\n\r\nOne blessing we have at Ruler Analytics is that, due to the nature of our product, it helps people prove the real business value they’re driving.\r\n\r\nWe’re lucky, as we have the ability to speak to incredibly gifted minds in the area of digital marketing on a daily basis. And those minds sing the same song. Account expansions are as important to grow revenues as new business.\r\n\r\nJoshua Ballard, the founder of <a href=\"http://www.paradoxmarketing.com.au/\">Paradox Marketing</a>, believes it’s not only possible to increase agency revenue with account expansion, but it’s also “considerably easier than bringing in new clients.”\r\n\r\nOther agency founders, owners, and leaders agree. We talked to different agency influencers to get their perspectives on how to grow a digital marketing agency by retaining existing clients and growing those accounts.\r\n\r\nHere’s what we learned.\r\n\r\n&nbsp;\r\n<h2>Specialise on What You’re Good at, and Form Partnerships to Expand Services</h2>\r\nOne thing is for sure: don’t expect any shortcuts.\r\n\r\nEd Leake, founder of <a href=\"https://midasmedia.co.uk/\">Midas Media</a>, says that there’s “no clever growth hack” when it comes to retaining clients. His advice is straightforward and important: “It boils down to being great at one thing and really delivering on it.”\r\n\r\n“Being great” is often an accumulation of lots of factors.\r\n\r\nMichael Winniczuk, founder of<a href=\"https://themediaoctopus.com/\"> Media Octopus</a> helps us outline what lessons you need to learn to be great. Retaining accounts isn’t about quick tactics, it’s about following the right lessons.\r\n\r\nThose two lessons are:\r\n<ol>\r\n 	<li style=\"text-align: left;\">“surround yourself with brilliant people\"</li>\r\n 	<li style=\"text-align: left;\"> \"find out what you are good at and stick to it.”</li>\r\n</ol>\r\nWinnczuk’s sentiments are echoed in the thoughts of Ed Leake.\r\n\r\nMidas Media is a PPC agency that specialises in AdWords.\r\n\r\n<iframe src=\"https://www.youtube.com/embed/cBCcN5NBXw8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nLeake says it’s sometimes tempting to offer related services like SEO or web development, but he’s found in his seven years of running an agency that it’s better to “stick to what you know and do that supremely well.”\r\n\r\nIf you need to offer services outside of your specialty, Leake says to “find a reliable partner or two who compliment your offerings.”\r\n\r\nBy partnering with other agencies who offer complimentary, but not competitive services, you can focus on your own specialisation but still provide clients with the add-on services they need.\r\n\r\nLeake isn’t alone in his praise of partnerships.\r\n\r\nJoshua Ballard of <a href=\"http://www.paradoxmarketing.com.au\">Paradox Marketing</a> agrees that it’s not only a good solution to expand your service offering, but “it’s also a good way to find new clients passively.”\r\n\r\nParadox Marketing was initially focused on search marketing, and Ballard had no personnel, or interest, in social media marketing. So he partnered with another agency that specialised in social media marketing, but that had no interest in search marketing.\r\n\r\nThe partnership allowed him to make more money by offering his existing clients a new service, and it also helped him avoid having to become an expert in social media marketing.\r\n\r\nIt also came with another big benefit, when the social media agencies he worked with had clients with search marketing needs, they sent those clients to Paradox.\r\n\r\n&nbsp;\r\n<h2>Is Specialisation Always Right?</h2>\r\nIt was amazing to analyse our research and see the same answers again and again, but not everyone agreed that specialisation was a catchall solution for account expansion.\r\n\r\nSome people believe that specialisation is a strategy that works best at both ends of the budget spectrum. For Tom Jacobs, head of advertising at <a href=\"https://distract.co.uk/\">Distract</a>, deciding whether or not to specialise depends on the size of the accounts you’re targeting. “Niche agencies are ideal for very small and very big budgets, but the middle ground requires a more full-service offering.”\r\n\r\nWhen Distract first started, the agency was focused on social media. All of the agency’s content revolved around social media marketing, and when they gave talks and presentations, they spoke about social media. Eventually, they became known as the go-to social media agency.\r\n\r\n<img class=\"aligncenter wp-image-3581\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/account-expansion.jpeg\" alt=\"account expansion\" width=\"699\" height=\"423\" />\r\n\r\n<small> Digital Marketing Campaign of the Year 2017: Distract for \"Share the Love\" </small>\r\n\r\nAlthough, because they were targeting mid-level accounts, Jacobs knew they eventually needed to expand their service offerings. “After we’d built a pool of social media clients, we started a Google AdWords niche agency and cross-sold those services backwards and forwards. We then started a web design agency and cross-sold those services too.”\r\n\r\nBy including additional services, Distract more than <strong>doubled</strong> their average client value. Interestingly, though, the additional offerings were built as separate, specialised agencies, so the point of specialisation still stands.\r\n\r\nIt seems that most agency owners agree: the best way to retain clients is to excel in a single service. But if you want to grow existing accounts, need to expand and offer additional services, you have two options: either partner with agencies that specialise in the services you need to offer, or start new agencies that specialise in the additional services you’re looking to provide.\r\n\r\nOne final approach is to offer microservices: services that clients need but don’t really require a lot of time or specialised knowledge. That’s what Patrick Coombe, director at <a href=\"https://elite-strategies.com/\">Elite Strategies</a>, did to grow his accounts: “A few years ago we took a crack at website hosting, and now we have 100 clients deep.”\r\n\r\n&nbsp;\r\n<h2>Take The Time to Speak To And Understand Your Customers</h2>\r\nEric Murphy, founder of <a href=\"https://www.babelquest.co.uk/\">BabelQuest</a>, says that one of the biggest problems with offering lots of services and trying to upsell clients is that it encourages companies to “take an Amazon approach, because you bought that, you should also buy this.” He says this doesn’t work because “it’s about what you want—not about the client and what they need.”\r\n\r\nChris Martin, head of marketing at <a href=\"https://www.commontime.com/\">CommonTime</a>, agrees: “In terms of expanding existing accounts, the worst thing an agency can do is try to sell to them. Constantly pushing sales and marketing messages to these clients is the quickest way to lose them.”\r\n\r\nInstead of cross-selling or upselling for the benefit of growing agency profits, Murphy advocates for going “back to the start and finding out from the client what their biggest problem is now.” If you’ve done your job well, the biggest problem after working with your agency for a while should be different from what it was in the beginning.\r\n\r\nTo get this type of feedback, Joshua Daniels, founder of <a href=\"https://www.goamplify.co.uk/\">Go Amplify</a>, advocates for using Google Forms or Survey Monkey to survey clients and “ask questions on what they like most about your agency, and what could be improved.”\r\n\r\n<img class=\"aligncenter wp-image-3582\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/account-expansion.gif\" alt=\"account expansion\" width=\"701\" height=\"384\" />\r\n\r\nThis can help you identify new problems the client is encountering as Murphy suggests—which will help you identify opportunities to help clients with add-on services. It also helps you refine your processes, have better communications with clients, find the best services to offer, and, ultimately, grow revenue.\r\n\r\n“Never underestimate the power of client feedback,” Daniels says. “It can shed light on areas of weakness within your agency that need strengthening in order to grow and retain clients over long periods of time.”\r\n\r\nOne way to get this feedback is regular monthly review calls. This will allow you to “discuss current project progress, but also explore potential upcoming projects or other areas of the business which could benefit from agency services” a tip shared by Chris Martin.\r\n\r\nIn the end, to get the type of feedback you need to grow existing clients, you must have a great relationship with each client on your roster.\r\n\r\nAs Rob Weatherhead, digital consultant at <a href=\"http://www.agent-wolf.com/\">Agent Wolf</a>, says: “There is no point trying to grow an agency if you don\'t have strong foundations in the first place. You will just lose a client each time you win one.”\r\n\r\nTo build those relationships, Weatherhead says you have to be more than just an advertising provider. You need to “ingrain yourself in their business and ensure you are integral to their future strategy. You have to understand their customers, their business model, and how you can have a tangible impact on their behalf. Once you do this you become a partner, not just a supplier.”\r\n\r\n&nbsp;\r\n<h2>Do the Math to Find the Best Approach for Your Agency</h2>\r\nAs a software-as-a-service business, one of the greatest advantages we have is that it’s extremely easy to build a quantitative model for our company. This model allows us to forecast growth and evaluate investments into sales and marketing with ease.\r\n\r\nWhen we first started, terms like customer lifetime value, average contract value, and expansion value were all alien to us, but it didn’t take us long to learn the language of subscription companies and create a spreadsheet to take advantage of this characteristic.\r\n\r\nBut here’s the thing - it’s the same business model as an agency.\r\n\r\nMost agencies sell their services on a retainer with monthly billing - just like a SaaS business. Meaning all of the models we’ve created are just as useful to you as they are to us.\r\n\r\nAs an agency, you don’t have to be dependent on a constant cycle of finding new clients to grow your business and revenue. As Go Amplify’s Joshua Daniels says: “Growing and retaining existing clients is the lifeblood of any digital agency.”\r\n\r\nBefore putting these suggestions into practice, it’s important to make sure you do the math and determine if it’s the right approach. Every agency is different, and what works for one may not work for another.\r\n\r\nParadox Marketing’s Joshua Ballard says the starting point is collecting three key pieces of data: your cost-per-acquisition (CPA), the length of your sales cycle, and the lifetime value (LTV) of each new customer.\r\n\r\n<img class=\"aligncenter wp-image-3580\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/account-expansion-3.png\" alt=\"account expansion\" width=\"701\" height=\"388\" />\r\n\r\n“If you have these three core pieces of data you will always be able to generate a report and prediction outlining how increased spend will pay for itself.”\r\n\r\nOnce you can understand that revenue generation depends on more than just new business, you can open up a Pandora’s box of ideas to grow your agency that few others will even explore.\r\n\r\n&nbsp;\r\n<h2>Prove Your Value to Grow Your Bottom Line with Existing Accounts</h2>\r\nIf there was one resounding piece of practical advice that the majority of the people questioned in our research suggested, it was that proving your value is the most vital tactic any agency can focus on to help with account expansion.\r\n\r\nRikki Lear, director at <a href=\"https://www.digital22.com/\">Digital 22 Online</a>, says that the best thing an agency can do is a good job:\r\n\r\n“Being able to say, and prove, that you are doing a good job is vital.”\r\n\r\nNot only does that keep your clients happy, it directly impacts your bottom line.“With great work comes retention, growing with your clients, referrals/recommendations, case studies, awards, and reputation for the right reasons. So focus on delivering outstanding results/value first and foremost.” Kevin Gibbons, managing director at <a href=\"https://www.blueglass.co.uk/\">BlueGlass</a> told us.\r\n\r\nChris Hodgson, <a href=\"https://flauntdigital.com/\">Flaunt Digital</a> says, using data to prove the value you’re delivering is “a tried and tested model” that will help you “supercharge strategy and revenue growth over time.”\r\n\r\nBut the thing we liked the most about this piece of advice: it’s practical. It’s actionable. There’s nothing abstract or too-broad-to-grasp about how to achieve this. For Oliver Gaywood, founder of <a href=\"http://www.civicwebmedia.com.au/\">Civic Web Media</a>, there are three things that you should start doing right now:\r\n\r\n“meeting requirements, beating deadlines, and building up relationships with clients.”\r\n\r\n<img class=\"aligncenter wp-image-3577\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/account-expansion-1.png\" alt=\"account expansion\" width=\"799\" height=\"209\" />There’s a reason why certain pieces of advice seem to stand the test of time. Go Amplify’s Joshua Daniels agrees: “We under-promise and over-deliver on our campaigns, always act with integrity, and never miss deadlines.”\r\n\r\nBut doing a good job is only the first step. Often, the more important thing is proving to clients that you’re doing a good job. Daniels says, \"proving your value means setting “SMART, tangible goals, measuring them, and reporting on progress regularly.”\r\n\r\nTo prove that you’re doing a good job, you need a <a href=\"https://www.ruleranalytics.com/blog/analytics/marketing-analytics/\">system for measuring ROI</a>. As Agent Wolf’s Rob Weatherhead says: “Very rarely will a client say no to something if it makes them more money!”\r\n\r\nIf you aren’t measuring the right metrics and using those to prove your value, you’re failing to take advantage of one of the greatest benefits of being a digital agency. As Lear says: “The main advantage you have as a digital agency over traditional agencies is your ability to track and prove effectiveness. If you aren\'t tracking EVERYTHING, you are missing out.”\r\n<blockquote><em><strong>Note: Chances are, you aren’t getting the full credit you deserve for the campaigns you’re running. Ruler Analytics helps agencies prove exactly how much business value they’re delivering to their clients.</strong></em>\r\n\r\n<a href=\"https://www.ruleranalytics.com/book-a-demo\"><em><strong>Get in touch if you’d like us to help you get more revenue from your clients.</strong></em></a></blockquote>\r\nLear says that many agencies miss opportunities by only tracking basic metrics like sessions, contact form submissions, and sales. But clients are becoming more confident as analytics evolve. You need to take it a step further to <a href=\"https://www.ruleranalytics.com/call-tracking/\">track calls</a> and measure <a href=\"https://www.ruleranalytics.com/marketing-attribution/\">assisted conversions</a>, and ultimately, revenue.\r\n\r\n<iframe src=\"https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/324103929&amp;color=ff5500\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"></iframe>\r\n<small> In this podcast, Rikki Lear and his team discuss why <a href=\"https://www.digital22.com/insights/inbound-after-hours-podcast-episode-3-4-marketing-sales-alignment\">sales and marketing must be aligned</a> for best results.</small>\r\n\r\nDoing a great job is the first step, tracking the right data to use in proving you’re doing a great job is the second step, and sending the proof to the right people is the third.\r\n\r\nWeatherhead says, that you need to “understand how your data feeds into clients’ internal reporting, who it goes to, who makes the decisions, and what they focus on.”\r\n\r\nOnce you’re tracking the right data and know who needs to see it, Cathal Saunders, operations director at <a href=\"http://converted.co.uk/\">Converted</a>, says to provide clients with regular reports:\r\n\r\n“Don’t expect a client to see opportunities for growth or improvement. Tell them. They’re busy, and you get paid to show them where they can improve their performance/revenue/offering. Regular reporting is an ideal way to highlight opportunities. Start there, as it’s a natural place to discuss options.”\r\n\r\n&nbsp;','How To Grow Your Business With Account Expansion (Advice From The Experts)','','publish','closed','open','','account-expansion','','\nhttps://www.ruleranalytics.com/blog/analytics/marketing-analytics/','2017-11-24 13:48:16','2017-11-24 13:48:16','',0,'https://www.ruleranalytics.com/?p=3567',0,'post','',1),(3568,0,'2017-11-07 12:31:37','2017-11-07 12:31:37','','','','publish','closed','closed','','3568','','','2017-11-07 12:31:37','2017-11-07 12:31:37','',0,'https://www.ruleranalytics.com/blog/nf_sub/3568/',0,'nf_sub','',0),(3570,0,'2017-11-07 14:25:11','2017-11-07 14:25:11','','','','publish','closed','closed','','3570','','','2017-11-07 14:25:11','2017-11-07 14:25:11','',0,'https://www.ruleranalytics.com/blog/nf_sub/3570/',0,'nf_sub','',0),(3571,0,'2017-11-07 14:25:32','2017-11-07 14:25:32','','','','publish','closed','closed','','3571','','','2017-11-07 14:25:32','2017-11-07 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19:47:00','2017-11-14 19:47:00','','','','publish','closed','closed','','3617','','','2017-11-14 19:47:00','2017-11-14 19:47:00','',0,'https://www.ruleranalytics.com/blog/nf_sub/3617/',0,'nf_sub','',0),(3619,0,'2017-11-15 11:24:43','2017-11-15 11:24:43','','','','publish','closed','closed','','3619','','','2017-11-15 11:24:43','2017-11-15 11:24:43','',0,'https://www.ruleranalytics.com/blog/nf_sub/3619/',0,'nf_sub','',0),(3623,2,'2017-11-15 16:07:07','2017-11-15 16:07:07','As 2017 draws to a close, most marketers are spending their time planning strategies and budgets for 2018. This makes now the perfect time to consider what B2B marketing tools can help you track, meet, and exceed your goals next year.\r\n\r\nNot sure where to start? The following nine tools are some of our favorites, helping with SEO, social media marketing, email marketing, ROI tracking, and more.\r\n\r\nAs you plan where to spend your marketing budget, consider the benefits of allocating some funds to purchasing these powerful tools.\r\n\r\nWhen considering a purchase, 71% of B2B researchers start with a generic search.\r\n\r\nSEO is crucial for B2B marketing, but without the right tool, it’s very difficult to master.\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">1. Ahrefs</span></h3>\r\n<img class=\"aligncenter wp-image-3624\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Ahrefs.jpg\" alt=\"b2b marketing tools\" width=\"699\" height=\"439\" />\r\n\r\n&nbsp;\r\n\r\nAhrefs is a B2B marketing tool that’s focused on helping marketers improve their SEO.\r\n\r\nIt has all of the general features you’d expect to see in an SEO tool, keyword research, rank tracking, and backlink tracking, but where Ahrefs really shines is with its competitive analysis features.\r\n\r\nMarketers can use Ahrefs to uncover what content performs best for competitors, what keywords competitors rank for, what sites link to competitor content, and what industry content earns the highest search rankings, crucial information for a competitive brand SEO strategy.\r\n\r\n&nbsp;\r\n<h3>2. Buzzsumo</h3>\r\n<img class=\"aligncenter wp-image-3625\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Buzzsumo.png\" alt=\"b2b marketing tools\" width=\"700\" height=\"351\" />\r\n\r\n&nbsp;\r\n\r\nWhile B2B decision-makers certainly use search to conduct research, they don’t stop there. 75% of B2B decision-makers also use social media.\r\n\r\nSocial media is important for B2B brands that want to extend their reach beyond their website.\r\n\r\nBuzzsumo is a tool that helps B2B marketers excel on social media.\r\n\r\nSearch by topic to see which pieces of content have earned the most shares across all social channels, find industry influencers, and discover what types of content those influencers are most interested in. And like Ahrefs, Buzzsumo can be used for competitive analysis.\r\n\r\nSee what competitor content has received the most social shares, what types of content (text, video, podcast, etc.) generate the most social activity, and what social networks perform best for competitors.\r\n\r\nUsing Buzzsumo, you can determine what types of content, created in what formats, should be shared to which social networks.\r\n\r\nBut that’s only the first step.\r\n\r\n&nbsp;\r\n<h3>3. Buffer</h3>\r\n<img class=\"aligncenter wp-image-3626\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Buffer.png\" alt=\"b2b marketing tools\" width=\"700\" height=\"348\" />\r\n\r\n&nbsp;\r\n\r\nNext, you need a plan for sharing that content to social channels and measuring its performance.\r\n\r\nFor this, you need a social media scheduling and management tool.\r\n\r\nBuffer allows marketers to manage multiple social accounts from a single interface.\r\n\r\nSchedule specific posts for the future, or simply create a posting schedule and add items to the queue anytime. Buffer will pull posts from the queue on the schedule you set, allowing you to always post at the most optimal times of the day/week.\r\n\r\nIf you don’t know what days/times are most optimal, use Buffer’s analytics to find out, as well as to track shares and clicks on updates posted to each connected social network.\r\n\r\n&nbsp;\r\n<h3>4. Marketo</h3>\r\n<img class=\"aligncenter wp-image-3627\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Marketo.png\" alt=\"b2b marketing tools\" width=\"700\" height=\"545\" />\r\n\r\n&nbsp;\r\n\r\nWhen conducting research on products and services, a brand’s website is the most common channel that B2B decision-makers use.\r\n\r\nThe second most common channel used: email.\r\n\r\nEmail remains one of the most effective ways to deliver content to a B2B audience, which is probably why 93% of B2B marketers use the channel to distribute content. But effective modern email marketing must be more than just newsletters and email blasts.\r\n\r\nB2B purchasers are looking for personalised and targeted content—not just more noise.\r\n\r\nMarketo solves this problem with an email marketing automation tool that helps B2B marketers nurture prospects with the right content, delivered at the right time.\r\n\r\nWith Marketo, marketers can set up automated drip campaigns that send relevant content based on predefined triggers.\r\n\r\nFor example, if someone clicks on a link in a marketing email, the system automatically sends related follow-up content at a later date. This allows B2B marketers to develop sophisticated series of email nurturing campaigns.\r\n\r\n&nbsp;\r\n<h3>5. Sumo</h3>\r\n<img class=\"aligncenter wp-image-3628\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Sumo.png\" alt=\"b2b marketing tools\" width=\"700\" height=\"585\" />\r\n\r\nEmail is a great way for B2B marketers to engage prospects and customers, but before that’s possible, you have to build an email list.\r\n\r\nWith Sumo, marketers can easily add email-capture popups to their sites that appear on clicks, after a certain amount of time, or before visitors leave the site, and no coding or IT help is needed.\r\n\r\nSumo’s features can also be used to make it easier for visitors to share your brand content with others.\r\n\r\nWith social sharing buttons, visitors can share your content on the most popular social networks with just a couple of clicks. This makes the tool perfect for automated email list building and social media marketing.\r\n\r\n&nbsp;\r\n<h3>6. Ruler Analytics</h3>\r\n<img class=\"aligncenter wp-image-3629\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Ruler_Analytics.jpg\" alt=\"b2b marketing tools\" width=\"701\" height=\"435\" />\r\n\r\n&nbsp;\r\n\r\nWe’ve looked at several statistics so far that shows how search, social, and email are all important for B2B marketing. But the truth is that what works for one, or 1,000, B2B marketers isn’t necessarily what will work for you.\r\n\r\nTo find out what channels and campaigns work best for your business, you need metrics.\r\n\r\nRuler Analytics is an analytics and reporting tool that’s designed specifically for marketing workflows.\r\n\r\nIt captures all of the basic data—visits, traffic sources, keywords, and referring sites, but those metrics just scratch the surface of the deep insights that are available.\r\n\r\nWith Ruler Analytics, B2B marketers can solve one of their biggest challenges: they can finally measure marketing ROI.\r\n\r\nRuler tracks anonymous visitors across all website visits, collecting information on what campaigns and content those visitors interact with at each visit.\r\n\r\nOnce a visitor becomes a lead, that marketing data is passed along to the CRM, allowing conversions to be attributed back to the marketing campaigns that drove the sale.\r\n\r\nWith Ruler Analytics, B2B marketers can finally stop relying on what everyone else says works and start relying on hard data that shows exactly what channels, tactics, and campaigns generate revenue for their businesses.\r\n\r\n&nbsp;\r\n<h3>7. MarketMuse</h3>\r\n<img class=\"aligncenter wp-image-3630\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/MarketMuse.png\" alt=\"b2b marketing tools\" width=\"701\" height=\"346\" />\r\n\r\n&nbsp;\r\n\r\nThere are dozens of tools for SEO, social media marketing, and email marketing, but when it comes to content marketing, there are very few.\r\n\r\nAfter all, it’s difficult for a program, even one guided by artificial intelligence and machine learning, to do the creative work of creating an editorial calendar, brainstorming topics, and writing unique content. And while MarketMuse can’t do those things for you, it can create a blueprint for the content you want to create after you come up with the topics.\r\n\r\nMarketMuse looks at what content has already been published about a topic to provide guidelines for how to create content that’s better than what’s already out there.\r\n\r\nMarketMuse will tell you how long your content should be and what related topics should be included.\r\n\r\nIt also provides a quality score for content you’ve written and content published by others on a topic, allowing you to see when your content isn’t strong enough.\r\n\r\n&nbsp;\r\n<h3>8. Pipedrive</h3>\r\n<img class=\"aligncenter wp-image-3631\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Pipedrive.jpg\" alt=\"b2b marketing tools\" width=\"702\" height=\"243\" />\r\n\r\n&nbsp;\r\n\r\nMost marketers think of CRMs as sales tools, but a CRM is also necessary for measuring marketing effectiveness.\r\n\r\nIf all of your conversions happen online, a CRM may not be necessary for measuring marketing ROI. But if some, or most, of your conversions happen through sales reps, a CRM that’s connected to your analytics program is crucial.\r\n\r\nAt Ruler Analytics, we use Pipedrive to connect marketing and sales data.\r\n\r\nWhen an anonymous visitor becomes a lead, we use Zapier to send the marketing data captured on our platform to Pipedrive.\r\n\r\nThis allows us to find out which channels, campaigns, and approaches are the most effective in generating revenue.\r\n\r\nPipedrive collects and organises all sales and marketing data.\r\n\r\nSales teams can see all new leads from a central interface so that no one falls through the cracks, and track who has been involved in each deal so salespeople know exactly why they’ll be working with.\r\n\r\nIt has all of the features of other big-name CRMs, but with a simpler interface and friendlier cost.\r\n\r\n&nbsp;\r\n<h3>9. Amplitude</h3>\r\n<img class=\"aligncenter wp-image-3632\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/Amplitude.png\" alt=\"b2b marketing tools\" width=\"700\" height=\"580\" />\r\n\r\n&nbsp;\r\n\r\nMost B2B products have multiple features. Some may be more compelling to your target audience than others.\r\n\r\nWith Amplitude, you can uncover which features are most compelling, and which aren’t generating interest.\r\n\r\nThis allows you to focus sales pages on your most compelling features, as well as focus new development on the features customers want the most.\r\n\r\nAmplitude also tracks how users progress through your sales funnel across multiple visits, providing insight into common drop-off points, and creating a clearer picture of the customer journey.\r\n\r\n&nbsp;\r\n<h3>Choosing the B2B Marketing Tools You Need for 2018</h3>\r\nAs you create your marketing plan and goals for 2018, take time to consider what tools can help you meet those goals more quickly and with less effort.\r\n\r\nFor example, if you’re focused on social media, consider how tools like Buzzsumo and Sumo can help you grow your social following and earn exponentially more shares and referrals.\r\n\r\nFinally, keep in mind that you’ll need an analytics to track your progress toward every goal you set.\r\n\r\nIf you only have the budget to invest in one tool, the ability to track the effectiveness of your campaigns across all channels and initiatives will be the most important because it can show you what’s driving revenue and what’s wasting your time.','B2B Marketing Tools You Should Find Budget for in 2018','','publish','closed','open','','b2b-marketing-tools','','','2017-11-21 15:02:03','2017-11-21 15:02:03','',0,'https://www.ruleranalytics.com/?p=3623',0,'post','',0),(3624,3,'2017-11-15 15:04:05','2017-11-15 15:04:05','','Ahrefs','','inherit','closed','closed','','ahrefs','','','2017-11-15 15:04:14','2017-11-15 15:04:14','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Ahrefs.jpg',0,'attachment','image/jpeg',0),(3625,3,'2017-11-15 15:05:02','2017-11-15 15:05:02','','Buzzsumo','','inherit','closed','closed','','buzzsumo','','','2017-11-15 15:05:15','2017-11-15 15:05:15','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Buzzsumo.png',0,'attachment','image/png',0),(3626,3,'2017-11-15 15:05:58','2017-11-15 15:05:58','','Buffer','','inherit','closed','closed','','buffer','','','2017-11-15 15:06:10','2017-11-15 15:06:10','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Buffer.png',0,'attachment','image/png',0),(3627,3,'2017-11-15 15:07:34','2017-11-15 15:07:34','','Marketo','','inherit','closed','closed','','marketo','','','2017-11-15 15:07:44','2017-11-15 15:07:44','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Marketo.png',0,'attachment','image/png',0),(3628,3,'2017-11-15 15:08:51','2017-11-15 15:08:51','','Sumo','','inherit','closed','closed','','sumo','','','2017-11-15 15:19:55','2017-11-15 15:19:55','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Sumo.png',0,'attachment','image/png',0),(3629,3,'2017-11-15 15:21:17','2017-11-15 15:21:17','','Ruler_Analytics','','inherit','closed','closed','','ruler_analytics','','','2017-11-15 15:21:34','2017-11-15 15:21:34','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Ruler_Analytics.jpg',0,'attachment','image/jpeg',0),(3630,3,'2017-11-15 15:22:16','2017-11-15 15:22:16','','MarketMuse','','inherit','closed','closed','','marketmuse','','','2017-11-15 15:22:27','2017-11-15 15:22:27','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/MarketMuse.png',0,'attachment','image/png',0),(3631,3,'2017-11-15 15:23:36','2017-11-15 15:23:36','','Pipedrive','','inherit','closed','closed','','pipedrive-2','','','2017-11-15 15:23:52','2017-11-15 15:23:52','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Pipedrive.jpg',0,'attachment','image/jpeg',0),(3632,3,'2017-11-15 15:27:10','2017-11-15 15:27:10','','Amplitude','','inherit','closed','closed','','amplitude','','','2017-11-15 15:27:22','2017-11-15 15:27:22','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/Amplitude.png',0,'attachment','image/png',0),(3633,3,'2017-11-15 16:06:35','2017-11-15 16:06:35','','B2B Marketing Tools You Should Find Budget for in 2018 - www.ruleranalytics.com','','inherit','closed','closed','','b2b-marketing-tools-you-should-find-budget-for-in-2018-www-ruleranalytics-com','','','2017-11-15 16:06:51','2017-11-15 16:06:51','',3623,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/B2B-Marketing-Tools-You-Should-Find-Budget-for-in-2018-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(3635,0,'2017-11-15 21:18:08','2017-11-15 21:18:08','','','','publish','closed','closed','','3635','','','2017-11-15 21:18:08','2017-11-15 21:18:08','',0,'https://www.ruleranalytics.com/blog/nf_sub/3635/',0,'nf_sub','',0),(3637,1,'2017-11-16 10:49:02','2017-11-16 10:49:02','','types','','inherit','closed','closed','','types','','','2017-11-16 10:49:02','2017-11-16 10:49:02','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/types.png',0,'attachment','image/png',0),(3638,1,'2017-11-16 10:53:25','2017-11-16 10:53:25','','Closed-Loop-Update-v5','','inherit','closed','closed','','closed-loop-update-v5','','','2017-11-16 10:53:25','2017-11-16 10:53:25','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/Closed-Loop-Update-v5.jpg',0,'attachment','image/jpeg',0),(3639,0,'2017-11-16 12:46:47','2017-11-16 12:46:47','','','','publish','closed','closed','','3639','','','2017-11-16 12:46:47','2017-11-16 12:46:47','',0,'https://www.ruleranalytics.com/blog/nf_sub/3639/',0,'nf_sub','',0),(3640,0,'2017-11-17 12:57:10','2017-11-17 12:57:10','','','','publish','closed','closed','','3640','','','2017-11-17 12:57:10','2017-11-17 12:57:10','',0,'https://www.ruleranalytics.com/blog/nf_sub/3640/',0,'nf_sub','',0),(3641,0,'2017-11-17 12:58:07','2017-11-17 12:58:07','','','','publish','closed','closed','','3641','','','2017-11-17 12:58:07','2017-11-17 12:58:07','',0,'https://www.ruleranalytics.com/blog/nf_sub/3641/',0,'nf_sub','',0),(3642,0,'2017-11-18 00:15:38','2017-11-18 00:15:38','','','','publish','closed','closed','','3642','','','2017-11-18 00:15:38','2017-11-18 00:15:38','',0,'https://www.ruleranalytics.com/blog/nf_sub/3642/',0,'nf_sub','',0),(3643,0,'2017-11-18 19:59:24','2017-11-18 19:59:24','','','','publish','closed','closed','','3643','','','2017-11-18 19:59:24','2017-11-18 19:59:24','',0,'https://www.ruleranalytics.com/blog/nf_sub/3643/',0,'nf_sub','',0),(3645,2,'2017-11-21 15:21:41','2017-11-21 15:21:41','For many businesses, everything from local stores to SaaS providers, call metrics are crucial for proving the effectiveness of inbound campaigns.\r\n\r\nWithout call metrics, it’s impossible to determine how many inbound calls were the result of a billboard advertisement, Google Maps listing, social promotion, or AdWords ad.\r\n\r\nWith call metrics, marketers can connect conversions made during inbound calls back to the marketing campaigns that generated them.\r\n\r\nThis provides a clearer picture of marketing ROI.\r\n\r\nIf you work in marketing for a business that makes sales through inbound calls, or if your agency does marketing for these types of businesses, it’s important to capture all marketing-generated leads and revenue with <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking analytics</a>.\r\n\r\nHere are the five call metrics you need to measure.\r\n\r\n&nbsp;\r\n<h3>1. Call Volume</h3>\r\nTracking call volume is just as important as tracking website visits. While neither really provides a clear picture of marketing-generated revenue, both can highlight when things are working and when they’re not.\r\n\r\nFor example, say you take time to optimise your business’ Google Maps profile. You add enticing images, include as much detail as possible in all available fields, and respond to both positive and negative reviews.\r\n\r\nShortly after completing that project, you notice a significant increase in call volume. If your KPI for updating the Maps profile was to increase inbound calls by X%, you can track call volume metrics to determine whether or not your changes were successful.\r\n\r\n&nbsp;\r\n<h3>2. Call Source</h3>\r\nIf your business has a sales team that handles inbound calls, it’s likely that your main business phone number is listed in hundreds of places—both online and offline.\r\n\r\nIn order to differentiate between calls that were generated by a local billboard and those coming from your Google Maps listing, you need a call tracking system that provides individual phone numbers for each campaign.\r\n\r\nWith distinct campaign phone numbers, marketers can see exactly what campaigns and ads drove the most, and least, inbound calls, so you know exactly where to focus your efforts in the future.\r\n\r\n&nbsp;\r\n<h3>3. Previous Interactions</h3>\r\nFor businesses with complex sales cycles, an inbound call to sales is rarely the first interaction between the prospect and the brand. It’s much more likely that the prospect conducted a significant amount of research on your website before making the decision to speak with sales.\r\n\r\nFor this reason, it’s important to track interactions that occurred prior to the inbound call. What keywords brought the prospect to your website originally? What content and sales pages were viewed? With a platform like <a href=\"https://www.ruleranalytics.com/\">Ruler Analytics</a> that’s built to capture both website and call metrics, you can monitor the digital journey prior to the inbound call.\r\n\r\nRuler Analytics collects information about how visitors interact with digital content, and dynamically serves each website visitor a different phone number. This highlights which marketing techniques—SEO, PPC, content, email, etc.—are most effective at driving prospects deeper into the purchasing funnel.\r\n\r\n&nbsp;\r\n<h3>4. Time of Day</h3>\r\nIf you’re driving inbound calls through AdWords or another PPC provider, time of day is an important call metric to track. Over time, tracking the time of day when calls most commonly come in allows you identify patterns that can help you set better PPC bids.\r\n\r\nFor example, say one of your clients is a theme park. After monitoring call times for three months, you notice that the highest number of inbound calls come in around noon on Friday. The lowest number of calls come in during business hours Monday, Tuesday, and Wednesday.\r\n\r\nKnowing this, you can adjust your bids to gain more visibility on Friday afternoons when most people are searching for theme parks. To make up for the increased ad budget on Fridays, you can reduce or eliminate ad spend Monday through Wednesday when fewer people are looking for theme parks.\r\n\r\n&nbsp;\r\n<h3>5. Conversions</h3>\r\nWhile each of the other four metrics are important and helpful for campaign optimisation, conversions is the most important for tracking marketing ROI.\r\n\r\nTo track conversions from inbound calls, you need a call tracking platform that integrates directly with your CRM system. If the CRM and call tracking platform are integrated, they can communicate back and forth about inbound calls and the sales that are made on those calls.\r\n\r\nFor example, say a prospect spends three months researching your brand. They find your website by searching for a specific keyword, views some sales and pricing pages, and subscribes to your email list. Over the next few months, he reads content sent in your email newsletter, and he often follows links in that content to read your other blog posts.\r\n\r\nFinally, after a few months, he calls to talk to a sales representative.\r\n\r\nAfter a few calls, he converts.\r\n\r\nImagine that the prospect was the CTO of a huge corporation and the sale was massive.\r\n\r\nThe sale was obviously generated by marketing—SEO, content, and email marketing all led to the eventual purchase, but without connected website and call metrics, marketing can’t prove that it was responsible for generating that revenue.\r\n\r\nWith a platform like Ruler Analytics that connects call and website metrics, you can <a href=\"https://www.ruleranalytics.com/blog/analytics/marketing-analytics/\">close the loop between marketing and sales</a> by tracking sales conversions back to marketing campaigns.\r\n\r\nAs the conversion is recorded by sales in the CRM, it’s passed back to Ruler Analytics and merged with all of the historical campaign interaction data.\r\n\r\nThis allows marketers to track specific amounts of revenue generated by both online and offline campaigns.\r\n\r\n&nbsp;\r\n<h3>Call Metrics Complete the Puzzle of Marketing ROI</h3>\r\nMarketing teams are no longer allowed to lean on metrics like increased foot/web traffic, call volume, and visibility.\r\n\r\nThe C-suite wants to know exactly how their investment in marketing is growing the business, and that’s only possible if marketers are able to prove how much revenue their campaigns are generating.\r\n\r\nCall metrics complete the marketing ROI puzzle.\r\n\r\nWhen combined with website analytics, marketers can track exactly how many conversions their campaigns and initiatives are driving, regardless of whether the conversion was the result of seeing a television commercial or months of research on your website.','Call Metrics That Prove the Effectiveness of Inbound Campaigns','','publish','closed','open','','call-metrics','','\nhttps://www.ruleranalytics.com/blog/analytics/marketing-analytics/','2017-11-24 13:48:07','2017-11-24 13:48:07','',0,'https://www.ruleranalytics.com/?p=3645',0,'post','',0),(3648,3,'2017-11-21 16:48:29','2017-11-21 16:48:29','','call-metrics','','inherit','closed','closed','','call-metrics-2','','','2017-11-21 16:48:42','2017-11-21 16:48:42','',3645,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/call-metrics.png',0,'attachment','image/png',0),(3650,3,'2017-11-22 10:04:07','2017-11-22 10:04:07','','south park strategy','','inherit','closed','closed','','southpark-strategy','','','2017-11-22 10:04:56','2017-11-22 10:04:56','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/southpark-strategy.png',0,'attachment','image/png',0),(3651,3,'2017-11-22 10:25:54','2017-11-22 10:25:54','','show me the money','','inherit','closed','closed','','show-me-the-money','','','2017-11-22 10:26:08','2017-11-22 10:26:08','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/show-me-the-money.jpg',0,'attachment','image/jpeg',0),(3652,3,'2017-11-22 11:18:49','2017-11-22 11:18:49','','ppc-campaigns','','inherit','closed','closed','','ppc-campaigns','','','2017-11-22 11:19:03','2017-11-22 11:19:03','',2390,'https://www.ruleranalytics.com/wp-content/uploads/2016/12/ppc-campaigns.png',0,'attachment','image/png',0),(3654,0,'2017-11-22 16:41:10','2017-11-22 16:41:10','','','','publish','closed','closed','','3654','','','2017-11-22 16:41:10','2017-11-22 16:41:10','',0,'https://www.ruleranalytics.com/blog/nf_sub/3654/',0,'nf_sub','',0),(3655,0,'2017-11-23 12:26:09','2017-11-23 12:26:09','','','','publish','closed','closed','','3655','','','2017-11-23 12:26:09','2017-11-23 12:26:09','',0,'https://www.ruleranalytics.com/blog/nf_sub/3655/',0,'nf_sub','',0),(3656,0,'2017-11-23 12:26:37','2017-11-23 12:26:37','','','','publish','closed','closed','','3656','','','2017-11-23 12:26:37','2017-11-23 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22:55:46','',0,'https://www.ruleranalytics.com/blog/nf_sub/3671/',0,'nf_sub','',0),(3672,0,'2017-11-28 15:49:39','2017-11-28 15:49:39','','','','publish','closed','closed','','3672','','','2017-11-28 15:49:39','2017-11-28 15:49:39','',0,'https://www.ruleranalytics.com/blog/nf_sub/3672/',0,'nf_sub','',0),(3673,0,'2017-11-28 15:50:58','2017-11-28 15:50:58','','','','publish','closed','closed','','3673','','','2017-11-28 15:50:58','2017-11-28 15:50:58','',0,'https://www.ruleranalytics.com/blog/nf_sub/3673/',0,'nf_sub','',0),(3675,2,'2017-11-30 16:13:24','2017-11-30 16:13:24','This article explains the problem with measuring online lead generation, why Google Goals are not enough, how to close the loop to get your lead and sales revenue and how to get the revenue back into Google AdWords &amp; Analytics automatically.\r\n\r\n5 Minute Read.\r\n<h2>Do any of the following sound familiar?</h2>\r\n<ul>\r\n 	<li>You’re driving plenty of leads but want to turn more into business?</li>\r\n 	<li>Your boss or client asks you how real sales you have generated – not how many leads?</li>\r\n 	<li>The number of leads you get doesn’t match with what Google AdWords or Analytics says?</li>\r\n 	<li>Your leads are high value and expensive to get, but you don’t know which campaigns or keywords are driving them?</li>\r\n 	<li>You are struggling to measure the ROI of your campaigns so you have to estimate?</li>\r\n</ul>\r\n<h3>There is the fundamental problem with marketing for lead generation.</h3>\r\nLeads, by their nature, are not sales. At least not yet.\r\n\r\nYour leads could be high value, or worthless. They could close into a sale tomorrow, next year or not even close at all.\r\n\r\nYour analytics might not even be telling you a true picture about where your leads are originating from as people will visit your site on multiple occasions from different channels.\r\n\r\nThe industry standard for tracking online marketing methods is Google Analytics which does a good job of tracking E-Commerce but can only count the number of form fills as Goals.\r\n\r\nWhilst most people track form fills, other leads can also come through mediums such as phone calls and live chat and go unattributed.\r\n<h2>Goal completions are not enough</h2>\r\nGoal completions are not enough – different traffic sources, keywords and ads produce different revenue per lead and different life time values. Without this insight it’s impossible to accurately calculate ROI from different marketing sources and optimise your campaigns accordingly.\r\n\r\nIf you’re running a marketing campaign and measuring success based on leads only, you have a gap in insight that is stopping you improving results.\r\n\r\nWhilst tyre kicker, top of the funnel and research keywords may appear to be creating cost effective leads and making your campaign look great, if there isn’t any revenue coming out at the other end you’re going to run into a problem.\r\n\r\n<img style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2016/12/types.png\" alt=\"Ruler Close The Loop Diagram\" />\r\n<h2>A common example – Sales &amp; Marketing are disconnected</h2>\r\nTake for example a client who we are working with who relies on lead generation from their website for their business and spends a significant on online marketing to generate them,\r\n\r\nLooking at their AdWords and assume Analytics accounts would leave you believe that performance was great. They were acquiring leads and they were making (some) money.\r\n\r\nBut that middle bit is what makes the difference. Like many others, their sales and marketing where disconnected, they were failing to link their marketing activities directly to revenue, knowingly leaving a chasm in their insight.\r\n\r\nAs an exercise to prove the value of this process we took a sample of 20 calls from various campaigns to track what the outcome of the calls was.\r\n\r\n12 of the calls came from Google AdWords were they make a significant investment. Of the 12 calls, 9 were poor quality, not qualified or a sales person. However 3 of the calls turned into sales. 2 of the sales were relatively low value but acceptable but the final call was worth over 10 times the amount of others.\r\n\r\nThis process allowed them to see the real value of their campaigns and keywords and to optimise and report more effectively.\r\n<h2>The Solution – Optimise for Revenue not Leads</h2>\r\nThe solution? Evaluating your campaigns the same way you evaluate business: by the amount of revenue it generates.\r\nTo find out if leads are turning into real sales and creating revenue, you need a process to track them and then match them with the marketing campaign or keyword that created them. This added insight is what will drive your campaign to the next level.\r\n\r\nThere are few steps to get this right but once they are in place they should produce the data you need each time.\r\n\r\n<img style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/large.jpg\" alt=\"\" />\r\n<h3>The Process - Tagging, Tracking, Matching &amp; Integration</h3>\r\nNOTE: Manual revenue tracking can be complicated and time consuming. You can use Ruler Analytics to speed up and automate this process and more.\r\n<h4>Step 1 – Tagging – Identifying the Traffic Source</h4>\r\nThe first step is making sure the traffic coming to your website is tagged correctly so that you can see the exact source and any other variables associated such as campaign, keyword or advert reference. This commonly done using UTM tags which allow you to add specific labels to the landing pages (more info in our guide here.) It is also recommend that you capture fields specific to the products you are using such as GCLID for Google AdWords.\r\n<h4>Step 2 – Tracking – Capture the Lead</h4>\r\nThe next stage is to ensure that the data captured is at visitor level so you are able to match with the marketing source and to a closed sale later. Most leads come in the form of an enquiry form, live chat or phone call so you may need some additional marketing analytics or call tracking software at this stage but you can also pass UTM tag values in your forms.\r\n<h4>Step 3 – Matching – Match the Lead with the Source in CRM</h4>\r\nOnce you have captured the lead with the applicable marketing source there needs to be a feedback loop to see which leads closed into business and just as importantly which leads didn’t.\r\n\r\nThis can be done manually in a spreadsheet to begin with to get used to the workflow and prove the business case however this could be cumbersome at higher volumes so ideally they should be automatically matched where you handle leads, for instance in CRM.\r\n<h4>Step 4 – Integration – Passing the data to other products</h4>\r\nFinally, now that you have the leads and marketing source matched, once the sale is completed you are able to pass this into the products you already. Most products have an API or a manual CSV upload. For instance, Google AdWords supports uploading the GCLID along with revenue value.\r\nConclusion\r\n\r\nOnce you have this process in place it allows you to see where the real conversions and revenue come from, measure ROI definitively and optimise your campaign accordingly.\r\n<h4>Next Steps</h4>\r\n• Request a free assessment of your marketing attribution and see how you can close the loop.\r\n\r\n• You can download a step-by-step breakdown of how to implement revenue tracking, including tracking templates, here...\r\n\r\n[activecampaign form=18]','How to Close the Loop Between Offline Sales from Online Leads','','publish','closed','open','','close-loop-offline-sales-online-leads','','','2018-01-02 14:59:09','2018-01-02 14:59:09','',0,'https://www.ruleranalytics.com/?p=3675',0,'post','',1),(3676,1,'2017-11-29 11:30:45','2017-11-29 11:30:45','','large','','inherit','closed','closed','','large-2','','','2017-11-29 11:30:45','2017-11-29 11:30:45','',3675,'https://www.ruleranalytics.com/wp-content/uploads/2017/11/large.jpg',0,'attachment','image/jpeg',0),(3677,1,'2017-11-30 15:20:24','2017-11-30 15:20:24','','ebook-mockup','','inherit','closed','closed','','ebook-mockup','','','2017-11-30 15:20:24','2017-11-30 15:20:24','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/ebook-mockup.png',0,'attachment','image/png',0),(3678,1,'2017-11-30 15:47:48','2017-11-30 15:47:48','','Revenue Trakcing eBook v1','','inherit','closed','closed','','revenue-trakcing-ebook-v1','','','2017-11-30 15:47:48','2017-11-30 15:47:48','',0,'https://www.ruleranalytics.com/wp-content/uploads/2016/04/Revenue-Trakcing-eBook-v1.pdf',0,'attachment','application/pdf',0),(3679,0,'2017-11-30 16:02:19','2017-11-30 16:02:19','','','','publish','closed','closed','','3679','','','2017-11-30 16:02:19','2017-11-30 16:02:19','',0,'https://www.ruleranalytics.com/blog/nf_sub/3679/',0,'nf_sub','',0),(3680,0,'2017-11-30 16:02:48','2017-11-30 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04:03:46','2017-12-06 04:03:46','',0,'https://www.ruleranalytics.com/blog/nf_sub/3693/',0,'nf_sub','',0),(3694,0,'2017-12-06 17:19:24','2017-12-06 17:19:24','','','','publish','closed','closed','','3694','','','2017-12-06 17:19:24','2017-12-06 17:19:24','',0,'https://www.ruleranalytics.com/blog/nf_sub/3694/',0,'nf_sub','',0),(3695,0,'2017-12-07 09:15:34','2017-12-07 09:15:34','','','','publish','closed','closed','','3695','','','2017-12-07 09:15:34','2017-12-07 09:15:34','',0,'https://www.ruleranalytics.com/blog/nf_sub/3695/',0,'nf_sub','',0),(3696,0,'2017-12-07 15:16:30','2017-12-07 15:16:30','','','','publish','closed','closed','','3696','','','2017-12-07 15:16:30','2017-12-07 15:16:30','',0,'https://www.ruleranalytics.com/blog/nf_sub/3696/',0,'nf_sub','',0),(3698,3,'2017-12-07 11:07:49','2017-12-07 11:07:49','As 2017 draws to a close, marketers and agencies are focused on a big question: which channels will generate the most revenue for our clients’ businesses next year?\r\n\r\nAnswering this question almost always leads to a familiar discussion: Google vs. Facebook.\r\n\r\nThis isn’t to say that other channels aren’t also important to consider. LinkedIn, Twitter, Instagram, YouTube, Bing, and Yahoo will, and probably should, also be part of your strategy for generating traffic, leads, and revenue.\r\n\r\nBut as the sites with the largest audiences, Google and Facebook merit the most consideration.\r\n\r\nWhich is more important for 2018? Let’s take a look.\r\n\r\n&nbsp;\r\n<h3>Organic vs. Paid Traffic</h3>\r\nBoth Facebook and Google can send two types of traffic to your site: organic traffic and paid traffic.\r\n\r\nOrganic traffic from Google is most often the result of SEO. Organic traffic from Facebook is most often the result of growing a large and engaged following on the social network.\r\n\r\nPaid traffic, on the other hand, generates site visitors without SEO or preexisting followers.\r\n\r\nIf you’re willing to pay the right price, you can get your Google AdWords ad to appear at the top of the search results, above all of the organic listings, and drive a lot of search traffic to your site and content.\r\n\r\nPaid advertising is a great way to grow your audience on Facebook. Create targeted ads to get your content in front of the people who are most likely to be interested in it, sending traffic to your site and increasing the number of people who like and follow your brand.\r\n\r\nDriving organic traffic from either site is a long-term goal. It can take months, or years, to build enough domain authority to earn top rankings in search, or to build a large and engaged following on Facebook.\r\n\r\nFor this reason, if you’re trying to drive traffic to a new business, or one that’s new to digital marketing, paid is often a good short-term approach for generating traffic, leads, and revenue.\r\n\r\nIt allows you to send traffic to a site while you’re working on longer-term strategies to increase organic traffic, such as building follower counts, securing inbound links, and building a library of high-quality content.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook Advertising</h3>\r\nWhen it comes to advertising, Google and Facebook aren’t really competitors. In fact, one of the most effective ways to drive traffic is by running PPC ads on both sites.\r\n\r\nGoogle AdWords ads are displayed on search result pages and are designed to drive traffic from users who are actively searching for keywords and phrases that are important to a brand.\r\n\r\nSay one of your clients is a theme park in Liverpool. With Google AdWords, you can get a result for your client’s site to display for a query like “Liverpool attractions.” This targets people who are actively looking for things to do in Liverpool.\r\n\r\nFacebook ads display in users’ news feeds, so they’re better for targeting people who may be interested but aren’t actively searching for information.\r\n\r\nWith a targeted Facebook ad, you can get theme park ads in front of people who may simply be thinking about, but not actively looking for, things to do that weekend.\r\n\r\nWith Google AdWords, get content/promotions in front of people who are actively looking for what your clients are offering. With Facebook Ads, get content/promotions in front of people who are passively interested.\r\n\r\nUsed together, the two platforms allow you to attract traffic from all types of users.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook for Organic Traffic</h3>\r\nBeyond advertising, Google and Facebook both offer ways to get brand content and messaging in front of audiences organically.\r\n\r\nWeb pages and content that adhere to the best practices of SEO can rank highly in search results and bring in traffic. Content shared on Facebook that gets lots of likes and shares can display to all followers of that brand, as well as those followers’ personal networks of friends.\r\n\r\nBut both platforms have their own unique algorithms, and neither is wholly forthcoming when it comes to explaining exactly what their algorithms prioritise. Instead, they divulge information in pieces.\r\n\r\nFor example, Google admitted that its <a href=\"https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882\">top three ranking factors</a> are quality content, inbound links, and <a href=\"https://en.wikipedia.org/wiki/RankBrain\">RankBrain</a>. Facebook will occasionally announce that certain types of content earn <a href=\"https://blog.bufferapp.com/facebook-news-feed-algorithm\">greater visibility</a> in its news feed, such as pages that load quickly, timely posts, and live videos (while they’re live).\r\n\r\nAdditionally, both platforms have a history of overtaking each other for the number of referrals sent to publishers.\r\n\r\nFor example, in June of 2015, Facebook began <a href=\"https://blog.parse.ly/post/2296/facebook-dominates-referral-traffic-a-coverage-overview/\">sending more traffic</a> to news publisher sites than Google. But this year, those referrals began to dwindle, and Google is now the <a href=\"https://blog.parse.ly/post/6663/facebook-declines-google-grows-news-audiences/\">biggest referrer of traffic</a> to news sites again.\r\n\r\nThese flips are typical in the world of digital marketing, making SEO and social media marketing two approaches that work best when used concurrently. To drive the most organic traffic, agencies should really use both platforms.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook: The Wrong Question to Ask</h3>\r\nAsking which is better, Google or Facebook, assumes that your clients’ businesses only need to focus on one of these platforms. The reality is that the best approach to digital marketing is a multi-channel approach, one that helps you build an audience of your own that isn’t dependent on any single channel.\r\n\r\nAlgorithms change, and platforms shut down. <a href=\"https://en.wikipedia.org/wiki/Google_Panda\">Google’s Panda update</a> in 2011 destroyed the traffic of many thriving websites. <a href=\"https://www.fastcompany.com/3065101/vines-surprise-shutdown-leaves-video-stars-out-in-the-cold\">Twitter shut down Vine</a> in 2016, leaving many video creators without the audiences they’d worked for years to build.\r\n\r\nFocusing all of your efforts on a single platform can be detrimental to your long-term, marketing-led revenue. You never know when major changes will impact referral traffic.\r\n\r\nThe better questions to ask are:\r\n\r\nWhat data can I use to determine which channels are driving the most traffic and revenue today?\r\n\r\nHow can I monitor that data to notice when referrals are decreasing so I can react, shift, and recover?\r\n\r\n&nbsp;\r\n<h3>Getting the Data You Need to Drive Traffic and Revenue</h3>\r\nTo answer the question Google vs. Facebook, or Facebook vs. Twitter, or SEO vs. email marketing, you need an analytics platform, like Ruler Analytics, that allows you to engage in <a href=\"https://www.ruleranalytics.com/blog/analytics/close-loop-offline-sales-online-leads/\">closed-loop marketing</a>.\r\n\r\nWith any analytics provider, you can measure traffic from different marketing approaches and channels. But traffic volume doesn’t tell the whole story. For example: Facebook may send 75% of your overall site traffic, but that traffic may only convert 1% of the time.\r\n\r\nOn the other hand, LinkedIn may only send 5% of your site traffic, but that 5% may convert 75% of the time. In that case, prioritising your marketing efforts on LinkedIn may actually drive more revenue than prioritising efforts on Facebook—even if Facebook sends much more traffic.\r\n\r\nRuler Analytics allows you to tie revenue directly back to the channels and marketing campaigns that generated the conversion.\r\n\r\nThis allows you to go beyond metrics like traffic and referrals and determine exactly where marketing efforts are paying off for a client’s bottom line.\r\n\r\nBy focusing on the channels and campaigns that drive revenue, you can form strategies for growing profits in 2018, as well as show clients the exact ROI of working with your agency.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook in 2018: Building a Revenue-Driving Marketing Strategy</h3>\r\nAs you target channels and plan campaigns for 2018, consider taking the time to review your metrics from 2017 and see which drove the highest revenue.\r\n\r\nIf you don’t have this data, consider allocating part of your 2018 budget to a platform that enables its collection.\r\n\r\nIn the end, social shares, traffic, and leads are meaningless if they’re not ultimately growing revenue.\r\n\r\nFind the platforms that generate the most revenue, focus your efforts on those channels, and work to build an audience of your own, one that’s not dependent on a marketing channel, for a profitable 2018.','Google vs. Facebook: Which Channel Is Better for Driving Traffic?','','publish','closed','open','','google-vs-facebook','','https://www.ruleranalytics.com/blog/analytics/close-loop-offline-sales-online-leads/\nhttps://blog.parse.ly/post/2296/facebook-dominates-referral-traffic-a-coverage-overview/\nhttps://blog.parse.ly/post/6663/facebook-declines-google-grows-news-audiences/','2017-12-08 11:24:41','2017-12-08 11:24:41','',0,'https://www.ruleranalytics.com/?p=3698',0,'post','',0),(3699,3,'2017-12-08 11:07:07','2017-12-08 11:07:07','','google vs facebook','','inherit','closed','closed','','untitled-design','','','2017-12-08 11:07:36','2017-12-08 11:07:36','',3698,'https://www.ruleranalytics.com/wp-content/uploads/2017/12/Untitled-Design.png',0,'attachment','image/png',0),(3700,3,'2017-12-08 11:12:38','2017-12-08 11:12:38','As 2017 draws to a close, marketers and agencies are focused on a big question: which channels will generate the most revenue for our clients’ businesses next year?\r\n\r\nAnswering this question almost always leads to a familiar discussion: Google vs. Facebook.\r\n\r\nThis isn’t to say that other channels aren’t also important to consider. LinkedIn, Twitter, Instagram, YouTube, Bing, and Yahoo will, and probably should, also be part of your strategy for generating traffic, leads, and revenue.\r\n\r\nBut as the sites with the largest audiences, Google and Facebook merit the most consideration.\r\n\r\nWhich is more important for 2018? Let’s take a look.\r\n\r\n&nbsp;\r\n<h3>Organic vs. Paid Traffic</h3>\r\nBoth Facebook and Google can send two types of traffic to your site: organic traffic and paid traffic.\r\n\r\nOrganic traffic from Google is most often the result of SEO. Organic traffic from Facebook is most often the result of growing a large and engaged following on the social network.\r\n\r\nPaid traffic, on the other hand, generates site visitors without SEO or preexisting followers.\r\n\r\nIf you’re willing to pay the right price, you can get your Google AdWords ad to appear at the top of the search results, above all of the organic listings, and drive a lot of search traffic to your site and content.\r\n\r\nPaid advertising is a great way to grow your audience on Facebook. Create targeted ads to get your content in front of the people who are most likely to be interested in it, sending traffic to your site and increasing the number of people who like and follow your brand.\r\n\r\nDriving organic traffic from either site is a long-term goal. It can take months, or years, to build enough domain authority to earn top rankings in search, or to build a large and engaged following on Facebook.\r\n\r\nFor this reason, if you’re trying to drive traffic to a new business, or one that’s new to digital marketing, paid is often a good short-term approach for generating traffic, leads, and revenue.\r\n\r\nIt allows you to send traffic to a site while you’re working on longer-term strategies to increase organic traffic, such as building follower counts, securing inbound links, and building a library of high-quality content.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook Advertising</h3>\r\nWhen it comes to advertising, Google and Facebook aren’t really competitors. In fact, one of the most effective ways to drive traffic is by running PPC ads on both sites.\r\n\r\nGoogle AdWords ads are displayed on search result pages and are designed to drive traffic from users who are actively searching for keywords and phrases that are important to a brand.\r\n\r\nSay one of your clients is a theme park in Liverpool. With Google AdWords, you can get a result for your client’s site to display for a query like “Liverpool attractions.” This targets people who are actively looking for things to do in Liverpool.\r\n\r\nFacebook ads display in users’ news feeds, so they’re better for targeting people who may be interested but aren’t actively searching for information.\r\n\r\nWith a targeted Facebook ad, you can get theme park ads in front of people who may simply be thinking about, but not actively looking for, things to do that weekend.\r\n\r\nWith Google AdWords, get content/promotions in front of people who are actively looking for what your clients are offering. With Facebook Ads, get content/promotions in front of people who are passively interested.\r\n\r\nUsed together, the two platforms allow you to attract traffic from all types of users.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook for Organic Traffic</h3>\r\nBeyond advertising, Google and Facebook both offer ways to get brand content and messaging in front of audiences organically.\r\n\r\nWeb pages and content that adhere to the best practices of SEO can rank highly in search results and bring in traffic. Content shared on Facebook that gets lots of likes and shares can display to all followers of that brand, as well as those followers’ personal networks of friends.\r\n\r\nBut both platforms have their own unique algorithms, and neither is wholly forthcoming when it comes to explaining exactly what their algorithms prioritise. Instead, they divulge information in pieces.\r\n\r\nFor example, Google admitted that its <a href=\"https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882\">top three ranking factors</a> are quality content, inbound links, and <a href=\"https://en.wikipedia.org/wiki/RankBrain\">RankBrain</a>. Facebook will occasionally announce that certain types of content earn <a href=\"https://blog.bufferapp.com/facebook-news-feed-algorithm\">greater visibility</a> in its news feed, such as pages that load quickly, timely posts, and live videos (while they’re live).\r\n\r\nAdditionally, both platforms have a history of overtaking each other for the number of referrals sent to publishers.\r\n\r\nFor example, in June of 2015, Facebook began <a href=\"https://blog.parse.ly/post/2296/facebook-dominates-referral-traffic-a-coverage-overview/\">sending more traffic</a> to news publisher sites than Google. But this year, those referrals began to dwindle, and Google is now the <a href=\"https://blog.parse.ly/post/6663/facebook-declines-google-grows-news-audiences/\">biggest referrer of traffic</a> to news sites again.\r\n\r\nThese flips are typical in the world of digital marketing, making SEO and social media marketing two approaches that work best when used concurrently. To drive the most organic traffic, agencies should really use both platforms.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook: The Wrong Question to Ask</h3>\r\nAsking which is better, Google or Facebook, assumes that your clients’ businesses only need to focus on one of these platforms. The reality is that the best approach to digital marketing is a multi-channel approach, one that helps you build an audience of your own that isn’t dependent on any single channel.\r\n\r\nAlgorithms change, and platforms shut down. <a href=\"https://en.wikipedia.org/wiki/Google_Panda\">Google’s Panda update</a> in 2011 destroyed the traffic of many thriving websites. <a href=\"https://www.fastcompany.com/3065101/vines-surprise-shutdown-leaves-video-stars-out-in-the-cold\">Twitter shut down Vine</a> in 2016, leaving many video creators without the audiences they’d worked for years to build.\r\n\r\nFocusing all of your efforts on a single platform can be detrimental to your long-term, marketing-led revenue. You never know when major changes will impact referral traffic.\r\n\r\nThe better questions to ask are:\r\n\r\nWhat data can I use to determine which channels are driving the most traffic and revenue today?\r\n\r\nHow can I monitor that data to notice when referrals are decreasing so I can react, shift, and recover?\r\n\r\n&nbsp;\r\n<h3>Getting the Data You Need to Drive Traffic and Revenue</h3>\r\nTo answer the question Google vs. Facebook, or Facebook vs. Twitter, or SEO vs. email marketing, you need an analytics platform, like Ruler Analytics, that allows you to engage in <a href=\"https://www.ruleranalytics.com/blog/analytics/close-loop-offline-sales-online-leads/\">closed-loop marketing</a>.\r\n\r\nWith any analytics provider, you can measure traffic from different marketing approaches and channels. But traffic volume doesn’t tell the whole story. For example: Facebook may send 75% of your overall site traffic, but that traffic may only convert 1% of the time.\r\n\r\nOn the other hand, LinkedIn may only send 5% of your site traffic, but that 5% may convert 75% of the time. In that case, prioritising your marketing efforts on LinkedIn may actually drive more revenue than prioritising efforts on Facebook—even if Facebook sends much more traffic.\r\n\r\nRuler Analytics allows you to tie revenue directly back to the channels and marketing campaigns that generated the conversion.\r\n\r\nThis allows you to go beyond metrics like traffic and referrals and determine exactly where marketing efforts are paying off for a client’s bottom line.\r\n\r\nBy focusing on the channels and campaigns that drive revenue, you can form strategies for growing profits in 2018, as well as show clients the exact ROI of working with your agency.\r\n\r\n&nbsp;\r\n<h3>Google vs. Facebook in 2018: Building a Revenue-Driving Marketing Strategy</h3>\r\nAs you target channels and plan campaigns for 2018, consider taking the time to review your metrics from 2017 and see which drove the highest revenue.\r\n\r\nIf you don’t have this data, consider allocating part of your 2018 budget to a platform that enables its collection.\r\n\r\nIn the end, social shares, traffic, and leads are meaningless if they’re not ultimately growing revenue.\r\n\r\nFind the platforms that generate the most revenue, focus your efforts on those channels, and work to build an audience of your own, one that’s not dependent on a marketing channel, for a profitable 2018.','Google vs. Facebook: Which Channel Is Better for Driving Traffic?','','inherit','closed','closed','','3698-autosave-v1','','','2017-12-08 11:12:38','2017-12-08 11:12:38','',3698,'https://www.ruleranalytics.com/blog/uncategorised/3698-autosave-v1/',0,'revision','',0),(3702,0,'2017-12-09 13:43:47','2017-12-09 13:43:47','','','','publish','closed','closed','','3702','','','2017-12-09 13:43:48','2017-12-09 13:43:48','',0,'https://www.ruleranalytics.com/blog/nf_sub/3702/',0,'nf_sub','',0),(3703,0,'2017-12-10 18:24:10','2017-12-10 18:24:10','','','','publish','closed','closed','','3703','','','2017-12-10 18:24:10','2017-12-10 18:24:10','',0,'https://www.ruleranalytics.com/blog/nf_sub/3703/',0,'nf_sub','',0),(3704,0,'2017-12-10 18:24:36','2017-12-10 18:24:36','','','','publish','closed','closed','','3704','','','2017-12-10 18:24:36','2017-12-10 18:24:36','',0,'https://www.ruleranalytics.com/blog/nf_sub/3704/',0,'nf_sub','',0),(3705,0,'2017-12-11 04:05:22','2017-12-11 04:05:22','','','','publish','closed','closed','','3705','','','2017-12-11 04:05:22','2017-12-11 04:05:22','',0,'https://www.ruleranalytics.com/blog/nf_sub/3705/',0,'nf_sub','',0),(3706,3,'2017-12-13 16:13:52','2017-12-13 16:13:52','Managing PPC campaigns for a single business is time-consuming and potentially costly. But for marketing agencies who manage PPC campaigns for multiple clients, those risks increase exponentially.\r\n\r\nPPC software minimises those risks in two ways: it automates many of the more time-consuming tasks of managing PPC campaigns, and it provides insights that help agencies maximise the ROI of their ad campaigns. But not all PPC software is designed to be used by agencies.\r\n\r\nSince you need to manage and report on various client accounts across multiple searches and social networks, you need to invest in PPC software that’s designed specifically for agencies.\r\n\r\n&nbsp;\r\n<h2>The Benefits of PPC Management Software for Agencies</h2>\r\nWhen investing in the right PPC management software, marketing agencies enjoy many benefits.\r\n\r\nFirst, PPC software saves you time. For example, one of the most time-consuming tasks of managing PPC campaigns is keyword research.\r\n\r\nThe best PPC software does the keyword research for you, providing you with a long list of both high-volume and long-tail keywords to choose from.\r\n\r\nSecond, PPC software allows agencies to manage ads across multiple channels from a single view.\r\n\r\nInstead of having to build and manage ads individually in AdWords, Facebook, Twitter, and Bing Ads systems, manage PPC campaigns on all channels from a central interface.\r\n\r\nFinally, most PPC software applications have many tools designed to boost the ROI of PPC campaigns. Common PPC software features include ad performance grading and high- and under-performing keywords identification—both of which can boost ad campaign ROI.\r\n\r\nBut not all PPC software is designed to support the complex needs of agencies. When shopping for the right tool for your agency, you need to know what to look for.\r\n\r\n&nbsp;\r\n<h3>What Agencies Should Look for When Buying PPC Software</h3>\r\nThere are multiple features agencies should look for when choosing a PPC management tool:\r\n<ul>\r\n 	<li><strong>Multi-User Support:</strong> Since several people at your agency will likely work on ad campaigns for different clients, make sure to choose a tool that supports multiple users.</li>\r\n 	<li><strong>Multi-Account Support:</strong> Since you will run the ad campaigns for multiple clients, look for a tool that allows you to segregate accounts so you can manage and report on ad performance by the client.</li>\r\n 	<li><strong>Cross-Platform Management:</strong> Take advantage of the time-saving benefits of integration by selecting a tool that allows you to build and manage ad campaigns for multiple channels—Google, Bing, Facebook, Twitter, etc.—from a central source.</li>\r\n 	<li><strong>A/B Testing:</strong> Discover what headlines, copy, and/or images perform best by finding a tool that supports A/B ad testing.</li>\r\n 	<li><strong>Keyword Research and Recommendations:</strong> Get keyword recommendations—including keywords shouldn’t target—in minutes with a PPC tool with keyword research features.</li>\r\n 	<li><strong>Ad Scheduling:</strong> Choose what days and times to run ads based on historical ad campaign performance for different clients on different channels.</li>\r\n 	<li><strong>Simple Reporting:</strong> Look for a tool that allows you to build custom, white-labelled reports that you can deliver to clients to communicate campaign statuses and ROI.</li>\r\n 	<li><strong>Custom Rules:</strong> Automate starting, pausing, reducing bids, and stopping ads with custom rules that allow you to set very granular if/then conditions on ad performance.</li>\r\n 	<li><strong>Ad Grading:</strong> Find out in a glance how well ads on different networks and for different clients and campaigns are performing with scores that indicate ad performance.</li>\r\n</ul>\r\nTo find the right PPC software for your agency, determine which of the above features you need—and which of those needs are the most important. Next, take a look at the recommended software below to find the perfect solution for your agency.\r\n\r\n&nbsp;\r\n<h3>The Best PPC Software for Agencies</h3>\r\nThe following six PPC tools are each designed specifically for use by agencies and have many of the features listed in the previous section:\r\n\r\n&nbsp;\r\n<h4>1. AdStage</h4>\r\n<a href=\"https://www.adstage.io/agencies/\">AdStage</a> may be the best choice for agencies who need to create ads for different clients across multiple search and social channels. Agencies can create ads on Google, Bing, LinkedIn, Facebook, and Twitter. Better yet, create ads in bulk and A/B test them to identify the highest and lowest performers.\r\n\r\n<img class=\"aligncenter wp-image-3712\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies.gif\" alt=\"ppc software for agencies\" width=\"700\" height=\"343\" />\r\n\r\n&nbsp;\r\n<h4>2. Reportgarden</h4>\r\n<a href=\"https://reportgarden.com/\">Reportgarden</a> handles all aspects of client PPC management. Use it to manage and automate PPC accounts, create proposals for new clients, invoice existing clients, and manage approvals. The software also has SEO tools for agencies who handle all types of search engine marketing campaigns.\r\n\r\n<img class=\"aligncenter wp-image-3714\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-1.png\" alt=\"ppc software for agencies\" width=\"699\" height=\"340\" />\r\n\r\n&nbsp;\r\n<h4>3. Marin Software</h4>\r\n<a href=\"http://www.marinsoftware.com/industries/agencies\">Marin</a> provides a solution for agencies who need to track more than just PPC ads. The system provides tracking for search, social, and display ads, allowing agencies to track all different ad types for their clients to determine which perform best. Marin also supports PPC advertising on Google, Bing, Yahoo, and Baidu.\r\n\r\n<img class=\"aligncenter wp-image-3715\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-1.gif\" alt=\"ppc software for agencies\" width=\"702\" height=\"343\" />\r\n\r\n&nbsp;\r\n<h4>Acquisio</h4>\r\n<a href=\"https://www.acquisio.com/\">Acquisio</a>’s top feature is Acquisio Turing, a bid and budget management tool that helps agencies use 100% of clients’ ad budgets 100% of the time. Acquisio Turing uses fast and advanced optimisation techniques that increase clicks and conversions while keeping you from ever overspending or underspending.\r\n\r\n<img class=\"aligncenter wp-image-3720\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-3.gif\" alt=\"ppc software for agencies\" width=\"700\" height=\"287\" />\r\n\r\n&nbsp;\r\n<h4>WordStream Advisor</h4>\r\n<a href=\"https://www.wordstream.com/agencies\">WordStream Advisor</a> has the basic features agencies need, supporting unlimited users and providing segregation for tracking different client accounts. The tool’s best features are keyword research and ad scoring, which save time and boost ROI. The only downside is that it only supports Google, Bing, and <a class=\"zem_slink\" title=\"Facebook\" href=\"http://zero.facebook.com/\" target=\"_blank\" rel=\"homepage noopener\">Facebook ads</a>.\r\n\r\n<img class=\"aligncenter wp-image-3721\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-4.gif\" alt=\"ppc software for agencies\" width=\"701\" height=\"389\" />\r\n\r\n&nbsp;\r\n<h4>adCore</h4>\r\nOne of the most interesting features of <a href=\"https://www.adcore.com/\">adCore</a> is that its keyword tool generates suggestions based on a website’s content. This is an excellent feature for new and potential clients. Instead of spending hours determining what keywords to use, simply plug in the client’s web address and get a list of recommendations automatically.\r\n\r\n<img class=\"aligncenter wp-image-3727\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-2.png\" alt=\"ppc software for agencies\" width=\"701\" height=\"438\" />\r\n\r\n&nbsp;\r\n<h3>Notable Mentions</h3>\r\nInstead of providing a full suite of features like the software above, the following PPC tools provide unique features that can be used in combination with or instead of the above tools:\r\n\r\n&nbsp;\r\n<h4>1. NinjaCat</h4>\r\nIf what you’re looking for is less of a PPC automation tool and more of a way to combine data from multiple platforms into a central report, <a href=\"https://www.ninjacat.io/\">NinjaCat</a> may be the best solution. NinjaCat connects with more than 750 platforms and tools, using the data from all integrations to create comprehensive, white-labelled reports for clients.\r\n\r\n<img class=\"aligncenter wp-image-3724\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-6.gif\" alt=\"ppc software for agencies\" width=\"701\" height=\"355\" />\r\n\r\n&nbsp;\r\n<h4>2. SEMrush</h4>\r\n<a href=\"https://www.semrush.com/features/advertising-research/\">SEMrush</a> is best used in conjunction with another PPC automation tool, but it’s worth considering because it allows you to perform competitive research on ads. Find out what keywords your clients’ competitors are targeting, and how much they’re spending, to create ads that outperform the competition.\r\n\r\n<img class=\"aligncenter wp-image-3725\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-7.gif\" alt=\"ppc software for agencies\" width=\"700\" height=\"405\" />\r\n\r\n&nbsp;\r\n<h4>3. Unbounce</h4>\r\n<a href=\"https://unbounce.com/agencies/\">Unbounce</a> helps agencies build personalised and custom landing pages that can be used for PPC campaigns. Instead of sending users to a sales page that may or may not have the information they’re looking for, create individual landing pages for each PPC campaign that are targeted and personalised to boost conversions.\r\n\r\n<img class=\"aligncenter wp-image-3726\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-8.gif\" alt=\"ppc software for agencies\" width=\"701\" height=\"440\" />\r\n\r\n&nbsp;\r\n<h3>Using PPC Software + Web Analytics to Determine ROI</h3>\r\nIn the end, optimising clicks and bids for PPC ads is a means to an end, and that end should be increased revenue. To measure the ROI of PPC, you need a tool that captures visitor actions after they click on a PPC ad.\r\n\r\nDo customers who click on ads go on to convert? Or do they leave the site, only to come back and convert at a later date?\r\n\r\nThese questions are more important to determine which ads perform best than any bids, clicks, or form completion metrics.\r\n\r\nWith Ruler Analytics, you can track what PPC-driven leads do after arriving on a client’s site.\r\n\r\nFind out what pages they visit, which become leads, which request a demo, and which convert.\r\n\r\nUse anonymous visitor tracking to capture conversions that happen later than the initial visit.\r\n\r\nPPC ads are only effective if they’re driving more revenue than spend, so the final, and most important, consideration for agencies is determining in advance how you’ll attribute revenue back to clients’ PPC campaigns.','PPC Software for Agencies: 9 Tools That Boost Ad Campaign ROI','','publish','closed','open','','ppc-software','','','2017-12-14 15:08:53','2017-12-14 15:08:53','',0,'https://www.ruleranalytics.com/?p=3706',0,'post','',0),(3707,0,'2017-12-14 09:15:03','2017-12-14 09:15:03','','','','publish','closed','closed','','3707','','','2017-12-14 09:15:03','2017-12-14 09:15:03','',0,'https://www.ruleranalytics.com/blog/nf_sub/3707/',0,'nf_sub','',0),(3708,0,'2017-12-14 09:15:34','2017-12-14 09:15:34','','','','publish','closed','closed','','3708','','','2017-12-14 09:15:34','2017-12-14 09:15:34','',0,'https://www.ruleranalytics.com/blog/nf_sub/3708/',0,'nf_sub','',0),(3709,3,'2017-12-14 09:46:24','2017-12-14 09:46:24','','PPC Software for Agencies','','inherit','closed','closed','','ppc-software-for-agencies','','','2017-12-14 09:46:35','2017-12-14 09:46:35','',3706,'https://www.ruleranalytics.com/wp-content/uploads/2017/12/PPC-Software-for-Agencies.png',0,'attachment','image/png',0),(3710,0,'2017-12-14 09:47:03','2017-12-14 09:47:03','','','','publish','closed','closed','','3710','','','2017-12-14 09:47:03','2017-12-14 09:47:03','',0,'https://www.ruleranalytics.com/blog/nf_sub/3710/',0,'nf_sub','',0),(3711,3,'2017-12-14 15:06:35','2017-12-14 15:06:35','Managing PPC campaigns for a single business is time-consuming and potentially costly. But for marketing agencies who manage PPC campaigns for multiple clients, those risks increase exponentially.\n\nPPC software minimises those risks in two ways: it automates many of the more time-consuming tasks of managing PPC campaigns, and it provides insights that help agencies maximise the ROI of their ad campaigns. But not all PPC software is designed to be used by agencies.\n\nSince you need to manage and report on various client accounts across multiple searches and social networks, you need to invest in PPC software that’s designed specifically for agencies.\n\n&nbsp;\n<h2>The Benefits of PPC Management Software for Agencies</h2>\nWhen investing in the right PPC management software, marketing agencies enjoy many benefits.\n\nFirst, PPC software saves you time. For example, one of the most time-consuming tasks of managing PPC campaigns is keyword research.\n\nThe best PPC software does the keyword research for you, providing you with a long list of both high-volume and long-tail keywords to choose from.\n\nSecond, PPC software allows agencies to manage ads across multiple channels from a single view.\n\nInstead of having to build and manage ads individually in AdWords, Facebook, Twitter, and Bing Ads systems, manage PPC campaigns on all channels from a central interface.\n\nFinally, most PPC software applications have many tools designed to boost the ROI of PPC campaigns. Common PPC software features include ad performance grading and high- and under-performing keywords identification—both of which can boost ad campaign ROI.\n\nBut not all PPC software is designed to support the complex needs of agencies. When shopping for the right tool for your agency, you need to know what to look for.\n\n&nbsp;\n<h3>What Agencies Should Look for When Buying PPC Software</h3>\nThere are multiple features agencies should look for when choosing a PPC management tool:\n<ul>\n 	<li><strong>Multi-User Support:</strong> Since several people at your agency will likely work on ad campaigns for different clients, make sure to choose a tool that supports multiple users.</li>\n 	<li><strong>Multi-Account Support:</strong> Since you will run the ad campaigns for multiple clients, look for a tool that allows you to segregate accounts so you can manage and report on ad performance by the client.</li>\n 	<li><strong>Cross-Platform Management:</strong> Take advantage of the time-saving benefits of integration by selecting a tool that allows you to build and manage ad campaigns for multiple channels—Google, Bing, Facebook, Twitter, etc.—from a central source.</li>\n 	<li><strong>A/B Testing:</strong> Discover what headlines, copy, and/or images perform best by finding a tool that supports A/B ad testing.</li>\n 	<li><strong>Keyword Research and Recommendations:</strong> Get keyword recommendations—including keywords shouldn’t target—in minutes with a PPC tool with keyword research features.</li>\n 	<li><strong>Ad Scheduling:</strong> Choose what days and times to run ads based on historical ad campaign performance for different clients on different channels.</li>\n 	<li><strong>Simple Reporting:</strong> Look for a tool that allows you to build custom, white-labelled reports that you can deliver to clients to communicate campaign statuses and ROI.</li>\n 	<li><strong>Custom Rules:</strong> Automate starting, pausing, reducing bids, and stopping ads with custom rules that allow you to set very granular if/then conditions on ad performance.</li>\n 	<li><strong>Ad Grading:</strong> Find out in a glance how well ads on different networks and for different clients and campaigns are performing with scores that indicate ad performance.</li>\n</ul>\nTo find the right PPC software for your agency, determine which of the above features you need—and which of those needs are the most important. Next, take a look at the recommended software below to find the perfect solution for your agency.\n\n&nbsp;\n<h3>The Best PPC Software for Agencies</h3>\nThe following six PPC tools are each designed specifically for use by agencies and have many of the features listed in the previous section:\n\n&nbsp;\n<h4>1. AdStage</h4>\n<a href=\"https://www.adstage.io/agencies/\">AdStage</a> may be the best choice for agencies who need to create ads for different clients across multiple search and social channels. Agencies can create ads on Google, Bing, LinkedIn, Facebook, and Twitter. Better yet, create ads in bulk and A/B test them to identify the highest and lowest performers.\n\n<img class=\"aligncenter wp-image-3712\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies.gif\" alt=\"ppc software for agencies\" width=\"700\" height=\"343\" />\n\n&nbsp;\n<h4>2. Reportgarden</h4>\n<a href=\"https://reportgarden.com/\">Reportgarden</a> handles all aspects of client PPC management. Use it to manage and automate PPC accounts, create proposals for new clients, invoice existing clients, and manage approvals. The software also has SEO tools for agencies who handle all types of search engine marketing campaigns.\n\n<img class=\"aligncenter wp-image-3714\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-1.png\" alt=\"ppc software for agencies\" width=\"699\" height=\"340\" />\n\n&nbsp;\n<h4>3. Marin Software</h4>\n<a href=\"http://www.marinsoftware.com/industries/agencies\">Marin</a> provides a solution for agencies who need to track more than just PPC ads. The system provides tracking for search, social, and display ads, allowing agencies to track all different ad types for their clients to determine which perform best. Marin also supports PPC advertising on Google, Bing, Yahoo, and Baidu.\n\n<img class=\"aligncenter wp-image-3715\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-1.gif\" alt=\"ppc software for agencies\" width=\"702\" height=\"343\" />\n\n&nbsp;\n<h4>Acquisio</h4>\n<a href=\"https://www.acquisio.com/\">Acquisio</a>’s top feature is Acquisio Turing, a bid and budget management tool that helps agencies use 100% of clients’ ad budgets 100% of the time. Acquisio Turing uses fast and advanced optimisation techniques that increase clicks and conversions while keeping you from ever overspending or underspending.\n\n<img class=\"aligncenter wp-image-3720\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-3.gif\" alt=\"ppc software for agencies\" width=\"700\" height=\"287\" />\n\n&nbsp;\n<h4>WordStream Advisor</h4>\n<a href=\"https://www.wordstream.com/agencies\">WordStream Advisor</a> has the basic features agencies need, supporting unlimited users and providing segregation for tracking different client accounts. The tool’s best features are keyword research and ad scoring, which save time and boost ROI. The only downside is that it only supports Google, Bing, and <a class=\"zem_slink\" title=\"Facebook\" href=\"http://zero.facebook.com/\" target=\"_blank\" rel=\"homepage noopener\">Facebook ads</a>.\n\n<img class=\"aligncenter wp-image-3721\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-4.gif\" alt=\"ppc software for agencies\" width=\"701\" height=\"389\" />\n\n&nbsp;\n<h4>adCore</h4>\nOne of the most interesting features of <a href=\"https://www.adcore.com/\">adCore</a> is that its keyword tool generates suggestions based on a website’s content. This is an excellent feature for new and potential clients. Instead of spending hours determining what keywords to use, simply plug in the client’s web address and get a list of recommendations automatically.\n\n<img class=\"aligncenter wp-image-3727\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-2.png\" alt=\"ppc software for agencies\" width=\"701\" height=\"438\" />\n\n&nbsp;\n<h3>Notable Mentions</h3>\nInstead of providing a full suite of features like the software above, the following PPC tools provide unique features that can be used in combination with or instead of the above tools:\n\n&nbsp;\n<h4>1. NinjaCat</h4>\nIf what you’re looking for is less of a PPC automation tool and more of a way to combine data from multiple platforms into a central report, <a href=\"https://www.ninjacat.io/\">NinjaCat</a> may be the best solution. NinjaCat connects with more than 750 platforms and tools, using the data from all integrations to create comprehensive, white-labelled reports for clients.\n\n<img class=\"aligncenter wp-image-3724\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-6.gif\" alt=\"ppc software for agencies\" width=\"701\" height=\"355\" />\n\n&nbsp;\n<h4>2. SEMrush</h4>\n<a href=\"https://www.semrush.com/features/advertising-research/\">SEMrush</a> is best used in conjunction with another PPC automation tool, but it’s worth considering because it allows you to perform competitive research on ads. Find out what keywords your clients’ competitors are targeting, and how much they’re spending, to create ads that outperform the competition.\n\n<img class=\"aligncenter wp-image-3725\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-7.gif\" alt=\"ppc software for agencies\" width=\"700\" height=\"405\" />\n\n&nbsp;\n<h4>3. Unbounce</h4>\n<a href=\"https://unbounce.com/agencies/\">Unbounce</a> helps agencies build personalised and custom landing pages that can be used for PPC campaigns. Instead of sending users to a sales page that may or may not have the information they’re looking for, create individual landing pages for each PPC campaign that are targeted and personalised to boost conversions.\n\n<img class=\"aligncenter wp-image-3726\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/12/ppc-software-for-agencies-8.gif\" alt=\"ppc software for agencies\" width=\"701\" height=\"440\" />\n\n&nbsp;\n<h3>Using PPC Software + Web Analytics to Determine ROI</h3>\nIn the end, optimising clicks and bids for PPC ads is a means to an end, and that end should be increased revenue. To measure the ROI of PPC, you need a tool that captures visitor actions after they click on a PPC ad.\n\nDo customers who click on ads go on to convert? 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20:35:24','2017-12-23 20:35:24','','','','publish','closed','closed','','3766','','','2017-12-23 20:35:24','2017-12-23 20:35:24','',0,'https://www.ruleranalytics.com/blog/nf_sub/3766/',0,'nf_sub','',0),(3767,0,'2017-12-23 20:36:07','2017-12-23 20:36:07','','','','publish','closed','closed','','3767','','','2017-12-23 20:36:07','2017-12-23 20:36:07','',0,'https://www.ruleranalytics.com/blog/nf_sub/3767/',0,'nf_sub','',0),(3768,0,'2017-12-26 21:19:45','2017-12-26 21:19:45','','','','publish','closed','closed','','3768','','','2017-12-26 21:19:45','2017-12-26 21:19:45','',0,'https://www.ruleranalytics.com/blog/nf_sub/3768/',0,'nf_sub','',0),(3769,0,'2017-12-26 21:19:46','2017-12-26 21:19:46','','','','publish','closed','closed','','3769','','','2017-12-26 21:19:46','2017-12-26 21:19:46','',0,'https://www.ruleranalytics.com/blog/nf_sub/3769/',0,'nf_sub','',0),(3770,0,'2017-12-26 21:19:48','2017-12-26 21:19:48','','','','publish','closed','closed','','3770','','','2017-12-26 21:19:48','2017-12-26 21:19:48','',0,'https://www.ruleranalytics.com/blog/nf_sub/3770/',0,'nf_sub','',0),(3771,0,'2017-12-26 21:19:50','2017-12-26 21:19:50','','','','publish','closed','closed','','3771','','','2017-12-26 21:19:50','2017-12-26 21:19:50','',0,'https://www.ruleranalytics.com/blog/nf_sub/3771/',0,'nf_sub','',0),(3772,0,'2017-12-28 12:53:09','2017-12-28 12:53:09','','','','publish','closed','closed','','3772','','','2017-12-28 12:53:09','2017-12-28 12:53:09','',0,'https://www.ruleranalytics.com/blog/nf_sub/3772/',0,'nf_sub','',0),(3773,0,'2017-12-28 12:53:42','2017-12-28 12:53:42','','','','publish','closed','closed','','3773','','','2017-12-28 12:53:42','2017-12-28 12:53:42','',0,'https://www.ruleranalytics.com/blog/nf_sub/3773/',0,'nf_sub','',0),(3775,0,'2017-12-30 12:55:37','2017-12-30 12:55:37','','','','publish','closed','closed','','3775','','','2017-12-30 12:55:37','2017-12-30 12:55:37','',0,'https://www.ruleranalytics.com/blog/nf_sub/3775/',0,'nf_sub','',0),(3776,0,'2017-12-30 14:52:32','2017-12-30 14:52:32','','','','publish','closed','closed','','3776','','','2017-12-30 14:52:32','2017-12-30 14:52:32','',0,'https://www.ruleranalytics.com/blog/nf_sub/3776/',0,'nf_sub','',0),(3777,0,'2018-01-02 05:40:25','2018-01-02 05:40:25','','','','publish','closed','closed','','3777','','','2018-01-02 05:40:25','2018-01-02 05:40:25','',0,'https://www.ruleranalytics.com/blog/nf_sub/3777/',0,'nf_sub','',0),(3778,0,'2018-01-02 05:40:46','2018-01-02 05:40:46','','','','publish','closed','closed','','3778','','','2018-01-02 05:40:46','2018-01-02 05:40:46','',0,'https://www.ruleranalytics.com/blog/nf_sub/3778/',0,'nf_sub','',0),(3779,1,'2018-01-02 09:38:29','2018-01-02 09:38:29','','','','publish','closed','closed','','3779','','','2018-01-02 09:38:29','2018-01-02 09:38:29','',0,'https://www.ruleranalytics.com/blog/nf_sub/3779/',0,'nf_sub','',0),(3780,0,'2018-01-02 09:48:14','2018-01-02 09:48:14','','','','publish','closed','closed','','3780','','','2018-01-02 09:48:14','2018-01-02 09:48:14','',0,'https://www.ruleranalytics.com/blog/nf_sub/3780/',0,'nf_sub','',0),(3781,0,'2018-01-02 09:49:22','2018-01-02 09:49:22','','','','publish','closed','closed','','3781','','','2018-01-02 09:49:22','2018-01-02 09:49:22','',0,'https://www.ruleranalytics.com/blog/nf_sub/3781/',0,'nf_sub','',0),(3782,0,'2018-01-02 11:36:56','2018-01-02 11:36:56','','','','publish','closed','closed','','3782','','','2018-01-02 11:36:56','2018-01-02 11:36:56','',0,'https://www.ruleranalytics.com/blog/nf_sub/3782/',0,'nf_sub','',0),(3785,3,'2018-01-02 14:04:08','2018-01-02 14:04:08','Not all business need to drive leads to their websites.\r\n\r\nWhen someone’s driving home from work and using Google Assistant to find a place to grab dinner, they’re not going to pull over to make a reservation online.\r\n\r\nThey want to call the business.\r\n\r\nWhen someone’s out shopping for the holidays and looking for a specific gift, they’re not interested in searching an e-commerce website to find out if a local store has what they need in stock.\r\n\r\nThey want to call and ask.\r\n\r\nThere are many scenarios where people may prefer calling a business to interacting with its website: to make an appointment (healthcare) or reservation (dining), to confirm availability of an item or store hours (shopping), or to buy or reserve tickets (attractions).\r\n\r\nGoogle calls these “I-want-to-go” and “I-want-to-buy” moments, and they’re exactly what AdWords call-only ads were designed for.\r\n\r\n<img class=\"aligncenter wp-image-3787\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adWords-call-only-ads-and-call-extensions-www.ruleranalytics.com_.png\" alt=\"call only ads adwords\" width=\"698\" height=\"399\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source: </span><a href=\"https://www.thinkwithgoogle.com/marketing-resources/micro-moments/4-new-moments-every-marketer-should-know/\"><span style=\"font-weight: 400;\">think</span> <span style=\"font-weight: 400;\">with</span><span style=\"font-weight: 400;\"> Google</span></a></small>\r\n\r\n&nbsp;\r\n<h3>What Are AdWords Call-Only Ads?</h3>\r\nCall-only ads are a special type of AdWords ad that only displays to users on mobile devices.\r\n\r\nHere’s an example of how they look:\r\n\r\n<img class=\"aligncenter wp-image-3788\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adWords-call-only-ads-and-call-extensions-www.ruleranalytics.com_-1.png\" alt=\"call only ads adwords\" width=\"352\" height=\"414\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source: </span><a href=\"https://adwords.googleblog.com/2017/09/supercharge-your-call-only-ads-with-ad.html\"><span style=\"font-weight: 400;\">Inside AdWords</span></a></small>\r\n\r\nAdWords call-only ads include the following pieces of information:\r\n<ul>\r\n 	<li>Business name</li>\r\n 	<li>Phone number</li>\r\n 	<li>Website URL</li>\r\n 	<li>Approx 80-character description field</li>\r\n</ul>\r\nHowever, the URL is for display only. Unlike traditional ads where clicks direct users to a specific webpage, call-only ad clicks initiate a phone call.\r\n\r\nCall-only ads can also be <a href=\"https://adwords.googleblog.com/2017/09/supercharge-your-call-only-ads-with-ad.html\">expanded with certain extensions</a>:\r\n<ul>\r\n 	<li>Location extensions display how far a business is from the user’s current location.</li>\r\n 	<li>Structured snippet extensions provide information about products and services.</li>\r\n 	<li>Callout snippets highlight promotions, sales, or unique benefits.</li>\r\n</ul>\r\nBest of all, the ad extensions are free - there’s no additional charge to include them.\r\n\r\nCall-only ads are set up to display only when a business is open, so there’s no risk of getting charged for calls that are made when no one was on-site to answer the call.\r\n\r\nIf your marketing agency manages accounts for local businesses who could increase sales by getting more phone calls, you may want to consider running some test call-only ad campaigns.\r\n\r\n&nbsp;\r\n<h3>Call-Only Ads vs. Call Extensions</h3>\r\nAdWords provides two options for click-to-call ads: call-only ads and <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/9-ways-to-improve-your-inbound-call-conversion-rate/\">call extensions</a>.\r\n\r\nWhere call-only ads only allow users to make a phone call when clicked, call extensions provide users with an option to either visit a webpage or make a phone call.\r\n\r\nCall extensions are available on traditional AdWords ads.\r\n\r\nWhile the bulk of the ad appears the same as any other AdWords ad that links to a webpage, a call extension adds a “Call” button to the ad that initiates a phone call when clicked.\r\n\r\n<img class=\"aligncenter wp-image-3789 size-full\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adwords-call-only-ads-and-call-extensions-www.ruleranalytics.com_.png\" alt=\"call only ads adwords\" width=\"250\" height=\"216\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source:</span><a href=\"https://support.google.com/adwords/answer/2453991\"> <span style=\"font-weight: 400;\">AdWords Help</span></a></small>\r\n\r\nThere are a few big differences between call-only ads and call extensions:\r\n<ul>\r\n 	<li>Call-only ads only display on mobile devices. Call extensions can display on any device. When a user is using a device that can’t make phone calls, the call extension displays the phone number instead of a call button.</li>\r\n 	<li>Call-only ads only display a website URL—there’s no way for users to visit that URL from the ad. Call extensions allow users to choose whether they want to visit the website or make a phone call.</li>\r\n</ul>\r\nLike call-only ads, call extensions can be set up to display only when the business is open and there’s someone working who can answer calls.\r\n\r\nDetermining which option is best for your client’s business requires experimentation. Try running both types of ads, and use call tracking to measure how many calls are received and how many of those calls lead to sales.\r\n\r\n&nbsp;\r\n<h3>Call Tracking for Call-Only Ads and Call Extensions</h3>\r\nIt’s possible to track how many phone calls call-only ads and call extensions are generating directly in AdWords.\r\n\r\nOnce you have one of these two ad types set up and running, <a href=\"https://support.google.com/adwords/answer/6095882\">follow these instructions</a> to set up call tracking and reporting.\r\n\r\nAnd while AdWords will tell you how many phone calls these ads generated, its method of reporting conversions is very limited.\r\n\r\nGoogle uses the duration of the call to determine whether the call led to a conversion or not. For example, you can set it up so that only calls longer than 30 seconds are counted as conversions.\r\n\r\nBut there’s no way to prove that all calls over 30 seconds truly resulted in conversions, so there’s no way to show clients the true ROI of their call-only ads and call extensions.\r\n\r\nTo report actual ROI on calls driven by AdWords ads, you need a more <a href=\"https://www.ruleranalytics.com/call-tracking/\">advanced call tracking</a> system like Ruler Analytics.\r\n\r\nWith Ruler Analytics, track the exact number of phone calls generated by AdWords ads, and record all inbound calls for download and playback later. This allows you to listen to the calls your ads generated and determine exactly how many led to sales.\r\n\r\nSay someone calls one of your restaurant clients from an AdWords ad and makes a reservation. The call may only last a few seconds, so a 30-second conversion timer wouldn’t register that call as a conversion.\r\n\r\nHowever, if someone could play that call back later, they could hear that the call led to revenue for the business.\r\n\r\nFor clients with sales teams, Ruler Analytics tracking can also integrate directly with your client’s CRM, allowing conversions from a sales team to be connected back to the AdWords ad, or other marketing campaigns, that generated the call and sale.\r\n\r\n&nbsp;\r\n<h3>Call-Only Campaign Best Practices</h3>\r\nWhen creating call-only ad campaigns, there are a few best practices you should keep in mind:\r\n<ul>\r\n 	<li><strong>Target the right keywords.</strong> Take time to uncover the keywords that are most likely to drive calls. Look for keywords that signal a near-me or open-now intent. One good approach is to search for the keywords you’re interested in on mobile and look for other companies using call-only ads.</li>\r\n 	<li><strong>Schedule ads to run at prime times.</strong> For restaurants, prime times may be just before lunch or around dinner. For attractions, prime time may be on Friday evening or the weekend. Determine when people are most likely to be looking to call your client businesses, and run ads during those times.</li>\r\n 	<li><strong>A/B test your ad copy.</strong> The character count on call-only ads is extremely limited. You get 70 characters in total across two description lines. For this reason, it’s extremely important to use enticing, descriptive text, and the best way to do that is run a few different versions to find the highest performer.</li>\r\n 	<li><strong>Take advantage of location targeting.</strong> If someone is looking to buy a laptop, they’re probably searching for a place near them at the moment. Target ads to display in the neighbourhoods nearest to your client’s businesses to decrease costs and increase the likelihood of calls.</li>\r\n</ul>\r\nFinally, make sure to track calls and conversions, and revise your approach as needed.\r\n\r\nAs with all forms of marketing, the most important outcome is increased revenue. If you’re not using a platform that tracks how many calls lead to conversions, there will be no way to show clients that their investment in call-only ads is valuable.\r\n\r\n&nbsp;\r\n<h3>Using Call-Only Ads in AdWords to Boost Client Revenue</h3>\r\nFor local businesses, phone calls and in-person visits are often much more profitable than visits to a website.\r\n\r\nIf your agency has local business clients, AdWords call-only ads and call extensions can be a valuable means of <a href=\"https://www.ruleranalytics.com/blog/agency/predictable-revenue/\">boosting revenue</a> and proving that their investment in your agency’s services is worthwhile.\r\n\r\nIf you’re currently running AdWords ads for clients who want more phone calls, consider running a test where you allocate a portion of the cost of running ads to call-only ads or call extensions.\r\n\r\nTrack the conversions those new ads generate, and you’ll have a good indicator of the value of those ads types at the end of the experiment.\r\n\r\n[activecampaign form=18]','How to Take Advantage of AdWords Call-Only Ads and Call Extensions','','publish','closed','open','','call-only-ads-adwords','','\nhttps://www.ruleranalytics.com/blog/phone-call-tracking/9-ways-to-improve-your-inbound-call-conversion-rate/','2018-01-02 15:23:54','2018-01-02 15:23:54','',0,'https://www.ruleranalytics.com/?p=3785',0,'post','',1),(3787,3,'2018-01-02 13:54:19','2018-01-02 13:54:19','','take advantage of adWords call-only ads and call extensions - www.ruleranalytics.com','','inherit','closed','closed','','take-advantage-of-adwords-call-only-ads-and-call-extensions-www-ruleranalytics-com','','','2018-01-02 14:19:50','2018-01-02 14:19:50','',3785,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adWords-call-only-ads-and-call-extensions-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(3788,3,'2018-01-02 13:58:04','2018-01-02 13:58:04','','take advantage of adWords call-only ads and call extensions - www.ruleranalytics.com','','inherit','closed','closed','','take-advantage-of-adwords-call-only-ads-and-call-extensions-www-ruleranalytics-com-2','','','2018-01-02 14:19:55','2018-01-02 14:19:55','',3785,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adWords-call-only-ads-and-call-extensions-www.ruleranalytics.com_-1.png',0,'attachment','image/png',0),(3789,3,'2018-01-02 14:03:33','2018-01-02 14:03:33','','take advantage of adwords call-only ads and call extensions - www.ruleranalytics.com','','inherit','closed','closed','','take-advantage-of-adwords-call-only-ads-and-call-extensions-www-ruleranalytics-com-3','','','2018-01-02 14:19:58','2018-01-02 14:19:58','',3785,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adwords-call-only-ads-and-call-extensions-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(3790,3,'2018-01-02 15:22:39','2018-01-02 15:22:39','Not all business need to drive leads to their websites.\r\n\r\nWhen someone’s driving home from work and using Google Assistant to find a place to grab dinner, they’re not going to pull over to make a reservation online.\r\n\r\nThey want to call the business.\r\n\r\nWhen someone’s out shopping for the holidays and looking for a specific gift, they’re not interested in searching an e-commerce website to find out if a local store has what they need in stock.\r\n\r\nThey want to call and ask.\r\n\r\nThere are many scenarios where people may prefer calling a business to interacting with its website: to make an appointment (healthcare) or reservation (dining), to confirm availability of an item or store hours (shopping), or to buy or reserve tickets (attractions).\r\n\r\nGoogle calls these “I-want-to-go” and “I-want-to-buy” moments, and they’re exactly what AdWords call-only ads were designed for.\r\n\r\n<img class=\"aligncenter wp-image-3787\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adWords-call-only-ads-and-call-extensions-www.ruleranalytics.com_.png\" alt=\"call only ads adwords\" width=\"698\" height=\"399\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source: </span><a href=\"https://www.thinkwithgoogle.com/marketing-resources/micro-moments/4-new-moments-every-marketer-should-know/\"><span style=\"font-weight: 400;\">think</span> <span style=\"font-weight: 400;\">with</span><span style=\"font-weight: 400;\"> Google</span></a></small>\r\n\r\n&nbsp;\r\n<h3>What Are AdWords Call-Only Ads?</h3>\r\nCall-only ads are a special type of AdWords ad that only displays to users on mobile devices.\r\n\r\nHere’s an example of how they look:\r\n\r\n<img class=\"aligncenter wp-image-3788\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adWords-call-only-ads-and-call-extensions-www.ruleranalytics.com_-1.png\" alt=\"call only ads adwords\" width=\"352\" height=\"414\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source: </span><a href=\"https://adwords.googleblog.com/2017/09/supercharge-your-call-only-ads-with-ad.html\"><span style=\"font-weight: 400;\">Inside AdWords</span></a></small>\r\n\r\nAdWords call-only ads include the following pieces of information:\r\n<ul>\r\n 	<li>Business name</li>\r\n 	<li>Phone number</li>\r\n 	<li>Website URL</li>\r\n 	<li>Approx 80-character description field</li>\r\n</ul>\r\nHowever, the URL is for display only. Unlike traditional ads where clicks direct users to a specific webpage, call-only ad clicks initiate a phone call.\r\n\r\nCall-only ads can also be <a href=\"https://adwords.googleblog.com/2017/09/supercharge-your-call-only-ads-with-ad.html\">expanded with certain extensions</a>:\r\n<ul>\r\n 	<li>Location extensions display how far a business is from the user’s current location.</li>\r\n 	<li>Structured snippet extensions provide information about products and services.</li>\r\n 	<li>Callout snippets highlight promotions, sales, or unique benefits.</li>\r\n</ul>\r\nBest of all, the ad extensions are free - there’s no additional charge to include them.\r\n\r\nCall-only ads are set up to display only when a business is open, so there’s no risk of getting charged for calls that are made when no one was on-site to answer the call.\r\n\r\nIf your marketing agency manages accounts for local businesses who could increase sales by getting more phone calls, you may want to consider running some test call-only ad campaigns.\r\n\r\n&nbsp;\r\n<h3>Call-Only Ads vs. Call Extensions</h3>\r\nAdWords provides two options for click-to-call ads: call-only ads and <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/9-ways-to-improve-your-inbound-call-conversion-rate/\">call extensions</a>.\r\n\r\nWhere call-only ads only allow users to make a phone call when clicked, call extensions provide users with an option to either visit a webpage or make a phone call.\r\n\r\nCall extensions are available on traditional AdWords ads.\r\n\r\nWhile the bulk of the ad appears the same as any other AdWords ad that links to a webpage, a call extension adds a “Call” button to the ad that initiates a phone call when clicked.\r\n\r\n<img class=\"aligncenter wp-image-3789 size-full\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/take-advantage-of-adwords-call-only-ads-and-call-extensions-www.ruleranalytics.com_.png\" alt=\"call only ads adwords\" width=\"250\" height=\"216\" />\r\n\r\n<small><span style=\"font-weight: 400;\">Source:</span><a href=\"https://support.google.com/adwords/answer/2453991\"> <span style=\"font-weight: 400;\">AdWords Help</span></a></small>\r\n\r\nThere are a few big differences between call-only ads and call extensions:\r\n<ul>\r\n 	<li>Call-only ads only display on mobile devices. Call extensions can display on any device. When a user is using a device that can’t make phone calls, the call extension displays the phone number instead of a call button.</li>\r\n 	<li>Call-only ads only display a website URL—there’s no way for users to visit that URL from the ad. Call extensions allow users to choose whether they want to visit the website or make a phone call.</li>\r\n</ul>\r\nLike call-only ads, call extensions can be set up to display only when the business is open and there’s someone working who can answer calls.\r\n\r\nDetermining which option is best for your client’s business requires experimentation. Try running both types of ads, and use call tracking to measure how many calls are received and how many of those calls lead to sales.\r\n\r\n&nbsp;\r\n<h3>Call Tracking for Call-Only Ads and Call Extensions</h3>\r\nIt’s possible to track how many phone calls call-only ads and call extensions are generating directly in AdWords.\r\n\r\nOnce you have one of these two ad types set up and running, <a href=\"https://support.google.com/adwords/answer/6095882\">follow these instructions</a> to set up call tracking and reporting.\r\n\r\nAnd while AdWords will tell you how many phone calls these ads generated, its method of reporting conversions is very limited.\r\n\r\nGoogle uses the duration of the call to determine whether the call led to a conversion or not. For example, you can set it up so that only calls longer than 30 seconds are counted as conversions.\r\n\r\nBut there’s no way to prove that all calls over 30 seconds truly resulted in conversions, so there’s no way to show clients the true ROI of their call-only ads and call extensions.\r\n\r\nTo report actual ROI on calls driven by AdWords ads, you need a more <a href=\"https://www.ruleranalytics.com/call-tracking/\">advanced call tracking</a> system like Ruler Analytics.\r\n\r\nWith Ruler Analytics, track the exact number of phone calls generated by AdWords ads, and record all inbound calls for download and playback later. This allows you to listen to the calls your ads generated and determine exactly how many led to sales.\r\n\r\nSay someone calls one of your restaurant clients from an AdWords ad and makes a reservation. The call may only last a few seconds, so a 30-second conversion timer wouldn’t register that call as a conversion.\r\n\r\nHowever, if someone could play that call back later, they could hear that the call led to revenue for the business.\r\n\r\nFor clients with sales teams, Ruler Analytics tracking can also integrate directly with your client’s CRM, allowing conversions from a sales team to be connected back to the AdWords ad, or other marketing campaigns, that generated the call and sale.\r\n\r\n&nbsp;\r\n<h3>Call-Only Campaign Best Practices</h3>\r\nWhen creating call-only ad campaigns, there are a few best practices you should keep in mind:\r\n<ul>\r\n 	<li><strong>Target the right keywords.</strong> Take time to uncover the keywords that are most likely to drive calls. Look for keywords that signal a near-me or open-now intent. One good approach is to search for the keywords you’re interested in on mobile and look for other companies using call-only ads.</li>\r\n 	<li><strong>Schedule ads to run at prime times.</strong> For restaurants, prime times may be just before lunch or around dinner. For attractions, prime time may be on Friday evening or the weekend. Determine when people are most likely to be looking to call your client businesses, and run ads during those times.</li>\r\n 	<li><strong>A/B test your ad copy.</strong> The character count on call-only ads is extremely limited. You get 70 characters in total across two description lines. For this reason, it’s extremely important to use enticing, descriptive text, and the best way to do that is run a few different versions to find the highest performer.</li>\r\n 	<li><strong>Take advantage of location targeting.</strong> If someone is looking to buy a laptop, they’re probably searching for a place near them at the moment. Target ads to display in the neighbourhoods nearest to your client’s businesses to decrease costs and increase the likelihood of calls.</li>\r\n</ul>\r\nFinally, make sure to track calls and conversions, and revise your approach as needed.\r\n\r\nAs with all forms of marketing, the most important outcome is increased revenue. If you’re not using a platform that tracks how many calls lead to conversions, there will be no way to show clients that their investment in call-only ads is valuable.\r\n\r\n&nbsp;\r\n<h3>Using Call-Only Ads in AdWords to Boost Client Revenue</h3>\r\nFor local businesses, phone calls and in-person visits are often much more profitable than visits to a website.\r\n\r\nIf your agency has local business clients, AdWords call-only ads and call extensions can be a valuable means of boosting revenue and proving that their investment in your agency’s services is worthwhile.\r\n\r\nIf you’re currently running AdWords ads for clients who want more phone calls, consider running a test where you allocate a portion of the cost of running ads to call-only ads or call extensions.\r\n\r\nTrack the conversions those new ads generate, and you’ll have a good indicator of the value of those ads types at the end of the experiment.\r\n\r\n[activecampaign form=18]','How to Take Advantage of AdWords Call-Only Ads and Call Extensions','','inherit','closed','closed','','3785-autosave-v1','','','2018-01-02 15:22:39','2018-01-02 15:22:39','',3785,'https://www.ruleranalytics.com/blog/uncategorised/3785-autosave-v1/',0,'revision','',0),(3791,3,'2018-01-02 14:40:57','2018-01-02 14:40:57','','How to Take Advantage of AdWords Call-Only Ads and Call Extensions - www.ruleranalytics.com','','inherit','closed','closed','','how-to-take-advantage-of-adwords-call-only-ads-and-call-extensions-www-ruleranalytics-com','','','2018-01-02 14:41:08','2018-01-02 14:41:08','',3785,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/How-to-Take-Advantage-of-AdWords-Call-Only-Ads-and-Call-Extensions-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(3792,0,'2018-01-02 15:56:52','2018-01-02 15:56:52','','','','publish','closed','closed','','3792','','','2018-01-02 15:56:52','2018-01-02 15:56:52','',0,'https://www.ruleranalytics.com/blog/nf_sub/3792/',0,'nf_sub','',0),(3793,0,'2018-01-02 15:58:50','2018-01-02 15:58:50','','','','publish','closed','closed','','3793','','','2018-01-02 15:58:50','2018-01-02 15:58:50','',0,'https://www.ruleranalytics.com/blog/nf_sub/3793/',0,'nf_sub','',0),(3794,0,'2018-01-04 09:17:19','2018-01-04 09:17:19','','','','publish','closed','closed','','3794','','','2018-01-04 09:17:20','2018-01-04 09:17:20','',0,'https://www.ruleranalytics.com/blog/nf_sub/3794/',0,'nf_sub','',0),(3795,0,'2018-01-04 09:17:58','2018-01-04 09:17:58','','','','publish','closed','closed','','3795','','','2018-01-04 09:17:58','2018-01-04 09:17:58','',0,'https://www.ruleranalytics.com/blog/nf_sub/3795/',0,'nf_sub','',0),(3797,2,'2018-01-10 16:57:47','2018-01-10 16:57:47','<span style=\"font-weight: 400;\">We know that getting your work done requires many different web applications. </span><span style=\"font-weight: 400;\">In fact, the average business uses between 10 and 16 apps. </span>\r\n\r\n<span style=\"font-weight: 400;\">You have your email app, CRM, note-taking tool, cloud storage tool, team communication app, along with project management tools and various to-do lists. </span>\r\n\r\n<span style=\"font-weight: 400;\">Sometimes, it can be a struggle to get them all working in tandem. </span>\r\n\r\n<span style=\"font-weight: 400;\">Ruler Analytics now connects to 1,000 other web tools, thanks to the<a href=\"https://zapier.com/apps/ruler-analytics/integrations\"> Zapier integration</a>. You can choose your favourite applications and easily integrate them with Ruler Analytics.</span>\r\n\r\n<span style=\"font-weight: 400;\">With workflow automation tool Zapier, you can set up your own codeless integrations called \"Zaps\". </span>\r\n\r\n<span style=\"font-weight: 400;\">Zaps will automatically send information from one tool to another, so you\'ll spend less time manually transferring data between your business tools and can dedicate more focus to creative, big picture tasks.</span>\r\n\r\n&nbsp;\r\n<h3><span style=\"font-weight: 400;\">Boost Your Productivity with Popular Ruler Analytics Integrations</span></h3>\r\n<span style=\"font-weight: 400;\">No matter what other apps you use, chances are Ruler Analytics integrates with them via Zapier. </span>\r\n\r\n<span style=\"font-weight: 400;\">Here are some of the most popular integrations that Ruler Analytics users already use to be more productive.</span>\r\n\r\n<script src=\"https://zapier.com/zapbook/embed/widget.js?services=ruler-analytics&limit=10\"></script>\r\n\r\n<span style=\"font-weight: 400;\">The New Year is the perfect time to evaluate your processes and find ways to boost productivity. </span>\r\n\r\n<span style=\"font-weight: 400;\">Try out some of the Zaps above or view more ways to integrate Ruler Analytics.</span>\r\n\r\n&nbsp;\r\n<h4><span style=\"font-weight: 400;\">MORE INFO ABOUT ZAPIER</span></h4>\r\n<ul>\r\n 	<li><span style=\"font-weight: 400;\"><a href=\"https://zapier.com/\">Zapier</a> is a workflow automation tool that connects with <a href=\"https://zapier.com/apps\">1,000 web tools.</a></span></li>\r\n 	<li><span style=\"font-weight: 400;\"> Zapier allows professionals to build their own integrations without writing a line of code</span></li>\r\n 	<li><span style=\"font-weight: 400;\"> Create automated workflows, aka \"Zaps,\" that connect two or more web tools together</span></li>\r\n 	<li><span style=\"font-weight: 400;\"> Use Zapier for free or choose the <a href=\"https://zapier.com/pricing/\">plan</a> that\'s right for you</span></li>\r\n</ul>','Ruler Analytics Now Has 1,000 Integrations','','publish','closed','open','','1000-integrations','','','2018-01-10 17:23:58','2018-01-10 17:23:58','',0,'https://www.ruleranalytics.com/?p=3797',0,'post','',1),(3798,1,'2018-01-08 10:03:42','2018-01-08 10:03:42','','ruler-analytics-banner-blue','','inherit','closed','closed','','ruler-analytics-banner-blue','','','2018-01-08 10:03:42','2018-01-08 10:03:42','',3797,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/ruler-analytics-banner-blue.png',0,'attachment','image/png',0),(3799,1,'2018-01-08 10:05:25','2018-01-08 10:05:25','The Ruler Analytics logo surrounded by the logos it integrates with','zapier-ruler-analytics-integrations','','inherit','closed','closed','','ruler-analytics-banner-orange','','','2018-01-08 10:06:07','2018-01-08 10:06:07','',3797,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/ruler-analytics-banner-orange.png',0,'attachment','image/png',0),(3800,0,'2018-01-08 12:37:54','2018-01-08 12:37:54','','','','publish','closed','closed','','3800','','','2018-01-08 12:37:54','2018-01-08 12:37:54','',0,'https://www.ruleranalytics.com/blog/nf_sub/3800/',0,'nf_sub','',0),(3805,3,'2018-01-11 16:48:58','2018-01-11 16:48:58','“Calls are the new clicks.”\r\n\r\nThat’s the statement used to summarise the findings from a recent <a href=\"http://blog.biakelsey.com/index.php/2016/03/08/analyst-workshop-the-what-and-why-of-call-commerce/\">study conducted by BIA Kelsey</a> on the actions consumers are most likely to take on smartphones.\r\n\r\nThe study found that increased adoption of smartphones is leading to “an explosion of phone calls.”\r\n\r\nBy 2019, calls to businesses from mobile devices are expected to reach 162 billion globally—a 73% increase since 2015.\r\n\r\nAs the importance of digital marketing grows, it’s easy to overlook more traditional inbound channels. But doing so is a mistake. Mobile users are looking for instant answers, and in many cases, the quickest and simplest way to get those answers is to make a phone call.\r\n\r\nIf you’re not tracking inbound phone calls, you have a serious gap in your marketing metrics.\r\n\r\nClicks, form completions, online conversions—these are all crucial metrics to track, but they’re not comprehensive.\r\n\r\nTo paint a complete picture of marketing-driven revenue, you must track inbound phone calls as well as online actions.\r\n\r\nTo do this, you’ll need to invest in the best call tracking software.\r\n\r\n&nbsp;\r\n<h3>What Is Call Tracking Software?</h3>\r\n<img class=\"aligncenter wp-image-3807\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/call-tracking-software-www.ruleranalytics.com_.jpg\" alt=\"call tracking software - www.ruleranalytics.com\" width=\"701\" height=\"438\" />\r\n\r\n&nbsp;\r\n\r\n<a href=\"https://www.ruleranalytics.com/call-tracking/\">Call tracking</a> software allows businesses to track phone call metrics.\r\n\r\nMarketers use these metrics to attribute offline phone calls back to the digital channels or campaigns that drove them.\r\n\r\nCall tracking software works by generating dynamic phone numbers that appear on your website, digital ads, social media channels, or local business profiles.\r\n\r\nAll of the calls are routed to your main business number, but having users dial different phone numbers allows the system to identify and record the source of the call.\r\n\r\nThough features vary between call tracking software providers, most include integrations with web analytics and CRM systems.\r\n\r\nThese integrations allow marketers to track the full customer lifecycle, attributing conversions made by sales team members all the way back to the very first marketing touchpoint.\r\n\r\nCall tracking software provides many benefits:\r\n<ul>\r\n 	<li><strong>Close the loop between marketing and sales and online and offline interactions.</strong> Call tracking allows marketers to identify the exact amount of revenue their campaigns are generating, regardless of whether conversions happen via a website cart or through a phone call with a sales rep.</li>\r\n 	<li><strong>Track all leads in a central tool.</strong> Are your customers self-servicing, or are they reaching out most often by email, phone call, click-to-chat, or social media messaging? A call tracking tool that integrates with your web analytics platform provides a centralised view of all of this data.</li>\r\n 	<li><strong>Know what leads are interested in before asking the first question.</strong> When sales reps can see what website pages and campaigns prospects viewed before calling, they can form a clearer picture of which products/features that prospect is interested in, allowing for more personalised conversations.</li>\r\n 	<li><strong>See which profiles, campaigns, and content generate the most leads and revenue.</strong> Adding call tracking to your web analytics paints a complete picture of which marketing initiatives are driving the greatest number of leads and the most revenue for your business or clients.</li>\r\n</ul>\r\n&nbsp;\r\n<h3>What to Look for in Call Tracking Software</h3>\r\nBefore shopping for inbound call tracking software, it’s important to understand some of the features that are available.\r\n\r\nDetermine which are most important for your needs, budget, and business model, and make sure the solution you select has all of the features you identify as critical.\r\n\r\nSome common call tracking software features include:\r\n<ul>\r\n 	<li><strong>Multi-Channel Call Attribution</strong> – This feature allows you to attribute each phone call back to the marketing campaign or search keyword that generated it.</li>\r\n 	<li><strong>Unique Phone Numbers</strong> – This feature generates different phone numbers that can be used to track inbound calls from both online and offline campaigns. Place a phone number on a billboard, in a print/digital add, in a television commercial, or on your social media profile, and track how many calls it generates.</li>\r\n 	<li><strong>Dynamic Number Insertion</strong> – Each visitor to your website is presented with a different phone number to call, allowing you to track not only website-generated leads and revenue overall but also the pre-call actions and views of individual visitors.</li>\r\n 	<li><strong>Call Recording</strong> – Record inbound phone calls and play them back later. Use the recordings to determine which calls led to conversions, evaluate the quality of leads generated from different campaigns, or find opportunities where your customer service or sales conversations could be improved.</li>\r\n 	<li><strong>Local or Toll-Free Number Generation</strong> – Provide callers with toll-free numbers for global campaigns, or highlight your business’ nearby location with local phone numbers.</li>\r\n 	<li><strong>Web Analytics Integration</strong> – <a href=\"https://www.ruleranalytics.com/blog/new-features/1000-integrations/\">Integrate your call tracking software</a> with your web analytics program to get a centralised view of campaign performance across all channels.</li>\r\n 	<li><strong>CRM Integration</strong> – Integrate your call tracking software with your CRM to connect revenue back to the marketing campaigns that generated it.</li>\r\n</ul>\r\n&nbsp;\r\n<h3>Getting Started with Call Tracking Software</h3>\r\nOnce you’ve subscribed to your selected call tracking platform, it’s time to set everything up so you can enjoy the benefits of measuring marketing-generated phone calls.\r\n\r\nMake sure to enable integrations with your web analytics and <a href=\"https://www.ruleranalytics.com/blog/ruler-information/step-by-step-how-to-add-marketing-data-to-pipedrive-crm-deals/\">CRM systems</a>, if available, so that you can track leads, goals, and conversions across all three platforms. Next, set at least one specific goal or KPI to track. Here are some ideas:\r\n<ul>\r\n 	<li>Increase incoming calls from Google AdWords call-only ads or call extensions.</li>\r\n 	<li>Use recorded phone calls to improve customer service.</li>\r\n 	<li>Generate more phone calls from Google My Business listings.</li>\r\n 	<li>Calculate marketing-driven revenue from inbound phone calls.</li>\r\n 	<li>Increase your total number of local customers.</li>\r\n</ul>\r\nOnce you’ve set your goals and KPIs, make sure your system is set up to track your progress.\r\n\r\nCreate local or toll-free numbers as needed, turn on <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/dynamic-number-insertion-work/\">dynamic number insertion</a>, and update your phone numbers across digital profiles.\r\n\r\nIt shouldn’t take too long to get up and running.\r\n\r\n&nbsp;\r\n<h3>Catering to Analog Behaviours in a Digital World</h3>\r\nSure, the telephone was invented nearly 150 years ago.\r\n\r\nCompared to texting, messaging, and click-to-chat, phone calls are an archaic way of communicating. But the real benefit of technology for consumers is its convenience, not its newness or novelty.\r\n\r\nModern consumers have access to all of the information they need, the moment they need it, wherever they are in the world.\r\n\r\nThe availability of access to information has created the expectation that answers should come instantly, and email, text messaging, and click-to-chat are slower forms of communication than a phone call.\r\n\r\nFor this reason, the prevalence of mobile adoption makes call tracking more important for marketers than ever.\r\n\r\nIf you’re not tracking phone call metrics, you’re missing out on a wealth of information about your customers, the effectiveness of your marketing campaigns, and the ROI of your company’s or clients’ investments in marketing.\r\n\r\n[activecampaign form=16]','What Features to Look for in Inbound Call Tracking Software','','publish','closed','open','','best-call-tracking-software','','https://www.ruleranalytics.com/blog/new-features/1000-integrations/\nhttps://www.ruleranalytics.com/blog/ruler-information/step-by-step-how-to-add-marketing-data-to-pipedrive-crm-deals/','2018-01-22 13:41:25','2018-01-22 13:41:25','',0,'https://www.ruleranalytics.com/?p=3805',0,'post','',1),(3807,3,'2018-01-11 15:57:55','2018-01-11 15:57:55','','call tracking software - www.ruleranalytics.com','','inherit','closed','closed','','call-tracking-software-www-ruleranalytics-com','','','2018-01-11 15:58:08','2018-01-11 15:58:08','',3805,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/call-tracking-software-www.ruleranalytics.com_.jpg',0,'attachment','image/jpeg',0),(3809,3,'2018-01-11 16:48:32','2018-01-11 16:48:32','','call tracking software - www.ruleranalytics.com','','inherit','closed','closed','','call-tracking-software-www-ruleranalytics-com-2','','','2018-01-11 16:48:46','2018-01-11 16:48:46','',3805,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/call-tracking-software-www.ruleranalytics.com_.png',0,'attachment','image/png',0),(3810,3,'2018-01-11 17:30:56','2018-01-11 17:30:56','“Calls are the new clicks.”\r\n\r\nThat’s the statement used to summarise the findings from a recent <a href=\"http://blog.biakelsey.com/index.php/2016/03/08/analyst-workshop-the-what-and-why-of-call-commerce/\">study conducted by BIA Kelsey</a> on the actions consumers are most likely to take on smartphones.\r\n\r\nThe study found that increased adoption of smartphones is leading to “an explosion of phone calls.”\r\n\r\nBy 2019, calls to businesses from mobile devices are expected to reach 162 billion globally—a 73% increase since 2015.\r\n\r\nAs the importance of digital marketing grows, it’s easy to overlook more traditional inbound channels. But doing so is a mistake. Mobile users are looking for instant answers, and in many cases, the quickest and simplest way to get those answers is to make a phone call.\r\n\r\nIf you’re not tracking inbound phone calls, you have a serious gap in your marketing metrics.\r\n\r\nClicks, form completions, online conversions—these are all crucial metrics to track, but they’re not comprehensive.\r\n\r\nTo paint a complete picture of marketing-driven revenue, you must track inbound phone calls as well as online actions.\r\n\r\nTo do this, you’ll need to invest in the best call tracking software.\r\n\r\n&nbsp;\r\n<h3>What Is Call Tracking Software?</h3>\r\n<img class=\"aligncenter wp-image-3807\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/call-tracking-software-www.ruleranalytics.com_.jpg\" alt=\"call tracking software - www.ruleranalytics.com\" width=\"701\" height=\"438\" />\r\n\r\n&nbsp;\r\n\r\n<a href=\"https://www.ruleranalytics.com/call-tracking/\">Call tracking</a> software allows businesses to track phone call metrics.\r\n\r\nMarketers use these metrics to attribute offline phone calls back to the digital channels or campaigns that drove them.\r\n\r\nCall tracking software works by generating dynamic phone numbers that appear on your website, digital ads, social media channels, or local business profiles.\r\n\r\nAll of the calls are routed to your main business number, but having users dial different phone numbers allows the system to identify and record the source of the call.\r\n\r\nThough features vary between call tracking software providers, most include integrations with web analytics and CRM systems.\r\n\r\nThese integrations allow marketers to track the full customer lifecycle, attributing conversions made by sales team members all the way back to the very first marketing touchpoint.\r\n\r\nCall tracking software provides many benefits:\r\n<ul>\r\n 	<li><strong>Close the loop between marketing and sales and online and offline interactions.</strong> Call tracking allows marketers to identify the exact amount of revenue their campaigns are generating, regardless of whether conversions happen via a website cart or through a phone call with a sales rep.</li>\r\n 	<li><strong>Track all leads in a central tool.</strong> Are your customers self-servicing, or are they reaching out most often by email, phone call, click-to-chat, or social media messaging? A call tracking tool that integrates with your web analytics platform provides a centralised view of all of this data.</li>\r\n 	<li><strong>Know what leads are interested in before asking the first question.</strong> When sales reps can see what website pages and campaigns prospects viewed before calling, they can form a clearer picture of which products/features that prospect is interested in, allowing for more personalised conversations.</li>\r\n 	<li><strong>See which profiles, campaigns, and content generate the most leads and revenue.</strong> Adding call tracking to your web analytics paints a complete picture of which marketing initiatives are driving the greatest number of leads and the most revenue for your business or clients.</li>\r\n</ul>\r\n&nbsp;\r\n<h3>What to Look for in Call Tracking Software</h3>\r\nBefore shopping for inbound call tracking software, it’s important to understand some of the features that are available.\r\n\r\nDetermine which are most important for your needs, budget, and business model, and make sure the solution you select has all of the features you identify as critical.\r\n\r\nSome common call tracking software features include:\r\n<ul>\r\n 	<li><strong>Multi-Channel Call Attribution</strong> – This feature allows you to attribute each phone call back to the marketing campaign or search keyword that generated it.</li>\r\n 	<li><strong>Unique Phone Numbers</strong> – This feature generates different phone numbers that can be used to track inbound calls from both online and offline campaigns. Place a phone number on a billboard, in a print/digital add, in a television commercial, or on your social media profile, and track how many calls it generates.</li>\r\n 	<li><strong>Dynamic Number Insertion</strong> – Each visitor to your website is presented with a different phone number to call, allowing you to track not only website-generated leads and revenue overall but also the pre-call actions and views of individual visitors.</li>\r\n 	<li><strong>Call Recording</strong> – Record inbound phone calls and play them back later. Use the recordings to determine which calls led to conversions, evaluate the quality of leads generated from different campaigns, or find opportunities where your customer service or sales conversations could be improved.</li>\r\n 	<li><strong>Local or Toll-Free Number Generation</strong> – Provide callers with toll-free numbers for global campaigns, or highlight your business’ nearby location with local phone numbers.</li>\r\n 	<li><strong>Web Analytics Integration</strong> – <a href=\"https://www.ruleranalytics.com/blog/new-features/1000-integrations/\">Integrate your call tracking software</a> with your web analytics program to get a centralised view of campaign performance across all channels.</li>\r\n 	<li><strong>CRM Integration</strong> – Integrate your call tracking software with your CRM to connect revenue back to the marketing campaigns that generated it.</li>\r\n</ul>\r\n&nbsp;\r\n<h3>Getting Started with Call Tracking Software</h3>\r\nOnce you’ve subscribed to your selected call tracking platform, it’s time to set everything up so you can enjoy the benefits of measuring marketing-generated phone calls.\r\n\r\nMake sure to enable integrations with your web analytics and <a href=\"https://www.ruleranalytics.com/blog/ruler-information/step-by-step-how-to-add-marketing-data-to-pipedrive-crm-deals/\">CRM systems</a>, if available, so that you can track leads, goals, and conversions across all three platforms. Next, set at least one specific goal or KPI to track. Here are some ideas:\r\n<ul>\r\n 	<li>Increase incoming calls from Google AdWords call-only ads or call extensions.</li>\r\n 	<li>Use recorded phone calls to improve customer service.</li>\r\n 	<li>Generate more phone calls from Google My Business listings.</li>\r\n 	<li>Calculate marketing-driven revenue from inbound phone calls.</li>\r\n 	<li>Increase your total number of local customers.</li>\r\n</ul>\r\nOnce you’ve set your goals and KPIs, make sure your system is set up to track your progress.\r\n\r\nCreate local or toll-free numbers as needed, turn on <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/dynamic-number-insertion-work/\">dynamic number insertion</a>, and update your phone numbers across digital profiles.\r\n\r\nIt shouldn’t take too long to get up and running.\r\n\r\n&nbsp;\r\n<h3>Catering to Analog Behaviours in a Digital World</h3>\r\nSure, the telephone was invented nearly 150 years ago.\r\n\r\nCompared to texting, messaging, and click-to-chat, phone calls are an archaic way of communicating. But the real benefit of technology for consumers is its convenience, not its newness or novelty.\r\n\r\nModern consumers have access to all of the information they need, the moment they need it, wherever they are in the world.\r\n\r\nThe availability of access to information has created the expectation that answers should come instantly, and email, text messaging, and click-to-chat are slower forms of communication than a phone call.\r\n\r\nFor this reason, the prevalence of mobile adoption makes call tracking more important for marketers than ever.\r\n\r\nIf you’re not tracking phone call metrics, you’re missing out on a wealth of information about your customers, the effectiveness of your marketing campaigns, and the ROI of your company’s or clients’ investments in marketing.\r\n\r\n[activecampaign form=16]','What Features to Look for in Inbound Call Tracking Software','','inherit','closed','closed','','3805-autosave-v1','','','2018-01-11 17:30:56','2018-01-11 17:30:56','',3805,'https://www.ruleranalytics.com/blog/uncategorised/3805-autosave-v1/',0,'revision','',0),(3811,3,'2018-01-11 17:27:30','2018-01-11 17:27:30','Do you ever struggle to find where your next set of leads are going to come from?\r\n\r\nDo you ever wish you could log in to your competitor\'s computer and see where <em>their</em> leads are coming from?\r\n\r\nIt\'s a problem every marketer has suffered from. You\'re getting leads. But you need more.\r\n\r\nBut you\'re sat at your desk and the ideas aren\'t coming. You feel empty. You simply can\'t think of anything else.\r\n\r\nFrustrating, isn\'t it?\r\n\r\nBut let me tell you a little secret. We can see how your competitors are getting their leads.\r\n\r\nWe\'re blessed that we have access to the conversion and deal flows of tens of thousands of companies, across many different industries.\r\n\r\nThe key here is that most industries tend to share similar lead generation profiles, so you can see if there are opportunities you\'re missing that the rest of your industry prospers from.\r\n\r\nHave you ever wanted to know the answer to:\r\n<blockquote>\r\n<p style=\"text-align: left;\">How does my lead generation performance compare to similar organisations in my industry?</p>\r\n</blockquote>\r\nWell, now you can!\r\n\r\nDownload our free whitepaper to get instant access to the deal profiles of thousands of companies across 5 different industries: Legal, Finance, Manufacturing and Supplies, Business Consultancy and IT &amp; Telecommunications.\r\n\r\n[activecampaign form=16]','Where And How Different Industries Get Their Deals - The Lead Generation 2017 Benchmark Report','','inherit','closed','closed','','3533-autosave-v1','','','2018-01-11 17:27:30','2018-01-11 17:27:30','',3533,'https://www.ruleranalytics.com/blog/uncategorised/3533-autosave-v1/',0,'revision','',0),(3812,0,'2018-01-12 17:12:32','2018-01-12 17:12:32','','','','publish','closed','closed','','3812','','','2018-01-12 17:12:32','2018-01-12 17:12:32','',0,'https://www.ruleranalytics.com/blog/nf_sub/3812/',0,'nf_sub','',0),(3813,0,'2018-01-15 21:54:33','2018-01-15 21:54:33','','','','publish','closed','closed','','3813','','','2018-01-15 21:54:33','2018-01-15 21:54:33','',0,'https://www.ruleranalytics.com/blog/nf_sub/3813/',0,'nf_sub','',0),(3814,0,'2018-01-15 21:54:58','2018-01-15 21:54:58','','','','publish','closed','closed','','3814','','','2018-01-15 21:54:58','2018-01-15 21:54:58','',0,'https://www.ruleranalytics.com/blog/nf_sub/3814/',0,'nf_sub','',0),(3816,0,'2018-01-17 14:19:20','2018-01-17 14:19:20','','','','publish','closed','closed','','3816','','','2018-01-17 14:19:20','2018-01-17 14:19:20','',0,'https://www.ruleranalytics.com/blog/nf_sub/3816/',0,'nf_sub','',0),(3817,0,'2018-01-18 12:30:48','2018-01-18 12:30:48','','','','publish','closed','closed','','3817','','','2018-01-18 12:30:48','2018-01-18 12:30:48','',0,'https://www.ruleranalytics.com/blog/nf_sub/3817/',0,'nf_sub','',0),(3818,0,'2018-01-18 12:31:13','2018-01-18 12:31:13','','','','publish','closed','closed','','3818','','','2018-01-18 12:31:13','2018-01-18 12:31:13','',0,'https://www.ruleranalytics.com/blog/nf_sub/3818/',0,'nf_sub','',0),(3820,3,'2018-01-18 09:39:45','2018-01-18 09:39:45','We’ve written before about the benefits of <a href=\"https://www.ruleranalytics.com/blog/ppc/call-only-ads-adwords/\">AdWords call-only ads and call extensions</a>. These ad types are perfect for driving calls to local businesses, but only when prospects are actively searching for relevant keywords in Google.\r\n\r\nAlthough, what about potential customers who aren’t actively conducting searches on Google? People who are killing time by scrolling through social media feeds at home or at a coffee shop. These people may be interested in finding somewhere to go, something to do, or something to buy—even if they’re not actively searching for options.\r\n\r\nCome through Facebook click-to-call ads.\r\n\r\nFacebook’s solution for local advertising gets your business and promotions in front of passive audiences, boosting awareness and driving phone calls.\r\n\r\n&nbsp;\r\n<h3>What Are Facebook Click-to-Call Ads?</h3>\r\nCatering to businesses with local customers, such as restaurants, attractions, and services. Facebook offers a special type of local awareness ads. These ads display in people’s newsfeeds when they’re near one of your business’ locations.\r\n\r\nUnlike general Facebook ads with a call-to-action that links to a website, local awareness ads have more specific CTAs: “Get Directions,” and “Call Now.”\r\n\r\nFacebook click-to-call ads display the “Call Now” button. When users click it, it opens the dial pad on their phones with your business’ number pre-populated.\r\n\r\n&nbsp;\r\n<h3>Example Use Cases for Click-to-Call Ads</h3>\r\nWhy bother promoting phone calls in an age where all of the information prospects need is at their fingertips? Well, research has shown that increased mobile adoption has led to “an explosion of phone calls.”\r\n\r\nPeople want information instantly. The fastest way to get that information is to call and ask.\r\n\r\nLet’s say one of your clients is a fine dining establishment that requires reservations. A potential customer is scrolling through his Facebook feed while waiting for the workday to end, and he sees an ad for your client’s restaurant.\r\n\r\nSure, he might be willing to go through a long online reservation process, but it’s more likely he’ll want to just call and take care of it quickly.\r\n\r\nOr maybe that same person wants to get their oil changed on the way home from work. He sees a Facebook ad promoting a big discount on oil changes at your client’s auto servicing business, but he wants to call and make sure there’s an opening on the schedule that evening.\r\n\r\nClick-to-call ads also work well for clients with tourist-attraction businesses. Say a woman is sitting in her hotel room, waiting for her husband to finish showering, and filling her time looking on Facebook.\r\n\r\nShe sees an ad for your client’s local attraction and is interested, so she clicks to call and gets all of the information she needs to add that attraction to the day’s itinerary.\r\n\r\nFacebook click-to-call ads can promote general business information, sales, and promotions.\r\n\r\nThey can be targeted to detailed personas and may display to people within a certain distance (ex: within a mile) or your client’s business.\r\n<h3></h3>\r\n<h3>How to Create a Click-to-Call Ad on Facebook</h3>\r\nTo create your first Facebook click-to-call ad, follow the instructions below.\r\n\r\n&nbsp;\r\n\r\n1. Navigate to Facebook’s Ads Manager dashboard.\r\n\r\n<img class=\"aligncenter wp-image-3823\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_1.jpg\" alt=\"Create-Click-to-Call-Ad-1\" width=\"701\" height=\"274\" />\r\n\r\n&nbsp;\r\n\r\n2. Select “Reach” in the “Awareness” column.\r\n\r\n<img class=\"aligncenter wp-image-3824\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_2.jpg\" alt=\"Create-Click-to-Call-Ad-2\" width=\"700\" height=\"345\" />\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n3. Scroll down, give your campaign a name, and click the “Continue” button.\r\n\r\n<img class=\"aligncenter wp-image-3825\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_3.jpg\" alt=\"Create-Click-to-Call-Ad-3\" width=\"539\" height=\"413\" />\r\n\r\n&nbsp;\r\n\r\n4. Select the page for the business you’re creating the ad for, and set your targeting options as you would for any ad for that business.\r\n\r\n<img class=\"aligncenter wp-image-3826\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_4.jpg\" alt=\"Create-Click-to-Call-Ad-4\" width=\"699\" height=\"567\" />\r\n\r\n&nbsp;\r\n\r\n5. Scroll down to the “Placements” section, and select “Edit Placements.”\r\n\r\n<img class=\"aligncenter wp-image-3827\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_5.jpg\" alt=\"Create-Click-to-Call-Ad-5\" width=\"699\" height=\"261\" />\r\n\r\n&nbsp;\r\n\r\n6. Under “Device Types,” select “Mobile Only.” Since you’re building a click-to-call ad, there’s not much value in having the ad display to people using desktop computers.\r\n\r\n<img class=\"aligncenter wp-image-3828\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_6.jpg\" alt=\"Create-Click-to-Call-Ad-6\" width=\"300\" height=\"116\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">7. Set your budgeting and scheduling options for the ad, then click “Continue.”</span>\r\n\r\n<img class=\"aligncenter wp-image-3829\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_7.jpg\" alt=\"Create-Click-to-Call-Ad-7\" width=\"701\" height=\"398\" />\r\n\r\n&nbsp;\r\n\r\n8. Create your ad using whatever text, images, etc. are important for the messaging.\r\n\r\n9. When the ad is complete, scroll all of the ways down the page until you see the “Call to Action” drop-down. Select “Call Now,” and enter the business’ phone number in the box that populates below the drop-down.\r\n\r\n<img class=\"aligncenter wp-image-3830\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_8.jpg\" alt=\"Create-Click-to-Call-Ad-8\" width=\"701\" height=\"385\" />\r\n\r\n&nbsp;\r\n\r\nReview your ad and make sure everything displays as desired, then click the confirm button to begin running your new click-to-call ad.\r\n\r\n&nbsp;\r\n<h3>Call Tracking for Click-to-Call Ads</h3>\r\nNow that your click-to-call ad is up and running, you need a way to measure its effectiveness.\r\n\r\nFacebook provides metrics on ad impressions, total spend, and how many people clicked the “Call Now” CTA.\r\n\r\nAt a glance, that seems sufficient, but these general metrics don’t tell the whole story.\r\n\r\nWhen a user clicks on the “Call Now” button, it doesn’t immediately initiate a call to the business. Instead, it opens the dial pad on the user’s mobile phone with the business’ phone number pre-populated.\r\n\r\nFacebook reports that action as a call, but there’s no guarantee that a call was actually made. The person could just as easily have backed out of the dial pad screen.\r\n\r\nTo truly measure how many calls Facebook click-to-call ads are driving, you need <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/best-call-tracking-software/\">inbound call tracking software</a> like <a href=\"https://www.ruleranalytics.com/\">Ruler Analytics</a>.\r\n\r\nRuler Analytics provides you with a distinct phone number you can use to <strong>track the actual number of calls your Facebook ads generate.</strong>\r\n\r\nIt also records inbound phone calls, allowing you to listen to calls generated from Facebook ad campaigns and determine how many resulted in revenue for the business.\r\n\r\nWithout an inbound call tracking system, it’s impossible to truly measure the number of leads and amount of revenue generated by Facebook click-to-call campaigns.\r\n\r\nWhat you’re left with is guesswork and hopes instead of a true picture of marketing ROI.\r\n\r\n&nbsp;\r\n<h3>Facebook Click-to-Call Ad Campaign Best Practices</h3>\r\nWhen creating click-to-call ad campaigns on Facebook, there are a few best practices you should keep in mind:\r\n<ul>\r\n 	<li>Target the right prospects. Take advantage of Facebook’s detailed targeting capabilities to display ads to your ideal customers. Also, make sure to utilize location targeting to get your ads in front of people who are near the business you’re promoting.</li>\r\n 	<li>Schedule ads to run at prime times. To do this, you’ll need to establish an ad lifetime budget rather than a daily budget. However, being able to narrow the window when your ads display, such as displaying a restaurant ad a couple of hours before dinner, will help you reach people in the moment that they’re seeking your services.</li>\r\n 	<li>Test multiple versions of ads. Does including an image encourage or discourage more clicks on your call button? What about including a video instead of an image? The only way to find out which versions of your ads generate the most impressions, clicks and calls is to test multiple versions and discover the top performers</li>\r\n</ul>\r\nHowever, the best practice of all is making sure you’re tracking the outcomes of your click-to-call ads. Use a call tracking platform to determine exactly how many calls and how much revenue the ads are generating.\r\n\r\nMaybe click-to-call ads are much more effective than your other campaigns, and you should funnel more budget to that campaign type. Or maybe they don’t perform well at all and should be discontinued. The only way to find out is to track the calls and measure their performance.\r\n\r\n&nbsp;\r\n<h3>Even in This Digital Age, Calls Are Still Crucial</h3>\r\nAs a digital marketer, it’s easy to immerse yourself in mobile apps, digital content, and social media - forgetting the more analogue means of marketing a business. Even old-school methods of communication like phone calls have their merit in an instant-information-seeking society.\r\n\r\nIn truth, making a call is often much simpler than navigating and searching through a website, especially on a mobile device where typing is less convenient and time is often limited. For this reason, local businesses have a lot to gain by encouraging customers to call instead of click. With Facebook click-to-call ads, you can do just that.','Here’s Everything You Need to Know About Facebook Click-to-Call Ads','','publish','closed','open','','facebook-click-to-call-ads','','https://www.ruleranalytics.com/blog/ppc/call-only-ads-adwords/\nhttps://www.ruleranalytics.com/blog/phone-call-tracking/best-call-tracking-software/','2018-01-19 10:57:57','2018-01-19 10:57:57','',0,'https://www.ruleranalytics.com/?p=3820',0,'post','',0),(3821,3,'2018-01-19 09:38:28','2018-01-19 09:38:28','','click-to-call-ads','','inherit','closed','closed','','click-to-call-ads','','','2018-01-19 09:38:39','2018-01-19 09:38:39','',3820,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/click-to-call-ads.png',0,'attachment','image/png',0),(3822,3,'2018-01-19 10:51:41','2018-01-19 10:51:41','We’ve written before about the benefits of <a href=\"https://www.ruleranalytics.com/blog/ppc/call-only-ads-adwords/\">AdWords call-only ads and call extensions</a>. These ad types are perfect for driving calls to local businesses, but only when prospects are actively searching for relevant keywords in Google.\n\nAlthough, what about potential customers who aren’t actively conducting searches on Google? People who are killing time by scrolling through social media feeds at home or at a coffee shop. These people may be interested in finding somewhere to go, something to do, or something to buy—even if they’re not actively searching for options.\n\nCome through Facebook click-to-call ads.\n\nFacebook’s solution for local advertising gets your business and promotions in front of passive audiences, boosting awareness and driving phone calls.\n\n&nbsp;\n<h3>What Are Facebook Click-to-Call Ads?</h3>\nCatering to businesses with local customers, such as restaurants, attractions, and services. Facebook offers a special type of local awareness ads. These ads display in people’s newsfeeds when they’re near one of your business’ locations.\n\nUnlike general Facebook ads with a call-to-action that links to a website, local awareness ads have more specific CTAs: “Get Directions,” and “Call Now.”\n\nFacebook click-to-call ads display the “Call Now” button. When users click it, it opens the dial pad on their phones with your business’ number pre-populated.\n\n&nbsp;\n<h3>Example Use Cases for Click-to-Call Ads</h3>\nWhy bother promoting phone calls in an age where all of the information prospects need is at their fingertips? Well, research has shown that increased mobile adoption has led to “an explosion of phone calls.”\n\nPeople want information instantly. The fastest way to get that information is to call and ask.\n\nLet’s say one of your clients is a fine dining establishment that requires reservations. A potential customer is scrolling through his Facebook feed while waiting for the workday to end, and he sees an ad for your client’s restaurant.\n\nSure, he might be willing to go through a long online reservation process, but it’s more likely he’ll want to just call and take care of it quickly.\n\nOr maybe that same person wants to get their oil changed on the way home from work. He sees a Facebook ad promoting a big discount on oil changes at your client’s auto servicing business, but he wants to call and make sure there’s an opening on the schedule that evening.\n\nClick-to-call ads also work well for clients with tourist-attraction businesses. Say a woman is sitting in her hotel room, waiting for her husband to finish showering, and filling her time looking on Facebook.\n\nShe sees an ad for your client’s local attraction and is interested, so she clicks to call and gets all of the information she needs to add that attraction to the day’s itinerary.\n\nFacebook click-to-call ads can promote general business information, sales, and promotions.\n\nThey can be targeted to detailed personas and may display to people within a certain distance (ex: within a mile) or your client’s business.\n<h3></h3>\n<h3>How to Create a Click-to-Call Ad on Facebook</h3>\nTo create your first Facebook click-to-call ad, follow the instructions below.\n\n&nbsp;\n\n1. Navigate to Facebook’s Ads Manager dashboard.\n\n<img class=\"aligncenter wp-image-3823\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_1.jpg\" alt=\"Create-Click-to-Call-Ad-1\" width=\"701\" height=\"274\" />\n\n&nbsp;\n\n2. Select “Reach” in the “Awareness” column.\n\n<img class=\"aligncenter wp-image-3824\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_2.jpg\" alt=\"Create-Click-to-Call-Ad-2\" width=\"700\" height=\"345\" />\n\n&nbsp;\n\n&nbsp;\n\n3. Scroll down, give your campaign a name, and click the “Continue” button.\n\n<img class=\"aligncenter wp-image-3825\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_3.jpg\" alt=\"Create-Click-to-Call-Ad-3\" width=\"539\" height=\"413\" />\n\n&nbsp;\n\n4. Select the page for the business you’re creating the ad for, and set your targeting options as you would for any ad for that business.\n\n<img class=\"aligncenter wp-image-3826\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_4.jpg\" alt=\"Create-Click-to-Call-Ad-4\" width=\"699\" height=\"567\" />\n\n&nbsp;\n\n5. Scroll down to the “Placements” section, and select “Edit Placements.”\n\n<img class=\"aligncenter wp-image-3827\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_5.jpg\" alt=\"Create-Click-to-Call-Ad-5\" width=\"699\" height=\"261\" />\n\n&nbsp;\n\n6. Under “Device Types,” select “Mobile Only.” Since you’re building a click-to-call ad, there’s not much value in having the ad display to people using desktop computers.\n\n<img class=\"aligncenter wp-image-3828\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_6.jpg\" alt=\"Create-Click-to-Call-Ad-6\" width=\"300\" height=\"116\" />\n\n&nbsp;\n\n<span style=\"font-weight: 400;\">7. Set your budgeting and scheduling options for the ad, then click “Continue.”</span>\n\n<img class=\"aligncenter wp-image-3829\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_7.jpg\" alt=\"Create-Click-to-Call-Ad-7\" width=\"701\" height=\"398\" />\n\n&nbsp;\n\n8. Create your ad using whatever text, images, etc. are important for the messaging.\n\n9. When the ad is complete, scroll all of the ways down the page until you see the “Call to Action” drop-down. Select “Call Now,” and enter the business’ phone number in the box that populates below the drop-down.\n\n<img class=\"aligncenter wp-image-3830\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_8.jpg\" alt=\"Create-Click-to-Call-Ad-8\" width=\"701\" height=\"385\" />\n\n&nbsp;\n\nReview your ad and make sure everything displays as desired, then click the confirm button to begin running your new click-to-call ad.\n\n&nbsp;\n<h3>Call Tracking for Click-to-Call Ads</h3>\nNow that your click-to-call ad is up and running, you need a way to measure its effectiveness.\n\nFacebook provides metrics on ad impressions, total spend, and how many people clicked the “Call Now” CTA.\n\nAt a glance, that seems sufficient, but these general metrics don’t tell the whole story.\n\nWhen a user clicks on the “Call Now” button, it doesn’t immediately initiate a call to the business. Instead, it opens the dial pad on the user’s mobile phone with the business’ phone number pre-populated.\n\nFacebook reports that action as a call, but there’s no guarantee that a call was actually made. The person could just as easily have backed out of the dial pad screen.\n\nTo truly measure how many calls Facebook click-to-call ads are driving, you need <a href=\"https://www.ruleranalytics.com/blog/phone-call-tracking/best-call-tracking-software/\">inbound call tracking software</a> like <a href=\"https://www.ruleranalytics.com/\">Ruler Analytics</a>.\n\nRuler Analytics provides you with a distinct phone number you can use to <strong>track the actual number of calls your Facebook ads generate.</strong>\n\nIt also records inbound phone calls, allowing you to listen to calls generated from Facebook ad campaigns and determine how many resulted in revenue for the business.\n\nWithout an inbound call tracking system, it’s impossible to truly measure the number of leads and amount of revenue generated by Facebook click-to-call campaigns.\n\nWhat you’re left with is guesswork and hopes instead of a true picture of marketing ROI.\n\n&nbsp;\n<h3>Facebook Click-to-Call Ad Campaign Best Practices</h3>\nWhen creating click-to-call ad campaigns on Facebook, there are a few best practices you should keep in mind:\n<ul>\n 	<li>Target the right prospects. Take advantage of Facebook’s detailed targeting capabilities to display ads to your ideal customers. Also, make sure to utilize location targeting to get your ads in front of people who are near the business you’re promoting.</li>\n 	<li>Schedule ads to run at prime times. To do this, you’ll need to establish an ad lifetime budget rather than a daily budget. However, being able to narrow the window when your ads display, such as displaying a restaurant ad a couple of hours before dinner, will help you reach people in the moment that they’re seeking your services.</li>\n 	<li>Test multiple versions of ads. Does including an image encourage or discourage more clicks on your call button? What about including a video instead of an image? The only way to find out which versions of your ads generate the most impressions, clicks and calls is to test multiple versions and discover the top performers</li>\n</ul>\nHowever, the best practice of all is making sure you’re tracking the outcomes of your click-to-call ads. Use a call tracking platform to determine exactly how many calls and how much revenue the ads are generating.\n\nMaybe click-to-call ads are much more effective than your other campaigns, and you should funnel more budget to that campaign type. Or maybe they don’t perform well at all and should be discontinued. The only way to find out is to track the calls and measure their performance.\n\n&nbsp;\n<h3>Even in This Digital Age, Calls Are Still Crucial</h3>\nAs a digital marketer, it’s easy to immerse yourself in mobile apps, digital content, and social media, forgetting the more analog means of marketing a business. But even old-school methods of communication like phone calls have their merit in an instant-information-seeking society.\n\nIn truth, making a call is often much simpler than navigating and searching through a website, especially on a mobile device where typing is less convenient and time is often limited. For this reason, local businesses have a lot to gain by encouraging customers to call instead of click. With Facebook click-to-call ads, you can do just that.','Here’s Everything You Need to Know About Facebook Click-to-Call Ads','','inherit','closed','closed','','3820-autosave-v1','','','2018-01-19 10:51:41','2018-01-19 10:51:41','',3820,'https://www.ruleranalytics.com/blog/uncategorised/3820-autosave-v1/',0,'revision','',0),(3823,3,'2018-01-19 09:42:01','2018-01-19 09:42:01','','Create-Click-to-Call-Ad-1','','inherit','closed','closed','','create_click_to_call_ad_1','','','2018-01-19 09:42:55','2018-01-19 09:42:55','',3820,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_1.jpg',0,'attachment','image/jpeg',0),(3824,3,'2018-01-19 09:43:36','2018-01-19 09:43:36','','Create-Click-to-Call-Ad-2','','inherit','closed','closed','','create_click_to_call_ad_2','','','2018-01-19 09:44:32','2018-01-19 09:44:32','',3820,'https://www.ruleranalytics.com/wp-content/uploads/2018/01/Create_Click_to_Call_Ad_2.jpg',0,'attachment','image/jpeg',0),(3825,3,'2018-01-19 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13:55:36','',0,'https://www.ruleranalytics.com/blog/nf_sub/3835/',0,'nf_sub','',0),(3836,0,'2018-01-22 15:47:39','2018-01-22 15:47:39','','','','publish','closed','closed','','3836','','','2018-01-22 15:47:39','2018-01-22 15:47:39','',0,'https://www.ruleranalytics.com/blog/nf_sub/3836/',0,'nf_sub','',0),(3837,0,'2018-01-23 06:44:03','2018-01-23 06:44:03','','','','publish','closed','closed','','3837','','','2018-01-23 06:44:03','2018-01-23 06:44:03','',0,'https://www.ruleranalytics.com/blog/nf_sub/3837/',0,'nf_sub','',0),(3838,0,'2018-01-23 06:44:59','2018-01-23 06:44:59','','','','publish','closed','closed','','3838','','','2018-01-23 06:44:59','2018-01-23 06:44:59','',0,'https://www.ruleranalytics.com/blog/nf_sub/3838/',0,'nf_sub','',0),(3840,3,'2018-01-23 13:58:56','2018-01-23 13:58:56','I must confess.\r\n\r\nInitially, I wanted to create a monster piece that focused on “how to scale an agency”, but when I did a quick search on Google, I found some pretty impressive stuff out there already.\r\n\r\nThere’s so much content on SERPs that provides insight into how agency owners can “increase revenues” or “land new business\".\r\n\r\nI wanted to do something different.\r\n\r\nDuring my research, something that became apparent is that there isn’t much out there that focuses on how agency owners can use practical methods to cope with the pressures of growing their business.\r\n\r\nFrom all of the conversations I have had with our agency partners, it’s clear that growing an agency is an emotional and mental struggle.\r\n\r\nNo matter where you are in the development of your agency, there’s a lot of pressure involved. And I could take a bet that there have been days where you’ve felt like throwing in the towel.\r\n\r\nI spend a lot of time following and interacting with agency owners on <a href=\"https://twitter.com/Katieholmes92\">Twitter</a>. Through this, it’s easy to get the impression that owning an agency, in particular, is like a walk in the park.\r\n\r\nA lot of agencies choose to engage with their audience through the power of social and will approach this by “becoming more relatable”.\r\n\r\nYou know...\r\n\r\nThey might post a picture of their recent ping-pong champion, or document how they’ve recently smashed their record of “the number of teas made in one brew round”.\r\n\r\nI mean, who doesn’t love ping-pong and caffeine - right?\r\n\r\nThing is, although this is making your brand seem more approachable, it can also create this illusion that owning an agency is an easy slog.\r\n\r\nWhen in reality, it’s quite the opposite\r\n\r\n&nbsp;\r\n<h2>Sometimes Taking Deep Breaths Just Isn’t Enough</h2>\r\nI did find some insightful articles on how business owners can keep their stress levels under control.\r\n\r\nHow taking deep breaths can make the feeling of stress disappear, or how keeping a tidy environment can help maintain a clear mind. And although these practices may be scientifically proven to release stress and can have a major impact on your sanity, they count for nothing if you haven’t got an on-hands approach implemented in the workplace to run alongside.\r\n\r\nIn today’s high-pressure industry, you probably feel as though your business is constantly on the line.\r\n\r\nThat’s natural.\r\n\r\nAs an agency owner, you more or less have the final say on every decision, negotiation or pitch. Empowering as this is, it also carries a lot of emotional burdens which can wear you down.\r\n\r\nYou need to remember this: you’re not alone.\r\n\r\n&nbsp;\r\n<h2>How Others Are Coping With The Pressures Of Scaling An Agency</h2>\r\nMitchel White, Founder &amp; Managing Director of <a href=\"https://leftmedia.co.uk/\">LeftMedia</a> admitted that he’s “one of those people that worry a lot, but running an agency can put a big pressure on you mentally and physically”.\r\n\r\nWith that said, I thought it would be a good idea to approach a variety of agency owners, all from different cultures, and ask them the following question:\r\n\r\n<strong>“What do you consider is your biggest pressure growing your agency, and what methods have you put in place to reduce/avoid it?”</strong>\r\n\r\nBy doing this, I was able to understand the common pressures that agency owners face on a daily basis and get first-hand, actionable insight into how they’re keeping those troubles at bay in the workplace.\r\n\r\nHopefully, by the end of this article, you will of been able to connect with what our agency experts have had to say and take onboard some of their methods.\r\n\r\n<strong>Please note: </strong>\r\n\r\nThis is a monster 8000+ word practical guide on how to cope with the pressures of scaling your agency. I’ve produced this guide for agency owners at all stages. So with that said, you may find the stuff our agency owners have advised is something you’re doing already.\r\n\r\nKnowing this, I’ve included a quick navigation so you can go straight to the sections that you identify with the most:\r\n\r\n1. <a href=\"#1\">Dealing With The Common Pressure Of Financials</a>\r\n2. <a href=\"#2\">The Challenges Of Recruitment And Hiring The Right Talent</a>\r\n3. <a href=\"#3\">Being Able To Trust And Let Go</a>\r\n4. <a href=\"#4\">Maintaining Standards And Achieving Results</a>\r\n\r\nLet\'s dive in!\r\n\r\nBelow you will find a list of pressures identified by the agency owners I emailed. Plus, the strategies they’re using to keep their tensions to a minimum.\r\n\r\n&nbsp;\r\n<h2>Dealing With The Common Pressure of Financials</h2>\r\n<a name=\"1\"></a>Once I started to receive some feedback, I noticed a clear pattern straight away. Most of the agency owners that I questioned all share the mutual pressure of cash-flow uncertainty, as well as ensuring that they have enough revenue to cover operational costs.\r\n\r\nWas I shocked? Not at all.\r\n\r\n<img class=\"aligncenter wp-image-3846\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n<small>Image courtesy of <a href=\"https://blog.hubspot.com/blog/tabid/6307/bid/19705/the-3-biggest-challenges-facing-marketing-agencies.aspx\">Hubspot</a></small>\r\n\r\nA previous survey by Hubspot revealed that two-thirds of agency owners consider unpredictable cash flow one of their top three challenges, and 19% of them called it their top concern.\r\n\r\nMitchel White and Dan Cullen-Shute, CEO &amp; Founder at <a href=\"https://www.creaturelondon.com/\">Creature of London</a>, both share the same pressure which is ensuring that they “keep the lights on”.\r\n\r\nIn addition to this Dan believes that “there are a million pressures that come from running an agency.”\r\n\r\n“The pressure to make every piece of work something you\'d be as proud of in Effectiveness Week as you would in Cannes; the pressure to ensure we don\'t run out of Crunchy Nut Cornflakes on a Monday morning; and the pressure to make sure you\'re both funny AND insightful when asked to supply a quote for somebody else\'s article. Sitting atop ALL of that, though is the pressure to keep everybody’s mortgages paid”, he says.\r\n\r\nDarren Marble, CEO of <a href=\"https://www.crowdfundx.io/\">CrowdfundX</a>, can relate to Dan\'s statement. He also revealed that his biggest pressure is “ensuring that they generate enough revenue to cover salaries and overheads on a monthly basis”.\r\n\r\nWhatever size your agency is or how fast it’s growing, there’s always going to be that uncertainty of cash-flow. Sadly, we can’t see into the future and predict when we’re going to get hit by unexpected costs or experience one of those ‘bad months”.\r\n\r\nFortunately, the agency experts I questioned shared their methods on how to reduce that pressure of uncertainty and provided me with tips on how to manage your finances in a more efficient and reassuring way.\r\n\r\n&nbsp;\r\n<h3>Put An Estimated LTV (Lifetime Value) On Each Client</h3>\r\nJordan Scheltgen, Founder of <a href=\"http://cavesocial.com/\">Cave Social</a>, believes that a lot of agencies are quick to tell their clients to spend big on SEM, SMM, but then don\'t do any of that stuff themselves.\r\n\r\nHe says that “you need to figure out what it costs you to get a client, then put an estimated LTV (Lifetime Value) on that client.”\r\n\r\nJordan believes that putting an LTV on your client is “key to financial growth”.\r\n\r\nAlso known as, Customer Lifetime Value (CLV) or Lifetime Customer Value (LCV) - depending on your preference. LTV is a method used by marketers to project the revenue a customer will generate during their lifetime.\r\n\r\n<strong>Lifetime Value (LTV) = Total Customer Revenue – Total Customer Costs</strong>\r\n\r\nJordan demonstrated his belief by using an example of his own, which he shared on <a href=\"https://inbound.org/discuss/any-tips-for-my-new-digital-marketing-agency\">Inbound.org</a>:\r\n\r\n<img class=\"aligncenter size-full wp-image-3873\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Screen-Shot-2018-01-25-at-16.35.32.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n\r\nLTV can determine the financial gain of your of business and is a valuable metric for those running an agency or subscription-based model.\r\n\r\nBy calculating the LTV of your customers, you can reveal where stronger marketing efforts are needed, as well as the long-term financial impact of losing current customers.\r\n\r\nMore importantly, LTV can be used as a premature warning sign to detect defection rates. It identifies in which segments “a problem” originates, so procedures can be put in place to correct the cause. In turn, reducing that dreaded pressure of “cash flow uncertainty”\r\n\r\n&nbsp;\r\n<h3>Switch To A Retainer Based Pricing Model - If You Haven’t Already</h3>\r\nWe heard how Mitchel White’s biggest pressure “is keeping the lights on.”\r\n\r\nHe also told me that, “the additional costs of premises and PAYE (for example) add extra pressures with cash flow being notoriously hard in a traditional agency where fees are project based.”\r\n\r\nOne way Mitchel has tackled this is by increasing the number of his recurring revenue clients. By doing this Mitchel has, “guaranteed monthly income when new projects go a little quiet.\"\r\n\r\nAlthough to receive the true benefits of recurring revenue, you will need to ditch your project-based pricing model in favour of a retainer. In fact, Jordan Scheltgen strongly advises anyone billing hourly to “switch to a retainer pricing model as soon as possible - if you haven’t already”.\r\n\r\nIn addition to this, he advises that you should “project your hours (internally), then put forward a price monthly with your deliverables.”\r\n\r\nBy implementing a retainer-based model, you have a predictable source of regular income and clear mechanisms for operational costs.\r\n\r\nMore importantly, you have a clear roadmap for future production and can budget your team\'s time accordingly.\r\n\r\nUsing a retainer model has enabled Ed Leake to factor his average billable working hours and overhead per role, giving him a baseline cost.\r\n\r\nIn a <a href=\"https://blog.hubspot.com/agency/start-agency-actually-matter\">previous article</a>, Ed Leake, Founder of <a href=\"https://midasmedia.co.uk/\">Midas Media</a>, revealed how he used to whimper when looking at his overheads, but since implementing the following process he now cherishes them.\r\n\r\nLeake says, “It’s really simple, anyone with a copy of Excel can do it. I use total working hours – holidays – 3 days sick * 70% efficiency, per person.”\r\n\r\nLeake shares with us a quick example of what this process looks like:\r\n\r\n<img class=\"aligncenter wp-image-3849\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-1.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n\r\nEd accounts for a person’s wage, the business cost (office, equipment, software tools etc) and any advertising budget.\r\n\r\nNext, he adds in projected hours per service, which gives him a no-nonsense baseline. The spreadsheet then calculates a 20% creep/slack with a 35% profit margin.\r\n\r\nThe end result, an ACCURATE price for the service.\r\n\r\nHere\'s an example:\r\n\r\n<img class=\"aligncenter wp-image-3850\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-2.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n\r\nEd claims this process (in tandem with tight project management) has enabled him to propose retainers to the nearest hour billable.\r\n\r\n“Often our prices look ‘funny’ because of this, we don’t round up or down to get a job – we give exact figures without discount”, he says.\r\n\r\nEd claims this process offers “immediate trust and transparency”.\r\n\r\nRetainers are most efficient when you know a solid, predictable relationship makes sense. They are an effective method for both agencies and clients. Less time is spent on unnecessary paperwork, allowing both parties to focus on what matters the most - achieving results.\r\n\r\nIn addition to this, retainers make scheduling easy and simplify your proposal stage. Instead of generating a custom, project-specific proposal for each of your clients. A retainer can help you draw up a template contract, which can come in handy if you receive a lot of proposal requests.\r\n\r\n&nbsp;\r\n<h3>Watch Every Penny - Even When You’re Making Money</h3>\r\nThis may sound obvious, but you\'d be surprised at how crazy some people get once they start to see the money piling up in the bank.\r\n\r\nGo on a spending spree too early, and you’re going receive a backlash of financial pressure.\r\n\r\nFor most people, running an agency doesn’t equate to instant riches.\r\n\r\nEd Leake, Founder of Midas Media believes the best way to manage your finances is to, “be tight and watch every penny – even when you’re making money. This isn’t just in the first few years; you need to do it forever.”\r\n\r\nHe goes on to say that, “some of the richest people in the world become rich because they keep an eye on their expenses like a hawk.”\r\n\r\n<a href=\"http://richhabits.net/\">Tom Corley</a>, an accountant and financial planner, surveyed 233 wealthy individuals. Mostly self-made millionaires, he asked them questions about their daily spending habits.\r\n\r\n<img class=\"aligncenter wp-image-3851\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-1.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n\r\nThe majority of wealthy people in Corley’s research said that they save a significant amount of their revenue income. In fact, 80% of the individuals in Tom\'s study didn’t become wealthy until the age of 50.\r\n\r\nCorley recommends that you should put 20% of your monthly income into savings.\r\n\r\nFor example, if you generate £100,000 each month in revenue, try and put £20,000 into savings. By doing this, over time you will start to see your savings account grow.\r\n\r\nIf the recession taught us anything, it’s that the most successful businesses can sometimes encounter financial challenges beyond their control.\r\n\r\nSo, by keeping a cash supply on hand, you can ensure that your business will stay afloat in lean times.\r\n\r\nNot only will this enable you to keep providing services, but you take away that pressure of generating enough revenue to cover operational costs and employee wages.\r\n\r\nFor Mike Ramsey, President of <a href=\"https://niftymarketing.com/\">Nifty Marketing</a>, he has opted for Dave Ramsey’s <a href=\"https://www.daveramsey.com/\">personal financial guidelines</a> for his business and finds it very conservative. Dave Ramsey’s personal financial guide is pretty much in tune with Thomas Corley’s advice.\r\n\r\nHowever, whereas Corley recommends that you put away 20% of your revenue each month. Dave Ramsey suggests that you should have 3-6 months of expenses on hand at all times.\r\n\r\nFor example: at £65,000 per month of expenses, you should have between £195,000-£390,000 in reserves.\r\n\r\nDave admits that this can seem like a lot of money. With that said, if clients unexpectedly drop, or major industry changes necessitate a completely new model, you will have the cash on hand to make good decisions - instead of desperate ones.\r\n\r\nBy following Dave’s advice has put Mike’s agency in a unique position, “we’re growing, but not at a crazy rate.\"\r\n\r\nMike says, “if we lose a client, it’s ok. If we have late payments, that is also ok. I can sleep given I know we have months of float with zero income if needed.”\r\n\r\nHe accepts that his biggest pressure is “false pressure” that he puts on himself that he has to scale at a certain rate each month.\r\n\r\nHe believes this type of thinking can lead to seriously bad long terms decisions and can deplete cash flow rapidly.\r\n\r\n“Greed can build things fast, but can also bring everything down just as quickly. I would rather take my time and play the long game\", Mike says.\r\n\r\nThere’s always a cheaper or more efficient way of achieving your results on a budget, it’s just getting into the habit of finding that cheaper alternative and some strategic planning.\r\n\r\n&nbsp;\r\n<h3>Focus On Building A Solid Process For Getting New Business</h3>\r\nSo, we’ve established that cash flow is easier to calculate and maintain by switching to a retainer pricing model. And that calculating the LTV of your customers will allow you to estimate the financial gain of your business.\r\n\r\nAlthough, before getting to these formulas, you will need to ensure that you have a solid process for getting new business.\r\n\r\nI mean, there’s no math without clients - right?\r\n\r\nSeb Dean, Managing Director of <a href=\"https://www.imaginaire.co.uk/\">Imaginare Digital</a>, advises that “you should be focusing on building a solid process for getting new business.”\r\n\r\nHe isn’t alone in saying this.\r\n\r\nPreviously, we heard how Darren Marble’s biggest pressure is generating enough revenue to cover salaries and overheads on a monthly basis.\r\n\r\nA common pressure shared by many business owners - I’m sure you will agree?\r\n\r\nTo address this challenge Darren stays “relentlessly focused on new client acquisition and creating reference accounts” which helps him sell against the competition.\r\n\r\nDarren believes that “sales solves all problems” and recommends that you “make it your core focus.”\r\n\r\nBy plotting out his sales process, it’s allowed Seb Dean to accomplish his goals.\r\n\r\nSeb leaves us with a couple of questions which you can ask yourself when building a solid process for getting new business:\r\n<ol>\r\n 	<li>Think about who your customers are?</li>\r\n 	<li>How are you going to reach them?</li>\r\n 	<li>Where are your leads coming from?</li>\r\n 	<li>How many appointments will you need to have each week to make enough money to pay yourself a wage?</li>\r\n</ol>\r\nIf you’ve asked yourself these questions, and feel as though you have come to a dead-end, then there are other alternative methods you can take to generate new business.\r\n\r\nOliver Gaywood, Founder of <a href=\"http://www.civicwebmedia.com.au/\">Civic Web Media</a>, made sure that everyone in his network knew what he was doing. People he had previously worked with and even his friends. It was this process that allowed Oliver to develop some of his most profitable relationships.\r\n\r\n“Some people wanted help with their content, some referred me to those they knew who needed it and others, even though they didn\'t really know what content marketing was, associated the term with us and would mention us in relevant conversations”, says Oliver.\r\n\r\nIf you feel as though you\'ve exhausted all your personal networks, Josh Ballard, Founder of <a href=\"https://www.paradoxmarketing.com.au/\">Paradox Marketing</a>, says that you can accelerate Oliver’s process by “getting out and networking as hard as you can in your own hometown.”\r\n\r\n“As you meet new people in person make sure that you have a follow-up plan for engaging with them online. Always be adding value and never be sold. You will win more work in the long run by sending through meticulously well-curated content to your prospects than you will by pointing out how their digital presence is not working well\", says Josh.\r\n\r\nAs well as this, you should also build a solid process for your existing accounts too.\r\n\r\nIn my previous roundup, I emailed agency experts to get their perspective on how they scale agency revenues by <a href=\"https://www.ruleranalytics.com/blog/agency/account-expansion/\">expanding existing accounts</a>.\r\n\r\nIf you run both processes alongside each other in the right way, those pressures of generating enough revenue to cover salaries and overheads with soon evaporate.\r\n\r\nDan Shutes says, “we’ve stuck to winning business whenever possible, which has done us alright so far.”\r\n\r\n&nbsp;\r\n<h2>The Challenges of Recruitment and Hiring The Right Talent</h2>\r\n<a name=\"2\"></a>For Brian Whigham, Founder of <a href=\"https://www.venndigital.co.uk/\">Venn</a>, “raising money has become incredibly easy, especially in the North West.”\r\n\r\nBrian believes this is due to the focus on the Northern Powerhouse, “from government funding, private equity through to crowdfunding, the access to investment has never been so good.”\r\n\r\n<iframe src=\"https://player.vimeo.com/video/207780664\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\n<small><a href=\"https://vimeo.com/207780664\">NPIF What impact will NPIF have?</a> from <a href=\"https://vimeo.com/britishbusinessbank\">British Business Bank</a> on <a href=\"https://vimeo.com\">Vimeo</a>.</small>\r\n\r\nHe claims that the challenge of growing a digital agency is “simply twofold.”\r\n\r\nThe perception that the web is becoming easier and cheaper when in reality, it’s getting harder and more expensive.\r\n\r\n“As marketers, we are flooded with tools and resources that supposedly make our lives easier. In reality, the speed of evolution is creating a storm that every agency and business is trying to compete in”, he says.\r\n\r\nAs a direct consequence, Brian feels “there is a dearth of talent.”\r\n\r\nAlong with the uncertainty of cash flow and revenue, another common issue shared by agency owners is the challenge of recruiting the right talent for their business.\r\n\r\nOn the launch of <a href=\"https://www.seedpublicity.co.uk/\">Seed</a>, Founder Nick-Stuart Miller felt that his biggest pressure would be maintaining the high standards which they set themselves for achieving results.\r\n\r\nAlthough, because they\'ve structured their message to empower team members with self-development and autonomous decision making. Nick soon realised that the challenge is actually hiring the right kind of people to support their existing values.\r\n\r\n<img class=\"aligncenter wp-image-3852\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-3.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n<small>Image source: The 2017 State of <a href=\"https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-face-and-how-to-solve-them.aspx\">Inbound Report</a></small>\r\n\r\nHe isn’t alone feeling like this.\r\n\r\nJane Asscher, Managing Director of <a href=\"https://www.23red.com/\">23red</a> and Kayleigh Toyra, Co-founder of <a href=\"https://seeker.digital/\">Seeker</a> say their biggest challenges revolve around recruiting the right talent, as well as building and maintaining their organisational culture.\r\n\r\nJane believes this is “relatively easy when you’re in startup mode”. Although admits that it gets more difficult as an organisation grows and the owners can no longer be hands on everything.\r\n\r\nAccording to a report by Hubspot, hiring top talent was the eighth biggest challenge marketers faced in 2017.\r\n\r\nSo, why is finding talent such a challenge for agencies?\r\n\r\nIn the past couple of years, there has been a significant shift from outbound to inbound marketing.\r\n\r\nThere seems to be a bigger demand for top talent, but not enough supply out there to cover it.\r\n\r\nIn addition to this, the required skills a modern marketer are very different to what they were a decade ago. Nowadays, roles seem to have overlapped and morphed.\r\n\r\nFor example, marketers are needed to oversee marketing activities as well as assist sales to generate new business and drive growth within existing accounts.\r\n\r\n<img class=\"aligncenter size-full wp-image-3874\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Screen-Shot-2018-01-25-at-16.40.57.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n<small>job description courtesy of <a href=\"https://www.indeed.co.uk/\">Indeed.co.uk</a>.</small>\r\n\r\nTo make matters more complicated. In 2016 it was reported that millennials are actually job-hopping more frequently than previous generations, according to this <a href=\"https://blog.linkedin.com/2016/04/12/will-this-year_s-college-grads-job-hop-more-than-previous-grads\">research</a> conducted by LinkedIn.\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter wp-image-3854\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-2.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n\r\nCombining all these factors together, it’s no surprise that agency owners consider finding the right talent a challenge.\r\n\r\nIf you’re lucky enough to find that “talent superstar” who has all the required skills and more. There’s no guarantee that they will actually stick around long enough to have an impact on results.\r\n\r\n&nbsp;\r\n<h3>Retain Your Employees and Reduce That Challenge of \'Talent Shortages\'</h3>\r\nTalent shortages seem to be a common issue throughout many industries. Although, it is a significant challenge for those who work in the digital and tech sector.\r\n\r\nEd Leake says that “talented people are your lifeblood” when it comes to agency growth.\r\n\r\nSo, what can you do to reduce that talent shortage and pressure of finding the perfect candidate for your business?\r\n\r\nIt may sound obvious, but the most effective way of counteracting talent shortages is by focusing on getting more out of your existing employees.\r\n\r\nMore than half of employers globally are developing and training their own people in order to overcome recruitment challenges.\r\n\r\nJane Asscher and the team at Red23 have implemented management practices, staff benefits, training and development plans to support their existing staff and combat any recruitment issues.\r\n\r\n“We are looking for people to grab opportunities to learn, develop and share new concepts”, says Jane.\r\n\r\nJane provides her existing employees with a cultural allowance which they can spend on theatre, museum galleries and other events. The aim of this is to help encourage employees to flourish and expand their cultural know-how.\r\n\r\nThis focus on their culture and values has helped Jane attract and retain talent. Ensuring that they have one of the lowest levels of staff turnover in the industry.\r\n\r\nSo, instead of waiting for that “worldie candidate” to come along, who has all the skills you desire and more. Why not invest time into someone who has worked at your side for a while, and demonstrated their dedication to your business already?\r\n\r\nIn this study, Data Freaks discovered that 89% of millennials said that they would stay with the same company for 10+ years if just two criteria were met:1.\r\n<ol>\r\n 	<li>1. Opportunities for upward career mobility</li>\r\n 	<li>2. Regular increase in compensation.</li>\r\n</ol>\r\nIt is this exact method that has allowed Nick Stuart-Miller, Founder of <a href=\"https://www.seedpublicity.co.uk/\">Seed</a>, to alleviate growth challenges.\r\n\r\n“We have made sure every person at Seed feels like they are an important part of our company, and giving them responsibility, accountability and the voice to be heard\", he says.\r\n\r\nIn addition to this, Nick has ensured that their leadership team, himself and business partner Robin, are available to the team at all times.\r\n\r\nWith an intrinsic level of openness, Nick communicates with his team to ensure that individual challenges are supported.\r\n\r\nCommunication is key to success. Make time for your employees, and give them the responsibility they\'ve worked so hard for.\r\n\r\nBryan Alston, Senior Director at Los Angeles’ fastest growing digital agency and now as Head of E-commerce at <a href=\"http://www.bamf.media/\">BAMF Media</a>, says “having more two-way conversations between sales and operations is key.”\r\n\r\nNick and Bryan are prime examples of how communication can help cap staff turnover and reduce the challenge of “talent shortage”.\r\n\r\n&nbsp;\r\n<h3>Could We Be Making A Difference To The Talent Shortage?</h3>\r\nIs there something else we could be doing now which will have an impact on our “talent dilemma” in 5-10 years time?\r\n\r\nBrian Whingham believes the main problem with talent crisis is that there isn’t enough focus at the grassroots level in school.\r\n\r\n“Young boys and girls need to be shown the opportunity that online companies present for their career and personal development”, he says.\r\n\r\nPersonally, as a marketer who has experience in SEO, PPC and Content I do struggle to tell friends and family who don’t work in the industry what I do for a living. In my agency days, I found the easiest thing to do was tell others that “I just help other businesses with their online presence”\r\n\r\nPeople outside our industry literally have no idea that our jobs exist. In fact, I’m going to use an example of how unacknowledged our market is:\r\n\r\nI was watching the apprentice final with a friend.\r\n\r\nFor anyone who hasn’t watched the apprentice before. It’s a reality game show in which a group of aspiring entrepreneurs (plant pots) compete against each other in a series of business-related challenges in order to win a £250,000 business investment from Lord Alan Sugar.\r\n\r\nIn this particular final, one contestant pitched their confectionery business and was then followed by another individual who promoted their IT recruitment idea.\r\n\r\nMy friend turned to me and said, “that IT person does what you do!”\r\n\r\nConsidering that SEO, PPC, content and other online marketing activities have been around for over a decade now, the lack of exposure for our industry is quite concerning.\r\n\r\nBrian Whingham believes “once we solve the talent problem, the role of the agency owner will become much easier.”\r\n\r\nPersonally, as a marketer, I feel as though we need to come up with innovative ways on how we can shed more light on what we do.\r\n\r\n<a href=\"http://www.liverpoolgirlgeeks.co.uk/\">Liverpool Geek Girls</a> are a perfect example to follow.\r\n\r\nTheir core mission is to tackle the current gender imbalance and skills gap in the technology sector.\r\n\r\nHowever, in my opinion, it’s the fact that they host events, courses and workshops for women and girls of all ages which makes them so important.\r\n\r\nThey’re doing exactly what Brian Whigham says we need to do. They’re targeting youngest and exposing them to the possibilities of the tech sector. Something a lot of us didn’t have access to at an adolescent age.\r\n\r\nA lot of individuals have built a successful career off the back of the marketing and tech industry, but have failed to give back to the community.\r\n\r\nI believe if we take a hint of inspiration from organisations such as Geek Girls, we could break down the barrier on the talent shortage for generations to come.\r\n\r\n&nbsp;\r\n<h3>Take Your Time and Avoid the Cost of a Bad Hire</h3>\r\nAlthough the methods that we’ve just discussed can help decrease staff turnover and “talent shortages”, they won’t completely prevent staff from leaving your business - but that’s okay!\r\n\r\nHiring is hard. Especially when an existing employee leaves your business without any warning.\r\n\r\nA big mistake agency owners do in this circumstance, is get into a panic and advise the job position on a LinkedIn update.\r\n\r\nWe’ve all seen those status updates...\r\n\r\nHiring the wrong person will disrupt the rest of your workforce and can lead to a loss of revenue.\r\n\r\nWhen Kayleigh Toyra started out, she took advice from other agency leaders on how they manage their own recruitment challenges.\r\n\r\n“I\'ve come to realise that taking your time with decisions; and hiring on attitude, not just aptitude, are good strategies\", says Kayleigh.\r\n\r\nWho would you rather choose:\r\n<ul>\r\n 	<li>A candidate with all the desired skills, but a negative attitude towards teamwork?</li>\r\n 	<li>Or a dedicated individual, who has a couple of weakness, but has demonstrated their determination and ability to adapt to your current environment?</li>\r\n</ul>\r\nRather than searching for a candidate when a position becomes available, Kayleigh has remained on the lookout for new talent - even when it’s not required.\r\n\r\n“With growing an agency, you need to constantly be on the lookout for new talent - it\'s an ongoing, rather than a \'stop and start\' process”, says Kayleigh.\r\n\r\n&nbsp;\r\n<h2>Being Able To Trust and Let Go</h2>\r\n<a name=\"3\"></a>For some agency owners, it’s not searching for talent which they consider challenging. It’s the pressure of being able to trust and let go of the responsibilities which they’ve had for so long.\r\n\r\nKyle Racki, Founder of <a href=\"https://www.proposify.com/?utm_source=ruleranalytics\">Proposify</a>, highlighted this in his email to me.\r\n\r\n“The biggest pressure growing an agency is handing over the reigns to other people. As an agency owner, you started as a freelancer where you managed everything: the clients, the projects, the invoicing, the new business”, he says.\r\n\r\nKyle wasn’t the only person who made me aware of this pressure shared by many agency owners.\r\n\r\nWhilst scaling his agency Jamie Huskisson, Managing Director and Founder of <a href=\"https://wearejh.com/\">JH</a>, witnessed first hand how “most people try to do things themselves, finding it hard to let go.”\r\n\r\nMost agency owners do start out as freelancers. So, in the past, they’ve had complete control over client projects.\r\n\r\nHowever, scaling an agency is a whole different ball game, and on the road to success, agency owners must sacrifice that time they use to spend controlling client projects steering the business.\r\n\r\nUnderstandably, this can be a difficult routine to break.\r\n\r\nWhile no one knows your vision or brand better than you, scaling an agency demands a variety of skills at the top. With that said, our agency owners shed some light on how to ease your fears of letting go.\r\n\r\n&nbsp;\r\n<h3>Hire People Smarter Than You</h3>\r\nPreviously, we heard how Ed Leake used to whimper when he looked at overheads, but now he cherishes them.\r\n\r\nHe knows that beneath his numbers is a solid team of experts who save him from mental overload. Experts he can rely on and who clients enjoy working with.\r\n\r\nEd strongly believes that “if you’re the most skilled person in your business, you’re not hiring the right people.”\r\n\r\nSome agency owners have developed this pressure that they need to be the smartest person in the room, or they will lose the respect of their employees. As they’re a leader, they feel as though they should hold all answers.\r\n\r\nThis isn’t true.\r\n\r\nJess Butcher says, “you need to ensure that you\'re hiring good \'managers\' and not just good doers - people potentially better than you at their areas of expertise who you can empower to hire, manage and develop their teams and really \'own\' their areas of the business. You simply cannot scale if you continue to have to have a direct input in everything that the business is doing.\"\r\n\r\n<a href=\"https://www.campaignlive.co.uk/article/hire-people-better-you-says-macmillan-marketing-director/1432378\">In this article</a>, Richard Taylor, Fundraising and Marketing Director for Macmillan Cancer Support, says “the secret to success is to bring in people who are better than you at any job that you could ever do.”\r\n\r\nHiring someone who is smarter than you doesn’t necessarily mean that you should bring someone who could step into your role tomorrow.\r\n\r\nBeing smart means that an individual isn’t afraid to use their brain or ask questions. They’re curious, and that’s the type of people you want taking over the reins.\r\n\r\nHiring smart people gives your agency a better chance of success, and makes your role as an agency owner easier.\r\n\r\nTaylor believes hiring smart people “makes you look good.”\r\n\r\nTo become a great leader you must surround yourself with talented people. It is your responsibility to build a team that can bring innovation and unique ideas to the table.\r\n\r\nBusinessman R.H Grant <a href=\"https://www.forbes.com/quotes/7677/\">once said</a>, “when you hire people that are smarter than you, you prove you are smarter than they are.\"\r\n\r\n&nbsp;\r\n<h3>Preventing The One-Man-Band Syndrome</h3>\r\nThis doesn’t just happen to startup owners. One-man band syndrome can strike when you’re years into the business. For anyone who is unaware what this is, it’s when an MD or founder try and run their whole business by themselves.\r\n\r\nIn the beginning, you generally need to have an understanding of sales, marketing and tech if you want to get your business off the ground.\r\n\r\nHowever, if you adopt one-man band syndrome for too long, the growth of your company will eventually flatline.\r\n\r\nKyle Racki says that “many can’t get out of their own way. It’s essential to not be the star when you run an agency.”\r\n\r\nHe admits in his article on <a href=\"https://www.proposify.com/blog/how-to-start-an-agency\">how to start an agency</a>, that one of the hardest things to do as an agency owner is to step out of the spotlight.\r\n\r\nIf you ever get the temptation to set up your own one-man band. You should ask yourself this question.\r\n\r\n“Is this really in the best interest of our clients, or it is in the best interest of my ego?”\r\n\r\nOne-man band syndrome can demonstrate a lack of trust and lowers team morale. More importantly, it can have a backlash on productivity. Increasing churn rates and igniting that pressure of “future unpredictability.”\r\n\r\nIn his book, <em><a href=\"https://books.google.co.uk/books?id=AVWmcx2rCtwC&amp;pg=PA73&amp;lpg=PA73&amp;dq=business+one+man+band+syndrome&amp;source=bl&amp;ots=7BMLVz-RNx&amp;sig=xCxC36OIjhTfagMEWefHEI3mGKI&amp;hl=en&amp;sa=X&amp;ved=0ahUKEwjantnpg7zYAhWjKMAKHSGACxE4ChDoAQgyMAA#v=onepage&amp;q=business%20one%20man%20band%20syndrome&amp;f=false\">great from the start: how conscious corporations attract success</a></em>, Author John B Montgomery speaks about how CEO of Semiconductor was a victim of one-man band syndrome.\r\n\r\nThe CEO of Semiconductor was unable to delegate and had no executive team to support him.\r\n\r\nHe made every decision - from hiring new employees to buying paper clips.\r\n\r\nHis inability to surround himself with a strong team of employees prevented his company from scaling to its full potential.\r\n\r\nEventually, Lucent Technologies eventually acquired his company.\r\n\r\n&nbsp;\r\n<h3>Avoid The Trap Of Micromanagement</h3>\r\nComparable to having one-man band syndrome, micromanagement is when leaders give responsibilities to others, but closely observe and control the work of his/her subordinates.\r\n\r\nIt’s so easy for agency owners to fall into that trap and get confused between “leadership” and “Micromanagement”.\r\n\r\nLeading your employees and keeping them accountable is a huge part of scaling an agency.\r\n\r\nI’m sure you’re all aware of the management style of Steve Jobs’.\r\n\r\nHe was progressive, intense and very particular. It’s well-known that Job’s had a slight infatuation with dictatorship, which in the beginning, was an issue at Apple.\r\n\r\nHis micromanagement caused confusion and fear amongst employees, which was having a negative effect on the development of Macintosh.\r\n\r\nMoral of the story here is, by micromanaging your employees, you’re potentially decreasing the chances of agency success.\r\n\r\nAs much as you want to be involved in every aspect of the business, which you built from the ground up, you need to learn how to step back and allow your employees to make key decisions without your input.\r\n\r\nScott Berkun has an insightful analogy for owners and leaders who are guilty of this common habit:\r\n\r\n<img class=\"aligncenter wp-image-3859\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-5.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n\r\nA good way to overcome this habit is by developing awareness of why you’re micromanaging. In most cases, it’s because of an insecurity. Maybe you’re afraid that it will reflect badly on you if your team doesn’t succeed.\r\n\r\nMuriel Maignan Wilkins, the co-author of <a href=\"https://hbr.org/product/own-the-room-discover-your-signature-voice-to-mast/an/10931-HBK-ENG\">Own the Room</a> and Co-founder of <a href=\"http://paravispartners.com/\">Paravis Partners</a>, recommends you ask yourself the following question:\r\n\r\n“what excuses am I using to micromanage?”\r\n\r\nInstead of using excuses such as, “it will save time if I do it myself.” Or “too much much is at stake to allow this to go wrong” Wilkins recommends that you focus on, “the reasons why you should not micromanage?”\r\n\r\nMicromanagement diminishes creativity and innovation. When employees feel like they’re being watched they are less likely to step outside the box.\r\n\r\nBy asking yourself the question of “why you should not micromanage?”\r\n\r\nYou increase the job satisfaction of your employees, ensuring the future of your business.\r\n\r\n&nbsp;\r\n<h3>Integrate Autonomy Into Your Culture</h3>\r\n“Autonomy is the antithesis of micromanagement”, says Joan F Cheverie, Director, Professional Development of <a href=\"https://www.educause.edu/\">EDUCAUSE</a>.\r\n\r\nYour agency needs a leader, not a micromanager, who knows how to give autonomy to employees who can lead the company more effectively in specific areas.\r\n\r\nFor Jamie Huskisson, “one of the most important things when growing an agency, is to give people the power they deserve and provide them with the autonomy, when they can deal with it, to really flourish.”\r\n\r\nJamie recommends that you should “identify your leaders early” and “give them the opportunity to shine as early as you can.”\r\n\r\nAutonomy is crucial for building employee engagement and is believed to decrease the levels of emotional exhaustion felt by employees.\r\n\r\nIn this 2011 study, from the Foster School of Business at the University of Washington, they found that handing over more autonomy to one “talent superstar” isn’t enough. Other teams members should also have the ability to get involved in important decisions.\r\n\r\nSo, how can you go about giving your employees autonomy they need to succeed?\r\n\r\n<small>Start small.</small>\r\n\r\nIf you’re feeling the pressure of handing over the reins still, start by raising your team’s autonomy slowly. This way, you will be assured that you’re not giving away too much control at once, avoiding any potential backtracking in the future.\r\n\r\nAlso, make sure that you identify the balance between autonomy and structure. Joan Cheverie recommends the following:\r\n\r\n“Stop telling your staff how to do their job and, instead, set the strategic direction deadlines and benchmarks”.\r\n\r\nLet your staff decided how they will accomplish the job, encourage your employees to set their own goals. Cheverie says that this creates a specific kind of motivation called intrinsic motivation - the desire to do something for its own sake.\r\n\r\nBy defining the end result clearly, you can outline any barriers. You\'re giving your employees the autonomy they need, but within a specific perimeter.\r\n\r\nJamie sums it for us, as to why it’s so important to provide your employees with the autonomy they need to succeed:\r\n\r\n“By providing autonomy you\'ll grow quicker because you have more people tackling different tasks at once and you ‘move as one’ as a leadership team internally”\r\n\r\n&nbsp;\r\n<h2>Maintaining Standards and Achieving Results</h2>\r\n<a name=\"4\"></a>Maintaining the standards of your business as you scale is always going to be an uphill challenge. No matter where you are in the development of your agency.\r\n\r\nSome agency owners share the mutual pressure of maintaining their standards as they start to take on more projects and experience sustainable growth.\r\n\r\nBryan Alston considers “the biggest challenge to growing an agency is making sure you have the resources and capabilities to live up to client expectation, and aligning that with the sales team from day 1.”\r\n\r\nOn the one hand, you’re ecstatic with all the business that is coming through the door. On the other hand, you’re worried that when you increase projects, you will dilute the quality that you’ve worked so hard to achieve.\r\n\r\nIn addition to this, agencies are constantly having to adapt and change, as the online industry continues rapidly evolve.\r\n\r\nAndy Golpys, Co-Founder of <a href=\"https://madebyshape.co.uk/\">MadeByShape</a>, says in the early days the main pressure is “getting the work.” However, believes his biggest pressure was/is to “keep the standards high all the time.”\r\n\r\nHe admits “this might not sound like your typical pressure” but says, “the standard of our work is our reputation and if that standard drops, it has a knock on effect. We won\'t get as many enquiries or repeat customers, and that creates the pressure of having to bring money in to pay the wages.”\r\n\r\nIn the book, <em><a href=\"https://www.amazon.co.uk/Scaling-up-Excellence-Hayagreeva-Rao/dp/1847940994\">scaling up excellence: getting more without settling for less</a></em>, coauthor Robert I. Sutton says that, “companies grow well and scale badly when they focus on running up the numbers but not the quality. They get bigger and start to look like just any organisation. And there goes the value.”\r\n\r\nIt’s so easy for agency owners to lose sight when it comes to quality control, especially when their business is scaling at a significant pace.\r\n\r\nThe following are just a few practices, recommended by our agency owners, which you can take on board to avoid that dreaded pressure of maintaining standards.\r\n\r\n&nbsp;\r\n<h3>Don’t Be Afraid To Say “No”</h3>\r\nFor all of you out there that did start out as freelancers, you will of been inclined to say “YES” to any project or client that came your way.\r\n\r\nWe’ve all got bills to pay - right?\r\n\r\nIt’s this experience that makes it hard for agency owners to say no to jobs which they simply can\'t accommodate. While cash-flow is crucial, you need to ensure that any work you take on is aligned with your business goals.\r\n\r\nAndy Golpys is a great example of this.\r\n\r\nHis vision was to operate a small studio, and for various reasons, never wants to go past 12 members of staff.\r\n\r\nAndy says, “as an agency grows, there become more difficulties such as, increased volume of projects, tighter deadlines, more staff to manage, more people to deal with, and a lot more travelling which takes up time”.\r\n\r\nBy putting in place simple, but effective methods, Andy has been able to tackle the pressure of maintaining standards head-on.\r\n\r\nAs well as tweaking their “client-side process” to elevate production. Andy has taken a back seat in terms of design to solely concentrate on business development, client and project management.\r\n\r\nAndy says, “this involves planning the diary 3 months in advance, and saying no to projects if the diary is already full.”\r\n\r\nBy saying no to projects, Andy has remained loyal to his initial goal of establishing a small studio specialising in search engine optimisation, web design and development.\r\n\r\nHowever, for some, saying no just doesn’t come naturally. We either can’t face letting people down or refuse to be perceived as a “no person”.\r\n\r\nYou need to remember, it’s not unprofessional to turn down work. By saying no to things you don’t want to do, allows you to say yes to more of the things that you want.\r\n\r\nBefore saying yes to a job, ask yourself the following questions first:\r\n<ul>\r\n 	<li>Will saying yes to this job divert me from my initial goals?</li>\r\n 	<li>Do I want to be known for this type of work?</li>\r\n 	<li>Is it enough to cover operational costs?</li>\r\n 	<li>Do I have the resources to execute the project?</li>\r\n</ul>\r\nWork that pays little in terms of revenue and fulfilment will leave you demotivated. Inevitably, this will lead to lousy standards and more low-quality projects.\r\n\r\n&nbsp;\r\n<h3>Understand Your Businesses Strengths and Weaknesses</h3>\r\nIn order to maintain standards and survive in this ever-changing market, agency owners must set their goals based on their strengths and downplay any weaknesses.\r\n\r\nJess Butcher, Co-Founder and CEO at <a href=\"https://web.blippar.com/\">Blippar</a>, believes “one of the most critical things as a business owner is understanding your own strengths and weaknesses as honestly as you can.”\r\n\r\nWhen identifying your strengths and weaknesses, you need to outline competitive advantages and distinctive qualities your agency does and doesn’t carry.\r\n\r\nMost agency owners adopt for a SWOT analysis and consider it the easiest way to determine internal and external factors which could be having an effect on their standards. SWOT is an acronym and stands for:\r\n\r\n<strong>S</strong>trengths, <strong>W</strong>eaknesses, <strong>O</strong>pportunities, <strong>T</strong>hreats.\r\n\r\nA SWOT analysis is an effective way of identifying any issues that could be crippling your agency. By doing this, you’re able to conduct strategies that will allow you to maintain your standards, as you focus on scaling your business.\r\n\r\nTo remain in control of your SWOT analysis, keep in mind these simple rules:\r\n<ol>\r\n 	<li>1. Only list four per category <u>max</u>.</li>\r\n 	<li>2. No opinions. Stick to facts to ensure honest information.</li>\r\n 	<li>3. Make weaknesses and opportunities actionable.</li>\r\n 	<li>4. Try and be exact when listing items in each category.</li>\r\n</ol>\r\n<img class=\"aligncenter wp-image-3860\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-3.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\r\n<h4></h4>\r\n<h4>Strengths</h4>\r\nSelf-explanatory, your strengths are what your agency is good at already. Although, the purpose of using a SWOT analysis is to identify these strengths so you can utilise them to meet organisational goals and high-quality standards.\r\n\r\nYou might be a web design and SEO agency that specialises in online marketing for law firms. Straight away you would produce a strategy that would position you as an authority in that specific field.\r\n\r\nAlex Moss, Managing Director of <a href=\"https://firecask.com/\">Firecask</a>, found that his skills in Wordpress helped him and his agency stand out from the crowd.\r\n\r\nMoss says, “because of this skill, I was able to make myself [somewhat] of an authority when it came to WordPress and SEO. Once you have this, work to get yourself as an authority via speaking and through networking.”\r\n\r\n&nbsp;\r\n<h4>Weaknesses</h4>\r\nI’m going to put this lightly. We all have weaknesses. In order to maintain quality and scale, you need to minimise your weaknesses or turn them into strengths. The key here is to identify your weaknesses as honestly as you can.\r\n\r\nYou may feel that you’re advertising a lack of services to your clients. You could consider a partnership with another agency or SaaS product to strengthen and compliment your current offering.\r\n\r\nWith that said, it\'s worth mentioning that we offer our own agency partnership program.  You can click through <a href=\"https://www.ruleranalytics.com/agency-partner/\">here</a> to find out more about how that works. :\r\n\r\n&nbsp;\r\n<h4>Opportunities</h4>\r\nAn opportunity to identify external factors which could have a positive impact on your business. This could be something like a change to the current market or growth in technology.\r\n\r\nFor example, in 2016, we saw a record of <a href=\"http://www.telegraph.co.uk/business/2016/07/12/record-80-new-companies-being-born-an-hour-in-2016/\">80 new companies</a> being launched in an hour. So the opportunity here is that eventually, these organisations will likely require online marketing in order to grow.\r\n\r\n&nbsp;\r\n<h4>Threats</h4>\r\nSadly, threats are unpredictable. In most cases, you will need to rely on predictable forecasts and intelligence to gauge the best possible decisions. It’s not feasible to avoid all threats, so what you need to be asking yourself is this: How can I reduce the impact of a threat?\r\n\r\nFor many agencies, they will consider their competitors as one of their biggest threat. To reduce this pressure, you could perform a SWOT on your competitors to identify their strength and weaknesses. By doing this, you know where your agency stands compared to others.\r\n\r\nWith that said, it’s important that you don’t “get too caught up” in what your competitors are doing.\r\n\r\nChris Martin, Head of Marketing at <a href=\"https://www.commontime.com/\">CommonTime</a>, says it’s important that you “don’t get caught up with what your competitors are doing.”\r\n\r\n“It’s very easy to spend a lot of time trying to work out exactly what all of your competitors are doing and how you differentiate yourself\", he says.\r\n\r\nIf you do consider your competitors as a threat, then keep in mind that you’re the unique aspect of your agency.\r\n\r\nChris believes that “your knowledge, experience and insight will be the differentiating factor - that’s something no-one will ever be able to replicate.”\r\n\r\n&nbsp;\r\n<h3>Don’t Try And Reinvent The Wheel</h3>\r\nA lot of agency owners put this self-pressure on themselves that they need to come up with innovative ideas otherwise they will fail as a business.\r\n\r\nIt’s time to accept reality.\r\n\r\nCommercial <a href=\"https://en.wikipedia.org/wiki/Advertising\">advertising</a> and political campaign displays have been found in the ruins of Pompeii and Arabia. It’s likely that any idea you come up with now, it’s already been done.\r\n\r\nCraig Wiltshire, Managing Director of <a href=\"https://www.struto.co.uk/\">Struto</a>, says that it’s OK to “borrow shamelessly from other places.”\r\n\r\nSo with that said, stop putting this unnecessary pressure on yourself to come up with the “next big thing”.\r\n\r\nInstead, find a concept that works, and tailor it to your specific service. It’s this exact process which we’ve adopted here at Ruler.\r\n\r\nFounders Ian and Dan, worked with a lot of agencies previous to Ruler Analytics.\r\n\r\nThey faced the common obstacle of proving the value of their campaigns. The client\'s phones were ringing, but it was difficult to demonstrate <em>where</em> those calls were coming from. Frustrated by some of the limitations of Google Analytics, Ian and Dan went on to develop Ruler Analytics.\r\n\r\nA big focus for Ruler was/still is the <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking</a> software. Despite it being a popular and affordable product, we found it difficult at first to break through the noise being made by other competitors.\r\n\r\nWith that said, we went ahead and evolved our servicing, sales and marketing approach.\r\n\r\n<img class=\"aligncenter wp-image-3676\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/large.jpg\" alt=\"\" />\r\n\r\nWith call tracking still at the core of our product, we now focus on connecting the dots between Google Analytics, DoubleClick, CRMs between website visits, phone calls and leads.\r\n\r\nBy integrating data with popular CRM tools, marketing teams can get an end-to-end overview of the success of their lead generation based on closed sales, not just contracts.\r\n\r\nMore about that in this <a href=\"https://www.youtube.com/watch?v=7X5IwoKsUKA\">video</a>:\r\n\r\n<iframe src=\"https://www.youtube.com/embed/7X5IwoKsUKA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nBottom line here is that call tracking was already around before we entered the market. However, we took the concept of the idea and produced a service that is more engaging with our target audience.\r\n\r\nFor those of you who are at the start of their journey, Craig Wiltshire leaves you with this, “just because you’re starting out doesn’t mean you have to start from scratch. Don’t try and reinvent the wheel.”\r\n\r\n&nbsp;\r\n<h3>Just Focus On Doing Great Work</h3>\r\nI’m not an agency owner, but this is one topic I can relate to on a personal level. It’s so easy to let standards slip when your schedule is bursting with tasks. Although, to avoid that dreaded pressure of slipping standards you must continue to stay focused on doing great work at all times.\r\n\r\nIn their book, Sutton and Rao argue that scaling isn’t just about getting bigger. It is also about getting better. They say the best way to know you’ve succeeded is to ask yourself the following question: If I stopped putting energy into this, would it continue to go well?\r\n\r\nIt’s funny. When I emailed my list of agency owners, I received near-identical feedback from both Cathal Saunders, Operations Director of <a href=\"https://converted.co.uk/\">Converted</a> and Kevin Gibbons, Managing Director of <a href=\"https://www.blueglass.co.uk/\">BlueGlass</a>.\r\n\r\nThey share the same beliefs when it comes to staying focused on doing great work.\r\n\r\nBoth Cathal and Kevin admit that doing great work does “sound obvious”, but it’s an important factor if you want to scale and maintain agency standards.\r\n\r\nAgency owners can spend so much time getting new business trying to prove that they’re good at their profession, they become blind and stop putting energy into existing client campaigns. Inevitably, this can have a negative influence on standards.\r\n\r\nKevin says, “it’s much more important to be doing great work internally than it is to look like you’re doing great work publicly”.\r\n\r\nBy doing great work, it doesn\'t mean you need to work harder and longer. It’s all about working smarter.\r\n\r\nIt just simply boils down to “focusing on delivering outstanding results/value first and foremost”, says Kevin Gibbons.\r\n\r\nI read this article which highlights the chapters in Michael Bungay Steiner book, <a href=\"https://generalassemb.ly/blog/do-more-great-work-book-review/\">do more great work</a>.\r\n\r\nMichael says that you should think back to moments in life where you felt like your best. Where you reached your perception of success, i.e. an award-winning ad campaign or a scenario where you ranked #1 organically for a competitive search term.\r\n\r\nThe aim of this process is to identify commonalities between these moments. It\'s this feeling that will spur you on to do great work.\r\n\r\n“Just remember to keep improving because doing it just once isn\'t enough”, says Alex Moss.\r\n\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400;\">What Have We Learnt Here?</span></h2>\r\nWhatever pressures you suffer from, you’re safe in the knowledge that you’re not alone when it comes to scaling an agency.\r\n\r\nMitchel White has been in business for 4 years and has been able to look after himself a little more, physically and mentally.\r\n\r\nDespite going the gym at least 3-4 times a week to relieve tension. The main focus for Mitchel over this time has been to prevent the worries of agency ownership from taking over his life.\r\n\r\nHe admits “that pressure doesn’t ever really go”, but “it what spurs us on to continue doing brilliant and successful things every day.”\r\n\r\nMitchel told me that he recently took a couple of days out for his mental health.\r\n\r\n“I needed to take a couple of days out for my mental health (I posted a <a href=\"https://www.linkedin.com/feed/update/urn:li:activity:6328883839607324672/\">LinkedIn post</a> about this) - some people frowned upon it but taking those two days out allowed me to relax, unwind and come back afterwards feeling refreshed and full of energy. The business didn’t fall apart without me in the office either. Win-win.”, he says.\r\n\r\nWhenever you start to get that feeling of pressure, just remember that scaling a successful agency is one of the most rewarding things that you can ever do.\r\n\r\nKyle Racki, leaves us with this simple takeaway:\r\n\r\n“Hire great talent, delegate the work, trust your team to deliver and focus on the big picture - sales and staying profitable.”','How To Deal With The Pressures Of Scaling An Agency (Practical Advice From 23 Experts)','','publish','closed','open','','pressures-of-scaling-an-agency','','https://www.ruleranalytics.com/blog/agency/account-expansion/\nhttps://generalassemb.ly/blog/do-more-great-work-book-review/','2018-01-30 16:51:15','2018-01-30 16:51:15','',0,'https://www.ruleranalytics.com/?p=3840',0,'post','',0),(3842,0,'2018-01-23 12:35:30','2018-01-23 12:35:30','','','','publish','closed','closed','','3842','','','2018-01-23 12:35:30','2018-01-23 12:35:30','',0,'https://www.ruleranalytics.com/blog/nf_sub/3842/',0,'nf_sub','',0),(3843,0,'2018-01-23 12:35:52','2018-01-23 12:35:52','','','','publish','closed','closed','','3843','','','2018-01-23 12:35:52','2018-01-23 12:35:52','',0,'https://www.ruleranalytics.com/blog/nf_sub/3843/',0,'nf_sub','',0),(3846,3,'2018-01-23 15:51:29','2018-01-23 15:51:29','','scaling an agency - 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And I could take a bet that there have been days where you’ve felt like throwing in the towel.\n\nI spend a lot of time following and interacting with agency owners on <a href=\"https://twitter.com/Katieholmes92\">Twitter</a>. Through this, it’s easy to get the impression that owning an agency, in particular, is like a walk in the park.\n\nA lot of agencies choose to engage with their audience through the power of social and will approach this by “becoming more relatable”.\n\nYou know...\n\nThey might post a picture of their recent ping-pong champion, or document how they’ve recently smashed their record of “the number of teas made in one brew round”.\n\nI mean, who doesn’t love ping-pong and caffeine - right?\n\nThing is, although this is making your brand seem more approachable, it can also create this illusion that owning an agency is an easy slog.\n\nWhen in reality, it’s quite the opposite\n\n&nbsp;\n<h2>Sometimes Taking Deep Breaths Just Isn’t Enough</h2>\nI did find some insightful articles on how business owners can keep their stress levels under control.\n\nHow taking deep breaths can make the feeling of stress disappear, or how keeping a tidy environment can help maintain a clear mind. And although these practices may be scientifically proven to release stress and can have a major impact on your sanity, they count for nothing if you haven’t got an on-hands approach implemented in the workplace to run alongside.\n\nIn today’s high-pressure industry, you probably feel as though your business is constantly on the line.\n\nThat’s natural.\n\nAs an agency owner, you more or less have the final say on every decision, negotiation or pitch. Empowering as this is, it also carries a lot of emotional burdens which can wear you down.\n\nYou need to remember this: you’re not alone.\n\n&nbsp;\n<h2>How Others Are Coping With The Pressures Of Scaling An Agency</h2>\nMitchel White, Founder &amp; Managing Director of <a href=\"https://leftmedia.co.uk/\">LeftMedia</a> admitted that he’s “one of those people that worry a lot, but running an agency can put a big pressure on you mentally and physically”.\n\nWith that said, I thought it would be a good idea to approach a variety of agency owners, all from different cultures, and ask them the following question:\n\n<strong>“What do you consider is your biggest pressure growing your agency, and what methods have you put in place to reduce/avoid it?”</strong>\n\nBy doing this, I was able to understand the common pressures that agency owners face on a daily basis and get first-hand, actionable insight into how they’re keeping those troubles at bay in the workplace.\n\nHopefully, by the end of this article, you will of been able to connect with what our agency experts have had to say and take onboard some of their methods.\n\n<strong>Please note: </strong>\n\nThis is a monster 8000+ word practical guide on how to cope with the pressures of scaling your agency. I’ve produced this guide for agency owners at all stages. So with that said, you may find the stuff our agency owners have advised is something you’re doing already.\n\nKnowing this, I’ve included a quick navigation so you can go straight to the sections that you identify with the most:\n\n1. <a href=\"#1\">Dealing With The Common Pressure Of Financials</a>\n2. <a href=\"#2\">The Challenges Of Recruitment And Hiring The Right Talent</a>\n3. <a href=\"#3\">Being Able To Trust And Let Go</a>\n4. <a href=\"#4\">Maintaining Standards And Achieving Results</a>\n\nLet\'s dive in!\n\nBelow you will find a list of pressures identified by the agency owners I emailed. Plus, the strategies they’re using to keep their tensions to a minimum.\n\n&nbsp;\n<h2>Dealing With The Common Pressure of Financials</h2>\n<a name=\"1\"></a>Once I started to receive some feedback, I noticed a clear pattern straight away. Most of the agency owners that I questioned all share the mutual pressure of cash-flow uncertainty, as well as ensuring that they have enough revenue to cover operational costs.\n\nWas I shocked? Not at all.\n\n<img class=\"aligncenter wp-image-3846\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n<small>Image courtesy of <a href=\"https://blog.hubspot.com/blog/tabid/6307/bid/19705/the-3-biggest-challenges-facing-marketing-agencies.aspx\">Hubspot</a></small>\n\nA previous survey by Hubspot revealed that two-thirds of agency owners consider unpredictable cash flow one of their top three challenges, and 19% of them called it their top concern.\n\nMitchel White and Dan Cullen-Shute, CEO &amp; Founder at <a href=\"https://www.creaturelondon.com/\">Creature of London</a>, both share the same pressure which is ensuring that they “keep the lights on”.\n\nIn addition to this Dan believes that “there are a million pressures that come from running an agency.”\n\n“The pressure to make every piece of work something you\'d be as proud of in Effectiveness Week as you would in Cannes; the pressure to ensure we don\'t run out of Crunchy Nut Cornflakes on a Monday morning; and the pressure to make sure you\'re both funny AND insightful when asked to supply a quote for somebody else\'s article. Sitting atop ALL of that, though is the pressure to keep everybody’s mortgages paid”, he says.\n\nDarren Marble, CEO of <a href=\"https://www.crowdfundx.io/\">CrowdfundX</a>, can relate to Dan\'s statement. He also revealed that his biggest pressure is “ensuring that they generate enough revenue to cover salaries and overheads on a monthly basis”.\n\nWhatever size your agency is or how fast it’s growing, there’s always going to be that uncertainty of cash-flow. Sadly, we can’t see into the future and predict when we’re going to get hit by unexpected costs or experience one of those ‘bad months”.\n\nFortunately, the agency experts I questioned shared their methods on how to reduce that pressure of uncertainty and provided me with tips on how to manage your finances in a more efficient and reassuring way.\n\n&nbsp;\n<h3>Put An Estimated LTV (Lifetime Value) On Each Client</h3>\nJordan Scheltgen, Founder of <a href=\"http://cavesocial.com/\">Cave Social</a>, believes that a lot of agencies are quick to tell their clients to spend big on SEM, SMM, but then don\'t do any of that stuff themselves.\n\nHe says that “you need to figure out what it costs you to get a client, then put an estimated LTV (Lifetime Value) on that client.”\n\nJordan believes that putting an LTV on your client is “key to financial growth”.\n\nAlso known as, Customer Lifetime Value (CLV) or Lifetime Customer Value (LCV) - depending on your preference. LTV is a method used by marketers to project the revenue a customer will generate during their lifetime.\n\n<strong>Lifetime Value (LTV) = Total Customer Revenue – Total Customer Costs</strong>\n\nJordan demonstrated his belief by using an example of his own, which he shared on <a href=\"https://inbound.org/discuss/any-tips-for-my-new-digital-marketing-agency\">Inbound.org</a>:\n\n<img class=\"aligncenter size-full wp-image-3873\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Screen-Shot-2018-01-25-at-16.35.32.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n\nLTV can determine the financial gain of your of business and is a valuable metric for those running an agency or subscription-based model.\n\nBy calculating the LTV of your customers, you can reveal where stronger marketing efforts are needed, as well as the long-term financial impact of losing current customers.\n\nMore importantly, LTV can be used as a premature warning sign to detect defection rates. It identifies in which segments “a problem” originates, so procedures can be put in place to correct the cause. In turn, reducing that dreaded pressure of “cash flow uncertainty”\n\n&nbsp;\n<h3>Switch To A Retainer Based Pricing Model - If You Haven’t Already</h3>\nWe heard how Mitchel White’s biggest pressure “is keeping the lights on.”\n\nHe also told me that, “the additional costs of premises and PAYE (for example) add extra pressures with cash flow being notoriously hard in a traditional agency where fees are project based.”\n\nOne way Mitchel has tackled this is by increasing the number of his recurring revenue clients. By doing this Mitchel has, “guaranteed monthly income when new projects go a little quiet.\"\n\nAlthough to receive the true benefits of recurring revenue, you will need to ditch your project-based pricing model in favour of a retainer. In fact, Jordan Scheltgen strongly advises anyone billing hourly to “switch to a retainer pricing model as soon as possible - if you haven’t already”.\n\nIn addition to this, he advises that you should “project your hours (internally), then put forward a price monthly with your deliverables.”\n\nBy implementing a retainer-based model, you have a predictable source of regular income and clear mechanisms for operational costs.\n\nMore importantly, you have a clear roadmap for future production and can budget your team\'s time accordingly.\n\nUsing a retainer model has enabled Ed Leake to factor his average billable working hours and overhead per role, giving him a baseline cost.\n\nIn a <a href=\"https://blog.hubspot.com/agency/start-agency-actually-matter\">previous article</a>, Ed Leake, Founder of <a href=\"https://midasmedia.co.uk/\">Midas Media</a>, revealed how he used to whimper when looking at his overheads, but since implementing the following process he now cherishes them.\n\nLeake says, “It’s really simple, anyone with a copy of Excel can do it. I use total working hours – holidays – 3 days sick * 70% efficiency, per person.”\n\nLeake shares with us a quick example of what this process looks like:\n\n<img class=\"aligncenter wp-image-3849\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-1.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n\nEd accounts for a person’s wage, the business cost (office, equipment, software tools etc) and any advertising budget.\n\nNext, he adds in projected hours per service, which gives him a no-nonsense baseline. The spreadsheet then calculates a 20% creep/slack with a 35% profit margin.\n\nThe end result, an ACCURATE price for the service.\n\nHere\'s an example:\n\n<img class=\"aligncenter wp-image-3850\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-2.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n\nEd claims this process (in tandem with tight project management) has enabled him to propose retainers to the nearest hour billable.\n\n“Often our prices look ‘funny’ because of this, we don’t round up or down to get a job – we give exact figures without discount”, he says.\n\nEd claims this process offers “immediate trust and transparency”.\n\nRetainers are most efficient when you know a solid, predictable relationship makes sense. They are an effective method for both agencies and clients. Less time is spent on unnecessary paperwork, allowing both parties to focus on what matters the most - achieving results.\n\nIn addition to this, retainers make scheduling easy and simplify your proposal stage. Instead of generating a custom, project-specific proposal for each of your clients. A retainer can help you draw up a template contract, which can come in handy if you receive a lot of proposal requests.\n\n&nbsp;\n<h3>Watch Every Penny - Even When You’re Making Money</h3>\nThis may sound obvious, but you\'d be surprised at how crazy some people get once they start to see the money piling up in the bank.\n\nGo on a spending spree too early, and you’re going receive a backlash of financial pressure.\n\nFor most people, running an agency doesn’t equate to instant riches.\n\nEd Leake, Founder of Midas Media believes the best way to manage your finances is to, “be tight and watch every penny – even when you’re making money. This isn’t just in the first few years; you need to do it forever.”\n\nHe goes on to say that, “some of the richest people in the world become rich because they keep an eye on their expenses like a hawk.”\n\n<a href=\"http://richhabits.net/\">Tom Corley</a>, an accountant and financial planner, surveyed 233 wealthy individuals. Mostly self-made millionaires, he asked them questions about their daily spending habits.\n\n<img class=\"aligncenter wp-image-3851\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-1.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n\nThe majority of wealthy people in Corley’s research said that they save a significant amount of their revenue income. In fact, 80% of the individuals in Tom\'s study didn’t become wealthy until the age of 50.\n\nCorley recommends that you should put 20% of your monthly income into savings.\n\nFor example, if you generate £100,000 each month in revenue, try and put £20,000 into savings. By doing this, over time you will start to see your savings account grow.\n\nIf the recession taught us anything, it’s that the most successful businesses can sometimes encounter financial challenges beyond their control.\n\nSo, by keeping a cash supply on hand, you can ensure that your business will stay afloat in lean times.\n\nNot only will this enable you to keep providing services, but you take away that pressure of generating enough revenue to cover operational costs and employee wages.\n\nFor Mike Ramsey, President of <a href=\"https://niftymarketing.com/\">Nifty Marketing</a>, he has opted for Dave Ramsey’s <a href=\"https://www.daveramsey.com/\">personal financial guidelines</a> for his business and finds it very conservative. Dave Ramsey’s personal financial guide is pretty much in tune with Thomas Corley’s advice.\n\nHowever, whereas Corley recommends that you put away 20% of your revenue each month. Dave Ramsey suggests that you should have 3-6 months of expenses on hand at all times.\n\nFor example: at £65,000 per month of expenses, you should have between £195,000-£390,000 in reserves.\n\nDave admits that this can seem like a lot of money. With that said, if clients unexpectedly drop, or major industry changes necessitate a completely new model, you will have the cash on hand to make good decisions - instead of desperate ones.\n\nBy following Dave’s advice has put Mike’s agency in a unique position, “we’re growing, but not at a crazy rate.\"\n\nMike says, “if we lose a client, it’s ok. If we have late payments, that is also ok. I can sleep given I know we have months of float with zero income if needed.”\n\nHe accepts that his biggest pressure is “false pressure” that he puts on himself that he has to scale at a certain rate each month.\n\nHe believes this type of thinking can lead to seriously bad long terms decisions and can deplete cash flow rapidly.\n\n“Greed can build things fast, but can also bring everything down just as quickly. I would rather take my time and play the long game\", Mike says.\n\nThere’s always a cheaper or more efficient way of achieving your results on a budget, it’s just getting into the habit of finding that cheaper alternative and some strategic planning.\n\n&nbsp;\n<h3>Focus On Building A Solid Process For Getting New Business</h3>\nSo, we’ve established that cash flow is easier to calculate and maintain by switching to a retainer pricing model. And that calculating the LTV of your customers will allow you to estimate the financial gain of your business.\n\nAlthough, before getting to these formulas, you will need to ensure that you have a solid process for getting new business.\n\nI mean, there’s no math without clients - right?\n\nSeb Dean, Managing Director of <a href=\"https://www.imaginaire.co.uk/\">Imaginare Digital</a>, advises that “you should be focusing on building a solid process for getting new business.”\n\nHe isn’t alone in saying this.\n\nPreviously, we heard how Darren Marble’s biggest pressure is generating enough revenue to cover salaries and overheads on a monthly basis.\n\nA common pressure shared by many business owners - I’m sure you will agree?\n\nTo address this challenge Darren stays “relentlessly focused on new client acquisition and creating reference accounts” which helps him sell against the competition.\n\nDarren believes that “sales solves all problems” and recommends that you “make it your core focus.”\n\nBy plotting out his sales process, it’s allowed Seb Dean to accomplish his goals.\n\nSeb leaves us with a couple of questions which you can ask yourself when building a solid process for getting new business:\n<ol>\n 	<li>Think about who your customers are?</li>\n 	<li>How are you going to reach them?</li>\n 	<li>Where are your leads coming from?</li>\n 	<li>How many appointments will you need to have each week to make enough money to pay yourself a wage?</li>\n</ol>\nIf you’ve asked yourself these questions, and feel as though you have come to a dead-end, then there are other alternative methods you can take to generate new business.\n\nOliver Gaywood, Founder of <a href=\"http://www.civicwebmedia.com.au/\">Civic Web Media</a>, made sure that everyone in his network knew what he was doing. People he had previously worked with and even his friends. It was this process that allowed Oliver to develop some of his most profitable relationships.\n\n“Some people wanted help with their content, some referred me to those they knew who needed it and others, even though they didn\'t really know what content marketing was, associated the term with us and would mention us in relevant conversations”, says Oliver.\n\nIf you feel as though you\'ve exhausted all your personal networks, Josh Ballard, Founder of <a href=\"https://www.paradoxmarketing.com.au/\">Paradox Marketing</a>, says that you can accelerate Oliver’s process by “getting out and networking as hard as you can in your own hometown.”\n\n“As you meet new people in person make sure that you have a follow-up plan for engaging with them online. Always be adding value and never be sold. You will win more work in the long run by sending through meticulously well-curated content to your prospects than you will by pointing out how their digital presence is not working well\", says Josh.\n\nAs well as this, you should also build a solid process for your existing accounts too.\n\nIn my previous roundup, I emailed agency experts to get their perspective on how they scale agency revenues by <a href=\"https://www.ruleranalytics.com/blog/agency/account-expansion/\">expanding existing accounts</a>.\n\nIf you run both processes alongside each other in the right way, those pressures of generating enough revenue to cover salaries and overheads with soon evaporate.\n\nDan Shutes says, “we’ve stuck to winning business whenever possible, which has done us alright so far.”\n\n&nbsp;\n<h2>The Challenges of Recruitment and Hiring The Right Talent</h2>\n<a name=\"2\"></a>For Brian Whigham, Founder of <a href=\"https://www.venndigital.co.uk/\">Venn</a>, “raising money has become incredibly easy, especially in the North West.”\n\nBrian believes this is due to the focus on the Northern Powerhouse, “from government funding, private equity through to crowdfunding, the access to investment has never been so good.”\n\n<iframe src=\"https://player.vimeo.com/video/207780664\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\n\n<small><a href=\"https://vimeo.com/207780664\">NPIF What impact will NPIF have?</a> from <a href=\"https://vimeo.com/britishbusinessbank\">British Business Bank</a> on <a href=\"https://vimeo.com\">Vimeo</a>.</small>\n\nHe claims that the challenge of growing a digital agency is “simply twofold.”\n\nThe perception that the web is becoming easier and cheaper when in reality, it’s getting harder and more expensive.\n\n“As marketers, we are flooded with tools and resources that supposedly make our lives easier. In reality, the speed of evolution is creating a storm that every agency and business is trying to compete in”, he says.\n\nAs a direct consequence, Brian feels “there is a dearth of talent.”\n\nAlong with the uncertainty of cash flow and revenue, another common issue shared by agency owners is the challenge of recruiting the right talent for their business.\n\nOn the launch of <a href=\"https://www.seedpublicity.co.uk/\">Seed</a>, Founder Nick-Stuart Miller felt that his biggest pressure would be maintaining the high standards which they set themselves for achieving results.\n\nAlthough, because they\'ve structured their message to empower team members with self-development and autonomous decision making. Nick soon realised that the challenge is actually hiring the right kind of people to support their existing values.\n\n<img class=\"aligncenter wp-image-3852\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-3.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n<small>Image source: The 2017 State of <a href=\"https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-face-and-how-to-solve-them.aspx\">Inbound Report</a></small>\n\nHe isn’t alone feeling like this.\n\nJane Asscher, Managing Director of <a href=\"https://www.23red.com/\">23red</a> and Kayleigh Toyra, Co-founder of <a href=\"https://seeker.digital/\">Seeker</a> say their biggest challenges revolve around recruiting the right talent, as well as building and maintaining their organisational culture.\n\nJane believes this is “relatively easy when you’re in startup mode”. Although admits that it gets more difficult as an organisation grows and the owners can no longer be hands on everything.\n\nAccording to a report by Hubspot, hiring top talent was the eighth biggest challenge marketers faced in 2017.\n\nSo, why is finding talent such a challenge for agencies?\n\nIn the past couple of years, there has been a significant shift from outbound to inbound marketing.\n\nThere seems to be a bigger demand for top talent, but not enough supply out there to cover it.\n\nIn addition to this, the required skills a modern marketer are very different to what they were a decade ago. Nowadays, roles seem to have overlapped and morphed.\n\nFor example, marketers are needed to oversee marketing activities as well as assist sales to generate new business and drive growth within existing accounts.\n\n<img class=\"aligncenter size-full wp-image-3874\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/Screen-Shot-2018-01-25-at-16.40.57.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n<small>job description courtesy of <a href=\"https://www.indeed.co.uk/\">Indeed.co.uk</a>.</small>\n\nTo make matters more complicated. In 2016 it was reported that millennials are actually job-hopping more frequently than previous generations, according to this <a href=\"https://blog.linkedin.com/2016/04/12/will-this-year_s-college-grads-job-hop-more-than-previous-grads\">research</a> conducted by LinkedIn.\n\n&nbsp;\n\n<img class=\"aligncenter wp-image-3854\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-2.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n\nCombining all these factors together, it’s no surprise that agency owners consider finding the right talent a challenge.\n\nIf you’re lucky enough to find that “talent superstar” who has all the required skills and more. There’s no guarantee that they will actually stick around long enough to have an impact on results.\n\n&nbsp;\n<h3>Retain Your Employees and Reduce That Challenge of \'Talent Shortages\'</h3>\nTalent shortages seem to be a common issue throughout many industries. Although, it is a significant challenge for those who work in the digital and tech sector.\n\nEd Leake says that “talented people are your lifeblood” when it comes to agency growth.\n\nSo, what can you do to reduce that talent shortage and pressure of finding the perfect candidate for your business?\n\nIt may sound obvious, but the most effective way of counteracting talent shortages is by focusing on getting more out of your existing employees.\n\nMore than half of employers globally are developing and training their own people in order to overcome recruitment challenges.\n\nJane Asscher and the team at Red23 have implemented management practices, staff benefits, training and development plans to support their existing staff and combat any recruitment issues.\n\n“We are looking for people to grab opportunities to learn, develop and share new concepts”, says Jane.\n\nJane provides her existing employees with a cultural allowance which they can spend on theatre, museum galleries and other events. The aim of this is to help encourage employees to flourish and expand their cultural know-how.\n\nThis focus on their culture and values has helped Jane attract and retain talent. Ensuring that they have one of the lowest levels of staff turnover in the industry.\n\nSo, instead of waiting for that “worldie candidate” to come along, who has all the skills you desire and more. Why not invest time into someone who has worked at your side for a while, and demonstrated their dedication to your business already?\n\nIn this study, Data Freaks discovered that 89% of millennials said that they would stay with the same company for 10+ years if just two criteria were met:1.\n<ol>\n 	<li>1. Opportunities for upward career mobility</li>\n 	<li>2. Regular increase in compensation.</li>\n</ol>\nIt is this exact method that has allowed Nick Stuart-Miller, Founder of <a href=\"https://www.seedpublicity.co.uk/\">Seed</a>, to alleviate growth challenges.\n\n“We have made sure every person at Seed feels like they are an important part of our company, and giving them responsibility, accountability and the voice to be heard\", he says.\n\nIn addition to this, Nick has ensured that their leadership team, himself and business partner Robin, are available to the team at all times.\n\nWith an intrinsic level of openness, Nick communicates with his team to ensure that individual challenges are supported.\n\nCommunication is key to success. Make time for your employees, and give them the responsibility they\'ve worked so hard for.\n\nBryan Alston, Senior Director at Los Angeles’ fastest growing digital agency and now as Head of E-commerce at <a href=\"http://www.bamf.media/\">BAMF Media</a>, says “having more two-way conversations between sales and operations is key.”\n\nNick and Bryan are prime examples of how communication can help cap staff turnover and reduce the challenge of “talent shortage”.\n\n&nbsp;\n<h3>Could We Be Making A Difference To The Talent Shortage?</h3>\nIs there something else we could be doing now which will have an impact on our “talent dilemma” in 5-10 years time?\n\nBrian Whingham believes the main problem with talent crisis is that there isn’t enough focus at the grassroots level in school.\n\n“Young boys and girls need to be shown the opportunity that online companies present for their career and personal development”, he says.\n\nPersonally, as a marketer who has experience in SEO, PPC and Content I do struggle to tell friends and family who don’t work in the industry what I do for a living. In my agency days, I found the easiest thing to do was tell others that “I just help other businesses with their online presence”\n\nPeople outside our industry literally have no idea that our jobs exist. In fact, I’m going to use an example of how unacknowledged our market is:\n\nI was watching the apprentice final with a friend.\n\nFor anyone who hasn’t watched the apprentice before. It’s a reality game show in which a group of aspiring entrepreneurs (plant pots) compete against each other in a series of business-related challenges in order to win a £250,000 business investment from Lord Alan Sugar.\n\nIn this particular final, one contestant pitched their confectionery business and was then followed by another individual who promoted their IT recruitment idea.\n\nMy friend turned to me and said, “that IT person does what you do!”\n\nConsidering that SEO, PPC, content and other online marketing activities have been around for over a decade now, the lack of exposure for our industry is quite concerning.\n\nBrian Whingham believes “once we solve the talent problem, the role of the agency owner will become much easier.”\n\nPersonally, as a marketer, I feel as though we need to come up with innovative ways on how we can shed more light on what we do.\n\n<a href=\"http://www.liverpoolgirlgeeks.co.uk/\">Liverpool Geek Girls</a> are a perfect example to follow.\n\nTheir core mission is to tackle the current gender imbalance and skills gap in the technology sector.\n\nHowever, in my opinion, it’s the fact that they host events, courses and workshops for women and girls of all ages which makes them so important.\n\nThey’re doing exactly what Brian Whigham says we need to do. They’re targeting youngest and exposing them to the possibilities of the tech sector. Something a lot of us didn’t have access to at an adolescent age.\n\nA lot of individuals have built a successful career off the back of the marketing and tech industry, but have failed to give back to the community.\n\nI believe if we take a hint of inspiration from organisations such as Geek Girls, we could break down the barrier on the talent shortage for generations to come.\n\n&nbsp;\n<h3>Take Your Time and Avoid the Cost of a Bad Hire</h3>\nAlthough the methods that we’ve just discussed can help decrease staff turnover and “talent shortages”, they won’t completely prevent staff from leaving your business - but that’s okay!\n\nHiring is hard. Especially when an existing employee leaves your business without any warning.\n\nA big mistake agency owners do in this circumstance, is get into a panic and advise the job position on a LinkedIn update.\n\nWe’ve all seen those status updates...\n\nHiring the wrong person will disrupt the rest of your workforce and can lead to a loss of revenue.\n\nWhen Kayleigh Toyra started out, she took advice from other agency leaders on how they manage their own recruitment challenges.\n\n“I\'ve come to realise that taking your time with decisions; and hiring on attitude, not just aptitude, are good strategies\", says Kayleigh.\n\nWho would you rather choose:\n<ul>\n 	<li>A candidate with all the desired skills, but a negative attitude towards teamwork?</li>\n 	<li>Or a dedicated individual, who has a couple of weakness, but has demonstrated their determination and ability to adapt to your current environment?</li>\n</ul>\nRather than searching for a candidate when a position becomes available, Kayleigh has remained on the lookout for new talent - even when it’s not required.\n\n“With growing an agency, you need to constantly be on the lookout for new talent - it\'s an ongoing, rather than a \'stop and start\' process”, says Kayleigh.\n\n&nbsp;\n<h2>Being Able To Trust and Let Go</h2>\n<a name=\"3\"></a>For some agency owners, it’s not searching for talent which they consider challenging. It’s the pressure of being able to trust and let go of the responsibilities which they’ve had for so long.\n\nKyle Racki, Founder of Proposify, highlighted this in his email to me.\n\n“The biggest pressure growing an agency is handing over the reigns to other people. As an agency owner, you started as a freelancer where you managed everything: the clients, the projects, the invoicing, the new business”, he says.\n\nKyle wasn’t the only person who made me aware of this pressure shared by many agency owners.\n\nWhilst scaling his agency Jamie Huskisson, Managing Director and Founder of <a href=\"https://wearejh.com/\">JH</a>, witnessed first hand how “most people try to do things themselves, finding it hard to let go.”\n\nMost agency owners do start out as freelancers. So, in the past, they’ve had complete control over client projects.\n\nHowever, scaling an agency is a whole different ball game, and on the road to success, agency owners must sacrifice that time they use to spend controlling client projects steering the business.\n\nUnderstandably, this can be a difficult routine to break.\n\nWhile no one knows your vision or brand better than you, scaling an agency demands a variety of skills at the top. With that said, our agency owners shed some light on how to ease your fears of letting go.\n\n&nbsp;\n<h3>Hire People Smarter Than You</h3>\nPreviously, we heard how Ed Leake used to whimper when he looked at overheads, but now he cherishes them.\n\nHe knows that beneath his numbers is a solid team of experts who save him from mental overload. Experts he can rely on and who clients enjoy working with.\n\nEd strongly believes that “if you’re the most skilled person in your business, you’re not hiring the right people.”\n\nSome agency owners have developed this pressure that they need to be the smartest person in the room, or they will lose the respect of their employees. As they’re a leader, they feel as though they should hold all answers.\n\nThis isn’t true.\n\nJess Butcher says, “you need to ensure that you\'re hiring good \'managers\' and not just good doers - people potentially better than you at their areas of expertise who you can empower to hire, manage and develop their teams and really \'own\' their areas of the business. You simply cannot scale if you continue to have to have a direct input in everything that the business is doing.\"\n\n<a href=\"https://www.campaignlive.co.uk/article/hire-people-better-you-says-macmillan-marketing-director/1432378\">In this article</a>, Richard Taylor, Fundraising and Marketing Director for Macmillan Cancer Support, says “the secret to success is to bring in people who are better than you at any job that you could ever do.”\n\nHiring someone who is smarter than you doesn’t necessarily mean that you should bring someone who could step into your role tomorrow.\n\nBeing smart means that an individual isn’t afraid to use their brain or ask questions. They’re curious, and that’s the type of people you want taking over the reins.\n\nHiring smart people gives your agency a better chance of success, and makes your role as an agency owner easier.\n\nTaylor believes hiring smart people “makes you look good.”\n\nTo become a great leader you must surround yourself with talented people. It is your responsibility to build a team that can bring innovation and unique ideas to the table.\n\nBusinessman R.H Grant <a href=\"https://www.forbes.com/quotes/7677/\">once said</a>, “when you hire people that are smarter than you, you prove you are smarter than they are.\"\n\n&nbsp;\n<h3>Preventing The One-Man-Band Syndrome</h3>\nThis doesn’t just happen to startup owners. One-man band syndrome can strike when you’re years into the business. For anyone who is unaware what this is, it’s when an MD or founder try and run their whole business by themselves.\n\nIn the beginning, you generally need to have an understanding of sales, marketing and tech if you want to get your business off the ground.\n\nHowever, if you adopt one-man band syndrome for too long, the growth of your company will eventually flatline.\n\nKyle Racki says that “many can’t get out of their own way. It’s essential to not be the star when you run an agency.”\n\nHe admits in his article on <a href=\"https://www.proposify.com/blog/how-to-start-an-agency\">how to start an agency</a>, that one of the hardest things to do as an agency owner is to step out of the spotlight.\n\nIf you ever get the temptation to set up your own one-man band. You should ask yourself this question.\n\n“Is this really in the best interest of our clients, or it is in the best interest of my ego?”\n\nOne-man band syndrome can demonstrate a lack of trust and lowers team morale. More importantly, it can have a backlash on productivity. Increasing churn rates and igniting that pressure of “future unpredictability.”\n\nIn his book, <em><a href=\"https://books.google.co.uk/books?id=AVWmcx2rCtwC&amp;pg=PA73&amp;lpg=PA73&amp;dq=business+one+man+band+syndrome&amp;source=bl&amp;ots=7BMLVz-RNx&amp;sig=xCxC36OIjhTfagMEWefHEI3mGKI&amp;hl=en&amp;sa=X&amp;ved=0ahUKEwjantnpg7zYAhWjKMAKHSGACxE4ChDoAQgyMAA#v=onepage&amp;q=business%20one%20man%20band%20syndrome&amp;f=false\">great from the start: how conscious corporations attract success</a></em>, Author John B Montgomery speaks about how CEO of Semiconductor was a victim of one-man band syndrome.\n\nThe CEO of Semiconductor was unable to delegate and had no executive team to support him.\n\nHe made every decision - from hiring new employees to buying paper clips.\n\nHis inability to surround himself with a strong team of employees prevented his company from scaling to its full potential.\n\nEventually, Lucent Technologies eventually acquired his company.\n\n&nbsp;\n<h3>Avoid The Trap Of Micromanagement</h3>\nComparable to having one-man band syndrome, micromanagement is when leaders give responsibilities to others, but closely observe and control the work of his/her subordinates.\n\nIt’s so easy for agency owners to fall into that trap and get confused between “leadership” and “Micromanagement”.\n\nLeading your employees and keeping them accountable is a huge part of scaling an agency.\n\nI’m sure you’re all aware of the management style of Steve Jobs’.\n\nHe was progressive, intense and very particular. It’s well-known that Job’s had a slight infatuation with dictatorship, which in the beginning, was an issue at Apple.\n\nHis micromanagement caused confusion and fear amongst employees, which was having a negative effect on the development of Macintosh.\n\nMoral of the story here is, by micromanaging your employees, you’re potentially decreasing the chances of agency success.\n\nAs much as you want to be involved in every aspect of the business, which you built from the ground up, you need to learn how to step back and allow your employees to make key decisions without your input.\n\nScott Berkun has an insightful analogy for owners and leaders who are guilty of this common habit:\n\n<img class=\"aligncenter wp-image-3859\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-5.png\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n\nA good way to overcome this habit is by developing awareness of why you’re micromanaging. In most cases, it’s because of an insecurity. Maybe you’re afraid that it will reflect badly on you if your team doesn’t succeed.\n\nMuriel Maignan Wilkins, the co-author of <a href=\"https://hbr.org/product/own-the-room-discover-your-signature-voice-to-mast/an/10931-HBK-ENG\">Own the Room</a> and Co-founder of <a href=\"http://paravispartners.com/\">Paravis Partners</a>, recommends you ask yourself the following question:\n\n“what excuses am I using to micromanage?”\n\nInstead of using excuses such as, “it will save time if I do it myself.” Or “too much much is at stake to allow this to go wrong” Wilkins recommends that you focus on, “the reasons why you should not micromanage?”\n\nMicromanagement diminishes creativity and innovation. When employees feel like they’re being watched they are less likely to step outside the box.\n\nBy asking yourself the question of “why you should not micromanage?”\n\nYou increase the job satisfaction of your employees, ensuring the future of your business.\n\n&nbsp;\n<h3>Integrate Autonomy Into Your Culture</h3>\n“Autonomy is the antithesis of micromanagement”, says Joan F Cheverie, Director, Professional Development of <a href=\"https://www.educause.edu/\">EDUCAUSE</a>.\n\nYour agency needs a leader, not a micromanager, who knows how to give autonomy to employees who can lead the company more effectively in specific areas.\n\nFor Jamie Huskisson, “one of the most important things when growing an agency, is to give people the power they deserve and provide them with the autonomy, when they can deal with it, to really flourish.”\n\nJamie recommends that you should “identify your leaders early” and “give them the opportunity to shine as early as you can.”\n\nAutonomy is crucial for building employee engagement and is believed to decrease the levels of emotional exhaustion felt by employees.\n\nIn this 2011 study, from the Foster School of Business at the University of Washington, they found that handing over more autonomy to one “talent superstar” isn’t enough. Other teams members should also have the ability to get involved in important decisions.\n\nSo, how can you go about giving your employees autonomy they need to succeed?\n\n<small>Start small.</small>\n\nIf you’re feeling the pressure of handing over the reins still, start by raising your team’s autonomy slowly. This way, you will be assured that you’re not giving away too much control at once, avoiding any potential backtracking in the future.\n\nAlso, make sure that you identify the balance between autonomy and structure. Joan Cheverie recommends the following:\n\n“Stop telling your staff how to do their job and, instead, set the strategic direction deadlines and benchmarks”.\n\nLet your staff decided how they will accomplish the job, encourage your employees to set their own goals. Cheverie says that this creates a specific kind of motivation called intrinsic motivation - the desire to do something for its own sake.\n\nBy defining the end result clearly, you can outline any barriers. You\'re giving your employees the autonomy they need, but within a specific perimeter.\n\nJamie sums it for us, as to why it’s so important to provide your employees with the autonomy they need to succeed:\n\n“By providing autonomy you\'ll grow quicker because you have more people tackling different tasks at once and you ‘move as one’ as a leadership team internally”\n\n&nbsp;\n<h2>Maintaining Standards and Achieving Results</h2>\n<a name=\"4\"></a>Maintaining the standards of your business as you scale is always going to be an uphill challenge. No matter where you are in the development of your agency.\n\nSome agency owners share the mutual pressure of maintaining their standards as they start to take on more projects and experience sustainable growth.\n\nBryan Alston considers “the biggest challenge to growing an agency is making sure you have the resources and capabilities to live up to client expectation, and aligning that with the sales team from day 1.”\n\nOn the one hand, you’re ecstatic with all the business that is coming through the door. On the other hand, you’re worried that when you increase projects, you will dilute the quality that you’ve worked so hard to achieve.\n\nIn addition to this, agencies are constantly having to adapt and change, as the online industry continues rapidly evolve.\n\nAndy Golpys, Co-Founder of <a href=\"https://madebyshape.co.uk/\">MadeByShape</a>, says in the early days the main pressure is “getting the work.” However, believes his biggest pressure was/is to “keep the standards high all the time.”\n\nHe admits “this might not sound like your typical pressure” but says, “the standard of our work is our reputation and if that standard drops, it has a knock on effect. We won\'t get as many enquiries or repeat customers, and that creates the pressure of having to bring money in to pay the wages.”\n\nIn the book, <em><a href=\"https://www.amazon.co.uk/Scaling-up-Excellence-Hayagreeva-Rao/dp/1847940994\">scaling up excellence: getting more without settling for less</a></em>, coauthor Robert I. Sutton says that, “companies grow well and scale badly when they focus on running up the numbers but not the quality. They get bigger and start to look like just any organisation. And there goes the value.”\n\nIt’s so easy for agency owners to lose sight when it comes to quality control, especially when their business is scaling at a significant pace.\n\nThe following are just a few practices, recommended by our agency owners, which you can take on board to avoid that dreaded pressure of maintaining standards.\n\n&nbsp;\n<h3>Don’t Be Afraid To Say “No”</h3>\nFor all of you out there that did start out as freelancers, you will of been inclined to say “YES” to any project or client that came your way.\n\nWe’ve all got bills to pay - right?\n\nIt’s this experience that makes it hard for agency owners to say no to jobs which they simply can\'t accommodate. While cash-flow is crucial, you need to ensure that any work you take on is aligned with your business goals.\n\nAndy Golpys is a great example of this.\n\nHis vision was to operate a small studio, and for various reasons, never wants to go past 12 members of staff.\n\nAndy says, “as an agency grows, there become more difficulties such as, increased volume of projects, tighter deadlines, more staff to manage, more people to deal with, and a lot more travelling which takes up time”.\n\nBy putting in place simple, but effective methods, Andy has been able to tackle the pressure of maintaining standards head-on.\n\nAs well as tweaking their “client-side process” to elevate production. Andy has taken a back seat in terms of design to solely concentrate on business development, client and project management.\n\nAndy says, “this involves planning the diary 3 months in advance, and saying no to projects if the diary is already full.”\n\nBy saying no to projects, Andy has remained loyal to his initial goal of establishing a small studio specialising in search engine optimisation, web design and development.\n\nHowever, for some, saying no just doesn’t come naturally. We either can’t face letting people down or refuse to be perceived as a “no person”.\n\nYou need to remember, it’s not unprofessional to turn down work. By saying no to things you don’t want to do, allows you to say yes to more of the things that you want.\n\nBefore saying yes to a job, ask yourself the following questions first:\n<ul>\n 	<li>Will saying yes to this job divert me from my initial goals?</li>\n 	<li>Do I want to be known for this type of work?</li>\n 	<li>Is it enough to cover operational costs?</li>\n 	<li>Do I have the resources to execute the project?</li>\n</ul>\nWork that pays little in terms of revenue and fulfilment will leave you demotivated. Inevitably, this will lead to lousy standards and more low-quality projects.\n\n&nbsp;\n<h3>Understand Your Businesses Strengths and Weaknesses</h3>\nIn order to maintain standards and survive in this ever-changing market, agency owners must set their goals based on their strengths and downplay any weaknesses.\n\nJess Butcher, Co-Founder and CEO at <a href=\"https://web.blippar.com/\">Blippar</a>, believes “one of the most critical things as a business owner is understanding your own strengths and weaknesses as honestly as you can.”\n\nWhen identifying your strengths and weaknesses, you need to outline competitive advantages and distinctive qualities your agency does and doesn’t carry.\n\nMost agency owners adopt for a SWOT analysis and consider it the easiest way to determine internal and external factors which could be having an effect on their standards. SWOT is an acronym and stands for:\n\n<strong>S</strong>trengths, <strong>W</strong>eaknesses, <strong>O</strong>pportunities, <strong>T</strong>hreats.\n\nA SWOT analysis is an effective way of identifying any issues that could be crippling your agency. By doing this, you’re able to conduct strategies that will allow you to maintain your standards, as you focus on scaling your business.\n\nTo remain in control of your SWOT analysis, keep in mind these simple rules:\n<ol>\n 	<li>1. Only list four per category <u>max</u>.</li>\n 	<li>2. No opinions. Stick to facts to ensure honest information.</li>\n 	<li>3. Make weaknesses and opportunities actionable.</li>\n 	<li>4. Try and be exact when listing items in each category.</li>\n</ol>\n<img class=\"aligncenter wp-image-3860\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2018/01/scaling-an-agency-www.ruleranalytics.com_-3.jpg\" alt=\"scaling an agency - www.ruleranalytics.com\" />\n<h4></h4>\n<h4>Strengths</h4>\nSelf-explanatory, your strengths are what your agency is good at already. Although, the purpose of using a SWOT analysis is to identify these strengths so you can utilise them to meet organisational goals and high-quality standards.\n\nYou might be a web design and SEO agency that specialises in online marketing for law firms. Straight away you would produce a strategy that would position you as an authority in that specific field.\n\nAlex Moss, Managing Director of <a href=\"https://firecask.com/\">Firecask</a>, found that his skills in Wordpress helped him and his agency stand out from the crowd.\n\nMoss says, “because of this skill, I was able to make myself [somewhat] of an authority when it came to WordPress and SEO. Once you have this, work to get yourself as an authority via speaking and through networking.”\n\n&nbsp;\n<h4>Weaknesses</h4>\nI’m going to put this lightly. We all have weaknesses. In order to maintain quality and scale, you need to minimise your weaknesses or turn them into strengths. The key here is to identify your weaknesses as honestly as you can.\n\nYou may feel that you’re advertising a lack of services to your clients. You could consider a partnership with another agency or SaaS product to strengthen and compliment your current offering.\n\nWith that said, it\'s worth mentioning that we offer our own agency partnership program.  You can click through <a href=\"https://www.ruleranalytics.com/agency-partner/\">here</a> to find out more about how that works. :\n\n&nbsp;\n<h4>Opportunities</h4>\nAn opportunity to identify external factors which could have a positive impact on your business. This could be something like a change to the current market or growth in technology.\n\nFor example, in 2016, we saw a record of <a href=\"http://www.telegraph.co.uk/business/2016/07/12/record-80-new-companies-being-born-an-hour-in-2016/\">80 new companies</a> being launched in an hour. So the opportunity here is that eventually, these organisations will likely require online marketing in order to grow.\n\n&nbsp;\n<h4>Threats</h4>\nSadly, threats are unpredictable. In most cases, you will need to rely on predictable forecasts and intelligence to gauge the best possible decisions. It’s not feasible to avoid all threats, so what you need to be asking yourself is this: How can I reduce the impact of a threat?\n\nFor many agencies, they will consider their competitors as one of their biggest threat. To reduce this pressure, you could perform a SWOT on your competitors to identify their strength and weaknesses. By doing this, you know where your agency stands compared to others.\n\nWith that said, it’s important that you don’t “get too caught up” in what your competitors are doing.\n\nChris Martin, Head of Marketing at <a href=\"https://www.commontime.com/\">CommonTime</a>, says it’s important that you “don’t get caught up with what your competitors are doing.”\n\n“It’s very easy to spend a lot of time trying to work out exactly what all of your competitors are doing and how you differentiate yourself\", he says.\n\nIf you do consider your competitors as a threat, then keep in mind that you’re the unique aspect of your agency.\n\nChris believes that “your knowledge, experience and insight will be the differentiating factor - that’s something no-one will ever be able to replicate.”\n\n&nbsp;\n<h3>Don’t Try And Reinvent The Wheel</h3>\nA lot of agency owners put this self-pressure on themselves that they need to come up with innovative ideas otherwise they will fail as a business.\n\nIt’s time to accept reality.\n\nCommercial <a href=\"https://en.wikipedia.org/wiki/Advertising\">advertising</a> and political campaign displays have been found in the ruins of Pompeii and Arabia. It’s likely that any idea you come up with now, it’s already been done.\n\nCraig Wiltshire, Managing Director of <a href=\"https://www.struto.co.uk/\">Struto</a>, says that it’s OK to “borrow shamelessly from other places.”\n\nSo with that said, stop putting this unnecessary pressure on yourself to come up with the “next big thing”.\n\nInstead, find a concept that works, and tailor it to your specific service. It’s this exact process which we’ve adopted here at Ruler.\n\nFounders Ian and Dan, worked with a lot of agencies previous to Ruler Analytics.\n\nThey faced the common obstacle of proving the value of their campaigns. The client\'s phones were ringing, but it was difficult to demonstrate <em>where</em> those calls were coming from. Frustrated by some of the limitations of Google Analytics, Ian and Dan went on to develop Ruler Analytics.\n\nA big focus for Ruler was/still is the <a href=\"https://www.ruleranalytics.com/call-tracking/\">call tracking</a> software. Despite it being a popular and affordable product, we found it difficult at first to break through the noise being made by other competitors.\n\nWith that said, we went ahead and evolved our servicing, sales and marketing approach.\n\n<img class=\"aligncenter wp-image-3676\" style=\"max-width: 100%;\" src=\"https://www.ruleranalytics.com/wp-content/uploads/2017/11/large.jpg\" alt=\"\" />\n\nWith call tracking still at the core of our product, we now focus on connecting the dots between Google Analytics, DoubleClick, CRMs between website visits, phone calls and leads.\n\nBy integrating data with popular CRM tools, marketing teams can get an end-to-end overview of the success of their lead generation based on closed sales, not just contracts.\n\nMore about that in this <a href=\"https://www.youtube.com/watch?v=7X5IwoKsUKA\">video</a>:\n\n<iframe src=\"https://www.youtube.com/embed/7X5IwoKsUKA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\n\nBottom line here is that call tracking was already around before we entered the market. However, we took the concept of the idea and produced a service that is more engaging with our target audience.\n\nFor those of you who are at the start of their journey, Craig Wiltshire leaves you with this, “just because you’re starting out doesn’t mean you have to start from scratch. Don’t try and reinvent the wheel.”\n\n&nbsp;\n<h3>Just Focus On Doing Great Work</h3>\nI’m not an agency owner, but this is one topic I can relate to on a personal level. It’s so easy to let standards slip when your schedule is bursting with tasks. Although, to avoid that dreaded pressure of slipping standards you must continue to stay focused on doing great work at all times.\n\nIn their book, Sutton and Rao argue that scaling isn’t just about getting bigger. It is also about getting better. They say the best way to know you’ve succeeded is to ask yourself the following question: If I stopped putting energy into this, would it continue to go well?\n\nIt’s funny. When I emailed my list of agency owners, I received near-identical feedback from both Cathal Saunders, Operations Director of <a href=\"https://converted.co.uk/\">Converted</a> and Kevin Gibbons, Managing Director of <a href=\"https://www.blueglass.co.uk/\">BlueGlass</a>.\n\nThey share the same beliefs when it comes to staying focused on doing great work.\n\nBoth Cathal and Kevin admit that doing great work does “sound obvious”, but it’s an important factor if you want to scale and maintain agency standards.\n\nAgency owners can spend so much time getting new business trying to prove that they’re good at their profession, they become blind and stop putting energy into existing client campaigns. Inevitably, this can have a negative influence on standards.\n\nKevin says, “it’s much more important to be doing great work internally than it is to look like you’re doing great work publicly”.\n\nBy doing great work, it doesn\'t mean you need to work harder and longer. It’s all about working smarter.\n\nIt just simply boils down to “focusing on delivering outstanding results/value first and foremost”, says Kevin Gibbons.\n\nI read this article which highlights the chapters in Michael Bungay Steiner book, <a href=\"https://generalassemb.ly/blog/do-more-great-work-book-review/\">do more great work</a>.\n\nMichael says that you should think back to moments in life where you felt like your best. Where you reached your perception of success, i.e. an award-winning ad campaign or a scenario where you ranked #1 organically for a competitive search term.\n\nThe aim of this process is to identify commonalities between these moments. It\'s this feeling that will spur you on to do great work.\n\n“Just remember to keep improving because doing it just once isn\'t enough”, says Alex Moss.\n\n&nbsp;\n<h2><span style=\"font-weight: 400;\">What Have We Learnt Here?</span></h2>\nWhatever pressures you suffer from, you’re safe in the knowledge that you’re not alone when it comes to scaling an agency.\n\nMitchel White has been in business for 4 years and has been able to look after himself a little more, physically and mentally.\n\nDespite going the gym at least 3-4 times a week to relieve tension. The main focus for Mitchel over this time has been to prevent the worries of agency ownership from taking over his life.\n\nHe admits “that pressure doesn’t ever really go”, but “it what spurs us on to continue doing brilliant and successful things every day.”\n\nMitchel told me that he recently took a couple of days out for his mental health.\n\n“I needed to take a couple of days out for my mental health (I posted a <a href=\"https://www.linkedin.com/feed/update/urn:li:activity:6328883839607324672/\">LinkedIn post</a> about this) - some people frowned upon it but taking those two days out allowed me to relax, unwind and come back afterwards feeling refreshed and full of energy. The business didn’t fall apart without me in the office either. Win-win.”, he says.\n\nWhenever you start to get that feeling of pressure, just remember that scaling a successful agency is one of the most rewarding things that you can ever do.\n\nKyle Racki, leaves us with this simple takeaway:\n\n“Hire great talent, delegate the work, trust your team to deliver and focus on the big picture - sales and staying profitable.”','How To Deal With The Pressures Of Scaling An Agency (Practical Advice From 23 Experts)','','inherit','closed','closed','','3840-autosave-v1','','','2018-01-30 16:50:06','2018-01-30 16:50:06','',3840,'https://www.ruleranalytics.com/blog/uncategorised/3840-autosave-v1/',0,'revision','',0),(3887,0,'2018-01-30 21:59:31','2018-01-30 21:59:31','','','','publish','closed','closed','','3887','','','2018-01-30 21:59:31','2018-01-30 21:59:31','',0,'https://www.ruleranalytics.com/blog/nf_sub/3887/',0,'nf_sub','',0),(3888,0,'2018-01-31 22:56:29','2018-01-31 22:56:29','','','','publish','closed','closed','','3888','','','2018-01-31 22:56:29','2018-01-31 22:56:29','',0,'https://www.ruleranalytics.com/blog/nf_sub/3888/',0,'nf_sub','',0),(3889,0,'2018-01-31 23:00:47','2018-01-31 23:00:47','','','','publish','closed','closed','','3889','','','2018-01-31 23:00:47','2018-01-31 23:00:47','',0,'https://www.ruleranalytics.com/blog/nf_sub/3889/',0,'nf_sub','',0),(3890,1,'2018-02-01 10:51:08','0000-00-00 00:00:00','','Auto Draft','','auto-draft','closed','open','','','','','2018-02-01 10:51:08','0000-00-00 00:00:00','',0,'https://www.ruleranalytics.com/?p=3890',0,'post','',0);
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23:37:39','imp','optin_5','mailchimp_00a55ba16a','86.27.116.61','2476',0),(3164,'2016-12-24 00:14:19','imp','optin_5','mailchimp_00a55ba16a','2a02:c7f:d803:4c00:acf8:1981:10a6:d456','2476',0),(3165,'2016-12-24 00:43:52','imp','optin_5','mailchimp_00a55ba16a','91.228.167.109','2476',0),(3166,'2016-12-24 00:45:54','imp','optin_5','mailchimp_00a55ba16a','2.28.222.197','2476',0),(3167,'2016-12-24 00:47:02','imp','optin_1','abece8222a','2.28.222.197','2476',0),(3168,'2016-12-24 01:13:07','imp','optin_5','mailchimp_00a55ba16a','180.222.160.120','2476',0),(3169,'2016-12-24 01:15:09','imp','optin_1','abece8222a','180.222.160.120','2476',0),(3170,'2016-12-24 01:27:52','imp','optin_5','mailchimp_00a55ba16a','108.174.5.115','2476',0),(3171,'2016-12-24 01:37:54','imp','optin_5','mailchimp_00a55ba16a','2001:4800:7818:103:be76:4eff:fe06:8470','2476',0),(3172,'2016-12-24 01:37:57','imp','optin_5','mailchimp_00a55ba16a','2001:4800:7818:103:be76:4eff:fe06:8470','2476',0),(3173,'2016-12-24 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