Assuming you have some basic knowledge about digital marketing, you would know there are many factors and channels that contribute to your business success. You can think of them as team players, where each contributes with a different move to help the team scores a goal (or a “conversion” in the digital marketing world).

There are 2 types of conversions; micro and macro… Sometimes the best way to describe something is by giving examples:

Micro Conversions

  • Facebook page like
  • A follow on LinkedIn or Twitter
  • Subscribing to e-newsletter
  • Downloading a product guide

Macro Conversions:

  • Filling an online lead capture form (B2B)
  • Buying a product online (Ecommerce)
  • Calling to enquire about the product/service (which is usually a miss-tracked macro conversion)*

On the last Macro conversion example, you must use a call tracking technology with multiple proxy numbers. Proxy numbers are temporary numbers that you can buy in bulk to track different traffic sources to your online properties. For example, when someone visits your website with a call tracking technology enabled, instead of the visitor seeing the default business phone number, he/she would see a unique number that tracks the source through which has come to your website.

Sorry for digression… Ok, so why it is important to understand and identify conversion types, i.e. Macro vs Micro, and measure them effectively?! Well this an FUQ (Frequently Un-asked Question) but I will explain here… As they say, if you can’t measure it, you can’t manage it – or can’t improve it!

If you don’t define the different types of conversions, then you don’t know what to measure and how to make your online results better!

So, what are the types for conversion measurement tools?

  • Web Analytical Tools (such as Google Analytics)
  • Built in conversion tracking on Ad Platforms (Adwords, Bing Ads, Facebook, etc.).
  • Custom tracking codes developed specifically for your website
  • Call tracking codes for phone conversions

The most simple method used by conversion tracking tools (to identify a conversion) is by using what it’s called a conversion pixel. This is a zero size image that gets injected into the HTML code of a web page on which a conversion would happen. When one visits that page, the image loads and is tracked as a conversion by the tracking tool for each load/visit.

So to go back to business, what are the benefits of macro-micro conversion tracking?

Let’s say you are running a B2B business (B2B is business-to-business), and your ultimate macro conversion is online form submissions from lead capture forms. What if you find that 80% of your customers buy your service/product only after subscribing to your weekly newsletter (which you are not measuring as a ‘micro’ conversion, or not measuring at all!). That may lead to changing your content priorities to put more focus on encouraging users to fill-in the newsletter subscription field, instead of trying too hard to ask them to call you or filling an online lead capture form (or adding the product to their shopping cart for ecommerce websites). Also, your CTA (Call to action) will change across the website to make the newsletter subscription more prominent and to have your messaging pointing to it. The same applies to the design of the website, and almost everything else that you have online will be influenced by this important finding!

Now, I hope you start appreciating the need for identifying all conversion types (macro and micro) and measure each one in aggregation (as a team) and in isolation to see how they perform together and independently to lead to your ultimate goals, whatever they might be!

Conversion types can be the most important factor in distributing your marketing budget, by gauging your willingness to spend for each conversion.

Let’s say you have a budget of 10,000 ($, Euro, or whatever the currency you use!), and using the story above, you may chose to allocate at least 80% of that to e-newsletter subscriptions (which is a micro conversion!) instead of killing your self to convince a visitor to contact you, while they would be be more likely to do so if they get kicked first by another player!

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The digital marketing map depicts the various elements that go into promoting a business online and the ways in which those strategies intersect with one another. To further simplify the complexity of the various elements involved in digital marketing, I am breaking them down based on importance and priority by using the tree-fruits analogy!


Ground Fruit

  • Email
  • Website

Email marketing and a website are two of the most basic elements of digital marketing. Your website serves as the foundation for every other element of your strategy. As you can see, every strategy in the diagram leads back to the red rectangle that represents your website. This indicates that the end goal of each strategy is to refer people to your website in order to promote conversions, brand awareness, etc.

Email marketing is one such strategy, as newsletters and other email lists categorize current and potential customers and keep driving them back to your website.

Low Hanging Fruit

  • Social Media
  • Paid Search

As the low hanging fruit of the digital marketing tree, social media and paid search represent opportunities to create a large impact with a minimal investment.

For instance, once you’ve decided to invest into a search campaign or social ad campaign, your ads will require ongoing changes and constant monitoring to make sure that they produce desired results. Also, paid search is a guaranteed way to start driving traffic back to your website and creates results faster than organic strategies.

Choosing one or two social media platforms to focus and on establishing your online networks there is another low-cost, high-reward technique. Platforms such as Twitter, Facebook and LinkedIn present themselves as opportunities to reach potential customers and increase brand awareness. Sharing updates and fresh content regularly on a handful of platforms will give you a strong presence without demanding a large investment. Of course, you will need an effective social media strategy to reap the benefits from this channel.

The lower portion of the map shows the way in which paid ads and organic social media content can be integrated. Using these two tactics together will simultaneously allow your content to reach new people (paid) while cultivating existing relationships (organic).

Mid-Range Fruit

  • SEO (Search Engine Optimization)
  • Content Marketing

SEO and content marketing are elements that fall under the mid-range category of digital fruits. These strategies require comparatively larger resource investments to develop, plan and implement than the aforementioned low-hanging digital fruit.

Unlike paid search, SEO is more complex and takes longer to achieve results. That being said, having a high organic ranking for industry terms is a huge advantage to have over your competitors. Taking SEO into consideration early is a smart choice as it takes time to build enough content, optimized webpages and referral links to have strong search rankings.

In terms of content marketing, it is more time consuming than creating simple social media content. Detailed pieces of content such as blog posts (articles), infographics and how-to-guides require a bit more research and time to prepare. While content of this nature takes time to create, its impact and value is significant. These elements help to establish your organization as an industry leader and get people in the habit of turning to it for information.

Distant Fruit

  • Analytics
  • Mobile

Toward the top of the tree you have the digital fruit that take the most time and planning to leverage. Analytics is an element that can be included in every other digital marketing strategy. From the simple analytic points such as social media engagement to tracking paid search conversions, analytics lets you determine whether or not you are achieving your goals.

Mobile components are also technical in nature and more difficult to implement. Apps, QR codes and local search as avenues for promoting your brand among mobile users.

The digital marketing map visualizes the basic elements of digital marketing and the points at which they intersect.


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Your Digital Marketing Strategy

What does the new year have in store for your business? When it comes to marketing, there are some trends to watch for, and this is also a good time to take a look back to find out what has worked for you.

What you need to know first and foremost is that the last couple of years have seen increased sophistication in digital marketing. It is an art and a science. A couple of years ago a business could get away with a basic social media campaign, some email marketing, a decent website and be doing okay. That is no longer the case. You must have a solid, focused digital media strategy this upcoming year.

Mobile First

This is a big one for next year. People of all ages do not go anywhere without their phones, not even to bed. The last couple of years were about being “mobile friendly” but that isn’t good enough anymore, now you need to think mobile first.


This is an opportunity to really shine as a company that puts their audience first. Creating useful web apps that allow you to better serve your customers is a trend to look for in the upcoming year.

Content Marketing

Yes, content is still king, but what does that mean? It means that it can’t be an afterthought. It needs to be well thought out and well managed. Due to the increased sophistication of content marketing, more and more businesses will either seek out the services of content marketing providers, or hire a dedicated team to do it in house.

Increased Personalization

It has never been more important to know who your audience is. More and more businesses are putting more resources into producing personalized content targeted at very specific audiences. There are a number of tools available to help you do this. Here are a couple of ways to approach this in the upcoming year:

  • Creating detailed avatars or buyer personas
  • Audience polls
  • Customer surveys

Email Marketing

This goes along with the above point. More and more businesses are sending out tailored email marketing campaigns, often “segmenting” their lists to address readers who are in different areas of the sales funnel.

Social Media

Being everywhere is important. There are so many channels and just picking two or three isn’t going to cut it. Facebook is still an important place to be, and so is Twitter and YouTube. Here are some others:

  • LinkedIn
  • Vine
  • Pinterest
  • Slideshare

It is important that you not neglect the other players in the social media field.

BTW, don’t waste your time on Google+ as it will probably die soon.

Visual Marketing

This continues to be a hot topic in digital marketing. Brands will need to continue polishing their skills in this area.

  • Infographics
  • Compelling images
  • Video

All of these need to be top-notch across all your content platforms.

Be Human

One trend to look for in the upcoming year is that digital marketing will become increasingly more entertaining and more “real.” People no longer respond to the hard sale or give in to aggressive marketing tactics.

People want stories, they want humor, they want to connect. In today’s increasingly digital age, there is danger in coming across as impersonal. Businesses must show their human side in order to earn the attention of their audience.

Driven By Data

You can’t rely on estimates or guesses any longer when it comes to measuring the efficacy of your digital marketing strategies. In-depth analysis of your marketing practices are essential in order to continue polishing your brand marketing and lead generation.


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Word of mouth, street corner gossip and graffiti have been spreading ideas since the beginning of civilization. In the modern day, social media networks have taken over. But the social media universe is noisy! To give you an idea – over 500 million tweets are sent out daily, some 100 hours of video YouTube videos are uploaded every minute, and some 4.75 billion pieces of content are shared on Facebook every single day. And this, is just a small chunk of the entire cosmos!

The underlying message is clear – sharing average pieces of content randomly in the social media world just isn’t going to cut it for your brand! While there is no single magic formula to guarantee that your content will receive a million unique views, following a few key principles can increase immensely its chances of receiving maximum eyeballs, and perhaps even going viral!

Think “Dove Real Beauty Sketches” or “WestJet Airlines Christmas” or “Bat Kid Saves San Francisco” – and you would have seen it, or heard about it, or read about it sometime in the last few months – that is, unless you have been hiding away somewhere under a rock! Each of these campaigns were uploaded and shared, liked, tweeted and retweeted, published and republished, commented on, blogged about and discussed in every single corner of the world, on every social media platform that exists, making them impossible to miss out.

Experts who have studied the “science of virality” say that there are some key principles that get people to share some content more than others in the social media realm. Obviously the makers of the above mentioned campaigns mastered some of the key principles of this science!

Your content deserves that kind of popularity too! Are you interested in creating social media content that shines?

If you have any comments, or if you like this topic, then please add your thoughts below or just thumbs up! Also, feel free to share with your network so they can benefit as well – I am sure they will thank you for it (sharing is caring!)…


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Have you ever wondered why your business sucks on social media? I bet it has nothing to do with your budget! If you don’t want your business to be the next funeral I attend, you better read carefully, pay attention, take notes, and oh yeah… you can share this too!

If you are struggling with the competition in your marketplace, and your company has not been producing the revenue or leads needed to meet your sales targets, than you need to act fast, and start by changing the way you do business.

Keep in Mind to be Adapting Well to:

  • Change,
  • Technology, and
  • Social Media

These aren’t choices anymore. If you can’t make it, expect to break the bank. Your company’s bank. If you don’t like change, you will be hating extinction.

In Order to Make Necessary Changes You Should:

  • Be inquisitive
  • Have an open mind set
  • Not ignore social media

You shouldn’t make assumptions either, and just roll with them. You might as well be throwing in the white flag. This happens with too many companies, who have started out with social media without clear direction. Seeking the truth behind social media will lead you down a path–one where you will find what you like, or you won’t. Either way, you will be leaving yourself open for better opportunities for your business, and no longer preventing your company from reaping the benefits it gives. But first, you must dig into it.

The World is Shifting

Ten years ago we used beepers, spread traffic through television, magazines, yellow pages, and radio. Today, however, we spend much more time online–especially on social media channels. Technology has gifted us with the ability to select what we do or don’t like–watch movies we want to watch, listen to music we love, and none that we hate–think about the future, it lies in the crevasses of the unknown–the Internet.

Recognizing this is the first step to becoming successful in social media. The second, is being able to stay up-to-date with all of this technology–specifically social media technologies.

We Are All Born Social Butterflies

The majority of internet users are on:

I am guessing you are there too, and guess what? So is everyone else–if you want to swim with the big fish, you must first go where the fish are–fish where the fish are. Makes sense, doesn’t it? You should use your social media properties to your advantage. You can use the various social media networks to connect with potential clients, who are also spending time on all of these social channels.

The State of Business

Most businesses aren’t focusing on the Internet, or social media, although the numbers are climbing in terms of ad spending. In 2005, companies were spending approximately $500 million on online advertising. In 2013, the numbers jumped from $500 million, to an astonishing $3.8 billion being spent online!

Why Social Media?

Social media is effective, and low cost, simply put. You are able to connect with your clients on a level which other marketing can’t convey.

  • Effective
  • Low Cost
  • Timely
  • Engaging
  • Long Term
  • Targeted
  • Viral
  • Personable
  • Measurable

Are you using social media for your business? Let me know how that is working for you (you can type your comments below)… Not good? Well, why not?! Let me guess… No clear strategy or professional training!

You are in business, and you want to connect with your potential clients in a personable, measurable manner. But let me ask you this: How can you be correctly connecting virtually with your target market, and not having a clear strategy for what you are doing?

So you see, your problem does not lie in the fact that you are consistently budgeting social media into your company, but rather that you are not correctly executing things because of your knowledge gap. You just don’t know what you are doing, do you?!

You think these billion dollar companies, who are generating massive sales and exposure from social media, just woke up one morning, decided to start using social media, and thought, “Oh! Hey! I am going to start my social media today.” You think they signed on to their social media accounts talked to people, thought, “Wow, this is easy!” I’ll just talk to a few people here, do something there, put stuff here and there, and BOOM: Success. Clients. Leads. Money… Nonsense! It just doesn’t work this way.

From over 12 years of experience in the industry, most businesses have 3 major objectives:

  • Customer Communication and Retention
  • Credibility and Awareness
  • Sales and Lead Generation

All of the above can be achieved via social media, but you need to learn and strategize for it. Bottom line. Success will not come easy for those who do not–if it comes at all. Social media networks are great channels for credibility, sales, and communication. Each has their own importance in the growth of your business. If you don’t pay attention to specifics, you will be left behind, and I am sure to be attending your business funeral next.

Interested in learning more?

Watch the below recorded presentation which I did on this topic. I hope you enjoy it…



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