Determining KPIs, How to Start a Blog and Why Don't People Spend More on Digital?

Ross Johnson's picture
Instructor
11/9/2015
Internet Marketing

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Q: In a world that has a continuing emphasis on growth digitally, why would a company choose to only allocate around 20% of their marketing budget towards digital media? Where are the other major areas that the budget is being allocated?

A: It's hard to say for sure, but I suspect a variety of reasons. One, some companies might be slow to change because large organizations are naturally slow. A small company and quickly shift most of their advertising budget to digital, but for that to happen with a large company there has to be a culture shift.

Employees are used to doing things a particular way and fear change. If all the budget is shifted towards a new technique where the team has little experience and it fails it means huge repercussions for a large established brand.

Also, if something is working it's hard to give up on it completely. So if print advertising is working, even though it might be less successful than it once was, a company might be hesitant to drop all print advertising in favor of digital. That's why you see the steady incline of digital budgets rather than a dramatic spike.


Q: Pinterest seems to be more of a platform used by women, beside meaningful content geared to men, how would you go about getting more males to use this platform?

A: I would connect with well known male influencers on other platforms like Instagram and Twitter and give them a spotlight on pinterest. They could then create content on Pinterest that is more targeted towards a male audience AND cross promote that content to their existing network.

If pinterest had more activity around the topics that a male audience enjoys more men would use the platform.


Q: Ever since taking this class I've become more and more interested in creating a blog. How do I go about starting this? Is there a specific blog website to start at?

A: I'd start with WordPress.com, it's a simple and free platform that takes minutes to get up and running. It also gives you plenty of room to grow.


Q: As far as KPI's go, how do you determine the best? Is it a trial and error type thing, or are there guidelines to choose the best one for your business?

A: There are two key things I often look at when determining an ideal KPI. How close is it to the end business goal and how accurately does it measure impact on said goal.

Most of the time you can tie goals back to making money or saving money. Almost all digital campaigns, in the end, hope to increase sales. So what metric do you have that is closely tied to sales?

If you have an e-commerce site this is easy. You can see how many people coming in from your Twitter channel end up purchasing and the average total sale. In this case the KPI would be average total sale price from a relevant referring visit.

Sometimes it's not so cut and dry. A retailer that doesn't sell online might have to get as close to the sale as possbile and infer from there. For example you might measure visits to a store location page. Then based on that you could determine what percentage of people who visit a store location page actually end up driving to the store and making a purchase.

Comments & Feedback

Student

Are KPI's that effective in online advertising?

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What kind of KPI's do you think is the best to use?

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what are the best KPIs?

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With key performace indicators, is it possible or even common to have too many KPIs? If so, is it better to have less or more?

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When determining KPIs how long should metrics be used before deeming a KPI as successful or unsuccessful?

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When determining a budget for a digital advertising campain, how much does the time of the year and placement of the ads determine price? Is there a software that gives you average prices and insights on how much your campaing might end up costing you in the end? I found it hard to determine pricing of display advertisements especially for specific events.

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When developing a budget for a new marketing strategy intitially how much of that can be or is usually allocated towards research? How big of a role does research (on target markets, competitors, etc.) play in the strategy?

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What do you believe is the best type of digital strategy?

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I have firsthand experience using Hubspot's blogging feature. However, Hubspot is very expensive to use. What are some similar programs that may not cost as much?

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How should you go about having a budget for your brand? When should you set the budget?

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How could Pinterest find so many designers to make posters for them and how could Pinterest let users interact on it

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When drafting a digital media marketing plan, what are some of the different costs you should account for? I was planning on accounting for labor, production equipment and a marketing team. Also, how should we best base these cost figures?

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For the last assignment, we need to talked about ALL things in this course. I had websites analysis, online advertising, content and inbound marketing and mobile marketing. Are those all that we covered in the class?

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which website is the best for blogging?

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How can you divide the advertising budget up into equal portions? How can you determine which platform should recieve more of the budget than the other? Such as, should I spend more money on internet advertising or should I spend it more on mailing and magazines?

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As to regards with picking an accurate budget for our brands social media campaign, how is the best way to go about calculating the price for this? I have googles pervious spending, however, I am not sure if I should use past spendings as a budget or adjust to the best of my knowledge. 

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How does a company decide how much money it is going to allocate for online marketing and digital content?

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When it comes to writing a full digital strategy, how does a digital agency determine the budget for the strategy? What major components do they take into condsideration? Furthermore, do most digital agencies "risk it for the biscuit" or do they tend to play it safe?

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When trying to market your brand on Pinterest, should you put most of your energy on targeting females or equally distribute your energy?

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With all these new social media sites on the market, what do you believe would come up sites such as Facebook? Do you believe that Facebook would soon be obsolete and on its way out when new sites come out in the future?

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How can a more traditional brand use social media creatively even if their product/service isn't exactly "exciting" or "interesting"? 

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What would you recommend the majority of the advertising budget be used for?

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For a blog, is there a certain subject that is most popular to blog about (i.e. music, food, education)? Would it be helpful at all if a brand blogged about subjects that are popular with their target audience?

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I think that text message marketing is a big upcoming part for businesses. What kind of companys/brands would benefit from using it. I can think of how someone can text Dominos for a pizza delivery, but also how businesses such as Walgreens can text you coupons. What are more things that can be used with SMS marketing?

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Is there any sort of community where new bloggers can post to gain more visibility from popular bloggers? Have you found other bloggers endorsing you to be a large part of generating a following? 

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As I started to draft my final recommendations, I discovered that my brand (Harley-Davidson) does have a Pinterest board and an Instagram account for their company. This whole time I thought they did not use these social media outlets. As a Pinterest user, I did test typing in Harley-Davidson into the search browser of Pinterest and did not come across an official Harley-Davidson board. However, while looking more at the information and links provided through their museum website, I discovered the links to their Pinterest and Instagram accounts. On their Pinterest board, they only have 15.6K followers. To me this number is low, in respect to their other social media accounts. They have 36 distinct boards. I feel the way they have set-up their page is very well done and through it, there is an opportunity to get the attention of new and different audiences. How would you determine how much money to spend on promoting their Pinterest and Instagram accounts? What would be appropriate ways to promote or make these social media resources more well-known? Pinterest provides metrics by showing how many followers they have, how many times a pin has been repinned and how many likes a pin gets.

Student

Although our course is related to online interaction and social media, how can a digital strategist combat or consider methods that cater to audiences who are more interested in physical experiences rather than online presence of a brand?  This may sound vague. 

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What is the best form of marketing? Using inbound or outbound?

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I pin like 30 more pin, is that enough?

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How do you pick unique words for you company to show up in the top of SEO?

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When it comes to online marketing what is more important, sales or Customer interactions? 

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how should religious institutions do online advertising? Is there any specific dos and no to do?

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How do you convert a simple blog into a powerful brand ambassador and sales magnet for the business?

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I really just want to my pet dogs and cats to feel welcome online. In this section you mentioned Pinterest being hard for men to use, but what about our pets, you know? Seems a little onesided. I wish businesses and marketers would start tailoring their messages to their animal customers. Any thoughts? I know some progressive companies are already marketing towards animals but where do you see this going?

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How do you target keywords in an inbound marketing campaign?

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How would you suggest going about setting a budget for our brands? Are there any particular wedsites that you would suggest that would give a general idea of what we should be looking for?

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My company has multiple boards with pins specific to certain product lines. Do you think this an effective method of spreading out all of the followers for one company across multiple boards, or would one board with a lot of information work better?

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when talking about about blogging, how do we find our niche and what are some best way to keep a loyal follower?

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If I'm going to start a multi-media digital campaign, how should I set my total budget and allocate my money on different media platforms?

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for final project, how many slides do we need to have?

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What are the best metrics to use in order to monitor traffic for your blog? 

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I'm not the type of person to continue a blog (even a journal), is there a habit or tips you can tell me that will help me continually write on my blog? 

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In regards to creating a blog, are there "hot topics" that would be best to write about? In creating my own blog what would spark the most interest?

What would be the next step after WordPress?

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There are many metrics that a blogger can use to grow a following, but what are the best/ most important metrics a blogger can use to increase traffic? 

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What is the best way to figure out how your blog is getting traffic? What types of optimization would you suggest for this blog? 

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Does our Pintrest board need followers?

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Is there any real value in making a Pinterest account for a brand that seems out of place on Pinterest? For example, I feel like Pinterest is catered to a very targeted demographic, a creative one. That being said, a brand like Pfizer (a pharmaceutical) company seems out of place! Just my thoughts.

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How do we make our pinterest followers improve?

what should be our budget?

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Companies who are looking to really win the digital marketing game typically with hire someone who is a "digital strategist" to help them. In today's age, it seems like a majority of people who are tech-savvy and have an eye for business can become a pretty adept digital strategist. For someone who would like to really start looking into the field, what would you reccommend for them to learn first, and what processes must they know if they really want to win the "digital world"? 

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If I want to start a small online advertising company, what will be the suitable budget to get the company started? 

Ross Johnson's picture
Instructor
11/9/2015
Internet Marketing