building custom experiences with the conductor api | brian pasch – ceo & founder, pcg...

BUILDING CUSTOM EXPERIENCES WITH THE

CONDUCTOR API

Brian Pasch

PCG Consulting

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CREATING A COMPREHENSIVE WPM DISCUSSION

What could your agency do with the Conductor API to educate clients?

• WPM Expands Data Collection Requirements

• Could Your Client Facing Reports Be Diminishing Your Value?

• Empowering Your WPM Manager

• Creating A Collaborative Discussion

• Using The Conductor API

• Demonstrating An Integrated Dashboard

• Final Notes

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“Marketers know that consumers

are having conversations online on

their own terms. They know

they’ve got to be involved in those

conversations.

But rather than earning their way

into them by appearing in natural

search and social where the

majority of clicks occur, they

throw money at advertisements.”

EMBRACING WEB PRESENCE MANAGEMENT

Consumer conversations are happening on multiple platforms and channels

Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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CONTENT PUBLISHING CHOICES

New platforms & strategies are available connect your content with consumers

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THE MANY MOVING PIECES

Collecting the KPIs across a multi-vendor operating environment is challenging

• Website Traffic

• Chat Sessions

• Lead Submissions

• Ecommerce Transactions

• Phone Calls

• Content Engagement & Sharing

• Social Media Engagement

• Image Views and Shares

• Video Views & Channel Subscriptions

• Backlinks

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ELEMENTS OF WPM ARE STRONGLY LINKED

Organic web traffic is directly associated with Google “My Business” Reviews

When reviews dropped, they lost

2,700 organic visits a month!

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WE RELY ON REPORTING TO EVOLVE OUR STRATEGY

The agency and the client benefit from the reporting process

• Reporting helps marketers find trends they can use to tweak

campaigns

• Reporting helps marketers come up with strategies and tactics

they can try out on other clients as well

• Reporting helps improve your ability to make educated guesses

• Reporting gives you the ability to tie your work to ROI and

validate your job

• Reporting helps you come up with areas of opportunity that

could improve the marketing mix which might otherwise go

unnoticed forever

“Making Better SEO Reports For Your Clients” by Bill Sebald August 2014

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Our Current Reports Don’t Seem To Be Working

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THE STRUGGLE TO DEFINE ROI

7 out of 10 Marketing Executives Struggle to Measure Marketing Impact

Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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MORE IS NOT BETTER

It’s time to rethink our reporting strategy to connect with our clients

“Embrace and optimize your SEO reports, but make sure you’re keeping the goals of these reports in mind all along. Once completed, the time should be spent analyzing the data and creating strategies, not creating the reports themselves. If your goals aren’t to empower your clients and empower yourselves, while holding your own feet to the fire to achieve results, you’re probably doing it wrong.

Creating the right reports should be for educating both you and your clients, thus helping you really learn your chops as a marketer, while allowing the client to see the benefits of your great work.”

“Making Better SEO Reports For Your Clients” by Bill Sebald August 2014

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HOW WE COMMUNICATE ROI HAS TO CHANGE

Agency: "What would you change about the way we communicate with your business?”

Client: "Stop emailing me reports I don't understand."

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Your agency’s SEO report is squeezed in here

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INTERACTIVE REPORTS INCREASE CLIENT RETENTION

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We believe that the future marketing team breaks the silo between creativity and analysis, and inbound marketers can work together even if they’re not in the same room: sharing metrics, insight, and ideas in collaborative digital workspaces.

Rather than separate the search, social, content and analysis teams, we believe the most successful companies will pull their inbound marketers together into a web presence team.

BREAKING DOWN SILOS TO SPUR COLLABORATION

The collaboration is not just inside your agency, it’s with your clients

Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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• To effectively manage their

client’s needs, WPM Managers

need access to a host of

different data sets that are

all housed in their own silos.

• Having everyone work off the

same “playbook” accelerates

collaboration within the web

presence management team.

MANAGERS NEEDS BETTER VISIBILITY

Instant inspection of multiple marketing channels, including Conductor SEO

Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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SEO

SOCIAL

BUDGETS

CALLS & CHATS

CRM

WPMTeam Console REVIEWS

GA/WMT

PAID

Placing your earned media strategy (WPM) in context with the client’s broader marketing investments, brings value and relevance to your team.

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WE NEED TO TO REDUCE DATA OVERLOAD

Agencies must define the KPIs that really matter and focus on them with clients

• Creating a clear list of KPIs for

each client helps to facilitate a

monthly marketing review

• Showing how your WPM strategy

impacts related business’s KPIs are

critical for client retention

• Automating this review is not only

possible, but a requirement to stay

relevant.

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• How is my content ranking in SRPs? (Conductor)

• How is my web presence vs. competitors (Conductor)

• How many times was the page visited (GA)

• What was the average TOS and Number of Page Views (GA)

• Where were they from and what devices were they using? (GA)

• How many phone calls were generated? (Call Tracking)

• How many chat sessions were initiated? (Chat Reports)

• How many lead forms were submitted (CRM Reports or GA)

• How much did they spend? (Ecommerce Platform)

• How many coupons were redeemed? (HookLogic)

EXAMPLE: OPTIMIZED CONTENT FOR WEBSITE

Content is created to position client’s website for a high value keyword

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• How many impressions did my post receive? (Facebook)

• Which post attracted the click? (Facebook and GA)

• What were those visitors doing on the website? (GA)

• Did they view the video(s)? YouTube

• Where were they from and what device were they using? (GA)

• How many phone calls were generated? (Call Tracking)

• How many chat sessions were initiated? (Chat Reports)

• How many lead forms were submitted (CRM Reports or GA)

• How much did they spend? (Ecommerce Platform)

EXAMPLE: FACEBOOK SOCIAL MEDIA ROI REPORT

Earned social media campaigns are driving traffic to client website

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CHARTER MEDIA TARGETED CONTENT

6 hours of customized automotive video content: massive library.

• The ability to share videos on social media or enhance website landing pages is great, however…

• We need additional data to get a better ROI from these 300+ videos!

• Reasonable ROI Questions:• Where did the videos play?• What happened to TOS?• How has the introduction of

videos on landing pages impacted leads, calls, and chats.

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• Marketing reports have been

focused on Cost per Click (CPC),

Cost per Impression (CPM), and

Cost per Lead (CPL).

• A more accurate predictor of future

car sales in the number of vehicle

Detail Page Views (VDP) and time

on VDP.

• This KPI also applies to earned

traffic, so bring the discussion to

the client

RETHINKING PAID SEARCH KPI

The automotive industry has been looking at the wrong metrics

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INTERACTIVE REPORTING WITH NEW KPI

What happens when your agency creates integrated reports with real value?

With integrated data your agency can present a holistic summary of how your WPM strategy is impacting the KPIs that are most directly related to sales.

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INSPECT REFERRAL TRAFFIC BASED ON CUSTOM KPI

Is your offsite published content generating quality visitor traffic?

Referring URL of Content Visits

Page Views

TOS SRP Views

VDP Views

Goal Completes

Linkedin.com/article/content1 174 3.21 1:67 3 3 0

YouTube.com/video1 77 4.5 2:45 6 8 3

Facebook.com/post1 763 1.74 1:35 0 0 0

Pinterest.com/photo1 66 3.6 2:75 4 20 6

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MARKETING HEALTH SCORE

A unified marketing dashboard will allow your agency to set KPIs for each marketing investments and have the data graded automatically to allow your team to focus on actionable tasks.

Like a Blood Test For Your Marketing Strategy

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PROACTIVE ALERTS

A unified marketing dashboard will allow your agency to email alerts to your team when KPI exceed accepted limits, turning your agency into a PROACTIVE partner instead of a REACTIVE help desk.

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CONDUCTOR API CAN ENHANCE DATA DASHBOARDS

Select the KPIs that are most helpful to clients and simplify reporting

• Keyword Rankings

• Relative Keyword Changes

• Competitor Rankings

• Linking Reports*

• Content Insights*

* Not currently in the production release of the Conductor API.

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COMPETITOR TRENDING

Clients are competitive and the trending charts available through the Conductor API are a popular tab to view when on a call with clients.

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KEYWORD PIPELINE

The keyword pipeline report was one of the elements that we brought into the dashboard because it was easy for everyone to discuss results over time.

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KEYWORD CHANGES

The “Biggest Winners” and “Highest Ranking” keyword lists are also helpful with discussions with clients regarding progress reports.

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Direct API

WHAT DO YOU DO WHEN AN API IS NOT AVAILABLE?

File Loader

The key is to store the data centrally so that your WPM team can work collaboratively.

Even custom reports should be loaded into the dashboard to unify the “eyeballs” looking at the simplified data

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LIVE DEMONSTRATION

A quick look at the API integration of marketing data in ROI-BOT

Empowering Better Decisions

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• Avoid becoming a silo of SEO reporting that confuses your

clients and most likely will be ignored.

• Web Presence Management reporting can be enhanced with

Conductor Searchlight software and API

• Integrate SEO data into an optimized KPI dashboard that

reflects the complete online and offline marketing strategies

used by your clients.

• Dashboards allow for your team to collaborate with each

other and your clients regardless of their physical location.

WORKSHOP TAKEAWAYS

Throw those standalone PDF reports in the garbage

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• An integrated dashboard will alert your Web Presence

Management (WPM) team when any KPI is off track.

• By looking at data not DIRECTLY involved with your services,

you add value as a true partner that is looking after the ROI

of all marketing investments.

• Proactive insights gets your team out of the SEO doghouse

and into a much richer conversation of paid and earned

media strategies.

• Simplifying your reports and making them interactive is

smart.

WORKSHOP TAKEAWAYS

Become more proactive and engaged

BRIAN PASCH

Cell: 732.672.2356

brian.pasch@me.com

@automotiveseo

www.linkedin.com/in/brianpasch