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Google is testing out a new search engine feature on the organic search results called “Quick Read”.  You may have seen it, but it’s very likely you have not since it’s so new. But we as digital marketers find it too interesting not to investigate further and find out what this could mean for user experience and how it impacts SEO. In this article we’re doing just that, defining what Google’s Quick Read is and talking about what it means for you and your company.

 

What is Google Quick Read?

Quick Read is a Google Search featured callout placed as a label at the bottom of individual organic search results to signal that the content is a “Quick Read”.

Like many of the things Google does, they don’t fully explain how they choose which pages will get the Quick Read label or what the criteria is within the content of a page to make it more likely to get the Quick Read designation. But again as digital marketers with a history in the space we can deduce what the most likely factors are and what importance it plays for companies online.

Google Quick Read Label in Search Results for SEO

What Factors Get You the Quick Read Label?

Something that we’ve done for years when it comes to creating content is structure it so that the content can actually be read quickly if a visitor chose to. Even if the content is actually long you can include visual components to a pages copy that make it easier to read and easier to read it quickly.

So using these elements is a way to give yourself the best chance of getting Google’s Quick Read label.

Listed here are a number of those structural elements

  • Big & Bold Headlines
  • Big & Bold Sub Headlines
  • Bulleted Lists
  • Numbered Lists
  • Space in Between Elements & Copy Sections
  • Visual Graphics (such as charts)

By writing like this a reader can easily skim the content and get a cursory understanding of what the content is intended to deliver, which may be enough for the reader, but it also serves as check for that reader so they can decide if they want to read it in-depth to get all of the detail.

 

What Does “Quick Read” Mean for SEO?

The reason Google is even using a Quick Read label is because readers have shown a tendency to want quick, short and to the point content. By alerting searchers to content that they can “quickly read” it will increase the number of clicks your page gets in the search results, and since clicks are a factor to ranking higher in the search results you will in turn move up in the search results overall getting you better position, rankings and the most clicks from searchers.

What we can’t say right now is what content this will most apply to in the future, but it’s likely that it will always apply to content that lives in the “middle”, or content that has the potential for both being long and detailed, but can also be understood and consumed if skimmed. Look, some people want all the details and others want just enough. So content like this will be the best candidate for having the Google Quick Read label applied.

 

Features like this are tested all the time, some stay some go, but what never changes is a digital marketers need to be investigating them and building a strong foundation for content and SEO. If you are in need of more visibility, traffic and leads then consider reaching out to us here at Acumen.

 

If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

Or Submit your information below

    Every firm is looking to raise capital, but not all firms are looking for new investors (at least right now). If you’ve been a part of the industry for a while or are familiar with it, then you know that many firms that have been around for more than a couple of years typically have an existing investor base that they rely on for fund rounds or perpetual investments into new projects or opportunities presented by the firm.

    Additionally a lot of firms don’t have a plan to expand that investor base because they are comfortable with what they have now and the logic is that if the firm makes their investors more money then those investors will put even more into the firms projects or shared investments over time.

     

    Are firms like that trying to get in front of new investors? No.

    But are those same firms wanting to get in front of their existing investors? Yes.

    We’ll talk about how to do this well later in the article.

     

    For the investment firms that are looking to get in front of investors or be found by new investors who are looking for a firm to invest with, then we have a lot to share with you in this article about how to do that efficiently and effectively.

    If you go looking online for ways to get in front of new investors most of the articles are focused on startups finding these investors and pitching them. This is why we felt compelled to create an article that was specifically tailored to give private equity firms, real estate investment firms, hedge funds and investment groups a simple way to find and get in front of new investors.

     

    What are the Best Options for Getting in Front of New Investors?

    For those firms who are actively looking to get in front of new investors we’ve broken it down by a few different channels and give our practical advice on how you can ensure they take notice.

     

    Find New Investors Online

    Getting in front of investors online is actually much easier than people think. But that usually isn’t the issue. Many firms don’t believe that trying to get in front of new investors online even works, that they aren’t “there” or won’t engage. But that couldn’t be further from the truth. Investors ARE online and they will engage you if the offering makes sense.

    Let’s look at a number of effective ways you can get in front of investors online

     

    Finding Investors on LinkedIn

    When it comes to getting in front of investors on LinkedIn there are two categories for doing this. You’ll either pay for ads or do it organically. Let’s look at both of them.

    Here’s a video where our President, John Bracamontes talks a little about getting in front of investors on LinkedIn

    Investor Ads on LinkedIn

    LinkedIn has one of the most accurate and effective methods of targeting for investment firms, other financial institutions and B2B.

    You have the ability to target investor groups, investor job titles, specific companies that would serve as intermediaries, family offices, and more.

    Ads have a number of different types of delivery such as Message Ads (that send directly to the inbox), sponsored posts (which show in the main feed) and carousel ads (which are more creative and look like ads) as an example.

    Running ads to target investors on LinkedIn is efficient because it allows you to get in front of thousands of investors quickly at scale.

     

    Organically Getting in Front of Investors on LinkedIn

    To effectively use LinkedIn organically / manually (without ads) you’ll need to purchase the Sales Navigator product offered by LinkedIn. This will allow you to search for investors, message those who aren’t connected to you and it gives you a number of other features as well.

    The main difference between running ads to get in front of investors vs organically doing it is that it takes more time to do it. But by doing this outreach manually you are able to only get in front of the very specific targets that you want to speak with. For example if you target list of investors has only 150 names then you are better off reaching out to them manually / personally.

    But you can also get significant reach by writing articles on LinkedIn about your firm, its strategy, its performance and share those in groups. Another thing to do in groups on LinkedIn is simply engage there. Answer questions that investors have and participate in the conversation.

     

    Retargeting

    This method is pretty straightforward. Retargeing investors or Remarketing investors (they are the same thing) is basically getting back in front of investors. They have already seen you, engaged with your firm in some way, now you are reaching back out.

    This can also be done using ads or be done manually.

     

    Retargeting Investors Using Ads

    This can be done on almost every ad platform. Google Ads, LinkedIn Ads, Facebook Ads, Instagram, Twitter Ads, and more. Your most successful retargeting to get back in front of investors is using Google Ads (or the Google Display Network, GDN for short), LinkedIn Ads and even Facebook Ads if you’ve got the budget (FB ads are the least effective here, but can still be worth the visibility).

    The targeting criteria is going to be on a specific engagement behavior of your choosing. We recommend using visitors to your website. But there are a number of other targeting criteria that you can use instead of that or in combination with it as well.

     

    Retargeting Investors Manually

    This method requires some technology to be in place such as a CRM that is tracking the behavior of investor contacts in your database. Once this is in place you can define what actions you will track to use as triggers for reaching out to investors either by phone or by email. 

    Similar to ads you can track who visited the website, but also look at engagement such as who opened an email, who clicked through the email, how many times an investor has visited your website over a specific period of time, see what they have downloaded from your website, etc.

    For you it will be important to define what matters most and incorporate the context of the engagement into your retargeting outreach to investors.

     

    SEO & Content that Will Bring Investors to You

    Another contentious area of marketing within the investment space is whether or not to create content & optimize it for SEO. Some firms believe this is valuable and gets them much needed visibility, while others think that it isn’t worth the time.

    The truth is that content on your website that is either relevant, engaging to your target investors or will get your visibility in the search engines for valuable searches (or all 3 combined ideally) will be extremely valuable and worth the time.

    Investors are looking for information on the marketing, investment opportunities, researching firms, researching Managing Directors & Partners, and more so having that content online for them to find will… “Get You Found by Investors”.

    The most successful type of optimized content that you can create, control and publish is using blog posts on your website. We aren’t discounting the press releases that get syndicated or social content posted to your online profiles, but Blogs will generate a lot of traffic from new investors online at a much higher volume and frequency than most other channels (that aren’t paid).

     

    Contact + (remarketing leads tech)

    We added this channel to the list because it’s one of the most innovative & breakthrough technologies in regards to marketing for private equity, marketing for commercial real estate investment firms or marketing for any type of fund or firm in general.

    Contact + is a proprietary technology delivered only by Acumen Studio that captures the personal information of anonymous visitors who come to your website. 9% to 10% of all visitors to your site can be identified and captured including their First Name, Last Name, Street Address, and Email Address. About 50% of those will have Phone Numbers.

    This is done by utilizing the tracking technology and databases of companies like Google, Facebook, Experian and other credit reporting agencies.

    This contact information of these anonymous visitors are delivered directly into your database so they can be marketed to and followed up with.

     

    Attend Events & Conferences that Investors Go To

    Wealth events, industry events for high earners, ceo conferences

    To be honest we don’t think that we really need to go too in depth on this section because it’s what most investment firms have been doing for decades to get in front of investors. Every year there are tons of events that cater to investors.

    • Wealth Events
    • Industry Events for High Income Earners
    • CEO Conferences
    • And more

    As you know these in-person events are very powerful because you have the ability to not only share information about your firm, but also connect with investors in a very human way. You can put on the charm and build relationships in a way that non face-to-face channels simply can’t replicate.

     

    Capitalize on Relationships with Intermediaries

    Again, this is yet another example of a way you can get in front of investors that has been proven to work for decades in the investment space. Firms of all types benefit from strong relationships with intermediaries that serve as trusted referral sources for investors. The best types of intermediaries are those who compliment your firm and make sense strategically.

    A short list of trusted intermediary referral sources are…

    • CPAs (both individual and collectively at firms)
    • Advisors (plan advisors, business advisors, wealth managers)
    • Investment Bankers (you know who they are)

    Many of you will already have established relationships with these referral sources who will send investors your way if it’s what makes sense for the investor’s strategy at that time. The more of these relationships you have the better. This can also be a good way to niche your firm if you haven’t already or create more visibility for specific investment types that will make sense for the diversification of an investor’s portfolio.

    If we look at the way this works it’s pretty simple.

    1. Investor has a need
    2. Investor goes to their CPA, Advisor or Banker
    3. The Intermediary assesses their need
    4. If the need requires an outside partner they recommend that partner

    You want that partner to be you!

     

    What Types of Investors Can You Target?

    Getting in front of investors is one thing but getting in front of the right investors is another. So to do that well you need to know what types of investors can actually be targeted. In theory every investor can be targeted but for the sake of simplicity we’re focused mostly on the channels that we’ve discussed in this article so far.

     

    Below we break out the most common investor types you’ll be targeting to get in front of

    Existing investors

    Not much needs to be said about this, but you do need to stay visible to your current investor base. Call them, email them, run retargeted ads that keep you in front of them and publish content that keeps them looking to you as an authority.

     

    Accredited investors

    Finding accredited investors can be easy if you know where to access them. There are lists that can be procured, there are events catering only to accredited investors and publications that are almost exclusively read by accredited investors as well.

    Any of these options are good choices when getting in front of accredited investors.

     

    Those investors likely to be accredited

    This group is a little more loose because the combination of factors that make someone an accredited investor could be achieved and the person does not even know that they would be classified as accredited. So targeting people who are likely to fall into the accredited investor category will get you a lot of visibility with mostly the right people.

    A couple of those groups that fall into this category are…

    • Retirees
    • High income earners

    Targeting and getting in front of investors likely to be accredited can also be done through list acquisition, but can be done very successfully and affordably online using digital marketing and running ads or sending email.

     

    Institutional investors

    The last group we’re mentioning are institutional investors because they have so much power when it comes to liquidity and the ability to move markets. The unfortunate reality for many smaller firms is that this investor type may not work with you for a number of reasons, but regardless if you choose to pursue them you can get in front of them by targeting them directly / manually since the number of these targets is so small.

    Not all of these investors are easily targeted online so you’ll find it necessary to target the events they attend, use direct mail, and email lists.

    Some aren’t worth targeting depending on what type of firm you are, such as an early stage investment firm targeting institutional investors, they won’t work with you because you don’t have a proven track record and you likely can’t invest the level of capital they require at the rate of return they expect.

     

    But you must make your firm visible, you must do whatever it takes to get in front of investors and do it in a way that makes strategic sense for your firm.

    We work with firms every day on making this happen, so if you have questions about how your firm can do it as well, then contact us to talk about your vision for getting in front of and staying in front of investors.

     

    If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

    Or Submit your information below

      Getting the attention of investors and deal partners is more difficult now than it’s ever been due to the fact that Private Equity has expanded with more firms being established at what seems like every day. There have never in the history of PE been as many firms as there are now.

      This means that you and your firm must stand out!

      The question is “How can your private equity firm stand out in this new sea of other firms?” One of the easiest ways to do this is by sending out email and getting investors or deal partners to pay attention to the message by ensuring you have a subject line that speaks to them and compels the recipient to take action. That action being to click through on the subject line to read the email.

      We say “One of the easiest ways… “, but the truth is that creating a subject line that gets attention isn’t easy for many people. Marketers across all industries struggle with crafting short concise messages that move email recipients forward and Private Equity is no different. That is why this article is so important to the success of your future email campaigns.

      So if you have questions such as…

      “How do you write an email to attract investors?”, “How do you write an investor cold email?” or “How can I get investors to open my emails?” Then keep reading because this article is for you.

       

      What Makes a Good Email Subject Line for Private Equity?

      While there are nuances to email within the private equity space when emailing investors or deal partners, it’s important to understand that the fundamentals for email and email subject lines hold true. These basic principles for email need to be followed to ensure your emails get noticed and opened.

       

      Again, remember that you will still be tweaking your subject lines to speak directly and specifically to the audience you’re targeting (in your case investors or deal partners, businesses, boards, etc.).

      Let’s look at these factors for good email subject lines.

       

      Why is a subject line so important?

      The email subject line is extremely important because it is the first thing a recipient sees and is the first battle to be won. You have to get the recipient to click through or they will never see the content of your email. That’s literally it. Some will argue that it’s important because it’s sets the tone or expectation of what’s to come in the body of the email and while we agree, it’s still a fact that it’s more important to get the click through and have the email opened or else they will never see anything inside the body of that email. Obviously the most advantageous email subject lines will incorporate both relevant and expectation setting words tied with attention getting action oriented copy to achieve the best result.

       

      Email subject lines should be short

      A huge factor in creating a successful subject line is keeping it short. 60 characters or less is advised.  Why should you keep a subject line short? Good question and here are a few of the primary reasons why.  

      Short email subject lines…

      • Don’t get cut off in the email preview on a phone or inbox
      • Are quicker to read, making them read more often
      • Get to the point easier
      • Force you to focus on what matters most

       

      Mention the Industry You’re Focused On

      This is a very effective way to catch the attention of your email list. When an investor or deal partner reads an email coming from a private equity firm that has a specific industry or segment angle to it they gravitate towards it inside of the inbox and click through. Investors are more likely to look at offerings in different segments because they are either…

      1. Interested in the segment or industry
      2. Feel the information may be more credible and informational when compared  to a more generic email not focused on an industry.

      Investors and potential partners love focus. So the more dialed in you are the better your results will be when it comes to getting your email open.

       

      Incorporate Time Sensitivity & Sense of Urgency

      It’s human nature to feel a sense of urgency when it is stated that time may be limited or something won’t be available in the future and in private equity this is no different. A funding round may have a close date, only a certain number of LP spots may be left, etc.

      If this applies to your firm’s offering then including it in the subject line may be a good idea.

       

      Reference a Video or Attachment

      If there is a video accompanying the content of the email in many cases the subject line will do much better when it states that a video exists. Many investors love having the opportunity to have a more visual and auditory experience when learning more about an investment or firm.

      Alternatively, if you are going to share a PPM or some other investment document, by mentioning that in the subject line it can create the same effect on the recipient as now there is a higher perceived value for opening that email.

      Both of these assets mentioned in the subject line can work well in getting more attention and achieving a high click through rate.

       

      Examples of Good Email Subject Lines for Investors

      Listed below we are sharing 3 subject line examples that would be good to use if you were targeting investors on your email list.

      • Industrial Warehouse Project Open to Investors for 29 Days
      • Fund 3 – Medical Offices in Houston, Austin & Dallas
      • Short Video on New B2B Tech Fund Inside

       

      Each of these subject lines have unique qualities that we mentioned earlier in the article and highlight areas of interest that investors would find compelling and click through to learn more.

       

      Good Email Subject Line Examples to Increase Deal Flow

      Here we are sharing 3 examples of email subject lines that are speaking to prospective deal partners that your firm is looking to acquire in part or in full to add to your portfolio.

      • Have You Considered Taking on An Investor Partner?
      • We are Buying 3 Companies in Your Space. Interested?
      • Our Firm is Looking for B2B Tech Founders Positioned to Grow

       

      As you can see we are using different approaches in each of those subject lines to capture the attention of the recipient. With Deal Flow emails you can get much more personalized though. Not all firms are targeting businesses en masse, so if you are being highly selective then obviously you can be more direct using the targets first name, company name, and details about the business only they would really know which will 100% catch their attention.

       

      Examples of Bad Email Subject Lines in Private Equity

      And like everything else, where there is good, there is also bad. Here we wanted to share a number of bad subject lines that will either get ignored or anger the recipient, so much so that they may report your email as spam or simply unsubscribe. Why risk alienating your email list if you don’t have to.

       

      Bad subject line examples for firms

      “Re: Did you check this out yet?”

      This one could get a fairly high open rate, but unfortunately it will feel like they’ve been duped and probably mark you as a spammer.

       

      “New Investment Opportunity”

      This is so vague and boring. If you’re being honest with yourself, would you open this email? We wouldn’t.

       

      “Do You Have Time To Talk?”

      Again this one is very vague (even more than the last example) and they have no clue what you want to talk about. Guess what will happen? DELETE 

       

      We could actually go on and on about email and email subject lines here, but the truth is that if you take the advice we’re giving here and incorporate it into your email marketing efforts then you will get more emails looked at and clicked on, which will lead to more capital raised and more deals closed.

       

      If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

      Or Submit your information below

        Trafficpro.live is a referral source that you will see show up in the Google Analytics report under the All Traffic / Referrals report

        Trafficpro.store is also a referred click that shows up in the Referrals report inside of Google Analytics.

        The thing is about both of these traffic sources is that they are both Bot Traffic being sent out by a company. If you type in either of those URLs they redirect to the same destination which is www.gammatraffic.com.

        On that site you can clearly see that they are selling traffic to websites. There are traffic packages ranging from $0 per month for 6,000 “hits” per month up to $99.99 for 1,000,000 “hits” per month. Obviously this is a horrible idea and does nothing for you, but companies like this are still out there and their useless bot traffic does nothing but clutter up your Google Analytics reports.

        Below is a screenshot showing trafficpro.live and trafficpro.store in a Google Analytics report

        trafficpro live and trafficpro store

        You’ll also notice that there is another traffic source labeled at trafficplus.me

        That is also the same bot traffic company as it redirects to the same URL as trafficpro.live and trafficpro.store

         

        How Do You Get Rid of Trafficpro.live and Trafficpro.store from Google Analytics?

        To get Trafficpro.live and Trafficpro.store out of your Google Analytics reports is by creating a filter. Here we’ll walk through the easiest way to do that.

        First go to the Admin section of Google Analytics. Then in the Account Column click on the All Filters section.

        Next click the + Add Filter button.

        A window will open up that asks for a number of things to be set.

        • Give the filter a name (maybe use Trafficpro.live / Trafficpro.store)
        • Choose Custom as your filter type
        • Click on Exclude and set the filter field to Campaign Source
        • In the filter Pattern field type in trafficpro\.live|trafficpro\.store
        • Click on your website from the Available Views box and click Add
        • Then click on the Save button

        filter out trafficpro live and trafficpro store

         

        What is the Difference Between Trafficpro.live and Trafficpro.store?

        There is literally no difference other than the URL’s Top Level Domain (TLD) of .live and .store.  They do the same thing, are the same company and both are a nuisance.

         

        If you have more questions about these Trafficpro referral sources showing up in your analytics platform, then definitely reach out!

         

        If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

        Or Submit your information below

          Something that we’ve encountered over and over are companies and marketers who are looking for ways to make their Digital Marketing Easier. Easy Digital Marketing, Simple Digital Marketing, Simple Digital Marketing Strategy or however you search for it when looking for this answer they all lead to the same thing. “How can I make it easy to market online?”.

          Why are people asking this question? That is a simple answer, We Don’t Have Time!

          We’re right there with you, it feels like there is never enough time to get all of the things done we need to do and if we could find a way to make all of the “digital marketing things” easier, simpler, more efficient and more effective then we’d be all over it.

          The truth is you absolutely can make your digital marketing easy (or easy internet marketing as some would say). In this article and in the video we describe how you can make all of your digital marketing and digital marketing strategy easy.

           

          How to Make Digital Marketing Easy

          The fact is that digital marketing isn’t easy if you make it complicated (insert “Duh” here), but we see too many digital marketers making thing overly complicated and it doesn’t have to be that way. In most cases it’s not that the marketing itself is too complicated, but rather the operations behind getting that digital marketing done that makes it “Not Easy”.

          Digital Marketing Project Management is the key to making a simple digital marketing strategy actually be simple.

          Imagine just committing to…

          • Researching, writing and publishing two blog posts per month
          • Sending out 1 email per month
          • Posting to social media 3 days per week
          • Running a simple ad campaign

          Doing this level of content is magnitudes better than doing nothing or marketing sporadically. And if this level of digital marketing is done consistently then the results you’ll get are going to be huge.

          Either putting the tasks needed to create this content on your calendar every month ahead of time or using a simple project management tool makes planning to create your digital marketing content and holding yourself accountable very easy.

          But you still have to commit to the process and get these items done. We can promise you it makes marketing online very simple.

           

          Don’t get us wrong we know that doing the work isn’t always the easiest thing to do and feeling like the content ideas and topics you choose to produce are good or not can be frustrating, but again simple processes like having 3 or 4 go to repositories online for ideas (like blogs, industry publications, etc.) will make this easier and getting better at using digital marketing research tools such as the Google Ads Keyword Tool, Google Trends, BuzzSumo, SEMRush and other will also make digital marketing strategy simpler.

           

          To be honest the way you can “Make Marketing Easy” is to hire a marketing or digital marketing partner to do the work for you. If your budget allows it then this can be a very good option to move forward on. We love this option, lol. But seriously, using an expert digital marketing agency who is good at focusing on a goal and building content and a strategy that is simple to execute but generates good results is a very efficient way of making your digital marketing very easy.

           

          If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

          Or Submit your information below

            One of the most impactful tactics in communication and in marketing is the use of personalization. We’ve known this for centuries. The only thing that changes are the tools we use to communicate. Whether it be written, visual, audible, digital or physical you can add personalization that will produce better results no matter what the desired outcome is for you and your organization.

            What we’re going to talk about specifically in this article are PURLs, or PURL Marketing and PURL Direct Mail with when fully spelled out and not used as an acronym is Personalized URL Marketing and Personalized URL Direct Mail.

             

            What is a PURL?

            A PURL is a Personalized URL or more specifically a Personalized Uniform Resource Locator. A PURL is used by companies and marketing agencies to create a unique, branded and efficient experience for those who engage with the link. Some people will call Personalized URLs vanity URLs which is technically true but in most cases vanity URLs are simply the use of a domain name purchased exclusively for a marketing campaign. So they are similar to PURLs but have that nuanced difference.

            The structure of a PURL is commonly built as follows https://www.domain.com/PersonalizedPart or https://PersonalizedPart.domain.com

            Either structure works it’s just one PURL uses a subdirectory and the other uses a subdomain for the Personalized part of the URL.

            *Just a quick note PURL actually stands for Persistent Uniform Resource Locator, but Personalized makes way more sense under the use cases we describe and how you’ll be using them.  And we don’t think you’ll be confused at this point but we’re not talking about PURL in knitting.

             

            What is PURL Marketing?

            PURL Marketing when you use a Personalized URL on any marketing channel, then when clicked, typed or scanned will bring you to a unique landing page that has been created specifically for that PURL. You’ll typically find PURL marketing being used on printed materials such as promo products, swag bag contents, postcards and direct mail.

            You can get really creative here because if you put in the time a PURL Marketing effort can not only use the PURL for personalization, but you can also include that same personalization on the landing page. Think about using variables such as first name, last name and other variables specific to the customer or prospect.

            You’ll find that PURL Marketing will generate better results.

            You can also apply this to any number of recipients whether it’s 100 or over 1 Million recipients. If you are using first name and last names you’ll obviously run into duplicates such as www.domain.com/JohnSmith PURL software can recognize that and create numbered versions to differentiate such as www.domain.com/JohnSmith2 , /JohnSmith3, etc.

            This also allows you to track your performance better and more granularly.

             

            What is PURL Direct Mail?

            PURL Direct Mail is form of PURL Marketing but specifically focused on the direct mail aspect where the recipients are getting postcards, brochures and letters in the mail. Imagine getting a printed card in the mail with some offer and the offer states that you can claim it now by going to www.domain.com/YourName. This will catch the attention of the recipient and get them to visit that URL more than a non-personalized URL.

            We do have to mention that you can also do this with QR Codes. Those same PURLs on the direct mail piece can also be embedded in the QR code so it generates a frictionless personalized experience.

            The cost to run PURL Direct Mail doesn’t have to be any higher than other direct mail methods. There is software that makes this very simple.

             

            PURL Software Options

            While it is possible to create PURLs manually, if you have a lot of different PURLs to create then you have to use PURL software to make it happen. So why should you use PURL software? Because it makes the process easier and more cost efficient.

            Here we’ll look at a number of PURL software options that you could start using today.

            • EasyPurl ( www.easypurl.com )
            • Boingnet ( www.boingnet.com/purl-software/ )
            • PURLem ( www.purlem.com )

            Any of these PURL software solutions will work well for your needs. There are other options out there but many are tied to those who print and we doubt you’re looking to work with competitors.

             

            The main takeaway here is that PURLs are an easy way to generate better results in your marketing. Go do it!

             

            If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

            Or Submit your information below

              l.facebook.com is a referred click from a link that has been shared on Facebook.

              The best way to describe how the l.facebook.com referral shows up in Google Analytics is to think about when you post or share on Facebook. If you were to write a Facebook post that included a link to your website, shared it to your feed and someone clicked on that link, the click and resulting traffic to your website can result in the l.facebook.com source to show up in your Google Analytics account. The same thing can happen if you write and publish a post, but then a connection shares your post and someone else clicks on the link, the same thing can occur whereas l.facebook.com (technically in this scenario lm.facebook.com) will show up in your reporting.

              This can also happen on both Mobile and Desktop versions of Facebook, so in the app, on a mobile site or a full desktop experience.

               

              Mobile and App m.facebook.com and lm.facebook.com

              Something that websites used to do in the past for SEO and for user experience was to create a mobile only version of the website and most of them would use the subdomain of m. to represent mobile. Today many sites will use responsive design so they don’t need a separate site to maintain for mobile. But Facebook uses m.facebook.com for their mobile site. When a link gets clicked  here them you will most likely see the lm.facebook.com referral source in your Google Analytics account.

               

              What is the Difference Between Facebook.com and l.facebook.com?

              There really is no difference. These are simply different ways that Facebook has sections of their website and service operating on different servers, tracking link clicks and attributing behavior to their own systems.

               

              l.facebook.com vs lm.facebook.com vs m.facebook.com vs web.facebook.com vs business.facebook.com

              Again these are all basically the same with the exception of the business.facebook.com subdomain. That one is specific to the Meta Business Suite product that can be used to better manage a Facebook Page, users, permissions, ads, apps, etc.

               

              Here is a short list of a number of referral sources related to Facebook that you’ll find in Google Analytics

              • Facebook.com
              • m.facebook.com
              • l.facebook.com
              • lm.facebook.com
              • web.facebook.com
              • our.intern.facebook.com
              • business.facebook.com

               

              l.facebook.com and lm.facebook.com

               

              If you have more questions about these Facebook referral sources showing up in your analytics platform, then definitely reach out!

               

              If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

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                If you are currently using Google Analytics and have logged into the platform with the last 9 months then you are likely aware that as of July 1, 2023 Google Analytics UA or GA 3 as some call it will be “Sunsetted”. Essentially Google is going to stop tracking much of the critical data it collects currently in Google Analytics UA in a move to force everyone to start using the new Google Analytics 4 or GA 4 platform. So naturally you’ll want to ensure that you have GA 4 set up for your website.

                As a part of that set up you will want to ensure you have events being tracked that you can measure and some of them will be used as conversions / goals just like you do in Google Analytics today.

                You can either create those manually or you have the option of migrating the Google Analytics events from with UA over to GA 4 using a migration tool. But this is why we decided to create this blog. It doesn’t always work!

                 

                 

                What Problems Will You Experience Migrating Google Analytics UA Events over to GA 4?

                You are most likely going to run into issues when using the events migration tool inside of Google Analytics. When using the tool you’ll even get messages telling you that some event types can’t be migrated because they aren’t compatible. One of those are events / goals that utilize regular expressions (many of our do, so we were screwed on that one).

                But what we found is that very few of the events we migrated over to GA 4 actually worked. The migration itself would be successful in that there were events which appeared inside of the GA 4 property, but they would never work. No data would track and they were essentially worthless.

                So we had to go back and create all of those manually. Some of them we could create within the GA 4 platform alone and other we had to build out using a combination of both GA 4 and Tag Manager (such as Click to Call phone number clicks tracked as an event and conversion).

                Something different about events inside of Google Analytics 4 is that you have to “Toggle” events to be marked as conversions. Which is nice because you can more cleanly have a bunch of events being tracked while quickly marking which of them actually count as a conversion for your organization.

                 

                We just wanted to give you a heads up if you are going down this journey and to let you know that you’re not crazy if you run into problems like this. Because you will!

                 

                If you need help setting up or migrating Google Analytics over to GA 4 then contact us and we can easily help you out with that.

                 

                If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

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                  We get this question fairly often, “What is the difference between CPA and CPC?” or “Which is Better, CPA or CPC?”. There really isn’t a good answer to which is better because they are different and would be better in specific situations.

                  But sharing with you the difference between CPA and CPC is much easier and helpful for those in search of answers. In this article we’ll go deep into the CPC vs CPA question.

                  So however you think about it…

                  CPA vs CPC

                  CPC vs CPA

                  PPC vs CPA

                   

                  We’ve got a breakdown on this below which should be very helpful.

                   

                  What is CPA (Cost Per Action)?

                  CPA stands for Cost Per Action.

                  Some will argue that CPC stands for Cost Per Acquisition and others consider it to be Cost Per Conversion. But if we’re being technical, an acquisition and a conversion are both actions so we like to stick with CPA meaning Cost Per Action.

                   

                  In the earlier days of digital advertising there were times when platforms wouldn’t charge you unless a specific action was taken that you defined or chose from in the system. But as the ad platforms advanced the CPA model became more broad in what actions taken counted towards the payout.

                  Each platform has its own unique set of actions that are tracked and paid for such as Facebook, Google Ads and LinkedIn Ads. Some of the actions are clicks, shares, comments, and on page conversions.

                   

                  The great thing about the CPA model is that you can set a CPA goal for the platform to optimize against. For example I could set a target CPA of $35 and the ad platform will serve specific prospects under the best circumstances to generate that $35 or lower CPA. The details on how these ad platforms do that is complex and not 100% known as to how they do their optimization.

                   

                  Google for example will require you to have a certain number of conversions before you can take full advantage of the CPA model.

                   

                  What is CPC (Cost per Click)?

                  CPC stands for Cost Per Click in the world of advertising. 

                  Many people think of CPC in relation to Google Ads (formerly Google AdWords) as they were the platform that really brought this ad payment model to popularity.

                  The Cost Per Click Model (CPC) was created so that advertisers only get billed when a prospect clicks on your ad. This was looked at very favorably in the advertising community because it ensured that a prospect saw the ad, read it and that they felt it was relevant enough to click on to then learn more.

                   

                  In many instances marketers sometimes refer to the CPC model as PPC or Pay-per-Click. The unfortunate truth is that there are so many acronyms in the digital marketing space that you’ll find a lot of overlap and conflicting opinions or beliefs as to what some things mean. But hey that comes with the territory in every industry, am I right!

                   

                  CPC or PPC is essentially the opposite of the CPM model or Cost Per Thousand (the M stands for 1,000 based on the Roman Numeral M). Using that model an advertiser would pay a specific amount of money for every 1,000 impressions. This came from older advertising mediums such as newspapers, radio, billboards and television when the estimated circulation, listenership, car traffic and viewership were estimated and advertisers would pay based on those “impressions”.

                   

                  One of the most significant benefits to CPC advertising is being able to predict traffic. By paying for the click you can allocate a budget that will generate an expected number of visitors to your website. Digital marketers love this predictability for planning and forecasting.

                   

                  Something very unique to CPC bids in the Google Ads keyword triggered ads environment is that the more competitive a term is the more that click will cost you in most cases. This dynamic pricing is controlled by a number of factors that we won’t go into fully here, but it may be worth your time to look into it even more.

                   

                  Most major ad platforms give you an option to utilize a cost per click model including Google Ads, LinkedIn Ads, Facebook Ads and more.

                   

                  So What is the Difference Between CPC and CPA?

                  While we’ve explained the details about CPC or Cost Per Click and CPA or Cost Per Action / Cost Per Acquisition we can now simplify this into an easy to understand difference between CPA and CPC.

                  CPC is paying for the click

                  CPA is paying for the action

                   

                  It really is that simple. We don’t want to be too underwhelming with this, but the main difference between CPC and CPA is paying for the click vs paying for the action / acquisition.

                   

                  In reality there are quite a few nuances to these bidding models and other elements that will affect the cost and the conversion potential. But those differences are much more in-depth and require a much more intensive training and explanation which you can find a lot of online for free.

                   

                  If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

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                    If you’re like most marketers it feels like you don’t have time to get anything done. The same holds true for writing blog posts. You never have time to sit down, research, write, iterate and finalize a perfectly crafted post. So what do most marketers do? They end up not writing any blog post at all.

                    This is the worst case scenario!

                    Having at least some content with some degree of value is better than nothing. Not everyone likes hearing that, but as it relates to value for prospects, customers, investors or partners a little can go a long way. The problem is ourselves. We believe that if a piece of content doesn’t have “Everything” we believe that it should then what’s the point. The point is that all content is valuable.

                    So how can you actually write a blog post in 15 minutes?

                    This blog post is the perfect example. I actually sat down without a plan for any specific topic and said to myself “I’ll just research ideas and then write a post later”, but I actually needed to get a new post published and then thought “No, I will do this now and do it in 15 minutes.” Which sparked the idea to simply write the post on how to write a blog in 15 minutes.

                    The only way to actually pull this off is to write on something you know a lot about. This is typically something that you do every day, a primary responsibility, something you’ve evolved in over time. The reason this is important is that it allows you to quickly write down all of the things you already know (but others don’t and is why this is so valuable).

                    Examples of 15 minute blog post topics

                    • How to negotiate a lower price on design work
                    • 3 tips on getting your team hyped during a meeting
                    • What is the difference between Class A and Class B multifamily real estate

                     

                    If you can put topics like that into 500 words or less, you will easily pull of a 15 minute blog post.

                    You’ll have to not worry about perfect grammar, spelling or formatting because you can always come back to that later.

                    And you have to just let yourself go and “let it flow”, don’t overthink or complicate the idea. Write down exactly what you are thinking about and Viola! you’ll have your next post.

                     

                    Now we don’t advocate doing this for every post you write, but in a pinch, this works wonders.

                     

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