Author: Dan Jircitano

Solving The Problem of Marketing Attribution

With most marketing campaigns encompassing multiple channels, marketers have a bigger problem than trying to consistently produce engaging content: the problem of attribution. With so many different channels for lead generation and conversions, how do you figure out which ads, platforms, and channels are most effective at driving customer decisions? How do you solve the problem of attribution?

The Problem of Attribution

Attributing which pieces of content are responsible for driving awareness, engagement, and conversions is an essential part of marketing. Fortunately, some channels make it easy. For example, it’s easy to see your open rate, CTR, and unique opens for an email marketing campaign. A billboard, on the other hand, is less straightforward.

Consider all the possible avenues a customer can take before making a buying decision. For example, a customer might:

-See a physical or digital advertisement

-Receive a marketing email

-Read an online review

-Ask a friend for advice

-Visit a brand website

Let’s say the prospective customer in question interacts with all these different advertisements in a short span. He or she ultimately ends up making a purchase from the brand in question, but not directly through any of the links offered in the aforementioned content. What made the customer decide to buy? Was it one piece of content or several pieces working together as a funnel?

Therein lies the problem of attribution. The more channels in which you advertise, the more resources–time, money, effort–it’s costing you. Attribution helps you track what works and what doesn’t.

Solving The Problem

In most cases, there is no single touchpoint or launching point for conversions. That’s because a well-planned conversion series uses pieces of content that complement each other, utilizing different archetypes, messages, and stages in the customer journey from generating awareness to reinforcing post-purchase. That’s what makes attribution modeling so valuable.

In a single-touch attribution model, credit is given to either the first or last touchpoint before conversion. That means either the first or last piece of content the customer clicked, saw, or engaged with gets credit for the conversion, regardless of how many touchpoints the customer engaged with from start to finish.

Multi-touch attribution models give credit to multiple touchpoints. These can be either time-based, linear, data-driven, or position-based. Though less widely used, multi-touch attribution modeling paints a more accurate picture of where conversions are coming from. There are so many touchpoints on the customer journey that single-touch attribution is akin to throwing darts at a wall.

Setting Up Attribution Modeling

Setting up and tracking attribution models is as easy as taking advantage of analytics software like Google Analytics. You can look at things like how people are reaching your site, which combinations are effective at driving conversions and traffic, and how many touches each channel is getting. Cumulatively, these data give insight into which touchpoints are assisting conversions.

Of course, part of attribution modeling can also be simply asking your customers, “where did you hear about us?” Collecting that data can help glean insight into where to allocate your resources and how to plan out your content.

The only remaining problem is figuring out which attribution model to use. Again, multi-touch is typically more effective and accurate, though there are myriad options to choose from. The best bet is to lay out your inventory and needs and choose a plan that aligns with your long-term goals.

If you know which parts of your marketing strategy are effective at helping you achieve your goals, you can better tweak your strategy. Setting up and tracking attribution models is a no-brainer for any business looking to grow, improve, and provide a better overall customer experience!

May 9, 2025
Five Ways to Make Your Brand More Memorable

Let’s face it: most people don’t remember most of the content they interact with. So what do they remember? Let’s examine five proven ways to make your brand more memorable!

Talk The Way Your Customers Talk

One of the best ways to make your brand more memorable in the minds of your customers is to talk like they do. Using relatable language will make your communications more like conversations than sales pitches. Since customers don’t like being overtly sold to, part of providing value is how you speak to them in the first place.

Instead of making generalized claims, such as “we are the best at what we do”, put your customers in the driver’s seat. Talking exclusively about yourself only plants the seeds of doubt. Is everything you’re saying true?

Focus on your customers and how they can benefit from your content, products/services, and brand as a whole. It’s a lot easier for people to remember how they can personally benefit, as opposed to an obscure accolade or accomplishment.

Create a More Personalized Experience

Is every customer exactly the same? Then why should they be treated exactly the same?

Your customers have different interests, needs, and expectations, which means a “one-to-all” form of messaging simply won’t suffice. Sending the same messages to everyone is akin to throwing darts at a wall and hoping one sticks.

Instead, develop detailed customer profiles to gain insight into how to really appeal to your customers’ unique personalities. Use data to figure out customer habits and create personalized messages–especially using email.

Something as simple as a product recommendation, “you may also like”, or “customers also bought” can go a long way. So can including your customer’s name on a marketing email. Don’t be afraid to solicit feedback. It may help you understand how to better serve your customers’ interests.

Appeal to Emotions

People don’t always remember the words you said, but they remember how you made them feel. The same can be said about marketing communications. Remember, emotion is the primary driver of sales decisions!

Take for example a television commercial that tugs at your heartstrings or makes you belly laugh. You might not remember the exact specs of the ad, but two things should stick out: the brand and the emotion you felt.

When creating content, think about the emotion you want to affect in your audience. How can you tweak your language, delivery, style, or any other component to better draw out that emotion?

If you can successfully appeal to your customers’ emotions, you’ll also simultaneously differentiate your brand–which can also make your brand more memorable. Customers will start to associate your ads and content with those emotions.

Be A Thought Leader

Is your brand a leader or a follower? Do you come up with new, innovative products, promotions, or ways to appeal to your audience–or do you do what your competitors are doing?

Being a thought leader is a great way to both differentiate your brand and make your brand more memorable. If folks look to you for new ideas and inspirations, it means they both trust you and they’re impressed by what you’re doing.

It also sets a standard for your competitors to follow. You don’t want to compare yourself to the benchmark, you want to be the benchmark. Look for new, creative ways to break through to your audience and offer value in ways your competitors aren’t.

Deliver Consistency

Being consistent is a great way to make your brand more memorable. Whether it’s delivering consistently valuable content, a consistently positive personalized customer experience, or a consistently superlative product or service, you want to reinforce your customers’ buying decisions. What better way to do that than putting your money where your mouth is?

From a visual standpoint, keep your designs, copy, and content thematically and visually consistent. If you have a brand color scheme, don’t create a piece of content with a whole new color scheme–it’ll just confuse your audience. Stick to using the same language, messages, and themes and you’ll build a rapport with your customers.

That should extend across your digital content. For example, if your website has a number of different pages, those pages shouldn’t all have different designs and layouts. Keep things steady and consistent across all media and platforms and all you’ll have to worry about is the content itself!

Make Your Brand More Memorable!

There’s no secret magic to make your brand more memorable. It takes hard work, consistency, and a fundamental understanding of your customers’ wants and needs. However, if you can deliver a superlative experience, you’re already on your way to cementing your brand in the minds of your customers. To really make your brand more memorable, keep doing what you’re doing!

May 2, 2025
How to Create More Effective Social Media Campaigns

Building up a social media following and getting more engagement is one thing, but what about your campaigns? There’s no doubt your campaigns will differ in size, scope, and purpose. However, more effective social media campaigns have a few things in common. Let’s examine how to set up, refine, and manage a social media campaign to accomplish your goals.

Target A Specific Audience

Who benefits from your campaign? Your brand or your customers?

You want your customers to benefit from engaging and interacting with your brand–so they should be the focus. To that end, before you launch your campaign, you should have identified and fine-tuned your audience. Remember, you can’t reach everyone. Even if you could, it wouldn’t be effective.

Instead, focus on the customer persona(s) you want to reach. That could be a geographic area or a demographic swath. It could also be new/existing customers or any variation of folks you’ve reached or want to reach.

Most social media platforms make it easy to hone in on a select audience, which makes it even easier to target your campaign. Just make sure you set your parameters before you launch the campaign and watch as it reaches exactly who you want to reach.

Involve The Audience

It’s not enough to know your audience or to gear your campaign exclusively towards them. You have to get them inspired, engaged, and involved. So how do you do that? You have to get them to care.

Hashtags are a great way to involve your audience in raising awareness. Unfortunately, you need more than a few clever hashtags to get folks inspired to support your brand. Things like quizzes, games, and other interactive content are a great way to not only get people involved but to generate valuable feedback.

For instance, ask customers to weigh in on their favorite product, show off testimonials, and be transparent with your company culture. Instead of showing off your product or service, show off the people who make your brand what it is.

Long story short, more effective social media campaigns make the audience a part of the action rather than a passive onlooker.

Look At Your Competitors

One of the best ways to create a more effective social media campaign is to look at how your competitors have run their own campaigns. While you’re not going to steal their content or ideas, it can help to look at what’s worked–and what hasn’t.

With those insights, you can craft your own content series down to the finite details, orchestrating more engagement, interaction, and interest.

You may not be able to see how your competitors fared from their campaigns (in terms of sales data, etc.), but you can likely see interaction and engagement numbers. Use past data–both your own and your competitors–to fine-tune your approach and create more effective social media campaigns.

Take Advantage of New & Popular Technology

Part of separating yourself from the competition is differentiating your brand. In other words, why should people do business with you–especially if the difference between service or product offerings is negligible?

What better way to separate yourself from your competitors than by utilizing new, burgeoning technology? From live-streaming to TikTok and more, don’t be afraid to go where your customers are. The more spaces in which you advertise, the more opportunities you have to get eyes on that content.

Want to Create More Effective Social Media Campaigns?

Creating more effective social media campaigns comes down to doing the work. From researching your audience’s needs, wants, and interests to A/B testing copy, graphics, and delivery methods, there’s a lot that goes into it.

At J&E Media Corp, our battle-tested digital marketing experts can leverage our experience to craft more effective social media campaigns for your brand. Whether you’re looking to increase your brand awareness, get more folks interested, or convert more customers, we can tailor a campaign for you! Get in touch with us today to learn more!

June 22, 2022
How to Get More Followers (Without Paying)
The stronger your social media presence, the more highly potential customers will think of your brand. If you have a multitude of followers, not only will you be reaching a larger audience but you’ll get more engagement, drive more traffic, and even boost your SEO efforts. Here are a few crafty ways to get more followers–without paying an arm and a leg!

Choose The Right Channels

This one goes without saying. You’ll never grow your following if you’re chasing the wrong customers. While it’s okay to spread your presence over a few different platforms, make sure they’re the ones your customers are on. So how do you figure out where your customers are?
- Search relevant topics and keywords across social media to see where the traffic is.
- Look for relevant groups and discussions across different platforms.
- Where are your competitors advertising on social media?
Knowing where your audience spends their time is only half the battle.

Next, you have to learn how to best utilize the platform(s) of your choice. This is where you find out how each kind of content drives different actions, reactions, and engagement.

Optimize Your Content

Once you know where your audience spends their time, you have to figure out how to reach them. After all, the average person sees thousands of pieces of content daily. Keeping your content fresh and invigorating will help it break through all the “noise.”

To optimize your content, pick a few major themes/topics/areas of concern and focus your attention on them. Consider the different ways you can approach these major content pillars and plan a content series around building awareness, interest, consideration, or conversions.

Optimizing your social media profiles can be immensely impactful as well. From choosing the right photos to selecting easy-to-remember handles/usernames to including the right density of visible, user-friendly keywords, make your social media profile a cog in the SEO wheel.

The more visible your social media profiles are (both on the platforms themselves and search engines), the more people will find–and follow you.

Share & Collaborate

Sometimes, you just can’t do it alone. If you can collaborate with the right people–who also have a large, highly engaged following–you can add their followers. While it’s not necessarily easy to attract influencers–especially in an organic manner–getting people to promote and share your products, services, and content is a great way to get more followers.

In addition to collaborating with influencers, look to share and engage with relevant, topical content. Look to find other brands and pages with similar audiences and interests to share their posts and add to their conversations. If you do this frequently enough, your visibility will skyrocket, meaning you’ll grow your follower count.

Drive Traffic Across Platforms

Just like your website, your social media presence isn’t a standalone part of your marketing strategy. Each piece in the marketing mix should supplement and complement one another, meaning your website should link to social media–and vice versa.

Cross-promotion is another classic strategy to increase visibility and get more followers. Don’t be afraid to directly appeal to folks to follow all your pages. Stress the importance of each individual page and what folks should expect to gain from following that page.

Plus, by cross-promoting your content, you can make sure no one misses out on your best, most valuable content. For example, maybe you published an insightful blog post–and folks saw it on Facebook and your website. But because it was never promoted on Instagram, a segment of your audience missed out on it. Instead, take advantage of all your platforms, cross-promote, and don’t be afraid to recycle old or curated content.

Get More Followers Now!

There are numerous ways to grow your follower count–but many of them cost money–and their effectiveness is negligible. Stick to the basics and you’ll get more followers, drive more traffic, and engineer more conversions without stretching your budget!
June 17, 2022
How To Convert Customers Through Mobile Advertising

True or false: most ads perform better on mobile devices than desktop computers. The answer, of course, is false. While people may spend more leisure time on their mobile devices than on desktop computers, the average conversion rate for mobile advertising is lower than its desktop comparison. But if your ads aren’t being seen by folks on their mobile devices, you’re missing out on premium exposure!

Mobile Advertising vs. Desktop Advertising

First of all, you have a better chance of being struck by lightning than converting a customer from a display ad. It doesn’t even matter if the customer sees the ad on a tablet, mobile device, or desktop computer; display ads, in general, are highly ineffective. But what about search ads? The overall conversion rate for search ads is roughly 4.2% overall, compared to 3.48% on mobile. While those data suggest mobile ads are less effective, the difference isn’t significant.

Again, most people spend more time on their cell phones than on desktop computers. But how often are those people “ready to buy” in general. Customers at brick-and-mortar stores are more often than not ready to buy. When was the last time you went to a physical store and didn’t bring your wallet? In comparison, mobile shoppers aren’t always ready to buy. While a customer might be browsing your online store, he or she might not even have his or her wallet nearby-or even be able to afford the product in question.

At the same time, you should be conscious of what’s known as alternate mobile conversions. You might not get the customer to buy right then and there, but if you can secure their intent to purchase, they’ll come back later. And while they might not come back and purchase on a mobile device, if they come back at all, you still generated the lead through mobile advertising. Most importantly, if you can capture their attention and stay in their mind, you’re more likely to eventually garner a conversion.

How to Make Mobile Ads Work

The most important step to optimizing your mobile advertising strategy is to optimize your digital content for mobile use. Poor mobile optimization will lead to a lower conversion rate from mobile users and eventually render your website obsolete to mobile users. Make sure your website’s content and graphics are mobile-friendly, and more importantly, make sure it’s as easy to buy online as it is in-store.

As mentioned, some visitors to your site-mobile or desktop-may have low purchase intent. Even a perfectly-optimized mobile site isn’t going to convince them to buy. However, if you make sure your ads are narrowly targeted, you can narrow your reach to a more specific subset of customers. To that end, you need to decide which KPIs are most important for your strategy. Are you looking for more conversions or more impressions?

Before you overhaul your mobile ads, take a look at how they’re performing. There are many reasons for low performance, but in most cases, you either have the wrong audience or the wrong content. If the right people aren’t seeing your ads-or if they don’t care-you’re wasting ad dollars. Remember, you’re literally competing for their attention.

Is Mobile Advertising The Future?

Even though mobile ads have a lower average conversion rate, mobile devices aren’t going out of style any time soon. In fact, technological advancements mean cell phones have more capabilities than ever. Because most phones can securely store their users’ financial information, it’s becoming easier than ever for customers to buy products with them. Combining the ease of mobile accessibility with the comfort of online shopping means its more likely than not that mobile shopping is the way of the future.

The better geared your digital marketing strategy is towards mobile users, the more potential customers you’ll be able to reach!

February 11, 2022
Improve Your Ranking with Effective SEO Strategy

There are zillions of websites competing to grab your attention, making it difficult and complex to navigate effectively.

So how can you be different and truly stand out in such a highly-cluttered, dense marketplace? Most importantly, how are you going to increase your visibility, conversion rate, and sales figures? The answer is through the use of a calculated, effective, advanced SEO strategy.

SEO (Search Engine Optimization) aims to increase the keyword page ranking in the organic search category. In other words, it serves to gain a competitive advantage for your website. With effective SEO, your website can improve its rankings on search engine results pages.

Your goal, of course, is to make it to that first page. A great SEO strategy will get you there.

You’re missing out on significant traffic if your website isn’t on the first page of search engine results. Most people don’t even bother flipping to the second page.

By curating your content, as well as perfecting and tinkering behind the scenes, Green Phoenix can help tailor your site’s SEO to boost traffic, increase sales, and generate more overall interest in your business.

We carefully study your website’s technical aspects through analytics to create the best possible targeted, keyword-based search engine optimization strategy to enhance your web traffic and get your business noticed.

To survive in this extremely volatile environment, you need to have a strong web presence. Simply put, without effective SEO, your website will be lost in the chaos that is today’s webspace.

Call or email us for your SEO requirements and cost-effective online marketing solutions to increase your page ranking, visibility, and sales figures!

January 3, 2021