Phone Call Tracking with Google My Business

Category : Knowledge Share

Google My Business recently added a new option to track calls from your GMB profile if their phone number shows to viewers. You can see recent, missed calls, and more!

This GMB function uses a call forwarding number. When the business receives a call from this system, they will hear the message “Call from Google” to identify when the call is via their profile or other source.

You need to turn on this tracking. From the main page for the company profile in Google My Business Dashboard, click “Calls” at the left navigation pane. Next, select “Turn on”.

The GMB phone call tracking will begin from that moment forward!

Instagram Reels Ads: Boosting Strategy

Category : Knowledge Share

Reels are short, engaging, fun videos hosted on Instagram that are used in a similar way as TikTok. Like TikTok, one of the biggest appeals to users and creators alike, is the ability to be constantly reaching a new audience.

Recently, Facebook announced that advertisers will be able to incllude Instagram Reels as a placement for Facebook and Instagram campaigns. Our client, Apartment Store, has been actively posting Reels on all their IG accounts. Mostly, the videos are about their properties and other tips for people moving off-campus.

We are going to “boost” these posts as part of our awareness campaign strategy. We’ll be able to use the same targeting options since we are running these through Facebook Ads Manager.

Since Reels need to be a video and be 1080×1920, we’ll have to start a new campaign that runs along side the existing awareness campaign. This new campaign will only have placements on Instagram Reels (and possibly Facebook and Instagram stories).

Google Analytics Filters that Should be Added at Launch

Category : Knowledge Share

Here are some basic filters to add to every website at launch!

  1. Crawler / Bot Spam Filter
  2. Browser Size
  3. Language
  4. Hostname
  5. Internal Traffic

Let’s look at each a little closer.

Crawler / Bot Spam Filter
Add a filter name and select custom filter type. Filter Field = Campaign Source. Add Filter Patterns = (traffic|bot|website)-?(bot|traffic|website|4free)​.

Browser Size
Add a filter name and select custom filter type. Filter Field = Browser Size. Add Filter Patterns = ^$
The Filter Pattern will exclude any Browser size that is (Not Set). It can be used for any field that also may be getting spam traffic that is not set.

Add a filter name and select custom filter type. Filter Field = Language Settings. Add Filter Patterns = \s[^\s]*\s|.{15,}|\.|,|^c$
This Filter Pattern will exclude any language settings that does not come in the proper format (such as… es-ES, en-US, fr-FR)

Audience > Technology > Network > Hostname. Use to build a hostname expression.
Custom > Include > Add Hostname Expression

Internal Traffic
Add filter name. Select predefined filter type. Exclude and add the IP.

GTM & GA: Using a Cookie to Identify Internal Traffic

Category : Knowledge Share

Excluding IP addresses from GA has become a hassle with remote users at every company as well as some businesses not having (or knowing if they have) a static IP address. One way around this is to identify “internal traffic” via a cookie in a user’s browser.

The cookie is set in GTM while a custom dimension is created in GA to identify browsers with that cookie installed as “internal traffic”. You then create a filter in GA that excludes users in that “internal traffic” dimension.

Once everything is configured and published, you go to any page on the site with ?internal appended to the URL, and your browser is identified as “internal traffic”:

Your first pageview will be counted, but every session from then on out will be excluded until the cookie expires (365 days) or is cleared.

Note: There’s a way to do this without GTM, but it requires installing a bookmark to your browser. Blasting out the URL above to anyone who should be identified as “internal” is easier than getting everyone to install a bookmark on different browsers.

Smart Content for Email Marketing

Category : Knowledge Share

You can use smart content to customize almost any aspect of an email in HubSpot including text, images, CTA’s, links, and subject lines. All of this content will be based on who is viewing the email. We’ve started taking advantage of this for BAJFI and St. Mary’s Carbon, though it can be useful for any client.

For emails, smart content can be displayed based on one of two properties:
1. Contact list membership
2. Contact lifecycle stage

This makes it much easier to not only personalize emails, but to make them more targeted and useful for each individual contact.

For BAJFI, we’ve used it to create a workflow that targets contacts in specific industries. This workflow uses unique subject lines, imagery, and content to nurture leads.

For St. Mary’s Carbon, we’re using it to modify an existing workflow that should deliver more relevant content to leads. When they download a guide, they must specify their application. The workflow they then join features smart content based on the application they chose.

While it’s too soon to make any conclusions on performance, I’m confident that smart content will prove useful for email marketing. Let’s continue to find additional ways to modify workflows and regular email blasts with smart content!