UpBuild

Values-Driven Technical Marketing

Alex Ramadan

Re-Engaging with a Previous Client

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Working in an agency can sometimes feel like a revolving door of clients. They come, stay for a while, and then leave. At that point, you probably won’t see that client again, usually for reasons that have nothing to do with the quality of work you provided them. That is just the nature of working in an agency.

Luckily, working at UpBuild has given us the chance to re-engage with many of our past clients and optimize our process for doing so.

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Optimizing Deliverables for Maximum Usefulness

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With every deliverable UpBuild sends to a client, our primary goal is to ensure the end user can understand the document as thoroughly as possible without needing to ask us additional questions. We don’t mind questions, of course (we love them actually!), but we realize our client’s time is limited. Our time is limited. We don’t want to waste the time we do have discussing something that could have been avoided had we taken the extra step to answer it in the deliverable already.

To achieve this goal, we spend time making sure everything we send out looks a certain way, follows specific guidelines, and ultimately successfully educates the reader on the issue, what the next step should be, and who is responsible for it. 

Before sending anything to a client we always ask ourselves, “will this make someone’s day better?”

In this post, I’ll go over some ways UpBuild builds its deliverables so that they provide the maximum value to the client.

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The Mixed Content Apocalypse and How to Stay Ahead of It

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Google will begin to protect users more aggressively from otherwise-secure websites that load insecure resources in the coming releases of Google Chrome. This type of content is known as “mixed content,” or serving content using different security protocols (HTTPS or HTTP). Google will begin to block resources from loading on an HTTPS website if the resources are not secure or using HTTPS.

What this means for your website is if you have image files, CSS, JavaScript, or third-party resources that your site relies on for display or functionality purposes, they might not work in Chrome if they are not secure. The results could end up being as small as one image not showing up, or as catastrophic as your site no longer working properly in Chrome to a non-secure JavaScript file.

If you’re currently relying on insecure resources, this change has the potential to be bad for your website, your business, and your users. [Read more…] about The Mixed Content Apocalypse and How to Stay Ahead of It

Common Google Analytics Setup Errors and Omissions

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We’ve seen our fair share of Google Analytics configurations here at UpBuild. The types of analytics accounts we get to work on run the gauntlet from completely broken configurations to some seriously inspired advanced tracking setups that even have us impressed. 

Even though every analytics setup is slightly different, most accounts we deal with share some pretty common errors or missed opportunities. I’ll go over those here, so hopefully, you don’t miss these while setting up your own analytics.

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What Is Lead Scoring and How You Can Do It In GTM

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Lead scoring is an imperfect science, and one that will depend on where and who you work with. To “score” a lead means to assign it some value that can be used for evaluation of the lead’s quality later. For example, you could qualify or score a lead based on the lead’s budget. If you are a design agency whose projects typically cost $5K-$10K and the client has a budget of over $10k, then that would be a great lead, while if they had less than $1k, they wouldn’t be able to afford to work with you, and it would be a bad lead. You could also evaluate the lead based on the lead’s title. For example, if you’ve determined that leads close at a higher rate if you’re dealing with a VP or C-Level executive, you could score the lead based on who submitted it. If it’s a VP of Sales, then it’s a Hot lead, while a Junior Analyst might be a Cold lead.

Lead scoring is hard because every business is different and there are no industry standards to score your leads against; you have to use your own in-house data and experience to determine what is a Cold, Warm, or Hot (or Bad, Medium, or Good, or whatever other scoring rubric you’d like to use) lead. Before you start scoring leads, talk to as many people on your sales team as you can to determine what makes a lead Hot or Cold, and what information they use to qualify leads. This type of intel is what will help you decide which metrics to use to score a lead.

With that in mind, if you have the data and can qualify your past leads by a particular characteristic of that lead, then you can significantly improve your analysis of your leads using Google Tag Manager (GTM)  and Google Analytics.

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