How to Scale Your Marketing Channels to Capture Demand

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The challenge of course is that your channel attribution is going to be fractional, right? They're going to have a paid search touch point and an organic touch point. So what we try to do is allocate back on a fractional basis, the vet new customer to the individual marketing channels. And once a channel has tapped out, I would go back and start a new channel. At Indicino, we had at one point over the course of two years, I think we put a hundred and fifty podcasts by through it. That ended up being my lowest CPA channel.

Dying to understand how to effortlessly increase your sales and conversion rates?

Then this episode’s for you.

Pete Housley, CMO at the intelligence conversion platform, Unbounce, opens up his playbook for capturing leads at all stages of the funnel and retaining them. He and Daniel discuss striking the perfect balance between organic traffic and paid channels, whether or not you should buy your branded keywords, and how to properly employ retargeting tactics.

Plus, find out why Pete’s a diehard stan for multi-channel marketing and why any great marketer needs to start beefing up their data chops, stat.

0:00 Intro/Background

3:12 The Digital Marketing Playbook

6:26 Breaking Down Ad Channels

16:15 Distinguishing Purchasing Intent

20:42 Moving the Point of Conversion

25:03 Retaining Customers

30:34 A Hill to Die On

32:56 Words of Advice

Follow Pete:

LinkedIn: https://www.linkedin.com/in/peter-housley-a3653012/

Unbounce: http://unbounce.com/

Follow Daniel:

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.

www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:

www.workweek.com