By Mariama Holman
Krista LaRiviere is a visionary, serial entrepreneur and analytics mastermind who has plenty to share on the subject of finding and seizing new business opportunities in the marketing analytics realm.
She has been in the digital marketing space since 1998 – developing a strong understanding of what it means to be a marketing tactician, strategist and CMO through practical experience.
As the co-founder and CEO of gShift, a Canadian content marketing and performance metrics company for brands and ad agencies, she wears many hats on a daily basis.
We thought she would be perfect for an interview with PA.O. So, we reached out and scheduled a chat.
Here is part two of our discussion.
You can find part one here.
PA.O: You mentioned that marketers need to create content, and therefore ads, at different stages in their marketing funnel, or path-to-purchase. This content should map to specific keywords. Can you give us an example of this?
Krista LaRiviere: Sure, here is an example.
Let’s say you are in the market for a car. You go to the Google search bar and see a bunch of different cars. You finally realize you want a yellow car. Then, you get an entire set of yellow cars to choose from. Next, perhaps you want a yellow car with four doors. As you move further into your search process, your keywords become longer.
Car. Yellow car. Yellow car with four doors.
Now, let’s put that in practice for a marketer.
If you are in the XYZ dealership in your market, and you know that there are a substantial amount of searches done on yellow cars with four doors, you should have content ready to serve as soon as specific keywords and behaviors are triggered by your audience.
This is smart content.
We see the best results in digital strategy when tactics are not siloed into SEO, social media or programmatic campaigns, but used in an integrated approach with content at the core.
You must support the prospect through the sales funnel on many channels.
PA.O: Can you tell us more about the different user behaviors that call for different types of content in your sales funnel?
Krista LaRiviere: That is definitely not a guessing game. It takes some strategizing. But, if you know your client, your product/service and the problem you are solving, you can determine the different levels. Then, you can look at engagement through how your audience interacts with these different pieces of content in the funnel.
Put key phrases that test the user’s awareness level of what type of product/service they need in your content.
Embedded links that you believe are the next question your client would have. Their “clicking” of these links lead them through the sales funnel to the next series of questions, which would also be in your content. If you map this out, you can see the starting point was question No. 1, which had several options, or answers.
If I’m a strategist I can see whether or not users want to go to question No. 2 and determine how I could improve the messaging or presentation of this question.
I call it “connected content” – one of the biggest mistakes we have as marketers is creating ad content that exists in isolation.
PA.O: How has digital analytics changed the landscape for marketers?
Krista LaRiviere: First of all, marketing is always marketing. It is about building awareness and communicating with your target audience about the services and products you have and how they can solve their problems. As marketers, we now have no excuses. Excuses are a pet peeve of mine.
Don Draper would be mad at marketers if he was a real guy and could see the mistakes that marketers were making. Imagine being Don Draper back in the day and having access to all the data we have on our audiences? He would kill for that data.
Digital marketers today are not taking full advantage of the data that is available to them. Shame on them! Digital marketers need to understand engagement not just on their content, but the engagement differences across devices.
How we engage on a mobile device, tablet or PC is different. This is because our behavior is different – how we search for content varies by device. Marketers need to understand engagement metrics for each device.