The 3 A’s – Analytics-Audiences-Advertising, and Digital Plumbing
What does it mean to build out everything so I can start making good decisions based on the math?
Let’s say you want to hit a golf ball but are blindfolded. How well would you do?
You hear all these experts say you should do this, you should do that, here’s this other topic, and so on. But how do you know what’s working? You put money into advertising and hire an agency. You do these various things. People are like, you should do stuff on Yelp now.
Digital plumbing is tying together all that you’re tracking; your audiences and your advertising so you can see what’s working; to amplify more of what’s driving more customers.
It’s similar to a pilot who has to go to a flight school to learn how to fly a plane or a doctor who has to go to medical school. They’re following checklists.
It is not voodoo. It’s not magic. You can pray if you like. But it would be best if you still had a checklist. And so, digital plumbing is one of many checklists that we believe people should follow. And instead of making it a secret, we want everyone to know. So you don’t go to a surgeon who says, “I’ve got a special heart surgery for you. But it’s a secret. I can’t tell you how it is.” You want to know. That it’s well documented, that it’s routine.
So digital marketing should be routine, and it starts with digital plumbing. It’s not the sexiest thing, but it’s something that, if you think making money is sexy and growing from six to seven figures is sexy, you need to start with digital plumbing.
So how do we tie all those three As together
So you first start with your audiences that are on the web. Now with the iOS 14 and Google Chrome changes that are happening, you want to have your Google Tag manager be the tag that rules all the tags.
Now the beauty is if you’re using Facebook, Twitter, LinkedIn, Snapchat, or Quora, you will be implementing their pixel. Furthermore, you will implement it as a first-party pixel and bypass the things happening with Google Chrome.
Basically, you want to tie all your web stuff together so that wherever people go, you can do remarketing, which is following people around. So if they came to your site and they filled out a form, or they did this or didn’t do that, they consume three pages, all that’s going to sit inside your Google tag manager, and it’s going to run all those pixels.
Then you have another world, which is messaging. You have email, you have Facebook Messenger, you have text messenger, and you have SMS. There are all these different ways. So you want to be able to tie that. And there’s a whole world of tying all that stuff together – your databases, your CRM, your marketing automation systems, whatever tools you like.
And social is the most significant, hottest, sexiest world because you have what’s called native interactions – things that are happening on Facebook and you’re filling out forms, things that are happening inside Instagram – and being able to drive leads and re-engagement and video views and all this kind of stuff.
So, when you can tie all three of those worlds together, you can track people as they go between them.
Can you imagine? If you were engaging with someone on Facebook, you’d want to send them a DM or message. If they came to your website and you know that they’re a Facebook fan or engaged with you on Twitter, wouldn’t you want to change the conversation for that? Would you not want to build automation around that? If they’re on your website but don’t have their email address yet, don’t you want to treat them differently because of that?
So digital plumbing is tying all those together, not just from an analytics-reporting standpoint, but driving actions based on your data. And that’s almost magical. But the beauty is, it’s not software that you buy. No. It’s tying together these three worlds. So there is a software element to tying the three together, but the social element is where most agents miss the mark.
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About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.