You might be a fantastic SEO, but if you don’t know where that branded search traffic is coming from or how well it’s converting, you’re dead.

Your client could be doing some amazing marketing which causes your traffic to go up. Know how to tell?

Maybe you’re a Facebook marketer, pulling out all the stops with content, ads, apps, and whatnot.

You’re driving a ton of great leads for the client, but aren’t coordinating on messaging.

Maybe you’ve got custom audiences and search remarketing, which convert super well, but you’re out of sync with the email channel.

We’re not even talking about going cross-device and the implications of the cookie-less mobile world.
This is simply making sure your marketing programs are working together. How will you adapt?

We’ve heard the lament that SEO is dead, much like the lament that Facebook marketing doesn’t work anymore.
Yes, it’s true that if you lazily got by via buying links or tricking engines, that eventually Google would catch you.
And it’s true that if you were fat and happy posting only promotional content, expecting Facebook to show it, reality hits.

But now we’re all marketers not by channel, but by customer experience.

So that means no matter the channel, we must produce content and actually engage with the customer.
You can’t hide behind tools anymore.

Would you type out different content on a red typewriter versus a blue one?
So, independent of form factor, would you be addressing or messaging in print versus web versus social?

How to measure your full impact and then optimize

Split testing, not as in testing creatives and landing pages, but looking at the cross-channel impacts that we can measure by holding back geos and audiences.

Here’s an example of how to measure Facebook’s impact on email:

Q & A With Dennis Yu – 651% ROI from Facebook Ads–Behind the Curtain of Top Campaigns!

We can measure email’s impact on Facebook, YouTube’s impact on the site, or any combination of one channel affecting another channel.  To get that lift, we have to turn off certain segments in a controlled test grid.

If you have enough spend, Facebook and Google will run holdout (also called holdback) audiences for you.
They randomly choose an audience between 25-50% to not show Facebook ads to, then report on the conversion lift between test and control.

This is the only legitimate way to measure what Google and Facebook are now calling “causal conversions”.
Unlike an attributed conversion (last click, first click, fractionally weighted clicks, regression click), a causal conversion is a true difference measured between groups.

And the most powerful impact you will find comes between channels, especially how as your company grows, brand search traffic and email signups increase.
Most of that increase will come from having stronger word-of-mouth marketing, TV ads, or general hustle to get your name out there.

No single channel marketer will be able to lay claim to these increases, nor the “direct/none” category in Google Analytics, without measuring cross-channel.

Here are 9 ways for you to do this.

This is definitely a “run” type activity of “crawl, walk, run”. So certainly we must nail first down the basics, such as getting your email marketing sequences tuned up, remarketing across Facebook/Google, and having a strong content machine.