Online marketing is ever evolving and there are always new ways to help drive customers to your business. Gahlord Dewald, strategist and creator of the website Thought Faucet, has his finger on the pulse of what’s new in online marketing and is full of helpful information on how to use analytics and create thought leadership campaigns to help get your audience’s attention. We spoke with Dewald recently over Skype and he shared some valuable insights with us.

According to Dewald, the goal for most business-to-business marketing strategies should be to eventually shake hands with a potential customer. Pulling analytics for your site can be a key step in this process. Analytics for your website can give you access to a lot of untapped data and statistics that can help make online marketing a much more strategic and specific process. One thing Dewald shared was, “you should only pay attention to metrics if they’re going to change your behavior.” To that end, you’ll want to make sure you know what your goals are so you know what data to focus on before you get started. Once you’ve established your goals, the first step for most businesses is to set up an account with Google Analytics or another analytics platform.

“You should only pay attention to metrics if they’re going to change your behavior,” -Gahlord Dewald on improving your marketing strategy with data.     Tweet This

Using Analytics to Your Advantage:

Your analytics account will give you lots of insight into what types of users are visiting your site. Once you have it set up and have completed any necessary legal requirements surrounding the collection and use of data for such analytics, you can see how many visitors are coming from what location, what their origination points are (i.e. where on the web they found your site), what time of day they visit your site most frequently, and many other pieces of information you can use to modify how you’re running your online marketing campaigns. Below is one technique Dewald recommended for small businesses that target large customers. 

  • In Google Analytics you can see if you have visitors from a common network domain. If that domain is for a large company that has a campus, you can identify a potential audience through its ISP.
    • Knowing you have an audience at that company, you can geographically limit your AdWords advertising to a limited radius around that company’s address. When targeting your paid online advertising in this manner you will want to remember that you’re going for the right customer, not the most customers.
    • Success will be having a representative for your target company respond to an ad or reach out to your company.

Dewald also recommended including thank you pages after users fill out forms on your site so that you have data on how many people completed your forms. As an added bonus,  you can continue your relationship with users by including links on the thank you page to other pages they might be interested in and track which ones they click through to. Google Analytics will give you insight into how many pages were visited and what the path was to get to those pages, but it will not give you specific information on who the users were or their contact information. You’ll want to use a service like Hoover’s to get that.

Keys to Effectively Running a Thought Leadership Campaign

Thought leadership campaigns can also be a viable way to bring in new customers. Doing thought leadership well, though, can be challenging. Here are some of Dewald’s top tips:

  • Thought leadership is about making an original thought more clear to others
    • Be creative and try to stay away from popular and overused article formats or art
  • Research the best place to share your content to get traction
    • When sharing, be conversational (i.e. “Here’s what’s important about this…”)
  • Build a community around your topic and get involved in it
    • Develop feelings of social obligation within the community, i.e. “My friend is doing a cool thing and I want to help him out…”

To get the full scoop from Dewald, check out the video below and be sure to subscribe to the D&B B2B podcast for more interviews like this one. You can also follow Gahlord on twitter, check out his website Thought Faucet, or visit his self proclaimed “best LinkedIn profile ever.”


Photo Credit: duangbj, Twenty20