A real understanding of marketing technology is one of the top attributes we look for in a partner. People who understand marketing tech also know how to solve problems. That’s why clients keep paying us, renewing our partnership again and again—and say thank you in the process. It’s a great feeling.

But what kind of tech is actually helpful to understand? After all, there are a lot of options out there! Here are some examples from just this week:

Track leads

Is that Google Ads campaign producing leads? You don’t know? You can—and should! Start by defining what’s essential to track. For our clients, it’s usually form fills, calls, and web chats. Use landing pages, dynamic call swap, UTM codes, form fills on submit, and more. Next, bring it all together with Google Analytics goal conversions and installation of tech in Google Tag Manager. The point of all of this is to view calls, form fills, and chats segmented by channels like Google organic, Google paid ads, Facebook posts, email campaigns, and more. That’s how you can track the impact your investment has had—and can then optimize the campaign to improve the performance.

Write code

Trying to solve a problem with font size, letter spacing, border color, and other techniques? Learn CSS. Major browsers have a code view where you can “inspect” and try out code to see what works in a browser and what doesn’t. Then you can apply these changes permanently by adding the CSS you wrote to the custom CSS option areas in WordPress or the website theme itself.

Caching issues

Whitelist your IP address in the host firewall to see web edits quickly and prevent caching issues. There is nothing worse than being in front of a firewall and trying desperately to see what’s behind it. It’s always greener on the side you’re not privy to. While you’re at it, filter out traffic from your IP address in Google – there’s no reason to artificially inflate your web traffic.

Reset your browser

Data gets stuck in your web browser and sometimes you have to clear your cache and cookies to get a fresh page. All this stickiness can prevent issues when you’re trying to log in. You’ll also get fewer ads served when cookies are deleted. You’re welcome.

View incognito / private browser

Can’t see web edits? Try incognito mode (Chrome) or using a private browser (Safari). You can also disable WiFi on your phone and use LTE, then view your project for the latest web edits. LTE and WiFi work differently, but tether your phone and desktop computer together to have access both ways.

Forgetting your password

If you have a WordPress site, go to domainname/wp-admin, hit “lost password,” and follow the prompts. If your email address is associated with your profile, you can get access restored in under 30 seconds. There’s no reason to wait to get access to your website when you want to update it.

Updating websites

There’s a variety of tech involved in a website, including hosts, WordPress versions, themes, plug-ins, browsers, and more. These pieces have to work together to be able to see a website. However, none of these pieces work together out of the box. Be careful when updating a website and know how to restore from a backup or correct via FTP should an update fail (because, spoiler, they do).

Image sizing

We don’t allow our clients to upload poorly sized images. Understand image sizing, 72dpi vs. 300dpi, pixel sizing, and more. Would you upload an image that is 3000 x 1000px and 2 mb in size? No! (At least we hope not). But would you use tech to optimize that image into 900x300px at 50 kb? Yes! That’s called an optimized image. We routinely use Photoshop, Lightroom and the entire Adobe Creative Suite. It’s worth a few courses in Udemy if this is gibberish to you. Or you can work with us -we are happy to follow best practices and keep your site optimized.

Want to find out more? Get in touch if you’d like to schedule a call with Avid to talk specifics!