Tag Archives: Googleanalytics

The more you know!

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No matter how much you think you know, there is always more to learn. That’s what I found out in my time over the past few weeks in this class. In my past few jobs I did dabble in a bit of digital marketing; Facebook promotions, SEO, email marketing, etc. I knew there was more to learn, but I never imagined all that I would.

During the class I got a much greater depth knowledge or Google analytics and Adwords. This has helped so much. In my current job we work with vendor partners who run Adwords campaigns for us. I knew that we would have an ad that was up on Google, but that was the extent of how I knew it worked. Now I know that what we are paying for are the words we are bidding on within the campaigns we are running, as well as setting the time of day and geography. This gives me a lot more knowledge when we are discussing with the vendors new campaigns to run, how to select the words we are bidding on, as well as for our target markets when we want to run these campaigns.

With analytics, we can now track on our website what is working and what isn’t. I knew what was good and what wasn’t on analytics before, however I never really knew how to explain it to others. I just knew what was good and what wasn’t. After our analytics class I was able to cooperate with the girls in my office to make a presentation to explain how analytics work to our management. Since we could explain that we were losing people from the front page with no call to action, and then SHOW that we were losing people. The ability to then show them what was happening off our website because of a lack of call to action was remarkable.

BloggingI got to learn more about blogs. I use to blog a lot and we have one that we run as work. The tips and tricks that I have learned to make a better blog are phenomenal. Not only has my personal blogging gotten better, but I have been able to successfully give tips to the engineers at work. When we started the blog at work, the engineers were writing full essays. Multiple pages, no headers, no breaks, just pages of technical writing. Now, they have headers, shorter posts, fun interaction questions, and a readable blog that is growing each day.

From everything that I have learned I’ve got a lot of ideas buzzing around for NextStepU that they are not utilizing. They could do a lot of work with Adwords to boost their brand awareness as well as a lot more with social media that would be helpful to part of the target market. I think with using some of these techniques that were learned, a very strong digital plan could be used with NextStepU that would be far more effective then traditional media plans. I am really excited to move forward and get working on our full marketing plans for NextStepU.

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Facebook, Twitter and …….

If you were anything like me, when you heard the term digital marketing, you immediately thought social media. In order to digitally market your company, you need a Facebook and Twitter account. WRONG! Digital marketing is so much more than Facebook and Twitter and this class showed me how to expand my digital marketing skills.

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SEO

Search Engine Optimization is a facet of digital marketing that will help companies appear higher on search results, when done correctly. Most people don’t click to the second page of search results, so SEO is beneficial for several reasons.

  • Increase the number of visitors to the webpage
  • Gain more clients
  • Have an edge over your competition
  • Increase brand awareness
  • Establish your company as a powerhouse

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These are all very beneficial rewards of utilizing SEO, however it has to be done right in order for these results to occur.

Here are some tips to maximize your SEO results:

  • Regularly produce original content
  • Use headings and tags for content to be found
  • Include links to reputable sources
  • Have reputable sources include links to your website
  • Stay up to date with the current Google Algorithm

Google Analytics

 This is a great way to track and analyze the success of your website and SEO progress. Google Analytics is incredibly user friendly and easily helps to draw up reports providing companies with valuable insights.

You should use Google analytics if you’re looking for metrics on:

  • The demographics of your audience (Male V. Female, median age, mobile V. web)
  • Time of day you receive the most interaction
  • Click through rates
  • Campaign measurement
  • Key Performance Indicators
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Learning all of these factors helps to understand your audience, when you’re getting the most exposure and helps determine what’s working and what isn’t. Ultimately it provides direction on what methods should be used when implementing the next marketing plan.

Blogging

 Blogging is another aspect of digital marketing that helps to increase engagement and interaction with the brand. Blogging shows the human side to the company and gives it a voice. A blog is where company representatives can become approachable to consumers.

This style of writing allows for more engagement and encourages consumers to interact. In every day life a typical consumer would probably not be able to have a conversation on the phone with a CEO, however, with a blog this becomes possible. The CEO can post thoughts, product progress or new ideas on the blog and consumers can read his/her direct thoughts and comment back. In a really good blog, the authors of the articles will respond back to the comments and generate conversation.

Some tips for a successful blog include:

  • Use pictures and visuals to aid the writing
  • Avoid large blocks of texts, make it easier to scan
  • Write in your own voice and show personality
  • Use bolded headlines
  • Encourage readers to comment and interact
  • Provide thoughtful responses to comments

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All these different factors contribute to the overall digital marketing toolbox. Much more sophisticated than simply creating a Facebook page and Twitter account!

Digital Marketing–the “nice to have” office decoration.

I update my company’s Facebook page once a week.  I’m a digital marketer!

A digital marketing strategy is an intricate undertaking.  It would be nice if it only required updating Facebook regularly,  but there is a much bigger picture involved.  This blog will outline two important factors surrounding digital marketing learned in the MSMK 570 course.

1. My website stinks.  Let’s toss it and start over.

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Slam on your breaks.  According to Mediajunction’s web designer blog, design and development of a typical website can cost between $15,000 and $25,000.  There goes your marketing budget.  Why not start from where you are, and rethink the current concept of your website.

  • Do you have goals and objectives?  This is the important first step.  Second, what will your KPI  (key performance indicator) for each goal be?  This is essentially how you measure whether your goals are successful or not.
  • Do you have a target audience in mind?  Your content needs to instantly appeal to your ideal visitors, convince them you are worthy of their time, and make it easy for them to navigate around your site.
  • SEO (search engine optimization) is not dead.  Create quality content that will help you get found by Google. The key to SEO is fresh content, written by a real person, that is valued by other people.  Content should inform, inspire, and interact with your audience.
  • Make your site user-friendly.  Are there clear calls to action on your main page?  Is the content well organized?
  • How are you building trust on your website?  Is your website considered an authoritative resource?  Are other bloggers linking to your pages?  This goes back to importance of quality content.
  • This last one comes from Halligan and Shah’s book “Inbound Marketing.” They encourage you to add some collaborative functionality to your site, like a blog (which is easy to update on a regular basis).  It’s also FREE to create and manage.

2. I can’t trust digital marketing, because there’s no proof of ROI (return on investment).

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If you think this is true, think again.  Digital marketing can easily be measured.  You can track and measure results from SEO using Google Analytics, and make positive changes based on the results.

Analytics will tell you:

  • What’s working, what’s not, and what can be eliminated.
  • What pages are keeping people from completing tasks, and where you are losing people.
  • Where you can improve so people can find what they’re looking for.

Key take away: customers are hard wired and connected.

We are in a digital era.  For your business to be successful, you have to have a digital marketing strategy.  It should include:

  • A mobile accessible website-in 2014, smartphone sales grossly outnumbered pc sales.
  • SEO–optimizing your content successfully will increase your website’s visibility within the search engines and help drive traffic to your site.
  • Content is king–utilize a blog to increase user engagement.
  • Social media–build your brand’s presence over multiple social media platforms, and share your story with impactful images and videos.
  • Email campaigns–according to a Forbes article, 65% of consumers are inclined to make a purchase in association with a well planned email campaign.

Go out and leave your digital footprint!