Analytics Tools That Will Help You Measuring Your Online Marketing

Whether you are an independent consultant or you run a much larger company, marketing matters.  It’s important to the success of your business. As marketers, you and I are convinced of this. But let’s face it: marketing isn’t an “exact science”. Read Here.

measure-success

It can be very difficult to determine whether or not your marketing investment of time, money and effort is giving you the results you want.

You may love your new, beautifully designed website, but does it make visitors want to stay awhile and learn more about what you do and how you can help them? You may be crazy about your new email campaign, but how is it performing? How are your open rates? How’s your click-through rate? When readers do click through, how many of them convert?

Done well, marketing can boost your company’s sales and profits beyond your wildest expectations. Done poorly, it can be a financial “black hole” that drains your company’s cash flow. Needless to say, you want to do it well.

The Ultimate Proof Of Online Marketing Effectivenes

So how can you tell if you are doing it well? The ultimate proof is in your conversion rates. That is, how many shoppers become buyers? Or in a B2B content campaign, how many website visitors enter your content funnel?

Think about this: if your conversion rate is in the tank, how much does your pretty website really help you? How much does your huge email list matter? What do you care if you have many thousands of social media followers that “like” or share your updates if your online marketing efforts never help you make any sales?

As you are striving to maximize your conversion rate and enjoy the highest possible marketing ROI, there are certain key marketing metrics you can and should measure. Today, we will talk about some tools that can help you do this very effectively.

Keep in mind that you don’t want to measure for measurement’s sake. You want to measure your marketing efforts so you can observe your performance and make changes as needed.

Is your email open rate low? If so, this is a problem you need to fix. Are new visitors to your website “jumping ship” almost as soon as they show up? You need to find out why, and you need to do something about it!

Once again: measure relevant marketing metrics so you can take action and improve your results, not so you can collect a bunch of random numbers. Read More.

 

 

Advertisements

Holiday Social Media Marketing: Wonders & Blunders You Can Learn From

Having the right social media marketing campaign during the holiday season can mean the difference between plentiful gifts beneath the company tree or lumps of coal in the company stocking. Tensions are often high for retailers, consumers, and marketing departments alike during the busy season, as everyone works to stay on top of demand, trends, and the competition. Read Here.

Holiday Social Media Marketing

Given that religious holidays are the reason for the season, some consumers can be a bit sensitive to brands and businesses capitalizing on the occasion and taking advantage of employees’ family time to generate more revenue.

With the right amount of planning, careful consideration, and a dash of sugar and spice, holiday marketing campaigns on social media can generate buzz and even get your brand in front of potential customers who you may have missed otherwise.

Learn from the brave brands that have gone before us about the do’s and don’ts of holiday internet marketing with this year’s Social Media Holiday Wonders & Blunders List.

Wonder

Flashback to December 2007. OfficeMax launches a user-generated viral video campaign called “Elf Yourself.” The site encouraged visitors to upload photos of themselves, friends, family or pets, whose faces were then placed on dancing elf bodies, creating videos that could be shared on social media or as ecards.

That December, ElfYourself.com became the fastest growing site of the month, reaching 39 million unique visitors in the United States, according to TechCrunch. Over the length of the campaign, the site attracted 100 million unique worldwide. The next year, OfficeMax teamed up with JibJab Media to bring the campaign back, in a bigger and better way. Read More.

SEO Basics: Keyword Research Made Easy

When it comes to optimizing your website for search engines, knowing the best keywords for your brand is critical. But sometimes the process of researching your keywords can get out of hand. Read Here.

SEO

A keyword, or keyword phrase, is an easy way of referring to the queries people type into the search bars of their favorite engines. As a website owner, you want to know which keywords your customers are searching for so that you can use SEO best practices to optimize your site for them and improve your chances of appearing in the natural search results for these queries.

Say, for instance, that you run a pet-grooming business in Bloomington, Ill. You want your website to appear at the top of Google’s list for the keyword phrase “pet grooming Bloomington, Ill.”

Related: How Google ‘Author Markup’ Can Help Protect Your Content and Build Your Brand

You might have already read about the importance of things like keyword competition or keyword search volume when conducting your keyword research. But forget all of that for a moment. The only keywords you need to worry about when you’re starting out are the keywords your customers are actually typing in to their search engines.

There are a few different ways you can find these keywords:

Use your customer research knowledge. Nobody knows your market better than you do. Instead of relying on a third-party keyword generating tool, start writing out a list of all the different keyword variations your customers might be searching for. Following our previous example, a pet grooming keyword list might include “pet haircut Bloomington, Ill,” “dog grooming Bloomington, Ill” and “pet grooming Ill.”

Look in Google Analytics. If you have Google Analytics installed on your website, log in and head over to the “Traffic Sources” menu. There, you’ll be able to separate your organic search visitors and see a list of the keywords they used to get to your website. Unfortunately, a large number of your results will come up as “Not Provided” (thanks to anonymous browsers and Google’s proprietary reasons), but add the phrases that you do see to your growing keyword list. You can also find similar information in your Google Webmaster Tools account. Read More.

5 Google Analytics Reports You Need to Succeed in PPC

ppc successPaid search and Google Analytics work hand in hand in so many ways (including right there in the AdWords interface).  This month’s series week is all about how you can make the most of Analytics in your account, whether that’s with content experiments, event tracking or custom reporting.  We’re going to find all of the ways that you can get even more insight into the clicks that you’re paying to get. Read Here.

Hopefully it comes as no surprise that Google AdWords and Bing Ads interface data are not the end-all-be-all of PPC analysis. To kick off this month’s series on Google Analytics, I thought it might be a solid start to review a handful of the standard reports available in GA that you can (read: had better be) using to optimize your paid search campaigns.

The one thing I will say is that for the purpose of this post, I’ll mostly be looking at data for paid search traffic. To filter down to this layer and be sure you’re only looking at Analytics numbers for what you’ve sent through via PPC, you’ll need to go to the Advanced Segments tab at the top of the Analytics interface. From here, simply select the ‘Paid Search Traffic’ check box, hit Apply and you’re set.

When I’m looking at all traffic data, I’ll be sure to mention it in that section.

Now that we have that settled, here are the Analytics reports I recommend you take a look at to further optimize your PPC strategy:

This one we can keep kind of short and sweet. When filtered down to only PPC data, the heat map report that comes up to show what countries are coming through your paid search ads is really helpful. It lets you see what areas you may not be targeting or optimizing for already and come up with a new strategy for those regions. Yup, that’s it!

Traffic Sources – Sources (**ALL TRAFFIC ANALYSIS**)

I periodically dig in to the All Sources report to see which of my traffic sources has the highest bounce rate, or the highest percentage of new visitors. From these two reports you can get some ideas of which sources may need more specific remarketing strategies set up to target and bring back in to the site/funnel. You combine the bounce rate with new visitors and you can narrow your focus to those sources with the biggest total traffic impact.

Further, you can see referral sources in this report, which can help you see where traffic may be coming in to the funnel from new(er) places that you may need to begin strategizing around more directly (i.e. LinkedIn, etc.). Read More.

What’s Holding You Back From Online Marketing Success?

There are a lot of things that most people would like to do, even if they aren’t getting started with them at the moment. For example, many people have dreams of running a marathon, writing a novel, or learning a second language. And yet, they never seem to find the time or motivation to take action. Perhaps nowhere is this more damaging than when it comes to online marketing. Read Here

Despite the fact that millions of business owners and executives know how important it is to the success of their companies (not to mention their own careers), they only make halfhearted efforts to grow their businesses online.

maketing success

Does that sound like something you’ve experienced? If so, you certainly aren’t the only one.

We talked to others who are in the same boat on a frequent basis. And, we have learned that their reluctance usually stems from one of these stumbling blocks:

1. They don’t understand online marketing.

To some, the process of online marketing can seem daunting, or even overwhelming. That’s understandable. There certainly is a lot of jargon, and online best practices change on a frequent basis. However, the core concepts are the same as they’ve always been for any business going back hundreds of years: identify your customers, attract them to your business, and then start a relationship. As long as you can grasp those ideas, the rest is really just about managing the details.

2. They would like to see online marketing results, but don’t think they really need them.

If your business is doing just fine without a strong online marketing plan, you might think it’s not really much of a necessity. That makes a certain amount of sense, but look at the other side of the coin: how much better could you be doing if customers were coming to you through the Internet? What would that mean for your bottom line, and the future of your company?

3. They think good online marketing is just too expensive.

Again, there is a certain element of truth here, as good online marketing does require an investment (time as well as money). At the same time, though, it’s important to recognize that it’s the return on that investment that’s really important. Any business expense is a good one if it helps you earn more money back in the future. When you think about it that way, working with a proven online marketing team is a lot cheaper than going without one.

4. They don’t know where to look for help, or who to trust.

This is probably the best reason to put off making changes to your web presence. Most of us know someone who’s been burned by the Internet marketing or SEO version of a snake oil salesman. The fear of being ripped off shouldn’t stop you from taking important steps, though, and you can find the right team to work with by following the same process you would with any other vendor. That is, look for a proven track record, a reputation for being trustworthy, and a way of working with you that makes you feel comfortable.Read More.

Social Media Revolution

I found this interesting video that points out to us the importance of social media today. I’m sure you’ll be amazed!

Erik Qualman is a leading speaker on the use of social media, providing statistics and clear evidence of the phenomenal growth of social media. He is author of two excellent books which have gone on to be translated into many languages.
1. Socialnomics: How social media transforms the way we live and do business
2. Digital Leader: 5 simple keys to success and influence
Check out this awesome facts He reveals to us through this video. Enjoy!

Mobile Commerce Sales Set to Hit: $31 BILLION Dollars

Dear reader,

If you are a merchant retailer online and have not budgeted for mobile commerce capability, you are going to miss the train. Forrester Research Inc. has just posted that by 2016 the Mobile Commerce business will have hit 31$ Billion Dollars. Here is a snap shot of what they projected: http://www.internetretailer.com/trends/sales/

2010: $3 Billion
2011: $6 Billion
2012: $10 Billion
2013: $14 Billion
2014: $19 Billion
2015: $25 Billion
2016: $31 Billion

Too Large to Ignore!

It’s obvious to those in our field that mobile commerce is playing a much more important roles these days with phones & gadgets like: the IPhone, IPads, Tablets, Etc. If you own an e-commerce business and you are not gearing up or ear-marking at least 5-7% of your earnings to integrate and revamp your site so you can accept payments from your customers on the an Ipad or mobile phone, you are making a big mistake. Now is the time to begin planning and budgeting for these very important advancements that will soon shape how consumers shop.

We Can Help!

Our firm specializes in mobile commerce development and can customize your site so it can be easily viewed on the web and service your e-commerce customers just like your traditional e-commerce site would. Contact us today at 305 389 8955 or emilio@lighthouseinternetmedia.com. We can offer you a simple, but thorough consultation on the best practices and how we can bring your online business up to speed to take advantage of all the traffic and e-commerce business projected to take place over the next several years.

To your success,

Emilio Yepez
Lighthouse Internet Media
www.lighthouseinternetmedia.com
305 389 8955
emilio@lighthouseinternetmedia.com

BIO:   

Emilio Yepez is an e-commerce consultant located in Miami, Florida with over 16 years of operational and internet marketing experience. Emilio Yepez has worked with top Internet Retailer 500 companies and has generated Millions of Dollars in sales in both affiliate marketing programs while at ARC and ARC Media and ecommerce business development projects, like Navarro.com. Recently, Emilio Yepez developed and managed the Navarro.com ecommerce site, the largest Hispanic Owned Pharmacy Chain in the US.