Wednesday, April 20, 2016

SEO: Keeping Pace With Consumer Shopping Habits

Online Marketing Ideas

Keeping Pace With Consumer Shopping Habits

When you stop to think about it, the internet has revolutionized how and where consumers shop. One reason you need to care about your SEO (Search Engine Marketing) is this; search engines play a major role in the  purchase of products or services. 
If you are not sure how to structure your SEO strategy, then I suggest thinking like someone shopping for your services. What phrase will they use in Google to find what they need which connects them to your business?

A common mistake is to configure SEO equity based on a business name. With the free business listings in Google and Bing, automatically search engines algorithms will connect your business name with your services. But, if you have a brand name you want to solder into search engines, that requires a different type of SEO strategy.

"Just about 60% of all organic clicks go to the organic top 3 search results."
~ Hubspot.com

SEO tips
Siri & SEO
Siri (Speech Interpretation andRecognition Interface) is a computer program that works as an intelligent personal assistant and knowledge navigator. And, Siri is part of the current Apple operating systems.

For the most part, everything you do on the internet is tracked by various cookies. Cookies are a nickname for software that records data. They can be avoided, but that is another article. Advertisers and web sites put cookies in your browser as you visit sites and cruise the web. The cookies record your activity which is turned into marketing data.

One marketing goal of conglomerates like Google and Facebook is to quickly adapt automatic offers to you of products and services based on your location and/or preferences. Location is GPS from your device and preferences are that cookie data accumulated about you. How does Siri play into this conversation?

Siri is voice activate searching. Until now, we interpreted SEO work being accomplished using a keyboard. Want to take your SEO strategy to the next level? Pump a few questions into Siri, like you are shopping for your products and see if you are one of the results provided.

"In search results, 70-80% of users ignore the paid ads, focusing on the organic results"
~ Imforza.com


Currently, Siri is narrowly focused and limited to retail type of questions. For example, find a plumber or an electrician. Or, where is the nearest coffee store. Another example is searching for one type of food or restaurant. Keep a finger on the pulse of Siri. You can bet it will achieve refinement in the ongoing quest to enhance how search engines are culled for results. Why not define your Siri results today, and use that to begin molding your future  SEO campaigns?

Lastly, if you want to stop or reduce that pesky tracking of your internet actions while you browse, I suggest putting this handy, simple app to work: STANDS which is an extension in Chrome - standsapp.org.

Marketing Tips
Four Tips - Tune Up Marketing

1. Automate Your Marketing
Marketing automation will reduce marketing expenses, increase conversion rates, boost average order values, and, in some cases, even improve shopper experience.

To get started, simply automate the process of how people can receive information on your products from your web site. Then, use a free and easy program like Mailchimp.com to distribute professional newsletters or updates.

2. Provide Real Time Info
When someone visits your site, make sure it's offering current information. Use visual displays that are quick reads to enable readers an easy digestion of your core facts and figures.

3. Enhance Your Marketing Knowledge
Improve your business intelligence. One easy step is a better understanding of what visitors do on your site. Where are they arriving and departing? What are your most popular pages? How many times does your content offer opportunities to visitors to receive something? Or, exchange their email for an educational piece? Can they exchange their email for a special offer from you?

Don't fear asking questions. Questions will juice your creativity to identify solutions that expand your abilities.

4. Anticipate, and Act On, Customer Needs
Customer engagement, when done right, separates the successful web sites from the herd.  You must present multiple opportunities in a small period of time. What is the average amount of time a visitor spends on your web page?

Web Site visitors have fleeting attention spans. Be sure your material is constructed to convert them, at least, into a subscriber. The more they see your products, the more recognition they build. Customers need to trust you first, then they will make a purchase. Building recognition is a significant step to building trust with your visitors.

"86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/her increase his/her knowledge."
~ Pew Research Center, Search Engine Use 2012 

Sunday, December 13, 2015

How To Use Google Ad Words To View Paid Ads & Organic Search Results

There are millions of pages for your potential customers to choose from, what makes them show up on your web site or blog page?  Research tells us that the three main sources of web site traffic are …..
  1. As a result from a search in a search engine
  2. A link from another web site, including social media
  3. A friend or associate gave them you link or business name
Because the internet is constantly changing, what worked yesterday may not work today, with the exception of SEO (search engine optimization).  Quality SEO means you are producing organic search results in the search engines. And, you always want to be on the first page of search results, studies show most people don’t go past that page before clicking a link.

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising from services like Google Ad Words or Bing Ad Words.

Now there is a way to compare your paid Ad Word campaigns with your organic search display listings - and it’s easily accomplished with a free tool.

Many businesses like to use paid ads to boost their appearance in search engines. Google Ad Words has a neat trick you can use for your web site(s) that allows you to view and compare the number clicks from paid ads against clicks from organic search results.

With this combined reporting of paid ads and organic listings you receive an entire view of your online marketing that includes discovering potential new key words and identifying new strategies in terms of who is viewing your content and what is being liked or not clicked.

Here are the steps to accomplish this powerful and comprehensive research on your business marketing.

In order to use the paid & organic report, you’ll need to have a Search Console (aka google Web Masters) account for your website, Once you have that, then you can link it with your AdWords account. While Search Console is a free Google tool, it provides quality data and tips to assist you with improving your visitor traffic from Google searches.  Once you link your accounts, you’ll be able to view your organic search results alongside performance statistics for text ads in your Ad Words campaigns.

Link you Search Console & Ad Words Accounts
  • Sign in to your AdWords account at https://adwords.google.com
  • Click the gear menu in top right hand corner of screen and choose Account Settings
  • On new screen that displays click Linked Accounts in left hand side of page
  • On right hand side of page is a section title Search Console, click"View details
  • In the text box, type the URL for the website you want to link, which may require a verification process by editing meta tag or uploading a file
  • Once that is done, when your verification is a success, you will see a Verified status appear

Be sure to verify (link) both versions of your site: www.yoursite.com and yoursite.com.

Index Your Site

Also, make sure you index both versions of your site: www.yoursite.com and yoursite.com.

It goes without saying, so let me cover it to make sure you have it completed. Be sure to index your site at Google Web Master Tools,  https://www.google.com/webmasters/tools which is also referred to as the Search Console we discussed above.

Choose Sitemap in the left hand column to submit your sitemap. Click submit new sitemap on top right page, be sure to type in the name of your sitemap.


Next, Choose Fetch and make one section from the drop down box (see image below). When prompted, be sure to click the Submit To Index buttons.



Do this process four times, making one section each time. Each time you do this Fetch calls the google spiders over to read your site and store that data in the Google mother lode of data.

This is a short Glossary to understand the terms that appear in the Ad Words reporting:

Ad Clicks     

The number of times someone clicked your text ad when it showed for a particular query.

Ad Impressions     

How many times your text ad has appeared on a search results page or website on the Google Network.

Ad CTR     

How often people who see your text ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.

Ad Avg. CPC     

The average amount you pay each time someone clicks your text ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks.

Ad Avg Position    
Helps explain where your text ads rank, on average, on the search results page.

Organic    

Organic Clicks     
The number of times someone clicked your site's listing in the unpaid results for a particular query.

Organic Queries     

A web search. This column indicates the total number of searches that returned pages from your site over the given period.

Organic Clicks/Query     

The number of clicks you’ve received on your organic search listings divided by the total number searches that returned pages from your site.

Organic Listings/query     

A listing is when a page of your site is returned as a search result. This column indicates the average number of times a page from your site was listed per query.

Organic Avg Position    
Average position is calculated by taking the average top position of your listing (or multiple listings) for each query.

Combined ads and organic
   
Ads and Organic Clicks
This column represents the number of times a person clicked either:
- one of your text ads
- one of your organic search listings

Ads and Organic Queries     

A query is a web search. This column indicates the total number of searches that returned pages from your site in the organic search results or triggered one of your text ads.

Ads and Organic Clicks/Query     

The number of clicks you’ve received on your text ads or organic listings divided by the total number queries that either:

- returned a page from your site
- triggered one of your text ads

There are three important elements to keep in mind on the paid ads versus the organic search listings:

1. What ever level of money you put into paid ads has no bearing on organic search listings. The two are not linked in any way. Don’t think if you buy more ads that somehow your organic listings will have a better chance of being increased.

2. Organic search results have no limitations in terms of geographic locations or language. However, your paid ad campaign is constrained by the settings you choose in your specific campaign(s).  As a result, the organic impressions may be significantly higher than paid impressions because organic results have a wider audience.

3. Your organic data is collected starting from the time you import it by linking it with your Ad Words account using the process described earlier.

Hopefully this article will help you get a better handle on your online marketing. Ad Words has been a powerful marketing tool for researching key terms and phrases. Now, combining it with your organic search results. it becomes even more comprehensive in measuring traffic statistics and drilling down to fine tune your online marketing.

Steu Mann has over 15 years of consulting with business owners and educators to learn more effective ways to use web technology. He can be reached at (541) 200-5269.

Buiild & Sustain Your Online Marketing - 3 Steps

“Over Thanksgiving and Black Friday weekend over $14.7 billion in online sales took place, over half of those on mobile devices.”
~ Market Watch

We live in the age of digital marketing, like it or not. Without a web site touting your wares, you will be dropped from the map that the hordes of shoppers peruse.

Obviously, the first step to be a marketer in the 21st century: get a web site in place with your own domain - one that you own. With that accomplished, you must determine what degree you want to participate in the evolving, and essential, three segments of a professional digital marketing plan: content development, web site development, and marketing campaigns.  Let’s take a closer look at each of these so understand if you are making the best steps to advance your cause.

Content Development

Having quality content is the core of any successful web site - across all business markets and industry categories. Typical this happens in phases for a small or medium size business. In a large business there is usually a web developer on staff. Meaning, with a full time resource, that kinda commitment produces an automatic content creator will churn out content constantly. 

“Create a useful, information-rich site, and write pages that clearly and accurately describe your content.”  ~ Google Web Master

Small and medium size businesses, in my experience, hire a local resource to produce their web content. I have to add, that most businesses I work with get bombarded with calls offering SEO services, the majority of which are people saying they represent Google, and using high pressure tactics to sell content development services. Consider yourself warned; they are a fraud.  Smart business owners want a face to see and hand to shake to do business, especially since they rarely understand the complexity of online marketing and need someone they can depend on to accomplish that for them.

Quality Pages

According to the buzz at this writing, a quality page, according to Google Search Standards, is at least 1,00 words and 2,000 is better. The content on that page is unique and relevant to the topic that relates to the web site. For example, if your web site is a bakery, then maybe your home pages discusses your services in general with specific links to each section of your site. One section is catering services. Another section is breads and pasties. One more section could be cakes. Still another section is your cafe.  How to make the page links to unique sections is covered in Site Architecture below.

When considering the effort tout into your site content, a base rule is 50 pages. When you have 50 pages or more online in your site, you have reached a real milestone. This level of content tells Google and Bing that this web site is here to stay and, more importantly, has something to say.

Producing that is a significant expense in terms of time and labor. But, remember, once you have achieved a first page search result in your SEO status, using organic search results, it cannot be taken away unless your competitor does better content than you. Investing is quality content production will pay off dividends in search engine marketing unless you let it stagnate.

Visitor Traffic

Beyond the obvious goal of increasing web site visitor traffic to your pages, you have to think about conversion and engagement.  When a visitor lands on your home page, you have about a minute, or less, to get them to take some action.

Build your home page content so it is interesting from a customer point of view.

What benefits do your wares offer to customers?

How will your wares help customers solve an issue?

Those three questions will help you build an engagement strategy.  a simple engagement strategy is using a call to action. You see them today as a pop up window on many sites. The window asks you do to something. In fact, you have to do something, even if it’s clicking the ‘X’ to close the window.

Another, more subtle, engagement strategy is using a subscribe button to collect email addresses.

The conversion rate measures the number of people who complete a call to action you created, EX become a subscriber, out of the total number of visitors. More about that in the Marketing Campaign information below.


Web Site Development

There are three main components to web development. Before we cover those, here are some quick tips to keep in mind:

  • Keep the links on a given page to a reasonable number.
  • Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
  • Try to use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images. If you must use images for textual content, consider using the ALT attribute to include a few words of descriptive text.
  • Make sure that your <title> elements and ALT attributes are descriptive and accurate.
  • Check for broken links and correct HTML.
  • If you decide to use dynamic pages (i.e., the URL contains a "?" character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and the number of them few.

Site Architecture

Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.  Site architecture is important since it’s the map to of your business, in the eyes and ears of the search engine spiders. Each section should be it’s own directory. And each page of a directory should be the index.html or index.php, or index.htm page.

In our example above, here is a listing of the site architecture of the bakery.com site:

Link                                 
http://www.bakery.com/index.html           
http://www.bakery.com/Catering/index.html       
http://www.bakery.com/Breads/index.html             
http://www.bakery.com/Cakes/index.html       
http://www.bakery.com/Cafe/index.html       

Ideally, on the Home page you have text and pictures that link to each of the section pages.

When you have pages within a section, be sure to make the link descriptive since that will enhance your SEO credibility.

For example, you produce birthday cakes and customized cakes and wedding cakes. Why not make a page for each one?

http://www.bakery.com/Cakes/birthday-cakes.html
http://www.bakery.com/Cakes/custom-cake-making.html
http://www.bakery.com/Cakes/wedding-cakes.html

Meta Tags
 
For every page on your site be sure to use descriptive and unique meta tags for the page Title and page Description. Meta tags are snippets of text that describe a page's content; the meta tags don't appear on the page itself, but only in the page's code. We all know tags (labels) from blogging, and meta tags are more or less the same thing, little content descriptors that help tell search engines what a web page is about.

A new meta tag to arrive is Open Graph (OG). It’s not so much about SEO but has more to do with sharing your site in social media. Facebook introduced OG in 2010 to help it assimilate content data into an existing Facebook Standard.

Nowadays, other social media sites also are taking advantage of social meta tags. All of the other major platforms, Twitter, LinkedIn, and Google+, recognize Open Graph tags. Twitter actually has its own meta tags for Twitter Cards, but if Twitter robots cannot find any, Twitter uses Open Graph tags instead.

Marketing Campaigns

Marketing really involves your content development and your web development. Without a solid approach to those two, you will minimize your search engine traction. SEO weaves it’s self into all three segments covered in this article. Publishing your site is, in its self, a marketing endeavor.  For many web site owners that is their marketing  strategy.

To build a more complex marketing effort, here are a few points to consider.

#1 Think about the words users would type to find your pages and include those words on your site.  Research what terms are being used to find your wares in Google Ad Words. Use a limited number of those phrases on your pages. Even better, use them as text links to other pages on your site.

#2 Links play an important role in SEO. They help search engine crawlers find your site and can give your site greater visibility in our search results. When returning results for a search, Google uses sophisticated text-matching techniques to display pages that are both important and relevant to each search. Google interprets a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."

#3 Another method to build your SEO is creating inbound links to your site from high traffic, media rich, web sites. For example, produce short videos about your products and place them in YouTube and Vimeo, include your web site link in the description of the video. And, be sure to embed keywords into your video.

Social media is a great place to create an inbound link to your site. Be sure to use a natural link and not a shortened link.

#4 Use Google Analytics to measure general and specific visitor traffic. General traffic is the day-to-day traffic. Specific traffic is measuring the engagement strategies we discussed above in this article. Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. According to Wikipedia,  Google Analytics (GA) is now the most widely used web analytics service on the Internet.

Maybe you have a call to action where you want people to view a video on a specific age. Or, you want to track what page visitors come from on your site to view a subscription offer or discount product special. You can track all of those metrics, and more, in the free version of GA. If you have any questions, let me know.

#5 Automate your marketing processes whenever possible and maximize cloud storage. There are so many free and cost effective tools today, plus more are created every month. Keep your pulse on ways to 1) store your marketing data freely online, 2) build or use existing tools, that automate your conversion processes - most can be done with free online tools, 3)  to process web site visitor



Steu Mann has over 15 years of consulting with business owners and educators to learn more effective ways to use web technology. He can be reached at (541) 200-5269.

Friday, December 4, 2015

Six Signs Your Business Marketing Is Unraveling

Six Signs Your Business Marketing Is Unraveling
Web Sites, Blogs, and Social Media have changed the face of advertising. Why? Because they are not dependent on the ole print world - they gather life, morphing to ignite and be the flames of the digital world.

“As of January 2014, 87% of American adults use the internet.”
~ PEW Research

What are some signs that your business is in trouble? By that I mean, not engaging technology to promote and sustain your business reputation.

#1. No budget for online marketing
To get started does not take a boat load of money. If you want professional help for design and SEO (search engine optimization), then you are going to have to hire it. Here is a guide to help explain that information in more detail.

#2. Deep content is missing
Having a blog or web site without well developed content can do more harm than good. Keep your content simple and to the point. Stick to the benefits and features of what you provide. Help the reader understand how you are solving their issue(s).

With online content you can develop an image of being a leader in your industry. It is all about positioning yourself with pictures and news about what you are providing. How are your helping your customers?

Get in the good habit of telling helpful news about your business.

#3. SEO is just a concept
Many businesses have content but the search engines cannot decipher it. It’s like you are making the best apple pie in the world, but no one knows because you aren’t using the proper communication techniques to broadcast your message.

Back in old days when the yellow page book dominated advertising, it was all about a print image. Nowadays getting your information distributed is about using a digital message. That is the system of effective SEO - using the proper techniques. You get what you pay for. Put SEO on your team with someone that has proven SEO results on a local and national basis. Start receiving more traction in the search engines.

#4. Where are you in search results?
How easy is it to get your product or something similar from your competitor? Your competitors can be in Hong Kong, New York or London. In the digital world it is about search results, not your geographic location. If you are not an organic search result on the first page of search results - forget about more people finding your business.

Gear your content strategy and SEO so that you are on the first page of search results for terms relevant to your business period.

#5. Not applying continuous learning
So you have been to university or college. Your business education is done. You can sit back and bask in the glow of the framed degree on the wall. Many white collar folks pride their business on that foundation - I see it all the time.

“Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.”
~ January 2015 (CMO Council)

A fast changing world means yesterday’s degree is just a piece of paper. How much do you know about online marketing and the current trends?

#6. Passion and creativity is missing
Phones are a mainstay. The house phone days are over. Now, each house has more than one cell phone. Is your business available to the cell phone audience?

If you want to build your brand then you MUST include the younger audience - this is just common sense. The most popular activity with younger mobile phone users is social media.

“As of January 2014, 74% of internet users use social networking sites.”
~ PEW Reseach

Libraries are reinventing their product line to accommodate changes in readership interest. What are you doing to adjust your social marketing to reach that audience?

#7. Content is rigid or invisible in search engines
Ever bought an product on Amazon. It is so easy with one click. How easy is it to buy your stuff online? Are you making obstacles to online shoppers or making money?

According to Ev Williams, the founder of Blogger and Twitter.
“Here’s the formula if you want to build a billion-dollar internet company. Take a human desire, preferably one that has been around for a really long time…Identify that desire and use modern technology to take out steps.”

Finding information, checking the weather is no longer something one does in a newspaper.

The trend of buying products from paper catalogues is being replaced with online shopping.

Reading emails and making purchases are done on the bus, the beach and in the cafe.

Companies that are ignoring the smartphone revolution need to design their business and technologies for a mobile world.



Read More: http://ezweb.company/Blog/Blog/2015-business-marketing.php

Wednesday, November 18, 2015

Five Online Marketing Statistics (research)

Five Online Marketing Statistics  (research)
#1 Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. January 2015

#2 95% of brands tweet. 82% of brands tweet 1-6 time per day. 48% of brands replied to at least one tweet per day.  January 2014

#3 71% of internet users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook. November 2014

#4 About 60 percent of all Internet activity in the U.S. originates from mobile devices, and about half of total Internet traffic flows through mobile apps. July 2014   

#5 83% of consumers reported that they have had a "bad experience with social media marketing."  February 2015

All information is provided at the CMO Council web site.

Tuesday, November 17, 2015

Landing Pages: Track Marketing Results On Your Web Site

Landing Pages: Track Marketing Results On Your Web Site
Let's take a look at how to set up a customized marketing campaign using a landing page on your web site.

In this technique, customized business application focused on marketing, I will describe how to setup a custom landing page that links to destination page on your web site with a free Google Analytics (GA) account.

The destination page denotes a marketing action you want your customer to accomplish - fill out a request info, view a page, watch a movie, or upload/download a file.


Design Your Marketing Process

Here we go in a step by step description to design and implement this technique.

#1 Make a specific web page or blog post that has your marketing information. Typically, this is called a landing page. There are some good (paying) services that will automate landing page creation for you, but you can easily make one your self. Or, hire me to do it (shameless plug).  Here is a landing page for a local roofing service: http://skyeroofing.com/Coupon/

#2 Next, make a specific page that is designed to have the reader take action. This is known as a conversion page.  In other words, whatever marketing action you want the reader to do on  #1, provide a page where they do that next. In this example, the targeted marketing action for a reader to take in #1 is to request information by filling out one of the forms on page #1. When that is form is submitted, the reader will be taken to http://skyeroofing.com/Coupon/Coupon/free-roofing-estimate.html.

#3 Identify the page(s) that will lead the website reader to your page in #2 http://skyeroofing.com/Coupon/ (where the marketing action will take place).  We will call this the originating page - where the marketing effort begins. This could be any other page on your site.

Congratulations, you have just setup a conversion process on your web site: converting a reader to a information requester. Hopefully the next conversion will be from an information requester to a buyer of your service.

Adjusting Content To Improve Results

By adjusting the content in 1) your landing page content (#1) and/or  2) the originating page content (#3) you can tweak your custom marketing process.

A. If no one is clicking the link in the landing page content or the originating page content, then that text/content is not compelling.
B. If people are clicking the link landing page or originating page, but not completing the targeted marketing action (#2) then that content or offer in #2 is not compelling.

Design and Setup Google Analytics

Now, let's set up your GA to collect this information for #1 and #2 above.

Landing Pages Use Google AnalyticsI. Log in to your free GA account.  https://www.google.com/analytics/
 and choose Admin from top menu.

Be sure you have selected the right Account and correct Property.

II. In the VIEW column (far right) choose Goals.  On the new screen that appears click the red button +New Goal to display the screen below.

Landing Page Stats

III. Make one selection on this screen to best describe your target marketing action discussed in #1 and #2 above.  To accomplish the same process that we are doing in our example above, pick one of the choices under INQUIRY and click the Continue button to display the screen below.

Landing Page Metrics

- in Name, write a description in the field to label your marketing campaign. How about Leads From FB Posts?

- in Type make a selection ....
Destination: This is what we are using for this example.
Duration: Use this choice to measure how long reader stays on page.
Pages/Screens: Use this choice to measure how many screes/pages are viewed by reader
Event: Use this choice to measure if the reader does something on the page, like watch a video or downloads/uploads a file.

IV. Setup the Goal Details
When you choose Destination above, the screen below is displayed ....


Complete Destination which will be the file/page location of #2 in our example above, be sure to use your file name.   In our example, this is how the file/page name will look when it is completed.

Traffic Flow Conversion Metrics
Be sure to remove the "http://www" from your file name before entering it. If you are using CAPITALS in your file location click the box for Case Sensitive.

Next, complete the originating page information under Funnel. You have to click it to the On position first. The screen looks like the one below, when the originating page is the home page of the site in our example.  On the  Required? button click Yes.

Measure visitor traffic


V. Click the Save button to continue and a screen similar to the one below will be displayed. It shows your goals for the custom marketing campaigns in place.

Setup Marketing Campaign In Google Analytics

Great work. You have now successfully setup a customized marketing campaign using a landing page on your web site to provide specific information about potential clients - all for free.  Simple programs like this will help you build more tailored marketing campaigns so you preform intelligent marketing.

Lean more about custom Google Analytics campaigns - contact form.

How To Use Google Analytics With FaceBook For Customized Marketing

Google Analytics With FaceBook For Customized Marketing
Get more kick from your Facebook (FB) posting when you create a <b>customized marketing campaign that integrates marketing in FaceBook</b> (FB) with your web site. This is an easy way to provide specific information to potential clients.

Your post in FB will include a link to your web site. That link in your post creates an inbound link to your site of a PR 9+.  Be sure to use a natural link, not a shortened link.

Nowadays, your FB post(s) is circulated to only people in your network. FB has diminished global advertising in posts.  Instead, to advertise/circulate your post to the world, you have to "boost" it which costs money depending on the parameters you pick and the budget you allow for each post 'boosting'.

In this technique, implementing a customized business application focused on marketing, I will describe how to design a campaign that tracks how many people click the link in your FB post, and where they come from (geographic), and other info that will depend on how you have setup or not setup your Google Analytics (GA) account. GA is free to use.

Design Your Marketing Process

Here we go in a step by step description to design and implement this technique.

1. Make a specific web page or blog post that has your marketing information. Typically, this is called a landing page. There are some good (paying) services that will automate landing page creation for you, but you can easily make one your self. Or, hire me to do it (shameless plug).  Here is a landing page for a local roofing service: http://skyeroofing.com/Coupon/

2. Next, make a specific page that provides opportunity to complete an intended marketing action of the page in #1. In other words, whatever action you want the reader to take on the page #1, provide a page where they will accomplish it. In this example, the targeted marketing action for a reader to take in #1 is to request information by filling out one of the forms on page #1. When that is form is submitted, the reader will be taken to http://skyeroofing.com/Coupon/Coupon/free-roofing-estimate.html.

Congratulations, you have just setup a conversion process on your web site: converting a reader to a information requester. Hopefully the next conversion will be from an information requester to a buyer of your service.

Adjusting Content To Improve Results

By adjusting the content in 1) your FB post content and 2) the landing page content (#1) you can tweak your custom marketing process.

A. If no one is clicking the FB post link then the text in that post is not compelling.
B. If people are clicking the link in your FB post, but not completing the targeted action (#2) then that content or offer is not compelling.

Design and Setup Google Analytics

Now, let's set up your GA to collect this information for #1 and #2 above.

Google Analytics With FaceBook For Customized MarketingI. Log in to your free GA account.  https://www.google.com/analytics/
 and choose Admin from top menu.

II. Be sure you have selected the right Account and correct Property.

In the VIEW column (far right) choose Goals.  On the new screen that appears click the red button +New Goal to display the screen below.

landing page stats

III. Make one selection on this screen to best describe your target marketing action discussed in #1 and #2 above.  To accomplish the same process that we are doing in our example above, pick one of the choices under INQUIRY and click the Continue button to display the screen below.

marketing goal setup

- in Name, write a description in the field to label your marketing campaign. How about Leads From FB Posts?

- in Type make a selection ....
Destination: This is what we are using for this example.
Duration: Use this choice to measure how long reader stays on page.
Pages/Screens: Use this choice to measure how many screes/pages are viewed by reader
Event: Use this choice to measure if the reader does something on the page, like watch a video or downloads/uploads a file.

IV.  Goal Details

When you choose Destination above, the screen below is displayed ....


Complete Destination that will be the file/page location of #2 in our example above, be sure to use your file name.   In our example, this is how the file/page name will look when it is completed.

landing page
Be sure to remove the "http://www" from your file name before entering it. If you are using CAPITALS in your file location click the box for Case Sensitive.

V. Click the Save button to continue and a screen similar to the one below will be displayed. It shows your goals for the custom marketing campaigns in place.

marketing campaign in google analytics

Great work. You have now successfully setup a customized marketing campaign that integrates marketing in FB with your web site to provide specific information about potential clients - all for free.  Simple programs like this will help you build more tailored marketing campaigns so you preform intelligent marketing.

Lean more about custom Google Analytics campaigns - contact form.

Friday, November 13, 2015

Online Marketing - 5 tips to get 300% from your content

Online Marketing - 5 tips to get  300% from your contentAs a business owner you have a web site and/or blog so that you ....
  1. obtain new customers
  2. expand your potential customer base
  3. spread the word about your products and services
To help you understand the many options you have for promoting and distributing your online content:
  •     Paid media - Advertising on social media networks - Native advertising - Paid content discovery services - Pay-per-click - Retargeting
  •     Earned media - Blogging - Outreach and PR - Social media strategies - SEO
  •     Owned media - Your media content - Your digital footprint (marketing channels you created) 
You put so much work into your content that it’s a shame to see it relegated to the archives of your blog. This is where repurposing comes in. By repurposing your content for a new site or medium, we give it new life and expose it to more new readers. The big question you’re asking now, is "Where are the best places to repurpose my content?"

5 Top Choices For Content Repurposing

You already have your content in the 'popular' social marketing networks. What else can you do? Five ideas to place your content in new places....

GrowthHackers.com is the premiere site for content related to growth hacking and startup marking. Their guidelines define their community as one that is for the growth obsessed to connect and get inspired. If your content fits this mantra, GrowthHackers.com is smart place to cross-promote your content. You will only need to submit a link and URL for the post you are looking to promote.

Inbound.com exists to “enable great content and people from the world of inbound marketing to get noticed.” With a free account, you can easily post links to great blog content by simply submitting the title and URL of the post. However, you should be careful. Their guidelines are some of the strictest we’ve seen.

Google+ Most people don’t know or don’t take advantage of the fact that Google+ allows for 100,00 characters in each post. Considering Google+’s already high propensity for search performance, this is probably an advantage that you’ll want to take when it can work for you. Consider reposting a shortened version of your blog post (or the entire post itself) right inside of Google+.


Itunes Podcast When it comes to podcasts, iTunes is the clear winner. Consider a weekly show that regularly features discussion about some of your best content via audio or video.

Papyrus makes it easy with their simple online tool to convert your blog into an eBook.  One of the biggest challenges with ebooks is making them. For some of our first ebooks, you can do it the old fashioned way, using Microsoft Word and Adobe InDesign. That process will work, but it's cumbersome and frustrating. You can easily convert your blog (using an RSS feed) to an ebook with a few clicks. With their extensive theme library, Papyrus will even make your design process a cinch.






Friday, November 6, 2015

Online Marketing: How To Achieve Successful Content Marketing

Online Marketing: How To Achieve Succesful Content Marketing
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.


Get your free copy of the Handbook To Content Marketing for web site owners and blogger - click here.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.


When you follow the Checklist in the Handbook To Content Marketing you will be improving your #onlinemaketing efforts immediately.

Tuesday, November 3, 2015

Successful Content Marketing: Web Site Owners & Entrepreneurs

Successful Content Marketing: Web Site Owners & Entrepreneurs
A free and informative online marketing resource to help you learn the power of proven techniques with content marketing.

Over 25 links that will help you increase your skills of online marketing since you will be operating with factual research and not hyperboyle.

Discover how to shape your content so that you help consumers make a decision instead of driving them away.

Yes, and this cumulative knowledge is yours for free, click here to get your copy.

Questions and topics include the following:
1. What is Content Marketing?
2. What influences Consumer Decisions
3. Three Effective Content Marketing Strategies
4. Three Content Marketing Tips
5. Improve Your Understanding Of Social Media
6. Common SEO Mistakes & Resolutions
7. Work Smarter, Not Harder
8. Blogging Essentials
9. Content Marketing Weekly Checklist

Monday, November 2, 2015

Online Marketing - seven statistics that will surprise you

Online Marketing - seven statistics that will surprise you
#1 The top three social networks used by Business To Business (B2) marketers are LinkedIn (91%); Twitter (85%); and Facebook (81%). However, just 62% of marketers say that LinkedIn is effective, while 50% say the same for Twitter and only 30% of B2B marketers view Facebook as effective. December 2014 (Marketing Research)

#2 About 60 percent of all Internet activity in the U.S. originates from mobile devices, and about half of total Internet traffic flows through mobile apps. July 2014 (Geo Marketing)

#3  Google+ actually averages more visits per month than Facebook. Google+ receives 1.2 billion visits per month compared to Facebook’s 809 million. (Geo Marketing)

#4 Landing pages with videos increase conversions nearly 90 percent. (Ad Week

#5  The average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words. The higher up you go on the search listings page, the more content each web page has. (Hubspot)

#6 86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/her increase his/her knowledge. (Pew Research Center, Search Engine Use 2012)

#7  55% of B2B marketers said that it is unclear within their organization what an effective or successful content marketing program looks like. 

If you need help with you online marketing or how to structure your content marketing efforts, give me a call today 541 200 5269. I have over 10 years of helping businesses grow their internet marketing skills.   Steu

 

Friday, September 4, 2015

Content Marketing Research: what influences consumers decisions most?


Content Marketing Research:
Content marketing research  shows that quality core content is a key to successful online content marketing. In this study 73% of respondents said they would make a purchase from a brand that regularly gave them useful information in their advertisements.

Today, digital platforms and social networks have changed the relationship between brands and consumers. Consumers have more choice than ever before and  are engaged even in creating content. Reaching and engaging these new, active and connected consumers—Generation C (YouTube Generation), is a constantly  evolving challenge. However, for brands that embrace this challenge, it is also an  opportunity to bond with people more strongly than ever. 

A six-month survey (full report here) interviewed nearly 2,500 consumers who’d recently purchased products in the auto, beauty and smartphone categories.

Here is a list of the top ten “points of influence”:
  • Word of mouth (74%)
  • Retailers and store visits (69%)
  • You Tube – how-to videos, product visualisation, entertainment (64%)
  • Twitter (61%)
  • Company/brand websites (59%)
  • Facebook (56%)
  • Pinterest (56%)
  • Newspapers and magazines (55%)
  • TV and movies (51%)
  • Search (51%)
New consumers are looking much more substantially than they have in the past to media to match the purpose with which they lead their lives. More than ever, this perspective helps them fulfill their needs, passions and interests. The new driver of consumer purchasing is purpose - the days of impulse buying are over. Consumers select brands that engages them on their passions and interests 42% more often than just making a purchase based on impulse.



To learn more about content marketing, send us an email - click here.

Tuesday, September 1, 2015

Content Marketing: How does it work?

content marketing information

Improving Your Marketing

Content Marketing Outpaces Traditional Marketing
Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

I have always considered myself a web developer. But, for over a decade I have been providing all the services of a marketing agency - much more than just web design. Last week, I transitioned my business into a Content Marketing Agency, which is a more accurate fit of the services I have been offering to my clients for years.

"Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them."
~Steve Jobs
Get your marketing done right.
Receive a complimentary review
of your existing marketing endeavors
send us and email - click here
.

measure the quality of content
Case Study

One way to measure the quality of content is to see how long it takes to get displayed organically on the first page of search engine results. In my experience, within five months you should have at least two different key terms displaying your content.

This client, before they hired me, had no web site and zero online presence for this business. There was no Facebook or G+ account - you get the picture.

Today, six months later, they are listed, as an organic search result, on the first page of Google, Bing, and Yahoo (see the table) for web page content, blog content, and a video channel I setup. These search engine results illustrate the power and benefits of content marketing techniques.


Get your marketing done right.
Receive a complimentary review
of your existing marketing endeavors
send us and email - click here
.

content marketing results
Content Marketing Results

The specific key terms that achieved the marketing objectives in six months are shown above.

Those phrases include three main topics related to the business: 1) home business with NON GMO food, 2) home business of health and fitness, and 3) NON GMO food consultant.

When you visit this home business opportunity web site you'll find pages filled with content that helps to educate and inform her visitors. Plus, her blog contains a different set of quality work at home content that fulfills specific marketing objectives. It takes time and passion to accomplish content marketing and this client is a shining example of success.

Get your marketing done right.
Receive a complimentary review
of your existing marketing endeavors
send us and email - click here
.

 


Thursday, August 27, 2015

Research: who uses Facebook?

Rresearch: who uses Facebook?
Fully 71% of online American adults use Facebook, a proportion unchanged from August 2013. Usage among seniors continues to increase. Some 56% of internet users ages 65 and older now use Facebook, up from 45% who did so in late 2013 and 35% who did so in late 2012. Women are also particularly likely to use Facebook compared with men, a trend that continues from prior years.

Facebook users also have a wide variety of friends on the network:
  • 93% of Facebook users say they are Facebook friends with family members other than parents or children
  • 91% say they are Facebook friends with current friends
  • 87% say they are connected to friends from the past, such as high school or college classmates
  • 58% say they are connected to work colleagues
  • 45% say they are Facebook friends with their parents
  • 43% say they are friends with their children on Facebook
  • 39% say they are connected to people they have never met in person
  • 36% say they are Facebook friends with their neighbors
This information is provided by Pew Research - Jan 2014. For quality SEO and web design click here.

Wednesday, August 26, 2015

Research - who uses social marketing and 4 traits of facebook users

This research is made available through PEW Research, a non-profit organization.

#1  As of September 2014:
  • 71% of online adults use Facebook
  • 23% of online adults use Twitter
  • 26% use Instagram
  • 28% use Pinterest
  • 28% use LinkedIn
#2  Fully 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day.

Here are some strictly Facebook statistics ....

#3 Facebook users are more trusting than others

#4 Facebook users have more close relationships

#5 Facebook users are much more politically engaged than most people

#6 Facebook revives “dormant” relationships

Learn more about social marketing our our web site - click here.

Monday, August 24, 2015

Is Google+ alive or dead?

A chorus of tech journalists are reporting that Google is phasing out its social network, Google+.

Where did they get this juicy nugget of information? Well, they made it up. And I'll tell you why. But first, let's look at what the press is saying and compare that with reality.

Repeated news media claims that Google+ is on the verge of extinction appears to be a delusion caused by a social media paradox called the "majority illusion."

The press has been declaring the imminent death of Google+ since 2011, but this latest fantasy proclamation of Google+ coming to an end was triggered by two events.

The first event is that the official date for phasing out the photo tools that were integrated into Google+ came and went. Google replaced them with the more consumer-friendly and separate Google Photos.

The second is that Google announced a few weeks ago that a Google+ login would no longer be required for using YouTube and other Google services.

When Google launched Google+ four years ago, the strategy was to link or integrate nearly every consumer-facing service to Google+, so Photos and Hangouts were built in from the start. Later, a Google+ account was required to use Google Play, YouTube and other Google services.

It was a radical strategy of universal integration, but non-Google+ users didn't like it. And after the departure last year of Google+ chief Vic Gundotra, Google began the slow and gradual reversal of the integration strategy.

Google+ chief Bradley Horowitz said the decoupling changes are being made mostly to improve Google+. He wrote in a Google+ post this week that "We think changes like these will lead to a more focused, more useful, more engaging Google+." 

Learn more about social marketing at our web site - click here. 

Monday, August 17, 2015

SEO: Three essential terms to know about Google that benefit your online business

SEO: Three essential terms to know about Google that benefit your online business
These three terms describe how Google identifies and sorts the content of billions of web pages that just keep growing in number - every day. You want potential customers to find you, so take the time to learn these three terms. They are the foundation of any SEO effort that's done correctly.

How does “Crawling” benefit my business?
Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. A googlebot is a software that travels the web and reviews almost all of the existing web pages and files on web servers.
They use a huge set of computers to fetch (or "crawl") billions of pages on the web. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider). Googlebot uses an algorithmic process: computer programs determine which sites to crawl, how often, and how many pages to fetch from each site.
Google's crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters. As Googlebot visits each of these websites it detects links on each page and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index.
Google doesn't accept payment to crawl a site more frequently, and they keep the search side of their business separate from our revenue-generating AdWords service.

Where does "Indexing" take place?
Googlebot processes each of the pages it crawls in order to compile a massive index of all the words it sees and their location on each page. In addition, Google processes information included in key content tags and attributes, such as Title tags and ALT attributes. Googlebot can process many, but not all, content types. For example, they cannot process the content of some rich media files or dynamic pages.

How is "Pagerank" determined?
When a user enters a search request, Google servers search the index for matching pages and return the results Google believes are the most relevant to the user’s request. 

Relevancy is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. Not all links are equal: Google works hard to improve the user experience by identifying spam links and other practices that negatively impact search results. The best types of links are those that are given based on the quality of your content.
In order for your site to rank well in search results pages, it's important to make sure that Google can crawl and index your site correctly. Their Webmaster Guidelines outline some best practices that can help you avoid common pitfalls and improve your site's ranking.
Google's Autocomplete features are designed to help users save time by displaying related terms, common misspellings, and popular queries. Like google.com search results, the keywords used by these features are automatically generated by Google web crawlers and search algorithms. Google displays these predictions only when they think they might save the user time. If a site ranks well for a keyword, it's because Google has determined algorithmically that the page content is more relevant to the user's search request.
Follow this blog to receive automatic updates by clicking the button in Google+ Followers in right column.
Cheers, Steu

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