With the ample "free" social marketing opportunities on the web these days, most business owners feel the pressure is on to participate. So they do. They set-up facebook pages, twitter accounts, blogs... the whole works. They alert their staff and "friends" and "followers"... oh my! These people promptly sign-up (employee/friend obligation, you know). And with the best intentions you share "What's on your mind", a tweet a "blah-og"... then six month later you realize you haven't repeated this process and now you feel like an ass. I'm speaking from experience.
So you (I) make a new years resolution to actually take advantage of these free marketing tools better, and post of update once a month... then I realize, it's already January 29th. Hmphf.
I'm sure I'm not the only business owner living this scenario. So what do you do if your social marketing seems, well, anti-social? Well - as of yet, I have no proof that any of this works, you'll have to check back in a few months to see, but it seems like a good plan:
1. Excuses, Excuses.
Come up with a good excuse for your 6 month absence... spontaneous coma, vision quest in the amazon... alright - not really. In all honesty anybody that noticed your lack of social marketing... and cared... would probably have contacted you, no excuse needed - just jump back in.
2. Set a date.
For each type of social marketing there is an "acceptable window of action".
Tweets are short and sweet and should be more frequent, think daily to every other day.
Note: Not every business/person should be on twitter. If you don't think you'll have something interesting to share 3x a week. Just don't tweet.
Facebook should be updated once or twice a week. The big question is, what do you post? I'll get to that in a moment...
Blogs are you best social marketing opportunity to gain ground in the search engines. The content (unlike your statues and tweets) is spidered and ranked in the search engines. Updating your blog at least once a month keeps new, consistent, keyword laden content out there for the spiders to find.
3. um... ah... uh... What to say.
Each social marketing tool also differs in the type of content you should use.
Tweets: Even though short and sweet, it can be hard to think of a new tweet 3x or more a week. Decide what your followers care about most and tweet along those lines. Do they want tips and tricks, product updates, specials, gossip? Mix it up and you'll keep your followers for a long time.
Facebook: At a minimum you'll need to post 4 statuses a week. You want each status to be "new" and interesting. (God love the people who continually post what they are eating, how well they slept or what a great/crappy/ridiculous day they are having). The best way to accomplish this is to plan the post for your business page.
For example:
Week 1: Announce new product/project
Week 2: Industry tip or news
Week 3: Current special or promo
Week 4: Notice to check out new blog - include title and topic description.
You may think of other types of posts that make more sense for your business. If you're out and about or attending events post that info. Give shout outs to star sales people, share press about your company or a new customer testimonial, just added a new product to your site? Announce that. Depending on your business, activity, industry and company size, you may be able to think of something new and interesting to post everyday.
Facebook Bonus: Once you have a solid Fan list, use them. Pose a question in your status that might give you insight for a new product, service, marketing campaign or blog article.
Blog: Blogs give you the most benefit, which as usual, means they take the most work. Your entries should be article length, audience friendly (consider your audience when deciding the tone and casualness of your blog) and informative and/or entertaining. Know what you're writing about - that makes it a bit easier!
So what should you write about? This is where I struggle. I don't want to be a "Blah-og" writer. I want to be informative and casual, maybe work in a little funny where I can. I know all this... but I still don't know what to write about. I decided on this topic because it is my current situation. It's not laziness that keeps me from updating my company facebook or blog, it's more the thought that I don't think anyone is waiting by their computer for what I have to say. I put this to a real-world test...
I told my 2-year old to stop jumping on the couch. He didn't listen. I shared some weekend plans with the hubby (while he was watching tv.. i know, i know) when said weekend arrived he was clueless to the plans, saying I'd never said a word. I told my 9 month old about the importance of a good nights sleep - yet he still insists on waking me up at 4am.
Taking all of this into consideration, I decided that the resounding answer to "Does anyone care to read what I have to say?" is NO! Will they? Maybe. But regardless the search engines will find and index this post, and maybe someday a potential client searching "What should a business post on facebook?" may read this, click over to my site and become my next big account. Which is something I certainly care about!
I will share some ideas on how to choose topics:
Make notes thru the month about things that you hear and see, save news stories related to your industry that you have "more to add" to, talk about a new product or service - whys, hows, whos, wheres. Discuss industry misconceptions, share your experience at an industry event... and if you just can't think of anything at all - ask a "guest writer" to contribute something and your off the hook for a month! Don't forget to advertise your new blog entry on your other social media.
With a little time investment, these social marketing tools can because a real aid to your business success online! Pay attention to what other companies do for more ideas (especially your competitors) and you'll be feeling a lot more "social" in no time!
Learn more about Angie Simonson and Main Idea Creative at:
http://www.mainideacreative.com or on Facebook at: http://www.facebook.com/home.php?filter=lf#!/pages/Duluth-MN/Main-Idea-Creative/110357028360?ref=search&sid=1340169459.5277815..1
Friday, February 5, 2010
Thursday, February 19, 2009
Economic Roadblock? Make Your Own Detour.
There are few individuals and businesses these days that can say they haven’t felt some effect from the economic downturn. Whether it’s customers closing wallets in concern or increased costs in products or materials. Little or large, the effects are there, but it’s how you approach these little roadblocks that will determine how you and your business survive… Better buckle up, it may be a long bumpy road.
This article can’t address your situation directly, but it can give you some ideas or ways of thinking that can help you around our economic obstacles and maintain your successful business.
ROAD BLOCK AHEAD
The biggest determination of your business’s success at this time (or any time for that matter) is how you approach your roadblocks. I hate to the be the one to break it to you, but there are no “surprise roadblocks”. Just as construction season dots our highways with orange signs, your next roadblock will be at the end of a series of signs or symptoms. Your first step is to tune in – so you don’t fly right by them. Even though it can be time consuming, pay attention to your industries news. Find out what punches the bigger competitors are taking and consider how you would respond. Look at your necessary providers to see if they are being affected and create at least a simple “Plan B” for every part of your business that could be impacted by a change for your providers.
And – you’ll have to look both ways… not only at those that help you run your business, but those that keep you in business, your customers. Look for different trends in their purchasing behavior and consider ways you can adapt to match or take advantage of these changes.
WHAT’S YOUR APPROACH
So you see a roadblock in the distance… the signs you’re seeing now are creating a map to steer you clear, or at least not hit it right on – How do you approach?
The alarmist media would have you believe that most businesses are locking their doors and flipping over the closed sign, but that is rare and never the right response. So you have two choices. Do you flip on your hazards and slow down? Or do you proceed at break neck speed and hope for a Dukes of Hazzard type stunt at the block?
Only the riskiest of owners would try the stunt approach – the rest of us should flip on those hazards and shed some MPH’s.
YOUR BIZ IN SLOW-MO
Did you know that when you face an emergency your brain – which usually receives about 30 images a second from your eyes, instinctively speeds up the shutter to get your 60 images a second? This creates the slow motion effect we experience in life-threatening situations. The increase in images gives your brain a chance to search for more options to avoid danger. Similarly, constructions zones always have a slower speed limit – so you can observe more of the scene, make better decisions and hopefully keep yourself and the construction workers out of harms way. So once you tap the breaks on your business – what do you do? The same thing that your brain does in a dicey situation – search for way s to fix the issue. Most constructions zones have you change lanes or detour – How can you do that with your business?
DETOUR AHEAD
Making your own detour will take some time and effort but it will help you come out back in the fast lane…If you’ve been paying attention a long the way, you’ve probably noticed the signs and you’ve thought of a “Plan B”. Now you just have to work out the details and work your plan. The best detours take into consideration the roles your suppliers play and how they can adapt, the behaviors or your customers and a heavy load of creativity to merge those adapted roles and changed behaviors into a new sales or promotion process that keeps your bottom line in the black.
Consider how and why you purchase your products and materials AND who you promote to. Determine if you can take advantage of your customers new behaviors or if you can expand your customer base to new markets or demographics.
LESSONS LEARNED
I admit, I giggle a bit when I hear these so called “experts” dishing out what seems to be common sense advice on how to react and spend in a recession -- as if people had never considered putting down the credit cards or putting money in savings. So, what’s the biggest takeaway from our current economic situation? Keep the plans and ideas you generate at this time and continue to use or refer to them even when the economy improves. When everything is going well it’s easy to sit back and enjoy the ride… oblivious to any trouble ahead until the service engine light blinks on or your hit that first monster pothole. It’s alright to celebrate your success, and it’s okay to take a risk or three when the timing and situation is right, but make sure to take a reality check every now and again too, and your business will stay ready for any bumps in the road.
This article can’t address your situation directly, but it can give you some ideas or ways of thinking that can help you around our economic obstacles and maintain your successful business.
ROAD BLOCK AHEAD
The biggest determination of your business’s success at this time (or any time for that matter) is how you approach your roadblocks. I hate to the be the one to break it to you, but there are no “surprise roadblocks”. Just as construction season dots our highways with orange signs, your next roadblock will be at the end of a series of signs or symptoms. Your first step is to tune in – so you don’t fly right by them. Even though it can be time consuming, pay attention to your industries news. Find out what punches the bigger competitors are taking and consider how you would respond. Look at your necessary providers to see if they are being affected and create at least a simple “Plan B” for every part of your business that could be impacted by a change for your providers.
And – you’ll have to look both ways… not only at those that help you run your business, but those that keep you in business, your customers. Look for different trends in their purchasing behavior and consider ways you can adapt to match or take advantage of these changes.
WHAT’S YOUR APPROACH
So you see a roadblock in the distance… the signs you’re seeing now are creating a map to steer you clear, or at least not hit it right on – How do you approach?
The alarmist media would have you believe that most businesses are locking their doors and flipping over the closed sign, but that is rare and never the right response. So you have two choices. Do you flip on your hazards and slow down? Or do you proceed at break neck speed and hope for a Dukes of Hazzard type stunt at the block?
Only the riskiest of owners would try the stunt approach – the rest of us should flip on those hazards and shed some MPH’s.
YOUR BIZ IN SLOW-MO
Did you know that when you face an emergency your brain – which usually receives about 30 images a second from your eyes, instinctively speeds up the shutter to get your 60 images a second? This creates the slow motion effect we experience in life-threatening situations. The increase in images gives your brain a chance to search for more options to avoid danger. Similarly, constructions zones always have a slower speed limit – so you can observe more of the scene, make better decisions and hopefully keep yourself and the construction workers out of harms way. So once you tap the breaks on your business – what do you do? The same thing that your brain does in a dicey situation – search for way s to fix the issue. Most constructions zones have you change lanes or detour – How can you do that with your business?
DETOUR AHEAD
Making your own detour will take some time and effort but it will help you come out back in the fast lane…If you’ve been paying attention a long the way, you’ve probably noticed the signs and you’ve thought of a “Plan B”. Now you just have to work out the details and work your plan. The best detours take into consideration the roles your suppliers play and how they can adapt, the behaviors or your customers and a heavy load of creativity to merge those adapted roles and changed behaviors into a new sales or promotion process that keeps your bottom line in the black.
Consider how and why you purchase your products and materials AND who you promote to. Determine if you can take advantage of your customers new behaviors or if you can expand your customer base to new markets or demographics.
LESSONS LEARNED
I admit, I giggle a bit when I hear these so called “experts” dishing out what seems to be common sense advice on how to react and spend in a recession -- as if people had never considered putting down the credit cards or putting money in savings. So, what’s the biggest takeaway from our current economic situation? Keep the plans and ideas you generate at this time and continue to use or refer to them even when the economy improves. When everything is going well it’s easy to sit back and enjoy the ride… oblivious to any trouble ahead until the service engine light blinks on or your hit that first monster pothole. It’s alright to celebrate your success, and it’s okay to take a risk or three when the timing and situation is right, but make sure to take a reality check every now and again too, and your business will stay ready for any bumps in the road.
Tuesday, August 26, 2008
Genius or Missing the umm.. Target?
I've been seeing the Clearblue Easy Digital pregnancy test commercial for some time now... The one with the man's deep voice and a pregnancy test against a dark background. The commercial is void of both echoic and iconic messages that would appeal to women. Trying to get pregnant, finding out and actually being pregnant creates a very emotional roller coaster for the majority of women in this situation - so why has Clearblue avoided all emotional and visual elements that women would respond to?
Their competition uses a woman spokesperson, charts and graphs and lots of pink with the plea of "waiting 9 months for a baby is long enough" - find out if you're pregnant 5 days earlier with our test. Any woman that has waited to find out if she is pregnant or now knows that those few days before a missed period can be an eternity! And finding out 5 days early would be a miracle.
Perusing the birth boards on a few maternity websites -you'll find women that test everyday for 2 weeks and continue testing after they get a positive result - just to make sure (again and again). My own husband, with one of my pregnancies - before I had taken a test said - "Shouldn't we wait a few weeks, won't it be more accurate?" A bit annoyed I told him "Why don't we just wait 9 months and see if a baby pops out?"
So what is up with Clearblue easy? Are they totally missing their target w/ their ad? Or... do they have a completely unsuspecting target in mind?
While I don't know their designated target (maybe it's really butch pregnant women?) I think this ad is perfectly targeted to men! What a great idea. I'm sure they've done their research -- but I wonder how many husbands, boyfriends or umm.. one night stands get a phone call with instructions to pick up a pregnancy test. Probably more than a handful. Which test do you think a guy would want to walk to the register with? A flaming pink box or a nice non-descript blue? And while they are at it -- why wouldn't they want the test with all the bells and whistles and a great big screen that actually says "Pregnant" or "Not Pregnant"?
On one of those birth boards, I read a story about a woman who took a number of tests, resulting in a positive response - though faint, as she was taking the test early. Her husband didn't believe the results - because of the faint line - so she went and bought the digital version - and he was sold as soon as he saw that digital "pregnant" flash on the screen.
I think Clearblue Easy is on to something here... I'm just curious to see if, and how, other feminine products start marketing to those men "lucky" enough to have the task of picking up embarrassing products for their significant other - one can only imagine...
Their competition uses a woman spokesperson, charts and graphs and lots of pink with the plea of "waiting 9 months for a baby is long enough" - find out if you're pregnant 5 days earlier with our test. Any woman that has waited to find out if she is pregnant or now knows that those few days before a missed period can be an eternity! And finding out 5 days early would be a miracle.
Perusing the birth boards on a few maternity websites -you'll find women that test everyday for 2 weeks and continue testing after they get a positive result - just to make sure (again and again). My own husband, with one of my pregnancies - before I had taken a test said - "Shouldn't we wait a few weeks, won't it be more accurate?" A bit annoyed I told him "Why don't we just wait 9 months and see if a baby pops out?"
So what is up with Clearblue easy? Are they totally missing their target w/ their ad? Or... do they have a completely unsuspecting target in mind?
While I don't know their designated target (maybe it's really butch pregnant women?) I think this ad is perfectly targeted to men! What a great idea. I'm sure they've done their research -- but I wonder how many husbands, boyfriends or umm.. one night stands get a phone call with instructions to pick up a pregnancy test. Probably more than a handful. Which test do you think a guy would want to walk to the register with? A flaming pink box or a nice non-descript blue? And while they are at it -- why wouldn't they want the test with all the bells and whistles and a great big screen that actually says "Pregnant" or "Not Pregnant"?
On one of those birth boards, I read a story about a woman who took a number of tests, resulting in a positive response - though faint, as she was taking the test early. Her husband didn't believe the results - because of the faint line - so she went and bought the digital version - and he was sold as soon as he saw that digital "pregnant" flash on the screen.
I think Clearblue Easy is on to something here... I'm just curious to see if, and how, other feminine products start marketing to those men "lucky" enough to have the task of picking up embarrassing products for their significant other - one can only imagine...
Monday, July 7, 2008
Whachu Say? The Power of Word of Mouth Advertising
As much as I hate to admit it (considering I make a living creating print, web, etc.. marketing for clients). The most effective marketing tool you have is FREE and sooo easy. All you have to do is a great job - and have your customer talk about it.
Whether you call it Word of Mouth or Referral Marketing the basic principle is the same - someone told someone, who told someone and so on. My business is run primarily on Word of Mouth/Referral Marketing. It's like I'm playing the 6 degrees of Kevin Bacon here - would guess there are only about 3 degrees of separation between anyone client of mine. But I love it that way and here's why:
My clients do my selling for me.
It's simple I just give my clients professional service for a good value and in no time they refer a business friend or connection for the same great service. Of course I encourage this behavior by offering any client that refers a customer a 10% on their next month's invoice when the referred client signs an agreement. Most of them are just so excited to actually find someone that does what they promise and sharing the good news - that they tell me not to worry about giving them the discount. But I always do - kindness goes both ways you know...
I save a lot of money on marketing.
All I have to do is the work my clients order - that is my marketing right there. Delivering what you promise is the key to great Word of Mouth.
So how do you encourage Word of Mouth/Referral Marketing for your business?
Here's a few key tips:
1. As I've mentioned a few times - do good work - deliver what you promise. That is always step one.
2. Encourge WOM w/ a referral bonus
3. Fake it... Low on customers? Create a marketing piece that will be held on to or passed on. Something that is either shocking, hilarious or down right useful will do the trick.
4. Create an e-newsletter that you send to current and past customers that includes items that they may want to pass along to their business connections (again think tools or important information) Some email systems let you track which clients of yours forward your email and who they send it too.
5. Ask your business connections for help. There are a number of networking groups both local and online. Join one or 10 and do a little of your own word of mouth advertising- then ask participates to recommend you to their connections. You may even want to pass out a promotional item (pen, magnet, candy bar) to cement your presentation in their minds.
There are a million and one ways to spread the word about your business, just remember no one wants to recommend a bad service or product - so make sure you've got all your ducks in a row before you start quacking!
For more information on Main Idea Creative Marketing & Design
Visit http://www.mainideacreative.com
Whether you call it Word of Mouth or Referral Marketing the basic principle is the same - someone told someone, who told someone and so on. My business is run primarily on Word of Mouth/Referral Marketing. It's like I'm playing the 6 degrees of Kevin Bacon here - would guess there are only about 3 degrees of separation between anyone client of mine. But I love it that way and here's why:
My clients do my selling for me.
It's simple I just give my clients professional service for a good value and in no time they refer a business friend or connection for the same great service. Of course I encourage this behavior by offering any client that refers a customer a 10% on their next month's invoice when the referred client signs an agreement. Most of them are just so excited to actually find someone that does what they promise and sharing the good news - that they tell me not to worry about giving them the discount. But I always do - kindness goes both ways you know...
I save a lot of money on marketing.
All I have to do is the work my clients order - that is my marketing right there. Delivering what you promise is the key to great Word of Mouth.
So how do you encourage Word of Mouth/Referral Marketing for your business?
Here's a few key tips:
1. As I've mentioned a few times - do good work - deliver what you promise. That is always step one.
2. Encourge WOM w/ a referral bonus
3. Fake it... Low on customers? Create a marketing piece that will be held on to or passed on. Something that is either shocking, hilarious or down right useful will do the trick.
4. Create an e-newsletter that you send to current and past customers that includes items that they may want to pass along to their business connections (again think tools or important information) Some email systems let you track which clients of yours forward your email and who they send it too.
5. Ask your business connections for help. There are a number of networking groups both local and online. Join one or 10 and do a little of your own word of mouth advertising- then ask participates to recommend you to their connections. You may even want to pass out a promotional item (pen, magnet, candy bar) to cement your presentation in their minds.
There are a million and one ways to spread the word about your business, just remember no one wants to recommend a bad service or product - so make sure you've got all your ducks in a row before you start quacking!
For more information on Main Idea Creative Marketing & Design
Visit http://www.mainideacreative.com
Thursday, May 8, 2008
Ad Rant - Days Inn
Yesterday I posted about a commercial I liked and connected to.. today I feel the need to post about a commercial that just makes me cringe. Really the commercial is great - upbeat, happy, customer comments etc.... it's just that one line...
The commercial I'm talking about is the new Days Inn campaign - targeted toward business travelers -the commercial is "nice" until they get to the guy that says "The best part about Days Inn is the free internet".
Okay - what are we trying to sell here? Rooms at a hotel or internet service? What about the customer service, comfortable beds, convenient locations in most cities - aren't those more important to a hotel guest than free internet. Not to mention, Days Inn - do you realize you one of the last to jump on that wagon, yet still you decide to promote it? Most hotel changes offer that service - in fact most hotels whether part of a chain or mom&pop offer that service.
I have nothing bad to say about Days Inn as a hotel. I've stayed in a few - they get the job done. In fact one of the best hotels my husband and I stayed at on our trip out west was the Days Inn in Bismark, ND.
But, the commercial doesn't make me think that I should stay there, in fact - it makes me think: So if the best thing at the place is the free internet, which I can get at a number of hotels -- I would rather stay at the hotel that has the best customer service/beds/view/rates and free internet.
I really hope the big shots at Days Inn cringe like I do when I hear that line -- I realize the guy saying the line is an actor -- but I still think "Why didn't he like the room, the rates and so on..."
It all goes back to the basic rule of selling promoted the Benefits - not the Features... a better line might be: "With the comforable room, free internet and convenient location I was able to focus on business when I need to, and relax when I wanted to"
The commercial I'm talking about is the new Days Inn campaign - targeted toward business travelers -the commercial is "nice" until they get to the guy that says "The best part about Days Inn is the free internet".
Okay - what are we trying to sell here? Rooms at a hotel or internet service? What about the customer service, comfortable beds, convenient locations in most cities - aren't those more important to a hotel guest than free internet. Not to mention, Days Inn - do you realize you one of the last to jump on that wagon, yet still you decide to promote it? Most hotel changes offer that service - in fact most hotels whether part of a chain or mom&pop offer that service.
I have nothing bad to say about Days Inn as a hotel. I've stayed in a few - they get the job done. In fact one of the best hotels my husband and I stayed at on our trip out west was the Days Inn in Bismark, ND.
But, the commercial doesn't make me think that I should stay there, in fact - it makes me think: So if the best thing at the place is the free internet, which I can get at a number of hotels -- I would rather stay at the hotel that has the best customer service/beds/view/rates and free internet.
I really hope the big shots at Days Inn cringe like I do when I hear that line -- I realize the guy saying the line is an actor -- but I still think "Why didn't he like the room, the rates and so on..."
It all goes back to the basic rule of selling promoted the Benefits - not the Features... a better line might be: "With the comforable room, free internet and convenient location I was able to focus on business when I need to, and relax when I wanted to"
Wednesday, May 7, 2008
Connecting in a Crazy World
I promise - this will be short, I think... I just want to give props to Walgreens for making me laugh and connecting with me in one of their ads --- I only saw it run for about a week, but it's an ad for digital photo processing -- of a group of people standing in various costumes/event oriented outfits - a new person pops in and then they hear a noise and realize someone is going to be deleted... I could totally relate as earlier that day I was deleting photos from my camera (which still has about 425 photos be downloaded) so I could take more pictures...
The ad made me laugh - as it was my life and also was nice to know that I'm not the only one to lazy to download my photos (I mean -- it takes like 3 minutes!).
And while they didn't get a sale from me out of their commercial - they did accomplish a few (of what I imagine to be their) goals - before this ad I didn't realize they offered this service - and if I'm in a situation where I want to print some photos right away (instead of using the online service I currently use) I just might remember this ad and stop by their store.
You'll hear of more ad's I approve of in the future -- are there any that really speak to you?
Learn more about me and my business, Main Idea Creative Marketing & Design at http://www.mainideacreative.com
The ad made me laugh - as it was my life and also was nice to know that I'm not the only one to lazy to download my photos (I mean -- it takes like 3 minutes!).
And while they didn't get a sale from me out of their commercial - they did accomplish a few (of what I imagine to be their) goals - before this ad I didn't realize they offered this service - and if I'm in a situation where I want to print some photos right away (instead of using the online service I currently use) I just might remember this ad and stop by their store.
You'll hear of more ad's I approve of in the future -- are there any that really speak to you?
Learn more about me and my business, Main Idea Creative Marketing & Design at http://www.mainideacreative.com
Tuesday, April 22, 2008
Unraveling the Mystery of Your Web Tracking
If you're like most business people you have about 5 minutes a month to glance at your website stats. Here's my top four list of what to look at first and what questions to ask yourself when viewing the stats...
These stats will give you a quick overall idea of how your site is performing.
1. Visitors:
Has there been a major decline or increase? A decline may show a period when your site was done or your bidding budget ran out, while a jump over a few days may align with an email marketing campaign or other advertising promotion. Keep these dates in mind and check your calendar to see what your site is reacting too. If a particular promotion drove a lot of web traffic, you'll know to repeat it.
How can you use this information offline? If you notice a trend of low traffic on certain days and high traffic on others - You'll get a good idea of your customers buying process. For example, on a lodging site you may see a lot of traffic Tues/Weds and none on Friday/Sat/Sun -- that's probably because your customers were on your site booking on Tues/Weds and at your property over the weekend. This clues you into when to do email marketing campaigns, launch new web promotions and so on. You can use this same technique by comparing your yearly stats. Are you a gift store with items that are perfect for Mother's Day? Do you start seeing the traffic pick up about the 3rd week of April and a sudden decline after Mom's Day? That time frame is the optimal time to hit your customers with new products, promotions, email campaigns and specials both on and offline. (Online behavior often mirrors offline behavior). Keep a schedule of these big events in your tracking so next year you'll know to start your Mother's Day campaigns in the 2nd week of April.
2. Pageviews:
Not only the number (of course you want to see a lot) but also what pages. Your average page/visitor number will clue you into whether you have anything interesting on your site. But don't be discouraged if you have 200 pages on your site and the average pageview is 4.5 pages. The search engines help people find the information they are looking for and send them directly to the page on the site that corresponds to their search terms. They don't need to go through your category pages or read your "about us" page. They just need to find the product and buy. Or find the info they need and call.
That being said - what pages are they looking at? If they are looking the pages you think are most important - that's great. If they aren't -- what can you do? First take a look at your site and figure out if those pages stand out enough in the menu or text links. Then look at the pages - do they have enough content for the search engines to find and rank them? Are there embedded keywords, title and alt tags to enhance your search engine listings? Start there. If you think all of the above is satisfactory - try searching for those keywords in the search engines to see where you come up. If all else fails - take a look at the most popular pages and find out what is different about them. -- And add a few well placed links to the pages you think are the most important right on those popular pages.
3. Keywords:
On the internet you're dealing globally. It's not like the phone book where Mary Jo wants a plumber - so she opens to "Plumber" and there you are. When she types in "Plumber" she'll get everyone from North to South and East to West. What keywords are people searching when they find and click on your listing in the search engines? This will tell you what your site is promoting best... and if it's not the most important message you want to send out there - you'll learn to modify your keyterms or add more terms to get your services/products out there.
There is a saying that I can't think of at this moment... that says something like "what do you know that ain't so" -- something to that affect... I had an experience with my keywords that made me think of this -- my business, Main Idea Creative -- Which I chose because "Main" is my maiden name -- is also a very popular topic in about 3rd grade english. And each year I notice in the early part of the year I get a number of searches for "main idea model" "main idea diagram" "creative way to teach main ideas". It's nice to see the jump in traffic - but I can't really count these visitors in the overall performance of my site because they are not on my site looking for my services, and my goal is to sell marketing and design services - not just attract people who are searching for "main idea" Think of your goals when you look at your keywords and determine whether people are finding you for the right reason. In my case, there isn't much I can do, as "main idea" is the name of my business - but if the terms are product or service related you can make changes. You also have to be sure that the keyterms in your site are the terms your potential customers would use - not just industry terms. If you're selling wrenches for diesel trucks - say "wrenches, diesel, trucks, tools" as well as "pneumatic wrenches".
4. Referrals:
Who's referring you? In all business - the quality of the referrer often foretells the quality of the sale. So how is your site doing in referrals? You'll see three main types of referrals...
1. Organic Search - from the search engines from basic searching
2. From sites you have a link on
3. Direct - people typing in your site directly.
If you do bidding you will also see referrals from your bidding sites.
I like to see people coming from the search engines organically - but really, those searches don't often lead to a sale for my type of business. Usually it's people just looking for a great do-it-yourself marketing idea or the competition trying to figure out what to put on their own website. I like to see links from other sites I'm affiliated with -- they've already given me the thumbs up and the fact that the potential customer came from them means that they may be a buyer or at the very least an opportunity for me or my business.
I love to see Direct links: these are people that already know my name - and my web address and they are looking for ME. These are the people most likely to buy from me - and it means that my offline promotions are working well (how else would they know my web address? I have yet to master my powers of ESP...).
-----------------------------------------
Combined these 4 stats will give you the "Who" (visitors) "What & Why" (keyterms) "Where" (pageviews) and "How" (referrers) of your website, and a starting ground for improvement and growth. Use the info you gleam from your web stats to improve your website and your offline marketing - it's great insight to your customers' buying habits and the more attention you pay to the numbers the more your web marketing and promotions will pay you!
These stats will give you a quick overall idea of how your site is performing.
1. Visitors:
Has there been a major decline or increase? A decline may show a period when your site was done or your bidding budget ran out, while a jump over a few days may align with an email marketing campaign or other advertising promotion. Keep these dates in mind and check your calendar to see what your site is reacting too. If a particular promotion drove a lot of web traffic, you'll know to repeat it.
How can you use this information offline? If you notice a trend of low traffic on certain days and high traffic on others - You'll get a good idea of your customers buying process. For example, on a lodging site you may see a lot of traffic Tues/Weds and none on Friday/Sat/Sun -- that's probably because your customers were on your site booking on Tues/Weds and at your property over the weekend. This clues you into when to do email marketing campaigns, launch new web promotions and so on. You can use this same technique by comparing your yearly stats. Are you a gift store with items that are perfect for Mother's Day? Do you start seeing the traffic pick up about the 3rd week of April and a sudden decline after Mom's Day? That time frame is the optimal time to hit your customers with new products, promotions, email campaigns and specials both on and offline. (Online behavior often mirrors offline behavior). Keep a schedule of these big events in your tracking so next year you'll know to start your Mother's Day campaigns in the 2nd week of April.
2. Pageviews:
Not only the number (of course you want to see a lot) but also what pages. Your average page/visitor number will clue you into whether you have anything interesting on your site. But don't be discouraged if you have 200 pages on your site and the average pageview is 4.5 pages. The search engines help people find the information they are looking for and send them directly to the page on the site that corresponds to their search terms. They don't need to go through your category pages or read your "about us" page. They just need to find the product and buy. Or find the info they need and call.
That being said - what pages are they looking at? If they are looking the pages you think are most important - that's great. If they aren't -- what can you do? First take a look at your site and figure out if those pages stand out enough in the menu or text links. Then look at the pages - do they have enough content for the search engines to find and rank them? Are there embedded keywords, title and alt tags to enhance your search engine listings? Start there. If you think all of the above is satisfactory - try searching for those keywords in the search engines to see where you come up. If all else fails - take a look at the most popular pages and find out what is different about them. -- And add a few well placed links to the pages you think are the most important right on those popular pages.
3. Keywords:
On the internet you're dealing globally. It's not like the phone book where Mary Jo wants a plumber - so she opens to "Plumber" and there you are. When she types in "Plumber" she'll get everyone from North to South and East to West. What keywords are people searching when they find and click on your listing in the search engines? This will tell you what your site is promoting best... and if it's not the most important message you want to send out there - you'll learn to modify your keyterms or add more terms to get your services/products out there.
There is a saying that I can't think of at this moment... that says something like "what do you know that ain't so" -- something to that affect... I had an experience with my keywords that made me think of this -- my business, Main Idea Creative -- Which I chose because "Main" is my maiden name -- is also a very popular topic in about 3rd grade english. And each year I notice in the early part of the year I get a number of searches for "main idea model" "main idea diagram" "creative way to teach main ideas". It's nice to see the jump in traffic - but I can't really count these visitors in the overall performance of my site because they are not on my site looking for my services, and my goal is to sell marketing and design services - not just attract people who are searching for "main idea" Think of your goals when you look at your keywords and determine whether people are finding you for the right reason. In my case, there isn't much I can do, as "main idea" is the name of my business - but if the terms are product or service related you can make changes. You also have to be sure that the keyterms in your site are the terms your potential customers would use - not just industry terms. If you're selling wrenches for diesel trucks - say "wrenches, diesel, trucks, tools" as well as "pneumatic wrenches".
4. Referrals:
Who's referring you? In all business - the quality of the referrer often foretells the quality of the sale. So how is your site doing in referrals? You'll see three main types of referrals...
1. Organic Search - from the search engines from basic searching
2. From sites you have a link on
3. Direct - people typing in your site directly.
If you do bidding you will also see referrals from your bidding sites.
I like to see people coming from the search engines organically - but really, those searches don't often lead to a sale for my type of business. Usually it's people just looking for a great do-it-yourself marketing idea or the competition trying to figure out what to put on their own website. I like to see links from other sites I'm affiliated with -- they've already given me the thumbs up and the fact that the potential customer came from them means that they may be a buyer or at the very least an opportunity for me or my business.
I love to see Direct links: these are people that already know my name - and my web address and they are looking for ME. These are the people most likely to buy from me - and it means that my offline promotions are working well (how else would they know my web address? I have yet to master my powers of ESP...).
-----------------------------------------
Combined these 4 stats will give you the "Who" (visitors) "What & Why" (keyterms) "Where" (pageviews) and "How" (referrers) of your website, and a starting ground for improvement and growth. Use the info you gleam from your web stats to improve your website and your offline marketing - it's great insight to your customers' buying habits and the more attention you pay to the numbers the more your web marketing and promotions will pay you!
Subscribe to:
Posts (Atom)