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Lead Scoring and its Trail to Business

Lead Scoring is a way to prioritize which leads to follow that will help increase business. By prioritizing which leads to follow, your business can focus on increasing new customers and increasing traffic to your website. There are different ways to “assign points” to score leads and you can do that based on the information you’ve collected about your current customers.

Demographic information are great questions to ask new customers. You can ask them for any demographic to compare with returning customers. Based on that information you can score the customers based on their information. For example new customers found in areas of popular returning customers will be scored higher than those outside of those areas.

Online behavior is also another source of information that is valuable for lead scoring. Seeing where the leads are looking on the page and whether or not they are still interesting in the products and services you have to offer. Based on how frequent they visit may give them a high score and make them a more desirable lead to pursue.

Email and Social engagement are also good ways to gather information. If they want to receive emails from your company or follow you on social networks they are interested in your company again putting them higher on the lead list.

Using the analytics collected on your customers is a good way to find new leads and to score them. So lets talk about calculating them.

Manual scoring starts with calculating the lead to customer conversion rate of all the leads you have gathered (the number of new customers /the number of leads you generate). Then you have you pick and choose what leads are of higher quality and you want to pursue. Those who are more interested in your site or have taken more action on your site are the ones you want to score them higher.

As a customer I feel as though it is really important to input some information so that if companies want to reach out to you and make you into a valuable customer they have that information and suggestions they can make to get you on board. On the other hand though it can feel like an invasion of privacy if they are looking at which pages you stay on. As the business owner you need to decide what information you collected is going to help you to produce the best lead score.

https://blog.hubspot.com/marketing/lead-scoring-instructions

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Google Analytics Goal Types: Visit Duration Goals

Google Analytics offers four ways that a business owner can track goals. URL’s, time, pages/visit and events. This blog post will specifically focus on the time way to track goals akak duration.

Visit Duration goals is the a simple way of goal setting. You use this goal to track how many people are visiting your site and how long they are staying. If you want to break it down even further you can choose a duration of time of the day, for example from 1pm to 3pm, and see how many people visit during that time. Based on what type of cite you have you can choose whether you want the visit to last longer or shorter than the threshold that is provided. Now google analytics provides a lot of information but unfortunately it doesn’t collect when someone really leaves your site, just when they leave the page. So based on when they leave one page and go to the next you can do some math and see how long they were on a page, for example someones cart page and the confirm purchase page. So if you goal is to have X amount of people visit the cart page and the confirm purchase page you can use google analytics to determine that.

This would be beneficial to for our project digital page because there are a lot of articles on this site. By flipping from one page to another you can see how long they were on that article and with page scrolling you can see how much they read. By tracking these goals you can see what author is getting the most readers or you can see what topics the readers are more interested than others. This will really allow for better develop of blog posts in the future.

The other goals listed on the site are also very helpful. Event goals will probably be the more complicated of the four but nonetheless this can really help project digital produce more articles based on what the audience likes.

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Paid vs Organic Searching. How they can benefit your business.

One doesn’t necessarily have to be better than the other.

When it comes to views on your site some people may think that one campaign is better than the other. In all reality though, a combination is the best way to go. There are two common campaign formats, paid searches and organic searches. One you pay to have your ad be displayed somewhere for X amount of time while the other people search your business up naturally. Both sites provide significant data so by using that data you can improve the use of each campaign.

So what data can we compare?

Both organic searching and paid searching value the use of keywords. This is a good thing for business owners like yourself to constantly keep an eye on. Keywords that you immediately associate with your brand should always be at the top of your SEO report, but if they aren’t you can use the paid search to try and increase those results. A keyword is a keyword, it is a great piece of data to analyze no matter the setting. There is one hiccup though when it comes to keywords and that is branding. Those who choose to brand their keywords may monopolize search results, so you may have to be creative and focus on words that people will remember and also associate them with your business. The use of paid searches can really help in this case because otherwise your site may not come up at all. But if you rely only on one campaign you could get no where. As a business owner you also have the choice to brand your own keyword but unless you are rapidly growing company then that is a step I would skip for right now.

Get to it!

As a business owner who has already learned how to use SEO reports, the next logical step would be to get started on a paid campaign. The benefit they can bring to your existing reports are very significant. Starting with something even small like keywords is a good place to start because you want to make sure you are on the same track as the consumer. You’re here to help the consumer so you just have to make sure you make it to them.

For further way to integrate your campaigns together, these links offer other great tips.

https://www.semrush.com/blog/3-ways-to-integrate-ppc-seo-for-multichannel-success/

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Testing, Testing A/B! Using Google Optimize.

Let’s start with the basics, what is Google Optimize is.

Google Optimize is yet another business tool offered by Google. This allows you, the business owner to deliver the best experience to your customers. You can test things on your site such as, picture size, color choices, anything you think will boost users on your site. Either way this can be a great tool to makes changes to your site without changing the whole thing. Also since it is a google service you can connect all your services into one, creating one block of data.

Lets talk more about this testing.

Like I said before you can test anything on your site. Color changes, pictures sizes, button colors after an event occurs, the possibilities are endless. If you think it will help your business then you can test it out. That really is the beauty of a hypothesis is that you can test it in real time. Some of the other great things about this service is that you can place a time limit on the test. Like you would a science experiment you can determine how long you want this to run; if it is a small change maybe only run it for two weeks, if it is something larger maybe run it for a month. Whatever the variant (what your actually testing) your testing you have the power to play around with what you think will work. Analyzing your Google analytics data is a great place to start when making some changes. You can really make some changes based on things like demographics, location, interests etc. Use the data you already have to make more data. So the next time you think your site needs an update, use google optimize to optimize your chances at success.

Read more to make sure your hypothesis is testing what it should!

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Content, Content, Content!

Content is the key!

When it comes to running a business the content you post on your website is key! You want to make sure you are targeting the right audience so you can make that sale or book that appointment. It has to hit home with the right audience for it to be successful. For example, what I am writing this blog post specifically for you, business owners. Someone who isn’t a business owner wouldn’t necessary want to read this so I have to make sure that what I am typing is really just for you. It needs to grab your attention, draw you in, but it also needs to be thoughtful and informative. So how can you make sure you are doing the same thing?

What is MOZ?

Moz is another business blogger website that can help you to build your business. It offers information about content, creating the right title, and everything you need to know about SEO. For this particular blog post, I have used an article written by Daisy Quaker to help you make your content look sexier.

So let’s get you those views you need!

How big is your online team anyways? is it two or three people? Perhaps it is 20! Either way you need to have multiple sets of eyes to make your content the best it can be. Sometimes even a fresh mind set can draw in new readers with things they would want to hear. That’s right, sometimes bringing in new writers can increase viewers. They have a fresh mind full of ideas and a different writing style that can draw in new users. New content brings in new users but also keeps the returning ones.

Another way to keep your content fresh is by writing in your style with your voice. You are your own person so make sure that your voice is heard and not some high end corporate know it all. When I write it is like I am talking to myself. I try to put my attitude and humor into my content so that people will take is seriously but not drown off halfway through. Keeping people interested is the way to make good content.

Most people today live for social media. People love to express their opinions and thoughts for others to see so what better way to make sure you’re targeting the right audience than by listening to exactly what they have to say! By staying up to date with social media trends and news, you can make sure you are staying a hot topic. That way when people look up certain keywords, your article will pop up! Also by acknowledging your followers on social media you can make them feel important. It will make them feel like you actually care about what the consumer wants.

By looking at behavior posts you can really look to see what users are interested in. Following where they click and how far they scroll down a page can really help you to decide what content to post next. Views are important but what they are view is really what your after. Using sites like Google Analytics and Google Tag Manager can help you to really see what the reader or consumer is thinking. Where they go the most and where they go the least on your site are good places to start. From there you can form questions like what is drawing them to that particular article? Or why does the page scrolling on this article stop at X? Think like a consumer, what do you really want to see?

Sexy is what you make it!

Making your content sex is really up to you. You just have to be yourself and really make sure you are talking to the audience you really want to talk to. For more tips and tricks Daisy Quaker and other MOZ authors offer an abundance of information on how to make your content shine.

https://moz.com/blog/grew-blog-traffic-by-650-percent

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Campaigning Across Different Channels

Collecting Campaign data

Did you know that you is you use Google Ads, your Google Analytics account is already linked to your ad? Analytics tracks all of your campaigns so you can see what is really going on. But what if you pay for certain campaigns outside of Google? Well with some tagging, you can link all of that to your Google Analytics too.

What are the best ways to collect campaign data outside of Google?

There are a variety of ways you can collect campaign data without using Google Ads cause some people simply don’t like using Google (@ me). First you can simply tag the URL associated with your other campaign. This in my opinion is the easiest way to do things. You simply set a tag and it will fire every time someone views your URL. Another option would be to use something called a URL builder. A URL builder is something you add to a URL so that data can be captured about the referring campaign. There are generators to make it easier for you (there is a Google sponsored one, shocker!). When using the URL Builder there is certain variables you need to include. Campaign Source, Campaign Medium and Campaign Name are required to make a successful URL Builder. One final note to make is that you don’t want to use personal data. I feel as though that is common sense but just don’t do it.

So what?

By adding little things like this to your campaigns you can track what is getting the most views and where. This way you can take places that aren’t getting as many views and make those campaigns better to benefit you in the long run. Data analysis is important because you want to make sure you are reaching the right audience. A successful business meets the needs of it customers but you can’t do that if you have no customers.

To read more about campaign tagging this article is helpful!

In this article it discusses the ins and outs of campaign tagging. One of the main points it make right in the begging is that it is helping to consolidate data. Everything is in one place, Google Analytics. That makes analyzing easier and more efficient. Successful campaigns are the key to a successful business. This article also better explains what URL builders are. I tried I really did! Their explanations will better help you decide what you need to use for your campaigns.

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Not Reaching the Right Audience? Try Custom Affinity!

What is custom affinity?

As a business owner you want to make sure that you are reaching the right people. Not everyone has the same interests and hobbies so don’t waste your time advertising to the wrong crowd. With the help of Google Ads and custom affinity you can customize your settings to reach the right people based on what they already look at online. You can choose from a wide variety of categories to ensure your ad will show up when a user looks up a certain key word or that certain category. This is a really useful tool that is easy for any business to use.

How to install audience targeting into your ad group!

This video describes how to install audience targeting to your ad group.

Things to consider:

When using this feature there are a few things that you should consider to make sure that you are targeting the right audience. When creating an audience, you want to make sure you are targeting one category at a time. You don’t want to target to many at a time so you have better controls over the data and better controls over the settings if you need to adjust them. One of the key things with audience members is that you want to keep previous visitors coming back. So you want to keep track of past users and those who made recent purchasers. That way when they are searching through social media or though google, your ad will pop up for them making them consider revisiting. As much as returning customers are important and those who search the keywords that match your site, you also want to keep in mind those who search similar results. For example, is you are searching for sporting equipment, but you sell camping supplies, you may want to include those people in your search because you also sell law chairs and coolers. This providers the user with more options and who know they may like what you offer and come back for actual camping materials in the future. Finally make sure you are using good keywords that users would use to search your site or ones that would eventually lead users to your site. The audience is the reason for your product and service in the first place so make sure you are getting in with the right crowd and your voice is being heard.

To read more about custom affinity and the advantages it can give you, click the link below!

https://www.wordstream.com/blog/ws/2018/08/23/custom-affinity-audiences

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Your online business needs site tags.

Site Tags?

That’s right a site tag. Google tag manager is a google offered feature that allows website and mobile app creators to track activity that happens on their website. Yes google analytics also offers that kind of information but this lets the creator get more precise and detailed. Once you download and activate the tag manager, the tag can be placed anywhere on the site. Once that tag is triggered, it triggers google tag manager and allows you to ship your data to the analytics site of your choosing (probably wanna stick with google though since this is a google offered service). From there you can view the data and use it to help build your business.

Still don’t understand? Here’s an example!

Let’s say that I own an online candle shop, you heard me candle shop. I wanna know how many times people add things to their cart but don’t actually purchase them. So I set up a tag on the add to cart button. Every time someone then clicks it, adding something to their cart, BAM, the data ships off to my google analytics document and I can use that data to see how I can get more people to purchase my candles. I can also set up a tag for how many times people click finish purchase! That way I can see who actually goes through with it. Wish lists are another popular feature a lot of people have on their websites now a days. I can tag the wish list button to see what people are loving right now and how I can turn that love into some cash $$$.

Growth in a business

Everyone wants to become a successful business. Feedback is useful in all shapes and forms, this just happens to be a more detailed feedback. Just small things like this is what you can do to make your business more successful. You have to make changes that will attract people and benefit the people, not just based on your gut feeling. People always say numbers don’t lie, well here ya go!

Here is a short video on how to use google tag manager, specifically button clicks (AKA add to cart)

Here is a longer video that also discusses the use of google analytics in hand with google tag manager.

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Evolution of the Search Console, Google that is.

The types of reports Google offers:

In recent years people have flocked to technology as a career choice. Those who make a living off of videos, blog or news article have to worry about things such as views, errors, usage etc. Google has evolved with the increasing popularity, offering a variety of search console reports to meet each persons need. Many of the current search consoles have been developed for SEO’s; people who focus on making their website the top suggestion when googling something. However, there are consoles for just anyone to use. I feel as though google has evolved into a useful tool for anyone to use because they offer a variety of options for companies to analyze what they can be doing better. Everyone wants to be number one because who goes beyond the first page when doing a google search. Google is the most commonly used search engine so why not use their tools to better yourself and your company. The Legacy tools that are discussed at the bottom of the page are like ideas that have yet to be fully developed into something greater that everyone would benefit from. Perhaps the legacy tools are also still around for those who have yet to really get into analyzing their sites. Everyone has to start somewhere and some of the legacy tools are still simple enough that new people can use and understand them before they dive into the full world of analytics. Although they offer great benefit, it is not as useful as some of the tools google has created for today’s world.

The Security Issues Report:

The Security Issues Report is something everyone should use and can use. With the number of hackers out there in the world today, you want to make sure what is yours stays yours. By using this console, you can find bugs, hackers and troubleshoot until your get your site back and running once again. The increase in technology usage has created a need for something like this, hence the evolution of the google console to meet the peoples needs.

The Data Highlighter Tool:

This tool helps to ensure that data such as bus routes, event schedules etc. are being placed in the templates on a site. This is considered to be a legacy tool because most people don’t have to rely on the bus anymore or they can look at an event schedule through their mobile devices rather than online. Nonetheless this tools help to make sure that data is being placed into the right template by extracting the information from google directly.

Google Data Highlighter Tool: Benefits and Drawbacks

https://drudesk.com/blog/pros-and-cons-of-using-googles-data-highlighter-tool

To fully understand the benefits of a google console tool, this article lists both benefits and drawbacks. Although this tool is not as current, it still offers a great analyzing tool that can be helpful to everyone and not just SEO’s.

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Digital Analytics is valuable to organizations

Why is digital analytics important to your organization?

Digital Analytics allows companies to collect and review data more efficiently and effectively. Being able to go back and review data that has been entered for the day, week or even month can prove to be beneficial in times of growth. It allows companies to provide customers with what they want and what they need; they are the most important part of a business because you can’t have a business without customers to provide feedback.

Article: https://www.ambitiondata.com/our-perspective/why-digital-analytics

In this article it discusses the many advantages of using digital analytics in your business. It really focuses on the audience and the consumer. Since they are the are the key element of running a business. Being able to “track” customers and audience members opens up doors for future growth.