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Growing With Marketing Automation

Why marketing automation?

It’s no secret that the digital market is growing and helping businesses grow as well. The use of marketing automation provides companies with helping optimize themselves in a more effective manner. Let’s take a look at how optimization can help your business. The marketing automation market is rapidly growing and 75% of marketers say they already use a marketing automation tool, and almost 40% of those not currently using it will be implementing it within the next 12 months. If you are currently not using you may be putting yourself behind the competition and not optimizing like you should be. 

The benefits

The list of benefits you can get from using automation is extensive, from increasing efficiency and productivity to lead production. Let’s look into just a few of the most important benefits. 

Efficiency: No matter the size of your business or team or resources automation will help you utilize your team and be able to spend more time on other important parts of your business. 

Targeting consumers: As users are going through their journey to your sire you can reach these consumers based on how they find their way to your site and their interests.  You can choose to send customers emails, texts, etc. when they reach certain stages of the customer journey. This takes the guess work off your hands on who to send content to. 

What’s working and for who: here you can tell not only if our campaigns are working but will also tell you what type of customer they worked for. If they came from social media, referrals, organic search and so on. 

Conversion rates: this metric will allow you to see how well your marketing automation is performing because you can see how much your conversion rates have increased and revenue. By using automation, it will reduce the time it takes for a customer to convert. 

Read more benefits by Marcus Taylor in his article Power Up Your Digital Marketing: 23 reasons to automate.

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Using Ecommerce Tracking

What is Ecommerce?

If you sell products or have any sort of transaction on your site you can analyze this activity with the ecommerce reports.

Setting it up:

Tracking ecommerce on your sight is not automatically set up in google analytics, there are a few short steps to getting it set up. First you need to enable Ecommerce in your reports and then add code to your site that allows you to start tracking it.

What can you track?

There are 5 standard reports that you can see, here we’ll take a look at them:

Overview: The overview report gives you a general summary of revenue, transactions, order value and more. This is helpful when you’re just looking for a quick look at how your company is performing.

Product performance: Here you can look more specifically at how specific products are doing. What revenue they are bringing in, how many of them are selling what categories are doing best and so on. This is helpful in order to determine what is working on your site, what people purchase the most and can give insight on what you need to promote more or less. You can learn what to push more to give incentive to buy.

Sales Performance: This will tell you the revenue by date. This can allow you to see if certain times of the year something is selling more than others. If something sells more during a certain time you can promote that more, or have deals for other products. Take advantage of this so that you can increase products being sold.

Transactions: This will tell you the specific of each transaction, shipping, taxes and so on. This will help you see what people are buying most and willing to spend on products.

Time to purchase: Time to purchase gives you information regarding the day of the transaction and the sessions, so you can see what they did before they purchased. Here you can see what may have drawn people to have purchased.

Keep reading here for more information about setting up and using Ecommerce in google analytics.

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Using high value customers to get insight on experiments in GA.

Running experiments:

When running experiements in google analytics one of the things you should consider is who you want to be apart of your experiment. Having all the traffic thats coming onto your site may seem ideal becasue you would get alot of information . However, you should consider not everyone that comes to your site was meant to click there or may have different intentions then your expeirment is suppose to tell you.

Chose who is served your content

One way to chose who will be served up your experiment is to use the high value customers. You can customize who sees it by the amount of revenue you have generated from them. When creating the experiment you would chose to add a new audience, with conditions and create a condition for revenue; ex. Revenue – per user – greater than(“>”) -100. This way only consumers who generate over 100 inrevenue will be served up the experiment.

Why is this important?

This is important because you know that these users are return users and serious about using your company for their needs. They are more likely to be looking to purchase again than just a first time user. You will get better more helpful information this way. Check out this guide that will give you more information on the importance of using target audiences in experiments.

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Ins and Outs of Attribution Model options.

What are attribution models?

Attribution models are used so that you can properly credit sales and conversions. They allow you to determine where the user clicked right before they converted. This is another way to follow the user experience, see patterns and determine what is working to create these conversions.

What one to use

Google provides default models to chose from, or you can create a custom one. When deciding what you want to credit each conversion in different scenarios you have to think about the different user flow that may happen in the process. For example, if you use the First interaction model, the credit would be given to what a user first clicked on to get to the site when they converted. The Last Interaction model credits the last thing that a user clicked on before the conversion. There are other default models that google provides or you can create a custom one. To read more on the specific default models check out this google support page.

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Experimenting in Google Analytics

Why spend time on experiments in Google Analytics?

What is an experiment?

An experiment on Google Analytics is a powerful tool to give insight into the most effective page to have on your site. With experiments you can test up to 10 different variations of a landin page for users. Meaning different users will be served up different content on landing pages when they click on your site.

Why would you want to have different landing pages?

Having different pages allows you to see which layout, or promotion, or wording is hitting your goal more with your users. When you create an experiment you will have to create a goal, something that is measured by GA when users are on the page. The goal could be conversions, a click on a button, an email sign up – whatever it may be it track that in the experiment so you can compare which one is doing the best with users.

What else should I know?

Experiments run for up to three months but can be stopped whenever you chose. If an experiment is underperforming and not reaching many goals you can stop it. However if you pull a variant page out if the user has already seen that landing page they will see it again if they come back to the site. Also keep in mind when creating variants not to change too many aspect of the page because you may not be able to know what really is affecting users decisions to meet the goals you set.

For more information about testing and some examples of what it could look like read A Guide to A/B Testing with Google Optimize

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What Can Audience Reports Do For Your Small Business?

Is Google Analytics for me?

As a small business there is a lot to consider and it can be challenging to determine what to spend time and resources on. Especially in the growing digital world it is becoming more important to keep up to date with tracking and digital efforts. One of the perks of using Google Analytics is the ability to track who is coming onto your website and what they are doing once they get on. Lets take a look at what audience reports can do for you.

Follow a user experience

Using audience reports can allow you to see exactly where users are going on your Site. It can also tell you exactly where they came from. Did they come from an email? Organic search? Paid search? These are all questions that can be answered through audience reports. Once they are on the site you can also see what they do when they get there. You can see what they are drawn to and what they aren’t clicking on as much. This insight can help you optimize your page and take advantage of what users are liking and clicking on.

You can also see 1 day, 7 day, 14 day and 28 day active users. This will show you how many times consumers are coming back in the time frame. 1 day users mean that they came to the site once and didn’t come back. This means that they either had no interest or are just not repeat users. This can help you know if there is something you can do better. Or if those entering your site and not the target market.

Using audience tracking you can also see if your site is excelling with a certain demographic, in a certain geographic area or seasonally. This insight can be essential to your small business in order to grow and be more efficient in who your targeting and what you can do to improve your site.

What can’t be used as a small business.

A downside to using audience reports is you may not be able to use session quality if you do not sell more than 1000 eCommerce transactions a month. Google Analytics cannot report it under that threshold. However, there is still so much data that can be used if you are under the threshold.

In the end, Audience Tracking can be the difference between you and your competitors. Especially as a small business you are always looking for a leg up and Google Analytics audience tracking is a free resource to help you learn more and become more efficient online. Knowing your audience can make a big difference, a good quote to remember is, “Everyone is not your customer” by Seth Godin. As a business you cannot focus on trying to reach everyone but focus on reaching those that will benefit from you.

Read more here about the importance of knowing your audience in an E-Business world.

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Neil Patel tells about driving more traffic from Facebook

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New and Improving Search Console

What’s New?

The new search console is a cleaned up version of the old search console. Although it provides more information then the old console it is easier to navigate and allows users to find the most important information they need. According to “New Google Search Console design and user interface: here’s what changed and which reports are most useful” Alex Veda says, “more insights into how you can improve your website (both in Google’s eyes and for your human visitors).” This gives them the benefit of being indexed high for google along with having a well put together sight. Being able to efficiently work toward this will only benefit your site in the long wrong.
One of the most insightful choices they made was to allow performance data for 16 months prior which is important and makes it easier for users to see any patterns that may occur throughout certain times of the year. And allows you to see improvements on a bigger level. Another change is that you can track and monitor re crawls on pages that you have fixed issues on. This is important for users of the console to be more productive and be able to track the issues on their site and make sure they are continually performing how they want.

What is missing?

One of the few things that that the new console doesn’t support is that you can only test a sitemap when it is submitted, unlike in the old sitemaps you could test without submitting it.

https://www.foregroundweb.com/google-search-console-redesign/

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Some Big Shoes to Fill

Throughout the journey of MKT 370 my hopes and expectations are high. I hope that my skills in GA will be sharpened and that I can efficiently create clear analysis of data. I hope to learn to develop dashboards that will help pull data tell the stories of what audiences are doing on sites, what their journeys are and how to target new and returning audiences.

Learning testing

One of the more interesting topics I hope to dive deeper into is the different tests that can be put into place. I have experienced testing and seen results in a large business setting but didn’t experience the implementation. I am interested as to how they are actually implemented and run.

Bryan Adams you have some big shoes to fill. Good Luck.