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Improving Your Strategy With Marketing Automation

What It Can Do For Your Business

Let’s be honest all of us could use more time during the day, especially when we are working. Using marketing automation will help you to save time at work. How? Alyssa Rimmer describes in her blog that marketing automation software is designed to help prioritize and execute your campaigns. For example, if you have a huge email campaign that you want to send out, you can use marketing automation to do this instead. This saves you from spending your time sending it to every person on your list. Additionally, you will be able to target consumers more effectively because you will be able to gather data from this software and plan future campaigns around this information. Overall, marketing automation will help you to save time and make targeting consumers easier.

Main Goals

A common goal that companies who use marketing automation have is to have a bigger return on their marketing investment. By spending money on this software companies hope that it will have a bigger impact on consumers and get them to spend more money on the website. This leads into another goal which is to get more consumers visiting the website. The campaigns created by this software are designed to be more specific to a certain target audience which hopefully will generate more interaction. Also, companies use marketing automation to reach their goal of better campaign management. Having campaigns pre-planned out reduces the amount of errors that could occur and allows marketers to focus more on the campaign message instead of the execution. There are many more goals associated with marketing automation but for each business it will vary.

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The Effectiveness of E-Commerce Reports

Why You Should Use It

If you haven’t heard of E-Commerce tracking before then this is a great place to start. Google Analytics offers a great E-Commerce reporting system that allows you to analyze purchasing activity on your website or app. In addition, to this activity you are able to see what products are selling the best, your revenue and how long consumers are taking to make a purchase. While this may seem like a lot of data to analyze, it can really help make your website more effective. You are able to see what your consumers want in terms of products and make your website more tailored towards them. In the long term taking the time to set up and analyze these reports will only help you to generate more sales and run a more effective business.

How To Get Started

There are a few major steps you need to follow to get started with E-Commerce Reports. First you will want to sign in to your Google Analytics account. Next you will select the website you would like to set up tracking for and select the admin tab. Then in the third column there should be another tab that says “E-Commerce Settings”. After you select that tab there will be a slider that will show off and on for E-Commerce you will want to move it to say on. Last you will hit submit and then you are good to go and your report will start building as you are selling. Shahzad Saeed discusses in his blog post how there are “Enhanced E-Commerce” settings. Enabling these settings will give you even more insight on your consumers and there purchasing habits which can be really useful to your business. If you are just starting out and don’t feel like you need all this extra data that’s ok too you can always turn it on later.

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How To Gain More Traffic On Your Site

The Power Of Targeting

Having trouble getting visitors to come back to your site? This is a problem a lot of businesses have which is why Google Analytics introduced audience targeting. This report allows you to create an “audience” on your consumer’s interests which is based on their previous visits. You are able to send these users discounts or incentives to join loyalty programs emails. This is useful because you will be able to track how many users “convert” into sales by using this report.

Using Audience Reports

Step one of getting started is to go into the audience section within Google Analytics. From there you will select the overview section and begin choosing your different user categories. Joe Martinez describes the different examples of the categories. Such as home and garden, cars, shopping, or technology. These categories help you narrow down the interests of your users. You also will have the option to pick different demographic information, like age or location. After you select the categories and demographics, you will be able to analyze the different conversions on your site from these groups.

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Selecting The Best Attribution Model For Your Business

What Is It?

An attribution model determines how your sales and conversions are tracked within your conversation paths. In simpler terms, google uses this model to give “credit” to a source of user interaction such as a blog post or email campaign. What does this do for you? This report will allow you to see what campaign your site traffic is coming from. From there you will be able to decide what one is most effective for your business goals.

The Different Types

There are a multitude of attribution models that are pre-made by Google for you to use. The default model that Google sets you up with is called the “Last-Non Direct Click” which shows the last campaign the user clicked on to enter the site. Donovan Ayon explains that this is useful data because most consumers tend to be convinced to buy a product from a business based on the last marketing campaign they saw. Another model is the “Time Decay” which shows all the user interactions with the different campaigns over time. This is useful because it will show you what campaigns users are becoming less popular among users. If none of the pre-made models appeal to your needs you are able to create a custom model tailored to your business. Additionally you are able to switch what model your business uses at any time. Effectively using one of these models will help you to narrow down what campaigns are most beneficial towards your goals and driving traffic to your site.

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How Behavior Reports Can Help You Gain Insight On Your Consumers

Site Search and Event Tracking

Have you ever wondered what your consumers search for on your website? With Google Analytics there is a feature called Site Search that will create a report that has a lot of different search metrics. Including: terms frequently searched on your site, amount of time spent per search, and number of page views. This is important for you because it means that you can make it easier for your consumers to find what they are looking for quicker. Another great feature is Event Tracking which allows you to track specific actions on your site. An example that Shane Barker uses is, if you were to put up a video on your site you would be able to track how many times that video was played. Why is this useful to you? Seeing how many people are interested in this video would allow you to determine if you should continue sharing content similar to this or stop and post different types content that your visitors will enjoy more.

Content Grouping and Experiments

For any business, Content Grouping is one of the most valuable features on Google Analytics. This feature will allow you to see what pages and sub categories on these pages are performing the best on your site in terms of revenue, time spent on the page, and views. As a business, of course you want to increase your overall sales and this feature will help you to do so. You will be able to see what pages are generating the most revenue and how you can drive traffic to them. Additionally, with business it is essential to “shake things up” every once in awhile, especially on your website. The Experiment feature allows you to do this by having you create different versions of your landing pages. From there, Google Analytics will send them to sample groups of your consumers to see which new page gets the highest amount of conversions. Selecting the new landing page that has the highest amount of conversions will help you to increase your overall sales and website performance.

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Are Audience Reports Worth Using?

Important Features

Within these reports you are able to gain valuable insights on demographics of your users. This includes gender, age, language, location, etc. Additionally, you are able to track behavior of your users such as time spent on your site, frequency of visits, and clicks. Most importantly you are able to see the path that users specifically take through your site and what type of device they were using.

What Does This Mean For You?

Discovering demographics and behaviors of your users will allow you to create content tailored towards their interests within your site. Also, you are able to see how many of these users are returning to your site and create ads that encourage them to keep coming back. Mark Evans discusses how “one size fits all” marketing is not likely to work anymore. In other words, this is why it is so important to track user behavior and look into demographics because consumers nowadays want to feel like they are “special” and their specific needs are being met. In the end, using audience reports can really help marketers make better content for users and help to capture their attention.

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SEO Tools For Ranking

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How The Search Console Changed

The Old Console

While the old console did not provide as many months of data as the new console, there are some great features that were included. One example is the HTML status report that showed what needed to be fixed in order for Google bots to “crawl” the site more effectively. This allowed for Google to suggest improvements and help fix mistakes made by the user. Additionally, the old console had a feature called the data highlighter tool which allowed users to copy data from similarly coded pages so the user did not have to recode every new page. A third important feature from the old console is the security issues report, this showed how any issues on your site can affect your site showing up in Google Search results.

The New Console

One of the main new features that Google has rolled out in the new console is the search performance report which allows users to see how many clicks, impressions, average ranking, etc. their site has. Also, there is another new feature called index coverage which alerts users when there is an indexing error on their site. In the article, “What The New Google Search Console Means For Search Marketers” by Jayson DeMers, he describes how this feature can help you find the problem faster and fix it immediately. The author also mentions that google gives you diagnostic tools that help you understand why the issue occurred and how to prevent it in the future. Another notable difference in the new search console is the accelerated mobile page status (AMP). With the majority of the world using mobile devices the AMP status gives developers an insight look on how their site is showing up on these devices and what needs to be fixed.

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Reflections on Last Semester

I really enjoyed taking Digital Marketing last semester! I felt like it was the first ‘hands on’ experience I had at Nazareth with tools that I will actually use in my career. It got me to think more about the possibility of working in the digital marketing analytics field.

Goals for This Semester

This semester I am hoping to learn more about tracking and analyzing user behavior. I have always been interested in learning about the process behind why people purchase certain items and learning to create content relative to these users based on their preferences. I am also looking forward to diving into the E-Commerce side of things because I could potentially use this information to help my Dad develop his online presence for his business even further!