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Leading You Towards Success

Determining Your Score Model

There are many types of score models to choose from and its up to you to determine which one you think would be most effective for your company. For example if you were looking at selling to a specific demographic like pacemakers for the elderly then areas with a larger population of the demographic 65+ would be more beneficial and you would give it a higher score than that of a lower age. Another key scoring system in a day and age where everything can be automatic is a spam detection scoring system where it picks up on certain traits of spam and gives them a much lower score saying don’t go after these leads unless you have nothing else to do.using these techniques can help to prioritize more important leads and make your decisions more effective.

Using Score Models to Map a Customers Journey

Once you have identified which model you think would be best its time to determine the the journey your customers will take. There are many different selling models like the first interaction where a lot of your focus goes into getting the customer in a intriguing them right off the bat. Theres also the last interaction model where you focus on the last point where they decide to buy the product and you want to make sure you lock in their buy so you put the most focus to that part. There are also certain touch points to keep in mind of along the way some of these are social media reviews, customer service, and follow up reviews. Mapping out your customers journey will help to figure out where you can be more efficient and help your customers go from end to end in the buying process.

https://www.surveymonkey.com/curiosity/map-customer-journey-keep-customers-happy/?program=7013A000000mweBQAQ&utm_bu=CR&utm_campaign=71700000059189235&utm_adgroup=58700005410222821&utm_content=39700049736551248&utm_medium=cpc&utm_source=adwords&utm_term=p49736551248&utm_kxconfid=s4bvpi0ju&gclid=EAIaIQobChMI-8m_uvbr6AIV-f3jBx2QJw0LEAAYASAAEgJD5vD_BwE

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

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Applying Visit Duration and its Purpose as a Goal

The use Case for Visit Duration

Visit duration has a lot of pros and cons to its use case with the main plus being it can track how long people are on your site with the con being that it only works on a loaded pages event. This means that while it can keep track of how long people are on your site it will only work if the viewers are loading new pages which means if they only see on page and leave you will see and time duration of zero seconds which can be misleading. This means that for sites where most of your content is on one page it is not a useful metric but with sites like blogs or shopping websites where there are plenty of clickable link this metric thrives in.

Applying Visit Duration

When using visit duration as a metric there is something important to keep in mind that time duration doesn’t mean success. For example if you run a shopping website and you see an avg. time duration much higher than maybe a week ago and you made changes, maybe you did find success or maybe the new site has become frustrating and confusing which can negatively impact your website traffic. For our site ProjectDigital visit duration can be very beneficial because it is very easy to navigate between blog to blog so it makes the metric much more accurate. In order to make it more accurate though we could filter out bounces meaning that all the people who visit one page and are done reading won’t be included into the data which accomplishes two things, one you get a much more accurate visit duration and two you also get to see how many people are visiting more than one page and who you are really connecting with.

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Turning enemies into friends SEO and PPC

Best of Both Worlds

When looking at organic searches vs paid searches it seems as though organic is the foundation in which to choose your paid keywords. For example when looking at all of your organic searches you can then see how people are getting to your site and then using those same paid keywords in order to reach a larger audience and hone in on an audience that has a higher conversion to make you money making the advertisement worth it.

The Power of Teamwork

Using these two forms combined can have exponentially favorable results compared to looking at them both as separate. Often times people see these as two very different things which have no place being combined when in fact they are best when you bounce the results off of each other and use them to improve each one. There is also just the fact that well data is data and it’s essential so having two ways to absorb this data is far better than just one. Most importantly these two searches give you an idea of turning views into paying customers based on what they like and what their searches are.

Which to Choose

While both are important to have it is important to know when to use each. Paid ads obviously cost money and can be expensive but they guarantee that you’ll have a much higher priority of order compared to those who rely on organic searches. Organic searches while not prioritized can still generate a large number of views due to just how many people are connected to the internet with millions on every day you have a pretty good chance that someone will match your keywords so well that you might get top of the page in which you can then use that data to work off of.

https://searchengineland.com/seo-vs-ppc-pros-cons-integrated-approach-274643

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Experimenting With A/B Testing and the Benefits it can have


The Use Case for A/B Testing


A/B testing has endless possibilities to help customize your website for any given time to help test theories or questions you may have. It does this by allowing you to add a customized website to the same URL then choose how often you want each site to come up when navigated to the URL. This can be vital in collecting data without fully committing to the change in case it is negative and you have to start all over again. This type of test also makes it much easier to compare side by side for instance say Best Buy wanted to experiment during Cyber Monday. This gives a very short time frame in which having to switch the entire website half way through would be very costly and you could risk it being buggy and not functional which would be detrimental to a company during this time. By doing A/B testing you can set the two websites to 50/50 and get realtime data while not having any data askew due to high traffic times or any technical delays.

Applying These Uses


One way this can be used is by experimenting with navigation on your site. Take Nike as an example they have all of their main navigation links at the top of the page, maybe they want to see if they can get longer session time per user if they move the navigation to the side so it always shows no matter where on the page they go. With A/B testing they can make this change to the website and then make it a 50/50 ration. Then when they look at their data from Google analytics they can compare the avg. session time to see which site kept customers looking for longer.

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Behavior Following Quality Content

Steps to Make Quality Content

When making content you really want to hone in on targeting your audience by thinking about their point of view and writing to interest them. This can be accomplished by figuring out what questions are being asked and what people are curious about as well as making sure that you focus more on the topic at hand and less about yourself. This will help your behavior flow as it will keep readers more engaged and more likely to read more on the next page or keep scrolling down. There are also other steps to help the ergonomics of your site, one being customizable URL when customizing a URL its important to make sure you don’t include dates and numbers that way you won’t have to keep updating it as you make revisions or fix more. The other tip would be to edit the text of your image as computers don’t know what images exactly look like rather they just read the data about it and being specific about what your images are can help direct traffic to your sites and pictures.

Applying the Concepts

In the future I plan to learn on how to edit alt-texts for images in order to make the SEO of my images easier to find and more specific. This will help bring in more traffic and generate more impressions.I will also wan to learn how to customize URL’s so the website looks more professional and there will be less revisions to do later on.

https://moz.com/blog/quality-blog-content

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Setting up a Campaign for Success

Only using tags and variables you need

There are many urls which you don’t need to tag for example if you have an analytics account and it is linked to an active Google Ads account then you wont have to tag your urls destinations if you have auto tagging enabled. If you are running paid ads though you will need to run tags in order to track them effectively. The main variables that you would want to keep track of would be Campaign Source, Campaign Medium, and Campaign Name. Campaign Term. 

Using them for your campaign

This would be very helpful for picking out very specific parts of ads you want to check. So say you have very successful ad and se a major increase in traffic but you want to see where all the traffic is coming from. This way you can see whether they are referral or organic searches. Then to get further into it you can see form which referral links are you getting the most traffic so you can help decide where to allocate more resources or funds to that area.

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How to Hit Your Target Audience

Figuring out your target

When deciding on what your target audience is going to be there are a lot of factors to keep in mind. For your affinity audience your goal is to find out what they are passionate about like hobbies or interests and try your hardest to appeal to them through those topics. This is a very popular method for sports stores such as Dick’s where there store is separated entirely by affinities with sections such as soccer, basketball, and lacrosse.

Applying the Concepts

Once a company has figured out a broad general affinity you can then break it down even further into custom affinities to really hone in on a certain group. One example of this could be for computers and you sell coolers but you don’t want to reach the broad audience for coolers instead you want to target people who use AMD cpu’s specially as you believe that’s where you can get the most customer satisfaction out of your product. Now that you’ve narrowed it down you can plan your advertisements accordingly. Some spots you might want to advertise would be the computers section on amazon or pc part builders websites. You can also advertise on apps such as streaming sites like Youtube or Twitch where you can really hone in on specific targets for Youtube like their Youtube Gaming section or for Twitch you could pick games that need a lot of power for graphics in which a cooler is very important.

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

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The Importance of Tagging and its Impact

What Users are doing?

Collecting this data with tags can be very important for instance if you track whether or not people are buying items after putting them in their cart. This can help you determine how to get people into the final step in buying the item. This is greatly used by Amazon as when I have an item in the cart but click off the website I receive an email in the next few days letting me know I have an item sitting in my cart. In doing so they plan to put my mind back on the product and maybe Ill buy it or they think that I have walked away from my computer and maybe just forgot about it so then it will remind me to purchase it.

Using Tags to Sell

Using tags to track what people are looking for can help to determine what is selling well and what isn’t. In the video below Ryan Stewart talks about how the difference between the keyword “flat lace” and “flat laces” is huge because this implies that they are looking for the type when they look for flat laces compared to just flat lace where they already have their mind set on the product.

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Report or Tool, Legacy Tools and what they can do for you

New and Old

The new tools have an obvious focus towards more modern technology for instance mobile usability report which obviously wouldn’t have been that useful years ago compared to now. This is because of how essential mobile phones have become in our everyday life. On the other hand the legacy tools have features which will always be useful and will very rarely ever need an update or replacement for example the remove URLs tool which is very simple. This is much like the undo button on Google docs or Microsoft Word it hasn’t changed throughout all the updates and it doesn’t need to because it’s a very simple task but will always be useful.

Adapting For The Modern World

In an article by Tyler Brown on “Bigleap” he talks about how the search console can help with URLs such as how Google will automatically detect issues that can cause duplication of content issues which can affect the data that is being recorded which can obviously have a very negative impact on . your business. As websites are becoming more and more complex with special features or animations it is important to have a system that can detect errors as websites back in the days required a lot less maintenance and were very bland as the technology just wasn’t there yet back then.

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Digital Analytics revealing the world the your organization

Digital analytics are crucial to your organization as they can tell you everything you need about your customer base. They help business to figure out what the consumer base desires so the company can better address those needs. This can really help with demographics as well to help make sure you hit your market segment because those are very important to optimize revenue.

The article above helps to support this as it talks about how analytics can help to hit your target demographic as well as what it can do to help you figure out the desire of the customers.