Author Archive
Web Marketing: Meta-Post on 18 Online Marketing Techniques
Internet Marketing Series
In July of 2008, I discovered Anita Campbell’s graphic on online marketing ROI, or internet marketing priorities. SCORE Chicago clients were coming to us, overwhelmed by all the different possibilities. They asked which were the most important, and which fit their types of businesses.
After seeing Anita’s graphic, I realized I knew about some techniques but not others. So I set out to explore each on behalf of small business clients of SCORE Chicago. In the process, I wrote this series of blog posts to provide basic links, further references and sometimes my own experiences. To make the posts fun, I tried to find YouTube videos as well as text explanations.
It’s taken me ten months to complete these 18 posts. I’ve now done podcasting, joined voting sites like Stumbleupon and Digg, signed up for affiliate programs. I’m on Facebook, Twitter, and MySpace. I’ve learned much more about email marketing, about search engine optimization.
I started out with a rigid format, but gradually changed it to provide meaningful, organized links and annotations. So, Anita, I’m a bit late but I’m turning in my assignment. (more…)
13 comments June 16, 2009
Web Marketing: What Advanced Google Analytics Tells a Marketer, and Questions to Ask Next
In a recent post, I talked about how a marketer can use basic Google Analytics data. Now I’m going to focus on some advanced slicing and dicing to help you better understand the behavior of your site’s viewers and customers using advanced features of Google Analytics.
Marketers can learn how many users take what steps towards goals (conversion tracking); what documents they download and links they use (event tracking); and what groups of users visit certain pages or take specific actions (segmentation analysis.)
GOALS AND CONVERSIONS
Marketers can set a goal by specifying the various pages a visitor has to click through to reach that goal. For example, a workshop signup goal might have these steps: workshop page, workshop description page, signup page, credit card page, and “thank you” landing page. This series of pages is called the funnel.
To set up a goal, go to your Aanalytics settings page, the page that lists the websites on which you have Analytics running. The column on the far right of the Website Profiles table is called Actions. Click Edit there to set up a new goal. Scroll down under Profile Settings, below Main Website Profile, to the section on Conversion Goals and Funnel. Add up to 4 goals there. To get the most use out of goals, use them in conjunction with Google Adwords campaigns.
Stats to focus on: goal abandonment and goal conversion rate
Questions to ask yourself: On what pages are customers abandoning the funnel, and what changes can you make in those pages to encourage them to take the next step? How many potential customers who click over from a Google ad actually complete the purchase? Is this number increasing or decreasing from earlier periods, and why? What can you change to increase it?
Links:
Google site: Goals and Funnels
7 minute video on How To Create Google Analytics Conversion Goals
Google Analytics Demystified: Goal Tracking and Funnels example of funnel and goal setup for an online store
3 comments May 19, 2009
Online Marketing: 46 Links to Promote Your Local Business Online
Graphic created with Wordle.net by Jonathan Feinberg
My theme today is local online marketing, with the emphasis on local. I’m covering local directories, local review sites, local ads, local social media strategies (i.e., how to use Twitter to promote locally), local blogs, and local search engine optimization.
Think of these links as a crash course in local target marketing on the internet. If the list overwhelms you, read only the contents of the first link in each section for key points.
But first, look at the table in this post, which document the shift from print to the web:
Relying On Print Yellow Pages? Most Local Customers Turn To The Web! - One takeaway: “Local business needs to ensure they’re measuring the web’s impact in their real-life activities. When people call by phone or visit a store — the top two actions after an online local search — is someone in the store asking about this? Asking about whether particular online sites were used may help local businesses better understand the potentially “invisible” drivers of traffic that they’re not aware of.” Credit:Search Engine Land, Greg Sterling.
Local Directories
Check your business listing for free at GetListed.org. See how your firm is listed right now on Google, Yahoo, Best of the Web and LiveSearch. If it isn’t, I suggest you use the links to those directories to add a listing now.
Google Autofills Photos & Videos in Local Business Profiles - As of April 2009, “Google is auto-filling local business profiles with photos and videos pulled in from other web sites.” He concludes, “If you don’t optimize your profiles, Google’s gonna do it for you.” Credit: Small Business Search Marketing. Matt McGee.
The Definitive List of Local Search Directories You Need To List With. – Links to 38 local search engines, directories, providers and 5 data suppliers. Discussion of the importance of online local listings. Instructions on how to write for search engine directories. Credit:eMarketing Matador.
Online Directories And Review Sites: Intro, Video and Links – My earlier blog post on the topic, with many how-to links and examples. Credit:Web 2.0 for Small Business, Peg Corwin.
Twibs A website that “gives Twitter users a place to find businesses on Twitter.”
10 comments May 12, 2009
Web Marketing: What Basic Google Analytics Tells a Marketer, and Questions To Ask Next
“What marketing questions can website statistics like Google Analytics answer? What should I do with this information?” Here are nine key marketing questions, the Google Analytics stats to get a handle on them, and some followup questions to pose.
I’m ignoring metrics from Google Analytics that help with site design, like browser usage and connect speeds. We’re talking hard-core marketing here.
In case you need a refresher before we start, here are links on basic definitions (clicks, visits, visitors, and page views), how to install Google Analytics tracking code, and an intro to Google Analytics.
VISITORS
1. Is traffic to my website growing, declining or stagnating? What are the trends?
Stats to focus on: Visits per period vs last period; absolute unique visitors per period vs last
Questions to ask yourself: Are numbers of visits and unique visitors growing, steady or declining? Do I see spikes when I run various campaigns and promotions? Because of technical limitations in tracking, trends are more meaningful than absolute numbers.
2. How useful are visitors finding the site? What are the trends? In essence, are users engaged?
Stats to focus on: Average pageviews, time on site
Questions to ask yourself: Are pageviews increasing or decreasing? What about visitor time on the site? If there are changes from last period, why? Are high pages views and time on site due to visitor interest or their difficulties finding what they are looking for?
3. Who are my visitors? Where do they live? Are they new visitors or returning?
Stats to focus on: Map overlay and new vs returning
Questions to ask yourself: Where are my visitors concentrated geographically? Does my copy need to be modified (language, jargon, pitches) to tailor the appeal? Which group is growing faster, new or returning visitors? Do I need to run new campaigns targeted to the slower group? How should I reposition product and service offerings on web pages to encourage visitors to return?
Sorry, no individual visitor emails from Google Analytics. You marketers already have data on user actions from other sources: email inquiries, mailing list signups, downloads if visitors register with an email, and of course purchases. Work on a system to add these client and prospect emails to your database. (more…)
Add comment April 14, 2009
Web Marketing: Moms In Business – Enter Competition, Maybe Get Free PR
Are you a mom with a business? Enter Startup Nation’s new competition and maybe get some free PR. The Leading Moms in Business Competition is “the one and only ranking focused on those ‘can do’ moms who run families and businesses at the same time.” Parkers Markers has entered, and so should you. (You can vote for Parkers Markers here.)
The competition will rank the top 200 mom-run businesses across America as determined by popular vote. It’s open to U.S.-based businesses only.
Benefits of Entering
Publicity. StartupNation will choose moms from among the finalists and create editorial feature stories about them. “Winners of the Leading Moms in Business Ranking will be part of a very high profile list that will be published and promoted widely in traditional media such as national and local TV, radio, in newspapers and magazines, and on some of the largest, most influential websites on the web, MSN and StartupNation among them.”
Engagement. When you enter, you can post your entry on your website and mention it in emails. This deepens your engagement with customers and prospects. “By encouraging them to vote for you and support your quest to be a winner, you provide them with an engaging and fun way to participate in your success. This can help you create deeper loyalty and affinity, which ultimately can lead to business opportunities and increased revenue.”
Credibility. If you win, you can display their emblem on your site. This is a point of pride and adds credibility to your business. “It’s a huge achievement to be selected from among the millions of moms in business, and your customers will recognize and respect this immediately.”
How to Enter
“To enter you must be a mom and be a majority owner of a business. You must also have a website for your business. No matter what industry, what business model, what size and stage, if you meet those three requirements, you are encouraged to enter.”
Enter here: Leading Moms in Business Competition
Selection Process
Enter by March 31, 2009.
Winners will be announced in early May, 2009.
Is it tough to be a mom with a business? Leave a comment & tell us how you do it.
1 comment February 10, 2009
Web Marketing: 34 Links On How To Promote Your Small Business on Facebook
Should your business have a presence of Facebook? What does it take to create a Facebook page or group for your biz? What do you do next to promote it?
First, let’s be clear that Facebook users log on mainly to hang out with their friends. They aren’t necessarily in a buying mood. But you can promote your business with low key networking or ads targeted at different demographics.
Here’s my latest roundup of links to posts and videos on how to do it. I include dates because Facebook’s software changes. (more…)
1 comment January 20, 2009
Web Marketing: Polite Promotions — What’s Naughty and Nice in Business Etiquette on Social Networks
Cake made from ZandaPanda Mold
How should you promote your product or service politely on social networks? That’s in essence Sandra’s question. Here’s how this ZandaPanda bakeware owner expresses it:
What bothers me somewhat is that everyone agrees that it’s bad form to try to market directly, but to me it also feels a bit deceitful not to. I very much like the idea of trying to offer something useful and being open and transparent, but then pretending that I don’t want people to buy my product feels a little false or manipulative. Sometimes I’ve just admitted that I’m shamelessly promoting my website or Facebook page and please become a fan. That feels a little more ‘honest’ even if it might also be a bit rude. What do you think?
I’ve surfed around and pulled together this advice for her, and for you too, as you network to promote your business. (If you’re a Web 2.0 pro, please weigh in on this advice.) (more…)
1 comment January 13, 2009
Managing: From Strategy to Execution – You Need An “Actionable” Strategic Plan to Get It Done in 2009
Want a strategic plan that you can understand? Need one that will actually help you run your business? Do you lack benchmarks to see whether you’re going where you want to go in 2009?
SCORE Counselor Bob Paul teaches a practical approach to business planning. Here’s his take on strategic plans for an existing business. He assumes you’ve got a business plan laying around somewhere that you’d like to dust off and put into action.
1) Reaffirm Your Mission, Vision, Values – “Choose the mountain you wish to climb,” Bob says.
2) Review and Update Your SWOT analysis - Define your products and your target customers. Analyze your internal strengths and weaknesses of your business, as well as the external opportunities and threats that you see when you review the economic climate, the industry and your key competitors. (more…)
2 comments January 6, 2009
Life Balance: Catch It Before It Falls to the Floor
I’ve just watched a video in Stanford’s E-Corner where Carol Bartz of Autodesk talks about balancing life and career.
Carol’s advice? Don’t expect short-term balance. She reminds us busy women that there is always see-sawing, that perfect balance is not sustainable in the short term.
“Just catch it before it falls to the floor“ she advises. If you’re conscious that you’ve ignored one aspect — your mother, your flowers, whatever, “just go do some of it.” If you’ve neglected your professional literature, sit in a room with the door closed for a half hour and read.
In the long-term, balance is important. Carol urges us to aim for a healthy mix between work and life over the longer run. This clearly requires setting priorities and regular planning: Sundays with the kids and no email. Tuesday afternoons for followup calls to propects. Improve order processing by January 1st.
Listen to Carol Bartz’ entire 43 minute interview, or see short videoclips of its segments, organized by topic, such as Managing a Balanced Life. In the Stanford E-corner, you’ll find more video and audio interviews with many big names, like Carly Fiorina, formerly of HP, and Marissa Meyer of Google. Men too, of course.
What do you think about short- and long-term balance? Share with me in a post, please.
2 comments December 30, 2008
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Strategic Commenting for Visibility in Your Niche, Brand Building and Website Traffic
My New Year’s resolution is to start commenting on selected blogs and contributing to relevant online forums. Why? To build our niche visibility, promote the SCORE brand and increase traffic on SCORE Chicago’s website and blogs.
Commenting gets you involved in conversations, expands contacts in your niche and brings traffic back to your blogs and sites. In Case Study: Power of a Blog Comment, learn how Jesse Heap of Pink Cake Box left a comment on the Small Business Search Marketing blog, which lead to Pink Cake being featured on a magazine cover. Similarly, blogger Marko Saric posted a comment on ZenHabits, a blog with over 79,000 RSS subscribers. This one comment brought him 230+ unique visitors in less than 6 days.
Here’s what I’ve learned from a web search on commenting do’s and don’ts:
Commenting Do’s
(more…)
8 comments March 3, 2009