Getting the Most out of Google Analytics

Any company that engages in online marketing should have access to comprehensive analytics tools. Although countless tools of this type exist, few are more prominent than Google Analytics. Available in both free and paid versions, the web’s most popular analytics platform is utilized by small businesses and sprawling conglomerates alike. As the Arizona Daily Sun reports, you don’t have to be an SEO expert to glean valuable insight from G.A. However, just because your business uses Google Analytics doesn’t necessarily mean you’re using it to its full potential. If you’re interested in getting the most out of this celebrated platform, put the following tips to good use.


Create Custom Segments

In some instances, the default segments found in Google Analytics can’t provide you with the data you seek. Fortunately, taking the time to create custom segments can give you more in the way of specifics than their all-too-general counterparts. Unbeknownst to many G.A. users, custom segments are almost deceptively easy to create. With the help of the tool’s “Demographic” features, you can easily create segments for specific age groups, interests and genders. Once created, these segments are measured against overall visitor traffic to determine how certain visitor groups behave in comparison to others.

Pepper Your Reports with Annotations

If you frequently review your Google Analytics reports or have to explain said reports to the uninitiated, you’d do well to pepper your findings with annotations. In the context of this platform, “annotations” are notes added to explain rises, falls and slumps in traffic. As Digital Current explains, there are a multitude of reasons for which web content fails or succeeds – and understanding these reasons is the key to improving your digital marketing efforts. For example, if a thought-provoking blog post, feature article or video led to a sizable uptick in traffic, this is something you’ll need to make note of. Similarly, if bad press or an unsuccessful marketing campaign coincided with a noticeable fall in traffic, you’ll want to explain this in an annotation. In addition to making analytics reports easier for outsiders to understand, adding annotations whenever necessary ensures that you’ll be able to revisit old reports with ease.

Put the Data to Good Use

The detailed data generated by Google Analytics is essentially worthless if it isn’t put to good use. This is why it’s important to integrate your findings into future online marketing endeavors. To wit, if G.A. reveals that a certain type of content is able to generate interest from your target audience, take care to focus your energy on crafting content that’s similar in tone and subject matter. Likewise, after ascertaining the busiest times of day for traffic on your site, make a point of posting new content during those peak hours.

Staying on top of web analytics is very important – particularly for businesses with active marketing efforts underway. Provided it’s used properly, Google Analytics can prove exceedingly helpful in this department. Despite being the most widely-used analytics tool on the web, G.A. is seldom used to its full potential. By creating custom segments, annotating whenever necessary and putting the information you glean to good use, you can reap the full rewards of Google Analytics.

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3 Simple Ways to Increase Reposts and Shares of Your Social Media Posts

When you can build an engaged and active social media following, much of your marketing is done for you – at no cost to your company. The best way to build an active follower base is to encourage your existing followers to repost or share your posts so their followers see them, who might in turn repost them to their followers and so on. There are simple ways to do this while you’re still actively building your follower lists. It requires more effort at the start, but eventually the reposts and sharing will do the bulk of the work for you.

Tailor Your Post to Each Platform

Create business accounts on the most popular social media platforms. SmartInsights reports that Facebook, YouTube and Twitter are the social media platforms with the most users, although BufferSocial finds that Instagram is the platform that sees the most engagement. You can post similar things on each platform, but you should consider the audience and tailor the content appropriately. For example, while all social media posts do better with an image, posts do best on these social media platforms under different circumstances:

  • Facebook and Tumblr: Discussion questions (“When was the last time you cleaned your refrigerator?”), slightly longer posts (no more than 300 words – or a short tease and a link to longer content on your site), limited use of hashtags after the post (no more than five or so per post)
  • Twitter: Short content (one or two sentences), very limited use of hashtags (no more than one or two per post) woven into sentences, short videos
  • Instagram: Limited description of image (two to three sentences), copious amount of hashtags after the description (no limit but make sure they’re relevant)
  • LinkedIn: professional or industry-related content only, business to business demographic

Post at the Best Times

The more people there are who are actively using the social media platform when you post, the more likely the post is to grab their attention. According to BufferSocial, late afternoon to nighttime is the best time to engage social media users and get the most shares. Download a program that allows you to schedule posts throughout the day, with an emphasis on late afternoon and evening, so you don’t have to be on the clock when you post. Do your own research and see when people are responding to your posts the most – it may be at a different time than expected, especially if you’re a global company and your customers are awake at different times.


Offer an Incentive

Outright ask people to share your posts, but offer than an incentive to do so. For example, you can hold a giveaway and choose your winner from those who have shared your post. Or you can offer an exclusive discount on your social media pages and hope followers will want to share the good news. Before you hold a giveaway, though, check with each social media platform’s rules to make sure this is an acceptable use. (For example, Facebook no longer allows “liking” a page to be part of a contest entry, although you can still require visiting a page to be part of the contest and hope most will in turn hit the “like” button.)

Engagement is the cornerstone of any social media platform. If you’re posting and not getting any likes, shares or responses, you’re just talking to a wall. Encourage engagement with your followers and you’ll not only be able to rely on them to do some of your marketing, your company or brand will also become more accessible and liked by the public.

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How to Tailor Your Content Creation to B2B Marketing

Most marketers understand the sometimes subtle and other times more overt differences between marketing from one business to another and from a business direct to consumer. Most companies are either primarily one or the other, although there is sometimes overlap depending on what you sell. When it comes to content creation, the differences are mostly subtle but still extremely important. Make the most of the time and money your marketing department spends on content creation by acknowledging these differences and changing how you approach content marketing appropriately.Zero2hero2day.com_173040281

Reexamine Your Strategy Frequently

The Content Marketing Institute reports that 61 percent of the most effective B2B marketers meet with their content team daily or at least weekly. There’s no point in devoting weeks’ or even days’ worth of your marketing effort to strategies that aren’t panning out. Regular meetings with the head of the company or management will allow you to create a “think tank” where different departments can communicate ideas and feedback.

For example, in a B2B business, the sales team has the best relationship with both existing and potential clients. They can immediately tell the marketing department essential information like how a new client first heard of the company (Was it a piece of marketing content on the web?) and whether or not existing clients find the content useful. The marketing team can pass along short surveys to the sales team for clients to take to get an idea of the types of articles they’d be most interested in reading. The more often even existing clients visit your company website to read content, the more likely they are to think of your company and call for products or services.

Consider the Audience

According to the Social Media Examiner, B2B businesses are more likely to use blogging than B2C companies. This is because the niche blog is one of the most popular types of blogs. The potential reach of a niche blog is limited to those with an interest in the topic at hand, but at a B2B business, your targeted demographic is extremely limited to begin with. You need the decision makers at other companies to head to your site for industry-related content. Your content should offer something to this narrow but essential audience instead of general information.

Rely on Tips, News and How-Tos

When thinking up new ideas for B2B marketing, rely on three of the most common types of content:

  • News: What’s the latest innovation your company has announced? What kind of news in the industry as a whole could impact your clients?
  • Tips: Think of a problem that affects your clients and offer solutions – and make your products or services at least one, if not all, of the solutions. For example, if you provide HR services for small companies without an HR department, write about how to streamline the hiring process.
  • How-Tos: Like tips, but instead, you go into detail about how to use one of your products or services effectively.

Although the underlying goal is to promote your brand, remember that each piece of content must offer something useful to the niche audience that makes up your clientele.

When it comes to content creation, there is such a thing as too much content if it’s ineffective content. If you get into the pattern of producing original and relevant content correctly, you won’t have to update as frequently to see results. Try some of these strategies for tailoring your content creation to B2B marketing and observe the changes in traffic and conversion as a result.

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Web Analytics Tools Your Company Should Use in 2016

In the age of digital marketing, it pays to familiarize you with web analytics tools. Staying abreast of how many visitors your site receives, the most opportune times of day to attract visitors and the type of content that reels them in will prove tremendously helpful in your marketing endeavors. Fortunately, there are a number of readily-available analytics tools that will give your crew a clear picture of your visitor stats and provide suggestions on how to improve them. As Chron reports, keeping track of web statistics can result in increased traffic and financial rewards for your business. If you’re interested in stepping up your company’s analytics game, enlist the aid of the following tools.


In recent years, a program by the name of KISSmetrics has been giving the decidedly more popular Googlemetrics a Zero2hero2day.com_281791022run for its money. One of the key advantages of KISSmetrics is the ability to track individual visitor movements. This enables companies to stay abreast of how consumer behaviors and preferences change over time. Additionally, you’ll be able to keep track of the most popular referrers, which will help guide your forays into link building. People who aren’t particularly tech-savvy are sure to appreciate KISSmetrics’ convenient Timeline View, which presents complex data in an easy-to-grasp visual format. KISSmetrics comes with a 14-day no-commitment trial, with paid plans starting at $150. If visitor stats factor heavily into your online marketing efforts, the “basic” or “pro” level plans may be right up your alley. Fledgling enterprises, however, should be fine with the “starter” plan.

Open Web Analytics

“You have to pay for quality” is an adage that’s no longer invariably true. The digital age has seen the creation of countless freeware programs that offer many of the same features as their paid-use contemporaries. If you’re in the market for an informative analytics tool that won’t cost your company a dime, look no further than Open Web Analytics. With its simplistic, user-friendly design and interface, Open Web Analytics enables businesses to track and analyze visitor activity – although it isn’t quite as accurate as Kissmetrics, nor does it offer individual tracking. As an added bonus, OWA features built-in support for websites created with popular frameworks like WordPress.


If you want meticulously detailed accounts of how individual visitors interact with your site, Clicktale may be the analytics program for you. Like OWA, Clicktale is incredibly user-friendly – and like KISSmetrics, it presents complicated data in a manner that’s easy to comprehend. The program’s helpful Mouse Move Heatmaps will give you an advanced understanding of which elements are attracting the most attention from visitors, as well as which features visitors are engaging with the most. Furthermore, Clicktale’s handy site efficiency tools will prove useful in monitoring your site’s speed and identifying potential functionality issues.

Web analytics tools play an important role in guiding many companies’ online marketing efforts. As such, you should look for the best of the best when perusing available programs. Businesses on the hunt for detailed analytics would do well to consider all the perks synonymous with KISSmetrics, Open Web Analytics and Clicktale.


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Should Your Business Be on LinkedIn?

As a site where business professionals primarily go to post their resumes, job experience and industry-related news, LinkedIn isn’t in the same type of category as other popular social media websites like Facebook, Twitter and Instagram. Although your employees may choose to be on the site for their own reasons, you may wonder if it’s worth having an active business account on the site as well. The answer depends largely on your business.

Create a Profile

The Pew Research Center reports that 22 percent of the entire adult population (25 percent of adult Internet users) is on LinkedIn. To ignore this potential audience entirely would be a mistake. Create a profile for your company and encourage your employees to do so as well, especially the people in sales or anyone who interacts with potential customers. Your company may already be listed because of past and current employees’ profiles, and it’s better that anyone interested in your company sees a vibrant, informative profile page when they click on your company name instead of a blank, non-detailed default page. You’ll be able to link to your website and list all of your contact info and since you can incorporate industry-specific keywords into your profile, your page will rank higher in search engines.

Find Your Clients

According to Expanded Ramblings, LinkedIn enjoys 100 million unique visitors each month. Your current clients and potential clients may already be listed. Make a connection with them through LinkedIn and connect with other experts in the industry who might prove valuable assets. This is especially important if your business is a B2B (business to business) company that largely or exclusively sells to other businesses instead of the general public. If your company is B2C (business to customer), connecting with potential customers via LinkedIn becomes far too complicated and not worth the effort. However, it’s still helpful to connect with other professionals in the industry.

Cross-Promote Your Content

Most businesses simply don’t have the time to craft exclusive content for LinkedIn, nor will they see a return on their investment in LinkedIn that’s worth the additional effort. Rather than creating content specifically for LinkedIn in addition to the content you create for your website’s blog and social media profiles, use LinkedIn to cross-promote this content with all of your other profiles and your website. Every time you post a new blog or video, link to it from your LinkedIn profile. When you’re looking for customer feedback, ask for feedback from your LinkedIn connections in addition to your social media profiles. A LinkedIn profile is another platform for your content, and it will boost your presence on search engine results lists for terms related to your industry.

Every business should create a profile and encourage their employees to have their own profiles on LinkedIn, but how much time you spend engaging the LinkedIn community depends largely on your business model and target demographic. Most business to customer businesses won’t need an active presence on the site, but business to business companies may find the effort worthwhile. Just be sure to give your company’s other social media profiles more precedence.

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Finding the Right Content Writers for Your Business

Zero2hero2dayIt seems like every marketing guru you speak to these days stresses the importance of quality web content. When people visit your website, it’s important for them to see that you’re an expert in your field – and well-written, solidly-researched content can go a long way in that regard. Web content can also attract attention from prominent search engines like Google, making your site more accessible to prospective clients across the country. As Search Engine Land’s Mark Jackson points out, engaging content has to power to boost search a company’s search engine ranking and increase web traffic. However, in order to reap the rewards of good web content, someone will need to create it. Experienced content writers can prove tremendously helpful in this endeavor. Companies interested in bringing fulltime or freelance writers into the fold should keep an eye out for the following qualities.


One of the first things you should look for in a content writer is versatility. This means that an individual has written Zero2hero2day 2for a wide range of clients and has composed content on an equally wide range of subjects. However, if you only need this person to write content that pertains to a single subject, experience in that particular field should suffice. Furthermore, a dependable content writer will be able to fluctuate between different narrative voices and grammatical styles with aplomb. Whether your desired tone is authoritative, semi-laidback or completely casual, a seasoned content writer will able to deliver in spades.

Familiarity with SEO

If you’re in the market for SEO-oriented web content, look for writers who are familiar with search engine optimization. Writers who fit into this category will possess a solid understanding of what makes search engines tick, as well as how to grab their attention. Still, if the only strike against an otherwise gifted writer is a lack of SEO experience, consider educating him or her on the basics of SEO instead of moving on to the next candidate. Learning how to incorporate SEO elements into content isn’t terribly difficult, and an ambitious writer should be able to get the hang of it in no time.

Overall Dependability

Dependability is an important quality to look for in any type of employee, but it’s particularly crucial in the case of writers. Regardless of how large or small a writer’s workload is, he or she should regard previously agreed-upon deadlines as sacrosanct. Even if a writer is downright brilliant, continuously shrugging off deadlines is disrespectful, inconsiderate and just plain unprofessional. So before hiring content writers, make a point of checking their references and asking about their general dependability.

High-quality web content doesn’t just appear out of thin air. To ensure that your site is home to engaging, thoroughly-researched content, you’ll need to enlist the aid of seasoned content writers. To quote Digital Current’s Sasha Fedkevich, “It’s not good enough to create content just because everyone else is doing it.” As the demand for web content increases, so too does the number of people willing to write it. However, not all of these writers are equally skilled. Being mindful of the above-mentioned criteria is sure to simplify the content writer selection process.

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Marketing Your Company through Web Content


With search engine optimization (SEO) consistently growing in popularity, web content has become an increasingly prominent form of Internet marketing. In the past, many sites only produced content with the intent of hanging onto to their established customer bases, but in recent years, content has become a means through which new business can be attracted. Whether blog posts, feature articles or videos are your company’s web content of choice, they have the power to reel in prospective customers while helping you retain your existing ones – provided, of course, they’re properly produced. If you’re curious about how web content can be used to market your brand, consider the following options.

Composing Guest Posts

Guest posts are a great way to show off your content creation skills. If there’s a popular news site or blog dedicated to your specific industry, offer to whip up a guest post for them free of charge. As Moz’s Moosa Hemani explains, guest blogging is one of the most effective ways to build beneficial business relationships. Even though you won’t be requesting financial compensation, ask that a link to your company’s website be featured directly above or beneath the article. The significant uptick in traffic your website will experience will be payment enough. Make sure to put extra care into your guest posts, as their aim is to elicit attention from people who have never heard of your business. If you don’t feel up to the task of putting together engaging posts, delegate their creation to your company’s most gifted writers.

Hosting Guest Posts

shutterstock_288302747Guest posts can be doubly beneficial to your company. Not only can you increase your visitor stats by producing these posts, you can also reel in prospective customers by hosting them. Guest posts written by popular figures in your industry are practically guaranteed to bring scores of traffic to your company’s website. As an added bonus, having prominent individuals produce posts for your site helps give your business an air of legitimacy and drives home the fact that you’re a leader in your field. Even if you wind up having to pay the blogger a small fee, the positive attention your company receives should more than make up for the tiny fiduciary loss.

Plugging in Keywords


With web users placing an increasing amount of stock in search engine results, it’s in your company’s best interest to get noticed by Google, Yahoo! and other popular search giants. One of the simplest and most cost-effective ways to go about this is plugging keywords and phrases into your site’s text-based content. Suffice to say, effective keywords vary from business to business, but these terms should call attention to your industry, company name and current locale. If your business is relatively new to SEO and keyword integration, enlisting the aid of an experienced web marketing company can prove highly beneficial.

Thanks to the Worldwide Web, there’s no shortage of ways to spread the word about your brand. However, it should go without saying that not all of these methods are equally effective. Once thought to be negligible, company-produced web content now has the power to grow your business and broaden its reach exponentially.

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