by Ken Sethney, Kitsap SCORE
Trying to understand the effectiveness of your marketing efforts without access to measurable results means your business is flying blind.
Marketing data gives you the insight you need to make well-informed decisions about your marketing efforts and know how to adopt the right marketing efforts to drive the biggest return on your investment.
Reliable analytics will empower you to make data-driven decisions that improve the effectiveness of your marketing.
Just about every business needs an online presence regardless of what they sell. And, bringing customers and prospects to your website should always be one of your primary marketing goals.
Google Analytics is the website analysis platform most used by businesses to get real- time data for insight into how many people visit their website, who those people are, which products or services they’re most interested in, and much more.
Because of its ability to dig into the weeds of your web traffic, Google Analytics is one of the best tools for determining the effectiveness of your marketing and learning how to improve it. Fortunately, you don’t need to be a technology expert or SEO professional to use the platform.
By familiarizing yourself with how to pull some basic information, you can gain an understanding of how well your website is performing for your business. Even at its most basic level, Google Analytics is a tool that the non-tech savvy business owner can operate and benefit from exploring.
- Visitor Volume
See daily and monthly web visitor volume, monitor trends, watch ebbs and flows during
your marketing campaigns and compare traffic performance as time passes by.
- Average Time on Site
Track how long visitors stay on your website as well as which pages they view.
- Bounce Rate
Measure how many of your visitors quickly left your website after landing on just one
page. Visitors who leave quickly likely did not read your content and are not interested.
- New vs. Returning Visitors
Measure the ratio of new vs. returning visitors. This is useful data when measuring the impact of your marketing efforts on prospects vs. existing customers.
- Traffic Sources
Determine where your audience is coming from – from different websites and different
Set-up conversion tracking and measure the percentage of your website visitors who make a purchase, fill out a contact form, or take some other desired action.
There are so many tracking capabilities available to small businesses through Google Analytics and these just scratch the surface. One of the best is its comparison tool that allows you to compare data year-over-year to identify trends. This can be hugely helpful in planning your long-term marketing efforts. Google Analytics has the ability to give you better insight into your web visitors’ behavior so you can use make more strategic marketing decisions.
Fire up your analytics and start making more strategic, data-driven marketing decisions.
Even if you’re a non-tech savvy business owner, you can still easily make Google Analytics work for your business with the right support. There are many resources available to help small businesses navigate this tool and make sense of the data. One of those resources is your SCORE mentor.
For help with starting, growing or successfully exiting your business venture, contact SCORE — Mentors to America’s Small Business. SCORE is a nonprofit organization with more than 11,000 volunteers who provide free, confidential business mentoring and training workshops to small business owners. To contact Kitsap SCORE, email firstname.lastname@example.org or call 360-328-1380.
A website is a critical sales and marketing tool for just about every business. It’s a hub for product information, a conversion point for capturing leads, the holding place for marketing materials and company news, and many times serves as your potential customer’s first impression of your business.
However, before any prospect can interact with your website, they first have to find your website. This discoverability is the culmination of a strong SEO, or search engine optimization, strategy and an SEO expert behind the scenes.
Most business owners are digital marketing novices making it hard to know what you’re really buying when you hire an SEO expert.
If you’re like most business owners, you understand the role of an SEO expert from a high level but aren’t as familiar with the full scope of what’s involved or the time required. This makes it a lot harder to confidently hire the right SEO expert and forces owners to take these professionals at their word. Continue reading
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If you want your business to thrive and grow in this digital era, you need to have a strong online presence, especially if you work from home. Home-based businesses do not get foot traffic – unlike companies with stores or offices. But, the internet has leveled the playing field for entrepreneurs, working from home or elsewhere, so you have to take advantage of increasing your reach by improving your online presence. And the sooner you do it, the better. You don’t want to be left in the dust by your competitors, do you?
Here are six strategies to improve your online presence:
1. Create a Professional Website and SEO-Optimize It
Since you don’t have a shop or office accessible to the public, it may be difficult for people to find you. Therefore, investing in a website is crucial to you as a home-based business. Take note that it must look and function professionally. If it is designed poorly or has technical malfunctions, visitors might perceive your business as a scam. If you don’t have the budget to pay for an expert web developer, you can opt to build it yourself using drag-and-drop website builders – like Wix or Weebly — which are easy to use even for those without experience creating websites.
Once your website’s up and running, you need to optimize it for SEO. Basically, that means getting your site to rank higher on search engine results. Having a website that doesn’t show up on the first few pages of search engines – like Google or Bing – is like having a store in a ghost town that nobody sees or knows. To optimize your website’s SEO data, you need to create content that use keywords for the type of services or products you offer. Also, you will also have a higher chance of improving your site ranking if you have other websites linking to yours. There are plenty of tools that you can use to help you optimize your site for search engines.
Here’s an email marketing message from one of our Kitsap SCORE clients. His company is focused on protecting healthcare companies’ data from ransomware attacks. The message and call to action are simple. How about yours?
Dear __________________ ,
You may not think it could ever happen to your company, but with the prevalence of ransomware and the rise of malicious attacks, it’s now just a matter of when it will happen in your business. The best line of defense is to prepare and plan, implement the most effective technologies to protect data and then invest to train all of your employees on how to avoid potential ransomware attacks at all cost.
We have the solutions and the expertise to help your business get proactive and stop ransomware from becoming a disruptor to your day-to-day operations.
Let’s schedule a call to discuss how we can help.
John Benjamin | CEO
Cavu Networks | View Website
As the old adage goes, “A picture is worth a thousand words.” In reality, visual content like photos, images and videos are worth so much more in the grand scheme of your digital marketing strategy. Would you believe that you remember more of what you learn visually than what you read on-screen or in a book? In fact, studies have shown that people recall nearly 65 percent of the visual content that they see almost three days later; whereas, they only retain about 10 percent of written content in the same amount of time.
Of course, it goes without saying that written content is very important to your marketing program. A thoughtful mixture of written content and visuals will help your business show up more online, attract the attention of prospective customers, and convince and convert them into paying customers. For instance, on Facebook, images receive a 37 percent higher engagement rate than posts with text alone. Still not a believer? Here are 3 reasons to liven up your marketing with visual content. Continue reading
A growing number of self-proclaimed experts promise they can teach anyone how to make a passive income selling cheap Chinese goods in the internet’s largest store. Not everyone’s getting rich quick.
by Alana Semuels, The Atlantic, Jan 2, 2019
It was only after they’d sunk $40,000 and nine months of precious nights and weekends that Jordan McDowell and William Bjork realized how hard it is to make a passive income selling things on Amazon.
The couple had hoped to strike it rich—or at least quit their day jobs—buying goods from China and reselling them on the e-commerce site. Instead, they lost their savings. For that, they blame Matt Behdjou and Mike Gazzola.
In late 2016, McDowell and Bjork stumbled across a podcast hosted by Behdjou and Gazzola, normal guys who claimed they were making thousands of dollars working less than two hours a day on Amazon. The pair promised that anyone could do the same—all they needed to do was pay $3,999 for three months of coaching that would teach them everything they needed to know about the business.
They’d learn how to source and ship a product from China, how to list it for an attractive markup on Amazon’s third-party marketplace, how to advertise it to consumers, and how to get them to leave good reviews. Amazon would take care of the logistics of storing and shipping, for a fee, through its Fulfillment by Amazon program. Behdjou and Gazzola even provided class participants with a manufacturing contact in China, and organized paid tours of Chinese merchandise markets.
Read more here…
Search engine optimization (SEO) is more important than ever for getting found online—and getting customers to buy from your business. That’s because online search has become the primary way potential customers find local businesses.
Don’t believe me? A whopping 87% of people used a search engine to find a local product or service in the past month, the Local Search Association reports.
SEO was once a specialized skill that required hiring a professional to drive traffic to your website. Today, while SEO Is still somewhat of an art form, there are plenty of tools and tips you can use to improve your website’s SEO all by yourself—with excellent results. Continue reading