Mini Digital Media Guide

Sarah Business Card Front-01

Digital Transformation

How can your business utilize Digital Media as a tool to reach customers? You know Social Media works, you have seen your favourite boutique businesses blossom and become international heavyweights. You want a digital transformation now! How can you leverage these networks to your advantage as a small business owner? Let me show you.

Here is  quick compilation of ways you can make your online presence a success

1.) Custom URLS:

On Social Media sites, make sure your urls match, make it easier for your clients to find you on twitter if they already like you on facebook. Make your urls short and keyword rich.

2.) Market Research:

Know your niche audience, find out who they are, where they live, how they live their life and make purchases. This will help when it comes time for you to figure out how to market to them. Try this free Canadian site – or try think with Google

3.) Be Authentic:

Remain true to yourself and how you see your brand. It is what makes you different and special from all those same industry businesses. It is the most valuable gift you can give.

4.) Mobile Friendly Website:

Make sure that your images are sized correctly to convert for smartphone users. Have links to call on all your phone numbers. If necessary create a msite, or mobile version of your site that is less complicated. You are reading this on your phone right now aren’t you?

5.) Register on Google:

Create a Google My Business account. If this sounds complicated, it isn’t view my easy how to here: SarahVanMarketing Google My Business!

6.) Beware Bargains:

Are you buying designs on fivver or dealing with your cousin’s nephews girlfriend? Design work is how your customer will view you, your company and your brand. There is no price on the face of your business. I can help with logo or brand design, just email me!

7.) Schedule:

You need to be realistic, you might not have time to post twice a day. So schedule your Social Media posts using a website like Buffer or Hootsuite or Sprout Social. Or just hired someone to do it. I can help come up with a content plan customized for your business.

8.) Use Social networks you like:

Does LinkedIn frustrate you? Do you love the hashtags on Instagram? Pick the Social Networks that are right for you and your brand. Don’t overwhelm yourself at first. Although it is a good idea to lock in the usernames on these sites in case you wish to use them in the future.

9.) Don’t be a robot:

Make your content fun and interesting! Do not come across with a mechanical sales pitch! It is boring and people will unfollow.

10.) Custom Hashtags:

Think of Custom Hashtags for your business that you will always use:

#yourbusinessname #yourcity, #yourbusinessneighbourhood, #yourproducts #yourproductnames

If you need a hand with any of these tips shoot me an email!




Use Google My Business to drive customers to your website!


Just Google it…

Google it! Your Search Engine Result is one of the main ways customers search for your business, or for products and businesses that match yours.

A Google Business Account is easy to build! In fact your customers may have already created one for you by leaving reviews or tagging your business in photos.

Step #1 Sign into your personal Google Account.

If you do not have a Google account you will have to sign up for one in order to create a Google My business profile.

Always write down your passwords in a safe place, try a file folder on your computer.

Create a Google My Business Account. Then create or claim your business listing.

Step #2 Market to your direct niche audience

Where are you located?  Perhaps an area of the City? Advertise to local Towns? Your Province? Country? International?

Step #3 Choose your delivery area

You can choose to list specific cities, postal codes, regions, etc. This can help boost your search results when people are using those same parameters.


You can choose delivery within a distance from your business address you have provided. 1000 Km, 20 Km, etc.

Step #4 Try to find the type of business that best suits your company

Choose from the provided list. It is not very detailed, but come as close as you can.

Step #5 Verify your Business

This can be done by postcard, or sometimes by email, or phone number. Be prepared to get that code!

If you want to be able to alter your business page, or alter that information you have already entered you will need to verify your account.

After you receive your Google My Business postcard, you can follow the directions to verify your location, and your right to post on behalf of the business.

Step #6 Verify your listing using the provided postcard

If you chose to sign up using a postcard delivered by Google just so you can have a letter from Google to show your friends and family it will arrive in about 12-15 days. Now you can control the options regarding your business. Update all your business information; profile pic (Company Logo), cover image, about us, hours of operation (holidays), website url, industry category, contact number & contact email. You can add details about your products and services, all which will help your search results.

Your customers can leave reviews on your Google page. Keep on top of contact as lower rated businesses will appear below higher rated ones.

If you need a hand figuring it out, please email me!



Google also has a free website builder where it will grab your information right from your Google My Business listing. You can customize the design a bit and publish it to the web. They have a few themes to choose from but your business must be verified in order to access or publish your Google website.
Good luck with your new Google My Business listing! If you need any help setting it up, or would like some custom images created please contact me!


Marketing, metrics

Marketing Analytics & Metrics – How to measure your ROI!

How to measure ROI using Analytics:

You are advertising online, hoping for a digital transformation. All your effort & planning for a digital campaign needs comprehensive ROI. (Return on Investment). Are you meeting your business objectives? What areas need improvement? Which keywords or SEO (Search Engine Optimization) Metadata Tags are working?

Here is a quick guide on how to understand all of the data coming your way, & using it to update your Google, facebook, twitter, linkedin, or other media campaigns.


Page Views: 

Page views tell you how many & which of your content pages your visitors are on. This can help identify the content that is performing best!

Unique Visits:

Page views data can be skewed by visitors who click through many pages or visit your site repeatedly. Unique Visitor stats tell you the overall size of your audience, & how many are repeaters.

Average Time on Page:

The Average Time on a page gives you insight as to whether people are quickly skimming your content or sticking around to consume it more slowly.

Email Opens:

How many people opened your email? At what time did they open it? This offers insight into the best time of day to send email & how effective your subject lines are.

Email Clicks:

Email Clicks on links within your email show which were the most popular. This helps you choose more clickable links.

Asset Downloads/ Form Completions:

How many times a potential customer fills out the form preceding the content completely with valid information.


Return Rate:

How many visitors are return visitors vs. new ones. Its good to have new & returning visitors, but you will have a different relationship with both.

Bounce Rate:

Bounce Rate is calculated based on 2 clicks; the ENTRY click, & the EXIT click. If both these clicks occur from the same page on your site. This is counted as a “Bounce” because, the reader didn’t click on other links to explore your site.

Pages Per Visit:

While bounce rate measures the people who leave, Pages Per Visit quantifies people who do stick around.

Unsubscribes & Opt Outs:

You can track retention of existing email list subscribers by keeping an eye on unsubscribes & opt outs. Similarly you will want to track new subscribers to see if you can grow your list at the same time.

Followers Count:

For Social Media; the primary means of retaining a visitor is receiving a “Follow” from them. This way they can continue to get updates & hopefully come back to your site.

Feed Subscribers:

Similar to emails you can measure the number of feed subscribers to gauge retention.


Social Media Shares:

What type of content motivates visitors to share.

Social Media Links:

You can measure likes or favourite’s as a way of estimating shares, since liked content often shows up on the feeds of friends & followers.

Email Forwards:

Not all forwards can be quantified as people can click forward within their email rather than on the “Forward to a Friend” button embedded in the email. Though you can use it to estimate.



The number of comments on a given piece of content can give a feel of engagement. Many conversations happen in blog comments. Always respond!

Session Duration or Dwell Time:

Session Duration is the length of time a visitor spends on your site during a visit across multiple pages.

Page Depth:

This shows you how many pages your visitors are visiting per session. Are they reading 1 piece of content & then leaving? Or are they very engaged & consuming several pieces of content.


New Leads Generation:

To find the number of leads generated use your marketing automation tool & CRM to calculate how many new leads came into your database after touching a piece of content.

Existing Leads Touched:

To find the number of leads touched, use your marketing automation tool & CRM to calculate how many leads in your database interacted with a piece of content.

Funnel Conversion Rate:

Which pieces of content helped convert leads lower into the funnel the most?


Pipeline Generated:

Using a first touch attribution model, you can gauge the total dollar value of all opportunities where the first touch of the lead associated with the opportunity was with a piece of your content.

Pipeline Touched:

You can determine the total dollar value of all the opportunities where the leads associated with the opportunity has touched a particular piece of content.

Revenue Influenced:

Look at the dollar value of revenue closed where the contact associated with the deal consumed one or more pieces of your content prior to converting.


Time to publish:

How long does it take to move from an idea to a published piece of content?

Content Throughput:

This refers to the content produced in a certain amount of time. Say Monthly or Quarterly.

Content Backlog:

Content Backlog will give you a sense of how quickly your readers are consuming your content. Compute the average number of days between posts divided by the average number of days since the last visit.

Production Cost per Piece or Post:

Calculated costs include staff time, or freelance invoices. This is useful for future budget & planning purposes.

Distribution Cost per Piece or Post:

Content distribution is measured by costs like time or money spent promoting on Social Media or using advertising networks, like Google or Facebook.

If you need help figuring out you analytics or digital tracking of social media, please send me an email!