Marketing

Use Google My Business to drive customers to your website!

google-my-business

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.

Or

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! Sarahvanmarketing@gmail.com

SVM

 

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! Sarahvanmarketing@gmail.com
SVM

 

Marketing, metrics

How to install Google Analytics on your WordPress website!

How effective is your companies Digital Marketing Strategy?

Tracking your audience to analyze behavioral patterns is easy with GOOGLE ANALYTICS. It is a fantastic measurement of KPI’s (Key Performance Indicators). Use it to monitor site behaviors & track visitors. Gain insight on website traffic, bounce rate conversions, user click-throughs and more.

All steps are laid out in the Google Analytics dashboard. Your sites metrics, segmentation capabilities for analyzing groups, creating custom reports for business specific metrics, e-mail based sharing & communication. It integrates perfectly with GOOGLE ADWORDS.

Step #1 Get a Google Analytics account.

Sign up! Always remember to safely store your passwords. If you do not have a Google account you will have to sign up for one in order to create a Google Analytics account.

Step #2 Choose what to track

Click on website.

Step #3 Enter all your business information

Account name, website name, website url, industry category, Country, & time- zone.

Step #4 Agree to Google Analytics terms of service

After you have confirmed, get your Google Analytics tracking I.D. or code.

Step #5 Copy your Google Analytics tracking code

I suggest leaving this tab open in case you need to return and re-copy it again.

Step #6 Choose which way to install your code into wordpress

A.) Functions File

This install directly into your wordpress theme. Using this route will add the code to every page of your wordpress site automatically. (Blogs included) Paste this code into your functions file.

<?php
add_action(‘wp_head’, ‘wpb_add_googleanalytics’);
function wpb_add_googleanalytics() { ?>
// Paste your Google Analytics code here
<?php } ?>

B.) Header & Footer Plugin

First you will need to install & activate a Header & Footer Plugin. Visit Settings > Insert Headers & Footers page. Paste the Google Analytics into the box labelled “Scripts in Header”. Don’t forget to click save before exiting.

C.) Monster Insights Plugin

MonsterInsight is the most popular Google Analytics plugin for WordPress. There is a free version & a paid version. The paid version has eCommerce tracking.  First install & activate the MonsterInsights Plugin. When you activate it, a new menu item labeled “Insights” to your WordPress admin menu. Visit Insights > Settings to configure the plugin settings. Authenticate your Google Account in order to connect Google Analytics to your WordPress site. The authentication popup will show you the line of code you need to copy. Enter it into your MonsterInsights popup. Click on the profile you would like to track.

Google Analytics will take 24-48 hours to show your stats

Visit your Google Analytics dashboard to review your data. Create your own custom reports!

Audience Tab will show you reports & help you understand your users.

Acquisition Reports explore where your users came from.

Behavior Reports summarize what your users do after they arrive on your site.

Conversion Reports show how well you’re doing against your goals.

Good luck with your new metrics tracking dashboard! If you need any help please send me an email! Sarahvanmarketing@gmail.com
SVM

 

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.

CONSUMPTION METRICS

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.

RETENTION METRICS

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.

SHARING METRICS

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.

ENGAGEMENTS METRICS

Comments:

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.

LEAD METRICS

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?

SALES METRICS

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.

PRODUCTION COST METRICS

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! Sarahvanmarketing@gmail.com

SVM