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  • May 24 / 2013
  • 0
Analytics, Articles

Tips for Online Marketing Analysis, Part II

funny-tip-jar2Hello there! Welcome to Part II of Tips for Online Marketing Analysis! Wednesday we gave the first  few tips of online market analysis. Keep reading for the rest!

 

“Tips for Online Marketing Analysis

 

…continued…

 

 

Modifying your keywords

After you have analyzed a decent amount of data, you can then begin to modify your keywords. Identify the keywords that are not converting well (those browsers are not initially searching for).

This will save you time in attempting to optimize words that are not making you money, and will augment your overall sales by identifying words that are worth your efforts.

 

 

How long are they on the site?

Online marketing is also concerned with how long a user stays on a site. If a high number of users leave your site within the first minute, then you know you must work on the look and feel of your site.

If users are staying but are not making conversions, then you know you must improve your ad copy or conversion forms.

 

 

Catalog conversions

As previously stated, online marketing employs both search engine optimization and pay per click activities. It is important to track times and region of origin of conversions more so for PPC purposes than SEO.

For instance, if you know most of your conversions take place during the work week as in the business-to-business industry, then it would be beneficial to lower the amount spent on PPC during the weekend hours.

In addition, you may see trends according to season. You could then alter your PPC or SEO practices depending on the traffic particular to that season.

 

 

Where are they coming from?

It is easy to know what pages are leading the browser to your site in regards to a pay per click campaign. It is much more difficult to determine this outcome when it comes to search engine optimization.

The search engines will place your pages in the results depending on a browsers search query; so, for SEO purposes, it is very important to know what page inspired the browser to enter the site. If they are landing on the page and leaving quickly thereafter, you know you must improve the copy and design of that particular page. In addition, if certain pages are never leading browsers to your site, then you know it is in need of some intense optimization.

 

 

Thanks for sticking with us! Hopefully you enjoyed our May series on Inbound Marketing. Contact us if this sounds like the kind of stuff your business could use (which it totally could…just saying…)

  • May 22 / 2013
  • 0
Analytics, Articles

Tips for Online Marketing Analysis, Part I

tips-graphicGreetings readers! Our last post introduced what online marketing analysis was and explained some of the basics and the tools you can use. For the rest of this week we are going to have a 2 part “tip” session. Trust us here at NSquared, you don’t want to miss these tips.

 

 

 

“Tips for Online Marketing Analysis

 

 

How well are you analyzing your Web site’s efforts? Analysis is important in order to gauge current efforts and to modify for future success. Read the following article for suggestions in measuring search engine optimization and pay per click campaigns.

 

How much work do you devote towards your Web site? Online marketing is a continuous process. It is not enough to build the site, create content, and hope for conversions; but, you must also analyze your data.

 

 

What are you doing to garner more conversions? You have to study your current conversions to incur more of them. It is necessary to analyze your site’s data. Online marketing is contingent on analysis.

 

 

The following article is structured to help you get a better sense of structuring your methods of analysis. Consider the following information.

 

Know what it is and what it is not

Online marketing is associated with search engine optimization and pay per click advertising. These two methods are not mutually exclusive, yet are not one in the same. It is important for an online marketer to make a distinction between the two.

Workers heading the PPC campaigns are interested in analyzing keywords, behaviors of visitors coming from affiliate sites, search engines hosting their ads, etc. Those interested in SEO attempt to leverage organic rankings. These workers are concerned primarily with content, building links, and other methods associated with achieving high, organic rankings on search engines.

 

 

Look for as much as possible

As aforementioned, a worker analyzing pay per click is interested in visitor behavior. What behaviors should you track? You need to track as many behaviors as possible. Look at the search engine, the particular campaign, the ad, keywords searched, how long visitors were on the page, if a visitor is a unique or returning browser, etc. Collecting all this information will make it much easier to make decisions later.

 

 

Make it more specific

Online marketing is interested in general and specific behaviors of browsers. It is just as important to track individual users as it is to track the general behaviors listed above.

Use cookies or other means to trail the activity of individual browsers on your site. This will be easier to do with your own site rather than an affiliate site.”

 

…to be continued…

 

 

 

Stay tuned for Tips for Online Marketing Analysis, Part II. Give us an email or holler if you’re interested in inbound marketing for your business. We’ll make it happen, seriously…

 

 

 

  • May 20 / 2013
  • 0
Analytics, Articles

Online Market Analysis

leo-cullum-i-love-market-analysis-fred-but-my-heart-s-with-the-world-wrestling-fed-cartoonKnow Your Stats

 

 

This week we are wrapping up our inbound marketing series. We covered everything from blogs and newsletters to social media. Now it’s time to discuss the final topic: market analysis. Blogs, newsletters, and social media are all things that can boost your business…but in order to take advantage of the best benefits possible, it’s important to tailor your strategy to what works. How do you know what works? Market Analysis…and in this case, online market analysis tools.

 

Analysis of Online Marketing Campaigns has a great, short snippet to get you started.

 

 

 

“Establishment of a Web Analytics System

 

 

The establishment of a web analytics system is the next step in the effective marketing analysis construction. We recommend using Google Analytics because it is free and easy to operate. It features great functionality to receive almost all necessary data.

 

 

The installationof this system consists of two simple steps:

  • Installation of Google Analytics code (simply adding several code lines to all pages of a site)
  • Setting of goals tracking. You need to follow your KPI here. For example, if you need to get data about the amount of new buyers and the quantity of goods in one purchase, you should set two goals: “New customer” and “Successful sale”.

 

Also you should define other reliable data sources (for example, Twitter, keyword research in Wordtracker, call-center software etc.). And it is better not to change ways of data gathering, because it can influence data reliability.

 

 

Some tricks that can help to organize tracking of the most common goals:

 

 

1) Calls tracking:

  • You may set up phone numbers depending on traffic sources
  • Your employee may ask users to perform certain action on a site (to press «Thanks for your call» button,  to press «CTRL+Enter») which will be defined as the purpose «Successful call»
  • A combined method (If the client names, for example, the product code during the call, a special script is executed automatically on his computer)

 

2) Tracking files downloads (price list, case studies, company profile …). The simplest way is adding “onclick” parameter to links with these files, which allows performing a virtual page view for Google Analytics.

 

 

3) Tracking registered users. If you want to monitor behavior of registered users you may assign users to “custom variables” in Google Analytics while registering on a site, and then segment these users depending on values of these variables.

 

 

 

Contact us if you want your inbound marketing tracked and optimized. Stick to what works!

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