Make It Loud- Digital Marketing Ninjas! Cliff Tillery, MBA
First and foremost…a shmoe B.S. In Journalism/Advertising Worked at the in-house ad agency down at America’s Mart M.S. in Counseling Education MBA in Management/Marketing
What do you want your website to do for your business? Sell things? Generate leads? Advertise stuff? Provide support? (solve problems) Brand your business? Give your business credibility? These objectives define what data is important to you
“The Matrix” All that you see isn’t all that’s there The have these things called “spy bots” that come crawl around on your site taking pictures and indexing those pictures in the Google servers When you search on Google, you’re searching through their photo album of the world. Not the world itself
Their goal: To provide the “best” search results for their users They define what the “best” is 90% of their revenue is made through Pay Per Click (PPC) PPC is what happens when you mix Ebay with search results They provide all kinds of helpful tutorials as long as you don’t mind the less than subtle nudge toward PPC
It’s FREE (we know how we feel about free, right?) It’s code you put on your website to help collect data about the performance of your website Do you do performance reviews on your employees? Consider your website one of your sales people. Google Analytics provide a way to look over your sales person’s shoulder
Visitors- New & Returning How many visits per month How many page views per month How many page views per visit Amount of time spent on the site per visit Bounce rate (how quickly viewers “bounce” off the page) Where traffic is coming from geographically What kind of device they’re looking at you with
What language they speak What operating system they’re browsing with What carrier their internet service is with What kind of phone they’re looking at your site with What they’re screen resolution is What age demographic your visitors are within Gender Interests Whether their pets are left handed or right handed…ok, I made that up Are you getting the idea of all the things you can learn here???!?!?
Most of the data collected by Google used to be seen as your private information The Panda update changed all that Panda was an engineer at Google who felt that the user metrics were an accurate reflection of how well designed the website is. Bad sites have high bounce rates, lower page views, less returning visitors, etc This turned all SEO nerds into designer nerds (nerds who dress better. Well, maybe not)
Audience Location Audience Engagement Device Used Traffic Sources Traffic From Social Media Bounce Rates Traffic Flow Site Behavior Conversion Data
That depends… Captain Obvious Says: “The more visitors, the better” With bounce rates, high numbers=bad With page views, high numbers=good Pages/per visit, high numbers=good Average visit duration (time on site), high numbers are good
How’d you like to see where people go on your site? Now, you can with In-Page Analytics Hover over elements on your homepage and you’ll see the percentage of visitors who clicked there along with raw data You can do this with any page on your site Another way to track where browsers are going on your site
Set up goals to measure how often people do little things on your site before getting them to do the big things Such as: ◦ Share content ◦ Watch a video ◦ Use a search feature (or any feature on the site) ◦ View special content ◦ Sign up for newsletter ◦ Juggle a porcupine ◦ Etc.
Look at what your data is telling you Step back and look with an objective eye Let the numbers tell you what’s working and what isn’t Fix what isn’t
We’ve developed a free tool that you can use to help you measure the effectiveness of your digital marketing. Go to: digital.makeitloud.net Take the free assessment. We’re beta testing this, so help us work out the kinks!
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Presented by Cliff Tillery Oct. 30 th, 2013 Thanks For Coming!