50 Tools 50 Slides 50 Minutes!

50 Tools!50 Slides!50 Minutes?
50 Tools!50 Slides!50 Minutes?
@douglaskarr @dknewmedia @mktgtechblog @corpblogging
Text MKTG to 71813 to Subscribe to our Newsletter

Web Analytics
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Your Site
Many people focus all of their attention on their analytics applications to monitor the performance of their online marketing. The problem is that website analytics only provides a view into a tiny sliver of your visitors’ activities.

Analytics Misses
Behavior
Identity
Social
SERP
Website analytics miss search engine result page (SERP) activity, they miss the conversation that led visitors from social sites, and worst... they miss the actual identity of the people visiting your site. They miss....

Analytics Misses
Answers!

Paths to Your Site
Search
Ad
Social
Email
Web
Analytics paints a picture of simple paths to our site... but the reality is quite different...

Real Paths to Your Site
Ad
Search
Social
Email
Web

Make Paths
Ad
Campaign
Search
Keywords
Social
URLs
Email
Campaign
Web
Domains
It’s the website director’s job to develop those paths and point visitors in the right direction through hierarchy, navigation and design.

Visitor Intent
Not everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.

Track Paths
Landing Page
Ad
http://www.webtrends.com/Products/Analytics?source=display&detail=mktingtechblog
<a href="order.html" onclick="javascript:pageTracker._trackPageview('/special/mypage');">Order Now</a>
It’s the website director’s job to ensure that campaign tracking is in use so they can monitor the performance of those paths.

Set Goals
http://www.google.com/analytics
Those paths can be realized by implementing Goals within Analytics to monitor the path’s performance.

Funnels
Ad
Call-to-Action
Landing Page
Confirmation Page
http://www.google.com/analytics
http://www.clicktale.com/
And Funnels within Analytics to visually display the path’s performance.

Webmasters
http://www.google.com/webmasters
But what about SERPs? How does your search engine result perform on a SERP? That’s why we need Webmaster’s Tools.

SERP CTR
http://www.google.com/webmasters
We can monitor the click-through rate of our entries on a SERP using Google Webmasters... and adjust meta descriptions to improve CTRs.

Monitoring Rank
http://www.authoritylabs.com
We can use tools like Authority Labs to monitor our rank over time to see how site and content changes are impacting our search rankings.

User Behavior
http://www.reinvigorate.com
We can use tools like Reinvigorate to see if our users are actually using the paths that we build.

User Attention
http://www.eyetrackshop.com
http://www.clicktales.com
We can use tools to see how users view elements on a page and in what order.

Improving Rank
http://www.seomoz.org
http://www.gshiftlabs.com
http://www.brightedge.com
We can use SEO monitoring like SEOmoz, gShiftLabs and BrightEdge to help us improve our site’s optimization.

Keywords
http://www.semrush.com
Do you already rank on Keywords? Analytics only tells you the keywords that drew traffic, what about the others? SEMRush

Places
http://www.google.com/places
If we’re location-based, we can add our business(es) to Google Places and utilize their Analytics to monitor CTRs from geosearches.

Copy
http://www.tynt.com
We utilize Tynt to see how many times people copied content from our site and how it impacted visits and search. Tynt.

Social Monitoring
Other tools provide analytics, natural language processing and tools to monitor how your brand is talked about offsite as well as alerts to notify you of mentions.

Social Sharing
And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search).

Social Networks
How we think of networks:
The reality of networks:
Paul Adams, http://www.thinkoutsidein.com/blog/
Networks are evolving and becoming more segmented and complex. It’s necessary to utilize monitoring tools to keep on top of your company’s reputation.

Facebook Pages
Facebook insights has released a new version, supplying more information on reach, audience and content.

Social Tracking
Most social traffic, because of URL shorteners and redirects, shows up as Direct Traffic in your Analytics!
Use URL Shorteners that provide Analytics
Use Campaign Codes
http://bit.ly
http://www.hootsuite.com
Combined with Analytics campaign codes, we can use Bit.ly or Hootsuiteto track how social is impacting our site’s traffic.

Social Management
http://www.argylesocial.com
http://www.shoutlet.com
Social management suites let you view, report and publish your social activity from a single platform.

Social Influence
http://www.klout.com
http://www.appinions.com
http://www.followerwonk.com
And now tools are evolving to measure people’s influence and authority in the social space. Klout, Appinions, FollowerWonk

Social Analytics
http://www.pagelever.com
http://social.webtrends.com
Just as you measure on-site performance with analytics, now you can measure off-site analytics.

Social Segmentation
Visitor
Follower
Customer
Fan
Advocate
http://www.lithium.com
People that follow you want to be treated differently based on their dedication to you. Are you treating them differently?

Social Conversions
http://www.argylesocial.com
Tools like Argyle allow you to embed code on your site to measure actual conversions you’ve received by Social Medium.

Public Relations
http://www.marketwire.com
Tools like Marketwire allow you to check the stats of your Press Releases – measuring clicks and SEO visibility.

Email
Campaign
Content
List
http://www.delivra.com
Email and RSS Feeds also provide traffic that is often measured as ‘direct’. Using Analtytics for Email and Feeds is key.

Feed
http://www.feedburner.com
ERSS Feeds also provide traffic that is often measured as ‘direct’. Using Analtytics for Feeds is key.

Internal Search
Google Site Search
Turning on internal search and understanding what people are searching for within your site will help you improve your site.

Trends
http://www.google.com/trends
http://www.hashtracking.com
Beware of measuring day to day, week to week or even month to month. Your site’s traffic will change based on behavior that’s often outside of your control. Watch the trends.

Businesses
NameTag
Hubspot
Businesses can reveal themselves by identifying the IP address where the page was requested from!

Mobile
iPhoney – A mobile emulator
http://www.gomez.com/cross-device-website-compatibility-test/
Consumers are using the web on mobile devices more and more. Are you changing the user experience based on their device?

Tablet
iPad Peek – http://www.ipadpeek.com
Consumers are using the web on tablet devices more and more. Are you changing the user experience based on their device?

Segmentation
Google Analytics offers basic segmentation for your reporting. Are you segmenting based on prospects, customers, or your own staff’s interactions with your site?

Custom Reports
Google Analytics also added customer reporting.

Marketing Ecosystem
Content Curation

Aggregation
Tools like Twylah, Postana and Trunk.ly allow you to aggregate your own links and share them with others.

Curation Tools
Redux, Scoop.it, Curatedby, Keepstream, Qrait, Pearltrees, Bagtheweb, Storify, Equentia

Centralization
Twenty Feet, Webtrends Analytics 10 for centralization

Dashboards
Geckoboard integrates with hundreds of APIs to centralize your business KPIs

Content Optimization
http://www.webtrends.com/Products/Optimize
And optimization tools to dynamically change your site based on visitor behavior to improve overall performance.

Feed the Senses
Text
Audio
Video
Kinesthetic
Many people don’t read. Is your messaging paralleled in audio? Video? Are you providing some interactive tools?

Podcasts
You can monitor audio consumption with Analytics on Podcasts (Blog Talk Radio).

Videos
You can monitor video consumption. Vimeo and YouTube all offer video analytics with their packages.

Events
<a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play', 'Baby's First Birthday']);">Play</a>
Or you can program your own events in Analytics tools like Google.

What do I measure first?
What is a conversion?

Where do I measure?
Where do those visitors come from?

How do I measure?
How do I measure and monitor THEM?

Can you ask?
How do I really find out?

Thanks to Kevin Mullett for some tips!We help companies reach their marketing potential.Text MKTG to 71813 to Subscribe to our Newsletter
@douglaskarr
http://www.dknewmedia.com
http://www.marketingtechblog.com
http://www.corporatebloggingtips.com
doug@douglaskarr.com
http://trunk.ly/douglaskarr
You can find us on Facebook, too!

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50 Tools 50 Slides 50 Minutes!

by Douglas Karr on Aug 21, 2011

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