A whitepaper from Elon Media Analytics Students. This paper describes some of the benefits of using Google Analytics to plan web content for small businesses.
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 WeeksEtix
When our in-house Lead SEO Specialist, Erika, pitched the idea of completing an SEO Audit Marathon, the first reaction from the rest of the team was obviously “challenge accepted.”
Rockhouse’s SEO Specialists got to work, and by the 4 week mark, all 25 participating clients received beautifully packaged and actionable SEO Audits in their inboxes. As we reflected on our key findings, we realized that we had developed best practices that could drive impact on ticket sales for anyone in the entertainment industry .
I traveled to Miami to learn SEO from one of the best. Once I was finally home from my deployment I started a meetup in my city. This is the presentation that I gave during that time. Hopefully you can receive some value from it.
Product Marketing by Numbers - Objectives, Goals and KPI frameworksJono Alderson
Product management should be data driven, consumer-centric, and informed by deep insights derived from tracking and analysing user behaviour at scale.
But this can only happen if you use a framework; if you've defined what 'good' looks like before you start implementing tracking and collecting data points.
I explore a couple of frameworks - including my own hybrid model - and share processes which overcome analysis paralysis and enable truly data-driven product development.
Digital Demand from Click to Close: Realigning Search Marketing for the B2B ...DemandWave
71% of B2B decision-makers begin their research with a search engine. Influencing the buyer’s journey at the first touch point is critical.
So, the question is how can you leverage SEO to build your sales funnel? Catch our webinar and learn 3 tips to get started!
25 MarTech Tools Used By Demand Marketing Game ChangersIntegrate
We Asked the Top 40 Demand Marketing Game Changers "What are three essential marketing tools in your toolbox?" Here are 25 powerful tech tools they’re using to take their organizations to the next level.
Award winning agency Impression shares advice, tips and guidance for online marketing for charities. Including:
The Not For Profit Environment - Introduction with Adam Bly
How to Use SEO to Drive Audience Engagement - Chloe Fair
Social Media Advertising for Not For Profits - Charlie Byrne
Purpose-Driven PR: How Not-For-Profits Are Leading The Way - Jess Hawkes
Google Analytics 100% (not provided) - what does it mean? Crafted
Google recently turned 15 years old, marking the occasion two significant developments that will be
of interest to, and affect, anyone using Google Analytics. One shift now obfuscates all keyword data from natural, or organic, search traffic (commonly a goal in an SEO campaign).
In this resource document we will give you the background on the stopping of all organic keyword data and in what ways it will affect digital marketing campaigns.
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 WeeksEtix
When our in-house Lead SEO Specialist, Erika, pitched the idea of completing an SEO Audit Marathon, the first reaction from the rest of the team was obviously “challenge accepted.”
Rockhouse’s SEO Specialists got to work, and by the 4 week mark, all 25 participating clients received beautifully packaged and actionable SEO Audits in their inboxes. As we reflected on our key findings, we realized that we had developed best practices that could drive impact on ticket sales for anyone in the entertainment industry .
I traveled to Miami to learn SEO from one of the best. Once I was finally home from my deployment I started a meetup in my city. This is the presentation that I gave during that time. Hopefully you can receive some value from it.
Product Marketing by Numbers - Objectives, Goals and KPI frameworksJono Alderson
Product management should be data driven, consumer-centric, and informed by deep insights derived from tracking and analysing user behaviour at scale.
But this can only happen if you use a framework; if you've defined what 'good' looks like before you start implementing tracking and collecting data points.
I explore a couple of frameworks - including my own hybrid model - and share processes which overcome analysis paralysis and enable truly data-driven product development.
Digital Demand from Click to Close: Realigning Search Marketing for the B2B ...DemandWave
71% of B2B decision-makers begin their research with a search engine. Influencing the buyer’s journey at the first touch point is critical.
So, the question is how can you leverage SEO to build your sales funnel? Catch our webinar and learn 3 tips to get started!
25 MarTech Tools Used By Demand Marketing Game ChangersIntegrate
We Asked the Top 40 Demand Marketing Game Changers "What are three essential marketing tools in your toolbox?" Here are 25 powerful tech tools they’re using to take their organizations to the next level.
Award winning agency Impression shares advice, tips and guidance for online marketing for charities. Including:
The Not For Profit Environment - Introduction with Adam Bly
How to Use SEO to Drive Audience Engagement - Chloe Fair
Social Media Advertising for Not For Profits - Charlie Byrne
Purpose-Driven PR: How Not-For-Profits Are Leading The Way - Jess Hawkes
Google Analytics 100% (not provided) - what does it mean? Crafted
Google recently turned 15 years old, marking the occasion two significant developments that will be
of interest to, and affect, anyone using Google Analytics. One shift now obfuscates all keyword data from natural, or organic, search traffic (commonly a goal in an SEO campaign).
In this resource document we will give you the background on the stopping of all organic keyword data and in what ways it will affect digital marketing campaigns.
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
Want to make the most out of your content marketing investment? Then consider repurposing your old content.
Maximizing your existing content can make a lasting impact – all while streamlining your content creation, gathering audience data, and saving resources.
Learn how repurposing content can help your marketing team maximize demand generation results while saving time and money.
In this presentation, we’ll walk you through:
- Top suggestions for creating premium content that will fuel your demand gen cycle and deliver the conversions you’re looking for.
- Best practices – drawing from ScribbleLive’s own engagement strategies – that effectively scaled their content and drove stellar results without draining resources.
Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth?
The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals.
You'll learn how to:
Slice your data to find new growth opportunities
Validate ideas with simple tests before committing to expensive initiatives
Use data to drive product changes that maximize growth
You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.
"Content is king." This phrase has been greatly emphasized by SEO professionals in the past. But it’s no longer the case.
In today's world, content alone will not win in Google's SERPs.
Watch this sponsored Search Engine Journal webinar and learn more about the evolution of Google search and how to get to the top of the rankings in the current landscape.
In this presentation, you will:
- Understand the recent Google algorithm, AI, and policy changes.
- Learn how to scale your online presence in the new Google landscape.
- Expand your priorities to ensure you are ready for 2022.
It’s been an active year for Google. Multiple updates over the past three months have led to significant changes to the way SEO and companies manage the quality of their website.
Jordan Koene, Strategist and Advisor for Searchmetrics, will walk you through different ways that will help you future-proof your SEO strategy.
Your ultimate guide to Google Analytics Remarketing.
Find out how Google Analytics is working and what are GA Audiences. Understand which signals to use, how to create Audience lists and and leverage GA capabilities for advanced uses cases such as cross-device Remarketing, CRM-based Audience Lists, Email-based Retargeting, etc ...
Setting Yourself up for Success: Building an Analytics Schema and Data Dictio...Kissmetrics on SlideShare
If you're considering making the switch to identity based analytics so you can track not only what is happing on your site/app but also who is doing it, then you need to make sure that you set up your data collection correctly.
We'll show you some tips for building an analytics schema and data dictionary so that you can manage your implementation with less trouble. We will discuss:
Surfacing key business questions to inform your metrics
Creating an analytics schema to describe all your events and properties
Adding a data dictionary so that the entire organization will be on the same page
Best practices for adding properties to the user identity to track events for easy report generation
Proven Local Marketing Strategies to Drive Customer Experience & ROISearch Engine Journal
Today's consumer is looking for more personalized, meaningful brand interactions. How can you better connect in their most receptive moments to maximize your marketing ROI?
In this webinar, Dan Dillon, VP for Marketing at Reveal Mobile, shares five proven marketing campaigns you can use right now to run hyperpersonalized campaigns and reach high-intent audiences.
You will learn:
- Strategies to get customers back into stores.
- Top-performing CTAs for hyperpersonalized ads.
- How to implement geofencing marketing on Facebook.
- Targeting tactics to retain customers and win market share.
- How successful brands use geofencing to create exceptional experiences and drive ROI.
Dillon provides a data-rich view into how digital marketers use geofencing and location-based marketing so you can benchmark your own efforts.
As technology infuses itself into live experiences, event marketers are often left with a sea of meaningless metrics. This presentation, originally presented by Ben Grossman at EventTech 2013, outlines the three types of measurement that actually matter (ROI, KPIs and beyond), how to make marketing measurement happen and why doing it will make you a better marketer. Topics covered include measurement methodology, optimization opportunities and benchmarking.
How to Outsmart Your Competitors & Win Market Share Using Location DataSearch Engine Journal
More than 80% of marketers use location data to improve the performance of their campaigns.
Location-based ads accounted for $26.5 billion in media spend last year, a figure that’s expected to grow more than 40% by 2022.
While location-based marketing is widely practiced, understanding and effectively using location-based audiences remains a challenge for small to mid-sized agencies and brands.
Digital marketers are faced with a myriad of tools, jargon, and technology that makes what should be a straightforward process more complex than necessary.
Discover how to use location data to acquire new customers and steal market share from your competitors.
In this presentation, you will learn:
– The technology behind location-based marketing.
– What industries and market segments location data is best suited for.
– Practical use cases and actual case studies you can use to execute your own geotargeting and geoconquesting campaigns.
– The core capabilities you should look for when choosing a location-based marketing solution, including important privacy considerations.
Bonus: We’ll share key questions you need to ask location data providers to ensure you get the highest quality location data possible.
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
Want to make the most out of your content marketing investment? Then consider repurposing your old content.
Maximizing your existing content can make a lasting impact – all while streamlining your content creation, gathering audience data, and saving resources.
Learn how repurposing content can help your marketing team maximize demand generation results while saving time and money.
In this presentation, we’ll walk you through:
- Top suggestions for creating premium content that will fuel your demand gen cycle and deliver the conversions you’re looking for.
- Best practices – drawing from ScribbleLive’s own engagement strategies – that effectively scaled their content and drove stellar results without draining resources.
Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth?
The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals.
You'll learn how to:
Slice your data to find new growth opportunities
Validate ideas with simple tests before committing to expensive initiatives
Use data to drive product changes that maximize growth
You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.
"Content is king." This phrase has been greatly emphasized by SEO professionals in the past. But it’s no longer the case.
In today's world, content alone will not win in Google's SERPs.
Watch this sponsored Search Engine Journal webinar and learn more about the evolution of Google search and how to get to the top of the rankings in the current landscape.
In this presentation, you will:
- Understand the recent Google algorithm, AI, and policy changes.
- Learn how to scale your online presence in the new Google landscape.
- Expand your priorities to ensure you are ready for 2022.
It’s been an active year for Google. Multiple updates over the past three months have led to significant changes to the way SEO and companies manage the quality of their website.
Jordan Koene, Strategist and Advisor for Searchmetrics, will walk you through different ways that will help you future-proof your SEO strategy.
Your ultimate guide to Google Analytics Remarketing.
Find out how Google Analytics is working and what are GA Audiences. Understand which signals to use, how to create Audience lists and and leverage GA capabilities for advanced uses cases such as cross-device Remarketing, CRM-based Audience Lists, Email-based Retargeting, etc ...
Setting Yourself up for Success: Building an Analytics Schema and Data Dictio...Kissmetrics on SlideShare
If you're considering making the switch to identity based analytics so you can track not only what is happing on your site/app but also who is doing it, then you need to make sure that you set up your data collection correctly.
We'll show you some tips for building an analytics schema and data dictionary so that you can manage your implementation with less trouble. We will discuss:
Surfacing key business questions to inform your metrics
Creating an analytics schema to describe all your events and properties
Adding a data dictionary so that the entire organization will be on the same page
Best practices for adding properties to the user identity to track events for easy report generation
Proven Local Marketing Strategies to Drive Customer Experience & ROISearch Engine Journal
Today's consumer is looking for more personalized, meaningful brand interactions. How can you better connect in their most receptive moments to maximize your marketing ROI?
In this webinar, Dan Dillon, VP for Marketing at Reveal Mobile, shares five proven marketing campaigns you can use right now to run hyperpersonalized campaigns and reach high-intent audiences.
You will learn:
- Strategies to get customers back into stores.
- Top-performing CTAs for hyperpersonalized ads.
- How to implement geofencing marketing on Facebook.
- Targeting tactics to retain customers and win market share.
- How successful brands use geofencing to create exceptional experiences and drive ROI.
Dillon provides a data-rich view into how digital marketers use geofencing and location-based marketing so you can benchmark your own efforts.
As technology infuses itself into live experiences, event marketers are often left with a sea of meaningless metrics. This presentation, originally presented by Ben Grossman at EventTech 2013, outlines the three types of measurement that actually matter (ROI, KPIs and beyond), how to make marketing measurement happen and why doing it will make you a better marketer. Topics covered include measurement methodology, optimization opportunities and benchmarking.
How to Outsmart Your Competitors & Win Market Share Using Location DataSearch Engine Journal
More than 80% of marketers use location data to improve the performance of their campaigns.
Location-based ads accounted for $26.5 billion in media spend last year, a figure that’s expected to grow more than 40% by 2022.
While location-based marketing is widely practiced, understanding and effectively using location-based audiences remains a challenge for small to mid-sized agencies and brands.
Digital marketers are faced with a myriad of tools, jargon, and technology that makes what should be a straightforward process more complex than necessary.
Discover how to use location data to acquire new customers and steal market share from your competitors.
In this presentation, you will learn:
– The technology behind location-based marketing.
– What industries and market segments location data is best suited for.
– Practical use cases and actual case studies you can use to execute your own geotargeting and geoconquesting campaigns.
– The core capabilities you should look for when choosing a location-based marketing solution, including important privacy considerations.
Bonus: We’ll share key questions you need to ask location data providers to ensure you get the highest quality location data possible.
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
How Can You Step Ahead In Search Engine Optimization With Data MiningKavika Roy
You have probably heard, used, and perhaps even overused those buzz words as you persuade consumers how to take their business to the next stage. The terms are more than just the effective aspect of your sales pitch. However, their apparent popularity is an indication that in pursuing digital marketing and search engine optimization, we have entered a new age. In this article, we are going to dive in to unpack the words, research their importance to SEO, and go over some best practices to say a data-driven SEO story.
https://www.datatobiz.com/blog/search-engine-optimization-data-mining-approach/
Discover the evolution of Google's "not provided" situation, the reasons behind this change, the implications and, most importantly, find out what to do to adjust to the new situation.
Top ten reasons to build out your Google My Business page:
1. It's free
2. It helps customers find you
.
.
.
7. Insights, stats, and analytics
8. You can also track traffic
and more.
This document is intended to give CIPR members insight into how Google Analytics can be used as a broad based measurement platform to help better demonstrate the value of PR and comms activity.
SEO Reporting 1ON1 Presentation for MeetupBruce Jones
As a business owner, it's essential to determine whether your website is successful. After all, your website is the face of your business, and you want to make sure that it's attracting attention and ranking well in search engines.
Luckily, there are tools that can help you measure your website's SEO success. By tracking things like your rank in search results, your visibility, and the number of visitors to your site, you can get a clear picture of how well your website is performing.
With this information in hand, you can adjust your SEO strategy accordingly and help ensure that your website is getting the attention it deserves.
You plan your marketing and are ready to execute. But how will you measure its success? This white paper will provide context, guide you through examples and help you:
> understand the basics of Google Analytics
> know what metrics to watch for your organization
> identify a successful campaign and its true value
Who's buying from your website? An intro to Google Analytics.Acuity Scheduling
This is the 8th installment of the Small Business Growth Strategies series presented by Acuity Scheduling, an online scheduling platform that helps thousands of small businesses save time and money.
Similar to Google analytics for small business (20)
White paper from Elon Media Analytics students. Blogging and microblogging is a key image-management strategy for athletes and teams. This paper describes some best practices for using Twitter analytics to optimize social media efforts in sports.
Social media can be a time-consuming, but worthwhile way for non-profits to engage with their constituencies. Learn practical tips from this white paper from Elon Media Analytics students.
This whitepaper from Elon Media Analytics students examines how smaller-budget cinema productions can use Snapchat as a way to generate buzz about upcoming films.
This whitepaper from Elon Media Analytics describes how more traditional news organizations can use the Snapchat social media platform for story telling and to engage potential younger audiences.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. 2
TABLE OF CONTENTS
Executive Summary…………………………………………….page 3
Introduction…………………………………………………...page 4
Increase Traffic Through SEO…………………………………….page 5
Better Understand Audience……………………………………..page 7
Optimize Web Presence………………………………………....page 9
About The Authors…………………………………………….page 11
3. 3
EXECUTIVE SUMMARY
Google Analytics is a completely free, easy to use tool that helps business owners optimize their online
presence. After a quick and simple install, Google Analytics will give business owners data and
recommendations in order to help them increase traffic to their website, better understand their
customers, and optimize their web presence overall.
Start using Google Analytics for your business right now by going to:
“google.com/analytics”
4. 4
INTRODUCTION AND BACKGROUND
Google Analytics is the industry standard for back-end analytics of websites, with over ten million websites using the
service currently. The free service gives websites a plethora of data that is nearly unparalleled in the industry. People who use
the service call it an “essential” part of their online efforts. Business who use Google Analytics are far better setup for online
success than those who don’t, no matter the company’s size. Analytics gives business owners easy-to-learn and understand
tools to make your business competitive in the digital media age.
Google collects it’s data using a tracking code that you
insert into the back-end of your website. All you the business
owner has to do is copy and paste the script into your website’s
code, and then you are good to go. Google then tracks who is
visiting the website, how much time they spend on it, which pages
they visit, just to name a few features. On the right, you’ll see a
sample dashboard, which is how Google will deliver the data to
you. Google Analytics also gives business owners the opportunity
to take advantage the massive amount of data Google has at its
disposable from it’s search engine. Google Analytics gives data on consumers broken down by almost every demographic
availible. To put it simply, what previously took entire consulting firms to figure out, now is done by just a few lines of code.
The best part is that the service is completely free.. The service gives you up-to-date reports on website data as well
as recommendations on how to maximize the website’s potential. For Business Owners in the digital age, using Google
Analytics is an absolute no brainer. Every small business owner should use Google Analytics in order to increase traffic,
optimize their web presence, and to better understand their audience.
5. 5
INCREASE TRAFFIC THROUGH SEO
Google Analytics can give any business the tools necessary to increase traffic to their website. Google provides
businesses with data on nearly every aspect of their consumer base, almost anything a business owner could want to know
about a their online audience is available through the program. But even more important than knowing a website’s current
audience, Google Analytics will provide suggestions on how to grow that audience.
The biggest way Google Analytics can help drive traffic to a website is through SEO, or Search Engine Optimization.
Google is the world’s foremost search engine, and partnering with the company for analytics provides businesses with an edge
in the incredibly competitive SEO market. An overwhelming amount of studies have shown that consumers are very unlikely to
go past the first page of a Google search, so making sure your website comes up near the top of a search results is of the
utmost importance for a Small Business owner. Search Engine Optimization is the practice of making sure your site ends up on
the top of the list. Google accomplishes this through keyword optimization. The service collects data on what search terms
consumers are using to find your website, those are called keywords. Google will then help the small business owner make
sure each of the website’s pages is tagged with the keywords that have proven to be most successful. They will also help you
determine which tags are not working, and need to be
rethought in order to perform better.
On the right is a sample of a Google Analytics
report page. On the bottom right-hand corner, is a sectioned
labeled “Keywords”. These are the terms people are using to
find your website. You’ll see exactly how many people are
using those terms to find your website, and what percentage
6. 6
of your traffic those people make up. For most small businesses, a very large percentage of traffic comes from online search
engines.
That’s why staying being on top of SEO is crucial towards a website’s success, and the easiest way for a small
business owner to do that is through Google Analytics. Through keyword analyzation and optimization, as well as audience
research, all of the tools for success are at the fingertips of the small business owner. In the digital media age, SEO can
make-or-break a business, and Google Analytics gives small business owners an unquestionable leg-up on the competition.
7. 7
BETTER UNDERSTAND CUSTOMERS
Understanding your customers is a vital part of being a business owner and can pay dividends down the line. Google
analytics can inform you on the geographical location of your customer, the search terms they used to find your site, how often
they visit your site, and the places they traveled to on your site. By analyzing this data, and which social media outlet your
customers use the most, you can get a better understanding of who exactly your customers are, both in real life and online. This
will help you engage your customers more effectively through your website by being able to tailor your website specifically to
your customers. Now, you may have noticed that
infamous buzz word “engagement” and stopped because
you weren't quite sure what it meant, but ironically
enough that's exactly what engaging content does.
“Engaging content offers something new: a new
perspective, an unexpected laugh, bits of knowledge, or
something helpful, inspiring, or entertaining. Engaging
content gives your reader a peek at something he or she
hasn’t seen before, but can relate to in some way.”
Google Analytics provides business with tons data on
your customers, including age, browser, mobile platform, gender, and geographical location (As seen in the sample report
above). This data will allow business owners to know who is visiting their website, and whether that matches up with your
company’s target audience. A target audience is a particular group of people that have been identified as the intended
recipients of an advertisement or message.
8. 8
“Too many companies measure social media marketing success by only counting esoteric measures such as “Likes”
and Followers.” Unfortunately, these measures don’t go far enough to demonstrate a proper ROI (Return On Investment) which
is a way to formulate the efficiency of a product or a strategic campaign is worth the money to implement. This is why it is
critical to understand where your customers are actually engaging with your content so your not spending $10,000 on
advertising on your Facebook only to find out that your Facebook isn’t actually referring any users to your site. By using Google
Analytics, you will be able to analyze the social media habits of your consumers, allowing you to more effectively communicate
with them and better advertise your brand. This will allow you to save money, time, resources and give your customers an
engaging and effective experience.
Now that you have identified your customers and better understand their needs, you can now begin strategizing on
how to get the most out of your social media campaigns. A social media campaign is a coordinated marketing effort to
reinforce or assist with a business goal using one or more social media platforms. One thing that you should keep in mind as
you develop your campaigns is that while Google Analytics provides real-time data on your site, measuring the impact of your
social media campaigns aren’t as reflexive as some of your other data and will require monitoring for the better span of a
month. You should also focus on one social media campaign at a time and work from your most engaged social media outlet, to
the least engaged. That way you can be sure the data you are receiving correctly corresponds with the changes you are making
in social media.
9. 9
OPTIMIZING YOUR WEB PRESENCE
Optimizing your web presence is an ongoing process that never truly ends. However, by taking the time to analyze
your data and asking the right questions you can tailor your content to your customers to give them the best web experience
possible. Google Analytics provides powerful digital analytics for anyone with a web presence, large or small. Google Analytics
gives you constant feedback on how people get to your website and where your website needs improvement. It is truly a
powerful advantage for business owners to have.
There are a couple of easy steps to complete within the
Analytics program so the reports can be more specifically tailored to
your business. The first thing you should do is to choose your
business’s “industry,” “country,” and “company size” on the
application. You can find these options in the drop-down menus above
the report. Next, you should chose the “Search Engine Optimization &
Marketing Industry” option found under the “Internet & Telecom >
Web Services” dropdown menus. You should also check the “Web
Design & Development Industry” option, also available under the “Web Services” menu, so you can have access that data as
well.
Selecting these options allows Google Analytics to customize its reports and recommendations to your business. It
will also allow the program to focus on collecting data that is relevant to your business and industry. Google Analytics offers so
many different options when it comes to data collection, without a tailoring the experience towards your business it can be
challenging to figure out which data actually matters and what isn’t as important.
10. 10
Once you have Google Analytics running on your
site, you should start seeing data being collected. After your
data is done collecting you should start analyzing your data
and asking questions. This may seem simple at first, but
uncovering relative trends, and asking the right questions
that pertain to that data can be difficult. The reports that you
will be analyzing are multidimensional and will consist of
analyzing organic searches, referrals, sessions, page views,
page/session, avg. session duration, and bounce rate, etc. If
any of those terms are a little foreign to you, they are defined
on the table on the right.
Using this information allows you find out what interests your customers the most on your site, and what they are
missing. You can then start asking questions like “Why do my customers spend twice as much time on my mobile site than on
my website?” After you have figured out your questions you can now spend the time implementing solutions. When
implementing your solutions you should focus on a piece at a time, so that you can use Google Analytics to see if your changes
are making a difference. For example, if you noticed that the landing page for your app wasn’t getting as many views a your
website, or that your Facebook page isn’t pulling in as much traffic as your Twitter page then you would focus on either making
your Facebook page more engaging, or revising the web page for your mobile app, but not both. You should spend at least a
month on each campaign, because your social campaigns are not as reactive as other results that you get from Google
Analytics.
11. 11
Google Analytics is a powerful tool that allows your business to thrive online. It allows your business to make
informed decisions regarding your online presence, and get real-time, scientific feedback on those decisions. For a small
business owner, signing up is a no-brainer.
ABOUT THE AUTHORS
Jasper Pike
Jasper Pike is a Junior Media Analytics Major at Elon University. When he’s not watching
his hometown LA Clippers or writing about the latest TV show on his pop-culture blog,
Jasper spends most of his time trying to explain what "Media Analytics" even means.
Ifeanyi Obi
Ifeanyi Obi a senior at Elon University majoring in Media Analytics. He is the CEO and
founder of Our-Watch, a workout fanatic, and hip hop enthusiast.