Three tips to improve your online effectiveness
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We give you three tips to improve the things you probably already do online so why not optimise what you do and get the most return for your time investment. Google Analytics is free, so is KISSinsights so why wouldn't you use them to get more information about your visitors for free? Email marketing and Social Media Publishing and Monitoring are also an important part of building your brand and driving sales so we also talk about how to improve your practice here and introduce the Heliomail and FrisbeeSocial tools from StudioWorks.
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Three tips to improve your online effectiveness
- 1. Three simple tips to improveyour online effectiveness presented by Rad Dougall founder of
- 2. The tips 1 – Maximise Google Analytics 2 – Complete email campaign cycle 3 – Consistent social presence & monitoring
- 4. 3 tips for the price of 1 Traffic Sources > Search Engines Content >Top Content Report Custom Reporting
- 5. Identify frequent referrers Analyse online marketing effects Specifically PPC See where you need to improve Traffic Sources
- 6. See what your doing well Identify content visitors want Identify pages to improve Content > Top Content Report
- 7. Focus on metrics important to you Spend less time getting them Custom Reporting
- 8. Get Analytics View reports and act To-do for tip two
- 9. Complete email campaign cycle
- 10. 42% of business users check their business email while on holiday. 53% of business users check their email six or more times per working day. 34% of internet users check their email continuously throughout the day. 96% of internet users' main reason for being online is email. Do you use email campaigns? (Source: Forrester Research, and Jupiter Communications)
- 12. Quick overview report Easy to understand Easily see popular information Link activity report
- 13. Interest quickly dissipates Keep it short & to the point Optimise your title wording Make it scan friendly Link activity overlay 15% 33% 3 tips for improving email response rates or More sales from email marketing: improvements in 3 simple steps 5-8%
- 14. Useful insight into behavior Illustrates many of the basic email principals Heat map analysis (Source: Jackob Nielsen Research)
- 15. Email clients have varied skills Focus on users requirements Ensure compatibility Email client breakdown
- 16. Spot trends Analyse what works for you Improve again and again Compare > Spot trends
- 17. Look at the reports Feed back the data To-do for tip three
- 18. Consistent social presence & monitoring
- 19. Successful social presences Deal announcements Customer support Feedback Generate a positive brand image News
- 20. Empty pages Lack of focus No customer interaction Lack of thought Bad grammar Lack of personal / professional separation Pitfalls to avoid
- 21. CoTweet HootSuite FrisbeeSocial Social Media management tools
- 22. Multiple accounts Multiple users / staff Shifts Scheduling Reports Monitoring Monitoring
- 23. Update regularly Don’t leave your feeds dry Be transparent Be timely Make sure you have a focus for your channel Check weekly Monitor brand sentiment Quality check tweets Online content lives forever Separate personal & professional To-do for tip three Have a social media policy
- 24. To-do recap Complete email campaign cycle Maximise Google Analytics Look at the reports Feedback the data Get Analytics View the reports Act on the information Social Media monitoring Update regularly Check weekly
- 25. www.kissinsights.com Free visitor surveys Get direct feedback One more thing
Editor's Notes
- easily quickly simply this month without spending money - not a lotAgencies including us normally charge to set up / researchif you can start yourself, who wouldn’t give it a shot first before calling us in?As we go think about what you do currently how could you improveRemember more that can be done in each area I’m just giving you an ‘quick dip’If you find success we can help you further.
- 1 – reasons goals results2 – have it know about it use it3 – get reports act on them measure conversions4 – multiple device access mobile older browsers5 – use it consistently is it empty not sure why have it / need it
- Most websites have some form of metrics systemMost of those are running Google AnalyticsI am assuming you already have this if not - fear not it can be done easily
- 3 reports you need to use1 – setting up YOUR goals and measuring them2 – what sources are working for YOU3 – what content is popular / not4 – going a little deeper with customisationReports are complex without experience need a little time understand the platformhappy to answer questions after this event
- Rads.me.uk -> meetdraw post – how helps local digitaltwitter worked best after direct links – could be untracked twitter1 - which to maintain / improve2 - e.g. tagged email campaigns – next tip- which ppc campaigns are working best
- Rads.me.uk and meetdraw postmeetdraw post was generating majority of traffic which in turn boosted traffic to homepage hugely
- FinallyIf comfortable with analytics encourage to look at building your own custom reportsEasy, guided, step by step, creation process
- Check you have itIf not enlist some help to get it operationalRemember your loginUse the 2 standard reports to begin withTry different promotional activitiesAct on the information
- Email marketing works for a variety of reasons...allows targetingis data drivendrives direct salesbuilds relationships, loyalty and trustsupports sales through other channelsbetter ROI than traditional direct marketingDo you maximise the opportunities with this medium? Get most bang for buck?Used Heliomail for examples Most platforms SHOULD offer this level of reporting6:30
- Why you need to pay attention to email marketing
- Assuming you already do email marketingSo you have a nice email….pay attention and measure the results?know how much each conversion costs you?improve your emails constantly
- Simple but full of useful informationWhat are they clickingThen…. Why are they clicking… is the link bold / red / large ? Does the “ FREE something “ link work or do your customers prefer “ get some money off ” ???
- Keep it short most important at top see prof cat descriptionOptimize your headlines - first two words of a headline are the most importantexample, a headline like "3 tips for improving email usability and response rates" could be rephrased as, "Email usability: 3 tips for improving your response rates".Get to the point – Most skip long-winded text, so decide if it's worth including
- Not available on Heliomail or others but gives idea of how to layout contentFocus the message - avoid covering too many topics and keep the message simple.Only have attention for a few secondsso make it count using a standout call-to-action.Make it scan-friendly – Limit copy to easily-readable paragraphsSelectively use images to reinforce your message, images often take less time to understandAlign to the left - little attention the right-hand column gets? accustomed to scanning from the top-left first
- good email marketing company test test testHate to admit outlook dominance as designer but cant ignore itNext tip on accessibility
- RememberTargeted campaigns generate more accurate resultsWork with your designer ( they should be a wealth of info on this topic )Green arrows symbolise waning interestmany just do the create & send phases
- Picked on these cause they are common culprits for lack of consistencyApplies to all forms of digital presence – website, email, social and advertising14:00
- Looking mainly at twitter but applies across the board – why have a social presence?Deals, offers and competitionsQuick customer supportProduct and service feedbackBrand awareness, loyalty and closer to customersPromote blogs, websites and other newsThese uses work becauseThe message is focusedResponses are timely – small news delivered at the right time – better than a whole report ages laterThey are constantly active channels
- Something for all companies to try now there is a free version – paid version also monitors facebook
- People like to put a face to the name – faces of Virgin and Apple?Not the same as “no press is bad press - Rather not have a presence than have a bad oneMore than a third of businesses check candidates social presence – stands to reason that they thoroughly check out you tooDo you have a social policy to control what your employees say about your brand?Remember online lives forever123people.co.uk – stumbled on artwork from 1st year uni 2002 still available even though my portfolio went years ago.
- 16:30
- Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma