Nate Silver correctly predicted the electoral college results of all 50 US states the 2012 Presidential Election. His blog was the most visited page on the NY Times website during the election. This would make him the world’s leading political analyst, except he is a statistician. Despite stinging criticism from journalists and politicos who called him a ‘joke’ and his skill a ‘numbers racket’, Silver’s success shows that data does not lie.
If data can predict something as notoriously difficult to call as voting patterns, then figuring out people’s habits online should be easy. And it is when marketers make use of the analytics tools now available. Many social media sites have analytics features built in that businesses can access to track traffic to their pages.
The leading light in web analytics for marketing is Google Analytics. There’s so much information at your finger tips if you know how to use it. We at ChatterHound hold training workshops to help businesses use Google Analytics to make their online marketing more effective.
Contact us if you’re interested in learning how to track your online campaigns and make the most out of your website.
Google Plus now has 100m active users. It has been described as an information network where people can share and follow interests rather than a purely social site like Facebook. So how do Google Plus features stack up?
What are circles?
Google Plus allows you to group people into circles. This mean you can pick and choose which content to share with different circles. It’s not a new idea. We’ve always had different relationships with family, close friends and work colleagues, Google Plus just allows us to do it online. The default circles are Friends, Family, Acquaintances, and Following, and can be renamed at any time.
Circles are private. Nobody knows which Google Plus circle you’ve put them in. They can’t see the name of the circle or who else is in it. Somebody else may have you in a close friend circle while you group them as an acquaintance, they’ll never know.
When you Like something on Facebook all your friends can see it in your newsfeed for a while. But then other things are posted and your like gets buried . The difference with Google Plus 1 is that when your friends later do a Google search for that product or topic, your +1 will be displayed in their results. The buzz lasts. This makes a Google Plus 1 much more useful to marketers than a Facebook Like.
Facebook game and app invites constantly popping up on your feed can be very annoying. Google Plus instead has a games tab where people can check what others have been playing lately and then start competing with friends.
What does Facebook have over Google Plus?
700 million more users. At the moment Google Plus could be compared to a beautiful building with nobody in it. But as Google Plus becomes more integrated with search and SEO, it is only a matter of time before more people start to take advantage of it’s features. Google Plus hit 100 million followers a lot quicker than Facebook or Twitter. Is the next stop global domination?
Search engine optimization (SEO) and keywords have become central to any digital marketing strategy. But they only work when you have an insight into how people actually use your site. Using Google Analytics is the best way to achieve higher organic listings and more conversion on Google AdWords.
Google Analytics is the leading tool for monitoring traffic to your website. It provides a wealth of information about visitors to your site. However, many businesses struggle to interpret Google Analytics reports. Here are a few things to keep an eye on:
Social media referrals
Google Analytics reports can track whether you get more traffic from Facebook. Linked In, Twitter, Google + or Pinterest. You can then use this information to decide on which pages deserve more effort.
AdWords campaign tracking
If you’re a Google AdWords customer the reports will show you what people do on your website after they click on your ad. This is central to measuring conversions. Google Analytics show you whether your landing page is converting customers. If it’s not, you can change it.
Google Analytics shows which mobile devices are used most to access your website. You can then specifically tailor your mobile marketing efforts.
Google Analytics tracks which pages are more popular that others. Perhaps a particular blog post, product or service is getting a lot more attention than the others. You can measure this and respond accordingly. This is very useful if you rely on content marketing.
Google Analytics can show you which terms people are typing into search engines to access your website. This is invaluable for SEO as you can tell whether your keywords are right.
It’s important to set time aside regularly to properly read Google Analytics reports and review anything on your site that is not serving your business or organisation.
Who would you listen to when deciding what to buy? A sales person who only pushes the benefits of their own product or service? A trusted expert who gives you valuable advice?
Content marketing is about creating and sharing free content that builds a relationship with customers. Although the content can and should be related to what you sell, it is not a form of advertising. The most important thing is to be informative, helpful and – if it’s not too much of a stretch – entertaining.
Thanks to the power of sites like Facebook, Twitter and Youtube, businesses have lots of opportunities to share their quality content for free. Content that catches on and shared by a lot of people is said to have gone viral.
Online content marketing such as blogging and social media can drive traffic to your site that you can focus on converting into leads or sales. See your businesses as fulfilling a need or desire and let your content reflect that. The more informative and/or entertaining the online content, the better chance you have of converting visitors to customers.
takes planning, hard work and dedication to identify your target market and craft quality content. It is easy to dismiss something that may not immediately generate revenue, but effective online content marketing will ultimately pay off.
Twitter is like a big chatroom with millions of people talking about different things. It can be hard to get heard among all the chatter. Many companies open a Twitter account and don’t know what to do next. Some business owners have unrealistic expectations of what Twitter can do for them. Most of us find it difficult to figure what tweets get the best response.
Luckily some number crunchers have produced stats to help us see how people behave on Twitter. Here are a few questions to ask yourself before plunging head first into the world of 140 characters or less.
What to tweet?
This is the big one. What should you tweet? Dan Zarella’s research shows the list of what type of content is most popular on Twitter. He’s also done lists of the most and least retweetable words. The most important thing, though, is to keep it interesting and relevant.
This question can be best answered by looking at what Pew Research found were the subjects people usually want to tweet about.
According to a Hubspot report, the best times to tweet are Thursday and Friday between 3 and 5pm as well as between 9pm and 11pm. Many companies tweet only during regular office hours with less and less enthusiasm as the working week comes to a close.
It’s also important to space your tweets. Flooding your followers’ feeds with 5 or 10 tweets at once could lead to you losing them.
Younger adults aged 18-29 are still more likely to tweet but the numbers tweeting in the higher age brackets are steadily rising. Women are more likely to tweet than men, which could have implications for some brands. College-educated people have slightly higher than average tweeting numbers. Figures are from a Pew Research survey.
How to Tweet?
To make your Twitter marketing effective you must have access to relevant data and have clearly defined objectives.
Twitter can help you build relationships with customers rather than generating one-off sales.
Here are some useful links if you want to know more about making the best use of Twitter.