Every day companies across the country launch products and marketing campaigns without realizing that they have blindfolds on. These days, it’s becoming easier and cheaper to create a product or marketing campaign. And with that, companies are producing them much more quickly which leads to missing some crucial steps to creating a quality, compelling, marketing message. And the most important thing that people miss is creating a marketing persona.
A marketing persona is a representation of the person that you are selling your product or services to. It helps you “get into the head” of your customers to empathize and relate to their decision-making process when it comes to buying your product. By going through the exercise of creating a persona, you will discover new ways of communicating with your customers, and be able to engage with them on a deeper level.
We live in a world of 140 characters or less. As much as any content writer would love to believe that every word that we write in our blogs is read and understood by our audience, deep down we know that most of them skim it. This short attention span of our readers, who want to get the most information possible with the minimal time invested, has led to the rise of quick-read articles and Buzzfeed.
But to those who want a little bit of a change-up from the Top 10 List, there is another way to engage your audience with quick, easy-to-digest content: a video.
In a previous post I mentioned how you can use keyword research as a way to determine what posts you should be writing. But, doing this alone will not tell you the whole story. By doing keyword research you will learn what the average monthly traffic is for a certain keyword but, obviously, not all months will be the same.
For example, the keyword “Spring Break” is going to be searched much more often in February than it is in June, “NCAA tournament” is goin to be searched in March than in November, etc.
These are the obvious keywords, but what about the ones that aren’t so obvious? Are raincoats more likely to be searched in the Spring (when it’s rainy) or the Winter (in preparation for the rain)? Are basketball shoes more likely to be searched during the NCAA tournament? Perhaps the NBA playoffs? Or before the season begins? To answer these types of questions, we can turn to the information found in Google Trends.
As small business owners, finding the keys to our customers interests (and ultimately their hearts) always stems from small wins accumulated over time. Little victories that we experience that indicate we’re on the right path. These small wins show us progress on the road to accomplishing our grandiose goals and can help keep us motivated on the way to getting there.
It is because of this level of importance that we at 20spokes have decided to have a “small wins series” in which we post case studies of work and share the learnings that we get from them. The first case is an analysis of social media.
Why are we getting less paying customers this quarter than last?
Who should we be marketing to, and when should we be marketing to them?
These are all questions that are not uncommon to the small business owner. We are constantly trying to figure out who we should be reaching out to, and how we should be reaching them. There are, of course, many methods for tracking and determining the best ways to do so – Google Analytics, heat maps, A/B testing, etc. But a powerful method that is not mentioned much is what’s called a “Cohort Analysis”.
If you’ve done all of this, then you’re probably seeing an increase in traffic to your site! Congratulations!
But what does it all mean?
How do you know which blogs really captivated the audience and which were duds?
Did you generate more traffic to a specific blog because the topic was interesting, or because the title was captivating?
To find out the answer to these questions and more, here are 3 important metrics to look to in your Google Analytics.
If you’ve ever seen (or have been lucky enough to be inside) a plane cockpit, you’ve seen the mass amounts of dials, meters, odometers, etc. that the pilot is looking at. Just by getting an overall visual of that dashboard in front of him, he can make sure that everything is running smoothly, and the plane can move forward. If there’s a problem, he can see from the overview where the issue is. Then he can quickly fix it, and get the plane safely to its destination.
Now imagine that the same pilot has a sidebar instead of a dashboard. Every time he needs to monitor the plane’s progress, he needs to click each of the subheadings and drop-downs to find the information he’s looking for. Sounds pretty silly right?
But that’s what most of us do when we log into our Google Analytics each time. We log into our account, browse through the sidebar looking for important information, and spend a lot of time trying to find data that will help us learn more about what is and isn’t working.
If this sounds like what you’re currently doing in your Google Analytics, we have 3 reasons why a Dashboard will help you learn more in less time.
Ok, so you’ve done everything to get your pins to the top of Pinterest search, but you still haven’t increased your Pinterest traffic.
More people are seeing your pins, so why aren’t they clicking through to your site?
First, we must remember a key principle to online marketing – people only care about what’s in it for them.
Of course that’s not completely true for everybody, but you should always think in those terms when trying to understand why something is or isn’t happening.
The best business Pinterest pages – Nordstrom for example – are full of deals, giveaways, and in store displays based on Pinterest activity.
I thought as I was reviewing one of my client’s social analytics. The major social media channels – Facebook and Twitter – were where they had seen most of their social traffic coming in. This time, however, was different. The traffic was coming from a brand new source that I had yet to tap into or truly understand – Pinterest.
Yes, Pinterest. That social media channel that you may still be overlooking in favor of Facebook, Twitter, and LinkedIn, continues to grow. Fast.
Since then, I have learned a lot about how to use Pinterest as a way to generate traffic as well as help build a brand. One of the most important being the value of getting your pins to the top of Pinterest search results. So, I wanted to share with you some findings about the Pinterest search engine to be considered in future pinning.
Google, Bing, Yahoo, etc. are constantly crawling your pages and trying to interpret what they mean.
Unfortunately sometimes information cannot be interpreted, or is interpreted incorrectly. And information that is not interpreted correctly, is information that is not indexed correctly.
This can be a big problem for both your site and search engines. After all, search engines are looking for the most relevant and authoritative content to direct their customers to. If that happens to be your site, search engines miss out on an opportunity to add value to their customers. Because of this, search engines will reward sites who make it as easy as possible to interpret their content – one of the ways to do this is through structured data.