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Archive for the ‘Guides and White Papers’ Category
Discussing the return on investment, or ROI, from digital marketing efforts is an essential and challenging aspect of my role as a Business Development Executive. The ability to demonstrate ROI for most marketing activities can been a challenge. The advantage of digital marketing, unlike a radio spot or an ad in the Sunday paper, is that the tracking and measurement capability can be embedded in the digital media itself. (more…)
Tags: digital marketing, Erik Strout, ROI
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What is Search Engine Optimization?
Search Engines like Google and Bing are in the business of matching web searchers with relevant content. Search engine optimization is the art and science of making your websites and webpages more appealing to the complex and top-secret algorithms used to match web-searchers to websites.
The inner-workings of search vary from search engine to search engine, but the basic premise remains the same for modern providers like Google and Bing. The relevancy of your page to a search term is based on a combination of on-page and off-page elements.
SEO focuses on the on-page elements, to include the quality, relevance, originality and even formatting of content, website architecture, navigation, and the overall ability of search engine to ‘see and understand,’ or index, your website. (more…)
Tags: Marc Frechette, Marketing 101, SEO
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We’ve discussed tracking social media success before, but sometimes the key metric isn’t simply driving traffic to the site. In some situations, a great goal is to drive engagement with the visitors already there –from every channel. Now, you can track that too.
Social sharing is an essential part of driving organic (‘viral,’ if you must) traffic to your content. ‘Like,’ Tweet and +1 have become natural extensions of word of mouth in the age of online social networks. If the goal is to have your content shared, and the shareability of your content is paramount, then tracking the use of those share buttons is a darned good metric to track. There’s a great metric built into Google Analytic allows for just that. (more…)
Tags: Analytics, engagement, facebook, Google +1, Google Analytics, Marc Frechette, social media, twitter
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A Quick Analytics Tip for Mobile Fact Finding
Mobile internet access is becoming more and more commonplace, as are mobile friendly and mobile optimized websites. However, justifying the investment of creating a mobile website or making an existing website mobile friendly can be difficult for many marketers. Use Google Analytics to show the boss just how much you’re losing to mistreated iPhone’s, Androids and other mobile devices.
“How much mobile traffic does my website get?”
It helps to know how much traffic to your website comes from mobile browsers. Google Analytics features a report that shares traffic data, to include time on website and bounce rate, for mobile devices – it even does some of the hard work for us by comparing the performance of mobile users to your average traffic.
The sample report below shares some mobile use insight on a corporate website with moderate traffic.
(more…)
Tags: Analytics, Google Analytics, Marc Frechette, mobile, mobile websites
Posted in Blog, Guides and White Papers | 1 Comment »
While we’ve covered the use of Google’s Link Builder Tool in a previous post, many noted that the official method was time consuming, and not particularly friendly to in-depth, repeated source and campaign tracking.
Use this Excel-based marketing tip to get the most from the Google Analytics platform for monitoring social media campaigns, with the least amount of effort.
Learn to build an automatic link tagger, or download the sample file at the end of this post.
 (more…)
Tags: Analytics, Excel, Marc Frechette, Marketing Hacks, social media
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Learn about the simplified method of tracking social media traffic using Google Analytics’ Advanced Segmentation and tagged links that will have you tracking ROI in less than 5 minutes. (more…)
Tags: Analytics, corporate social media, facebook, facebook for business, google, Marc Frechette, marketing, social media, Tweet, twitter
Posted in Blog, Guides and White Papers | 2 Comments »
With the popularity of Twitter and Facebook clients, clicks to your website from your posts are often attributed as ‘direct traffic.’ URL shortening services like Bit.Ly often offer inaccurate or disjointed click counts. Tracking the actions and conversion of social media driven visitors.
A trick often used to track the effectiveness of email marketing campaigns; tagged links attribute the source of traffic to the medium and campaign without creating dedicated landing pages or URLs. These tags can be used further in tracking traffic and conversions from social media.
Read how to track clicks from social media using Google Analytics and tagged links. (more…)
Tags: Analytics, corporate social media, facebook, facebook for business, google, Marc Frechette, marketing, social media, Tweet, twitter
Posted in Blog, Guides and White Papers | No Comments »
Twitter Search (search.twitter.com) enables the exploration of search strings that offer marketers real-time access to the thoughts and experiences of their community.
Using the search function for digital marketing requires testing, tracking and an in-depth knowledge of how to form a great search for Twitter.
Whether you’re tracking your brand reputation and service quality, using social media to recruit talent or using social media to connect with patients, use this handy printable guide to form the search that powers it all. (more…)
Tags: Marc Frechette
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