• Following the consumer journey 

    On: October 12, 2017
    In: Consumer Journey, Google analytics, Marketing, Online marketing
    Views: 545
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    The consumer journey is the digital path that a consumer takes while online from awareness to purchase.  By understanding the buying habits of your online target audience, determining how they find you online and the steps they take to actually purchasing or making a call to action, businesses can minimize their marketing effort and maximize their revenue.

    Where to start?

    Since consumer journeys are solely based on how they engage with your website, start be breaking down each online interaction to determine where there are drop offs.  People are most likely to enter your website through a search engine.  You want to make sure you have optimized your website with the proper key words that will be used when a consumer is looking for your product or service.  You will want to take advantage of Google Ad words to assist with searches.

    Next, you want to review what pages on your website people are going following their search.  Not every consumer journey starts on the home page.   Make sure all your pages provide an opportunity for further engagement otherwise the consumer will exit your website.

    The final step of the consumer journey is the checkout or call to action.  You need to understand how consumers interact with this page.  A complicated or unsecure site may result in an abandoned shopping cart.  Make sure you have assurances to your consumers against stolen identity, price increase protections, secure site icons, and return policies.

    Google Analytics is great way to study the traffic patterns and behavior on your website to determine what needs to be modified to enhance the consumer journey for your business.

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  • Is your social media marketing working? Here’s how to tell.

    On: March 22, 2017
    In: Branding, Google analytics, Social Media
    Views: 357
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    To measure your social media marketing you do it in a similar way in which you analyze all your marketing strategies.

    Measuring your firms reach is one of the most important first steps in this process. Reach is how many people are exposed to your account/advertisement. How many followers your Twitter and Instagram have and how many likes on a Facebook page your firm has are great measurements of how much exposure you social media marketing is receiving.

    Next, you must look at the level of interaction from people who were reached. Social media marketing can be highly interactive, which in turn can increase your reach. You can measure this by the amount of clicks, shares, likes, reposts etc. These are easily measured and can be done by someone fairly inexperienced.

    Most importantly you must look at your conversion rate. Your conversion rate is dependent on your original marketing goal…why are you advertising? Your call to action can be increasing visits to a store front or website, increase sales, or even increase brand awareness. It is all dependent on the firm and what they need to better their business. Google Analytics is a free tool to help you analyze your conversion rate, but there are many others out there too.

    Just like any other type of marketing it is important to realize that this is a great way to advertise, but it’s also extremely easy to lose a lot of money and time. As long as you keep up on your reach, interaction, and conversion you should have no issues creating a cost effective social media campaign.

     

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