Many businesses mistake the idea that analytics can be added “anytime” to be useful. However the truth is that analytics value occurs when planning metrics so that they describe the persona of site visitors and app users who can be customers.
The following is a list of reporting ideas that can be planned upfront. The metrics and dimensions are based upon Google Analytics, so implementing these is a matter of accessing your Google Analytics account online.
The key to getting the right reports that relates site visitors or app users to your business. Let’s start with the most straightforward: Location, Demographics, and Benchmark reports.
Location (Nation, city, state) or Geo Report
This basic report answers a key question – is your site attracting visitors consistently from an intended region? Monitoring this against your business objectives can show where within a region are people accessing your site. This can inspire how you deploy your advertising and how you use your social media.
Demographics (Age, male/female)
Demographics provide age ranges and the mix of male/female visits. These can be helpful in determining if the age and sex of the visitors match for the intended audience of a product or service.
Benchmark (Device, location, channels)
Benchmark reports indicate a site’s or app’s performance compared to that of other sites or apps within an industry. The analytics reports from participating Google Analytics forms the basis of the benchmark data.
There are analytics for each social media platform – Twitter Analytics for Twitter, Facebook Insights for Facebook, and various tools for Instagram – I personally like Ink361. Each of these varies in appearance, but each has a purpose: to monitor activity on the given social media platform. They can measure engagement of specific types of posts, the best time of day to post, and what content in posts are working the best to tweak your posts to increase reach.
Note that I wrote given: It means that the metrics are about activity on that particular social media.
But they can not reflect activity that leads to your website. For that you need an analytics solution, Google Analytics. Google Analytics, or another digital marketing analytics solution like Piwik, contain reports to show how much of the social media platform is contributing to site or app goals.
Audit the traffic and see how each social media platform ranks in terms of visits, then engagement (time in session and pages/session). Sources that are not top ranked may have higher engagement metrics those may be more worthwhile to develop further support.
Make sure you can tie the activity to your business goals. A good consultant – like, say, Zimana Analytics can provide the right guidance to help your business keep its customer base strong.
Entrepreneur Empowerment Call, “Commitment to Consistency” this Monday at 7:30 pm will feature Brand Strategist Lashonda Vinson and Author, Graphic Designer and Entrepreneur Julie M Holloway. We are going back to the basics of Entrepreneurship, Branding and Design!!
[repost from SBA]
33 Creative Ideas for Small Business Holiday Marketing
The holidays are coming, and we all know what that means for retailers. But retailers aren’t the only ones who can get in on the holiday shopping game. Whether you own a store, restaurant, service provider or even a B2B company, smart marketing can boost your holiday sales, too. Here are 33 marketing ideas to get your holiday sales sizzling.
- Invite B2B customers to a thank-you dinner or other special event.
- Invite B2B prospects to a “getting to know you” party.
- Stand out by holding your holiday party before Thanksgiving, or after the New Year when customers are more business-minded and thinking ahead to 2015 budgets.
- Stand out (and save money) by holding a holiday breakfast or luncheon instead of a full-scale evening party.
- Join forces with other small business owners in the area to hold a weekend “sidewalk sale.”
- Cross-promote your business with cards, brochures and flyers in complementary businesses’ locations.
- Put discounts or coupons for other nearby businesses’ products or services in customers’ shopping bags, and have them do the same for you.
- Hold a special sale for your best customers only, at a time when you’re normally closed.
- Choose a charity to get involved with, and get customers involved too. Offer a discount or free gift card for customers who volunteer a certain amount of time to the charity or donate a certain amount.
- Join other businesses to host a gift-giving tree. Find a local charity, put a tree in the business district or shopping area, post Christmas wishes on the tree, and have customers pick a wish and buy the desired gift.
- Exhibit at holiday shows. See if local crafts fairs or gift shows accept commercial vendors and, if so, rent a booth.
- Hold a Black Friday sale for your B2B business. (It doesn’t have to be on the real “Black Friday”—pick another Friday during the holiday season.)
- Send real holiday cards, not e-cards. They’re more likely to get noticed.
- Send Thanksgiving or New Year’s cards. They’re also more likely to get noticed than cards sent during the Christmas season.
- Hold a holiday open house for prospects. More relaxed than a regular party, it offers an opportunity for them to drop by at their convenience and learn more about your business.
- Capture customers through their kids. Hold a kids’ contest like a make-your-own-ornament contest or holiday coloring contest. Give a big prize or just give everyone small prizes, like candy canes.
- Make any business kid-friendly by providing a kids’ space with toys or books to keep tired, fussy children occupied while parents shop.
- Get listed in local bloggers’ holiday gift guides. It’s too late for most print gift guides, but there’s still time to get your products or services spotlighted by relevant bloggers. Reach out with a free sample.
- Feed the crowd. Hand out free cookies or beverages to energize tired shoppers.
- Make them comfy. Provide seating so shoppers’ companions can sit down if they don’t want to shop.
- Give it away. If your business is located in a mall or shopping area, station an employee outside to give away free samples of your product or service to passersby.
- Hire masseuses to give shoppers free foot or shoulder rubs in your store if they buy something.
- Have Santa come to your business. If you’re in a shopping district, join with other businesses to hire a Santa. You can even set up a photo booth and have photos taken with Santa and ask for donations.
- Hold a “12 Days of…” sale, event or contest. Give away a different prize every day, offer a different discount every day or spotlight a different product every day.
- Give away useful items with each purchase, like good-quality tissue paper or ribbons for gift-wrapping. Put your business’s name on it and you’ve got a marketing tool, too.
- Give away gifts with purchase. Offering items that can serve as stocking stuffers makes customers more likely to buy so they can get the gift.
- Try a two-for-one sale. This works great for subscription items; offer customers a free gift subscription or half-price gift subscription when they renew their own membership or subscription.
- Get personal. Instead of holding a big party for clients, take them out to lunch individually during the holidays (or early in the New Year if they’re too busy).
- Provide entertainment. Hire musicians to play in your store or restaurant, or right outside to attract customers in.
- Display holiday-themed art by local artists in your restaurant, coffee shop or bar and offer it for sale.
- Sell gift cards for shoppers who can’t make up their minds. Be sure to keep them by the point-of-sale as a last minute impulse buy.
- Create personalized food gifts by printing your business logo on M&Ms, candy bars, cookies or candy wrappers.
- Print a personalized 2015 calendar to give out to your clients. A restaurant could include photos of popular dishes; a dog wash could showcase cute dog breeds.
About the Author:
Patrice K. Cokley, MBA is a forward-thinking brand and marketing extraordinaire that educates businesses on how to build an expressive brand that exemplifies their true essence and improves their overall performance. Rather than to simply sell a product or service, Patrice helps businesses sell an experience or a lifestyle that is engaging and highly effective. Patrice holds both a BS and MBA in Marketing with over 15 years of experience in the field, and is the founder of The Bassline Group, a marketing consultancy and brand development firm for entertainers, creatives and entrepreneurs. A Detroit native, Patrice now resides in the suburbs of Chicago, IL and currently blogs about social media, small business marketing and entrepreneurship.
Look for Patrice in TEW2 (launching June 28th)
Chapter 4 – “Life is Too Short to Wait”
With the advent of social media there are now more ways than ever to promote your event. One such example is Twitter. No longer do you have to market what you have to offer to people who could be interested, by tapping into Twitter you can identify people who have a genuine interest in your area. You want to promote the event to people that actually want to attend and Twitter can help you do this. Providing you with access to whole new audiences, Twitter allows you to conduct research before taking any action.
Here are some tips on how to help you promote your conference through Twitter:
Get access to Twitter analytics
Allowing you to measure engagement and learn how to make your tweets more successful, getting access to Twitter analytics simply involves setting up a small Twitter ad campaign. Once you have done this, you will have access to tools which will help you understand which of your tweets are working and how people are responding to them. This information can be useful to identify patterns and specific content that is performing well. This insight may be used to distinguish the next course of action to take.
Look at who your competitors are following
Identify who their most influential followers are. Using a tool such as FollowerWonk you will be able to explore and grow your social reach. Find out who your followers are, who they follow, where these people are located and how often they tweet. These will be the kinds of people that you should be approaching about attending the conference, and it also provides a good networking opportunity. You can then look at the people that follow them. Remember that they will only be following someone if they are interested in the content that they are posting, so it is a good idea to build connections with people that may want to attend your event.
Hashtags are a very effective way of finding out who is talking about specific topics. It is very easy to view these in a list, so you are only looking at tweets about a particular hashtag. Consider using a tool such as hshtags which can help you locate influential people through the hashtags that they use.
If your followers are following lots of other people, they may end up missing your tweets. Not everybody scrolls down their entire timeline, so it is crucial for you to repeat the more significant tweets in order to increase the coverage that they receive. However, you do need to ensure that you are not bombarding other people’s timelines because this may lead them to unfollow you. Once you have been tweeting, you can use Twitter analytics to view their impact and see how people are responding to them. Look at your competitors and what they are tweeting about, this will give you a good idea of whether you are doing things right.
Get attendees to tweet about it
If people are attending, you can ask them to tweet about it. This will help to gain exposure, and you can then encourage them to tweet their thoughts once the event is over. This will be a good way to gain feedback on the event and it is also an effective means of notifying people about future events.
Twitter is a great resource and is a prominent tool that can be used as part of your event planning strategy. You can tweet about your event and find creative ways to catch people’s attention. Ensure that you use hashtags as this can increase the amount of people that view your tweets. It is also important to use Twitter analytics in order to examine how people are engaging with the content that you are posting. You may need to alter your strategy so it is worth identifying whether your current tweets are achieving results.
Here are some of the photos from our first TEW Book Launch 11.18.12! TEW2 is coming this spring ~ stay tuned!