Content Standard: How to Deliver Harmonic Experiences in the Third Wave of Enterprise Disruption

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Via Ted Karczewski, Content Standard, Excerpt

What Is Experience, Really?

According to speaker, author, analyst, anthropologist, etc., Brian Solis, “An experience is something that you feel and sense, but it only counts when it’s whole, when it’s one thing.”

And as a business in the digital age, you’re not just competing with those in your industry when it comes to experience—you’re competing with everyone. Solis cites Uber as an example, recalling how many times he’s heard an entrepreneur or media outlet call an up-and-coming organization “the Uber for X.” I’ve personally heard this same comparison of our friends at HourlyNerd just down the street here in Boston. (The Uber for Consulting.)

Solis explains that because Uber came to market with a revolutionary way of servicing both riders and drivers, expectation changed forever. The bar is now set higher.

Airbnb, the Uber of the hospitality industry (or maybe it’s Uber, the Airbnb of transportation), faced this experience challenge head on. The company found that both its guests and hosts weren’t having the level of experience they had hoped and that was advertised by the brand. Because a host is essentially the tangible side of Airbnb, the company discovered that the guests overall memory and experience with the brand depended on the host’s abilities to make the guest’s stay comfortable, safe, and enjoyable. To unify the experience users had with Airbnb, the company turned to Pixar and storytelling to help align expectations.

Enterprises struggle with consistent experiences across the board. In the Airbnb case, lack of a continuous experience meant that guests weren’t enjoying their vacations as much and next time they might opt for a hotel instead.

The post Content Standard: How to Deliver Harmonic Experiences in the Third Wave of Enterprise Disruption appeared first on Brian Solis.


Brian Solis

Fisher-Price Imagines The Future of Parenting

I have a love-hate relationship with these “Future Of…” videos! On one hand, they give a glimpse into the strategic thinking of some of the world’s biggest companies, showing where they see the world going, and how they’d like to help take it there. Yet at the same time, they are horribly dramatised with often […]


Digital Buzz Blog

Facebook Apps for Marketers: What You Need To Know

As you may know, Facebook has 1.59 Billion active users. But, did you know? A whopping 90% of users access the platform via their mobile devices.

This means businesses have to stay nimble with fast-loading content a la Instant Articles (coming to everyone on April 12th). And, this means you need to be able to manage your Facebook business activity on the fly. Be sure to tap into the power of the various Facebook mobile apps, as I wrote about in my latest post for Social Media Examiner.

Every Facebook Page Admin should be using the Pages Manager app for prompt access to messages, as well as scheduling content, and responding to comments and posts by your audience. Plus, the Facebook Ads Manager is super helpful for monitoring your ad campaigns and/or creating quick ads while away from your desk.

On another note, for a quick summary of the new Facebook Pixel, check out the latest #MariMinute video on Business.com.

Facebook Workshop with Mari Smith, San Diego

Facebook Business Workshop: Join Mari & Team in San Diego!

Facebook ads got you down? Could you use some help mastering your Facebook marketing for much improved ROI? Come learn the very latest and best practices for your Facebook marketing. Join me and my team of professionals in San Diego, California on April 20th at this small-group, hands-on Facebook Workshop.

This is the blog version of this week’s issue of The Social Scoop. I confess, we had a typo this week in the email. I goofed and put 1.59 million Facebook users instead of billion … gah!. Thanks heaps to my subscriber Michael Carrubba for pointing out the typo! 

Btw, if you’re already subscribed to The Social Scoop, you’ll continue to receive the email on Fridays. If you’re not yet signed up and would like to be, please enter your name and email in the box to the right (desktop) or below the post (mobile). Thank you!

Mari’s Top Social Media Picks – March 25, 2016
Issue #193

Greetings! Please enjoy this week’s top articles we’ve hand-picked for you!

1. Facebook Mobile Apps: A Guide for Marketers

by Mari Smith on SocialMediaExaminer.com

The majority of Facebook’s active users are on mobile. Are you using mobile apps to connect with them? Here are the key things you need to know!

2. Too Many Channels, Too Little Time: Build a Social Media Strategy that’s Right for You

via BuzzStream.com

There are so many channels that you could spend your time on: Facebook, LinkedIn, Twitter, Snapchat, Instagram, Medium, Pinterest and the list goes on! But trying to be on all of them just because they exist isn’t a good plan. This terrific post takes you through evaluating your social media and selecting a strategy that works for you and your business.

3. Grow Your Community on Instagram in 4 Simple Steps

via Socialbakers.com

We’ve heard a lot about Instagram recently because of the new ‘Facebookification’ change to the feed (posts are no longer in chronological order). As expected, Instagram users are a bit upset. However, Instagram is here for the long haul and is still an important network to use. Read on to learn ways to grow your community. And regarding the feed changes, this post from WeRSM explains what they will mean for businesses. That’s all for this week’s issue of The Social Scoop! Here’s wishing you a glorious Easter weekend and a lovely week ahead! I love my peeps! I heart my peeps! On a personal note, I’m delighted to be at home this weekend ready to enjoy a very special, quiet and meaningful Easter break with my partner. Wow, looks like we’re in for sunshine and 80 degree weather. By the way, I had another quick trip to Salt Lake City, Utah this week (Sun-Tues) – working with one of my top clients (a startup in the beauty industry!). Although some days are warmer and springlike in SLC, they also still get snow just now… and I did a fun Facebook Live video as the snow was falling, sharing Facebook Live tips! 😉

Facebook Live Tips … live from snowy Salt Lake City, Utah! ???* If you don’t yet have Live on your personal profile…

Posted by Mari Smith on Tuesday, March 22, 2016

Cheers,
Mari

 

The post Facebook Apps for Marketers: What You Need To Know appeared first on MariSmith.com.


Mari Smith - Social Media Marketing Success

29 Essential Content Marketing Metrics [INFOGRAPHIC]

It took me a while to figure out the one significant difference between being a writer and being a content marketer. But that one, teeny-tiny difference is actually huge. In fact, it may very well be the key to a successful content marketing strategy.

Spoiler alert: it’s data.

A true content marketer knows not only how to hook you with carefully crafted prose, but also how to measure the success of said prose and then iterate on it.

But figuring out what to measure can be tricky. Which is why we’re sharing with you 29 Essential Content Marketing Metrics, a brilliantly designed infographic by content marketing and curation software Curata.

Have anything to add? Let us know in the comments!

metrics infographic

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Unbounce

Why Most Companies Can’t Yet Handle Great Marketing Technology

Why Most Companies Can't Yet Handle Great Marketing Technology

Image via Unsplash

The more things change, the more they stay the same.

I spent a few days last week with 10,000 digital marketers, enveloped by all things Adobe at their Adobe Summit event. They paid me to cover the event as an insider. It was my first-ever Adobe event, and I was impressed. Adobe Summit is a classy confab in every respect.

The combination of speakers was especially well handled, with a combination of Adobe personnel, partners and industry types, and celebs (including George Clooney, Abby Wambach, Donny Osmond, and Thomas Middleditch – star of the HBO show Silicon Valley). It seemed like a too-eclectic mix at first, but Adobe did a very good job keeping a consistent messaging thread throughout the 3-day event:

The business of the future is powered by customer experience. (highlight to tweet)

In the opening general session, Adobe’s Brad Rencher defined the characteristics of an “experience business” as a firm that offers these four benefits to customers:

  • Know and respect me
  • Speak in 1 voice
  • Make technology transparent
  • Delight me at every turn

 

Is Customer Experience New, or Just Newly Buzzed About?

adobe summitThe analyst and futurist Brian Solis spoke at Adobe Summit too, also hewing to the customer experience is critical theme, and summarizing key points from his book on the topic (I reviewed Brian’s book “X” here).

Brian emphasized that customer experience is the new differentiator, but I’m not certain I agree.

Customer experience is of course a differentiator. People will willingly pay more to interact with brands that offer superior experience. Feelings as currency is real, as long as you live in circumstances where you can afford to prioritize them. Casting aside a product because another offers better emotional resonance and ease-of-use is the very best kind of #FirstWorldProblem.

So I can certainly agree that customer experience shifts customer preference (and just published my own book that touches on the theme). But hasn’t customer experience always been one of the ways we choose where to spend?

Liberal return policies. Drive thrus. Open 24-hours. Bags fly free. Dogs welcome. Free dessert for kids. These are all business components that have been around for years (decades, in some cases). We used to call them “building a better mousetrap.” Now, the world of marketing and business has collectively agreed to call them elements of “superior customer experience.”

Fair enough. But let’s not pretend that giving your customers a better, faster, easier interaction is some 2016 invention. It’s not.

The Power of Analog Customer Experience

Donny1-re.jpgParticularly striking, in fact, was a session with the legendary musician Donny Osmond. Osmond remains a strong draw in Las Vegas even though he’s been in the business for a full 50 years, and just released his 60th album (!!!).

Osmond talked about how he stays relevant in changing times by expanding his audience and repackaging his content. Smart man.

My favorite part, however, was when he talked about the “purple cards” segment he incorporates into his live show at The Flamingo. Before each, his team finds two dozen or so interesting audience members, and gives them a purple index card and a marker. They are invited to write down a question or request for Donny.

During the performance, Osmond reads the purple cards, answers questions, does requests, sings Happy Birthday, etc. delivering a remarkable customer experience to the card-writing fans, and due to the extreme customization and personalization of each show, creates a bespoke version of a seven times per week gig.

Donny Osmond needs no software to deliver a great customer experience. He understands that customer experience is first and foremost a human-powered endeavor. For Donny Osmond, customer experience lives in your DNA, not your marketing cloud.

The Battle Between Hearts and Minds

This is the challenge faced by modern business.

We have more software than ever to provide the scaffolding for heightened customer experience. Adobe announced some very nifty innovations at Summit, and their “smart shopping bag” technology and new “immersive retail experience” could revolutionize bricks and clicks businesses if and when it’s widely deployed.

But software alone will not create great experiences. It’s just the gas in the engine.

As always, marketing that wins customer hearts and minds is about the wizard, not the wand.

And the wizards aren’t ready to meet the challenge. The irony was thick when vendors at Adobe Summit spammed the hashtag with marginally relevant tweets DURING a keynote on the need for personalized marketing and better customer experiences. Here’s just one of many examples:

The smart and savvy marketers, Pam Moore and Ken Burbary were also at Summit as insiders, and the three of us had a fun and fascinating dinner where the topic turned to this issue:

Why, when they have at their disposal technology that is easy(ish) and affordable(ish) do so many companies still rely on techniques and tactics that clearly do not meet the test of great customer experience?

I believe it’s because for premise of personalized customer journeys and 1:1 marketing to take root, brands must commit to experimentation. And experimentation requires an appetite for risk that most brands do not have because it’s not culturally acceptable to fail.

Said in a shorter, tweet-friendly way:

To deliver great customer experiences brands must embrace experimentation, risk, and failure. (highlight to tweet)

Pam had lunch the following day with several representatives from a large insurance company, and they inadvertently ratified this thesis (which I also witness consistently in our consulting practice here at Convince & Convert). Pam asked them why they weren’t making use of more of the outstanding Adobe technology to improve their marketing, especially in personalization and customization.

Paraphrasing, the answers were:

“We want to, but we can’t get budget. The CMO just wants to constantly study new software, but nothing gets implemented. Our job is to run reports that help the CMO keep his job.”

So this is the state of modern marketing. Technology is outstripping our ability to adopt it because the pace of change on the software side is so much faster than the pace of change on the organizational and corporate culture side.

For us to be able to actually harness the power of experience-led businesses, we need to focus as much on the wizard as on the wand.

Any meaningful improvement in customer experience through marketing tech must start first in the heart, and then move to the head. If your organization doesn’t really and truly believe at the molecular level that customer experience is transformative, you’ll never embrace the risk enough to reap the reward.

Thanks again to Adobe for bringing me out to Adobe Summit. I learned a lot and restoked some fires.

Convince and Convert: Social Media Strategy and Content Marketing Strategy

Understanding Google Analytics Goals & Funnels

Understanding Google Analytics Goals & Funnels

In previous discussions, I’ve addressed the need for an analytical mindset, which involves understanding things and the interrelationships between them. Developing an analytical mindset increases and deepens your appreciation of complex systems, including the behavior of users of your website or app.

To promote analytical thinking, I recently posed a question on social media, which I believe to be an excellent place to pose sensible questions:

  • “What features of Google Analytics (GA) are the least understood?”
  • “Which ones appear to make the least sense?”
  • “What features do you want to understand better?”

Some of the responses I got were great:

  1. How do goals and funnels work?
  2. What does direct traffic really mean?
  3. Why does my own website appear in the list of referrals?
  4. What private data are Google Analytics legally allowed to collect?

In this article, I’ll focus on the first question: “How do goals and funnels work?” (stay tuned if you’re interested in answers to the others). My answer will also demonstrate how approaching a question from an analytical perspective helps you develop a more complete understanding than otherwise. This analytical approach involves breaking apparently complex issues down into constituent components that are simpler and therefore more easily understood. Paradoxically, understanding something at a fundamental level allows you to build up to an understanding of the thing as a whole.

Dissecting Google Analytics Goals

Let’s start by setting goals in Google Analytics. Ultimately, you want to know when and how frequently users do what you want them to do on your site or app. Therefore, setting goals on GA involves obtaining meaningful measurements of these key outcomes, and the configuration of your Google Analytics setup must properly reflect these goals for you to get the information you need. Some examples of key outcomes are the following:

  • Make a Purchase
  • Sign up for a newsletter
  • Play a video
  • Download a pdf

These are all actions users can take on your site that deliver value to your business, and all are easily tracked using goals. Because they enable you to quantify the ROI of your site or app, these are likely to be derived from your business Key Performance Indicators (KPIs). As you’ll see below, measuring these is an essential part of your GA setup.

Knowing why we need goals clarifies the importance of goal configuration in GA and explains its role as one of the most critical customisation actions you take in setting up GA. However, to get the most out of GA, you also need to understand how goals are used and how they work.

Setting up Goals

Google Analytics offers 20 goals per View, organized in 4 groups of 5. Depending on a user’s rights with respect to a view, the user can perform a number of goal-related functions by accessing Goals as shown below. Edit rights on the view allow the user to add new goals, change existing goals, and enable/disable goals in the View Admin section whereas Read & Analyse rights permit only reading of goals (learn more about user permissions).

Goals setting

GA begins tracking from the moment you set a goal but isn’t retrospective, that is, it doesn’t track the time prior to your setting the goal (unless… well, keep reading to find out more). Once it is set, you can test a goal using the handy utility Verify this Goal link in the goal setup (screenshot below).

Goal verification

Furthermore, goal data are defined as non-standard data processing, meaning that goal data are available only after 24 hours (estimated processing time) have elapsed, even in Google Analytics Premium.

Pre-requirements to understanding Goals

At this juncture, we need to discuss key topics that are fundamental to understanding goals:

  • Tracking: Regardless of goal type, goal metrics (completions, conversion rate, abandonment rate, and value) are derived from your existing GA tracking of pageviews and events; goals require the capture of no additional data, they are only configurations.
  • Sessions: “a group of interactions that take place on your website within a given time frame” – there are other nuances to this definition, learn more.
  • Conversions: “the process of changing or causing something to change from one form to another.” Huh?! (see Google definition below)

Conversion definition

Let’s look at an example. Assume your goal involves signing up to receive a newsletter. The sign-up process begins when a visitor to your site who is not already a newsletter subscriber arrives. If the visitor decides to become a subscriber, he or she then finds, completes, and submits the sign-up form. Aren’t we actually measuring the moment at which a user converts from not being a subscriber to being a subscriber?

In this case, the goal, which is to capture the moment at which this conversion occurs, defines the conditions within Google Analytics’ data that represent a user having taken a meaningful action, that is, converting from nonsubscriber to subscriber.

Google Analytics Goal types and definitions

Goals are of four types:

  • Destination
  • Duration
  • Pages/Screens per Session
  • Event

You can set your own goal settings, use a preconfigured template, or download a setting from the Solutions Gallery.

Goal definitions vary by goal type, that is, by destination, duration, screens/pages per session, and event.

Destination

A conversion for a Destination goal is defined using a screen or pageview:

Page/Screen [equals] a value (e.g. /blog/dec/my-article)
Page/Screen [begins with] a value (e.g. /blog/dec)
Page/Screen [matches Regular Expression] value (e.g. \/blog\/(nov|dec)

Duration

As the name implies, a conversion for a Duration goal is defined using the Google Analytics session duration:

Session Duration [greater than] x hours y minutes and z seconds

Pages/Screens per session

A conversion for a Pages/Screens per session goal is defined using the number of screens or pageviews in a Google Analytics session:

Pages/Screens per session [greater than] a value (e.g. 10 pageviews)

Event

A conversion for an Event goal is defined using a Google Analytics event. At least one of the following conditions is needed, but all four or any combination can be used:

Event Category [equals] a value (e.g. Video)
Event Action [begins with] a value (e.g. Play)
Event Label [matches Regular Expression] value (e.g. Homepage Video)
Event Value [greater than, equals, or less than] a value (e.g.  20)

As you can see, destination and event goals use either pageviews or events to define the conditions that define a conversion, while the other two goal types clearly use session metrics (duration and pages/screens). In fact, destination and event goals are actually session based also. How so? What do you mean? you may be asking yourself… Excellent, the analytical and curious mind seeks clarity!

Events, Sessions & Users in Goal conversion rates

This subtle point requires crystal clear understanding on your part to grasp the tricky and, some would argue, flawed nuance of the conversion rate metric. First, let’s assume I define a goal based on an event firing, playing a video for instance. Since a user can play a video multiple times during a session, each playing would represent an event and so a goal conversion, correct? Although that interpretation seems logical, it is not correct. To understand why, consider the nature of the conversion in this case:

  1. Before – The user hasn’t seen the video
  2. After – The user has played and therefore seen the video

As you can see, the event occurs when the user converts from not having seen the video to having seen it, and so goal measurement is the number of sessions that include at least one video play. The key to understanding events is to remember that goal conversions are recorded per session, and so the conversion can occur only once within a session. The specific metric used here is conversion rate, which is calculated as follows:

Sessions with specific Goal completion/Total sessions

Using session rather than user as the goal’s container provokes intense disagreement. One side argues that, since the user and not the session has converted, conversions and conversion rates should be user based. The other side counters with an argument involving the personal area network (PAN) device issue. This side asks, can you consistently and accurately determine that the user is the same individual when multiple devices are included in the user’s PAN? The answer is, not easily and not all the time, and therefore session is a more appropriate container for the goal than user.

Although Google Analytics typically uses sessions in goal tracking, it does provide a means to use goal completions by users to calculate conversion rate, the recently rolled out Calculated Metric functionality. The excellent articles linked below cover this subject thoroughly and in sufficient detail, and so I won’t belabour the point here:

Dissecting Google Analytics Funnels

Our understanding of goals within Google Analytics is now significantly deeper than it was on the beginning of this article. Let’s take another step deeper into the rabbit hole and consider goals having multiple steps.

The funnel goal still uses a final destination page to determine when a conversion occurs. This goal type uses pages only; event sequences are not supported. The sequence of pages or screens is defined using the same constructs (equals, begins with, and regex) and, as shown in the screenshot below, each step is given a name to make the steps human readable and so aid in analysis and reporting.

Goal funnel

The screen above shows a standard ecommerce checkout funnel modelled with a goal funnel. Regular expression matches are employed, and the match method used for the destination page is also used in the goal funnel.

As one example, assume that this goal is a guest checkout in which users enter the minimal information required to complete the order but don’t log in or create an account. Consider the identical example except that the users do log in to an account prior to checking out. Although the checkout steps differ, the goal destination remains the same, meaning that GA will record the same number of conversions for the goal in both examples. Hence, even though the steps are essentially different, the goal conversion rate for each goal type will also be the same. Whilst the funnel conversion rate will differ (because the steps in the goal funnel differ).

Where two divergent funnels are used to represent different outcomes, ideally the destination pages will also differ so that two distinct funnel conversions and funnel conversion rates will be delivered, one for each funnel.

Another possible funnel configuration involves starting point. Notice the example above stipulates that the first step in the funnel is Required. This is therefore known as a closed funnel, which allows users to enter the funnel only by first visiting a page matching the condition defined in step 1. An open funnel, where the Required flag is not set, allows users to enter the funnel at any stage of the process. You can use this setting to ensure that the tracking matches the functionality of your site. If users can enter the checkout, for example, at any stage, then the funnel needs to reflect this. If, on the other hand, users can only check out starting at the basket page, the funnel needs to be closed using the Required flag on the basket stage.

Importantly, for the same number of checkouts, open and closed funnels will show the same number of goal conversions and the same conversion rates, but their funnel conversions and funnel conversion rates will differ.

Goal Funnel vs. Goal Flow reports

Now you should have a firm grasp of the basic goal types as well as of the more complex goal funnel. When you begin asking questions about typical user behaviour and how to model it in a funnel, you add further intricacies and complexity to the funnel functionality. For instance, staying with the standard ecommerce checkout example, consider users who fill in their delivery details, proceed to the billing section, and then remember that the address they used is the wrong one. No biggie, they just navigate back one step, update, and carry on. But what effect does this detour have on the goal funnel?

The answer lies in the goal funnel report. There you’ll see the user hitting the delivery goal step, progressing normally to the billing step, but then exiting back to the delivery goal step. This is called a loop-back and is more clearly visible in the goal flow report than in the goal funnel report.

What if you have an optional step in the checkout, for a coupon, for example? Although the goal will be configured to incorporate the coupon checkout step, users who skip the coupon step and go straight on to the order confirmation will be subject to back filling in the goal funnel report. Therefore, you’ll see an entrance to the step prior to the coupon stage, progression to the coupon stage, and then the hit on the order confirmation stage. The goal flow report shows skipped steps with more clarity, with a separate flow shown for users who skipped a step.

The power of the goal flow report is not widely appreciated, and these simple examples illustrate how the goal flow report offers clearer reporting for funnels. Read this help center article in the GA docs to learn more about the differences.

Google Analytics Premium Custom Funnels

As mentioned earlier, traditional goal funnels are session based and only employ pageviews. However, your checkout funnel may employ pageviews and events to more finely tune tracking of user behaviour during this essential part of a transaction. You may want to track converting journeys across sessions and decide yourself whether to use sessions or users in your conversion calculation. Whilst the standard goal funnel is a poor fit for these requirements, Google Analytics Premium users have the wonderful Custom Funnel functionality at their disposal.

The screenshot below shows the wealth of powerful options that can be used to customise funnels:

Custom funnel options

Moreover, powerful rules concerning pages and events can further define funnel stages:

Custom funnel rules

Indeed, pretty much every standard reporting dimension is available to allow fine tuning of funnel stages:

Custom funnel dimensions

Deep joy ensues when the funnel is set up and you see it applied to data retrospectively, thereby allowing further fine tuning of the funnel for historical analysis:

Custom funnels

Custom funnels are still flagged as beta functionality, and so, whilst massive power is currently available, expect more in the future.

image 
Goals setting
Goal verification
Conversion definition
Goal funnel
Custom funnel options
Custom funnel rules
Custom funnel dimensions
Custom funnels


Online Behavior – Marketing Measurement & Optimization

Advanced Metrics for Content Marketing Experts

Advanced Metrics for Content Marketing Experts written by Alex Boyer read more at Duct Tape Marketing

business benchmarking benchmark measure company performance vector

Metrics can be tedious and overwhelming to some. I was never great at math in school, particularly calculus. So math and numbers are almost like a foreign language to me, and I’m sure many of you feel the same.

But like any foreign language, with a little bit of practice and training, you can learn to read it. Eventually, as you become fluent, you may even begin thinking and dreaming in your new language.

But to reach that level of fluency, sometimes you have to immerse yourself in the world of your new language. So let’s take a deep dive into the world of metrics with some advanced metrics for content marketers. These aren’t your basic stats like pageviews, shares and clicks. These are stats that add a deeper level of context to your marketing, and give you an idea of how you can improve.

Total Time Reading

Total Time Reading is a metric that has gained some steam over the past couple of years, and it is just as it sounds. This is the time an average customer spent on your page of content before converting.

The bottom line, the longer someone spends on your content, the more impactful it is. If these readers convert into leads, they’re doing so because they already trust you, your brand and your content. They aren’t just converting to download whatever freebies you may be offering in return. These are powerful leads.

The unfortunate thing is that there really isn’t a great way to measure Total Time Reading (yet.) But there are a handful of ways to “game” the system. Say you have a content upgrade or other downloadable lead capture tool installed in your post. You could place a webform high on your page and tag convertees as normal leads. Then bury the same conversion point in the text, maybe at the end of the post. These leads would have had to have spent more time reading the post, so they could be tagged differently in your CRM, and treated as warmer leads.

Visits per Visitor

“Visits per visitor” is pretty self-explanatory, but it is a really good metric for measuring the fandom and dedication of your audience. Business owners are often too focused on driving new traffic, but return visitors are much more likely to convert. Return visitors trust you, your content and your business. If you have a high return visitor rate, your content is drawing people back.

Goal Completions

Goal completions requires some set-up on Google Analytics, but this is how you measure conversions on any goal of your choosing. You can set Google Analytics to track your email registrations, sales, clicks to a particular landing page, almost anything. Here’s how to start a goal completion tracker with Google Analytics:

  1. Create a new goal
    1. Select the admin tab
    2. In the view column, click goals
    3. Click new goal
  2. Select Custom or Template goals (The Google Analytics Wizard will help walk you through this set up)

Once you have it set up, you can follow the goals right from your Google analytics dashboard, and save yourself some time calculating your conversion rate.

Metrics are a foreign language for many business owners. But with a little knowledge (and a little practice) you can become fluent.

Photo Credit: Dollar Photo Club

Alex-Boyer-Photo-150x150-e1420769709443.jpgAlex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC


Blog – Duct Tape Marketing

Twitter expands the meaning of ‘direct message’

Twitter added two new features today; both designed to keep you on the platform for just a little bit longer.

First, they’ve expanded the definition of a “Direct Message” so that it includes a conversation with up to 20 people.

I say, if you’re having a conversation with 20 people on Twitter, you might as well have it in public because . . . . 20 people!

Remember, you can only send a direct message to someone who is following you but this update muddies the water a little. When you send a group direct message, each person has to be following you but they don’t have to be following each other. Does that mean the odd man out can or can’t see the replies from the other people? For this to work, everyone has to see every reply, right? So now, two people who don’t follow each other (maybe for a good reason) are now a part of the same, private conversation.

This could get ugly.

It could also be a handy way to share information with co-workers or connected customers; like all of the decision makers from one company.

You can also use this new feature to share a public tweet with a private group of people. In the example, a man shares a photo of a rabbit that he found on Twitter with a group of friends with the suggestion that they buy one as a gift for a ‘not-included in the DM list’ friend. I suggest they don’t.

Twitter VideoThe second new feature is the ability to capture, edit and share videos right from the Twitter app. The camera functionality is like Vine. You switch to camera mode then hold down the button to film. If you film in short bursts, you can then eliminate any clip with a swipe. What you leave behind will automatically splice itself together to create a video.

Now there’s no excuse for not using video on your business Twitter.

Twitter is slowly rolling out both of these options to all users. So keep watching your app for updates.

Marketing Pilgrim – Internet News and Opinion

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