In 2001, Grammy award winning rapper and producer, Dr. Dre, announced his return to the hip hop scene…taking his song to #1 after a long period behind the studio glass. He returned to the microphone to record “Forgot About Dre”. The song emphatically announced his reemergence into the spotlight.
What made Dr. Dre so successful in the past was his ability to speak to the needs of his core audience. Upon his return, he continued to provide music that was focused to what his loyal fan base wanted to hear. When looking at SEO campaigns, it’s important to take a note from Dr. Dre and continue to provide high quality content that speaks to the needs of the people who will make or break your business – your customers.
During Dr. Dre’s hiatus from behind the microphone, his fans and fellow competitors forgot about him because he stopped releasing new music. In the same vein, many prospective clients of ours find that their past customers forget about their business. Why? Because they never utilize the touch points below. By taking advantage of the following seven touch points, your business will be much like the legend of Dr. Dre in the music industry – unforgettable.
Your website is often times the introduction to your brand or company offerings. Too often, the website is forgotten and pages that haven’t been relevant in ages continue to be both prominent and live on the site. The website is used in so many ways through:
i. Communicating through product visibility
ii. Being upfront about the offers, your brand
iii. Allowing a customer quick easy access to checkout
A customer-centric web presence is key to the overall success of not only SEO (visibility), but also for the customer experience and loyalty.
2.) Follow up from purchase
a. What happens after your customer makes the purchase? Are there follow up emails sent? Are they entered into a newsletter program to stay current on the latest news/offers?
Keeping involved with your customer is essential to maintain a relationship for future interaction. This can be accomplished through the methods mention above, which can make a huge impact for your business. Not only will it allow the customer to speak highly of your brand and experience, but also keeps you current and relevant while their next purchase decision is underway.
How in touch are you with your customer through online news outlets…they are reading online just like you are. Public relations in and around your community, city or state is a great way to remain current. Press releases can also bring national exposure as well as beneficial link building from an SEO perspective.
Have you ever seen retargeted ads that ‘follow’ your online click paths and online navigations? This is called retargeting in our industry and it provides extreme value in terms of brand awareness and relevant ROI clicks.
Customers can leave your site for a variety of reasons. Distractions, competition, and improper use of your site are just a few. Why not through retargeting, remain with the prospect over a span of 30 days or so, which will prove to be a very effective way for brand distribution.
5.) Paid Search
Exploring the paid search platform is not only a great way to gain quick exposure and traffic, but also allows a great deal of learning as your potential customers respond to the ads. Some ideas to test with paid search include:
i. Keywords and how your demographics respond
ii. Ad groups and the impression/click rates
iii. Landing pages to better conversions (includes call to action that could be tested during the paid search initiative.)
Your blog is not only an SEO powerhouse (still), but your customers in many situations look to read more about and support information your company or brand is involved with. They will often times look for news, product updates, information, etc. Your blog also gives the customer a platform to interact with your brand or products.
More and more, we are seeing a tremendous amount of mobile data from Google Analytics on many online businesses. If your site is not mobile ready, then you are indeed alienating a percentage of your demographics and customers. Creating a mobile ready site is often times quick, and inexpensive, but can make a world of difference for the potential customers shopping experience.
As you can tell, it takes some work to be remembered. After all, it took a Grammy winning song for Dr. Dre to emerge back into the consciousness of the masses. And his competition was just fellow rappers, our clients are up against something that has unmatched credibility on the streets – Google.
WebiMax is dedicated to bettering the online presence of our clients with best practice onsite and offsite marketing. However, our marketing efforts are only as valuable as the data and tracking information we use to mark the progress of our campaigns. Most online companies do use a form of data tracking; in fact, more than 17 million websites have Google Analytic accounts. But, my questions are:
1. Are business owners taking full advantage of their Google Analytics account?
2. Do they understand how to turn data into marketing success?
Below is a collection of five Google Analytics enhancements and capabilities to help business owners gain more insight into their overall online performance.
Real-time Visitor Information
Real-Time provides the capability of viewing how many people are currently visiting your website. Reports are generated constantly and each page view is updated just seconds after it occurs on your site. For example, you can see:
• # of people live on the site
• Geographic locations
• Where the traffic sources were referred
• Onsite page views
With Real-Time, you can immediately and continuously monitor the impact that new campaigns and site changes have on your traffic. Here are a few of the ways you might use Real-Time:
• Monitoring whether new and changed content on your site is being viewed
• See whether a one-day promotion is driving traffic to your site, and see which pages these visitors are viewing
• Monitor the immediate impact on traffic from a blog/social network post or tweet
• Immediately verify that the tracking code is working on your site
Insight Analytics (Heat Mapping)
Insight analytics allows for investigation of how users are interacting with your website. You can learn how they navigate your website and this can help with conversions. The overlay displays:
• Percentage of on page traffic that clicked to another page
• Per page metrics
• Browser size on link click-through rates
Insight Analytics can be used for:
• Exploration of visitor flow
• Impact of user technology level on click-through rate
• Effectiveness of location sensitive elements, such as ads or social media buttons
The five Multi-Channel Funnel report provides you with the channels your customers interacted with during the 30 day period that lead up to their purchase. These reports provide essential metrics such as:
• Assisted conversions shows when different channels impacted a conversion
• Time to conversion
• Path length shows you the number of interactions before a conversion
• Top conversion paths illustrate customer pathways
Why use Multi-Channel Funnels?
• View all of your digital marketing channels in one place
• Helps you understand the value of your marketing efforts
• See a complete picture of the steps your customers take before purchasing or converting
• Improve your marketing based on channel performance
• Make the right digital marketing budgeting decisions
Enhanced Visitor Flow Optimizations
Visitor flow allows you to probe the total user paths throughout your website, and you can use several different dimensions as the source point. Visitor flow can:
• Evaluate per page actions
• Advanced segments show data beyond simple user flow
• Highlight traffic paths through pages
Visitor flow can be used to:
• Analyze keyword- to-user path success or failure
• Impact of social media on user flow
• Mobile user flow
Social Media Tracking
Through social media tracking you can monitor the success of your current social media strategies. This will help you mold your future strategies by analyzing your inbound visitors and seeing if that traffic is converting.
• Tracks general search metrics and dimensions for social sources
• Shows individual visitor flow from each network through the site
• Provides performance of social buttons on page
Social media tracking can help gauge:
• Success of social media campaigns
• Effectiveness of social media contests that drive to specific pages
• Effectiveness of social media button placement
A/B Split Testing
A/B testing eliminates the need for guess work in your marketing decisions. Through testing, you can definitively point out what works better.
• A/B testing provides variant pages to users for the same URL and collects data for each
• Based on data collected, decisions can be made to move or change elements based on success
• Effectiveness of social media button placement
A/B testing allows for data-driven testing of:
• Placement of location sensitive elements, such as ads
• Effect of aesthetic choices on user time on page, bounce rate, and conversion
• Below and above the fold placement of elements