Posts Tagged ‘Online Marketing’
By John Joyce on March 22, 2013 - Comments 0
I have always seen Klout as a unique way to get an exclusive offer in front of influencers and potential new customers but, never really considered it a “business class” marketing platform. With the announcement of Klout for Business this week, companies will now have access to a complimentary set of analytic tools with detailed insights into how and where influencers are engaging with their brands in social media.
After running a couple of perks on the Klout network in the past myself, I was frustrated by the lack of feedback and analytic insights so I’m pleased to see this functionality coming to fruition. Klout is collecting such valuable data regarding the interactions between so-called “digital influencers” (of whom Klout claims to reach 70%) and prospective consumers of your products and services, that it seems like a logical progression to move in this direction.
What Does Klout for Business Offer?
Klout for Business will continue to develop into a portal where we intend to help brands and agencies streamline their understanding, management and engagement with this important segment of the digital population. Our goal is to help brands and influencers build relationships that transcend the current advertiser-consumer dynamic.
The delivery of Klout for Business wisdom will come in the form of a dashboard where brands will be able to easily understand (1) their audience; (2) optimizing their reach within the appropriate networks to reach their target influencers; (3) popular topics within their core target; and (4) the top conversations and “moments” driving their campaign. (see sample below)
Klout is just starting the process of beta testing this new service so head over to their site and sign up if you want to help guide this effort and empower you to nurture your relationships with key influencers and cultivate your brand.
By John Joyce on July 18, 2012 - Comments 0
Infographics are quickly becoming the bane of the web mostly due to the lack of actual or accurate data to support the pretty picture that has been designed as a delivery vehicle.
You need look no further than recent comments by Matt Cutts in an interview with Eric Enge where he discusses the importance of not only creating original content but making sure you’re bringing unique and valuable information to the table. And by ‘valuable’ I mean accurate insight that is easily consumable. Matt voices his apprehension with infographics, “What concerns me is the types of things that people are doing with them. They get far off topic, or the fact checking is really poor. The infographic may be neat, but if the information it’s based on is simply wrong, then it’s misleading people.”
Visual.ly, the website that brings together designers and businesses in need of infographics, understand the need to create compelling and accurate data visualizations as a part of an effective content strategy. If you haven’t checked out Visual.ly, you should definitely give it a try. You can create some fun Facebook and Twitter infographics but, if you want to create truly compelling infographics for your business, you should probably leave that up to the 32K designers in the Visual.ly community.
Anybody can create a PowerPoint presentation but that doesn’t mean anybody should. We’ve all learned in business that it’s best to leave that type of project to the professionals and now we can say the same about infographics.
Do you have any infographic stories to share?
By John Joyce on January 12, 2012 - Comments 0
Oh, and did I mention that he currently works for Twitter?
“We’re concerned that as a result of Google’s changes, finding this information will be much harder for everyone,” the company said in a statement. “We think that’s bad for people, publishers, news organizations and Twitter users.”
If you haven’t heard about the new Google+ Your World, check out this article over at Venturebeat.com. I’m not really sure this is a big deal at the moment, as Google+ adoption as slowed considerably, but, if it continues to gain mindshare, we could see another antitrust suit levied against the search giant.
What are your thoughts?
By John Joyce on August 23, 2011 - Comments 0
MOO and Network Solutions have teamed up to bring a great offer to small business owners here in the US. If you purchase MOO Business Cards or MiniCards between now and September 4th, you’ll get a free domain name from Network Solutions.
It doesn’t get much easier than that. MOO alllows you to create high-quality, unique Business Cards or MiniCards where you can showcase yourself or business with a unique image on the back of each card. Take advantage of this offer now.
By John Joyce on March 24, 2011 - Comments 0
This question is reminiscent of the discussions many of us had 10-plus years ago when business owners were contemplating whether or not they needed a website. In hindsight, it’s pretty easy to see that Bill Gates’ vision of “a PC in every home and in every business” has been realized and online search is now universally available.
So, before you ponder the merits of mobile marketing and your specific business goals, let’s first take a look at evolving online marketing tactics and the associated opportunity cost of excluding … [Read more at OPEN Forum]
By John Joyce on March 2, 2011 - Comments 0
The only way for you to accurately understand which Key Performance Indicators (KPIs) you should track is to understand which answers you are seeking. Reports are useless if they don’t tell a story, give insights, and offer measurable/actionable tactics that help you achieve your goals. You must take a step back and develop a thought process that maps KPIs to your overall business strategy.
Here’s an example. Maybe you’ve recently deployed Google Analytics on your website and you’re wondering why you haven’t been able to leverage the great data that’s being gathered such as:
- Total Unique Visitors
- Bounce Rate
- New Visits
- Traffic Source
- Average Time On Page
By John Joyce on January 5, 2011 - Comments 0
This is really the prelude to a book review that is forthcoming but I wanted to start the conversation about challenges facing small business owners when determining which technologies will have a positive impact on their overall business growth. The prevalence of open source development platforms has become a double-edged sword. The good news: Anyone can develop applications fairly easily. The bad news: Anyone can develop applications fairly easily.
There are so many choices that it’s impossible to keep abreast of new technology, new versions of existing products and new companies popping up in already crowded markets. The alternative, however, is to stick your head in the sand and be left in the dust by your competitors.
Phil Simon has written a book that offers real world examples of small businesses that are enjoying success by harnessing the power of emerging technologies. Please look out for a full review in the coming weeks and be sure to check out the book yourself.
By John Joyce on October 29, 2010 - Comments 2
Your site might look fine on the surface but it could have many issues you’re not even aware of and this could be hurting your lead generation and customer conversion efforts. Here are five tools that will allow you to take a look under the hood and get an in-depth diagnostic view of your website:
1) Website Grader
Website Grader actually gives your website a grade, X/100, based on it’s adherence to “searchability” best practices relative to the other sites that have been tested. (currently 2,973,941 sites have been graded) A report is generated and offers areas for improvement including the following:
- Checks for a blog and gives a grade
- Number of indexed pages
- Readability level
- Inbound links
- Do you have a permanent 301 redirect of yourcompany.com to www.yourcompany.com?
- Is your domain going to expire soon? (it’s important to show the search engines you’re in for the long haul)
- Do you have an RSS feed? Do you have a conversion form?
2) W3C Validator
The W3C Markup Validation Service checks the markup validity of Web documents in HTML, XHTML, SMIL, MathML, etc. The whole concept behind the W3C organization is to encourage the use of standards compliant, user-friendly and accessible code. The feedback from this tool is extremely technical and would be best suited for your website developer.
Pear Analytics has a more friendly user interface and offers great detail on how to fix website issues and the degree of difficulty for each recommended change. Some of the relevant checks they perform are as follows:
- 404 error handling
- Do you have analytics installed?
- Domain age (the older the better)
- Duplicate content
- Do you have a sitemap?
The Reaction Engine is another bare bones technical tool that is geared toward the developer crowd. The key difference with this tool is that it analyzes the SEO performance of a URL based on a given key phrase.
Woorank is a very comprehensive reporting tool with a great looking interface and the ability to save a copy of the report as a pdf. You can drill down and gain a great deal of insight from stats such as:
- Traffic to your site
- Valid robots.txt file
- Related websites
- Directory listings
- Social media presence
The one caveat I did find when trying each of these tools? Some of the results are inconsistent, for example, Pear Analytics reported that I did not have an H1 heading and the others saw that I did. So, if you’re going to take the plunge and optimize your site using free tools, make sure you get a second opinion before making any big changes.
Of course, if you’re not comfortable doing this yourself, please reach out and we’ll give you a hand.
By John Joyce on October 19, 2010 - Comments 0
Friends of The Small BizNest are eligible for a 50% discount on admission to the Small Business Technology Tour in Boston next week. Ramon Ray, founder of Smallbiztechnology.com, has put together a great series of events to educate growing companies – whether you are an entrepreneur or a small business owner – in how to use technology as a tool to grow your business. The next event will be taking place on October 25th at the Microsoft New England Research & Development Center. (NERD)
Check out our latest newsletter for more information on enrollment and other cities where you can attend this great event.
By John Joyce on May 28, 2010 - Comments 0
I recently participated in Omniture’s ”2010 Online Analytics Benchmark Survey” and received a customized report from them yesterday and wanted to share some of the information with you. It doesn’t take a genius to understand that businesses shouldn’t spend money on new marketing channels without having the ability to track their success, but that’s exactly what the majority of us are doing.
The main takeaways from this survey are as follows:
Key Web Analytics Challenges Include Talent, Measuring ROI and Multi-Channel Support
Top challenges for online marketers include:
- Difficulty finding and training top talent
- Determining what actions to take based on their data
- Maximizing marketing ROI through full funnel measurement and automatic multi-channel integration.
Do you find yourself or your staff spending large chunks of time developing programs and campaigns, delivering them across an assortment of online marketing platforms and then wondering if they had any impact? It looks like you’re not alone. The most telling statistic from this study is glaring proof that, since many of the emerging online marketing platforms are very much in their infancy, businesses are unable to track their success as illustrated below:
Marketers know which metrics are important to measure, however they are not capturing all the metrics they need to achieve their goals. Eighty-two percent of survey responders believe ROI is somewhat to very important to measure, but only 30 percent of marketers can effectively measure marketing ROI! Additionally, 86 percent of respondents think conversion rate is somewhat or very important to measure yet 27 percent of marketers cannot effectively measure conversion rates.
We all know measuring the success of offline marketing is difficult to nearly impossible but that’s because there’s no system available to allow for granular collection of metrics. Conversely, online marketing offers so much data that we become overwhelmed by a never ending stream of seemingly valuable information . They key, however, is knowing how to interpret that information and turn it into an actionable plan that exploits the repeatable successes you have unearthed.
If you’re going to “try” a mobile marketing campaign, social media campaign or viral video campaign, make sure you develop a system to track and measure success against your business goals. Work smarter and not harder.
Have a great Memorial Day weekend!