Why Are Google Analytics Important for Web Development?

Posted by in Content Marketing, Digital Marketing, Industrial Marketing, SEO: Search Engine Optimization

By Anne Roos, Director of Content Development

How do you know where your website visitors are coming from? How did they find your site? Which keyword phrases did they insert into Google to find you? Google Analytics answers these questions and more. It’s your web development tool for discovering how to maximize your site’s ability to attract customers.

By monitoring how traffic gets to your site, who is visiting your site and sticking around, and which pages interest them the most, you’ll know how to tweak your website so that it can reach its full potential.

Here are just a few of the questions that Google’s powerful analytical tool can solve:

• Which pages do your visitors initially land on when they enter your site? Your website visitors may not always start on your home page. Perhaps they clicked on a link to one of your products, or a link to your blog, or a link to another interior page on your site. Armed with this information, you can increase the appeal of individual pages.

• Do your visitors continue to explore your site once they enter your site, or do they leave to surf elsewhere on the net? The Bounce Rate is an indicator of your website’s staying power. If this rate is high, you are not engaging visitors, and you’ll need further investigation to determine why.

• When your website visitors explore the pages on your site, which pages interest them the most? The Top Pages report will reveal the content that is working successfully on your site.

• When is the most traffic visiting your site? The Visits tool will tell you when to publish to your blog and launch new products. It will also tell you when to make site updates without presenting any downtime for visitors.

• Which pages are referring the most traffic to your site the most? This information can reveal volumes about your visitors and what attracts them to your site, just by knowing what other sites draw their attention.

• How often do visitors complete their purchases, sign up for your newsletter, download a brochure or e-book, view your videos, and fill in forms requesting more information? This data is found with the Conversion Rate tool. If you have a low rate of conversions, you’ll need to examine the content and design of the pages where you invite visitors to take action.

The speed of your site has a major influence on all of the above Google metrics, particularly the Conversion Rate. If your site is not mobile ready, or if it takes too long to load, you’ll lose visitors. From a web development aspect, the download speed of your website must be addressed in order to adequately assess the results of your Google Analysis.

To get a full picture of how your website is performing against your online competitors, contact our SEO experts. We’ll go through your Analytics with a fine-tooth comb and offer recommendations to improve your website’s bottom line. Contact us at 559-978-4096 to receive your custom-fit website performance review, or drop us a line at info@moorethanseo.com.

Title graphic with movie theater chairs

Looking to Create Social Media Content that Engages?

Posted by in Content Marketing, Digital Marketing, Social Media, Social Media Analytics

By Shel Moore, Co-Owner & Chief Marketing Officer

Check Your Twitter Audiences Analytics for Useful Insight

If you haven’t taken the time to check out your Twitter Analytics, you’re missing out. As with Facebook, the amount of data revealed is dependent on the total number of followers an account possesses – more followers equal more insights.

In this post, we’re only going to focus on the Audiences portion of Twitter Analytics. There is so much good stuff in here that you can use to fine-tune your social media marketing. It’s high time you dug in and learned more about what you might be missing.

At the lowest end of the scale, new accounts and those with less than 199 followers won’t see much more than general follower growth. However, this starts to change once you hit the 200+ mark. Accounts with over 200 followers will gain the ability to view:

  • General interests
  • Gender
  • Country
  • Region

If you have 600+, then you’ll enjoy a wide range of deeper insights, including:

  • General interests
  • Gender
  • Country
  • Region
  • Wireless carrier
  • Language
  • TV genres
  • Wireless devices
  • Household income
  • Net worth
  • Marital status
  • Home ownership
  • Political
  • Credit card holders
  • Aftermarket auto buyer types
  • Consumer goods purchases

As with many platform insights, much of the data reported is based on an estimate and not intended to be considered official. Yet, there is so much that can be learned in reviewing this detail. Twitter even enables the addition of a comparison audience with a variety of filters. See how your followers compare to other Twitter users by personas, demographics, lifestyle, consumer behavior, and mobile footprint.

Comparison-Audience-Personas

Are you posting content that aligns with the interests revealed? Can you discover some relatable content topics that you might not have considered? Let’s look at an example together and consider how you might put this information to use in your marketing.

Twitter-Audiences-Interests

In this example, we can see that the top three interests of this account’s followers include business & news, comedy (movies & television), and politics & current events. Consider the stream of information you regularly post and share then determine if you’re right on the money – or perhaps missing the mark a bit. By the interests provided here, it might be worth considering the inclusion of content focused on health/mind/body and entrepreneurship due to the evidence of interest in such topics.

Here is a glimpse of the Lifestyle tab for a different account. Upon reviewing this example, it’s easy to see that followers are interested in technology, tech news, and business news primarily. However, there are some opportunities to appeal to those with interests in entrepreneurship, politics, and marketing. This account may wish to bring more of these topics into their posting mix for improved engagement. Additionally, viewing the TV Genres reveals that it’s likely this follower audience would enjoy some sports content as well as posts related to current drama and reality shows.

Twitter chart showing online buyer data

Dive in today & start evaluating the effectiveness of the content you’re actively posting. Are you providing a stream of information that’s aligned with your followers? Or, do you need to tweak your efforts to greatly improve engagement for your brand? It’s free to establish a Twitter Analytics account & log-in. Once you’ve completed the basic setup, you’ll be able to access this anytime from the Profile & Settings area of your account. Spend some time becoming familiar with all the analytics available inside Twitter and become smarter with your social media marketing.

Creating social media content

Why is Social Media Content Development Necessary?

Posted by in Content Marketing, Digital Marketing, Social Media

By Anne Roos, Director of Content Development

You can’t afford to ignore marketing your business and products on social media. The top two benefits are increasing exposure and increasing traffic. These activities lead to improved sales. In fact, even with a small investment of time, a whopping 85% of marketers report that their social media efforts gain more exposure for their business. Whether you’re looking for lead generation or increasing brand loyalty, going social does the job.

Social marketing reduces marketing expenses!
Almost 50% of those who spend at least 11 hours per week on social media marketing see lower marketing expenses.

How does marketing on social platforms reduce marketing expenses?

• It costs far less to create meaningful content. Posting to social networks is free! Compared with ad campaigns on TV, radio, magazines and newspapers, and direct mail, advertising for free beats them all. Sure, you could pay for a full-time employee and get the word out via tradeshow exhibits and telemarketing. But will you see a return on your investment using these expensive marketing methods?

• Target specific customers and clients on social media. Trying to reach your customers with TV spots, print advertising, and telemarketing is like shooting a fire hose to put out a match—It’s a lot of extra resources spent to accomplish this task. On Facebook, Twitter, LinkedIn, Google+, and Pinterest, you’ll connect with your specific audience without extra expense.

• Track followers and learn what engages them. Specifically target your message to different audiences to see what turns them on. Run contests, distribute coupons, announce promotions, and update your messages, all for free. Analyze and fine-tune your content for maximum response.

To guarantee monetary results, invest in a content development plan aimed at your social media audience. Align your strategy with your goals and post to the social platforms where your customers frequently inhabit. You’ll experience a wide ongoing market reach that increases customer loyalty and brand awareness exponentially.

The copywriting experts at Moore Than SEO will develop a plan to help you reach over 400,000 local social media users daily. We create consistent copy that is custom-fashioned to connect with your target audience. It’s real-time, lightning-speed marketing.

To receive a free assessment of your Internet presence, your social media program, and all your online marketing efforts contact us at 559-978-4096.