Category Archives: Marketing

Infographic from @CoSchedule – Content Hacking

This infographic from content sharing app CoSchedule examines the latest content craze – Content Hacking. Content Hacking involves content sharing, but hacking into platforms.  This does not mean breaking a password. It means craft and sharing media content that quickly acknowledges the value of the content and the ability to scale its visibility to the appropriate audience.

Take a look and see how this infographic can inspire your notions of what content creation should do for your business.   Enjoy the Infographic.

++ Click Image to Enlarge ++
Growth
Source: [Infographic] Growth Hacking: The Characteristics Of A Content Hacker

Analytics Tips: How to Manage 404s to Reduce Bounce Rates

404 in Google Analytics reports

404.

The dreaded 3-digit number can mean more in analytics reporting than someone not seeing a missing page in a website. The appearance of a 404 error in a browser screen frequently can be a pain in the neck.  But its impact can diminish the effort in maintaining a coherent digital experience, costing visitors and conversions (purchases, downloads, etc.)

Why 404s can hamper a digital marketing campaign

The number of 404 errors can influence bounce rates. Bounce rates are the number of times a visitor arrived at one page and left immediately. The metric reflects that people who landed on a page left without viewing other pages.  While there can be many reasons for a high bounce rate, a singular visit to a 404 page can not help.

Errors are a technical reality of a digital presence – no page, no information – but too many unmanaged 404 errors can negatively impact the visitor experience on a site. Regularly occurring 404 errors indicate that site visitors are consistently being mislead because the page is not really available. Thus reducing 404 errors becomes an important part of a establishing a digital presence.  

What to do: Making 404s a Number 1 Priority 

404 errors are best addressed with an experienced developer who is comfortable with basic code language, and good ol’ fashion follow–up skills.

But if such experience is not immediately available, there are a few ways to manage 404 errors so that bounce rates are reduced and visitors are kept with a website experience. Consider the following  tips:

 

  • The most common solution to eliminating 404 errors is by using 301 redirects for pages permanently removed and 302 redirects for pages temporarily unavailable. 301s are implemented by adding an update in the htaccess file. The htaccess indicates to search engine queries the intended pages of a site, so an update can also help eliminate potential query errors. Use a text editor to add the redirect (see this Zimana post to learn about a few types of text editors available).   The redirects are typically added in the format below:

Redirect /originaldirectory/originalfile.html http://website.com/updateddirectory/updatedfile.html

  • Create unique 404 pages that appear when a page is missing. Even a humorous 404 redirect page can re-engage visitors and reduce exits from the site. The .htaccess file can be modified to indicate a 404 message and to indicate the custom 404 page.  Add the following syntax in the file:

ErrorDocument 404 /errorpage.html  

where “errorpage” is the name of the custom 404 page (Feel free to name this page anything you want, as long as you follow standard HTML protocol)

  • Create an Google Analytics custom report to track when visitors arrive to 404 pages.  Set a filter to highlight the 404 URL; this may mean parsing the “404” in the URL or setting the filter to reflect the custom 404 page.  This report can help track the frequency in which 404s are occurring, and direct resources for monitoring the site function.
  • To better understand a site missing page response, become familiar with other 400 codes.  For example, Search Engine Journal reported a Matt Cutts explanation of the difference between a 404 and 410.

 

If you want to be the first to know when a 404 occurs, consider creating a Google Analytics alert.  The GA alert can indicate when 404s are occurring at an increasing rate or above a certain threshold.
To create an alert, follow these steps:

  • Log into a Google Analytics account and click on the Admin section at the top of a profile.  
  • Once on the admin page, navigate to the Goals menu. At the menu, select the destination goal and insert the 404 page URL as the destination page.
  • Next, navigate to the Custom Alerts section and create the alert, based on the 404 goal. You can set alert to send via email, including the emails of any team who is also managing a website. Set the increases by a percentage or a set value, using previous day. 
  • If you are unsure of what volume of 404 errors to trigger an alert, start with a 10% increase. You can later adjust the volume to a number of your choosing. The key is selecting a general indicator of how frequently 404 errors appear (and to keep development teams alert in eliminating out of date pages within the site).
Google Analytics Alert

Using an alert set to a specific 404 page can keep your team alert to increases in 404 related problems

An variation to the Google Analytics report is to set a custom report that highlights landing pages and sources – doing so can reveal if certain referral sources are consistently viewing a 404 page.

Even with all these ideas in place, your bounce rate may not reach 0% or a reasonable rate (Many blogs naturally have a high percentage), but the rate will move closer to that direction with 404 alerts. The end result is retaining engaged visitors on the site.

Blogging Curation and Analytics Tips for Attracting Better Visitor Traffic

Blogs are certainly a key element in establishing an online presence. Blogposts provide one place to write about a small business owner’s professional passion and news on industry changes. Blogging is also a way for people to discover your owned content.

Thus blogposts provides a means to manage news about your business, new product introductions, and share good commentary from customers. Sending posts to the right audiences requires crafting the content to appeal to readers.

Establishing a blog is easy, but creating posts can become consuming, turning your business into a baby-Huffington post instead of operating the model that was originally intended.

Below are some tips that can make managing a blog easier, saving time in creating posts and resources to better manage your business. For some tips to create evergreen content – content that can last and save preparation time in creating, take a look at this Zimana post.

  1. Choose the topic or niche that compliments your passion or business objective. Doing so encourages more quality posts.
  2. Be conscious on selecting short, descriptive domain names for the blog if a blog is a major component of your business model. It will help regular readers to recall it.
  3. Create a regular posting schedule. Casual posting will not be considered a major strike, but sporadic posting will not attract a consistent reader following.
  4. A word about using free blogging platforms for long term strategy; Be wary.They’re great for keeping expenses low for a business – because they are free – but they also lack time-saving features that makes blog curation easier to operate. For example, wordpress.com does not allow modifications of supporting files beyond the content. This means plugins that can add valuable features to a site are not available. WordPress.org – the stand alone version – does permit plugins. Plugins can make certain repetitive operations easier to do and provide opportunity for other features to enhance the reader’s experience on the blog.
  5. Read blogs from experts on your niche. To spice up content, interview industry experts with topics related to the blog’s niche. Doing so shows that your business attracts other professionals who recognizes the value of your business and your site content. Readers will feel that your site is not just another form of advertising. Also, interviewed professionals will share the content, providing another means for readers to discover your site.
  6. Use Pinterest and Instagram to enhance post exposure through images, short videos, and descriptions of related offline events. Doing so can add a new means for people to discover your blog.
  7. Audit outbound links periodically to maintain your blog quality on what sites are associated with curated content. Sites shuts down or deprecate content, leaving your site with broken links.
  8. Reply to your commentators to encourage commentary. Highlighting commentators can share some valuable suggestions that can lead to the next post idea. It will encourage return visits to the site because their commentary and dialogue is cherished.
  9. Highlight new posts in the social media presence to reach readers. Facebook Pages allows a highlighted post, while using a Twitter card with associated images can highlight a post shared in a tweet. Take time to craft unique messages for each platform where possible. Google Plus and Facebook provide more characters for more descriptive text. Take advantage to describe what is new about the post content.
  10. As posts are created, find ways to create internal links on relevant posts. For example, this link here connects to another Zimana blog post on blog content. Using text that describe where the reader will be taken can increase page views and overall engagement
  11. Use attractive and readable text on your posts. Aim for a font size of 14 or larger – remember that readers may be viewing the site through a tablet or mobile device.
  12. Conduct keyword research on Google Trends to discover what people are generally searching for online. Doing so will inspire title ideas that can tie into popular online searches.
  13. Join community forums and groups to meet people who share the blog’s intended niche. Doing so increases the likelihood of discovering new ideas that can be curated.
  14. Although Matt Cutts, Google search evangelist, noted some limitations in guest blogging recently – see this post from his blog at www.mattcutts.com – inviting other bloggers to write guest posts on your blog can provide a lift in identifying new blogpost ideas. A comment from another blogger about healthcare for small businesses can be the catalyst for a blog on healthcare service trends.
  15. Create Twitter, Instagram, and Pinterest announcements dedicated to announcing your blog. Tweet a message or create a pinned image containing a subscription link. Encourage followers to join your blog. You can also include a subscription offer in any automated Twitter message for new followers (Keep in mind: Not every Twitter follower likes receiving an automated message. Plan for a personal appeal message requesting subscriptions).
  16. Avoid posts with affiliate links at the very start of a blogging effort. Deploying them too early can alter the “street cred” of the site. If they are used, disclose their presence in the blog and use discreetly, instead of making every link an affiliate link throughout every post.
  17. Use analytics on each social media platform to see how activity is being generated as followers respond to the content.
  18. Track metrics associated with the content reports – you’ll find it in analytic solutions such as Google Analytics or Piwik. These reports list pages as the dimension, so a review will increase your understanding of how your content is accepted. Examine the time spent relative to the visits. In some cases your second, third, fourth posts (or lower down) can experience meaningful engagement, indicating topics to build on as a follow up topic.
  19. Use demographic reports to confirm how well your traffic matches to the intended demographic of the business. Keep a weekly or monthly status of the percent change in demographics – determine the traffic trends as possible.
  20. Use report flow to see if there is a general flow of site traffic to a particular page. Doing so can reveal if visitors are investigating your other posts as well.

A defining characteristic of content curation is analyzing traffic sources and estimate how visitors react to the content . Constantly monitor the curated and shared content to learn how to make it effective.

6 Must Know Tips – Omnichannel Marketing – Infographic by Referral Candy

This infographic from Referral Candy takes a snapshop at omnichannel tactics within e-commerce. Omnichannel is just a fancy way of saying multichannel.  But no matter how it is referred, omnichannel requires more management of message and what customers see online.  Its value is highlighted here – Omnichannel customers spend 93% more than direct/online customers.

These are high numbers, but they indicate the importance of developing the brand online, managing the message, and providing the right means for customers to take action. Adding analytics ensures that the right management system is in place.  Take a look and share online.

 

 

6 Must-Know Tips for Omnichannel Selling [Infographic]
ReferralCandy – Refer-a-friend Programs for Ecommerce Stores

Infographic: How to Copywrite for Email, Social, and the Web via VerticalResponse @VR4SmallBiz

Before you can measure your analytics results, it’s important to have great media that attracts customers and interest.  That interest is reflected in the referral traffic, day in and day out.  Thus creating great copy is an essential step.

To aid that essential copywrite step, Vertical Response has created an infographic outlining the various difference on email, social media, and website copy.   You can learn more about their outlook at the Vertical Response site. In the meantime, use the infographic below to make your copy the best it can be.

VerticalResponse Copywriting Cheat Sheet Infographic