- Submit site posts to content aggregator – AllTop, Growth Hackers, Hacker News and inbound.org are starting places to share content, Many of these will syndicate content, meaning that the posts will show on their networks. Allot, for example, will tweet posts
- Create a video version of a blog topic – from YouTube to Facebook Live, you can create a live version for
- Social Media sharing syndication is a long word, but it serves an important purpose. It can automate new posts and ensure that they are available for other to see later. dlvr.it and IFTTT are examples of these syndication tools.
- Dedicate an email to a post topic – share a snippet of content can create interest in a new blog
- Share for community participation and events – People research the communities profiles online in Twitter and Google Plus. MeetUp is also a good site for meeting announcements, and learning about a group through the images they share.
- Repackage content as a presentation. The slides can then be hosted as a Slideshare presentation or as a pdf which can be downloaded at another site.
- Guest Blogging – appearing on other blogsites is still a good way to generate interest on your own, provided that the hosting site is a high quality site.
- Appear on podcasts or video newscast, mentioning in talk about a related blog post. Doing so can be as effective as providing a link from a guest post.
- Talk about tools of your trade, such as this post for Small Business Trends. Solution providers of those tools will appreciate your mention and post a link to the podcast (or blogpost).
- Posting a link in a Reddit community relevant to your site or topic.
- Create a slideshare version of the post, highlighting a few key points from the post. Doing so will give another set of content that can complement a post without mimicking all the content. So for example, a slideshare of top 10 tips for a better website could complement a post on why a site update is important to a business.
Segmentation has always been the raison d’être for analyzing data. After all, analytics is greek for “breakdown”, and businesses are trying to breakdown data into segments that can reveal ideas to serve customers easily. Understanding data segments reveal the kind of customers who are discovering your online media…and thus, discovering if your business is a good one to do business with.
But when it comes to data segments created from traffic sources to a site or app, mobile data drives the heart of the analysis especially if there is an Internet of Things influence in the strategy, such as beacons in a retail location.
So how can a business direct its analysis to make an IoT strategy better?
The best answer comes from combining Affinity reports and second dimension to know where people are coming from when they arrive to your site and to learn how people journey in general.
Affinity reports are useful in discovering new sites and topics that customers hold an interest.The Affinity and In-Market Reports offer lifestyle (Affinity) and purchase-intent (In-Market) topics that attracted an audience to a measured site or app.
But sometimes reviewing Affinity report results on one dimension does not reveal a pattern or a trend that tells the user something meaningful. Selecting a relevant second dimension can help reveal more information to help the user see a pattern and make decisions. (This Zimana post talks about second dimension selection in more detail.)
So where to start first?
Go to an Affinity Report and determine what topics are typically of interest to your site traffic.
Next set the Second Dimension in Affinity Reports to one of the following, based on the purpose of what associated information appears with the results in the Affinity Report:
- Devices highlight the topics are accessed through a tablet or smartphone. The highlights can spark ideas for planning AdWord campaigns for mobile versus desktop/laptop.
- The time selection highlights if the topics in the affinity report are accessed at a particular time. The highlights can spark ideas for planning adword campaigns for when people view the ads the most. You can examine time to see if people are arriving during a particular part of the day, or if there is some variation in topics between time periods.
- Can give an ideas of topics and source sites that are age appropriate – useful for sites contain content suitable for children, young people, or a certain age demographic for the site owner. Use age range to know you are seeing activity from the intended group.
Verifying attribution can help you see if your media usage is in step with an target audience or within your industry. You can do so with the Google Customer Journey Tool (I explain how the tool works in my CMSWire post – Pierre). The purpose of the tool is to see how customers general use different channels in a sequence before they purchase.
Our friends at Small Business Trends had a great idea for an infographic – note what customers want from an app. That idea is shown below, with a number of themes on how an app serves customer needs.
Many business launch an app, but not sure how to integrate the app’s purpose into a cohesive strategy or business model. reviewing the tips on this infographic should spark ideas as to how to improve your strategy or business model with an app.
This infographic first appeared in Small Business Trends.
Ok, so you are ready to update your website pages, or these days, a web-based app page. Well planning content is critical for making the most of your site pages. Here are several tips that should be included in refining a site or app page.
- Layout a wireframe for a site – a wireframe needs to show how a page is laid out, so you can plan what is related to it.
- Select content and images that tell how you will solve a problem,. not just your “life story” . It is good to know something about how a business is established for credibility, but keep stories to three paragraphs when starting out. And be ready to update your story over time.
- Have a focal point of a page – an image that conveys what the site is ultimately about
- Balance the white space – make sure that a pages does not crowd with a lot of text. People read differently online than they do offline.
- Avoid using grey or any light-colors for fonts. In many instances, words in dark definitive colors against a background is easier to read at a glance.
- Remove flash pages – they are not only dated as of 2017 (and earlier), but flash pages also can hinder loading the key material visitors want to see on a page. With mobile and tablets being the first tool used to view sites, a flash page can hinder mobile access if there is no mobile page….
- ….Which, by the way, there should be a mobile page for your site. Make it with simple features, such as a simple bullet list of offered products/ services and a large button which users can click to dial to your store or office.
- For showing important details on your business offers, ask designers how to highlight that information. Sometimes a slight contrast in the background can show importance
- Despite better text editors and code frameworks, it is important to verify the appearance of webpage and web app pages appearance across browsers. To do so use Browsershots, an online site that checks pages for browser/site compatibility
- Make sure there is a privacy statement indicating the use of analytics, where applicable, and how data is handled within your organization.
- Consider examining how navigation usage occurs within a session that last 190 seconds (190 seconds is a typical average for a webpage). Note what is clicked and loaded easily within that time frame.
- Decide on social media platform and memberships to be displayed – links, badges, and widgets that shows a window of the activity on that platform. Sometimes these can add to page load time if the images are not optimized.
- Plan footer content – the latest website designs have a footer that works across each page. For apps consider what elements appear in the navigation – can any of it be arranged to simplify the loading of the app.
- For websites, gather recommendations of products and service – show on a page or every page where possible.
Finally, remember to optimize for search engines – i.e. use SEO to rank your site in a search query. Without this, your website has not guidance for search or even for a paid search marketing plan.
The most critical mistake with websites is to make delays to deliver your content to a developer or designer – more than a few months to code and finalize function can be problematic for your designer to organize and revise code with quality. Those delays can also cost your business sales, because your business’ updating of a site reflects how well it is operating. Gather essential changes so you can share your concerns upfront, and make any changes in an organized fashion.
With analytics deployment these days, cross device measurement has become a de facto standard for establishing effective measurement for many businesses. It allows marketers to learn if customers are viewing a tagged site on a mobile device and website prior to a conversion. This information can help tailor plans for a customer experience.
User ID is a modification to the analytics tag, designed to allow cross device visits to be an identifiable segment in the analytics reports. User ID is one of two IDs that vary according the data source generating the data. A client ID represents a device or access by browser, while a user ID represents a signed in user with an account. The purpose behind both IDs is to avoid personal identifiable information from appearing in the Google Analytics reports or within an overall analytic stack where Google Analytics data is exported.
For Google Analytics, User ID must first be enabled in an account, then added as a modification in the site tracking code. (To learn more about User ID see this CMSWire post)
To enable the User ID, enter the admin of the desired account and navigate to the property level. Within the Property level column, click Tracking Info then User ID. You will then see the following step by step instructions:
The first step is an explanation of the User ID Policy – the wording is meant to explain what is considered personally identifiable information and avoid its usage when marketers create the User ID. Once read, you can indicate you understand the User ID Policy by toggling the switch to ON. The feature is then enabled in the selected analytics account.
User ID can be used for both websites and mobile apps. Web data can only be sent to a web property, and mobile app data can only be sent to an app property, so you can not combine them into one reporting view.
Google Tag Manager version
The tag manager variable can retrieve the User ID value from two formats. It can retrieve the value from a first party cookie which persists a user ID on the client side, or through a data layer variable.
In the Tag Manager account, navigate to the More settings, then to the Fields to Set option and click Add Field. You should see the following selection.
Notice the field name and value entry windows. This is where you can enter the following values.