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Zimana Client Spotlight: Scientifically Speaking @business317 merges presentation skills with social media
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Zimana Client Spotlight: @SmallBizLady Melinda Emerson – Shining a big bright light on small business
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Marketing automation is worth more than a process that advances analytics capability. It has a growing important value in a business strategic plan. Businesses struggle to organize their marketing, typically due to running separate social media, email, and platforms. The effort yields individual results to each platform, but can overlook multichannel opportunities or personalization which more customers crave.
Marketing automation addresses that need by consolidates marketing planning and reduces “clutter” from managing separate media. Planning how to automate can highlight where a message may not need to be repeated as well as how to repeat other messages that are valuable for the customer. The planning with marketing automation as a core function saves time and, when done right, improve marketing results.
Automation has a particular value for small businesses. Small business owners and their employees are busy, leaving a limited time to analyze analytics reports repeated. Marketing automation can streamline resources by automating marketing tasks.
There are three tips small and medium sized businesses can follow to prepare for adding marketing automation features.
- Get a lay of the initial data on the land. Establish the best data possible in the systems that will match up to your analytics. This means eliminating duplicate entries in sources such as CRM systems. Use advanced databases tools where possible to find consistent duplicates and errors.
- Roadmap how data will flow through the organization. Roadmap how an automation program will be implemented. Addressing all digital platforms at once can overlook needed steps. Set a six-month goal for full implementation, with milestones along the way. Use features like an annotation in Google Analytics to journal technical changes – some marketing decisions will trigger other analytics-related decisions such as adjusting tags, setting up remarketing campaigns for certain site visitors, changing filters, or adding custom variables.
- Align your sales and marketing teams to sync promotion communication. Plan the marketing and supporting automation system based on the buying cycle and lead nurturing stages. The sales team’s insight can ensure that your marketing efforts to brand and convert potential customers align with the sales team’s capabilities to execute. This can also indicate how alerts in analytics solutions should be distributed to the teams involved.
Businesses create customer-centric attention when analytics is combined with unified communications. Multichannel reports – analytics reports on varied referral sources – is one set of analysis that can be done with analytics.
The potential value from multichannel reports lies in organizing the influences to a business. It can also aid a business relying on unified communications. The reports can produce a variety of options for a multitude of productivity and operational concerns.
First a few words on unified communications, otherwise known as UC. Simply put, it is a protocol set in the browser to provide video conferencing on the cloud without the use of a plugin. The business advantage is being able to communicate to partners and employees more easily across multiple devices.
While UC is steadily growing in usage among business organizations, tech savvy users have become more agnostic about which device they use for their daily tasks. They switch devices from one activity to another, being frictionless in being productive. In fact, Clickz noted device agnostics as a 2012 consumer trend. The trend is based on a tipping point of smartphone capability established in 2011.
This means businesses looking to connect with customers with UC must consider where the consumers are accomplishing their tasks digitally. It also shows how multichannel reports become handy. Multichannel reports identify the sequence of visitor touch points to a conversion activity. Thus these reports can rate different channels as significant contributors to conversion goals, as opposed to last click attribution – the assumption that an action from one channel is the main contributor to conversions.
A conversion path analysis from multichannel reports can influence a number of operations. Here are a few examples:
One example is evaluating online touch points against an assumed sales funnel process. An organization can review the number of interactions against its sales cycle. The review can imply ways to speed sales activity, such as providing better sales information upfront to the most responsive segments.
A second example focuses on the sequences in a conversion path. The sequences can show UC users where it should engage with customers digitally. Most multichannel reports reveal the sequence that happen before a conversion – a segment can, say, start with a mobile-related search, arrive to a site, leave, and then through Instagram return directly to a page. A customer care team can send mobile messages with one set of reminders prior to a conversation and separately send tweets containing general tips. The coordination of message types can simplify interaction, which can lead to faster communication or eliminate calls that can cost response time for more complicated matters.
A third example, API usage, can organize how data is consumed within an organization. Knowing which data to use can be a continual challenge. Most analytic solutions include multichannel report metrics in an API. This permits data visualization in a dashboard, one that can combine data from a number of sources. The unique advantage is that incorporating multichannel-related data will permit correlation of online conversion data with offline sales data and UC-related cost data to reveal a more complete picture of ROI. Thus multichannel reporting can guide how communication metrics are monitored and managed relative to business value.
Success from these examples do require cross management of teams. Imagine a customer service team coordinating with the marketing group that is responsible for the social media accounts, and you get the idea. But with that idea in place, multichannel reports and analysis provides a means to make an organization as customer centric as possible. The right analysis can reward a business with an empowered UC program responsive to customer demands.
Some businesses still struggle with basic starting point to using Bing Ads or Adwords. we covered a few in this Prince-inspired post. Here are a view ideas for deciding where an ad should be placed and what
1. Target your ad to a location in which your business serves or decide on a specific product that you want to run in your ad words campaign.
Many businesses mistakenly use page search as a general ad. Instead of the need to plan your ads according to the products and services at the offer. Adword groups can then be planned around a product permitting you to select keywords appropriately.
2. For location, take a look at where your traffic to your website reflects branding .
This should include looking at branded keywords and search, as well as direct traffic since this for flex a branding of your business.
3. Set your budget against your product margins as a starting guide to value your ad.
Most paid search managers use automatic or manual settings for the maximum amount of daily spend. Consider your product that you advertise again suspend. The margin on each product in the ad can be an indicator of how much value your getting from the spend. For example if your product margin is $5, it means that a spend above $5 may not giving value; You’ve spent more in your campaign click to gain that $5 margin from a sales.
4. For Effective Bing Ads and Adwords, Improve Your Quality Score
Quality Score is essentially a means to monitor keyword reputation. The Quality Score is based on four key factors:
- The historic CTR of a keyword
- Account history in geographic area
- Relevance of keywords
- Landing Page Quality
To increase quality score, you should look to optimize keywords, focusing on optimizing the ad groups to improve ad text. For Adwords, use the Keyword planner to aid choice in what to use in a landing page content and associated ad.
5. Write ads according to the platform associated with the campaign group. That may sound too basic, but media platforms have nuances that dictate how an add should be written. For example Facebook ads appear based on a user activity preferences in the profile. So a Facebook user who like skiing will probably see an ad for ski. This differed from Bing and Adword ads, which appear based on keywords in a search query.
6. Start with metric basics
Metrics that are typical in a paid search campaign are:
- Campaign Cost = CPC x Clicks
- Unique Visitors from a campaign
- Goals achieved from campaigns. This metric is expressed a conversion rate: Goals / clicks
6. Finally, consider your campaign objectives. Objectives from a campaign can range from increasing site traffic, increasing brand awareness, and increasing ROI for site conversion goals such as e-commerce or downloads