I especially like this part of the post, since so many people ignore offline activities as a factor in online marketing:
Think offline. Sometimes online marketing has to start offline. Just think about how many websites must review, write about, and link to events and news. Well marketers, it’s time to create that news, and plan those events. Get out there and get involved with your target market, create a flash mob, launch a publicity stunt, and do what it takes to make people talk about your brand. What happens online is often reactive to what happens offline, so maybe it’s even more effective to be the creator, not the commentator.
Why embed a post instead of posting a screenshot? Because all the links and other information in the post remain intact. Your website visitor can click on the links in the post to go to the post on Facebook or to your Facebook page.
Go to any Facebook post, or scroll down in your Timeline to find one. Click on the little arrow on the top right of your post. The last item on the dropdown menu should be “Embed Post”.
Markitty’s Links You Shared table answers the question: which of the links you’re sharing on social media are getting you the best results?
As I wrote earlier, the table shows the performance of links you’ve shared on Facebook and Twitter. It includes the number of posts (in which you’ve shared that one link), impressions, likes, and stories for Facebook, and tweets, retweets, and favorites for Twitter.
Now we have expanded the Links You Shared table to include referrals from social media, Twitter, and Facebook. So if you shared a blog post link on Facebook or Twitter, you can not only see Facebook and Twitter stats for that link, you also get website referrals (from Facebook, Twitter, and all social media).
For us, it’s in the top ten, if you include blog pages. If you don’t, it’s consistently in the top two, with the home page. That’s a pretty important page. And most businesses spend a lot of time and effort getting the home page right and don’t bother to optimize the About Us page.
When was the last time you updated your About Us page?
I rewrote our About Us page last week, to make it more user-centric and less self-indulgent. What we had earlier told our story: who the team is, how we built Markitty. But why should you care about that?
We haven’t done an interview in a while, and I’m especially pleased with this one because it focuses on an interesting industry: book publishing.
Maegan Chadwick-Dobson manages social media for Tara Books, an independent publisher based in India. Tara Books has an awesome Facebook page with lots of lovely photos of their books, events, and “the Book Building.” The Twitter account shares interesting info as well, and Maegan is behind it all! We asked her about social media, marketing to an international audience, and more.
My questions and comments are in bold.
You share a lot of interesting updates on Facebook. Do you keep a publishing calendar or just decide at the moment what you’re going to post today?
I recently got a question about how to learn SEO, and thought that is a great topic for a weekly round-up! Here are some of my favorite blogs and resources.
Moz (previously SEOmoz) is where I go to most often when I need an answer. They have great explanatory guides on anything from title tags to canonicalization. Their blog also has in-depth articles on a range of SEO topics, including this recent one on redirects and their effect on your website.
And if you’re new to SEO, their beginners’ guide might be a good place to start.
According to the BIA/Kelsey report, 97% of consumers use online media before making local purchases. Google Research showed that 9 out of 10 internet searches resulted in a follow up action, such as calling or visiting the business. Mobile searches triggered an additional action or conversion 73% of the time; and 28% of mobile searches resulted in a store visit or purchase.
Your Website Performance table on Markitty is a quick snapshot of your website over the current month and the previous three months. It gives you a quick look at how your website data is trending, answering questions such as:
Are visits increasing but unique visitors decreasing? (Do you need to reach out to more new visitors? Are your visitors becoming more loyal?)
Are visits decreasing but page views going up? (Are your visitors more engaged with your website?)
Is average visit duration increasing over time? (It should!)
In our interview series, we asked marketers and entrepreneurs we admire about their marketing practices. One question I asked most people was about metrics: what metrics do they measure or think are most important for small businesses should measure?
If your website is also your product (content sites like Ask A Manager and YourStory, product startups like AppSurfer, e-commerce sites), website metrics are of paramount importance.
A call-to-action at the right time can make all the difference. Pop-ups are a great way to catch user’s attention but an intrusive pop-up can put off your users. Scroll Triggered Box is an ideal solution for this problem.
The Audience Overview report is what shows up first when you open Google Analytics. So you can scroll down and click to view the detailed report of language and locations of your visitors, or you can click on the left sidebar on Audience > Demographics > Language (or Location).
Yesterday Google officially launched its new tool, AdWords Keyword Planner, to help create better AdWords campaigns. Keyword Planner will replace our favorite Google Keyword Tool and AdWords Traffic Estimator.
You should learn to use this tool even if you never used Keyword Tool or Traffic Estimator and do not plan to use Google ads. Understanding search terms is important because that tells you what words your potential customers use to describe yours and similar businesses so that you can tweak your marketing and sales content accordingly.
We have been talking a lot about Google Analytics lately. Do you know of the new Google Analytics reports that show trackbacks and links from social media more explicitly? You should, so read this week’s links for details.
But first, how do you get to these reports? On your Google Analytics sidebar on the left, go to Traffic Sources, and then Social. You’ll see the links for Data Hub Activity and Trackbacks.
Here’s a screenshot of our Trackbacks report. It shows us who linked to our site recently.
If you have a website for your business, you must track visitors to your website and what they are doing. There are a number of tools available for tracking this, and the most popular and one of the most useful is Google Analytics. (Here’s how to set up Google Analytics if you haven’t yet.)
In these two posts, I’ll explain some important metrics you should be looking at in your Google Analytics data (or any other website tracking tool you are using).
The first thing to do, after you have logged into your Google Analytics account and selected the website you want to view data for, is to adjust the date range to your liking. The date range you select at the top applies to all the graphs and tables inside Google Analytics. I usually set it to current month or current week. You can change this any time you want, so feel free to try out different options. Click on compare to get all data for the previous period as well.
Now let’s get started.
Visits: Total Visits, Unique Visitors, Page Views, Pages per Visit, Time per Visit, Bounce Rate
We created this short video that shows you how to sign up for Markitty and connect your Facebook page, Twitter account, and Google Analytics account. (You need to be the Manager of your Facebook page and the Administrator of your Google Analytics account to connect them to Markitty.)
As you can see, you can sign up, connect your accounts, and start getting your recommendations from Markitty in three minutes flat!
Do you know how many people are visiting your site and where they are coming from? Do you know how much time they are spending on your site and what content they are looking at?
It’s easy to get answers to these questions, and as a business-owner you are missing out on very valuable information if you aren’t looking at this regularly. Google Analytics is a free (and most widely-used) tool that you can use to track visitor and usage information for your website or mobile application.
We talked about how to interpret online marketing results and make better business decisions by understanding the impact of various marketing activities on your data. Looking at a single metric like site visits or Facebook likes could lead you to make wrong inferences, which we demonstrated with a small case study.
Here is the presentation from the workshop for those who could not attend.