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Online Marketing Advice You Need To Know Now

Marketing Tips and Takeaways from INBOUND17

Still spinning from INBOUND17, an annual marketing conference in Boston, where I spent four days with 20,000 other fellow marketers, I am excited to share some of the top takeaways and immediately actionable insights. These ideas will help you be strategic about what’s trending in online marketing, so you can stay ahead of the curve and become even more more connected to your clients and fans. Dive on in.

1> “Instagram is Facebook’s next Facebook”

So says Facebook’s (owner of Instagram) CEO Jeff Zuckerberg. Straight from the horse’s mouth, Facebook expert Mari Smith advised it is imperative to include Instagram in your social media strategy. When Facebook is putting their energy there, so should you, with opportunities for the fastest growth in growing your followers and increasing your brand awareness.

TAKEAWAY TIP – Connect your Instagram profile to your Facebook page for analytics about how to be more strategic with the right audience. Make sure that your Instagram is “on brand” with the rest of your social media profiles.


2> Video, video, video!

Yes, video continues to be the content darling with social media, especially with Facebook TV and video ads. Also from Mari Smith’s presentation, we heard how Facebook is (still) giving priority to videos created in Facebook—not only for posts, but also for ads. It is getting easier and easier to create more professional ads without having to spend a fortune on video production. Some of the video tools Mari recommended were Wave and Animoto.

TAKEAWAY TIP – If you haven’t started, start RIGHT NOW! Start experimenting and post something THIS WEEK! If you have started, take it up a level – especially if you have a great idea for video or television series.


3> Less is more. Quality over quantity.

20% of your content (the unicorns) is bringing in 80% of your traffic. Work it, be smart, be strategic. This message was repeated in many different forums with varying degrees of statistics. But the general message from all of the speakers I heard (Dharmesh Shah, Hubspot; Larry Kim, Wordstream, and Garrett Moon, CoSchedule) was that you should focus your growth (10x growth, not 10% growth) on these really big content ideas and winners.

TAKEAWAY TIP – Find your most popular content (check the analytics from your website and social media) and make a plan to make it work harder.

 


4> Be human and connect.

We all want to belong – but we need to be solid in belonging first to ourselves. With a new book out, called Braving The Wilderness, Brene Brown kicked off the conference with a most powerful call for everyone to be more engaged with their fellow humankind. Fresh from the front of the Houston hurricane disasters, she had real life stories and proof that we are capable of being humans together – not apart.

TAKEAWAY TIP – Call, touch, hug and/or really look at someone today and everyday! But also as we think of our companies and brands, it’s imperative to be OK and even stand out or stand alone in our authenticity.

 


5> Creativity happens whenever we solve problems.

I took comfort in being reminded that being a creator doesn’t mean you have to be an artist or designer, or really good at making things pretty. Specifically, Wharton professor and author Adam Grant had some very pragmatic suggestions no matter what you do or who you are for how to bring creative ideas to life …which often involve working with your grumpy outlier cohorts.

TAKEAWAY TIP – Have a plan for bringing your next big idea to life. Don’t assume the people who are like you or who like you are always going to be your biggest advocates and the people who can most help you succeed.


Check out my LIVE FB video from INBOUND here. And if you want more insight in how to apply these trends and tips to your online marketing strategy, set up a clarity call with me now.

Measuring for Success: A check-up for your website

This article is the first in the “Measuring Your Success with Online Marketing” series reviewing key marketing metrics for you online platforms (website, newsletters and social media) to gauge where you are, where you are going and how best to get you there.

How healthy is your website?  If you have a blog, e-commerce and/or a contact form on your website, you might have a general sense of how active or engaged visitors are with your website.  However, most people who basically use their website as an online marketing brochure (is this you?) don’t really have a sense of how well their website is performing and what they could do to improve its “health and vitality.”

To review the basic website metrics, you will need to have Google Analytics installed on you site, so that you can then log into the Google Analytics dashboard for your site (if you don’t know how to do this, ask your web developer or go here).



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Google Analytics Dashboard

 

Now let’s dig in to the numbers – (which I recommend you do at least monthly) and understand what they mean.

Number of sessions – This is defined as each time a visitor initiates a session.  Ideally, you would like to see this number grow each month or at least remain constant.   Adding new, consistent and valuable content to your site on a frequent basis will help grow your audience.  If there are big fluctuations from month to month, it is important to figure out what or who is helping to spike your traffic (see Referrals via Acquisition below).

Number of users – This is the number of  visitors who are coming to your site for a specified period of time (by default 30 days).  A 50/50 balance of new and returning visitors shows a healthy engagement with fans who are returning to learn more from you and a new audience who is interested to find out more.

** Note- Don’t get lost in the numbers and forget about engagement.  It’s important to be consider quantity AND quality of your audience.  For example, in trying to raise awareness for your site and business, you will be much better served by 500 enthusiastic visitors who return to your website on a regular basis, read your blog posts, leave comments, refer traffic and contact you, than you will by having 1,000 visitors who visit once and never come back. **

Time on site (Avg Session Duration) – Obviously, the more time spent on your site the better, but don’t forget we have short attention spans, so don’t be surprised to see an average of under 2 minutes.  To get people to stay on your site, make it “sticky” by including easy navigation and discoverability throughout your site.  In other words, make it easy for them to get wherever it is you want them to go on your site.  Don’t lead them to dead ends.

Bounce rate – This percentage reflects how much of your audience is landing on your site and bouncing off quickly.  Ideally you don’t want to see a bounce rate higher than 60%.  If it is hovering closer to 45% or 50%, that’s better, but not ideal.  Try to keep it trending downward using the same engaging tactics (mentioned above) for getting them to spend more time on your site.

Sources and referrals via the Acquisition Channel  – Where is your traffic coming from?  Are they coming by searching? Or via email? Or social media? Another website?  Who is your top “referrer”?  Be sure to be developing relationships (online and off) with your most valuable referral sources.

Most popular pages via the Behavior Channel – Once visitors are on your site, what do they do there? What page do they come to first, and then where to they go?  Which are the most popular pages on your site for a given period?  Is it your services, about, portfolio or do they head to the blog?  Does this change or does is stay the same?  Understanding your visitors’ behavior and interest will help you better update and refresh your site with content they are seeking.

In reviewing these key stats on a monthly basis, you will soon get a clear picture about how healthy and effective your website is.   It will also give you valuable insight about how well your other online marketing efforts (social media, newsletters, online advertising, adwords, etc.) are performing.

Stay tuned for more about online marketing measurement and metrics, when we look at social media and email newsletter marketing in upcoming posts. 

In the meantime, let me know in the comments, what did you learn or discover about the health of your website when you dug into Google Analytics.   I look forward to hearing from you!  Thanks.

Making Time For Social Media

Last week, I was excited to speak at 341 Studios Roundtable Series about “Making Time For Social Media.”  January is the perfect month for entrepreneurs and small business marketing managers to gear up for growth with their social media and online marketing efforts.

After a brief discussion of the top six social media platforms: Facebook, Twitter, LinkedIn, Instagram, Pinterest and Google+, we launched right into the two most important tools for social media management: 1) a third party social media application (like Hootsuite or Buffer) and 2) an editorial calendar/checklist.

Are you using both of these tools in your social media management? Which ones?  Let me know in the comments.