At the goal line
Thoughts and opinions on sales, marketing, social media, digital content, technology and social business.
The business world today is more competitive than ever. If your traditional marketing isn't giving you the results you're looking for, consider investing in digital marketing. Digital marketing offers small businesses many benefits that can help level the playing field, grow your business, and increase brand awareness.
There are so many things to consider when planning a website. While having an aesthetically pleasing design, winning content, and search engine optimization (SEO) can help drive your success, visitors may not stick around if your site's performance and speed are subpar. The latest algorithms from Google also factor in speed when determining page rankings, making it imperative that your site is optimized to remain near the top of the search list. Read on to learn what may be slowing down your website and how to measure its speed.
Thanks to the Internet, over 80% of consumers now research business products and services online before making a purchase decision. Therefore, if your business doesn't have an online presence, chances are you may be missing out on opportunities to be considered when your ideal buyers are in the “buying window”.
Today, social media is a marketing necessity for every business. Today's customers want to engage with their favourite companies and social media is the way to connect with them.
Did You Know? Globally there are 2.56 billion mobile social media users which equals to a whopping 34% penetration; with 1 million new and active mobile social users joining in every day. (Source: WeAreSocial)
The question for businesses today is “how do you make sure that your efforts are reaching your target audience and having an impact?” The answer can be found by analyzing your data. Analytics track who interacts with your content, where they come from, and how long they engage. Understanding “Key Performance Indicators” or KPIs can help you to tweak your campaigns to better reach your target market with the information they're seeking and grow your business.
KPIs go much farther than simply tracking the number of “likes” or “shares” of your content. Here are some important KPIs to watch:
- Follower Count – Checking total followers and fans on each platform is the most obvious way to determine reach.
- Impressions – This one is complicated, but seeing how many times your posts showed up on a timeline or newsfeed indicates how many times people “could” connect with your brand. A higher number is better.
- Web Traffic – The amount of traffic to your site is crucial for measuring a social media campaign’s effectiveness. If you see lots of reach and engagement but little-increased traffic, it's time to look at your CTAs.
- Clicks – Simple way to measure engagement. Clicking on a link is a good indicator someone is likely to convert.
- Shares – Likes are good, shares are better. It's a sign that readers are willing to recommend your brand to their friends. A good indicator of social proof.
- Lead Conversion Rate – Indicates how many leads end up buying. Social media efforts should increase this number over time.
- Cost Per Lead – This metric measures ROI. Social media is effective because it builds relationships and generates authority for your brand. Your CPL should go down over time if your efforts are successful.
These are only a few examples of KPIs to track. The data you choose to analyze depends on your business needs. Effectively using analytics to track social media reach and engagement can help you to grow your business.
You may have seen other companies’ blogs on their websites and wondered if your company should have a blog too. The short answer is yes! Blogs can be a valuable addition to your website for many reasons.
Today, online marketing has created a super informed buyer that may need to know more than just features and price to buy from you. Consumers are savvy and aren't interested in being “sold.” They seek information and are looking for solutions. Old school sales pitches tend to focus on the seller – their company, capabilities and the accolades they've received. If you want to increase your sales, ditch the pitch and tell prospects your story.
The word “vacation” conjures images of sandy beaches and time spent relaxing, but for many of us vacation remains a dream rather than a reality. In 2017, workers used less than half of their paid vacation time, amounting to 212 million days of vacation time lost. This trend is hurting us, both personally and professionally.