Data Analytics

Website Analytics: Change The Way You Market

Website analytics are what great companies use to get a deeper look under the hood of their marketing efforts. However, not everyone is an expert in statistics and so getting analytics and understanding analytics can be two different things. Luckily, Admail West has a few tricks up their sleeves that can help beginning marketers improve their efforts without trying to become an expert overnight. In fact, some of the programs and tools we are going to recommend can completely revitalize your understanding of digital advertising with data management. Here is a list of helpful online tools to better view your website Analytics and their prospective pricing. (Keep in mind, with an Admail West Contract, you get access to nearly all of the below  and our expert analysis as a complimentary added service for being our client.)

Google Analytics

(Price: Free) This is the fundamental website analytics tool for every single marketer. You can install Google Analytics on everything from emails to your website and use the information to see whats working and what isn't. One of the most powerful aspects of Google Analytics is that it shows you were your website views are coming from and on what page they are leaving your website. It is a great tool for following your visitors around the internet and better understanding them.

Facebook Analytics

(Price: Free) Facebook provides quite a bit of detailed information about who your followers are. In fact, you can pull a detailed demographics report that breaks down your followers by interest, gender, and age group. Understanding these analytics allows companies to ensure their adspend is being put to the best use possible and their ads are being targeted towards people who are proven to respond.

Raven SEO Tools

(Price- $99/Month) This is a fan favorite around the Admail West Office. Raven generates powerful, interactive reports that tie together all aspects of your marketing. Their program includes connecting Google Analytics, Google Webmaster Tools, any and all Social Media platforms data, MOZ, and so much more. They even include their own site crawlers that details what's broken in your SEO, coding and other segments of your site to act as a guide to better marketing. Raven is a catch all as far as tools and is very much worth the money when it comes to website analytics.

Majestic SEO

(Price: $49-$399/Month) Majestic SEO uses all search engines to better explain your SEO visibility for organic rankings. They tie together things like backlinks and what pages your site is on for each keyword to show you the ways you're doing well and the ways that need some extra TLC. Majestic is extremely important when it comes to local visibility and beating out local competition. Their website analytics offer up information about how you fare in your area and globally.

Admail West Website Analytics

(Price: Varies on Need) You can get a detailed Admail West analysis done for varying prices at varying levels. Our team pulls data from all of the above and many more to create reports that fully capture your online success. Then we pair the data with a full initial strategy for online leads. Consider it programed information with a hands on touch from a marketing expert. You can rank higher, get bigger, have more followers and data, and win in your industry with Admail West. Contact us today for an analysis demonstration and a list of our website analytics.

Understanding Social Media Analytics

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Social media analytics may be a company’s secret weapon to creating high conversion campaigns, but do you know how to decode the stats? With Admail West, our marketing team has taken the time to breakdown social media lingo so you can turn your Facebook, Pinterest, Linkedin and more into your highest lead generators. Learn how the following numbers can tell you what’s working for your social media and what isn’t. Because in the end, data driven marketing is how you get results.

  1. Impressions- This social media analytics tool tells you how many people saw one of your posts and could potentially engage with it. It’s a gauge of how widespread your current demographics are.
  2. Engagement- This is how many people saw your post and interacted with it in some way. This includes shares, likes, comments, and clicks to your website.
  3. Share- This social media tool is the term applied to when someone takes a post from your wall and places it on theirs. This greatly increases your visibility without spending more money.
  4. Like- This term applies to many social media platforms and it captures how many people, not only saw a post of yours but also connected in some way.
  5. Comment- It’s a simple term but we don’t assume. This means that someone wrote you something back.
  6. Click Through Rate- This is what percentage of the impressions actually clicked your link and visited your site. This starts to attribute a lot of value to your posts and in the end is the second most important number next to conversion rates.
  7. Conversion Rate- This means how many people that clicked your site link actually completed your desired action. This could be filling out a form, buying a product, or booking an appointment.
  8. Reach- See Above Impressions
  9. Cost- When you apply money towards your social media advertising, you apply a blanket amount per day or campaign. Cost breaks down exactly how much you spend on an engagement.
  10. Frequency- The number of times your ad was served to the same person overall.

For more useful social media analytics, ask us how you can get a complimentary social media analysis. Learn more about what works for you!

The Basics of A/B Testing

A/B testing is an extremely powerful tool in online marketing. With digital marketing, companies can spend time honing in on exactly what language, colors, and offers work the best on each specific demographic. Creating version testing allows you to collect more data on your customers. This is exceptionally useful to companies exercising lean practices to grow. Every marketing attempt you make should tell you valuable information about your clients.

Visual A/B Testing

Many online marketing platforms allow you to run competitive campaigns against yourself. The benefit of this is that you can take two ideas that are similar with a small variation, or completely different, and see which gathers the best response. Places to do this include Facebook, landing pages, websites, and emails. It’s not surprising that certain colors, fonts, and wording work better for different industries. These visual cues can attract very different types of customers.

Language and Call To Action Variation

Another great way to A/B test is to switch up your language. You can do this by writing different offers on buttons, vouchers, and subject lines. Then you send to two different test batches and see which performs better before you run a large and expensive campaign. Getting the language right can inspire trust in customers which goes a long way in ROI.

Blind A/B Testing

With the help of a marketing expert, you can run a blind A/B test. What this means is that you take two landing page variants, or website variants, and run them at 50% intervals on random. This way half of your customers see one and half see the other. Then you gain analytics on what kind of people respond to each campaign. Keep in mind that it doesn’t need to be 50/50. You can run one more and one less. This kind of testing allows you to start fresh without any preconceived notions about what will work. Sometimes the greatest struggle for a marketer is to come up with new and fresh ideas without projecting past experience. A/B testing automates the new campaign model allowing you to learn more.

The Benefits of A/B Testing

While we could go on for days about the benefits of A/B testing. There are a few notable things that we feel just might sell you on the option. In the end, marketing is all about learning from your past experience and moving forward with the most information possible.

The Benefits of A/B Testing:

  • Test Colors and Images
  • Hone in on Gender and Demographic Differences
  • Increased Chance of Lead Generation
  • More Data. More Data. More Data.
  • Improved Strategy and ROI
  • Unique Information You Couldn’t Find Any Other Way

Platforms that A/B Testing Improves:

  • Web Design
  • Facebook and Social Media Ads
  • PPC
  • Landing Pages
  • Emails
  • Print Ads
  • Automated Processes

To find out more about how A/B testing could transform your marketing, email us at Admail West today!

Analytics Spotlight- The What and Why of Conversion Rates

As a leading marketing firm, we know that growing and maintaining a business always involves utilizing a clear marketing strategy. With the use of web analytics, you'll be able to take your marketing strategy even further. That's why we’re here to cover one of the strongest metrics that’s crucial for your campaign. If you use the web to drive sales for your business, you’ll want to tune into our feature on conversion rates!

What is a Conversion Rate?

Conversion rate is a term used in marketing analytics that measures how many people have completed a ‘goal’ that you set online. Signing up for a newsletter, landing on your webpage, or opening an email are all examples of goals you can set for your marketing campaign. Every time a user completes a goal online, it counts as a conversion. In online marketing, conversion rates often measure the number of sales leads generated, or completed eCommerce purchases completed.

How Do I Measure my Conversion Rate?

There are many web analytics software platforms that let you measure conversion rate. Google Analytics is the most widely-used data analytics tool available. Google Analytics provides you with insights as to how many people were near completing a conversion, how many viewers actually completed a conversion, and so on. Without data analytics, you could be missing out on imperative information that could help strengthen your marketing strategy.

Why Is It Important?

Your conversion rate uncovers the the effectiveness, strengths and weaknesses of your marketing campaign. If your conversion rate is lower than your original goal, then it may be time to dig deeper and adjust your strategy. If your conversion rate exceeds your expectations, you can look into your data analytics to find what’s working in your strategy, and focus more on just that.

Web analytics are important to conducting your business online and measuring your return on investment (ROI). At Admail West, our marketing analytics experts are ready to help take your business to the next level. Contact us today for a free quote!

Defining Target Audience

When it comes to selling, defining your target audience is essential to success. Most products fall into a niche market and are only appealing to select people. At Admail West, we spend so much time looking at data to better understand what makes your target audience so special. Then, we market to those qualities. This strategy provides excellent results, every time.

Let’s say you are in the solar panel industry. Your company installs and services solar panels on residential properties. This example is easy enough to figure out the target. The target audience is homeowners. However, targeting more affluent homeowners with larger electricity bills is an even better target market. The question is then what is the process for defining your target audience?

Consider the following:

1)       Creating a profile for different types of potential customers

2)      Determining where the audience is. (This pertains to where they are geographically but more so where they are ‘media wise’.)

3)     Researching past success of other competitor companies

4)     Looking at the profiles of people who have purchased product from you in the past

5)     Establishing behaviors of purchasing clients through campaign analytics

Start with the small stuff, like location. For example, it’s dark in Norway for half the year, so we aren't going to market solar panels to them. Sorry Norway. If you are thinking Geographically, maybe focus on sunny areas like San Diego. See it's not so hard defining target audience for your company?

It’s fair to assume that there is at least one computer in any of the target households and it is possible, if not probable, that at least one head of the household is using social media. Unless you are targeting a much older demographic, you target audience is primarily online.

Choose a Way to Reach Your Target Audience

PPC or Pay per Click advertising, are the ads presented at the top and sides of your Google search results. They are triggered by certain search terms. Homeowners searching something like ‘saving energy’ or ‘green technology’ may see PPC ads for solar companies or energy saving appliances. This is an effective means of targeting and advertising to a specific group of people.

Most people have some means of social media to stay connected. Once you have a target audience, try and reach them through ad campaigns. Facebook is great way to target certain demographics and they have their own advertising similar to PPC. An ad you place with Facebook would be presented to certain homeowners based on their age, profile content and search history. After that it is hopefully being clicked on by homeowners who are interested in your product or services.

Anything else we can assume about homeowners? They have mail boxes. Purchasing a mailing list of a specific demographic, and sending out direct mail is a great way to market your business.

Admail West creates custom marketing strategies and is an awesome direct mail service. We have created successful marketing campaigns for all types of businesses. If you’re looking to increase marketing efforts for your business, contact our team at Admail West and find out how we can help you find and reach your target audience.

Getting Past Online Marketing Failures

Online marketing, even with trial and error, is an excellent way to gain newfound success. With older companies, the switch to online marketing requires strategy and time.  Frequently, a misstep can discourage companies from continuing online marketing. However, with expert help at setting realistic goals and a redefinition of progress, your company can succeed easier than you ever imagined. Online marketing is a great way to propel your company into the future and solidify the newer generation of consumers as your loyal clients.  What Admail West loves is that even an online marketing “failure” can be re-evaluated and turned into that thing that brings your next big success.

Online Marketing Failures Turned to Successes

Social Media Marketing

This occurs often in small businesses. An owner attempts a social mediamarketing which costs much more in time than the revenue it generates. While some business owners would quit here, we find this to be the best opportunity to step in. Failure is data, and data is a better understanding of your customers' behaviors. In marketing, there are no failures, there is only more information. Taking into consideration what does not work allows you to hone in on the science of what does. With the right understanding of your information, your social media will become a powerful tool. It doesn't matter than it hasn't worked in the past.

PPC Advertising Gone Stale

PPC ad campaigns that failed often turn business owners off of integrated marketing. However, behind every single PPC campaign is a wide variety of data that Google stores. That information allows experts to create a strategy for you that not only boosts PPC response, but also flows into all forms of your online marketing. You'll never see a lack of leads or low click rate as failure. See it as data for the best strategy for your next time around.

The Grass Is Greener

There is great opportunity in our failures. We just have to look clearly, looking back at them and investigating what went on will narrow down your strategy till it’s spot on. Our team at Admail West can help you analyze past online marketing and devise a plan for your next marketing campaign. In reality, knowledge is power. Every attempt is one step closer to success.

Contact us today for an online marketing audit. We can help!