Measuring Madness: Get the Most Out of Your Digital Marketing Metrics
How Do You Track Results?
So what do you need to know about digital marketing metrics to successfully track the results of your spend?
There are many things to consider but only a few that are most crucial We explain in this post.
Types of Metrics
Each type of marketing, traditional print, TV, digital marketing have specific measurement tactics. This article covers how to measure your digital marketing campaigns: your web site, email marketing and social media campaigns. Here is a sample list of the types of metrics to measure for each digital marketing campaign type. If you manage your campaigns, you will find these numbers in the mentioned platforms. If your agency runs campaigns for you these are the types of numbers to inquire of them about. They determine the success of your campaigns and you should receive reports containing them on a regular schedule.
Web Site Stats to Know:
Traffic, Bounce Rate, Sessions, New Users, User Volume, Phone Calls, Contact Us form completes and product sales are a focus, but not all you want to track on a web site. You will also want to set up content tracking in Google Analytics so you know what content is performing. If you run an ecommerce site of course there is a whole set of numbers to track relevant to your product sales like cart visitors, cart abandonment rate, product sales and repeat sales. That’s another blog post. You will find these listed stats in your Google Analytics account under Acquisition. Next up, social media!
Social Media Ads Stats to Know:
Impressions,(the number of times your ads are shown to the consumer), reach (the number of times consumers see the ad), clicks, landing page visits, contact us for completions, phone calls or product sales. Conversion Rate, Engagement Rate are a place to start. You will find these stats in Facebook Ads Manager. Be sure to select the date range you are interested in first. Conversion from impression to click is a key metric to follow. This tells you if your ad is being responded to. It is important to configure what events or actions on your site you want to measure relevant to social media traffic visitors on your site. How many people found our site from the Facebook ad? How many of them became customers? This is tracking set up in the Facebook Events manager tab. See Facebook Blueprint training for help with the Events Manager.
Social Media Stats to Know:
Impressions, comments, shares, likes, followers, phone calls, contact us form completes are key, but they are not the only things to measure. Did you know followers are a much bigger influence on success then likes now? Ask your likers to follow you! These statistics s are found in Facebook and Instagram insights. Go to your Facebook business page and click insights. For Instagram, visit your Profile and Click Insights. The insights for Instagram, are only available on the mobile version of he application.
The social media and web site metrics change often, however, they can be of great help in tracking your results. There are tools that will roll up your results for you and they are worth investigating.
In closing, Happy Metrics to You! If you need help solving the puzzle of digital analytics, this is what we do. We can help you track the results of your campaigns and provide reporting and analysis help. Reach out today!
Accounting Firm Makes Bank with Beyond Brand Collective’s Approach to Online Lead Generation
Leads are Better with Online Lead Generation
Accounting firms are ripe with opportunity for digital online lead generation. Whether you are wanting to grow a certain part of your business or open a new branch, digital marketing can deliver. Read on as Bryan tells his story of 2021 growth after a web site rebuild, social media management and advertising grew his site traffic and created new customers.
I had a chance to sit with Bryan Lichau to ask him his impressions on his first year working with Beyond Brand Collective for his digital marketing.
“I am very impressed! 2021 brought us 30% growth over 2020. This was a substantial amount of growth in a very short time.”
When asked about who he is reaching, Bryan noted that he didn’t just get more leads, the leads were better. The clients have turned into the type of clients he wants to add to his roster.Osprey’s Ideal Clients
“We didn’t just get more clients; we added more small business clients. This is my strongest subject and the category I have hoped to grow. Many of my new clients are people who have just started a new business and are looking to get their tax practices safely established from the get-go. I am most excited about my growth because this empowers me to modify my practice into a consultancy model. This has been a goal of mine for years, and now with some new business clients, I can afford to take the risk into a new category.”
Usually, anytime there is growth, a few patterns emerge; for Bryan, he has found a nice niche with mobile dog groomers. “I never saw that coming…but they are great people with a passion for helping customers, and with the added feature of their mobile clinic, they have created a nice business for themselves.”
Accounting Firm Makes Bank with Beyond Brand Collective’s Online Advertising Approach Share on XOver the past year, Bryan cites that 7/10 of his new clients have come from either Google Search or his website and this is a directly result of the redesign of his site by Beyond Brand Collective’s team and the quality of traffic the strong social media presence that BBC has created for his firm. The addition of an eBook download also contributed to Osprey’s success. When web site visitors agreed to download an Ebook, they supplied their name and email address to do so. The email recipients were sent the monthly Osprey blog post and when tax season came. Many of them became new Osprey Accounting Services customers. The conversion rate on this campaign alone was 17%!
Blogging is Key
One of the features Bryan gets consistently good feedback is in his twice-monthly blog. “We try to find timely subjects to give people the information they need. Doing a blog two times a month keeps me in the front of my client’s minds. Plus, tax information is very calendar-based, so there is no end to the good topics to cover.”
Grateful for Wonderful Clients
We are thankful to hear all these great customer testimonies! We are involved with individual, corporate taxes. We also help businesses accelerate their growth through analysis and optimization of broken processes. If you would like us to help empower your next phase of growth, be sure to give us a call or send us an email. We’d love to show you how to launch or grow you presence online in order to grow you revenue this year.
Migrating to Google Analytics 4: A Simple Explanation
What is Google Analytics?
Google Analytics is a tool that is used to inform you about your web site traffic. What is driving it, how much there is and how engaged the traffic or people visiting your site are with what you have on your site. You can measure clicks, views, page sessions, length of sessions, exit pages and so much more with a Google Analytics account. It is free to use. Google is upgrading to Google Analytic 4 in July of 2023. They are sunsetting the current version, so that means your data will eventually go away. On July 1, 2023, standard Universal Analytics properties will no longer process data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties. Learn more
Here is more background information on the move to GA4.
Things to Think About
If you are new to using Google Analytics for web site metrics, you will need to decide, for each site, what you want to track – Contact us form completes would be a standard thing for you to measure. The power of Google Analytics is seeing what your visitors do once they arrive on your site – and tagging allow you see measure specific actions like form completes, purchase of a product, a newsletter sign up, etc. This allow you to see what type of traffic, i.e. direct, social media, referral, etc. is giving you the most traction on your goals. Many don’t realize for example Social Media traffic can drive higher quality traffic then Google ads, because the engagement is deeper before they get to the site. This is the type of thing a Tag allows you to track.
Tagging gets you beyond measuring traffic volume per source, to the actual actions being taken on the site by the visitor. Google Analytics 4 is a new release, that has new tagging features and other changes. Google is not going to support Google Analytics 3 after July of 2023, so we are moving clients now so their data can build in the new system.
The services we intend to provide to our clients around this migration:
Audit UA and GTM
Our team will audit your existing GTM and UA properties to determine what data will be essential to continue tracking in GA4 and which tags, triggers, and variables in GTM are needed.
Migration Strategy
Once we have a clear picture of the existing Google Analytics and Tag Manager setup, and have noted your requested and/or existing conversion points on the website, we can begin mapping each site’s ideal setup for GA4.
Deployment
We will set up the new GTM container(s) and GA4 properties for each or your sites. We will also test and debug all new tracking that we set up. All work will be reviewed by your team for sign-off before deployment.
Have questions? Reach out to Beyond Brand Collective, by calling or filling out the contact us form.
What Beyond Brand Collective Does
The world of digital marketing is complex, for sure.
Here’s a list of what we do:
Activate digital media to grow your bottom line.Manage business social media.Build web sites.Make web sites get found on search engines.Design and manage Facebook / Instagram ads to grow awareness and leads.Write a LOT of copy for web sites, email, social media and print advertising.Manage partner campaigns for clients. If you want to target an industry with your services, with an online campaign, we do that.Create and manage online stores so you can sell online.Help you figure out a strategy for your online ad dollars.Create and run email newsletters and email drip campaigns.
We love to do online video and help you use that to grow engagement online!
We have grown all of our client’s bottom lines substantially. Perhaps we can help you as well?
What is SEO?
Many now realize that a web site is not a “set it and forget it” affair. A web site that is found on search engines and thus generates quality traffic for a web site and a business takes a thoughtful structure and consistent maintenance, especially in regards to content creation. SEO stands for Search Engine Optimization. It is all the things, on and off site you do to make sure that the major search engines can find your site. The major categories of search engine optimization work are outlined below. Search engines like Google and Bing! Want to see that your site is easy to navigate and populated with helpful consumer information. Search engines have “bots” or active algorithmic code that scans sites for relevancy and present sites to consumers in the form of “search engine listings”. Being listed on the search engines, especially on the 1st page for the keywords relevant to your business, is fundamental to success in marketing your site online. It also contributes to the credibility of your business. You may be a thriving business with many customers, but the search engines don’t even know you exist. How do you fix that?
Onsite Search Engine Optimization
1. Conduct code audits for irregularities, search engines road blocks, efficiencies, meta tags
2. Tags Audit: Photos, title tags, H1 and others.
3. Content/quality Evaluation: This evaluation includes a review of site structure, page content volume and quality, site authenticity, topical relevancy, topics that are differentiators in the given market or represent opportunities to stand to the search engines. The presence of an active blog is fundamental to a successful web site that is findable on search engines.
4. Various design aspects of the site such as menu structure, present of reviews and testimonials and a blog.
5. Site Speed: Your site needs to load in a time efficient manner on desktop and mobile devices. Site speed is influenced by several factors, including image and files size, code quality and more.
6. Mobile Device Compatibility: Your site must be “responsive” to the environment it is viewed in. There are design factors and even Google requirements to a site being mobile appropriate.
Off-site Search Engine Optimization
1. Reviews
The presence of reviews on Google and other sites, the quality of the reviews and the level of response to the reviews.
2. Directory Listings – the sites Name Address Phone number listing being accurate, and the site must be listed in many online directories.
3. Google Business Manager
Your site must have an active, accurate GBM account and be updated on a regular basis. Images, reviews, must be kept current, location information accurate. The site must be verified by Google.
Questions, Next Step
Have more questions? Need help stepping through Search Engine Optimization or managing a complex site to keep it appearing on Search Engines? Contact Jennifer.Norene@gmail.com or visit her site at http://www.jennifernorene.com to learn more.
©Jennifer Norene 2018