The dent in the wall of my office comes from beating my head against it over the use of Facebook for marketing. Facebook as a marketing tool is not always an easy tactic to judge. Its impact seems to vary widely from one company page to another. I spent most of my career as an [...]
Analytics event tracking can make a major impact on audience metrics such as page views, time on site and even return visits. One great way to use it is by applying it to site navigation to see which links generate clicks and which don’t. Poor navigation leads to frustration and the inability to find what [...]
An email marketing strategy should start with a single goal in mind for the sake of focus and simplicity. The best-selling business book “Good to Great” was largely about the success of companies that stayed focused on their well-defined mission. An email marketing strategy may not have a “mission” like a business, but it should [...]
Google launches a Panda update, and webmaster blogs and forums are filled with anger over lost audience and revenue. Google launches a Penguin update a year later, and the same blogs and forums are filled with more anger for the same reasons. Imagine winning $1 million and investing the entire amount in the stock market, [...]
Targeted email marketing means hitting not only the right audience but also proving that it’s hitting the right audience by looking at the open rate and the click rate. Two clients have open rates of nearly 50 percent and click rates of more than 20 percent. The average open and click rates in their industry [...]
Web analytics are essential to understanding and attracting more visitors — and figuring out ways to get those visitors to come back again. The three main standards for Web analytics are unique visitors, visits and page views. Those three metrics are usually the most prominently displayed in audience software such as Google Analytics. The unique [...]