Tag Archives: marketing strategy

The 5 Most Useful Google Analytics Pages

Every single small business should be tracking their website’s results. This is 100% standard for large companies and organizations, and small business owners should take a page out of their book.

Tracking a website allows the small business owner to see what is working and not working and take steps to improve their results. It allows them to know where in the world their audience is coming from and how they found the website. Find out more on why every small business should track their website.

The most popular website tracking system is Google Analytics, and it’s such a robust system that is is easy to be sidetracked (or even overwhelmed) when you go into it. So, below you’ll find what I think are the most useful pages within Google Analytics as well as what they tell you. Please note that while I’ve given suggestions as to what the business could do that is featured in these examples, what any small business does with website results are totally dependent on what a their objectives are.

The Audience Overview page is the default landing page for Google Analytics. I like it because it shows me at a glance some key stats. Here’s what the below example shows me:

  • This is between Dec 8, 2013 – Jan 7, 2014
  • The number of visitors went up in January 2014 (blue line is going up)
  • Most people came to this website once. (“Unique visitors” versus “visits”)
  • They looked at about 3 pages
  • They stayed on the website 2min 54 seconds

I’d recommend to this client that they try to increase the number of visitors to the website, as well as try to keep them on the site longer. They could compare the below results to last year’s results to see if they’ve improved year-over-year.

Google Analytics small business toronto tracking 1

 

Another page I always look at is the Acquisition – Overview page because it’s really valuable to know how people are finding your website.

Google analytics small business marketing toronto 2

In this example you can see that most people are finding the website through Organic Search and almost none through Social (ie. Facebook, etc.). The company may choose to focus more on Social or Referral or they may try to increase the number of people that find them through Organic Search.

 

 

The Behavior – Site Content – All Pages result page tells you what pages are the most popular. I always ask clients — Are these the most important pages on your site? If so, great! If not, you might want to focus on improving the most important pages. Or see which is the most popular page and listen to what your customers are telling you – that it is important to them.

If a page surprises you and is more popular than you thought, you might choose to spend more time on it.

ie. on this website the company’s most popular page is a cost calculator (below). It’s even more popular than their homepage. That tells me they should never remove the cost calculator! And they might want to try to reduce the 73.96% of people who leave from this page.

Google analytics small business toronto tracking 3

The Behavior – Site Content – Landing Page results page tells you which pages attract most visitors and are therefore the most interesting pages.

Think about the pages that attract the most visitors and try to figure out why they are most interesting. Then try to replicate that success on other pages.

Again, in the below example the most popular page is the cost calculator. I would advise this client to enjoy the fact that they’ve got a tool that so many people use…..and to think about how they can get people from the cost calculator page to other pages.

Google analytics small business marketing toronto tracking 4

 

The Behavior Flow – Site Content – Exit Pages offers insight into what pages people are leaving your website from.

I think of this like a bucket — you can pour lots of water into a bucket but if there is a hole and the water is escaping you should fix it. Similarly, if lots of people come to your website, but don’t make it to a page that encourages them to take action (whatever action you want – ie. call you, email etc.) then there is room for improvement.

In the below example you can see that lots of people leave from the cost calculator….but #4 is the Contact page, which is great. I’d like this company to focus on the homepage – enticing people to read further.

Google analytics small business marketing toronto exit pages

 

Do you have any pages that offer golden insights? Please share!

Or If you need help, or want someone to explain this to you (or manage it for you!), I can do it. While I’m physically located in Toronto I can do this no matter where you’re located! Just email me to get started. :)

In the meantime, feel free to sign up for my newsletter to receive both these articles directly to your inbox.

Small Business Marketing Toronto Workshop

Small business marketing toronto workshop buttonsI’ve been thinking for quite a while about  how I can help more small businesses. Specifically how to help more businesses in Toronto find more customers (or find more clients) and get their business to the next level so the small business owner can live the life they want.

Then I met a lovely designer and branding expert named Kim Speed. Kim is the owner of Purple Moon Creative, and she and I hit it off right away. She’s a really friendly and kind person, and similar to me in that we like to help others.

Plus, professionally, her designs are terrific, and I’m a sucker for nice designs!

Kim and I got to talking and found that she was having the same thoughts as me; how to help more small businesses in Toronto. (with branding, marketing, social media….all to help the business grow!)

We decided that the best way to help more small business owners in an affordable way would be to offer a workshop. Something that took into account that most small business owners Small Business Marketing Toronto logowould be working a lot, so want something short (but long enough to get all the important information in!) An intimate workshop – where participants could actually ask questions rather than get lost in the crowd. Something in-person, because it would encourage (force?!) small business owners to really put aside the time to focus on their business. And since both Kim & I are located in Toronto, it’s in Toronto.

I am SO excited to share all this great information with you — how to find more clients, figure out where your ideal clients are, and get your business to the next level!

Please check out our Small Business Marketing Workshop (in Toronto) and let me know if you have any questions, comments, etc. The first session is Jan 30/Feb 6 (evenings).

I hope this helps your business grow and succeed in 2014!

Janine
ps. We’ve got an early booking special on until early January.

 

The #1 Secret of Successful Small Businesses Nobody Talks About

ShhWhat do the most successful small businesses have in common? A few things!

Because they have fewer resources than multibillion dollar corporations, it can often be a fine line between success and failure. Small business owners are both financially and personally invested in their business.

Also, successful small businesses recognize they can’t be everything to everyone, so they focus on a niche market, and really cater to this group.

The most successful small business owners are involved and adaptable. Because they’re directly involved, they are listening to their customers and being adaptable by incorporating their feedback into the company. (ie. A Physiotherapy Clinic’s clients comment that they find it challenging to make daytime appointments; the clinic adapts and offers appointments two evenings per week.)

They also outsource. Everyone has strengths and weaknesses, but successful small businesses outsource the areas in which they’re less skilled (or dislike!) as soon as they’re able to. For many small businesses this means bookkeeping first, then marketing.

Small business owners do not always have answers to questions, but they know the right questions to ask. They’re curious and constantly learning – how to improve their business, adding new skills, and staying abreast of developments in the marketplace.

But there is one thing people rarely talk about when discussing how a small business and the small businessperson behind it created the company’s success. It is really surprising that this key element is left out, especially when it offers such huge opportunity, at very little (or no) cost. And truth be told, it drives me NUTS!

shhWhat is the # 1 secret of successful small businesses that nobody talks about? It’s tracking! Specifically, tracking your website statistics.

I know, this doesn’t seem exciting, and may even seem intimidating if you don’t think you’re a “numbers person” or a “techie”. If it makes you feel better, I’m neither a “numbers person” or a “techie” and I can do all the tracking I need for both my company and my clients’ companies. (or organizations)

The benefits of tracking your website statistics are immense, and include:Checkmark

  • You’ll know how many people visit your website.
  • You can see where in the world website visitors come from.
  • You’ll see what pages have the most visitors, what pages people stay the longest on, and which ones most people leave your website from. (so you can change the information on your website to be more engaging and keep people longer)
  • You’ll be able to find out (measure with actual numbers!) what marketing is working best. (and what not to waste your time on)
  • You’ll be able to see how people find your website (ie. through a Google search, referred from another website, type in the url directly)
  • You’ll see what words (“keywords”) visitors to your website used to find you. (so you can use those words more often (“optimize”) or choose to use other less-used words)

I could go on, but these are some of the main reasons why small businesses that track their website statistics are more successful. They’re armed with information and they use that information to improve their website pages, product offerings, and more.

There are a number of website tracking services out there, but the most popular is Google Analytics. Google Analytics is a free service that generates detailed website statistics. It’s the most popular website statistic service and is intended for a less technologically-minded person. (if I can use it, so can you!)

Over the next month I’m going to share more information with you on Google Analytics in two articles. The first article will show you step-by-step how to install Google Analytics on your website. (Note: Email me if you want me to do this for you ASAP.)

The second article will show you a basic “how-to use Google Analytics”. It’ll highlight the areas that will be most beneficial to look at and track and will walk you through step-by-step how to do so.

By the end of these two articles you’ll be able to install Google Analytics on your own website, you’ll understand how Analytics works, what it tracks and what that means, and will have a basic understanding of how to navigate Google Analytics.

In the meantime, feel free to sign up for my newsletter to receive both these articles directly to your inbox.

How Excluding People From Social Media Can Hurt You

Social Media inclusiveness?Do you think it’s better to have a smaller number of social media fans who are obviously your ideal clients, or a bigger number of social media fans, only some of whom are your ideal clients?

I’ve heard the argument that someone should not like you on Facebook or follow you on Twitter (etc.) unless they are your ideal client. Some people even say it’s “cheating” to increase your number of fans with people who are not ideal clients.

I used to agree with this, but over the past year a few things convinced me that excluding people on Social Media can actually hurt you. Or said in a more positive way, that being more inclusive on Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest, YouTube, etc. is the right thing to do!

Here’s why I think you should be inclusive rather than exclusive with your Social Media:

1. Connected
People are totally connected these days, even more so than in the past because of Social Media. I’m not saying that we have deeper connections with people but definitely more of them. So if someone likes you on Facebook, even if they are not your ideal customer they might have a friend who is, and that person might have need of your services. If you connect with only a select few you might be missing out on the immensely valuable power of “six degrees of separation”.

2. Helping Others
I think sometimes we undervalue ourselves and the impact we can make in other people’s lives. For example, I recently wrote a blog on Simple Search Engine Optimization (SEO), because I found that I got so many questions about SEO. I have now shared that blog with lots of people, many of whom were not ideal clients (or likely to become an ideal client) because they needed it or were interested in it. What if you could help in a similar way? Sometimes we do things because they’re the right thing to do, not because of what they’ll get us!

One more example….do you know how often someone shares a simple quote or funny photo that makes me laugh? It’s often someone I’ll never buy from, but they’ve helped me. (thanks if that was you, by the way!)

3. Value
You can still learn from people who are not your ideal clients! ie. I posted a question in an Online Marketing forum recently, and have learned a tonne from people who are likely never going to be my clients. There is a real value to connecting with people who are not obviously ideal clients and who may have different ideas than you’re used to.

Small business marketing torontoOn that note, whether you’re my ideal client or not, I’d love to connect with you. Here’s where you can find me:

Facebook
LinkedIn
Twitter
Google +
Pinterest

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And if you have any comments, please share below!

Simple SEO to Get More Business

If one of your goals is to get more clients one of the easiest and least expensive ways to do so is to optimize your website. I can’t tell you what a difference this can make for your business – it’s that important! Below are some basic SEO tips that aren’t overly technical.

First, a couple of definitions:
“SEO” stands for Search Engine Optimization, and “optimizing” is just a short form of SEO.
“Meta tags” are information contained in the code of your website that give information to web browsers and search engines.

1. Use Relevant Keywords
In my opinion this is the #1 most important thing you need to know in order to attract more clients. Find out what words or phrases your potential clients are using to find you or your competitors. 

The Google Adwords keyword generator tool is an invaluable free resource to figure this out. You can even use the keyword tool to find out what keywords and phrases people are using for your competitors websites!

Now, where to use those keywords…..

2. Include a Title Meta Tag

SEO Title Tag

Title Tag

The title tag is like the title of a book – it tells people what your website (or specific page) is all about.

And just like people judge a book by it’s cover, they’ll also judge your website by it’s title. Use keywords people are actually searching for. ie. if I’m searching for “small business marketing” I likely won’t click on something that doesn’t have a similar term in the title (or description)

Also, title tags should ideally be 65 characters or less. Any more and you risk the title being cut off.

3. Include a Description Meta Tag

A description meta tag explains the content of the page. It’s often (though not always) used in search engine results pages, so it’s important to include keywords that are relevant to what people might be looking for. 

Description tags should ideally be between 150 – 156 characters long.

If you use WordPress, I’d recommend the “Add Meta Tags” plugin; you can enter both title and description meta tags for each page very easily with this plugin.

meta tag description

Description Meta Tag

4. Add “alt” Tags for Images

Image Meta Tag

Where to insert Image Meta Tag

Did you know people can find your website through photos and images? That’s why it’s a good idea to include “Alternative text” for your images. This is what people will see if images don’t load, and also Google uses it to figure out what your website is all about.

Alt tags images

Get found by using Alt image tags

In WordPress you can set the “Alternative Text” and “Description” right when you upload the image.

And, take a look below at all the images that come up when I searched for my website — these are all from my website, blog and Facebook pages.

There is *always* more you can do to improve optimize your website. The above is a bit time consuming – you have to have different title and description tags for each page of your website, but you’ll find it’s worth it.

If you have any questions about SEO or want me to help with yours, just email me.

And if you want articles like this one delivered directly to your inbox each month sign up for my email newsletter.

6 Ways to Boost Your Marketing this Summer

Summer in Toronto

Summer in Toronto

Summer is officially upon us, and for many Wellness Professionals this means business slows down.

I think this makes summer a great time for you to think about your Marketing and gear up for Fall.

Here are 6 ways small businesses can improve their Marketing this summer…..


Update all your Social Media profiles

Things get old and stagnant and even if everything is still correct you may see a way to improve it. (ie. by making sure you’ve included your keywords)

Basics are to make sure your profile picture is current, check that you’ve added any new skills, endorsements and credentials and take a look at your profile and bio description.

Revisit your business and marketing goals
While these should not change drastically, by reviewing where you said you want to go you should be reminded where exactly that is. And it’s only when you know where you want to go that you can take steps to get there!

Try a new Social Media!

Have you been curious about Twitter? Wondering how to most effectively use LinkedIn or blog? Summer is a great time to experiment with a new Social Media. You may also want to learn about how to improve your Google ranking, or learn how to use Google Analytics to track your website’s performance.
(Hint: you can Google almost anything to learn more….or check out YouTube if you’re a visual learner)

Review Your Website

You might be surprised at what you see that you’d like to change! Perhaps your hours are different, or your service offerings have changed. It’s pretty important to have an up-to-date website. (and please, add Google Analytics if you don’t already have it!)

Get caught up

Maybe you have something like tracking how your Marketing performed or getting up-to-date on your bookkeeping. We all have things we should do more regularly….and summer is a good time to get caught up on them so we can start September with a clean slate.

Take Time for Yourself

When your job involves helping others it’s really important that you take time to take care of yourself. Whether you relax at the beach, go for a bike ride, do more rock climbing, or go on an overseas adventure, recharging your batteries is important.

I know you know this, but sometimes we all get a bit too caught up and forget to take care of ourselves. So think of this as a gentle reminder!
Okay, that’s it for now. What do you think? Did I miss something you think is important? Please share!

If you want advice specific to your business please email me. Or, sign up for my email newsletter to keep receiving monthly practical Marketing tips and advice.

Small Business Marketing in Toronto

Make Your Small Business Stand Out!What does it take to successfully market a small business in Toronto?

Here are three small business marketing best practices that will help make things easier for you.

1. Know Your Company
Sounds simple, I know! You built it, after all. But do you know what makes you different from your competition, and why someone should choose to do business with you, rather than others? Toronto is big enough that you need to be clear on what you do in order to effectively market your small business rather than try to be everything to everyone and just confuse people.

2. Know Your Potential Clients
If you are very clear about who you want to do business with it is so much easier not only to know how you can help them, but also to find them! Where do they shop? Are they married/single/have kids? What do they read? What do they want out of life? What are some of their problems? (and how can you solve them?)

3. Connect!
Since you’ve already thought about your potential clients, you should have an idea of where to find them. ie. LinkedIn groups for business/professional, Twitter for busy people on the go, or Pinterest for people looking for inspiration. Before you jump into any online (or in-person!) conversation, look at the forum/group/media to make sure your ideal clients are on it, as well as see what kinds of information (“content”) people are sharing. You need to use the language your potential clients are expecting.

In the end, small business marketing in Toronto is quite similar to many other cities. It’s a matter of doing your homework before you start!

If you have questions, or want to get help marketing your small business, just contact me. I’d be happy to help you succeed!