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5 Site Metrics Every Small Business Should Track

Many site small business owners’ eyes glaze over when people start talking about analytics, click through rates, and abandonment funnels. Really, there’s a lot of jargon that goes with measuring a site with analytics. Small business owners should be paying attention to their site analytics because the data provides useful insights into their site traffic, which ultimately leads to more sales. If you’re not paying attention to your site analytics, your business is leaving money on the table. The problem with most analytic packages is that they’re large and confusing, providing tons of data without much instruction. Fortunately, there are only a few really important metrics that small businesses owners should track to get the best results. It’s like the 80/20 principle: these are the 20 percent of metrics that provide 80 percent of the most value to small business owners. The Tools First off, you’ll need to install tracking software. It’s usually only a matter of installing a bit of javascript in the footer of your site’s design. If you don’t know how to do it, your designer should be able to very quickly. There are tons of stat programs out there, but Google Analytics gives me almost everything that I need to track. It’s robust and free, so it’s the perfect analytics program for small businesses. Setting Up Goals After you’ve set up Google Analytics on your site, you’ll also need to set up a few goals. Goals are the foundation for most of the metrics you’ll track. You can define goals for when a visitor completes a sale, or signs up for your newsletter, or anything else. (Here are some great examples of goals you can create.) So for now, start tracking your single most important goal, like completed sales or newsletter subscriptions. Once you get the hang of how Analytics works, you can add other important goals. (Here’s how to set up a goal in Analytics.) The Metrics You Need to Track Now that you’ve got your goal set up, you’ll start gathering data on your site. Here are the most important metrics that you’ll want to track for your small business website: 1. Conversions Conversions are the biggest thing that you’ll want to track. Conversions are the number of sales divided by the number of visitors that come to your site. Many site owners are clueless as to their site conversion rates, and if you don’t know this basic bit of information, you won’t have a baseline to improve your site with. Goal conversions allow you to effectively see lots of great things such as what page on your site makes the most sales, the referring site that led to the sale (ie. Google, Twitter, etc.) and where people leave the “sales funnel” and stop the purchasing process (more on that later). These are important insights for your site. If you can improve your conversion rate, you can make more sales, which is the reason you have a website for you business in the first place, right? 2. Referrers A [...]

By Ignacio Galarraga|September 30, 2013|Online Marketing|

5 métricas que una mediana empresa debería trackear

Muchos ojos web propietarios de pequeñas empresas 'vidriosos cuando la gente empieza a hablar de Analytics, haga clic a través de tasas, y el abandono embudos. En realidad, hay un montón de jerga que va con la medición de un sitio con la analítica. propietarios de pequeñas empresas deben prestar atención a su sitio de análisis porque los datos proporciona una visión útil de tráfico de su sitio, lo que finalmente conduce a más ventas. Si usted no está prestando atención a sus análisis de sitios, su negocio está dejando dinero sobre la mesa. El problema con la mayoría de los paquetes de análisis es que son grandes y confuso, proporcionando toneladas de datos sin mucha instrucción. Afortunadamente, sólo hay unas pocas métricas realmente importantes que las pequeñas empresas deben realizar un seguimiento de los propietarios para obtener los mejores resultados. Es como el principio 80/20: estos son los 20 por ciento de las métricas que proporcionan el 80 por ciento de los más valor a los propietarios de pequeñas empresas. Las herramientas En primer lugar, tendrá que instalar el software de seguimiento. Por lo general es sólo una cuestión de la instalación de un poco de javascript en el pie de página de diseño de su sitio. Si usted no sabe cómo hacerlo, el diseñador debe ser capaz de muy rápidamente. Hay un montón de programas de estadísticas por ahí, pero Google Analytics me da casi todo lo que necesito para hacer un seguimiento. Es robusta y libre, por lo que es el programa de análisis perfectos para las pequeñas empresas. Configuración de los objetivos Después de que haya configurado Google Analytics en su sitio, usted también tendrá que establecer unos objetivos. Las metas son la base para la mayoría de las métricas que pista. Se pueden definir metas para cuando un usuario completa una venta, o se suscribe a su boletín de noticias, o cualquier otra cosa. (Aquí hay algunos ejemplos de objetivos que puede crear.) Así que por ahora, iniciar el seguimiento de su objetivo más importante, al igual que las ventas completadas o suscripciones a boletines. Una vez que el cuelgue de cómo funciona Analytics, puede agregar otros objetivos importantes. (Aquí es cómo configurar un gol en Analytics.) La Métrica necesita realizar el seguimiento Ahora que usted tiene su objetivo configurado, se empezará a reunir información en su sitio. Estos son los indicadores más importantes que usted desea realizar un seguimiento de su sitio web de la pequeña empresa: 1. Conversiones Las conversiones son lo más grande que usted desea realizar un seguimiento. Las conversiones son el número de ventas dividido por el número de visitantes que vienen a su sitio. Muchos propietarios de sitios son desorientado en cuanto a sus tasas de conversión del sitio, y si usted no sabe este bit de información básica, que no tendrán una línea de base para mejorar su sitio con. Las conversiones de objetivos le permiten ver de manera efectiva un montón de grandes cosas tales como qué [...]

By Ignacio Galarraga|September 30, 2013|Mercadeo En Línea|

Brand Building Ain’t What It Used to Be

Because the overwhelming majority of your customers are going online to find suppliers, products and services, that’s where you should focus your brand-building efforts. Naturally, you have a website to promote your brand, but a website alone is not enough. To raise the visibility and increase the strength of your brand, choose programs that offer both branding and lead generation benefits. Branding is often undervalued. The mantra at many companies is “leads and sales, leads and sales,” with most marketing investments going toward lead generation activities. In addition, marketers often believe that branding results are difficult to measure. The Internet has relegated these notions to the garbage bin. With a comprehensive online presence and investments in the right marketing programs, you can gain 24×7 visibility, build brand value, increase opportunities for sales, and measure the results of your efforts. Another assumption is that “branding is nice, but it doesn’t help the bottom line.” Not true. In fact, if you don’t have any brand value, it’s easy to be considered a commodity. Take Nike(NYSE: NKE), for example. Without brand recognition, would customers be willing to pay a premium for its sneakers? Probably not. You want your company’s products and services to be unique and to be known for benefits that you alone can deliver. How can branding help your company? There are three main ways, each of them directly contributing to business growth. In fact, consider it an easy-to-remember formula. Brand Recognition + Brand Experience + Brand Exposure = Overall Brand Value Brand Recognition: Ensure that your brand is represented consistently. A familiar brand makes potential customers more comfortable. In business, no one wants to deal with the unknown because the unknown is risky. That’s why it is so easy to ignore companies you’ve never heard of or do not recognize. Brand Experience: Positive experiences that prospects and clients associate with your brand can reduce the length of the sales cycle. They already know your company’s brand attributes: “They make those high-flow hydraulic pumps I’ve seen.” Or: “They have the best warranties on their products.” Brand Exposure: Ensure that you stay in front of your prospects and clients. Online marketing programs give you measurability — key to ensuring that your marketing efforts are paying off. How to Build Your Brand Online Because the overwhelming majority of your customers are going online to find suppliers, products and services, that’s where you should focus your brand-building efforts. Naturally, you have a website to promote your brand, but a website alone is not enough, since studies have shown that 64 percent of industrial professionals visit six or more work-related websites each week, reinforcing the need for suppliers to have a comprehensive online presence. When considering what type of online programs to implement to help raise the visibility and increase the strength of your brand, choose those that offer both branding and lead generation benefits (remember the “leads and sales, leads and sales” mantra): Establish your company, products and services in online directories and websites frequented [...]

By Ignacio Galarraga|June 22, 2013|Diseño De Logo, Mercadeo En Línea, Pequeños Negocios|

25 Ways to Engage Contacts in Social Media

What is it? What is it good for? Engagement. One of the primary selling points of social media is the concept of engaging a potential customer or partner in your product or service. So how do you accomplish engagement on a personal level? 25 Ways to Engage a Potential Customer Using Social Media 1. Start a blog. This seems like an obvious one. This should be one of the first things you think about doing when contemplating using social media as a marketing tool. There should always be a hub where your contacts can interact. The so called “hub.” WordPress is a great tool to start blogging. Get on it! 2. Join Foursquare and Use it during the business day. Foursquare is a service that allows you to update your location to the people following you on a regular basis. I do not recommend using this tool after business hours (could turn a little creepy) but it can help your contacts get an idea of what you do on a daily basis. Even if you are just sitting in your office for most of the day. 3. Join LinkedIN and recommend your partners. Most of us are already using LinkedIN (if you are not click thislink for great information on LinkedIN). When you start to recommend the people you love working with it will help spread the goodwill that your business partners deserve. What happens you spread goodwill? Ever heard of pay-it-forward? 4 and 5. Start an RSS Reader and Find 5 Blogs to Follow. It is important that you use an RSS Reader to help with the organization of the blogs you read. For more information on starting and maintaining an RSS Feed check out this link. By using a Technorati or Google BlogSearch you can find 5 blogs that are industry “blog leaders” in your dedicated profession. By following and commenting on the blogs you will start to engage other readers. 6. Place a Poll on Your Blog or Website. There are plenty of tools available for polling on your website or blog. Wp-polls is a great resource if you are connected with wordpress. Ask a question to your audience. How can I make my content better? What are you wanting to read or learn about? This will help in engaging your more loyal readers and followers. Formstack also gives you the ability to create forms and polls for easy content access and building. 7. Ask a Loyal Reader to Guest Post. There is value in having your loyal readers do a guest post for your blog. They will feed your link to their subscribers and it also gives them a pride in ownership of your blog. This allows for the strengthening of a relationship in the long run. 8. Identify Your Strategy. This should have been number one because it is the more important thing you could be doing before online marketing. If you do not have a strategy in place to lead the charge into social media you will be at a [...]

By Ignacio Galarraga|May 2, 2013|Online Marketing, Social Media|

25 maneras para generar contactos en las redes sociales

¿Qué es? ¿Para que sirve? Compromiso. Uno de los principales puntos de venta de medios de comunicación social es el concepto de la contratación de un cliente potencial o pareja en su producto o servicio. Así que, ¿cómo lograr el compromiso a nivel personal? 25 maneras de involucrar a un cliente potencial al utilizar los medios sociales 1. Iniciar un blog. Esto parece como una obvia. Esta debe ser una de las primeras cosas que pensar en hacer cuando se contempla el uso de las redes sociales como herramienta de marketing. Siempre debe haber un centro donde pueden interactuar sus contactos. El llamado "hub". WordPress es una gran herramienta para iniciar los blogs. ¡Manos a la obra! 2. Únete a Foursquare y lo utilizan durante el día laboral. Foursquare es un servicio que le permite actualizar su ubicación a las personas con las que después sobre una base regular. No recomiendo el uso de esta herramienta después de las horas de oficina (podría girar un poco cutre) pero puede ayudar a sus contactos de tener una idea de lo que se hace sobre una base diaria. Incluso si usted está sentado en su oficina durante la mayor parte del día. 3. Únete a LinkedIn y recomendar sus socios. La mayoría de nosotros ya están utilizando LinkedIN (si no está thislink clic para una gran información sobre LinkedIN). Cuando se empieza a recomendar a las personas que amo trabajar con él ayudará a difundir la buena voluntad de que sus socios de negocios merecen. Lo que sucede a difundir la buena voluntad? ¿Has oído hablar de la paga-él-hacia adelante? 4 y 5. Iniciar un lector RSS y encontrar 5 blogs a seguir. Es importante que utilice un lector de RSS para ayudar con la organización de los blogs que lee. Para obtener más información sobre cómo iniciar y mantener una fuente RSS echa un vistazo a este enlace. Mediante el uso de una Technorati o Google BlogSearch puedes encontrar 5 blogs que son "líderes de la industria en el blog" en su profesión dedicada. Al seguir y comentar sobre los blogs que comenzará a participar a otros lectores. 6. Coloque un sondeo en tu blog o página web. Hay un montón de herramientas disponibles para el sondeo en su sitio web o blog. WP-encuestas es un gran recurso si está conectado con wordpress. Hacer una pregunta a su audiencia. ¿Cómo puedo hacer que el contenido de mi mejor? ¿Qué estás esperando para leer o aprender acerca? Esto ayudará en la participación de sus lectores más leales y seguidores. Formstack también le da la capacidad de crear formularios y encuestas para el acceso fácil y contenido edificio. 7. Haz una fiel lector de Invitado Mensaje. No hay valor en tener sus fieles lectores hacen un puesto de clientes para su blog. Se alimentarán su enlace a sus abonados y también les da un orgullo en la propiedad de su blog. Esto permite la consolidación de una relación a largo plazo. 8. Identificar [...]

By Ignacio Galarraga|May 2, 2013|Medio Social, Mercadeo En Línea|

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5 Site Metrics Every Small Business Should Track

5 métricas que una mediana empresa debería trackear

Brand Building Ain’t What It Used to Be

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