Posts Tagged ‘Google Analytics’

By Radi Hindawi

Ask yourself the following questions:

  • Who are my main online consumers?
  • Where does my primary web traffic come from?
  • Are my clients more engaged in my website than that of my competitors?

One of the biggest failures of company’s website campaigns is the lack of overall web-market research and analysis.

In North America alone, 58% of Entrepreneurs above the age of 24 had difficulty answering at least one of the three questions  above. Of these individuals, 90% own companies that make annual revenues of over $90,000 (To view results, please click here). Even more shocking than that, only 43.7% of those  were confident of their primary client’s loyalty to their respective company.

In order to optimize a powerful online market, one must look to enhance a powerful online marketing strategy that builds a stronger and more sustainable relationship with web clients.

Let us look at a few ways of avoiding the specified issues above, accordingly:

Analyze your current web Industry and competitors

The first mistake individuals make when approaching their web marketing strategy is hoping for an easy ‘push’ motion in order to grasp some form of demographics or traffic.

It is important  to understand the current status of the respective industry on the World Wide Web before tackling any sort of overall web strategy.

If, for example, you wish to enhance a new form of revenue from selling E-Book readers online, it is imperative to first understand:

  • Who the biggest, existing, competitors are?
  • How strong is their current online marketing strategy?
  • What are their greatest web strengths and weaknesses?

In this competitive analysis, it is important to break down every aspect of a competitor’s website, understand what attracts people to their site, and what could push users to leave their site. It is recommended that you talk to web designers and researchers to help guide you

Locate Digital Tools that can help build your industry web research

Toluna Inc. (www.toluna-group.com) is one of the largest online market research panels offering extensive tools for research and market collaboration. By leveraging such comprehensive market tools, users are able to administer a complete set of surveys and focus groups with extended background in filtered demographics and overall education.

Building on our previous e-Book example, if we wanted to test and understand how successful our e-Book online venture would be for different target segments, we would need to test the following attributes:

  • Gender – Who is more likely to buy the product? Male or Female?
  • Age – Which age group is likely to utilize our site more than the rest?
  • Country – Will I need international shipping features on my website? Or will it be local only?
  • Education – How educated must my target clients be to full utilize my website?
  • Household Income – Which of the groups of users are likely to buy my products online?

Understanding your demographics will ensure a more strategic and targeted approach to online presence. This knowledge can also help inform decisions in your overall website and commerce strategies.

Monitor your websites overall fluctuation of traffic, effectiveness and response rate

Google Analytics is one of the many great tools out there that offers its users the ability to view how well their site is being published online. Not only are you able to gain traffic and overall marketing feedback, you are also able to track new site or marketing changes in hopes to generate a new sense of strong brand marketing.

Back to our online E-Book Sellers Company, Google Analytics could be used to:

  • Track overall brand awareness versus competitors
  • Understand new potential marketing options that could boost overall traffic and, potentially, revenue
  • Understand new niche areas that could be marketed in hopes to gain a stronger clientele base
  • Understanding which areas of their website need to be change/updated to satisfy overall customer demand

This, in turn, can help you optimize and manage new changes to your website in order to increase awareness and drive traffic within your online market.

Radi Hindawi is a Digital Enterprise Specialist graduate from the University of Toronto’s Communications, Culture and Information Technology program. Radi has leveraged his academic background and professional experiences in web development, online communications and digital marketing. For more information, please visit www.radihindawi.com

The RIC blog is designed as a showcase for entrepreneurs and innovation. Our guest bloggers pro vide a wealth of information based on their personal experiences. Visit RIC Centre for more information on how RIC can accelerate your ideas to market.

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By Mary Dytyniak
Social media and search engine optimization have been the buzz words in business in 2010, says Dev Basu, President and CEO of Powered by Search.

Basu, along with panelists Krista LaRiviere, Co-Founder and CEO of gShift Labs and Roy Pereira, President and CEO of Shiny Ads were keynote speakers at the final Growing Your Business session of 2010: Search Engine Optimization and Social Marketing December 9 at the University of Toronto Mississauga Faculty Club.

Search Engine Optimization (SEO) is currently the leading online tool businesses use to recruit clients and customers on the web.  Google accumulated an astounding 16.4 billion searches worldwide in the month of June 2010, according to Comstar.com, and it’s no wonder page ranking is on business moguls’ lips. But according to Basu, recognized as Canada’s foremost search optimization guru, basic page ranking techniques aren’t enough to drive traffic to a website. Although it is fast, scalable and easy to control, users don’t trust paid page rankings or top results, he says. And 90% of search users zone in on organic and local results.

While people love to buy, they don’t like being sold [to]. Essentially, [they] don’t trust an ad. That’s why people don’t click it,” he said.

Basu suggested that smaller businesses with tight budgets move their websites over to a free content management system such as WordPress, Expression Engine or Drupal to further optimize their sites. Building links and credibility so that suppliers, venders and local directories link back to a company’s website is an important step. So is ensuring that the site operates in a trusted domain and includes the essential components of a search engine friendly website: texts, links and images.

Krista LaRiviere and her company gShift, specializing in offering web presence optimization software, and aspire to make search engine optimization accessible to everyone.

“Our vision is to change the way people think of and perform organic search engine optimization. We want the entire world to be able to do their own organic search engine optimization. We want non-technical marketers to be able to do it and non-technical business people to be able to do it.”

Google Analytics is one solution. It’s a free tool many companies use to enhance search engine optimization. Google Analytics helps aggregate, track, manage and explain how a user’s website is being searched. One important component that businesses often overlook is key word selection. What clients type into search tool bars often does not match the key words businesses insert into their web pages. Tools such as Google Analytics and WordStream list what key words are being used by potential clients, explaining why a company’s page rank is lower than their competitors. Narrowing the choice of key words to indicate a unique product or service offered by a company, filters search users and increases clicks.

What about popular social media sites such as Twitter, Facebook and LinkedIn, boasting millions of users? Roy Pereira’s advertising technology company Shiny Ads relies on search engine optimization and social media to generate 90% of their inbound revenue. Pereira has moved on from using traditional marketing focused on micro websites and trade shows that he claims are no longer effective.

“Twitter is fantastic. It’s all text and it is all very searchable. It’s a great way to increase an awareness of what you’re up to as well as what your product is. Sending out a press release or [posting] the title of your press release on Twitter is alright, but it’s… a little spammy… [This] is so much more natural,” Pereira commented.

Tools such as Twitter reveal individual voices and personalities of those employees who represent a company, encouraging an open and honest relationship with potential clients, something that has now come to be expected in everyday business practice.

The Research Innovation Commercialization (RIC) Centre and the Ontario Center for Environmental Technology Advancement (OCETA) jointly host the 10-event series, which runs from September to June 2011.  For a complete schedule visit riccentre.com.

Mary Dytyniak will be graduating from the University of Toronto with an Honours Bachelor of Arts this June 2011. She is currently finishing her major in Professional Writing and a double minor in Classics and History. Mary has published works in the fields of non-fiction, creative, journalistic, research and corporate writing. She is currently pursuing a career in the magazine and publishing sector.

The RIC blog is designed as a showcase for entrepreneurs and innovation. Our guest bloggers provide a wealth of information based on their personal experiences. Visit RIC Centre for more information on how RIC can accelerate your ideas to market.

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