Archive for November 2011
Lets look at Facebook Metrics to Track Other Activities on your own.
(A)Number of page followers: As often as you wish, you can track the number of people who follow—or like—your Facebook page. On Facebook, this information is on the left-hand column, about halfway down the page. Most small businesses have a goal of having 1,000 followers; this number tended to be based on what “other” businesses had and what they thought was possible.
(B)Increase in followers: Most businesses want to be consistently increasing the total number of people following them. As a rule of thumb, increasing your total Facebook followers by 4 percent every month is in line with average Facebook growth.
(C)Follower’s activities: In addition to a raw count of followers, you can track your friends or fans daily and correlate the data to other activities that you are doing to attract people to your page. For example, if you send out an email message inviting people to your page, you can see if your numbers increase after the email goes up.
(A)Number of active versus passive followers: How many of your followers are actively engaged on your page—posting content, asking questions, even indicating that they like a certain post? The more engaged your followers are, the more likely they are to spread the word about your business. Your goal should be to constantly increase these followers. Your goal should be to have about 2.5 percent of your fans interact each week on your site and have 10 percent of your followers becoming regular active participants on your social media site.
(B)Number of comments about brand or product: You want to track the response to the actual posts you make on your page. An average business posts about six times per week. Your goal should be to achieve a certain level of engagement with every post. If 2.5 percent of your fans should be interacting every week, then about 0.4 percent of your fans should reply to every post. If you have 1,000 fans, for example, then 4 people should respond to every post. Topics that generate comments are the types of posts you should continue doing. If a topic generates no comments, reduce your use of that type of post in the future.
(C)Quality of comments on the brand page: Some comments to your posts will be short and sweet: “I agree!” or “I love your store!” While these are great, having followers write longer and more thoughtful posts will do more to build your brand. Track whether you are getting more “higher-quality” comments as time goes on by counting the number of words in an average post. Higher quality posts have more words and sentences.
Track the number of times a follower uses the@symbol to talk about your business. These comments will appear to other people in your followers’ network, and may encourage others to follow you and, hopefully, engage in discussions and talk to others about your business.
(A)If you offer a “Facebook-only” deal, track how many people take advantage of the deal.
(B)While it might not be an overwhelming number, be sure you track how many leads come from Facebook.
Facebook provides several tools for Facebook metrics that page owners and administrators can access easily. These tools provide a baseline of quantitative data that you can use to track your visitors’ activities. Additionally, you can develop some quantitative and qualitative metrics on your own that can help you get a better picture of what is happening on your Facebook page. Page owners and administrators have access to an “insights” box on the left-hand column of your page.
–The “users” graph displays the total number of people who “like” your page as well as the number of people who are daily active users of your page. This data includes:
(1)Daily active users—by day, the number of people who visit your page. You can track and see which days of the week are the most popular, correlating this information to specific posts. This can indicate the types of posts that attract the most visitors.
(2)By day, the number of people who “dislike” your page. This could be a reaction to specific content, a reaction to some in-person interaction at your business, or the result of an individual “culling” their Facebook lists. If you get one or two dislikes a week, it should not be a concern. One day that generates five or more dislikes should lead you to investigate what might have happened.
(3)A graph of demographics, which shows a breakdown of your fans by age, gender, and country of origin.
(4)The activity measure, which shows in addition to visiting the page, what other types of activities visitors engaged in. These could include downloading images, watching videos, and listening to podcasts.
–The interactions graph is an engagement measure. Most people will want to keep a steady amount of interactions going on at the page, with interactions increasing when important things are announced on the page. The interactions measured in the Insight box include:
(1)Total Interactions on the page (the total number of wall posts and comments to wall posts on the page).
(2)Total comments on the page (the total number of responses to your wall posts).
(3)Total wall posts on the page (the number of different posts made by you, and others, to your wall).
Some primary ways to use mobile media for your brand to connect with customers and prospects. Companies are using six key approaches:
Short Message Service (SMS)—SMS, usually referred to as texting, is the most common phone-based activity among U.S. cellphone users of all ages. That said, SMS for marketing purposes is equivalent to Mobile Media 1.0. Although SMS is still used frequently for marketing purposes, the wide adoption of smart phone technology will soon overwhelm SMS as a marketing tool.
Mobile Websites—The most sophisticated marketers have a subdomain set up specifically for mobile phones. So, for example, when users type http://www.ESPN.com into a smart phone, the ESPN site actually figures out that they’re visiting the site from a mobile device and redirects them to a subdomain (such as http://www.m.ESPN.com). That way, the user experience from a mobile phone is different than the user experience at a computer. The trick here is to be sure you create a mobile website that loads quickly and provides a simple, streamlined experience.
Mobile Ads: The most common mobile ads are simple text links and graphical banner and display ads. Banner and display ads are sold based on cost per click (CPC), cost per acquisition (CPA), and cost per thousand (CPM). With CPC, you’re charged only when someone clicks on your ad. It’s the same model that a paid search campaign on Google, Bing, or Yahoo! uses. With CPA, you get charged each time you acquire a lead from your mobile media ad. CPA programs are great if you know how much a lead is worth to your company and what percentage of leads you can convert to a sale. With CPM, you’re charged based on the number of times your ad is served.
Bluetooth Marketing: This is a form of on-demand mobile marketing that targets users based on precise geographical location. For example, if you’re standing within 100 feet of Joe’s Pizza, you might receive a free coupon, wallpaper, ringtone, or video or audio file that prompts you to visit Joe’s and order a pizza.
Smartphone Apps: The primary smartphone platforms include iPhone, Android, Palm, and Blackberry. The best way to use apps for marketing is to create something that’s functional (such as a calculator), that’s entertaining (such as a game), or that provides some sort of social connectedness. Many applications are fee based, but companies are increasingly giving away smart phone apps as a way to stay connected with customers and prospects.
QR Codes: are the two dimensional barcodes that can be found in print ads, in-store posters, and even on the jacket cover of this book. They were initially used for tracking parts for vehicle manufacturers, but are now used in magazines, newspapers, signs and even T-shirts to send people to a Web page, download an MP3, dial a telephone number, or send an email message. Some people are even putting them on business cards so people can download contact information directly into their contact database.
Online stores have a number of opportunities to generate revenue— some of which (advertising, in particular) also represent revenue opportunities for non e-commerce sites, such as media content providers or social networks.
Direct sales the revenue stream for e-commerce sites. The simple and straight-forward mission of an e-commerce site is to sell as many products to as many online shoppers as possible. Products can be tangible, such as shampoo, sneakers, and groceries, or intangible, such as digital music or the purchase of a reserved seat on a flight. Typically, the direct sale of products is made in numbers of units, with each unit multiplied by the advertised price (three bottles of shampoo at $5 each is a grand total of $15, plus any shipping, taxes, and other charges that may apply).
Typically, consumers who purchase products do so for one of three reasons:
–They have a need for a certain type of product. Although they may switch brands from time to time, they have decided in advance that they have a need for a specific product (for example, a new car if their old one is dying, or a tube of toothpaste once the current one is used up).
–They want a certain type of product. This want may linger for a while, depending on how expensive or frivolous the product is (such as jewelry), or may be satisfied more quickly depending on how great the want is (such as the latest video game console). In the mind of the consumer, the decision-making process in terms of where and when to buy is less urgent because there is not an absolute necessity to make the purchase.
–They are compelled to buy an item at or around the time of purchase. Some of the most valuable real estate in any traditional retailer is the space near the cash register, where consumers may make last-minute purchases of items that are within their line of vision. These items tend to be smaller, lower priced items, such as gum, chocolate bars, bottles of water or soda, batteries, and similar items that people are more likely to decide they want at the last moment.
A successful e-commerce company will consider each of these purchasing reasons in the development of its site. Because online stores do not have floor space for displays, salespeople to point the shopper in a specific direction, or signage hanging from the ceiling, e-commerce marketers have only two means of pushing their products to consumers: the page layout and a compelling presentation of their product.
In the presentation of the product, marketers generally rely on three elements:
–Copy, which can be used to describe the product, its attributes, its value, and any other important information that the marketer feels will be appropriate to boost sales. Copy also includes information such as the price of the product, size, weight, and other such vital info.
–Pictures, which are used to provide a visual reference so that shoppers can see what they are buying. In the case of products that might be less familiar, or whose appeal might be in the way they look (picture frames or decorative candle holders, for example), marketers may decide to show the product from a number of different angles. As with copy, smaller images, called thumbnails, are shown initially, and larger images are often provided upon further consumer investigation. Other times, application shots are provided to show how the product might look in its fi nal environment
or when being used by a representative consumer.
–Video of the product is sometimes used to demonstrate how the product works, market its benefi ts, or generally build excitement for the product.
Advertising YouTube videos should be done on the YouTube site. These promoted videos appear on YouTube search results pages, much like traditional PPC ads appear on the results pages for a Google search.
A YouTube Promoted Video is an advertisement, pure and simple, for a specific YouTube video. Specifically it’s a pay-per-click ad, where you’re charged only when someone clicks the ad to view the video.
Promoted Video ads: appear on YouTube’s search results pages. When someone searches for a particular topic, ads related to that topic appear in the Promoted Videos section on the right side of the page. Each ad includes a brief
text description and link, as well as a video thumbnail. When a user clicks the ad or thumbnail, they’re taken to your video page—and you’re charged for that click.
YouTube’s promoted videos work just like Google’s AdWords program—with the addition of a video thumbnail to accompany the ad’s text. This is a pay-per-click program, just like AdWords; you’re charged only when someone clicks your ad. You bid on specific keywords and pay a certain price per click.
Promoted Videos Campaign:You can set up advertising campaigns for any video you’ve uploaded to the YouTube
site. In fact, you have to promote each video individually; you can set up separate campaigns for different videos, but you can’t set up a generic campaign for all your videos.
To get started, you select a keyword or group of keywords that best describe your video. You bid on these keywords and
select how much you’re willing to pay for each click.
You then get to create the Promoted Video ad itself. Each ad consists of a short title and two lines of descriptive text. Your YouTube user name appears below the description, and a thumbnail image of your choice appears on the left side of the ad.
When someone searches YouTube for a keyword that you’ve purchased, your ad will appear on that person’s search results page in the Promoted Videos section. At that point your account is charged for the click at the previously agreed-upon rate.
Of course, you also set a total budget for your campaign. This budget is YouTube-specific, independent of your AdWords budget. When your PPC charges reach this amount, your ad is disabled. You determine how much you’re willing to spend each month, and your advertising charges will never exceed this amount.
To sign up for the Promoted Videos program, go to ads.youtube.com. You can then select which ad you want to promote and start creating the campaign.
Comparison shopping engines have been around about as long as the Internet itself. Most of the current comparison shopping engines accept product feeds from online retailers and allow users to search and sort these lists by various criteria. A product feed is a file, typically in a CSV or Excel format, that contains information about the products listed on your site. Some of the most popular engines today are Shopping.com, Shopzilla and PriceGrabber. Also, some search engines have added a separate vertical to their engines that allows shoppers to only search products; Google’s is named Base, located at base.google.com. The pricing structure allows retailers to submit and list products for free and then charge advertisers either by the click or by taking a commission of every sale made through the engine.
The first thing you should do to optimize your product list for comparison engines is to fill in every product attribute that you can. Most shopping engines provide you with these attributes when you download their product feed template. By filling out all the fields provided you increase your click-to-purchase ratio. You should also optimize your product list by removing low inventory items and products with poor sales. Not all comparison engines provide product feed templates. For example, Google Base only provides a list of attributes to include in your product feed file. Also, note that although you submit your products through Google Base, shoppers use Google Product Search to view your products.
Be sure to investigate the categories that the comparison engine uses to organize its site, and make an effort to filter your products into these categories. The easier your products are for the engine to organize and the customer to find, the more sales you can achieve.
You should have proper tracking in place so that you can evaluate the success or failure of your comparison shopping campaigns. Make sure that the information in your product feed is always up-to-date. Out-of-date product feeds are one of the primary reasons why some merchants fail with comparison shopping. Lastly, make sure that you have at least 50 words or more of text to describe each of your products. You can provide both a short and long description of each product in your feed; tailor your descriptions to the unique file specifications of each comparison engine.
Some comparison engines have paid placement pricing models that allow merchants to bid for priority in the search results rather than the product results being sorted exclusively by relevance or price. In this way, you can influence whether your products show up first or third when a user types in a keyword that relates to multiple Web sites.
Adding reviews on your e-commerce Website can have a positive impact on your search engine rankings, while enhancing the overall credibility and sales of your Web site. Reviews provide an opportunity for your Website visitors to learn from previous customers, while providing you with fresh user generated content, which search engines love.
User reviews have the same selling power as a testimonial. If you offer a product or service, other user reviews can help increase sales. People find comfort in knowing that others have used the product or service with good results. While you may be concerned that users may provide negative reviews of your products, the positive effect of having user reviews on your website far outweighs the risk of an occasional negative review.
Adding the ability for users to review products on your website is an effective approach to keeping your content fresh. Each user review adds original content to your website that is often keyword rich for your product or service. User generated content is free and tends to be favored by search engines because it is seen as authentic.
User reviews get your users involved and active on your site. A user who may be considering purchasing a product on your site may check back frequently to read new reviews to help in the decision-making process. The more active your users are on your Web site, the more likely they are to find your site credible and useful, and the more likely the user is to become a customer.
Adding a review script to your website is easy and inexpensive. For example, Review-Script, located at http://www.review-script.com, provides an Amazon-style review script that allows users to rank a product or item on a scale of one to five stars and make comments related to the product for other users to read. The Review-Script website includes a demo so that you can preview the script and get some ideas for how you can use it on your website.
In Transactional web search queries the person searching the web wishes to perform some interaction aside from reading. Many search engine marketers tend to spend a great deal of time focusing on transactional queries because they want to target searchers who are ready to buy. On the surface, focusing on a specific point in the buying cycle might seem like a great way to save time and money. However, this strategy may cost website owners prospects and lifetime customers. Transactional queries are important to website owners and search engine optimization professionals because they both hope to capture searchers at a critical point in the buying process: right when they are ready to buy and provide personal information (such as name, address, phone number, email address, and so on).
Additionally, items such as videos, sound files, slide shows, games, and so forth can increase the stickiness of a site, encouraging site visitors to stay on your site longer and view more content. Popular and informative interactive items can also increase a site’s external, third-party link development, which has a direct impact on a website’s rankings.
Transactional Intent: It is sometimes tricky because searchers do not always type the activity they wish to perform as a keyword. Example, a person might be interested in buying a smartphone but does not type in the word purchase or buy as query words.
As another example, searchers might want to watch a video but not type the word watch as part of the search query. Searchers can show transactional intent by using nouns (video, music, game) as well as verbs (download, chat, enroll). The activity might occur on an actual website, such as getting a quote for auto insurance. Or the activity might occur
offline, such as making a phone call to a local pharmacy to refill a prescription.
Nevertheless, an easier case occurs when searchers do type the exact activity they wish to perform. The words download, apply, search, and find are more commonly used than you might imagine. Regular keyword research often reveals the precise action that searchers wish to take, and these action words (usually verbs) should appear in search listings as well as corresponding landing pages. Web pages that satisfy transactional intent do have special features, as shown in the following examples.
(A) Buying products: Product pages on an ecommerce site should satisfy transactional queries. Since searchers with transactional intent wish to perform a specific activity, product pages that meet their expectations should include the
-Actual query words
-Words associated with the desired activity (such as Add to Cart,associated with the words buy or purchase)
-Clear call to action
-Enough graphic and textual information (such as a product photo, product description, and price) to close the sale.
All of this information should appear above the fold, so that site visitors do not have to scroll. In other words, searchers’ most desired information and desired transactional keywords should appear above the fold.
(B) Entertainment: Transactional intent does not automatically mean the desire to purchase a product or service. People also use the web for entertainment. Recent years have seen a global explosion in online video viewing, photo sharing,
and audio file downloads.
Here are a few reasons that many users dislike Flash videos:
-users have to watch a video before they see their keywords validated. -videos tend not to be keyword focused. -site visitors never see their keywords validated on a web page.
After users click a link to a web page from a search engine listing, they generally do not want to watch a video (which might be an advertisement).
Search Listings and Transactional queries: In terms of individual parts of a transactional search listing, transactional listings are similar to informational search listings. The URL is less important to searchers because the information and the associated activity is the main target, not necessarily the URL.
For a transactional query, the two most important items in a search listing are the (1) title-tag content, and (2) the page snippet or meta-tag description. If the activity words play, set, and try appear in the listing description, it encourages
searchers to click the link to the website.
Transactional query indicators: Your Web analytics data and keyword research data can help you determine
which query words show transactional intent. Some transactional query indicators include:
-Specific interaction verbs (buy, find, search, download, play, view, log in, register, enroll, subscribe, join, apply,contact, chat, and so on).
- Nouns that are associated with some type of activity (games,movies, music, recipes, slide shows, demo, tour, quote, calculator,software or the software name, and so on).
- File extensions for non text files (.jpg for photos, .mp3 for music, and .mpg for videos) and file compression (.zip for
Windows computers and .sit for Macintosh computers).
Optimizing for transactional queries:
-The primary call to action should be painfully obvious to both site owners and searchers. For example, if you want
searchers to download a fi le, the word download should be part of the hyperlink, and that hyperlink should look clickable.
-Include desired activity words in the title tag on key pages. For example, if you offer a specific search page on your site, then make sure you use the word search or find in the title, heading, URL, and description of the page. Likewise, if you have a login page on your site, such as an email login, make sure you use the word login in the title, heading, URL, and description of your page.
-Don’t assume searchers want to take an action without initiating it themselves. In other words, don’t start playing a video or sound file unless the searcher specifically indicates that he wishes to watch the video or listen to the sound file.
-Focus groups are not always the best source of information for feedback on interactivity and multimedia because the focus group leader, not the user, guides the interactivity. Furthermore, a focus group typically shows initial reactions to an interactive feature, not long-term effects.