Tracking your Landing Page

In the world of web site marketing it is imperative to figure out how customers have found your services or products online.  Did a customer click on an ad, enter a keyword, search specifically for your business or come upon your company through a series of links.  Let’s look at the basics of Landing Pages and how you can track where potential customers found your company.

What is a Landing Page?   Hub Spot defines a Landing Page as  any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor’s information through that form. There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as Lead Gen or Lead Capture pages). Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Lead gen pages are used to capture user data, such as a name and email address.

Tracking your Landing Page – There are several ways to track the information coming in through your Landing Page. Phone number tracking, web forms and email lists are just a few ways to find out where customers are learning about your company and finding your site.  Google offers Analytics that track your Landing Page.  Google Analytics has quickly become the most popular website and web traffic analytics tool, and is used by 55% of the top 10,000 websites. Google can also help you track specific information about your customers such as: demographics, the return behavior of customers, mobile stats, and of course the source of your traffic.

Here are some resources to investigate how to track and handle the information on your Landing Page-

Hub Spot Landing pages Tracking

The Smart Marketer

Google Analytics- Landing Pages

 

 

 

 

Building Trust in your Brand

In this digital age,  customers spend more time interacting with companies and their employees online than they did even a decade ago.  Given that the average consumer is exposed to more than 5,000 advertising messages per day (FastCompany online) it is no wonder that businesses must work harder than ever to build trust in their brand and set themselves apart from the competition.  Let’s examine some ways that businesses can build trust even in this data driven world in which we live.

  • Be authentic – By sharing your best content, people will begin to start understanding your company better, and looking towards you for information. Don’t make the hard sell through any social media platform.  Consumers are savvy and smart and know when companies are not being genuine.  Be forthright in all communications.
  • Be responsive on your website and social media – Respond to all communications on social media whether it is a question or even criticism.  Other customers will appreciate your quick action and learn about you in the way you handle the situation.  Say thank you when given praise and give “shouts out” to customers and employees that have worked to make your company better.
  • Introduce the staff – Customers who deal with online ordering and business deals like to have a picture in their mind of who they are dealing with.  Introduce your staff on your Facebook page or blogs.  This simple step can humanize your business and make your company rank higher in trustworthiness.
  • Get involved!  – For small businesses that are local, getting involved in community events can go a long way to boosting your brand name and how consumers view your company.

 

 

The Blogging Process

In earlier posts we have discussed the benefits for your company to set up and contribute regularly to a blog.  The statistics don’t lie.  For example, Hubspot’s 2012 Inbound Marketing Report highlighted the importance of blogging. According to the study, 57% of companies who have a blog reported acquiring a customer from their blog. In that same study, a survey of marketers revealed that 81% of businesses say that their business blog is useful to critical for their business. But knowing that advantages of having a blog is a far cry from actually setting one up and submitting to it frequently.  Here are some basic tips that I have used to organize and publish our small business blogs.

  • Get organized – Create a spreadsheet or editorial calendar that lists blogs for each month that you plan to publish.  Include in this worksheet a link to “brainstormed topics” that you feel your audience will want read.  Having an ongoing list will help you if ideas come to mind while working on other posts.  This worksheet should also list the days that you published each blog so that easy reference is possible.
  • Know your Audience – Who is it that you most want to “talk to”? Define what type of reader your company wants to attract and write to those people.  This may be “How to’s”, informational, opinion, insider tips, trending ideas, or just explanations of basic tools of the trade.  By targeting the blog towards a specific audience it has a clear focus and goal.
  • Scope – Be sure your blog covers topics that are both broad enough to include many people in your target audience but also include some that are narrower in scope to appeal to those who are looking for the “nitty gritty” details.
  • Stockpile blogs – Bloggers, such as myself, usually bank or stockpile blogs.  I usually try to write several blogs over the course of a few days so that they may be set up for publication in our wordpress platform.  This allows for time for revisions and time to complete other work projects.
  • Tone – Decide what type of tone you would like to have in your blogs.  Put your personality into it so customers can get to know your company and make a connection to your business and brand.

Happy Blogging!

 

Creating iphone videos for web sites

If you manage a web site that creates educational webinars, video casts, video blogs or video “how-tos”, you have probably thought about how to create, and share your video productions.  With the ever-increasing digital abilities of the iphone, it is no wonder that many people are producing their own videos right on their own phone.  Here are a few tips and app recommendations for any of you who enjoy making your own masterpieces for your business web site via your iphone.

  • Audio – If your needs only include a basic video blog the Apple Voice Memo app works just fine. If, however, you are looking for optimum audio, you may want to invest in a Mini iphone microphone.  This will give you a quality volume and clarity.  Read More.
  • Lenses – Invest in a few iPhone external lenses if you want to create pictures/videos that don’t look like an iphone took it.  By purchasing  fish-eye, macro, telephoto and wide-angle lenses a whole world of cinematic effects.
  • Retouching Apps – There are apps that let you crop, alter colors, reduce the “noise” in a photo/video and basically take a normal shot and make it look pretty darn cool. There is an entire page of apps at the app store but many favor Photogene. For video editing a favorite is iMovie.  Once you have created the final version of your masterpiece, you can download directly to your site or publish directly to YouTube, Vimeo, Facebook, or CNNiReport.  For more resources on creating and posting your own videos follow these links.

Game Your Video

iMovie