Metrics & Analytics
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Getting Big Ideas From Big Data
Big data is not the answer, no matter whether you’re a big business or small. Big ideas from big business is what can create an impact on your bottom line. Unfortunately, one doesn’t always lead directly to the other. Data on its own isn’t necessarily worth a whole lot. All the proof you need is…MORE >
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Your Website Could be Better. Here’s How.
Whether you manage an ecommerce site, a simple corporate presence, or an active marketing hub that integrates with your email, social, and CRM platforms, there are basic truths that can help your site succeed. Don’t Make ‘Em Think Borrowing the concept from Steve Krug’s great book, Don’t Make Me Think, your goal with your website’s…MORE >
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Do You Really Need a New Website?
Planning, designing, and creating a new website is – or should be – a resource-intensive enough process that no marketing organization would consider undertaking it without a truly compelling business reason. Perhaps that’s strange to hear from the head of a website development firm. But I’m not saying you never need a new website. I’m suggesting that…MORE >
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Check Your Scorecard: How Does Your Marketing Performance Measure Up?
Last fall, we published a brief article that include a link to our digital marketing audit scorecard. That piece has proven to be one of our more popular posts, so we’d like to revisit the ideas raised there. Measure Over Time Most importantly, we should stress that a marketing audit isn’t a one-and-done proposition. If…MORE >
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What Should Your Website’s Marketing Goals Be?
Just having a website isn’t going to win you business any more than just having a business card will. Knowing what you need your website to do is critical to its success as a hub in your marketing program. Let’s start with a caveat. We are talking here about marketing-focused websites. Your website may be…MORE >
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Why Search on Your Website Matters
On all but the smallest of sites, you need to have a good search experience teed up and ready to go. This has as much to do with the help it can give you as for the help it can give your site visitors. Making content easy to find for site visitors has obvious advantages:…MORE >
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Website Analytics – Basics to Build On for Digital Marketers
If you’re not using Analytics on your website, chances are your excuse is that it’s too daunting to wade into all that data. (It can’t be because of cost – Google Analytics is free and it’s sufficient for most small businesses.) Analytics doesn’t have to be daunting, though. There are a few simple metrics worth paying…MORE >
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Digital Marketing Audits for Fun and Profit
Well, mostly profit … My recent webinar with the fine folks at Biznology is now available as a recording. Mercifully, the video window of me and my bald head is on the small side and the slides are big and easy to read! Time spent auditing your digital marketing might seem like time better spent…MORE >
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Digital Marketing Scorecard
Auditing your digital marketing is a critical part of ensuring that your marketing remains effective over time. Even the most well researched, meticulously planned, and flawlessly executed digital marketing will fade over time if you don’t adapt it to changing market conditions, competitive landscape, and your own company’s growth. We’ve developed a scorecard that encourages…MORE >
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Data is Not Knowledge: Content Marketing Requires Context
Your website had 16,000 visitors last month. Great news, right? Not if you typically average 40,000 monthly visits. Nor if they only visited on page on the site before bouncing, spent less than 20 seconds on the site, and didn’t interact with the site in any way. Unless, of course, those numbers are all better…MORE >