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Put Your Web Audience Under the Microscope... Enter a whole new world of customer information

by: Dana Chen Fischer 

Web Analytics which started out with data and analysis related to your website traffic details has evolved into a complex and highly intuitive research methodology.

As a business owner, you can access information not only about your website visitors’ but also monitor your blog audiences, track video viewers, measure social media campaigns, and much more.

Follow the trail of your customers

Market research and consumer studies have for long been the beacons for marketers, offering enlightening information on buying patterns, seasonal highs and lows, effectiveness of retail store layout, factors affecting promotions or discount offers, and so on. With the explosion of online users worldwide, several thousand businesses face the challenge of not knowing what their customers really want, how to anticipate their actions and therefore, how to encourage desired actions, i.e. conversions. The related enigma is how to deliver and meet online customer expectations before and much better than the competition can.

Analytics has the ability to put your online audiences under the microscope and study their every move, behavioral patterns and social networking. Early analytics tools and reporting started out with measuring the fundamentals, which still hold weight:

Monitoring and measuring the various sources that bring traffic to your site - landing pages, search engines, paid advertising, banners, email blasts, internal and external links, referral sites, directories, online classifieds, etc.

Site stickiness - studying site statistics and data that reveals which pages keep visitors on a site, for how long and where they leave the site. A high bounce rate and short time spent on a site overall results in lower conversions, quite simply because people are not on a site long enough to respond to the call to action. Which brings us to the next point...

Effectiveness of call to action - this is the crux of Internet marketing success - getting a high conversion rate by ensuring that the objectives and goals of your site are met with users taking the actions you want them to. Whether this is making a purchase, downloading a document (whitepaper, article, guide, reference material, tips, manual, checklist), subscribing to a newsletter or any other conversion goal.

Volume of traffic - knowing the numbers. Even though getting qualified traffic that will ultimately convert is the goal of every Internet marketer, it is also important to study overall traffic volumes and get those numbers up. Lead generation and lead nurturing still rely heavily on greater volume because a busy pipeline creates a better sales funnel and drives more results.

Going beyond the basics of site data

Today it is possible to measure the effectiveness of your blog, track your RSS feeds, view statistics about your online press release hits, monitor your Facebook advertising and profile searches, follow the "tweets" on Twitter, count the clappers on YouTube, build your career forum on LinkedIn, the list is endless. With the ever increasing buzz of social media marketing and sites like Mashable.com, you can get deep into the mind of your customer and step up engagement ratios like never before. There is whole new world of chatterboxes out there and you can leverage word of mouth online to build your brand. The trick is knowing who is talking, where, what they are saying and who is listening! Our analytics Reporting services will give you business intelligence to deliver what your customers want, when they want it.

Internet Marketing and Business Analysis

by: Dana Chen Fischer 

Top Company Loses Big Business in Wake of Internet Upstart

Does this headline grab your attention? It should, because if your company is an industry leader, you could quickly lose your place to a small company with a big internet marketing strategy. And if you’re currently earning a tiny percent of the industry, you can often rapidly increase your share with a smart internet competitive analysis and strategy from an experienced San Jose Internet Marketing Consultant.  
Two Common Mistakes

It’s vital to assess if your company is making one of the two most common mistakes in gauging success in e Marketing. Do either of the following statements apply to you?

  1. I have no idea how my company’s internet marketing strategy rates against the rest of the industry, and wasn’t even aware there was a way to evaluate this.
  2. I feel fairly confident that my company’s internet marketing strategy is competitive because our sales have been up. 
If you answered “yes” to either of these statements, read on for an important recommendation from your local San Jose Internet Marketing Consultant.  

The Internet is Reshaping the Competitive Landscape

More than 91% of people use the internet to search for products or services. This new behavior has created a huge opportunity for growth for organizations who know how to use it to their best advantage.    Be certain you know where you company stands against the competition by conducting market research online. NetEdge's Internet Marketing Analysis Services have helped thousands of organizations stay ahead of the competition, and thousands more take over the competition.  

Talk to your Internet Marketing Consultant today about the internet marketing analysis so that you will have solid information you need to develop or maintain a solid place in your market. or call: 408-823-1113

How to Turn Your Website into a Lead-generation Machine?

by: Dana Chen Fischer 

lead generation machine, online marketing campaign, lead nurturing systemA passive website is a useless website, as least for business purposes. You want your company’s website to generate leads and deliver those leads to you in a measurable, manageable way. So how do you find those prospects and turn them into customers? Here are five basic techniques that any business can (and should) use to make it happen. 

1. Capture that 98%

A typical business website or online marketing campaign is doing well to hit a 2 percent sales conversion rate. What’s our instinctive response to this scenario? Many businesses will try to pad that 2 percent out to 3, 4, 5 percent by employing little tweaks like extra landing pages or a prettier website design -- effectively giving up on the outstanding majority who visited but didn’t buy. Not everyone buys right away, of course, and you can't win 'em all. But shouldn't you implement a plan to capture these leads and boost their interest in your products or services until they are ready to buy?

2. Lead Nurturing System

Once you have leads, you want to nurture them by addressing their needs and answering their questions, including the all-important questions, “Why buy?” and “Why buy from you (and not your competition)?” Everyone has objections to buying. Anticipate them. Once you know what your prospects fear about making that purchase, you can prepare the correct answers to allay those fears. Buyers love information, especially free information. Give them the value of your expertise by sharing tips, offering incentives, and generally being useful without asking anything in return. But most of all, keep them listening to what you have to say.

3. Track it (Web Analytics)

You wouldn’t do your books by “guesstimating.” Don’t do your marketing that way either. If you don’t have hard numbers on how your website is performing as a lead-generating tool, then you’ll have no idea how to optimize it to make it perform better. There are a ton of free web analytic tools out there, among which Google Analytics is probably the best known. Some of these systems provide tons of detailed information about your web traffic, including frequency and length of visits, where they went, how they got there, where they exited from, what web browser they were running...you get the idea.

And yes, sometimes it can seem like an overwhelming mass of data to sift through and interpret. (Our own eFusion system tries to make it simpler by pointing out the most important stuff to users.) But if you want to know how those prospects behave and what they care about, that data is gold.

Once you’ve turned those prospects into customers, hang onto them for dear life. It costs four times as much to acquire a new customer as it does to keep an old one. And just about the worst way to keep your customers is by annoying them with the same old email pitches month after month. You don’t have to make these people buy -- they’re already your buyers! All you have to do is keep them informed. Send useful guides, tips or other genuinely appreciated data instead of strident ads and arm-twisting emails. Use blogs or other social media channels to solicit feedback and interact with your clientele as valued friends, not sales targets.

5. SEO (Search Engine Optimization)  and Social Media: Final Step, Not First Step.

Every company wants to drive more traffic to its website, and that's why so many of them invest so much money into search engine optimization. But if your lead nurturing and customer retention systems aren't already in place to accommodate those new visitors, they won't stick around to become buyers -- and you're right back to your 2 percent conversion rate. Don't put the cart before the horse. Make sure your website is operating as a well-oiled lead capture/generation machine before implementing your SEO and social media campaigns to usher the online community toward.

Website Metrics: The Least You Need to Know

by: Dana Chen Fischer 

Web Analytics Report Dashboard, google analytics, website metricsYou can learn a lot from your website -- especially when it comes to lead generation and nurturing. How did your visitors find you? What pages did they look at? What worked for you, and what didn’t? Paying attention to these metrics, with the help of web analytics tools, can reveal exactly what you need to do to strengthen your company’s attractiveness on the Web. Here are the numbers that we feel matter most:

  1. Number of your return visitors and new visitors from your targeted area. Your “target” might be a vertical, a demographic, or if you’re a local business, a city. Modern geo-targeting techniques even allow Google to return results based on a smartphone’s precise geographic location.
  2. Number of visitors referred by search engines. Which search engines, for starters? Google is still the 800-pound gorilla here, so if you only focus on getting one search engine’s attention, the choice is pretty simple.
  3. Keyword(s) that drew your visitors to your site. While any traffic is good traffic, watch for patterns that can betray weaknesses in your keyword distribution. Say, for instance, that everyone referred to your website searched your company name to get there. Obviously you’re not turning up on keyword searches related to your industry, so it might be time to install more of those industry keywords into your SEO.
  4. Pages visited. Which web pages did your visitors land on first? How long did they stay there? Most importantly, did they spend time on the pages you really wanted them spend time on -- the pages you feel are most important to driving sales and converting prospects into customers?
Keep a close eye on these critical metrics and you’ll find that analyzing your web traffic isn’t so hard after all -- especially if it means more sales!

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