Google Analytics Checklist: How to Analyze Data to Drive More Traffic

Google Analytics Checklist: How to Analyze Data to Drive More Traffic

Google Analytics is a comprehensive tracking tool on the market. 

This tool gives you robust information about visitors to your website and the actions they take on your web pages. After clicking on the email that you sent, you can see what people are doing on your site.

Nearly 61% of the first 1 million websites (Alexa ranking) use Google Analytics, according to SimilarTech.

If you use Google Analytics effectively, you can stop making blind assumptions and make data-based marketing decisions to increase profits.

Google Analytics
Google Analytics

One of the best things you can do with your website is to be in control. Even though content marketing is powerful enough to grow your traffic, you need to be updated on what’s currently happening on your website.

That’s the best way to do better research and come up with topics that will make for the most in-depth and useful content. 

This will result in Personalization, whereby your content isn’t just a string of texts but there’s personality attached to it. 

That’s exactly how Build.com increased conversions by 6% just by utilizing the audience insights in its content marketing processes.

Build.com
Build.com

What is Google Analytics (GA)?

Google Analytics is a web analytics tool that allows site owners to get a general picture of how users find and use their website or app.

What is Google Analytics
What is Google Analytics

Google Analytics is more than just counting clicks and simple page views.

It provides an excellent way to track visitor behavior, demographics, sales figures, traffic from other websites, and more.

All data you need is captured in real-time and divided into different areas (such as traffic sources, user behavior, etc.). 

You will be shown on a dashboard with diagrams and pie charts to visualize the progress of your website.

Here’s an example of the Google Analytics dashboard:

Active Visitors
Active Visitors

If you want to improve your website, we will guide you through data-driven decisions with Google Analytics to increase traffic.

Add Google Analytics to Your Website

Before you can access data, you must ensure that Google Analytics is set up correctly on your website. Misused tracking distorts your tracking data and leads to the wrong decision.

To start using Google Analytics, all you need to do is create an account, link your website to Google Analytics, and add the tracking code snippet to the <head> section of your website.

Boost Keyword
Boost Keyword

If your website or blog is hosted on WordPress, you can use this simple guide to set up Google Analytics.

After setup, it might take several hours to collect data on your website. Let’s look at a few different aspects of using Google Analytics to improve your website.

1). Focus on Your Goals

To make the right decision, you need to stay focused on what you want your website to accomplish for your business and understand how to achieve them by setting Goals.

There are different types of goals you can set in Google Analytics. Some webmasters may prefer to set a goal to understand what happens on their “Thank-you” page. 

That’s the page the visitors land on after filling out a form or subscribing to your email list.

Goals

Once a clear goal has been defined, it’s time to dig into your top pages. One way to view your content is to visit the Google Analytics Pages report. 

From there, you can determine which blog posts and pages generate the most conversions.

Once you find the type of content that will give positive results, you can bring more content ideas to your blog and include them in your editorial calendar.

2). Bounce rates

One of the most critical indicators you must remember is the bounce rate. The bounce rate is the number of visitors to each page on your website. It’s a range of 1-100.

Bounce Rates
Bounce Rates

Find out if your visitors keep using your website or bounce off after reading your post or reaching your homepage.

Essentially, the lower your bounce rate the better. But this isn’t always the right way to accurately measure the bounce rate. Because a visitor may land on your page, finds exactly what they’re looking for, and leaves.

This doesn’t mean your page is low-quality or poorly-written. On the contrary, it means that your page is useful and provides trusted answers to users’ questions. 

Overall, you should work on your website to lower  the bounce rate. The lower the bounce rate, the more attractive your website is, the better it is for your business.

Looking at it from another angle, if you notice that a lot of visitors leave your web page after viewing just one page, it could be an indication that your content isn’t useful and you need to optimize your content or use a better call-to-action to engage users.

How to Improve Your Bounce Rate

You should always aim to improve your bounce rate. Although several plugins and tools promises to magically fix it, adhering to simple tweaks can help a lot. 

  • The first step is to create compelling content that’s easy to consume and implement by users. 
  • Reduce page load time on your website and make your landing page visually appealing.
  • Use an exit popup form to capture visitors’ email addresses and give them useful resources before they leave your website. Tools like OptiMonk and OptinMonster can be useful for building an email list and reducing bounce rates. 

User behavior

Apart from tracking valuable website metrics with Google Analytics, you can also do a user flow analysis to understand how visitors explore your website and its pages. 

You’ll see the behavior flow across your website — and this can be a goldmine for understanding how users interact and navigate your pages.

Behavior Flow
Behavior Flow

By examining your users’ behaviors, you can understand why visitors are leaving your website and how to retain them. You’ll also be able to create a better sales funnel that will drive sales and revenue for your business.

After you identify this area, you can take steps to reduce your bounce rate and improve every aspect of your business.

First, set up Google Analytics goals for conversion tracking. To track Revenue and Conversion, you must enable Google Analytics eCommerce tracking.

How to Improve Organic Traffic With Targeted Queries and Landing Page Reports 

One of the main objectives of tracking your website analysis is to identify gaps and find ways to generate more traffic. In Google Analytics, you can monitor the SEO report on your landing pages.

But first, you must integrate your Google Analytics account into your Google Search Console account. 

Once the two tools are synced, you can display the best SEO search queries for your website that provide the best search engine experience.

Organic Traffic
Organic Traffic

Use the Google Analytics SEO report to see the ranking of keywords, Clicks, and Impressions for your website.

Adjust your keyword list by the number of impressions and find the most relevant keywords.

These are the keywords that are most valuable to your business. Besides, you can improve the click-through rate (CTR) for these keywords to drive even more traffic.

Here’s how to Boost Keyword CTR

Make sure that your page titles don’t exceed 55 characters and your meta description should be about 156 characters max. 

These are important elements because Google is going to display them to users in the search engines. So write persuasive and keyword-rich metadata.

Boost Keyword
Boost Keyword

Understand the context in which people are searching for your important keywords, and then create content that is relevant to those people. Research and create content with user intents and focus on solving users’ questions.

Increase Traffic with Keyword Reports

As a website owner, you can use insights from the Google Analytics Keyword Report to increase traffic to your website. You can achieve this by effectively optimizing your page with the right keywords. 

Simply navigate to the Traffic Sources tab to access this report.

Keyword Reports
Keyword Reports

While analyzing your traffic sources, don’t forget to consider the keywords that are bringing people to your website.

But you don’t have to use all the keywords, just concentrate on the top 10 keywords that get the most traffic to your website.

Here are some of the key areas you can use the top 10 keywords to drive more traffic to your web page.

  • Use the keyword in your Image title  
  • Use the same keywords in the title tag and meta description of your page.
  • Use the keyword as your anchor text. 

Note: To avoid over-optimizing your anchor text (which Google frowns at), make sure that your keyword-based anchors also contain other natural words. 

If you’re a web developer, for example, use “here are the best web design trends” as anchor text instead of using the web design trends as your primary anchor text. 

You want to appear as natural as possible with your keywords, links, and anchor texts. 

Create a Variety of Content Targeting Your Top Keywords 

At the end of the day, traffic is what drives traffic to websites. You may want to utilize paid traffic initially, but as time goes by, you’ll want to drive organic traffic from search engines, social media, and other websites.

That’s why you need content.

To get started with content creation, you’ll need to know how your existing content pages are doing. 

Is your content driving a decent amount of traffic? Are you satisfied with your unique visitors and page views? 

Conduct a Content Audit 

Content Audit can produce dramatic results in terms of organic traffic and revenue. 1800DoorBell increased year-over-year transactions from Google organic traffic by 83% and revenue grew by over 96%.

Content Audit
Content Audit

When you invest in content marketing, you need to focus on several other metrics to determine your ROI from your marketing content. By calculating your ROI on content marketing, you can see whether your investment is paying off or not. 

Not many webmasters like to conduct a content audit because it can be daunting and boring to work with Spreadsheets and numbers. 

To simplify the process, you can use SEMrush’s Content Analyzer tool. Just enter your website URL and analyze it.

Content Analyzer
Content Analyzer

For most websites, the primary purpose of content marketing is to the right leads and turn them into customers. 

However, you cannot expect every website visitor who lands on your website to become a customer. 

This means that in addition to conversion, you also need to focus on other key metrics such as lead quality, traffic, and on-site engagement.

Lead Quality
Lead Quality

How often should you audit and review your website content?

Well, you can do so every 6 months or yearly. It all depends on what data you want to collect.

Here are some things you should consider:

  • Find the keywords that generate the most traffic to your website. Understand your organic visitor’s intents and find out if you’re truly helping them on your website. 
  • Identify the articles you’ve published initially that are generating a decent amount of traffic and engagement. When creating a new editorial calendar, make sure you use the same ideas in your best-performing articles to improve your new content.
  • Above all, you need to be creating a variety of content. Different content formats can help you reach new audiences in real-time. 

For example, you can turn your best blog posts into Podcasts and share on iTunes and other podcast directories. 

This will provide an additional way to reach a new audience who prefers to consume audio content. Don’t forget to create videos, Slideshare presentations, infographics, and other types of content.

Remove content that no longer reflects your business.

Your business is going to change approach, focus, or products. As a result, you also need to reflect this with your new content.

To begin, you should get rid of content that no longer reflects the objectives and goals of your business, in its entirety.

In Google Search Console, you can even remove outdated content from Google’s index. That way, Google will no longer count them as your site asset. It helps to save time so that crawlers can focus on fresh, relevant, and useful pages on your site.

Webmaster Tools
Webmaster Tools

As you conduct a content audit, you may discover articles that are no longer useful or have become outdated.

There’s no need for allowing them to take up dust and cost you hosting fees, remove them or better yet, replace them with better content.

Conclusion

Google Analytics is a sophisticated web analytics tool that allows you to extract valuable data from your website traffic. 

By using the various reports and statistics available in Google Analytics, you can identify any gaps in the design, content, and structure of your website and make adjustments as needed. 

Knowing how to use this web analytics tool correctly can play a crucial role in generating targeted traffic to your website and landing pages, consumers to your product pages, and boost your overall income. 

Yes, that’s how powerful Google Analytics can be if only you’d spend some time to master it.

Uncovering Your Gurus Deception

Uncovering Your Gurus Deception

Let’s talk about what going on.

As I scroll down through my Facebook feed, I see an endless number of self-proclaimed gurus that are running marketing campaigns for businesses.

Here’s how it happens. 

A “guru” says he is making a $10,000 a month running marketing campaigns on Facebook for other businesses. 

Simple money right?

So he creates a course on how you can make money running marketing campaigns for businesses on Facebook. He flashes a few images of money he has collected in his bank account to get people to sign up. 

Desperate people buy it, and we are off to the races. 

The new “guru” who has just been educated by the old guru is now promising businesses that he will make them successful. He lands a couple of gullible business owners, and now he is off to the races. 

Rinse and repeat. 

It’s the perfect case of the blind leading the blind. 

Who are the losers? 

The business owners. Many of them are not educated enough to know what is fake and what is not. They will eventually figure it out after months of wasted time and money. 

By than…

The “guru” has moved onto other companies. 

Beware of “gurus” and beware of promises. Best to only pay these people based off of their performance. But don’t go blindly and mindlessly into business with them. 

Marketing takes time, money, and expertise. There’s no simple solution. It’s hard work to beat out your competition and wrestle with social media and search engine platforms. 

It’s a battle out there. You can’t have tinker bell at the head of your army when you’re fighting against Maximus or William Wallace.

Now onto some good stuff. 

I’ve been reading “Scientific Advertising” for the third time. It’s one of the best advertising books out there because Claude Hopkins was one of the best Ad Men. 

He understood that Advertising is about profits. He said, “Men are in business for profit, not to exploit their ideas. And their ideas vanish just the moment that profit fails to show.”

Profits come by speaking to the consumer and getting in their heads. We are continually fighting this concept with both Marketing Hy and Ydraw. 

Your audience will listen if you talk service to them. Speak to their needs and their wants. Consumers will turn their backs when you seek to impress an advantage for yourself. If you take a look at your website and it is all about you, change it up a bit and change your ads. 

Most advertising dollars are blown by companies creating selfish ads. 

“That’s another big point to consider. Argue anything for your own advantage, and people will resist to the limit. But seem unselfishly to consider your customers’ desires, and they will naturally flock to you.”

Keep Marketing!

Direct Marketing vs Brand Marketing – Which one?

Direct Marketing vs Brand Marketing – Which one?

Businesses get brand marketing and direct marketing mixed up. It is costly and causes a lot of mediocre results and headaches.

We’re going to fix this age-old debate right now!

You may find yourself running a brand campaign thinking you will get direct marketing results or you are running a direct marketing campaign and expect branding results.

If you mess these up, you will lose, become frustrated, and abandon ship for the next shiny marketing idea.

Let’s first define the two of them so we can know what to expect.

Seth Godin in his new book laid it out the best I have seen. We will use his definition.

Direct Marketing

If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order.

Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count.

Brand Marketing

If you’re buying brand marketing ads, be patient. Refuse to measure. Engage with the culture. Focus, by all means, but mostly, be consistent and patient.

If you can’t afford to be consistent and patient, don’t pay for brand marketing ads.

What I just shared with you ought to have paid for the time and money you have spent reading my posts, emails, website and watching my videos.

When you know what kind of marketing you are engaged in, you will set the right expectations.

Types of direct marketing include:

  • Google Ads
  • Facebook Ads
  • YouTube Ads
  • Email Marketing
  • Solo Ads
  • etc

They’re Ads you can track directly to a sale.

Types of brand marketing include:

  • Billboard signs
  • The way you answer your phones
  • Your uniforms
  • Sponsorships
  • SEO
  • Networking events
  • Company culture
  • etc

The list above is not exact, but I think you get the point.

Different platforms can be used for both direct and brand, but the difference is your expectations, goals, and measurements.

Small startups get too caught up in their brand. They spend time, money, and energy dealing with brand experts and not enough time building out direct marketing campaigns.

Big brands try to make a shift into direct marketing and use branding techniques and wonder why nothing worked.

A Typical Story About Branding vs Direct Marketing

Marketing Hy worked with a client this last year who hired a new VP of marketing. He came from a large corporation that ran branding campaigns.

The owner of the company wanted to track all results and make sure marketing was giving him an instant ROI.

So

The new VP of marketing made called his past Agency and did a large media buy. The agency took the $241,000 and ran a display campaign along with a few magazine ads.

How much traffic came to the site? None!

Six months into the campaign sales had not increased at all. Less than a year later the VP of marketing was looking for a new job.

The owner had one expectation and the VP of marketing another.

Let’s look at SEO.

It’s a problem and owners have the wrong expectations.

SEO (search engine optimization) is the attempt to rank for generic terms in a search engine. Businesses spend a fortune on SEO because marketers promise to rank them for highly searched keywords.

SEO can be considered brand marketing or direct depending who you ask but here’s the problem…

It’s a gamble, and the odds are stacked against you. There are limited spots available, and it takes months if not years to rank for generic keywords.

90% of owners do not have the time, patience, or money to wait for the results. So they quit too soon.

What makes business owners assume they can outrank companies like Wikipedia, Home Advisors, Yelp, and Google on generic searches?

It’s not happening.

I find it best to avoid the games you will lose. No matter what your SEO company says.

What can you win?

Build an SEO campaign where people search for keyword that you can rank for. This will come in a later post.

Which brings us back to the beginning…

What kind of marketing campaign are you running? Are you mixing them up?

Don’t.

Both brand and direct marketing are good, as long as we set the right expectations.

If you’re interested in growing your business with a direct marketing campaign, reach out to use.

We would be happy to show ways to drive traffic, leads, and sales.

If you’re looking for a brand campaign, that is not our thing. I have a hard time spending money on marketing that can’t be measured.

Does branding work? Yes, it does. Just takes time, patience, and a lot more money.

Keep marketing!

Did You Hire A Total Douche? You Should See What It Cost Them.

Did You Hire A Total Douche? You Should See What It Cost Them.

Have you ever met someone that deserves to get a beatdown? I did last week.

Total douche.

Sorry for the harsh language but that is about the extent of my swearing, so I like to use that word when I can.

Here’s the story.

A friend and business partner of mine needed some help with a client, so I offered to head down to Vegas to explain online marketing to a guy I had never talked to or met.

That was my first mistake.

Twenty seconds on the phone with this guy would have told all.

Picture this…

Our Prince had a shaved head wearing a Cop like uniform packing his Glock. His muscles were all tight because he was probably doing pushups and flexing in front of the mirror a few minutes before we met.

I am not joking.

The meeting was to go over a PPC campaign and show him where his clicks were coming from and what kind of impact Google ads were having on his Marketing.

It didn’t go so hot.

The Douche had taken a crash course on online marketing the day from another agency.

He knew it all and wanted to show us that PPC is a waste to their business and that social media doesn’t work to bring in sales.

Even though, they had 81,000 organic followers on Facebook and some of the best engagement I have seen on a Facebook account.

Get this.

Last month somebody hacked their account and instead of getting it resolved they decided to start a new page. They abandoned the old Facebook page.

Who does that?

The Douche does!

During the meeting, Prince Charming pulled out some analytics sheets to show his traffic and stats, but his tracking was off, and he was not looking at the right stats.

His mind was made up. It was a total waste of everyone’s time. We closed down the PPC campaign.

How does this happen?

This business is legit. They do about 20 Million in revenue and have an excellent product.

The actual business owners put this guy in charge of their online marketing campaign a couple of weeks before.

It’s the perfect example of the Peter Principle. Google it if you don’t know about the concept.

Is this story normal?

Sadly it is.

I can’t tell you how many times businesses put the wrong person in charge of their online marketing campaigns. Or they hire a digital marketing agency that puts interns in charge of their account.

Online marketing takes skills, time, and a bit of luck.

You can’t put Tinkerbell in a war with a Gladiator and expect her to win.

But…

That is precisely what a lot of businesses are doing.

Who’s in charge of your online marketing?

What skills do they have?

What results are you seeing and what results are you tracking?

Did you hire the best?

All great questions to ask yourself.

Here’s a cool video we did talking about this principle.

5 Warning Signs To Watch Out For When Hiring An Online Marketing Agency – Don’t Be Fooled By Digital Marketing Agencies.

5 Warning Signs To Watch Out For When Hiring An Online Marketing Agency – Don’t Be Fooled By Digital Marketing Agencies.

For 10 years I have seen businesses thrive and businesses die from what they do online and a lot of it comes down to the online marketing company they hired.

Here’s what you should watch out for when hiring an online marketing agency. I hope this guide will help you because the odds are not in your favor.

But first, a small disclaimer. There are such things as bad products and services. Even though a marketing company does everything right, not all products and services are equal.

Also…

A good online marketing company is not going to save a tanking business. If you have internal issues or no budget, an online marketing company is not going to save you. It doesn’t work that way.

There are always exceptions but this guide is going to point you in the right direction.

But first, let’s answer this question.

Why hire an online marketing company in the first place?

There are a lot of reasons:

  • Leads
  • More customers
  • Build trust with future clients
  • Increase sales
  • Increase traffic
  • Build influence
  • etc..

Does all of this happen overnight? No, it does not. Online marketing is extremely competitive and takes time, money, expertise, and patience.

Whether big or small, all companies need to have an online presence. If someone is going to buy your product or service they need to be able to look into your company and see some type of online presence.

We created a simple lead gen campaign for a body sculpting company. We were able to generate leads and free consultations at an excellent price, but there was one problem: our leads were setting up consultations and not showing up. Why were we losing them?

Because we were just doing a lead gen campaign. There was no nurturing campaigns, no remarketing, no followup, and no case studies. The company needed a full marketing campaign.

It builds trust.

Once you have established the fact that you do need to be online, the next question is…

Do you hire an in-house marketing team or do you hire an outside agency?

Hiring an in-house agency is a really good choice if you yourself know enough about online marketing. That way, you can manage a team and track the numbers.

But this is usually not the case.

What I have seen companies do is hire interns or hire a low wage employee that does not know what they are doing.

It’s not fair for new hires but they are expected to learn about online marketing and run a successful campaign without ever learning the basics.

You may have done this already.

We love competing against these types of companies. By the time the new hires learn enough to be dangerous, they have moved onto another company. Or they abandon their plans too quickly because they get pressure from above.

Plus, most of the hires just want a paycheck. Their performance is not tracked because nobody knows what they should be tracking.

If you want to compete you need to have good players.

A larger established business is in a little different situation. They can afford to hire the best. Bringing everything in-house could be a good solution. They’re the best suited to hire a full online marketing team and pay for their expertise.

Some of the most successful campaigns have come from in-house marketing teams being directed by a legit online marketer.

Doing this may not be in your budget. A team could cost hundreds of thousands a year, if not millions.

Big companies may find it to be more beneficial to hire an outside agency to train and run your campaigns.

At least until the in-house team gets caught up to speed.

Which brings us back to the start.

What things should you look out for when hiring a digital marketing agency?

Let’s get started.

The 5 Online Marketing Agencies to Watch Out For

1. Fooled By The Lowest Price And Size Of Company. (DexYP, network solutions, yellow pages, radio stations, etc.)

These agencies are a dime a dozen. They pitch a $300+ a month package to get you to page one of Google. The salesman’s job is to get you to pay as much as possible and stick you in a long-term contract. I have seen some of these contracts go as high as $9,000 a month.

A lot of dentists, plumbers, HVAC companies, and small local businesses get pulled into these contracts.

You may be in one now.

The price is attractive, but don’t be fooled.

Companies like DexYP, Dex Media, Network Solutions, YP are the exact opposite of what you want.

Think about it…

Who do they hire to manage your account? How many clients does that new hire take on?

My first hire was a young college kid that turned out to be a rock star. She loved online marketing. After 2 years she moved away and was hired by a company called Fusion.

She called me to ask a couple of questions about a client. I asked her, “How many clients are you handling?”

89 was the answer.

She said it was a total mess and she felt bad. But it was her job to try and keep them on as long as possible.

How can any one person handle 89 clients? Online marketing takes time and expertise. If your account is only getting 2 hours a month you will never make progress.

Here’s how these companies do it.

They have a client relationship manager (title may be different) that is in charge of talking with the client. Their job is to do everything possible to keep the client on board. If you go to cancel they will remind you that you have a contract that cannot be broken.

There will be a couple of weeks where they focus on your account until the next person complains.

When something on the campaign needs to be changed they will have the PPC person make the change. Who is that guy?

You don’t know. And you have no idea how many clients or accounts he is managing. It’s a terrible system.

Every marketing campaign requires quality time.

I think you can see the problem.

Better yet, just go read the reviews of these companies. Minus out the fake reviews and you should get a good idea of who you are hiring.

Just a word of caution on bad reviews. A few bad reviews are not a problem. Online marketing does not have a 100% success rate. 60% of businesses are going to succeed which leaves 40% disgruntled businesses.

So bad reviews happen.

The warning signs should go off when you see a consistency of bad reviews and mad businesses on complaint boards.

Run!

Paying the least amount possible is a great idea. I am all about bargain shopping, but you have to pay to play.

No legit marketing company is going to do what is necessary for $500 a month.

Stay away.

2. Fooled By The Lack Of Transparency. (Mystery Agency Where Everything Is Hidden And Secret)

Lack of transparency is one of my biggest issues with Online Marketing Agencies and it should be a big concern of yours.

You should have access to all the numbers and accounts behind your business. There should be a total transparency. If you want to see it, they should show it.

Why wouldn’t they?

Because…

Most do not want you to see how much money is actually going into their pocket vs how much is being spent on ads.

They will also try to hold you hostage, if you leave them.

Any marketing company that really cares about transparency gives clients full access to all accounts. It’s your business and you are paying money.

A word of warning. Don’t let these marketing agencies put your assets in their name and make sure they drive traffic to your website not some landing page that they create.

I am amazed at how many businesses turn over their domain names, website, Google Ads, and channels over to these agencies.

If you try to leave them, you will have a hard time getting everything back.

3. Fooled By Shiny Objects And Promises

Getting on page one of Google is not easy. Optimizing a Google ad campaign is hard. Creating quality content that people love takes a lot of time.

With online marketing…nothing is guaranteed and everything is a battle.

Marketing agencies that make crazy promises about how successful your online marketing campaign will be should be avoided.

How long does a good SEO campaign take? 6 Months to 2 years is a good time frame.

How long does it take to optimize a PPC campaign? Months.

There are exceptions. I don’t want to scare you away from Online Marketing. You can get customers quickly through ads.

Some businesses just need a few simple adjustments to start generating traffic and sales. Others need a full overhaul of everything.

Just depends.

Case in point.

A couple months back we took on a plumbing business. They had 3 different websites being run by 3 different marketing people.

One of the agencies (it’s a popular one) took their original website and placed it on their platform. They had years worth of awesome content that ended up being duplicated on a different website.

It was a total mess.

The 3rd agency was running their PPC campaign which was using another website for PPC. This agency didn’t even find out we switched the website for 3 months.

Meaning…

The account had not been checked in 3 months.

Don’t be fooled.

4. Fooled By The Agency That Doesn’t Practice What They Preach

This has to be one of the number one things to consider when hiring an agency. Do they themselves have a good online marketing campaign?

Do they have a good blog? Do they have a followup email sequence in place? Are they running ads? Do they eat their own dog food?

We have a couple of online marketing companies in my town that create sales through cold calling. They have no idea how to generate leads online. So they cold call the business and sell them on their online marketing packages.

Do you see the problem?

If an agency had a junky website and a terrible social media campaign, what makes you think they can do better with yours?

Why hire an agency for SEO help if that agency doesn’t seem to have their own SEO figured out?

If that agency cannot even get themselves positioning for their own organic phrases, then do you really think they’re going to be able to help you do so?

Be careful. Do a simple check and see what the online marketing agency is doing for themselves.

5. Fooled by Family, Friends, And Buddies

We have all heard this one.

The family’s neighborhood friend learned some coding and they are now in control of your digital marketing campaign.

I was in meeting with some attorneys last month that said this…

“My father-in-law likes to build websites and we have been waiting for him to build ours.”

Building a site and marketing a website go hand in hand. Once your family or friend builds your website then what?

One of the worst episodes I have seen was a couple of years back when I presented to a company that had their friend running their marketing.

He was charging them $15,000 a month and not doing the work. How did we know this?

The PPC account, emails, and campaigns had not been touched in weeks. The “friend” had been enjoying a monthly income without doing much work.

It’s good to hire family, friends or neighbors as long as they do marketing for a living.

Watch out!

Here are some of the questions you should ask when hiring a digital marketing agency.

  1. Do you have case studies?
  2. Do you have digital marketing for your own company?
  3. Do you track everything in Analytics?
  4. What failures have you experienced and why did the campaigns fail?
  5. Do I have full access to all accounts?
  6. Do I own the accounts when I quit using you?
  7. Do you use Google Webmaster Tools and follow their guidelines?
  8. How long will it take to see results? (run if they say a couple weeks).
  9. Will I be able to see actual spend within AdWords?
  10. How do you measure ROI?
  11. Do you take my calls and are you available when I need you?

Start there.

I hope this helps. Just be careful because digital marketing is war and you want to have the best. Don’t go into battle with mediocre. It’s not worth it and you will lose a lot of time and money.

Time that you cannot get back and money that could have been spent the right way.

Not all digital marketing campaigns are going to be successful. The key is, to hire a company that gives you the best chance to win.

A Real Text Conversation About Creating A Unique Selling Proposition

A Real Text Conversation About Creating A Unique Selling Proposition

This is a real conversation between me and friend about her Unique Selling Proposition. When we finished I realized our conversation is exactly what businesses need to help discover their USP.  You confuse your lose!

Instead of me preaching, you can just see how it comes together.  

The struggle to discover a USP?

Jace: When creating a business you have to bring some type of value to the market place and you need to find people that will give up their hard earned cash for your product or service.

Value and customers go hand in hand. If you don’t have value you won’t have customers. If you don’t have customers your value really doesn’t matter. 

What value are you going to bring and who are the customers?

Since you are starting a spa you need to ask what kind of services are you offering.

Spa? Cranial? Wellness? Massage? What is it?

What needs are you going to fill? What are the benefits?

You have to figure that out first and I don’t think you have.

Friend: Blualignment is about Body Alignment. Lol. bluAlignment “bringing you back to your body” is about organizing your body so that you don’t feel pain anymore. Tension, stiffness, etc. are not supposed to be an aspect of everyday life. Your body should be injury free. BluAlignment was created to bring you back.

Jace: Lol….ok so forget bring you back. That is confusing.

Friend: lol…My value is that I am getting people out of pain.

Jace: Closer

Friend: and teaching people how to get out of pain

Jace: Organize your body so that you don’t feel pain anymore. Now that makes a little more sense. Lol…bring you back to your body sounds like it should be on a soap commercial…haha

Friend: Lol….you never got it? My core mission is to help people out of pain, and that includes psychological pain, body pain and how its all woven together.

In the beginning, I’m starting with the physical, but it will expand to be all encompassing.

Jace: Nope never got it. You don’t say that anywhere on the site. Why not just say it?

Friend: Yeah…I should. It’s because I think a lot and say a little. Alos because I think I have to learn a 100 things everyday before I can help anyone, but its all just excuses like you said before.

Jace: Why not just say it?

Friend: Yeah. I haven’t really known how to say things on blualignment because I imagine myself 10 years in the future and I  don’t think I know how to give what I want to give.

Again, it goes back to excuses. And school, and biding my time. and having a whole lot of faith in my future self. and not a lot in my current self. So, yeah I agree. I need to say it differently.

Jace: Yeah but I wouldn’t worry about that right now you can worry about that after you get customers you fake it till you make it.

Friend: OK. Whats directly wrong with how I am saying it now?I mean clarify when you said “you just need to say things a little different.”

Jace: Okay…so take a look at your website.

Friend: I did I am I didn’t say anything about helping get people out of pain.

Jace: Does it say anything about pain in the top two sections? Does it say anything at pain anywhere?

Friend: Nope. It does not. I just had this assumption thats why people see bodyworkers.

Jace: so that’s a perfect example…How is anyone supposed to know that you can solve their problem if you don’t tell him you can?

Friend: But yeah, stop assuming. start saying simple things. Simplify. Simplify. Simplify. 

Jace: In marketing you cannot ever assume you have to treat everyone as if they’re 5 years old. The very first section needs to tell people the benefit. After that you can then have the section about you. So let’s adjust that whole top section of the website to address the fact that you get rid of people’s pain.

Friend: Can it be simple like: “BluAlignment’s mission is about helping you out of your pain. After a lifetime of chronic holding patterns and injury; come in to realign your body, relax, and rejuvenate. “

Jace:  :|…Kind of….:(

Friend: BluAlignment is about reorganizing your body to live a pain-free life. After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate. 

Lol…I’m a sensitive person, but my feelings aren’t easy to hurt. So no stress about truth if ya feel me.

Jace: Think 5 year old

Friend: Lol…OMG…Bodywork is so second nature. I don’t even know anymore what normal people know about their body…SHIZ

Jace: No Swearing…:)

Friend: I didn’t. I changed the spelling

Jace: I promise you if you can figure out how to be simple people automatically gravitate towards your message. I should be writing all of this down and making a book out of it. haha

Friend: Ok what about this? “After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate bringing you one step closer to a pain-free body.” 

Jace: When somebody asks you what do you do…. What are you going to tell them? Imagine telling somebody that in an elevator. What would they think?

I can see it now… imagine leaning over putting your arm on their shoulder and saying…After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate bringing you one step closer to a pain-free body.

Friend: Hi. Guy, I have 10 seconds with. I work with the connective tissue in your body that is responsible for organizing and compartmentalizing your body. The work I do frees your body from old injuries and stress. Ok BYEEEE…. Lol

Jace: Yep and they would say that girl’s crazy…

Friend: Ok let me try again

Jace: Yes think about it. You need to start there. If a customer doesn’t know what you do within 5 Seconds of hitting your website you lose. When you confuse you lose.

Friend: Getting you out of pain. done…:)  Does your 5 yr old get that?

Jace: Closer… So when people ask you what you do? I get rid of people’s pain….

Friend: I get rid of peoples pain by touching them….lol

Jace: You don’t need to say how you do it yet. You let them ask that question. Or that happens in your next sentence.  Think about it this way. If somebody is in pain and they meet you and you tell him/her you get rid of pain….what do you think happens next?

Friend: They say “hey, i was gonna ask for your number anyway, but now this is perfect. got a card?”

Jace:  hahah…You’re thinking the wrong clientele. I picture an old lady in an elevator. Your picturing some dude at a dance

Friend: aw. Ok. You’re right. Too many guys in my life. Old lady. I like this.

Jace: Ok so now you need to adjust the message

Friend: Ok, but if i say I help people get out of pain. You said its closer, but not quite.

Jace: Well you have kind of the second section which also talks to the benefit to the consumer. What is the end result that the consumer wants?

Friend: what about something like this? Bringing you out of pain and towards optimal health through touch therapy.

Jace: Once again why did you go back. I can bring somebody to church…I can bring somebody on a date… I can bring something to work…but I would never say I can bring me out of pain. Do you get rid of people’s pain or not? Or are you bringing them out of pain? whatever that is. Why not “I get rid of people’s pain through touch thearpy.”

Friend: Ok. point made. Is this 5 yr old worthy? 

Correcting imbalances in the body giving you guaranteed and lasting pain relief, while allowing you to unwind and relax. Call for a free consultation. Maybe I won’t say guaranteed. Just never mind for a second. I’m editing it again.

Jace: Haha…Guaranteed is a good thing. People want guarantees. They hate risk and a guarantee eliminates risk. 

Friend: Life is a risk. But yeah I get it Im just kidding btw, sort of. How does this sound… is it too much?

BluAlignment corrects imbalances in the body that gives guaranteed and lasting pain relief, while simultaneously allowing you to unwind and relax enabling your body’s self-healing mechanism. Call for a free consultation. 

What does guaranteed even mean? That no matter what, you won’t leave this office with pain… Or does it mean if I can’t deliver, I assume full responsibility including ownership of compensation?

Jace: Yeah they guarantee doesn’t work in this situation. Basically I guarantee is the stuff you do works. That sentence is kind of messed up. You’re referring back to in balances. What do you think of when I say Geico?

Friend: 15 minutes could save you 15%

Jace: Think of the size and what Geico actually really does behind the scenes. They’re humongo company that does billions of dollars and the only thing they want you to think of is 15 minutes could save you 15%.

You’re still overthinking. List to it.

“BluAlignment corrects imbalances in the body that gives guaranteed and lasting pain relief, while simultaneously allowing you to unwind and relax enabling your body’s self-healing mechanism. Call for a free consultation.”

Friend: BluAlignment uses touch therapy to correct imbalances in the body that gives guaranteed and lasting pain-relief. Call for a free consultation. 

Even more simple is…. BluAlignment uses touch therapy giving guaranteed and lasting pain-relief.

Jace: 🙂 🙂 🙂 TEARS OF JOY!!!