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1 The Top 5 Social Analytics Tools for Small Business Marketers

The Top 5 Social Analytics Tools for Small Business Marketers - Duct Tape Marketing.nh h

photo credit: keyhole.co

Putting a small business on the social media map involves using data to pinpoint and engage specific audiences with appropriate content.

But how do you find the right social media analytics suite to collect this data?

Among the options on the market, the one you choose should accurately track the metrics you value while delivering insights to help refine your strategy.

Consider one – or a combination – of these five social media analytics tools to address your needs:

1. Social Mention

Social Mention acts as a search engine with social media metrics features. The tool generates results pages based on your search term, displaying and analyzing user-generated content from more than 100 platforms.

These pages contain metrics such as:

The Top 5 Social Analytics Tools for Small Business Marketers - Duct Tape Marketing

photo credit: keyhole.co

  • Sentiment – The ratio of positive to negative content
  • Passion – The odds that a user will post about your search term more than once
  • Top Keywords – The most common phrases and hashtags used with your search term

Like many other social media metrics platforms, Social Mention analyzes this information in real-time. But it also collects data that’s up to a month old. This means you can use the tool to study recent campaigns you missed tracking.

Small businesses can benefit from Social Mention’s price. It’s free, allowing you to dedicate a chunk of your marketing spend to other activities.

2. Keyhole

Keyhole measures brand and campaign impact on Twitter and Instagram. The platform does this by tracking real-time and historical data around URLs, hashtags and keyphrases you input.

The Top 5 Social Analytics Tools for Small Business Marketers - Duct Tape Marketing

photo credit: keyhole.co

The metrics include:

  • Top posts, based on data such as shares and replies
  • User demographic information, including gender and location
  • Influence data, such as which users are drawing the most attention to your tracked terms

The amount of data you can collect varies between price tiers. But the tool’s basic plan still offers all of its analytics features. You can view the data in a shareable and printable dashboard, made up of graphs, timelines and other metrics visualizations.

Small business marketers can capitalize on Keyhole’s word cloud – keywords and hashtags frequently used with your tracked term – to expand reach. By adding a phrase or two to your posts, audience members should have an easier time finding your social content.

3. Crowdbooster

Crowdbooster tracks real-time and historical data for Twitter profiles and Facebook pages. Also a platform for creating and scheduling posts, you can share the dashboard with clients and colleagues.

It displays metrics such as:

  • Individual post stats, including the number of users who saw a given update
  • Engagement numbers, including likes, shares and replies
  • Follower activity information, such as fan base growth and identification of who your most active audience
    The Top 5 Social Analytics Tools for Small Business Marketers - Duct Tape Marketing

    photo credit: crowdbooster

    members are

The dashboard can track more than 30 accounts, depending on your plan. But no matter the price, you can access

the same analytics features and export your data to Excel.

Small business marketers can regularly adjust and improve their social media tactics by using Crowdbooster’s weekly performance email. In a recap of your activity, the platform makes posting recommendations by analyzing the data it collects.

4. quintly

quintly quantifies the strength of pages and profiles on social media platforms such as Facebook, Twitter and LinkedIn. It illustrates data through maps, graphs and charts as you select accounts to monitor.

The metrics include:

  • Engagement stats, including shares and replies your posts generate
  • Response rates, based on how quickly you answer questions
  • Follower analytics, including the growth rate of your fan base
The Top 5 Social Analytics Tools for Small Business Marketers - Duct Tape Marketing

photo credit: quintly

Each price tier gives you unlimited data, plus features such as data exportation to Excel and PowerPoint. The plans are mainly divided by how many profiles you can track.

Small business marketers stand to benefit by using quintly to study other companies. The tool lets you track your accounts alongside those of rivals and role models. You can guide social growth by adopting the most effective tactics in your niche.

5. Google Analytics

Google Analytics isn’t a pure social media analytics platform, but offers value by examining how social activity affects your overall web presence.

The dashboard displays metrics such as:

  • Network Referrals – The amount of website sessions and pageviews you earned from social media links and activity
  • Trackbacks – The number of links shared on a website or platform that lead to your website
  • Conversions – The metric showing who completed a goal on your website, whether it be filling out a form or making a purchase, because they found you through social media

 

Google Analytics offers all of this data in its free plan.

The Top 5 Social Analytics Tools for Small Business Marketers - Duct Tape Marketing

photo credit: keyhole.co

Small business marketers can take advantage of the conversion visualizer to compare conversions earned through

different channels. Found under Conversions > Multi-Channel Funnels, it’s especially useful for determining how much time you should spend on social media in relation to other marketing activities.

These five social media analytics tools each prioritize different metrics and present them in unique ways.

Depending on your needs, one should stand out as an option to measure and inform your social strategy.

 

Marcus GuidoMarcus Guido is a Content Marketing Specialist at Keyhole, a social media analytics software service that monitors trends and campaigns by tracking keywords and hashtags. Before joining, he worked at another software startup and two marketing agencies that served small- and medium-sized businesses. Follow him, and Keyhole, on Twitter: @keyholeco.

6 5 SEO Metrics Small Businesses Should Prioritize

photo credit: Keyhole

photo credit: Keyhole

It’s a problem almost every marketer has dealt with: opening their analytics suite to face a mind-boggling pool of stats, graphs, and figures.

Where do you start?

And which numbers should a small business track to get the most out of its investment in digital marketing?

Consider prioritizing these five search engine optimization (SEO) metrics to monitor and make decisions about your business’s online growth:

Organic Search Traffic

 

Any company looking to make a name for itself online should focus on this metric as it’s generally the highest source of web traffic.

Organic search accounts for 64% of all website visits, according to a 2014 Conductor study.

Depending on your industry, earning high search rankings can take anywhere from a few weeks to a few years. But since many small businesses target specific niches, you can quickly earn results by creating engaging content that uses relevant keywords.

Low organic search traffic can indicate you’re not:

  • Optimizing certain areas of your site to improve user experience
  • Writing page titles and meta descriptions that encourage users to click
  • Targeting the right, or enough, keywords – your main audiences may not be finding you
  • Sharing and interacting enough on social media – shares prompt search engines to index your content

Referral Traffic

Referral traffic is valued by almost all organizations, but it’s especially important for small business marketers. That’s because it shows if you’re meeting your key audience’s needs.

Since the metric is defined as visits to your website from sources other than searches, high referral traffic can mean:

  • Other domains find your content valuable enough to link to
  • Members of your target market are exchanging your content pieces or web pages
  • There’s an audience on social media that follows links to your website because your products or services appeal to them

To boost referral traffic, actively promote your website and content beyond standard social media activity.

Reach out industry blogs, asking to guest post. Include a link to your website in your author bio. You should also pitch stories, or offer up the head of your business as an interview source, to news publications.

 

Bounce Rate

People bounce off your page when they’re not interested in what it says. Instead of interacting with your website, they close the window or hit the back button.

A high bounce rate hurts your SEO efforts because it:

  • Means your page or post doesn’t meet the audience’s search intent
  • Leads people towards competing websites, since you couldn’t meet their needs
  • Shows your content isn’t encouraging users to explore and learn more about your business

So, how can you help this metric trend upward?

First off, search Google for the keyphrase one of your pages is targeting. You can see what your market wants to learn about based on the first set of results. Edit your content accordingly.

For good measure, include an enticing call-to-action (CTA) to guide visitors to another part of your website.

 

Visitor Growth

Visitor growth is a broad metric, but one that’s important for any business – it gives an overall picture of how your online presence is developing by tracking organic, non-organic and referral traffic.

Based on how this growth rate trends, you can set goals and take action to (a) prevent an anticipated drop or (b) increase a potential traffic boost.

You can also divide visitor growth into new and returning visitors.

Visitor_Comparison

photo credit: Keyhole

 

A hike in new visitors typically means you’ve earned more referrals and have written enticing headlines. An increase in returning visitors usually coincides with a low bounce rate, meaning your content is informative enough secure a dedicated audience.

Act quickly if your visitor rate is falling – it could mean you:

  • Need to target different keywords
  • Rely too heavily on one traffic source
  • Create content that isn’t relevant or interesting
  • Have a website that’s too difficult to navigate, discouraging return visits

 

Conversion Rate

Conversions may be the single most important SEO metric for small business marketers.

What’s the point in drawing people to your website if they don’t do anything meaningful once they’re on it? Plus, a lack of activity can make or break a sufficient marketing spend for companies with limited resources.

Set goals that coincide with your company’s overall business strategy to create conversion points on your website. If you need to increase leads, make a form for visitors to book a phone meeting.

Then, create content and paths on your website that point to it.

To keep conversions rising, try:

  • Split-testing headlines and CTAs
  • Including only the essential fields in forms, such as name and email address
  • Adding clear incentives to complete the conversion, such as a discount price
  • Having testimonials and other types of social proof that show the quality of your products or services

As you’re faced with an overwhelming amount of SEO metrics, think about prioritizing these five statistics when marketing a small business.

All key indicators of online performance, they should help you set realistic goals and track important benchmarks.  

 

HeadshotMarcus Guido is a Content Marketing Specialist at Keyhole, a social media analytics software service that monitors trends and campaigns by tracking keywords and hashtags. Before joining, he worked at another software startup and two marketing agencies that served small- and medium-sized businesses. Follow him, and Keyhole, on Twitter: @keyholeco.