web strategy

Sarah Worsham / Jul 15, 2014

5 Tips for Better Twitter Advertising

Advertising on Twitter can be effective for increasing the size of your audience and also for sending traffic to your website. Besides knowing what your goal is, these tips will help you advertise better on Twitter…

1. Goal Impacts Type of Campaign

Deciding on your goal for your Twitter advertising will help you choose the right type of campaign. The promoted account campaign (followers campaign) is best for increasing your followers and building audience for the long term. If your goal is to boost traffic to your website (or to particular pages on your website), then take a look at the promoted tweets campaign. And if you’re trying to get people to install or engage with your mobile app, there’s a campaign for that too.

2. Targeting Usernames vs Interest Categories

For smaller organizations that are looking for niche audiences, use username targeting to find followers similar to the ones you enter. Interest category targeting works better for larger organizations or broader audiences.

3. Good Messaging

Just like any other good messaging, Twitter ads should have use plain and understandable text and have a clear call to action. Adding pictures can also increase clicks on your ads. Try adding 3-5 different tweets to test your message and images.

4. Competitive Budget

Advertising on Twitter can be cost effective, but make sure your bids are within the suggested range or you may see a drastic decrease in the impressions of your ads.

5. Test to Optimize

Just like any advertising, testing will help you optimize the ads to get the best results for your budget and goals. Test different messages, images and calls to action. Test for a certain length of time, and then copy your campaign to make changes and save past tests and data.

Twitter advertising can be a very cost-effective way to increase the reach of your social media marketing.

Sarah Worsham / Apr 1, 2014

What You Want to Know Will Dictate What You Measure

Google Analytics Hacks (Photo credit: Search Engine People Blog)

With so much data, it’s so easy to get caught up in all the numbers. Looking at the wrong numbers will result in faulty analysis and recommendations — you may fix things that aren’t broken, or not fix things that are. Or you may think you have the right solution to a problem, but not even be looking in the right place. While it may seem obvious, taking a step back to understand what you want to know first will help you choose the right measurements.

Step 1: State What You Want To Know

The first step is to state what it is you want to know — without using any measurements or metrics at all. For example, if a website has several links to its Careers page on the homepage, ‘We want to know what place on the homepage is sending the most traffic to our Careers page’. This is quite different from ‘We want to know where the most traffic is coming from that enters the site on our Careers page’. One is about the design of the homepage and the marketing there — the other is about external marketing efforts to the Careers page. We’re going to stick with the first for our example…

Step 2: Refine Your Data Needs

Now that we understand what we want to know, we can further refine our data needs to see if we have the right measurement in place. When we look at the homepage, we can see that there are actually 4 places that someone could click through to the Careers page: 1) Menu at the top of the page 2) Linked text in the middle of the page 3) Ad box in the sidebar 4) Menu in the footer of the page. Ok, so now we know there are 4 possible links a visitor could click, so in order to answer our ‘what we want to know’ question, we have to be able to tell the difference between each of these 4 links.

Step 3: Know Your Technologies

Unfortunately, the next step is fairly technical. In order to know if you can distinguish between the 4 links, you need to know 1) how your analytics package collects data and 2) how the links have been coded. In the case of Google Analytics, it treats all data that goes from one page to another as the same, if the links are the same (with a caveat explained in a second). This means that to Google Analytics, it can’t distinguish between the 4 links on the homepage in terms of how much traffic each sent to the Careers page. But there is hope… Google analytics allows you to add tags to links that can help you distinguish where traffic is coming from to the same web page. Which means that if the links were coded with these tags, the data will already be available. And if not, it can be if they are added. Other analytics tools may collect data differently and your content management system (CMS) can also impact how this works.

Step 4: Zero In on the Right Information

So now that we know what we’re trying to measure, what data refinements we need, and how our web technologies work, we can zero in on the right information in our analytics tool. In Google analytics, we’d look for traffic to the Careers page from each of the 4 tags on the homepage to provide information about what place on the homepage is sending the most traffic.

Good Measurement is In the Details

While this may seem complex, the first step — knowing what you want to know — is really vital for communicating your measurement needs to those that may help provide you with the metrics. Without this refinement, you may get back the wrong metrics, or your technologies may not be setup properly to provide them in the first place.

Sarah Worsham / Mar 21, 2014

Getting Caught Up in The Wrong Numbers

Numbers, Numbers everywhere! With every social network we sign up for, and every online service we subscribe to, we’re given numbers measuring everything from followers to likes to page views. It’s so easy to get caught up in all these numbers and to start to try to make them bigger and better. Bigger is better, right? While internet marketing does provide fairly easy measurement tactics, it’s vital to focus on the numbers that are important to your business and its goals.

Tie Measurements to Goals

Numbers that aren’t directly tied to goals are nice, but may obscure focus from what’s really important. Look for measurements that will allow you to directly understand how you’re doing on your way to your goals. Secondary measurements that help you understand what tactics are working, and how are also important. These measurements, primary and secondary key performance indicators, are what you should focus on improving.

Measure with Value

Measurements need to help you understand how your business is doing. Look for measurements tied to your goals that provide value in understanding how you’re doing — how each tactic is working and how it can be improved. Valuable measurements tend to also be easy to understand, but there are measurement tactics that do need more analysis to be valuable. The key is to do whatever number crunching or analysis needs to be done to make a measurement valuable — otherwise it’s just a number.

Measure to Drive Action

Measurement without action is useless. Measurements need to be analyzed to provide insights that can be acted upon. A good metrics will help you understand how your tactics are doing and what you should improve. It may take analysis to get to the point of actionable insights, but if a number doesn’t provide any insights, it’s not the right number.

Continuous Measurement for Improvement

Just like marketing and sales, measurement is something that has to be done constantly to be valuable to the business. If you just look at some numbers every quarter, it’s hard to know if what you’re doing is helping you achieve your goals. While it’s not necessary for most companies to measure daily, regularly measure and analyze to provide recommended actions for your business to take to improve performance.

How do you measure success for your internet marketing?