MarketingMoment

If there is one online marketing tool that is possibly the most underused and least understood it has to be web analytics.

At its most basic, traffic analysis involves collecting and interpreting information visitors to your website. At the more advanced level, tracking systems can provide an array of key data about the journey your visitors make once on your site, what your most cost-effective traffic sources are, which pay-per-click (PPC) or search-engine-optimisation (SEO) keywords and key phrases to concentrate on, and a whole host of other sales and ROI information.

A really fantastic resource that is FREE from Google is their Analytics program – http://www.google.com/analytics/. As well as being able to track your web visitors, page views, and more, you can also track your email campaigns, referrals, and even offline campaigns. This is definitely one to bookmark . . .  and USE! 

Your website’s statistics provide a LOT of clues as to what visitors make of your site.  Don’t ignore them!

Adapted from: “Using Online Marketing to Your Advantage“

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One of the most common errors I come across in any kind of writing is mixing up “it’s” and “its”.

Put simply, “its” denotes that “it” is a possessive pronoun meaning, more or less, “of it” or “belonging to it” – eg, “She gave the dog its bone.” Always fight the urge to add an apostrophe when you are using “its” in this sense. 

The only time you need use that apostrophe with these three letters (”i”, “t” and “s”) is when you are contracting the words “it” and “is”, or when “it” and “has” are being used together – eg, “It’s sunny outside,” or “It’s been sunny today.” 

See, once you know how and why, it is that simple!

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Top web advertisers and marketers favour search and email marketing, according to a recent survey carried out by industry leaders ad:tech and MarketingSherpa. The annual survey is a good indicator of what’s working online and what’s to come.

Behaviorally-targeted ads rated higher than any other online performer. The advertisers and marketers questioned plan to invest more in PPC and behavioral ads this year, and move away from poorly-targeted display ads.

Other top tactics include:

- House email lists.

- Testing. Marketers are measuring, testing and split-testing more than ever in almost all categories surveyed.

- Search engine optimisation (SEO) is delivering a strong return on investment.

- Agencies are urging marketers to explore viral marketing and advertising in mobile phones, online video sites and virtual worlds.

The latter reflects the changing landscape of the online advertising world. 

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According to a study by Forrester Research, the top three elements visitors look for in websites are (in no particular order):

1. High-quality information – useful, relevant content is the biggest influence on a visitor’s decision to return to any given website.
2. Ease of use – your site’s architecture should be simple, accessible and intuitive.
3. Quick to load – people are far too busy and will NOT tolerate ‘lag’ time. In fact, they’ll get frustrated if they have to wait more than a few seconds for a page to download, and will abandon it altogether after just five-seven seconds. 

Source: Internet Marketing Report

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If you read copy written by someone other than a copywriter, chances are it will scream Features! Features! Features! OK, features are a very good thing indeed and, yes, readers do need to know about them. But not all of them. And NOT right up front. 

Instead, you need to do what every good copywriter 
MUST do in order to educate or make the sale: turn features into benefits, and put those benefits at the beginning of your copy. 

These benefits must be tied into your readers’ desires, needs and wants. So, when you solve your readers’ problems, they’ll go looking for the features — meaning they WILLl bother to read the rest of your marketing message. 

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The lead article in the latest issue of MediaMinister’s Communiqué for Success reveals that far from being the kind of lovely lady who rejoices in handing out cough drops while sipping chamomile tea, Aunty AIDA is more akin to Checkpoint Charlie in character.

AIDA is in fact one of the most useful formulas for keeping your creative thinking on tap. And it has the potential to substitute flagging sales with a roaring trade . . . BUT only if you pay attention.

To read the full article and gain hidden links to recent CfS newsletter editions, you’ll have to become a subscriber. As well as being FREE, you’ll receive a business-building report and audio CD simply for signing up and trying it out. 

Subscribe here.

Recent CfS newsletter issues cover:

• The Most Important Action You Can Take For Your Business This Year 

• Recession-Proof Your Business
• Stand Apart From ‘Me-Too’ Competitors 
• Stop! Don’t Post that Letter!
• Common Mistakes that Can Kill Business
• When Push Comes to Shove
• How to Bolster Trust on Your Website 
• Just How Believable Are You? 

Subscribe here. 

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