It’s a commonly shared misconception that marketing analytics and web analytics are synonyms and denote the same thing. Usually, when talking about marketing analytics tools, people actually mean measuring the number of website visitors, unique pageviews, goals etc - everything that relates to website analytics only. However, to run effective marketing campaigns, a website is not enough. You send email newsletters, engage with your audience through social networks, use PPC advertising and so on. Measuring the impact each of your actions and channels used has on the revenue and business in general is crucial for making progress and drawing conclusions. This is what marketing analytics does - it deals with business metrics that provide deeper insight on how effective your marketing efforts are.
With the growing demand for marketing effect data in numbers there appeared a number of top-notch marketing analytics tools that aggregate the information from all marketing channels and present in within one dashboard. However, they are mostly targeted at medium and big businesses, being somewhat of an overkill for smaller enterprises in terms of features, and quite pricey, too.
But who said that small businesses are inferior and should be content with just free Google Analytics as their marketing analytics tool? In fact, there are a number of exquisite instruments for each sphere of digital marketing you can think of that are available either for free or at a very affordable price, which won’t make a breach even in the shoestring budget of a small startup. The list of these tools we’ve worked out is right below, so help yourself.
This is an easy to use, free and effective tool for monitoring the reputation and brand references throughout the web. You can set various search terms by the company, product, people etc and receive notifications about them in a number of ways - right within the app, to your email or RSS feed. To your service there are multiple configuration settings to make the search terms maximally relevant - country, language, sources, notification frequency etc. With Google Alerts you can be sure you won’t miss anything important.
If you need a decent tool for analysing your SEO efforts, OSE is right for the purpose. Simply input the desired domain/webpage address and you’ll get information on all the inbound links, domain/page authority, the number of total links and their statistics, anchor text etc. You can also filter the links by their authority, source, type and the landing page they refer to.
The service features freemium pricing model, so if the number of searches available in the free plan is not enough for you, it’s possible to upgrade to the paid one, which is quite affordable.
If you don’t want to do your SMM blindfolded, a social media marketing analytics tool, like Hootsuite is a must-have. It supports the most popular social networks - Facebook, Twitter, LinkedIn, Google+ and allows connecting multiple social media profiles to control them within a single interface. The free version sets the limit of 3 profiles, and if you need more, you can upgrade to the paid plan starting from $9,99. You will be able to automate content publishing according to the previously set schedule, gain insights into the effectiveness of your social media campaigns, measure audience engagement, get stats etc. It also has a useful feature of automatically finding the best time for posting. Thanks to the Hootlet Chrome extensions, its users can share the content directly from the website they view it on.
A part of MOZ software, Followerwonk will be your personal assistant in conquering Twitter audience. It helps define the best time for tweets, analyze your followers’ portrait, compare social graphs of yours and your competitors’, discover most popular hashtags, generate reports, find most influential people in your niche etc. While the free plan provides a limited scope of functions, the paid one starting at $29/month could more than suffice for your business needs.
This is a free tool to help you look at your website “with your visitors’ eyes”. Heatmaps are known to be useful in defining the typical on-page behavior scenarios, discovering the page elements catching most clicks and those that often go unnoticed. Using this service can open your eyes at the peculiarities of the page design which result in low conversion rate. The eye-tracking technology also predicts which page areas will drive most focus, so that you could place the key elements there. The service is also there for you to do a quick design A/B testing to save time and efforts.
This “all-in-one” tool from Hubspot can evaluate your marketing efforts in the following aspects: Blogging, Social Media, SEO, Mobile Optimization and Lead Generation. It points out the detected errors that hinder getting more traffic and gathering new leads etc. It pays much attention to your social media presence and mobile readiness, analyzes the effectiveness of your content marketing etc. So, if you haven’t checked your website with Marketing Grader, it’s high time you did now.
When compiling this list, we attempted to include the resources for each sphere of digital marketing, and refrain from telling you what you surely know (like, describing the advantages of Google Analytics). Each of the tools above has a number of competitors similar by functionality, but they are definitely worth trying.
No doubt, you’ve got your own favourites among marketing analytics instruments, and we can’t wait to see your recommendations in the discussion below.
Facing Common Blogging MistakesGetting a spellbinding, viral blog post subject requires a great deal of focus and efforts. Strictly speaking, the wrong topic will lead you down the awry path and deprive of the ability to build and grow your online audience. As a rule, bloggers share some common mistakes, and they are shortlisted here
- take the subjects due to their popularity and trending
- write about things you aren’t interested in
- play an expert on a topic, you have a little knowledge
- cover diverse things in a single post
- pure SEO focused writing for machine
- pay a shoestring attention to the heading
Dealing with A ‘Blogger’s’ BlockDid you ever run out of ideas? Perhaps, everyone has suffered this nasty condition when nothing helps. You just stare at the ceiling, pray a muse, and try to hook at least something inside your head. Small wonder, it is a ‘blogger’s’ block. No matter how hard you try, you won’t write an enchanting blog post subject without the inspiration. Well, the great topics won’t knock on your door, but the creative motor running can be revived by a set of online tools. Thanks to living in the digital age, you can find help online and get some hints for choosing magnetic post subject. Keywords and headlines are the essential part of your blog post success. Let’s check them out.
Generate Keywords for Blog Post SubjectsOne of the most popular tools is Google Adwords Keyword Planner. It is free and offers phrases and ranking benefits. Another solution worth your attention is Google Trends. With this tool, you’ll get the insight into the latest trends, yet it doesn’t suggest actual topics. Take the advantage of SEMrush and check out the keywords your competitors use for ranking. This tool reveals for you a great store of various blog posts. Within a free version, you can get up to 10 phrases. Materialize more blog post subjects you could never think of with keywordtool.io. This is an interesting alternative to Google as the tool provides nearly 750 keywords and phrases for the term you type in. Moreover, it doesn’t require any registration. Another keyword tool is Serpstat that helps you to get a jumpstart for your brain and choose fascinating blog topics. Besides, generating new post ideas, it enables filters for getting more precise results. Instead of a blank screen, write about the questions that indeed bother your readers. With FAQ Fox, you can find them out. Just type in the desired keyword, add URLs or choose a category you want to search for, and then hit the start button. The tool offers you a list of questions the users ask on the web. Keep the pulse on the trending and shared blog post topics with BuzzSumo. Additionally, you will know what content type performs best of all.
6 Tools to Make Your Blog Post Headline ThriveSometimes, your creativity resources may be a little bit down, but your blog post subject should grip attention immediately. Here are a few practical tools to aid you in generating the exciting topics. #1 With Impact’s Blog Title Generator, you select various headlines formats for your keywords and save them to choose the best one later. #2 Another great tool is Portent’s Content Idea Generator. You just click until finding the blog title you like. #3 One more marketing tool for generating the inspiring post subjects is Link Bait Title Generator from Content Row. Enter your keyword and get the results - fast and simple. #4 Don’t forget to check out Hubspot’s Blog Topic Generator. It works a little bit differently from other tools. You type in up to 3 keywords and get 5 title suggestions based on the provided data. #5 Attract more attention and shares with the Tweak Your Biz Title Generator. The tool offers numerous topics in different types - question, problem, motivation, secret and others. Besides, you can download or print the results and use them in future. #6 You know there is also a tool that helps you to create a SEO friendly blog post subjects. It’s called Kill Writer’s Block. Meanwhile other services build a title based on the keywords only, this app offers to add your industry type and tasks, targeted audience, numbers, common customer problem, etc.
Can’t-Fail Blog Post IdeasTo get your article viral on the web, you need a relevant topic and snappy title, as well as consistent and structured copy. So don’t neglect using the subtitles to emphasise the short important passages in your posts. Look through your content for mistakes and typos. Make sure you use the active voice and strong, emotional words to engage your audience in reading not only your blog post subject but the whole piece of writing. With the following tips, your content will stand out and drive more visitors.
- Use provocative statements or intriguing questions that will make your readers ponder at the beginning of the passage and find the answer after reading it.
- Offer post with an instructional tone that will solve the issue, suggest a great idea or offer a case study. This is a format of lessons, guidances, tips, insights and how-tos in general.
- Provide a glance in the not-so-public world with a kind of visual tour, an inside glimpse or a backstage journey. Such a blog post enables with a practical information and delivers a inquisitive delight to readers.
- Give a try to blog posts “problem-solution” and suggest your audience a spreading problem of the industry along with a workable solution.
- Plan an article with sharing the mistakes you have encroached upon in your work and give chewable directions on how to avoid or cope with the issues.
Buying and searching through social networksFacebook reportedly is working on its own search engine, plus buying products via its messenger is going to become reality this year. It will make a kind of a revolution for marketers who still underestimate the importance of social media marketing. Imagine, instant purchases and order notifications through a messenger will be possible for customers who are checking their profile, without the need to use the search engine or visit an online store outside the network. It will surely spur product commenting, sharing the buying and unwrapping experiences in social networks and do a big favour to companies’ visibility.
The rise of video marketingVideos have been steadily growing more popular to engage with customers, and 2016 will be no exception. The number of users who choose YouTube over the conventional television is increasing and marketers need to catch this opportunity to deliver their message with video as a mediator. Moreover, with apps like Snapchat, allowing to take pictures or videos and send to a specific contact, it is becoming easier. One more peculiarity of this app is that content sent can expire, so it can be a way to engage with customers by creating exclusive campaigns and offers that “live” for a few minutes. This might turn out the secret ingredient your customers will love.
Customers = MarketersMarketers have long been dwelling on the idea that great service is the best advertisement. To be more exact, loyal clients who share their positive purchasing experience are trusted a lot more than ads. So why not use it to your company benefit? The key to success would be to work on identifying the most influential clients and turning them into brand advocates. It means building trustworthy relationship with your clients by not only ensuring the top level of service, but also exceeding their expectations and providing value that totally corresponds to their interests. Not easy, but totally worth it. It will definitely lead to the multiplied return of your investments. By creating your own incentive program to encourage your brand promotion, and offering multiple means of such activity via social media and apps like Snapchat, Periscope, Blab your base of loyal clients will feature a steady growth without any special efforts on your side.
Marketing automationThe tendency in marketing to automate what can be automated in order to focus on activities that require persistence and creativity is getting stronger. The number of tools that help a marketer with the routine tasks grows daily as well. They range from free apps/software that perform one specific function to enterprise level integrated marketing automation platforms with the potential to cover most of the marketing activities, like email scheduling, customer segmentation, data collection and analysis, social media marketing etc. If you don’t want to be stuck in routine, set your feet towards the solutions that fit you in cost and functionality to maximize productivity and get outstanding results without too much strenuous work.
Applications as website alternativesThere are two major factors contributing to the growing number and popularity of dedicated apps. First of all, they serve the same purpose as the website does, but are more convenient to use on various types of portable devices (some are created for desktops, too), and present another way of selling and marketing directly to a customer. Another reason is Google launching app indexation and ranking, which act as a strong incentive for each business to have their app developed. So, consider this as a perfect opportunity to demonstrate your care for customers and be there for them literally anywhere anytime.
Mobile marketingThe tendency for mobile devices overtaking desktop computers is no doubt going to continue in 2016. It is also powered by Google’s recent algorithm update that ensures better ranking for mobile optimized websites to the extent that you’re ok if you have just a mobile-ready website, without the desktop version, not vice versa. So, if your mobile strategy is lagging behind for now, get ready to give it a serious consideration and shift your focus to mobile marketing.
Data-driven marketingIt is not only your CEO that demands for objective data as the solid foundation to start your new campaign and wants numbers to measure its success. With the new technology allowing to take a deeper than ever insight into customers’ behaviour, preferences in connection to their personal details - age, gender, location etc you can provide them with more personalized and relevant experience. However, it boils down not only to collecting all possible information about your prospects, but also being able to analyze it adequately, make the conclusions and out them to use.
The things described above might make you impatient to start working on achieving your goals in view of the latest tendencies. However, you might have noticed that they aren’t just appearing out of nowhere. On the opposite, these trends are the result of the previous developments that are about to get more influential in 2016. All in all, they help keep pace with the time while crucial components of success remain the same - ensuring great customer experience, being trustworthy, transparent and focused on delivering value to your clients. What’s your view on this account? Do you think there’s something important that is missing? Then, feel free to leave your comments below and share your opinion! Digital marketing becomes sharp and requires practical tools to increase conversion and get the most of SEO and ad campaigns. Having a final goal to turn more visitors into customers, businesses of all shapes and sizes pay the attention to conversion rates more than ever. Your website, landing pages and blog are valuable resources, and to make them profitable you need to understand what attracts your visitors, and what makes them leave. So let’s clear up what is CRO and what tools can increase your conversion rates.
Do You Need CRO?Conversion rate optimization, aka CRO, is when the visitor does an action at your website - signs up for a newsletter, creates an account, makes a purchase, downloads your app or plugin, etc. Shortly, CRO is defining why your visitors aren’t converting and fixing it. You shouldn’t be a medium, and there is no need to guess or drive more traffic regardless of engagement quality. To increase conversion, you need to
- Receive the valuable insights into analytics and user feedbacks
- Set your KPIs into CRO approach
- Use the traffic you already have
Tips to Boost Your Conversion RatesDespite the countless options to improve your website performance, there are always limitations in time and resources. That means you need to drive your efforts in the right direction. Here are the 4 issues holding you back from achieving the desired conversion increase:
- Define the numbers you have to raise
- total conversion - the amount of users that did activities described as converting by your KPIs
- conversion rate - divide the total conversion number by the number of site visitors
- Countbounce rate - the percentage of users who leave after viewing just one page
- Figure out the exit rate for each page and see what the visitors viewed before they have left
- Get the insight into the engagement metrics
- average time on site - the duration of site visiting
- average page views - the number of viewed pages before leaving
5 Expert Tools to Increase ConversionAs they say, no obstacle is ever insurmountable, and the following 5 selected tools will help you to handle the issues, increase your conversion rates and turn your ‘site-trotters’ into loyal customers. #1 Technical Diagnostics with GTmetrix Life runs very fast and long page loading doesn’t win you a higher conversion. So focusing on the optimization of your site, start with the testing page speed. Give a try to GTmetrix suite with a feature set for improving your site performance. The tool uses around 30 various approaches to website analysis and provides detailed recommendations for boosting speed and, therefore, increase conversion. GTmetrix has a free plan (with the analysis up to 3 URLs), and 4 paid plans with more features, API credits and report filters in each one. The cheapest starts with $14.95/mo. #2 Better UX with UserTesting The myth about the non-existence of truly intuitive website can be busted. With UserTesting service, you can create a test for your targeted audience, and get results and video report in an hour. This tool allows you to analyze sites, apps and even prototypes. You can choose the demographic parameters of your testers, design questionnaires or use the suggested ones. Due to testing on various devices, you get better tips for the conversion increase. UserTesting comes at 2 price plans - Basic ($49/video; $99 after first 10 videos) and Pro that requires contacting. #3 Optimizely for Reliable A/B Testing Feel doubtful about the changes in the content layouts or want to test new features? Optimizely will help you to increase conversion by split testing on various devices across desktop, mobile web and apps. With this tool, you acquire an editor, analytics integration, cookies and IP targeting, as well as the audience segmentation for more valid results. This testing service provides a Started Plan (for free) and an Enterprise Plan (with business customizations) that requires getting in touch. #4 QZZR: Engage Your Audience Services for quizzes and polls gain more attentions due to the visitors engagement feature. With QZZR, you can drive social traffic, generate quality leads and hand over the targeted offers. Also, you may embed your content into various types of quizzes and polls and share them. QZZR offers 3 plans Basic (free), Pro ($299/year), and Enterprise (customizable so requires contacting). #5 Insight into Behavior Analysis with HeatMapCo Can you increase conversion from the first sight? HeatMapCo will aid you in defining the striking graphic or message to get the intended action from the visitors. This is an innovative eye-tracking prediction technology uses the algorithm based on scientific researches. Major advantage of HeatMapCo is showing the user perception of on-page elements and analyzing it within the first 30 seconds. Besides, no code changes on your website are required. HeatMapCo provides the following pricing policy:
- Free plan for 2 analyses and 2 collaborators
- Basic ($9/mo)
- Professional ($29/mo)
- Gold (custom service package) requires contacting