Thanks for your interest in working with Butane. Fill out the form below or visit our Contact page to say hello.

The Whiteboard

our thoughts on marketing

Written by

Display Ads are Here to Stay

// no comments

Display marketing offers several distinct benefits to any business, especially affiliates and merchants. Let’s look at some of the added perks:

Increase your conversion rates

ROI is everything when it comes to affiliate or merchant marketing and every customer counts. Display marketing is a great way to increase brand awareness, while also increasing traffic to your site. When paired with other optimization methods, you can increase your conversions, by specifically targeting audience members who are interested in your company.

Make your marketing strategy diverse

Customers make contact with brands in a number of different ways. The use of display advertising allows you to reach customers that may not have come in contact with your brand. This allows you to be ahead of other competitors, as you are able to put your products and services in front of more individuals.


Advertising can be one of the costliest endeavors. However, you are able to reduce cost without forgoing the benefits, when you use display advertising, as opposed to PPC alone. You are able to make adjustments to your display advertising when needed, allowing you to be in control of the spending your business generates.


There are a variety of different display advertising techniques you can use to reach your audience members, remarketing being one of them. Remarketing means targeting consumers who have already visited your website and have demonstrated an interest in your company. Through remarketing display ads, you are able to increase brand awareness and convert those browsers into buyers.

Establish your brand

Familiarity doesn’t necessarily mean favoritism, but familiarity does establish your brand as an authoritative and reliable resource in your industry. The more you utilize display advertising, the more exposure consumers will receive, which will allow them to identify your web presence as being well-known.

Keep track of performance

As is the case with any form of advertising for your business, it’s important to track performance to determine whether you should change your strategy, invest more money, or stop the advertisements altogether. Display marketing makes it easy to track the number of clicks per ad to determine whether customers are converting or are just clicking. This will help you to make improvements in your strategies for future success.

 Target your audience

Many consumers feel as if the advertisements they receive are random, but they’re not. You can target consumers based on prior websites they have visited, as well as the keywords they’ve searched for. Often, this contributes to the high conversion rates for display marketing. This technique creates a sense of security, knowing that the investments will generate sales through targeted traffic. Companies tend to struggle when it comes to determining how to reach customers who are interested in purchasing products from their site. When used correctly, display marketing can be a great low cost, high return method for your business. This technique can best be utilized in your marketing to decrease spending in other areas and enjoy the results display marketing has to offer.

Written by

Digital Marketing is the Future

// no comments

In today’s society the world is rapidly becoming digital. Individuals are constantly on their electronic devices everyday consuming content. Companies are starting to take advantage of this trend and are going digital. Nowadays marketing departments are adapting to such changes and are hiring more digital marketing professionals to help drive traffic.

What exactly is Digital Marketing?

It is the promotion of products or brands through one or more forms of electronic media. Digital marketing is growing extremely and is a vital component of the future. The new methods are faster, adaptable and more useful than old traditional methods. Here are some common types of digital marketing:

  • SEO content
  • Blogs
  • Online Advertising
  • Viral Marketing
  • Online video content
  • PPC (pay-per-click) advertising
  • Email marketing
  • Social Media
  • Mobile marketing (SMS, MMS, etc)

If your company hasn’t already made the transition to the digital marketing world, then maybe these added benefits will persuade you.

More Cost Effective

It is more cost-effective than traditional marketing. New media can provide you with a cheaper alternative and more effective advertising channel.

Connect with your customers

Using digital content allows you to connect with consumers much more effectively than billboards, direct mail or PR campaigns. Your online presence is a crucial part of your success, so make sure you are connecting and engaging with your consumers on a daily basis.

Focus to the mobile consumer

Technology has evolved so much. 91% of adults in the US alone always have their mobile devices within reaching distance and regularly use them to browse the Internet. The largest group of consumers is using their mobile devices daily, so in order to take advantage of this make sure your marketing targets such devices correctly.

Increased Conversions

If your business has online presence where viewers can buy or sell of your website, you can easily measure your success by incoming traffic that gets converted into subscribers or sales, which allows you to calculate and improve your conversions rates.

Engage over social media

If you want your company to grow, you can gain new clients by using various social media channels. Make sure to target your customers based on their interests, ages and country. This allows for better interaction and engagement.

Get More Likes

Social media plays a huge part in the success of their digital marketing campaign. The more “Facebook likes” or “tweets” you get, the more your company can grow and build trust and credibility with your customers. It can also drive traffic to your website if you use these channels to inform your followers about new products, blog posts and company news, etc.

Earn People’s Trust

Digital marketing grows from social proof, social media signals and real testimonials from previous clients. Most clients would trust a service or a product when people they know give positive feedback or information about a particular brand. So getting good reviews and recommendations on social media can inevitably help your business.

Written by

The Perks of CRO

// no comments

Attracting new users is the main reason why businesses set up websites in the first place. By gathering users information you are on the right track of making them customers. Now this goal can be achieved by many different methods including: SEO, PPC, social media and blogging engagement. All of these techniques can help drive traffic to your website, but in order to ensure your marketing efforts are working, you need to look at your conversion rate. If you are able to bring in a large amount of visitors but aren’t getting any conversions, then this can pose a huge issue.

Conversion rate optimization plays a huge role in the success of your business. CRO helps to maximize incoming traffic to your site, by converting them to email subscribers, which in turn helps your email marketing campaigns. There is no doubt that CRO is a great tool to boost conversions, but let’s take a further look into the many benefits CRO has to offer:

CRO contributes to paid advertisements

Paid advertising is a great way to compliment SEO strategies. Paid advertising not only increases the exposure of your brand and brings in more visitors, but also allows you to test out certain keywords. Now it’s known that paid advertising can be on the more expensive end, but here is where CRO comes into effect. Paid advertising works in the way that you are paying for every visitor who visits your website. If the visitor didn’t end up converting you just lost money. However, improving your conversion rate allows you to get the most out of your paid advertising campaigns and gain those conversions.

CRO brings in customers

It may seem pretty obvious, but if you are able to improve your marketing strategies you will see an increase in customers. By increasing your conversion rate, you have the potential to acquire increased profits. This is able to be done because you have already paid to get the visitors to your website in the first place, so any additional conversions go right to your bottom line.

Another added bonus of CRO is that is helps to lower your customer acquisition cost. The overall CAC depends on how much you spend on average for each new customer acquired. So this means that if you increase your websites conversion rate, your CAC will decrease.

CRO plays a role in driving customers away from potential competitors. The more visitors you convert, the more you are taking away from other competition. By increasing profits, due to increased conversion rates, you are able to allocate your funds into the marketing budget. This allows you to focus more on getting your company’s name out there and continuing the process of gaining conversions.

Now that we have discussed some of the benefits with CRO, let’s discuss statistics to reiterate its importance.

  • Only about 22% of businesses are pleased with their conversion rates. – Econsultancy
  • 57% of B2B marketers say conversion rate is the most useful metric for analyzing landing page performance- Ascend2
  • Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions MarketingSherpa


The overall importance of CRO is that it helps with getting things started. Once you have learned the proper way to convert your customer’s, you are headed in the right direction of success. CRO helps with gaining customers in a shorter period of time and helping with other marketing campaigns. Essentially, it functions as the foundation where all other efforts reside.

Written by

Social Media Bringing in Traffic

// no comments

Social media can either be your best friend or worst enemy. When running a business that has online social presence the main goal is being seen and furthering success. However, with that comes the possibility of people raving about your services or complaining. It’s important to realize that social media plays into driving traffic to your website. Taking advantage of its wide range of audience is a great way to acquire new customers. Specifically if your company runs a blog, social media allows your posts to be seen. The lovely world of the Internet has given people the power to retweet and share posts, which has the potential to reach an enormous audience. Now there seems to be people who are skeptical to the effectiveness of social media driving traffic. However, the amount of traffic you actually gain from social media depends largely on how you structure your social media posts and whom you generally target. To fully understand how to get the most out of social media here are some things to keep in mind when wanting to drive traffic and conversions.

Hashtags for the win

This helpful tool allows you to expand the reach of your posts beyond the followers you already have and reach new audiences. Hashtags also help with conversations and discussions to be sparked. Studies have been conducted with the use of hashtags on popular social media platforms such as Twitter and Facebook. Results concluded the following:


  • Tweets that include hashtags showed 2x more engagement. *
  • There is 21% more engagement with Tweets that include 1 to 2 hashtags. *
  • On average almost 40% of Tweets with hashtags get retweeted. *


  • Initially, hashtags on Facebook were not that effective, but gradually has become more effective over the years. *
  • Including 1-2 hashtags per post can acquire on average 593 interactions. *

Visuals help engagement

Social media is inevitably designed for visual content. Therefore, it shouldn’t be a surprise knowing how much more engagement is received with the use of images, as opposed to plain text. Pictures help to illustrate details, points and draw attention to certain things. When including graphics such as charts and histograms, this helps to illustrate various points. Including images has many purposes:

  • Add life to story
  • Break up large amount of text
  • Give visual representation of idea

Studies have found that on average including images on Facebook posts attract 395 more interactions among users, which include comments, shares and likes. On LinkedIn, posts with images get about 98% more comments. * *Overall, the use of images has positive factors when contributing to gaining engagement.

Share your blog posts

Simply sharing your blog post can drive quite a bit of traffic to your blog posts from your social media handles. Including sharing buttons on your website can substantially drive large amounts of traffic. Social sharing buttons provide the convenience to your viewer without seeming too pushy and encourages them to share your posts.

Consistency is key

When using social media, you need to be consistent. Engagement is imperative. Keep your audience intrigued and informed about the success of your business. Using Sprout Social, a social media management tool, helps to coordinate all of your social media accounts and allows you to schedule posts. Being active online gives your viewers a more interpersonal connection with your company. Delegating social media posts needs to be thought out. You need someone that is social-savvy and knows all the ins and outs of your business. Consistency and reliability is everything.

The overall goal of your social media activity must be gaged towards gaining and retaining customers. Be strategic with your posts. Don’t go idle on social media and make sure all communication via handles isn’t casual. Just because the messages are communicated informally doesn’t mean you can let your professional guard down. Keep track of your social media interactions. See what’s working and fix what isn’t. Experimentation is a vital component when dealing with social media marketing.

*Source of statistics: Click here

**Source of statistic: Click here

Written by

Finding What Works Best: PPC vs. SEO

// no comments

When it comes to digital marketing there are many techniques that can be used. Figuring out which service to use may seem challenging because you want the one that will drive more traffic to your website. Specifically, lets talk about PPC and SEO. These services are two of the most powerful traffic drivers. Although each has the same end goal, their concepts involve different techniques. Let’s discuss when it’s best to use PPC and SEO.

When to use SEO

SEO services are typically used to help websites land on the first page of search engines. This is vital for online businesses. Studies have found that being seen on search engines can generate 80% of traffic. Now what’s the best time to use SEO services? Here’s a list of circumstances where SEO would be recommended:

  • Consistency desired
  • Established website
  • Increased value

Consistency desired

SEO has a long gestation period. Being in the top search results won’t happen overnight. Getting to the top of the SERPs will take time. Patience is a virtue and once your website gets there via SEO, you will notice increased traffic. Once you have reached your desired ranking, you can maintain your placement by constantly improving your results and keeping up with the latest trends.

Establishing a credible website and increasing value

Creating an established and credible website is a huge factor for any business wanting to become successful. Online presence is your best friend. This in turn contributes to your overall value. Some key factors that help increase value include: amount of traffic generated, page rank, search engine rankings and popularity. Without gaining the trust of your potential customers all of your efforts will have been for nothing. SEO is so powerful when it comes to gaining attention and validating your credibility. An essential component to credibility is link building. Having more links on your site boosts the reputation. However, make sure that the links are natural rather than forced. Top search engines like Google factor that in when ranking your website. Creating an authority website is often desired. This is essentially the “go to” website for when users are online looking for certain information. The best way to create an authority website is by generating traffic to your pages, which in turns builds up your reputation and credibility. Now the only way to effectively accomplish this is by implementing strategic SEO planning.

When to use PPC

PPC marketing is a type of advertising that deals with search engine results pages. Essentially, you have to bid to have your ads appear in the sponsored results when someone searches for something using your keywords. Here are some circumstances where PPC would be more beneficial then SEO:

  • Immediate results desired
  • Specific target audience
  • Making your keywords seen

Immediate results desired

One big advantage of using PPC is that results are fast. Once your campaign is approved you are guaranteed to reach a wide bandwidth of viewers. This is huge for companies. Although, the placement of your ad is based upon the amount of bids you have, you are still visible online, which will help drive traffic. PPC services work best especially for product launches, seasonal promotions and CPA marketing.

Specific target audience

PPC allows you to gage and narrow your audience. This is beneficial when reaching certain demographics. Social media is a great PPC platform that allows you to target specific sectors such as age, gender, and education level. Understanding your audience is a vital component for success. If you are able to identify and properly reach your audience than you will see increased traffic.

Making your keywords seen

The use of PPC allows your results to be displayed above organic search results. This prime positioning of your ads allows them to be seen. Studies have found that 50% of search traffic comes from the top 3 sponsored links. With that being said if you are absent from PPC, you are allowing your competitors to take advantage of potential placement.

Written by

Remarketing Pro’s and Cons

// no comments

Remarketing is a wonderful tool that allows marketers and businesses to display their ads to visitors that have viewed their website previously. This is done by placing a cookie on the visitor which allows businesses to display their ads on other websites they visit. Remarketing is a great way to increase conversions and is highly recommended.  However, with anything in life there are always pros and cons.

There are many bonuses when using remarketing. It allows the audience to remember your company even if they didn’t fully convert initially. Now we all know that there can be annoyance with this technique, but here are some ways that contribute to the positive factors:


  • Finding the right audience
  • Exposure of your brand
  • Increased Conversions

Find the right audience

One of the first steps in remarketing is defining your specific audience(s) you want to target. When defining an audience, create a new marketing list in Google AdWords. From here Google will take care of the cookie settings, all you have to do is specify which website visitors to include or exclude from your desired audience. In remarketing there is an audience membership duration. This is the number of days that you follow a user around with your ads. You are able to test and revise this number to see what works best for your audience.

Exposing your brand

When a potential customer or client is exposed to your brand multiple times, they become more familiar with your product. Inevitably, this increases the chances of them buying from you when they are finally ready to make their purchase. Remarketing also helps ensure remembrance of your company. Even if they don’t make a purchase right then and there, they will keep your image in the back of their mind for future references when looking at similar products or services. Brand awareness is a vital component when it comes to the success of your business.

Increasing conversions

This is one of the most important benefits. The main goal with online advertising is to turn those visitors into converters. The best way to increase conversions is having someone that has education about your product or service. Remarketing is a great way to boost your brand image and increase your conversion rate.

Let’s continue the list of pros. Remarketing gives you a second chance. It allows you to reach out to the users that couldn’t fully commit previously. Studies have found that retargeted customers are 3 times more likely to click on your ad than people who have not been exposed with your business prior. Not everyone is a fan of remarketing techniques, although studies show that about 59% of people have a neutral reaction when interacting with such advertisements.

In order to ensure that you are taking full advantage of remarketing, here are some helpful tips that can contribute to success. The first thing you should do is put a frequency cap on your remarketing campaign. This will make sure that your audience isn’t constantly seeing your ad. A good gage limit would be about 15-20 ads per month.  Another helpful technique is burning. This means that once people convert from your remarketing ads, that they are removed from the campaign. Doing this is a simple fix that will show your user that you just aren’t bombarding everyone to make a purchase on their site.

Now let’s move onto the cons of remarketing. Yes, we all know that constantly seeing the same ad can drive people crazy and even sometimes actually drive the potential customer away. With that being said it is crucial to know how to remarket the right way. Here are some common cons that can be corrected.

When dealing with frequency capping a common downfall can be that either the customer may become annoyed by the ad, or not see it at all. Setting the cap too high or too low can impact the overall experience of the remarketed advertisement. A simple resolution to the problem is being strategic. Take into account how many times your customer actually needs to be exposed to your ad before making a purchase.

Another con in relation to remarketing is creativity. Nothing is worse than constantly seeing the same ad every time you are on your computer. It can seem artificial and boring. To make sure that your creativity isn’t lacking try rotating the ads shown to your users. Banner ads are a huge contributor when it comes to determining success. Make sure that your ads are up to date and have a fresh aesthetic to continue the engagement.

Written by

Pay-Per Click and Branding Success

// no comments

PPC is a marketing technique that allows business owners to display their ads on a website, in return for a fee each time a user clicks the ad. Ultimately, it is a way of buying visits to your website, as opposed to earning the visits through organic strategies. PPC offers many advantages to business owners. Let’s take a look at them below.

Fast & Measurable Results

PPC is simple and generates traffic quickly. One of the most luring benefits of PPC for advertisers is that it is one of the fastest ways to drive traffic. Once the ad goes live your website has the potential to be seen by a wide audience. This in turn drives traffic acquisition for your business. PPC campaign results can be measured easily. Metrics used in PPC allows advertisers to see if their ads are being effective in generating conversion and profit. These metrics show the number of viewers, what demographic saw the ad, number of clicks and if the clicks were effective. PPC also uses conversion pixels, such as AdWords. This tool allows you to see what key words are most effective in generating and driving traffic to your website.


PPC advertising can help your businesses gain profit. Concentrating on what you want is crucial to the success. It will be difficult if you don’t know the purpose from the beginning. Keeping a clear mind-set helps staying on track, selecting the right keywords, creating effective ad messages and increasing your conversion rates. When choosing keywords make sure to focus on specific words. Broad keywords tend to cost more and although it may generate a huge number of clicks, it won’t necessarily result to conversions.

Subliminal Branding

When advertising via PPC it’s essential to have a solid framework. Here are some key ways to build great branding:

  • Make it easier for the user to choose you.
  • Show how much you value your customers.
  • Make customers want to come back.

Make it easier for the user to choose you

Understanding your audience very well contributes to continual success of your company. If a brand is able to make it easy for us to find what we need, to get something accomplished-that brand will automatically win our hearts. Getting your ad message right is a vital contribution to your company’s success. One factor that helps make it easy for customers to choose your company is by making sure your sitelinks are organized according to your customer’s stage of interest. This not only makes it easier for your customer to find what they are looking for, but it also boosts your brand by showing them that you care.

Give your customers a variety of ways to choose you. Brands that are targeting by geography and have a local presence, should include call extensions and location extensions. By giving the customer more options, it makes them feel that they will be able to receive the same service no matter what route they decide to take.

Show how much you value your customers

This is a vital component when wanting to have a positive brand reputation. We all know not everyone can be pleased, but if you are able to anticipate the issues and immediately respond when customers are not pleased, you are winning. Studies have shown that people trust strong brands more. If there is a high level of trust, then they are more likely to forgive the mistakes because they know things will be corrected.

Make customers want to come back

Having lifelong customers is any company’s goal. Gaining your customers loyalty is what allows your company to be successful. Making customers come back, essentially allows for new ideas and techniques to be developed, as a company is always trying to come up with the next best thing and gain more customers. Remarketing plays a huge role in making customers return to your site. By strategically showing your customers what they are interested in overtime, makes them more inclined on choosing your brand. Another motive that gains customer loyalty is by suggesting products that they might be interested in. You were able to meet their needs once before, so what’s stopping you now. Simply suggesting items that are similar to their past purchases, inevitably makes them more likely to keep coming back.

PPC is a great channel when it comes to shaping and creating stories that will engage and delight your customers. Your paid search campaigns act as your brand’s story, and it’s up to you in how you tell it and make it part of your company’s brand.

Written by

How to Get Reviews & Testimonials

// no comments

Reviews. Testimonials. Where shall we begin? This process has its up’s and down’s. In the world of business all your actions and services are duly noted. Clients are the spectacles of your company. Reviews have the potential to make or break the potential clients when deciding between similar services. Yes, mistakes happen and maybe there was just a customer who was not pleased, but they have the power to influence others. People tend to always look at reviews as a deciding factor. When it comes to local reviews, it is seen as an extension of word of mouth marketing. Online reviews are permanent thoughts of consumers about your business, similarly to social media.  Reviews are imperative for growth and some services such as Yelp may not always account for them. Make sure to not incentivize clients to give reviews. Now how do you go about getting those reviews?

Influence, don’t force

You should never force your customers to leave reviews, but rather influence them. Make them want to rave about how awesome your company is. Offer exceptional and authentic services and good things shall come. Influence your clients with communication.  Now this is a long time investment that will allow your company to succeed. In today’s world individuals are avid Yelp users, meaning people want to know what to expect before committing. Land those positive reviews from the start.  Another key way to get reviews is by making it easy for clients to reach your sites. When dealing with customers in person, give out business cards that list all your active URL sites. This allows them to easily locate places on where they can leave reviews. Another helpful tip is placing a feedback form on your website. By doing this you are able to post a status update on how customers are reacting to your services. Existing and new viewers will see the posts and learn how pleased customers are with your services and company as a whole.

How to ask for reviews (without) incentivizing  

  • Next time a customer gives you a compliment whether it may be over email, the phone or in person, simply ask them to leave the same feedback on your online review profile.
  • If you send out monthly newsletters to your customers, leave a link for them to write a review on your Google + profile.
  • Add links to your online profiles where customers can easily leave a review.
  • Use your social media! Many of your customers are active users and don’t need to create an account to leave a review. Facebook Pages and other sites offer them the place to leave their feedback.

Take advantage of social media

When active on social media, make sure that you are constantly mentioning your successes. Not just reviews, but for engagement. This parallels with one another, once you have created solid engagement, you will gain reviews.

Ask yourself these questions:

  • Where do you get the most involvement?
  • Where do your competitors see more engagement?

Once you have listed out what social media platforms work best for your company, take action. Plan out regular posts to maintain online presence and truly allow your engagement to evolve.

How to use reviews & testimonials

Once you have acquired your reviews, it’s time to take advantage of them. Here are some simple ways to use existing reviews to encourage more:

  • Manage negative reviews the right way. Make sure to account for bad reviews and answer the response immediately in a positive tone. Show them that you are willing to work through their issue to show your dedication to phenomenal customer service.
  • Ask those who have reviewed you previously, to do so on other sites to gain recognition from other platforms.
  • Feature positive reviews on your social media handles and website. This allows for outside viewers to make note of your accomplishments.

Encouraging more positive online reviews plays a huge role in the success of your business. By keeping a positive reputation, you are guaranteed to maintain and acquire new customers.

Written by

How to Optimize Your Blog

// no comments

Having presence on social media is important. Allowing your audience to feel connected and see your progress helps your company grow. Blogging is a key component to getting your name out there. All it takes is for one person to share your blog and the rest is history. Now optimizing your blog posts may take some time. Success with SEO doesn’t happen overnight, but here are some tips on how to drive traffic to your blog posts.

Generate the overall goal

The first step to writing any blog post is to determine the goal of the post. Make sure your topics vary to keep audience members engaged. When writing your blog you need to keep in mind what you want to happen. This can be:

  • Persuading and winning over people to your perspective on a certain topic
  • Showing off your company and its talents
  • Attracting the attention of new audience viewers
  • Promoting a product or service

Regardless of what you select, make sure you are fully aware of what the blog is going to be about, in order to allow your authentication to show and create an overall awesome post.  

Identify the audience that needs to be reached

Knowing the type of audience you want to reach is similar to the first step of planning out your post. Make sure you have the audience predetermined going in. So maybe you are testing out the waters and trying to draw in potential new readers. Or you could be completely satisfied with the readers you have acquired, and keep the blog style the same. When trying to get a message out quickly targeting your influencers would be vital, as they can rely and broadcast your message. Planning out these simple details will benefit your company and blog posts in the long run.

Keyword Research

Conducting keyword research inevitably helps your blog post. Learning what words are working and attracting viewers is what makes your site prosperous. Selecting around three to five keyword phrases to target is the most ideal because typically you are able to boost a single post. The goal that everyone should strive to have is a high volume, low difficulty and high click-through rate. This essentially means that there are good amounts of people who search for it, it’s not that difficult to rank and the features are kept to a minimum to ensure to your ranking with web content. When it comes to doing your research with other competitors take note of what seems to be working for them. If you see that including images or videos attracts more viewers, try figuring out which blog posts are able to incorporate those features.

Another vital component when conducting your keyword research is to make sure that they all have the same searcher intent. This means that when people are searching those selected keywords they are all trying to accomplish the same goal. Allowing your keywords to relay the same message in different styles, will allow your company to have an increased likelihood of being reached.

Making your blog post

Now this part is where your creativity and uniqueness comes into play. You have already figured out what the goal of your post is going to be and generated keyword research and learned what people are looking for in a topic, as well as other competitors. This is your chance to shine and make people want your company, learning what you have to offer over another competitor. Remaining authentic to your brand and giving the audience what they want will play into your blogs success. Generating content that goes beyond just writing keeps interest. Figure out if the post can include an image or anything to help stand out from the rest. Allow the option for viewers to comment on your blog post to build a higher level of connectivity and willingness to hear what your audience has to say. If you are able to reach your target audience and gain new recognition from your blog posts, than you are headed in the right direction of driving traffic to your blogs.

Written by

Analytics in Digital Marketing

// no comments

In the world of digital marketing, there is always something that can be measured. Although it may seem like a wonderful thing, it can have its downfalls. The world of digital marketing is so large, that it opens the door to measure everything, but that doesn’t necessarily mean you should. Instead you should only focus on a fraction of what you can measure. You can learn how to reach the rest later in the future.

Typical analytical approaches:

  • Retrieve data
  • Analyze data
  • Interpret data

Now figuring out what data to analyze and measure may be difficult. Here are some main focus points that should help you along the way:

  • What exactly should you measure?
  • How to go about measuring correctly?

Finding what to measure

Trying to figure out what to measure ultimately depends on your business. Take a look at the business’s overall goals and make sure that they parallel with your online actions. If your main goal is to increase revenue, you shouldn’t only be using your social media platforms to sell. Try making sure to keep engagement and fan growth in the mix. If all elements are incorporated, there is a higher chance of it translating into revenue.

There are so many metrics out there, that it can be difficult to find the right one. The digital world continuously keeps evolving and more social analytic tools are popping up. Things can get overwhelming in regards to metrics because of the recommendations from blogs and articles. Now it’s obvious that everyone has an opinion and will recommend many metrics. However, it’s up to you to decide what truly matters for the success of your business. So the first of your concerns should be planning out what matters the most to your business.

Once you have figured out the necessary metrics, look at all the platforms you are currently on. Not all social media handles offer the same metrics. For example, while Facebook is able to offer a wide bandwidth of data, Instagram doesn’t offer any analytics besides the general notifications of activity. Continue to list the metrics needed to achieve success, even if the platform isn’t able to offer the information you desire. After you have complied a list of possible metrics, now it’s time for you to sit down and really figure out which ones are going to make your business succeed. A typical primary metric would be those that drive click-through rates to your site from social media. This can be done from posting blogs and gaining the attention of viewers. A secondary metric would be those that bring engagement. Aside from finding metrics that meet your business’s goal, make sure that they are benefiting the goals of the team members. Make sure your metrics align with both elements to ensure the optimal success for your business.

How to measure?

There are many ways to measure your metrics. Now since the world of analytics is immense, there are many different analytics to digital marketing. Here are some recommendations for web analytic tools that will help you measure the performance of your company’s website.

  • Google Analytics: this comprehensive tool offers a free version and Premium package, which gives you data about your website.
  • Moz: this tool gives you inbound marketing data, visualizations over a period of time, competitive insights and recommendations for improvements.
  • Adobe Marketing Cloud: this tool gives you a 360-degree view of your website’s overall performance.

Now that we have discussed some web analytic tools, let’s move onto SEO analytic tools. As you will see some of the same tools are used, but feature specific SEO elements.

  • Google analytics: this allows you to access several SEO reports than allow you to see where you rank, the number of impressions your listings are getting and your click-through rates.
  • MOZ: this is a great tool when it comes to seeing how your overall social presence has on your SEO over a period of time.
  • Hubspot: this SEO tool intertwines all your content, so you are able to easily optimize your whole website. You are also able to spot SEO errors on your site immediately.

Now that you have learned some helpful insights on how to select the right metrics to measure, you are ready to jumpstart your digital analytics.