Archive for category Marketing

Google Analytics Academy – Course Complete

Posted by on Tuesday, 22 October, 2013

Did you know that Google Analytics has re-vamped their training? It’s now brilliant.

In addition to the Google Analytics Individual Qualification and the partner courses, they’ve introduced Analytics Academy. It’s a series of video courses taking you through an in-depth understanding of Google Analytics and how to apply it to your business.

The first course is open and successfully completing the final quiz gives a certificate that looks like this:

Google Analytics Academy

 

Yes, I just passed the quiz. *happy dance*

What does this mean? Not much really. While I’ve been using Google Analytics for years, the Analytics Academy course materials did teach me a lot. The quizzes for each activity help to reinforce your learning and keep your concentration. This is versus the plethora of videos for the Individual Qualification that are focussed on getting you through the exam. Sure both have a strong focus on goal setting, but many marketers still need that.

I still have work to put in before sitting the Google Analytics Individual Qualification, but this has been great revision and I definitely recommend it to anyone starting with website analytics or wanting to solidify their knowledge. While the courses and support have set time periods, the videos and quizzes are enduring, you jump in anytime. If you complete the videos during a course period, don’t forget to screen grab your certificate. It disappears when the course closes. See, I said it doesn’t mean much. I still have a ways to go for certification, this was a help though.

How to find keywords now that Google won’t share

Posted by on Monday, 30 September, 2013

google-analyticsI was part-way through writing instructions for how to find keywords on Google’s Webmaster tools. It was to be posted on Wednesday.

Then, this afternoon I found this great article by Search Engine Watch. Not only does it give you ten ways to find keywords, it explains Google’s decision to suppress ALL of them. I decided to just link to the article because it describes the situation and solutions better than I can.

A client call got in the way. Then a friend was in my neighborhood and invited me to happy hour.

By the time I got back to my computer there was a new announcement: Google has removed all keyword data from Google Webmaster Tools. I swore.

It may be a bug. Google’s not saying anything, but that means nothing.

So making a plan C out of a plan B, the Search Engine Watch article is still a great article. Just with an extra keyword source.

The ones to use are:

  1. Learn from Avinash Kaushik
  2. Look at Non-Google Keywords
  3. Analyze On-Site Searches
  4. Use Google AdWords
  5. Use Search Volume Tools
  6. Look at Historical Data
  7. Use Google Trends

For more detail on each of these, here’s another link to the Search Engine Watch article.

PS, anyone want a half-written, now potentially useless, post on how to find keywords using Google’s Webmaster Tools?

 

What is Marketing?

Posted by on Sunday, 29 September, 2013

Here’s another quick thing that caught my eye while working on some larger posts.

In an interview with David Meerman Scott, he said:

There are four main ways to generate attention:

  • You can BUY attention (this is called advertising)
  • You can BEG for attention (this is called Public Relations)
  • You can BUG people one at a time to get attention (this is called sales)
  • You can EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free

So, what is marketing? It isn’t listed in David’s list, even though each of the items looking like they’re marketing.

They are all marketing. Including the last point, social media is public relations.

Marketing is the research that helps you decide the products or services to produce. It’s the customer identification and segmenting. It’s even the delivery process, and sentiment that comes after the purchase.

I think marketing’s depth gets forgotten with all the new tactics and focus areas we now have. But without understanding audience, and research, and how it all comes together, your social media or public relations won’t be as effective.

Next time someone asks, what is marketing? It’s all of the above.

For those curious about the larger posts I’m working on, they are:

Video Storytelling Grows Up

Posted by on Tuesday, 17 September, 2013

Have you seen the latest videos to go viral? Chipotle and Volvo have both released videos in this week that have, deservingly, taken off. They both tell strong product stories, are entertaining, and are well-made. Chipotle’s scarecrow video is also educational. My favorite aspect is that neither make it about their products, but products benefits shine through. Volvo tells the story of Charlie the hamster that can steer a (Volvo) truck up a narrow ravine. Chipotle’s scarecrow educates us about fresh food and clean eating (just like Chipotle use).

Watch and let me know your thoughts.

All Communication is Content Marketing

Posted by on Saturday, 7 September, 2013

Yelp_content_MarketingYou have a content marketing strategy and calendar. Blog and social media posts are created and curated and engagement stats are recorded. Your job is done, right?

No, not quite.

There are so many other content pieces that can be optimized to be on brand and engaging.

Today Yelp did a great job with their iPhone app update. They could have just written “bug fixes and features added”, but they chose to outline the benefits of the fixes and features, apologize for some features not being included earlier and giving credit to the developers who did the work. It was written in a fun voice. Even though it is verbose, I read it all.

Yelp has set the additional content marketing standard. How will you raise the bar?