Who is Your Brand’s Audience? Google Analytics May Hold the Answers

The modern age has given us the beautiful gift of data. This constant flow of meaningful information helps small business owners and marketers make informed decisions that determine strategy and growth. Digital marketing, specifically, results in multiple fountains of information that—when properly set up—provide live results of social media, paid ads, and SEO efforts.
Business owners start with a visionary future planned for their business. Without this clear direction and sparkling inspiration, where’s the purpose and drive to establish a company? The hope that an idea is unique and disruptive enough to succeed long-term pushes people to invest in the dream to see it through. A part of that dream is an idea of who your customers will be.

Why you need to trust more than just your gut

Let’s say Sunshine Cedarwood dreams of selling “one time use”, biodegradable yoga mats to use in the forest. In her well-thought-out business plan, the target demographic is people like her: a nature and yoga loving Millennial with disposable income and awareness for environmental sustainability. Sunshine Cedarwood herself is strongly motivated by her personal desire to use the product, and her friends and family agree that they would too. She launches her product online, only targeting others just like her.

While her marketing campaigns are successful over time, Sunshine is missing a very important piece of the puzzle: data. Had she set up an analytical tracking tool, she could see that a good portion of her website traffic and sales are coming from diverse audiences. In reality, hikers also find the mat useful to rest on during a long trek, parents let their children play on them in parks to avoid a messy wash, and a large portion of visitors from Germany have become interested, but shipping options are limited.

Our entrepreneur is missing several segments in her marketing efforts that a bit of data could reveal.

Google Analytics is a free and insightful platform that (when set up correctly) can give you a peek into who’s visiting your site, what they’re doing there, and how they found it in the first place. If your small business site has a decent amount of traffic, all that collected data will serve you well in determining your brand’s audience.

Admittedly, Google Analytics does have its flaws. Improperly placed page tags, visitors not tracked with cookies, or eCommerce checkouts that lead shoppers to a 3rd party platform can all lead to inaccuracies in the numbers you see. However, for the data that is tracked, it’s a clearer view of what’s going on from the user’s side, rather than not having any numbers to work with at all.

Once you have your Analytics all squared away and properly set up, you’re ready to let the data roll in. Let the geeking begin!

Where to find insights into your audience

Who: Age, Interests, and Gender. To activate the Demographics and Interests sections under Audience, you’ll have to meet a few requirements. If you’re able to check off all the boxes to collect this information, then your brand audience will start to materialize.

However, you can also get similar insights into age, interests, and gender with less restrictions by using your company’s social media insights on Facebook or Instagram instead.

Where: Location and Language. Peek under Language and Location in the Geo tab to reveal where your site visitors are coming from and what language they speak. Bonus: This is also a good place to monitor for any suspicious looking traffic spikes from certain countries where your company doesn’t sell. This could hint at malicious activity or an unintentional avenue that’s leading visitors to mistakenly click.

How: Device, Source/Medium, and Landing Page. So how are visitors reaching your site? Are they primarily using mobile devices? If so, you’ll want to make sure that your website is optimized so that every page loads correctly, no matter if someone is using desktop, tablet, or mobile.

You can also monitor the percentage of users reaching your website from either search engines, paid ads, social media, email campaigns, and so on. If one source is notably successful, like social, you’ll know to devote even more TLC, because it’s working!

Likewise, keeping an eye on what pages users are starting out their website journey on will help create a better user experience to link up and navigate users to a sales page. If blog content is what’s primarily driving your traffic organically and leading to sales, mimic that successful content.

What: Behavior Flow, Popular Pages, and Site Search. What is your brand audience interested in seeing? Sections in the Behavior part of Analytics explore how people interact with your pages, what content they go to, and how engaging those pages are (time on page).

Do you wish you could read your site visitors’ minds to know exactly what they want to see? Cue, Site Search. When set up, Site Search reveals what visitors are searching in your site’s search bar. You can use this as sneaky feedback to see what products, content, or questions people are searching that they don’t contact you to ask directly.

When: Times Online. This one is more helpful if you’re running paid ads and want to set up a schedule to advertise to those who are more likely to visit your online shop. Perhaps your audience is primarily stay-at-home parents who do their shopping during the work day. Alternatively, they may be night owl college students most active online at 2am.

Why: Putting it all together. Why are these people doing what they’re doing?! It’s difficult from numbers alone to know exactly what your brand audience’s occupations and demographics are. Yet, rounding up the above pool of data can help you start to piece together a clearer image of who’s doing the shopping, as well as who’s visiting but not purchasing.

What to do with all that data?

Finding your tribe helps you cut through all the marketing noise to directly target those who are more likely to care about what awesome things you’re doing. Leverage the available data and mastermind a killer marketing strategy that personalizes your message.

Tweak your images, timing, captions, and content to draw in similar people to those who are already interested. Social media, paid ads, email, SEO blog content, and the service or product that you’re offering can all benefit from a purposeful direction.

Once you know your brand’s audience, all you have to do is find the way to reach them.

My New SEO Tool: Ubersuggest 2.0

ubersuggest 2.0

I promised you months back that I was going to release a newer, better version of Ubersuggest for free.

And can you guess what?

I just released it! 🙂

Before I go into the features of the new Ubersuggest and how it works, I just want to tell you that not all of the features have been released yet.

For the first release, I focused on keyword research.

So let’s dive into the new Ubersuggest.

Keyword Overview

The keyword research is broken down into 3 main sections: overview, keyword ideas, and SERP analysis.

The overview looks like this:

keyword overview

The first section is a graph that breaks down the search volume over time.

keyword graph

You can see the search volume for any keyword in any country and language over the course of the last 12 months.

The graph will show you if the keyword is gaining or declining in popularity or if it has seasonality.

In addition to that, it breaks down the cost per click, the SEO difficulty, and the paid difficulty.

The difficulty scores are from 1 to 100. The higher the number the harder it will be to compete for that keyword. And the lower the number the easier it is to compete.

Keyword Ideas

The second part of the keyword research is the ideas section.

This is the section that is most similar to the prior Ubersuggest but with a few more features.

keyword ideas

You’ll see a list of keyword ideas.

The keywords are pulled using both Google Suggest and AdWords recommendations. This way you can get a comprehensive list of potential keywords you may want to rank for.

And similar to the overview section, you’ll also be able to see volume data for each keyword as well as cost per click (CPC), paid difficulty (PD), and SEO difficulty (SD) data.

Now on the right side of the keyword ideas report you’ll see all of the sites that rank in the top 100 for that term.

keyword ideas serp

This is my favorite part of the keyword ideas report because you can easily see the estimated visit count based on rankings.

This metric looks at whether a keyword has seasonality and if there are any rich snippets or paid listings for the term.

In addition to showing you the estimated visits based on rank, you’ll also see how many social shares each URL has and its domain score.

Domain score is a metric between 1 and 100. The higher the number, the more authoritative a domain is and the harder it will be to beat that site.

As for the social shares, this will tell you how much people loved that particular web page. If more people are sharing it, they must have really enjoyed it.

The last feature in the keywords idea report (other than the exporting to CSV feature which doesn’t need much of an explanation) is the filtering.

filters

This is where you can filter the keyword results based on any data point you want. From limiting the results to just Google Suggest or AdWords or by filtering keywords based on their popularity and competition.

If there are also too many results like the screenshot above, you can exclude or include certain terms or phrases. This will help you filter the results even faster.

And if you want to focus on long tail terms, just “uncheck” the “Google Ads” option and you will see all of the long tail terms.

SERP Analysis

The last section, SERP analysis, shows you a simple view of the top 100 sites that rank for any given term.

serp analysis

I know many of you are doing keyword research in different languages and regions and you’ll be able to do that with all of the reports, including the SERP analysis.

Eventually, I’ll showcase rich snippets and paid advertising data in this report.

We are already taking those two things into account when we run our calculations on estimated visits.

And of course, you’ll also see social share data and domain score.

So, what’s next?

I wish I was able to release everything at once, but development is never easy or fast. I have an amazing team… but good things just take time.

A few of the features I want to release over the next few months include a traffic analyzer report, which shows how much traffic a domain receives from Google.

traffic overview

Another feature I will release will be a report that showcases top pages for any given website and the search terms that each of those pages rank for.

top pages

Once I release the traffic analyzer report, the team will be focusing on the content ideas report.

content ideas

The content ideas will be part of the keyword research section.

When you research any keywords, you’ll be able to see the most popular articles on that subject based on search traffic and social shares (similar to Buzzsumo).

Conclusion

What do you think about the new Ubersuggest? If you haven’t used it, go check it out.

And if you find any bugs, please email them to support@neilpatel.com so my team and I can work on fixing them.

Like I mentioned earlier, this is a work in progress and other amazing features are already being worked on for future release. A lot of these ideas come from you guys so, please, the more feedback the better.

So, what do you think about the new Ubersuggest?

LitmusLive Takeaways – Get Enlightened!

Sometimes, doing things in routine leaves no room for innovation. While you may not lose anything, you are not gaining either. Occasionally, a session of idea exchanges among peers can work wonders in breaking the monotony of being stuck to the plateaued performance. This is especially a scenario in the realm of email marketing. So, when you are in the presence of peers from the same domain, you tend to function better and think innovatively. EmailMonks felt the same when we attended Litmus Live from 17-19th Sept at Boston.

Following is a glimpse of some of the knowledge nuggets, email marketers like you and me have learnt from different sessions:

Lisa Keller @lisackeller

Consumers have the average attention span of 11.1 seconds in #email, slightly more than a goldfish can hold attention. What does that mean word wise? 50 WORDS OR LESS #BrevityOverBloat #litmuslive


Litmus @Litmusapp.

Optimizing for clicks, opens, and conversions isn’t enough, says @MrDrewPrice #LitmusLive


“When coding mobile-first, it’s important to not use !important declarations.” @chrissmith77 #LitmusLive


Deliverability gets you to the party, inbox placement gets you into the door. #LitmusLive


Modular design allows you to standardize your process. It improves collaboration, efficiency, and helps you test ideas quicker. #LitmusLive

Have a Master email template ready-to-go for any last moment email campaigns. Get in touch with our Monks to have yours created.


“Progressive enhancement is like a broken escalator. Even when the escalator isn’t working, you can still take the stairs.” @alicemeichi #LitmusLive


An email with sky-high engagement that doesn’t meet your strategic goal is ultimately a failure. #LitmusLive


“An email playbook is not a style guide. It’s a hub for best practices, inspiration, case studies, resources, and more.” @shannon_crabill #LitmusLive


“The worst call-to-action is too many call-to-actions.” #LitmusLive


An un-designed email is personal. It’s from a human, reads like a note, and feels more like a letter from a friend than a campaign from a company. @hollygowrightly #LitmusLive


Chad S. White (@chadswhite)

Email accessibly is not about accommodation so much as it is about inclusion. People have permanent, temporary, and situational impairments. @jaimebradley @logansandrock #LitmusLive

Accessibility in emails is the talk of the town. Learn how you can widen your customer base as well as delight your existing customer by creating accessible emails.


Great advice from Robin Parish of Wistia about email marketing project management–the role of the PM and team members, setting deadlines, communicating effectively, etc. So important as email is integrated into other channels and departments. #LitmusLive.

How to give good feedback ~Robin Parish of Wistia #LitmusLive


The “one breath test”: Read your email. If you run out of breath before reaching the first CTA, then shorten that text. ~AJ Jacob, UN Foundation #LitmusLive.


Justine Jordan @meladorri

“People don’t value writing accuracy because they don’t realize how much they write or how often they make mistakes” @MrDrewPrice — great setup for “Make Every Word Count” up next with @tnrt #litmuslive ✍


Jaina Mistry @jainamistry

Reduce friction and confusion with your subscribers by omitting these common offenders in your email copy. @tnrt #litmuslive


Jason Rodriguez @RodriguezCommaJ

The idea to preload an animated GIF in a hidden div in the body of your document to prevent lag from loading is 🔥🔥🔥 Thanks, @alicemeichi #emaildesign #LitmusLive


Lindsay Brothers @LindsayBro

Great takeaways from @jamiebradley  and @logansandrock #LitmusLive


Cody Wooten @popculturelord

Churn baby churn. Stephanie McKay does the math for you, and if you’re like me you no do math good. Awesome Scoring Equation #litmuslive

Wrapping Up:

Learning is only effective when applied practically. Email marketing is a field that is ever-changing and willingness to learn and implementing innovations can help you score well in your email campaign performance and results. We hope these excerpts from Litmus Live will help you become a better email marketer.

How Fit with Strahil Finds Their Best Customers with Lead Scoring

Fit with Strahil uses lead scoring to find their best customers
A lead magnet is a great way to get someone to sign up for your email list. And once a contact joins your list, an automated nurture sequence is a great way to get them closer to buying your products.

But once they’re on your list and getting your emails…how do you know when to sell to them?

Selling only to the people who are interested in what you have to offer is a great way to get more of your best customers.

When you sell to people that you know value your work, it’s a lot easier to get sales.

You wind up with a happier set of customers.

And you don’t need to waste time chasing leads that will never actually buy from you (or aren’t a good fit for your product).

Fit with Strahil is one of the top fitness websites in Bulgaria. Their primary product is a coaching program, The 16-Week Combo Program, where customers get a meal plan, workout routine, email support, and 1-on-1 phone calls.

The “lead magnet to nurture campaigns to sales funnel” is a tried and true way to sell online. Fit with Strahil used ActiveCampaign to make their system even more effective—in three ways.

  1. Collecting segmentation information on their initial sign-up form
  2. Sending different lead magnets to different audience segments
  3. Using lead scoring to find their most interested potential customers

Here’s how they did it.

How to appeal to people with different goals

In the fitness world, the two biggest goals are “lose weight” and “gain muscle.”

Fundamentally, a good trainer can probably help people with both goals. The problem is that the messaging and marketing for “lose weight” is significantly different from “gain muscle.” A fitness company needs to figure out how to appeal to both groups of people.

Enter segmentation.

On the Fit with Strahil website, the primary lead magnet is a free home workout. In order to get that lead magnet, website visitors need to fill out a simple form.

In addition to adding an email address, website visitors need to provide two other pieces of information.

  1. Male/female
  2. “Lose weight” or “gain muscle”

Then what?

The new contact gets their free home workout. But they also get added to a nurture automation that’s specifically focused on their interests.

Here’s an example of what a typical start trigger would look like for this kind of segmentation.

An automation that is triggered by a form submit and segment

This triggers an automation when the “Free Home Workout” form is submitted and the contact said that they are trying to lose weight.

Because ActiveCampaign has 20+ different start triggers and lets you set up as many automations as you like, Fit with Strahil can send out 4 different versions of their lead magnet.

They could also offer any number of other lead magnets—all they’d need to do is replicate their automations.

Use lead scoring to find your best customers

Not everyone who requests a lead magnet is going to be ready to buy. In the case of Fit with Strahil, some people are just looking for a free home workout.

So how can you tell who to sell to?

Lead scoring.

Your contacts are taking tons of actions that indicate they might be interested in what you have to offer.

They’re opening your emails. They’re clicking on links. They’re visiting your website. And with every action, they’re learning more about what you have to say.

If you could track that activity, you’d know exactly who to sell to—and when.

That’s exactly what Fit with Strahil does.

nurture automation with lead scoring to find best customers

At each step of this automation, a contact’s lead score changes based on how they’ve interacted with an email.

This automation delivers a series of nurture emails to contacts. It also updates a contact’s lead score after they open emails or click on links.

The steps to the automation follow this pattern:

  • An email is sent
  • If the contact clicks a link the email, lead score increases
  • A go-to action moves the contact to the next automation step

And repeat.

You can get a closer look at this automation (and use it for yourself) by clicking the button below. That will import the automation directly into your ActiveCampaign account.

A couple of other lead scoring rules run in the background at the same time. Visiting the pricing page, testimonial page, or shopping cart adds additional points to the score.

Then, when a contact reaches a lead score of 100, they get automatically added to an automation that sells them the main coaching product.

Because these contacts are definitely interested, a lot of them become customers. And those that don’t (or don’t reach a lead score of 100) can always be added to other nurture automations.

Learning to use lead scoring
(and other ActiveCampaign features)

ActiveCampaign has a lot of powerful features that can help businesses automate marketing and sales. Fit with Strahil uses those features to take a standard funnel (lead magnet to nurture sequence to sales) and make it more effective.

They also have some advice for people who are just getting started with tools like lead scoring.

“My advice to all ActiveCampaigners out there would be simple: don’t feel scared/intimidated by all the possibilities ActiveCampaign provides. First, educate yourself on how to use the platform (how-tos, podcast, 1-on-1s), spend a good chunk of time on clarifying your strategy and then transform that strategy into AC automations.

Start as simple as possible and don’t expect it to be perfect the first time – be patient, learn from your mistakes (there’ll be a few), experiment with the different features and grow from there. Step by step it will all start to fit together really nicely.” – Lazar Lazarov, Digital Marketer at Fit with Strahil

With segmentation, automation, and lead scoring, Fit with Strahil is able to get more of their best customers.

3 Tips For Running a Successful Agency Instagram

Tips For Running a Successful Agency Instagram

You’ve got the clients, you’re doing the work and are reporting amazing results, nice job! But have you checked your own numbers lately? At a digital marketing agency where your sole focus is growing social followings for others, the agency’s own social accounts can get tossed to the wayside.

Having an active and engaged audience for your own digital marketing agency is extremely important. It’s not uncommon for someone to check a company’s social media presence online before purchasing a product or service. When a client is going to hire you for social media would they pick you if your own agency’s accounts are inactive or disengaged?

It’s not easy to keep up your own social media accounts when you’re running the social accounts for other clients. But, here three tips for running a successful agency Instagram.

Capture Behind-The-Scenes

Let your audience and potential clients see the people behind the strategies and numbers. If you have a team event, snap a photo! Utilizing Instagram Stories is another great way to keep up engagement while showing behind-the-scenes. Any company activity, training or lunch could be a moment to share. This kind of content is great for building relationships and humanizing the people who are doing the client work day-to-day.

Position Yourself as a Resource

The strategy at your agency is dedicated to your clients but save some for you social accounts! Sharing a few “insider” tips about digital marketing will position you as a resource online and the expert when potential clients need someone to turn to. Share an infographic highlighting a new trend, have an employee do “a day in the life” takeover or, if a client is willing, share a success story. Being seen as an expert is crucial when publishing content as an agency.

Make Your Own Social Media A Client

If you notice your agency’s social media channels slipping through the cracks, consider treating your agency’s channels as a client. Take a half-hour to go over content ideas as a team and plan it out. Obviously the priority for an agency is to put clients first but your Instagram, along with all platforms, should be active to let the world know you practice what you preach. Having a few people rotate posts or if there is an employee volunteer that wants to own it, can be a great way to ensure your channels are active.

Clients come first in an agency, and there’s nothing wrong with that. But having active social media channels will help your agency’s’ brand in the long run. An active online presence means more chances to be found by potential clients and what digital marketing agency wouldn’t want that?

Related Articles:

Meet our Newest Certified Consultants: August 2018

We’re pleased to welcome our latest group of ActiveCampaign Certified Consultants. This group of experienced strategists, service providers, and agencies joined us in August 2018.

They’re ready, willing, and available to help you create or improve your marketing and sales.

Memberium

Memberium ACCC

Memberium lets you to take advantage of ActiveCampaign’s automation features in WordPress and start your own self automated membership site.

FUTUREPROOF Marketing

FUTUREPROOF marketing

FUTUREPROOF helps established entrepreneurs and business owners who are making over $1M and have services over $3K with measurable results and testimonials.

Victory Media Group

Jeff Davis consultant
Victory Media Group is a creative agency that combines both traditional and digital media to work with small and mid-sized businesses, as well as government institutions.

Reform Act

Reform Act digital agency

Reform Act is a digital agency designed from the ground up to build and channel engagement—together with the great organizations and like-minded companies we work with.

3 Hellos

3 Hellos ACCC

Marketing now requires careful attention to compliance with privacy laws and managing the customer journey. With a background in compliance and 15+ years online, 3 Hellos is poised to help business face today’s challenges and win.

PlusThis

PlusThis ACCC

PlusThis is the leading campaign toolkit for marketing automation campaign implementers. We help make it easy to launch and run advanced campaigns so you can grow sales, wow customers, and save time.

SixthDivision

SixthDivision ACCC

SixthDivision makes automation easy. Turn your team into super-employees, have a process for implementing, get better reporting and visibility, get more clients, and be more confident to grow your business.

AccessAlly

AccessAlly ACCC

AccessAlly is the automation marketing companion you’ve been looking for to help you sell, teach, and engage your students on WordPress.


You can search our consultant directory by type of project, familiarity with the tools you’re using, location and more to find the consultant that’s the perfect match for your needs.

Interested in becoming ActiveCampaign Certified? Learn more about our consultant program.

Free holiday email examples to jump-start your campaigns

Need to jump-start your email marketing creativity? Inspire your own stand-out seasonal emails in minutes with our gorgeous and free holiday email examples.

No need to stare at a blank screen, waiting for email inspiration to strike. Use these themed email examples as a starting point for all your end-of-year holiday campaigns: Halloween, Veterans Day, Thanksgiving, Small Business Saturday, Giving Tuesday, Hanukkah, Christmas and more.

The examples are categorized by industry — from restaurants and retailers to nonprofits and service businesses — so it’s easy to find the ones that help you most.

Download the examples to see how our imaginary businesses and organizations use email marketing to reach customers. You’ll find examples of emails that:

  • Inform and educate
  • Say thank you
  • Send holiday wishes
  • Get customers into the spirit to shop
  • Promote a sale
  • Show customers you appreciate them
  • And much more

Download the free email examples now!

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