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41 things to do in 41 days to boost your digital marketing

41 things to do in 41 days to boost your digital marketing

[typography font=”Special Elite” size=”25″ size_format=”px”]Want a quick head start to a digital marketing plan for your brand or business? Here are 41 things you can do … over 41 days.[/typography]

If you had 8 weeks and wanted to challenge yourself to boost your marketing and learn a few new ideas about integrated, cross channel marketing then take my challenge.

Allow an hour a day (and a bit extra at the end of the week to see how you’re progressing).

  1. Create an account on Twitter for you and your brand – find some friends to follow
  2. Create an account on Facebook
  3. Create a social media analytics account on MarketMeSuite to monitor your fans and followers
  4. Create a Google Alert to track online mentions of your brand
  5. Create a Google Alert for mentions of your product
  6. Create a Google Alert for mentions of your competitors
  7. Create a Google Alert for mentions of you
  8. Find out what Web Analytics Tools you use like Google Analytics & Bit.ly
  9. Find out how you track Campaigns and how you use Adwords
  10. Setup 30 days of scheduled tweets using MarketMeSuite
  11. Setup a weekly marketing e-mail on Mailchimp
  12. Setup your free Bit.ly Pro account
  13. Setup your own URL shortener with bit.ly pro
  14. Check you can track your new custom URL’s with Google Analytics
  15. Plan 15 blog topics to post every other day for the remainder of the 40 day plan
  16. Create an account for your business brand on Foursquare
  17. Claim your business stores and head office on Foursquare
  18. Complete a personal social network audit
  19. Update your personal LinkedIn profile
  20. Update your Company’s LinkedIn profile
  21. Add the company blog RSS to your company profile on LinkedIn
  22. Add yourself to Crunchbase
  23. Add your company to Crunchbase via Techcrunch
  24. Create a page for your business on Google Plus
  25. Update your business listing on Google Plus (was Google Places and Google Maps)
  26. Review your template for your Press Release
  27. Update your business card to something more social
  28. Run your website through Hubspots free SEO grader tools
  29. Start an SEO marketing plan diary
  30. Create a calendar for the next 6 weeks and start thinking of blog posts for each of those days
  31. Link your company blog to its Twitter Account
  32. Add a Foursquare reward for the mayor or a random customer
  33. Add a tip to interesting geolocations
  34. Write an email newsletter for your clients – offer a competition for them to follow you or check-in via Foursquare.
  35. Write a list of your standard methods for calculating your ROI
  36. Try and identify which social networks and social media marketing can contribute towards these ROI measures
  37. Try and brainstorm new ROI measures for social media marketing
  38. Search your email inbox and trash folder for examples of good and bad email newsletters or auto-confirmation emails.
  39. Write a page of what you accomplished in the past 38 days
  40. Write a page of what worked well and what needs improvement
  41. Present your report to someone else and get their suggestions

Want more help? Get in contact now

JIRA for Project Management – its not just for Issues

If you’re reading this then you must use JIRA or know of someone who has had a JIRA experience. It seems that JIRA is a bit like a Marmite brand – you love it or you hate it. JIRA can be too much effort for many projects – but thats only cause the project can’t find time to build the value in JIRA.

I think that anything which helps take pain away from managing bugs, issues and tasks is brilliant. It’s just so annoying that most people think of JIRA as a bug-track or issue management tool. For me, JIRA is turning out to be more than that. In fact the less I can use it for bugs, the more I use it.

Greenhopper for User Stories

If you do Agile, or even if you’re starting to get better at User Stories, then you’ll find Greenhopper great. Right now I use Greenhopper to capture the stories and epics (requirements that are too conceptual to be a story yet). I’m sure it can do more (schedule a story with a version for example) …. but I can’t find any good examples of how else to use it.

Once you have your stories in JIRA – you can capture Requirements and link them to the story. That sounds easy.

Annoyingly, Greenhopper is an add on for JIRA which means you pay extra ££ for it.

JIRA for Project Management – Components & Versions

Components are flexible ways to group your project. If they were GANTT charts, components would be deliverables like web, server, mobile app, marketing. I task or issue in JIRA can have more than one component (think content strategy is delivered in the web build), so I usually use a few of these.

Versions I’m strict on having 1 version – versions I treat as phases in your project such development, testing, scoping .. and confusingly by release cycle during the develop / deliver phases. By linking a task to only 1 version, it wont get missed. I also regularly sweep Versions to check that tasks are being resolved.

Testing with JIRA

Tracking the results of testing is probably the best way to make use of Greenhopper. You can link your test tasks and issues to a story. Which is great for traceability. I’ve not had the time to do this with JIRA yet – but I can see this is a great way to prove development delivered.

Project Issues, Risks, Actions, Agendas & Client Relationship

JIRA can be your friend. One useful way I’ve found to get team members use JIRA more is to use it to track meeting actions – which are basically tasks or bugs anyway 😛  This way everything is tracked.

Oh the best feature of JIRA – it outputs pretty much any view of issues to Excel so you can share it with the boss.

Google Analytics – Event tracking is great for customer engagement

Google Analytics

Google Analytics provides a number of extra tools for the adventurous to improve tracking and provide valuable insights. Event tracking should be used throughout the user journey to better understand customer engagement.

Why Google Analytics?

Google Analytics is one of the web’s most popular tools for reporting on activity and trends for just about any website. Your online and offline marketing activities need meaningful analytics data which creates actionable insights. In summary, website analytics has benefits for sales, marketing and product development – in fact most areas of your business.

Customer Engagement you say?

I’m going to say that engaging experiences for your customers is a key purpose of your brand, your website or app. Your site or app exists to do something for your customer – be that to sell a product or help me communicate with friends. You need to think how you can use event tracking to monitor engagement.

Event tracking means you can better understand how customers respond to your site.

The best way to start to use event tracking is on a landing page, competition form. You can track successful form submissions in Google Analytics. This alone has great value. These are customer who completed an action, they did something for you.

Now think about this – where did that customer go after filling in your form? did they bounce away? how many were first time visitors or users?

 

If you want to improve your web analytics – then why aren’t you using Google Analytics & event tracking?

Google Analytics & Event Tracking

Google Analytics provides a number of extra tools for the adventurous to improve tracking and provide valuable insights. There are two types of tracking you can have – event tracking is used to help analyse visitor behaviour onsite. It’s not complicated to do this – but it’s time consuming and complex.

Google Analytics is one of the web’s most popular tools for reporting on activity and trends for just about any website. Your online and offline marketing activities need meaningful analytics data which creates actionable insights. In summary, website analytics has benefits for sales, marketing and product development – in fact most areas of your business.

Why event tracking?

This is where ROI counts Website analytics need to focus on meaningful things – targets that are relevant to your business. Page views and unique visitors don’t translate into meaningful numbers for your finance and sales reports. Event tracking allows you to better manage and monitor your ROI.

Tracking Web to Sales Leads & Onsite Conversions [example]

Your business is generating sales leads from the website, with event tracking you could include in your reports the page and the day when a new lead was generated. This means your sales pipeline and CRM tools are closer to the customer experience.

Playing a Video or Viewing a Presentation [example]

If you publish videos to your website, your analytics reports can only tell you how many people viewed that page. Event tracking would allow you capture every time someone clicks Play on a video and keeps a cumulative count.

Why not just use campaign tracking?

I believe that campaign tracking should only be used for incoming visitors so you can determine the source of the referral and analyse your other online marketing activity. Don’t go overboard and give everything a campaign tracking URL.

Anatomy of Event Tracking

[This is taken from Google Analytics Help] …The Event Tracking model has the following components which map directly to elements in the Analytics Reports interface:

  • categories
  • actions
  • labels
  • values
  • implicit count
  • Ignore event

Basically …  Event Tracking looks like this
[php]onClick="gaq.push([‘trackEvent’, ‘Videos’, ‘Play’, ‘Baby’s First Birthday’]);"[/php]

Google Analytics & Event Tracking is simple

Event tracking starts with a link that you want to track a click so you just add this onClick code snippet to any anchor tag like

 <a href="link.html" onclick="gaq.push(['trackEvent', 'Videos', 'Play', 'Baby's First Birthday']);">Link</a>

Again .. Don’t go overboard and tag everything or you’ll be lost with all the noise. I’ve seen companies who tag everything and forget to add event tracking to more important banners or buttons.

Event Tracking is visible in Google Analytics near-realtime, so you can add the code and test it immediately on your website.

Get Started with Event Tracking

I’m deliberately wanting to track Visitors and Customers – these are the people who do stuff on your website that shows they are interested in your business or what you’ve got to say. This is important when thinking about Customer Engagement and your user experience.

Event Tracking Spreadsheet

I use a spreadsheet which I then share with developers or other people who are going to add the event tracking to your web site.

Create a new spreadsheet in Excel with the following column headings –

  • URL
  • Categories
  • Actions
  • Labels

And here is a short explanation of what to enter:

URL – will be the page or button or banner to track you need to be specific

Categories – keep these to a few – like Support, Visitor Exits, Lead Generation

Actions could be – Play Video, Download PDF, Submit Form

Labels – Use the page name or widget name to identify exactly the source of the Event

How are you using Event Tracking? If you need assistance to implement Event Tracking get in contact.

4 reasons to choose Google Analytics for your business

4 reasons to choose Google Analytics for your business

Google Analytics is one of the web’s most popular tools for reporting on activity and trends for just about any website. Your online and offline marketing activities need meaningful analytics data to create actionable insights. In summary, website analytics has benefits for sales, marketing and product development – in fact most areas of your business.

Why Choose Google Analytics?

It’s easy to see why Google Analytics is so popular, because it’s free, but here are my top 4

  1. It’s free so there is no hardware costs or ongoing fees. Keeping operational costs down is a good reason in tough economic times
  2. A majority of your website visitors will have a GA cookie & the javascript on their computer. This means your website loads a fraction faster and you get better reporting like referral source.
  3. You can implement extra tracking for your own campaigns and other events. In fact you can create tracking on almost any clickable link on the internet and event tracking is great for e-commerce and sales pipeline tracking.
  4. You’ll also benefit from GA if you’re using Google’s products like Adsense, Adwords & Webmaster tools.

Why Google Analytics might not be for you?

GA aggregates data and reports total of unique visits or unique pageviews. GA is not suitable when you have to track (anonymously) visitors to your website. But why would you need to track each visitor?

Tracking individual visitors requires analytics software to be installed and running on your web server (like Piwik which aims to be an open-source competitor to Google Analytics). Some Internet Service Providers already offer other ‘free’ server based analytics tools, but you’d find you have to pay more to install and run another tracking tool.

Just remember implementing your own solution costs time and money and more importantly, it’s likely that you won’t be able to report where visitors came from as other websites won’t use the same tracking script and cookie.

Google Analytics gives you everything you need

GA may not be your cup of tea – but if it’s free and provides all the features you need with meaningful data. So why go looking for something else?

 

Are you implementing Google Analytics? Or maybe you’re in need of assistance with improving your reports and insights, then I can help.

3 point plan for Agile Marketing

3 point plan for Agile Marketing

Can you tell the difference between Agile, Guerilla or Real Time Marketing? Does it really matter? You need a 3 point plan for Agile marketing – or is it just your boss asking for a quicker turn-around?

What’s Agile marketing?

Agile marketing is similar to real time marketing. So what makes it agile or is it a catchphrase?

Agile marketing is a bit of a new catchphrase, you’ll see it in the press and hear it around the offices. It’s replaced the new digital marketing team and it’s replacing digital pr. Or should that be Digital PR is Agile Marketing and Digital PR is replacing the rest of marketing communications.

Agile Marketing confused with a rapid response

The issue today is that saying ‘agile marketing’ for many is to only refer to being quick to get a response to (crisis) situation which the marketing comms team has to manage. I just finished a project where the client wanted everything to be collaborative and agile – but only if it was what they wanted. There’s nothing agile about wanting things your own way.

In traditional marketing and media teams, PR in a crisis and the responses made are usually controlled and managed. Yet every day your marcomms and PR teams are facing situations – competitors do something new, legislation changes, journalists wanting quotes – all these little situations need a response right then, right now.

So how does Agile get related to marketing? If you knew nothing about agile or lean methods, then know that it started out in Japan with Nissan Motors and their quality improvement teams. Initially this was focused on operations or product management.

Today, Agile methodology uses such everyday management tools like K.I.S.S. or S.M.A.R.T. To be sure we are doing the right things the right way and also not wasting resources or time.

Can you see now how agile marketing would be useful for your team?

3 point plan for Agile Marketing

So how should you respond to a request for some agile marketing? First take some time and then make yourself a plan that covers these three points:

Responsive – your marketing response is timely

Relevant & authoritative – What you say counts and is believable and is true. Not just wasting your (or my) time release marketing is planned & cross channel … Web, pr, social media and email … All simultaneous

Good Planning – Agile marketing, for a new product needs to allow for good planning. There is nothing agile about working overtime to a deadline that was yesterday.

 

See – I mentioned planning twice – do you agree that planning is important to agile marketing?