Are You Taking Full Advantage of Google Analytics?

Special Guest Blog

By Robbin Steif

Whether it’s for your website, mobile site, mobile app, or any other digital property, measuring data drives better decision making, as it gives you an idea of what’s working – and what isn’t – in your company’s digital outreach strategy.  And the best part? You can do this for free. That’s right – free! All you need to do is set up an account with Google Analytics.

Here’s how to get started:

  1. Login on the Google Analytics homepage with your Google account (or create a new account if you don’t already use Google services).
  2. Click the “Home” vertical  You should see a default dashboard.
  3. Click the email option (highlighted in green).
  4. Enter your email address. This will allow you to select to receive weekly, monthly, or even quarterly analytical reports delivered in a PDF straight to your inbox!

Once you’ve figured out the basics, here’s how you can use Google Analytics to better monetize your online outreach:

  1. Measuring analytics allows you to figure out what keywords turn into online success – then you’ll know what to target or buy in the search engines for SEO optimization.
  2. Analytics lets you research, at little to no cost, what your customers are looking for. (And then maybe you’ll go design those pale-green wrist-warmers or mocha boots that your visitors crave.)
  3. Through analytics, you will be able discover which events or screens your visitors enjoy and spend time with (which might turn into advertising dollars for you) and which content is just a waste of your precious creation time.

So, what are you waiting for? Start measuring your site’s analytics today!

Robbin Steif is the owner of LunaMetrics, one of the few women-owned Google Analytics Certified Partners. She is a member of the Pittsburgh II chapter of the Women Presidents’ Organization.


Small Businesses Increasing Social Media Use

It seems these days that everyone is hopping on the social media bandwagon. The trend of increasing social media and internet use also applies to small businesses which use these tools to grow and connect with customers. According to a recent Citibank survey of 749 small businesses in the US, 41 percent used social media channels and 70 percent used a company website for marketing purposes within the last year. Furthermore, 60 percent plan to increase marketing activity on their websites while 40 percent say they intend to use social media tools such as Facebook, Twitter, and LinkedIn for marketing purposes.

Since 2010, the number of small businesses selling goods and services online or via email has increased from 16 percent to 24 percent while the use of social media channels increased by 6 percent.

Younger businesses owners were more likely to use social media as a marketing tool with 54 percent of small business executives under the age of 45 using such tools. Only 36 percent of executives over the age of 45 reported using social media for marketing.

Learn more about how your business can take advantage of online marketing and social media on the Citibank website.

B2B Marketing Through Social Media

Using social media in your business has become a necessity.  Most businesses and/or business owners are on LinkedIn, Twitter and Facebook, and using these tools for B2B marketing isn’t much different from what you are already doing. Inc. has put together some tips for using social media for B2B marketing:

  • Define your target audience: find out where other businesses are going, who you want to target, and what social media platforms they use to get their information from.
  • Monitor before you act: search through hashtags on twitter, and see what others have to say.  You want to make sure what you say is relevant and that people will pay attention to it.

Click here to read more tips for using social media from Inc.

The Value of Social Media for Entrepreneurs

According to the Wall Street Journal, social media adoption by businesses with fewer than 100 employees doubled to 24% last year.  Yet, are these business owners seeing the results from their social media efforts?  Some entrepreneurs have mixed feelings about it. 

A survey of 500 small business owners found that only 22% made a profit from promoting their companies on social media sites, while 53% said they broke even, and 19% said they actually lost money. 

What social media initiatives have you started? Have you seen an impact on your business and revenues? 

Click here to read more from the Wall Street Journal.