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How To: Ask the Right Questions About Your Competitors Social Media

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Quantitative analysis of social mediaWith social media on the agenda for over 90% of marketers, you can’t sneeze without finding a tool to monitor your own, or your competitors, social media performance.

For example, take Wildfire, a great free app you can use to monitor the behaviour of up to three Facebook pages and three Twitter profiles. It will show growth in likes, check-ins and followers, allowing you to see how you stack up against the metrics of your competitors.

 

Open Site Explorer can give you a snapshot of Tweets, followers, +1’s or likes of any website, but these metrics aren’t that accurate, and it is recommended to double-check the numbers on the actual profiles.

But nearly all of these tools have one thing in common – they are mostly reporting on the quantitative aspects of social media – the metrics which can easily be counted. These statistics are fantastic for finding out the number of people a profile is reaching, how much they like things, how much they engage – but this is only half the story. Your quantitative analysis might show amazing volumes, response rates and engagements – but then you might see that all the comments are spam or negative. You really need the rest of the information.

The qualitative analysis is harder to outsource to a third party tool, and in fact, why would you even want to? Looking first hand through your competitor’s profiles to get qualitative information may take a lot more time, but it will also tell you a lot more. It can give you insights into what works and what doesn’t. It can inspire your own campaigns. It can alert you to relationships you didn’t know existed.

To look into the qualitative side of social media performance, you might want to ask some of the following questions;
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How To: Facebook Ads

By | How To, Resource | No Comments


This information was last updated February 2013

There are a few ways to get started showing Facebook ads for your page or website:

 

Either of these two places on your admin page;

Create an Ad for Facebook

Or sometimes you will see an ad from Facebook encouraging you to build an ad:

Advertising on Facebook

Once you have clicked through, the first decision you will have to make is – where will the visitor go when they click on your ad – to your Facebook page or to your website?

Destination Facebook Page

This choice is good to encourage engagement within social media, increase your likes, or drive traffic to a particular post or promotion. This is a good option because the Facebook audience usually prefers to stay within the Facebook website.



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How To: Create a Keyword List for SEO

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Every online business aims to attract visitors to their website and turn them into loyal customers. Choosing the right keywords for your SEO campaign is the first step on this journey, because the right keywords will attract the most relevant visitors, who in turn are more likely to become your customers.

 

The process for creating a keyword list is fairly straight-forward: first you come up with as many relevant terms as you can possibly think of, then you cut that list down to a reasonable size and prioritise it.

Creating the original list of as many relevant terms as possible can be difficult, but the following steps can help you make sure you cover off all the bases:

1 – Look at your own site

Make sure that your main products/services are covered in your keyword list. This might include brand variations, service locations, customer types (e.g. mens/womens/kids), or more. Your website should help you build a huge range of initial keywords.  Make sure you cover all your products and services.

Keyword List Step 1

2 – Spy on competitors

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Measuring Traffic from Google Images

By | Analytics, SEO | No Comments

Written by Tracy Mu Sung
 

No matter what industry your client is in, you might be surprised by the traffic coming to your site through Google images. We got a huge spike in Google images traffic for our blog post on the Google Penguin update last year – many people in online marketing at the time were looking for images of penguins, we had a cute one on our post – so lots of industry people ended up on our site
(even if only to use the same picture as us).

 

Some of our clients even show online revenue coming from Google images – although so far, we have only seen significant amounts for client sites based in the US.
 
The following is one of the reports we use to measure traffic from Google images. This shows the landing page the traffic has gone through to (although this won’t be completely helpful if you have many images on the one page, as well as metrics which are important to the particular client (visits, conversions, whatever).
 
Measuring Traffic from Google Images
 
This report was created as a customised report as shown below, but you can also find this traffic by filtering your “referral traffic” for “/imgres”.
 
how to see Google Images Traffic in Google Analytics
 
We have found that for some clients this traffic is highly converting, but for others not so much. What it really depends on is how valuable you make these images for potential customers. For example – if you run a hairdressing salon and you have a gallery of ‘wedding hair’ pictures – you can help potential searchers turn into customers if on your image landing page you highlight other useful information available on your site – for example – Do’s and don’ts for wedding hair, examples of your work, prices or reviews.
 

Optimising Your Images

 

To optimise your image, and help it be found by Google – don’t forget to add the alt attribute with a helpful name for your image. It also helps if you have a keyword rich file name (though not ridiculous). Specifying a width and height for your image can also make the page load faster, which is better for SEO.
 
It’s useful for both human readers and search engines if you surround your image with relevant text, and finally, for usability and conversion, make the landing page clean and easy to navigate to other relevant information about that topic.
 
So what are you waiting for – aren’t you keen to see what traffic your site is getting from Google Images?

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