Word Warriors Public Speaking Club

Sunday, May 11, 2008

What is the best way to advertise?

I have been using Google Analytics on my website, Intelligentops.com and my blog for a couple of weeks now and I am amazed at the information that I am able to deduce from the use of Google Analytics. Granted, it does have a learning curve! For those of us that want to learn to use Google Analytics right away, try the following information from Google after setting up your Google Analytics account:

(Taken from an email sent from Google Analytics)
First, get Google Analytics fully operational on your site:
- Install Tracking Code: You will begin to see data in your reports within 24 hours after installing your tracking code.
- Set up goals: See conversion rates for ads, marketing initiatives, and visitor segments.
- Link to AdWords: Monitor your AdWords revenue, conversions, and ROI. Don't have an AdWords account? Sign up here.

Next, consider these advanced features:
- Track Ecommerce: Link ecommerce performance to keywords and marketing campaigns.
- Set up custom filters: Exclude your company's internal traffic from your report data and more.
- Tag your other campaigns: Track conversions on banner ads, email marketing, and other marketing initiatives.

Finally, take action on the data:
- Watch these instructional YouTube videos:
*Learn which reports to look at first and what they mean (9 minute video).
*Get the most out of the Google Analytics interface (8 minute video).
- Create customized email reports: Send regularly scheduled reports to stakeholders within your company.
- Contact a Google Analytics Authorized Consultant: Get fee-based help with installation, analysis and professional services from a partner near you.
- Learn even more from the Google Analytics blog, Help Center, user forums, and Conversion University Videos.

Google Analytics is great for those of us who want to increase traffic to our website and figure out who is visiting our website. Which pages are people looking at and immediately leaving (showing lack of interest related to keywords or content). These are all issues very important to every business.

There are many features that I am still working on implementing but the most important feature whether you have an e-commerce site or not, is the goal conversions feature. With the goal conversions feature, you are able to set goals using a goal page, i.e. completing a sale, registering on a forum, sending information requesting services.

In my opinion, a website is a digital business card that will just sit on your desk unless you hand it out to other people through various methods, paid ads, non-paid ads, linkbacks, etc. Most
businesses have figured out what advertising works and what doesn't. I recently read an article in Conde Nast Portfolio's May 2008 issue from Page 49. This article talks about print media and how it is "The Worst Investment in America?" The gist of the article is that newsprint media is becoming nearly obsolete and are trying to keep up with the internet by digitizing their media. One newspaper, Philly.com now have their journalists do video blogs from their desk rather than just printing the news. The newspaper world is going to collide with the television news world and I am curious to see if there is anymore print media other than magazines in the year 2018.

The trend seems to be that digital media is the only way to get business anymore so the last thing that you want to do is put an ad in a phonebook, newspaper, etc. There are some exceptions to advertising in print media such as magazines like Forbes, Portfolio, OT, Wall Street Journal, and other big name print media.

What about radio? Radio is probably the best media to advertise through anywhere but the trick is what station do you advertise on, who are your customers and will it be worth it. For example, a large majority of the Southern California population drive to work a half hour to three hours due to overpopulation and the lack of public transit. With this in mind, radio is probably the best media to advertise in throughout Southern California.

Television is probably the most expensive media to advertise through but also the most lucrative. The success of a television ad is dependent on knowing your customers and their habits. For example, if you are targeting small businesses in a B2B (Business to Business) transaction then you should probably stick with radio since most small business owners don't have time to watch television. As an example, as a business owner, I rarely watch television. I do listen to a lot of talk radio, NPR, 97.1 Free FM, etc. and I may watch a movie once or twice a week from the video store. With those factors in mind, a partnership with your local video store could be very lucrative depending on the area that you live in.

All of the above information was provided to you as a service. I truly believe that the more self-employed entrepreneurial types we have in this world, the better it will be for everyone. I have mentors in the business world and mentor those that are just beginning in the business world whenever I can. One of the most important things to remember when owning a business is to concentrate 80% of your efforts on Marketing and Sales. Without Marketing and Sales, a business is dead in the water. Be an entrepreneur, achieve your dream and be victorious!

For more information on any of the above listed businesses, click on the links above or here: Google Analytics, Intelligentops.com, Conde Nast Portfolio, Forbes, Portfolio, OT, Wall Street Journal, NPR, and 97.1 Free FM

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