Google Analytics

What is Google Analytics and how does it work?

Google Analytics data processing starts with the categorization of data into users and sessions. First, Google Analytics determines new vs. returning users. When a user lands on a page with tracking code, Google Analytics creates a random, unique ID associated with the user's browser cookie.

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How Does Google Analytics Work? (Complete Beginner’s Guide)

Do you want to know how Google Analytics works? Google Analytics offers powerful insights about your website’s visitors. But using it isn’t straightforward, as many beginners find it complex and tricky.

That’s why in this article, we’ll show you how does Google Analytics work. We’ll also help you navigate to different reports and explain what they mean.

By the time we’re done, Google Analytics will no longer feel like a complicated mystery to you – we promise.

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What Does Google Analytics Do?

Google Analytics offers information about user behavior that can be critical for your business. There are many reasons why you should be using Google Analytics.

Here’s are some of its benefits:

• Measure your website’s performance
• See if your marketing efforts are working
• Which type of content to create or products to list on your website
• Divide users into different segments (like age, gender, country, device, etc.)
• Optimize website pages to boost conversions

How to Use Google Analytics?

Using Google Analytics might look like a difficult task, but trust us, it isn’t. We’ll guide you every step of the way.

Create a Google Analytics Account and Add a Tracking Code

The first thing you’ll need to do is create a Google Analytics account and add a tracking code your website.

You can follow our easy guide on setting up a Google Analytics account and how to add it to your WordPress website to get started.

So, what the heck is a tracking code?

It is a code through which Google Analytics knows it must track your website visitors and any action they perform. It’s made up of a programming language called JavaScript and looks something like this:

google analytics index

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Brand Management

What Is Brand Management?

Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand.

Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market, and the company's 
overall vision.

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Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.

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How Brand Management Works

Brands have a powerful influence on customer engagement, competition in the markets, and the management of a company. A strong brand presence in the market differentiates a company’s products from its competitors and creates brand affinity for a company’s products or services.

                                                           

A brand that has been established has to continually maintain its brand image through brand management. Effective brand management increases brand awareness, measures and manages brand equity, drives initiatives that support a consistent brand message, identifies and accommodates new brand products, effectively positions the brand in the market, etc.

Brand management 

Examples of Brand Management

Seeing a gecko reminds one of Geico Insurance which uses the reptile in most of its advertising campaigns. Similarly, the Coca-Cola jingle "It’s the Real Thing," which first aired in 1971 as a TV commercial that featured people of different races and cultures, is still branded on the vocal cords of Coca-Cola consumers.

A brand does not only need to be tied to one product. One brand could cover different products or services. Ford, for example, has multiple auto models under the Ford brand. Likewise, a brand name can take on multiple brands under its umbrella.

For example, Procter & Gamble has multiple brands under its brand name, such as Ariel laundry detergent, Charmin tissue, Bounty paper towels, Dawn dishwashing liquid, and Crest toothpaste.

Benefits of a Brand Manager

A brand manager is tasked with managing the tangible and intangible properties of a brand. The tangible aspects of a company’s brand include the product(s), price, packaging, logo, associated colors, and lettering format.

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Email Marketing

What Is Email Marketing?

 Basically the use of email to promote products and/or services. But a better email marketing definition is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email.


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5. Ways Email Marketing Can Help Your SEO Efforts

1. Drive Qualified Traffic to Your Website

2. Improve On-Site Engagement

3. Develop a More Targeted Content Strategy

4. Turn High-Performing Emails into New Site Content

5. Encourage Social Shares

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Email is an effective marketing channel, especially at the conversion and retention stage of the customer journey. In this course, you learn how to create an email marketing strategy, create and execute email campaigns, and measure the results.

Email marketing best practices include developing your own email list rather than buying an email list(s) and making participation in your email list opt-in rather than opt-out (using permission-based email marketing). Email should also be optimized for mobile usage as according to statistics over half of emails are opened on mobile devices.

EMAIL MARKETING 

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Web Content

What is web content ?

Web content refers to the textual, aural, or visual content published on a website. Content means any creative element, for example, text, applications, images, archived e-mail messages, data, e-services, audio and video files, and so on.

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The 11 Golden Rules of Writing Content for Your Website.

1. Know your audience

2. Follow the “inverted pyramid” model

3. Write short, simple sentences

4. Stick to active voice

5. Show, don’t tell

6. Nix the jargon

7. Mix up your word choice

8. Make text scannable

9. Incorporate multimedia

10. Layer website content

11. Leave them wanting more

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Web content is the key behind traffic generation to websites. Creating engaging content and organizing it into various categories for easy navigation is most important for a successful website. Also, it is important to optimize the web content for search engines so that it responds to the keywords used for searching.

WEB CONTENT 

Web content management (WCM) is essential to run a website successfully. To manage web content, publishers should organize content in line with the requirements of the audience.

This includes usage of common content, terminology, and positioning; consistent navigation; link management; and finally metadata application. There are a wide range of WCM tools available for effectively handling web content.

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Mobile Marketing

What is mobile marketing?

In short, mobile marketing is the sharing of a brand or business in a way that is optimized for smartphones and other mobile devices throughout apps, social media channels, and websites.

As a marketing strategy, mobile marketing allows a business to reach a larger audience than they would by focusing solely on desktop digital marketing processes. According to SiriusDecisons, 67% of the buying process now takes place digitally. In addition, Flurry reported that the average American spends around 5 hours per day on their mobile device.

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How Does Mobile Marketing Work?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.

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Marketing teams are taking advantage of the amount of time the average person spends on a mobile device. Because we’re on our phones every single day, it only makes sense that marketing campaigns be specialized for mobile viewers across various digital platforms.

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Mobile is disrupting the way people engage with brands.

MOBILE MARKETING

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Search Engine Optimization

What Is SEO / Search Engine Optimization?

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

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When it comes to SEO, there’s you, the search engine, and the searcher. If you have an article about how to make vegan lasagna, you want the search engine (which, in 90% of all cases, is Google) to show it as a top result to anyone who searches for the phrase “vegan lasagna.”

SEO is the magic you have to work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword.

We’re going to dig deep into SEO, but feel free to jump to any section that interests you:

• Overview
• White hat vs. black hat
• Cleaning inside your house and outside: on-page SEO vs. off-page SEO
• On-Page SEO
• Off-Page SEO

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All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.

SEARCH ENGINE OPTIMIZATION

You will look foolish if you have a site of a dozen odd pages and start expecting search engines to show your site pages at the top of search results that cull out data from over a trillion pages on the Web.

Shady SEO agencies will promise you this kind of service, but the results will be dangerous for your site as well as brand. As contemporary Web search technologies respect content, insist on content-based SEO services, which are more effective than conventional SEO techniques.

Search Engine Land worked with Common Craft to produce the video, and they have many more great explainer videos like this in the Common Craft video library, so check that out.

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Social Media Management

What Is Social Media Management?

Social media management is the process of creating,scheduling, analyzing, and engaging with content posted on social media platforms, like Facebook, Instagram, and Twitter. A social media manager may be employed by a brand, individual, or business to reach new customers online or to improve and maintain their reputation.

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Choosing the Right Social Media Management Platforms

Before you can begin putting together a game plan for social media management, you will need to consider what the best social media platforms are for your business. Here’s a brief overview of the different platforms and what benefits they can provide your business:

• Facebook – Facebook has nearly 2.7 billion monthly active users who come from diverse backgrounds. There is also a nice balance of genders and age groups when it comes to Facebook’s user-base. This makes it a great social platform for businesses that are trying to reach a wider audience.
• Instagram – Instagram is a great social media channel for brands that create a lot of visual content. Instagram’s audience tends to be on the younger side with more female users than male users. This can be a great platform for businesses selling products or services related to fashion, lifestyle, art, or other visual-focused industries.
• Twitter – Twitter has 321 million active users worldwide and tends to be where users go for news and trends. This platform is ideal for brands that want to join a conversation about trending topics in their industry. It’s also a great place to share content with influencers and other individuals who might find your brand valuable.
• LinkedIn – LinkedIn is the social media platform for B2B brands that are targeting businesses in different industries. With LinkedIn, you can find, interact, and share content with people based on the company type, industry, or job title.
• YouTube – YouTube has become the second largest search engine in the world, second only to Google. You can upload your video content to this channel to help engage and connect with your audience. With unlimited video hosting, your business can post as much video content as you want and share through other channels.
• Pinterest – Pinterest is another great channel for sharing image-focused content. This has become a must for consumers who are interested in DIY, crafts, home improvement, nutrition, fitness, fashion, and more. If your brand sells a product or service that lends well to imagery, then Pinterest may be worthwhile.

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Social media managers are experts at handling social media activity, from responding to customer comments to developing strategy on how to achieve long term marketing goals by publishing original content. However, there are also social media management tools that give you control over your own strategy.

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social media management 

Even if your time is limited, social media management tools and services can make your social media presence a priority. And if you aren’t making social media a priority at this point in the game, you’re in trouble.

Social media plays an integral part in the business landscape. With 3.2 billion people using social media around the world, and 11 new users every second, it’s safe to say the fad has turned into a global standard. Social media management tools and services can help you reach this huge audience and make running a social media campaign decidedly simpler.

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Pay Per Click

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the google results page.                                                             

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PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. ... All of these searches trigger pay-per-click ads. In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”

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Pay-per-click, also known as cost per click, is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines.

PAY PER CLICK

Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit

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