Use Social Media and Digital Marketing Analytics to Increase Your ROI

By Brianna Shreve
Social Media Marketing Consultant
BST Athletics

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Brianna ShreveAfter working with small businesses to improve their social media marketing efforts, one thing is certain – many business owners are so busy with the day-to-day duties their business demands that they’ve failed to realize the importance of monitoring marketing efforts. Without tracking the analytics of your ads, however, there are no metrics to examine if they are effective. Learning a new skill can be time consuming, but there are options available that gathers the data for you, thus making it easier interpret the statistics to make more informed resource allocation choices for the future. The following five tools aid in this process:

1. Facebook Insights

This may seem like an obvious choice since it is built into the core of Facebook, however there are features within the tool that allows you to not only track the performance of your posts, but your competitors’ posts as well. The Pages to Watch feature will allow you create a list of your competitors’ pages to compare performance. You can use this tool to look inside your competitor’s post to see the success rate, and refine your approach accordingly. Moreover, on your specific posts, you can see how many people your post has reached, the location, gender, and age demographic, which is useful in determining if your post is relevant to those it is reaching.

2. Twitter Analytics

Twitter Analytics is a great tool to use when determining whether your tweets are effective and relevant. Twitter may still be thought of as a social media sight, however it is important to know that it is a source for news! It gives you the ability to analyze which tweets are a hot topic, and the demographic of the audience that it engages by net worth, interest, gender occupation, etc. This will give you the ability to segment your audience to provide more relative news and updates.


MORE: Learn how to utilize analytics from experts all across the region at the Digital Marketing Boot Camp, Feb. 15.


3. Google Analytics

Google Analytics is a tool that every business with an online presence should use. It has many tools and functions, and if you are advertising on Google Adwords, it can help provide insight to improve your conversion rates and remarket to site visitors. With this tool, track the demographic, bounce rate, session time etc. to provide more relevant content. This tool can be a little more complex, but help articles provided can help you navigate usage.

4. Instagram Insights

Similar to Facebook Insights, Instagram Insights provides a limited view into your customer base. One feature that should be noted, however, is high traffic times. View what time of the day the majority of your audience is using the application to gain the most impressions. Given that the new story feed format is no longer in chronological order, it is not a guarantee that your post will remain on top for long organically. This feature can help identify what time you should post to reach as many people in your targeted demographic as possible.

5. FanPage Karma

FanPage Karma is a tool for analytics and monitoring that works with Facebook, Twitter and YouTube. It can help you identify the best times to post, the strongest and weakest posts, as well as how frequently you should post. Moreover, it also gives you the opportunity to learn about your fans, and other pages with a similar fan base. It is not completely free like the others listed above, but it does allow for excel reporting and other in depth features that can help allocate your resources more effectively.

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For more on marketing strategies:

5 Keys to Building a Solid Digital Marketing Strategy

5 SEO Strategies That Will Turbocharge Your Website

By Jason Wize
Managing Partner
MediaProNow

This post is part of the Digital Marketing Boot Camp series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Jason Wize photo black and white

Jason Wize is the managing partner at MediaProNow.

The world of SEO was relatively peaceful last year, but don’t blink.  Smart digital marketers understand that it’s critical to stay current on trends and also see what’s looming on the horizon.  The formula to move up in search engine results pages (SERP) is always changing but you can dramatically improve your ranking on Google in five simple steps.

1. Fix All Technical Issues

Correct Visibility Issues

In order for Google and the other search engines to properly index your website it must be visible.  That means you must ensure that none of your website pages are blocked by robots.txt.  This can prevent Google from seeing your website.  You should also eliminate any pages that load with a “page error.”  Google Search Console is a free tool you can install on your website to monitor exactly how it’s being viewed by Google.  Any pages with redirects should be 301 and always install antivirus software to eliminate any malware that could be hidden on pages.

Meta data is the first place Google looks for information about your website.  Each page of your website should contain a unique page title (55-60 characters in length) and page description (160 characters or less).  Duplicate page titles and descriptions can confuse Google so be sure they’re original and accurately describe the content for that page.

Another basic but essential tool for analyzing your website’s performance is Google Analytics.  This free tool measures all key website performance indicators and many other data points as well.

Speed Rules

Google rewards websites with fast loading times and speed has become an important factor in their algorithm.  Check out Google’s speed test analyzer to see exactly where you stand.  One simple strategy to increase your website’s speed is to compress image files whenever possible.

Link Issues

Inspect your website for any broken or toxic links.  Google and the other search engines may penalize your SERP if your site contains too many dead or bad links.  You can use a free tool like Screaming Frog’s SEO Spider to identify and fix any broken links.

Pay special attention to how your website URLs are created.  It’s necessary to have descriptive URLs that are functional and navigation that is logically organized with a consistent URL structure.  For example, a URL such as http://www.your-website.com/services/search-engine-optimization will be viewed more favorably than http://www.your-website.com/categories/page02/index.html.


MORE: Check out the essential steps to improving your website’s SEO at the Digital Marketing Boot Camp, Feb. 15


SEO 22. Identify Profitable Keywords

Keyword research is critical to any successful SEO campaign.  Remember that keywords can come in many varieties so it’s important to look for primary and related keywords.  Check out Google’s Keyword Planner to identify keywords, monthly traffic and much more.

3. Mobile Ready and Friendly

In 2015, Google announced that non-mobile ready websites could see negative results in SERP.  That change, which has been dubbed Mobilegeddon, was an algorithm update that gives mobile friendly websites preference in SERPs.  Use Google’s free Mobile Ready tool to analyze your website’s responsiveness.

4. Content Is King

Amazing content is still the best way to make your website stand out above your competition.  However, some caveats should be considered.  Word count is not a key factor anymore, rather quality content is.  The downfall for most websites is duplicate content.  Google really dislikes any duplicate content.  Use Copyscape or another filtering tool to check your website for any duplicate content.

5. Take a NAP

Not literally, however your website and business must have a consistent Name, Address and Phone number (NAP) across the internet.  If your street address is on an avenue it’s important that you be consistent if you use the abbreviation or if you spell it out.  Same is true with your brand name.  If your company is an “Inc.,” be sure to refer to the business in exactly the same manner anywhere a digital footprint is created.

SEO success does not have to be overly complicated.  There are many factors to consider but it’s important to start with the basics.  Use these five strategies to make sure your website is ready for Google and the other search engines to take notice and great results will follow.

Jason Wize is the managing partner at MediaProNow, a leading provider of digital marketing solutions for businesses, organizations and individuals.

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MedNetOne Health Solutions announces hire of manager of information technology

Rochester, Mich. – Aug. 22, 2014 – MedNetOne Health Solutions (MNOHS), a Michigan-based healthcare management organization serving the infrastructure and clinical support needs of private practice physicians and behavioral health specialists, announces Michael Judd has joined the organization as manager of information technology. He previously worked for gloStream INC., in Troy, Mich. as the internal IT and infrastructure manager.

In his role as manager of information technology, Judd leads the MNOHS technology team, maintains a network of multiple servers as well other technology infrastructure for internal and external users and manages medical informatics and timely data exchange between MNOHS and its partners.

Prior to joining gloStream INC., Judd was employed with Lapeer County Bank and Trust Co., as an IT technical support specialist and network administrator. He holds a Bachelor of Computer Science degree in cyber defense and an Associate of Computer Science degree in Microsoft software from Baker College, as well as an Associate of Applied Science degree from ITT Technical Institute. He is currently pursuing a Master’s Degree in Computer Science from Western Governors University.

“The healthcare field is increasingly data driven and Michael Judd has a variety of complementary technical skills that can help meet the strict reporting guidelines of the industry while assisting our staff and member practices on a broad range of technology and medical information matters. We are pleased to welcome him to the organization,” Ewa Matuszewski, CEO of MedNetOne Health Solutions said.

About MedNetOne Health Solutions:
MedNetOne Health Solutions (MNOHS), a leader in advancing the development and implementation of the Patient-Centered Medial Home (PCMH), is a health care management organization for primary and specialty care physicians and behavioral health specialists that provides administrative infrastructure and clinical support and programming to develop and sustain high performing, patient-centric practices while meeting government healthcare reform mandates. Learn more at http://www.mednetone.net.

Walsh College Offers Webinar on New Master of Science in Marketing: Qualitative, quantitative courses from creativity and innovation to analytics

Walsh College will present a free, information-packed webinar for future students interested in enrollment in its new Master of Science in Marketing (MSMKT) degree program from 12:15 p.m. to 1 p.m., Wednesday, August 6, 2014. Participant registration is required for the session at www.walshcollege.edu/webinars.

Designed for busy working professionals interested in pursuing an advanced degree, the webinar will cover course and program content; on-campus and online content delivery; application, admission, and enrollment requirements; and career services. It will conclude with a question-and-answer period. Walsh’s $35 application fee will be waived for all webinar participants.

The Walsh College MSMKT degree, unique in the Detroit area, is designed to provide the in-depth knowledge and practical skills in marketing necessary to design, manage, implement, and evaluate strategies.

It provides a deeper immersion into the study of marketing than is possible in a typical MBA program. The MSMKT program includes both qualitative and quantitative marketing courses ranging from creativity and innovation to analytics. For example, students will be exposed to data modeling applications, qualitative and quantitative research methods, custom data analytics tools, and the industry-leading research technologies used in making strategic marketing decisions.

The MSMKT program is also available as part of a dual-degree option with an MBA. The dual MBA/MSMKT allows students to complete two distinct graduate degrees in one concise program, providing an additional academic credential.

“The MSMKT is an innovative program for individuals who want to enhance their career opportunities by obtaining a generalist postgraduate marketing degree with emphasis on data-driven brand management,” said Philip Fioravante, Ph.D., associate professor, Marketing, and featured webinar presenter. “It is intended to provide a deeper immersion into the study of marketing than is possible in a typical MBA program.” Dr. Fioravante has served in a variety of professional senior leadership roles for more than 30 years.
Fall priority registration for new students begins Monday, August 11 and runs through Tuesday, September 30. Students enrolling in the fall will be part of the inaugural launch of the program.
For more information on Walsh College and all programs, visit www.walshcollege.edu.

WALSH COLLEGE
Founded in 1922, Walsh College is a private, not for profit institution offering upper-division undergraduate and graduate business and technology degrees and certificate programs. One of Southeast Michigan’s largest business schools, Walsh has locations in Troy, Novi, Clinton Township, and Port Huron, as well as online.

Walsh’s business services division offers the Walsh Institute, which provides solutions for businesses through training, continuing education, and consulting.

Walsh is accredited by The Higher Learning Commission of the North Central Association of Colleges and Schools (www.ncahlc.org; phone: 312-263-0456). The Accreditation Council for Business Schools and Programs (ACBSP, www.acbsp.org) accredits specific degree programs.

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