AnalyticsThatProfit

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How to Create A Post on Your Google My Business Page

How To Create A Post On Google My Business

Here are the Step By Step instructions

to

create a post on your

Google My Business Page.

Login to your Google My Business page.

Once you have logged in Click the Blue Business icon next to the three dots on the far right.

 After you click the blue icon you will see a menu like the one below.

 Click Posts.

Then click the little camera to start your post.

Once you are satisfied with your image then click - Write your post. 

Now tell the world all the great things you want them to know about your business. You can use between 100-300 words. 

Remember your audience.

 Now click the preview button to see how your post will appear to the world.

 Now simply hit Publish and the world will see your post!

Don't worry if you find a mistake.

You can delete or edit the post on your Google My Business page after it is published.

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How To Set Up Messaging On Your Google My Business Page

How To Set Up Messaging On Your Google My Business Page

Here are the Step By Step instructions

to

set up messaging on your

Google My Business Page.

Login to your Google My Business page.

Once you have logged in Click the Blue Business icon next to the three dots on the far right.

After you click the blue icon you will see a menu like the one below.

Click Messaging.

Then enter the number you want to use and click next.

 Next enter your confirmation code.

 Google My Business will now let you know if you were successful.

You can now set up a personalized greeting for those that want to chat with you via your Google My Business page.

If you click Google My Business you should see  the main page again.

If you want to change the number to use for messaging on your Google My Business account, you click edit number.

 Worried about receiving messages 24 hours a day? Click Messaging in the main menu and you should see this:

You can turn Chat off.

To turn Chat back on your Google My Business Page just click the toggle( Don't forget to click save).

Looking for more FREE business Building Tools?

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SSL: This Could Kill Your Lead generation!

Google has started to send out this warning:

  "Chrome will show security warnings on http://yourwebsite.com

To owner of http://yourwebsite.com.com,

Starting October 2017, Chrome (version 62) will show a “NOT SECURE” warning when users enter text in a form on an HTTP page, and for all HTTP pages in Incognito mode.

The following URLs on your site include text input fields (such as < input type="text" > or < input type="email" >) that will trigger the new Chrome warning."

Plain and simple- Your Lead generation forms will be flagged!

From Google:

"Review these examples to see where these warnings will appear, so that you can take action to help protect users’ data. This list is not exhaustive.

 http://yourwebsite.com/

The new warning is part of a long term plan to mark all pages served over HTTP as “not secure”.

Here’s how to fix this problem:

 Migrate to HTTPS

To prevent the “Not Secure” notification from appearing when Chrome users visit your site, only collect user input data on pages served using HTTPS."

Learn About HTTPS

In a previous article I discussed SSL and SEO and all things being equal SSL would not improve SEO. While that is still true, not having an SSL certificate will kill your lead generation!

 In these days of ransomware and malware a warning on a form will scare visitors off your page for fear of being hacked.

Not sure what that looks like? You want to see this:

  Peace of mind and trust are critical pieces of the customer experience.

A SSL certificate is a modest investment to promote trust and confidence so visitors will enter your website and learn about your products and services.

Once you have decided to move forward with a SSL certificate, don't forget to let Google Analytics know you did this through the search console. It is really simple. Click here for step by step instructions.

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Customer Lifetime Values: Is That Customer really Worth It?

Customer Lifetime Value is a metric that is crucial in determining the ROI of marketing costs. There is a finite amount of cash for small business marketing and you really need to know if there is a payback on marketing.

In simplest terms, if you spend $3,000 on marketing/sales and get 10 new customers it costs $300 to acquire each new customer. This is the customer acquisition cost.

Customer Acquisition Cost without any context is not a useful metric for small business marketing. It is like confusing Cash Flow with Revenue or Profit. Determining Customer Lifetime Value allows you to place context around acquisition costs.

Customer Lifetime Value = (Revenue - Gross margin).

For detailed instructions, you may want to download our FREE Ebook Marketing Metrics Every Business Owner Needs To Understand.

The determination of Customer Lifetime Value provides clarity past the initial sale. You spend $1,000 on Google AdWords and you generate $2,000 in revenue. This looks like a great ROI on ad spend. It may appear that you simply subtract Ad spend from Revenue and you made $1,000.

Customer Lifetime Value takes you past this simple calculation and forces you to look at Gross Margin. This will include overhead expenses. It is also beneficial to break down Customer Lifetime Value into the various acquisition channels. Not every customer behaves the same. Look at Organic vs Paid channels and customer lifetime value. Is a specific channel bringing you once and done customers?

 Do organic customers have a better lifetime value than customers from paid advertising?

What organic content provides the best customer lifetime value? Which paid channel provides the best value?

This can all seem a bit overwhelming so we created an Ebook that will step you through this process.

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The Home Run In Small Business Marketing

I am very fortunate to attend many gatherings with small business owners and when it comes to internet marketing it seems many are looking for the home run.

If you have ever been to a baseball game, you know how exciting it is to see a home run. The anticipation as it reaches the fence. I have actually yelled at a baseball to go over the fence. It is exhilarating. Marketing can be the same way. You want your investment in marketing to knock it out of the park. You want a home run.

Baseball is overflowing with data and statistical analysis.

Home runs are not a clear indicator of winning percentage in baseball.

 Source: https://www.beyondtheboxscore.com/2016/9/9/12842846/home-runs-wins-correlation-2016

Baseball games are won with singles, not home runs.

The same is true with small business marketing.

Seeing a huge increase in website visitors, email subscriptions, form submissions is exciting.

Then you analyze the data.

How many became customers?

What is their Life Time Value?

What is the ROI on marketing spend?

A huge leap in one metric causes momentary exhilaration. Don't misunderstand me. If you see a micro success, analyze it and find out why and duplicate it. You may want to read Are You Using Data To make Marketing Decisions? for a more detailed discussion.

While it is more exciting to get a home run, the reality is incremental success-singles-are a much better indicator of the effectiveness of your marketing.

We say it on almost all of our web pages:

We don't play the feel good game and tell you about Impressions, Likes and Clicks.

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25 posts!

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This Gives A Whole New Meaning To Fake News

Regardless of how you may feel about government intervention in business, they do get involved and swing a big hammer.

This post should really resonate with small business owners and how you market your small business. Why? It is unlikely that you have a legal staff that can thoroughly vet your marketing so you need to know what the government, specifically the FTC has to say.

Here is a recent case:

FTC Charges Marketers Used Massive Spam Campaign To Pitch Bogus Weight-Loss Products

The e-mails linked to “fake news” websites that were designed to appear as if an independent consumer reporter, rather than a paid advertiser, had reviewed and endorsed the product. 

While you may not be selling weight loss products the lessons learned apply to all businesses.

Link to credible sites- Just because it is on the internet does not make it credible or legitimate. You may want to read this article I saw it on the internet so it must be true to find credible data sources.

Use actual customer testimonials- Do not pay for testimonials. Let your actual customers speak their mind.

The defendants paid their affiliate marketers a commission whenever consumers clicked through from a fake news website to one of the defendants’ sites and bought their supplements, according to the complaint.

Capture you own leads on your website- Be wary of outrageous claims regarding lead capture programs. The best way to capture leads is to produce meaningful content on your own website that visitors actually want. If you need some help in this area you may want to download this ebook: How To Use A Form For Lead Generation.

All that being said, there are legitimate affiliate marketing and lead generation programs. Remember that if you choose the wrong one, even if you did not know it was bogus, your brand and reputation can suffer.

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MARKETING METRICS EVERY BUSINESS OWNER NEEDS TO UNDERSTAND

As a business owner, you work tirelessly to move the needleon what often seems like a laundry list of metrics.  You look at website visits, conversion rates, generated leads per channel, engagement on social media platforms, blog post shares, email click-through rates… and the list goes on and on. When the time comes to evaluate the impact of your marketing efforts, you need to be able measure those efforts and determine their ROI.

While many business owners understand that a solid marketing plan can directly impact your company’s bottom line, 73% of executives don’t believe that marketing is focused enough on results to truly drive incremental customer demand.

Here are the Marketing Metrics Every Business Owner Needs To Understand:

Customer Acquisition Cost

The Customer Acquisition Cost (CAC) is a metric used to determine the total average cost your company spends to acquire a new customer.

Marketing % of Customer Acquisitions Cost

The Marketing % of Customer Acquisition Cost is the marketing portion of your total CAC, calculated as a percentage of the overall CAC.

Ratio of Customer Lifetime Value to CAC

The Ratio of Customer Lifetime Value to CAC is a way for companies to estimate the total value that your company derives from each customer compared with what you spend to acquire that new customer.

Time to Payback CAC

The Time to Payback CAC shows you the number of months it takes for your company to earn back the CAC it spent acquiring new customers. 

Marketing Originated Customer %

The Marketing Originated Customer % is a ratio that shows what new business is driven by marketing, by determining which portion of your total customer acquisitions directly originated from marketing efforts.

Marketing Influenced Customer %

The Marketing Influenced Customer % takes into account all of the new customers that marketing interacted with while they were leads, anytime during the sales process.

These are the marketing metrics every business owner needs to understand.

We have prepared a FREE ebook that goes into detail on how to calculate these metrics and a bonus section on Google AdWords & Google Analytics.

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3 Overlooked SEO Techniques For Small Business

OK. I will be honest. This article is written out of frustration and anger about SEO for small business. A friend recently got a new job as marketing manager for a small business. They were paying a substantial monthly fee for "SEO" and website hosting. They just were not sure what they were getting for their money and asked if we would take a look.

As we analyzed their website it was clear that the "SEO" company had taken great effort to place as many keywords as possible on every page. This is a really bad idea! Why?

 Search Engines like Google and Yahoo work in a very simple manner.

What do you say the page is about (meta description) and what is the page about (keywords on page). When you try to shove as many keywords on a page as possible this creates a real disconnect when you try to write a compelling meta description that will attract searchers to click your page. In WordPress the meta description is called the snippet. Here is an example of a typical meta description:

 Your space is limited in a meta description. Use it wisely. A best practice is to focus on 1 or 2 keywords per page. This allows you to write a concise and compelling meta description/snippet. Click here for some tips from Google on how to write good snippets for search results. A highly focused website page with  1 or 2 keywords per page is step 1 to laying the foundation for SEO for small business. The company they were using did not understand SEO 101. I was confident they had not used the 3 overlooked SEO techniques for small business.

What are the 3 overlooked SEO techniques for small business?

   Image Alt text- You have seen it. You hover over a picture and a bunch of numbers and gibberish shows up. Image Alt text was not used. Whenever appropriate you should use the keyword in the image alt text. A quick test is to enter your topic/brand in a search engine and click images. Do you show up?

 Sitemap- The easiest way for people to find you is to give them a map. A search engine is no different. Upload your sitemap to every major search engine. For a more detailed discussion you might want to read Why is nobody visiting my website?

 Not sure if your website has these 3 overlooked SEO techniques for small business?

  P.S.- they were not using these 3 overlooked SEO techniques.

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3 Things Business Owners Need to Know About Click Bait

We have all done it. You see a catchy graphic and click it. Then you land on a website that has absolutely nothing to do with what you clicked. This is click bait.

 What is the difference between Click Bait and catchy marketing?

Click Bait is designed to get you to click on the hopes that once you arrive on the website the "serious" content will make you stay. Catchy Marketing has compelling copy and/or graphics that grab your attention and create interest in a particular product or service.

You would only click the image below if you were interested in the download(Sorry no kittens on this one).

 Does it really matter as long as you get more website traffic?

We were working with a home improvement contractor and this very discussion came up. They had been approached by a company that had a "new" way to build his audience.  As I listened to the business owner explain the process as described to him, it was click bait. Despite our best efforts the owner wanted to proceed in that direction. No problem. We had Google Analytics implemented to measure conversions. Specifically, how many people started on a form and how many completed the form to request a quote. He ran the click bait program for 2 months. Website traffic to their site increased 1000%. Fantastic! This had to mean more sales. NO.

Looking at Source/Medium in Google Analytics:

 All completed forms came from Organic-we had compelling Copy on every page, Direct-most likely people that had bookmarked the website, Google Adwords-CPC-we had created compelling copy based on the benefits of their product/service. Not a single completed form came from the Click Bait.

Click Bait will increase website traffic, but does it increase sales?

The Click Bait program had dramatically increased traffic to the website, but it was the WRONG traffic. Their particular  service had a very specific market niche and the click bait did not attract that niche. If you want to see some shaming and naming check out this article from Hootsuite. You may want to read Does Increasing Website  Traffic Increase sales ? for a detailed discussion on measuring conversion rate.

The 3 Basic Rules of Marketing:

Right Message

Right Audience

Right Time

Never go for quantity over quality.

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What You Need To Know Before You Plan Your Business Website

It is common for many businesses to view their website as just a contact page. Your website can be much more than this.

Plan your business website with these 4 essential elements:

The Purpose Of Your Website

Identifying Your Target Audience

Generating The Right Content

How To Measure Success

Here are some enlightening facts from Google:

 90% of B2B researchers who are online use search specifically to research business purchases.

On average, B2B researchers do 12 searches prior to engaging on a specific brand's site.

71% start on a generic query, so they're looking for product first, not for you.

Seventy percent of B2B buyers and researchers are watching videos throughout their path to purchase.

 Source: https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/

This makes it clear that your website is most likely the first “salesperson” consumers will talk to in their buying journey. Building your website around their journey will provide consumers with a positive experience about your brand. Your “salesperson” needs to have answers as to why you can solve the problems that consumers are researching.

Once you have clearly identified your target audience and segment that audience into buyer personas you can create content to assist the buyer through their journey.

 Tools like Google Analytics make it easy to set goals and measure conversion rates.

Does your website generate leads and help you increase sales or is it just a space on the internet?

We have prepared a FREE ebook to help you design your website to generate more leads and close more sales.

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Why is nobody visiting my website?

It is common for people to ask me questions about their website when they find out what I do. Often I am asked, Why is nobody visiting my website? Usually this really means how do I get more website traffic. Recently I was approached to look at a website that had NO traffic!

This particular business had never had a website and was approached by a design firm with claims of being experts in their particular field. They saw the need for a website to help them market their product and really felt comfortable that this firm were experts in their market. They invested thousands of dollars to have their first website built. The website is visually pleasing and easy to navigate. So why was nobody visiting this website?

By the way, this is a WordPress site. The design firm had forgotten to implement some very basic built in tools to make this website visible. If search engines don't know you exist that is a problem!

The first thing you need to do is install Google Analytics. You can simply paste the code from Google directly into a code injector in WordPress.

WordPress has an excellent tool called Yoast. It makes it very easy to verify your website with major search engines.

The help article from Yoast shows you how to add your website to Google Search Console. Unfortunately, this particular website had not been added to Google Search Console orBing Webmaster Tools.

Nobody is visiting your website because the two major search engines did not know you existed!

A key feature of Yoast is helping you to know if your specific web page is optimized around a focus keyword.This had not been done. You may want to read: 9 things to have SEO that works.

Yoast also provides metrics around your keyword and meta description for each page. It is called the snippet.

No effort had been made to optimize the snippet around a focus keyword.

 You want GREEN lights!

 Need Help? Schedule a Time To Talk.

Lessons Learned:

A visually pleasing website does not mean anybody will visit your website.

Install Google Analytics.

Verify your website with the major search engines.

Use tools such as Yoast in WordPress to optimize your web pages for SEO.

Make sure your Snippet(Meta Description) contains your focus keyword and has compelling copy so people will want to visit your website.

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Why 51% of businesses do not have a business Facebook page.

A recent poll conducted by Manta revealed that 51% of business owners did not have a business Facebook page . It also showed that 50% of those surveyed did not feel there was a positive ROI for time spent on Facebook.

Facebook has almost 2 billion monthly active users.

Twitter has 313 million active monthly users.

 LinkedIn has around 500 million users.

Do you really believe there is not at least 1% on social media that might be interested in your product or service? Even at 1% those are BIG numbers!

A common thread I find when talking to business owners is that they just don't feel social media will work for their business because they are unique. If the conversation goes deep enough it usually settles on a common misunderstanding of how to market your business on social media.

Common mistakes businesses make with social media marketing:

The ideal client has not been identified.

The ideal audience for each social stream has not been identified.

No effort to offer useful information in the buyer's journey.

Using RSS feeds instead or original content.

When using traditional selling methods, most businesses clearly understand that everyone is NOT their ideal client. If you are selling commercial maintenance services you would not target homeowners with your marketing. Yet, it is common for businesses to take a shotgun approach to social media.

Facebook allows a business to focus on those demographics that are relevant to your product and service. This includes Gender, Age, Geography, Language and Interests. Did you know you can set your page audience in Facebook? Click here to learn how.

Blah,Blah,Blah....Buy my product. My product is on sale. Work for us. The list goes on. No real effort is made to provide any relevant content to guide visitors through the buyer's journey. A false assumption is made that everyone is ready to buy immediately. Once again the shotgun approach with no real appreciation of the buyer journey or experience. Social media can be an effective lead generation platform and not just a click and buy platform.

You do not have to hire a full time staff person to manage social media. Studies suggest that when you are building a following Quality/Relevance beats Quantity. Avoid using auto feeds that simply repost content. Research has shown that Quality beats Quantity. If you do not have the time or do not want to spend the time developing quality content then you can outsource your social media marketing.

Should a business outsource their Social Media Management?

I have seen ads that offer these services for $3/day. I can assure you no professional copywriter will develop unique content for your social media for that amount of money. ( It is very likely they will just auto post from RSS feeds). Multiply that number by a factor of ten and you can hire a professional marketing firm that will develop unique and engaging content for your audience. This approach is significantly less than hiring a part time employee and you can expense the cost on your taxes. If you are unhappy with the results you can fire the agency and not worry about paying unemployment!

Are you ready to not be part of the 51%?

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DOES YOUR MARKETING STRATEGY FOLLOW DEMING OR LEMMINGS?

Dr. W. Edwards Deming is well known for his 14 points for Management presented in his book Out of the Crisis.  His principles have been applied in businesses of all sizes and market sectors with great success.

Here are his 14 points:

Create a constant purpose toward improvement.

Adopt the new philosophy.

Stop depending on inspections.

Use a single supplier for any one item.

Improve constantly and forever.

Use training on the job.

Implement leadership.

Eliminate fear.

Break down barriers between departments.

Get rid of unclear slogans.

Eliminate management by objectives.

Remove barriers to pride of workmanship.

Implement education and self-improvement.

Make "transformation" everyone's job.

Create a constant purpose towards improvement

            How does this integrate into your marketing strategy?

 Plan long term.

Resist short term solutions.

Don't do the same things- do better things.

Predict  & Prepare for the future.

Do one thing better today.

  Avoid band aids and quick fixes.

The internet is ripe with offers of use this template and double your open rate and use this content offer and triple subscriptions. Nothing wrong with experimentation IF it fits with your long term marketing strategy.

Need some help defining that long term marketing strategy?

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How to calculate Marketing ROI

"What have you done for me lately?" "How do we know they would not have become a customer anyway?"

If you are involved in marketing you probably have heard those two questions. The reality is, the majority of executives don't think their marketing is focused enough on results.

What do exectives want to see? More revenue.

A study conducted in 2011 revealed 73% of executives did not believe their  marketing people have business credibility.

That being said it is critical that marketers know the metrics that matter to management. Here are some key metrics that marketers need to understand to have credibility with management:

Customer Acquisition Cost

Marketing % of Customer Acquisition

Customer Lifetime Value

Time to Payback

Marketing Originated Customer %

Marketing Influenced Customer %

We've created a FREE cheat sheet to help you provide the metrics will prove your credibility:

You have the strategy. You have implemented a plan.

Likes, Clicks, Retweets, Followers and Fans do not validate your plan unless you can tie them to revenue generation.

You need to know how to calculate marketing ROI- Return On Investment.

Does this sound familiar?

Your business invests money in online marketing but you aren't sure if that marketing is generating revenue. Everyone tells you that clicks mean success, but what your business really needs is more customers. At the end of the day, you just want your online marketing to do what it is supposed to do and grow your business!

Phil Wiseman is the Founder of Analytics That Profit.

He is a certified Google analytics expert...

He works with companies that devote time, energy and money into email and social media but who have no idea if it's working. He helps them by conducting a deep analysis of their website analytics to see what's really going on - are they getting clicks or customers? As a result, they are able to measure the results of their marketing and make more intelligent business decisions that will result in higher revenues.

  He earned a B.S. Degree in Chemical Physics from Centre College in Danville, Ky. He is certified in Google AdWords, Inbound Marketing ,Social Media and HubSpot certified. Analytics That Profit is certified in Google Analytics. He is also an ASQ Certified Manager of Quality/ Organizational Excellence and ASQ Certified Quality Auditor. This background in quality allows him to use proven methods and tools for continuous improvement to enhance user experience with your business.

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7 Passwords Every Business owner Needs to Know

As a business owner you need to act quickly when you find an opportunity that will give you a strategic advantage over your competitors.

Here are 7 passwords every business owner needs to know:

Website

Website Hosting

Google My Business

Google Analytics

Google AdWords

Social Media

Business Listing Services

 Why are these the 7 passwords every business owner needs to know?

Brand Reputation & Management- You need to know who is saying what about your brand even if you have outsourced marketing services. Maintain Control of your brand!

Business Intelligence-- As a business owner you need to know what is really going on in Google world with your website, Google My Business and Google AdWords.

Strategic Realignment- You find a better management or marketing tool or platform. You need these passwords to make the change seamlessly.

If you are like most business owners the list above made you start to think about how and where you store critical user names and passwords.  Problem is, many of us save them and never think about it again.  Keep them in a safe place and now how to access them! Okay, here is a checklist you can use. We have left a few blank spaces so you can personalize it.

Phil Wiseman is the Founder of Analytics That Profit.

He is a certified Google analytics expert...

He works with companies that devote time, energy and money into email and social media but who have no idea if it's working. He helps them by conducting a deep analysis of their website analytics to see what's really going on - are they getting clicks or customers? As a result, they are able to measure the results of their marketing and make more intelligent business decisions that will result in higher revenues.

 He earned a B.S. Degree in Chemical Physics from Centre College in Danville, Ky. He is certified in Google AdWords, Inbound Marketing ,Social Media and HubSpot certified. Analytics That Profit is certified in Google Analytics. He is also an ASQ Certified Manager of Quality/ Organizational Excellence and ASQ Certified Quality Auditor. This background in quality allows him to use proven methods and tools for continuous improvement to enhance user experience with your business.

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Are you using Data To Make Marketing Decisions?

According to a recent survey, 62% of executives still use "experience" and "advice" more than data to make decisions.

"Executives feel they understand and can manage risks related to their next big decision. But there are two notable exceptions: developing new products and services and entering new industries. These decisions feel riskier.

Two-thirds (61%) acknowledge their companies could rely on data analysis more and intuition less. They don’t consider their own organisations to be highly data-driven. This puts them at risk of being surpassed by their more data-driven competitors, given recent advances in technology and data and analytics techniques. 

Highly data-driven companies are significantly changing how they make decisions, improve operations, or use analytics to deliver products and services."

Do you really want to stay with the crowd or use data to make marketing decisions?

So, what data do you need to make data driven marketing decisions?

Before you begin gathering a bunch of data you need to determine who is your ideal customer and the best way to reach them. One BIG problem we see with many clients is the lack of a clear and distinct picture of their ideal customer. Everyone is NOT your ideal customer.  The process of identifying your ideal customer should be methodical. This starts with Buyer Segmentation and Buyer Persona.

Download our free ebook to learn how.

 Once you have segmented your database, start with basic data collection to finds trends and patterns in buyer persona behaviour.

This would include:

Google Analytics- measures website activity.

Email Open and Click through rates - identifies what message resonates with your customers and prospects.

Google AdWords linked to Google Analytics- allows you to measure what content is resonating.

Facebook advertising - Make sure you have the facebook pixel installed on your website. See AdWords above.

Collect data for at least 30 days. Look for trends and patterns.

Trends and patterns would include:

Time of Day

Day of Week

Page Visits

Time on Page

Content Downloads

Email Open & Click Through rate

Once you know what is working, amplify your successes. This is a good time to consider A/B testing. We really like HubSpot for this as it allows you to easily measure A/B testing and ties it back to your buyer personas.

Need some help getting started?

Schedule a Time to Talk.