In last month’s article about modern marketing makeovers, I showed you how to conduct a self-audit of your online marketing and how to create an online strategy for your business.
This month I want to show you a range of top tools to help you automate and streamline this process and also measure and track your results so you can focus your time and efforts on the activities that work and increase your influence online. It’s about doing the 20% of activity that will generate 80% of results.
Use The Right Tools For The Job
Reviewing and constantly tweaking your online marketing might seem like a lot of work, and it is if you try to do it all. But it needn’t be cumbersome if you schedule a regular time to do it and take advantage of some of the many tools available.
I spend one morning a month planning my marketing, email communications and social media and queuing up as much as I can if I’m going to be away, or if the kids are on holiday.
Use tools such as HootSuite, Aweber and the WordPress blog scheduler to queue up communications in advance. Schedule your main promotions for the month but leave some flexibility to respond and react to updates and news in your industry. A major benefit of this is that you’ll project a more consistent message – at regular intervals – which will strengthen your personal brand, your influence online, and build more trust with your subscribers.
It’s accepted marketing wisdom that we need to see something seven times before we take action. You can get to seven pretty quickly if you co-ordinate your website, blog, social media and email broadcasts.
Measure Your Influence
1. Klout – Of course engagement is crucial and you can measure your influence on social media with sites such as Klout.com. Klout gives you a score based on your traction on Facebook, LinkedIn, Twitter and other popular social media platforms. Test out different messages and format for your social media and see how they influence your Klout score. The higher the score, the more influence you have.
Track Your Results
Track your results so you can focus on the top 4 or 5 activities that are bringing in the results. If you’re running yourself ragged (like my client was) sending email blasts, tweeting, pinning, providing status updates on Facebook, running a Facebook group and promoting workshops it’s no wonder she was exhausted.
Outsourcing much of this work – or hiring a VA to help you – is definitely worth looking into but before you do, take a close look at the effectiveness of your various marketing initiatives.
Useful Tracking Tools
2. Google Analytics shows you how your website is performing with regards to traffic, seo and keywords, bounce rate, visitor demographics and much more. And you can even set it up to show your conversion rates and which pages traffic is entering and exiting from. It’s a great way to find out what’s working and what’s not.
3. Hootsuite tracks your social media activity and offers a range of customised reports. As above in the “Getting Organised” section Hootsuite is invaluable for scheduling tweets and posts for certain times of the day or when you’re away. It also has a bulk scheduling tool which allows you to upload a month’s worth of tweets and updates in advance.
Hootsuite also has a Google Chrome desktop application, and a mobile application so you can monitor and respond from your phone too.
4. Use Edgerankchecker.com to see which of your Facebook posts are the most popular, and the best time to post. Facebook uses a formula known as “EdgeRank” for determining which of your posts are most popular or “viral” and it’s these that are most likely to appear in your friend’s newsfeeds.
What many people don’t realise is that, as few as 10-15% of your status updates appear on your friend’s newsfeeds because the Edgerank score is so low. So, use Edgerankchecker to find out when most of your friends are on Facebook, and which of your posts get the most traction. Then post more like that!
5. Use Facebook Insights to measure your success and see how one post or event is performing. Once you have at least 30 LIKES on your Facebook fan (business) page you can get some great analytics. Find out which of your posts has the most virality, and which were shared, liked and engaged with.
The Facebook support page has a great 2 minute video explaining all the metrics.
To increase your engagement, post relevant content, and use a range of media, especially images and video (which also increase your Edgerank score).
6. Aweber (or any of the self-respecting autoresponder services) gives very detailed breakdown of click through rates, open rates and the virality of your emails. Find out which emails your list responded to. Which headlines got your emails opened? Which ones had the highest click through rate?
A note of caution here. Email open rates have declined massively in recent years, partly due to inbox overwhelm but also due to poor deliverability. And when someone views your email in Outlook or on a mobile device that doesn’t count as an open, so the open rate is not a true reflection of how many people have seen your email. The way I get round this is to compare the open and click through rate (CTR) of my emails and headlines, rather than use the absolute numbers.
How to make the most of this without getting overwhelmed?
Schedule time every month to monitor your online campaigns and see what’s working and what’s not. Even half an hour is enough to monitor the trends and find out which posts and updates have done well.
My top online marketing success tip? Find out what’s working and do more of it!
How do you measure your online success? Leave a comment below and share your favourite tools and tips!