The Spectrum Group Online https://online-sales-marketing.com Where Visibility and Transparency Connect Thu, 25 May 2017 16:00:13 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.5 48765153 How To Build the Perfect ‘What We Do’ Page https://online-sales-marketing.com/what-we-do-page/ https://online-sales-marketing.com/what-we-do-page/#respond Thu, 25 May 2017 16:00:13 +0000 https://online-sales-marketing.com/?p=16413 What We Do Page Needs To Include Everything

Explaining Your Services

Writing the perfect What We Do page on your website is difficult. If your company is anything like ours, working out exactly what you do and defining it well enough to fit it onto a single page of your website is tough.

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So if you want to hone your What We Do page, then follow these simple steps:

Build A Straw-Man – the first step is to work out who is going to be reading your page. Obviously, you know everything there is to know about your company, so you need to think from the perspective of your buyer. Will they know what the SERP is? Or is it going to be clearer to write Search Engine Results Page? Once you’re sure who your target reader(s) are, then you can start writing.

How To You Do What You Do – The next step is to talk through your methodology. How exactly do you do what you do and why? You don’t need to go into too much detail here, but explaining why you adhere to White Hat SEO methods and what they actually are will help explain to your buyer a lot more than just saying ‘we practice White Hat SEO’. Contextualizing what and why you do things will tell them about why as well as what. Explaining the process will also let customers know what to expect, and give them an idea of any potential project roadmaps you might build together.

Don’t Ignore The Cost – It’s pretty safe to assume that you want to be paid for the work you’re doing. So don’t ignore it like it’s the elephant in the room. In all likelihood, you have some idea what you’re going to charge a client when they speak to you. You might not immediately know an exact figure, but you can probably estimate. So when you’re explaining what you do, you should give an idea of what it would cost for these services. You don’t have to put an exact price, but if you’re offering a high end ‘premium’ service then pepper your page with phrases saying that. If someone is put off, then they’re not the right customer.

Testify! – Mention companies you’ve worked for before. Mention industries you’ve had success in. Your past successes are the best indicator of future performance so give your leads as much information as you can on your past glory. You can do this in several ways; putting quotes on the page from happy clients, displaying logos of companies you’ve worked with, or having links to a full testimonial section.

Doing What We Do

If you build your What We Do page with these four ideas in mind then you’re going to be building a page that clearly explains who you are, how you work, who you’ve worked and what you expect from the customer. What more can they ask for?

Do you have any tips on writing a great Services page?

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Wikipedia

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Historical Quality Score Columns Added To AdWords https://online-sales-marketing.com/historical-quality-score-columns/ https://online-sales-marketing.com/historical-quality-score-columns/#respond Wed, 24 May 2017 16:00:49 +0000 https://online-sales-marketing.com/?p=16407

AdWords Columns Revisited

As part of the ongoing AdWords evolution, we have started to see new column options popping up in some of the accounts we manage. As we’ve said in the past, taking care of your Quality Score is a vitally important part of running PPC campaigns on Google. So now, having the option to look at historic Quality Scores, can really help users see how their accounts are progressing.

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Why Care About Quality Score

As you should know by now your Quality Score is one of the most important factors that Google takes into account when deciding where your ads will show. Quality Score is part of the holy trinity: QS + AdRank + Bid = where your ad is going to be displayed. So, if you want your ads showing near the top of the first page, you need to be paying attention to your QS.Quality Score new columns

QS itself is made up of three factors: Ad Relevance, Expected CTR and Landing Page Experience. Of those three factors you can directly influence two: Ad Relevance and Landing Page experience. By optimizing your landing page, and the text in your ad you can improve your Quality Score, which in turn, will reduce the amount of money you need to bid to get your ads to the front page. In short; higher Quality Score = saved $$$ and better performance. What’s not to like.

What’s in the New Columns

The new columns we now have broken up the quality score. So instead of having to hover over your QS you can directly see how your Ad Relevance, Expected CTR and Landing Page Experience are performing. But the real value comes in the historical Ad Relevance, Expected CTR and Landing Page Experience columns, which allow you to see how your Quality Score is changing over time.

This will allow you to really see if the changes you made to that landing page are working, or if that little tweak you made to an ad is paying off instead of having to guess or manually record the information yourself. Third party tools like Optmyzr have offered this for a while, but by bringing it in-house Google has made our lives a little bit easier.

So, now with access to historical data, it is easier to track improvement over time so you can push your AdWords account forward. What columns do you think Google need to add next?

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Wikipedia

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Google Analytics – SEO Case Study https://online-sales-marketing.com/google-analytics-seo-case-study/ https://online-sales-marketing.com/google-analytics-seo-case-study/#respond Tue, 23 May 2017 16:00:10 +0000 https://online-sales-marketing.com/?p=16396 Using Google Analytics

This Google Analytics case study sums up a recent project we undertook with a California-based engineering company. This company manufacturers electrical components used in high-tech projects in the defence and communications sectors worldwide. From an SEO standpoint, their product categories ranked well but each has competition in both organic and paid search. Also, due to the nature of the end-product, this client manufactures many variations of each product resulting in multiple pages with similar content and specifications.

Average Session duration up by 20%

After analyzing at their Google Analytics, we noticed many customers used the website’s internal site search. Specifically, they were searching for individual product serial numbers. However, the site did not have individual pages dedicated to each product and their corresponding part numbers. Instead, visitors have presented a general page that contained a category table. Additionally, we weren’t finding that visitors took the next step — submitting a request for a quote for the part number they sought. Based on this data, we recommended:
1) creation of individual product pages embedded with a corresponding RFQ link and
2) add links to corresponding product tables which included product serial numbers.

Total Number of pages Index

What We Did

New Pages Created – Over the last 6 months, we’ve created over 200 new product pages.

Each of the product pages contains specifications and highly detailed information which is tailored to what their engineering-focused audience needs and wants. The new pages are indexed and ranked very quickly. Content on these pages will be updated and new sections added when relevant.

More Goal Completions – Prior to this project, the client received ~ 60 goal completions (request for quote submissions) per week. Now they are receiving 90, representing a 50% increase.

Organic SERP Visibility – We also analyzed Search Console information; this provides SEO insight as to how a website and its pages are faring in organic search.

In a 90-day period, the average number of clicks increased by 25%, from 30 to 40 clicks per day. The average number of impressions increased from 1,000 to 1,200 impressions per day.
In essence, this client is receiving more visibility and 25% more website traffic when compared to the previous period.

The Biggest Takeaway

Probably the most important takeaway from this project relates to site search. This Google Analytics report is an excellent source of information; it provides direct insight into what your visitors want to see and can’t immediately find. As an aside, if your site does not already have an on-site search, consider adding one to the site and connecting it to your Google Analytics reports.

Average Number of pages per Session up by 21%

While this project was time-consuming to implement for a company with over 500 individual
products, the 50% increase in goal completion far outweighed the time and effort.

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6 Innovative Link Building Tactics https://online-sales-marketing.com/6-innovative-link-building-tactics/ https://online-sales-marketing.com/6-innovative-link-building-tactics/#respond Thu, 18 May 2017 16:06:31 +0000 https://online-sales-marketing.com/?p=16387 link building

Good Karma for Good Links

Link Building is a fundamental part of how we carry out SEO. White hat SEO relies on, amongst other things, having good quality links on relevant websites. But after a few months of dedicated work, you might think that you’ve exhausted all your options for link building tactics.

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So, if you’re looking for some slightly out-of-the-box white hat ideas then check out the six ideas below:

Search for the Missing Link(s) – Regularly search for mentions of your brand online. If you find mentions, and they don’t already include a link to your site, ask the website that mentions you if they can. They probably won’t always respond but if they do, you’ve gained a link without having to do as much work.

Make a Great Video – Okay, so it doesn’t have to be a video. But do something interesting. Blog posts are a great way of sharing information but doing something a little different like a video, or an infographic is much more likely to get shares or to get reposted on another site. Publishing link worthy assets plays an important role in link building.

Write Guest Content for Other Sites – This tactic seems to vary in its popularity hugely. However, if you’re writing for the right websites, then there is absolutely nothing wrong with creating or hosting guest content. The most important thing when creating guest content is choosing the right target. You don’t want to pick sites with low traffic, a poor reputation, or sites whose users have no interest in your products. Be choosy, and create valuable content that other companies will be proud to share on their site.

Interview an Influencer – Or get interviewed yourself. Similar to the idea above. Another way to get exposure and shares on your content is to speak to people who already share your readers interests. Interviewing someone who will be speaking at an upcoming trade event, or who has done something notable in your industry, can be a good way of creating mutually beneficial links, as well as interesting content.

Write Testimonials – If you purchase something for your company, then review it. If you’re buying an application like Teamwork, or another business-related software, then why not fill out their review form. There’s no guarantee that your testimonial will be shared, but by playing it forward you’re creating goodwill and building a good relationship with a company who provides you with a service.

Dive back into Competitor Links –  Chances are your competitors are just as eager as you to build new links to their website. The only way to get ahead of the competition is to catch up to them. Staying on top of missing links from your competitors link profile is time well spent. Take advantage of one of the many tools available to search for competitor links and be sure to analyze the data on an ongoing basis. My personal favorite is Link Research Tools Missing Link Tool It quickly shows you the commonality of links among multiple competitors while sharing the most important factors related to link building decisions-  power and trust.

Link Building Tactics

Do you have any innovative ways to build links for your website? We’d love to hear them if you do.

How can we help?

Do you need new link building tactics? How is your companies link profile?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

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3 Social Media Management Tips https://online-sales-marketing.com/3-social-media-management-tips/ https://online-sales-marketing.com/3-social-media-management-tips/#respond Wed, 17 May 2017 16:00:40 +0000 http://online-sales-marketing.com/?p=10235 New Kids on Block

Simplify Your Campaigns

With social networks like Facebook, Twitter and Google+ being the backbone of much of today’s online marketing, we thought a few social media management tips would be helpful. These tips are meant to simplify daily tasks and streamline process for a more productive campaign. Here are three tips that we know will make your life easier.

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1. Helpful Tools

One of the first things to do is condense all of your accounts onto a single platform where they can be easily managed. This allows you to see what’s going on at all times, and you can take much of the stress out of running your social media campaign. HootSuite is perhaps the most widely used tool and can accomplish multiple tasks to save you time. For example, you can auto-schedule posts so you can reach the maximum amount of followers. You can monitor incoming messages and conversations from one location and take advantage of analytics to improve your ROI. This list from Entrepreneur highlights some other tools worth checking out.

2. Content Roadmap

Flying FreeOrganization is another critical part of successful social media marketing. That’s why it’s advantageous to create a content roadmap or editorial calendar to organize your ideas, accounts, posts, etc. Typically, we use an Excel or Google Drive spreadsheet, but you can try using project management tools like Asana if you want a more interactive solution. You can customize it to meet your specific needs; this is perfect when there are multiple team members working on a project. Using a content roadmap should keep your campaign on track and you’re more likely to get tasks done on time for maximum productivity. If you have team members working remotely from different locations, cloud-based Google Drive or Asana are ideal because all changes will be updated in real time. That way everyone can stay on the same page and needless mistakes can be avoided.

3. Social Media Management Tips for Handling Notifications

When engaging your audience through various networks, being prompt in your responses is crucial. Most people expect a response within 24 hours or even less; waiting any longer can hurt your relationships. That’s why it’s important to set your notifications accordingly. With most platforms, you can set it so you are notified via email every time you get a comment or message. Some even allow you to get notifications via text for highly important messages. Be sure to visit the “settings” section of each social media account and customize it so it fits your needs. You may even want to create a separate email or email group (that notifies your Social Media team) that’s solely for this purpose. By using these social media management tips, you can waste less time and improve collaboration. The end result should be more followers, more social shares and increased customer acquisition.

4. Finding the Influencers You Should Work With

Social media can also be helpful in helping you build, or find, your ‘Tribe‘. The idea of a tribe is that on the internet your ideal buyers already exist and have an ecosystem where they live. This may be a Facebook group, some YouTube channels, a forum or a certain group of Instagram accounts that they follow. Finding where your tribe lives and interacting with them is a great way to leverage social media to grow your business. One way to help you do that is by using tools like Grin. Grin, and tools like it, help you analyze what topics are being talked about on social media, and where. Which in turn makes it easier to track down influencers who you can reach out to for help, or to collaborate with.

What social media management tip would you add?

How can we help?

Need more social media management tips? Need help setting up HootSuite for SoMe management?

We are the spectrum group online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

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SEO Issues Caused by Bad Neighbors https://online-sales-marketing.com/seo-issues-caused-by-bad-neighbors/ https://online-sales-marketing.com/seo-issues-caused-by-bad-neighbors/#respond Sat, 13 May 2017 16:00:18 +0000 http://online-sales-marketing.com/?p=2279

White Hat SEO starts with paying attention to every detail, especially in a competitive landscape. That includes knowing your website hosting server neighbors. When looking to invest in real estate, you’re likely to seek a neighborhood where folks are nice, schools are of high caliber, and the streets are maintained and clean. Well, your server real estate should meet the same high standards.

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Spammy Neighbors Means Bad News for SEO

Well, looking for a website hosting server should have the same kind of rigorous research as buying real estate. What you don’t know about your server neighbors can hurt you. Here’s an example. We signed a client, and their website was hosted on a discount hosting platform. By doing a simple check, we discovered that this squeaky clean client was surrounded by 90+ porn sites! As we ramp up their SEO and Search Engine Marketing efforts, their rankings could suffer because Google recognizes the server’s IP address. If the majority of websites are of ill-repute (porn sites are automatically marked as spammers), unfortunately, this law-abiding client gets lumped in with a bad crowd.

Website Hosting Research

So how can you find out if your server neighbors are sketchy? Ask your Webmaster do check for you. There are many free tools on the web. While you’re at it, check your site’s speed as it can also affect your SEO results. If you’re ready to throw in the towel with your current host and move to a better neighborhood with higher-class amenities, then we recommend a full-on search for a new server home.  Not to worry, we’ve created a web hosting how-to list for you. Use it as a research guide. Or, give us a call. We offer website hosting services. Be warned, we’re picky about who we allow on our servers. And, we insist on maintenance. Why? Not maintaining a WordPress website opens the door to hacks. We’re not willing to risk our client websites or our reputation.

How can we help?

Want to make sure you’re using industry best practices for your SEO? Want to boost your PPC results without breaking your budget?

We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your online sales and marketing strategies.

Contact Us Today »

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More Than Meets the Eye: Create An Infographic https://online-sales-marketing.com/infographic/ https://online-sales-marketing.com/infographic/#respond Thu, 11 May 2017 16:00:36 +0000 http://online-sales-marketing.com?p=12559&preview_id=12559

Breaking Up the Text

We’ve all heard not to judge a book by its cover and, while that’s great for people and pets, it doesn’t necessarily apply to choosing a wedding dress or even a dozen eggs. I’m pretty sure that the outside of a greenish-black egg will give you impressions of what is inside. The same goes for driving views to your website. A flat, text-heavy page is about as inviting as a toaster instruction manual. Despite how much you know, people will resist reading it without a visual break, so why not try to make your content more visually pleasing with an infographic.

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Many websites find success through subscriptions to generic photo sites like iStockPhoto, ShutterStock, or Getty Images. While those services cost money and are populated by professional photographers, you can also find free pictures through Creative Commons where thousands of people are willing to let you use their images with simple attribution (be sure you read the individual user permissions for a photo).

Putting the Info in Infographic

However, if you really want to add some splash and pizzazz to your site, consider using an infographic. As long as the information you want to share has an audience, you can attract more views by putting it into a catchy or colorful graphic.infographic

Again, this method ranges in price. You can find eager graphic design students who would love to turn your bullet points into a clever visual for $200. You get something nice and they get a piece to add to their portfolio. Power companies like Visually also provide flat rates for graphics starting at just under $2,000.

Regardless of the cost, using the Visually site can help you to get some ideas of what is interesting in your particular field. Say you write a family blog and you are going to post something about healthy snacks. This Grub on the Go graphic shows you how simple it is to make information visually attractive.

Remember the idea of an infographic is to convey information. The best infographics make it easier to explain information in a visual way. Typically they seem to work well with data-heavy topics that may be a little ‘dry’ if presented in text alone.

So, if you’re looking to spice up your content, why not try an infographic. Making things visual will help keep your readers interested and keep your creative juices flowing.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Pixabay
Photo credit – Bottom: Pixabay

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Is Direct Mail A Waste of Money? https://online-sales-marketing.com/direct-mail/ https://online-sales-marketing.com/direct-mail/#respond Wed, 10 May 2017 16:02:09 +0000 https://online-sales-marketing.com/?p=16353

Out With the Old, In With the New?

“Do What Your Competition Aren’t Doing” – this isn’t always the best advice, but in the case of direct marketing, or direct mail, it could be. Online Marketing is our thing, but that doesn’t mean we ignore everything else. A recent study carried out by the Experian Data Quality group on behalf of the US Postal Service showed that Direct Mail, far from dying off, seems to be holding strong in the world of the smartphone.

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While mobile might be the future, that doesn’t mean that all of the old marketing channels have stopped working. So, see why you should think about direct mail:

  • Not everyone is online. Only 75% of the population in the US is online, with only 50% of the world’s population having access to the internet.
  • Of that 75% of online Americans, only 79% have social media profiles. Which means that if you’re doing social media ads, you’re only reaching 59% of the US population, at best. If you’re only using online marketing methods, you’re potentially missing out on a huge piece of the market.
  • 70% of Americans feel that real mail is more “personal” than email. Having something in our home is a very different experience to receiving an email. Also, take into account that many emails are opened (or deleted) while on the move so don’t get the readers full attention all the time.
  • The USPS found that customers who receive ad mail spend 28% more than those who don’t.
  • USPS predict that direct mail AdSpend is increasing slowly and by 2020 will increase from 11% to 12% of all ad revenue. With print ad spend totalling around $1.4 Billion in 2014.direct mail
  • The USPS also found that even when the mail looks like junk 70% to 80% of people still open it.
  • Comparing this to spam email where the majority are filtered out before they even reach an inbox this is very important. While it might not feel like you’re wasting anything spamming people, you are damaging your company’s reputation and possibly opening yourself up to Can-Spam laws. Direct mail reduces that risk.
  • Customers who receive direct mail are 28% more likely to spend more than others who don’t according to the USPS’s study.
  • In 2015 over 10,000,000 catalogues were mailed out. That’s 1 for every 30 people in the US.
  • Costco’s catalogue has a mailing list of over 8,000,000 people.
  • Overall ad revenue spent on direct mail has an ROI of 16% which is around the same as that of social media

Direct Mail – Just Another Channel

Now don’t misunderstand us. We’re not suggesting you cash in all of your online chips and go back to direct mail and billboards. But marketing, like many things in life, works best with variation. Many of the advances in online marketing have led us to forget more traditional channels in favour of online platforms. But we suggest you keep an open mind and test all channels available.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Bottom: Nigel Lamb

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Creating Content For SEO in 2017 https://online-sales-marketing.com/content-for-seo/ https://online-sales-marketing.com/content-for-seo/#respond Tue, 09 May 2017 16:00:16 +0000 https://online-sales-marketing.com/?p=16338

Getting Your Content Read

Creating great content is important. But for anyone to read it, it needs to rank. If you want to expand your customer base, you need to get your writing in front of new people. So how do you maximize the SEO juice of your content in 2017 and get it on the front page, without having to spend days working on everything you write? Learn how to write content for SEO.

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If you understand on-page SEO you can make content that ranks by following these four fairly simple steps:

Originality

You need to create content that has enough originality to be worth a click. Your content needs to have its own value. That doesn’t mean you need to think of totally unique topics to write about every week, but you do need to be offering your own point of view on what’s going on. Tailoring the trending topics to your audience and adding your perspective should be enough to create interesting content.

Originality is a big part of on-page SEO. Search engines crawl the web for similar, or exact copies of content and punish perpetrators harshly. If you’re worried that you have duplicate content on your website you need to remove it or set up canonical links if you feel it’s justified.

Maximize Your Title

The headline is… well it’s your headline. It’s the first thing anyone will see and in SEO first impressions count. Having a good headline is almost as important as having good content itself. If the title isn’t click-worthy nobody is going to know how great you are.content for SEO - meta

Ideally, you should be using your keyword in the title. But don’t crowbar it in for the sake of it. Build the title around the keyword, not the other way around. We suggest creating a few titles and playing with them until you get the best one.

For the full headline to be displayed on the SERP it should be between 55 and 60 characters. Anything longer risks getting cut off. Keep it short and snappy, without being too clickbaity.

Build a Solid Foundation

When you’re building a post, it’s important to structure it in a way that the search engine can quickly read. Simply this means you should use headings, subheadings and paragraphs. A wall of text will be just as confusing to the search engine as it would be to a reader. Building content for SEO is a lot like creating instructions for a child. You need to make it very clear what order to do things.

Headings and subheadings tell the search engine what the main focuses of the article are, making it easier for it to identify what you’re talking about and where you place emphasis. So if you’re doing things right, the search engine should be ranking you for the things you want to rank for.

Keywords

This isn’t a hard and fast rule because it isn’t always possible to have a keyword that links to everything you might want to write about. But ideally, you should have a collection of keywords that you are focusing your writing around, in an attempt to build up a cache of content that serves those words.

These keywords need to be carefully chosen and then worked into pieces that you are writing. Here, as in other areas of SEO, subtlety is key. The search engines still use keywords to help find out what the topic of an article is. Don’t drown a post with keywords, but aim to include your keyword 3 or 4 times at least, depending on the length of the post.

Content For SEO

If you’re following the four steps outlined above, your content should be getting picked up by the search engines and you should see pages shooting up rankings.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

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Google Analytics Demographics & Generational Insights https://online-sales-marketing.com/google-analytics-demographics-generational-insights/ https://online-sales-marketing.com/google-analytics-demographics-generational-insights/#respond Thu, 04 May 2017 16:00:10 +0000 http://online-sales-marketing.com/?p=11184 Generation-Gap-(1)

Powerful Data that Powers Content

Knowing your audience has always been the most important part of Marketing. Thankfully Google Analytics Demographics collects data that you can use in your content marketing strategy. In this post, we’ll provide an overview of how to speak to each demographic age range (generations), nuggets of info for your online marketing strategy, and how to tackle digging into your data.

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Generational Breakdowns

Google Analytics Demographics has six age ranges. It’s important to note that Google’s age ranges don’t correspond specifically to generational groups. I found this to be very frustrating, as age doesn’t necessarily provide insight as to how a visitor might interact with your website and brand. Does a 25-year-old look at life differently than a 34-year old? Well… yes, as one is a Millennial and the other a Gen Xer.

So I did some research on demographic studies and mapped them out to Google’s data. The following is how I’ve corresponded the two pieces of data, highlighted useful nuggets and suggested takeaways.

4-Generations-280x3731. 18-24 (Mostly Millennials)

These are children of boomer professionals who opted for parenthood later in life or for Gen Xers who started families early. 9/11 and strong parental involvement shape this group. This group tends to be civic-minded and ecologically aware. Millennials grew up with a “everybody wins” grading model. Many of their activities focus on digital communication (via Internet, smartphones, texting) and are moved into action with causes.

Marketing Takeaway: Integration of a mobile responsive website, social media messages and texting campaigns is a must for this group. Any online missteps will be treated harshly so be careful with the content you’re sharing online. But, if you give them a compelling social reason they can be your champion.

2. 25-34 (Millennials & Some Gen Xers)

This age group is a combo of older Millennials and younger Generation Xers. Gen X is often described as the latchkey generation, children who were born amid recessions and other challenges of Boomer parents. They are used to depending on themselves. In general, they distrust authority and don’t respond well to traditional or advertising that relies on hype. They do respond to good design and truthful copy.

Marketing Takeaway: This group is savvy on many levels. Authenticity counts. They technologically aware, but not necessarily addicted. While they’ll have and be able to use a smartphone they might not be on it 24/7.

3. 35-44 (Gen X)

Here’s an interesting twist of Gen Xers’ independence: 70% start their own business (according to an article published by the Houston Chronicle by Victoria Duff of Demand Media). This group has grown up and outgrown their “slacker” image and have become respectable members of the community. 25% of all adults are Gen X, the third largest generation (after Boomers and Millennials). According to an American Express Small Business forum, they have more spending power than any other generation (with 29% of estimated net worth dollars and 31% of total income dollars).

Marketing Takeaway: Authentic messages that honor independence and entrepreneurship. The idea of being self-made, or self-sufficient sells well to Gen X.

4. 45-54 (Gen X, Some Baby Boomers & Maybe Cuspers)

Many sources quote 1946-1964 as the official birth years for the Baby Boomer Generation.  78 million babies were born during this 18-year period. This is a huge span of time, so I suspect there many behavioral variations within this group. For example, many of those born in the 40s and 50s were teens or young adults during the civil rights movements and hippie era. The counter-culture evolved, became more mainstream and then Boomers became consumers, parents and leaders. Now they are starting to retire.

However, the youngest Boomers are shaped by different experiences and attitudes. Several years ago the term “Cuspers” were used to describe this group. Generation Jones (as in “Keeping Up With the Joneses”) is another term coined by author Jonathan Pontell to describe those born between 1954 and 1965. This group has political power and holds management positions. These are important to note, especially for B2B businesses who market to them.

Marketing Takeaway: This segment is a mixed bag. Dig more into your target group and plan accordingly as the 9 years from 45 to 54 can make quite a big difference in outlook.

5. 55-64 (All Post-War Baby Boomers)

Be aware of the Peter Pan complex — the never growing old phenomena. That’s why you see youthfulness played out in marketing messages. In this age range, many Baby Boomers are grandparents, empty nesters or have Boomerangs (children who moved out and then come back) as a result of recession, divorce, or other reasons. These Boomers are described as driven and discerning; they look at advertising only if it’s valuable to them.

Marketing Takeaway: Use imagery and value that resonates (not too young, not too old) as this generation is used to mass media attention and grew up in the advertising boom. They’re savvy, but perhaps not as trusting as younger generations in making online purchases.

Google Analytics Demographics6.  65+ (The Greatest Generation)

Tom Brokaw summed up this segment beautifully in his book “The Greatest Generation.”

The WWII generation shares so many common values: duty, honor, country, personal responsibility…

Two world wars and The Great Depression shaped this group’s viewpoints. Freebies, senior discounts and other “deals” appeal to their value orientation. Businesses who target this group shouldn’t dismiss this group as technologically unsavvy. Many are savvy online shoppers and look for value.

Marketing Takeaway: Be mindful of special, practical, needs of this aging segment (e.g., easy-to-open packaging, special packs for smaller households, readable font sizes, etc.).

Use Google Analytics Demographics

Once you’re logged into Google Analytics, you’ll find Demographics under the Audience tab on the left.  If you haven’t already enabled this feature, follow the instructions to turn on this function. If you can only see one or two generations on display, this may be because you’re not looking at enough data. So make sure to extend the date range long enough to get the full picture.

Overview, Age & Gender

Once you have Google Analytics demographics data available, you’ll find a gender and age information on your visitors. You can see which generational segments your site attracts as well as the ratio between male and female readers.

We suggest adding segments to Google Analytics so you can dig deeper into how each of these age segments behave on your site. I recommend looking at things like:

  • Which is the largest age segment that visits your site?
  • Do they return? If so, at what frequency?
  • What content are they most interested in?
  • How long to they hang out?
  • What are the typical entry pages and exit pages?

As you can see, once you’ve set up Google Analytics demographic segments, there’s a wealth of information available. Beware that mining demographics data can be overwhelming. Our best advice is to have one or two questions in mind. Then set a timer so your afternoon doesn’t evaporate. Once you have the answers, ask “so what?” What are you going to do with that information? Finally, break it out into actionable chunks. Make the appropriate changes and then re-measure.

Did you know that Google Analytics demographics could be so powerful? What surprised you the most about the generational/age segments?

How can we help?

Need help in digging into your Google Analytics Demographics for strategic insights? Or, are you tweaking your content to reach a new audience?

We are the spectrum group online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

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photo credit – top: xflickrx
photo credit – body: Eric Danley

 

 

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