Earlier this week, I explained the concept of micro goals in regards to social media and why it's so important to track such a large collection of seemingly insignificant numbers. I walked you through both the universal micro goals and how to establish campaign specific micro goals. Today, it's time to look at how those numbers can be of value to us over the span of a social media campaign.Looking for What Works and What Doesn'tThe single biggest benefit of tracking things on the micro goal level is the ability to quickly identify the areas of your campaign that are performing well and the ones that aren't. Micro goals are all part of the wonderful world of metrics and each of them acts as a clue in the mystery of campaign results. Making sure each of your metrics lines up carefully with your campaign efforts and goals will go a long way toward equipping you with the information you need to refine your campaigns.Finding Problems within a CampaignLet's say you've just … [Read more...] about Using Micro Goals to Fine Tune Your Social Media Campaigns
Cell phones how have they changed us socially
One of the most fascinating things to watch, when you're running an online business--or likely any business, for that matter--is the increase in traffic coming through your virtual (or physical) doors. Watching that traffic count tick up due to a successful optimization, PPC or social media campaign can be thrilling. Yesterday I talked about how to turn your top search engine rankings into traffic. In reality, rankings are just one way to generate traffic. There are literally countless ways in which you can drive traffic to your website, via both on- and off-line marketing efforts. Unless you sell advertising by the impression, traffic isn't the end-all, be-all of website performance. For many sites there has to be a conversion. What that conversion is varies from site to site. For one it can be finalizing the sale of a product, for another it can be a lead, and for others it can be a download or signing up for a newsletter subscription. Whatever a conversion means to you, you know … [Read more...] about Traffic Is Cool and All, But How Do You Turn That Into Conversions?
As I spoke to a fellow SXSW attendee in the shuttle earlier in the day, I mentioned I was planning to attend behavior expert Daniel Pink’s session about fear, shame, empathy, and more ways to change behavior. The gentleman’s response was, “Is that a presentation, or a therapy session?” Although I didn’t quite know the answer at the time, Pink’s topic ended up being thoroughly enticing and the audience walked away with a number of valuable takeaways applicable to both business and life. I’d heard of Daniel’s books, Drive and To Sell is Human, but didn’t know much about him beyond that. He has a lot of tangible experience “in the field” and was able to provide actual, first-hand examples to all of his assertions. In addition to holding a degree in linguistics, Daniel is the co-producer of NatGeoTV’s show Crowd Control, which is an “undercover science invention show.” In it, Pink and his team strive to … [Read more...] about 7 Principles for Changing Behavior from @DanielPink: #SXSWi 2015
A unique combination of factors is having a profound effect on the “link graph” being created today, with many implications for those of us in the content publicity/link building field. First and foremost among these factors is the “device effect.” The device effect means that a huge number of us are now consuming our content on a mobile device that fits in our hands, such as a smartphone or tablet. A decade ago, if you wanted to go online, you generally had to do it on your laptop or desktop computer. Not today. The transition to a more mobile Internet has had a profound effect not only on the was people consume content, but also on the way people share and distribute it. Not long ago, if you wanted to post or share a link with others, you had to know a bit of HTML, and you had to type the full URL out. The big shortcut back then was copy/paste. The link graph of the mid- to late 90s had very little link spam compared to today, simply because it was too much … [Read more...] about Where Have All The Linkers Gone?
Imagine walking into your house and having your phone remind you to turn on its WiFi. Of course, you don’t have to imagine, because that technology is already here for both Android and IOS. That functionality relies on the Global Positioning System (GPS) standard; so, while your phone can pinpoint where you are within 11 feet if permitted, our smartphones don’t know what floor we’re on, or how close we are to the window or refrigerator. What if your phone had a way to do this, so that it could, say, remind you to send your grocery list only when you actually walked into the kitchen, or only tell you to pay your bills online when you sit down at the computer in the family study on the first Tuesday of the month? That technology, too, is already in existence. Apple debuted iBeacon technology at a developer’s conference in 2013 with a major caveat: it only worked with the company’s devices. While iPhone and iPad users with the feature enabled can currently … [Read more...] about How Google Beacons Could Transform Local Business