Marketing Analysis

Last week I spoke to the American Marketing Association Kent State Chapter about Marketing Analysis.

Marketing Analysis presentation at Kent State for the AMA Kent Chapter

Marketing Analysis Helps Companies Measure Results

Some of the marketing communications topics discussed:

  • Website analytics – how Google Analytics tracks the flow of a user through a website. Learn 2 easy ways to install google analytics into a WordPress website.
  • Facebook analytics – what should be tracked and measured on a Facebook page. See behind the scenes insights from a Facebook ad campaign.
  • Email marketing – What are the Pros/Cons of different email platforms. What are average open rates and click thru on links? Examples of 3 different ways to improve the open rate of an email campaign.
  • Podcast download analytics – How to evaluate if you (or your company) would want to be a guest on a podcast or sponsor a podcast. How to increase the number of podcast subscribers and downloads of a podcast episode.
  • YouTube channel analytics – Why creating a channel is the way to go for nearly every marketing company. What can the insight panel tell you about viewership?
  • Google AdWords – How a marketing professional can use their keyword tool without spending any money to do SEO (Search Engine Optimization)
  • LinkedIn analytics – Why this platform is so powerful for business/careers and how to improve your profile to get the specific position you want.

25 Marketing Pros Share Their Three Best Marketing Tools

What do other marketing professionals use to improve their marketing results?

I used the prompt as inspiration for my last blog post where I shared podcasting, websites and email marketing. After reading the other 24 answers from other marketing professionals, I discover that I took the word “tool” much broader than they did.

The vast majority named a website that they found helpful, rather than a deliverable. I am surprised that I was one of the few who answered with more of a category.

Thanks to Leopardots’s Jacob Lordi and Marshal Mill for compiling the answers into 25 Bloggers Reveal Three Best Marketing Tools – Experts Advice.

Here are the tools that were mentioned:

  • AFterOffers.com for lead generation and opt-in emails
  • Agency Analytics – keyword analysis
  • Agorapulse – schedule social media (two mentions)
  • AHREF -content explorer sourcing info, seo tools & analysis (4 mentions)
  • Buffer – scheduling social content (3 mentions)
  • Buzzsumo – blog post prompts and brand tracking
  • Canva – graphics/images,  infographics, presentations, images (2 mentions)
  • EZ Texting – reminders, alerts & notifications in text format
  • Facebook – share content & attract new readers
  • Followerwonk – Twitter analytics & bio search
  • Formspree- contact forms
  • Giveaways – to loyal customers
  • Google Analytics – 3 mentions
  • Goggle My Business – getting reviews/testimonials
  • Google AdWords – drive traffic
  • Google Alerts – analysis
  • Google Docs Spreadsheet – notes on potential customers with emails, links, accounts and questions they asked
  • Google Trends – distribution of keyword searches over time (two mentions) 
  • Grammarly – writer’s tool for precision
  • Guest Blog Posts – two way
  • HitTail – SEO recommendation tool
  • Hootesuite – schedule social media and reputation mgmt (two mentions)
  • Hunter.io – finding email addresses for pitches
    Keysearch – keyword research
  • Keywords Everywhere – chrome extention for search
  • Linky’s – niche related link-up groups where bloggers share each others content to build community
  • Long Tail Pro – keywords
  • MailerLite
  • mailtester – tests emails
  • Majestic – (competitor to Ahrefs) better price & more complete data
  • My email list – ask for help promoting guest posts
  • Niche – Focusing on a smaller part of a larger market
  • OptinMonster.com – pop ups and newsletters
  • Pinterest – promoted pins, showcase visual content and attract new readers (two mentions)
  • Podcast interviews – establish as an expert
  • Rocketreach.co – grab contact info from Linkedin
  • Sampling – giving a free sample of your product/service
  • Scrapy – analysis of trending topics
  • Self published books – establish as an expert
  • SEM Rush –  keyword research, SEO tool to report multiple variables (FIVE mentions)
  • Sentione social media and reputation mgmt
  • Snappa – image/graphics
  • Social Media –
  • Sumo.com – popups and monetize a site
  • SurveyMonkey – audience market research
  • Tailwind – scheduling Pinterest posts
  • Trello – plan and strategize
  • Tweet deck – filter search columns for my niche
  • UberSuggest- keyword tool search analysis
  • UseProof – popup feature
  • Wishpond – email marketing, newsletters, auto responders, pop ups, landing pages, lead generation
    YesWare – email opens analysis

How many of these do you use on a regular basis? Which ones are new to you? I saw many favorites of mine on this list and few new ones as well.

Three Best Marketing Tools for 2018

What are the “best marketing tools” for 2018? Best is a subjective word. It may mean favorite, or easy, or cost-effective or results driven. I guess to really have the best tools, you need to define the criteria.

My criteria for “BEST” is favorite, combined with most response. I like to be constantly learning new ways of reaching an audience, but these three methods have been around for more than 20 years now!

1. Podcasting– using AT2100 microphone to record, Audacity to edit and Libsyn to host. While in a way it is like blogging, in that it is content driven, you have to build your audience, and you need a mild amount of technology skills, podcasting gives you the opportunity to interview thought leaders, be a thought leader, and explore your subject in a medium that is easy for the audience to consume. Show notes fulfill the blogging aspect for me.

This year I co-hosted a podcast called “Fit, Strong Women Over 50” for a membership community. It’s a completely different demographic from Branding & Marketing, but I’ve enjoyed it and learned a lot during the 24 episodes we’ve planned, recorded, edited and published.) My first podcast was on blog talk radio almost 12 years ago, based on a blog post  and lasted all of 6 minutes, 46 seconds.

2. Websites– Although websites are nothing new, they are the hub of the wheel for marketing. Websites with easy CMS (content management systems), that can easily be updated, and have information that helps the reader, are a powerful marketing tool. Perhaps APPs may forge a stronger bond with your customer, but when you are still in the prospecting stage of building a relationship, you need a great website. I enjoy showing clients how easy it is to make minor changes on their website that helps them to stay connected with customers and potential customers. I will say the one-page format that has become ubiquitous in 2018 bugs me, so I’m eager to see the next version of theme popularity. It just seems too much like a quick superficial blare of content without substance. I’m looking forward to new themes and popular tools that provide better communication with a first time reader/viewer.

3. Email marketing – As much as I hate getting too many emails, it’s way better than getting too many texts! I will say that email, texting and apps sure have almost eliminated junk mail that cost so much to mail. Building a strong email list for prospects and customers is still an important asset for most marketing plans. I don’t know about you, but I really don’t want to give my cell number to marketers for “reaching out.”

How about you? What are the 3 tools that you feel are the best, most important, favorite (your choice) for marketing in 2018?

Link back or leave a comment below.

WordPress Updates to 5.0 with Blocks and Gutenburg

For marketing professionals and designers using WordPress as the content management system for their website, December 2018 is a new experience. WordPress 5.0 features new ways to add photos and content to pages and posts.

I believe that they are trying to compete with some of the drag and drop platforms like SquareSpace or Wix, but it probably goes further than that.

For those who are learning about changes to the new editing software, take a look at the free WordPress Tutorials with videos and posts about using WordPress 5.0. 

If you are intimidated, don’t be. It’s actually much more intuitive than the old WordPress and you’ll be able to make it work for you in no time.

Where Should I Distribute My Press Release?

where should I distribute my press release_I often get asked, “Where should I distribute my press release?” PR Newswire is the best bet, but it is pricey. Some emedia release services take money but it feels like they never deliver results. (My personal opinion.)

I use a variety of ways to repurpose a press release and here are just a few of them:

  1. Post on the company website (you want people to visit the website!)
  2. Send out to your curated email list of specific business publications or submit a post on their website.
  3. Write a summary and add a link to feature in their email newsletter to prospects & clients
  4. Print it out and send it with a handwritten quick note on the top to 5 prospective clients/customers that will notice and perhaps be interested in taking the next step. You’d be surprised that NOBODY does this anymore. Five stamps cost only $2.50 or so and is the best investment in obtaining a new customer you’ll find.
  5. Post a link to your website page on all your business social media with a good photo sized to match the media. (Don’t bore your friends on Facebook, make sure you send it out from your business page account. Don’t forget your LinkedIn business account and even your LinkedIn business profile if it makes sense.)

Have you developed your curated email list of business publications yet? Why not? Which business magazines cover your industry? Many are looking for content just like yours and have a public relations page, media page or press release page.

Remember to add ThomasNet to your curated list if your business is business-to-business and especially industrial and manufacturing. They have a very powerful PR press release program. I submitted one release years ago and still get traffic from it. Check out their submission page here: https://news.thomasnet.com/submit-pr

One more instruction… okay two:

  1. Make sure your press release is strong and well written.
  2. Don’t use it as a press release when it is really an ad. It makes a difference!

Where do you think about distributing a press release when faced with that question?