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We have reached the fifth and final part of our conversion rate optimization (CRO) series. So far we have discussed in detail what exactly CRO is, why it is important, how to create target buyer personas and how to reach out to those personas, including the use of conversion funnels. Today we bring home the discussion with a look at some of the most important analytics you can use to track the success of your company’s #CRO.

Google Analytics is perhaps the easiest and most effective tool to use to track these analytics. It provides you with most of the key information you need to truly measure the success of your CRO. Here are some of those metrics you should be analyzing to determine what sort of adjustments you need to make to get the most out of your digital marketing:

- Bounce rate: The bounce rate of your site tells you how long people are staying on the site before they navigate elsewhere. You can get bounce rate for specific pages, or for your overall domain. You can even categorize pages, and get specific bounce rates for product page categories versus your home page or about page. Bounce rate has a very strong correlation with the next metric on our list.
- Time on site: Time on site is the average length of time your users spend on each session on your website. Combined with other metrics, such as bounce rate, time on site can give you some important information about the performance of your site. For example, depending on what other metrics tell you, a large amount of time on your site could either indicate people find your content really interesting, or that there are navigational issues that make it difficult for people to find their way to the correct section of the site. What’s really beneficial about the time on site metric is that you can split it into different categories. For example, you could look at the average amount of time spent on the site by a person who came in through organic search, rather than paid search.
- Pages per visit: Again, this metric goes hand-in-hand with bounce rate and time on site. A high bounce rate would probably indicate a low pages per session. More pages per session means customers are taking the time to look through your site, which means they are clearly interested and therefore more likely to result in a conversion.
- Devices: Ever wonder about how the habits of your users vary across their different devices? These analytics provide you with that information. You can look at key analytic information such as session time, bounce rate, pages per session and new users across platforms such as desktop, mobile and tablet. If your analytics vary drastically across these platforms, you will probably need to make some adjustments to ensure that people across all devices are getting a good browsing experience.
- Exit percentage: Exit rate refers to the people who visit multiple pages then left the page on the last site visited. Therefore, the exit percentage for each page is the amount of people who left the site after visiting that page. Bounce rate only refers to people coming to a single landing page and leaving immediately, while exit percentage refers to people visiting multiple parts of the site. A high exit percentage could mean a couple things: either that you need to better optimize your area of the site, or, if it’s a sales page, that you succeeded in creating a conversion.
- Site speed: The slower the site speed, the fewer conversions you are likely to have. Site speed can be affected by a number of different factors, including overuse of media, heavy server strain, poor functionality and more. Any page taking more than a few seconds to load should be better optimized to enhance the user experience.
- Path length: You have the ability to track the journey your users take from entering your site to making a sale. Ideally this path would be as short as possible, though any conversion is good.
- Acquisition: Acquisition information allows you to analyze how people are coming into your site, and which sources of traffic are most likely to lead to conversions. So, for example, you could compare users coming from organic search, direct links, paid search, social media, email, referrals and other sources and see how their behaviors differ.
- Shopping Cart Abandonment: Shoppers usually leave merchandise in their shopping cart when they experience an unexpected costs, have second thoughts or they found a better offer elsewhere. By tracking your checkout funnel, we can find out at what stage your shoppers are abandoning you and see if it corresponds with one of the above reasons. Google #Analytics uses Intelligence Events. Knowing how many orders were placed versus the number of shopping carts created. To do so you will inform GA what page is your cart and what page is the checkout.


These are just a few of the many metrics available for your use in Google Analytics, which will help you get a better idea of your conversion rate optimization performance. By tracking these metrics and using the information available to you, you can change various elements of your website to create a better user experience.

We hope you have enjoyed this series on conversion rate optimization. For more information about CRO and how you can apply these principles to your company, we encourage you to reach out to our team at Viral Solutions.

https://viralsolutions.net/cro-series-analytics-to-help-track-your-cro-success/
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If you are going to commit yourself to taking digital marketing seriously with your small business, you need to be able to adapt and shift your campaigns quickly. After all, things move fast on the #internet, and it’s important that you’re able to stay ahead of the game. The farther you fall behind with digital #marketing trends and information related to your market, the more out of touch it will make your company look.

https://viralsolutions.net/tips-help-business-engage-better-real-time-marketing/
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Your small business success is directly tied to the talent you acquire and how leadership molds the culture that enables talent to thrive. Running a small business requires more than just having ideas or giving direction. It requires leadership. This is where we must be honest with ourselves, not all of us were born leaders. Matter of fact, in most small businesses, the #leader started the company with a passion for a craft, trade or #product solution. They never intended to have to manage a team and run a #business.

https://viralsolutions.net/small-business-leadership-youve-got-problems-if-youre-the-smartest-in-the-room/
No one can always be the smartest person in the room. Everyone has particular areas of expertise. So when you talk about something you don’t really understand, that’s an instant way to lose the respect of your employees. True leaders draw on the talents of those around them in order to succeed.
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Anyone in small business can tell you that time management is essential. When it comes to #marketing, small businesses ostensibly have several balls in the air — from #email campaigns and social media to sales, prioritizing your time in each area is tough. Infusionsoft offers a solution. By combining the features of e-commerce, email marketing and #socialmedia, the program automates the process of gaining customers and growing sales. What are The Biggest Benefits of #Infusionsoft for a Small Business?

We’ve compiled a few of the biggest benefits of Infusionsoft for your small business.

Revolutionize the way you email. Programs like Constant Contact are incredibly popular for managing email campaigns. Instead of sending scheduled emails to every contact you have, Infusionsoft allows you to target specific clients on your list. The program also makes sure your emails are trusted by providers, so they don’t just end up in a #spam folder.

Lead tools. With Infusionsoft, you’re able to collect data about all of your customers. The ability to learn about the customer means you’re able to target them specifically and inform your business. The program offers the option for you to automatically assign leads to your sales team and gives them tools to follow-up. You’re also able to keep track of new leads, customers and revenue on a quarterly or annual basis.

Cater to the customer. Customers are beginning to expect a more personalized marketing experience. Infusionsoft gives you the power to group customers based on their distinct behavior. Tagging them this way helps you meet their specific need. You also have the ability to watch your customers’ behavior throughout the buying experience. This allows you to create an incredibly customized experience.

Save time. Because Infusionsoft creates such an automated process for you, it gives you more time to generate sales and manage those valuable customer relationships. Instead of having several balls in the air, you’ll streamline the process into one efficient system.

The bottom line is, Infusionsoft has taken a lot of the legwork out of your time-consuming daily tasks. With efficient management of all of your email marketing, social, and sales campaigns, it’s easy to see how small business benefit from this program.

Contact us today at Viral Solutions for more #digital marketing tips.

http://viralsolutions.net/biggest-benefits-of-infusionsoft-small-business/
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At the start of 2016, #Facebook launched Audience Optimization. This new tool is one for publishers to keep their eye on — especially as it grows from its infant phase. Audience Optimization was built to help publishers specifically target and engage their audience. By using the tool, page administrators are able to identify users most likely to interact with a post, and in turn, craft posts more relevant to those users.

What does Facebook Audience Optimization do?

With Audience Optimization, Facebook page admins are able to control who sees a specific post by adding qualifiers such as language, gender and location. They can also add interest tags, which gives audiences the opportunity to engage with topics they are most interested in. It also allows a publisher to review key analytics, breaking down how well a post performs compared to others.

So what?

The key takeaway from this new tool is what it says about the way publishers can market on Facebook. By engaging with users on a person-to-person level, publishers have to potential to establish more meaningful connections with their target audience. By understanding what a reader wants to see and read, content can be carefully curated to serve those needs. Results from early adopters of the Audience Optimization tool have proven to heighten engagement and created a much greater correlation between a given target audience and the content a publisher produces.

How to make it work for you

First, you need to answer some key questions about your audience. How is Facebook currently working for your business? Which audience members do you value most in terms of voice, opinion, etc.? By answering those questions, you can then determine the best way to utilize Audience Optimization. With highly adept users who completely control what they read and engage with, the best method for marketers is to walk with them as they make purchase decisions and read articles online. The Audience Optimization tool is an inroad to keeping in step with your users’ wants and needs and providing them with the content they desire as they need it. The overall digital marketing industry is bending towards the importance of establishing one-on-one, personal experiences for users, and Facebook’s new tool makes it easy for publishers to do just that.

Viral Solutions can help you take your digital marketing to the next level. Contact us for more information about how you can get started.
At the start of 2016, Facebook launched Audience Optimization. This new tool is one for publishers to keep their eye on -- especially as it grows from its infant phase. Audience Optimization was built to help publishers specifically target and engage their audience. By using the tool, page administrators are able to identify users most likely to interact with a post, and in turn, craft posts more relevant to those users.
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This may seem like a given, but in order to engage, you need to reach out. Groups vary by industry, topic, and location, and as a basic user you can join up to 50. Do some research to find out where your customers are, then join groups relevant to your business, so that users can see what you have to offer. Position yourself as an industry resource by posting relevant content and useful articles. http://viralsolutions.net/how-to-use-linkedin-groups-for-business/
LinkedIn Groups can be an excellent resource for businesses. These groups are places for professionals of the same field to network and gather useful information pertinent to their work. It’s also a great place to find and post job leads, and recruit talent. Here are a few ways to get the most out of LinkedIn Groups for your business.
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It’s not just enough to know who your ideal customer is; you also need to understand how they think, and how you can connect with them. This means performing plenty of research into your target demographics, which will affect everything from establishing a solid marketing plan to creating entirely new ideas for your company. #CRO is all about making your #marketing more effective and efficient, which means you must work to create true connections with your target audience.

Here is an overview of the steps you will need to take after clearly defining your target buyer personas.

- Consider where your target audience can be reached

Where you find your target audience or the specific tools and channels you use to connect with them depends largely on their demographic information and trends, which you have already established in your buyer persona research. A younger, more tech-savvy audience is more likely to be reached via social media networks like #Facebook and #Twitter, for example, while an audience that skews slightly older might be best reached via television marketing, email or direct mail.

- Always keep your customers in the loop

You can’t expect to connect with your target customers if you never actually make an effort to reach out to them. Keep your customers informed about the various goings on at your company, such as new product launches, new services, upcoming promotions, new content on your #website and anything else that they may be interested in.

This, of course, isn’t to say that you should be flooding your customers’ inboxes or social media feeds. This type of communication should be performed in moderation to be truly effective, or else you run the risk of having your customers tune you out. But again, you need to at least engage in some form of regular communication to keep a strong connection with your target audience.

- Ask for feedback about how you can better serve them

If you’re struggling to figure out how you can best connect with your customers, you can always ask your customers themselves. It might sound overly simplistic, but the truth is that polls, surveys and other similar outreach tactics can provide you with some excellent feedback and information that you wouldn’t otherwise receive. This type of feedback gives you a much stronger level of insight into your customers’ needs and interests. Most of the time, these surveys and polls are extremely easy to put together and provide you with near-instant results.

When you choose to use these strategies is really up to you. You could, for example, include a link to an online survey or review in automatically generated emails sent after each online purchase. You could also choose to ask customers who call in to your company if they would be willing to partake in a brief survey about their experience with your business. Whatever method you choose, you should make the process as quick and easy for customers as possible so they are more likely to respond.

- Have a personality in your content that aligns with your buyer personas

Any content that you publish on your website, on your social media or any other online channels you have should have at least a little bit of personality to it. Your brand’s “voice” should be inviting and down to earth; a cold, professional tone might work for higher-end businesses or law firms, but if you’re in the world of retail, you need to relax a little bit if you want to be able to better connect with your target audience.

Again, the research you have already done to create your buyer personas should give you a good idea of the kind of language or communication that resonates with your ideal customer. The way you talk to a hip 20-something is probably going to be different than the way you talk to a 40-year-old mother with two or three children. You should keep this in mind whenever developing any content for your business.

- Offer a little something extra

If you want to go the extra mile in connecting with your customers, you might consider offering special promotions or deals to people whom you have already identified as being a prime target. These may or may not be people who have already purchased from your company. Based on your buyer persona research and the way you have researched and organized your target lists, you should be able to determine what types of promotions have the most potential. These types of promotions truly help to create loyalty in your customers and make it far more likely that you will create more conversions.

These are just a few of the many factors you should take into consideration when looking to create better connections with your customers. The stronger the connection between #brand and customers, the better your conversion rate optimization performance will be.


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If your entire business depends on online sales, you have some unique challenges regarding your marketing. Your finances are likely to be tight, which means you have limited resources at your disposal for market research and potential paid advertising avenues. You’ll likely have to build up your entire digital marketing campaign internally.

However, this doesn’t mean you can’t find success. Here are a few tips to help enhance your #eCommerce business’s digital marketing:

Create an outstanding #web design: As an eCommerce small business, your entire business model is supported by your website. You cannot afford to cut corners. Find a talented web designer who will help you to create the best features, set up a reliable hosting system, and develop a high-quality design that is both attractive and functional. Everything on your site should work flawlessly and intuitively.

Become active on social media, smartly: It’s not enough to just set up a social media page and start posting your thoughts to the world. There needs to be some method to your madness. If you are going to be active on a social network, you should be able to pinpoint your goals and understand the purpose of everything you share. Perhaps you are expanding your branding efforts. Maybe you are trying to push people toward a specific landing page. Maybe you’re simply trying to boost engagement. Whatever your goal is, you should understand how each piece of content you share helps you achieve it and whether or not it was ultimately successful.

Personalize whenever possible: Running an online business does not give you the same opportunities for personal interaction as a brick and mortar store. Therefore, you need to find other ways to personalize the customer experience. You could recommend products based on previous purchases, or greet all new visitors to your site and allow them various settings to customize their experience on your site. You should also create content speaking to specific customer personas you have identified.

Become a thought leader in your industry: People are going to be more likely to visit your #website and #socialmedia pages if you manage to establish yourself as a thought leader in your industry. You can participate in various online Q&A sessions, be a guest blogger on other sites, create long-form #content available for download on your site, produce instructional videos to share on YouTube and other social media sites, or simply be extremely responsive to all questions and customer service requests you receive. Building yourself up as an expert in your field will position you and your company as being trustworthy in the eyes of your online customers.

For more information about how to market your eCommerce business, contact us today at Viral Solutions.

https://viralsolutions.net/tips-help-develop-better-digital-marketing-ecommerce-business/
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Everybody knows that social media is one of the biggest advertising platforms for companies these days. There is so much potential because almost everyone in the developed world is plugged in. Whether they use a PC, laptop, smartphone, tablet… whatever, there are always massive amounts of people signed on to one of the big #social networks like #Facebook, #Twitter, #Snapchat, #Instagram etc.

https://viralsolutions.net/top-5-social-media-advertising-mistakes/
Companies would be fools not to advertise their brands on these cyber billboards, but they must be careful how they go about it.
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Are you looking to up your marketing campaign with some awesome new technology? Do you want the #freedom to only pay for tools that best suit your company’s needs or do you want to just go with a single provider? There are a few good reasons why you might want to build your own marketing technology arsenal.

Before we discuss the reasons why you should build your own MarTech Stack let us provide a definition of marketing technology stack. “A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Often, the focus of marketing technologies is to make difficult processes easier, and to measure the impact of marketing activities and drive more efficient spending.“ ~ Optimizely. Author David Booth further defines marketing technology stack and its importance as “A marketing #technology stack is the set of tools that your marketing team uses to plan, execute, and measure all aspects of your marketing objectives. With the explosion of new capabilities, vendors, and technologies in this space, it’s more important than ever to carefully choose your components and build the stack that’s right for your organization.”

In this article, we will discuss the reasons why you might want to build your own marketing technology stack (#MarTech Stack) arsenal.

Single vendor solutions provide a large selection of technologies that offer answers to your marketing needs. However, more often than not their selection is too vast, and you end up eating the cost for tools that don’t fit into your scheme. In fact, a new study released by #Campaign Monitor in which they surveyed 500 marketers, found that 95 percent of them prefer using a stack of technologies rather than going with a single provider. They chose to create their own stack for that same reason, they don’t want to pay for technology they won’t use.

The obvious advantage of going with a single provider is the convenience of the one-stop shopping experience. This saves you a lot of time and effort and you only have one agency to deal with instead of several. But having a Do It Yourself attitude can save your company some cash and make your marketing campaign run smoother. Building your own marketing tech stack gives you the freedom to choose only the tools that you need. There is also the ability to purchase the best tools available instead of something mediocre. The build your own option can fit any budget, so if your company is just starting out this would be a great way to go. Invest in one thing at a time and as you grow you can add on.

There is one thing to look out for and you might have thought about this while reading the last paragraph. If you get too carried away with all this technology your tool box might overflow and become unorganized. Dealing with multiple solution providers can become a mess, so make sure you select only the tools that you will be using the most. This #strategy will optimize the bang for your buck and decrease your stress level.

So when you are planning your #marketing campaign remember the old adage: If you want something done right, just do it yourself. Your own custom stack will save your company money because you will only pay for what you need. You can build it to fit your budget and get the best #tech out there. Then again, if you are not certain what is best for you, give us a call or write us here at Viral Solutions.

http://viralsolutions.net/create-martech-stack/
In this article, we will discuss the reasons why you might want to build your own marketing technology stack (MarTech Stack) arsenal.
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If you’re a digital marketer, there’s a good chance your digital marketing budget is leaking and you may not be aware of it. With so many measurable aspects of digital marketing, it can be easy to overlook the areas where your budget is dripping.

We’ve discovered a few common places where you may need to tighten up, your digital marketing budget and offer suggestions to help.
Frequency

Did you know that roughly 4% of a digital marketing budget is wasted by targeting the same group of users over and over again? It’s true — those ads that seem to shadow you after you looked at a product but didn’t buy it are wasted when you’ve already made up your mind not to purchase. It would serve a marketer’s budget well to identify their frequency cutoffs (the number of impressions made daily or per campaign) and trim the fat in this area. The repeat impressions should be funneled towards users who haven’t been exposed to the ad at all.

Frauds

The number of ad impressions attributed to fraudulent bots is the curse of many analytics, and the cause of some painful budget drains. A quick summation, in case you’re unfamiliar with the topic of digital fraud: bots mimic human activity on the web, and create false data for impressions and views that lead marketers to invest advertising money on sites that aren’t actually getting traffic from humans. To combat this problem, it’s suggested to partner with a third-party monitoring company that specializes in identifying suspicious traffic. These companies can save your budget from leaking valuable dollars to robots instead of potential human clients.

Behavioral targeting

It’s common for marketers to capitalize on obvious targeting opportunities, like exposing a user to a different brand of the same product he or she is searching for. Someone looking for an iPhone may soon see ads for an Android, for example. Going deeper into a buyer’s behavior has the potential to salvage 8% of a digital marketing budget. For example, is there a specific time of year when consumers are more likely to buy? Near the holidays, or as kids are going off to college? Capitalizing on these yet-untargeted behaviors can plug a hole in your budget that would easily go overlooked.

Contact us today at Viral Solutions for more digital marketing tips.

http://viralsolutions.net/steps-tighten-digital-marketing-budget/
If you’re a digital marketer, there’s a good chance your digital marketing budget is leaking and you may not be aware of it.
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LinkedIn Groups can be an excellent resource for businesses. These groups are places for professionals of the same field to network and gather useful information pertinent to their work. It’s also a great place to find and post job leads, and recruit talent. http://viralsolutions.net/how-to-use-linkedin-groups-for-business/
LinkedIn Groups can be an excellent resource for businesses. These groups are places for professionals of the same field to network and gather useful information pertinent to their work. It’s also a great place to find and post job leads, and recruit talent. Here are a few ways to get the most out of LinkedIn Groups for your business.
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