The Internet Marketing Toolbox

The Internet Marketing Toolbox

For those not mechanically inclined, looking through a toolbox can be overwhelming. It’s frustrating when something is broken, but you’re not sure which tool to use.

Such is the problem for many online business’ when gazing into the vast array of tools available in internet marketing. As with any tool, the internet marketing tactics are best when used for their intended purpose. Despite what any consultant says, there is no one web marketing tactic that works for everyone, in all situations. Below is a guide to help you choose the proper tools for your unique marketing needs.

Search Engine Optimization

When to use it:

When you have time, and can patiently wait for results
When people are already searching for your product/service
When you serve a local market (competition is much less)

When not to use it:

When you need results fast
When people don’t know they need your product (more often than not, extremely innovate products with little competition fair poorly with SEO, because no one is searching for them)

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3 Remedies for a Web Analytics Overdose

3 Remedies for a Web Analytics Overdose

“Not enough information” – here’s a problem the web marketer never has. Rather, the opposite is true, too much information, especially when it comes to web analytics. So how can we make sense out of the myriad of data we’re confronted with? Here’s 3 remedies for the all to common web analytics overdose.

Remedy #1 – Focus on the Few, Not the Many
“If I look at the mass I will never act. If I look at the one, I will.” — Mother Theresa

People know millions of children are starving in Africa, yet rarely act on this knowledge. But what if one of these children showed up on their doorstep? Who wouldn’t act to help this child? The emotional connection with a single child trumps the astonishing, but paralyzing knowledge that millions of children are starving.

Sometimes we’re so fixated on the mass of data before us we forget there are people behind the pageviews. Have you ever stood behind someone as they used your website? Don’t just watch how they interact with the site, watch their demeanor. Ask them how they felt about the experience. Clickpaths rarely tell the whole story. What happens between the clicks matters. How the customer feels about the experience matters even more. Try focusing on just a few experiences, whether by observing people directly, or using a visual analytics tool such as Clicktale.

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