Marketing Strategies You Should Rethink

Marketing is a huge factor in the success of your business, and when it isn’t working well, your business might be in trouble. While there are many amazing and effective marketing strategies, there are also others that may not be as good for your business. Figuring out what isn’t working and making positive changes is how you take your business to the next level and reach new audiences with your business. 

Keyword Stuffing 

Keywords are incredibly important to your SEO, but you don’t want to go overboard and fill your content with them. First and foremost, your content should be easy to read, informative, and appealing. When you are meeting all of those marks, it is a good idea to work on some keywords in an effective way. But if you focus on keywords first, you may end up with content that is inefficient and difficult to read. This can discourage customers and make your website less effective. Focus on creating good content and find ways to use keywords in an effective way. 

Email Marketing 

Some businesses are focused on email marketing for their business, but it isn’t always the most effective way to get what you want from your customers. In fact, the average open rate for emails is only 18%. That means that most of your customers aren’t even seeing the content in your emails. If you still want to continue using email marketing, it is important that you choose relevant content and provide it to the customers who request it. Try figuring out groups of customers and sending out more customized content to those groups. 

Broad Approaches 

While you do want to get as many customers as possible, you don’t want to focus on too broad of a target audience. If you are focused on a broad group, you will likely end up creating content that doesn’t really reach anyone. Instead, you should make sure to figure out your target audience and target them as effectively as possible. When you narrow your focus, you can create better content that actually is interesting for your audience. 

Building a marketing strategy is hard, and it isn’t something that you can do overnight. Instead, you should be working on constantly evaluating your marketing so you can find what is and isn’t working. With that in mind, you can start improving your marketing and reaching a better audience.

Read this next: How to Rescue Your Business From Falling Sales

Measure Once – Cut Twice – Understanding Google Analytics

google analytics

Yes, I know, the title is backwards, right? —Or did you miss that?

The old adage should read, “Measure twice only cut once.” It refers to the practice of preparing and making sure you are you have all your ducks in a row before you fully commit. Sadly, I have forgotten that mantra all too often. I was building a new table a couple years ago, and I was rushing to get to a certain stage by the end of that day and totally shot myself in the foot. I thought I could skip a few steps to verify that my measurements were right, and as a result I cut the piece I needed too short – and to make matters worse, I didn’t have enough wood to re-cut. It was either run to the store and buy a new piece (ie. and waste a bunch of time), or it was delay the finish of the project.

Does that sound familiar to you? Do you fall into that habit all too often? More specifically, does it happen to you when it comes to your marketing?

I find that we often are in a hurry to “get something out” or meet a deadline that we can forget to go through vital steps before we do it. When it’s a flop or doesn’t yield the results we expect, we scratch our heads and wonder why. It can become a never ending cycle—unless you stop it.

The number one reason I see this happening is because we don’t understand the essential ingredients that cannot be skipped before we take that next step.

There are lots of tools out there to help with this, but I want to explore one that is so often misunderstood today – Google Analytics. Everyone seems to know about it and that it has important information contained in it, but it is viewed as “Raiders of the Ark-esque” when it comes to getting the data out of it.

Let me take a few moments to help you unpack it and offer you a resource that can help you to dig deeper and truly see it at work.

#Analytics is about taking your data and outside influences and building insights from all of it. – Fiona Roddis…

So let’s launch in…

Understanding Google Analytics

If you boil it down, Google Analytics asks and gives you answers to 3 big questions about what is going on with your website:

  1. Who is visiting my site?
  2. Where did they come from?
  3. What did they find the most interesting when they were there?

That’s it in a nutshell. Those are the big 3 questions that are answered. They also form the cornerstone of any good marketing strategy – who, where, and what.

If we dig a little deeper into each question, we can gain even more insight into what is going on with your website.

When it comes to your Audience it’s important to know the locations of your visitors, as I’ve often seen analytics that reflect tons of visits from overseas to a local business – a definite mismatch there. I also want to know what percentage of my visitors are using a mobile device to access my website, as that determines important design elements. Lastly, I am interested in how long my visitors are staying around and whether they are visiting for the first time or are returning visitors.

Next, I take a dive into the the Acquisition section – where are my visitors coming from? My number one question I want to answer is who referred them. In other words, did they do a search or just type the url in directly. Or did they perhaps click on a link from another website, social media, or even an email I sent out. The final thing I want to know in this section is what terms are people using when doing a search and I am showing up in the results, and even more importantly which ones are they clicking on.

The last section tells us more about the Behavior of our visitors, or put another way, where are our visitors spending their time on my site? The number one question I want to answer is what content do my visitors visit the most when they come to my site? I am interested in what pages, as well as what blog posts, are valuable to my readers. As an added bonus, you can even see how long (on average) people are spending on those posts or pages. One little-known feature of the Behavior section is the fact that you can see what pages people are visiting first (ie. pages that are attracting visitors) as well as the pages that are the exit point for my visitors – in which case, I might want to look at how I might keep them engaged in clicking to another page before they leave. One bonus in this section the the behavior flow map, which gives you a great visual of the most popular paths people take through your site – I like to compare that to the path I designed initially, and see if I need to make tweaks based on that information.

So there you have it – a quick tour of Google Analytics!

Two Keys to Happy Website Visitors

As a website owner you want to make sure your website visitors are happy. Happy visitors stay on your website longer, come back for repeat visits, and of course buy from your website. When it comes to a website’s structure, there are two elements that can make or break your user experience.

1. Quick load times

There is nothing that squashes a visitor’s happiness faster than not being able to load a website page. If the page doesn’t come up quickly, your visitor is gone. We’ve grown accustomed to instant gratification online, so if your web page takes longer than a few seconds to load, you may miss out on valuable prospects and visitors.

So what can you do to ensure quick load times?

  • Reduce and minimize your graphics. Make sure a graphic takes up no more than 10k on any given page.
  • Don’t use flash. Many website designers still turn to flash to add interest, but it takes too long to load. If you do use it, make sure you give your visitors the opportunity to click through and skip the show.
  • Use plug-ins sparingly. There are a number of really useful plug-ins, however, they’re bulky and can slow down your load time. Also, they can distract from your web page’s purpose and make it look cluttered. If you’re going to use a plug-in, make sure it supports your goals for that page and enhances the visitor experience.

2. Easy navigation

Another factor that makes happy website visitors is that they can easily navigate. Straightforward and intuitive website navigation can be difficult to accomplish, but the following tips can help you get the job done.

  • Eliminate clutter – Many times a web page has so much going on that the visitor isn’t sure what the purpose of the page is. Are they supposed to look at ads? Fill out a form? Read an article? Make sure your web pages have a PURPOSE. Then, make sure that page is designed to support that purpose with its formatting and add-ons.
  • Intuitive buttons – The buttons on your page are there to guide your reader deeper into your website. Therefore, they must make sense to the visitor. One of the best ways to ensure your buttons are easy to understand is to make them keywords. Keywords are likely what drew your visitor to your website in the first place. They’re what the person is using to search for and find information. Create categories and subcategories with your keywords that allow users to easily find the information they’re looking for.

When your visitors are able to navigate your website with ease, they’ll stay longer. If they’re able to find the information they’re looking for without struggle and frustration, they’ll return again and again.

When you combine a straightforward layout with quick loading times, you’re well on your way to giving visitors a very pleasant experience. We all know that happy visitors turn into happy customers, so take a look at your website today and ask yourself, “Does it make my visitors happy?”




Designing To Support Your Website Goals

What are your website goals? Do you have any? We can assume that you will want to make money, but how? Does each page on your site have a goal? If so, does the goal of the page also support your ultimate website goal?

Your website goals might include:

  • selling a product
  • selling a service
  • motivating an opt-in
  • inspiring a visitor to click on an affiliate advertisement
  • providing information and receive ad exposure and PPC income

Any single website page may also have these same goals. They may also be designed to help you achieve other independent goals. For example, one web page may be designed to promote your opt-in offer. In addition to your call to action, there are other things you can do.

Taking a look at your website goals and independent page goals, consider these three points.

#1 Who are your visitors? What content and tools will you need to help or convince them to accomplish your goals? For example, you want them to sign up for your opt-in form. What content and tools are you using to motivate that action? Are you providing them with a sample of the offer? Do you make it easy to opt-in or do they have to jump through hoops?

#2 How does your visitor travel on your site? When someone visits your landing page, where do they go next? Is it where you want them to go? Does it support your goal? Use your website goals to help you create content and determine the path your visitor takes. Each piece of content on your site should influence an action that ultimately leads to your goal. Again, imagine you want to motivate an opt-in.

Each piece of content, form and promotion on your site should lead to that goal. Take a look at your flow of information and the path your visitors take when they’re at your site. Does their path support your goal? When adding or removing something on your site conflicts with your goals, don’t do it.

#3 Include a call to action with each website page. Articles, videos, forms – everything needs to have a goal that supports your end goal. They need to have a call to action that supports your goal and purpose. Don’t expect your users to know what they’re supposed to do next. Tell them.

Finally, make sure to respect your user’s time. Dragging them through an endless process to achieve your goal isn’t going to win you any friends. If you want them to sign up for your opt-in list, make it as easy as possible. If you want them to buy a product, make it as easy.

Analyze each web page, new and old, and determine if it supports your goals or detracts from them. Help your visitors. Make it easy for them to achieve your website goals.

I Hate New Year’s Resolutions – Do This Instead!

I really do hate making a resolution on December 31 each year – and so I don’t do it. However, I do believe that every business owner would benefit from doing what I talk about in this video. Happy New Year!!

Podcast Episode 005: Holiday Marketing Strategies

The holiday’s can be a tough time to market your business, because people are busy and because some types of businesses don’t see it as relevant to their model – especially service industries. In this episode of the Good Onya Marketing Podcast, we talk about 5 ways to integrate some “holiday spirit” into your marketing efforts.

Here are a few of the things I talked about on the episode:

Digital Marketer’s Black Friday Bootcamp site

Here’s the JibJab video I made last year!

8 Things Email Analytics Can Tell You About Your Business

email analyticsUsing email analytics to learn about your own business is a great way to not only learn a lot, but also to put into action strategies to make your business even better. When you can determine why things are happening, you can stop it, repeat it, or improve upon it. Here are eight things that email analytics can tell you.


Email Analytics Can Tell You:

1. Who Reads the Emails – If you check to see who opens your emails and even move the people who most open them to their own segment, you can improve conversions exponentially. Conversely, you can move those who don’t open as much to another list where you can test different methods.

2. What Information Your Subscribers Like – By noticing what they read and engage with, you’ll know what they like more. That way you can do more of what they like, which will improve conversions.

3. What Technology Your Audience Uses – You can find out what technology they use to read your website and interact with you. If a lot of your audience is using mobile, you can then know that marketing on mobile is an imperative for you.

4. What You Can Improve – If you have a sales funnel (and you should), you can use Google Analytics along with your email analytics to learn how to improve your funnels. By improving your sales funnel, you can improve your business.

5. What Channels Are Working – Using analytics, you can figure out which social media channels are working best to send traffic to your website that you can convert to leads. If, for example, you’re not getting any traffic from a particular channel, you can either work harder on that or drop it to save yourself the work.

6. What Type of Content Is Working – Analytics can tell you whether or not the content you’re publishing is working. If you have content that gets a lot of clicks and comments, plus action such as buying or signing up for newsletters, then you should make more of that type of content.

7. How Well Your Branding Is Working – If you’re running branding-focused advertising, messages, or information, you can use analytics to find out if it’s working. If you’re getting more sign-ups and conversions, it is a sign it’s working.

8. How Good You Are at Converting Leads – This is an obvious one because you can not only see how many subscribers you get but using analytics right, but you can also tell exactly what sent them to you, what they did before they subscribed, and more.

You may think that you know everything about your own business, but you really don’t if you don’t set up your analytics correctly, then actually dig deep into them. You can boost your business more than you  ever thought possible if you use analytics to learn more about it.

Finding Your Perfect Price Point

price pointOne of the first things you’ll need to do when you create a product or service is determine the appropriate price point for it. There are a lot of thoughts about pricing and none of them are right or wrong. How you price is up to you, but think about using a method that considers value and not just how much it will cost you. This is one of the best ways to come up with the perfect price point.

Tips for Selecting the Perfect Price Point

Know Your Audience – You have to know everything you can about your audience, including how much money they have to spend on extra items in their budget each month. When you understand your audience, you’ll not only know what type of products they need, but also how much they’re going to be willing to pay for them.

Identify Your Direct Costs – You must always cover your costs in any pricing method, because if you don’t you’ll lose money. So a great place to start is figuring out the direct cost of your product. But, if your product is digital, it’s going to be somewhat relative. For example, it might cost you 500 dollars to have the product created but you’ll not have individual per item costs to consider in your pricing.

Identify Your Indirect Costs – Sometimes there are costs such as marketing, advertising and other indirect costs that you should consider adding. For example, if you’re teaching a course that you had to get a Master’s Degree to understand, then you can add in something for your education.

Identify Your Competitors’ Prices – Take a look at your best competition’s prices. It’s more than likely that this price is something you should consider being around, because if your competitor is successful, it’s a price point that’s working. However, you never want to get into a situation where you’re competing on price. Instead, you want to compete on value.

Consider the Market – The market plays a huge role in pricing for pretty much every product. If you have a digital product, this is especially great for you because you don’t have incremental costs like you do with a physical product.

Understand the Value of Your Offering – Outside of direct and indirect costs there is also value. The value of your item is something that is perceived by your audience. For example, if you have an offering that will help anyone who follows it boost their income to six figures from zero, what is the value of that?

Ensure It’s Worth Your While – If the price you come up with feels too low, then raise it. You want the work that you do to be pleasurable for you, too. If you under-price your offerings, you’re going to end up resentful instead of happy.

Test Different Prices – When you come up with a price point, try testing different prices. You can do this by having different sales pages, or you can do it by offering different levels of service on one page with the various pricing levels.

When you come up with your perfect price point, you’ll be able to work less and make more money. The reason is that your buyers will be focused on the value of your offering, and you don’t have to concern yourself with selling high volumes…if the price is right.

Is Your Post/Tweet/Pin Interesting Enough? How to Get More Shares

get more sharesIf you’re putting out information that no one is reading or sharing, then what’s the point? To get more shares, you have to be intentional. If each post, tweet, pin, video, and share that you work on doesn’t produce at least ten likes, then it’s possible that what you’re putting out is not valuable and has no real purpose. To change that, start looking at content marketing differently by only putting out valuable information that has a point and a reason for being.

6 Easy Ways to Get More Shares

Benefits over Features

This applies to the content you create as well as the products you make and how you sell them. Ensure that by just looking at the title or headline, anyone who sees it will know exactly what they are going to learn in the content you’ve shared with them.

Stick to the Tried and True

You may want to be creative but sometimes that doesn’t work to actually get more shares. People love lists, how-to’s, and that type of thing – whether it’s an article, a blog post, or a video. You may think that it’s boring and old but these are the things that get watched, read, and shared more than anything else.

Back Up Your Opinions

Everyone can have an opinion, but there is only one set of facts to back it up. Use facts to back up anything you say that’s your opinion, and you’ll soon become a very well respected go-to person for advice on your topic. Plus, people are more likely to share factual information than mere rants without backup.

Create for Your Audience

It’s easy to get tied up in worrying about search engines but the truth is, algorithms change constantly. It’s simply too hard to keep up. But, it’s not hard to keep up if you are creating content that is valuable for your audience. Put your audience above any other factor when creating content for them, and you will get more shares.

Make It Simple

People are naturally lazy. If you can pique this desire to be lazy in your headlines and in your solutions, by making everything easy and telling them it’s easy, you’ll be more likely to get other people to share and like your content. Think about the cooking videos that condense down the work it takes to make something to less than one minute. People share them like crazy. They may never make that recipe, because, of course, it’s harder than it looks. But they love believing it’s that simple.

Use Emotions

If you can pull at people’s emotions – whether it’s the fear of loss or the feeling of empowerment, you can get them to act faster, and, chances are, you’ll get more shares. In this case, it helps to know your audience very well so that you can develop content that speaks to their emotions in a way that resonates and stirs the desire to act.

If you can combine these tips, you’ll create posts that are a lot more likable and sharable. Just remember that you need to put your audience first, appeal to their emotions, and make them curious enough to keep looking. Then you can inspire them to take action.

Marketing with Social Media – How Social Media Can Turn Into Leads

marketing with social mediaSocial media has become one of the most popular tools for marketing today. Marketing with social media can be difficult if you don’t know the right strategies.  Social media is great for building a community and getting to know people. But, it isn’t as easy as using social media for personal use.  In order to make it useful for business you have to move people from prospects to leads by getting them onto your email list, getting them to buy a product, or getting them to use a service to also get them on a list. It’s easier than you think.  Here are a few easy tips you can use to leverage social media to turn your prospects into leads.

Tips for Marketing with Social Media

Identify Where Social Media Fits in with Your Marketing Funnel – Sometimes people join your social media due to having visited your website. They may have liked what you said, but didn’t yet want to sign up for an email list. Sometimes they find your social media in other ways, without ever having visited your website. When marketing with social media, look at your marketing funnel and your product funnel to see where social media fits in, and act accordingly.  It will vastly improve your conversion rates.

Make It Easy for Prospects to Convert – You can have multiple ways for your social media followers to join your email lists. For example, you can have a sign-up page on Facebook as well as on your website. It’s actually good to have those two separate lists, depending on where they sign up.

Give Away Something Valuable – It always helps to have a lead magnet that is valuable to them and solves at least one problem they have quickly. You don’t want it to be a long, drawn-out process that they have to go through for weeks for the lead magnet to work well. It should be a quick solution to a problem that keeps them up at night, but is easy to solve.  They have to want your solution enough to be willing to sign up to your mailing list in exchange for receiving it.

Build Relationships with Your Followers – Take the time to actually interact with your social media followers so that they want to know more about you. Social media marketing doesn’t just mean pushing stuff out there without also listening.  Answer their questions, help them, and be a resource to them. The more you can show that side of your personality, prove your expertise,  and engage with the followers, the more likely they are to want to sign up for your offerings.

Create a Special Email Campaign for Social Media Prospects – Remember that you don’t want to send the same email marketing campaign to everyone. You should have a different one based on where they sign up, which freebie they download, and other ways of segmenting your audience. Each leads to the same thing, but is done differently based on where the audience member is in your marketing and product funnel.

Test, Measure and Adjust – Always set goals that are specific so that you have a way to measure your results. If you’re not meeting your goals, figure out where you can adjust something to make it work just a little bit better. That’s what’s awesome about marketing with social media; it’s adjustable on the fly.

Host a Contest – Ensure that you follow the rules of the social network in order to host a contest, using the right third party or native service to do the contest correctly. A contest can help get email sign-ups fast.  Think of something that’s valuable to your audience as a reward or prize, and kick it off!

Run an Ad Campaign – This is especially great for Facebook because you can target your ad so closely, even down to marketing only to your own groups if you want to. Running ads is a sure-fire way to get people to move from prospects to leads fast.

Most social media followers are just learning about you and want to see how you do things. They’re going to observe for a while, get to know you, and then eventually jump on board. For the best results, use different some of these tips to get them on your email list and then market to them specifically using the tips found here.  Your results will amaze you.

Want to know more about how to market using social media effectively without taking a course or spending a lot of time and money on a marketing consultant or team for your business?  Join me at and receive usefule, efficient video lessons immediately followed with coordinating downloads you can actually use right away.  Better yet, each month I will focus on a different HOT MARKETING TOPIC to center my lessons and materials around.  As we kick off this membership, August 1, our first monthly topic will be…you guessed it! SOCIAL MEDIA MARKETING – what REALLY counts.  Click the link below to check out this affordable and efficient way to stay on top of your marketing needs.

Click here:marketing with social media