Once you’ve set up a solid digital base, it’s natural to want to fine tune things. While Google Analytics and Adwords are both continuously improving their offerings, I thought I’d share a few options.

This list isn’t an endorsement, nor does it imply your current analytics solution isn’t cutting it. It’s a look into my notebook. Literally. See the photo?

Analytics

1. Comscore: Digital marketing intelligence
2. Pardot: Real-time alerts on visitors, mobile insights
3. Clicktale: Heat maps, real-time, conversion funnels
4. Kampyle: User feedback
5. Statcounter: Real-time tracking
6. SiteMeter: Free web counter
7. Kiss Metrics: Conversion funnel metrics
8. Crowd Science: Combines analytics with survey research
9. Chart beat: Real-time analytics

Why they matter…

• Conversion Funnels: I really like the idea of more comprehensive conversion funnel mapping. A few of these providers actually create visual maps for these–which the nerd in me loves. This is something I really wish Google Analytics did better.


How a Conversion Funnel works

• Real-time Analytics: Real-time is neat, but I don’t know of many companies who are willing to commit a resource to using that regularly. That said, this tool would be great for understanding comprehensive time patterns or for tracking traffic bursts specific to a campaign.
• Combining analytics with survey research: I really like the idea of what Crowd Science is doing. They’re batching the quantitative metrics with the qualitative, essentially reinforcing the value of each in doing so. (Say your traffic is fantastic one day, but it’s because someone posting an incredibly embarrassing photo of you…You’d know!)
• Heat maps: These maps provide a graphic view of how people are using your website, using colors to indicate frequency. Heat maps are probably best used by user experience planners rather than dataphiles.


How a Website Heat Map looks

Advertising

1. DoubleClick by Google: Buy, create, and sell digital media
2. Revenue Science: Behavioral targeting
3. Right Media by Yahoo: Digital ad placement
4. Turn: Ad placement for custom audiences

Why these matter…

• Behavioral targeting: This is an incredibly powerful tool and can have an awesome impact on conversion rates when used correctly. It is critical to profile your target market prior to using these tools.
• Custom audiences: This phrase alone reinforces the idea that your consumer is multidimensional and should be treated as such–but it’ll probably cost you. As it stands, Google Adwords doesn’t support much beyond the basics (location, language, networks and devices, and age.)

Additional thoughts…

• Text vs. Banner (image) ads: From what I’ve read, text ads do better on generally targeted campaigns–which is probably why you can get away with them using Google Adwords; however, image-based ads convert much better than their counterparts when placement is based on qualified traffic and the banner is specifically targeted.
• Outsourcing ads: There is a lot of heavy lifting associated with bigger ad campaigns, so I’ve heard a lot of companies say they’ve turned to third party providers to manage campaigns for them. When properly managed internally (markets defined, campaigns cohesive, etc), this can free up a lot of otherwise generally mindless work uploading text, etc.

What analytics or advertising solutions are you using? Wish lists? Work arounds?

There are a lot of suggestions out there on increasing your Facebook Fan Page Likes. Some sound a pretty gimicky to me, but there is value in having fans of your Facebook fan page: It’s extremely cost-effective marketing!

On buying fans: I’ve seen some companies actually selling Facebook fans–with success. But anyone who’s ever cold called knows the conversion rate for bought prospects is extremely low (crap). This minimizes your ROI and nixes it right out of anything I’d recommend.

On Facebook Ads: I’ve heard mixed responses. Bottom line, Facebook Ads are relatively inexpensive. If you use them, implement traditional banner advertising rules: engage, be “loud”, and have a call-to-action.

Facebook Page Promotion

Regularly update fans. This stretches above and beyond status updates. In your settings, you have the option to send fans direct updates. (Get to this feature: Facebook Fan Page > Edit > Send an Update)
Use this feature carefully! Respect fans by offering value: Discounts, promotions, resources, or entertainment are all good ways to ensure your updates are welcomed!

Think like Twitter; encourage users to “follow” you instead of “like” you. For users new to knowing your business, this may feel like a less committal way to getting to know more about your business.

When promoting an event, use Facebook Fan Pages to gather RSVPs. It places them on your Fan page and gives them the opportunity to “like” your company (and learn more) while the respond to the event invite.

Directly link to relevant tabs. We all know users who have an implied interest (reason for being on the page) tend to convert better. Batch this with the second recommendation. (Get to this feature: Facebook Fan Page > Edit > Link to this Tab)

Facebook Fan page: Link to tab

Tag your fans in your photos, when they’re actually IN them of course. This appears right on their profile and notifies them (unless they’ve specifically established for it not to). It keeps you on their mind and shows you off to their friends.
Likewise, encourage fans to take photos of themselves with your products (at your location, etc). Let fans know they can tag your business in their photos (or you can tag it yourself)!

Feature fans on your profile image. Have some great photos of clients using your products/services? Put them on in the spot light! After all, your business is defined by them. (Needs to be said: Don’t use images without permission.)

Use contests. Consider contest incentives for tagging photos. Example: Allow Facebook fans to vote on their favorite images (vote=”like” the image); images with the most “likes” wins a prize.

Install a Facebook Fan Box to your .com. It tells users on your website you have a fan page. They can see your vibrant to-the-minute updates and allows users to connect on a more personal level. (Get to this feature: Facebook Fan Page > Edit Page > Promote with a Like Box > (Customize: “Show Stream” and other options) > Get Code > Place the code on your website)

Use the Facebook Like Button WordPress Plugin. Of course, this requires you use WordPress for your blog (which I definitely recommend). When a blog reader clicks on the “Like” button on your site, a status update will appear on the person’s Facebook profile and in their friend’s Facebook stream. This links their friends to your blog post. (Access the Facebook Like Button WordPress Plugin)

Link to users, events and other fan pages direct @replies. You may have noticed Putting an “@” in front of status updates gives you a drop down. Don’t forget to use the @replies in Fan Page status updates, too. It links users directly to you and appears on their profile, event, or fan pages.

Customize your url. If you already have some fans, you can customize your url. Keep SEO in mind and try to stay short. (Access Facebook usernames)

Monitor your page for spam. Unfortunately Fan Page walls are becoming spam targets, discrediting your page. Spam causes your page to look abandoned. Stay diligent and delete these posts.

Facebook Fan Page Spam

Post sharable content. Status posts don’t give users the option to share on their page, but posting links does! (Like the spam above,) Posts with links automatically make it easy for users to share your content. Not sure what links to share? Try these: blog articles, relevant research, links to other social media accounts, or relevant news articles.

Facebook Fan Page Negative Wall Posts

Respond to negative wall posts. Don’t delete negative wall posts. A user has taken time out of their day to post their thoughts on your wall. Leave a public comment on their post letting the user know you’ve read their message and what you’re planning to do about it. Better yet, in addition to these things, give them a second call-to-action. Even if it’s something that requires a personalized response, always leave a public comment to let other users know you’re responsive. Even a “Thanks for sharing your feedback. I’m going to check on that and send you a private message shortly” response is better than nothing.

Ask users what they want. Scary, I know. Users love Facebook because it levels the playing field. Not sure what to ask about? Try these: New product design, alternate product uses, related activities, favorite product colors or favorite time of day to visit your location. Open up the two-way conversation and get ready to respond!

Use Facebook Applications. There are a lot of crappy applications on Facebook, but here are a few I’ve found helpful:

• Sync your blog posts with NetworkedBlogs
• Non-profit? Fundraise with Facebook Causes
• Share YouTube videos with the YouTube Video Box
• Add advanced functionality to your Page using the Facebook Static FBML application
• Brand interactive contests, giveways, etc with Promotions

Finally, Frequently check your Facebook Analytics. While they don’t tell you as much as your Google Analytics might, you’ll be able to check:

• Total fans/basic subscriber data
• Daily growth
• % Male/Female
• Age Range
• Top cities/top countries/top languages
• Basic interaction/engagement metrics
• Pageviews

This information will let you know if you’re on track and attracting the right types of visitors.

Ready to engage in conversations like this before they’re sent to the masses?

pandora advertising

Despite our love of social media and engagement-driven marketing, display advertising isn’t going anywhere fast.

Analysts and Google CEO Eric Schmidt are in agreement that (display advertising) is the next major cash cow for them, estimating that display will account for more than $1 billion in 2010.

And that’s okay. But it means we need to do it better.

I’ve often heard (and even thought) that if you build an exceptional web property/mobile app with a ton of users, advertising will be a sufficient revenue model. The fact is, (most) advertisers aren’t stupid. Traditional banners have lost a lot of their effectiveness. Here’s how Pandora is making it work.

1. Pandora offers experiential advertising. Instead of only offering pay-per-click models, Pandora draws users into the brand experience. Users can interact with the ads: scroll over special deals, play a funny video, launch a station… And it’s all in a way that doesn’t irritate the user.

2. It spans platforms. From unobtrusive ads at the bottom of mobile, to music-infused blurbs between songs, on up to stations customized to your brand, Pandora meets consumers where they want to connect.

Pandora is offered via web browsers or downloadable desktop apps. Pandora also offers free mobile apps across platforms to offer their services and, of course, advertisements.

3. Each advertisement has custom dimensions. Face it: Users are virtually unresponsive to your banner ad.

Generally speaking, Nielsen’s eye tracking research typically showed that there are no fixations within advertisements. And users don’t fixate with design elements that resemble ads. In the early years of display advertising on Web pages, people ignored ads because they were usually totally irrelevant. Not only that, most banner ads were as creative as you’d get from a box of crayons and a drawing pad. (Even worse when the animated gif arrived and everything had to flash off and on just because you could). Source

Sure Pandora ads show up in (generally) the same places, but the shape, size, feel, and experience of each ad created is crafted to allow the brand to interact with the user in a completely custom way. Bottom line: They don’t look like “ads.”

4. They empower advertisers to use a medium users are already familiar with. Instead of using never-heard-of songs to avoid copyright, Pandora has brands associating products with the songs users are already singing along to.

There is nothing new for the user to learn or retain. Rather, the user is now able to connect a brand to something they’re already opting into engaging with.

5. They’re targeting based on on-the-fly user inputs. This means the user experience is customized as the user customizes and experiences the website!

Case in point: Clicking the “thumbs up” on a party-themed hip hop song changed my ad from the Ford’s “Sales Event” to Barcardi’s “Color your summer.” Those of you who can’t see the correlation between party-themed hip hop and Barcardi are in serious need of a vacation or a college student.

Learn more about advertising on Pandora. No, I’m not a compensated blogger.
How are YOU using these trends to purchase or sell advertising?

slider credit

Ready to engage in conversations like this before they’re sent to the masses?

Photo by Acacia Shanklin

I’m starting an adventure to help my talented friend, Acacia Shanklin, combine what she loves (fashion photography) with what I love (online business). We had our first photo shoot in Detroit this Saturday with some phenomenal results.

Acacia shoots like a true professional–she even brought us a veggie tray for the 3.5 hour session. While she worked, I tried my best to guide what we’d need for the web. The reality is she didn’t need much guidance!

While we work together to bring some incredible new things to the table, I’ll keep sliding in sneak previews pre-launch.

Get ready. This will be incredible.

Scarf featured by stylist/designer Sha’ree Shanklin

Meet Brian Josefowicz: A Michigan-based entrepreneur who has turned his photo booths into something that amps up parties, creates unique memories, and puts your customers face in your marketing tools.

In this 9-minute interview Brian and I discuss PhotoBooth.me:

• Facebook advertising
• Google Adwords
• Conversion rates & mechanisms
• Using video for SEO (search engine optimization)
• Connecting with non-local markets using social media
• How he re-defined his product to better benefit his target markets
• “Bringing the awesome”

PhotoBooth.Me: On Marketing, Conversion Rates, & Getting Parties Started from Shauna Nicholson on Vimeo.

Matt Dibble & I had some fun on Twitter discussing how you brand a business built on fun:

Matt: “What do you do?”
@photobothco: “We sell fun.”
Matt: “Oh… how’s biz?”
@photoboothco: “Who cares.”

“We make rock stars out of all.”

“People wait in line to hang with us.”

“We help you remember pieces of last night.”

“We get parties started.”

“We make your party require less booze.”

For the nerds: Video shot with Skype & this recorder.

Have you ever noticed extra advertising on the products you buy? A GAP label on a t-shirt. A movie promotion on a coke can. A movie-themed toy in a McDonald’s kid’s meal. What has made these products so strong that they are now able to cross promote sometimes completely unrelated products?

There are a few components in creating a brand that transcend off-and-online realms, so keep that in mind if you’re working on an offline campaign as well.

1. Be consistent. The web is full of properties to engage markets upon; each has its own rules, trends, and unique qualities. This provides a perfect storm for inconsistent branding. Have a clear vision of how you will communicate branding messages and, if on social media, how you will transform a branding message into engagement or conversation. Determine how the brand “voice” will sound and only change that voice to meet the norm for the property.
2. Cross-link engagement properties. If you’re on Facebook, share your Twitter account. If you’re on LinkedIn, share your Skype. If you’re on BusinessExchange, share your blog. (Funny how I did that, no?) It gives users a way to learn more, connect more solidly, and/or chose how they want to engage with your business. As a bonus, it also helps you build link popularity for better search engine visibility.
   The rest of the tips after the jump…
   
3. Reserve usernames. Your username for posting or sharing should be (surprise, surprise) consistent. Use the name your market already knows you by (ie: Don’t change “McDonalds” to “Best Burgers” or “McBurgerLover”). You’ll only create more for your market to remember, as well as a recognition curve for user engagement.
4. Treat avatars as secondary logos. Just because it’s a small graphic, doesn’t mean it doesn’t make a big impact. It does. The Huffington Post has quite a long name–not something easy to read in an 150×150 pixel box. Instead they used the same color scheme but created a clean, simple, symbolic piece that their existing market could pair with their messages.


Huffington Post logo

transformed into this:



HuffingtonPost avatar

5. Keep content moving. Really Simple Syndication (RSS) feeds are a beautiful thing. They allow businesses to (almost) effortlessly share content throughout the web. If you’re doing it right, your business is creating content on a regular basis. Keep the content moving beyond just your company’s website through things like content market and social media sharing.

Please share your own tips and what you’ve done to reinforce a solid online brand in the comments!

Side note: The photo of the Coke Zero can is from a flight this week. Have you noticed the insane amount of cross-promotions there are on airplanes these days? It’s a way of cutting costs–and I don’t mind that a bit. If you’re interested in a great example of this, check out this short (60 second) video blog from last year: