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Spinning the Web, Part One – Who Uses Your Website?

11/25/2008

Happy Wednesday, all!  Wanted to take a moment to introduce myself, and point out a few things I’d like to help you with in regards to marketing on the internet.  My name is Kevin, and I’m the new internet marketing manager for Graphik Business Accessories.  We’re a manufacturer and supplier, so we take a slightly different approach to the web than I will describe here.  But rest assured, for the last five years I’ve been targeting the same small, medium, and large B2B clients that you are.  So hopefully I can help here and there.

 I’ll be doing a bi-weekly piece (or more often if the mood strikes me) on utilizing the internet to both prospect (actively and passively), as well as maintain customer relationships.  There are a lot of great tools out there to assist you.  In fact, there’s way too many, so we’ll be discussing a bit about where to focus your time as well.

 There was a blog post here a few weeks ago that touched on some great ways to use the “new” social networking tools to gain and keep business, so I’ll leave that discussion for a later article.

 Today, let’s begin to talk about how to get the most out of your website.

 For me, that begins with understanding how your potential clients are finding you, and then what they do once they are at your site.

 There’s a great free solution out there called Google Analytics.  It’s very easy to use, even if you aren’t that tech savvy.  There’s a small piece of code that your tech guy will have to add to your website, but the way most sites are built these days, that’s a very simple process.  (If you use a content management system like Joomla, Drupal, or WordPress for your website, there are plugins that take care of this for you.)

 Once installed, Analytics will tell you:

 Where your web visitors are coming from (Google, Yahoo, a partner’s site, etc.)

  • What they typed into the Google search box to find you.
  • What city your visitors live in.
  • How long they stayed.
  • What pages they looked at.
  • Which ones filled out your Contact Us form.
  • And much, much, more.

 Don’t think any of that is important?  I’ll be forced to disagree with you J  According to research, a VAST majority of people making buying decisions, either as individuals or as businesses, are doing substantial research on the web before picking up the phone or sending an email.

 So if your phone isn’t ringing, it may well be because when people look up your products in Google, the Big G isn’t telling them about you.  Or, if they are coming, but only looking at one page, it tells you you need to work on that page’s flow or content.  So in that respect, Analytics will tell you what you need to work on as well.

 And that work is called Search Engine Optimization.  And it’s easier than you think.  We’ll talk about that next time.

 So ask your web developer about Google Analytics.  You will be a better business for it in the long run.

 Feel free to post questions below.  I’ll be happy to answer them as time allows.  Or, you can email me at kevinw@graphikpromo.com.

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