True or False?
Facebook is a good advertising platform for small business.
True! Facebook is a great advertising platform for small businesses. However, it requires a time investment to either learn how to use the platform and understand that data points, or to engage with a provider that knows how to do so.
Why is Facebook a good advertising platform? To start, it is the second largest platform (next to Google AdWords) available to businesses today. With Facebook, you have the ability to target a very granular audience and send a varied set of creative messages. If you have compelling creative, value propositions, and a budget that allows for exploration over time to garnish feedback (data), Facebook is a solid option.
If you are looking to put more leads in to the top of your funnel or increase brand awareness with direct-response, Facebook ads are a great option. Like AdWords, Facebook uses a bidding system and ad quality comes in to play for pricing and placement. FB users are primarily mobile so the user experience needs to be simple from an ad and landing page standpoint and you focus should be on audience, placement, image and ad copy.
True or False?
When building a website or executing an online marketing campaign I don’t need to be concerned with conversion optimization.
False! Sometimes, increasing your conversion rate is easier than getting more visitors. Conversions provide immediate revenue (or closer steps towards it) and offer the opportunity to sell on an on-going basis with continuous marketing. Conversion optimization can also help with customer referrals.
Unless you haven’t established the value proposition your company offers to clients, your focus should be on high-level product or services decisions rather than conversion optimization. Consider the contest of traffic sources and messaging used I’m all marketing materials. You should use guarantees, inline validation, no-nonsense headlines, and numbers in the same language your customer would use.
True or False?
I need to care about website analytics.
True. Website analytics aid marketers in making better decisions by providing leveraged quantize data that should be shared with all principals of a company. The data collected helps you make more informed decisions about product marketing.
Be sure to set up goal conversions as well, so you can successfully track the outcome of your marketing efforts. Goals will allow you to compare two channels; say a form for a newsletter and a form for a Contact Us page. This gives you the ability to rate completion rates and what could be hanging up certain traffic. Doing so allows you to have true comparison of optimization once you read and act on the information.
Analytics will also show you popular pages, where traffic comes from (organic and other sites or paid advertising outlets like AdWords. It also details social traffic, like traffic attributed to Facebook vs. Twitter, and outline how that audience interacts with the sites’ pages.
You will be previewed to mobile visitors, which phones or tablets are used, where they come from in the world, times of activity, and if they stay long on a page or not. Harnessing this information and creating a gameplay to act on will allow you to make informed progressive decisions for positive growth and changes in your website.