If you’re building or managing a website, Google Analytics is your best friend. It provides voluminous insight into visitor behaviors, demographics, and traffic on any site. Of course, because it’s such a robust tool, Google Analytics can also be challenging for new or inexperienced users; there is simply too much data and it’s hard to know what’s important. Categorization terminology such as “source,” “medium,” and “unique page views” can trip up new users or send them down time-consuming and unproductive rabbit holes. Furthermore, Google Analytics supports multiple ways to do similar things, which only adds to the confusion. All that said, I’ve found the most prevalent source of befuddlement for new Google Analytics users stems from not knowing why they are looking at the data. The question you should always ask yourself before diving in is, “What am I trying to find?”
Be specific. What exact problem do you need to solve? What key question do you need answered? What specifically do you want to know? Once you define what you’re looking for, you can target your use of Google Analytics. It will give you insight, and you can knowledgeably adjust website content or design to improve overall user experience.
If you’re a beginner, here are the three most important categories to focus on:
- Location, which tells you where your visitors are coming from
- Medium, which tells you how they got there (social media? Google? another site?)
- Site content, which tells you what interests them most
Focusing on these three brackets will give you a solid foundation for understanding: 1) how your site is functioning in the greater digital ecosystem; 2) whether you’re drawing the visitors you desire; and 3) where to direct any improvement efforts.
Best Practices for Google Analytics
While every Google Analytics investigation is a unique endeavor, there are best practices for using the tool. My tips for new users are: (more…)
Since Sterling opened its doors more than two decades ago, we’ve had lots of laughs, persevered through some difficult and scary economic cycles, evolved our service mix, attracted wonderful employees, and created many long-standing client relationships. All of that happened because we created a strong culture, worked hard, anticipated change, and added new skills to capitalize on market transitions.
Notice that I listed culture first? That’s because NOTHING is more critical than your corporate culture. It can guide you through heady times and help you survive the difficult times. While there are certainly central truths in any corporate culture, your corporate culture is something you must continually shape and nurture — it’s not something you can “set and forget.” (As we’ve seen, even legendary corporate cultures like HP’s can get lost over time if leaders focus simply on business unit performance and let the corporate culture languish.)
Your corporate culture is something you must continually shape and nurture—it’s not something you can “set and forget.”
Smarter people than I have written many articles on this topic, but from where I sit, corporate culture really boils down to three questions: (more…)
Today you are you! That is truer than true! There is no one alive who is you-er than you!
The same goes for your company and your competitors’ companies. While you may serve similar customer needs, there can be vast differences in brand attributes. Take Ryanair and Emirates. Ryanair is Europe’s “ultra low cost carrier”; it has embraced a “no-frills, low-cost, get-you-from-A-to-B model” that makes air travel “accessible to the masses.” The airline guarantees that it has the lowest fares on flights to all of its destinations. Emirates, on the other hand, is one of the most luxurious travel brands on the planet. From its sparkling fleet of new planes, to high-quality cuisine, the latest in cabin design, and a wide range of entertainment options, Emirates strives to make the “Emirates experience” world class in every class.
The takeaway here is that you can’t be all things to all people, but once you know what you can do better than your competitors, you can polish your brand in ways that appeal to the type of employees you want to hire, customers you want to serve, and partners/investors you want to attract. (more…)
I recently found myself trying to explain the Internet of Things (IoT) to my dad. This is a man who literally doesn’t understand how to use a computer, though he has admittedly become somewhat engaged with the basic functions of a smartphone (read: pictures!).
“Why the hell do I want to have an Internet on my fridge?” he asked.
It was only when, after many examples, I mentioned how an Internet-connected sprinkler system would be able to detect that it had just rained and thus wouldn’t water the lawn on its regular cycle that I caught his attention. He gazed at the brown grass outside.
“Well, that’s pretty cool.” (more…)
While Mel Gibson’s 2000 romantic comedy “What Women Want” was a mostly forgettable film, the ability to telepathically hear what women are thinking instantly became the envy of every man in the world, myself included. As a PR professional, however, much more valuable would be to know what’s going on inside the mind of a reporter. (more…)
At the heart of every technological innovation is the desire to strengthen relationships between people and the hope that we can improve quality of life. However, lately I feel we have created “not-so-social” networks. The mechanics of connecting with others has changed dramatically over time, primarily due to visionary inventors, accomplished technologists, and the growing pressure to continuously do more in less time. (more…)
“A picture is worth a thousand words.” We all know the figure of speech. But in the world in which we now live, where precious, expensive film is replaced by digital memory and cloud storage, it is easy to wonder if pictures are still that valuable.
Well, at Sterling we believe that a picture is now worth far more than just a thousand words. After all, that’s why marketing and public relations agencies have adopted video and photography to optimize reach to target audiences. Social media marketing once disrupted our text-heavy PR world with limiting messages to 140 characters on Twitter. Now, people want to receive marketing messages from a single glance at a photo.
Instagram is one such social media channel that has forever changed the way we market businesses. In fact, the picture and video sharing service has now surpassed Twitter in number of users. (more…)
People working in PR agencies will tell you that one of the greatest things about this line of work is that you get to learn something new pretty much every day. When Sterling took on Arx Pax as a new client in early October, I did a lot of learning. Specifically, I learned how to master the delicate balancing act of sifting through dozens of media inquiries to find the right outlets for our clients’ limited media time. Media interest in a client is always exciting and PR people are programmed to act as conduits between their clients and the media. That said, I have learned that as there is a time for media engagement, there is also a time for keeping quiet and passing on opportunities (cue The Byrds’ “Turn! Turn! Turn!”). Knowing when to tell the difference – aye, there’s the rub.
Managing the tsunami of media interest we generated when we launched Arx Pax’s Hendo hoverboard taught me that this decision-making process demands risk-taking, knowing my client’s big picture goals and putting their objectives first. (more…)
For marketing professionals, it’s easy to take the “superficial” route for every holiday-themed blog post and make a listicle of social media blunders or share heartwarming stories of brands who give back to their customers. But, as I look out the window feeling gratitude for the rain that has finally come to drought-ridden California, I choose the road less taken. The end-of-the-year holiday season is my absolute favorite time of year (yes, even more than summertime!). And it’s not the holiday sales that have me excited; I’m talking about having a bit of time to reflect, give thanks, and create better relationships and stronger communities.