Food for Thought: Part V

Ever since Google Reader was shunted, I haven’t been able to settle on a RSS reader. I did try out multiple other services and I am currently using Digg’s reader. Not having a good RSS software kind of puts a huge impediment on one’s reading, and this is probably my excuse for not posting more often!

Continue reading Food for Thought: Part V

Correctly using the Read More tag

As a blogger who has been writing for the past 5 years or so, I was always confused about the Read More tag. This is a tag that you will find in your WordPress editor besides the Toolbar Toggle button.

Why would one want to insert their content with this tag? Wouldn’t it fill up your blog content with such intermediate tags and break the reader’s flow? Let’s go find out how to correctly use the Read More tag.

Continue reading Correctly using the Read More tag

Why to use GOSF Coupons

Great Online Shopping Festival is an exciting event; it is a Mecca for online shopping lovers. The GOSF 2014 is scheduled to start from 10th and better than the previous two edition. If you have been waiting to go on a shopping spree, wait till the festival begins and use the GOSF coupons for shopping. The coupons are a great way to save money. Some of the best uses of these coupons are discussed below:

Continue reading Why to use GOSF Coupons

Food for Thought: Series II

I had shared some noteworthy articles last month and decided that it’s a good habit to keep up.

Search: Not Provided: What Remains, Keyword Data Options, the Future

What happens to SEO efforts and Digital marketing when one of your major chunks (organic keyword level data) is not available. Avinash Kaushik gives advice on how to go about working with keyword data and why Google started encrypting organic traffic.

This is a far better approach than simply bitching about Google and hatching conspiracy theories of Adwords trying to maximize their revenues!!

Google+ Guide for Small Businesses

A detailed and step by step guide for Small Businesses to develop their presence on G+. Not only is it very thoughtful, but also it provides links and answers to all the quetsions that you might get stuck. And an awesome UI to boot as well!!

Disillusioned with Facebook? Here’s a way forward

It’s easy to dismiss Facebook as a time sink and a negative ROI generator. I did that. However as time went by, I realized that maintaining a presence on social networks is almost a health factor these days. Darren Rowse of ProBlogger walks us through some of the more important things to keep in mind as you go about trying to rustle up a community on Facebook. All the Social Media Managers out there, you HAVE TO read this.

How to track online RoI of offline marketing

This post is quite close to my heart. It is about measuring the Return on Investment (RoI) of Offline advertising. Traditionally to calculate the RoI, brands would use agencies which specialized in marketing surveys. However, with the boom of Indian e-commerce and the influx of venture capital, most of the online mediums have started offline advertising as well. How does the digital marketing manager of such a firm tackle the RoI calculation? Here is a basic explaination of how you go about Trackign RoI of Offline advertising.

What is Life?

What is Life? is based on a series of lectures delivered at the Dublin Institute for Advanced Studies by Erwin Schrodinger. This was first published more than 50 years back, and it has found its way in the blue nothing. The PDF file is a lengthy dialogue which meanders through the physical composition of a cell to the destruction of the identity of life using means such as hypnosis. I have to warn you that if you do not take lightly to abstract concepts and discussing them for the sake of discussion itself, then do not read this document. Having said that, this is Food for thought after all!

5 Ways to use Audience Interests in Google Analytics

Google Analytics updated their UI and offered a new feature for all the free users. This lets a site owner see the interests of the site’s audience. What this means, is that from now on you can actually track what kind of an audience is viewing your site, and what kind of content are they going to like.

For those of you who haven’t enabled Audience Interest yet, here is the help document.

Check out the Interests screenshot of this blog

Audience Interests
Audience Interests lets you check which topics interest your audience.

A quick look will let you know that the top segment of visitors are technophiles, so how can we use this data to drive higher engagement or even traffic to the site?

Identifying your Niche

Now that you know what kind of an audience frequents your site, write more of that type of content. I used to post frequently about Games, however the data that you see before you clearly suggests that I should write more on Tech, Updates in Technology and even Arts!!

Having a site with a broad interest range has it’s traps, this tool will help you get out of that trap and identify your niche … a niche which clearly works for you!

Deciding the Language for your site

Look at the Age Demographic of your site. Correlate that with your Audience interests. Is the copy you are using on the site apt for this demographic?

Would you be a grammar nazi on a blog where a young audience base visits to read about the games you have played? I guess not. Would you watch writing the f*** word when you know your audience is 35+ yrs and the main interest group is Finance? No again. Would you swear at badly written code with sample snippets and screenshots on a blog such as this? Yes!!

Sometimes in creating content for our site, we do not necessarily close the feedback loop that is available by such data. This is a big mistake that serious content marketers need to avoid.

Tailoring Content for your Audience

A high traffic site needs to do two things –

  1. Get new visitors
  2. Make the new visitors keep coming back for more

Easier said than done! Getting new visitors is the simpler part, there are multiple ways for doing that … social sharing, optimizing content, buying clicks, etc. However, now that the user has visited your site, how do you keep them coming back?

Well, keep writing about subjects which are of interest to the user, and do that on a regular basis! I was tempted to blog about multiple games that I have been playing in the past week, but the data that I have seen shows that I need to focus more on articles such as these instead of Gaming … oh, well!!

Connecting to your Audience

This tool can also be used to generate relevant traffic for your site. If you can find sites which have similar audience profiling, then you can start connecting with that target audience either by Display Ads or by participating in that community and developing your cred. Google has a great product to do this, it’s called Doubleclick, which lets you plan your Display Campaigns properly.

However, using this tool you can also find sites which have similar interest profiling for their audience. Once you have narrowed down to a list of 10-15 sites, go ahead and see how to acquire traffic from them! If the audience cannot come to your site, then you might as well take the site to them!!

Finding the right Audience

This tip is useful for you especially if you have configured Goals on Google Analytics. Goals could be a simple metric such as getting more than 3 Pageviews per Visit, or it can be a purchase on your online store.

If you are familiar with the standard set of Advanced Segments that Google Analytics has, then you would know that there is a Converters segment. This is a segment of all the traffic that converted to a Goal  that you have configured in Analytics.

Obviously, increasing the number of Goals would be a metric for you and your content strategy. The Converters segment alongwith the Audience Interest report will help you find the audience which is converting the most.

Wrap Up

Digital marketing is moving closer to traditional marketing paradigms (the 4Ps, Audience Demographics). The good part about this is that data is immediately available as opposed to conducting surveys which consume a lot of time and money (and of course a few summer interns!).

What about you, how useful do you find the Audience Interest report in Google Analytics? Do share your thoughts!