Six great marketing technology tools for small businesses



Today was the second, and last, day of the Technology for Marketing Show. This seems to be just the right time to look at the marketing technology products that we know and trust. Some are free and some you have to pay for, but all provide real value and will help you with your marketing, if you fit their target audience.

Let’s start with the free marketing technology

Google Analytics

If you don’t have Google Analytics on your website, you are really missing a trick. Google Analytics is a great tool for telling you how well your website is performing.

Adding it to your website is child’s play, especially if you have a WordPress site. Once you’ve set up your Analytics account, you either add the code (they provide) to the Theme settings or use a plugin.  Either way, you will be live in less than ten minutes.

Google Analytics will tell you:

  • How much traffic you get to the site.
  • Where it has come from (natural search, social media, paid search etc.).
  • The average time people spend on the site, and the average number of pages they visit.
  • Which pages aren’t working well, via the Bounce Rate and Exit Rate statistics.
  • The devices people use to visit, and for e-commerce sites, what devices they use when making purchases.
  • Demographic information about your audience, such as sex and age.
  • The flow of people through your website.
  • And much more…

All of this can then be compared to other time periods. Is your website performing better than last month, or last year – or yesterday?

If you are going to use one marketing technology tool, this is the one we recommend as an absolute must!

Search Console

image of Google icon - provider of some of our marketing technology setAnother Google product, formerly known as Webmaster Tools, Search Console will help you to analyse your search engine optimisation performance.

  • What search queries are you ranking for, and where are you ranking?
  • The volume of searches there are for that query.
  • Whether Google has a sitemap to work from – always a good thing.
  • The number of links, both internally and externally, linking to your site.
  • How mobile friendly your site is
  • And more

Again much of this can be compared against other time periods to see how you are performing. Just be careful when considering the average search position. This is an aggregation of data, so a high volume of searches with a low SERP figure will drag your average ranking figure down significantly.

Yoast

image of Yoast logo one of our marketing technology setStrictly a plugin and most often seen in WordPress sites (they do others), Yoast is a highly effective tool to help you to improve your search engine rankings.

Yoast is frequently updated, so you can be confident they are keeping up with changes that the search engines are making to their algorithms.

Once you tell Yoast what you want your page to rank for, it provides a traffic light grading to show how well they believe that page will rank. It doesn’t promise to get your onto Page One for that phrase, but it will point you in the right direction.

As SEO is split into two key variables, so is Yoast. It looks at how easy your page is to read and then at the technical SEO. The internal and external links, image alt tags and sentence length, as well as use of title tags, such as H1s and 2s.

Definitely not to be used before you have done your keyword research. Definitely one to use once you have.  There is a premium version, but we recommend you start with the free version. You can then upgrade at the point you are comfortable with what you are doing.  Join their mailing list and they will provide a steady stream of useful tutorials and articles to help you make the most of the tool.

 

Let’s now switch to the paid for products…

CANDDi

image of CANDDi logo part of our marketing technology setMore of a sales tool than a marketing tool, but CANDDi can be highly effective when used properly. In our opinion, it is far more suited to companies selling higher value products or services, usually in the B2B market, rather than for B2C companies.

Where Google Analytics will tell you how many people have been on your site, CANDDi tells you what individuals are doing, what company they work for and WHO is visiting your site.

Before you get too excited, it cannot tell you who for every visitor. If the visitor searches from a fixed IP location, their IP lookup tools will tell you what company the visitor is from. If you already have, or the person gives it to you, it will tell you who is visiting. CANDDi will also notify you when that person comes back too!

The Process

Imagine a lead comes in because somebody filled in the contact request form on your website. CANDDi will tell you:

  • what pages they visited, so you know what they are interested in.
  • when they visited, and how many times.
  • whether they downloaded anything you have been actively promoting.
  • Where they are in the world, helping you qualify the lead.
  • Some, if not all, of their social media details

You have a chat and they want to think about things.

When they come back, you are notified so you can follow up the lead (not straight away, that’s a little creepy). Timing is key to making the sale so knowing when they are thinking about you is a real help.

With contracts starting at £149 per month, on a 30 day term, the pricing and terms are far better than their competitors.

SEMrush

image of semrush logo one of our technology setIf you want to take your SEO performance seriously, SEMrush will really help to improve the performance of your website.

By showing you how your site is working technically, SEMrush helps you to get the basics right. After that, it is about showing you how you are ranking, in comparison to your competitors, for the keywords you provide.

It is stuffed full of ways to help you improve your website’s performance:

  • Listing your backlinks, including a toxicity score (toxic links are bad)
  • Brand monitoring, so you can see when your brand is being talked about.
  • On-page SEO checker, showing you exactly what is wrong and where.
  • Organic research, showing you what your competitors are ranking for
  • Keyword Magic Tool, helping you find the keywords to really up the performance of your SEO and PPC campaigns
  • And much more…

SEMrush is an agency tool, designed to help agencies manage their clients’ marketing and image of a pair of SEMrush socks

 

SEO performance and the pricing reflects that. The lowest price is $99 per month but if you are using a marketing agency to help you with your marketing (and they are using it), they can provide you with savings on that price. They make great socks too!

Mailchimp

SME Needs is a Mailchimp PartnerRecently rebranded as a customer relationship management tool, Mailchimp is still best known as an email marketing platform. If you want to communicate with your audience cost effectively, email makes absolute sense. We all get huge numbers of emails every day but we still open the ones we want to. If you are sending personalised and relevant information to your audience, you will get open and click through rates you want.

Mailchimp does provide a free version, but there are limitations, perhaps most notably allowing only one user. But the chargeable versions start at just $9.99 and its worth it to get the additional users (2 more) and all the functionality.

Mailchimp always had segments and groups to help you manage your audience, but the addition of tags makes it far easier to send only content that is relevant and they will want to read. Most people (69%)[1] believe that sharing data is a key part of today’s society and 57% of consumers happy to receive personalised marketing. If you are following GDPR guidelines and using your customer data sensibly, your email marketing is highly likely to be effective.

We recommend Mailchimp simply because it is the most intuitive platform we have tried and at a price point very few SMEs cannot afford.

Consistency is key

Marketing technology is only useful if you learn how to use it, and then use it regularly and consistently. That means either working your way through the training tutorials that all of these platforms provide. Or working with a marketing agency that regularly uses them and can help you make the most of the benefits marketing technology can bring to your business. If you would like to talk about how we use them with other clients, call us on 020 8634 5911 or click here.

 

[1] DMA figures, Sept 2019

7 ways Google Analytics can help your small business

Google Analytics is a godsend for all small businesses. But, so many either don’t know it exists or don’t use it.

In January I delivered a marketing workshop to about 60 small business owners. Less than half of them put their hands up, when asked if they had Google Analytics on their website.

Let’s spend just a few minutes looking at why we believe EVERY small business with a website should have Google Analytics installed and what you can learn from it.

Read more

Tracking isn’t just for rednecks

  • A broken twig
  • fresh footprints
  • Frightened birds
  • Canddi return trigger!?!

All are signs a tracker will use when hunting their prey.  Knowing where their prey is through tracking is key for the hunter if they want to eat tonight.

The same goes for the your business (with the last one on the list only really for businesses).  Knowing who is looking at you and your online presence can really help you to grow your business. It’s key to be tracking your marketing

Let’s split this into two: you and your business.

Who’s looking at you?

As the owner or director of the business, you are a figurehead for the business.  People will look at you as an indicator of what the business is all about. There’s a few places people will go to in order to look at you:

LinkedIn

Both your personal and company profiles are likely to be looked at.  Are you happy they portray you well?  The good thing about LinkedIn is that you know who is looking at you and when they looked.  This means you can return the favour and then make a decision about what to do next.  Are they a potential client, a possible supplier or simply someone who could be a useful person to network with.

Twitter

To an extent, this depends on whether you tweet as you or as the business, but they’re still going to look. Keep it consistent and interesting. Most of all make sure you’re interacting.

Who’s looking at your business?

There are many tools you can use to check out your website’s performance, starting with good old Google.

Google Analytics

An oldy but a goody.  At the most basic level, you can see how many unique views you get, where they came from, how many pages are being looked at and what pages are liked/disliked (check out the bounce rate).  At the other end of the scale, you can see whether viewers are following the path you expect them to, what they are spending and what your demographics look like.

Check out Audience/technology/network as well.  You can see the names of some of the companies checking you out!

Canddi

No, I haven’t mis-spelt it, there are 2 d’s.  There are a number of more advance web analytics tools out there, including Trovus, Lead Forensics and IDFingerprint.  My favourite at the moment is Canddi.  Not only have they agreed to a free trial for all my clients, they won’t tie you in for a long-term contract and you can set it up to tell you when people return to your website.  Would you like the next conversation you have with a prospect to be timely and absolutely relevant?

I could go on forever about the various tools you can use to track who’s watching you online, but let’s save the 1984 bit for another time.   The simple truth of the matter is that keeping an eye on who is looking at you means you get a chance to interact with them, you know what they are interested in and you can have both a highly relevant conversation and one at the right time.

I wonder if your competition are doing the same thing?

Need a hand tracking your marketing performance? Call us on 020 8634 5911 or click here and we’ll call you.

 

 

Price comparison for IT support?

Small businesses rely on their technology more than bigger businesses?  Controversial statement?

Let me put it into context so you understand where I am coming from.

If a small company has an IT problem that means a few people cannot work effectively, they make up a big percentage of the workforce. This means there is a big chance that the business was adversely affected.

Aligning the technology with the SME’s business plan will mean the IT problems will be significantly reduced, but that isn’t what I want to talk about here.

Price comparison websites have been around for years and we call know about the meerkats and the cartoon woman with seriously dodgy hair (confused.com in case you were wondering). All of these are for consumers and help them get the best deals but where are the price comparison sites for businesses?

After you’ve pinned down exactly what you are looking for from an IT support company, there is little more confusing than working your way through multiple meetings and getting a number of, usually, complex technical documents that are designed to partially sell and partially confuse.

Smart Tendering is a service that I have recently come across that could make choosing your IT support provider so much easier.

Imagine having all your proposals lined up so you can compare easily!