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The Right Landing Page Can Turn Digital OK to Digital Wow

Your digital strategy is all about driving traffic to your website – your online home base. Taking time to make the pages you send people to – your landing pages – a great and well presented experience can create the engagement and conversion you are looking for.

When visiting your site, customers expect an experience that is fast and well-designed — no matter the device they’re using. In a recent study, Google found that 81% of smartphone users are more likely to purchase from companies whose mobile sites or apps help them easily find what they’re looking for.

Optimize for Mobile

Think mobile with your landing pages. Optimizing the web pages for mobile usage is a requirement, not an option. To make your site mobile friendly, run your landing pages through Google’s Mobile-Friendly Test, which will give you the insights and resources you need to improve your pages’ mobile performance.

Use Google Analytics as a Guide

Which areas of your site are performing under expectations? Are certain landing pages turning leads to more sales? Where do site visitors linger? Where do they leave?

Google Analytics offers detailed reports that are specifically designed to help you better understand the performance of your landing pages. In Analytics, follow this path: Behavior>Site Content>Landing pages report. Use the data to understand which landing pages are doing well and which need improvement.

Test Landing Pages

Google Optimize enables you to make multiple versions of your site and see which version performs best. You can test different layouts and content to see if the changes impact conversion to your desired outcome.

Testing with Optimize helps you build pages that offer better user experiences, drive more conversions, and provide a higher return on ad spend as a result.

Use this Strategy to Get the Most from Twitter

Twitter can be a worthy part of your digital marketing strategy. If you have determined that this is a good way to connect with and engage your target audience, here are tips to make the most of your time on the platform.

Keep in mind all that you can do on Twitter:

  • Share images and videos
  • Tag accounts
  • Go live
  • Find people and conversations and interact with them

Basic Twitter Strategy

  • Tweet daily, multiples times a day.  Aim for three times per day. These don’t have to all be original tweets. You can retweet others, and retweet others along with your own comments as well. Tweets can cover the same topic, but each should be unique in some way.
  • Use hashtags. Research the hashtags that are relevant to you, your brand and your audience and use them regularly. Also monitor for new and trending hashtags that are relevant, and capitalize on any that are relevant.
  • Respond to notifications that are genuine. Unfortunately there are a lot of bot accounts out there and even a lot of real people who automate their twitter conversations. Ignore all that, but do respond to genuine tweets and messages.
  • Search for relevant conversations. Search for topics related to your brand and services and join in relevant conversations.
  • Pin important tweets to the top of your profile. This will generate maximum exposure for your most important tweets.
  • Provide video content. You can do something basic or more complex, but video gets noticed on Twitter. You can share created video or go live to great video content.
  • Participate in Twitter chats.  Look for chats that your audience participates in and join in too. Take the time to be a part of the conversation and add value.

Social Listening Beyond Google Analytics

I’ve used Google Analytics to monitor for mentions of clients and topics for many years. However, there are now more tools that are worthy of consideration for tracking digital mentions of you, your brand, your company and/or products.

First, some props to the tool that started it all. Google Alerts is simple and free and it highlights a lot of website and blog content, but is lighter on social media results.

To get the full picture of what people are saying online, consider one of these tools that track mentions across the web, social media, blogs and more.

Talkwalker Alerts

Talkwalker Alerts is similar but more robust than Google Alerts. It monitors most of the web, including blogs and forums. You can also monitor the web in 22 languages.

Talkwalker Alerts is free and easy to use. You choose a keyword to monitor and you get listings of relevant mentions delivered to your inbox. You can choose to receive all mentions or the most important ones based on traffic and engagement. You can get mentions daily or weekly.

Free 

Awario​

Awario monitors all major social media networks, blogs, forums, news sites, etc. in real time. You can reply to mentions straight from the app and from multiple social media accounts.

A dashboard displays the number of mentions, the topics that circle around your brand and mentions by sentiment. Boolean search can be used for advanced keyword queries.

Free trial. $29/month.

Mention

Mention monitors all the major social media networks, blogs, news, forums and the web in real time. It also supports Boolean search. Mention highlights relevant influencers and sentiment.

Mention has collaboration features for social media marketing teams. You can add team members and assign tasks to each. Mention can be integrated with Slack, Buffer, and Zapier.

Access your account from any device and get email notifications.

Free trial. $29/month.

Brand24

Brand24 monitors all the major social media platforms, news, blogs and the web. It analyzes mention growth, reach, sentiment and relevant social media influencers. The mentions are updated every 12 hours, hourly or in real-time, depending on the level of plan.

You can add up to five users on the cheapest plan, while the maximum plan allows for up to 99 users. It integrates with Slack and has a mobile app.

Free trial. $49/month.