FOUND Friday

A weekly Google Hangout dedicated to discussing content marketing, search marketing, SEO and more.

EPISODE INFO

Topic: Ways to automate your marketing and SEO reporting

Part 1 of a two part series about the ways marketers can add automation to reporting options to make getting and sharing insights easier.

Speakers:
Erin O’Brien, President at GinzaMetrics

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View Part 2 here.

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FULL VIDEO TRANSCRIPT

Hi and welcome to this week’s episode of FOUND Friday, a weekly web series dedicated to SEO, content marketing, and analytics.

Proving ROI and getting budget approval are still two of the bigger challenges that marketers face. One of the more common difficulties that is associated with this is finding a good way to get information out of your analytics tools in a usable, insightful way. So having to dive in into a lot of platforms daily, weekly, and cobble together charts and graphs, piece together data points is really time consuming and it takes away what I think is the real value of your time which is making recommendations and plans for strategic marketing decisions and then implementing them.

For this FOUND Friday, we’re going to do a two-part series talking about the ways that marketers can add automation into reporting options to make life easier and get started sharing insights a little faster. During the two-part series, we’re going to talk about four possible ways to use marketing automation in the reporting center.

The first is as a business development tool for agencies creating pre-sales audits and Discovery data that you can use internally or a leverage for potential client pitching.

The second is notification for events. Things like changes in rank, top keyword activity, competitor shifts and things like that.

The third is a way to get daily, weekly, and monthly digests or performance overviews or executive summaries to keep you informed.

Lastly is recommendations for improvements to your site and contact.

During today’s edition we’re going to cover business development for agencies and notifications for events. I’ll be using ScreenShare so bear with me if something goes wrong. Let’s dive in.

Starting out with business development, we talked through about this in the last show covering the importance of pre-sales audits but we didn’t really get into how to set them up and to save yourself some time. Right now for most people I talk to, it’s a really manual process to set up these business development templates, creating these accounts, setting up audits. One of the main reasons that people want to automate this is not because you want to skimp on the quality of your business development efforts but instead to automate the gathering of the initial data and the setup process so that you can take that time and those resources and actually leverage it to getting insights so that you can win business with better insights, not just with the same data that anybody else could pull.

I want to take a look at how this works inside of the GinzaMetrics platform. What we’re going to look at here is how to get started using the notifications and Reporting Center in here.

What we’re looking at from the onset is that you can first choose from a variety of different reporting types. We’re looking at this pre-sales audit report. You’ll see that this is going to be automatically available as a template. Once you actually click in, what you can do is you can decide whether you want to use this template as it is and already exist or if you want to edit it and use the template differently.

You can actually go ahead and customize any part of this reporting template so you can add your own logo or the client’s logo, you can rearrange the layout to make it your own and match your business needs. When you put together the layout, you should consider what the story is that you’re telling your potential client and how you want to frame the services you’re going to be providing, what improvements you’ll make and why you’re going to be the best choice.

For example, some people choose to put ranking trends and competitor comparisons at the beginning, painting a picture of current performance and then finishing with recommendations for improvements or using custom text and HTML modules to show examples of past work and further explanations or other relevant information at the end.

You may also want to start out with top keyword activity and potential site traffic and then move into current ranking distribution and competitor comparisons before finishing with an overview of next steps and some sample recommendations. Here I want to quickly show that you can go ahead and add different themes into your Reporting Center. You can choose to say that it is a dashboard which will allow you to access it directly from the dropdown and then be able to see an interactive version of it that we’ll explore in a minute.

This is where you can drag and drop things into different places. You can pick modules directly from the side. So if you’d like to add or change the modules around in here to match your business development needs, you can take this existing template and make it what you want. Once you’re adding stuff in, what you can do is you can actually go ahead and select date ranges, module labels. You can pick to take a look at different types of granularity and different options in terms of whether you want to be able to see stuff like by specific types of groups, by specific conversions if you want your data or competitor data. You can also pick timelines and a variety of different sorting options.

Once you’ve done that, what you’re going to get is an overview that looks a little something like this. Now this is an overview of the pre-sales audit that we have put in here for you. But once you have this pre-sales audit, what you’re going to get is this data here. You’ll notice that because we saved it as a custom dashboard, it’s all still interactive which means you can click in and get additional data directly from the dashboard. It’s all still filterable and usable the same way that it normally would be with different dropdowns and other options still in here. So you’ve got some things like recommendations, summary, potential site traffic. You’ll notice there are options for one column and two-column layouts and other things for you to be able to see. Then you can very easily either export the report or edit it.

One of the ways we’re talking about doing these automations to get them set up is using the copy template to all site option. When we’re talking about copying your template to all sites, what that will do is if you say, “Copy report template to all sites,” whenever you add a new URL into the system, what you’re going to get is that report added directly in there. The reason that that’s a great option is because we offer unlimited reports, you can go ahead and do this for every potential client and just not make it a client facing report necessarily except for actual business development purposes. That means every time you add in a new URL, it will go ahead and just immediately begin generating this report. You can also have it sent to you as embedded HTML or PDF so you’ll know when it’s ready to be delivered to you. So you can take a look at it, make any edits you need before using it for your pitching.

The next thing I want to talk about is notifications for events. There are a few different examples of what notifications for events might look like. Notifications for events can be used for a variety of different things. That could be stuff like large [7:27 inaudible] rank for your keywords and content, changes to competitor content, rankings, newly discovered competitors and keywords, all kinds of different things.

Setting up reports to notify you daily or weekly or even monthly about what’s going on with your site and industry is really simple and it keeps you from having to constantly check in and look through all aspects of the platform every day if you’ve got a lot of different things going on. I’ll show you how to get some of this set up. We’re going to use top keyword activity as our example to get set up here.

What I’m going to go ahead and walk through with top keyword activity here would be to add in the modules. Top keyword activity alerts you to major changes in rank for your targeted keyword and associated content. In GinzaMetrics, we’ll tell you not just the top increases in keyword activity but also major declines as well as top keyword activity for your competitors. With this you can tell when your targeted keywords and your corresponding content are matching search engine and audience expectations.

A couple of things you can do with that information, by the way, is include those keywords and content and social media posts, use the keywords as e-mail subject lines and headers, consider using those keywords in your paid marketing and advertising efforts, add those keyword and content to landing pages or other areas in the site as a pair to increase traffic and create additional content in different formats to increase your resources around that particular topic. For instance, create video SlideShares, images, blog posts, etc.

How do we get all these notifications set up? In here what you’ll see is everything is divided up by module so you can do decline keyword activity and improve keyword activity. We’ll add this as a module.

What we’re going to do is give it a label, give it a caption, and then we can pick a date range. We’ll just stick with last week. Search engines are devices. You can pick search engines or devices as well as locations inside the platform. We can also pick – do we want something like lattes, iced drink, coffee makers, branded like Starbucks, specific things we can pick if we want a specific group. I’m going to stick with just Starbucks for right now and I’m also going to create ones for my competitors as well. We can also pick if we want to sort ascending, descending by different things. I’m going to leave it as being sorted by its current default methodology and then I’ll say, “Add module.”

That module is here now. What I’m going to do is I’m actually going to go back down and I’m going to go to improved keyword activity. I’m going to leave everything the same except I’m going to save – this one is for Pete’s Stop. We’ll do [10:25 inaudible] Pete’s. Then I’ll choose Pete’s Coffee and then I’ll say that I want to add that module in as well.

I also want to be notified when I’ve got declining keywords. I’ll say the client keywords, I’ll say I want to keep it as me. Maybe right now what I’m really focused on is – it’s summertime so I’ll say just iced drinks. I really only care about iced drink keywords dropping, so I’ll say that. Then what I can do is I’ve chosen to save it as a dashboard. I picked the Starbucks theme from the library which you can see applied a little Starbucks logo.

Then I can say I want to save my report. What it’s going to do is going to take me to a sample dashboard for that information and it’s going to generate. This is what I would get exported to my e-mail that I would see as I would say, “These are things that I’ve improved in rank the most this past week.” Change in rank 49, ranking position is up to position number 2 for latte macchiato and this is the associated content with that. I’ll be able to see this in any associated location as well as projected monthly traffic and if I had visit [11:33 inaudible] conversion data in here as well. I’ll also be able to see this for my competitors like where Pete’s might be coming up in rank. I can also see where I am declining the most specifically for iced drinks.

That’s a quick and easy way to start setting up your Reporting Center options to automate and send you this information so that you don’t have to necessarily log in or that when you do log in, if you go directly to these custom dashboards that you’ve built, you can see and slice and dice information quickly and easily in a more consumable format. It also makes sharing this information around your organization easy because when you say that it is a custom dashboard, you can share just the URL to just that information with other people and that will come in handy when we talk next week about daily, weekly, monthly digests, an executive summary report, automating that process a little bit to make that information a little bit more consumable and sharable.

Then recommendations like improvements to your site and content being sent on a more regular basis. That way you know what has and hasn’t been done to give you a better insight on what your weekly priority may need to be or if you notice a really big spike in recommendations. That will be something that you want to be notified of because you’ll say, “Hey, there’s a bunch of new errors in here. It’s probably affecting overall traffic and conversions for my site. I probably should go pay attention to that.”

That’s it for this week’s edition of FOUND Friday. The show notes and everything will always be available on the GinzaMetrics blog including screenshots and how-tos on how to get these things set up in your account. Also if you ever have questions about how to set them up or want a GinzaMetrics account, you can go to GinzaMetrics.com or you can check out our other FOUND Friday YouTube videos and you can e-mail us at marketing@ginzametrics.com or e-mail me directly, erin@ginzametrics.com. Until next week. Bye.

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