May 26, 2021 • 28 mins
We deep dive into 3 fundamental tools that Any business owner can use to see if their website is actually driving any revenue.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Joseph Pellegrino (00:01):
Hey guys, on today's podcast, we're gonna be
discussing three ways to ensureyour website is actually
looking.
Okay, so when it comes towebsites, I know nowadays,
pretty much every one has awebsite. I mean, it's way easier
(00:23):
and way more efficient to buildwebsites. And to even purchase a
website. I mean, you couldliterally create a website, a
one page website, even within anhour, and you can probably get
it hosted for something like acouple of you know, 1015 bucks a
month. In a warehouse back inthe day, I mean, you're talking,
(00:44):
it used to cost like $10,000 fora website, and people just
didn't have the money for it.
But now it is it's a little moreaffordable, a lot more
affordable if you know whatyou're doing. And there's a lot
more tools like WordPress andWix and Squarespace. I mean,
there's just, there's just noreason why you don't have a
(01:06):
website. That's what it comesdown to is there's zero reason
for you not to have a website.
And there is no reason for younot to be able to track how much
money your website is actuallymaking. When it comes to what
your website is doing for you. Alot of people think that right
(01:28):
away, you're referring or I willbe referring to right now to an
E commerce site, something likea, a WooCommerce or Shopify
shop. And this particularepisode has nothing to do with E
commerce. Like I'm not evengoing to discuss e commerce
because I don't want you tothink that that's the only way
(01:50):
you can track or return oninvestment for your website.
There's other ways to track. Andwe're going to be discussing the
top three ways you can actuallytrack your return of investment.
So yeah, let's get started. Sothe first way that you can keep
(02:12):
track of what's going on in yourwebsite is probably the most
important tool you add to yourwebsite, no matter what platform
you use, if it's raw HTML code,or if it's a WordPress site, or
if it's a Wix site, whatever itis, you want Google Analytics on
that site. I can't stress thisenough how important Google
(02:34):
Analytics is, I mean, you'reliterally taking a tool that was
invented by the guys thatbasically run the internet. I
mean, you Google everything. Soto take a tool that they made,
because they know the stresses,and they know, the choke points
on analyzing your data, and theybuilt a tool. That's pretty much
(02:58):
the industry standard at thispoint, especially since Facebook
just announced. I don't know howlong ago, but we noticed it the
other day, that their Facebookanalytics dashboard says that
it's going away. So GoogleAnalytics is going to become if
it's not already, the basicallyone of the only platforms that
(03:20):
you will need in order tomonitor your website. You know,
and I'm not talking about thefact that there, I mean, there
are so many other platforms outthere. But this is for the
typical business owner, who, youknow, has no business coding or
setting these tools up. This isprobably the easiest and most
(03:43):
effective way. And it's free totrack the basics of your
website. I mean, this is whatthe path to growth podcast is
really for, is for businessowners. And using these tools.
There's no reason why you can'tdo this yourself. Because a lot
of people can't afford an agencyright now. And Google Analytics
(04:05):
is probably the easiest tool toset up right now. Especially
with like I said, With Wix andall these other guys, they have,
basically, you will pretty muchcreate a Google account. If you
don't already have one whodoesn't have a Gmail, your
credit Google account. AndGoogle is going to give you a
code, not not lines of code,like you know, HTML or anything,
(04:29):
they're going to give you maybe,you know, five or six numbers
with a G in front of it. Andyou're going to copy that and
you're going to paste it into afield within Squarespace or Wix.
WordPress nowadays has stufflike that. That's it. That's it.
I mean, it's not rocket science.
It's not like you have to be asoftware engineer. In order to
(04:50):
do this, I mean, there's there'sobviously more capabilities you
could do if you want to digdeeper into more analytics and
more More data. But the basicsfor a basic business owner to
set up analyzation of yourwebsite in basic form is through
Google Analytics. Now, what canyou really do with Google
(05:14):
Analytics? I mean, why would youwant to do that? So one of them.
One of the primary goals, Ishould say, no pun intended is
goals, one of the primaryfeatures that you can report on
his goals. So pretty much youtell Google, when this happens
(05:34):
on my website, my business makesx amount of dollars. So
basically, if I'm going on yourwebsite, say for instance, sure
a, say for instance, yourrestaurant, right, I go on your
website, I get to the homepage.
And if you have a good slidersetup, the first thing you're
(05:57):
going to see is something thatsays, Oh, we just got a brand
new hamburger. We are, you know,a brand new platter that we want
to introduce. And we offer itwith our delivery, click here to
order now, when somebody clicksthat button, order now, you can
literally tell Google, if theyclick this button, this order
(06:21):
now button. And say that ordernow button is attached to a
phone call into your restaurant,let's just take online ordering
out of the question. They clickit, they call you very simple.
You can tell Google, if theyclick this, my business could
make on average, I don't know 50bucks. Now, every time someone
(06:44):
clicks that button, Google'sgonna report it as this is your
goal. Now that's a very, youknow, 30,000 foot view of what
that button does. I mean, youcan get 20 people to click that
button and not actually callyou. They'll see it and they'll
be like, Oh, wait, I didn't meanto do that. That's just an
example. There's just a verybasic example of what I mean by
(07:04):
you can tell Google whensomething happens on your
website, my business makes Xamount of money. That's what a
goal is on Google. And itdoesn't just happen for your
website. As far as a direct, youknow, someone typed in your URL,
you can have an ad out there.
Okay? Whether it's a Google ador a Facebook ad, it can even be
a Pinterest pin, someone canclick the Pinterest pin, go to
(07:27):
your website, click the ordernow button, because you have a
beautiful picture of yourhamburger as a Pinterest then.
And now Google Analytics isgoing to tell you, Pinterest
sold the hamburger. And nowyou're going to say Oh, wow.
Okay, so this is what's going onwith those Pinterest pins. And
now, you're gonna double down onPinterest, because you know, for
(07:50):
a fact that one personconverted, that's already enough
to say, okay, something'sworking here. This is now how
you're going to analyze yourwebsite. This is how you're
going to now get into the rhythmof every morning, you know, you
you're sipping your coffee, oryour tea, if you're Gandalf, the
grey, you're going to be lookingat these reports. And you're
(08:13):
going to, you're going to nowbecome an analyzer without even
realizing it. And you don't haveto, you don't have to learn this
stuff. To a degree where you'relike a scientist, you just learn
the basics. It's just likebusiness, you know, what you're,
you know, you know, what yourp&l looks like, you know what
your profit is, you know, whatyour expenses are. Google
Analytics is no different. Forthe basics. I don't want to be
(08:36):
little Google Analytics, youknow, as a marketer. Google
Analytics can be very, very,very powerful, and you have to
know what you're doing. But as abusiness owner for just basic,
basic information that's free,that's effective. That's just
the basics. You need to set upGoogle Analytics. digging a
(08:58):
little deeper into thecapabilities of Google
Analytics, there's somethingcalled Multi Channel funnels.
Okay. So to help explain this,just imagine you're sitting on
the couch. Right? And you'rescrolling through Facebook. And
you see shoes, right? You see, Idon't know DSW puts out an ad
(09:21):
for shoes. And you go, Oh, myGod, these are beautiful. Let me
click it. You click on theshoes, right? All of a sudden,
you're trying to check out ofyour cart. And one of your kids
calls you inside or your husbandsays babe, I need you for a
minute. And you put the phonedown. You come back an hour
later, after you know I don'tknow maybe the laundry was done.
Maybe some maybe you're doingsomething in the house, you come
(09:42):
back and you don't finish whatyou were doing.
Since they know that your brandshowed them an ad. That person
that just that just went todsw.com through the ad is now
going to say huh um You know, Ididn't finish shopping. Let me
(10:02):
let me go on their website. Sonow the traffic source went from
Facebook, to now it's gonna goto either Google, either they're
going to do a Google search forDSW, or they're gonna go
directly to your website. Okay?
When this goal happens, there'scookies that are that are
tracking you. And, you know, Iknow everyone's ears are perking
(10:24):
up like, oh, that's supposed tobe going away and not supposed
to be tracking people anymore.
But there are still going to becookies around, there's going to
be other ways that Google andFacebook and all these guys are
going to somehow track you whereyou are. And you're probably
going to allow it because youwant personalization. The
(10:45):
majority that people thinkprivacy with these internet guys
is bad. But you know, they'renot forcing you to check into
Starbucks and post about your,your caramel macchiato, you're
the one doing that. So privacyis a touchy subject with me,
because there's a lot of peoplewho are a little Hippocratic
about it. And they don'tunderstand that they're the ones
(11:09):
giving up their own privacy. Butin any event, these multi
channel funnels are going to bebuilt to allow you to view if
somebody went from Facebook, toGoogle to direct, and it's going
to now say there was a goalmade, there was a shoe that was
added to someone's cart, theybought it, you made 75 bucks.
(11:33):
And your multi channel funnel istelling you that it took them
three touchpoints to get to you.
That's what multi channelFunnels is. And this doesn't,
this doesn't only happen for youknow, for Facebook, you it'll
happen for referrals. Also,it'll let you know that there
was an email that went out. Soyou might see something from
(11:56):
MailChimp, or Constant Contact,the user clicked it. But because
they didn't have time to shop orsomething came up. Or maybe the
next day, they decided to goback to your website, your brand
stuck into their head. So nowbranding comes into play with
multi channel funnels, you'regoing to be able to see how much
(12:18):
does your brand matter. Andthat's what's most important. If
people remembering to go to yourwebsite, after they saw an ad
today before, you're doing apretty good job of branding,
because either either they lovedthe ad, maybe it was something
funny. Maybe it was your logo,maybe it was your the fact that
your brand is in their face. Andsomething is leading them back
(12:41):
to your website, that's whatmulti channel Funnels is going
to be telling you is that peoplewill remembering your brand. And
if you're lucky enough to getthe actual keyword of what
people typed in. That's evenbetter. Because now you can
tell, not only did people goback to my website, they typed
in my brand name, this was abranded keyword search, then
you're really in good shape. Andthat's really the gist of it.
(13:07):
That's really the gist of multichannel funnels, which is
another great feature of GoogleAnalytics. The next section I
want to talk about is actionableforms. So what would be an
actionable form? They could bebasic, they could be something
like, someone goes to yourwebsite, there's a contact form,
(13:30):
you know, a general name, emailmessage, and they hit submit.
That's as basic as it is, thatis an actionable form, you would
still want that on your website,you still want to know, if
somebody can't find something onyour website. You want them to
know, I'm here. What do youneed? Let me know what you
(13:53):
couldn't find. And those are allideas, by the way that you guys
should remember is you could dostuff with your form. It doesn't
have to say, you know, verymilitary name, email, message,
submit, it could say somethinglike, What is your name? What
could we help you with? Or whatdid you find anything here? How
(14:15):
did you find us? When you startdigging deeper into actionable
forms, something that's givingyour audience something to fill
out and giving you information?
You want to know how they foundyou. As much as Google Analytics
is a great tool. Sometimespeople take people I'm sorry,
sometimes people take theirprivacy, very serious, and they
(14:38):
might turn off all of thisstuff. You know, with iOS 14 out
now, you might not be able totrack all that. You might need a
form to tell you. I found youfrom a friend word of mouth. I
found you through Facebook. Ifound you through Pinterest. And
if you let people fill out thisinformation, the majority of
(14:59):
people are actually going tofill out that information as
much as you think they're not.
They'll tell you if they'regoing to put in the work to say,
you know, for instance, you'rea, you're a restaurant that
hosts catered events, if they'refilling out all that information
that says, I'd like to have awedding ceremony or a bar
mitzvah, at your catering Hall,and they're, they're putting,
(15:23):
you know, there's going to be100 guests, it's going to be on,
you know, two months from now,they will put in that extra time
to say, How did I find you, mybest friend, Vicki told me about
you guys, though, gonna put itbecause it just takes two
seconds. If you want to make ita required field, you can, if
people really don't want to fillit out, they could just put
blob, you know, anything in thatfield doesn't matter. As long as
(15:45):
they could submit the field andget their kids party going. They
don't care. Just put it in thereanyway, give people the option,
they will fill it out. We'veseen this on so many of our
clients, they will fill it out.
So let them decide, don't decidefor your audience what they will
and won't fill out sometimes ifyou put too many fields. Yes, it
(16:07):
might look like oh, God, I haveto fill all this out. Majority
of the time, though, you havenothing to worry about. And
going back to the topic ofactionable forms, how can this
help you tell what your returnof investment is? The number one
way it can tell your return oninvestment is literally by
(16:29):
giving your service a price. Andyou want a form to be on each
service page that you have. Forinstance, if you offer something
like you know, cocktail parties,you're going to make a page with
this form on it. And this formis going to be separate from
every other page that you have.
Because when someone submitsthis form, guess what? You're
(16:52):
tracking it through GoogleAnalytics, okay. And you're
gonna connect the goal to it. Soyou're gonna say, hey, Google,
when somebody fills out thecocktail parties form, on
average, we make $2,000 for anevent. And now Google Analytics
is going to be able to tell you,Hey, Karen, guess what? This
form that was filled out? Gotyou $2,000. Okay, and guess
(17:16):
where it came from? It came fromPinterest, or it came from
Facebook. And you're gonna know,you're gonna know what's making
you money, you're going to knowhow much money your website is
making you. Because if you don'thave these connections made,
what is the point of having awebsite? You're paying monthly,
you're paying for that website,you paid somebody to build the
(17:36):
website, if you paid 100 bucks,or you paid $5,000? Wouldn't you
want to know what it's doing foryou? I mean, you're not just
gonna go up to a car salesmanand say, Oh, it's a $5,000 for
that car. Sold. I don't evenwant to know what's in it. I'm
just gonna give you the money.
No, you're not gonna do that.
You're gonna give them themoney, you're going to drive it,
you're going to say, Wow, thiscar is really fucking worth it.
(17:58):
Or you're gonna say, this car isa piece of shit. I don't know
why I paid this money. I don'tknow what it's doing. For me.
It's breaking down every fiveminutes. I mean, that's another
thing. If your website doesn'thave the foundations in place,
it's not going to make youmoney. And I'm not just talking
about Google Analytics andactionable forms. I'm talking
about basics. I mean, we'retalking about backups. The
(18:20):
basic, the most basic thing inthe world is a backup. I mean,
if your site goes down, can youget it back up within an hour,
the majority of business ownersprobably have no clue. If they
have a website backup, that's aproblem. Especially in 2021,
when online ordering is becominga huge deal. People were getting
(18:43):
used to post COVID The thingsthat they did during COVID,
which was online orderingcurbside pickup, you have to
make sure your website's up.
There's no if ands or buts aboutit. I mean, if you offer online
ordering, I mean, if you gothrough something like DoorDash,
or Uber Eats, not a lot ofrestaurants are paying the fees.
(19:05):
They don't want to they wantthey want their own ordering
system or their POS offers it,then your website has to be up.
But regardless, you need adestination for people to go if
they want to online order, theymight not go through the app,
they might go on your website,look at the menu. And if you
offer a button right there,that's another piece of that's
(19:25):
another return of investmentright there is your website is
up, it's online. There's abutton that says order now after
someone looks at the menu. Ifyour website isn't up, you might
be losing sales. So that'ssomething to think about.
Okay, now, the last piece of thepuzzle is going to be something
that might scare the majority ofyou because once you hear this
(19:48):
term, you're gonna say oh, no, Ican't I can't do that. I don't
know what that is. So what I'mtalking about is Basic Search
Engine Optimizationfundamentals. Now I personally
work on SEO for a living. So Iknow how advanced it is how
detailed it is, I mean, you needto really know what you're
(20:10):
doing, you're not going to bedoing any of the stuff that I
would do. You know, obviously,to a degree, some of the basics
I handle, but I'm saying youryou will not be doing the
majority of the work that SEOtakes. I mean, it's a lot of
work. What that what we will bediscussing on this episode is
(20:32):
basic SEO is something as simpleas if somebody shares something
from your website, to Facebook,or to Pinterest, or to Twitter,
that your website will have animage, it'll have a title, and
it will have a little blurbpiece of text that explains what
they're sharing. That's it, thatis basic fundamentals of SEO, as
(21:00):
it pertains to social media. Andthese are the basic SEO
fundamentals anyway. I mean, ifwhen it comes down to brass
tacks, you're talking aboutwords, text, images, and media,
on your website is the basicfundamentals, a basic building
block of SEO. As a businessowner, you can control the text,
(21:23):
the word, the picture, thatshows up when someone posts
something about your brand, you100% are in control. If someone
shares from your website, toanother social media platform,
you can control everything thathappens. And it could be through
(21:44):
my favorite platform issomething like WordPress,
because there's a plug in calledYoast, y O, A, S, T SEO, I'm
going to have a couple of linksin the description anyway, so
don't worry about rememberingall this shit. But something
like Yoast SEO, it's free. Youplug it into your website, and
(22:07):
it'll literally tell you on thepage, you know, it'll have a
little tab for social media. Andit'll have the picture the title
and an excerpt, a littlemessage. So that if someone
shares, you know, a shoe fromyour website, it's not just
going to be a basic picture ofyour logo with the title that
says, you know, dsw.com shoestore. And the excerpt is going
(22:32):
to say something like, you know,media image one, because it
can't grab any information fromyour page, what you want it to
say is, it'll have a picture ofthe shoe that's being sold, the
title is going to say somethinglike, or actually, let me put it
something more relevant, becauseI told you guys, we weren't
doing anything with E commerce,let's do a restaurant there on
(22:53):
the menu, or you have a specificpage for a brand new burger. The
actual picture, as far as inYoast is going to say is going
to have the burger, right, theburger itself is not going to
have your logo. The title isgoing to say, you know, Bourbon
bacon burger. And the excerpt isgoing to say, this brand new
(23:16):
burger just came out. It'sloaded with cheese, bacon bits.
And bourbon sauce, you have totry it for a limited time,
that's going to make you want tobuy something, if you see that,
that's going to that's what'sgoing to catch your eye, not
your logo, your logo is notgoing to catch someone's eye,
because they're not interestedin your brand. They're
interested in the somethingleading to your brand, the
(23:38):
burger, the shoe, that anything,anything but a logo, you need
something to draw people in. Soif your website has these
fundamentals set up, then youraudience is going to be
marketing for you. If they sharewhatever this is, they could
copy you know what, they caneven copy and paste the URL to
(24:01):
that page into a text message.
And on iOS, you know, whensomeone sends you a URL link, it
shows you a picture. It has thetitle, it has a little
description. I mean, these are,these are things that help tell
the story about your brand. Soif your website has all of this
setup, you you already have thebasic fundamentals of SEO
accomplished, and you don't knowanything about SEO. And once
(24:24):
again, this is not to belittlehow search engine optimization
works. This is to give you abetter return of investment on
your website. As a businessowner. It's very simple. And
just because you can do itdoesn't mean you shouldn't pay
for it. Okay. You got toremember when you're paying
(24:45):
agencies, I mean, you know, Iown an agency myself, and I'm
not trying to steer businessaway from my agency, but just
because you could do somethingdoesn't mean you shouldn't pay
for it because anybody you knowanybody can drive a car But if
it's not, you know, daleearnhardt jr. You're not going
to win a NASCAR race. I mean,you have to know what you're
(25:06):
doing. But to what degree abusiness owner can set up these
tools on their website, basicfoundation, if you think it's
not doing anything for you, ofcourse, you should consult
someone who knows what they'redoing, such as an agency or, you
know, some kid who, you know,you know, it's your nephew's
best friend, and he knows how todo SEO, of course, you should
pay for it. All I'm saying is,these tools, these three tools
(25:29):
are designed to help you as abusiness owner, who maybe you
don't want to pay for an agency,you just bounce back from COVID,
you don't feel like paying foran agency you can afford it or
whatever it is, you should youuse these three basic, basic
fundamentals in order to get abetter return of investment on
(25:49):
your website. Because the wholepoint of your website is to make
you money. And if it's justsitting there, collecting dust,
and you don't even know how manypeople are visiting it. You
might say to yourself, oh, maybeI'll update the website. But
what's the point? If no one'svisiting it? Do you have that
answer? Do you know how manypeople were visiting your
website? Probably not. Themajority of business owners have
(26:13):
no fucking clue how many peopleare visiting their website, they
have no clue. If the visitorsare visiting from a mobile
device, or if they're visitingfrom a desktop, they don't know.
So this will hopefully help youalong the way. And if you need
any help, I'm gonna put my textnumber, my community number at
(26:37):
the end of this podcast. There'sno reason why you can't text me
and say, Joe, I don't know howto set up Google Analytics, can
you send me a link to anarticle, I'll send it to you.
But I'm not here to make moneyoff of people off this podcast.
This is just to help businessowners. We've been helping small
business owners for almost fiveyears now. And, you know, we're
(27:00):
just trying to give back whenbusiness owners small
businesses, especially are in avery rough time right now. And
there's no reason for them tonot succeed when people like me
exist, and we're really tryingto help you guys as much as we
can. So please use theseresources. Please ask us
questions. And I hope you foundthis podcast very helpful. As
(27:25):
always, thank you guys forlistening. And if you think this
episode is brought you somevalue, you can text the word
podcast to 516-447-5332 and youwill be the first to know about
new episodes. And you can evenask us questions about the
podcast or about digitalmarketing in general.
Hey guys, on today's podcast, we're gonna be
discussing three ways to ensureyour website is actually
looking.
Okay, so when it comes towebsites, I know nowadays,
pretty much every one has awebsite. I mean, it's way easier
(00:23):
and way more efficient to buildwebsites. And to even purchase a
website. I mean, you couldliterally create a website, a
one page website, even within anhour, and you can probably get
it hosted for something like acouple of you know, 1015 bucks a
month. In a warehouse back inthe day, I mean, you're talking,
(00:44):
it used to cost like $10,000 fora website, and people just
didn't have the money for it.
But now it is it's a little moreaffordable, a lot more
affordable if you know whatyou're doing. And there's a lot
more tools like WordPress andWix and Squarespace. I mean,
there's just, there's just noreason why you don't have a
(01:06):
website. That's what it comesdown to is there's zero reason
for you not to have a website.
And there is no reason for younot to be able to track how much
money your website is actuallymaking. When it comes to what
your website is doing for you. Alot of people think that right
(01:28):
away, you're referring or I willbe referring to right now to an
E commerce site, something likea, a WooCommerce or Shopify
shop. And this particularepisode has nothing to do with E
commerce. Like I'm not evengoing to discuss e commerce
because I don't want you tothink that that's the only way
(01:50):
you can track or return oninvestment for your website.
There's other ways to track. Andwe're going to be discussing the
top three ways you can actuallytrack your return of investment.
So yeah, let's get started. Sothe first way that you can keep
(02:12):
track of what's going on in yourwebsite is probably the most
important tool you add to yourwebsite, no matter what platform
you use, if it's raw HTML code,or if it's a WordPress site, or
if it's a Wix site, whatever itis, you want Google Analytics on
that site. I can't stress thisenough how important Google
(02:34):
Analytics is, I mean, you'reliterally taking a tool that was
invented by the guys thatbasically run the internet. I
mean, you Google everything. Soto take a tool that they made,
because they know the stresses,and they know, the choke points
on analyzing your data, and theybuilt a tool. That's pretty much
(02:58):
the industry standard at thispoint, especially since Facebook
just announced. I don't know howlong ago, but we noticed it the
other day, that their Facebookanalytics dashboard says that
it's going away. So GoogleAnalytics is going to become if
it's not already, the basicallyone of the only platforms that
(03:20):
you will need in order tomonitor your website. You know,
and I'm not talking about thefact that there, I mean, there
are so many other platforms outthere. But this is for the
typical business owner, who, youknow, has no business coding or
setting these tools up. This isprobably the easiest and most
(03:43):
effective way. And it's free totrack the basics of your
website. I mean, this is whatthe path to growth podcast is
really for, is for businessowners. And using these tools.
There's no reason why you can'tdo this yourself. Because a lot
of people can't afford an agencyright now. And Google Analytics
(04:05):
is probably the easiest tool toset up right now. Especially
with like I said, With Wix andall these other guys, they have,
basically, you will pretty muchcreate a Google account. If you
don't already have one whodoesn't have a Gmail, your
credit Google account. AndGoogle is going to give you a
code, not not lines of code,like you know, HTML or anything,
(04:29):
they're going to give you maybe,you know, five or six numbers
with a G in front of it. Andyou're going to copy that and
you're going to paste it into afield within Squarespace or Wix.
WordPress nowadays has stufflike that. That's it. That's it.
I mean, it's not rocket science.
It's not like you have to be asoftware engineer. In order to
(04:50):
do this, I mean, there's there'sobviously more capabilities you
could do if you want to digdeeper into more analytics and
more More data. But the basicsfor a basic business owner to
set up analyzation of yourwebsite in basic form is through
Google Analytics. Now, what canyou really do with Google
(05:14):
Analytics? I mean, why would youwant to do that? So one of them.
One of the primary goals, Ishould say, no pun intended is
goals, one of the primaryfeatures that you can report on
his goals. So pretty much youtell Google, when this happens
(05:34):
on my website, my business makesx amount of dollars. So
basically, if I'm going on yourwebsite, say for instance, sure
a, say for instance, yourrestaurant, right, I go on your
website, I get to the homepage.
And if you have a good slidersetup, the first thing you're
(05:57):
going to see is something thatsays, Oh, we just got a brand
new hamburger. We are, you know,a brand new platter that we want
to introduce. And we offer itwith our delivery, click here to
order now, when somebody clicksthat button, order now, you can
literally tell Google, if theyclick this button, this order
(06:21):
now button. And say that ordernow button is attached to a
phone call into your restaurant,let's just take online ordering
out of the question. They clickit, they call you very simple.
You can tell Google, if theyclick this, my business could
make on average, I don't know 50bucks. Now, every time someone
(06:44):
clicks that button, Google'sgonna report it as this is your
goal. Now that's a very, youknow, 30,000 foot view of what
that button does. I mean, youcan get 20 people to click that
button and not actually callyou. They'll see it and they'll
be like, Oh, wait, I didn't meanto do that. That's just an
example. There's just a verybasic example of what I mean by
(07:04):
you can tell Google whensomething happens on your
website, my business makes Xamount of money. That's what a
goal is on Google. And itdoesn't just happen for your
website. As far as a direct, youknow, someone typed in your URL,
you can have an ad out there.
Okay? Whether it's a Google ador a Facebook ad, it can even be
a Pinterest pin, someone canclick the Pinterest pin, go to
(07:27):
your website, click the ordernow button, because you have a
beautiful picture of yourhamburger as a Pinterest then.
And now Google Analytics isgoing to tell you, Pinterest
sold the hamburger. And nowyou're going to say Oh, wow.
Okay, so this is what's going onwith those Pinterest pins. And
now, you're gonna double down onPinterest, because you know, for
(07:50):
a fact that one personconverted, that's already enough
to say, okay, something'sworking here. This is now how
you're going to analyze yourwebsite. This is how you're
going to now get into the rhythmof every morning, you know, you
you're sipping your coffee, oryour tea, if you're Gandalf, the
grey, you're going to be lookingat these reports. And you're
(08:13):
going to, you're going to nowbecome an analyzer without even
realizing it. And you don't haveto, you don't have to learn this
stuff. To a degree where you'relike a scientist, you just learn
the basics. It's just likebusiness, you know, what you're,
you know, you know, what yourp&l looks like, you know what
your profit is, you know, whatyour expenses are. Google
Analytics is no different. Forthe basics. I don't want to be
(08:36):
little Google Analytics, youknow, as a marketer. Google
Analytics can be very, very,very powerful, and you have to
know what you're doing. But as abusiness owner for just basic,
basic information that's free,that's effective. That's just
the basics. You need to set upGoogle Analytics. digging a
(08:58):
little deeper into thecapabilities of Google
Analytics, there's somethingcalled Multi Channel funnels.
Okay. So to help explain this,just imagine you're sitting on
the couch. Right? And you'rescrolling through Facebook. And
you see shoes, right? You see, Idon't know DSW puts out an ad
(09:21):
for shoes. And you go, Oh, myGod, these are beautiful. Let me
click it. You click on theshoes, right? All of a sudden,
you're trying to check out ofyour cart. And one of your kids
calls you inside or your husbandsays babe, I need you for a
minute. And you put the phonedown. You come back an hour
later, after you know I don'tknow maybe the laundry was done.
Maybe some maybe you're doingsomething in the house, you come
(09:42):
back and you don't finish whatyou were doing.
Since they know that your brandshowed them an ad. That person
that just that just went todsw.com through the ad is now
going to say huh um You know, Ididn't finish shopping. Let me
(10:02):
let me go on their website. Sonow the traffic source went from
Facebook, to now it's gonna goto either Google, either they're
going to do a Google search forDSW, or they're gonna go
directly to your website. Okay?
When this goal happens, there'scookies that are that are
tracking you. And, you know, Iknow everyone's ears are perking
(10:24):
up like, oh, that's supposed tobe going away and not supposed
to be tracking people anymore.
But there are still going to becookies around, there's going to
be other ways that Google andFacebook and all these guys are
going to somehow track you whereyou are. And you're probably
going to allow it because youwant personalization. The
(10:45):
majority that people thinkprivacy with these internet guys
is bad. But you know, they'renot forcing you to check into
Starbucks and post about your,your caramel macchiato, you're
the one doing that. So privacyis a touchy subject with me,
because there's a lot of peoplewho are a little Hippocratic
about it. And they don'tunderstand that they're the ones
(11:09):
giving up their own privacy. Butin any event, these multi
channel funnels are going to bebuilt to allow you to view if
somebody went from Facebook, toGoogle to direct, and it's going
to now say there was a goalmade, there was a shoe that was
added to someone's cart, theybought it, you made 75 bucks.
(11:33):
And your multi channel funnel istelling you that it took them
three touchpoints to get to you.
That's what multi channelFunnels is. And this doesn't,
this doesn't only happen for youknow, for Facebook, you it'll
happen for referrals. Also,it'll let you know that there
was an email that went out. Soyou might see something from
(11:56):
MailChimp, or Constant Contact,the user clicked it. But because
they didn't have time to shop orsomething came up. Or maybe the
next day, they decided to goback to your website, your brand
stuck into their head. So nowbranding comes into play with
multi channel funnels, you'regoing to be able to see how much
(12:18):
does your brand matter. Andthat's what's most important. If
people remembering to go to yourwebsite, after they saw an ad
today before, you're doing apretty good job of branding,
because either either they lovedthe ad, maybe it was something
funny. Maybe it was your logo,maybe it was your the fact that
your brand is in their face. Andsomething is leading them back
(12:41):
to your website, that's whatmulti channel Funnels is going
to be telling you is that peoplewill remembering your brand. And
if you're lucky enough to getthe actual keyword of what
people typed in. That's evenbetter. Because now you can
tell, not only did people goback to my website, they typed
in my brand name, this was abranded keyword search, then
you're really in good shape. Andthat's really the gist of it.
(13:07):
That's really the gist of multichannel funnels, which is
another great feature of GoogleAnalytics. The next section I
want to talk about is actionableforms. So what would be an
actionable form? They could bebasic, they could be something
like, someone goes to yourwebsite, there's a contact form,
(13:30):
you know, a general name, emailmessage, and they hit submit.
That's as basic as it is, thatis an actionable form, you would
still want that on your website,you still want to know, if
somebody can't find something onyour website. You want them to
know, I'm here. What do youneed? Let me know what you
(13:53):
couldn't find. And those are allideas, by the way that you guys
should remember is you could dostuff with your form. It doesn't
have to say, you know, verymilitary name, email, message,
submit, it could say somethinglike, What is your name? What
could we help you with? Or whatdid you find anything here? How
(14:15):
did you find us? When you startdigging deeper into actionable
forms, something that's givingyour audience something to fill
out and giving you information?
You want to know how they foundyou. As much as Google Analytics
is a great tool. Sometimespeople take people I'm sorry,
sometimes people take theirprivacy, very serious, and they
(14:38):
might turn off all of thisstuff. You know, with iOS 14 out
now, you might not be able totrack all that. You might need a
form to tell you. I found youfrom a friend word of mouth. I
found you through Facebook. Ifound you through Pinterest. And
if you let people fill out thisinformation, the majority of
(14:59):
people are actually going tofill out that information as
much as you think they're not.
They'll tell you if they'regoing to put in the work to say,
you know, for instance, you'rea, you're a restaurant that
hosts catered events, if they'refilling out all that information
that says, I'd like to have awedding ceremony or a bar
mitzvah, at your catering Hall,and they're, they're putting,
(15:23):
you know, there's going to be100 guests, it's going to be on,
you know, two months from now,they will put in that extra time
to say, How did I find you, mybest friend, Vicki told me about
you guys, though, gonna put itbecause it just takes two
seconds. If you want to make ita required field, you can, if
people really don't want to fillit out, they could just put
blob, you know, anything in thatfield doesn't matter. As long as
(15:45):
they could submit the field andget their kids party going. They
don't care. Just put it in thereanyway, give people the option,
they will fill it out. We'veseen this on so many of our
clients, they will fill it out.
So let them decide, don't decidefor your audience what they will
and won't fill out sometimes ifyou put too many fields. Yes, it
(16:07):
might look like oh, God, I haveto fill all this out. Majority
of the time, though, you havenothing to worry about. And
going back to the topic ofactionable forms, how can this
help you tell what your returnof investment is? The number one
way it can tell your return oninvestment is literally by
(16:29):
giving your service a price. Andyou want a form to be on each
service page that you have. Forinstance, if you offer something
like you know, cocktail parties,you're going to make a page with
this form on it. And this formis going to be separate from
every other page that you have.
Because when someone submitsthis form, guess what? You're
(16:52):
tracking it through GoogleAnalytics, okay. And you're
gonna connect the goal to it. Soyou're gonna say, hey, Google,
when somebody fills out thecocktail parties form, on
average, we make $2,000 for anevent. And now Google Analytics
is going to be able to tell you,Hey, Karen, guess what? This
form that was filled out? Gotyou $2,000. Okay, and guess
(17:16):
where it came from? It came fromPinterest, or it came from
Facebook. And you're gonna know,you're gonna know what's making
you money, you're going to knowhow much money your website is
making you. Because if you don'thave these connections made,
what is the point of having awebsite? You're paying monthly,
you're paying for that website,you paid somebody to build the
(17:36):
website, if you paid 100 bucks,or you paid $5,000? Wouldn't you
want to know what it's doing foryou? I mean, you're not just
gonna go up to a car salesmanand say, Oh, it's a $5,000 for
that car. Sold. I don't evenwant to know what's in it. I'm
just gonna give you the money.
No, you're not gonna do that.
You're gonna give them themoney, you're going to drive it,
you're going to say, Wow, thiscar is really fucking worth it.
(17:58):
Or you're gonna say, this car isa piece of shit. I don't know
why I paid this money. I don'tknow what it's doing. For me.
It's breaking down every fiveminutes. I mean, that's another
thing. If your website doesn'thave the foundations in place,
it's not going to make youmoney. And I'm not just talking
about Google Analytics andactionable forms. I'm talking
about basics. I mean, we'retalking about backups. The
(18:20):
basic, the most basic thing inthe world is a backup. I mean,
if your site goes down, can youget it back up within an hour,
the majority of business ownersprobably have no clue. If they
have a website backup, that's aproblem. Especially in 2021,
when online ordering is becominga huge deal. People were getting
(18:43):
used to post COVID The thingsthat they did during COVID,
which was online orderingcurbside pickup, you have to
make sure your website's up.
There's no if ands or buts aboutit. I mean, if you offer online
ordering, I mean, if you gothrough something like DoorDash,
or Uber Eats, not a lot ofrestaurants are paying the fees.
(19:05):
They don't want to they wantthey want their own ordering
system or their POS offers it,then your website has to be up.
But regardless, you need adestination for people to go if
they want to online order, theymight not go through the app,
they might go on your website,look at the menu. And if you
offer a button right there,that's another piece of that's
(19:25):
another return of investmentright there is your website is
up, it's online. There's abutton that says order now after
someone looks at the menu. Ifyour website isn't up, you might
be losing sales. So that'ssomething to think about.
Okay, now, the last piece of thepuzzle is going to be something
that might scare the majority ofyou because once you hear this
(19:48):
term, you're gonna say oh, no, Ican't I can't do that. I don't
know what that is. So what I'mtalking about is Basic Search
Engine Optimizationfundamentals. Now I personally
work on SEO for a living. So Iknow how advanced it is how
detailed it is, I mean, you needto really know what you're
(20:10):
doing, you're not going to bedoing any of the stuff that I
would do. You know, obviously,to a degree, some of the basics
I handle, but I'm saying youryou will not be doing the
majority of the work that SEOtakes. I mean, it's a lot of
work. What that what we will bediscussing on this episode is
(20:32):
basic SEO is something as simpleas if somebody shares something
from your website, to Facebook,or to Pinterest, or to Twitter,
that your website will have animage, it'll have a title, and
it will have a little blurbpiece of text that explains what
they're sharing. That's it, thatis basic fundamentals of SEO, as
(21:00):
it pertains to social media. Andthese are the basic SEO
fundamentals anyway. I mean, ifwhen it comes down to brass
tacks, you're talking aboutwords, text, images, and media,
on your website is the basicfundamentals, a basic building
block of SEO. As a businessowner, you can control the text,
(21:23):
the word, the picture, thatshows up when someone posts
something about your brand, you100% are in control. If someone
shares from your website, toanother social media platform,
you can control everything thathappens. And it could be through
(21:44):
my favorite platform issomething like WordPress,
because there's a plug in calledYoast, y O, A, S, T SEO, I'm
going to have a couple of linksin the description anyway, so
don't worry about rememberingall this shit. But something
like Yoast SEO, it's free. Youplug it into your website, and
(22:07):
it'll literally tell you on thepage, you know, it'll have a
little tab for social media. Andit'll have the picture the title
and an excerpt, a littlemessage. So that if someone
shares, you know, a shoe fromyour website, it's not just
going to be a basic picture ofyour logo with the title that
says, you know, dsw.com shoestore. And the excerpt is going
(22:32):
to say something like, you know,media image one, because it
can't grab any information fromyour page, what you want it to
say is, it'll have a picture ofthe shoe that's being sold, the
title is going to say somethinglike, or actually, let me put it
something more relevant, becauseI told you guys, we weren't
doing anything with E commerce,let's do a restaurant there on
(22:53):
the menu, or you have a specificpage for a brand new burger. The
actual picture, as far as inYoast is going to say is going
to have the burger, right, theburger itself is not going to
have your logo. The title isgoing to say, you know, Bourbon
bacon burger. And the excerpt isgoing to say, this brand new
(23:16):
burger just came out. It'sloaded with cheese, bacon bits.
And bourbon sauce, you have totry it for a limited time,
that's going to make you want tobuy something, if you see that,
that's going to that's what'sgoing to catch your eye, not
your logo, your logo is notgoing to catch someone's eye,
because they're not interestedin your brand. They're
interested in the somethingleading to your brand, the
(23:38):
burger, the shoe, that anything,anything but a logo, you need
something to draw people in. Soif your website has these
fundamentals set up, then youraudience is going to be
marketing for you. If they sharewhatever this is, they could
copy you know what, they caneven copy and paste the URL to
(24:01):
that page into a text message.
And on iOS, you know, whensomeone sends you a URL link, it
shows you a picture. It has thetitle, it has a little
description. I mean, these are,these are things that help tell
the story about your brand. Soif your website has all of this
setup, you you already have thebasic fundamentals of SEO
accomplished, and you don't knowanything about SEO. And once
(24:24):
again, this is not to belittlehow search engine optimization
works. This is to give you abetter return of investment on
your website. As a businessowner. It's very simple. And
just because you can do itdoesn't mean you shouldn't pay
for it. Okay. You got toremember when you're paying
(24:45):
agencies, I mean, you know, Iown an agency myself, and I'm
not trying to steer businessaway from my agency, but just
because you could do somethingdoesn't mean you shouldn't pay
for it because anybody you knowanybody can drive a car But if
it's not, you know, daleearnhardt jr. You're not going
to win a NASCAR race. I mean,you have to know what you're
(25:06):
doing. But to what degree abusiness owner can set up these
tools on their website, basicfoundation, if you think it's
not doing anything for you, ofcourse, you should consult
someone who knows what they'redoing, such as an agency or, you
know, some kid who, you know,you know, it's your nephew's
best friend, and he knows how todo SEO, of course, you should
pay for it. All I'm saying is,these tools, these three tools
(25:29):
are designed to help you as abusiness owner, who maybe you
don't want to pay for an agency,you just bounce back from COVID,
you don't feel like paying foran agency you can afford it or
whatever it is, you should youuse these three basic, basic
fundamentals in order to get abetter return of investment on
(25:49):
your website. Because the wholepoint of your website is to make
you money. And if it's justsitting there, collecting dust,
and you don't even know how manypeople are visiting it. You
might say to yourself, oh, maybeI'll update the website. But
what's the point? If no one'svisiting it? Do you have that
answer? Do you know how manypeople were visiting your
website? Probably not. Themajority of business owners have
(26:13):
no fucking clue how many peopleare visiting their website, they
have no clue. If the visitorsare visiting from a mobile
device, or if they're visitingfrom a desktop, they don't know.
So this will hopefully help youalong the way. And if you need
any help, I'm gonna put my textnumber, my community number at
(26:37):
the end of this podcast. There'sno reason why you can't text me
and say, Joe, I don't know howto set up Google Analytics, can
you send me a link to anarticle, I'll send it to you.
But I'm not here to make moneyoff of people off this podcast.
This is just to help businessowners. We've been helping small
business owners for almost fiveyears now. And, you know, we're
(27:00):
just trying to give back whenbusiness owners small
businesses, especially are in avery rough time right now. And
there's no reason for them tonot succeed when people like me
exist, and we're really tryingto help you guys as much as we
can. So please use theseresources. Please ask us
questions. And I hope you foundthis podcast very helpful. As
(27:25):
always, thank you guys forlistening. And if you think this
episode is brought you somevalue, you can text the word
podcast to 516-447-5332 and youwill be the first to know about
new episodes. And you can evenask us questions about the
podcast or about digitalmarketing in general.
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