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BetaLabs 04: Webinar Promotion Insights

AARRRmor conducted a webinar on 1st August 2019 on a digital subject that’s useful for small business owners, start-up founders, entrepreneurs. The topic was ‘Google’s Essentials’ for small businesses, that covered the basics of how Google Analytics (GA), Google Search Console (GSC) and Google Adwords work and are interrelated. 

You may find it ironic for a digital media agency to be taking up workshops / training on digital tools. But the idea is to teach our clients to be self-sustained and knowledgeable. Growth works two ways! 

Aarrrmor’s Webinar on Google Essentials

As we move forward, let’s refresh our mind and quickly recall the Essential tools:

  • Google Analytics

GA is a tool with behavioural insights about the users visiting the website. Their journey across the site from the time of landing to exit and everything that happens in between that. Sessions, pageviews, time spent, page wise analytics, devices used, location, clicks on buttons, etc.

It helps you to understand the drivers behind the traffic to your site, which activities, campaigns / ads / content pieces are working better. Also, This will help you to understand which channels and campaigns are working for you.

  • Google Search Console (GSC)

GSC on the other hand is a tool with more of technical insights about the website’s health, and all things happening behind the scenes. Such as which are the links that are connected to your site, which keywords are ranking better for your site, more information on indexing etc. It also provides recommendations on improving them.

The best part about both GA and GSC is its agility and flexibility to merge with third party tools like SEMrush, for better synergy. 

  • Google Ads

Google Adwords and Keyword planner are like soul sisters, they are interdependent and work the magic. Simply put, Adwords is the platform for you to reach audiences that are looking for a product / piece of information like that of your business. The budgetary flexibilities are just brilliant. 

Webinar Promotion Plan

Now the work doesn’t end here. Our work was about getting the word out about the webinar to as many of our target audience as possible through organic reach for starters. 

Platform to conduct Webinar

In our checklist, we first finalised which platform to host the webinar on. After reviewing many websites we shortlisted Zoom and Hangouts as options and even debated the idea of going LIVE on YouTube or Facebook. However, we chose Zoom to host the webinar as it didn’t have a cap on the number of attendees and just Plug and Play. 

Webinar Listing

To promote the webinar organically, its best to start with a simple plan and a list for reachouts – most critical. And so we first listed the event on 2 sites i.e. Townscript and Eventshigh along with Google and Facebook event pages. 

PS: since August end, Townscript and Eventshigh have begun to charge a fee to host free listings. 

We learnt that, even a simple topic like ‘Webinar on Google Essentials’ is something that most new marketers get confused about. However, after attending the webinar, the attendees have learnt to set up their own Ad account, understand GA (Google Analytics) and operating Search Console. 

Our Conclusions

Qualitative feedback from them have motivated us to keep going with another batch of webinars.  The best part was, this webinar converted into a long term lead for us. Therefore to conclude, we would say organic isn’t dead yet. 

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BetaLabs 03: Learn Google Essentials to grow your business

Recently Aarrrmor Digital conducted a Live Online Webinar on Google Essentials, where we shared how to use Google Essential tools to grow businesses

This was a basic information session and since we couldn’t cover a lot, we are writing this blog post.

In the webinar, we covered basics and fundamentals on how to setup Google Analytics, Google Search Console and Google Ads.

Did you just start your online journey?

Built a new website and getting started seriously with your online presence?

Go through the webinar recording in the end of the article that shows you how to setup these tools.

Get over your mental block around these tools.

Why should you use Google Essential Tools?

Because they’re free!

That’s the most important reason and they give a good amount of data relevant for most small businesses.

The biggest reason for sharing this post is to get entrepreneurs and business owners started.

We have seen that a lot of businesses miss this important step

And when you don’t have these tools, you don’t have data.

Without data, it’s difficult to work on growing your business, because any marketing, sales activities need data.

Another reason not to miss out on this is that you start getting data from the day you set up the tools.

There is nothing recorded before that, so start recording data today.

And hopefully after a month you will have something actionable.

The 1st thing that Aarrrmor Digital does on onboarding a new client is check their analytics and tool setup. If there’s any imprecations, we fix them and if they are not setup, we set them.

Because we believe in the importance of these free tools for businesses, we recommend you to get started right away for seriously growing your business.

Setting up of tools is not tough!

There’s a common misconception around tools and technologies that they are tough to setup.

But we know that if you’re smart enough to start your own business then this is not your biggest challenge. And if you have any questions or need assistance, we’re always there to help you out.

These tools will give you information about where people are coming to your website from, what are the sources, once they land on website, which pages they visit, how long they stay there for, what actions they take.

Based on this analysis, you can figure out where to make improvements.

Slides for Aarrrmor Webinar on Google Essentials

Google Business Essential Tools: An Overview

Google Analytics:

This free tool is wonderful! It gives details about users, website, page speed and experience & is #1 in the list of tools to integrate for your website.

To begin with, it gives you real time information of your visitors. How cool is that? It tells you where they are coming from, which device and which page they’re on

Next, you can see for any period of time who your audience is. Details about them like demographics, geography, device and technology they use. You will know what channel and campaigns are working for you. You can set up different actions as goals and trace the path that your users follow to complete them. This and many more awesome things!

Google Search Console:

This free tool sounds a bit technical, but it’s not really much. If you want to work on making your website more “Google-friendly”, this tool is a must have.

Check who is linking back to your website, what keywords your website (&pages) are ranking for. Find out any technical issues Google faces in reading your website and get recommendations on how to improve them.

You can work on your website architecture and monitor improvements using your Search Console. All the data here is more than enough for your developer, SEO marketer to improve the visibility of your website for the desired key words and phrases for your business.

Google Ads:

Scared of Ads? Don’t worry many people are…There is a common misconception that they cost a lot of money and how it works is a mystery.

We suggest you get started, and don’t spend money unless you’re ready to. To start with Google Ads, you might have to enter billing information but you don’t have to spend anything if you don’t want to.

So, play around with the tools, check out keyword planner (mini tool) and see what suits you. If you wish, you can run small (INR 100/day) test campaigns, you can pause or end them whenever you like. This way you will get over your fear of the tool and get a better sense of how they work.

Login with your own Google account in all of these tools.

Preferably use your work account, because these tools will send reports which are best if you send it to your business account.

Aarrrmor Webinar (Recorded Version) on Google Essential Tools

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BetaLabs 02: Audience Insights on New Mothers living in India

The success of your ad strongly depends upon the choice of content and the fine-tuning of your audience segment on digital channels.

While you may have heard this piece of advice before, but not many utilise the audience targeting elements that Facebook gives.

We at AARRRMOR absolutely enjoy constructing the audience model to as much perfection as we can, it’s like cooking your best meal for your favourite guest.

We decided to do some market research, understanding the best way to reach prospective customers from different industries and launched this series of experiment with one of our clients.

Why Facebook?

Well for starters, Facebook and Google are the largest, most frequently used ad platforms out there and while their targeting options are strikingly different from each other, we chose Facebook for this as our client’s TG (target audience) is most interactive on the Facebook ad platforms. (Our next post will cover the difference in the 2 ad platforms for the same audience)

For this post, our client is a professional baby and maternity photographer based out of Delhi NCR, who wants to create awareness among the ‘primary’ and partially the ‘secondary’ decision makers for her business i.e. Expecting Mothers, Newly delivered mothers and Husbands of these 2 categories.

Details of Campaign

Location: Delhi NCR, Noida and around
Category: Expecting Mothers, New Mothers, Mothers with kids
Campaign Objective: Drive Leads
Ad objective: Chose ‘Traffic to website’. Wanted to choose ‘Lead Generation’

Ad Placement: Instagram feed and stories

Learning: The client’s website didn’t have a ‘Privacy Policy’ web-page due to which we couldn’t run the lead gen ads. While that page is constructed, we decided to test the waters for a traffic to website conversion.

Recipe to our audience targeting: Facebook gives you the option to choose from Behavior, Life Events, Interests. We strategically used all three.

More details below:

Channel & Objective

Aarrrmor BetaLabs 02: Channel & Objective

Target Audience

Aarrrmor BetaLabs 02: Target Audience

Creative

Aarrrmor BetaLabs 02: Creatives

Instagram Story Ad

Aarrrmor BetaLabs 02: Instagram Story Ad

Ad Copy

Aarrrmor BetaLabs 02: Ad Copy

Audience Segmentation

Aarrrmor BetaLabs 02: Audience Segmentation

Results

Aarrrmor BetaLabs 02: Results

Conversions

Aarrrmor BetaLabs 02: Conversions

Want to contribute to our BetaLabs Experiment? Send us your ideas, data or research and we’d be happy to publish it.


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