In this article I’m going to briefly run over three tools that I believe, every small business should get installed on their website as soon as possible. These tools will set you up for success and allow you to better understand your audience and target your ideal customers.

 

Google Analytics

Google analytics is perhaps the most well known analytics software around, and the basic version is absolutely free. It’s a very flexible application, so you can either let it run out of the box, or you can add advanced configurations to provide detailed reports on your users.

I highly recommend setting up a google account and adding the “Google Analytics” code to your website as soon as you can.

It’s a relatively simple process of copying a code block and adding it to the header.php or footer.php of your website, so that it runs across all your pages.

 

What is it?

Google Analytics is a small block of javascript code, which you add to your website. Once on the website, it detects when users visit your website and can understand certain pieces of information about your users, such as what device they are viewing, their age and sex, their hobbies and interests, what pages they visit and how long they spend on your website. You get this information displayed in a visual application, which shows you charts and graphs of your users data.

 

Why should I have it on my website?

At a base level, GA allows you to see which parts of your website are performing and which parts need improving. You can check your bounce rate (how many users visit your website and then leave immediately) to see how effective your landing pages are. Over time you can build up a profile of your ideal customer and learn to understand them better to increase retention and serve they the information they want.

How do I install it ?

You can learn how to install Google Analytics here https://analytics.google.com/analytics/web/ or if you’d like help installing a custom configured Google Analytics setup, get in touch and we’d be more than happy to help out.

 

Facebook Pixel

The facebook pixel used in conjunction with facebook adverts allows you to retarget adverts at users who have visited your website across facebook’s product line. This could be in the facebook timeline, facebook messenger or instagram.

I’m sure you’re familiar with facebook adverts, but if you’re not .. (as of the writing of this article) they are arguably the best value and most accessible way to advertise your company or offer to prospective customers online.

Facebook adverts are effective by themselves but with the addition of the facebook pixel, you have the magic of retargeting added to your marketing strategy.

 

What is it?

The facebook pixel is a small piece of code which you add to your website in a similar way to Google Analytics. Once on your website the pixel code will fire off when a user visits your website and will basically id that user against your facebook account. They will then carry this id tag in their browser, until they manually delete their cookies and data (which a lot of people don’t do very often).

 

Why should I have it on my website?

You might have no interest in facebook advertising currently, but chances are … once you learn how effective they are … you might want to start using them down the line and this is why it’s worth installing the facebook pixel now. You see the earlier you install the pixel onto your website, the more people you can “cookie” and advertise to down the line.

You can then choose to set up a facebook advert which will appear in the users timeline or instagram and direct that user back to your website again, so that you can engage them with more content or offers. You can rinse and repeat this until your prospect becomes fully engaged with your brand.

 

How do I install it ?

You can learn how to install the facebook pixel here https://www.facebook.com/business/a/set-up-facebook-pixel or if you’d like help installing the pixel, get in touch and we’d be more than happy to help out.

 

Mailchimp – Email marketing software

There’s a wide range of email marketing software available on the market, but I’ll be going through mailchimp … as it’s the beginners choice and is free for the basic version.

 

What is it?

Mailchimp is a full stack email marketing service which comprises of contact forms and list building software. When you set up an account, you are given the ability to create a campaign, and download a HTML form to install to your website. Once this is on your website, users that submit your contact form are automatically added to your email list.

 

Why should I have it on my website?

Because email lists are incredibly valuable and allow you to remarket to your email list for free or very cheap. once you’ve put in the hard work to gather customer emails, you can send out email offers at the click of a button.

You have nothing to lose by setting up an email contact form on your website and everything to gain.

 

How do I install it ?

Mailchimp is relatively easy to install, but the strategy behind the email marketing campaign will determine whether you succeed or fail.

Do you want to learn how to set up an email marketing strategy? Here at Canvo we offer consultancy to help you get setup. Or there are tons of resources online if you google how to setup an email marketing campaign.