Google + “Grand Rapids Internet Marketing” = Jon Pape

Posted by jonpape | Filed under Internet Marketing

Google SERP page for the query “Grand Rapids Internet Marketing” featuring my URL and my Naymz.com profile as the top links.

Google Search Engine Result Page

Google Search Engine Result Page

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Read more | Comments (0) | December 31st, 2008

List of E-Commerce Key Performance Indicators (KPIs)

Posted by jonpape | Filed under Analytics, Business

Browswers including Google Chrome - Clicky web...
Image by adria.richards via Flickr

From the book Web Analytics Demystified by Eric T. Peterson.  Review the book for detailed descriptions and information.

  • Ratio of New to Returning Visitors
  • Percent New Visitors
  • Page “Stickiness”
  • Referring Domains
  • Search Keywords and Phrases
  • Percent of Visits Under 90 Seconds
  • Key Conversion Rates (not just sales)
  • Average Order Value
  • New & repeat Customer Conversion Rates
  • Sales per Visitor
  • Percent Returning Visitors
  • Customer Retention Rate
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Read more | Comments (0) | December 28th, 2008

Twitter has Made Dell $1 Million

Posted by jonpape | Filed under Internet Marketing, Social Marketing

Image representing Twitter as depicted in Crun...
Image via CrunchBase

A recent article on Sphinn.com called Twitter has Made Dell $1 Million in revenue caught my attention.

When you take into account Dell’s total revenue, the contribution from twittering is negligible.  The development costs and management probably has a high return on investment even though the model isn’t scalable.  Consumers have to choose to follow Dell.  Dell can not interrupt consumers.

Mashable has an interesting article on Brands on Twitter.  The article boils down to the two strategies that enables a business on Twitter to resonate with users:

  1. 1) Is the conversation on Twitter one-sided? A business should respond to users.
  2. 2) Does the brand have a “personality” (I believe some marketers call this positioning).

The Mashable article has a nice quote that sums up my position:

“I think that authentic and transparent personal Twitter accounts – being yourself in an uncontrived way – may indirectly and intimately influence organizational brands, because of the level of trust involved in sharing information with someone over the course of time.”

David Wallace agrees with pairing a personality with a brand on Twitter and offers some additional suggestions for social marketing on Twitter in his article, Can Twitter be Useful for Business?

I think the most important thing to remember for a business is that Twitter is an investment in time (maybe more then you anticipate) and to be successful, you are going to have to commit to a long term strategy to reap the benefits.

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Read more | Comments (0) | December 24th, 2008

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