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Hey guys, my name is Anthony Johann
and I’m starting here my videocast
of my blog, here on my channel on youtube.
For contextualize you a little bit,
I’m consultor on digital marketing.
I’ve been working with internet for 7 years,
also work as executive on Upside Agency ,
which is an agency located on Passo Fundo Rio Grande do Sul, Brasil.
I’m responsable for strategies
and account management
and one of the most important things
that I'm executing on Upside, and on
my consulting, is the web’s analysis.
I choose to start this videocast,
in which i’ll go back talking about
digital marketing, about strategies for the web,
about social networks and a lot of stuff.
I choosen a very specific issue,
which is the analysis of web analytics metrics,
which is a business model, the B2B.
B2B is a model between two companys
that have some relationship.
This relationship can be some partnership,
can be a trade relationship that going to happen once,
it can be relationship with suppliers,
relationship of joint venture.
Most of the relationships of B2B
between two companies,
makes the use of technology.
Nowadays I would say that
the internet is the largest intermediate
between those companies.
Then comes a very especific thing that
is the website's company,
of the company that's going to sell something to another company,
or that's going to have some relationship with another company.
The first point that we need to analise
on a company of this kind, is that B2B's very
diferent of B2C (business to costumer)
today it can be the website of some stoves company
or refrigerators factory, that's selling to the final consumer
can be the e-comerce or the store, or bakery, that sells to the final consumer too.
B2B is totally diferent, it doesn't sell for a consumer
which is wearing slipper at his house, who wants to
buy a polka dots sweater.
B2B sells to an executive, for a sales manager,
for the guys in the financial sector, whose are
looking for something specific
looking after the deadline, looking for something
that fits the company's financial guidance
that's why you need to take great care
when creating a B2B's website
the first step isn't the web analysis
is the construction of this website
the construction must be very clear
what's going to happen?
if I communicate on a generalist way
hoping to communicate for all the stakeholders
wanting to communicate for the company owner,
the employee, my daughter and my mom
It's going to have many people that will come
to my website, and leave.
I'm going to give an example. I have some company
and this company manufactures industrial oven
if I don't make it clear on my website, that I sell industrial oven only
what's going to happen? The housekeeper will enter in my website and goes away,
because she was hoping to find
some small stove for her house
and I'm selling huge stoves.
in other words, my rejection rate will rise
and, to avoid the wastage of the high rejection
which nobody likes, my advice is that
the communication of the website
needs to be good and emphatic, needs to be accurate
even because your client wants
the man of the budget wants that too.
So, now we already have a metric, the rejection rate.
On analises of B2B's websites, the rejection rate is
a very important thermometer.
The second item, the second KPI that I indicate for you is the geografy.
'From where this consumer, this company is comming from?'
Indeed, sometimes I'm having
a large number of visitors from São Paulo
and them are pretty interested on my industrial oven,
but my company is located on south Brazil.
So, it's time for me to realize and have a conversation
with the guys of the sales team, or with my superior
'Look, boss, there's many people from São Paulo visiting
our website, maybe is time for us to work on some advertising
for São Paulo's citizens! Or maybe we can arrange some
agent to sale industrial stoves there! We may be losing money'
From a synthetic form, I mainly stop in two metrics.
Sure they're all important, we know that, because we must
contextualize, we need to compare all the metrics of
web analitycs, no data can be thrown away.
We need to choose two metrics, we always need to have
some KPI (Key Performance Indicator). Some KPIs are most
important than others to diferent kind of websites.
On B2B the ones I like best are rejection rate, and geografy.
Matching both we got a very strong combination,
we got an excellent thermometer.
'The people from São Paulo are entering on my website,
but they're leaving right away.'
So, we got geografy, and rejection
Maybe is time for us to look on a diferent way.
We can also may take care of the key words, is my website
communicating on a especific language?
The netizens are comming to buy a industrial stove,
or are they coming by google hoping to find ovens to their kitchen?
Let's take care of those tree points, those two metrics I'm indicating,
that's the rejection rate and geografy of the visitor
and also the key words to see if the comunication of the website
is being used in a correct way
if the content is aligned and clear for the sales men, for the
if the content is aligned and clear for the sales men, for the
guys on the financial sector, whose people that aren't wearing slippers.
So, that's it! I think that it was a small tip
is going to help you with stuff related to B2B
I want to make it clear, that I'm in this videolog,
in my blog and in my twitter mainly to learn with you.
Today, I have many icons that I follow on twitter,
who I'm always watching.
This attempt of passing along to you a little bit of my knowledge
having 7 years on internet and many functions that I had
related on internet, and related on comunication.
It's a way for me to being here trying to pass a little bit
of what I already know. I'm not trying to be a guru.
Far from that.
So, if you liked it, you can subscribe on my channel,
you can click 'liked' and you can also follow me on twitter,
and visit my blog, let's creat a nice relationship.
Guys, really thank you, if you don't want to make
the web analyses of your company, you can hire me!
The web site is www.ajohann.com
I appreciate the visit, hugs for you!
Thank you.