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URL: https://geekytech.co.uk/ep-2-5-bad-habits-that-are-killing-your-online-presence
This episode discusses common bad marketing habits that hinder online presence and growth. It covers procrastination on content creation, failure to adopt new analytics tools like GA4, resistance to technological changes such as AI, neglecting brand style guides, and improper website tagging for tracking.
online presence, marketing habits, content creation, GA4, AI, brand style guide, website tagging, SEO, search queries, Universal Analytics, Google Analytics, data analytics, automation, machine learning, style guide, PPC, conversion tracking, paid media advertising, Google Tag Manager
Q: What are the five bad habits discussed in this episode that hinder online presence?
The five bad habits discussed are: putting off content creation, not setting up GA4, avoiding change (especially with AI, automation, and machine learning), not having a company style guide, and not setting up website tagging correctly.
Q: Why is procrastinating on content creation a bad marketing habit?
Procrastinating on content creation is a bad marketing habit because it prevents a website from being seen as relevant for new keywords, thus hindering SEO results and the continuous flow of relevant traffic necessary for MQL and SQL.
Q: Can existing content be relied upon to maintain keyword rankings?
It depends on the competition and search volume of the keywords. For low competition, low search volume terms, content might not need frequent updates. However, for competitive or rapidly changing industries, existing content may need regular updates and supporting content to maintain rankings and establish expertise.
Q: Why is Google sunsetting Universal Analytics?
Universal Analytics is being replaced by GA4 because it is 15 years old and needs to be updated to reflect current technology and user behavior, such as the prevalence of apps and the need to track cross-platform data. GA4 also offers improved privacy consciousness.
Q: Why should businesses set up GA4 before the Universal Analytics sunset date?
Setting up GA4 before the sunset date allows businesses to have a historical data comparison (month-on-month and year-on-year) when they start using it as their primary analytics platform. This ensures they have sufficient data to understand progress and seasonality.
Q: What is the difference between users and sessions as website traffic metrics?
Users represent the number of distinct individuals visiting a website, while sessions represent the number of visits. For B2C businesses, 'users' might be more important, whereas for B2B with longer sales cycles, 'sessions' can be more critical to track repeat visits and engagement.
Q: What is the main issue if a company's website tagging plan is not set up correctly?
If a website tagging plan is not set up correctly, it leads to unreliable data and incorrect metrics, making it impossible to accurately assess post-click performance. This prevents businesses from understanding user behavior on their website, optimizing their conversion funnel, and maximizing their ad spend.
Q: What are the risks of not embracing AI, automation, and machine learning in marketing?
Not embracing AI, automation, and machine learning can leave businesses behind their competitors who are leveraging these technologies to increase productivity and efficiency. It can lead to a decrease in competitiveness and potentially make a business obsolete in a rapidly evolving digital landscape.
Q: Why is having a company style guide important for branding and content creation?
A company style guide is crucial for maintaining brand consistency across all digital and physical assets. It provides clear guidelines for copywriters and designers on how the company spells industry terms, its preferred regional spelling, and punctuation, ensuring all external communications align with the brand's identity.