Strategic Passion

  (Sourced from Search Engine Journal, 2021) Ready: Social Media as a Marketing Tool           Social media can be a key marketing tool for any organization. Consumers can learn about new brands, discover new products, interact directly with brands, and are more willing to buy from brands due to their experiences on social media (Cover, 2021). The key to mastering social media participation is fully understanding the consumer target market. By doing so, companies can effectively identify which platforms and what types of content are most effective. Through the use of platforms and content with the highest engagement from high-value consumers, companies can reach and appeal to a larger portion of their target market.           When deciding which platform to use, having multiple social media accounts is essential to the success of a company. According to Business.com, “Unless you know without a doubt that your audience uses...

  (Image sourced from Uploadcare, n.d.) What is Page Views Per Visit?     When managing a website, it is essential for businesses to track engagement metrics. When website visitors are engaged, they are more likely to stay on the site and interact with content. One important metric to use when tracking engagement is pages per visit, or pages per session. According to Databox, “Pages per session is the average number of pages a person views in a given session. This metric is calculated by dividing the number of pageviews by the total number of sessions. This metric can be helpful for gauging how sticky and engaging your website is” (Malnik, 2020). If users spend more time and view more pages during their visit, they can ultimately produce conversions and increase revenues. The average number of pages per visit in 2022 is 7.8, compared to 8.0 in 2021 (Similarweb, 2022). Why It Matters As visitors navigate a website, it is important to effectively guide them through v...

  (Image sourced from Spinx, n.d.) What is Bounce Rate?      Keeping customers engaged is absolutely essential to the success of a website. Customers who are engaged are much more likely to navigate the site, exploring multiple pages and interacting with content. In order to track engagement, bounce rate is a reliable metric to use. As stated by Google, “Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server. These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one that would let Analytics calculate the length of the session” (n.d.).     In most cases, a lower bounce rate is more desirable. A high bounce rate is not as concerning for single page sites, but if a site relies on users viewing multiple pages, a lower bounce rate is ideal (Goog...