Goodman Lantern Lauded as a Top Market Research Firm on Clutch Global Leaders List

London, UK, December 8, 2017

Early in December, Clutch released its official Global Leaders List. Featured companies are forerunners in the traditional marketing and creative agencies sphere. With over 7000 agencies listed on the website, and over 11 000 unbiased client reviews, leading the pack is considered a marked achievement.

Goodman Lantern is heralded as one of the top market research firms on the list.  Within only a few short years, the GL team has grown from a fledgling startup to a force to be reckoned with. Our strong market presence cements us as a firm favourite. In a constantly evolving digital marketplace, GL has adapted its approaches to provide flexible, scalable services to a wide range of clients spanning across several industries.

In addition to industry-leading market research services, GL assists lead generation teams and companies in the outsourcing industry by automating their social media management. Our custom developed software tool, helps to increase profit margins, efficiency, and accuracy.

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Goodman Lantern’s Leadership Team

GL is led by a team of industry professionals including ex-McKinsey, KPMG, and Deloitte consultants. Each member of the leadership team brings a wealth of experience to the table. With backgrounds in various fields, GL’s leaders are pioneers in the tech industry.

Raj Anand:

Raj is an accomplished C-level leader with several years’ worth of international experience in leading MNCs, including Shell and the European Commission, SMEs, high-tech research labs for British universities, and digital start-ups. Raj co-founded three tech startups and successfully exited one.

He is the winner of several awards including BusinessWeek’s Europe’s Young Entrepreneur, 50 Most Influential People in Digital – Revolution Magazine, Courvoisier Future 500, and Sussex Entrepreneur of the Year.

Kiley Doll:

Kiley Doll has amassed more than 25 years of experience as a business development professional. She has consulted and worked with household brands like Amazon, EO, Long Realty Company and others in North America, Europe, and Africa.

Having made her mark in the real estate industry within the Berkshire Hathaway group, she consistently ranked among the top 10% high earning realtors in the company and built a portfolio totalling more than $11.5M. Kiley is also involved in number of charities across the US and Africa.

Sumner Makin:

Sumner, a director at Deloitte UK, has worked with various strategy consultancies across the world. As an advisor for leading multi-national C-level executives through all stages of engagements, he was awarded the prestigious MCA Strategy Consultant of the Year 2016. He has PhD, MSci, and MA degrees from the University of Cambridge.

Sumner has extensive strategy and analytics experience, including proposition design, advanced analytics and pure strategy, across numerous industries, particularly retail and financial service.

3 Keys to succeed

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Raj Anand

 

Goodman Lantern

I’ve learned a lot from building up my own startup. I remember being pulled in every direction. The trick is to get your priorities in line, which isn’t always easy to achieve. There are three steps you can take to begin the process of reclaiming your time:

1. Pointless Meetings

You’ll find a growing number of meeting invitations sneaking into your inbox. Trust me, trying to attend them all is only going to burn you out. Losing momentum because you’re distracted isn’t healthy for your startup. You also need to make sure the meetings you do attend are productive. A clear agenda, an effective leader, and follow ups are good signs. Learn to value your own time and prioritise every day. 

2. Product Focus

Your whole business exists because of your products. Staying focussed on your product every step of the way will ensure your priorities improve. Every decision should be based on the product and how it is experienced by the client. Every change must be checked and placed under strict quality control. Engage with your production process.

3. Failure Works

Embracing failure is becoming more common, and it’s fantastic. It’s incredibly important to balance ambition with humility, but never fear failing. You’ll learn a huge amount with every setback you face. The best way to deal with failure is to use what you’ve learned and quickly change your approach. Take note of the results and constantly adapt in line with your findings. It takes time to find your voice and you’ll get it wrong many times. It’s how you deal with it that counts.

Over the past 11 years, I've learned something new everyday

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Raj Anand, Goodman Lantern

Over the past 11 years, I've learned something new everyday.

Over the past 11 years, I’ve learned something new everyday. Some days I’d find a great new tool, some days I’d learn a new technique. It’s important to me to keep up-to-date. Every business person needs to evolve with the pack or be left behind.

Over the past three years, a wave of new SaaS products have become available. It's hard for newcomers to find the best ones. Often, there just isn’t time to familiarise yourself with all the options out there. I’ve managed to test a lot of them and find my favourites. 

I’ve got some great videos that cover my 100 top tools that I've used on my way to 7-figure revenue. Check them out here and let me know what you think. https://www.goodmanlantern.com/seminar-videos
 

There's a lot of pressure on startups to succeed, despite the odds

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Raj Anand, Goodman Lantern

There’s a lot of pressure on startups to succeed, despite the odds. It’s easy to let standards slip when you’re under pressure, so it’s important to start off by developing some good habits. There are countless startups that fail and disappear because they weren’t financially savvy. 

Your business is based on solid thinking, careful research, and countless hours of hard work. All of which means nothing if you run out of money. You’ve got to look at your numbers from every angle, and make some intelligent strategic changes. 


1. Know Your Cash Flow

Most owners of startups and small businesses have at least a fundamental grasp of the basic cash flows in their business. If you don’t have a massive background in finance, you’re not alone. The smart move is to build your knowledge and learn more as your business grows. 

You need to be familiar with your full cash flow, taking into account every expenditure. You’ll have the power to tweak your priorities and develop a model that enhances your profit and minimises your outlay. Don’t hesitate to consult a professional.

2. Consultants are Useful

You can’t be good at everything. Recognise your strengths and come to terms with your weaknesses. In short, do the things you can do well, and find someone else to do the rest.

You don’t have to hire permanent staff members either. There are huge numbers of qualified freelancers with great references out there. Do the math and figure out what the best option is for you. This is definitely one area where spending a little cash can save you a significant amount of money in the long run.

3. Be Thrifty

Don’t spend money unnecessarily, and make sure that you have laid out your budget. You should expect fluctuations in your monthly spending and add this to your plan. The best case scenario doesn’t always happen as much as you’d like. 

If you plan for the worst, you’ll have extra cash in the easier months. Turning this additional income back into your business is a great way to invest in your own growth. Take care of the bottom line, and you’ll have a much more stable business.

AI has the potential to make our lives so much easier

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Raj Anand, Goodman Lantern

AI has the potential to make our lives so much easier. Social media is a great testing ground for new AI tech, and it can save a whole lot of time and money. You’ve got to have a strategy that uses different platforms. You also have to be active and engaging across them all. AI has the potential to reduce your workload. You can get more done in a day by automating your most common tasks. 

1. Social Media Automation

It’s become pretty normal to spend a huge amount of cash on boosting social media engagement. The more content gets pumped into the platform, the harder it is for you to get your content noticed. It’s far more cost-effective to use AI to automate the process. It’s gaining popularity as the tech gets more advanced.

Automating the process of posting content is a huge benefit in itself. More advanced tools search for the best content and send it to your subscribers. You boost engagement without lifting a finger.

2. Analysing and Selecting Content

Content creation forms a large part of any marketing budget. Your social engagement hinges on strong content. You need to hold your client’s attention. 

If you have great content, people will want to read it. They’ll also share it, allowing more people to see your business. The better your content is, the better your engagement on social media will be. You’ve got to be relevant and deliver content that people love. It needs to translate well across the population, or be some form of in-joke for a select industry. Your strategy depends on your target market.

There are some fantastic AI tools that find trending topics, posts, and images. They analyse which types of content work well and deliver those results to you. It’s a marvellous way to take the guesswork out of your content development process. 

3. Collecting Client Information

There’s too much data available out there. There are over 2.7 billion terrabytes (2.7 zettabytes) of data online. AI systems can do sorting work much faster than humans can. It’s more possible than ever to sift through a huge amount of information for the most relevant details. 

You can learn every detail of a business’ inner workings from research alone. The amount of information available is so vast that much of it gets overlooked. Using AI to do the hard work for you is much cheaper than paying, training, and maintaining an intern. 

It’s possible to filter the results to deliver specific information. The GL team and I have developed one such tool. We’re proud of it. It’s called GoPinLeads (http://gopinleads.com). Tools like ours reduce your workload and deliver leads with up-to-date information. Every salesperson has fought with expensive, obsolete data. Details in companies change more often than you think, and AI can deal with that. Automation is the future, and it will save you a ton of time.

Startups often underestimate themselves right from day one.

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Kiley Doll, Goodman Lantern

Startups often underestimate themselves right from day one. They believe they’re too small and too busy to set up a proper set of procedures for their company. The problem with that is pretty simple. Startups need to grow, and with growth comes additional work, time, and effort.

It makes a lot of sense to ensure that you get the basics done right from the beginning. If you form productive habits from day one, you’ll have less to correct later on. Setting yourself up for success from the onset is the best mindset to have. Here are three basics you can take charge of right now:


1. Company processes.


Setting up your sales process into a systematic flow is a fantastic way to begin. If you have a process that everyone follows, it’s easier to track each sale. It also helps with benchmarking which clients are closer to taking the sale. Sales leaders know which of their team members are struggling. It's important to figure out why and do something about it.

It also helps to speed things up when you hire a new salesperson. They’ll have the safety blanket of a solid strategy, and training becomes far easier. Having a proven way of working set in place, you can ensure that your values are upheld.
 

2. Lead by example.

Making money is everything in business. It’s often difficult for startups to start bringing in regular cash. Usually, the problem is a lack of leadership and direction in the sales team. Setting a target for them to reach is often overwhelming. Sales managers need to introduce control to the sales process.

By outlining the tasks required to lead to a sale. Teach your team to prioritize their time. Break the target down into the number of conversions needed. Bench-marking the process as they go along gives salespeople control over their performance. With confidence and practice, it becomes normal to reach targets early.
 

3. Practice everything.
 

Salespeople have nerves too! Starting a new sales role and perfecting a pitch can be intimidating. A great way to reduce mistakes is to get your sales team to role-play various scenarios. Repetition builds muscle memory and confidence. It provides a platform for the team to learn from each other's strengths.

If a team member is struggling, have them observe a more capable colleague. Learning by watching, engaging, and practicing will make a difference in sales teams. A healthier sales environment means a healthier business.

Growth Marketing is exciting and never stops changing

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Kiley Doll, Goodman Lantern

Growth marketing is exciting and never stops changing. Despite all the change, there are some basic ways to boost your Growth Marketing efforts. Growing your businesses means you’ll have more challenges and changes as you evolve. The real secret is to make solid habits from the beginning and build on them. If you take care to get your priorities in line, you’ll build a business with a strong, productive foundation.


Growth marketing is all about using great tools in a clever way. It also depends on the skill of the human using them. You and your team are the connecting pieces in the machine. Here’s what you need to know to break out of regular marketing and start your journey to being a great growth hacker.


1. Cross-channel excellence

Traditional marketers tend to stick to the channels they’re used to. From a growth perspective, this limits your potential. Growth marketers are always playing with new ideas and incorporating more platforms. Different channels deliver results at different times. 

Break out of your comfort zone and start trying out the channels you use less often. Find out how they can link together to boost your productivity. Remember that it’s not only about casting a large net to get your product out there. It’s also about arming yourself with the data you need to succeed.

2. Dynamic work ethic

You’ve got to stay mentally limber! Switching between tasks and the ability to see the big picture it essential. Your channels and tools need to work together as one organism that feeds your growth. You’ve got to have an experimental mindset, and be comfortable with change. 

You’ll have to experiment as much as possible to find out where your brand works best. You can try to form a guess from observing your competitors and base your initial strategy on this. The important part is being aware of the results you’re getting, and to keep trying new things all the time. Innovate, and you’ll be okay!

3. Big picture thinking

You need to realize that every channel has its drawbacks and process. The smart response to this is to develop a solid sales funnel. If you do it right you can limit drawbacks as much as possible. It’s a fantastic way to figure out which clients are at certain points in the sales process. The top of the funnel contains the people who are aware of the issue they’re having. They don’t know about your solution yet. They don’t know your brand, and they need your help to grow their business. The bottom contains the customers you’ve qualified and are ready to buy.

You have to pay attention to both of these and each step between the two to be an effective growth marketer. Usually, marketers begin by trying to convert those at the top of the funnel. It’s far more productive to target those further down the process. Doing it this way gets you more paying customers faster, and builds your repeat customer base. When you get this right, you can begin looking further up the funnel. Use your experience to pull those people deeper into the sales process. 

Have you heard people speaking badly about growth hacking?

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Raj Anand, Goodman Lantern

Have you heard people speaking badly about growth hacking? It happens more than some people realise. It’s a great approach to building a loyal following for your brand. Unfortunately, it can go horribly wrong if you forget the one most important part of the puzzle!

The actual reason your brand exists in the first place?

The core of your entire existence as a business?

It’s often overlooked because people get their priorities all wrong over time.

The most important thing in your business: Your clients!

 - More Than Actions
Sure, growth hackers measure everything. We know that the more you try, the more you learn. The way you interpret the numbers matters. Each data point is relevant. The problem is, that you’re actually learning from people. Data points can’t interact with you. Numbers won’t buy your product or care about your message. Don’t lose the individuals in a spreadsheet. They’ll notice and lose interest in you.

 - How To Ruin It
Being impersonal is a real turn-off. If the messages you send out to people aren’t in some way personal and relevant, you’ll lose your audience. They will stop caring if you obviously don’t care about them. Never spam anyone, and never bore your audience. 

 - Test The Water
Jumping right into the deep end isn’t the best approach. You don’t know what could be under there! Make sure you try every idea and approach on a small scale. If it fails in the worst way, you won’t lose your entire customer base with one poor decision. You should really be able to test ideas on a small scale without losing any clients. It’s all about how you do it.

 - When Hacks Attack
Great ideas can go wrong fast when you alienate your audience. If you have an annoying sign-up process, they won’t sign up. If you make canceling a free trial overly complicated, they’ll never try anything of yours again. You want people to like you, right? Never mislead your clients!

 - Don’t Be Dull
You always want to be remembered by your clients. You need them to think of you at the right time. Constant live notifications, posting too frequently, and irrelevant topics will hurt you. A fly trapped in your office while you are working is also memorable, but for the wrong reasons! If you overdo your communication, people begin to switch off.

 - A Time & A Place
You have to know when to hack, and when to chill. You can figure out how to judge this by doing small-scale tests. You’ll notice that copying someone else’s tactics will only work if it translates into your business. Play with some ideas and engage your audience. They’ll love you for it.

 - Care Or Lose
It’s easy to use a ton of hacks to get a list of subscribers, followers, or fans. If you want to keep them and get even more? Keep your heart engaged, and show them you care. Your care directly translates to your client numbers and sales. Keep them close, and always deliver value!

A whole lot of business fail and crash because of the same mistakes

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Kiley Doll, Goodman Lantern

A whole lot of business fail and crash because of the same mistakes. These are so common, it’s hard to believe that errors like this still happen. Growth hacking, when done right, grows the number of repeat clients. 

When people buy from you more than five times, it shows that you’re attracting and keeping clients. Every business has to examine if they are committing these three deadly sins:

- Nobody Cares

You are the only one who loves your idea. You alone see it’s full value and potential. If you can’t communicate that vision and create demand for your product, you will fail. Nobody else cares yet. 

Startups have failed because they spent time and money on a product that nobody wants or needs. It’s impossible to sell something nobody wants. The wisest way to approach your product development is to test everything. If you find an aspect doesn’t work or isn’t wanted, fix the issue. In short, start by actually being valuable to your clients.

- Try New Things

Growth Hacking is all about attaining stability in your business through growth tactics. Some businesses think they have to put their entire budget into growth hacking. Many of these go out of business. You have to budget for your growth in a strategic way. Put capital aside to cover the cost of changes and supportive strategies. 

It’s better to prepare your business for success from many angles. Stay true to the Growth Hacker ethos of cross-platform excellence. You can have more than one solution if they work well together. You’ll discover which avenues fail, and have others to fall back on that work better. Test everything.

- Go Big or Go Home

Every businessperson wants to reach the levels of the big corporations of the world. It’s normal to crave the top prize, but must be done right. If you expect viral status right out of the box, you will be disappointed. 

You have to set steady, reliable goals for your growth. Realistic, attainable steps allow you to track your growth and maintain forward momentum. Reach smaller milestones more regularly. Continually experimenting with the best approach will keep your business alive.

Do you really understand growth hacking?

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Kiley Doll, Goodman Lantern

Do you really understand growth hacking? Could you explain it to a total newbie? Some people avoid growth hacking because they’ve been misinformed.

There’s a whole lot of nonsense going about that distorts what Growth Hacking is. Here are five of the most common ones:

 - Growth Hacking = Marketing
Growth Hacking and Marketing both focus on growing businesses. Marketers use marketing tactics and strategy to promote products and brands. Growth Hackers involve themselves in every facet of their business. They focus on the relationships between products and clients. Growth Hackers are on a mission to improve and perfect every part of the business. They want clients to love every part of their experience with their brand.

 - Growth Hacking Is All About Coding
It isn’t. It definitely helps to have an understanding of coding, but Growth Hacking does much deeper. Repeated experimentation, changing tactics, and constant refinement is what it’s all about. If it doesn’t work, do something else. 

 - Bigger Businesses Can’t Growth Hack
Every business has to constantly grow and evolve. When companies stagnate, they disappear as their competitors leap at the opportunity to disrupt their status. Obviously then, every company will benefit from Growth Hacking. It’s all about making clients and their friends love your business. 

 - Growth Hacking Always Works
There are a lot of people out there promising seemingly magical results by using Growth Hacking techniques. Growth Hacking is not magic, and requires a lot of work and strategizing. Growth Hackers work hard to figure out what works, and even harder to keep trying new approaches. 

 - One Growth Hacker Is Enough
Some companies hire a handful of Growth Hacking experts and expect amazing results. That’s not how it works. A company culture of constant experimentation and change, steered by experienced leaders is key. You need to create a company culture of growth hacking and refinement.

Video Fruit's Awesome Sales Funnel

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Kiley Doll, Goodman Lantern

Video Fruit have nailed their sales funnel. It's a simple, effective way to drive sales that has delivered awesome results. Their email list had 13,528 subscribers when the course went live, and used no ads or affiliates in the launch. The course took 90 days to create.

 

Video Fruit used 4 Steps to make their project a success:

Phase 1: Find a Topic

Video Fruit used four steps to figure out what their course should be about:

1: Think about what has gotten the best engagement. Which of your blog posts, videos, or podcasts have gotten the best responses?

2: Which content upgrades have gotten the most attention? If your subscribers gravitate towards certain topics, focus on those.

3: What themes have grabbed the most attention? Check out your most popular posts and figure out why they work so well. Find the common thread.

4: When you know what people want the most, you can begin to craft an awesome product hypothesis.

Phase 2: Collect Payment First

Now you know what people are eager for, write a description of the course based on your hypothesis. The next phase is to see if they bite! You need to be productive with your time. Make sure people will pay you for the course before you build it.

It's easier than you think:

Step 1: Select a small group of your email subscribers based on the most interest in your topic.

Step 2: Offer them a sneak peak into your course outline and ask them for their opinion.

Step 3: When they get back to you with interest in the course, send them the pre-registration link right away.

Step 4: When 10% of this test group pre-register for the course, begin building the course. If fewer responses come back, adjust the hypothesis based on your subscriber's feedback.

Remember that you can use every response to perfect your product hypothesis. This way, each of your hypotheses will be more polished and attractive to your customers. Your hypothesis will be the base for your sales letter, so this process is very important.

Phase 3: Create the Course

When you've reached your target 10% pre-registrations, you can start building your course:

Step 1: Choosing between the two types of courses:

-  Reference Courses - Students can move through the course, using only the info they need. This is the most popular model.

- Specific Path Courses - The opposite of reference courses. You follow the course from beginning to end with no free navigation. These courses promise to deliver a specific result and show you the steps to succeeding. This type of course helps students stay focused, use their new insights, and be successful.

Step 2: Choosing a Name

Choosing a name can be tricky! Here are some steps Video Fruit use to choose names for their courses:

- What type of course have you chosen? Specific Path courses need to have a very specific name.

- What courses have you bought or almost bought? What were the names of the courses?

- There are four questions you have to ask yourself about each name:

- Do you like the name?

- Is it brief and to the point?

- Can you adapt the name to fit your course?

- Will people immediately know what it's about?

Step 3: Naming Your Course

Now you can name your course, using all the insights gained through this process.

Step 4: Create a Storyboard.

Now is the time to develop your content. You must decide on which strategies to teach. You'll also need the course structure, and how many modules you'll include. You want to give each student a minor moment of success to help them get motivated for the course. Ask yourself:

- What will the course achieve?

- Which milestones will each student go though?

- What is the best way for your students to reach these milestones?

Step 5: Create the Content.

It's now time to start creating the content for the course.

- Your Milestones become your Modules. Renaming milestones is the quickest way to name your modules.

- Your Action Items become your Lessons. This is the best way to ensure you're covering everything you set out to. Be sure to keep your lessons to a manageable size.

Step 6: Set Up Systems

Once you have completed the first four steps, it's time to set the course up. You want it to look great and work well.

Step 7: PAS Boosts Sales.

Don't jump in and start talking about your product. Instead, you want to make sure that your clients understand three key points:

- Problem: You have to explain the problem you wish to solve.

- Agitate: Expand on the problem and show how deep the issue goes.

- Solve: Offer a solution to the problem you've identified.

Step 8: Keep Hyping

You want to keep your subscribers interested. Staying top-of-mind is essential. A great way to do this throughout the registration period is to keep offering more. You can offer discounts, added freebies, or useful links and tools. Include a deadline to motivate your subscribers to grab them while they're available.

 

SAAS Metrics - Easy When You Know How

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Raj Anand, Goodman Lantern

Highs and lows in business are normal aspects of everyday operations. Do you waste time by investigating every fluctuation in your metrics? If you focus, you can have far better benchmarking.

 

So Much Data, So Few Insights?

Natural fluctuations in your key SaaS metrics will happen. It’s vital to know what “normal” looks like for your business. Most startups struggle with this.

Knowing what figures to expect from your SAAS Metrics on a normal day can be a challenge.  Analyse how you arrived at the numbers you’re benchmarking against.

Be honest - have you done the math or are you visually judging your figures?

Guesswork is no way to run a business. Especially when there’s a super-simple way to benchmark your results.

Easy Benchmarks

Take 20 minutes out of your day to do some easy calculations. It’s good to know your averages, but that’s not enough. The “normal” range of figures for your company will fall on your average line, as well as above and below it. Next, you can begin by analyzing the numbers that fall outside of your “normal” range.

Doing the (Easy) Math

You'll need some calculations. You need to understand your Median, and your Standard Deviation.

- Median: This is the number in the middle of your data set. To find it, arrange your data from the largest to the smallest number. If you have an even number of entries, find the average between the two middle numbers.

- Standard Deviation: This measures the range of your data. It helps to figure out if your data is pretty consistent, or generally differs a lot. If your data is widespread, you need to have a wider “normal” zone.

A note on Averages: These don’t work for making business decisions. Outlying data can reduce accuracy, resulting in misleading results.

Automating Sales Prospecting Emails

Raj Anand

Raj Anand, Goodman Lantern

Does writing sales emails take a lot of time out of your day? Each prospecting email can take around ten minutes to write. Wouldn’t it be better to make the process a lot faster?

Analyze Your Mails

Carefully reading through your sales prospecting emails is the best place to start. Find the personalized aspects of your email, and try to automate them!

- Avoid being too personalized - it’s a waste of time.

- Find the personalized sections and analyse them.

- Search for data that could replace the section entirely.

Using the Data

It’s important to ask the right questions to make sure you’re making the best decisions:

- Question 1: Can the personalised section be replaced?

- Question 2: If not, can company or personal data be used instead?

- Question 3: Ifdata not, can a range of data points be combined?

- Question 4: Is it possible to find the data quickly?

Once you have worked through the process it’s time to edit your emails and add in the personalized aspects of your mail. You’ll save time, send more emails, and get more responses as a result!

Google Analytics Tips - How to Stop Screwing Up

Kiley Doll

Kiley Doll, Goodman Lantern

Google Analytics is far more complex than it first appears. You will likely discover lots of limitations of the system. The good news is that you can avoid the biggest mistakes by following these beginner tips.

 

1. Business Questions

Google Analytics is best used to answer complex and important business questions. The best analysts aren't experts at using the tool. They are the ones capable of using it to answer business questions and find valuable answers.

2. Go for Goals

Google Analytics isn't helpful without setting goals. The tool offers the option to create these for yourself. By doing this, you'll be able to track your numbers better. Once logged into the tool, click Admin, choose your view, and click Goals. Select +New Goal or import one.

3. Strategic Event Tracking

Google Analytics Events improve understanding of traffic and goal analysis. You'll be able to understand what visitors to your site are doing. You need to know what the important interactions are, and how they relate to your business goals. What do you want people to do on your website? What can you improve?

4. Redefine Bounce Rates

It is not always accurate to assume that high bounce rates are negative and low bounce rates are ideal. Bounce Rates are single interactions with your site. Not someone landing on your page and leaving. You can set up interaction, and non-interaction events - each has it's own benefits.

5. Using Funnels

Goals and funnels go hand in hand. You can organised funnels to follow the steps your users take. You can discover the spots where people "fall off" the path. Using these insights helps you to fix the faults in your conversion funnel.

6. Horizontal Funnels

These form part of Google Analytics Enhanced E commerce set, and allow you to learn even more. With access to these funnels, you can customize your outputs. Classic funnels have limited abilities. Horizontal type funnels offer far greater insights. You can even filter then to deliver the desired results. The Enhanced E commerce offering has useful features that will improve your analytics.

7. Boost Testing Tools with Google Analytics

A/B Testing is vital, yet testing tools don't always give the full story. Your tools may not be untrustworthy, but may not offer every possible insight. Integrating tests with Google Analytics lets you see what users are doing in more detail.

8. Custom Segmentation

You need a deeper look into your Google Analytics. Averages are unreliable and never show the full picture. You need to dig deeper to find the answers to the more complex business questions. Creating custom segments is helpful for gaining a deeper understanding of your data.

9. RegEx Rocks

RegEx is shorthand for Regular Expression. It's a way of expressing search strings and patterns with symbols and characters. It helps you create filters, create unified goals for different pages, and hone your funnel steps.

10. Custom Reports

Using custom reports is a great way to boost your use of Google Analytics. They allow you to build reports & dashboards into the interface. Custom reports are easy to make, and boost the usability of the tool.

11. Automatic Reports

Automating tasks that repeat often is the most productive way to run your analytics. You'll need to use a different tool, such as Google Sheets or Data Studio. Combining Google Analytics API with Sheets offers better mathematical capabilities. Data Studio offers ease of use.

12. Improve Your Site Speed

You'll convert more an optimized site. Make sure it works across all platforms including phones, tablets, and browsers. Users will leave your site if they don't have a smooth experience.

Running Browser & OS reports shows your conversions, bounces, and more for every browser. Page Timing reports show you the speed of your site, allowing you to find slow areas.

13. Use Views

Companies often set up their Google Analytics views in different ways. Use these three views right off the bat:

Raw Data View: This should remain untouched as a benchmark for your other views.

Sandbox View: Test out settings before converting them into  permanent Master View.

Master View: The completed and finalized versions of your Sandbox View.

14. Accurate Implementation

Companies need reliable data that can be completely trusted. To ensure you can trust the results you're getting, it's best to do an audit of the tool. Being critical and asking key questions will result in accurate readings.

15. Sub- and Cross-Domain Tracking

You need to stay on top of your cross-domain and subdomain tracking. It will help you get the an accurate idea of how customers use your site. Tracking in this way is an important step in ensuring your analytics are accurate. If the customer journey becomes segmented, your insights suffer.

16. Audit your Campaign Tracking.

Campaign tracking is vital for marketers. You need to know where your results are coming from.

Google Analytics uses five different UTM tags to do this. Medium, Source, Campaign, Content, and Term. The Medium & Source tags are default. The Campaign tag tracks marketing campaigns. The Content tag distinguishes between the various campaign versions. The Term tag shows the paid search keywords that resulted in clicks.

17. Custom Dimensions.

Dimensions describe your data, and there are many built into the tool. Using Google Analytics at a higher level requires custom dimensions. This is vital for measurement strategies. Custom dimensions help to combine data from Google Analytics with external data. It's necessary to use phone call data, firmographic data, and other specific info.

18. Calculated Metrics

This is a great way to improve your experience of using Google Analytics. It allows customization of analysis and measurement functions. Calculated metrics can be set up if the data is valid and accessible.

19. Filters are Your Friends

Focused data wins over broad data every time. The more you analyse the numbers, the fewer distractions you will encounter. Filters are useful for removing the noise that can get in the way of the data you need to analyse.

20. Use Custom Alerts

Alerts can be set up to track almost any variable. The most common uses are detecting dips in traffic, revenue, and conversions. It's useful to detect broken pages, and even more complex variables.

21: Avoid Sampling Limits

Google Analytics uses a random selection of your data instead of the full set. The accuracy of these samples appear in the right-hand corner of the report screen. Taking your risk profile into account, sampling may not be an issue for you. If it's causing challenges, there are some workarounds you can use:

Online Metrics suggests these 8 solutions:

- Adjust Your Data Range

- Use Standard Reports

- Create New Views with Filters

- Reduce the Amount of Traffic per Property

- Sample Your Data by Modifying Tracking Code

- Use Google Analytics API

- Use Google Analytics Premium or Adobe Analytics

- Use BigQuery

22. Analyze Data in R

Learning a language like R is super helpful. You'll move past data sampling and learn to produce awesome visualizations. You can also create automated reports, run complex models, and interactive Shiny Applications.

23. Content Ideas with Site Search

If you have a search function on your website, you can use it to find out what your readers want to read about. Using this info, you can create content that meets the demands of your site users.

24. Integrating Pre- and Post-Purchase Data

Combining your pre-purchase and post-purchase data is vital. You'll gain a full understanding of your client's interactions. Run your CRM data through the tool and export all the data to an external database. Then, you can get the whole picture of what your clients are doing.

25: Attribution Models

Attribution helps to answer the question of how well a company's resources are being used. Models reduce the complexity of this task. Time-to-purchase and touch-points to conversion help you figure out if you need attribution. The tool offers attribution models to assist in the process. Each also offers different insights.

 

Scoring 10,000 Hyper-Targeted Visitors in 3 Weeks

It's tricky to develop the best possible content strategy. Getting the attention of heads of department is a real challenge. Modernweb was struggling with this, and went to Grow & Convert in search of a breakthrough. Modernweb connects businesses with top software development talent.

At first glance, their content was far too technical. They were attracting other developers, but not the department decision makers. Grow & Convert proposed an approach that focussed the content on the customer you want to reach.

Step 1: User Research

The process began with identifying past clients and the types of projects required. Grow & Convert found that decision makers often have little to no coding experience. As a result, there was a communication barrier in the language they were using. The content strategy was shifted to target executives within technology companies.

Step 2: Pain Points

The next step was understanding the difficulties these execs face, so that Modernweb could approach them with a solution. The issues identified included:

- Sourcing & retaining the best talent.

- Getting executives & boards to opt in.

- Staying ahead of the curve with technology.

- Understanding the risks of changes.

- Benchmarking against competitor's strategies.

 

Step 3: Develop Content Strategy

Grow & Convert have seen success with creating original content, instead of repeating what is already available. The decision was made to tell stories that are relevant to the industry. Decision makers are motivated to learn about the decisions other companies are making. Playing on that interest is a great way to get their attention.

Step 4: Spreading the Word

Research was conducted to find the community members most likely to share Modernweb's content, and searching for influencers to assist in the process. Embracing these new tactics led to over 9,500 unique page views, with each user spending more than 9 minutes on the page.

Grow & Convert follow the usual tactics of promoting articles on social media, but take it a step further. They approach online communities and publications that tech executives might visit. Pre-promotion is an important part of the process and includes joining Facebook, LinkedIn, and Google+ groups, and collecting press contacts. These journalists and publications received pitches and descriptions that match the social media presence.

Grammarly’s Growth Strategy

Grammarly is the most convenient way to check your spelling and grammar. Their browser plug-in helps you make changes across a wide range of platforms, and uses machine learning capabilities to better understand language.

Grammarly knows how to drive interest. With no venture capital input for the first 8 years, they’ve still managed to grow to 6.9 million daily users. Their digital marketing is on point!

Content Marketing

Grammarly have a powerful content marketing strategy. They’ve added a CTA labelled “Get Grammarly” on the top right corner of their website. It leads you to the download page for their plug-in. They have a blog-post containing more than 2000 blog posts.

Social Media

Social Media has become a necessity for businesses. Growing their visibility pulls in different types of users. They’ve taken a lighter approach to grammar and spelling, using humor to show why you need their services.

 

Youtube

Youtube shows the best traffic returns for Grammarly. 54.43% of their social media traffic comes from YouTube. Their channel is small but effective. Their ads show how useful their tool is, using everyday situations. Adding a CTA into the videos boosts traffic to their download page as well.

Facebook

Grammarly’s Facebook page has very little content about their actual services. They create content that will appeal to their audience. They understand that building a connection with your audience is vital.

Quora

Quora pushes 40k monthly visitors to Grammarly’s site. They have 23k followers and 150 questions relating to their profile. The odd thing is - Grammarly’s plug-in doesn’t support Quora. Their success on this platform is also due to their ads.

Twitter

Grammarly posts about 7.5 tweets every day. More importantly, 88.7% of these get retweeted by their followers, and 91.5% of their tweets are retweeted. Twitter generates 16k site visitors monthly.

WhatsApp Web

WhatsApp Web is the desktop version of the popular mobile app. It’s easy to connect using the handy QR code. Grammarly’s plug-in works with WhatsApp Web, correcting people’s texts in real-time. The plug-in offers a link to an explanation of why your grammar is being corrected. Clicking on the link drives more traffic to their website.

SEO

Grammarly generates 31 million visitors per month. While a large number of these are from plug-in users, it’s difficult to know exactly how many. Their bounce rate is great too, with 1 in every 2 visitors sticking around on the website.

Direct Response Marketing

Grammarly have made the effort to research challenges that people encounter every day. Their communications offer solutions and guidance. Their blog is angled to offer real-world help.

Backlink Profile

There are growing number of sites and services that backlink to Grammarly. They’ve positioned their service to be attractive to schools and government institutions. These institutions also need grammar and spelling checks. Grammarly has cross-linked with highly sought-after .edu and .gov sites. These improve their Google rankings substantially.

Google Ads

Grammarly has 540k monthly users from Google Ads. They get these awesome results by bidding on up to 20k keywords, with 25% US-based and 6% in Australia.

User Conversion

Grammarly offer a paid upgrade to their free offering. It includes better results and deeper plagiarism checks. The free version catches mistakes, but not all of them. This strategy helps to convert free users into paying clients.

Celebrating the Top 50 Women in Tech

Women are powerful. At Goodman Lantern, we understand that. We also understand that in an ideal world, business is genderless. These women know how to achieve results - that's the bottom line.

Here are the first ten of the Top 50 Women in Tech as nominated by you!

1. Yesim Saydan

Yesim Saydan is a 5-lingual Growth Hacker and Social Media Strategist with extensive international experience.

After being responsible for global projects of multinational brands such as Citibank in New York and BNP Paribas in Paris, she set up her own Digital Consultancy to help companies, whose mission she believes in, reach their goals by bringing out of box thinking to their Social Media Marketing as well as creative Growth Hacking tactics.

Yesim left a well-paid corporate job and took a big risk to start as an Entrepreneur, because she wanted to work with innovative, creative companies and startups, who are changing the world. She feels very fulfilled and lucky about working with smart, driven people, whose meaningful mission she can contribute to significantly.

Her other dream was to be able to work from anywhere in the world. As a self-starter, Yesim can now spend quality time with her parents in Turkey, while continuing to explore the different parts of this magical world we live in.

2. Jessica Thomas

Possessing complex knowledge and technical ability through previous roles at market-leading social intelligence company, Brandwatch, Jessica founded Ten Bear Social - a remote consultancy specialising in social data and analytics. Jessica has emerged as an expert in her field and continues to successfully support clients through the most critical business stages by optimising their social intelligence strategies.

With significant growth in its first year of trading, Ten Bear continues to expand its already impressive portfolio. Jessica has achieved a strong and credible reputation in her sector by challenging the way businesses leverage social data and has succeeded in developing a small remote business into a key specialist for social intelligence insight.

3. Camila Cywiakowski

Brazilian-turned-British with a strong drive to succeed, Camila loves nature, science, and anything technology based. She once helped her dad build a huge satellite dish in the garden (true story).

Camila implemented operational tools, migrated services, and created new business models -including a new service that went on to become an industry leader in the UK.

She feels that her greatest achievement is definitely her impact on others. Camila has always promoted the use of technology as a way to improve productivity and job satisfaction. To hear that even though she may have been tough on them in the past, people were grateful for how that 'push' placed them in a strong position in their careers down the line. Camila has trained around 100 graduates over the years, if not more.

4. Nayab Bookwala

Nayab spent the last decade in television and broadcast media in various roles with expertise in Brand Development, Marketing, and Events with some of the leading media conglomerates in India.

Since moving to Houston, Texas a few years ago, she launched Bohra Pantry (www.bohrapantry.com), a brand of spices for the Bohra cuisine in the USA. She learned the different aspects of starting up a new business on the job, right from sourcing manufacturers, optimizing logistics, handling imports & shipping and online retail operations.

Today, as the Co-founder of Indian Food Trail (www.indianfoodtrail.com), a food-tech platform that offers home-dining experiences by empowering Indian home-chefs located across the globe, she manages Product, Marketing, Finance, Strategy, and Operations. Indian Food Trail is also working towards reducing child hunger through their Meal For A Meal campaign, where they donate a meal for every meal sold on their platform.

5. Dr. Katia WAlsh

Dr. Katia Walsh is one of the world’s top leaders in transforming businesses from product- to customer-centric brands through Data and Analytics. She forms world-class teams and harnesses Advanced Analytics, Machine Learning, and Digital Solutions to drive unprecedented business, customer, and societal outcomes in telecommunications and financial services.

Dr. Walsh and her team are enabling 1 billion Euros in annual commercial value for Vodafone by using Data and Analytics to deliver a predictive, proactive, and personalized experience to each of Vodafone’s 400 million customers in 27 operating countries. They are also spearheading analysis of mobile data for social good, for example, to help the unbanked or track and prevent the spread of malaria in Africa, as well as mentoring and inspiring youth and women globally.

6. Beth Burrell

A seasoned channel veteran, passionate about people and technology, Beth has been in the digital disruption arena since before it was mainstream.  She is an accomplished leader in enterprise technology solutions and project management, with a focus on always doing the right thing for the project and customer.  Beth’s peers describe her as reliable, knowledgeable and always having a “can-do” attitude, one stating that “every organization needs a Beth Burrell.”  

A VP at a Fortune 500 firm at a young age, Beth has been a frequent speaker at conferences and an avid blogger.  She currently works for a Microsoft Dynamics Consulting firm and serves as the US Chair for the International Association of Microsoft Channel Partners Women in Technology (IAMCP WIT).  Beth manages to balance work and her role within IAMCP WIT as a single mother raising her awesome 12 year old son!

7. Michele Chambers

Michele is a passionate entrepreneurial executive with over 30 years of technology experience in sales, marketing, business development, product management and development in areas as diverse as advanced analytics, data science, big data and databases.

She is a builder and leader of high performance teams that blow away their goals and a four-time book author published by O’Reilly, Wiley, and Pearson FT Press.

8. Jui Patil

Jui describes herself as a "creative, a visionary and goal oriented woman." As an Architect, she creates her vision and achieves it, in the same way she executes her created designs.

Jui is published in various magazines and portals, awarded as a skilled architect by the Government portal of India, and empaneled as an architect under various portals of the Government of India.

9. Sweta Ghosh

Sweta Ghosh is an entrepreneur who has started up her own venture, partnering with her younger sister. Together, they own a cafe in Kolkata named Blue Mug-Coffee & Thoughts

It’s been 9 months since the opening of Blue Mug, and has quickly become one of the most popular cafes in Kolkata. 

10. Kiley Doll

We’re fortunate enough to have one of the nominees in this list actively involved in the growth of Goodman Lantern: Kiley Doll, the company’s sales director. Some know her as a serial entrepreneur. Others have referred to her as a "sales generating machine." 

Kiley started out in the real estate industry as a broker, where she spent 14 years consistently ranking among the top 10% high earning realtors her company. Her passion for progress has led to the pursuit of a prosperous career in business development, having consulted and worked with well-known household names including Amazon, EO, Long Realty Company, in North America, Europe, and Africa. This rockstar “oumi” of eight is one of those female leaders the tech industry desperately needs to inspire the up-and-coming generation.

One of her other great successes is the Kover Kritters brand. In the development of this product, she became one of the few female inventors to run a successful Kickstarter campaign, taking the brand all the way from idealisation to realisation.

Stay tuned for the next ten women in this list. We're excited to share their success stories with you!

 

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