A memo is the best way to share news when you have a significant update or important win within your company.
Unlike an email, your memo will go out to your entire department or everyone at the company, so knowing how to format a memo is just as important as what you write. No pressure. (Well, maybe some pressure…)
ادامه خواندن How to Write a Memo (Template, Examples & HubSpotter Tips)
One of my favorite things to do on my personal website is to dig into web analytics.
I don’t consider myself a technical person, but over the years, I’ve learned to love what metrics like pageviews, new visitors, and traffic sources can tell me about my site visitors.
Not only that, but they also opened my eyes to new business opportunities — which is gold for freelancers like myself.
In this guide, I’ll be covering everything you need to know about web analytics, so you can truly understand which data points mean what, interpret your findings correctly, and make data-backed decisions for your website and business.
We’ll be covering the following points below — click on any of the jump links to skip to that section:
Web analytics is the collection, reporting, and analysis of data generated by users’ visiting and interacting with a website. The purpose of web analytics is to measure user behavior, optimize the website’s user experience and flow, and gain insights that help meet business objectives like increasing conversions and sales.
There are tons of data you can collect to understand how people interact with your website and identify opportunities for improvement.
You can track overall traffic, bounce rate, traffic sources, new and returning visitors, time spent on site, and much more.
Let’s take a closer look at why web analytics is important below.
Web analytics is critical to the success of your business. Here are some specific ways it can benefit your website.
One reason web analytics is important is that it gives you better insight into your site visitors.
For example, one web analytics metric is traffic source. This data tells you not only through which channel your visitors are finding your website but also their geography.
You may think your customers are based on the West Coast and find you through LinkedIn, but your web analytics may show you that a majority of your visits come from mobile searchers in the Northeast.
In my experience, web analytics enables you to better understand your site visitors and use those insights to improve their experience on your site.
For example, if you discover that the majority of users on your site are using a mobile device, then you can focus on making your website more mobile-friendly.
Or, if you see that a specific page gets a lot of traffic, you can make sure the page is optimized for the information visitors need.
You can also move the page navigation to a more prominent spot on your website to make sure it’s easy to access.
Web analytics can also shape your content and SEO strategy. By looking at your top-viewed posts, you can begin to identify what types of content and topics perform best with your audience.
For example, if you notice how-to WordPress tutorials make up the majority of your top viewed posts, then you might shift and narrow your focus from definition articles about anything web-related to how-to WordPress tutorials.
Or, maybe you look at your site’s traffic sources and notice that organic and email traffic are your top drivers and paid channels are your lowest. In that case, you might shift resources to invest more in your organic strategy than paid.
Now that we have an idea of web analytics and why it’s important, let’s look at some key metrics you might track to measure progress against — and eventually meet — overarching business objectives, like increasing traffic, leads, and revenue.
Pro tip: Want to quickly see how your website ranks? Use our Website Grader to find out what your website rating is and how to improve it.
Web analytics is used to improve your website so you can better meet visitors’ needs, improve conversions, and ultimately generate more business.
The amount of data can be overwhelming at first. That’s why I think it’s important to identify a few key metrics, particularly as you’re getting started.
For example, you might start by focusing on the bounce rate for a few key pages on your site.
If visitors are quickly bouncing from your homepage, then that indicates they’re not finding the information they’re looking for quickly or easily enough.
From there, you can identify possible next steps, like redesigning your website navigation.
Before you read on, I want to note that various analytics tools may have slightly different definitions of the following terms. It‘s best to consult your particular tool’s documentation to understand exactly how each is calculated.
Pageviews are the total number of times a page was viewed on your site. A pageview (or view) is counted when a page on your site is loaded by a browser.
So, if a person were to view a page on your site and reload the page in their browser, that would count as two views.
If a person viewed one page, viewed a second page on your website and then returned to the original page, that would count as three views.
Pageviews can give you an idea of how popular a page on your site is, but my experience has taught me it’s important to look at this number in context with other metrics — something a traffic analysis tool can help with.
A page with a high number of views for a post isn’t necessarily popular since a small group of visitors could be responsible for a lot of those views.
A high number may also indicate that a page was confusing and required visitors to return to it multiple times.
Unique pageviews are the total number of times a page was viewed by users in a single session. In other words, a unique pageview aggregates pageviews that are generated by the same user during a session (which I’ll define below).
So, if a person viewed the same page twice (or more times) during an individual session, unique pageviews would only count that pageview once.
Unique pageviews discount instances in which a user reloads or visits the same page in the same session.
That’s why this metric helps you get a better understanding of how many visitors are viewing pages on your site and how popular individual pages are.
A session is a group of interactions — including not only pageviews, but activities such as call-to-action (CTA) clicks and events — that take place on your website within a given time frame.
The timeframe of a session varies by web analytics tool. For example, sessions in Google Analytics and HubSpot’s traffic analytics tools last 30 minutes by default.
A session ends, and a new session starts for a user when either:
That means if a user lands on your site, leaves, and returns within 30 minutes, Google Analytics and HubSpot will count it as one session, not two.
On the other hand, if a user is inactive on your site for 30 minutes or more but then clicks on a CTA or takes another action, Google Analytics and HubSpot will count it as two sessions, not one, even if the user never left your site.
New visitors — also termed new users, unique visitors, or new visitor sessions, depending on the web analytics tools — are the number of unique visitors on your website.
As the name implies, a new visitor is an individual who visits your site for the first time. Healthy websites will show a steady flow of new visitors over time to make up for those who lose interest.
These individuals are identified by a unique identifier. For example, when using HubSpot, the HubSpot tracking code is installed on your site. Then, visitors to your site are tracked by the cookie placed in their browser by this tracking code.
Two important notes to keep in mind: First, a single visitor can have multiple sessions and pageviews on your site.
Second, unique visitors are not an entirely accurate metric. That’s because most web analytics tools use cookies to track visitors, which doesn’t always distinguish new visitors from returning ones (which I’ll define below).
For example, if a person visits your site via their mobile phone and then on their personal computer, they’ll be counted as new visitors on both occasions.
Returning visitors (or users) is the number of visitors on your website who have visited before. Not all web analytics tools include this metric, but some — including Google Analytics — do.
In Google Analytics’s Audience reports, you can look at behaviors to see the ratio of new to returning users on your site.
In my opinion, looking at both new and returning visitors metrics is great for getting a sense of how well you’re retaining your visitors and how effective you are in attracting net new visitors at the top of the funnel.
Your ratio of new to returning visitors will depend on several factors, including your industry, how long you’ve been around, and whether you offer incentives to return to your site.
But, if you’re an established website that’s seeing returning (or new) visitors top 80% of your traffic, attempt to balance this out by attracting more new visitors or retaining old ones.
Again, keep in mind that this metric won’t be completely accurate if the web analytics tool uses cookies to track visitors.
Traffic sources show where your site visitors are coming from. Like visitor information, this metric is usually collected via the tracking code on your site.
The number of traffic sources you can track will vary depending on the web analytics tool. HubSpot’s traffic analytics tools track multiple categories, including:
Ideally, you want to increase all sources of traffic. But, your biggest focus should be organic search, which is traffic that comes from non-paid search results in search engines like Google.
This source has the potential to drive huge amounts of traffic to your site. Plus, I’ve found improving this channel often improves other channels, like referrals and social.
Bounce rate is the percentage of visitors that leave your website after viewing a single page.
You can look at bounce rate as a site-wide metric or a page-level metric. At the page level, bounce rate is the percentage of sessions that started on the page and did not move to another page on your site.
Generally, a bounce rate of 40% or lower is considered good, 40% to 70% is average, and anything above 70% is considered high.
If your site’s overall bounce rate is high, it might help to identify individual pages with high bounce rates.
A high average page bounce rate might indicate there’s a problem with the page’s loading time or that external links are not opening in a new tab or window, among other reasons.
To learn what actions you can take to reduce your bounce rate, check out our 6 Steps to Reduce Your Bounce Rate.
Many aspects of web analytics are specific to your business: what metrics you track, how you build out website analytics reports, and what tools you use.
However, there are some best practices that can help anyone collect, analyze, and report website data more effectively. Let’s look at a few.
Focusing on only one or two metrics won’t provide enough insight into how visitors are interacting with your site, but tracking every single metric might provide too much information to be actionable.
To ensure you’re focusing on the right metrics, start by plotting your business objectives. Think about your website’s top priorities.
Do you want to lower your site bounce rate? Are you looking to attract more new visitors or better retain existing ones?
Once you have one or more objectives in mind, I recommend come up with specific strategies you’ll implement to achieve them.
These may include fixing broken links and images, changing your site’s copy, or better optimizing for your mobile audience, which probably makes up around half of your traffic.
You’re now ready to narrow down what metrics will help you track your progress toward achieving your goals and, ultimately, your business objectives.
After collecting your data, determining whether or not you met your goals is only the first step. The next — and arguably more important — step is using that data to test, experiment, and make changes on your site.
For example, say you identified some high-value content, like your Services and Pricing page, through user testing and feedback in your web design process.
However, these pages aren’t getting much traffic.
In this case, you might move the navigation links for these pages to a more visible part of your site or implement SEO measures on these pages to rank higher and capture more organic search traffic.
Understanding and reporting traffic data — including pageviews, top traffic sources, and most viewed pages — is important. But it’s just one piece of your website performance. High traffic doesn’t necessarily mean success.
For example, if you’re getting millions of pageviews but no conversions, then you’re probably not meeting all your business objectives.
Or, if new visitors consistently make up a high proportion of your traffic, consider why that might be and how you can attract return visitors more effectively.
If your web analytics report shows that your website received 1 million unique pageviews and 400,000 new visitors this month, that doesn’t mean all that much.
Reporting only the numbers provides an incomplete picture of your website performance. For all we know, these numbers could indicate:
That’s why you must pair your data with insights.
If you instead report that your website got 1 million unique pageviews, which exceeded last month’s unique pageviews by 20% and also showed a significant increase year over year, then the data is much more meaningful and actionable to you and your fellow stakeholders.
While collecting and analyzing data, I recommend you think about it in context.
What variables or larger forces could be impacting the numbers? For example, algorithm updates, seasonality, and bots can all have a major impact on your traffic and other metrics.
Imagine that a few pages on your site saw major spikes in traffic. These posts weren’t updated recently, so you look where this traffic came from.
If the traffic mostly came from one country where you usually don’t see much traffic, this was likely malicious bot traffic, which accounts for a quarter of all internet traffic.
In my experience, viewing your data in context can help you better understand, analyze, gain insight, and make informed decisions with your data.
If you find analyzing data overwhelming, I suggest checking out an advanced analytics consulting service. They can help you uncover insights that drive your strategy so that you can achieve your business objectives more effectively.
As an analyst, you want to provide information to stakeholders in a way that is understandable and actionable. You also want to ask for information and ideas from these stakeholders.
They can provide valuable feedback on how they use the data, what else they want to see or understand about their users or website, and how they think they can improve the user experience or other issues the data uncovers.
Measuring organizational success requires more than one metric — and more than one tool. Let’s take a look at some web analytics tools you can combine for high-quality data.
Get HubSpot’s Free Marketing Analytics Software
With HubSpot’s free marketing analytics and dashboard software, you can measure the performance of all your marketing assets.
This includes website and landing pages, emails, blog posts, social media accounts, CTAs, and more — all from one dashboard.
I like that you’re able to track your customers’ complete lifecycle, measure traffic overall or on a page-by-page basis, and add multiple reports to your dashboard so you’re tracking your most critical metrics in one easy-to-access place.
You can even break down reports by user characteristics for more fine-grained analysis.
HubSpot’s free tool is ideal for anyone looking for built-in analytics, reports, and dashboards so they can make smarter, data-driven decisions.
What I like: Analytics is fully integrated into everything you do in HubSpot, ensuring you always have the right data available when you need it. There’s no more digging through spreadsheets or datastreams — with HubSpot, everything is accessible and actionable, whether you’re a beginner or a seasoned expert.
Used by over 28 million websites, Google Analytics is the most popular web analytics tool.
With it, you can track pageviews, unique pageviews, bounce rate, traffic channels, user retention, average session duration, sessions by country, sessions by device, and more.
You can also build reports about your audience, acquisition channels, engagement, and conversions.
Understanding the value, flexibility, and popularity of Google Analytics, some platforms offer unique integrations with this tool.
Analytics Amplifier, for example, is a HubSpot app that allows users to match HubSpot customer behaviors — including “hot leads” and “deal amount” — with real-time Google Analytics data.
If you want to learn more about this tool, check out our Ultimate Guide to Google Analytics.
However, I think the sheer amount of metrics, reports, and integrations that can be tracked or created using Google Analytics might be overwhelming.
Users without SEO or technical expertise, like content creators, may find it difficult and prefer a Google Analytics alternative.
What I like: Google Analytics is unmatched in popularity. It gives website owners an all-encompassing view of their site activity and is relatively easy to set up and link to any live site. Plus, Google Analytics offers many powerful capabilities for free.
Used by over 300,000 users, Crazy Egg is a unique web analytics tool that provides heatmaps, scroll maps, and other visual reports to show you exactly how your visitors are interacting with your site.
Thanks to Crazy Egg’s tracking code, you’ll be able to watch what visitors are hovering over and clicking on in real time via heatmaps.
Crazy Egg also offers comprehensive A/B testing so you can test various content variables like color, copy, and content placement. You can then see how it affects the user experience and conversions.
In my opinion, this makes Crazy Egg an ideal alternative or supplement to Google Analytics for users interested in conversion optimization.
What I like: I like that Crazy Egg is a user-friendly tool for conducting heatmap and scroll map testing, A/B testing, and screen recordings of user interactions. These are great means to better understand users in qualitative and quantitative ways and gain insights to improve the user experience on your site.
Semrush is a comprehensive SEO tool for keyword research, website audits, competitive research, backlinks, and more. In my experience, these are important elements that contribute to your website and content visibility.
Best for: If one of your website or business goals is to improve your search traffic, then using a tool like Semrush or Ahrefs is essential. Not only do these tools help you understand how you rank in the search engine results pages (SERPs), but they also show you how to improve your website content and technical SEO aspects.
Hotjar offers visual behavior insights through surveys, funnels, and heat maps.
The heat maps specifically include mouse movement tracking, which I think is a game-changer for web analytics.
Not only does this data tell you which links and pages visitors are hovering over or clicking on the most, but it also lets you know which content they’re most interested in and how long they spend looking at it.
Pro tip: Hotjar has a free forever plan, so if you’re new to web analytics or on a budget, this option is invaluable.
Chartbeat is a content analytics software for content publishers. It offers intelligence and real-time analytics features to enable media websites to understand what content their audience engages with.
Chartbeat’s goal is to help publishers grasp what keeps their audiences reading and scrolling within their online publications.
What I like: One of Chartbeat’s most popular features is its real-time dashboard. As a former journalist, I know how quickly trends and stories emerge. It’s essential to have insights into real-time web analytics that tell you how readers are reacting to new content.
SimilarWeb is a competitive landscape analysis tool that enables you to compare your website with one of your direct competitors.
Not only can you see how competitors rank in the search results, but you can also track their performance — such as traffic and engagement — over time.
Best for: If you know who your competitors are and you’re actively competing for the top spot in the search engine results page, then I think this tool is essential.
Like anything else, web analytics can come with its challenges. If you aren’t careful about what you’re tracking (and why), you can easily find yourself in a pitfall.
Here are some potential issues you may experience.
I’m certainly guilty of this. Whether I’m checking my own web analytics or digging into a client’s, it’s tempting to want to analyze all of them.
But not every metric is important to your overall goals. To get the most out of your web analytics, it’s important to focus on a few key metrics that contribute to your website’s and business’s success and don’t get distracted by the rest.
While most web analytics data is accurate and helpful, not all of it is correct.
For example, one of the most frustrating challenges of web analytics is spam traffic, which is traffic from bots or inaccurate sources. While you can try to set up website blockers that prevent this, it’s best to ignore data that seems inaccurate.
Plus, considering that we’re already on the path towards a cookieless internet and more people are opting out of letting their website activity and behavior be tracked, it’s easy to assume that not all of the data is accurate.
I’ve shared the many ways tracking web analytics can be useful for your website and business goals. But another pitfall you can potentially run into is overreliance on this data.
Your web analytics are only one small part of your website’s overall visibility, performance, and role in the business. The worst thing you can do is make major business decisions based purely on what your web analytics is pointing to.
Instead, web analytics should be used as insights to inform your website’s role and strategy in your company.
Whether you’re a small business, ecommerce site, or enterprise company, web analytics can help you and your company grow.
I’ve personally found that web analytics data can uncover new opportunities for both your website and the business as a whole. But it doesn’t tell the entire story.
I recommend focusing on a few key data points relevant to your goals and doing your best to ignore the rest.
When you track the right ones, web analytics can vastly improve your website content, user experience, and overall site ranking.
Editor’s note: This post was originally published in July 2014 and has been updated for comprehensiveness.
منبع: https://blog.hubspot.com/marketing/guide-to-web-analytics-traffic-terms
شما چندین دور مصاحبه را پشت سر گذاشته اید، تیم استخدام شما را به عنوان کاندیدای برتر خود انتخاب کرده است، و آنها به شما پیشنهاد داده اند. اما شما کاملاً از همه شرایط راضی نیستید. اینجاست که یک پیشنهاد متقابل وارد می شود.
ادامه خواندن من از ChatGPT خواستم 5 نوع ایمیل ضد پیشنهاد بنویسد – این چیزی است که من دریافت کردم
تا سال 2023، بیش از 26.5 میلیون وب سایت تجارت الکترونیک در سراسر جهان وجود دارد. در مورد صنعت رقابتی صحبت کنید.
ادامه خواندن فرو رفتن عمیق در سئوی فنی برای تجارت الکترونیک (موارد اولیه من)
مانند بسیاری از جویندگان کار، من مجبور شدم به سؤال ترسناک انتظار حقوق از طریق ایمیل پاسخ دهم.
I’m fortunate to live in a city that has a thriving restaurant scene (it’s most known for its barbecue and Tex-Mex, if that gives you any hint). And while I don’t consider myself a food connoisseur by any means, I was a food journalist in a past life, so I continue to stay on top of the latest stories and trends surrounding the restaurant industry.
To do this, I follow a lot of restaurants on social media. I also subscribe to their newsletters, attend their special events, enter their giveaways, and sign up for their rewards programs.
And because my marketing brain never shuts off, I can’t help but be curious about these restaurant marketing strategies. How well do they work? Which channels do these restaurants perform best on? How do established restaurants maintain interest after the grand opening buzz wears down?
To figure out the answers to these questions, I’m digging deep into restaurant marketing ideas, strategies, and real-life campaigns.
I wanted to get more insight into the world of restaurant marketing, so I spoke with Rachel Ayotte, the founder and CEO of Bread and Butter, a communications agency that works with hospitality clients.
Why do restaurants of all sizes need a marketing strategy? What does an effective campaign look like these days?
“In New York City alone, there are over 25,000 restaurants, which would take the average person 22 years to try,” shares Ayotte.
She adds, “With a huge inventory of options and a relatively short time to succeed, people must know your restaurant not only exists but is also someplace they want to go.”
This is why having a restaurant marketing strategy is essential.
If you want to stand out online and bring more people into your restaurant, here are examples of successful restaurant marketing strategies and campaigns to take inspiration from.
An essential restaurant marketing strategy is to focus on your customers. This applies not only to the way you market your restaurant but also to the menu items and products you create.
One creative example of this is Chipotle’s limited edition Napkin Holder, which is inspired by its customers.
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Here’s the backstory: It’s common for Chipotle customers to grab a stack of napkins to store in their cars on their way out of the restaurant.
Instead of reprimanding its customers for stocking up on napkins, Chipotle created an opportunity for increased brand loyalty by creating a branded car napkin holder.
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As a bonus, the campaign launched around the holidays, making it a perfect gifting opportunity. Each napkin holder also came with a gift card for a free entree to encourage customers to visit a restaurant to “restock” their napkin supply.
Chipotle’s limited edition Napkin Holder was not only an excellent customer-inspired product, but the campaign was also a perfect example of social listening in action.
By paying attention to their customers’ behaviors and what they’re sharing online about the restaurant, Chipotle was able to create a viral moment out of it.
Chipotle’s goal on social is to “meet (their) fans where they are,” according to Candice Beck, the restaurant’s director of social, influencers, and Web3, and this campaign completely aligns with that strategy.
To employ this strategy, get to know your customers on a deep level. Immerse yourself in the platforms they spend their time on, whether that’s Instagram or TikTok, and make note of their interests, behaviors, and goals.
To this day, I can’t hear the words “baby back ribs” and not think of Chili’s. That’s because I, like many millennials, grew up hearing the iconic “I want my baby back ribs” jingle on TV and the radio.
Chili’s has tapped into its Y2K past and created several nostalgic marketing campaigns this year to target its now-adult millennial audience.
The campaigns include a commercial that brought back the restaurant’s famous jingle, now sung by Boyz II Men (another pop culture fixture of the 90s and 2000s).
Using nostalgia in marketing has been a popular strategy in recent years as many businesses’ target audiences are growing up. If you’re an established restaurant, don’t be afraid to rehash the past.
This could mean bringing back an old menu item, selling merchandise with retro branding, or even sharing flashbacks from throughout your restaurant’s history.
Nostalgic marketing works not only because it taps into people’s memories and emotions but also because it serves as a reminder of how long you’ve been around.
In my experience, restaurants that prioritize social media in their marketing strategy tend to generate a lot of online buzz.
An example of a restaurant that creates social-driven content is Austin-based El Arroyo. Even though El Arroyo is a Mexican restaurant, you won’t find any pictures of food on its Instagram.
With almost 700K followers, the restaurant is instead known for its real-life marquee sign that displays cheeky jokes and thoughts, often submitted by fans.
The account shares a picture of its sign with a new message every day on Instagram.
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El Arroyo has built a large following around its daily sign, giving its audience something to look forward to seeing — and sharing — every day.
The restaurant also uses its sign to tie in current events or make major announcements. For example, when the hit Netflix show, Queer Eye, was filming in Austin, El Arroyo partnered with the cast to generate buzz.
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If you want to use social media to drive traffic to your restaurant, create something shareable. This could be a mural or a sign that people want to take pictures of or a unique menu item that would stand out in the feed.
When I think of a restaurant with a signature, distinct, and memorable brand, the first place that comes to mind is Taquero Mucho.
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The Austin-based restaurant is known for using the color pink in everything — from its decor to its margaritas — even the tortillas are pink.
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Pink is splashed across its brand imagery, making it unmissable online and in social media feeds. The color pink often evokes a feeling of playfulness, optimism, and femininity, which are all words I’d use to describe Taquero Mucho.
Creating a strong brand is a great way to make your restaurant memorable, as a signature brand essentially markets your restaurant for you.
“One of our favorite and most effective marketing ideas for restaurants to maximize awareness is a partnership with a like-minded brand to tap into their audience,” shares Ayotte.
Ayotte says this is a low-lift way to draw on what you already have — a great restaurant and a great menu. You can “leverage that through another brand that shares a similar ethos and has access to customers the restaurant might not,” she notes
An example of a successful partnership Ayotte’s team developed and executed was between the dessert brand, Lady M Confections, Netflix, and Pearl Studio in advance of the release of the highly anticipated musical Over the Moon.
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To celebrate the release, Lady M created a mooncake lantern. Once the partnership was ready to be announced, Ayotte’s team reached out to media and influencers to share the news, as well as samples of the mooncake lanterns.
“The partnership was a resounding success,” Ayotte recalls. “It (resulted) in a huge bump in sales for Lady M (and generated) over 1.7 million impressions and 19,804 total social engagements.”
Based on the strategies above, along with more insight from Rachel Ayotte and my personal encounters with restaurant marketing that works, here are ten restaurant marketing ideas and best practices to try this year and beyond.
Whether I’m searching for a restaurant near me on Google or I’ve discovered a new place through Instagram, my next step is always to check out the restaurant’s website. Having a website for your restaurant is a necessity.
“Even if a restaurant has the best service and best food in the world, guests need a way to find out information and connect in some way,” states Ayotte. “In our experience designing websites for restaurants, we emphasize the need for regularly updated, user-friendly formats that make it easy for guests to see the menu, hours, location, and how to make a reservation.”
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What we like: The good news is you don’t need to have website development skills to build an effective website. “Restaurants don’t need a hugely complex website to be successful,” says Ayotte. “A website can be relatively simple if designed well.”
In addition to their website, another thing I immediately take a look at when searching for restaurants is their Google Business Profile.
Your Google Business Profile is the profile that pops up on the right side of the screen when someone searches for your business. This snapshot of your business creates a first impression to searchers who want to see what type of food to expect and what the atmosphere is like.
It also displays information they’re most likely looking for right away, such as hours, location, and reviews.
It’s important to keep your profile updated so customers have the most accurate and up-to-date information. Restaurants that actively maintain this information get 89% more calls, website visits, and direction requests, and 79% more reviews, according to data from Mobile.io.
Here’s an example of a Google Business Profile for a local pizza restaurant here in Austin called Via 313:
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The profile includes the restaurant’s essential information such as location, hours, and phone number. But it also includes things that can help diners make their decision, like the menu, service options, reviews, and plenty of photos.
Pro tip: You can add your own photos to your profile if you don’t want it to solely feature images from customer reviews.
“People love to broadcast negative experiences and reviews,” Ayotte states. “This can haunt a restaurant for years.”
While you can’t control what people write in their reviews, you can choose how you respond. Take the time to read and respond to both positive and negative reviews.
Here’s another example from Via 313, the pizza shop I mentioned above. The restaurant takes the time to thoughtfully respond to every customer review on Google, even acknowledging their feedback when customers share it.
Best for: Tracking your restaurant’s online reviews isn’t only so you can stay on top of negative reviews. You can also use customer feedback to improve your restaurant service, get inspiration for new dishes, or collect positive reviews as social proof on your website and social media posts.
For me, seeing posts created by other accounts and customers helps convince me to try a restaurant. This is called user-generated content, or UGC.
UGC establishes social proof, which is the concept that customers are influenced by other customers’ experiences, behavior, and recommendations.
For example, the Reel below was created by a food influencer sharing their experience at the New Orleans-based restaurant Willa Jean (which, by the way, I can confirm is a great brunch spot in the city!).
The restaurant shared the video on its own page to amplify the influencer’s positive recommendation.
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What we like: Not only does UGC provide social proof for your restaurant, but it also gives you plenty of content to share, so you never run out of things to post.
If you want to get customers in the door, you have to make it easy for them to come. This often means meeting them where they are, which, in the case of upscale dining, is on the reservation platforms.
Reservation platforms like Resy or Tock are great channels for restaurants to increase their discoverability and get in front of new customers.
On the customer side, these platforms are convenient. Booking platforms often curate restaurants for customers, organizing them into categories such as “Top Rated” or “Best Brunches” so people can navigate their options better.
Resy, for instance, even has a category called “Book Tonight” that displays openings for last-minute reservations.
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Pro tip: If you offer reservations or group dining, make it easy for your customers to book a table by adding a reservation page or plugin on your website.
In 2023, I had one of my most memorable dining experiences at Bar Marilou in New Orleans. From the library-inspired interior design to the mouth-watering bites and flavorful drinks, the experience has stuck with me for nearly a year.
So, of course, anytime I see the name “Bar Marilou” pop up in my inbox, I immediately open the email just to be reminded of my magical experience.
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This is the power of email marketing. When done right, emails can be used to increase customer loyalty and serve as a reminder of your story, your menu, or your events. Email is a way to reach your customers directly, whereas social media posts can get lost in a sea of content.
Bar Marilou only sends out emails once a month (sometimes less) to share upcoming events or updates. This cadence is enough for me since I don’t even live in the same city and can’t easily drop in whenever I want.
However, if you have enough data on your customers, you could send more personalized emails depending on their locations, demographic, and dining history with you. For instance, if you know your customers’ birthdays, you can send them rewards to redeem on their special days.
Best for: If you want to communicate important information or share upcoming events with your customers, email marketing can be a more direct channel than social media.
Shareable content is key to succeeding on social media. When you create content that attracts and resonates with people, they’re more likely to share it and help you increase your restaurant’s online reach.
There are a few ways to create moments or content that people want to share. One way is to make your dishes Instagram-worthy so customers are compelled to take pictures and share them.
Here’s another example from the pink restaurant, Taquero Mucho, I mentioned earlier. The restaurant creates a fun new drink every month and shares it on Instagram. This one aligned with the Barbie movie that premiered last summer.
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Another way is to design your restaurant in a way that’s share-worthy by creating an Instagrammable spot inside or outside of your space, like a mural.
Everyone loves free stuff. A rewards program can be a fun way to encourage customers to become frequent visitors to earn free food and drinks.
McDonald’s offers a great example of how to execute a rewards program. To encourage people to use its app, McDonald’s offers customers free large fries when they make a purchase.
The more orders you make in the app, the more points you get and can use towards future orders.
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But you don’t need to have a fancy app or be a large restaurant chain like McDonald’s to start a loyalty program.
My local coffee shop, Sorrento’s Coffee, offers a rewards program that’s set up through its POS system, Square.
Every time you buy a drink, you get points. 140 points get you one free drink. (Which reminds me — looks like I have a free coffee or two waiting for me!).
Best for: Loyalty programs are meant to reward frequent customers. In my experience, the rewards programs I’ve been most likely to participate in are places that I already frequent.
These programs work great with coffee shops or lunch spots in a busy office area — anywhere where you’re likely to see the same customers on a regular basis.
Creating physical products or branded merchandise is a great way to let your customers do your marketing for you.
Like the Chipotle campaign I shared above, branded merchandise is a great marketing idea for restaurants with a loyal customer base. The key to creating branded merchandise is to create a product that not only reflects your brand but is also something your customers would enjoy.
For example, El Arroyo, the restaurant with the famous marquee sign, also offers a full line of merchandise that’s synonymous with its sign. The cheeky nature of the sign lends itself well to other gift-type items like doormats, coasters, and playing cards, like the products below.
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What we like: Branded merchandise is a great way to encourage customers to promote your brand for you and increase word-of-mouth.
As Ayotte mentioned earlier when talking about restaurant marketing strategies, brand partnerships are an effective way to amplify your brand by getting it in front of new audiences.
To get the most out of your brand partnership, partner with a brand that has a different yet like-minded audience. It doesn’t even need to be another restaurant or food brand. The goal is to be introduced to a new audience that would benefit from or enjoy your product.
For instance, if you’re a small local restaurant that just opened on your town’s main street, you could partner with other small businesses on the block for an in-person event or a social media giveaway.
Pro tip: Brand partnerships should be mutually beneficial. Consider what the other party will receive in return for partnering with you when you make your pitch.
The biggest thing I’ve learned from digging into different restaurant campaigns and strategies is that there’s a ton of room to be creative with restaurant marketing.
There’s no right or wrong way. Restaurants can incorporate trends in their social posts or stick to publishing high-quality images of their dishes. They can try to get in front of new audiences by partnering with similar brands, or they can build loyalty with current customers through email marketing.
The essential thing your restaurant needs to succeed is a website with the following key information:
The best restaurant marketing strategy is to understand your brand and your customers. From there, you can experiment with different online and in-person channels to execute your vision and bring more people into your restaurant for years to come.
منبع: https://blog.hubspot.com/marketing/restaurant-marketing-strategy
J’ai soumis des centaines de CV électroniques tout au long de ma carrière. Ces candidatures numériques ont un poids considérable dans le processus de recherche d’emploi. C’est toujours angoissant de s’assurer que je fais tout correctement.
Je me demande toujours : est-ce que cela répond aux exigences de soumission ? Ai-je utilisé la bonne police ? Mon CV surpassera-t-il le système de suivi des candidats (ATS) de l’employeur ?
Si vous souhaitez également vous assurer d’avoir les meilleures chances de vous démarquer et d’obtenir un entretien, voici comment tirer le meilleur parti des CV électroniques.
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Un CV électronique est tout CV soumis en ligne. Les employeurs demanderont des curriculum vitae électroniques en texte brut (ASCII), HTML ou PDF.
Cela aide les systèmes de suivi des candidats (ATS) à analyser et à déchiffrer facilement les centaines de CV qu’ils reçoivent. Pour répondre à ces normes, les CV électroniques sont généralement créés avec une conception ou un formatage limité.
D’après mon expérience, les CV électroniques m’ont aidé à affiner mon approche pour mieux me positionner pour un emploi. J’ai découvert que j’étais plus susceptible d’obtenir un entretien lorsque
J’ai adapté mon CV à l’offre d’emploi, utilisé des polices simples et inclus des mots-clés.
Voici quelques avantages de l’utilisation des CV électroniques.
Seuls 30 % des CV sont acceptés par les systèmes de suivi des candidats (ATS). Mais lorsqu’ils sont bien faits, les CV approuvés par l’ATS donnent de bons résultats.
Lorsque j’ai parlé à Rodolphe Dutel, fondateur du site d’emploi à distance Remotive, de son expérience avec les CV électroniques, il m’a raconté une histoire incroyable.
Au début de sa carrière, il faisait partie d’un groupe de nouvelles recrues chez Google. Dutel a appris plus ، que son CV électronique était la seule raison pour laquelle il avait décroché le poste.
“Il se trouve que j’étais l’une des deux personnes qui n’étaient pas recommandées par leurs pairs”, se souvient-il, “ce qui signifie que mon CV a été récupéré par l’ATS et ils ont décidé de me contacter.”
Dutel a ensuite travaillé chez Buffer, où il a contribué à faire passer l’équipe de 20 à 80 personnes en tant que directeur des opérations avant de fonder Remotive.
Si vous souhaitez correspondre à l’ATS d’une entreprise et vous assurer que votre CV est numérisé, utilisez votre CV électronique pour vous assurer que vous présentez les bonnes informations pour le poste.
L’un des tout premiers CV que j’ai créés était, certes, exagéré.
J’ai utilisé une police épaisse et de couleurs vives pour mon nom, suivie de sections d’expérience et de compétences au format étrange, séparées par des lignes verticales et horizontales.
Je vous montrerais bien à quoi cela ressemblait, mais je suis presque sûr de l’avoir supprimé par pur embarras.
J’ai fait tout cela pour cacher le fait que je n’avais pas encore beaucoup d’expérience professionnelle.
Avec le recul, il aurait probablement été préférable de rester simple et de me concentrer sur la rédaction d’un CV mettant en valeur mes points forts. Au lieu de cela, j’ai essayé de cacher mon manque d’expérience.
C’est là qu’un simple CV électronique serait utile. Lorsque vous devez soumettre une version en texte brut et sans fioritures de votre CV, vous êtes obligé de vous concentrer sur les compétences réelles. Écrivez sur les résultats que vous avez obtenus et que vous pouvez apporter à un nouveau rôle.
Si une candidature à un emploi vous demande de soumettre une version en texte brut de votre CV, vous pouvez garantir que les CV Microsoft Word Doc seront immédiatement rejetés.
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Les employeurs recherchent des candidats capables de démontrer leur capacité à prêter attention aux détails et à suivre les instructions.
Votre CV est la première impression que vous faites à un employeur. Utilisez votre soumission électronique pour vous démarquer et démarrer votre processus d’entretien sur une note positive.
Pour montrer comment créer un CV électronique, je vais en créer un pour moi-même pour une offre d’emploi spécifique.
Voici une offre d’emploi pour un rédacteur de contenu chez Orchard qui correspond à mes compétences et à mon expérience :
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Voici comment je rédigerais mon CV électronique si je souhaitais postuler à ce poste.
Votre CV doit commencer par les bases. Incluez votre nom, votre emplacement (vous pouvez l’indiquer comme « à distance » si vous recherchez des postes à distance uniquement) et votre adresse e-mail. Vous pouvez également inclure votre numéro de téléphone.
N’oubliez pas que la clé pour créer un CV électronique est de limiter les éléments de formatage et de conception. Voici comment je formaterais mes coordonnées sur mon CV électronique (ce ne sont pas mes véritables coordonnées, bien sûr) :
Sam Lauron
Austin, Texas, sam@email.com, (111) 222-3333
Le cas échéant, mentionnez votre formation. Cette section comprend généralement le nom de l’école que vous avez fréquentée, le type de diplôme que vous avez obtenu et toutes les réalisations supplémentaires que vous avez accomplies pendant vos études.
Voici comment ma section éducation rechercherait un CV électronique :
BA Communication de masse, Relations publiques
Université d’État du Texas
Pour attirer l’attention de l’ATS, il est essentiel d’utiliser des mots-clés mentionnés dans l’offre d’emploi à laquelle vous postulez.
Ces mots-clés sont ceux que l’ATS recherchera, donc si votre CV ne mentionne aucun des mots de l’offre d’emploi, il sera automatiquement rejeté.
Par exemple, si nous examinons l’offre d’emploi du rédacteur de contenu chez Orchard, nous pouvons voir des mots-clés tels que « immobilier », « meilleures pratiques de référencement » et « stratégie de contenu ».
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En utilisant ces informations, voici les mots-clés que je ciblerais pour l’offre d’emploi spécifique chez Orchard. Essayez d’incorporer ces mots-clés dans votre CV.
Notez que j’ai mis une majuscule au début de chaque nouveau mot-clé. Cela aide l’ATS à les identifier comme des phrases distinctes.
Mots clés : Rédacteur de contenu, Stratégie de contenu, Marketing SEO, Meilleures pratiques SEO, Marketing de contenu, Immobilier
Quel que soit votre CV, il est important de l’adapter à l’emploi pour lequel vous postulez. Cela inclut l’ajustement de votre section de compétences pour qu’elle corresponde à l’offre d’emploi si vous souhaitez augmenter vos chances que l’ATS récupère votre CV.
Voici un aperçu des types de compétences recherchées par le poste chez Orchard :
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Semblable aux mots-clés, je peux utiliser le langage de cette publication pour générer les compétences que je souhaite mettre en valeur.
Gardez à l’esprit que les puces ne se traduisent souvent pas bien en texte brut. Au lieu de cela, vous pouvez utiliser un tiret ou un astérisque. Ce sont les compétences que je mettrais en avant sur mon CV électronique pour ce poste.
Compétences:
– Rédaction de contenu
– Optimisation des moteurs de recherche (SEO)
– Connaissance du secteur immobilier
– L’accession à la propriété
– Rédaction de contenu explicatif
– Mise à jour et optimisation du contenu
Place maintenant à la section expérience professionnelle. Vous ferez la même chose pour cette section que pour les précédentes. Utilisez le langage et les mots-clés de l’offre d’emploi pour décrire votre propre expérience.
Voici la description de poste pour le rôle de rédacteur de contenu chez Orchard :
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Voici comment je traduirais mon expérience professionnelle pour qu’elle corresponde à l’offre d’emploi. Comme pour la section sur les compétences ci-dessus, j’ai utilisé des tirets au lieu de puces.
L’expérience professionnelle:
– Rédiger du contenu explicatif pédagogique
– Mettre à jour et optimiser les articles plus anciens pour garantir l’exactitude et améliorer la qualité et le classement global des recherches
– Effectuer des recherches d’articles basés sur des données
– Exécuter les meilleures pratiques SEO
Basés sur mon expérience de création de CV électronique, voici quelques-uns de mes conseils pour tirer le meilleur parti du format numérique. J’ai également demandé à Dutel ses suggestions de meilleures pratiques.
Il est essentiel d’inclure les mots-clés mentionnés dans l’offre d’emploi.
Ces mots et expressions sont ce que l’ATS recherchera, donc si votre CV ne mentionne aucun des mots recherchés par le système, il sera automatiquement rejeté.
« Par exemple, si vous postulez pour devenir analyste commercial et que la description de poste recherche quelqu’un qui maîtrise les données, il est de votre devoir de comprendre que vous devrez inclure des mots-clés tels que VBA, Excel et Gantt. graphique », explique Dutel.
S’il est important d’incorporer les bons mots et expressions, ils doivent avoir un sens.
“N’oubliez pas qu’un ATS recherche des mots-clés alors que les humains recherchent des (expériences) qui ont du sens”, explique Dutel.
“Si vous n’avez pas la possibilité d’insérer les mots-clés dans votre section d’expérience professionnelle, vous pouvez ajouter une section au bas de votre CV électronique pour d’autres compétences et ajouter les mots-clés que vous jugez intéressants.”
Vous ne voulez pas remplir votre CV numérique de mots-clés, car cela serait évident et peu agréable à lire pour un recruteur.
Au lieu de cela, votre CV doit être un équilibre entre un ciblage minutieux et un contenu original pour apaiser à la fois les robots et les humains qui examineront votre CV.
« Votre CV doit refléter qui vous êtes en tant que professionnel et individu », suggère Dutel. « Vous devez articuler vos réalisations professionnelles et vos apprentissages de manière à ce qu’ils soient compréhensibles et conviviaux pour un ATS et compréhensibles et conviviaux pour les RH. »
D’après mon expérience, plus le CV est simple, mieux c’est.
Certaines candidatures vous obligent à coller votre CV dans la candidature, et un CV trop conçu ne se traduit pas de la même manière lorsqu’il est soumis par voie électronique. À moins que vous ne l’enregistriez au format PDF, votre format ne restera pas intact.
Utilisez des polices simples pour votre CV électronique. Les polices acceptables à utiliser incluent Times New Roman, Arial ou tout autre type de police Web sécurisée. La raison en est que certaines polices sont difficiles à lire tandis que d’autres ne sont tout simplement pas transférées si vous soumettez votre CV sous forme de document Microsoft, par exemple.
Vous devez également supprimer les lignes verticales, les puces et les polices en gras et en italique, car tout cela peut gâcher votre CV lorsqu’il est analysé par l’ATS et diminuer vos chances de passer à l’étape suivante.
Même si vous souhaitez inclure des mots-clés qui correspondent à la description du poste, il est également important de suivre une structure standard qui sera comprise à la fois par l’ATS et les RH.
Dutel recommande de suivre la méthode STAR pour structurer votre CV électronique. La méthode STAR est une technique d’entretien qui vous aide à répondre à une question en quatre parties. L’acronyme signifie Situation, Tâche, Action et Résultat.
Vous pouvez suivre la même méthode lors de la préparation du contenu de votre CV.
Jetez un œil à la description de poste et identifiez les compétences que vous souhaitez intégrer à votre CV. Ensuite, énumérez ces points de discussion de la même manière que vous répondriez à une question d’entretien. Structurer vos points clés de cette manière permet aux robots et aux humains de suivre facilement.
Les titres sont un autre élément de la structure de votre CV électronique qui devrait être standardisé. Utilisez des titres standard comme « expérience professionnelle » ou « compétences » plutôt que d’essayer de faire preuve de créativité.
L’ATS est formé pour saisir des expressions courantes, donc l’utilisation de mots moins courants comme « compétences » ou « expertise » peut avoir un impact sur la réussite ou non de votre CV.
Regarder une page blanche est intimidant. Au lieu de créer votre CV électronique à partir de zéro, utilisez un outil de création ou un modèle de CV pour commencer.
Il existe de nombreux créateurs de CV gratuits disponibles pour les demandeurs d’emploi. Certains proposent des modèles personnalisables, tandis que d’autres proposent des conseils d’experts tout au long du processus de création.
Personnellement, mon expérience avec les modèles de CV de HubSpot a été fluide et rapide. Le modèle que j’ai utilisé m’a permis de respecter facilement la structure commune et le format acceptable pour les CV électroniques tout en étant capable de le personnaliser en fonction de mes besoins.
Il y a tellement d’éléments dans le processus de recherche d’emploi et d’entretien qui nécessitent beaucoup de temps et de préparation, mais votre CV électronique n’est pas nécessairement l’un d’entre eux.
En suivant ces meilleures pratiques d’experts, en gardant votre CV simple et en utilisant des modèles de CV professionnels, votre CV électronique peut être créé et accepté en un rien de temps.
Les CV électroniques ne doivent pas nécessairement être intimidants. Il s’agit d’un lieu où votre travail et vos compétences peuvent briller. Suivez les étapes ci-dessus et vous serez remarqué à la fois par les robots d’exploration de CV et par les humains.
منبع: https://blog.hubspot.com/marketing/electronic-resume
