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In this installment of “Back to the Basics,” I want to share with you one of my absolute favorite features of Google Analytics: Advanced Segments. (I realize the irony in spotlighting a feature that uses the word “advanced” in a segment called “back to the basics” - just roll with me here).

The following post was recently featured on WorkIt Richmond, an email newsletter and website catering to small businesses in the Richmond, Virginia area.

In my previous article I showed several ways to measure the effectiveness of your site using web analytics. Now we want to apply those same lessons to our online marketing campaigns.

Business networking, whether it is online and/or in-person, is a very powerful way to increase your brand awareness and credibility especially if you are in the business of selling and marketing to other businesses. Besides knowing your business and your competitive advantages, it is important to set goals of what you want to achieve through business networking.

The Audience Overview report is the first page we see upon opening our Google Analytics. But what do all these numbers mean and why should we care?

Listening skills are valuable salesperson traits according to buyers in a recent survey on selling skills. When buyers were asked about the most valued traits in a salesperson, 80% selected “actively listens to me.” If you’re a good listener, you’ve got an important skill to be an elite salesperson.

Pay-per-click marketing is synonymous to Sponsored Link marketing and we'll refer to it for now on as PPC. You know - those search results at the top of the page and along the right side of the page. Each time you click on one of those links, it costs the company advertising the link some money - hence "pay-per-click".

I am proud to announce that friend, long-time customer and President of ILM Corporation, Jason Cohen, has been named the Virginia Small Business Person of the Year for 2013.

As a sales professional in an online marketing agency your role is to identify the best solutions, maximize profitable sales for your company and create raving fans of your customers. This article is about maximizing profitable sales and achieving a 100% close ratio – you heard me right…100% close ratio of qualified customers.

In the next 5 years industry experts predict online marketing will comprise 35% of total marketing spend compared to 21% in 2012. Online display marketing, more practically known as banner ads and the like, is expected to grow at a compounded annual rate of 20% over the next 5 years, surpassed only by growth rates in social and mobile. By 2016 experts expect display marketing to represent 36% of total digital marketing spend and nearly 13% of total marketing spend, offline and online. While search engine marketing, including SEO and paid search, will still have the lion’s share of total digital spend at 44%, online display marketing spend won’t be far behind at 36%. This all makes sense as more consumers’ “eyeballs” go online to consume content, including that of traditional TV. In summary, branding activity will continue to move online and much of it will be in the form of display marketing.