National Guild of Hypnotists 2014 Newsletter Issue 10

FOCUS

B U I L D I N G O U R P R O F E S S I O N .

M E A S U R I N G YO U R O U T R E A C H B Y

DE-MYSTIFYING Google ANALYTICS.

Building a website without adding analytics is

much like opening a lemonade stand and not counting your sales at the end of the day, not checking to see how many lemons you used, or paper cups your business required, or even know-ing with certainty that you sold any lemonade at all. ...And then going back tomorrow to do it all the same way again. For years, a business professional ran a magazine, newspaper, radio, or television ad, and then he or she waited. And waited. Months later, the business person could compare results achieved by the ad with results from a pre-vious business period. Sometimes, he or she could gain additional information using analytics tools such as the Nielson Ratings and the Arbitron, to help assess if the effort the business professional had employed was actually resulting in more clients. No matter how it was approached, the pro-cess was always SLOW.

THE WORLDWIDE WEB:

NO MORE LEMONADE IN THE DARK

The day you launched your website, you stopped having to sell lemonade in the dark. By adding the

National Guild of Hypnotis t s

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Issue 10

2014

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“THE PRICE OF LIGHT IS LESS THAN

THE COST OF DARKNESS”

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free Google Analytics web tool to your website, you open the door to a true analysis of what items capture the interest of your clients and potential clients, and what—in many cases—prompts them to contact you. Best of all, the information from Google is available within hours, no more waiting in the dark for months to know if you are doing the right thing! Even if you use Google Analytics for no other rea-son than to evaluate engagement (meaning you never set campaigns or goals but only assess website usage patterns), this tool is immensely valuable to you. Wait—what did I just say? Let’s simplify this explanation of what you can learn by reading your Analytics:

How your visitors got to your website (meaning did they search a topic, click a link, or type in

your URL to find you.)

How long they stayed on each page they visited

and which pages those were.

Which country your visitor is arriving from and

what language they used to access your site.

The percentage of new visitors vs. returning

visitors.

The browser they used to find you.

Whether they came to your site by phone,

tablet, or desktop computer.

The page they landed on first as well as the

page they were on when they exited.

...Interested yet? This is just the beginning. There’s a lot more you’ll be able to easily learn

from Google Analytics.

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DEFINITIONS: here are a few of the terms you

will want to understand to better use Google

Analytics.

Acquisitions: This helps you know how

people arrive at your website. This

information can be geographic or can identify

the website from which a visitor clicked a link

to arrive on your page.

Bounce Rate: Measured as a percentage, this

is the number of website visitors who land on

your webpage and ‘bounce’ off to another

site, spending essentially no time your page,

clicking no links, taking no actions, and

viewing no other pages.

Pageviews: The total number of pages

viewed, including repeat visits to a single

page. When you see pages/session you are

seeing a reference to the number of pages

viewed during one session.

Sessions: This is a measurement of each

period in which your website visitor is

engaged with your website; sessions include

screen views, events, or other segments of

activity.

Users: Website visitors who visit your site,

including new visitors and repeat visitors.

~Arthur C. Nielsen

“Measurement is the first step that leads

to control and eventually to improvement.

If you can’t measure something, you can’t

understand it. If you can’t understand it,

you can’t control it. If you can’t control it, you can’t

improve it.”

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~H. James Harrington

If you do not already have Google Analytics in place on your website, adding it is your first step. You will need to register with Google to set up a free account and follow the fairly simple instructions for setup. Basically, you will be receiving a piece of code (a snippet of code text) that you add to your website as part of your HTML code. If you are not comfortable doing this yourself, you probably have a web master or techie friend who can help. Google provides complete instructions here: https://support.google.com/analytics/answer/1086338?hl=en&ref_topic=1726910 *In case you are wondering, “why Google Analytics?” Google is not the only game in town, but it does afford you a powerful FREE analytics tool for evaluating your web traffic and user response to your site. Other analytics tools are available.

GETTING STARTED: GOOGLE ANALYTICS

You will use your Gmail account to access your Google Analytics account. If you have multiple web-sites, you can conveniently access them all from the same Google Analytics page by adding a unique piece of code (provided by Google) to each site. On the upper right-hand side of each Analytics page, you will find the selector for setting a date range for the analytics results you want to view. You can look at results over a period of days, weeks, months, and even years, starting with the date you first add your Analytics code to your website. You can also pick two date ranges for comparing results. The left side of your Analytics page provides you a menu. Items listed in the menu are: Dashboards; Shortcuts; Intelligence Events (which includes Overview, Daily Events, Weekly Events, and Monthly Events); Real-Time (which includes Overview, Locations, Traffic Sources, Content, Events, and Con-versions; Audience (which includes: Overview, Demographics, Interests, Geo, Behavior, Technology, Mobile, Custom, and Users Flow); Acquisition which includes Overview, Channels, All Traffic, All Re-ferrals, Campaigns, and Cost Analysis; Behavior (which includes Overview, Behavior Flow, Site Speed, Site Search, Events, AdSense, Experiments, and In-Page Analytics; and Conversions (which includes Goals, Ecommerce, Multi-Channel Funnels, and Attribution. Gleaning high quality information on all the topics listed in our bulleted list (previous page) is as sim-ple is setting your date range, navigating the menu of items on the left of your Analytics page (listed above) and then taking a moment to mentally process the data you are seeing. Look for pages where your web visitors spend the longest amount of time—this tells you that the subjects on these pages are of high interest to your clients and prospective clients. Look at “All Traffic” under “Acquisition,” to learn which websites people are on before they come to your site; for example, do you get a solid percentage of your web traffic from Twitter? And does your

“Numbers have an important story to tell .

They rely on you to give them a clear and

convincing voice .”

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NEXT UP: The NGH Convention Teleseminars, here’s this week’s scheduled events:

Thursday, July 24, 2104 – 9 pm Eastern Time – Jacob Bimblich – Smoking Cessation.

http://budurl.com/bimblich2014

Friday, July 25, 2014 – 9 pm – Michael Ellner - Stress, Pain And Anxiety - Oh Yeah!

http://budurl.com/ellner2014

Sunday, July 27, 2014– 9 pm Eastern Time – Ines Simpson and Theodore Robinson - THE SIMPSON PROTOCOL - The NEW Paradigm in Hypnosis.

http://budurl.com/simpson2014

~Stephen Few

traffic from Twitter spend a long time on your site? If so, you have found an important niche (a poten-tial funnel for new clients) that you likely will want to cultivate by devoting more of your time to enriching your tweets with the types of content attracting people to your website. As you use Google Analytics more, you will come to understand other steps you can take for setting goals to measure how frequently your website visitors take actions or complete specific target actions on your site. You can even create custom campaigns to add parameters to a URL from your website, to help you better track and collect data about your referral traffic. Although some people back away from Google Analytics, assuming perhaps that it is only for the techno-savvy, the reality is, Analytics was designed for use by anyone with a website who wants to know whether he or she is using the time/money/and energy of that site in an effective way. As you study your Analytics results, you will have a much better handle on the content that most interests your visitors.

HOW IMPORTANT IS QUALITY CONTENT?

Some companies clearly think it is very important. Deere & Company (the John Deere Company) publishes The Furrow, a print and online publication that is written for the purpose of helping farm-ers become better at farming. The articles in each issue are not crafted by the Deere & Company advertising department, but are researched and written by journalists and focus on topics that reso-nate with today’s agriculture professional. Although the publication indirectly benefits the sales of Deere products, selling tractors (and other equipment) is not the purpose of the publication. Instead, this is a true content marketing endeavor. Does this work for Deere & Company? Apparently yes… they have been publishing The Furrow continually since 1895.

TELESEMINARS RAMPING UP TO THE

2014 NGH CONVENTION.

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NGH Pre-Convention Teleseminars or Webinars You May Have Missed:

Follow the link for instructions to replay:

Thomas Nicoli Everything You Need to Know to Create Successful Sessions and Programs for Results and Profit. http://budurl.com/nicoli2014

Wendy Packer and Ralph Benko Hypnotic Charisma: How to Use Hypnosis to Become More Charismatic. Webinar. http://budurl.com/packer2014

John Weir Learn About Becoming a Golf Specialist. http://budurl.com/weir2014

William Horton A Discussion on NLP Training. http://budurl.com/horton2014

Joan Reese A Triune Approach to Positive Aspirations. http://budurl.com/jreese2014

David Quigley Helping People Heal Themselves with Hypnosis. http://budurl.com/quigley2014

Lisa Halpin Learn About Becoming a HypnoCoach. http://budurl.com/halpin2014

Bob Reese Sports Hypnosis. http://budurl.com/reese2014

Karen Paolino Correia Soul Entrainment. http://budurl.com/paolino2014

Carol Denicker Enhance the Power of Intuition with Hypnosis. http://budurl.com/denicker2014

Ron Eslinger Pain Management. Webinar. http://budurl.com/eslinger2014

Calvin Banyan Hypnotic Age Regression Certificate Course. http://budurl.com/banyan2014

Debbie Papadakis Unlock the Door to Sleep Improvement. http://budurl.com/papadakis2014

Gerald Kein Dave Elman’s Class Revisited. http://budurl.com/kein2014

Lynsi Eastburn Hypnosis for Fertility. http://budurl.com/lynsi2014

David Quigley Past Life Regression Intro. http://budurl.com/quigleyplr2014

Laura Boynton King Hypnosis for Moving Through Illness. http://budurl.com/king2014

Jerry Valley, Tommy Vee, and Michael DeSchalit Ultimate Stage Hypnosis. http://budurl.com/

valleyvee2014

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NGH COMMUNICATES WITH YOU:

2014 NGH CATALOG

AVAILABLE NOW

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Home to website for the National Guild of Hypnotists.

t h e h y p n o t i s t s c o n v e n t i o n . n i n g . c o m

A site for sharing plans, ideas, and excitement about each up-coming NGH Convention.

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The NGH Facebook Fan page.

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The National Guild of Hypnotists group on Facebook.

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A public-facing blog for sharing NGH news (your news!) with current members, prospective members, clients, and prospec-tive clients.

h t t p : / / w w w . l i n k e d i n . c o m / g r o u p s /

N a t i o n a l - G u i l d - H y p n o t i s t s - I n c - N G H -

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The NGH Group on LinkedIn.

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A social network for all NGH members, created to help mem-bers interact with the Guild and its global membership base. Where should you participate and share?

All 7 sites. Each web platform serves a different function and makes it easy for you to interact, engage, and share in different

The National Guild of Hypnotists 2014 Annual Convention, Exhibition and Educational Conference will be held August 8-10 2014, at the Royal Plaza Hotel & Trade Center in Marlborough,

Massachusetts. Follow this link to: REGISTER NOW

Q. When is the 2014 NGH

Convention?

A. August 8-9-10, 2014.

Q. Where is the Convention held?

A. Marlborough, MA, at the Royal Plaza Hotel and Trade Center.

Q. Who can attend?

A. Everyone who registers. You do not have to be a member of NGH to attend the Convention.

Q. Name one logical reason to

pass this up?

A. You can’t! There is no logical reason to miss this event!