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Why Metrics Matter for Small Business

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Marketing doesn’t work without measurement. It’s a simple concept, but one that frequently gets overlooked. Ensuring that limited marketing resources (dollars, people and time) are used wisely is critical for all organizations. But metrics especially matter for small businesses because the margins for error are small.

Online Marketing MeasurementYour company should, at the very least, have a website and Facebook page. These are the first stops for a potential customer looking to find out more about your business. Now consider whether these online storefronts are adding value for your organization. Are they increasing visibility for your brand? What impression are your sites portraying? How are you assessing whether visits are converting to sales or at least moving the prospect further down the purchase funnel? That’s where metrics come in. By measuring metrics, you can collect information on page views, click-throughs, registrations, and more. You can then modify you efforts based on this data.

Below is an outline of online marketing data a small business should be trying to measure:

  1. Website Metrics – These include site visits, time on site, number of pages visited, and conversions (email address registrations, downloads, purchases, and other general contacts).
  2. Blog Metrics – These include the number of posts per week or month, the resulting traffic from those posts, search rankings of posts, and the leads generated from those blog posts.
  3. Search Engine Optimization (SEO) Metrics – These include measurement of keyword rankings and subsequent traffic from the search of those keywords on major search engines such as Google, Bing, and Yahoo.
  4. Social Media Metrics – These include numbers of followers per social networking site, social sharing of your content, conversions to website traffic via those networks, and the number of leads generated from those hits.
  5. Email Metrics – These include open and click-through rates, subscriptions, and the resulting leads from those emails.

If you haven’t been gathering data about your online marketing efforts, never fear! Plenty of tools exist to help you collect that information. Contact Marketpath today to learn how your small business can take advantage of these features and begin collecting valuable data.

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Online Marketing Strategy is Changing

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I’m not all together sure there is a more dynamic industry than online marketing.  With new tools, networks, tactics, and things to pay attention to debuting every day, how can anyone keep up?  It is a full-time job just staying on top of the latest trends, let alone rolling them out into a marketing campaign.  Gone are the days of launching a website with some keywords in the title tag and getting results.  Gone are the days of paying an SEO firm to "magically" gain rankings.  Gone are the days where this stuff was, well…easy. 

Change is Coming
​Are you ready for it?

It has finally happened.  Consumers are becoming smarter each and every day.  Search engines are changing ranking factors every month (or so it seems).  Has your business taken a step back and accessed strategy lately?  If not, you’re behind the curve.  Consumers are well aware of what SEO is.  Just ranking highly for competitive keywords doesn’t cut it anymore.  What value are you providing?  Why should I buy from you or fill out that form on your website?

You see, even SEO firms are realizing the game has changed…the good ones anyway.  Tactics are changing.  The process is much more client facing and transparent.  And guess what…that’s a good thing.  It means that anyone and everyone can play in this space now, not just the guy with the deepest pockets.  Being the richest doesn’t mean you’re the best or that you deserve to gain customers online.  You must provide value.  You must provide content.  And most of all, you must do it often.

Stop worrying about linking strategy and start worrying about creating link-worthy content.  Stop worrying about ranking for competitive keywords and start worrying about ranking for more keywords.  Stop worrying about the technical side of SEO and start worrying about providing value to your potential clients. 

If you can do these things, you’ll be able to absorb changes in online marketing industry.  You won’t have to worry about dropping one spot in Google for your top keyword.  You can get back to doing what you do best…serving your customers.


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Online Tutoring Service Selects Marketpath for Web Content Management

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Mr. T's Online Math & SAT Tutoring
Mr. T's Online Tutoring recently launched their first website, selecting Marketpath for web content management, website design, and search engine optimization (SEO) services.  According to Chris Travers, Mr. T's founder, he selected Marketpath based on Marketpath's expertise with small business websites and the ease of use of Marketpath CMS, their web content management solution.  "Marketpath made it simple for us to launch our first website, providing the service and guidance needed to intoduce our brand to students in both North and South America," said Mr. Travers.

Mr. T's Online Tutoring provides personalized, convenient and and affordable math, SAT, and Spanish tutoring, all online for high school and junior high school students.

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How Easy is Marketpath CMS? Build a New Web Page in Minutes!

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The holidays and the Super Bowl are over, so it’s time to get back to our “How Easy is Marketpath CMS” series.  This week, we’ll demonstrate how easy it is to create a brand new web page using Marketpath CMS, our web content management system for small businesses.   

Think about it.  Marketpath lets you create any type of new page in minutes: new product pages, promotional offers, event pages, news, resources pages, project galleries, and more.  Now days, online success is all about content marketing - and we’ll let you easily create the content and calls-to-action your business needs to enhance customer engagement, increase credibility and create leads.  In short- we’ll make your website and online marketing easy

Keep an eye out for our next installment to see how Marketpath lets you easily manage your website’s on-page SEO.

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How Easy Is Marketpath CMS? Add a Video to Your Site in Minutes!

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This is our second post in our “How Easy is Marketpath CMS” series.  Last week, our video showed you how simple it is to add SEO friendly images to your website using our easy CMS.  This week we’ll demonstrate how effortless it is to add a video to your website using our web content management system for small businesses.  

The best way to enhance your organization’s online marketing is to give your team a solution that makes managing and marketing your website easy.  With Marketpath, you don’t need technical experts adding unnecessary time and cost to your website updates.  Instead, your marketing team will be able to proactively add content to improve your site’s SEO results, enhance customer engagement, and increase leads.

Stayed tuned for our next installment to see how you can add an entire new page to your website in just minutes!  Until then, Merry Christmas and Happy Hanukkah.

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5 Elements of Great Website Design

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A lot of times, before we can implement our content management system, our clients ask us to redesign their website.  While we are always happy to provide this service to our clients, I wanted to cover a few of the aspects of what makes a website design successful.  It goes far beyond pretty pictures and colors and dives into what truly makes your business work, focusing on your business goals, objectives and visitor behavior. Here are five items to take into consideration before and during your website redesign process.

Website Design is a Process
Website Design is a Hands-on Process

1. Clearly Branded and Aligned with Business Goals

All too often a website can become outdated and out of line with the company that it represents.  As your business grows, matures, and inevitably changes, your website should reflect those business goals immediately.  Keep the focus of your website on your primary offerings, which will help clearly communicate your position, your brand, and your value proposition.


Your logo should be visible on every page of your site, preferably in the same location (and linked back to your homepage)

Each business goal should have a clearly labeled section of the website

Consistently use the same tag lines that are familiar to your brand

2. Easily Used by First Time Visitor

Using an analytics tool, such as Google Analytics, you should be able to see how many of your visitors are new, and how many are return visitors.  Keeping your websites design focus on simplicity and usability will help the first-timer navigate your website and hopefully find what they are looking for (contact info, product info, service offerings, etc).  When in doubt, subscribe to the KISS principle (Keep It Simple, Stupid). 


This can be difficult, but try to take yourself out of the day to day mindset of your current schedule.  You know everything about your company, but your visitor (especially first-timer) doesn’t.  Simple language, clearly labeled sections of the website, and easy to navigate menus can all help increase the value of the user experience.  If you can say what you need to say in a sentence rather than a paragraph, it might be helpful to do so.

3. Designed with Conversion in Mind

Today’s websites are more powerful than ever when it comes to increasing sales and leads.  Your website’s design is an integral part in getting people from “website visitor” to “prospective buyer”.  To do this, each page should have its own conversion element that allows a user to interact with your website and take the next step in the business relationship.


Keep the conversion elements above the fold.  If they are in plain view, they are more likely to be clicked on.

Use big buttons and bright (complimentary) colors to attract attention

Keep your online forms simple (asking for too much info is intrusive)

4. Search Engine Optimization Kept At Forefront

On-page search engine optimization (SEO) is important, not only for search engines, but for users.  On-page SEO can be looked at as the foundation of organization of your site.  Clearly labeling pages with Title Tags and nicely designed H1 tags can help users flow through to their desired content, increasing the amount of page views and reducing bounce rate at the same time. 


Utilize text based menus (not images)

Clearly label each page with Title Tags, H1 Tags, Meta Descriptions, and Alt Text

Don’t rely on Flash, as search engines and mobile devices don’t play well with it

Think of your website in an outline format and mimic that same page structure and hierarchy for your sitemap 

5. Professionalism

This should go without saying, but your website often times crafts the first impression of your company.  If you haven’t looked at redesigning your site in a couple of years, put yourself in a prospective buyer's shoes and visit your site.  Would you buy from you?  Your website should be impressive, clearly state your message, and be up to date with the latest information.  What does your current website say about your company? 


Utilize a professional graphic designer, not your brother’s wife’s 2nd cousin that took a class one time.  Just keep in mind that you are going to get what you pay for.

Employ the use of a content management system that allows you to keep your website up to date without relying on a technical person


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The Sweet Life of a Website Cookie - Crumbles Revealed

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Most people probably don't know this but every time you visit a website a "cookie" is placed on your computer. Not the type of cookie shown in this picture (which is one of my favorites - white chocolate chip macadamia), but the type of cookie that helps website owners track information related to their visitors and improve the overall user experience.

Here's how they work

A cookie is simply a character string representing a key/value pair (e.g. "visitorID=23498EFDAB323"). These key/value pairs are sent back and forth between your browser and the website's server with every request.

Most cookies contain user preferences (i.e. language, local branch/store, layout, etc) as well as unique identifiers to track a visitor throughout the website.

Marketpath uses cookies frequently for tracking visitors, online customers and current orders, among other things. Upon my visit to the following visitor id cookie was added:


MPVisitorID is the name of the cookie and the long ugly alpha-numeric string is the ID.

Cookies are safe

Since cookies are just bits of text they cannot be executed like a virus and are not considered to be a virus. But they can present other challenges by transmitting personal information in plain text if the connection is not encrypted.  

As is our standard practice, we never store or transmit personal information via cookies. The id shown above is a unique identifier that contains no information outside our system. It is the same as your library giving you an account number of "1232154". Outside of the library's internal database "1232154" means nothing.

Most websites share the same practices because nobody wants to be cited for privacy issues. There are poor developers out there, though, that unknowingly choose to store personal information in cookies which can lead to those cookies being readable by others. Any plain text sent to and from your computer can be intercepted by anyone on the Internet with the tools and know-how.

But most browsers warn you if you are at risk of passing personal information, so you should pay attention to this and let website vendors know if you see these messages. Website developers don't often test for every possible combination of pages, products, and results which may lead to an occasional misidentification of security issues. As long as developers don't store personal information in cookies and only pass that information in secure page requests, you will be ok.

Cookies are also only limited to the domain of the request. If you browse to any cookies created or retrieved from that request are limited in scope to We cannot ask for cookies stored from because the browsers (at least the big dogs - IE, Chrome, Firefox, and Safari) will not allow it. If you're still using Mosaic then you're on your own!

Third-party cookies

Third party cookies are cookies created by outside domains, often ad services such as Google, Bing, or Yahoo, but used on your website. These cookies help the ad services recognize the ads you've seen and potentially personalize the ads displayed based on your browsing habits. These adhere to the same safety concerns as regular cookies but aren't controlled by the website including them.

More resources

​Here are several sites where you can learn more about cookies.

Although cookies are a fairly simple technology, you may have some questions about them. If so, please post your question(s) in the comment area below.


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5 Lesser-Known Benefits of Software-as-a-Service

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Since the idea of Software-as-a-Service (SaaS) has been around for quite a few years, the benefits have become pretty well known.  The SaaS proponents stand behind the lower cost of entry, the speed of implementation and availability of the software (not installed).  I wanted to dig a little deeper and take a look at some of the lesser known benefits of the Software-as-a-Service model.

No IT Staff Necessary

No IT Staff NecessaryMany small to medium sized business don't have internal IT staff, which makes them a perfect candidate for SaaS adoption.  In the world of web content management systems, an often-used alternative to SaaS is the Open Source platform (Joomla, Drupal, Wordpress ,etc).  While these programs have their place in the market, they are often written for "geeks" by "geeks".  We have helped numerous companies and organizations migrate away from these platforms after they have become frustrated with their supposedly "easy-to-use" open source system. Without internal IT staff, simplicity should become a major factor in the decision making process.  

Frees Up IT Staff Time

If you do have the luxury of having an in-house IT staff, they are probably strapped for time and bogged down with multiple duties.  Off-loading some of the workload of maintaining a web hosting server and a website is a quick, and usually cost-effective way, to make your IT staff more effective.  Utilizing an easy-to-use, SaaS content management system allows your marketing staff to take control of the most powerful marketing tool at your disposal, your website.  Keeping your IT staff out of your marketing efforts is essential to your online success. 

Eliminates Frustrating Maintenance

SaaS products can be quickly and easily patched and upgraded by the company responsible for the software, eliminating time-consuming maintenance for the customer.  Because SaaS products are built around one central core, applying a patch to it remedies any problems that may be occurring for all of the users.  There is no need to worry about software versioning, expensive updates, or in-house hardware problems.   

Less Learning Curve (Typically)

Easier Learning CurveBecause SaaS products are web-based, users typically latch onto them faster than installed software.  We all use the Internet every day, whether it be for browsing, shopping, or connecting with people, we have all become accustomed to web-based interfaces.  SaaS products piggy-back off this familiar look and feel, making the learning curve much less intimidating.

Never Out of Date

Subscribing to a Software-as-a-Service platform grants you a free pass to each and every update that is released for the software.  You can rest assured that you are getting the latest technology each and every time that you log onto the system.  This allows you to focus on completing your tasks, not wondering if the system will work.

Which SaaS products do you utilize?  What are some of the pros (or cons) that you see in the service offering? 


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