Here’s what’s great about digital marketing – it’s all instantly trackable.
Digital channels, whether it’s through Google, social media, or your own website, have powerful tools that analyze your digital efforts. Website traffic, clicks, SEO, campaigns, copy, photos, videos emails, ads, and more can all be tracked, measured, and assessed through analytics. We equip you with detailed analytic reports that show exactly what is working, what isn’t working, and what needs to be tweaked.
Why Analytics Should Be Paramount To Your Digital Marketing Strategy
Without good data, how do you know your strategy is working? How can you tell if the money you are spending is making an impact on your bottom line?
Good data collected over time produces an actionable list of what is working and what is not.
Simply put, digital marketing is a lot of trial and error. Although we abide by Google best practices, we can’t control how our efforts will impact results in SEO, Google, or Facebook. Trending data is the only way to accurately assess the current strategy so we can make profitable changes.
What’s Available Through Our Analytics Service
We can track any number of items through our analytics platforms. Here’s a few things we look at for our clients:
Who You’re Reaching
Understanding your audience helps us create content surrounding their interests and capture their attention. Analytics help determine that the correct audience is hearing your message. Through analytics, we learn about your audience’s:
- Geographic location
- Interests and Hobbies
If the audience we see in the analytics doesn’t match the audience we are trying to reach, we know something needs to be adjusted, whether that be our persona or the language and images of the website. This data also helps us determine if there is an alternate persona we should be reaching in our campaign.
How They’re Finding You
How your audience finds you is just as important as who they are. Is all of your website traffic coming from users typing your company name into the URL bar? If so, that probably means you aren’t reaching new prospects. Likewise, if the majority of your traffic is coming from a mobile device, its imperative that you have an amazing and responsive mobile web design.
Here are a few ways we can see how users are finding you:
- Devices used (e.g., desktop, mobile)
- Search Engines
- Social Channels
- Direct Traffic
- Email Traffic
These analytics help us enhance the channels we use to digitally promote your company. Once we establish trending data, we can focus on and optimize the highest traffic sources, giving you the biggest bang for your buck.
How They’re Responding
Getting to your website or social channel is only half the battle; what do your prospects do once they are there?
These are just a few of the ways we can tell how customers are responding to your web content:
- Overall website traffic
- Duration of stay on website
- Behavior flows
- Conversion paths
- Clicks, shares, and comments
- Phone Calls or Emails
For example, while a high bounce rate isn’t necessarily indicative of anything negative, it could mean that a webpage isn’t giving users a clear path to follow. Instead of remaining on your website to read articles, learn about you, or browse products, they are clicking off. That may tell us that a webpage redesign is necessary to better attract and keep prospects.
We utilize the Landing Pages view often in our strategy. The Landing Pages view shows us which pages are most visited on your website. The “Home” and “About” pages are often the most visited, so we build them out with content to meet their full potential. We can also see what types of content your audience likes the most to help clarify our content strategy.
Events and Conversions are another powerful tool inside of Google Analytics. An event or conversion happens when a user completes a very specific action, such as clicking “request for quote.” Those actions are tracked, so we can view when the event occurred and the source it came from. If, for example, we see that many “request for quotes” happen on a Sunday and come from Facebook, that helps us refine our strategy to include Facebook content around requesting quotes that publishes on Sunday.
We analyze the data, suggest new marketing opportunities, and structure campaigns to deliver qualified leads.