In Part I of this series, Your 2013 Marketing Strategy Starts With Data, I discussed the tools needed to lay the foundation for your 2013 marketing strategy. This time, I’d like to focus on what you can do with these data – and what they mean. By now, you should have had Google Analytics installed on your website, and you should be somewhat familiar with the basic information that’s provided. Let’s take a closer look at one of the most important areas: “Traffic Sources.” In this tab of Google Analytics, you are able to narrow in on how people are finding your website. By clicking on “Sources,” then “All Traffic,” you can see what websites are referring the most amount of traffic to your site. From here, you will be able to see how much traffic your social-media accounts are driving, as well as any other sites that you may be running advertising or partnerships on. If you do a lot of online advertising, it’s important to watch these numbers closely so that you see which efforts are generating the most amount of traffic. Within this information, you can also see the average amount of time that visitors are spending on your site. This gives you the opportunity to review quantity as well as quality.
For the more advanced user, you can also set goals, such as “Time Visited on Site” or “Number of Times a ‘Contact Us’ Form Has Been Completed.” This is a quick and easy way to see how many of your visitors are meeting your quality standards.
If you click on the “Audience” tab and then select “Mobile” and “Overview,” you can see how much traffic is coming from a mobile device. You can see how much time people are spending on your site, as well as the bounce rate. This information is a great way to learn whether your audience is mobile-savvy and whether you should invest in a mobile website and a mobile-focused strategy.
Another valuable area: Under Traffic Sources, click “Sources,” “Search” and then “Organic” to see what words people are putting into search engines to find your website. These keywords are obviously your biggest drivers, so I highly recommend incorporating them into your Search Engine Marketing Campaigns. Also, if you don’t like the words that people are using to find you, it might be a good time to re-evaluate your website meta-tags and to edit your Search Engine Optimization.
Your Facebook Insights give you the chance to try out slogans, sales, ad campaigns, and any other creative ideas you might have. By monitoring the Insights, you can see which posts generate the most response from your viewers, letting you know which ones are more likely to work in your other advertising efforts.
By finding out how your customers are interacting with your online presence, you are better able to come up with a strategy to reach them. For instance, if you have a mobile site and a lot of interaction on mobile devices, you might want to consider a more aggressive mobile advertising campaign. If you recently ran an ad on The Palm Beach Post website and it drove a lot of traffic to your website, you may want to consider a more consistent presence.
Thanks for reading. Keep an eye out for Part III: How to Set Realistic, Measureable Marketing Goals.