By Michael Briggin
As Bill Gates used to say, “Content is King.” However, in order for the content as a king to rule in marketing, emphasizing relevant analytics for your marketing strategy matters.
Here’s where your organization should focus on in getting the important metrics you need for your call-to-action plan:
Know Where Your Customers Are Seeing You
Having a website these days is more than just a requirement. It’s a pathway for customer experience that can unlock pathways to more insights into your customers.
As long as your website is optimized and filled with content that catches your customers attention, the insights from web analytics will become more meaningful.
Using An Effective System To Track Web Analytics
Google Analytics is a common web analytics program that allows your organization to understand user behavior from the most visited and least visited pages as well as how customers find your website. Using it can enable you to get a better idea on how to effectively conduct market segmentation so you understand which marketing channels to prioritize.
Key metrics to look at include but are not limited to bounce rates, new and returning visitors, how much time was spent on the site, traffic sources such as direct, organic and social media, as well as overall traffic.
Using Google Analytics or a similar web analytics tracking program is important as it helps you understand your site visitors and improve your site as needed to better attract visitors who may be more likely to purchase your products or services.
Measuring Analytics In Your Inbound & Outbound Marketing Campaigns
Once you have your web analytics system in place to track your site traffic, you should then pay attention to the data analytics that come out of specific programs that you use for your marketing campaigns. These are helpful for you in understanding how successful your marketing is depending on what method you use to target your customers.
If you are reaching out to your customers through direct marketing methods like email marketing, there should already be built-in analytics tools that allow you to see insights into the email bounce rates as well as open and click rates. Social media channels such as Facebook and LinkedIn allow you to keep track of how your organization’s social pages are attracting activity from your customers.
